CHICAGO — Retailers are finding new ways to leverage their customer databases to change shoppers' behaviors or just understand existing habits so they can refine the merchandise mix.
Tesco, the U.K. behemoth whose Clubcard loyalty initiative helped the food retailer double market share from 16 to 35 percent, is using the program to nudge shoppers toward environmentally responsible behavior.
Shoppers who reuse bags to carry groceries, rather than use new plastic bags, earn Clubcard points that can be redeemed at Tesco and other stores.
In nine months' time, that incentive reduced the number of new plastic bags that would have ended up in a landfill by one billion, said Terry Hunt, chairman of London direct marketing agency EHS Brann. Hunt, who helped mastermind the Clubcard launch 13 years ago, said Tesco is beginning to reward shoppers with redeemable points for recycling cell phones and printer ink-jet cartridges.
Hunt outlined Tesco's loyalty card program here last week during the National Retail Federation's Retail Advertising Conference.
At Banana Republic, the shopper database is sifted to find the most profitable and brand-loyal consumers who make up an "insiders panel" that is polled regularly. The national panel of 10,000 consumers provides regular feedback in various ways, such as uploading photos of themselves wearing Banana Republic outfits, apparel fit testing and focus groups conducted around the country.
Tamra Krefman, manager of consumer strategy at Banana Republic, told the conference the qualitative research yields unique and nonintuitive insights into the brand and its most loyal following. For instance, Jennifer Aniston and Reese Witherspoon are the celebrities shoppers most associate with the Banana Republic brand. Also, Krefman added, panel research revealed the majority of male consumers prefer boxer briefs over other innerwear choices.
Krefman said the panel is a cost-efficient way to get feedback fast.
"It's about coming up with a quick and flexible way to do research," she said. "If there is a decision that needs to be made soon, we can easily put together a survey, throw it out to our panel and get responses within a few days."
The consumer strategy team then synthesizes the consumer feedback data with other research sources and develops a "point of view" memo for various Banana Republic departments including design, product development, advertising, merchandising and marketing.Loehmann's is exploiting customer data to help merchants plan and allocate merchandise at the store level more intelligently, said Mara Kelly, vice president of database marketing. She spoke at a session along with Jan Cantler, director of database and customer relationship management at Brooks Brothers.
Cantler also shared customer data insights with planning and allocation executives as well as real estate, finance, advertising, store operations and merchandising. "I am reaching out to every functional area of the organization I can, just starting with small conversations to say, 'What myths, theories, known facts do you have that I can prove or disprove that will help you understand your business and what you need to do?'" she said.
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye