Tagged 'shopping'

mySupermarket targets price-sensitive consumers with one-stop shop across retailers

mySupermarket copy

We recently posted about hypermarket chain Leclerc and its price-comparison site Quiestlemoinscher.com (“who is the less expensive”), a popular tool for French shoppers. With consumers in many markets anxious about the cost of everyday goods and exceedingly price-sensitive, shoppers are ever more apt to research the lowest-price options. In response, mySupermarket aims to “bring price transparency to the shopping experience and help you shop smart.” The online-shopping service launched in 2006 in the U.K., where it claims 2.9 million registered users, and is now expanding to the U.S.

In the U.S., the service lets shoppers choose among staples sold by eight major retailers (Amazon, Walmart, Target, Soap.com, Diapers.com, Drugstore.com, Walgreens and Costco), alerting users when they can save further by choosing a different size or alternative product. Shoppers check out via mySupermarket, which “optimize[s] your cart to get you free shipping,” according to a promotional video. According to TechCrunch, the company is also planning a mobile app that would notify shoppers about relevant promotions when they’re in stores.

While many brick-and-mortar retailers are fretting about showrooming, it’s a trend that generally hasn’t applied to supermarkets—but they’re still vulnerable in the face of new digital tools that give consumers more workarounds and comprehensive data. At the same time, however, marketers might find opportunities here: The company told TechCrunch that its app will enable brands to communicate with opted-in consumers—for instance, alerting them to price decreases on favorite items or sending a reminder to stock up on various staples.

Photo Credit: mySupermarket

NYC tries to stimulate local spending with ‘Extreme’ campaign

picture-14New York City’s new “NYC Extreme Local” campaign—designed to get locals spending more at neighborhood businesses during the holiday season—reflects several trends JWT has written about in the past few years.

Co-sponsored by American Express and AT&T, the print, outdoor and online campaign touts “24 days of shopping, dining, deals, events and more” in 15 Manhattan and Brooklyn neighborhoods (the emphasis on neighborhoods presumably explains the “extreme” aspect of local). A microsite also outlines a promotion: Make a total of $300 in purchases at three or more participating businesses with an American Express card and get a $50 card credit.

NYC & Company, which is behind this campaign, is one of several tourism organizations that have responded to the ongoing “staycation” trend by focusing on locals. Such efforts tie in well with the current affinity for all things local, especially at a time when many neighborhood businesses are hanging on by a thread; efforts like the 3/50 Project have sprung up to encourage people to patronize such businesses. (Most participants in the “Extreme Local” effort are independents, but IKEA in Brooklyn and a few other chain stores are also involved.)

One of JWT’s 10 trends for 2010 is Location-Based Everything, which covers the growth of location-based or -aware tools that use data from a user’s mobile phone—an area of huge potential for brands that can help consumers based on their location. We’ll see more brands building up their credentials as guides and advisers. American Express operates a travel-themed site that breaks down deals for cardholders by city. And as noted in a New York Times story on the “Extreme Local” campaign, AT&T wants to promote offerings including its Yellow Pages mobile applications.

AT&T told the NYT that it’s hoping to find similar sponsorship opportunities in other major markets. Watch for more promotions that tie these themes together.

JCPenney takes on Manhattan


Budget department store chain JCPenney will open its first Manhattan store at the end of the month. As detailed by The New York Times, a tongue-in-cheek ad campaign positions the retailer as a stylish and wallet-friendly alternative to its “overpriced neighbors,” a nod to posh New York department stores such as Saks Fifth Avenue. One ad declares: “Our neighbors must be shaking in their overpriced boots.”

Will this be enough to overcome the brand’s association with Middle American—not New York—style? While the tone of the copy has New York style all over it, moving too far away from the brand’s core values could come off as inauthentic. On the other hand, the campaign plays into a consumer trend that’s capturing even the most fashion-minded New Yorker: the desire for thrifty style and a move away from “disgusting” and foolish consumption.