American retailers like Starbucks, Best Buy & Walgreens are enhancing their use of mobile applications in an effort to drive consumer engagement & boost sales. Starbucks has cut queuing times in its stores by allowing customers to pay using a smartphone app. Over $110m has been loaded onto these digital “cards”, and 20 million transactions completed by early December 2011.

So what?

There are over 791,000 smartphones in Ireland currently with the majority in the 25-34 age cohort. When shopping at speed is a necessity, an app that would speed up the process gives the consumer control over their shopping experience. Smartphones have become an extension of people’s lives & app’s are downloaded when they serve a purpose. For retail brands, app’s offer more than a service – they serve as a visual reminder & free advertising to consumers every time they check their smartphone.

2. I <3 U, Swarovski

Valentine’s Day has been & gone, did you make the effort this year? Swarovski offered consumers a helping hand with a mobile site called “the Sparkling Valentine’s Day Assistant which directs users to the nearest florist, spa and beauty, cosmetics, film and beverages retailers while receiving directions.

So what?

Swarovski’s campaign feeds into a trend MCCPTrendstream have been aware of called Personal Interpretation & Interaction whereby brands are tailoring their offerings to meet personal demands, tastes and habits. Swarovski have tapped into this with the campaign; albeit being a digital cupid for the consumer becoming a brand butler. Not just selling services but becoming more relevant & helpful to people in their lives.

3. Are you saving pennies or cents?

The future of the Euro remains in doubt with Greece potentially being the straw that breaks the proverbial camel’s back. Recent findings from Empathy Research quote 47% of consumer are fearful for the future of the Euro but that they’re not sure how it will affect them. However, 20% said they are not concerned about the future of the currency; 7% have actively made provisions in the case of the Euro collapsing; while 28% of participants mentioned that they have made changes to their spending habits as a result of the recent problems.

So what?

For every action there is a reaction & although we are affected if Greece do pull out of the Euro some consumers have already made changes provisionally. The Irish is predisposed to plan & expect change; the recession has hardwired them to prepare for the worst eventuality.

4. Earn access the more you go out

A location based app called “Buy Me A Drink” has partnered with Wantickets to provide information about events for their users.  The app allows users to find new places & meet new people.  The more you check-in the greater the chance of rewards are. For instance, new users can download their first free song once they’ve registered and after that, every 10 check-ins means a new track is added to their account. Heavy users of the app can even gain access to local events on the night they’re on.

So what?

Discovery & night life go hand in hand. People love to find the next big thing – bar, pub, night club. The same applies for music. Utilising the Facebook behaviour of checking-in the app brings people of similar tastes together & grants instant gratification (and entry) to local nightlife events. What better way to add spontaneity to a night out than offer consumer’s free entry to events on the night in question!

5. Game Changing Idea of the Week: Different Day, Different Car

Global rental car brand Hertz have developed & are expanding their car sharing program called Hertz on Demand to Washington DC. The service offers the unique feature of one-way car sharing, allowing you to drop a vehicle off at any of its locations. There are no annual membership fees & instead people can avail of a pay-as-you-go system that has low hourly & daily rates.

So what?

Consumers worldwide are streamlining their possessions & living a life with more nomadic sensibilities. In Dublin, the dublinbikes scheme has registered over 2.2 million journeys already as people look to gain access but not ownership. Having access to a Hertz car provides people with the ability to travel self-sufficiently but within the parameters that suit them. As living spaces contract, the working week expands & brands need to continue to deliver nomadic options that utilise consumers time, space & needs.

It’s not unusual for companies to support a charity or run a cause related marketing campaign. TOMS shoes’ business model of one for one i.e. you buy a pair of shoes & a pair is donated by the company to a child in need; has been widely successful & they’ve mastered this formula for B2C. Timbooktwo have given the concept a twist for B2B. Every time the production company produce a video for a tourism company they’ll produce one for a charitable organisation too.

So what?

Brands endeavour to do well in a host of ways & we’ve become normalised to many of their charitable efforts & somewhat sceptical. To counteract apathy, brands should leverage their assets & assess what fits with their corporate identity and the shared social values of their audience.

2. They’re all out of Shrimp!

Fishmongers in Bilbao, Spain have come up with an idea to offer customers their product 24/7 & still guarantee its freshness. They’ve installed a vending machine outside the shop that can be accessed even when they have closed up. A bakery in France adopted a similar mantra this time selling baguettes. The fish is bought daily from a local market, cleaned & packed into individual trays which state the expiration date.

So what?

This appears to be the perfect solution for consumers & corporations rather than having to spend 24/7 serving customers they still get 24 hour access. A win-win scenario for all involved.

3. Take A Tour With The Brand

British fashion brand Topshop/Topman is promoting the opening of a new Melbourne store with a double-decker bus tour for fans. The tour will stop by the Fitzroy open air swimming pool, St Kilda beach and Federation Square. It is also stopping at the new store on Chapel Street.

So what?

Multinational companies when entering a new country need to immerse themselves into the local scene to make a more intimate connection to the local market. This is a great example of a brand using culture and live entertainment to provide an immersive branded experience, while creating a buzz for a new store. As more local business’ face closure across the world larger brands entering a new market need to be aware how to instil roots in local communities.

4. Engage! Scrum in the home…

The RBS 6 Nations Rugby championship is here again & with 90% of Irish people planning to watch the games expect to do so in their own home or that of a friend. Interestingly 1 in 4 of those who planned to watch it at home said they were going to make a social occasion of it.

So what?

What is on offer for the discerning rugby fan who plans to make the most of the 6 nations? MCCP Shopper Insights Study found (a) lack of inspiration in home & (b) lack of inspiration in store. The 6 Nations offers brands the opportunity to prepare party packs for shoppers that give them everything they need to go ahead & enjoy the match.

5. Game changing Idea of the week: The Wall of Power

Australian energy drink brand ‘V Energy’ are hosting an interactive digital image wall at Australian music festivals this year. The ‘Power Wall’ invites festival goers to take their picture via a HD camera & touch screen; and then displaying photos on the wall & on the V Energy Facebook Page. SMS messages are also sent to festival goers that interact with the wall, containing a link to their image on Facebook.

So what?

Festivals equate to photos & the Facebook hungry festival goer of today wants to be able to share their festival experience almost instantaneously. V Energy has cleverly leveraged this while updating the tried & tested photographer with media wall backdrop. The SMS function brings the conversation with festival attendees even closer to the brand experience & helps in shaping their experience with the brand over the weekend.

Dublin Does Fridays is a campaign to promote and support Dublin pubs. The campaign seeks to create behavioural change by reminding people that there is no place in the world like a Dublin pub on a Friday evening.  It is the time & place where stories are told, deeds are done & legends are made.

The big idea is centred around that time on a Friday, about 5 bells, when everyone in Dublin seems to switch from ‘work you, to just you’.  It’s about celebrating the end of the working week & anticipating the weekend ahead with friends, work colleagues, the regulars in the bar or that random you meet that could be your next girlfriend, boyfriend or new best friend.

Whether you want a few quite ones to wind down or a mad one to wind up, Dublin has a pub to meet your Friday mood & mind-set.

Dublin Does Fridays will support your hunt for that perfect, personalised Friday night with an app that allows you to invite your mates to the pub, check in at your local & check out where there is a buzz.  Pubs will also be running special entertainment & promotions on Friday nights to help kick start your weekend.

Watch out for the campaign on radio, print & online.  In the meantime, we’ll see you in the pub to do what we do best as Dubliners, Fridays!

Virgin has a history of entering a new area of business & instantly applying their own ethos to the product & service. Is this approach needed in Ireland where more and more people are moving their money to Credit Unions’. Trust is integral in this category & consumers are moving their money where they feel it is safest. Banking needs to change its format & appeal to regain the trust it has lost but will simply removing the tie & adding some colour wash away our opinions of the sector?

2. Recession creates two-tier food brands
Our current economic situation has resulted in the development of a two-tier food system. With commodity cost volatility at one end & lower consumer demand at the other this two-tier system results in major manufacturers getting bigger while small & medium producers are left with little room for expansion.

So what?

If your brand falls in between the two models mentioned then the question remains which way will you fall? Domino’s Pizza witnessed the development of a two-tier take away market long before anyone else and released the gourmet range of pizza’s aimed at those who found themselves getting take-away pizza rather than going out for a meal weekly. By creating two differentiated products (one for each tier) Domino’s was offering something for those in the lower tier to aspire to & offering a more familiar taste to those in the top tier. This method of expansion has been heralded a success & watch to see more brands follow suit.

3. Weekend Warrior Monitor
January signals the start of the health kick as consumers look to start the New Year as they mean to go on.  In 2011 we saw a resurgence in those exercising out of the gym & taking to the fresh air to get fit. A new app called VitalClip promises to help users to get the best of their regime by measuring their vital signs & that’ll give them a snapshot of their general health & well-being.

So what?

Over 120,000 people took part in marathons in Ireland last year alone, showcasing the growing number of “weekend warriors” in our midst.  Cycling has seen a surge in popularity also as Cycling Ireland’s participation numbers have jumped from 5,000 in 2008 to 10,000 in 2011. Additionally, there were no fewer than 538 official Cycling Ireland events in 2011 – up 50% from 2009. Personal monitoring apps will become instrumental for this cohort as they seek to continue on their health journey & could offer the stimulus for many in deciding what sport they partake in. Health monitoring has moved from being a gym bunny on a regime with a trainer to being out there controlling your own fitness routine.

4. Feedium model ushers in BiteSize journalism
The album review as we know it is nearing the end. Spin Magazine have taken it upon themselves to review over 1,500 albums using 140 characters or less on their twitter account. Acknowledging the decreasing value given to reviews, as trial takes precedence without any error – Youtube and illegal downloading offer free alternatives & allow consumers to make their mind up themselves – the magazine have made reviews bitesize.

So what?

Trialling has become a recessionary behaviour ingrained in consumers that has far wider ramifications for just brands in food retailing. This has manifested itself in the entertainment industry with consumers watching & listening to content online before choosing to purchase it legally (if at all). Consumers can try clothes on in-store, listen to a song online, sample food at a supermarket but does your brand lend itself to trialling?

5. Game changing idea of the week: SmartTags
Sony has launched a new product for its Xperia phones that enables users to change settings using pre-programmed near-field communication (NFC) tags. The SmartTags can be programmed to switch the user’s phone between different profiles for different occasions. By swiping the handset over the tags, the phone automatically registers the location and alters settings, including ring tone and Bluetooth connectivity, accordingly.  For instance, when in the car it’ll turn on the SatNav, once at home your phone will switch to Wi-Fi & when in bed your phone will turn to silent & engage the alarm.

So what?
Consumers no longer want products & services that simply nod to personalisation we want them to be intuitive, empathic & proactive in understanding our needs & helping us discovering solutions to enable them.  Products need to work for ‘me’, how I want them too and when I want them too. The SmartTags does just that – the user is able to compartmentalise their phone’s activity – so the device has separate personalities in each situation.

The birth of the tablet was seen by many in the publishing world as a dark knight. However, after initial backlash from consumers over subscription charges they’ve hit upon a solution. Rather than just offering access to new releases give access to the back catalogue of magazine editions as an additional part of the subscription process. Hearst Publishing reported that 30% of their digital sales are for old editions & has helped boost their sales on the tablet platform.

So what?

Your brands previous wares still have use if marketed properly. Utilising the inherent value of the previous editions as part of the subscription package enabled consumers to feel as if they were being treated to the opening of the magazine vault & transported into better times gone by. Essential futuristic technology companies are the adage strategy of nostalgia, a trend that MCCP Trendstream™ has identified as having a lot of potential in consumers turbulent lives today. The past can be looked to for more than just direction, it also has nuggets of gold that are applicable in today’s market place.

2. Pin it & potentially become a tastemaker

Pinterest is a new social media site that allows people to organize and share online images that you find interesting or inspiring. Once uploaded or shared on Pinterest, these images become known as Pins, which the user can place on customized, themed Boards.

So what?

Although only in its infancy & by invite only many are proclaiming that pinterest will deliver us into a new form of crowdsourcing & give the mantle of taste maker to the consumer. Thus raising the question that if a social site like pinterest can create tastemakers should brands be looking to authentically embrace these underground tastemakers to delve into the community or should they wait to approach when notoriety has arrived?

3. Powering Down by stacking up

Are you that person in your group of friends that is always checking their phone when you’re out for dinner? Take solace in knowing that we’ve found a solution to your problem. It’s called phone stacking and works as follows: the game starts after everyone has ordered.  Everybody places their phone on the table face down & the first person to flip over their phone loses the game. The loser of the game pays for the bill but if the bill comes before anyone has flipped over their phone everybody is declared a winner and pays for their own meal.

So what?

At MCCP we’ve been tracking a trend whereby consumers wish & attempt to switch off from their work & the social web where emails, status updates and timelines are the constant attention seeking animal. With this activity it gives you a chance to unwind & enjoy the company of those around you. Keeping you in the loop of what’s happening around the table rather than around the world. Try it, you’ll feel more refreshed after it. It’s the equivalent of a quick spa treatment for the switched-on social consumer.

4. Look in the mirror Ireland, what do you see?

According to the Lonely Planet’s 2012 edition the Irish “lack self-esteem despite a veneer of “garrulous sociability and self-deprecating twaddle” while “the good times may have gone, but Dublin still knows how to have a good time”.  Rather astutely the critic notices that the Irish are “fatalistic and pessimistic to the core”, which is why they have accepted their economic fate more readily than the Greeks, who have rioted in the streets.

So what?

The lonely planet has raised some questions that we must answer. Firstly, the report is written for a global audience so is this really how we come across to visiting tourists? Does this mean how we are viewed differs greatly from how we see ourselves & if so what can we do to bridge the gap. Secondly, is our own view of ourselves done so behind rose tinted glasses or are we unaware of how we are viewed around the world? Regardless, the report offers an interesting insight into what our strengths & weakness are as a nation viewed globally. Marketing Ireland & it’s brands on a global scale requires us to be aware of how we perceive & are perceived has this report thrown things up in the air?

5. Game changing Idea of the Week: Ikea Apartment

IKEA have built a live-in installation in the Auber Metro station, Paris France. The installation called 54 Square-Metre Ideas to Life is a model apartment in which five housemates will live from the 9-14^th of January. The space is fully furnished with Ikea items, and passers-by can see the residents.

So what?

Installations like this one in Paris, give passing consumers an insight into how the brand is meant to be seen in a living environment interacting with people as their living space evolves. It’s a real life soap opera for commuters to witness, keeping them entertained & intrigued as to what is happening as they wait for their commute to work or home. Giving an insight to consumers about how you’re brand works & breathes once out of the confines of your hands gives them ideas about where it fits into their life; something that sits well with Ikea’s products & brand image.

A Retail Intelligence  survey has found that 75% of consumers felt that their shopping habits “changed” in 2011, while 50% believe their shopping habits will change yet further in 2012.

So what?

The last year was a very tough year for households in Ireland with many still switching and exploring own brands. Brands had to fight harder than ever to retain customers & had to resort to promotional offers to do so. It looks even tougher in 2012, with 23% believing their weekly grocery spend will decrease while 42% believe they will shop for more private label/own-brand items this year. Given people’s evolving shopping behaviours shopping insights & marketing will be key to brands success in 2012. MCCP will discuss how brands can win in store by enabling people’s need that arise in their home at the Checkout Conference on Tuesday 17^th of January at the Four Seasons Hotel. More information available here http://tinyurl.com/7t6rcsb

2.  2,500% increase in Irish people acting against moral injustices

During 2011 MCCP reported and followed a trend we call ‘Justice Guardians’ whereby the Irish public are taking it upon themselves to morally police situations & do what is right. As waiting for the respective authority body to step in takes too long. A case in point is the attention brought to the job bridge scheme & the conduct of those offering “jobs”.

Reports during the week highlighted anonymous tip-offs on suspected social welfare fraud has risen from about 600 in 2005 to 16,142 in 2011.

So what?

We have become justice guardians. No doubt about it, consumers are more aware of what is morally just and correct. As a result big brands must act small, personal & in a just manner so as to be seen as transparent & trustworthy. The passive Irish have become active & so must brands.

3. Can people afford peace of mind?

Over the last 2 years a quarter of drivers have either downgraded or considered downgrading  their insurance cover. The study by AA Insurance found that drivers were switching from (or considered switching) from comprehensive to third-party, fire and theft cover due to tighter personal finances. On average though, only 5% actually downgraded.

So what?

Now more than ever consumers are looking for control. As so much control has been take away from us as people and a nation we strive to control what we can. We’ve already seen in the past 18 months over 80,000 people choose not to renew their medical insurance & now we’re hearing similar reports from drivers.  Rather than waiting for consumers to reduce/cut your brand out of their lives can you compartmentalise your brand offering or develop a sub-brand to meet consumers changing needs? Brands must have a strong retention strategy that not only meets people’s financial needs but their emotional needs (e.g. control & peace of mind).

4. Nothing is disposable anymore

The latest report from the Irish League of Credit Unions shows that overall disposable income remains under pressure for the majority of Irish people with 70% feeling that the amount that they have left over after paying the essential bills each month has fallen during the last 12 months with working adults in particular finding that their disposable income is decreasing.

So what?

Our disposable income has been eroding for quite some time as increases in the cost of living take their account on  our pockets.  Additionally, 82% worry how they will cope with unforeseen expenses & without the ability to use their disposable income households could potentially see a turbulent 2012 ahead. Consumers will need further justification from brands as to why to part with the remainder of our disposable income.

5. Game Changing Idea of the Week: Free Education, No Formal Degree but badge of honour

The American University M.I.T has announced plans to launch an online learning initiative called M.I.T.x, which will offer the online teaching of M.I.T. courses free of charge to anyone in the world. The program will not allow students to earn an M.I.T. degree. Instead, those who are able to exhibit a mastery of the subjects taught on the platform will receive an official certificate of completion. The certificate will obviously not carry the weight of a traditional M.I.T. diploma, but it will provide an incentive to finish the online material.

So what?

Giving free access to a product/service & then allowing the consumer to prove their worth to use their accredited knowledge while paying for the final credential provides M.I.T with the crème de la crème of brand ambassadors for this new venture. Can you imagine the power you could harness if your brand could utilise & streamline your brand ambassadors? The possibilities could be endless!

Immediately wanted someone who can and has experience in tracking down, interpreting insight from a number of a different sources using a variety techniques,( both qualitative, quant, online and offline)

Contact susan@mccp.ie

As most of us return renewed over the festive period, what we can expect this year from the Irish consumer market place. The more fundamental question is how you can take advantage of the marketplace to gain an edge over your competitors.

Glass Half Full or Empty

If you are a glass half empty person, then it’s going to be another year of consumer fear and instability. More of the same does not mean that you should continue to do more of the same however.

If you are a glass half full person, then you are already seeing opportunities. Only the positively sharp and the most adaptable will really win out.  But that is not all.

3 of the 7 leading consumer insight themes that we have identified for 2012 include:

Please call us for MCCP Trendstream Lighthouse Report for latest trends on the Irish consumer 2011/2012

Continuing yo yo of sentiment, consumer hunger for hope and optimism, consumer’s need for release and ability to be not only resilient but also resourceful mean that marketers need to be focused on: (6 of 12 we have identified)

Is your  brand positioning right for the consumer in the age of the New Normal ( started 2 years ago and is still in development),what problem are you solving for them; is it right for the consumer and it is better than the competitorsoptimism, consumer’s need for release and ability to be not only resilient but also resourceful mean that marketers need to be focused on: (6 of 12 we have identified)

1. Is your  brand positioning right for the consumer in the age of the New Normal ( started 2 years ago and is still in development),what problem are you solving for them; is it right for the consumer and it is better than the competitors
2. Are you bringing Brand ideas to consumer that not only excite but giving the consumer something (emotional)
3. Are you segmenting in the right way – so that you can take advantage of changes in your brand, product and consumer p & l?
4. Do you have an innovation pipeline that is relevant to the consumer’s purse – even in a downturn, consumer behaviour changes so you need to ensure you have the right product fit and scope
5. Do you understand value in the context of Beyond Price amongst your consumer? Relatedly, do you understand the shopper versus the consumer and have you a developed up to date shopper marketing strategy
6. Do you understand the 5 dimensions to loyalty? Get part emotional and rational, we have identified 5 aspects for you to win on loyalty that can give you access to a stream of more profitable consumers at lower cost of acquisition

For info on any of the above, please contact kay@mccp.ie

1. Sentiment continues to yo yo as people are hyper sensitive to both good & bad news.
2. People are seeking greater sense of control in any area of their lives possible.
3. People are increasingly acceptant of the age of austerity & brag about & earn kudos for frugality.
4. People are taking the tried and trusted, safe options to avoid risk.
5. Yet people are partaking in resourceful experimentation trying some new products & services in an attempt to make more of what they have to work with.
6. People have been forced to take a short term view on planning, meaning that marketers must be more agile, close to consumers but have a clear view as to what their brand story is.
7. People are sharing online & offline more, looking for closer connections as a support mechanism.
8. People have lost trust in traditional institutions & are becoming justice guardians of their own patch.
9. People are desperate for & drawn to positivity & optimism.
10. People are partaking in ‘Authentic Participation’, creating their own fun & events as they can no longer afford to buy into experiences.
11. People have had to reprioritise their aspirations (what you do & believe rather than what you own & consume) & as a result status indicators have shifted).
12. Increasingly people are choosing to rent access rather than purchase ownership in order to obtain the upside of experience without the downside of commitment & debt.
13. Home has become the hub of sociability, creativity & learning.
14. Bottlenecks are occurring in the home as household members spend more time their doing more.
15. Women are taking on greater roles and responsibilities in the home and in the workplace and are also feeling the pressure and strain more, offering retail brands many opportunities.
16. Men are becoming more manly to gain a renewed sense of self identity in the home and the workplace, this offers brands a new way in to this audience.
17. Men and women continue to struggle & adapt to new roles & seek help in doing so.
18. Generational Role Reversal: 25-35 year olds are experiencing mid-life crises while over 50’s are enjoying mid-life make overs.
19. Challenge Culture: People are challenging themselves (in sport & skill attainment) to gain a sense of goal directed attainment & achievement.
20. People are seeking pride in Ireland & where they find it try & turn it to profitability.

How have these changes impacted shopper’s behaviours?

1. Deal hunting & scrutinising has become the norm.  Loyalty is lapsing.
2. People are partaking in deal bragging online & offline.
3. Own brand trial & acceptance has become widespread.
4. Mission shopping & list complying is more common.
5. Convenience is becoming a dirty word which means expensive.
6. People are looking for instructed inspiration in order to try out fresh ideas with minimised risk.
7. People are shopping for many more new at home dining & entertainment ideas – think outside of dinner too.
8. Scale purchasing has been adopted as a saving behaviour in non-perishable categories.
9. Bundled solutions are being sought.
10. Smartphone technology means people are dropping in and out of shopper mode and taking new non-linear paths to purchase.