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Grocery store study reveals Facebook fans are better customers

There’s always a lot of talk about how Facebook is good for brand awareness and it’s great for increasing traffic to an online site. But does maintaining a Facebook fan page actually lead to more revenue? For one specialty grocer, the answer is a huge YES.

Collective Bias asked Yeti Data to help them sift through the activities of 600,000+ loyalty card members of a fairly new, regional, 1 billion dollar specialty grocer. The Facebook page has 150,000 fans – I’m going to assume that not all fans are loyalty card members but it’s likely that a larger percentage of fans are.

They compared the shopping habits of the Facebook fans to that of all loyalty card members and the results were astounding starting with this:

Collective Bias Grocery Study

Consumer Reports says Americans are ready to shop again

Consumer Reports InsertIt’s been seven years since the 2007 Great Recession and Americas are still plagued by fears of losing it all in an instant. The good news from Consumer Reports is that, despite their fears, Americans are ready to shop again.

The vacations, home renovations, even divorces that seemed out of reach during the recession are now on the front burner; seven out of 10 people told Consumer Reports that they finally feel flush enough to make purchases and decisions they’ve put on hold for as long as five years

But years of worrying about where their next paycheck might come from has left consumers a little shell shocked. They’re ready to spend but most aren’t running out to buy a luxury car or a high-end vacation. Most consumers are being practical, spending on life’s necessities.

Holiday marketers choose social and data over mobile and shipping

1214648_92719053For their 2014 Holiday Retail Audit, eBay virtually sat down with 1,000 online retailers to find out how they’re preparing for the coming holiday season. Rather than keep you in suspense, I’ll tell you how it out turns out – instead of spending money on mobile and shipping, retailers are banking on data and social this holiday season.

Data:

Retailers said they were going to invest in tools to help them capture and analyze data in greater detail in three areas: social media (29 percent), email promotions (22 percent) and search engine optimization (12 percent).

They’re also looking at ways to capture in-store data so they can have a more meaningful conversation with customers. During the holiday season, speed is essential. If a customer abandons a cart, a retailer needs to be able to spot it, respond to it and send out an instant offer to reel that customer back in.

Want to reach consumers on mobile? Do it before they go shopping

NinthDecimal GrowthSurprise stat of the day: smartphones have replaced tablets as the leading mobile device for retail shoppers.

Surprising because the tablet is the laid back king.  It has the bigger screen and the interactive, native ads, but still tablet usage for research dropped from 37% in 2013 to only 16% in 2014.

The one thing smartphones have over tablets is that we always have one in our pocket. So that’s probably the reason the for the increase. More people are relying on their phones to do research in stores. . .

Nope. 69% of product research happens at home, long before the customer heads to the store (virtual or otherwise).

NinthDecimal’s Mobile Audience Insight Report for Q2 2014 is full of interesting surprises. Let’s dig a little deeper.

To gain a customer’s trust; meet them on their preferred digital stomping ground

Trust MeTrust is the number one, most important factor in getting and maintaining a relationship with a customer. People have to believe that they’re going to get their money’s worth, that their personal information will be kept safe and that they’ll receive what they ordered in a timely manner. No problem for Amazon, Target or Disney but what if you’re Susie Woosy’s Sleepytime Toys or Fred’s Fish-o-rama? New businesses (by calendar date or simply new to this customer) have to earn that trust before the average customer hands over the credit card a second time, and a third.

A new survey from SDL says it takes two years before the average customer fully trusts a brand and five years before a customer commits to a “Greater than Average” spend.

Looking for a college-bound influencer? Look on YouTube

Dorm HaulYou may think that big chains like Walmart, Target and Staples control back-to-school shopping but the real power is in the hands of the YouTube haulers.

These young women have the eyes and ears of the older teens headed off to college and the younger teens who are dreaming about the future. Sitting in their sparkly bedrooms, they show off everything from hangers to sheets, to communal shower must-haves and tools for whipping up a “no kitchen needed” snack.

Think Google says that searches for “back to school haul” on YouTube are up 70% this year. Searches for “dorm hauls” on YouTube doubled in the first 10 days of August.

Here’s the most honest back-to-school infographic you’re ever going to see

ShoeBuy Back to School 1My back-to-school shopping days are over but it all came back to me when I visited Staples last week. I was there for printer ink but I couldn’t resist the four foot stack of 17 cent spiral notebooks and the racks of Disney character folders and the bins of colorful school tools. I didn’t need any of it but I want it. . . all of it. . . it’s a crazy emotional trigger made worse possibly by the fact that I was a teacher for 10 years.

Then I heard a conversation that reminded me of the real meaning of back-to-school.

“Mom! I NEED this one!”

“That one is too expensive. Get the other one.”

“That one doesn’t have Transformers on it! And Mrs. Shipley says I need 8 notebooks.”