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.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)