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Integer Group: Fewer BTS shoppers this season

BY Jason Owen

DENVER — According to new results published by the Integer Group, 31% of survey respondents said they won’t be shopping for any back-to-school products at all, up from 27.7% last year. This was revealed in the latest issue of The Checkout, an ongoing shopper behavior study conducted by Integer and M/A/R/C Research.

With fewer people shopping, certain channels will see a drop in traffic. Integer predicts that mass, clothing, and drug will take the largest hit, losing 2.3%, 3.2%, and 5.5% respectively of shoppers this year compared to last.

"The shoppers who are heading out this year plan to visit fewer channels, meaning retailers will have a harder time maintaining the same level of foot traffic as last year. Retailers will have to strive harder to get shoppers through the door by investing more in order to entice people with promotions, deals, proper communication, and incentives outside of the store," said Craig Elston, senior vice president, insight and strategy at The Integer Group.

The study also shows that:

  • Only 38% of people said they would shop a month or more before school starts, compared to 45% last year.
  • 62% said they would wait until at least 2 to 3 weeks before school starts to begin back-to-school shopping, despite planning many weeks in advance.
  • Shoppers have heightened their perceptions of private label products. This year, 38% of back-to-school shoppers are buying more private label products compared to 31% last year.
  • Only 1-out-of-3 shoppers believe brand names are of higher quality although 57% of respondents agree that brand names offer more attractive packaging.

Data for The Checkout comes from a national survey conducted by Integer and M/A/R/C where consumers are asked about their shopping attitudes, shopping behaviors, and economic outlook. Topics range from criteria shoppers use to select retailers, to which in-store stimulus is most likely to drive purchase, to factors that might lead shoppers to leave an aisle empty-handed. The Checkout is available for download at Integer’s blog ShopperCulture.com.

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Quaker Oats, Univision partner on new digital destination for Hispanic moms

BY Jason Owen

NEW YORK — Univision Communications Inc., a leading media company serving Hispanic America, last week announced its partnership with PepsiCo subsidiary Quaker Oats on the creation and launch of a new digital destination for Hispanic moms called "Fuente de Energía" (Energy Source).

"Fuente de Energía" is a brand new digital destination for both online and mobile platforms serving as a one-stop resource "helping Hispanic moms fuel everyday adventures." The destination provides these on-the-go moms with re-energizing ideas, insights, motivation and tips that may help to keep the family fueled as they tackle their daily triumphs and obstacles — whether it be a trip to el parque (the park), la playa (the beach) or a hectic dash to la escuela (school).

The partnership underscores several U.S. trends: a rapidly growing Latino population; a recent study that showed Hispanics utilize mobile tools for shopping more than the general market shopper; and a recent Nielsen study revealing that Latina moms drive household buying decisions.

"Fuente de Energía" has launched as part of Univision.com’s Vida y Familia (Life and Family) vertical, and features original content including articles, recipes, photo essays, custom trivia and polls. The digital section will be refreshed on a weekly basis with original articles, slideshows, polls and a new trivia challenge per week.

The roll out begins this month and runs through December with an original video series featuring celebrity mom Jimena Gallego (Mexican pop singer, TV host and actress). She will give practical advice to Hispanic moms on how to conquer common stressors of family life with their jobs, kids or significant others.

"We are pleased to work with Quaker to deliver an innovative platform that provides a daily source of energy and healthy inspiration to madres across the U.S.," said Keith Turner, president of advertising sales and marketing, Univision Communications Inc. "This investment underscores the value of the Hispanic mom to Quaker’s business."


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FDA approves new GSK drug to treat HIV infection

BY Jason Owen

WASHINGTON — The U.S. Food and Drug Administration on Monday approved Tivicay (dolutegravir), a new drug to treat HIV-1 infection that is manufactured by GlaxoSmithKline.

Tivicay is an integrase strand transfer inhibitor that interferes with one of the enzymes necessary for HIV to multiply. It is a pill taken daily in combination with other antiretroviral drugs.

Tivicay is approved for use in a broad population of HIV-infected patients. It can be used to treat HIV-infected adults who have never taken HIV therapy (treatment-naïve) and HIV-infected adults who have previously taken HIV therapy (treatment-experienced), including those who have been treated with other integrase strand transfer inhibitors. Tivicay is also approved for children ages 12 years and older weighing at least 40 kilograms who are treatment-naïve or treatment-experienced, but have not previously taken other integrase strand transfer inhibitors.

“HIV-infected individuals require treatment regimens personalized to fit their condition and their needs,” said Edward Cox, M.D., M.P.H., director of the Office of Antimicrobial Products in the FDA’s Center for Drug Evaluation and Research. “The approval of new drugs like Tivicay that add to the existing options remains a priority for the FDA.”

About 50,000 Americans become infected with HIV each year and about 15,500 died from the disease in 2010, according to the Centers for Disease Control and Prevention.


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