Naomi Klein on NPR

In the "On Point" program on NPR Tom Ashbrook talks to Naomi Klein, listen here.  Watch Naomi on Comedy Central here.

Carrefour - Turned Around?

The Financial Times reviews Carrefour's CEO Lars Olofsson's progress over the past fifteen months in returning the retail giant to its revenue growth.  "Mr. Olofsson says he has diagnosed the problem, which is basically the underperformance of non-food sales at the hypermarkets..."  See article here.  

Hypermarkets are an interesting retail environment, where the shopper and consumer merge, or can swap roles.  Similar to eCommerce environments.

America's consumer goes from "Be Like" to "I Am"

"There is no such thing as "the American consumer"".

States an article in AdAge - "No more Joe consumer in America", here.  One key to this shift has been the American consumer's ability to voice a choice, ability to create and join communities of choice, and the choice being the brand that fulfills a need.  Did the Internet help enable this?

This democratization of the American demographic is discussed in a white paper (for you to purchase) here by Mr. Francese, demographic trends analyst at WPP's Ogilvy & Mather and founder of American Demographic magazine.  He states that:

"The iconic American family - married couple with children - will account for a mere 22% of households."

The changes represent the continued growth of digital communication mediums, while emphasizing the need to engage directly and pervasively with the consumer.

Changes in Consumer Decision Making

The McKinsey Quarterly publishes a thought provoking look at the "consumer decision journey" here.  The article developed the new approach to the decision journey:

"... by examining the purchase decisions of almost 20,000 consumers across five industries and three continents. Our research showed that the proliferation of media and products requires marketers to find new ways to get their brands included in the initial-consideration set that consumers develop as they begin their decision journey. We also found that because of the shift away from one-way communication—from marketers to consumers—toward a two-way conversation, marketers need a more systematic way to satisfy customer demands and manage word-of-mouth. In addition, the research identified two different types of customer loyalty, challenging companies to reinvigorate their loyalty programs and the way they manage the customer experience."

There is a link to a good interactive animation titled "The consumer decision journey" with audio that discusses the changes today's consumer has incorporated vs. the traditional funnel used by marketers to define touch points for their messaging.

Power of Communities of Choice

I continue here with sharing examples of what communities of choice are capable of versus the mystifying term called - wisdom of the crowds.  Please see various examples in my blog on this subject.

The Wired just published an article in their Danger Room that shares methods for internet users who are interested in speaking and acting against the current Iranian regime.  The user can employ simple methods to attack the Iranian governments websites.  See details here.

I find this fascinating - at the same time I see the self organization of such communities of choice to be driving us towards new paradigms of "choice", refining the perception versus reality debate of marketing.  In a perfect world... one would not have to choose!

Thoughts on Consumer Insights

Below is a quick and nice look at what consumer insights mean from a presentation on SlideShare. What provided me value from it? The author, Giulio Bonini, states that there are four properties of a consumer insights: (1) Deep, (2) Original, (3) Base of your communication, and (4) Specific for your target. Enjoy!

Consumer Segmentation

Friend and colleague Franz Dill writes about "Death of Consumer Segmentation" here.