Tag Archives: Retailer Trends

Cookie Gram

FRESH IDEA:  What do you get when you combine:  a cookie, it’s 100th birthday celebration, a retailer who sells these cookies, a Facebook application, and a mobile coupon?  You get the Oreo Cookie Gram!  I just saw this idea on Target’s web site:  Go to the Oreo cookie Facebook page — they haven’t yet converted to the new timeline format, FYI — it would make a lot of sense to do that given the milestone now being celebrated, but I digress.  There is a tab for the Oreo Cookie Gram — enable this app.  Choose from among your Facebook friends who you’d wish to send a coupon good for a free package of Oreos.  You can also add in an email of a friend if he or she isn’t on FB.  Give your credit card information.  And for $3.99 per package, your friends will be sent a mobile coupon (or digital, if it’s an email address) good for a free package of Oreo cookies.  And this coupon is good only at Target, no other retailer.

Now, what I like about it: It’s easy.  Very simple transaction.  It’s a great use of social.  It’s super customized for a key retailer — one that accepts mobile coupons, nice!  It’s not expensive — $3.99 is a good, low price point for a social gift.  And it takes an old-sounding birthday (holy 100 years!) and makes it contemporary.  What I think it’s missing:  the what’s in it for me (WIFM).  Other than the “hey, thanks” from friends who receive the coupon.  Sending a package to yourself isn’t even served up as an option.  Chance to win a year’s supply or 100 packages would have even been a nice WIFM.

Feel free to send me an Oreo Cookie Gram, I will be more than happy to redeem it and share.  I’ll even bring the milk!  TASTY TREND:  Socially Acceptable; Retailers Rule; Here and Now; Go Mobile

All in One

CRUNCHY NUGGETS:  It’s no secret that I’m a fan of Target.  And so when I see something new and interesting (from a marketing perspective, of course) about Target, I feel the need to share. That feeling came to me this past Sunday as I browsed through their latest circular.  On the back page was a big banner:  “Bullseye Bodega.”  Now, I live in a town where there is a nice-sized Hispanic population.  And there are active bodegas in town. So here I am…looking at the circular…taking it to an ethnic place, looking for Goya products and the like.  When really, it’s just Target’s way of defining “one-stop-shop.”  Like a real bodega.  Of course, I had to do a little homework around how they arrived at this concept.  Here is what I found:

  • In 2008, the Target Bodega was the name of a pop-up shop concept.  Four designers were selected and they literally took over  small, ethnic, urban grocery stores in Boston and NYC to showcase and sell their clothing, accessories, and beauty products.  But they treated it like a real bodega, with the products living along side of produce and canned goods, and various other sundries.  Jump ahead to a more mainstream version and…
  • At the beginning of January (i.e., now), Target typically runs a stock-up sale on household items, bulk items, family-sized items, bonus packs.  They used to call it the “Great Save Event.”  It’s now the “store-within-a-store” concept…i.e., the Bulleyes Bodega.  Again, it’s a one-stop-shop in Target to find what you need for your family.
  • This concept goes a tech step further this year, as you can go to the Target web site and print out additional savings; or you can text BODEGA to 827438 in order to score mobile coupons.
  • The program has social spread as it’s supported on Facebook, e.g.: “Find the stuff you need & things you want at brag-worthy prices.” And to be honest, I found much of the explanation about this event through blogs.  Particularly coupon and savings bloggers who just love to share good deals.

To me, it’s an interesting creative messaging spin on a stock-up, store within a store sale.  Again, I couldn’t find any specific Hispanic angle to it, coming from Target.  But I assume if Minneapolis (Target’s hometown) knows bodegas, so should most of the US.  And maybe my reaction was a little to hometown biased.  “Bodega” is certainly more breakthrough than “stock up sale,” or the former “great save event.”  In any case…I also, by the way, thought it was interesting how many Target-following bloggers are out there, too.  Folks who write out what’s going on with this company.  What do you think?  Is the word “bodega” a surprise to you, too?  TASTY TREND:  Retailers Rule

Green Monday

CRUNCHY NUGGETS:  ‘Tis the season to coin terms for consumer behavior.  And today’s phrase:  Green Monday.  Apparently, this phrase was created by eBay in 2007 when they noticed a shopping spike on that day around their online holiday sales numbers.  Green Monday is the second Monday in December when online, holiday shopping increases as consumers start shifting into a little bit of a panic.  Shoppers want to make sure their online gift picks can be shipped without extra costs.  Now…it’s not the biggest sales day of the season online — apparently, this whole week sees its share of last minute, virtual basket rings.  Particularly as “Free Shipping Friday (12/16)” comes around. Cyber Monday, Thanksgiving Day, and Black Friday, likewise, all drive online holiday sales spikes.  And according to comScore, this year is up 15% to date overall in terms of online holiday shopping sales.

Now…Can I just say that no where can I find why “green.”  Color of money, I’m assuming.  But why not “Manic Monday” or “Shopping Mania Monday” or “Digital Dash Monday”?!  If you know, do tell, thanks.  TASTY TREND:  Here and Now; Today’s Shoppers

Snack Facts

CRUNCHY NUGGETS:  Well hello there!  I hope you had a fantastic holiday weekend.  I certainly did, despite needing stuffing detox, oofah.  Last week I put interesting eating habit facts away in an air-tight nugget container.  And I’m going to open them now and share…no worries, only your brain will feel full, not your belly…

Three squares?  Not so much – Only 5% of the population eats three, regular meals each day.  Rather, we’re a nation of snackers – eating un-traditional food selections at all hours of the day. That’s why…

You want to eat what, when? – 20% of the cookies and apple pies sold by McDonald’s are at breakfast.  Much of the Dunkin’ Donuts chicken salad sandwiches are consumed before 9am.  And yet McDonald’s sells more than 20% of its oatmeal outside of breakfast.  20% of Stonyfield yogurt eaters choose to have it instead of dinner; and one in three eat it before eating breakfast.  And according to Kellogg, more than 30% of all cereal is eaten for meals other than breakfast.

What this crazy eating has lead to are more on-the-go options, more “customized” options — letting customers eat what they want, when they want, as well as extended hours. Me, I’m a late luncher, so I get this eat -when-you’re-hungry mentality.  How ’bout you?  Already have your pre-breakfast yogurt?  Ready for your odd-hour-sandwich?  Note that if you need/want, these tasty tid bits were pulled from USA Today: http://www.usatoday.com/money/industries/food/story/2011-11-21/weird-eating/51338542/1  TASTY TREND:  Food and Flavor Facts; Here and Now

Holiday Nuggets

CRUNCHY NUGGETS:  Before you go off to enjoy your holiday weekend — or perhaps as part of it, as you’re checking your email or Facebook news feed — I thought I’d pass along a few crunchy bits about holiday shopping that are interesting.  They’re like stuffing — spoon ’em out and enjoy…

Self-Gifting & Family Gift — An article today from msnbc reiterates a trend we’ve covered in a past post about the holidays.  Specifically, the push this year by retailers for “self-gifting.”  Look for retailers’ messaging throughout this holiday shopping season around “buy it for yourself,” along with offers of buy one gift–get one free (or discounted) to keep one for yourself. NRF says that 60% of shoppers intend on self-gifting.  And in a slow economy, feel good about savings/treating yourself is a compelling message to capture register rings at retail.  The article also mentions the idea of a “family gift.”  Essentially, it’s a form of self-gifting whereby you — and the people you love and live with (your family) — get to all enjoy the present (think:  big TV or video game console). Like that nugget?  I did…but I also like…

Likes for Toys — TheFind recently analyzed which toys this season were gaining the most Facebook likes — therefore predicting them to be hot toys.  The list includes: the LeapFrog LeapPad Explorer Learning Tablet; Let’s Rock Elmo; The Barbie News Anchor and Video Girl dolls; Power Wheels Dune Racer; and Fijit Friends.  Now personally, I applaud the interesting methodology in coming up with what’s hot.  What’s very telling, though, is how it reflects the Facebook user profile.  These toys — other than the Fijit Friends — are very young.  So the person liking the brand/product is most likely a mom of a young child.  Just a hypothesis, but it makes sense.  Onto our last tidbit…

Wish Lists — According to the National Retail Federation, the top wishes for kids this holiday season include:  For Girls — Barbie dolls, an iPad, Disney Princess and Monster High dolls tied for third place, and American Girl dolls.; For Boys — Video Games, iPods, LEGO, cars (generic), Transformers, and Hot Wheels.

Ahh…brain feels full now!  Hope you have a wonderful holiday and good luck if you venture out shopping.  TASTY TREND:

QR Code Inspiration

FRESH IDEA:  Well hello there!  While I was on vacation last week I saved an email I received from one of my favorite trend sources, PSFK.  It shared a really cool usage of a QR code that JCPenney is executing for the holiday season.  They call it a “Santa Tag.”  Here’s how it works:

Basically, you pick up a tag at JCPenney.

Scan the code using your smart phone (any QR code reader will work).  And then leave a voice message for a gift recipient.

You then take the tag and sticker it onto the gift recipient’s package.  He or she gets the gift, scans the code, and then hears your message.  Nice!

I’ll include the link to the PSFK article which shares a video of it and how it works — it makes it very crystal clear.  What I love so very much about this execution is how it’s taking a QR code and: continuing to “train” consumers in how and why to scan;  moves the content of a QR code beyond a discount or a link to like a brand’s Facebook page, and into a truly meaningful, very personalized experience.  And good for JCPenney…it’s a unique differentiation point for a retailer. Love it!  I could see this application for other brands and services, can’t you?!  Here’s the URL: http://www.psfk.com/2011/11/jc-penneys-qr-code-gift-tags-carry-personal-voice-recorded-messages.html

So did you start your holiday shopping yet?  Maybe this will inspire you not just with a good idea, but to make a list and check it twice!  TASTY TREND:  Here and Now; Go Mobile

Holiday Predictions

CRUNCHY NUGGETS:  Yesterday I received a package from Ann Taylor Loft and thought: “what did I order?!” I opened it to find a bracelet (“I didn’t order this..”) and a note (see image).  It thanked me for being a good customer and offered 50% off a full-priced item, in-store, during November.  Wow!  That’s quite a way to win over my loyalty in time for holiday shopping!

Flashback to yesterday afternoon, before getting this lil’ shopping gifty, when I read a really good, crunchy nugget-filled article.  It was the National Retail Federation’s (NRF) “Top Ten Holiday Trends for 2011” blog post from November 1st.  And it gave a snapshot of how today’s consumers are shopping relative to how they’ll approach holiday shopping this year.  Along with how retailers will be reacting –trying to attract their share of wallet.  Indeed…Loft’s “we love you…so come love us” gift is on-trend for extending “value” to customers this holiday season.  What else should we expect?  I won’t reiterate the whole article, I’ll let you read it — but here are a few brain nibbles:

  • Consumer confidence is down.  So spending will be down for the holidays. “Moderate spending” is this year’s best case scenario.
  • 36% of shopping will be done online, up from 33%.  But this 36% isn’t all about actually making purchases, it’s also about researching and shopping around.  More than one-third of the time, “online shopping” is consumers getting gift ideas, and doing price comparisons.
  • Holiday shoppers this year will be going to more stores, not less, in an effort to find the best prices, the best offers.  And best offers also means seeking extra services like layaway, extended hours, shorter lines, and charitable overlays with purchase.
  • Spending on non-gifts, for yourself or just waiting for the best deals of the year to spend on something that won’t get wrapped and gifted will be up this season.  This kind of purchase is predicted to hit $130 per person versus $112 last year.
  • Practical gifts are out…but “everyday usage” gifts will be taking their place.
  • Black Friday will continue to start earlier this year, with retailers opening on Thanksgiving Day, or kicking off Black Friday with doors open right at midnight.
  • Free shipping will be big again this year for online offers.
  • And mobile technologies such as smart phones and tablets will play a role in this year’s shopping experiences.  Not huge, but definitely growing.

Now, if you were to stop now and not read the actual article, you’ve pretty much soaked up a lot of the crunchy goodness.  But do read the article as it’s sprinkled with lots of good stats and color commentary.  Here it is: http://blog.nrf.com/2011/11/01/top-ten-holiday-trends-for-2011/

Surprisingly, I didn’t see socially driven offers, socially driven efforts, nor location based offers noted among the trends. Hmm..?  Oh well.  Hey, I’m going to be out of the office all next week.  Hope you have a good one and I’ll see you again, right here, during the week of November 14th.  Thanks.  TASTY TREND:  Traditional Experiential; Retailers Rule; Recession Obsession Continued

Sweet Sweet Nuggets

FRESH FACTS:  *Ding Dong* “Trick or Treat!”  Well hello!  What are you dressed as?  Someone terribly curious about consumer behavior and interesting insights?  Wow!  Me, too!  Well you’re in luck…I just refilled my bowl of crunchy marketing nuggets today, thinking about Halloween.  Here are interesting facts about the food du jour:  candy.

Candy Corn Rules — Whether you love it or you don’t, candy corn is the top selling candy at Halloween.  Americans purchase over 20 million pounds of it each year.  It also happens to be the most searched candy term on Google.  And apparently, Southerners love to read about it most with Alabama, Kentucky, and Mississippi leading the Google searches by state.

Chocolates and More Chocolates — Behind Candy Corn is chocolate.  $1.2 billion is spent on chocolate candy just for Halloween.  Among the top sellers:  Snickers, Reece’s, Kit Kat, and M&Ms.

Four days to go — Just picking up your treats today last minute?  Well hopefully there’s something left as you missed the most popular purchase day for buying Halloween candy:  October 28th.  In fact, the top five candy selling days are all in October.  When you compare sales versus other holidays: 90 million pounds of chocolate candy are sold during Halloween week, versus 65 million pounds during the week leading up to Easter, and 48 million pounds during Valentine’s week (that’s a lot of pounds, people). And $44 is the average spend per US household on Halloween candy (didn’t say whether that was to distribute or to self-indulge).

Here is the bowl from which I scooped up these fun-sized candy tid bits: http://www.huffingtonpost.com/2011/10/28/halloween-candy-facts-statistics_n_1062687.html#s438105&title=Candy_In_Weight

*Nom nom nom*  That was your brain chowing down on the stats.  Enjoy.  TASTY TREND:  Today’s Consumers; Small Treats

Quickie Bits

CRUNCHY NUGGETS:  Today’s post takes a handful of crunchy nuggets and tosses them at ya — like candy at a parade…or salt over your shoulder…or grass seed on your lawn.  They’re lil’ bits and bites I’ve read about or seen and wanted to share.  OK, ready to catch them up in your brain?  Ready, set, go…

Groupies – I was poking around on Pinkberry’s website, interested in what they’re all about.  And I noticed that their fans and email opt-ins aren’t fans nor friend, not even loyal customers.  Rather, they’re “groupies.”  Love that.  Nice means of showing brand personality through their interactions with their followers.  Very inspiring.  OK…onward…

Creepy – I just read an article in AdAge about a website that was literally  posted a week ago.  It was made by the gentleman who created Elf Yourself.  And it’s called takethislollipop.com.  What makes it super cool is how it uses Facebook data –in order to view the story, you have to link with your FB account.  It takes some of your photos, your news feed, and your hometown, and personalizes a mini horror/thriller movie of sorts.  But why I started this tid bit off with “creepy” is because the story line plays into the fears of anyone who thinks psychos can hack into your Facebook account, learn all about you, and hunt you down.  Good pre-Halloween piece.  And again, great usage of data.  Seeing my own newsfeed as he was reading it…my photo hanging in his car…eek!  Note that I have a photo of a sign that I took down the shore:  it’s a crab holding “Don’t be crabby you’re at the beach” — yeah, he saw that one, too, which was actually a little bit a laugh for me.  Anyway…last bit…..

Holiday Buzz — I know, I know…I’m very early to think about shopping for the holidays.  But it’s not too early for retailers to start talking up their deals and means of attracting consumers.  Among this year’s offers:  lots-a-layaway – Walmart, Sears, even ToysRUs;  lowest price offers – Walmart just announced that they’ll match lower prices advertised by other retailers, simply bring your Walmart receipt with the competitive offer and get a Walmart gift card good for the difference; likewise, Staples and Bed Bath & Beyond have already said they will match the lowest prices of  big Internet retailers (e.g., amazon) and Sears is offering to beat a competitor’s best price by 10%.  Retailers know that spending decisions are highly considered by today’s consumers.  And they’re trying to offer the best reasons to shop their stores versus others to gain share of wallet.

A little bit of inspiration, creep-i-fication, and retailization for you, right?!  Hope you caught them all.  If not, more will always be on the way.  TASTY TREND:  Socially Acceptable;  Traditional Experiential; Recession Obsession Returns

Nuggets & Nibbles

CRUNCHY NUGGETS:  Today’s post is like emptying out my “pockets” of the nuggets I’ve been stuffing in them all week.  Push aside the lint, the string, and the spare change and read these tid bits…

Flu Shots & Foursquare — While I was waiting this week for prescriptions to get filled at our local Walgreens, I heard a spot on their in-store radio.  It encouraged shoppers to check-in on Foursquare in order to donate a flu shot.  So I did — why not?  It was easy and it was a lil’ feel good knowing that I helped someone else.  A bit of homework found that up to 200,000 flu shot vouchers (that’s worth $6 million) will be distributed by Walgreens through five major cause organizations from until October 8th.  You can also participate using Facebook Places, or on Facebook — like the retailer page to send a donation; vote for which cause receives the most vouches.  And FYI flu season officially begins on October 1st.  Nice program, nice Foursquare partnership.  Next nugget…

Whole Foods Goes Social Savings — Again, pulling from my own consumer world…Earlier this week an offer from social savings site Living Social popped up (they’re #2 to Groupon, by the way):  $20 in groceries for $10 at Whole Foods.  Well, let me tell you.  I could easily spend that on their sushi, snacks, fun frozen stuff, and a chocolate angel food cake.  So of course I got it and shared it.  Apparently, I wasn’t alone as 1 million vouchers were quickly taken.  During the peak time, coupons were flying out at 115,000 per hour.  Now, why I found this particularly crunchy is not only is this the first national grocer to play in this space, but also to overlay it with a cause.  As part of the offer, Whole Foods is donating 5% of the sale price to the nonprofit Whole Kids Foundation, which emphasizes healthy eating education in schools.  To me, this elevates the offer beyond the flash promotional feeling and into a true win-win.  Love that.  OK onto the last…

No Help for Yelp — A kind, nugget-sharing former colleague passed along an article to me this week about how Groupon (hey, there’s social savings again) impacts consumers’ reviews of merchants.  It seems that according to Boston and Harvard University studies, when a merchant runs an offer through a daily deals site, their Yelp ratings go down (Yelp, by the way, is a site/app that enables consumers to share reviews of local merchants and businesses).  The thoughts are: 1. that these businesses are typically overwhelmed by the influx of business the offer triggers, so overall quality goes down; and 2. negative reviewers are crowding out positive. Thanks to Bill B. for so kindly sharing the nuggety-ness.

Wow, I feel so much “lighter” when I get all of this out of my mind and into the blog.  Hope you feel smarter.  And hope your weekend if also filled with goodness, enjoy.  TASTY TRENDS:  Here and Now; Go Mobile