While you fight your way around the town centre shops this Christmas van drivers and couriers are beating a trail to our front door delivering the spoils of an earnest online shopping campaign executed by my wife.
I had thought that my wife’s online shopping was primarily an economic choice but research at Kellogg has got me worried. The report summary reinforces that how consumers want to shop is as strategically important as the price they are offered. They go on to deliver some interesting insight.
“As consumers continue to migrate into online and mobile channels, there is evidence that retailers are digging a hole that will be harder to get out of, as word-of-mouth about poor in-store experiences drives away more of their core shopping loyalists,” said Clinical Associate Professor of Marketing Richard Wilson. “These shopper insights confirm that top product brands and their retail partners are likely at a major crossroads in the evolution of multi-channel routes to market.”
Read the article below, and the rest of it at the Kellogg website.
There really is an opportunity to stand out from others by writing good old fashioned letters to people.
For better or worse, a decade of development in web technology enables the fast sharing of imagery. “Word of mouth” used to occur verbally, but some part of it now occurs online.
What has moved online soonest? Things that are easy to share with one click. It tends towards the quick hit: Pictures that tell a story, recommendations that require little elaboration, snappy and quick quotes or retorts, and other self-explanatory links.
Points and prizes can make for successful product promotion
Admit it: at some point you’ve considered buying one of those scratch-off lottery cards at the local corner store. Someone has to win, right? Maybe you have even participated in a risk-based endeavor like last year’s MyCoke promotion. MyCoke offered points under bottle caps for cool prizes like cameras and trips. And as you handed over your cash for those soft drinks, you reasoned that you just might win. Perhaps on a whim you also bought some McDonald’s fries to get a chance at last year’s Monopoly-game promotion. After all, you rationalized, fries are not exactly a high-cost item.