Deloitte: Retailers are missing the mark on ‘digital influence’
- Mobile influence is up, but price checking is down: Consumers surveyed indicated they are 30% less likely to use smartphones to perform price comparisons in-store than they were a year ago. This decline occurred while the influence of smartphones alone on in-store sales rose to 28% in 2014, up from 19% the prior year. Consumers are advancing in their sophistication – using mobile more often for inspiration and idea generation earlier in their shopping process, and not simply as a price comparison vehicle;
- Digitally-influenced consumers buy more and spend more: Consumers who use digital while they shop convert at a 20% higher rate compared to those who do not use such devices. Consumers that access social media during the shopping process are four times more likely to spend more, and almost one-third (29%) of those surveyed are more likely to make a purchase the same day they turn to social media before or during their shopping trip;
- Hispanic and Latino consumers are highly digitally-influenced: Nearly half (49%) of Hispanic and Latino consumers use social media during their shopping journey, compared to 32% across all ethnic groups. Additionally, 41% of Hispanic and Latino consumers indicate they spend more in the store due to digital activities, compared to 28% of all consumers surveyed; and
- Not all categories are equal: Digital behavior has evolved across all categories, most notably baby/toddler and home furnishings. The digital influence in the baby/toddler category jumped from 39% to 52% in one year, and now accounts for more than half of all brick-and-mortar sales in that sector. Additionally, 56% of consumers shopping baby/toddler items consult social media for assistance. In the home furnishings category, nearly 4 in 10 consumers (38%) indicate they spend more when using their devices in the shopping process.
Dove Hair expands ‘Love Your Curls’ campaign with launch of new book
ENGLEWOOD CLIFFS, N.J. — As a follow up to the launch of Dove Hair’s "Love Your Curls" campaign and film launch, the Unilever brand has now unveiled the new Love Your Curls book, a tribute to curly hair, inspired by thousands of stories, photos and messages that poured in as a result of the campaign.
"We were moved by how many women embraced our Love Your Curls mission and shared their stories, photos and anecdotes, in celebration of curls," said Rob Candelino, VP of Unilever hair care. "At Dove, we have a long history of empowering women and girls through our self-esteem project and the Love Your Curls book is very much a part of that commitment. We hope women continue embracing the movement by downloading, dedicating and sharing this book with young girls in their lives. We hope our efforts will inspire self-confidence in generations of curly girls to come."
Dove Hair's Love Your Curls book, written by best-selling author, Taiye Selasi and illustrated by award-winning illustrator, Annick Poirier, is inspired by the stories and photos of real women and is intended to represent and inspire curly girls of all ages. Available to download as a free digital e-book, Love Your Curls is also customizable. Each download at Dove.com/loveyourcurls allows visitors to create a self-written dedication, a personalized poem and watercolor portrait for a curly girl in their life. The non-customizable version will also be available for download at Amazon.com, iTunes.com and Play.Google.com.
Dove Hair has also created a run of special-edition hard cover copies of the Love Your Curls book that will be made available to select partner organizations, including Boys & Girls Clubs of America. In addition, educators are encouraged to apply for a free hard cover copy at Dove.com/loveyourcurls.