Gillette Ad Attracts New Customers, Alienates Previous Customers
 
Proctor & Gamble, which owns the Gillette brand, recently ran an ad for razors that asked men to “do better,” touching subjects of toxic masculinity and unfair treatment of women. The ad initially struck up controversy, and now data shows that the ad has changed brand perception in consumers, with mixed results. 57 percent of millennials and Gen Zs and about two-thirds of Gen Xers said, after viewing the ad, that they would be more likely to buy Gillette products. Baby boomers have had the opposite reaction.
 
Our research shows that an ad linked to a social cause boosts customer loyalty. Typically, however, brands get involved with issues that are less polarizing, like local poverty.
 
California Milk Processor Board Launches Loyalty Program
 
The California Milk Processor Board, the same entity that gave us the historic “Got Milk?” campaign, has launched Moo Money, a program that enables Californian milk buyers to accrue points for a Virtual Reward card that can be used anywhere MasterCard is accepted. Essentially, you buy milk and get cash back.
 
“For 25 years, we have connected with our consumers in meaningful ways through some of the most iconic ad campaigns,” says Executive Director Steve James. “Now, we are thrilled to be able to give back to all the families in California that recognize that fresh and all-natural dairy milk, the original farm-to-table food, offers great taste and wholesome benefits. We are launching Moo Money to thank and reward California families for their loyalty.”
 
Abandoned Retail Properties Become Industrial Centers
 
Ever wonder what happens to malls, Toys R Us locations, and the like after their doors are shuttered? It seems like a lot of space to go to waste. Companies like Amazon are buying these spaces and using them for industrial purposes. For instance, the empty Euclid Square Mall is set to become an Amazon fulfillment center. Experts predict this will be a growing trend.
 
“E-commerce is a threat for certain types of retail real estate, but it is increasing demand for industrial space,” says Green Street Advisors analyst Eric Frankel.
 
AI Comes to Kroger, Walgreens, and Similar Retailers
 
Retailers have begun to use AI, facial recognition, and other technologies for their physical tracking capabilities in order to gather data on the factors that influence shopper purchase decisions in real time. Data gathered this way is blended with traditional shopping data to give these retailers a more complete view of the customer.
 
We’ve covered the advantages digital retailers have with acquiring data on customer behaviors, but these new technologies are a sign that physical retailers can push back.
 

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