Dec 23, 2010
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Dec 16, 2010
But instead of making a return, consumers who were surveyed said they would make more purchases in an effort to try to surround their designer purchase with other luxury items and restore aesthetic harmony, according to marketing professors Vanessa Patrick of the University of Houston and Henrik Hagtvedt of Boston College, whose study is forthcoming in the Journal of Marketing Research. READ MORE HERE
Dec 15, 2010
So, it was interesting when I opened one of their latest email offerings in the mad run-up to the retail Christmas. Let me say that I think they do a lot of things right, and have done a credible job of establishing their business in one of the most challenging retail trading environments, ever.
First up, was their opening:
My first thought ? $30 for a stocking filler ? In an era of price deflation, I would expect a stocking filler to be less than $20 and heading rapidly south at that. $30 and under seems way off the pace in today's market....
However, their presentation was enough for me to look further, especially as they advertised 'In Stock Now'.
Next up, I had a look at the products they thought would appeal to me, and this really got me thinking (and not in a positive way):
Please understand, I am a content maven - I devour books, mags (when I find one that interests me), movies and music - I own in excess of 400 dvds, and about the same number of cds - some would say I have a problem... Of course lately, with my iPad I also devour a lot more content online than I used, and at a variety of times, too. Reading an online mag in bed is somehow rather decadent.
I thought, wow, I am not sure I would pay over $20 for a new book. I have recently joined our fabulous new local library and also buy secondhand books (the new frugality), and it is very rare I feel I want a new title badly enough that I need to shell out more than $20 (often in excess of $30) for it. My friend has a Kindle and I am thinking about downloading (and paying for) some titles on my iPad. Think about it, why would you buy new books, if not to give to a non-Netizen ? I could get a fabulous new move dvd for way less than that up the road my local JB Hi-Fi.... and my house is choc-full of books anyway... garage sale anyone ?
The magazine - I can't remember when I last took the time to read a physical magazine from cover to cover - and now, with FlipBoard on my iPad I can create my own customised magazine. So that, too, fell by the wayside.
Which left me with good old Johnny Cash - believe it or not - and this IS embarrassing - I do listen to some of the songs from Walk The Line - but just the other day I was putting a playlist together for my best friend, and I downloaded some tracks from iTunes - instant and only $1.49 for the ones I wanted. That felt good!
So when I took another look at their offers - I thought 'Wow - imagine being in a retail business - an online one at that - where you have so much competition and where the demand dynamics and distribution channels are changing so rapidly', and that's forgetting about those retailers locked into physical distribution outlets - those things called 'stores'. You've got to work a lot harder to get me to part with my Christmas Dollar now. That means service and personalisation.....
So, what's it going to be ? What's your marketing strategy ? Are you going to Walk The Line ?
Dec 14, 2010
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Dec 2, 2010
Boston, USA and Dublin, Ireland; Wednesday 1st December, 2010:BlackBerry OS overtook Apple's iOS for the first time in the US in November in terms of mobile internet usage according to web analytics company, StatCounter. The company's research arm, StatCounter Global Stats finds that for the first time in the US BlackBerry OS at 34.3% overtook Apple's iOS which recorded 33% in November.
Google's Android is rapidly gaining and has almost tripled internet market share from 8.2% last November to 23.8% this year. Apple's iOS has fallen from 51.9% to 33% over the same period.
** read the rest of the article HERE **
Dec 1, 2010
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There's no need to make a shopping list anymore. Imagine that you've used up the last of your tea bags. Just scan the barcode and add the product to your online basket.
|maverickwoman Thnx to Todd King AMP Shopping Centres, @shoppologist @kcarruthers @hollingsworth 4 interesting exploration of social shopping at #AMP_SMC|
Thursday, 11 November 2010, 10:01 pm - Reply - View Tweet - Retweet - Direct Message
|paulwallbank @shoppologist your pun on Pavlov dogs ringing a bell wasn't wasted #AMPSMC|
Thursday, 11 November 2010, 5:26 pm - Reply - View Tweet - Retweet - Direct Message
|kcarruthers <3 @shoppologist he knows stuff! Gr8 preso re consumer psych @ AMP Social Media Cafe|
Thursday, 11 November 2010, 5:25 pm - Reply - View Tweet - Retweet - Direct Message
|paulwallbank @shoppologist & @maverickwoman bounce around ideas on situational awareness, stimulus and perceptual vigilance #AMPSMC|
Thursday, 11 November 2010, 5:24 pm - Reply - View Tweet - Retweet - Direct Message
|hollingsworth RT @maverickwoman consumer psychologist @shoppologist talking arousal, perceptually vigilant shoppers+receptiveness 2 relevant msgs #AMP_SMC|
Thursday, 11 November 2010, 5:24 pm - Reply - View Tweet - Retweet - Direct Message
|maverickwoman Now consumer psychologist @shoppologist is talking about arousal, perceptually vigilant shoppers+receptiveness to relevant msgs #AMP_SMC|
Thursday, 11 November 2010, 5:21 pm - Reply - View Tweet - Retweet - Direct Message
|hollingsworth Now consumer psychologist and retail strategist @shoppologist is talking about "social shopping activating our brains" #AMPSMC|
Thursday, 11 November 2010, 5:20 pm - Reply - View Tweet - Retweet - Direct Message
|champagnejayne Enjoy! RT @paulwallbank: On way 2hear words of wisdom from @kcarruthers @hollingsworth & @shoppologist on why geolocation matters to retail.|
Thursday, 11 November 2010, 3:39 pm - Reply - View Tweet - Retweet - Direct Message
|paulwallbank On way to hear words of wisdom from @kcarruthers @hollingsworth & @shoppologist on why geolocation matters to retail.|
Thursday, 11 November 2010, 3:34 pm - Reply - View Tweet - Retweet - Direct Message
Nov 10, 2010
A really interesting graphic depicting which countries file the most patents for each dollar of research expenditure, essentially showing the efficiency of their innovation and research efforts. Click here to access article and here to enlarge image.
Nov 9, 2010
Tying into Facebook's Deals announcement last week, The Gap announced a promotion in which it offered free jeans to the first 10,000 people to check in to Gap outlets via Facebook. According to Fast Company, the promotion definitely met at least one of its objectives by generating awareness, interest and store visitation:
When I asked one store staffer whether any free jeans were left, she smiled and shook her head. The free jeans were long gone, she said, with lines stretching out the door since before the store opened at 8 a.m. People were actually showing their check-ins? Yes, she said. On Facebook Places!?! Yes.
Perhaps this store was the exception, I thought. But after calls to a slew of Gap stores in high-traffic New York City areas–Soho, the Financial District, Midtown–it appeared this was the norm. Every store worker I spoke with–only aware I was a potential customer–explained that the promotion had ended hours ago. Lines, they said, stretched out the doors, filled with eager-to-check-in customers. Many weren't sure of the exact number of free jeans offered before the 40%-off deal kicked in, but estimates were pegged between 50 to 100 for each store.
The promotion may have succeeded in generating PR, awareness and trials of Gap's jeans, but the question of what longer-term impact this may have for the brand remains. Will Gap be able to qualify who these customers were? Did they buy any other products while in store, or did they purely capitalize on the free denim? Will those customers remain, and did new customers consider the Gap as a result of their friends' experience and 'check in'? And was the cost of 10,000 pairs of free jeans worth it?
We'll keep our eyes out for additional word on the impact of this promotion.
Nov 6, 2010
The study advances existing brand research in consumer psychology and goes beyond the existing paradigm, indicating that traditional measurements such as brand attitude strength do not adequately explain consumers' intense loyalties to the brands they love -- that they fail to explain how brands capture "consumers' hearts and minds." Brand attachment, the authors claim, does exist, is predicated on a brand/self-relationship and can better explain what drives consumer behavior and their loyalty and commitment to the brands.
It is brand attachment that explains consumers' devotion to the iPod, fans' intense reaction at celebrity deaths and the torment of teenagers who are denied their favorite brand of jeans. Through brand attachment, the USC Marshall study suggests, consumers see the brands as an extension of themselves
Nov 5, 2010
Facebook Ads Provide 'Deals' for Local Merchants, MarketersFacebook has a new offer for users willing to share their locations in status updates: deals from nearby merchants or big-brand marketers such as Starbucks, Gap or McDonald's.
The new service combines two of the hotter trends in local marketing: location-based check-in services such as Foursquare, and local group deals services such as Groupon or LivingSocial. "There are many changes in mobile, and there's a revolution in the social space," said Mark Zuckerberg, founder and CEO of Facebook, which has 200 million mobile users. "Mobile is as big as that -- when you combine mobile and social, industries can get disrupted."
But like everything Facebook does, it has the potential of taking a niche phenomenon now exploited by a coterie of small startups and turning it into a mass phenomenon. "While businesses have been able to use other geolocation services to incentivize customers to some extent, Facebook Deals allows global brands to do so at massive scale," said Michael Lazerow, CEO of social marketing firm Buddy Media.
Facebook announced the Deals Platform and another feature called "Single Sign On," which allows users to log into any app on their iPhones and Android phones, eliminating the need for remembering passwords and typing on tiny mobile keypads. There are 550,000 games and applications available on Facebook, and developers can now build the single sign-on into any of them or build new apps with the feature.
Facebook is launching the Deals service with 22 big brand partners -- Starbucks, McDonald's, H&M and Gap -- and 20,000 small- to medium-sized businesses can start creating Deals on their Places page inside of Facebook. Merchants create a Facebook page where there is an option for choosing the kind of deal they would like to offer: individual, loyalty, friends or charity. Individual and loyalty offers are digital versions of the traditional coupon and loyalty cards, where a customer gets a punch hole for every coffee or sandwich purchased. The friends offer is a strictly Facebook style deal, where if a user checks in his or her friends, they get a discount. The charity deal is where the merchant will donate $1 for each check to a charity.
"The Deals concept solves the long term," said Facebook's director of local, Emily White. "For a long time, merchants have been told to get online. This solves that problem for them and turns the fans into real dollars."
Gap decided to immediately participate in Deals, offering 10,000 pairs of jeans for free to all users who check into one of the 900 Gap stores nationwide. "It's important for us to connect with our customers where they are," said Olivia Doyne, a Gap spokeswoman on hand at the event at Facebook headquarters in Palo Alto. "This can be used in so many ways. If a store has too much inventory, we can use Deals for that. We can tailor the deals to our customers' locations."
Facebook does not earn money in the Deals promotions, and Ms. White said this project is very much in a beta state. But inadvertently, by having more businesses create pages on Places and having more people checking into those businesses, there will be a natural increase in Facebook traffic.
Marketers have long seen mobile phones as a powerful means of reaching consumers while they're out shopping or physically close to a given store. "This is continuing Facebook's empowering of small businesses," said Dave Marsey, senior VP of Digitas digital media. "We're gonna see the biggest response with small local businesses that can more directly and electronically manage attracting new customers and rewarding loyal customers."
Mr. Zuckerberg said that, as always, Facebook's focus is to make things better for users. "Whether the deals platform turns into something more commercial, or we choose to monetize something else -- though we have no plans of doing that any time soon -- that works for us too."
Nov 4, 2010
H&M's GoldRun Mobile Game
Retailer H&M and AR platform GoldRun have partnered together for an interactive mobile & display window activation, in which the GoldRun app lets iPhone users interact with H&M clothing & accessories displayed in the storefront windows of the retailer's Manhattan locations. Users choose the items they want to view and capture them with their phones to create their own 'virtual fashion show', receive an instant 10% off the store's wares and be entered for a chance to win gift certificates and a trip to Las Vegas. The app will facilitate trying on outfits virtually, posting of images to Facebook, and creation of custom lookbooks.
For a fast-fashion retailer like H&M – whom also arguably counts on a younger demographic for a not-insignificant portion of its business – the app and activation feels like an instinctively fun game and competition-based tool. But will it generate incremental sales for the retailer? We'd love to learn about the activation's impact and results, given it's much-hyped 'game'-based motivation.
At 6pn GMT this Friday, November 5, U.K. clothier Ted Baker will celebrate the launch of its U.S. online store and promote its Fall/Winter 2010 line with #TakeOnTed. Conceived out of Guided Collective, the online promotion will enlist eight fashion bloggers to style Ted Baker looks solely over Twitter.
The bloggers will have 15 minutes to style two different looks from a selection of 450 Ted Baker pieces, giving their instructions to a hair stylist, make-up artist and three runners remotely over Tweets to@ted_baker.
The general public can observe the styling sessions live ion the Ted Baker site. They'll also get in on the styling action for five minutes after the final blogger session, tweaking the looks by directing their own Tweets to @ted_baker. Those looks will be then tagged in the Ted Baker U.S. Facebook page, and creators of the most "Liked" looks will earn a $500 gift card to Ted Baker online.
Nov 3, 2010
Nov 2, 2010
Has the "buy local" grocery shopping trend started to infiltrate the fashion industry? A recently launched website gives style-savvy customers a new resource for locally designed clothes and accessories. ShopNativeLA brings the convenience of the Internet to trendy boutique shopping, offering fashions from promising new LA designers, along with vintage items carefully curated by founders Camille Joseph-Jordan and Mandy Mitchell.
The philosophy that inspired the venture shares some of the principles behind the movement to buy locally grown food and produce: providing consumers with quality products and boosting the local economy. ShopNativeLA is specifically focused on helping rising designers grow their business by offering their products to a wider audience.
Oct 21, 2010
Starbucks customers can now get more than just a coffee, scone and Wi-fi when they step into their local branch thanks to the launch of Starbucks Digital Network, an in-house content network created in partnership with Yahoo that provides patrons with access to news, entertainment, business and the local goings on.
The network's channels feature content from a variety of providers, including the Wall Street Journal, The New York Times and USA Today for News, iTunes and the Bookish Reading Club for Entertainment, and Rodale for Wellness. A hookup with Linked In will also provide job searchers squatting the coffee shop tables access to a career blog and tips from career coach Lindsey Pollak. The network will also be site specific, and a Neighborhood channel will bring relevant local content via Foursquare, Patch and Zagat.
Oct 18, 2010
The study, which analysed spending across 16 major retail product categories, showed that around one third of online shoppers bought travel product or services, from flights to hotels to travel products, with an average purchase of $1,168 over the 30-day study period.
Sep 30, 2010
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Sep 13, 2010
The online fashion retailer Gilt has launched an editorial site for men.
Called Gilt MANual, the content revolves around style guides, advice, and features about designers. The site also features an "Ask Us Anything" section.
On the front page and throughout the site, the only advertisements direct users towards Gilt sales.
The editorial topics on Gilt MANual have been the main staple of men's lifestyle magazines such as GQ and Esquire. The license for expertise derived from Gilt's proximity to apparel products might grant it enough authority from a reader's perspective over other publications.
Posted by Circus Communications to Circus Communications
Are mobile apps worth the hype? The short answer – it's complicated. A recent blog post we read on Fast Company.com is drawing a bit of controversy by knocking the effectiveness of mobile apps, but the blog's author, Aaron Shapiro does make some great points.
Apps can be both useful & fun to use on mobile devices! There are currently over a quarter million apps available to download for the iPhone, and users are quick on the download. But because most apps aren't terribly useful, most are downloaded & discarded as quickly as a fleeting thought. According to facts in a study Shapiro quotes, users only use 20% of those they have taken the time to download anyways.
Depending on how cool and original you want to be, the development of a mobile app will cost you somewhere between $5000 and $50,000. If you'd like the app to be available on more than one phone model - be prepared to pay again. In this case, your ROI is your accessibility, cutting-edge image and the value of the incentives offered to your shoppers.
Finally, a comparable alternative to building an app is building a mobile website. According to Shapiro, a mobile website, which can be viewed on all smart phones, has 50 times the reach of an app, and costs a tenth of the price to develop. The other advantage is that the user doesn't have to go out of their way to download an entire program to begin interacting with your brand.
The choice of course is yours, and there is no shortage of opinions or information on the subject. Whatever the case, we're curious to hear from you, and to help your business reach its mobile market.
Cheryl Cardon, President
Circus Strategic Communications Inc
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