Interesting Online Shopping "Youtique"

Thank-you to The Shoppologist Blog for introducing me to the "youtique".

What I like about this "youtique" is it's unique use of youtube while focusing on solving the shopper problem, what am I going to wear to....

• Wedding
• Hot Date
• Job Interview, etc

Bravo!

Canadian Tire Goes to the Foods....

What do you think about Canadian Tire's move into Food Retailing as part of it's mix in it's stores?

What I was happy to see pointed out by Mike Arnett, president of Canadian Tire Retail, in the Financial Post was that when they conducted their research, about adding food as part of the mix, the people asked didn't think it was a good idea. Even with this feedback they went and began testing it in their stores and are seeing positive results.

In my work at CPG I have seen ideas cancelled because of market research. Although I know having a success in consumer packaged goods is a challenge, I am disappointed by some companies reliance on the research to the detriment of their own business skills. Certainly research is one input into the process (where you can afford it) but it is an input!

Often times the runaway successes are for products that you would never predict....think the hoola-hoop, the pet rock, mood rings, etc.

See also the article in the Financial Post!
http://www.financialpost.com/most-popular/story.html?id=2602820

LCBO - A High End Must Shop Boutique!

The LCBO have done to alcohol, what Shopper's Drug Mart has done for make-up.  They have made the experience the same as walking into a  high-end boutique.

5 Reason's I love shopping at the LCBO! 

1) 

Beautiful Stores

Gone is any feeling of any shame upon entering these stores....instead you feel special the minute you step in. The stores are beautiful...well lit and inviting with the bottles glittering like jewels on shelves. 

2)

Expertly merchandised

Except for that little challenge with the strike a while back, the shelves are always well stocked, and the sections are easily organised and clearly signed so even the hard of sight can find what they are looking for!

3)

Retailtainment

Between the tasting's, and the courses, there is always something going on in the store that provides the interested shopper in information about the latest wine, or drink.

4)

Leverage the seasons

There is always a reason to visit the store, even if your own cellar is well stocked.  As the seasons change the LCBO is always taking advantage and communicating specials through high gloss flyers with the latest way for you to celebrate...with Beers from around the world, or Summer Drinks to make your BBQ Special.  

5)

The Best Store Magazine Ever

I know I have made a special stop at the LCBO just to pick up the latest issue of their quarterly magazine, with all of the great pictures and recipes, it's a must have, and worthy of display alongside the NewYorker!

Well enough for now...I think I'll think up a reason to head off to the LCBO...Oh yes, I'm heading to a party tonight! Maybe I'll see you there!

What is shopper marketing

What is shopper marketing?  Ask 10 people, and you'll probably get 10 different answers.  Frustrating?  You bet? Surprising, not at all!  After-all, it's a new area of marketing that's just starting out.

I know, many of you would say, it has always been here as an important consideration by both manufacturers and retailers alike.  The difference, you'd say, is that it's  been given a label.  Perhaps you are right, however giving it a label is HUGE!!!   It's forcing us all to consider what it means, and how to apply it in our business.  For those companies that get it right, it's their opportunity to pull ahead of the pack.  And don't kid yourselves, this is BIG.

So what do I think shopper marketing means?  I think that shopper marketing encompasses everything and anything that touches the shopper.   YES.  I think it is broad, and that to win in shopper marketing, those with the guts to go with this definition will WIN.

What does that mean specifically?  Well, I'd say it  covers the 4 P's of Marketing, but from the perspective of the shopper Vs the consumer.  And yes, I also think it also covers the area of bringing marketing programs alive in specific retailers, but that is much too narrow a definition if you want to leverage the power of Shopper Marketing.  

Remember, the shopper is the gate-keeper to your consumers.  If you don't get past the shopper, you will never get to YOUR consumer, and therefore understanding what makes them tick is critical.

So my question to you, is how are you defining your shopper marketing program and leveraging it in your business?!!!

I recommend that you include Shopper Marketing as an integral and equally important area as traditional Consumer Marketing and WIN!

How has the NEW ECONOMY changed shopper behaviour

I just came back from a 'girls' weekend away with a wonderful group of women.  And I took note!! All of us have now been impacted in one way or another by the recent economic downturn.  And although the news reports that the economic downturn is improving, the impact we are facing is more real than ever.  And do you know what?  The recession actually had a direct impact on what we did and where we went!

1. We chose a closer city to visit
2. We stayed at a friends home Vs a hotel
3. We chose a bring your own wine restaurant for our dinner out
4. We ate in for two of the meals 
5. We all spent less when we went out shopping Vs prior years

And as you might suspect, or notice yourself, we are not alone!

"Some of the top lifestyle changes consumers are making to cope with the current economic state include:

1. eat out less/eat in more
2. turn down the thermostat
3. be more efficient with my shopping trips
4. buy less name brand products
5. buy in bulk

• 52% of U.S. grocery shoppers said they plan to eat at home more often than last year.
• 96% of shoppers considered it important that any new product provide them value for the dollar.
• Over 80% of consumers said they will spend the same or more on essential personal care products as they did last year."  http://shopper360.blogspot.com/2009/01/mind-of-american-grocery-shopper.html

So take note!  Expect the changes in purchasing habits to continue throughout 2010.  Consumers of all socio-economic  background are adjusting to the new normal and re-evaluating their spending and the value equation.  Here are a couple of ideas to consider for your business.

1. Leverage 'home' entertainment themes 
• Games Night
• Fine Dining at Home
• Kids Party's
• Bring back the 'family' dinner
2. Communicate value 
• Salon Vs dyeing your hair yourself
• Pizza delivery Vs at make it at home
• Brown bagging it

Now more than ever, being budget conscious is in!  Make it easy for your consumers to find value as they navigate through the new normal!

Good luck and good shopping!

Quick Trip - Dinner Tonight

Did you know that shopper's are spending more than money in your store?
According to the work done by Herb Sorensen, he describes the three currencies being spent in your store as money, time and angst.

Most of the research to date has been spent looking at the money being spent, but what happens when we start considering the other currencies of time and angst. There are relatively easy solutions a retailer could execute to address these challenges that wouldn't involve massive changes and cost to the store. To help paint the picture, think about a typical working mom solving tonight's dinner with a quick trip to the grocery store. By putting yourself in her shoes, and better understanding her challenges, what do you think the store could do to reduce time and angst.

It's Tuesday morning, she gets up, turns on the coffee, grabs a shower, gets dressed, gets her kids up, grabs her coffee, makes breakfast, makes the kids lunch, throws in some laundry, gets the kids in the car, drops them at school, heads to the office, works, heads to the gym at lunch, works some more, and heads home. On her way home to pick up her kids she wonders what she will provide her family for supper. She stops at the grocery store to pick up ingredients for a meal to serve her family that evening. She walks around the store frustrated, worried she'll be late to get her kids. She ends up picking up a few things she's made before, and heads on her way to get the kids. Tired, frustrated, and hoping she got everything she needs for tonight's dinner.

By understanding this shopper better, the grocery store could have reduced her time and angst and made her into a loyal shopper. Here's how:

1) In the meat aisle have 3-5 pictures and/or displays meals with the recipe cards and the ingredients.
2) In the produce section display a 2 vegetable dishes that take 5 minutes or less to prepare.
3) On an end cap, have a display showing healthy lunches for kids, along with the products
4) Change the meal suggestions and end caps regularly to keep it fresh and informative.

If this mom had this shopping experience, where do you think she would stop next time she needed a quick meal solution for her family?

Oh I wish grocery shopping could be more like clothes shopping! Don't you?!

Oh the joy of clothes shopping. Why couldn't grocery shopping be more like clothes shopping? I got to thinking about this question, and wondered whether manufacturers and grocers could learn a thing or two from clothing retailers. Here are a few points I came up with....


Here are a few things my favourite clothes store does well and how it could work at grocery!
Product at my favourite clothing store is always displayed prominently. This allows me to see, touch, and even try on the product!
1) Could manufacturers reduce the packaging and make the products themselves stand out more? It could be a great environmental move too with less wasted packaging.
Clothes are merchandised by outfit: this top, that skirt, this scarf, those tights & voila my 'Friday Night' outfit! I'll take it all!!
2) Wouldn't it be great if the grocery store had areas dedicated to meal solutions with all of the ingredients together?! I'll buy it all, and now I have my outfit and my dinner planned!
My favourite clothes store displays product perfectly in my line of vision, right between my knees and shoulders.
3) Grocers should do more merchandising in our site of vision. They have the right idea in fresh produce, now do more of that in other areas of the store.
Merchandise and displays are changed frequently at clothing stores.
4) You might point out that products are changed frequently at the grocery store too, but did anyone really notice? There is a big opportunity for the grocer who can do a better job displaying new items more prominently!

That's it for today, I think I will go shopping now! ; )