Author: Michael La Kier

Male Shoppers: Opportunity or Target of Ridicule?

The role, and importance, of Male Shoppers is changing  Gender roles and acceptance seem to shift almost daily. Commerce – whether it is of the digital or physical variety – is impacted by this shift as well. It’s a long held belief (stereotype, perhaps) that male shoppers are ‘hunters’. They are tactical about shopping and are focused on the end goal. “Get In and Get Out” seems to be the mantra most often used (whether it’s shopping for clothing or shopping for groceries). Female shoppers are perceived as more “Thinkers” or “Planners” as they are more strategic about shopping....

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Brands Doing Good Are Doing Great

The Macrotrend of Purpose Driven Brands “Think Beyond Profit: People Now Buy on Purpose” is the most popular article on Shopper Matters this year. It highlights the macrotrend of consumers and shoppers seeking brands that represent something greater than themselves. As the end of the year is approaching, it makes sense to analyze the performance of Brands Doing Good. Brands Doing Good can be divided into two types: (1) Adopted, and (2) Interwoven. Brands that Adopt a philosophy of doing good seek out opportunities that fit well with their business, but they were not created as such. A few...

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The Power of Influencer Marketing to Conquer Commerce

Think Influencer Marketing can’t drive sales? A company that grew sales almost 21,000% (close to $50,000,000) last year begs to differ. Inc. recently released their annual ranking of the 5000 fastest-growing private companies in America. Halo Top Creamery came in at Number 5. For those not familiar with Halo Top, it sells today’s hottest brand of low-sugar ice cream. It started in 2011 when Justin Woolverton (a lawyer at the time) started playing around to find a lower-calorie ice cream substitute. After toying with Greek Yogurt and fruit, he decided to experiment further with sugar substitutes to set his...

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Are You Confusing People And Convincing Them Not To Buy?

“Choice” is a loaded word. For marketers, choosing is the ultimate litmus test. Marketing is all about understanding customer needs, then delivering products and services to satisfy those demands. Understanding how people choose is therefore critically important. Is marketing doing a good job understanding how people choose? Pretty sure the answer is no. Let’s start the discussion by looking at a picture. A picture of the typical grocery store (actually two photos).   Why a grocery store? The grocery store is perhaps one of the most neurologically challenging environments in the world. Typical grocery stores stock between 15,000 and...

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The Battle for your Wallet has Only Just Begun

What does a Voice-Activated Speaker mean to Your Wallet? This past week, at their annual World Wide Developers Conference, Apple took a shot at further dominance of your wallet. This shot across the bow looked a lot like an innocent home speaker. In reality, the shot was more much more virtual. Virtual Assistant: Music vs Shopping Amazon launched Echo in 2014. Overnight Alexa became the de facto market for Voice-Activated Speakers. Positioned as a virtual home assistant, Alexa helps access the web and Amazon services (fairly) seamlessly. Then came Google Home. Google is the entry point to information for most people...

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