This link has been bookmarked by 404 people . It was first bookmarked on 08 Nov 2007, by Russell Montoya.
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Consumers don't expect brands to be flawless. In fact, consumers will embrace brands that are FLAWSOME*: brands that are still brilliant despite having flaws; even being flawed (and being open about it) can be awesome. Brands that show some empathy, generosity, humility, flexibility, maturity, humor, and (dare we say it) some character and humanity.
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Fiona Murdock58% of UK consumers "don't like paying full price for anything" (Source: Mintel, September 2011).
shoppers consumer_insight spending coupon promotions discount consumer_spending
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While 42% research online and then buy online, 51% research online and then buy in-store
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E-commerce conversion rates have been hovering around 2-3.5% while brick-and-mortar conversion rates for fashion retailers have been around 20-25%
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Of the 40% of US consumers who own smartphones, 70% use their smartphones while shopping in-store
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74% of smartphone shoppers made a purchase as a result of using their smartphone. Of these 76% have purchased in-store, 59% online while only 35% have made a purchase via their smartphone
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Mobile barcode scanning (including traditional UPC barcodes and QR codes) increased 1,600% globally during 2010
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shopping isn’t purely functional. For a large number of consumers around the world, ‘going shopping’ is a leisure activity: a way of relaxing, a source of entertainment or a chance to meet up with friends and share experiences
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when consumers go shopping in person, they increasingly expect to feel or experience something that they can’t get online
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spectacle, exclusive products, the ability to test and feel things, or learning how to use products.
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RETAIL SAFARI.
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shopping experience in the real world delivers instant status gratification in a way that online (still) can’t.
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In February 2011, JC Penney, the US department store, rolled out its findmore service to 120 stores across the US. In-store, 42 inch touch screens allow shoppers to view the retailer’s full online catalog, check inventory levels in local stores, share products with friends and scan product bar codes to receive extra information and complementary product recommendations.
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In August 2011, Westfield, the world’s largest shopping center operator, added Google Commerce search functionality to its in-mall mobile app to save shoppers’ time in their malls. Shoppers can search and compare prices across retailers in their local Westfield shopping mall, and call the local retailers to check availability with one click.
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Canon and Clairol's Herbal Essences have both added Microsoft Tag technology to their in-store products, allowing consumers to easily access customer reviews.
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The Financial Times reported in July 2011 that Tesco, the UK based supermarket was piloting free in-store wifi, allowing customers to check prices online and read product reviews.
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In August 2011, the New York Times reported on an increase in the popularity of digital, paperless receipts
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Home plus, the Korean branch of Tesco, recently launched a series of virtual stores on subway platforms,
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In January 2011, Kraft and Intel partnered to launch The Next Generation Meal Planning Solution, a kiosk that provide users with customized recipes and offers to help them plan meals, with directions to relevant in-store products
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AT&T pilot ShopAlerts; an opt-in service that sent location-based offers to the telecommunications provider's customers
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UK in July 2011, telecommunications operator O2's Priority Moments service enables the network's customers to access exclusive offers and deals based on their location.
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ThinkNear takes into account businesses’ slow periods as well as monitoring local events and conditions for factors that could reduce foot traffic, such as rain and snow. It then generates deals that are sent to nearby consumers as online coupons.
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- 8 out of 10 consumers research purchases online. While 42% research online and then buy online, 51% research online and then buy in-store (Source: Google & IPSOS OTX, September 2010).
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- Multi-channel consumers who receive information from more than one source (store, online, mobile, or catalogue) prior to purchase, spend 82% more per transaction than a customer who only shops in store (Source: Deloitte, December 2010).
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smart retailers are increasingly catering to consumers’ INFOLUST, mimicking if not actually bringing the online experience to their in-store shoppers: everything from in-store price comparisons and customer reviews to suggested pairings (shoppers who bought this also bought…).
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reassuring shoppers that they are purchasing the best of the best, at the cheapest possible price
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e-coupons to buy-online / pick-up offline services, and the real world's enduring advantages will actually receive additional desirability because of online developments.
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convenience and instant gratification of buying in a physical store.
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- In August 2011, the New York Times reported on an increase in the popularity of digital, paperless receipts. Retailers in the US including Whole Foods Market, Gap Inc., Sears and Kmart offer shoppers the option of choosing to receive proof of purchase by email or via password-protected websites.
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- RememberMe is a collaborative project between TOTeM (Tales of Things and Electronic Memory) and Oxfam, that infuses personal history into donated items by enabling people to attach stories using RFID tags.
But increasingly, technology is allowing consumers to access ever richer and more detailed stories by linking online and offline worlds:
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In March 2011, US based ReMakes debuted its line of one-of-a-kind sets of eco-friendly placemats made from reclaimed billboards and movie posters. Each set features a QR code which, when scanned with a smartphone, opens a webpage URL with information about ReMakes.
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Founded in March 2011, Spain based clothing and lifestyle company N-spired Story invites people to send in photos, videos, news or stories; each month one story is printed as an image on a limited edition t-shirt. Users can point their phone at the t-shirt's design and link to online content.
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Can a brand ever customize, if not personalize its products and services enough? Forget letting customers just pick a color or patte
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rn; hyper-personalization will be the name of the game for years to come. Learn from:
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Back to CITYSUMERS. Consumption-wise, the fast pace and ever changing nature of urban life guarantees CITYSUMERS an endless number of new and fleeting social connections, experiences and (commercial) temptations. All of which means that CITYSUMERS are addicted to the here-and-now, experiences, choice and freedom, flexibility and rawness, unrestricted opportunity, and yes, the hunt for the Next Big Thing if not the Next Big Story. In fact, urban culture is the culture these days*.
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James NealRT @trendwatching: The future consumption arena is urban: check out our new Trend Briefing on CITYSUMERS http://bit.ly/KwHOU
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Sara-Kim Diotte11 tendances de consommation crucial pour 2011 à prendre compte selon trendwatching.com
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Bertrand CHARLET#Tendances >> 11 CRUCIAL CONSUMER TRENDS FOR 2011 ! | trendwatching | http://bit.ly/gaWQYi #Consommation
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for 2011's ‘geo-political-environmental macro picture' check out sources such as McKinsey’s Global Institute and Global Trends.
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11 consumer trends to track in 2011
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1. RANDOM ACTS OF KINDNESS
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2. URBANOMICS
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3. PRICING PANDEMONIUM
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4. MADE FOR CHINA (IF NOT BRIC)
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5. ONLINE STATUS SYMBOLS
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6. WELLTHY
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7. SOCIAL-LITES AND TWINSUMERS
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8. EMERGING GENEROSITY
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9. PLANNED SPONTANEITY
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10. ECO SUPERIOR
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11. OWNER-LESS
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defaulting nations, there are more opportunities than ever for creative brands and entrepreneurs to deliver on changing consumer needs. From Brazil to Belgium. No rest for the wicked in 2011!
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To cut a long story short: In 2011, go for products, services, experiences or campaigns that tailor to the very specific (and often more refined, more experienced) needs of urbanites worldwide, if not city by city. And don't forget to infuse them with a heavy dose of ‘URBAN PRIDE’. From Smirnoff’s Absolut Cities to BMW's Megacity vehicle, urban is the way to go.
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Furthermore, whipping out one’s smartphone at the counter, getting the latest deal via GPS, or barcode scanning is well, smart. And therefore a source of status rather than shame.
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In 2011, expect an increasing number of 'Western' brands to launch new products or even new brands dedicated (if not paying proper respect) to consumers in emerging markets.
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Affluent Chinese consumers prefer foreign brands: 52% of consumers whose annual income exceeds RMB 250,000 (USD 36,765) trust foreign brands more than Chinese ones while just 37% said they prefer the latter. (Source: McKinsey, September 2010)
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benayersA 'trends for next year' type post which is rather good http://trendwatching.com/briefing (via @markpincent)
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05 Nov 10
Rob MeiklejohnThis month's trend briefing covers emerging markets - good for future trends, though as always to be taken with a pinch of salt.
trends trendwatching emergingmarkets india china brazil weeklyreading 051110
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Semira Soraya-KandanThx! hope u r well :)) RT @VenessaMiemis: #Innovation Insanity: 67 Trends http://bit.ly/21ZvNH
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