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Why in-store, mobile shopping go hand in hand

BY Allison Cerra

WHAT IT MEANS AND WHY IT’S IMPORTANT — Nothing beats the experience of shopping in a store: touching and feeling the merchandise, enjoying the ambiance of the store with the Muzak playing in the background, engaging with the retailer’s wonderful customer service representatives and then pulling up that product on Amazon.com and clicking "check out." Coupling online retailing with ease of access through smartphones and tablets and a lot of points of differentiation that retailers had used to distinguish their brands — namely, convenience amd price — go straight out the window. Retailers not only need to learn how to fight fire with fire, they need to be able to create a raging inferno that shoppers can’t help but to stop, stare and pay for more. That makes the National Retail Federation’s Integrative Mobile Initiative a big deal.

(THE NEWS: NRF initiative takes on challenges of mobile retailing. For the full story, click here.)

Mobile retailing is only going to get bigger. According to a Deloitte research published in June, smartphones are expected to account for $689 billion sales, or 19% of all sales, by 2016. Mobile-influenced sales already are expected to account for $159 billion, or 5.1% of all sales, by the end of 2012. The silver lining in that study? Shoppers may not be using brick-and-mortar retailers as a showcase for competing online retailers as much as many think. Consumers’ store-related mobile activities are contributing to — not taking away from — in-store sales, Deloitte reported. Smartphone shoppers are 14% more likely to convert and make a purchase in the store than nonsmartphone users.

The tipping point may be whether or not a retailer even has a mobile application. Nearly 4-out-of-10 of smartphone owners surveyed who used a smartphone on their last shopping trip utilized a third-party mobile shopping application, compared with 34% who used a retailer’s mobile application.

There also is target marketing opportunities to be realized through smartphone engagement. According to an ongoing shopper behavior study conducted by The Integer Group and M/A/R/C Research, African-Americans and Hispanics are adopting new shopping technologies at a faster rate than Caucasians, with 18% of African-American shoppers and 16% of Hispanic shoppers using their mobile device to make purchases as compared with 10% of Caucasians. Despite smartphone penetration skewing lower among African-Americans and Hispanics than Caucasians, both are leading the charge by using mobile as a means to access the digital world of shopping aids.

An additional learning from that research includes the fact that almost as many shoppers are using coupons from email and e-newsletters (49%) as they are from the Sunday paper (57%).

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Own skin care company promotes consumer goods veteran to CEO role

BY Antoinette Alexander

SAN FRANCISCO — Skin care maker Own has appointed Gerry Chesser as its new CEO, effective immediately.

Chesser succeeds Alastair Dorward, who is moving to an advisory role with the company, where he will focus on growth strategies for Own.
 
Serving most recently as Own’s COO, Chesser has been with the brand since its inception in 2009. He helped to raise financing for the company, develop the financial structure of the product line from production to distribution, and implement Own’s e-commerce platform when the brand launched in spring 2012.

In his new position as CEO, Chesser will manage the growth, positioning and branding for the company, which is challenging the conventional approach to skin care through a platform of skin health. Working closely with CMO Stephen Matt, under Chesser’s leadership, the brand will aim to grow its consumer base and retail distribution, while also introducing new products and consumer content.
 
Chesser has nearly 20 years of experience in the consumer goods business, previously holding positions at such companies as Method Home Products, Clorox and Nestle. As global VP operations at Method, Chesser helped lead the company in an aggressive growth campaign. Under his guidance, Method positioned itself as the leader in a unique category of eco-friendly, inexpensive, and effective home cleaning products with attractive packaging. The company stated that Chesser brings that same understanding to Own, which is similarly positioned as a natural, effective and affordable option in the skin care category.

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Pampers taps Olympians Jennie Finch, Dominique Moceanu for social media campaign

BY Allison Cerra

CINCINNATI — Pampers is teaming up with Olympians and moms Jennie Finch and Dominique Moceanu to pay homage to Team USA while continuing to celebrate the unique spirit of play found within each and every baby.

Beginning later this month, Finch and Moceanu will be appearing on Pampers social media channels sharing the many ways in which they incorporate play into their everyday lives with baby. The Pampers "Spirit of Play" video series, which will be showcased on Pampers’ YouTube channel, will feature an array of content, including:

  • Parenting in Play: Moceanu will share how her children inspire her through their own play and the many ways she infuses their play into her personal routine;

  • Spirit of Play Date: Finch will offer up simple tips for how she celebrates play with her friends, family and little ones — and even gets in a workout herself; and

  • Pampers Playground: Finch will provide a tutorial of the newly launched Pampers Playground microsite, a place where parents can socialize and share with one another, while being provided fun tools and games to celebrate baby play 24/7.

"As an athlete — and a mom — it’s such a joy watching my little guys figure things out while they play," said Finch, a mom to two sons (ages 6 and 1 years old), who also currently is expecting her third child. "They’re exploring the world, learning, and growing. Watching their happy faces and their own individual spirit of play as they discover new things makes me smile. Their openness to learning as they figure out something new, or my little guy’s determination and look of pride as he learns to walk and balance, inspire me."

"Babies truly are champions at play," added Moceanu, also a mom of two (ages 5 and 3 years old). "Transitioning from an athlete to a coach, I now better grasp the significance that equipment can have on a child’s athletic prowess and performance. So as a mother, I naturally want the best for my little athletes at play. That’s why I adore Pampers limited-edition USA diapers, which not only offer performance, but a unique style that extends support to our Team USA athletes beyond the Olympic Games."

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