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Grocery retailer HEB thrives in the competitive Texas market due to Hispanic-oriented formats and local assortments.
What do you need to know to meet the needs of Hispanic Americans?
575: Estimated spending power (billions, US$)
45: Percent of US Hispanics online at least monthly
40: Percent with broadband at home
372: Average spent online in past three months (US$)
We are thrilled to introduce Lisa Bradner, our newest Senior Analyst on the Consumer Markets team. Lisa brings great marketing know-how to the table -- with experience at companies like Acco Brands and Aero Products (yes, that's the Aero bed!). Lisa will look at how consumer behavior, technology, and industry trends change the way that CP brands market their products. Welcome Lisa!
The Manufacturer Store IQ isn't possible without retailers who embrace new store experiences -- and the collaboration that supports them. Check out which retailers are leading the charge:
How Digital Media Transform In-Store Marketing
The Online Store Gets Physical
Sell Digital Experiences, Not Products
The Retail Kiosk Comeback
Need help choosing a logistics solution? Then don't miss Forrester's latest Waves:
Warehouse Management Systems
Transportation Management Solutions
Mark your calendars!
The Essentials Of Search Engine Marketing
June 7-8, 2006, Cambridge, Mass.
The Road Map For Email Marketing Success: An Introduction
July 13, 2006, Chicago
Social Computing: Tapping Into The Power Of Connected Consumers
July 25, 2006, Chicago
For details, contact Forrester Events at events@forrester.com.
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Boosting The Store IQ
I've rediscovered the corner grocery store. A few months ago, I was desparate to find fresh ground pork for a stuffed pork chops recipe. A friend suggested Langenstein's, a small grocer established in 1922, which purpotedly has the best meat department in the city. Langenstein's did not disappoint. I found the ground pork, and the stuffed pork chops were lip-smacking good.
But I discovered something else while shopping: an assortment tailored to the Uptown New Orleans neighborhood where I live. The store carries fresh foods like Le Popeye spinach dip (a hit at local picnics) and packaged goods like single-serving soy milk (a popular item with neighborhood empty nesters). This local assortment has kept Langenstein's prosperous, even with Whole Foods and Wal-Mart nearby.
Langenstein's is a throw-back in many ways, but, paradoxically, it also points to the future. Major retailers are rediscovering the value of local advertising, formats, and assortments. Witness Wal-Mart's Store Of The Community, Best Buy's Magnolia, and Kroger's Customer 1st strategy -- which uses loyalty card data to reveal the right marketing and merchandising mix for profitable households.
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The trend of smarter, more personal stores will have a profound impact on manufacturer and retailer collaboration. The most progressive manufacturer and retailers, companies like Whirlpool and Lowe's, will overcome entrenched industry distrust to work together on new products, experiences, and stock availability. New types of retail data -- store-level consumption, RFID, market basket, and loyalty card -- will help manufacturers develop their store-level insight.
In our new piece, Boosting The Store IQ, we explore the state of strategic collaboration and data-sharing (no surprise: it's limited now) and the roadmap to broader store-level planning and execution.
CPG Marketing Techniques For Measuring What Matters
Retail distribution and the economic disincentives for going direct have long made it difficult for consumer packaged goods brands to measure the impact of marketing on sales. But technology advances in marketing measurement and Internet promotions are finally making it possible for brands to build that link. Six major CPG companies, including P&G and Unilever, have teamed with Arbitron and ACNielsen to launch Project Apollo -- a new market research panel in which participants carry a portable people meter (PPM) that tracks their exposure to radio and TV programming. How does it work? The device picks up inaudible signals buried in radio and TV programs. Now that's cool! Online coupons are another marketing tactic that help brands link marketing and sales. Our latest piece about online coupons features best practices on using this promotional tool to increase lift, achieve buzz, and build market intelligence.
Our newest Consumer Products analyst Lisa Bradner is kicking off research on the changing role of brand management in today's consumer-driven and technology-connected world. We're looking for your stories on how brand management is changing in your companies. If you've got them, then please send an email to christine.overby@forrester.com.
Cheers,
Christine Overby
Principal Analyst, Consumer Products
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