Marketing Forecast from Ad-ology

Marketers across the consumer product spectrum have “gone green” to boost sales in the face of the recent economic downturn. For producers of clothing and footwear made for the youngest consumer, this ranks among several viable competitive tactics, according to a new report by market research publisher Packaged Facts. Infant, toddler and preschool (ITP) clothing/footwear is an evergreen market because the pool of newborns (and parents or grandparents eager to pamper them) is constantly renewed. Innovative marketing and design spurred retail sales of infant-to-preschool clothing and shoes to $18.4 billion in 2010 – a figure projected to exceed $23.0 billion in 2015.

An annual nationwide study reveals that 7% of Americans report spending more than 10 hours each week cooking outdoors during their “grilling season.” The survey also shows that U.S. grill and smoker owners cook an average of five hours per week. Additionally, 22% overall say they are grilling “more” in 2011 compared to last year. And nearly one out of every four Americans (24%) say they’re using grilling accessories “more now than in the past,” while one-third maintain same usage (33%). All this indicates the increasing zeal for outdoor cooking. Independence Day remains as the favorite grilling holiday at 81%, followed by birthdays at 67%, Labor Day at 66%, and Memorial Day (61% compared to 71% in 2010). Father’s Day is fifth this year at 48%.

In order to lure back customers to an already over-crowded breakfast marketplace, restaurant operators will need to give consumers what they want—and according to latest research from Mintel, that’s a healthy breakfast, as 66% of restaurant-goers say they are interested in healthier breakfast options. Consumers who eat breakfast out say healthy breakfast options are the most important factor when selecting a breakfast spot. And as menu labeling laws go into effect, the demand for better-for-you options is expected to continue. “Once customers see how much fat and calories are in their favorite breakfast foods, they will be more inclined to try a healthier alternative, and restaurant operators should adjust their menus accordingly,” says Eric Giandelone, director of foodservice research at Mintel.

Consumers who use the Internet to shop for a new vehicle spend an average of 18-19 hours researching new and used vehicle purchases, according to the recent Automotive Buyer Influence Study conducted by Polk and AutoTrader.com. In both segments (new and used purchasers), approximately 60% of shopping time was spent online. The study also revealed that 58% of used vehicle buyers and half of new vehicle buyers said their Internet research was the most influential element in their vehicle search, and ultimately led them to the dealership where they made their vehicle purchase. As part of their business-planning initiatives, OEMs and dealers need to be certain they’re developing Internet strategies to meet consumers’ needs; which means understanding and investing in web features that are most valued – and maintaining them regularly – to drive consumer traffic to their showrooms.

According to a new report by RightNow, retailers are using social media channels to bring back dissatisfied customers. The research demonstrates that by listening and proactively responding to complaints on the social web, retailers have an opportunity to turn disgruntled customers into brand advocates. The Retail Consumer Report found that 68% of consumers who posted a negative review on a social networking or ratings/reviews site after a poor holiday shopping experience got a response from the retailer. Of those, 18% turned around and became loyal customers and bought more. Half of consumers indicated they were influenced to buy from a specific online retailer by great customer service or a previous positive experience with the retailer. After a positive shopping experience, 31% of consumers purchased more from the retailer.

A new survey of Hispanic consumers conducted on behalf of management consulting firm Garcia Trujillo LLC, found that more than 66% of Latinos in America would be more inclined to buy products and services from companies and 64.7% would be even more loyal to companies that demonstrate a strong and visible commitment to the Hispanic community. And although Hispanics would like to see companies develop or adapt more products and services that are culturally relevant to them, greater community involvement and increasing the number of Hispanics in key management positions are far more important. “This data demonstrates the strategic opportunities for companies and brands to connect with Latinos in meaningful ways,” said Sol Trujillo, chairman of Garcia Trujillo.