This week, SMG London published its third wave of research on supermarket shopper insights, called the Regional Shopper Risk Index. SMG analyzed Kantar’s TGI data to identify shopper behavior and supermarket loyalty across 21.1 million regular shoppers across England and Wales. The study specifically looked at six of the region’s larger supermarket brands: Asda, Co-op, Morrisons, Sainsbury, Tesco and Waitrose.

“The study is particularly interesting as it shows a large proportion of each supermarket’s shopper base is vulnerable. Supermarkets need to be aware of this and constantly work towards keeping their customers satisfied, paying special attention to high risk areas,” said Thaer Namruti, Analytics Director, Starcom MediaVest Group.

Some of the highlights for this study include:

• 8.75m supermarket shoppers in England and Wales lack loyalty towards any of the big six supermarkets.
• Of the 45m regular supermarket shoppers, nearly 20% of these are promiscuous ‘Swapper-Shoppers’ who show no allegiance to Asda, Co-op, Morrisons, Sainsbury’s, Tesco or Waitrose.
• Waitrose has the least loyal customer base with 22.6% of its 2.03m regular customers classed as ‘Swapper Shoppers’ who are likely to shop with a rival.

To read more about this study and get the complete results, visit Emerging Spaces.

You can also catch up on the first two waves of research focused on values (wave 1) and how supermarket’s leveraged social during the Christmas season (wave 2).

On February 2, 2012, The Pool team and its 90+ participants – including advertisers, publishers and research partners – gathered in Chicago for a Deep Dive meeting to share and discuss a collection of research studies that further illuminate the tablet space, as well as the marketing implications it has for the media and advertising industries. The Pool launched a lane to examine ad models for tablets last summer.

During this three hour meeting, the group heard from various experts across VivaKi agencies Starcom MediaVest Group and Razorfish, as well as partners such as ABC TV Network, Bonnier, Ipsos and the University of Illinois. These studies looked at the broader marketplace, audience usage across media platforms, content strategies, media buying/planning approaches and best practices for serving and tracking ads on the tablet.

Some highlights from the meeting include:

• - A study from SMG and BBC that shows how tablets have led to an increased consumer news consumption and interest in staying connected to the broader world. This study looked at the role tablets are playing in people’s lives, how they think about and consume news and what advertising opportunities are available to enhance brand experiences on tablets. The study found that tablet users want to control their own news journey and customize it to their liking/schedule. Nearly half of all participants in the study said they would give up daily rituals such as Facebook, watching sports and/or drinking coffee to keep their favorite news app. They also welcome tablet ads that offer interactivity, immersion, choice, relevance and partnering.
• - Research conducted by Razorfish suggesting that tablets are a key multi-tasking device for consumers. Nearly half of all respondents saying that they use their tablet while watching TV. The study also found that many multi-taskers are hyper engaged with the content and advertising and will look up information on TV ads as well as surf for content related to the program they are watching.

Click here to access all findings from these research studies.
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Social customer service is obviously a big area of interest –and challenge- for brands. This month, Big Fuel Social Lab took on this topic, offering us a basic overview of what we need to consider before embarking on social customer service.

The full post is reproduced below. As always, check out the full Big Fuel blog, content2commerce, for the latest and greatest about all things social.

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Nick Burcher is head of Social Media and Digital Innovation at ZenithOptimedia Worldwide. Based in the UK, he has been part of the ZO family since 1997 and his new book Paid, Owned, Earned: Maximizing Marketing Returns in a Socially Connected World draws from his decade plus of experience.

Paid, Owned, Earned examines the complexity of media channels confronting brands, agencies and advertisers. With a multitude of case studies and Nick’s opinion it provides a framework on how best to approach the fragmented media landscape. It also includes an introduction from our Chief Strategy and Innovation Officer, Rishad Tobaccowala. What is covered can best be explained by the publisher’s own blurb:

“The complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today’s marketing and advertising professionals. Consumer time is split between TVs, laptops, iPads, X-Boxes and smartphones, with traditional media, websites, videos, social networks and apps all competing for attention, meaning it’s difficult for brands to decide how best to reach and engage their audiences. Paid, Owned, Earned defines the constituents of each area of ‘paid’, ‘owned’ and ‘earned’ media and shows how they are linked together. It proposes a blueprint for how to think and navigate across this space using a framework made up of key elements such as communities and content, social media optimisation, seeding and viral distribution, broadcast mass media, social performance media and measurement.”

Paid, Owned, Earned will be available for purchase in March and the first chapter of the book is included below.

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VivaKi & VivaKi Nerve Center

VivaKi and AOL “Tech-tails” at CES 2012. AOL Blog 

Forget Cannes: CES is the Place to Be and Be Seen. Ad Age

CES 2012: The world of TV is an exciting one! Newsline

Three Arrivals at VivaKi. AdMedia

VivaKi strikes exclusive deal for Xbox entertainment apps. MediaWeek UK

VivaKi Nerve Center hires Smith as head of activation. Brand Republic

Agencies, Publishers Evaluating Tablet Models. Beet.TV

Online Video Format ASq Logs More than 400 Million Impressions, 85% Completion Rates. Beet.TV

Curt Hecht, Tobin Ireland and Joe Kennedy Elected to the Mobile Marketing Association. PR Newswire

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