Shopper Marketing

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Localize and Personalize to Purchase

Reap the rewards of dynamic advertising — it’s what consumers crave. The personalization of mobile devices demands a response from advertisers.

Marketing for Cross-Screen Sequencing

In a multidevice world, targeted ads help lead consumers down the purchase funnel. Three steps can help lead to effective cross-screen sequencing.

Chango Case Study: A Luxury European Auto Maker

A European luxury automobile company used search retargeting, implemented by Chango, as part of a national campaign aimed at targeting the lower end of the purchase funnel and driving purchase intent conversions.

Purchase Process Diagram

A template to help you illustrate the purchase process for your product.

Google Glass App Gets Buy-In From Coupons.com, Brands

Coupons.com has developed a free voice-activated app for Google Glass. The app puts brands at eye level with consumers through emerging technologies.

The Various Purchase Paths of Digital Shoppers

In a recent study by GroupM Next and Compete, among more than 168,000 purchases of consumer electronics, 48 percent of all purchases studied were heavily influenced by digital media and advertising. The research outcome suggests that a new series of consumer behaviors is forming the next-generation version of the purchase funnel.

FLOR: Evolution to a Multi-Channel Retailer

Greg Colando, president of FLOR, Jennifer Roberts, retail marketing manager at FLOR, Teresa Hanson, director of marketing and special programs at FLOR, and Patrick Skertic, director, marketing and new business development at FLOR, discussed how FLOR transitioned from a direct mail and web-focused business to a multi-channel retailer by observing and responding to their customers’ shopping behavior.

FLOR: Evolution to a Multi-Channel Retailer

Greg Colando, president of FLOR, Jennifer Roberts, retail marketing manager at FLOR, Teresa Hanson, director of marketing and special programs at FLOR, and Patrick Skertic, director, marketing and new business development at FLOR, discussed how FLOR transitioned from a direct mail and web-focused business to a multi-channel retailer by observing and responding to their customers’ shopping behavior.

Insights into Luxury: Very High-Income Consumers Are Still Shopping

Top retailers among affluent consumers (those with a household income greater than $250,000) include Amazon.com, Target, Walmart, and Apple, according to The Shullman Research Center.

Smartphone and Tablet Adoption Drives Mobile Commerce Sales

Fifteen percent of all online sales were made via a mobile device thus far in 2013, up from 11% in 2012, according to eMarketer. This will rise to 25% by 2017.

The Rise of the Savvy Shopper: The Impact of the Recession on Customer Loyalty

As a result of the 2008 global economic recession, 64% of consumers in the U.K. now participate in loyalty programs and 66% use coupons or vouchers when shopping.

A Hunt for Happiness

Zappos.com delivers happiness by surprising consumers with the unexpected lengths they will go to put a smile on their face. The Zappos.com Happy Hunt delivered happiness to an entire community — Portland, Oregon, rated by some as the unhappiest city in America.

Best Fries on the Planet

Challenge: get people to see McDonald's differently in a non-growth category. To do this, we used a secret weapon...something that hadn't been advertised before, and something that was superior across every consumer measure. McDonald's Fries are the "Best Fries on the Planet."

Break Up

Feminine Care category leader P&G saw U by Kotex's (UBK) successful launch as a threat. In response, they unveiled an attack campaign targeting the effectiveness of UBK's products, slowing trial and hurting girls' confidence in UBK. UBK called attention to issues in the category and asked girls to demand better by "breaking up" with their current products and trying something new.

California Lottery Black Lady Luck

Due to a signed bill in 2010, the California Lottery was able to sweeten Scratchers® payouts for players. With more money on the table, higher expectations were placed on sales of pricier $5 Scratchers®. Enter California Lottery Black, a campaign that is mysterious, sophisticated and edgy — a bold departure from the colorful advertising (and tickets) that typically dominates the category.

Christmas Finally Comes to Foot Locker

From a lack of the correct kind of communication between kids and parents, sneakers traditionally didn't make Christmas shopping lists. So, we showed kids how to tell their parents what they really want for Christmas, and for every dollar spent on marketing, four dollars were spent by consumers at Foot Locker.

Cultivate A Better World

Chipotle is known for its burritos, but few know that Chipotle has radically changed fast food. The brand asked its agency to tell Chipotle's story. The result was a content driven marketing platform, "Cultivate a Better World," designed to emotionally engage customers in Chipotle's journey to create a sustainable future.

Hyundai Undead

With zombie popularity on the rise, Hyundai worked with The Walking Dead and landed the Hyundai Tucson and Elantra as characters in the TV show and comic book to attract the elusive Generation Y. The presence of Hyundai as the “ultimate Zombie Survival Machine” culminated at the biggest pop-culture event of the year, San Diego’s Comic-Con.

In-Hotel Credit Card Acquisition

Less than half of one percent of Priority Club ® Select Visa® (the loyalty program’s credit card of the InterContinental Hotels Group) cardholders are acquired every year from the in-hotel channel. With 3,500 hotels in the Americas and 48,000 loyalty program members checking in everyday, this performance was abysmal. We set out to re-imagine what this channel could and should do.

Kellogg's Walmart Back-to-School Program

In 2010, the United States was in the middle of a deep recession that impacted manufacturers, retailers, and shoppers alike. The Kellogg Company experienced one of its toughest back-to-school (BTS) seasons ever. Competition was fierce, but rival brands were thriving because of their longstanding school-giving programs that tapped into Mom's desire to further her kids' education.

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