STORE SPACES

Corner Bakery Cafe redesigns website amid plans to double store footprint

BY Dan Berthiaume

Dallas — Corner Bakery Cafe has launched a complete redesign of its CornerBakeryCafe.com website that allows customers to personalize their online and offline experience with their local Corner Bakery Café store.

The new website, created by digital agency Rockfish, provides customers with a seamless, interactive experience across desktop, tablet and mobile devices. Diana Hovey, chief marketing officer for Corner Bakery Cafe, said the new site is designed to meet the evolving needs of today’s consumer while supporting the fast-casual franchise chain’s goal to more than double its U.S. footprint in the next three to four years. The company currently operates more than 150 company-owned and franchised locations around the country.

"I’m thrilled with our new website,” Hovey said. “Its responsive design is engaging and simple to use on any platform, while retaining the Corner Bakery Cafe branding and guest experience."

In addition to menu, nutrition and ordering information, the redesigned site also offers a “shuffle” option to randomly select items, a location finder, social sharing capabilities and online takeout ordering.

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MARKETING/SOCIAL MEDIA

Aldi, Google and Amazon top survey of ‘simple’ brands

BY Dan Berthiaume

New York – Grocery discounter Aldi has been ranked the world’s “simplest” brand, with simplicity defined as a clarity of purpose that enables employee innovation and customer service. According to the annual 2013 Global Brand Simplicity Index from strategic marketing firm Siegel & Gale, Amazon.com is ranked second, followed by Google, which came out on top this year. The report is based on a study of 10,000 consumers in seven countries,

The rest of the top 10 simplest brands for 2013 are McDonald’s, KFC, Carrefour, C&A, Samsung, Ikea, and Pizza Hut. Apple fell 14 spots from No. 5 to No. 19 while Wal-Mart climbed from No. 28 to No. 14.

Other findings include:

  • Seventy-five percent of consumers are more likely to recommend a brand because it provides simpler experiences and communications.
  • In the U.S., 29% of consumers said they are willing to spend up to 4.6% more for a simpler experience.
  • A stock portfolio made from the publicly traded top 10 global simplest brands outperforms the major indexes.

"Our fourth annual survey reveals that on a global scale, consumers would pay more for simplicity," said Howard Belk, co-CEO and chief creative officer of Siegel+Gale. "When consumers experience simplicity at every touchpoint — it inspires deeper trust and greater loyalty. This year’s Simplicity Index affirms that brands willing to simplify their customer experiences stand to gain more revenue. In the data, we have the percentage increase in price consumers said they would be willing to pay for simpler experiences offered by each brand included in the survey — a tangible illustration of the value of simplicity. Brands are leaving significant money on the table because of complexity."


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MARKETING/SOCIAL MEDIA

Survey: Moms still make most household purchase decisions

BY Dan Berthiaume

New York – Although dads are making inroads, moms still dominate purchase decisions in most U.S, households. According to a September 2013 survey by Child’s Play Communications, moms remain the major household purchasing decision maker in about 80% of families.

Other notable findings include:

  • Moms are responsible for the majority of household purchase decisions, about two-thirds. This is notable because it contrasts with the long-held belief that moms are responsible for about 80% of household purchasing decisions, an indication that dads are getting more involved.
  • Dads continue to dominate decision making in what might be considered traditionally "male" categories. 55.3% of moms and 62.2% of dads said that dad was entirely responsible for buying decisions related to home repair and 50% of moms and 57.0% of dads said dad had sole responsibility for lawn & garden. Meanwhile, roughly a third or more said dads handle all decision making for automobiles (38.4% of moms, 48.6% of dads) and technology (31.8% of moms, 35.1% of dads). The percentages remained similar when families were asked what dads were "primarily" vs. "entirely" responsible for.
  • Moms, however, dominated purchasing decisions for children’s products. In fact, dad’s role here was noticeably minimal. Moms said that only 1.1% of dads were entirely responsible for buying children’s toys and clothes and dads were in close agreement, claiming sole responsibility for 2.2% of toy purchases and 1.2% of children’s clothes.
  • The balance improved when families were asked where they shared responsibility equally. The four categories that ranked significantly higher than others among both moms and dads were home furnishings (51.0% of moms and 46.0% of dads said decision making here was shared equally), family travel (51% and 46.6%), family entertainment (43.2% and 43.1%) and appliances (41.4% and 36.2%).

"Dads are becoming the "new ‘new’ thing" in marketing to parents," said Azzarone. "Our study clearly shows where dads are key decision makers today and where they still play minor roles, so that brands can make wise choices when allocating their marketing dollars."


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