The Short List: Brands, Marketing to Women, and Loyalty Programs

Our mish-mash list of articles on the web that we find interesting, compelling, and should be on your radar.

  1. According to an Experian study, this year’s holiday season is expected to grow 1% to 2% over last year’s. The holiday and winter shopping season competition is gearing up, with retailers hoping to attract female shoppers with their latest partnerships with private labels. MNG by Mango recently finalized their exclusive deal with JC Penney, Macy’s launched Madonna’s Material Girl collection earlier this month, and Sears still exclusively distributes the junior brand BONGO.
  2. Marketing to women apparently means better packaging, for one thing.
  3. Expect to see an increase in Kroger’s store-branded line of cosmetics and beauty later this year and into 2011.
  4. Do customer loyalty programs give you a competitive edge?  Ninety percent of respondents in the National Restaurant Association’s latest survey think so.
  5. The latest partnership between online and offline media is apparently scented banner ads.

High Q2 Coupon Redemption Reflects Price-Conscious Consumer Trend

Via CPGMatters:

CPGMatters’ August 2010 issue contains coupon redemption information for the second quarter of 2010. So far, Q2 marks the seventh consecutive quarter of growing coupon redemption.

Key findings include:

  • Overall, redemption has increased 6% during the first half of 2010
  • Average coupon value hovers around $1.59 during the first half of the year
  • Marketers have offered 18 billion CPG coupons so far this year, up 11.4% from 2009
  • Among retailers, the largest increase in redemption value has been in convenience stores, warehouse clubs, and discount variety stores (as a whole, 36.6% increase)

The high coupon redemption trend echoes consumer sentiments from a July study published in Brandweek.  81 percent of the surveyed agree that “It’s fun to see how much money I can save by using coupons or my shopper loyalty card.”  And based on the chart at right, 61% are more price conscious now than they were a year ago.

“People who share such sentiments likely aren’t longing to return to freer-spending ways once an economic recovery signals that it’s safe to do so. That’s surely true of the 44 percent who agreed that “I can’t believe how wasteful I used to be when I shopped.” The chart indicates some shifts in consumers’ approach to purchasing.”

These new behaviors are determining what will be the new “normal” in consumer purchasing.  With the end of the back-to-school shopping season drawing near, and the winter and holiday shopping season approaching, are your marketing campaigns addressing the shift in consumer purchasing behavior?

PDM at 2010 Hispanic Retail 360 Summit

A little bit of late news, but PDM is currently attending the Hispanic Retail 360 Summit, which started yesterday and goes until tomorrow. If you’re in lovely San Diego, visit us at Booth #9 in the Hyatt Regency La Jolla.

This year’s conference theme is “Branding to the Trillion Dollar U.S. Latino Market”, and speakers on the list include General Mills, BestBuy.com, 7-Eleven, and one of PowerDirect’s own.

Check out this article from Peter Francese on AdAge.com that details the breakdown of the US Hispanic market, and what we can expect from this growing demographic segment.

Some stunning facts:

  • The 2010 Census expects almost a 47% growth in the Hispanic population (in contrast, the non-Hispanic population has only grown 5%)
  • 1 of every 3 Hispanics in the US is under the age of 18
  • Almost 44% of the demographics is at ease in English
  • 75% of adult Hispanics are between the ages 18-49
  • The eight states with the most Hispanics are home to 76% of all U.S. Hispanics

Also, to get a general overview of the Hispanic market, download this whitepaper titled “Hispanic Market Overview 2010“, courtesy of HispanicAd.com. Of particular interest is the Top 20 Hispanic DMAs (Designated Market Areas), with Los Angeles, CA ranking first.