Target expands Beauty Concierge program to nearly 100 stores
MINNEAPOLIS — Target has expanded its Beauty Concierge program in three metropolitan areas across the country, the mass-merchandise retailer said Wednesday.
The company said it implemented the program at 95 stores in New York and New Jersey, the San Francisco Bay Area and Dallas-Fort Worth. Stores are staffed with a beauty concierge, a specially trained, brand-agnostic assistant who answers customers’ questions in the store and provides personalized, detailed and unbiased information about beauty and personal care products.
"We’re thrilled with the early success of the Beauty Concierge program and its expansion to more markets across the country," Target VP beauty and personal care Christina Hennington said. "This uniquely Target program helps guests receive the friendly, personalized guidance they want while purchasing trusted national brands and must-have exclusives at affordable prices."
The program was originally tested in the Chicago market last summer and subsequently launched at stores in Los Angeles, Washington, Baltimore, Minneapolis, Orange County, Calif., and northern Virginia. The program is now available in nearly 300 stores across the country.
P&G’s Head & Shoulders, Veterans of Foreign Wars partner for ‘Mane Event’
CINCINNATI — During the past five football seasons, Head & Shoulders, the official shampoo of the National Football League, has gone to great lengths to celebrate "Mane Man" Troy Polamalu’s legendary locks, from insuring his hair for $1 million to immortalizing it in wax. After growing his infamous mane for more than 11 years and using Head & Shoulders along the way, Polamalu participated in a ceremonial haircut Tuesday during The “VFW Mane Event” at Heinz Field in Pittsburgh.
Troy Polamalu receiving a ceremonial haircut during the VFW Mane Event at Heinz Field. (Photo: Business Wire)
“This ceremonial haircut is nothing compared to what our veterans have done for our country,” Polamalu stated. “I’m happy to part with a lock of hair in support of the VFW, and thankful that Head & Shoulders is supporting the event as well. They’ve kept my hair strong and healthy for a long time.”
Prior to the cut, his hair was prepped with Head & Shoulders For Men. Veterans then cut a lock of his hair, which the VFW plans to auction at a later date to benefit the organization.
“We are proud to be partnering with Troy as he celebrates his fifth season as a Head & Shoulders ‘Mane Man,’” Tom Duncan, North America brand manager of Head & Shoulders at Procter & Gamble said. “This season, we’re excited to partner with both the VFW and Troy to support the men and women of our armed forces. After working with Troy and his iconic hair for the past five years, we are thrilled to support his first haircut in over 11 years.”
Globally, 84% of shoppers gravitate toward retailers with loyalty programs
NEW YORK — Nearly 60% of global respondents said that loyalty programs were available where they shopped, and of those, 84% said they were more likely to visit those retailers, according to a new study by Nielsen published Tuesday.
“Retailers can reverse the impact of falling basket values and lower trip frequencies by better connecting with the unique needs of their shoppers,” Julie Currie, SVP global loyalty, Nielsen stated. “While the concept of loyalty is nothing new, we are seeing a significant surge in retailers — and particularly those in developing economies — investing in loyalty programs that give them valuable insight into how to better meet customer needs,” she said. “Savvy retailers are mining the data and looking for new and innovative ways to achieve the benefits most important to their customers.”
Nielsen found that, on average, more respondents claimed to be not loyal than completely loyal to brands, service providers and retailers. Most respondents said they were mostly loyal, or unlikely to switch brands or providers without significant incentives. Nielsen information shows that nearly one-quarter (24%) of global respondents claimed complete loyalty to mobile phone brands, mobile service providers and financial institutions, the highest percentages reported globally across the 16 categories measured. Global respondents reported the lowest levels of loyalty to food and beverage categories measured and online retailers. Approximately 40% of global consumers surveyed said they were not loyal and likely to switch brands in the alcoholic beverages (43%), snacks (39%), carbonated beverages (38%) and cereal (37%) categories. As many as 39% of global respondents said they were not loyal to online retailers.
“There is a strong link between the way consumers describe their loyalty habits and the way they subsequently buy — so even comparatively small shifts in what consumers say can manifest in big changes in what they do,” Currie saud. “While there is some consistency around the world in loyalty sentiment within categories and across retailers and service providers, there are also notable differences — especially for consumable products and in the online retailing space, where the likelihood to switch is greater," she said.
“In markets where loyalty programs are long established, customers tend to be savvy about copy-cat promotional offerings that don’t offer unique advantages,” Currie noted. “Particularly in developed loyalty markets, retailers and manufacturers need to work together to offer exclusive awards that cut through the clutter. New and innovative concepts, especially in the online space, that connect with how consumers want to shop are proving to be most effective.”
According to Nielsen’s survey, 75% of global respondents said that discounted or free products was the most valuable loyalty program benefit. As many as 41% of global respondents said getting a better price would encourage them to switch brands, service providers or retailers, followed by better quality (26%), a better service agreement (15%), better selection (10%) and better features (8%).
Enhanced customer service and free shipping incentives were important to 44% and 42% of global respondents, respectively.
Good customer service was important to more than half of respondents in Latin America (59%) and Asia-Pacific (53%). Exclusive deals (41%) and special shopping hours (36%) mattered most among loyalty program participants in Asia-Pacific. Free shipping incentives were important for 46% of North Americans.
North Americans surveyed reported higher levels of loyalty for financial service providers (29%) and carbonated beverages (23%), compared to other regions.
The Nielsen Global Survey of Loyalty Sentiment polled more than 29,000 Internet respondents in 58 countries to evaluate consumer views on loyalty levels across 16 categories including fast-moving consumer goods, technology products and retail establishments.