Demographics Posts

Peeking Inside Macy's 'Millennial Floor'

Oct 07,2015 — Allan Pulga

Last week (Sept. 28), Business Insider's Marina Nazario visited Macy's brand new, 53,000-square-foot basement in its New York City flagship store. The floor is called "One Below" and targets younger shoppers.

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Racked on HSN's Success, Its Numbers, and Its Core Audience

Oct 06,2015 — Allan Pulga

Yesterday (Oct. 5), Racked published a fascinating exposé on the retail sales machine known to many as HSN, previously called the Home Shopping Network.

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Daily Dose of iQ: The 'Instagram Effect' Affects How Millennials Shop

Jul 28,2015 — Allan Pulga

On Sunday (July 26), the Financial Times' Andrea Felsted and Hannah Kuchler told the story of Clodagh Pickavance, a 23-year-old Briton (pictured above) who admits that a fear of being seen wearing the same outfit too often on Instagram motivates her to buy new outfits.

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Daily Dose of iQ: Nordstrom Extends 'Trunk Club' Service to Women

Jul 22,2015 — Allan Pulga

TechCrunch reported yesterday that Nordstrom is expanding its Trunk Club subscription clothing service to serve female customers.

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Daily Dose of iQ: Best Buy Launches App-Enabled Wedding Registry

Feb 13,2015 — Allan Pulga

Mobile Commerce Daily reported today that Best Buy has opened a new wedding registry online, which will connect to the Best Buy mobile app next week.

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Daily Dose of iQ: Teen Vogue Looks at How Millennials Shop Over Holidays

Dec 15,2014 — Allan Pulga

New stats from Teen Vogue show that in spite of growing e-commerce sales across the board, the mall is still central to millennials' Christmas shopping.

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Daily Dose of iQ: 'Botlr' Survey Reveals Generation Gap Among Hotel Guests

Nov 13,2014 — Allan Pulga

SaviOne botlr in the Aloft Cupertino Hotel - Source: Savoike

Back in August, we blogged about two robot butlers "Botlrs" at Starwood's Cupertino Aloft Hotel.

A recent Software Advice study (released Oct. 29) gauged consumer interest in robot butlers. Key findings were as follows:

  • 56% of respondents are interested in utilizing robotic room service. (See below graph.)
  • The most preferred robotic function is delivering items to rooms, cited by 51% of respondents.
  • Half of respondents age 25-34 are more likely to choose a hotel with a robot than without one.

Botlr survey graph - Source: Software Advice

What jumped out at me about the survey results was a noticeable generation gap: Younger respondents were simply more interested in robot butlers than older ones. I sat down with Software Advice market researcher Taylor Short to pick his brain about the findings.

44% of survey respondents were 'not at all interested' in robot butlers.

One thing that jumps out at me is 56% reported some degree of interest in using robotic services, but 44% reported no interest at all.

With such a pronounced public disinterest, is this a major investment barrier from established hotel chains?

TS: I think a good portion of that disinterest represents a certain attitude about technology, namely, that many consumers simply aren’t interested in new technologies until it’s proven exactly how they are useful to them personally. At the moment, I don’t think this has enough compelling features for most hotels to invest, but it’s certainly something that could be a big draw for certain types of travelers in the future.

Aren’t hotels in general trying to cater to an older demographic (i.e. retired people, more established professionals with money, etc.) in the first place?

TS: That has been true for a long time, and those consumers continue to be the main customer base for many hotels, but the landscape is shifting to the younger age groups who now have the money and time to travel. This group isn’t interested in the same massive, branded luxury hotels as their Baby Boomer parents; instead, they’re looking for authentic, unique experiences. A robot butler seems like something they would be attracted to.

Millennials aren't interested in massive, branded luxury hotels; they're looking for authentic, unique experiences.Taylor Short, Software Advice

What are examples of hotels that cater to millennials? From my experience, young people opt for Airbnb or youth hostels anyway, not major hotel chains with the resources/scale to invest in robot butlers.

TS: You’re right. Young people are not nearly as brand-loyal as older travelers, and they’re very much likely to seek a random couch to crash on instead of paying for a hotel. But there are several sub-brands such as Aloft by Starwood and Hotel Indigo by IHG that forego the traditional hotel style in favor of more modern design and unique services.

When we first came across the “Botlr” story back in August, one of the drawbacks we imagined was these robots would be limited in the types of items they could deliver to your room. The compartment in the video looked pretty small. Are you able to offer any details as to what items Starwood has been able to deliver to rooms using the robot?

TS: All I’ve seen are small items like toothbrushes or snacks.

Savioke reportedly leases the SaviOne botlr to hotels at a rate of $3,000/month.

How much does it cost to manufacture (one-time cost) and operate (monthly cost?) one of these robots? I’m curious about the ROI on these devices.

TS: I read that they are available for lease with a service fee for roughly $3,000.

One of Brian McGuinness’ conclusions (in the Software Advice article about the study) is that the robot frees up hotel staff to “provide exceptional and personalized service for each and every one of our guests,” but it is almost counterintuitive to me.

Don’t you think guests requiring specific items delivered to their room would prefer a human touch for those deliveries, as opposed to a cold, emotionless robot? What are your thoughts here?

TS: It really depends on the guest’s preferences. A human touch will always be the hallmark of great hospitality service, but we’ve seen self-service check-in kiosks and fully automated hotels where you don’t see anyone, so the market exists for this kind of service. Plus, you don’t have to tip the robot.

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Daily Dose of iQ: 'Like2Buy' Brings E-Commerce to Instagram

Sep 03,2014 — Larissa Hsia

Tech Times reported on Friday (Aug. 29) about Like2Buy, a platform created by Curalate, which allows Instagram users to purchase what they see on their Instagram feeds. Nordstrom, Target and Charlotte Russe are the first companies to get on board.

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Daily Dose of iQ: Pinterest Partners with Shopify to Integrate E-Commerce

Jul 23,2014 — Allan Pulga

On Monday (July 21), we blogged about the Facebook "Buy" button, which will allow users to buy desired items directly from the social media site.

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Daily Dose of iQ: Verizon Offering 'Smart Rewards' in Exchange for Customer Privacy

Jul 22,2014 — Allan Pulga

On July 24, Verizon is launching a nationwide loyalty program called "Smart Rewards."

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