The Gif that Gives

FRESH IDEA: Just recently, I was in a brainstorm where a woman was mentioning that she and her Husband like to pass around gifs (they’re both cool, tech savvy types).  Gif, I should mention, is short for “graphics interchange format.” According to Mashable (article here with lots of examples: http://mashable.com/2012/10/19/animated-gif-history/), gifs have been around since the late 80’s — providing a little flash and fun on websites before the days of videos that didn’t require tons of time to buffer and download.  They’ve since taken on a humor bent, delivering quick, funny situations with animation that are easily passed around and posted.  And now they’ve landed as a promotional piece as delivered by retailer Uniqlo.

Gif Box Promotion — I saw this on Facebook, but I also received it in an email, and it lives on their home page.  Clothing retailer Uniqlo is offering you the chance to win one of seven, fun holiday gifs that you can share/post/embed as you wish, as well as savings offers up to “100% off” to be awarded as a $500 gift card (that’s gift, not gif card).  (Note, for my promotion purists: savings are not really prizes, FYI, because it requires purchase.  So the gifs are really the prizes, and the up to $500 helps, too).  Simply go to their site, enter your email and up pops your prize.  For me, it was a gif that I could share immediately of an igloo.  They also followed-up with a coupon and the gif again, in case I needed it.  What I like about this program is that it’s taking what is already being shared — gifs — giving it a holiday spin — gif box — and turning it into promotional currency, i.e., something you want to win and share — while also collecting data for a retailer that’s hip and trendy. Pretty cool stuff.  Find it here: http://www.uniqlo.com/gifbox/

Kudos to Jess for coming up with this idea even before seeing it.  And for Uniqlo for actually executing it!  TASTY TREND:  Here and Now; Socially Acceptable

Basket of Trouble

CRUNCHY NUGGETS:  Hello and how are you?  We have been quite distracted here in NJ with the coming and going of Hurricane Sandy.  With the down time I had throughout this week, I remembered an interesting tid bit that I’ve been hanging onto and wanted to share.  It’s about those baskets you see at retail.  You know the kind: the ones you pick up for a quickie shop?  Well, did you know that shopping with a basket leads to “vice” purchasing?  According to a study in the Journal of Marketing Research (as shared in the November issue of Real Simple magazine), when consumers shop holding something close to the body, they unknowingly crave instant gratification.  That said, shoppers carrying baskets are seven times more likely to buy “vice” products, i.e., impulse purchase indulgences.  Baskets would make an interesting space to run media for said indulgences.

So the next time you come home with the Oreo and chips, blame the basket, right?!  Have a good weekend.

TASTY TREND:  Shopper Marketing

Good Gaming

CRUNCHY NUGGETS:  235 million.  That’s how many people play games on Facebook each month.  So it seems like a natural place to house a game.  Particularly coming from a brand.  And that’s exactly what Home Depot is doing with their Zombie Mulch game.  Certainly, it looks an awful lot like Plants vs. Zombies…but is that such a bad thing?!  A banner invited me to play, just recently, bringing me to a Facebook app.  Accept the app and drive an orange Home Depot truck to avoid zombies and other obstacles in order to earn “mulch.”  The more mulch earned, the higher a coupon you can receive from Home Depot’s Garden Club.  Sign-up for the club and you’ll double your score as you play.

From a user experience, the game is fun and easy — drive like a crazy person on the sidewalk, hit zombies by accident.  But from the “um, what did I earn?” and “what do I do” keeping it simple perspective, I must say that it isn’t terribly clear.  You have to click your way around to figure out what’s what.  And a leader board?  Really?  I’m not sure if this crowd really cares about a score versus scoring a coupon!  But anyway…that’s just my two cents.  I will give Home Depot credit, however, for: Using banners to push to the app — otherwise who would see but fans?  Linking game play to couponing and a drive to store.  And lastly, providing a means to build their database.  Lots of freebie bloggers mention this game, by the way.

You can find the game here: https://apps.facebook.com/zombiemulch/  TASTY TREND: Go Game; Socially Acceptable: Retailers Rule

Moms, UX, Pups & Pumpkin

CRUNCHY NUGGETS:  A little bitta this…a little bitta that.  Throughout my week I typically hold aside interesting tid bits for the nuggets.  This week I have a bunch to share, so hang in there as today’s post swerves from topic to topic.  Let’s start with moms and mobile….

Moms are SoMo: So huh?!  SoMo = social and mobile  According to a new study released by eMarketer, Moms are among the fastest adopting groups to access social networks on smartphones.  According to their data: 40%, and as high as 60%, of all Moms in the US will be accessing social networks through mobile devices by the end of this year.  What this means for brand-types and marketing folks is this:  cross-platform development.  If you put it on Facebook, you gotta make sure a Mom can access it on her mobile or a tablet.  I just saw a great example of this level of execution in a Facebook post for Boden USA Clothing.  They have a sweeps that calls out how to enter right on FB (in an app) or through a mobile alternative.  OK, so that’s that…onto what I posted in the image…

Social shopping share:  While browsing potential dresses for an upcoming wedding I am attending, I was on Macy’s website.  As I was poking around a piece popped-up for me, offering to share my pictures in a poll that I could post onto Facebook.  So if I wished to, I could share my picks with friends and let them vote on which dress they like best.  Now, what I like about this feature is that it organically shares a retailer’s offerings.  My inner brand person was excited by the thought of passing along great brands, interesting styles, and the net takeaway of “Macy’s is a good place to shop for what I need…”  Particularly for retailers who need to widen their circle of shoppers.  Really good user experience piece, in my opinion.  OK, next…woof.

Pup-Up: Seriously, the concept of experiential pop-up shops for brands has been around for what…ten, fifteen years easily?!  But kudos to Rachel Ray and her new line of premium dog food Nutrish to bring a little fresh twist to it.  As a brand, Nutrish experiences 50% conversion post-sampling efforts, so getting nibbles to dogs and their owners is an important strategy.  RR has taken the idea of a food truck and has dog-ized it for her sampling efforts, with an initial in-market execution in Manhattan.  What caught my marketing eye was: 1. The cleverness of “pup-up.” Cute!  Really great way of using a food truck/mobile effort. 2. The smarts of taking sampling out and about to find lots of pet owners who are also out and about walking their dogs.  And 3. The “well duh”-ness about it.  Simple. Makes sense to point of almost being a “duh” idea.  But in a good way.  Here’s the NY Times article about this effort: http://www.nytimes.com/2012/10/18/business/media/rachael-ray-promotes-nutrish-dog-food-with-a-truck.html?ref=media  And lastly, who put pumpkin in my….

Pumpkin Flavah Crave: Do feel like you’re seeing pumpkin-flavored-this and pumpkin-flavored-that a lot lately?!  Well as someone who actually likes pumpkin flavored goodies, I certainly have and there’s good reason.  NY Magazine stated this past week: “Pumpkin is the New Bacon.”  And noting that not only is this year “one of the most active years for seasonal pumpkin menuing,” but also that sales of pumpkin drinks specifically has risen 400% in the past five years.  The list of pumpkin-touched foods and drinks is extensive.  Almost shrimp-ala-Bubba-Gump-like.  But here’s a few: Pop-Tarts, Pringles (yes, the chips in a can have gone pumpkin), ale, martinis, margaritas, bagels, English Muffins, Eggo Waffles, Dairy Queen Blizzard, Jet-Puffed marshmallows, lasagna noodles, and of course…Starbucks lattes.  *Phew!*

I have other nibbles to share, but will keep this nice and nuggety.  Hey, no matter what your plans for the weekend — a little bitta this, little bitta that, hope it’s a good one, enjoy!  TASTY TREND: Here and Now, Go Mobile, Mobile Moms

Lovin’ It

CRUNCHY NUGGETS:  It’s Monday. It’s a holiday, but not for our office.  It’s cloudy and gray out.  The AC is on in our building and it’s freezing.  Ah yes.  So many things to frown about today.  But alas…Instead, I’ve decided to post a few things that are making me smile from the marketing world.  Good and crunchy nuggets that I’m loving.  And of course, I need to share the love…

On Target: Have you read about Target’s holiday toy initiative this year?  Target is taking parental insights, specifically: sometimes “santa” can’t shop without the gift recipients present at store; and sometimes when “santa” gets around to fulfilling lists, toys are sold out.  So starting October 14th, Target is putting QR codes by each of their top 20 toys.  Scan the code using your smart phone and it gets ordered, purchased, and shipped to your home.  No worries if the gift recipient is with you as you’re not “buying it” at the register.  And no worries if the shelf has been cleared.  The mobile transaction will find it online (at the North Pole?!).  QR code naysayers state: “but will parents actually do this?”  Well…perhaps the pressures of santa (and other gift purchasing types — my apologies for focusing only on Christmas) will drive the tech behavior.  Think about the crazy stories you’ve heard before of parents going to all lengths to get toys.  This simply requires a little forward tech behavior, easy peasy.  Next up…

I want candy: And I want this in my office:  a JellyBelly jelly bean vending machine. Choose your flavors and your sizes: 2.5-oz. for $2; 5-oz. for $4; and 7-oz. for $6 portions.  Get your cup ready.  And enjoy!  They’ve offered packages before sure.  But this is the mix and match kind of tasty goodness.  And, the machine holds up to 300 pounds of JellyBelly jelly beans, yum!

Infographics are sweet, too: And lastly…you know that I love my infograhics (and if you don’t, now you do).  Here is a link to a nice, juicy piece about mobile and social and how it impacts shopping habits.  Quickie nibble example: Did you know that 60% of active Facebook users said that they’d discuss a product or a service if a discount or deal was offered?  Here’s the rest found on Mashable: http://mashable.com/2012/10/02/smart-devices-social-media-shopping/

Ah yes.  It’s the little things that warm my heart and my brain.  Now, if only the heat would get cranking in our office, that would be great.  TASTY TREND:  Here and now; Retailer Tech; Go Mobile

A Cat Jumps Into a Box

FRESH IDEA:  “And then the cat jumps into the box to determine what prize you win…”  I love a fresh new idea.  Especially when you can giggle about the marketing team level conversations had around the idea.  Where I found this lol cat of sorts was in today’s PSFK email newsletter.  It shared a sweeps for retailer Uniqlo who is opening up a new store in San Francisco, has a pop-up location, too, and is using the program to drive engagement and store traffic.  Now…none of that is funny.  How it comes to life, now that’s worth a chuckle:

Big in Japan — A Japanese cat named Maru has enjoyed fame on YouTube.  There are a series of videos featuring the cat; each has gotten anywhere from over 1 million to over 8 million views!  Apparently the one where Maru gets in and out of boxes caught the attention of the Uniqlo creative team.

Inside the box — So how it works…using a Uniqlo Facebook app, consumers can share their info and then have Maru choose a prize box.  The catch is that you’ll have to claim it at the new retail or pop-up locations (drive to retail).  Now…if you’re outside of San Fran and still want to play, you get a mystery prize.  Mine was a free recipe download from chef Danny Bowien.  Apparently, he is a known icon in San Fran. Which…to be strategically on target…is what Uniqlo intended, using local stars and a YouTube “sensation” rather than big celebs or models.

It’s a fun piece with a really good user experience — and it’s just different, which is what I really liked about it.  Go ahead, you can try it out here: http://www.uniqlo.com/luckycube/

The recipe is for Rice Porridge with Dungeness Crab, Chicken and Soft-Cooked Egg, yummy! (That was sarcastic, sorry…*bleck*).  TASTY TREND:  Socially Acceptable; Shopper Marketing Finds

Mobile My Groceries

CRUNCHY NUGGETS:  About three years ago (my time flies), I started using the hand scanner at my local Stop & Shop to do my own organizing/bagging/scanning for groceries.  A hand-held wand lets me scan products’ bar codes throughout the store; and then after adding them to my “cart,” I literally add them to my cart in bags.  So by the time I get to check out, I have my grand total, everything bagged as I wish, and all I need to do is redeem any coupons and pay.  Love it.  Well…this past weekend I found myself in a quandary.  ALL of the handscans were charging and none were ready for shopping.  “Could be two minutes…could be a half hour” is what Customer Service advised *ugh!*  But alas…I noticed a big QR code and a sign that said that I could use a mobile app to do the very same thing!  It’s called ScanIt!  and it first launched in a handful of stores back in 2011, eventually going into full roll-out this year.  I found it on my iPhone’s app store and downloaded it immediately.  Now…in the meantime, a kind soul returned his working-fully-charged handscanner, leaving me with no need to go mobile.  But wow!  The app linked to my frequent shopper card and would have let me “scan” (photograph, really) barcodes to do exactly what the handscan device does during my trip.  It would have also shown me offers.  I must admit that I am a little bit hesitant to do a full-0n shop with this app — with the nightmare of having to go to a manned-line if anything goes wrong, noooOOOOOooo!  I’m so used to the scanner.  But I do intend on giving it a whirl for a mini, fill-in shop soon, it’s seems terribly easy. I won’t I just look like a cool tech geek at the grocery store!  Here’s a video on how it works: http://www.youtube.com/watch?feature=player_embedded&v=nF_TrEnZv2M

What’s next?  I’d guess use your smart phone to pay, too.  And also send in your Deli order (no need to go to a kisok).  Maybe even your Starbucks order with a pick up time, hey now that’s  good idea!!  What about a social extension:  “I just saved at Stop & Shop!!”  So what do you think?  Too much “big brother” for you are more old school?  Or is this the way to go?  TASTY TREND:  Go Mobile; Here and Now

I Do! (Grocery)

CRUNCHY NUGGETS:  I read a “who knew?” article in today’s Wall Street Journal.  It was about the increase in brides and grooms to be choosing grocery chain cakes for their wedding cakes!  And that’s the actual cake, as well as the Groom cake which some couples also serve.  Why have couples gone grocery?  For a few reasons…walk down the aisle with me..the grocery aisle that is…

Less retail bakeries — Back in the 70’s in the US, there were 30,000 (estimated) bakeries.  It’s now down to 7,000.

Cost savings — With the popularity of fancy cake TV programs, there has been an increase in fancy cake makers charging fancy cake prices.  Grocery chain cakes not only cost less, but they also offer quick service (order two weeks from the date), and low cost delivery and set-up fees.

Specialists on hand — Chains such as Publix, Safeway and Albertson’s have even brought specialists on board to handle more elaborate cakes and requests specifically for wedding needs.

Here is the article if you wish to take a bigger slice of the three tiered baked nuggets:  http://professional.wsj.com/article/SB10001424052702303836404577476592711486970.html?mod=WSJ_LifeStyle_Lifestyle_5&mg=reno-wsj

What do you think?  Is a cake “worth” paying extra for or would a grocery one be just fine, in your opinion?  TASTY TREND;  New Frugal

DIY Crazy

CRUNCHY NUGGETS:  In the past, I’ve shared crunchy nuggets that I’ve read about or seen from a pedicure chair.  And last Friday certainly had my brain bubbling as my toes sat in a foamy bath.  It came as I read through my mail and browsed the latest Williams-Sonoma catalog.  They now offer an “agrarian” (i.e., think WWFD — what would a farmer do) section, dedicated to helping customers DIY foods and make things at-home.  Well beyond cooking and into areas such as: gardening, beekeeping, chicken coops, as well as kits to make your own cheese, vinegar, sprouts, mushrooms, and kombucha (a fermented tea that is supposed to be packed with healthy properties).

Now…I wasn’t surprised (nor should you be) because all of this feeds into the larger trends of: slow food – knowing where your ingredients come from – gardening and growing your own – keeping things local.  But I was taken by the extensive selection Williams-Sononma is offering, along with resources for DIY’ing it, my goodness!  It made me wonder if DIY, cottage-industry-type behaviors are a new sort of status among a Williams-Sonoma crowd, which I would imagine is more high-end – ?  Are there bragging rights in serving cheese and vinegar that you made yourself?  Again, I would think yes.  What are your thoughts?  Is this just another fad or will we see DIY kits like these for the masses?  TASTY TREND:  Food and Flavor Trends; Slow Foods;  Keep it Real, Keep it Local

Shopping List Truths

FRESH FACTS:  Do you make a list before you go grocery (or drug store, or mass merch, or club) shopping?  I do…and I certainly stray from it (try new things, buy things I know I need anyway, regularly, etc.).  My Husband (when he had his own household to maintain) did not stray from his list, not at all.  So…which behavior is more common?  Mine, apparently.

According to a study just shared by the Integer Group and M/A/R/C Research, 9 out of 10 consumers make impulse purchases, straying from their lists.  Why?  Sale and deal driven: 66% of them said were motivated by a sale or promotion, and 30% said they found a coupon.  And interestingly, as a treat: 23% wanted to “pamper themselves.”  Now, as brand and marketing types, this can be good news, because it means that in-store promotions, offers, and deals are important; and there is still time to convince a consumer in-store that your brand or product is what needs to go into baskets and get purchased.  Particularly if it has “treat” value.  But alas, out of store consideration and brand loyalty still plays a role with 61% of consumers saying that their impulse purchases were primarily influenced by a brand they currently use.  So how many impulse items are we talking about?  Not many apparently: 61% of consumers who shop off-list purchase an additional one to three items.  By the way, this study was noted in both Progressive Grocer and Drug Store News today, in case you need.

So do you make a list and then go astray?  Do you have regular purchases and do they make the list?  My brain can’t hold that much, I have to have a list for some guidance.  You?  TASTY TREND:  Retailers Rule; Shopper Marketing