Forty-five percent of customers shopping in-store at brick-and mortar-locations will walk out and complete their purchase online for a discount as low as 2.5%, according to new showrooming research from GroupM Next.
Consumers are more comfortable sharing data with retailers than they are with social networks, especially if it enhances the shopping experience, according to a recent survey conducted by the E-tailing Group and MyBuys.
Beauty brand L'Oréal USA is leveraging Clarabridge, a provider of sentiment and text analytics for customer experience management, to monitor what is being said in real time about its 27 brands across social media outlets, including website reviews, product reviews, blogs, Twitter and Facebook.
Shoppers still are purchasing on impulse at the front end of the store. Data from SymphonyIRI Group indicated that more than half of consumers make unplanned purchases upon seeing products or deals in the store — a percentage that has remained unchanged during the past 18 months.
In 2006, Time magazine added a twist to its annual “Person of the Year” cover story, replacing the usual picture of some prominent individual with a picture of a glossy computer screen to show that social networking had made “you” the person of the year. Now, the idea that it’s all about “you” has percolated into retail.
“It’s actually an illusion that those boxers are separate entities. The separate entities are just the way we choose to perceive them. The boxers, you, me — we’re all part of the same quantum field. Think of the two boxers as ocean waves or currents of air — two tornadoes, say. They appear to be two separate things, but they’re not. Tornadoes are just wind. The wind stirred up in different directions. The fact is nothing is separate. Everything is connected. The shapes we see exist only in our own consciousness.”
Tongue cleaner manufacturer Orabrush has added David Kelley, founder and chairman of the global innovation and design firm IDEO, and Mikel Chertudi, senior director of global media and demand marketing at Adobe, to its recently formed advisory board.
Social media is an important component of ongoing brand marketing, as well as any advertising campaign for a drug store retailer or brand. Integrated communications have the most impact because earned, owned and paid media reinforce and amplify the message. All channels feed off each other; the more frequently a potential customer sees or hears about a brand or retailer, particularly in more than one context or venue, the more likely she is to remember and purchase.