To realize the full potential of the new apertures provided by digital and mobile, marketers must deliver relevance.
CONTRIBUTORS
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Jim Lucas
As Global Director of Retail Strategy & Insight of DraftFCB, Jim Lucas helps retailers, manufacturers, service providers and network agency offices to motivate shoppers through value-added experiences. Lucas is one of the industry’s most avid students of consumer/shopper behavior and retail ecology -- the science of how and why consumers interact with brands and how they behave in retail environments.
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FEATURES
Consumer Expectations Driving the Evolution of Loyalty Programs
Low active use of loyalty programs is largely due to these programs’ inability to keep pace with shopper expectations. As consumers/shoppers have become more savvy and discriminating, they have lost their appetite for programs that deliver irrelevant offers, experiences, rewards, etc. Members have shown a willingness to share personal information, but want something in return.
Male Shoppers: Not So Much About Planet of Origin
Males account for an increasing number of household shopping trips. Nearly one-third of primary shoppers in households are men, up from 14 percent two decades ago (Nielsen). Yet 40 percent of men felt unwelcome in retail stores…
