My court: a tangible transformation from B&M to a dynamic and living space.
My court: a tangible transformation from B&M to a dynamic and living space.
Technology has become a new ingredient for social survival. These devices are not cheap, but day-to-day life is easier when we have access to them, for all socio-economic levels. At an emotional level, it's very important for people to be able to buy or have mobile devices; otherwise a person might feel excluded. They are symbols that show economic status and differentiation. For retailers it's crucial to be able to fulfill this, so we need to understand differences between the shopper experience, and the emotional meaning of mobile technology for people. This paper will address the answer to the question: "How should retailers offer a unique experience in the point of sale, according to the motivations and expectations of buyers?"
This presentation explores how Coca-Cola's culture of high brand execution performance in the point of sale and a tracking technological solution can leverage channel and trade strategy to the next level. It will showcase how transferring and operating a regional standardised brand execution model to the local level, generating actionable and proactive response to competence and the market on the go, provides full objectivity and visibility to channel administrators and executors, and creates a real link between execution and impact on sales.
Technology has become a new ingredient for social survival. These devices are not cheap, but day-to-day life is easier when we have access to them, for all socio-economic levels. At an emotional level, it's very important for people to be able to buy or have mobile devices; otherwise a person might feel excluded. They are symbols that show economic status and differentiation. For retailers it's crucial to be able to fulfill this, so we need to understand differences between the shopper experience, and the emotional meaning of mobile technology for people. This paper will address the answer to the question: "How should retailers offer a unique experience in the point of sale, according to the motivations and expectations of buyers?"
This presentation explores how Coca-Cola's culture of high brand execution performance in the point of sale and a tracking technological solution can leverage channel and trade strategy to the next level. It will showcase how transferring and operating a regional standardised brand execution model to the local level, generating actionable and proactive response to competence and the market on the go, provides full objectivity and visibility to channel administrators and executors, and creates a real link between execution and impact on sales.
Thew purpose of this paper is to dissect this intricate phenomenon and argue that grey emotions (twisted, ambiguous and double edged sentiments which people secretly and maliciously enjoy and and which are different from negative emotions) often act as triggers to consumption or contribute in making post purchase experiences more enjoyable. Additionally the paper also discusses that qualitative research has the resources to unlock these complex grey emotions with the help of appropriate tools and suggests that marketers should consider tapping into them to give their brands a touch of gritty authenticity.
The aim of the Mystery Shopping study is to assist professionals in improving customer service, offering information on the operations and the quality of the service provided. The Mystery Shopping studios can include from simple observations point of sale or service focusing on aspects such as signaling , cleaning, waiting and / or response time, equipment status, compliance with company regulations, etc. Mystery Shopping studies can also be extended to make a purchase or service request when the evaluator acts as if he were a client current or potential.
For Toyota Motor Europe, the biggest challenge is capturing reliable consumers feedback in the beginning of the car development process before prototypes are build. As the first moments of exposure to a new car in the showroom are very impactful on the purchase decision, new car makes have to feel right for consumers. The Gestalt of the new car has to fit and has to be relevant for consumers. Hence, the question is: how can you develop a new car that emotionally engages consumers and excites them to take it for a test drive and eventually buy it? And this before the real prototyping starts.
Having worked with one of our sister companies, the Good Relations Group, on developing a landmark piece of research in 2013, looking at the importance of companies 'being good' in the eyes of consumers, we started asking ourselves whether and to what extent this applied to the world of B2B. People buy-in quite easily to the idea that consumers make brand judgements based on emotional factors - but does this really apply to B2B? Do major corporations make serious purchasing decisions based on the power of a brand rather than evaluating cost and benefit ratios? We were determined to find out, so in May 2014 we conducted an investigative piece of research - with online quant followed by in-depth interviews - to examine this question. The results surprised us - and we're sure they'll fascinate you!