Advertising Age’s Purchase-to-Ad Data Trail

Posted on April 12, 2013 by bermanevansretail
Want to see how a retailer develops and uses its database once a credit-card purchase is made? If yes, then read on.
Here’s an illustration, as described by Kate Kaye for Advertising Age: “When Maya buys a pair of running shoes at a sporting-goods retailer using her store loyalty credit card, that information is almost immediately diffused across a spectrum of consumer-data companies and databases, or as one data consultancy exec put it, ‘from your wallet to the world.’ This is what Maya’s data journey from purchase to targeted marketing message might look like.”
Click on the image below to see an infographic that shows “stops in Maya’s purchase data trail to learn more about each type of company that might obtain her information, and to reveal where her data could travel next.”

Posted in Part 3: Targeting Customers and Gathering Information, Part 7: Communicating with the Customer | Tagged , , , , , , | 1 Comment

McDonald’s Addresses Its Millennial Problem

Posted on April 11, 2013 by bermanevansretail
Although McDonald’s is the world’s leading fast-food retailer, it has had some difficulty in attracting Millennials — people born between between 1981 and 2000.
To remedy the situation, McDonald’s is placing greater emphasis on this market segment.
As reported by Maureen Morrison for Advertising Age: “McDonald’s may be the country’s No. 1 fast-food chain and one of its most-beloved brands, but when it comes to Millennials, the Golden Arches says it doesn’t even rank among the demographic’s top 10 restaurant chains. It’s enough of a concern that McDonald’s is launching its biggest product of the year, McWrap, to court a huge and influential cohort that values choice and customization. According to NPD Group, there are tens of millions of U.S. Millennials.”
Click the image to read more of Morrison’s story. And then watch the video from McDonald’s.

 

 

Posted in Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer | Tagged , , , , , , , , , , , | 3 Comments

“Just Looking” Fees, Really?

Posted on April 10, 2013 by bermanevansretail
It seems that some retailers will try just about anything to generate revenues and profits. But, such tactics may turn off shoppers.
What do you think of this new tactic?
According to Gregory Smith, writing for POPAI: “Before the rise of the smartphone and E-commerce, shopping used to be a fun activity for folks of all persuasions and means. Routine trips to the local mall were filled with window shopping and dreams of grandeur for the shopper of yesteryear, but could these concepts become foreign to the shopper of tomorrow? Two retailers — seemingly in a reaction to showrooming — have experimented with ‘just looking’ fees and similar charges for customers who browse but don’t buy. A Vera Wang boutique in China recently decided to charge brides-to-be 3,000 yuan ($482) simply to try on its gowns, according to a report in a Chinese newspaper. Faced with an outcry, Vera Wang canceled that fee. And according to a sign posted on Reddit, an Australian grocery store has also instituted a $5 “just looking” fee, which seems to be applied to everyone who walks in the door.”
Click the image to read more from POPAI.


 

Posted in Global Retailing, Part 3: Targeting Customers and Gathering Information, Part 5: Managing a Retail Business, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer | Tagged , , , , , , , , , , , | 3 Comments