WHAT WORKS: The White Hat Italian Frozen Yogurt

Red Mango is still my favorite yogurt place ---because it's the first ever frozen yogurt I really liked.

But I also go to White Hat.

What I like about White Hat is they already have suggested yogurt combos.  It's just much easier to order.  Especially if your 2 year old keep on asking, "Where is it (yogurt)?" while you're ordering.

White Hat Choco-Loco is our super favorite.  She eats all the Oreos and mini kisses while I eat the yogurt and the brownies.

They also have magazines --- probably for the likes of my husband who needs a place to hang-out while waiting for me to finish shopping.

*Menu photos courtesy of patikimako.blogspot.com

SPOTTED: Globe Telecom opens newly-renovated Business Centers

It's refreshing to see that even local service industries are starting to realize the importance of Shopper Marketing.  I recently saw the newly-renovated Globe Telecom Business Center in SM Taytay and the new look motivated me to go inside the store.

First off, there was no glass wall.  It seemed more inviting.  It kind of extended the store.
You could easily see and hear whatever's going on inside, which may trigger Shoppers to look at the available units.

Second, all demo units are actual celphones.  You can try the units (yes, even the iPhone 4G) and explore the features.

Then there are the guards dressed in barongs (not the usual intimidating guard uniforms).
They act like an extension of the salesforce, too --- they are well-informed, polite and helpful.  They know which flyers to give out, depending on your inquiry.  Yes, I didn't get the usual, "Please just ask inside."

The sections are also clearly grouped according to Shopper needs/inquiries.

The model unit section is out front and center, with the accessories right behind it.  A waiting area at the side, with a comfortable couch for those waiting for their numbers to be called out.  Business and Personal Customer Service inquiries are separate.  They even have mood lighting so you feel comfortable spending time there.

Usually, business centers make me feel like I'm in a hospital.  But this time, I felt like I was in a mac showroom, free to explore the available units.

SPOTTED: Fresh Produce Display @ SM Hypermarket

This particular fresh produce brand exerted effort in differentiating their display from the other brands.  Usually, vegetables are just placed in crates or baskets.  I like the dramatic way the vegetables fall from the basket.  It's simple but it makes you think that these are fresher than the other brands.  This brand even put some information about the fruits & veggies.

I see this as a good opportunity for cross-merchandising.  Any complimentary category product positioned as "fresh" and "natural" would benefit from the  halo effect.  (I think I mentioned that to a client before but I guess it wasn't taken seriously)  Put your products in one of the crates, have a strategic messaging on the stick-outs...

Anyway, back to the display: the only problem is, less people get from this shelf.  I think it's seen too much as a "display".  You know, things that are nice to look at but forbidden to touch.  It's not really that spectacular but the thing is, it's so different from all the other fresh produce displays.

Or maybe...there's a bit of shop-ability problem.  Maybe most shoppers are afraid everything will tumble down once they get a piece.

Or maybe...most shoppers that I saw during that time were on an "auto-pilot" mode.  Grab and go?  Stock up?  Refill?  Would this appeal better to those in discovery mode?

Or maybe...shoppers don't see vegetables as "branded".  They just look at the product (freshness, size, color) and the price instead.

Or maybe...this has been done a million times before and I just never had the time to notice.

SPOTTED: Marks & Spencer Food and Wine Products @ Rustan's Rockwell

It's a good thing that the people behind Marks & Spencer finally got it:
Shoppers are on a different mission when they enter Marks & Spencer.

I would think it's for personal or gift shopping.  Wine product placement, I understand.  But the rest of the food products? Not so.

I was pleasantly surprised to see M&S Food and Wine shelves in Rustan's Rockwell.  Targeting the right Shopper profile, it's strategically located right between the coffee shelves (a commodity) and the mineral water shelves (which moms usually frequent).  I agree with the placement --- it's best for awareness and impulse.

Even the shelf structure was well thought-of: with shelves and hangers for different packaging types.  It's like a mini M&S grocery within Rustan's.

SPOTTED: Mango-Ong in SM Hypermarket Frontera Verde

My husband said it best: Street food is migrating to the malls because that's where the Pinoys hang out nowadays.

Mango with Bagoong*?  I think it's brilliant!

There were countless times I wanted to buy mango with bagoong from the streets.  But I have a weak stomach so I usually decide against it.  But if it's from a stall inside a mall, I will have no hesitations.  There's a perception that both the mango and bagoong are cleaner (both handling and preparation).

They chop the mangoes in bite-size pieces, put it on a mini paper plate and ask for your bagoong preference.  They have several bagoong options ranging from sweet to spicy.

*Shrimp or Fish paste

Happy New Year!

Be a self-starter. Do it now! When you do not know how to do something, start. Beware of the paralysis of analysis. Be a person of action. -- Mamie McCullough


Happy New Year everyone!


Let's discover more shopper insights, path to purchase strategies and retail innovations together.  

Old School But It Works: Template Wobbler/Price Strips, Malaysia

Our client approached us, looking for a solution to several cooler merchandising problems:
1. Small Surface between each cooler levels to put labels/price tags on
2. How to put the branding on the labels
3. How to put a semi-permanent labeling, can be easily removed & re-attached (retailers usually arrange products in the coolers differently, even if you provide them with a cooler product placement & merchandising guide)
4. How to grab attention to new products or special price/promos
5. Production of label/tag should be cost-efficient
6. Implementation should be simple and adaptable (different prices per region, different brands inside the cooler, etc).

We started to think of several printing solutions (ranging from special paper to fancy printing processes).

The moment I saw how they do it in Kuching, Malaysia (and in most parts of Malaysia & Indonesia as well), I couldn't help but laugh.  Sometimes the solution is just plain simple (and old school).

Photos taken @ Kuching, Malaysia 2010

SPOTTED: Not Your Usual Stall Dividers, Jakarta

It's nice to see that some stall retailers are very creative & ingenious in using their small retail space to: (1) grab attention; (2) create a unique store experience; and (3) help build equity.

Spotted @ FX Mall Jakarta (2010)

SPOTTED: Starbucks Christmas Sampler in Jakarta

Gives a taste of the experience (not just a taste sample).  Attention grabbing as well.  Can't help but try one.

Photo taken in Jakarta (Dec 2009)

SPOTTED: 1SGD Ice in a cup? Why not?

For those who want ice-cold drink while on the go.
Or bring home just a cupful for one or two people.
Perfectly placed beside single-serve drinks.

Photo taken Jan 2010

SIMPLE GENIUS: Extending the Cooler Shelf for Smaller Products

A simple addition to the Glass-Door Common Cooler: A small item detachable container.
Works as a cooler shelf extender for smaller cold items and as a trigger for impulse purchase.

Also spotted is a simple hanger for cross-category item display.  Perfect trigger for impulse-immediate consumption (yup, along with that cold drink!).

Photo taken (Jan 2010) from a convenience store in Singapore.

SPOTTED: Singapore's own version of a Sari Sari Store (Grassroots Traditional Stores)

7Eleven Store along Orchard Road. They sell mostly small (one-serving or one-way) packs just like in a Pinoy Sari-Sari Store.  Funny, even the store clerks are Filipinos.

Photo taken Jan 2010

Malls: The Pinoys' own version of local parks?

Every weekend, I always end up going to the mall.

Well, I'm guessing 90% of Filipinos end up at the mall during weekends.  The figure might be an exaggeration but every mall I go to during the weekend is literally a sea of people.  Getting a parking space is like winning the lottery.  It's even an accepted fact that you might have to wait a few minutes before getting a parking space.

I recently audited a store in a remote province.  It was a standalone store.  Meaning, it's not in a mall or a commercial complex.  It's a store by the highway.  And it surprisingly did well during the weekday.  The weekend is a different story.  It's like a deserted town.  I wouldn't be surprised to see a tumbling weed inside the store.  The culprit: the mall 30 minutes away.

It got me thinking, is the mall our new hangout place?

Well, everything you need is there.  Food outlets ranging from well-known chains to new concept restaurants to food courts.  Groceries.  Cinemas.  Bookstores.  Toy stores.  Flower shops.  Drugstores.

Nowadays, lists are not just for groceries.  It's a mall list:
I need to go to Plains and Prints for clothes.
Watsons for my vitamins
Grocery for stock-up.
The list goes on.

It might include getting a pedicure while waiting for a friend. Or coffee at Starbucks after the movies.

They're geniuses, they got our days planned out for us by carefully selecting the tenants that they have and the brands that they carry.  They got shopper profiling --- high end malls with stores and for the affluent; lower-end malls with outlet shops; mostly Chinese clientele with restaurants from HongKong.

Kids now go trick or treating at the mall.  You can also have your pets baptized during pet events.  Of course, you still shouldn't let your kids just run off.  Or leave dog poo on the floor.  But all of these concepts revolve around the fact that the malls are where families hang out nowadays.  Why not keep them there?  Hence, the park-like benches or comfortable sofas.  During summer, you can cool off at the mall.  You can walk around, do your errands and not perspire for hours.

Retailers know that the longer you keep people inside the store (or the mall), the more people spend. And the more activities you have, the stronger your lure to get foot traffic.

You can also pay your bills and withdraw money without (as much) fear in standalone ATMs or bayad centers.

Why risk getting mugged in the national parks when there are guards roaming around the mall?  And there's a paging system as well, just in case little junior wanders a bit too far.

So where are the non-mall hang-outs?  There are very few, mostly targeted to the artsy or the affluent.

I guess I'll end up at the mall again this weekend.