Tag Archives: shopping

A New Way to Track Shoppers

28 Mar

Over the years, marketers have done lots of research on shopper behavior. including eye tracking and facial recognition. Now, we can add shoe (foot) tracking to the list of research techniques used by retailers.

As Oliver Smith reports for The Memo:

“Now,  there’s a novel new technology that can figure out your age, gender, and social class, just by looking at your feet. Hoxton Analytics has created a small camera unit which, placed close to the floor near the doors of a shop, watches people’s shoes as they walk by.”

“As well as counting the sheer number of people walking past (the ‘footfall’ of the store), the cameras use artificial intelligence to figure out the kind of people who are walking. Hoxton can deduce gender, age, social class, and whether people are alone or in a couple, all from looking at their shoes. What makes Hoxton so unique is that retailers get all this data without any ‘creepy’ privacy invasions, like tracking your smartphone or watching your face.”

Click the image to learn more.
 

Hoxton’s low-profile cameras track people’s shoes.


 

The Psychology of Color

21 Dec

As we approach the end of 2016, we are going to present some of the most popular of the nearly 1,500 posts that have appeared on Evans on Marketing. Today, we cover how colors affect consumers’ product perceptions.
 

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From a marketing perspective, we tend to believe “perception is reality” — which means that what shoppers believe about product features is more important than the reality of those features.

With this in mind, Rachel Griffith has written a fascinating article for Fast Company on the impact of color on consumer perceptions. As she notes:

“When it comes to identifying your brand, your logo is probably the first thing your customers will think of. While honing the narrative and message behind your logo should of course be your primary concern, research suggests that your logo’s design — and specifically its colors — have more bearing on your customers’ opinions than you might think. Neuroscientist Bevil Conway, who has focused his recent research almost entirely on the neural machinery behind color, believes the science behind color processing to be very powerful and completely underexploited.”

“According to research complied by web design and marketing company WebPageFX, people make a subconscious judgment about a product in less than 90 seconds of viewing, and a majority of these people base that assessment on color alone. In fact, almost 85% of consumers cite color as the primary reason they buy a particular product, and 80% of people believe color increases brand recognition.”

To learn more about the perceptions of people with regard to red, yellow, blue, orange, green, and purple, click on the infographic from Fast Company.

 


 

Ethically, Should There Be a “Pink Tax”?

5 Dec

Did you know that there are several instances when women pay more than men for the same goods and services? For example, nationwide, many dry cleaners charge a higher fee for a woman’s “blouse” than a man’s “shirt” — even if the items are exactly the same. This practice has become known as the pink tax. We’re at the end of 2016, and this practice is still in effect.

Consider the following excerpts from a report by Glenn Taylor for Retail TouchPoints

When Boxed.com lowered the costs of feminine products sold on its site, it brought awareness to the issue of the ‘pink tax’ — the higher prices charged for female-marketed products such as razors, deodorants, and body wash compared to similar marketed-to-male products. But Boxed.com hasn’t been the only brand seeking to raise awareness about the pricing gap.”

A recent RetailWire article spotlighted the actions of New York City pharmacy Thompson Chemists, which charged a one-day 7% ‘man tax’ in response to the pink tax. Although the drugstore didn’t actually add on a tax for male shoppers, it did give females a 7% discount on all items throughout the store. The 7% discount reflected a study from the New York City Department of Consumer Affairs indicating that women’s products across a wide range of hygiene categories cost 7% more than men’s products sold in the city. As if this added tax wasn’t enough, feminine hygiene products also fall under the ‘luxury’ tax designation in 39 states, which means a 9% sales tax is charged for items such as pads and tampons.”

“Like many politically sensitive or gender-charged actions, the pharmacy’s tax was met with sharply divided opinions from consumers. While the move was reportedly received well in the store, it resulted in a flood of largely negative comments online as the story went viral.”

 

Click the image to read more on this topic from Retail TouchPoints.
 

 

What’s on Your Shopping List? Part 2

29 Nov

Yesterday, we posted about the most popular gifts this year. Today’s post focuses on gift cards. These cards are easy to purchase and enable the recipients to buy what what most interests them — while also being somewhat impersonal.

Based on the recent survey by the National Retail Federation and Prosper Insights & Analytics, these gift card findings are clear:

“Holiday shoppers are planning to purchase an average of three gift cards with an approximate value of $46 per card, the second most-popular gift after clothing. Spending on gift cards is expected to reach $27.5 billion, up from last year’s planned $26 billion. The most popular types of gift cards include those from restaurants (35 percent of buyers), department stores (33 percent), Visa/MasterCard/American Express (22 percent), coffee shops (21 percent) and entertainment (17 percent).”

 
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