Tag Archives: experiental marketing

Happy Thanksgiving from Evans on Marketing

26 Nov



Do Retailers Offer What We Want During Holiday Shopping?

25 Nov

Predictions for the 2015 holiday shopping season are rather conservative, as a lot of consumers (both in the United States and globally) remain rather tight-fisted with their spending. Despite the improving economy, many people are not overly optimistic about the future.

As Retail TouchPoints notes, retailers will also share some responsibility if their holiday 2015 revenues fail to reach their expectations:

“Recent research indicates that the holidays bring significant mismatches between what consumers want and what retailers are able (or willing) to provide. Although 60% of consumers report that the availability of buy online/pick up in-store will affect where they shop — and an even higher percentage (72%) of consumers want to be able to buy online/return in-store — only 25% of retailers offer these services. And while two-thirds of consumers find online product recommendations helpful, a scant 16% of retailers expect a high ROI from this functionality.”

“See where retailers successfully play Santa, and where they fall into the role of Grinch, with this infographic from Listrak.”



Inc.’s Coolest New Products for 2015

23 Nov

There are all kinds of best lists that appear at this time of year. We’re noting a few of them. In the area of innovation, one of the coolest (pun intended. :-) ) lists is a ranking of the coolest products of the year.

Bartie Scott has identified 15 cool new products in 2015 for Inc. Here are a few of them.

Lily Robotics Drone: Toss this flying camera into the air, and it will soar above, behind, or around its user like a futurist homing pigeon. Set to ship in early 2016 for a presale price of $799 (regularly $999), Lily’s launch video got more than nine million views on YouTube.”

Hammerhead: This navigation system ($85) hitches a ride on your bike’s handlebars. By connecting to your phone’s Bluetooth, the lights flash directions when approaching turns. Hammerhead raised more than $190,000 on crowdsourcer Dragon Innovation.”


LulzBot Mini 3D Printer: Using open-source hardware, Aleph Objects is expanding the reach of 3-D printing for designers and entrepreneurs with this desktop printer. The $1,350 home printer has received outstanding reviews on its handling of precise detail.”


Click the image below for the full slideshow of the top 15.


Customer Journey Mapping in a Digital Age

19 Nov

As we have noted before, consumers follow a much different purchasing path than in the past. Millions of U.S. shoppers are “multi-channel,” because they shop in stores, online, and via smartphones.

Knowledge@Wharton and Dell recently collaborated on research about the changes in the shopping process and how to handle them:

“Digital transformation goes deeper than simply improving the customer experience. It is also increasingly used to transform business processes and interactions within a company to keep it relevant in the digital age. ‘Typically, digital is associated only with providing a superior customer experience. But digital can also help create new business models, drive operational excellence, and enhance employee engagement,’ says Raman Sapra, global head of Dell‘s digital business services unit.”


Click the image to access “Customer Journey Mapping Is at the Heart of Digital Transformation.”


Be a Smart Customer: 2015 Holiday Shopping Tips

13 Nov

Every year, I offer a list of holiday shopping tips intended to help shoppers avoid overspending their budgets. Since the holiday season starts earlier and earlier each year, I’m moving up my tips post. According to the National Retail Federation, the holiday season actually started in October.

So, here are my 2015 shopping tips as a checklist [Click the list to see a larger version.]:

2015 Shopping Tips


Innovation in Action: The Dinner Lab

9 Nov

The Dinner Lab has turned dining out into a very unique and fun occasion. It is “a place to discover what’s possible. Our nomadic dining experience invites members to try new recipes from rotating chefs and give feedback. The dinners are held in unique spaces that exist for only 24 hours, the company is diverse and adventurous and the chefs come from some of the world’s best restaurants.”

Today, Dinner Lab operates in more than 30 cities throughout the United States. Click here to see if your city is served. Following is a chart from the company’s Web site explaining how it works. [Click on the chart to access a larger version.] After the chart, there is a video by the New Yorker.


Dinner Lab 1


Better Understanding the Mind of the Multichannel Shopper

4 Nov

Each year, the number of consumers who shop at multiple formats — including both off-line and online — increases.

To better understand these shoppers, MasterCard recently published: The Retail CMO’s Guide to the Omnishopper — “What transaction data and consumer insights say about the attitudes and behaviors of tomorrow’s global customers.”

Consider this from MasterCard:

“The days of mono-channel and the un-digital shopper are over. Today’s consumer is coming at merchants from all angles, as she considers an accelerating set of content, payment methods, and offers. Retailers and manufacturers alike must cease to market to an exclusive channel. Their focus must not be on channel, but on the master of multiple channels. Retailers must market to tomorrow’s customer: the omnishopper. The retail CMO who does so intelligently will know where to place the next bet. Because the consumer is already one step ahead.”

Click the image to access the full MasterCard report.



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