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New Directions in Shopper Technology is the second book from the Shopper Technology Institute. Building upon the foundations of 2013's Essentials of Shopper Technology, the book is divided into five sections: Shoppers, Loyalty, Engagement, Analytics and Digital and contains 19 essays on how mobile marketing, social media, sophisticated analytics, Big Data and the like are continuing to evolve.
Click on the cover at left to see samples and ordering information for the paperback and Kindle editions.
Framework of Social Media
Leveraging both internal and external data is important to understand your consumer better and create insights that impact the bottom-line. After all, most CPG and retail companies understand the benefits of having greater insight into their customers’ behavior and interactions on social media. So, the real question is what’s standing in their way?
To support social-media analytics initiatives, most firms will need to modify their technical environments...
Search: Trigger for a Shopper’s
Much has been written about the need to optimize the shopper’s first Moment of Truth – the interaction between a shopper and a brand at a store shelf. However, today a consumer has had multiple interactions with the brand before stepping into a store. Most of these interactions are online and driven by Search. These moments of learning about a brand are what we’re calling the Online Moment of Truth (O-MOT).
The O-MOT occurs at the instant when a consumer views brand information most often on a brand’s product page online on a retailer’s website, or on a brand website. Influencing and moving potential consumers using search techniques to drive online brand interactions results in driving interest, building brand awareness and consideration, and ultimately sales success online and in store.
The O-MOT is where a brands’ online presence and impact can effectively influence shopper behavior and decision making....