... by Jia Chen Peapod: The e-version of shopper marketing Overview In Sorensen’s “Inside the Mind of the Shopper” book, I explored some of the key features from the shopper purchase behavior, the quick trip, three moments of truth for the shopper, in-store “migration” patterns, and how to put products in the path of customers through anticipatory retailing. I also looked at how manufacturers and retailers could collaborate better in shaping flow and adjacency to sell more products in stores. With the development of new digital technology, the penetration of the online browsing, and the conveniences to compare products, more and more customers begin to choose to do the grocery shopping by click-through internet on their personal computers or smartphones. Peapod is one of the online retailer that allows us to study the click-click-click shopper behavior resemblance to what we studied on the physical store. Founded in 1989 by brothers Andrew and Thomas Parkinson, Peapod has grown from a small family-run shopping and delivery service in Illinois to America's leading Internet grocer, delivering more than 23 million orders across 24 U.S. markets. Sorensen’s key concepts application 1. Shopper kinds In Sorensen’s book, we has learned about the three kinds of shoppers: Quick trips-These shoppers spend a short time in a small area, with a relatively slow walking speed but high spending speed. A third of all...
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...person enjoys it or not. Also today’s generation has changed to where everyone has to or needs to buy things. Actually, there are three kinds of shopper such as intelligent shopper, window shopper, and impulsive shopper. The first type of shopper is the intelligent shopper. The intelligent shopper is the best type of shopper. The Intelligent shopper usually used to make a plan or a list of things needs before they decided to go for shopping. The reason why the intelligent shopper is the best is my mom is the intelligent shopper and when she decide to go shopping she can go directly to buy what she needs and come back directly; she do not lose too much time in shopping. In fact, she saves her money and her time because she do not buy something that she do not needs. She also do not spend most of her time in the shop. Another type of shopper that saves money is the window shopper. The window shopper usually don’t buy anything. They just go out to the malls during the weekend and walk from store to store looking at items. They may even try an item out to see how it fit or to see if it works but not necessarily buying anything. The window shopper just like to see what the stores have or enjoy themselves in the shop. Just like the intelligent shopper save their money, the window shopper save their money too because they don’t usually buy anything. They just like to walk around in the stores and look an items. ...
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...Individual Marketing Assignment – Consumer Behavior in Group/Individual Contexts For the analysis of consumer behavior, I visited to the local Shoppers Drug Mart on the past Friday, October 14, 2011. I was particularly interested in observing consumers that were making purchase decisions for cosmetics therefore, I went over to the Beauty section of the Shoppers Drug Mart. I was fortunate to witness a group of teenage girls (ages between 16 to 20) who were trying to decide which brand of mascara to purchase. One of the girls expressed her current mascara was not satisfactory, and her friends were there to help her choose the best one. To simplify things, we will call the girl who disliked her current mascara “A” while her friends are referred as “B”, “C”, and “D”. They began by walking along the Beauty section and checking all the different brands. As they passed by each brand, “B”, “C” and “D” would give their own comments of that brand to “A”; they commented on the price, quality, and their overall brand impression of each brand. Although the opinions and preferences of “B”, “C”, and “D” conflicted, they finally came to the same conclusion - that “Maybelline” had the best quality of mascaras with a price that was affordable for “A”. “B”, “C”, and “D” also remarked that Maybelline products are exceptional because they have heard positive reviews from their friends and also because of their cute packaging. Now that they have settled on a brand, they started comparing different...
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...profitable ask/bid prices prevailing at the time the order hits the exchange floor. A market order implies the investor wants the transaction completed quickly at the prevailing price. Example: I read good reports about Shoppers Drug Mart and I’m certain the stock will go up in value. When I call my broker and submit a market buy order for 100 shares of Shoppers, the prevailing asking price is 40. Total cost for my shares will be $4,000 + commission. 11(b). A limit order specifies a maximum price that the individual will pay to purchase the stock or the minimum he will accept to sell it. Example: Shoppers is selling for $40 - I would put in a limit buy order for one week to buy 100 shares at $39. 11(c). A short sale is the sale of stock that is not currently owned by the seller with the intent of purchasing it later at a lower price. This is done by borrowing the stock from another investor through a broker. Example: I expect Shoppers to go to $32 - I would sell it short at $40 and expect to replace it when it gets to $35. 11(d). A stop-loss order is a conditional order whereby the investor indicates that he wants to sell the stock if the price drops to a specified price, thus protecting himself from a large and rapid decline in price. Example: I buy Shoppers at $40 and put in a stop loss at $37 that protects me from a major loss if it starts to decline. A market is a means whereby buyers and sellers are brought together to aid in the transfer of goods and/or services. It...
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...Since we know that Shoppers Drug mart and Loblaw are Canadians foods and pharmacy leader and the nation’s largest retailer that provides groceries, pharmacy, health and beauty cosmetics. This segment aimed to gain how the two organizations culture works since the day of acquisition. Obstacles encountered Management style and policies There are some obstacles or challenges involves when it comes to the acquisition of two companies, this problem could result in the loss of key employees and more also the disruption or inconsistencies in policies, control and procedures that the two companies were engaging with before the acquisition, which might affect the management style and the relationship with their customers and clients. Therefore any inability of management relating to Loblaw and Shoppers acquisition could have effects on business they engaged in or affect their financial condition. Operational sides of both companies Another one of the major obstacles they encountered was operational upside such as the inclusion of a fresh food offering in Shoppers Drug Mart locations, expanding the health/beauty offering at larger Loblaw stores, and the ability to use Loblaw/Shoppers Drug Mart stores as a new property development in which they were able to manage it even after the acquisition. Loblaw is the Canadian greatest retailer in groceries while Shoppers drug mart is the leader in Canada’s retail drug store marketplace, but since the acquisition was announced, some of Loblaw’s...
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...with socialized or private healthcare. In Canada, provincial governments are grappling with ways to fulfill their obligation to provide medical services to the citizenry and maintain a healthy fiscal state. Approaching this problem from a prevention perspective has given rise to business opportunity. In the following, a one year marketing plan for SaskTel’s LifeStat service has been conducted to conclude that the firm first ought to target a niche market within the Province. That is, Saskatchewanians who suffer from diabetes. These citizens are often rurally located and without the correct level of caregiver monitoring, they may end up in emergency rooms with complications that are not only personally dangerous, but costly to the Province. The fast growing medical IT market, in which SaskTel wants to compete, has drawn the attention of telemedicine and technology giants. In order to survive, SaskTel must focus its resources on establishing itself firmly in the target market so the firm may compete in the long term. SaskTel should distribute its LifeStat system through Shoppers Drug Mart, London Drug, and Safeway pharmacies. It is vital that marketing dollars be spent wisely to not only make those with diabetes aware of the system, but also their doctors, nurses, friends, and family as well. With a goal of 6500 unit sales, SaskTel can maintain or slightly improve overall profit margins of 7.2% in the first year - even while expanding into a new technology field. Once established...
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...from Wikipedia : Shopper marketing is "understanding how one's target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to the benefit of all stakeholders, defined as brands, consumers, retailers and shoppers." According to Chris Hoyt "Shopper marketing [is] brand marketing in retail environment." Since it includes category management, displays, sales, packaging, promotion, research and marketing "Shopper marketing is the elephant in the room that nobody sees the same way." ([Shopper Marketing book],[1] Kogan Page 2009) Shopper marketing is not limited to in-store marketing activities, a common and highly inaccurate assumption that impairs the spread of any industry definition. Shopper marketing must be part of an overall integrated marketing approach that considers the opportunities to drive consumption and identifies the shopper that would need to purchase a brand to enable that consumption. These shoppers need to be understood in terms of how well they interpret the needs of the consumer, what their own needs as a shopper are, where they are likely to shop, in which stores they can be influenced in, and what in-store activity influences them. Unilever defines a shopper insight, an insight upon which shopper marketing is based - as a "focus on the process that takes place between that first thought the consumer has about purchasing an item, all the way through the selection of that item."[2] - Shopper marketing challenges the...
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...Kudler Fine Foods Shopper Awards Program Kudler Fine Foods is an elite specialty grocery retailer shopping the world providing customers with the finest products available. June 18, 1998 Kathy Kudler opened the first Kudler Fine Foods store in Southern California. Kudler Fine Foods mission: “Our selections, coupled with our experienced, helpful and knowledgeable staff, merge to offer each customer a delightful and pleasing shopping outing.” The rapid growth and working to always improve efficiency in its operations founder, Kathy Kudler, looking to always improve the customers shopping experience decided to add a marketing awards program. A marketing awards program helps organizations track customer behavior by giving various incentives to shoppers increasing annual purchasing of customers (JPS, 2009). This will help Kudler Fine Foods analyze shopping habits, change product mix at an individual store level, and fine – tune their marketing programs. To maintain their market share and implement an efficient frequent awards program the organization will need to evaluate the following issues: • Legal Aspects • Ethical and Social Responsibility • Security Issues • Financial Analysis Legal Aspects Frequent awards programs gather information based on consumers buying behavior. In the process of implementing a rewards program Kudler Fine Foods will need to address issues to protect the company and public interest. Customers will need to have complete confidence in the...
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...MARKETING NOTES AND COMMUNICATIONS Why Do People Shop? Do people shop simply to make purchases? considerations that are unrelated to an actual purchase? other than his or her need for products or services. EDWARD M. TAUBER Are some shopping trips motivated by The results of an explora- tory study of shopper motivation suggest that a person may shop for many reasons 'T'HE field of consumer behavior has experi-•- enced a dynamic period of growth over the past 10 years. It is frequently overlooked, however, that this broad area consists of three distinct activities: shopping, buying, and consuming. Considerable progress has been achieved in identifying the behavioral dimensions of buying, and a number of theories of buying behavior have been postulated. However, less is known about the determinants of consuming and shopping which are also of substantial theoretical and managerial importance. This article attempts to encourage behavioral research and theory building concerning shopping behavior by presenting some exploratory research findings on the question of why do people shop? Numerous writings have been directed to this question. For example, researchers have suggested that shopping is a function of the nature of the product,' the degree of perceived risk inherent in the product class,^ and the level of knowledge or amount of information about alternatives.'' All of these answers are directed at the question, "Why do people shop in more than one store?" (comparison...
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...business want to produce quality products at a lower price than their competitors in order to maximize their profit. Kudler Fine Foods wants to move into the e-commerce business in order to expand their business and in turn attract more online business and increase their profit margin. This is why they established a Frequent Shopper Program. This paper will describe the Kudler Frequent Shopper Program. Frequent shopper programs are getting introduced more and more in to the retail industry so they can reward their loyal customers. Some business such as Kudler also introduces this type of program so they can spark up their e-commerce retail as well. The frequent shopper has several steps involved in the program. It includes the in store shopper as well as the e-commerce shopper. The company needs to make a history of online shopping, point of sale system, provide discount on frequent shoppers, and modify the communication between POS systems. The frequent shopper program also has several considerations so it is important to consider the ethical, legal, and security concerns. There are many ethical considerations of a frequent shopper program. For example, customer safety is the important ethical consideration in e-commerce (Merryweather, 2000). The personal data of the customer is very important to consider as well. Any e-commerce business will have to take the individuals credit card so it is important that the business uses this information correctly...
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...Kudler Fine Foods Frequent Shopper Program Kudler Fine Foods is an upscale store which specializes in the highest quality specialty food items both imported and domestic. There are three stores in the San Diego area, they are in La Jolla, Del Mar and Encinitas. The departments within each store are: • Fresh Bakery and Pastries • Fresh Produce • Fresh Meat and seafood • Condiments and packaged Foods • Cheeses and Specialty Dairy Products The founder and owner Kathy Kudler put in a service request to develop a system that tracks customer purchases. This system will award loyalty points in a frequent shopper program. Before they implement the program Kudler Fine Foods will need to research several business considerations to ensure they keep their customer’s information safe and secure. These considerations include legal, security and ethical implications. In this paper I will detail the legal, security and ethical considerations of e-commerce. The paper will also detail a point-of-sale system that will be used to track Kudler’s customer’s purchases and award points. In conclusion a description of the financial analysis that will show why the expenditure or this program is justified for use at Kudler Fine Foods. Frequent Shopper Program Kudler Fine Foods would like to develop a frequent shopper program. A program such as this will track a customer’s purchases at the point of sale and reward them with points. The customer can use accumulated points to be redeemed later for...
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...Marketing Marketing on the web includes more than just displaying your services and locations and providing hours and contact information. Kudler’s current site is more of a place holder on the web than an advert for their services. The current marketing strategy consists of a few sections describing some of the focus that Kudler has towards specialty and premium products. The method of collecting feedback is to direct users to a survey. The survey is located on the main menu and is designed to make the user immediately leave their site. The nine question survey is a sliding scale of radio buttons to answer each question between Very Strongly Agree and Very Strongly Disagree. The page consists of a top and bottom header with a black background and as alternating stark white and dark gray stripes wide enough to house each question. The page is designed to expand the background to fill the whole page regardless of the size of the browser window. For users with higher resolutions the page is garish and not pleasing to the eyes. Outside of the survey there is a link to a News section at the bottom of the page with their About and Locations menu. The link is easy to overlook and consists of a small blurb about a new frequent shoppers program. Aside from underrating the draw and possibilities of a News section the presentation of the frequent shoppers program with no details or other resources, such as a link to page describing its benefits, leaves the News section a disappointment...
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...impacts that these processes have on the consumer and society” (Kuester, 2012). This proposal is going to look at different influences and how these influences affect consumer buyer behaviour. Objectives: This proposal is going to establish to what extent the effects of in store advertising and shelf space/product locations have on consumers buying behaviour 1. To examine how in store advertising effects the consumer buying behavior. 2. To determine the effect of shelf space / product locations on consumer buyer behaviour. Further detailing on the above objectives: 1. To examine how in store advertising effects a shoppers buying behaviour This objective is to prove the relationship between how in store advertising such as promotions through price cuts, samples, digital signage etc, have the power to influence the buying behaviour of a shopper, causing them make unplanned purchases. This will measure the reason we make unplanned purchases, and how our unplanned purchases land up in our trolleys. 2. To determine the effect of shelf space / product...
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...Case Study II, Old Metamora Instructor: W.E. Simonpietri Course: Fundamentals of E-Business – BUS107 Date: February 26, 2011 Betty Shriver is the owner of Betty’s Crystal, a small shop that sells collectible glass figurines in Metamora, Indiana. She has hired me to be a consultant for her on building her ideas and to help her develop an expansion strategy for her online business activities using either Amazon.com or eBay and by using social networking sites. Before I can go into helping Betty decide if Amazon.com or eBay is better suited for her needs, I need to get some background information on the two companies. Amazon.com is a “US-based multinational electronic commerce company and it’s the largest online retailer in the US, with nearly three times the Internet sales revenue of the runner up, Staples, Inc., as of January 2010” (Wikipedia, 2011, para. 1). Amazon.com was founded by Jeff Bezos in 1994 and he launched it online in 1995. Although they mainly are a retail store, the company launched Amazon.com Auctions, a web auction service, in March 1999. Amazon.com has two different price points for selling items on their site. One is called “Sell your Stuff”, which is for individual sellers who expect to sell less than 40 items a month, which cost $0.99 per sale plus a referral fee and a variable closing fee for each media product sold. The other option is called “Sell Professionally”, which is for professional sellers who expect to sell more the 40 items...
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...Defining Marketing MKT/421 Defining Marketing When you hear the term marketing, it may elicit any one of several thoughts, although two trains of thought seem most likely to develop. First of all, marketing might seem like such a common term that it should be simple to define. On the other hand, marketing might seem like such a generalized, wide-ranging concept that it becomes exceedingly difficult to describe accurately. It is foreseeable that each individual, including myself, could come up with his or her own definition, each one of which could be in contrast to the definitions that are provided by experts in the field. To be sure, it is important to have an understanding of the definition of marketing to be able to comprehend the importance of marketing to businesses. Personal Definition * I must admit that, if pressed to come up with a personal definition or marketing, my thoughts first turn to the concept of advertising. I tend to want to make the terms interchangeable. I picture in my mind media-produced images of 1960s ad men sitting around smoky rooms developing ways to convince consumers to buy the latest vice, or I think of modern advertising developers exercising limited acting skills to convince clients to let them sell the clients' wares. Logically, I know that marketing is much more than advertising. I know that marketing involves detailed research and knowledge of subjects such as demographics and statistics and, I think I am safe to say,...
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