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Ben Sprecher's RetailWire Blog
July 27, 2010
Kroger is moving in the right direction by making it easier for its shoppers to find and redeem coupons, but there are plenty of opportunities for improvement.For one, the coupons that are presented seem to be untargeted, "mass-selected" coupons. This has several drawbacks. First, it means that manufacturers may not ...
July 22, 2010
As the Great Recession plays itself out, untargeted coupons (including both traditional FSIs as well as the "mass-selected" offers that shoppers can access electronically over email, the web, or on their mobile device) will continue to be a crutch that many marketers lean on to prop up sales volume numbers, ...
July 14, 2010
I think this could be a positive move, but whether it's a boon to sales or a bust will depend entirely on execution. Shoppers are very good at sniffing out a rigged system, and if only the shiny, happy, positive reviews make it through, then consumers will ignore them. If, ...
July 13, 2010
When our company works with a supermarket, one of the first things we look for is top shoppers with "category voids." As an example, think about bath tissue (well, don't think about it too hard). Virtually all households in the US buy bath tissue, so if a frequent shopper at ...
July 12, 2010
There are lots of great comments here, and as Ben Ball points out, it's clear we all favor a generous return policy as a way to drive customer loyalty.As some have pointed out, those return policies can even be a prerequisite for shoppers buying in the first place: I think ...
July 6, 2010
Amazon.com is probably the best known practitioner of "people who bought X also liked Y" marketing (AKA, personalized merchandising). This type of automated recommendation, often called "collaborative filtering," can be remarkably effective. Anecdotally, Amazon recently suggested I'd like to read "The Big Short" by Michael Lewis, since I liked "Liar's ...
June 30, 2010
Joel hit the nail right on the head when he says that the importance of audience size will diminish. Digital media is really about audience sizes trending towards the magic number: 1.In fact, "audience" as a word may eventually become meaningless. Consider the 42-year-old mother of two with a 4-year-old ...
June 30, 2010
Yes, the technology exists today to make this type of data analysis manageable, and yes, it is (finally) within the reach of retailers of any size (not just Kroger, Tesco, and Target).As others here have pointed out, just because a technology exists doesn't mean that it's a magic bullet--chains that ...
June 29, 2010
"Location, location, location": what happens to a given vacant storefront will largely be determined by *where* that storefront is.Sure, there will be new ventures, for-profit universities, local health clinics, and other innovative uses of many of the cheap, vacant retail spaces that are located near population centers that can support ...
June 28, 2010
The broad roll-out of the wellness+ program is the key element to watch.Rite Aid has a great retail footprint, but if they fail to enroll the help of their brands in getting shoppers to buy more each trip and shop more frequently, then they will be squandering a huge opportunity. ...
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