Posted on March 6, 2014
Generations rewrite the rules for brands
From The Greatest Generation and their children, the Baby Boomers, to Millenials every generation makes its mark. As Boomers now register for Medicare in record numbers, a new generation is being born. And that means marketers must adopt new ways to market them.
Know Your Generations:
The Greatest Generation
They survived a depression and fought in World War II. At the age they were battling fascism, their children were battling conformity.
Born between 1946 and 1956 the boomers are the largest cohort in history and have profoundly shaped our consumer culture. They are entering retirement now, in a process that will last another 20 years. Senior living will never be the same.
The MTV generation. Born between the mid-60s and mid-1980s, their world view is based on change. They grew up in the shadow of AIDS and human rights victories and came of age in an era of cutbacks, job loss and declining salaries.
Meet the Millenials
Born between 1982 and 2000, the Millenials are the largest cohort of kids to come along since their late boomer parents. Also called “digital natives” because they grew up accepting digital technology as part of their natural landscape, the Millenials enagage with brands in profoundly different ways than generations past.
Hallmarks of the Millenial generation: A demand for authenticity. A love of story. An embrace of social causes. A desire to be rewarded for loyalty. While they see themselves as immune from traditional forms of advertising, the right campaign can win converts for upstart brands. For example, Toms Shoes, a for-profit company that promises to give away one pair of shoes for each pair it sells, has come out of nowhere to sell (and donate) more than a million pairs of shoes in less than four years.
“C students start companies. A students work for them.”
Hard on the heels of Millenials comes Generation Z, born between born 2000-2014. They are the first “always connected” generation, and see digital technology and social media as their birthright. They don’t care about landlines or cable TV. Everything they need—from texts, tweets, music, movies, and photos to shopping, banking and payment systems—is in the palm of their hand. Perhaps the most entrepreneurial generation of all, they will start their own company or launch their own app before they seek employment in a large corporation.
How We Shop: generation by generation in the grocery aisle
So how do generations shop? A fascinating study by Acosta Mosaic Group looks at generations and the type of trip they make to the grocery story. They discovered The Greatest Generation are the most brand loyal of all, and prefers drug and dollar stores, where they shop for medications, nutritional supplements, and health aids. Boomers meanwhile shop in grocery and club stores where they can be swayed by promotional offers that can answer the “what’s in it for me?” question. Gen X-ers for their part are knowledgeable shoppers who divide shopping trips almost equally between “stock up” and “fill-in.” They make their shopping decisions based on the best information they can find. As they become new parents Millenials are spending their money on diapers and prepared meals. Heavily influenced by friends and community values (as opposed to brand preference) they shop the perimeters of grocery stores, seeking fresh foods and wine.
Meet Generation Now
To cater to the younger generations’ demand for instant gratification, UK-based high end retailer Waitrose is eschewing its loyalty programs for a more engaging consumer experience. Instead of points Waitrose offers customers immediacy. Waitrose cardholders get free coffee on their way into the store and a free newspaper on their way out. According to Zoe Lazarus, partner, global insights at Lowe & Partners, quoted in Advertising Age “Waitrose is ahead of the curve; they have tapped into ‘generation now’.” Is it working? Since rolling out the new program Waitrose has become the second largest seller of coffee in the U.K.
No matter which generation enters your store, effective marketing will depend on ensuring inventory is in-stock, priced correctly, and displayed in an appealing manner. And that’s where Gigwalk comes in. The Gigwalk army of retail ninjas can be deployed at a moment’s notice to check on shelf availability, support product promotions, asses inventory conditions, and track the success of new product launches.
Posted on February 27, 2014
Hollywood’s big night is this Sunday. The world will be tuning in to see the fashion, the performances, and, of course, the winners. We thought it would be fun to see who Gigwalkers think will win the golden statues, so we surveyed the hard working people on the Gigwalk platform. Here are the winners:
Winner: 12 Years a Slave
Historical dramas tend to do well in the Best Picture category. Just last year Argo secured the award. 23% of Gigwalkers think this year 12 Years a Slave, staring Chiwetel Ejiofor, Michael K. Williams, and Michael Fassbender, will bring home the hardware.
Best Actor in a Leading Role
Winner: Leonardo DiCaprio (The Wolf of Wall Street)
31% of Gigwalkers believe Leo wins Best Actor for his role in The Wolf of Wall Street, but this wasn’t a runaway. Matthew McConaughey (Dallas Buyers Club) was a close second bringing in 29% of the vote.
Best Actress in a Leading Role
Winner: Sandra Bullock (Gravity)
Gigwalkers have overwhelming picked an upset in the Best Actress category. A whopping 45% of Gigwalkers believe Sandra Bullock wins the Oscar for Gravity over frontrunner Cate Blanchett (Blue Jasmine).
Winner: 12 Years a Slave (Steve McQueen)
Gigwalkers are predicting a big night for 12 Years a Slave as Steve McQueen (30%) edges out Martin Scorsese (28%) to win Best Director.
Best Actor in a Supporting Role
Winner: Bradley Cooper (American Hustle)
30% of Gigwalkers think Bradley Cooper wins his first Oscar for his role as Richie DiMaso, an FBI agent who forces a con man to participate in a sting operation in American Hustle.
Best Actress in a Supporting Role
Winner: Jennifer Lawrence (American Hustle)
Gigwalkers loved Jennifer Lawrence in American Hustle. She ran away with the Gigwalker vote for Best Supporting Actress with 46%.
Gigwalk Platform Capabilities are Endless
It will be interesting to see if the Academy agrees with Gigwalkers on Sunday night. Whether these predictions come true or not, one thing we can be sure of is anything is possible with the Gigwalk platform.
Want to drive additional in-store sales? Gigwalkers can give you visibility into the conditions on the shelf and the ability to fix any issues they find. Want to make sure your retail events are happening at the right time and your representatives are knowledgable? Gigwalkers can verify events and report on the quality of demonstrations. Gigwalkers are capable of a lot! What can Gigwalk do for you?