Shopper Path to Purchase
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Shopper Path to Purchase
Current and New Shopper Tools Changing Behavior
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RetailWire Discussion: CPGmatters: CPG Marketers Ready to Roll with Holograms

RetailWire Discussion: CPGmatters: CPG Marketers Ready to Roll with Holograms | Shopper Path to Purchase | Scoop.it

RetailWire Discussion: The jig is up for counterfeiters of free and high-value coupons. Most consumer packaged goods marketers will issue coupons bearing a special standardized hologram sometime during the first half of 2012.

some good comments following this article - I show 3 of them here that caught my eye - we are in a transition period where shopper engagement will move to the shopper declaring her affinities and getting automatic lower prices -

 

“The whole couponing system is broken. Having to carry around tiny shreds of
paper to purchase an item which has an artificially jacked-up price makes no
sense. Let's concentrate instead on creating digital brand relationships that
allow customers to announce their affinity to a certain product, then reward
them with a slightly lower price.” Cathy Hotka,
Principal, Cathy Hotka & Associates

 

“Digital coupons are hot nowadays and will likely continue to grow. But
here's a reality check: the total quantity of digital coupons don't yet exceed
1% of all coupons distributed in the U.S. Efforts to improve print coupon
distribution and redemption are welcome. There is more work to be done.” John Karolefski, Editor in Chief, CPGmatters.com

 

“Maybe I'm far to the right but I believe there is no such thing as a
counterfeit coupon. In order to use a coupon a purchase has to be made, which I
thought was the intended effect.” Ed Dunn, Founder, (Stealth Operation) 

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Number of the Week: Five Cents of Every Retail Dollar Spent Online

Number of the Week: Five Cents of Every Retail Dollar Spent Online | Shopper Path to Purchase | Scoop.it

"It's no secret that more Americans are shopping online, but the speed at which sales are moving to the Web is striking. " 

 

Looking only at the ever increasing ecommerce retail sales - if data on the shopper's use of digital prior to purchase in a brick & motor location was included - the influence and integration across the digital and physical channels would be significant and I think very revealing.  With mobile devices - on the go shoppers - intent to buy is becoming more and more digital. 

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