Where’s the Consumer Story in Consumer Data?

Posted by on Apr 30, 2014 in Big Data, Brand eCRM, Brand Purpose, Consumer Data, Consumer Privacy, Content Marketing, CPG, Digital Strategy, innovation, Inspiration, Learning, Personalization, Strategy | 0 comments

Lots of pontification and advice about the need for and power of storytelling. Which makes me wonder, with all the counting and recounting of who has what consumer data, is the consumer’s story getting lost in the mix?  HBR Blog: Data Alone Won’t Get You A Standing Ovation...

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Upstream Insight on the Latest Ecommerce Trends (Common Sense)

Posted by on Apr 29, 2014 in Amazon, CPG, Digital Coupon, Digital Strategy, innovation, Inspiration, Leadership, Online Coupon, Online Grocery, Retail Disruption, Walmart | 0 comments

This chart makes complete sense to me. Ecommerce provides the highest consumer value when the item you are looking for is hard to find (in geek speak, we would say it has a relatively low purchase incidence among the general population).  A compelling consumer value proposition would be most difficult for ecommerce in retail verticals where the purchase incidence is very high and therefore the items are very reliably found in nearby stores (in plain speak – everyone buys food, most people buy shampoo and toothpaste, so your neighborhood market or drug store is likely to carry what you need). In the case of high purchase incidence product categories (food, toothpaste, toilet paper, shampoo) the cost of having to wait for the to be delivered vs. the benefit of getting exactly what you want  is higher than the cost of stopping in the store on your way home from work and having it within a few hours or a day of realizing you needed to buy more. You are also less interested in these items and are probably going to spend less time researching/browsing online than in other categories which have migrated to ecommerce faster. Other than logistic challenges, this is why Grocery and Drug have been slow slow to migrate to ecommerce. All ecommerce companies have to do is continuously improve that consumer value proposition to capture an increasing share of increasingly large retail sales…and they will. Susan O’Neal Gear has over 20 years of experience at the intersection of consumers, marketing and technology. Passionate about all aspects of a consumer’s relationship with brands and retailers, we’re spending the next year looking for new, groundbreaking thought leadership  – if not disruptive solutions – with the potential to redefine the parameters of consumer loyalty. If you also want to see some game changing happen -then follow Upstream Insight, contribute your voice, share this post…do...

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You Can Hide Your Pregnancy Online, But You’ll Feel Like A Criminal

Posted by on Apr 29, 2014 in Consumer Data, Consumer Privacy, CPG, Digital Strategy, innovation, Inspiration, Learning, Loyalty, Personalization, Retail Disruption, Strategy, Vulnerability | 0 comments

Excellent illustration of what it really takes to protect your consumer data.  But do consumers care? Why might they care? Does it bother you that companies are profiting off of your digital trails? You Can Hide Your Pregnancy Online, But You’ll Feel Like A...

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Why is CIRCULATION REVENUE consistently the ONLY CATEGORY TRENDING UP when stats about Newspapers are released???

Posted by on Apr 29, 2014 in Brand eCRM, CPG, Digital Coupon, Digital Strategy, Load to Card, Loyalty, Online Marketing, Printable Coupon, Retail Disruption, Strategy | 0 comments

  Why, why, why is CIRCULATION REVENUE consistently the ONLY CATEGORY TRENDING UP when statistics about Newspaper Ad Revenue are released??? The Decline of Newspapers Hits a Stunning Milestone This is a rhetorical question, I know “why”… sort of…I just don’t like the answer. Summary of the actual U.S. Newspaper Industry report on its own health… The headline is that there is, once again, no headline. Consistent with 20 YEARS (?!?!?!?) of reports from similar sources…. “revenue trends were largely unchanged” …which remains consistently surprising given how few consumers read or buy the newspaper anymore. Overall decline in ad revenues was consistent with prior year, about 6% each – mostly driven by decline in print ads. Hardly a cliff. How much innovation could actually be happening if year after year, one of the biggest channels for RETAIL & CPG MARKETING  (nearly $11 Billion annually!) consistently reports that things are  “largely unchanged”???    Are we RETAIL and CPG MARKETERS being boiled really, really slowly – like frogs – so we stay comfortable and don’t jump out of the pot?   I KNOW we are a smart group of people, so I try to unpack it… Circulation revenues increased 3.7% Digital only circulation revenue up 47%. Print + Digital BUNDLES are up 107%. Print only circulation revenue is is down 20%. Umm…so, are they printing more circulars or fewer circulars?  When offering a Print+Digital Bundle, how is the discount weighted? I’m guessing that the part with the low to no variable cost (digital) may be bundled into the print for free, which means if we’re being honest with ourselves, we’re not REALLY being all that adventuresome and innovative, are we? COME ON RETAIL AND CONSUMER GOOD MARKETERS!!!  If we want to really break new ground and innovate, we have to STOP DELUDING OURSELVES.  While we’re at it, we also have to stop doing the same thing online that we’ve always done in traditional media (i.e. digital circulars and pre-roll video of the same advertising we run on TV). The only logical conclusion is that there is INSUFFICIENT INNOVATION happening in our space.  The money goes where it’s always gone simply because IT. DOESN’T. HAVE. ANYWHERE. ELSE. TO GO.  At least it doesn’t have anywhere to go that the point of diminishing returns on ROI doesn’t time out earlier than the audience. What say you? What’s the most promising company or solution you’re seeing now? What are the issues we need to address?  Are circulars really ALL THAT and more? Is it really all in support of in-store merchandising? Susan O’Neal Gear has over 20 years of experience at the intersection of consumers, marketing and technology. Passionate about all aspects of a consumer’s relationship with...

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