Categoría: Social value trends

abr 03

Is social commerce worth the investment?, via Paul Marsden

Escrito por // Editor-in-Chief

 

There’s a useful post over at econsultancy by Eric Abensur of cloud-based commerce company Venda, that asks a simple, but very pertinent question, is social commerce worth the investment?

The short answer – according to the post – is a qualified yes, if retailers adopt the right approach and tone.

For the e-consultancy post, social commerce is not about turning social media into a marketplace, but using social media to promote the marketplace/site you’re selling on – essentially through social sharing. For instance, Etsy sellers use Pinterest for free advertising, and 20% of buyers come to the craft marketplace from seeing shared pics on Pinterest.  Use e-commerce software to sell, and social software to share. Simple, right?

But is that it? Is social commerce really just regular e-commerce with social sharing added in?  Well it’s certainly part of it.  Social commerce software solutions with traction - TurnTo, 8thBridge, AddShoppersinSparqBazaarvoice, LithiumSellaround – are all increasingly focusing on adding premium social features to e-commerce solutions – with ratings and reviews, Social Q&A, social recommendations, and customizable share buttons leading the pack. This is social commerce as a plugin, or rather, a set of plugins – and yes, it is worth the investment.  Why? Because these social plugins for e-commerce sites are simple, time and cost-efficient ways to help retailers monetize the referral value of their customers – which can be up to 40% of total customer lifetime value. Social commerce as a plugin is a no-brainer.

But there’s more to social commerce than a plugin.  The opportunity is to use social commerce for business model innovation – using a social mindset to create and capture customer value in new and different ways.

  • Tuangou (team buying) – selling to groups, not individuals (e.g. Mercedes has offered members of social networks the opportunity to club together an buy in bulk with group discounts)
  • Pop-up Retail - using social media as a channel for selling limited editions. (e.g., this year Mercedes launched a special limited edition Smart Car sold only on the Chinese version of Twitter)
  • Collaborative Consumption – selling stuff for sharing (e.g. Zipcar, AirBnB, Zopa)
  • Collaborative Commerce – using social technology to manage supply chain alliances and collaboration. For example, last year luxury retail chain Neiman Marcus said it will put together a limited collection from 24 American designers this holiday season with an unlikely partner … discounter Target Corp

Social plugins are a good way to start with social commerce, they are worth the investment.  But the big wins will happen when companies adopt a social mindset to do business model innovation – by thinking we-commerce not me-commerce.  The future of social commerce will happen with business model innovation, not a plugin.

(Via Social Commerce Today)

may 03

Los productos ecológicos… ¿un fenómeno pasajero o han venido para quedarse?

Escrito por // Daniel Ubeda Hernandez

Los productos ecológicos… ¿un fenómeno pasajero o han venido para quedarse?

everis prevé un cambio de paradigma en el segmento ecológico después de haber estudiado mercados europeos más maduros, observado la situación de los últimos años en España y analizado las últimas tendencias en los diferentes canales de venta

Los productos ecológicos están de moda. El creciente interés de los consumidores por una vida más saludable ha provocado el auge de los artículos con el atributo “bio” o “eco” como propuesta de valor. La alimentación es, sin duda, el sector más representativo y el auge del color verde en los lineales de los centros de distribución reflejan la identificación de dicha tendencia por parte de productores y distribuidores.

Según el estudio everis realizado, lejos de ser una moda fugaz, el mercado de la alimentación ecológica presenta un claro potencial de crecimiento para los próximos años. everis prevé que el mercado español crezca entorno al 12%, pasando de los 905 M€ en 2008 hasta alcanzar la cifra de 12.182 M€ en 2020.

No obstante, las cifras actuales del mercado ecológico en España muestran el poco desarrollo que éste aún presenta en nuestro país, donde, tan sólo el 1% de la alimentación consumida es ecológica. Este porcentaje parece poco significativo a tenor de los datos que presentan países como Dinamarca, donde esta cifra se multiplica por 7. En otros países como Italia, más similares en cuanto a la cultura y la estructura de canales de venta, el peso de la alimentación ecológica es tres veces superior al de España.

Sin embargo la demanda en España de productos ecológicos crece de manera exponencial.: en los 10 últimos años, el mercado ha crecido a un ritmo del 25%, siendo superior a la media de crecimiento del conjunto de la Unión Europea -que se sitúa en el 12%- e incluso por encima del crecimiento de países con un fuerte arraigo de la cultura ecológica como Dinamarca o Alemania.

Sin embargo, uno de los factores que impiden el desarrollo del mercado ecológico español viene dado por el hecho de que el país cuenta con un tejido agrícola ecológico poco desarrollado y orientado principalmente a la exportación. Así, a pesar de ser el principal productor de alimentos ecológicos de Europa, España exporta más del 50% de su producción. Además, el país cuenta con una oferta muy atomizada, formada por empresas con volúmenes medios de facturación de 60.000€. Todo ello, impide aprovechar economías de escala y dar lugar a cultivos poco productivos. En base a dicha situación, everis apunta que España no tendrá capacidad para atender su demanda futura de productos ecológicos ni podrá fijar unos precios competitivos.

Una demanda latente

Según datos propocionados por el Ministerio, más del 50% de los consumidores españoles ha consumido alguna vez productos ecológicos y el 92% de ellos tiene intención de aumentar su consumo. Además, el cliente nacional está concienciado de la importancia de comer productos naturales. Prueba de ello es que la salud, el gusto y la calidad son los principales motivos para la compra de productos ecológicos. Tal y como describe el barómetro de consumo realizado por everis, dicha motivación y el perfil del consumidor tipo español coinciden con los atributos que definen al consumidor europeo. La diferencia recae en que mientras que en Europa ya se ha alcanzado la masa crítica o una mayoría de la población, en España los consumidores ecológicos todavía se consideran early adopters y representan un pequeño nicho de mercado poco desarrollado.

Así, si la sociedad parece querer consumir más productos ecológicos, ¿por qué no lo hace? Según everis, el precio elevado, el desconocimiento y la dificultad de encontrar productos ecológicos fuera de las tiendas especializadas son los principales obstáculos para el consumo de este tipo de productos. En este sentido, everis considera que un eventual desplazamiento de las ventas a la distribución moderna (grandes superficies) y una natural reducción de precios y provocarían un aumento exponencial del consumo ecológico.

Prueba de ello es que la comparación con Europa demuestra que en países como Dinamarca, con un consumo per cápita en 2010 de 142€, las ventas de productos ecológicos en canales como la distribución moderna representan el 80% del total, mientras que en España, donde el consumo per cápita no llegaba a 20€ en 2009, este valor apenas alcanza el 30%.

Finalmente, el estudio señala la viabilidad de reducir los diferenciales de precio entre el producto ecológico y el convencional. Así, mientras que en España esta diferencia es del 70%, en países como Austria y el Reino Unido el margen se reduce a más de la mitad. everis estima que, en caso de reducirse el precio a un diferencial del 40%, el mercado español podría triplicarse y superar los 3.000 M€. La consultora concluye que es posible que las compañías reduzcan sus precios sin perder margen de venta ya que, actualmente, este margen en los productos ecológicos es 7 veces mayor que el de los convencionales.

La gran distribución, un paso por delante

Por otro lado, todavía no existen en el mercado español grandes marcas reconocidas y posicionadas como ecológicas lo que, unido a la falta de homogenización de las certificaciones ecológicas, no ayuda a generar confianza en unos clientes escarmentados ante el histórico mal uso del atributo “eco”. Ante ello, la distribución moderna ha aprovechado esta falta de reconocimiento de marca y ha liderado la introducción de la alimentación ecológica en sus lineales. Así, distribuidores de referencia han desarrollado marcas propias, ofertando una amplia gama de productos –inclusive algunos commodity-, y habilitando espacios exclusivos para dichos productos. La distribución moderna ha aprovechado sus fuertes economías de escala adaptando mejor su oferta a medida que el mercado español se ha ido desarrollando.

Conscientes de ello, otros canales como las tiendas especializadas están desarrollando alianzas con los productores para reducir los precios y poder ganar competitividad con respecto los grandes distribuidores.

En conclusión, los datos expuestos apuntan a que el mercado ECO está llamado a instalarse definitivamente en el día a día de nuestros hábitos de consumo.

 

Daniel Úbeda

Ainhoa Soriano

Eugenia Jimenez

Marina Moral

Miquel Angel Artero

nov 07

La compra como religión

Escrito por // Enrique Clarós

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Los amigos de Anthrostrategy nos ofrecen una reflexión sobre el comportamiento de compra interpretado en términos de ritual y experiencia religiosa.

Ciertamente existen innumerables aspectos de los procesos vinculados a la compra que tienen un claro paralelismo con conceptos del ámbito de la religión: devoción por las marcas, peregrinación a las tiendas, logotipo como señal de inclusión o pertenencia, plenitud al satisfacer una necesidad, conversión de amigos a las marcas/tiendas que admiramos, la tienda como espacio de rito, …

“Loyalty is the focal point of many, if not most, brands. Understandably, getting repeat customers who will also serve as advocates is a smart move in a world where, due to the ease of online transactions, volume simply isn’t enough. But is loyalty enough or should we strive for something more? Should we strive for developing a shopping experience or brand that is largely impervious to economic conditions and the small mistakes and hiccups that all brands have to deal with during their lifetimes, no matter how good they may be at avoiding missteps? Of course. The question is how. The answer lies not just in how we execute the experience, but in how we conceive of the shopping experience. Shopping is a practice that has ritual structure and involves the creation of value and relationships. Loyalty stems from the development of these relationships but loyalty, though a strong influence on the power of a brand, has limitations and is subject to cultural shifts, a weak economy, etc. The goal is to move shoppers and consumers to the level of the truly devoted. In other words, we need to think of shopping in the context of sacred devotion.

Devotion is an ardent, often selfless dedication to a person or belief, but it can be extended to a brand and retail setting. Loyalty, in this sense, goes from feelings of strong but limited dedication to a state that borders on the divine. Like religious experience, it might even begin to manifest elements of cosmology. From my point of view, this is a far more powerful position for a brand to be in, but it requires more work. And to those who would question whether or not it’s worth the effort I would point to the growth of Apple stock in the last five years and the near fanatical nature of its devotees.

Devotion in the religious sense means paying homage and this carries over to brands and retail in that the devotee-shopper ritualizes the experience and treats the brand and retail space with a higher degree of engagement and devotion. In this case the nature of devotion is consumerism and the forging of identity through shopping. There is a public expression of respect to someone or something to whom or to which one feels indebted, as through an honor, tribute or reference. In the case of a brand, the devotee makes “pilgrimages” to its retail outlets and uses both logo and products as badges to signal inclusion for fellow believers, to recruit new believers and to keep non-believers away. After all, the goal is not in bring the half-hearted into the fold, but to draw in those who will embrace brand with the same degree of devotion and come to see the retail space as a manifestation of identity. When a consumer/shopper transitions from loyalty to devotion justifications of function and costs are set aside because they lose meaning to the devoted. All that really matters is the object of the devotion and the losing of one’s sense of self in the shared experience.

But it is not as if the devotee doesn’t get something in return. The devotee gets something back – a sense of fulfillment, a sense of greater meaning, a sense of belonging to a “special” group of people, a sense of ownership in the belief system. This leads to a sense of love that goes beyond romanticism and takes on an element of duty and personal involvement – and devotion. Rational interest becomes an expression of love which is not just an externally-focused love, but one that is co-authored. It is not the love of eros (passionate love, or the love of sensual desire) but the love of agape, or the notion that love is based on adulation, which being transcendent is not based on appraisal but rather the totalizing of otherness. It is not love subject to reason or explanation and is therefore unqualified. The aim of this sort of love is the loss of self through the merging with the beloved other. It is a creative act.

Devotional space leads to long-term repeat behavior on the part of the shopper. Even if they don’t make a purchase every time, they come to see the retail environment as a place of worship and the brand as a focal point in their own sense of identity. This leads to two centrally important points. First, when they do make a purchase cost is of minimal issue, though they may say otherwise. New product releases will garner immediate attention and devotees will wait an almost unimaginable amount of time to buy the product in the retail space. It is not enough to buy it online or at another venue – communion with the retail space is a rite. Second, devotees will bring others with them or advocate wherever they can, going from advocates to apostles.

So how does a brand achieve this level of devotion? There are several key points that lead to transforming the retail space to devotional space, all of which work together. It is an all-or-nothing proposition, but the payoff is worth the effort.” Saber más

Fuente: Anthrostrategist

sep 20

Porqué la generación X es más cool que la Y?

Escrito por // Editor-in-Chief

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Who’s the first to know?
Dr Lida Hujić

How Generation X became cooler than the next

A recent interview with the co-author of the book How Cool Brands Stay Hot, Joeri Van den Bergh, prompted me to write this article. I’d like to provide an alternative perspective on coolness and the generational debate (specifically the dynamic between Generation X and Generation Y). This, in turn, can serve to discuss methodological issues as well as give some food for thought for researchers and brand managers alike interested in gathering future looking intelligence.

My own research started from the hypothesis that what came to be known as ‘cool brands’ are not cool or, to be more precise, no longer cool. I picked up on a number of other observations from the interview in question, namely that parents of Generation Y follow what their kids are doing; that the ecological agenda is high for this new generation, which parents copy. I am not in any way questioning the legitimacy of these claims in relation to the sample but it becomes problematic when those are used to make a general statement about consumption trends – essentially dubbing Generation Y as trend leaders.

My own findings reveal that perhaps for the first time in marketing history we have a case of parents being cooler than their kids – or Generation X being cooler than the next (Generation Y). (Just so that we’re clear, Generation X, those born 1965 – 1978; Generation Y, those born 1979 – 1995). Firstly, let’s address a couple of issues: the definition of coolness and the research approach used to unearth insights and substantiate findings. SABER MÁS

Fuente: RW Connect – ESOMAR

sep 11

Luces y sombras sobre la cultura del consumo

Escrito por // Enrique Clarós

Born_to_buy

Reflexiones multidisciplinares sobre el rol del consumo en nuestra vida y su necesidad real. Un interesante trabajo de Hugh Graham.

The End of consumer culture?

Should designers work toward the end of aspirational consumer culture? Can the design industry, broadly defined, reposition and reinvent itself to provide value and sustainability while still creating desire?

When I was at Northwestern, I took some classes from a Professor of Philosophy, David Michael Levin, who once asked us whether having a choice was important in our lives. Specifically, he was asking about the difference between choice and the appearance of choice. For instance, he asked, is it important to be able to choose between Crest and Colgate?

I think of Professor Levin from time to time, and often when I’m walking down the personal care aisle of the supermarket. Looking at all the variations of toothpaste and related products (Whitestrips, anyone?), I wonder whether it’s possible that our society in general may have gone just a bit too far, and that the designers and product managers and marketers are spending too much of their creative resources on selling products with limited value and without any real differentiation.

I’m not arguing that there isn’t valuable product innovation going on, but I tend to doubt the big change involves one of the 50 swirly paste/gel combos on every American supermarket aisle. Think of the improved efficiencies we’ll see just as soon as all the rest of you realize that Tom’s of Maine Peppermint is plenty good enough for everyone. SABER MÁS

Fuente: Hugh Graham Creative

 

sep 05

El shopping como estilo de vida

Escrito por // Enrique Clarós

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La cultura del consumo, tendencias e implicaciones. Un interesante trabajo de David Carlson, uno de nuestros referentes, publicado en David Report. Aunque es de 2008 conserva plena vigencia.

I shop therefore I am

In the I shop therefore I am trend report we are looking into the world of consumer culture from different point of views; ethical, social, political, economical and humanistical.

Shopping has turned into a lifestyle. We consume as leisure and a way to pass time. But at the same time many are realizing that the power of consumption is stopping us from finding true and sincere happiness; and that shopping often works as a substitute for something that we’re missing in life. At what point does the accumulation of material goods become less fulfilling and more stressful and overwhelming? It is all about WHAT we buy and WHAT we choose to invest in, the world we live in will be the result of those choices.

You can read our reports in three different ways according to your own personal taste. Either flip through the report like a regular magazine (click the magazine to expand it) or choose the pdf version by clicking the symbol below. The third way is just a plain text version. We recommend you to choose to read this specific report either as pdf or flip through because of the rich amount of images. SABER MÁS

Fuente: David Report