Tag Archives: target market

Aira Service at Target Stores to Help Visually-Impaired Shoppers

At this busy holiday season, consider the (seemingly) simple task of shopping done by an able-bodied consumer. Now consider the same shopping task for someone who has a visual impairment. It must be a much more complex and time-consuming process, and is likely often frustrating waiting for assistance from store employees. After all, not everything can, or should, be done online. For many purchases, shoppers want to feel materials, sniff the freshness of produce, or have more information about the item.

Enter a service from technology company Aira and combine it with Target’s retail stores. Aira connects people who are blind or have impaired vision with highly-trained professionals who help provide visual information on demand via smartphones or wearable devices. The service blends wearables and smart phones with artificial intelligence and augmented reality. Aira’s mission is to make visual information accessible to anyone, anytime, and anywhere.

Target’s accessibility team worked with Aira to deploy a pilot program to 600 Target stores in 13 different markets. Shoppers in those areas can use Aira for free on a smart phone to receive on-demand information while shopping. Shoppers sign on with the Aira app and connect with customer service agents working remotely. The agents use the phone’s camera to guide shoppers through the store and describe items in detail.

The Aira service is also available at more than 40 airports and major public transit systems and college campuses. Not only can Aira agents provide direction and information, they can also read ingredients on boxes, understand color options, and have graphics described.

Now that’s progress.

Group Activities and Discussion Questions:

  1. Discuss the consumer buying process.
  2. While the buying process may vary slightly for different products and target markets, the basic 5-step process remains the same: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
  3. How does the process change for visually-impaired consumers?
  4. Show information about Aira: https://aira.io/
  5. Videos are available on the Aira video channel: https://www.youtube.com/channel/UCvTWpoo6BVrn2pOFreWQGGw
  6. Information on how to use Aira at Target: https://aira.io/target
  7. How should the Aira services be marketed?

 

 

Source:  Kumar, K. (6 December 2019). Target offers free service for visually impaired shoppers at 600 stores for holidays. Minneapolis Star Tribune.

 

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Amazon’s Echo Glasses Frames

Does it seem like there are more wearable devices than ever in the marketplace? Well, get used to it. Already there are headphones, ear buds, jackets – there is a lot, and it doesn’t appear to be slowing down any time soon. One of the latest wearable device are the new Echo Frames smart glasses from Amazon, with always-on Alexa voice control.

The glass frames gives the wearer hand-free access to the Alexa services at any time. Alexa – Amazon’s digital assistant – can answer questions, take reminders, and even operate smart home gadgets. The frames let the wearer interact with Alexa, listen to music, podcasts, and more. The frames are controlled by swiping along the earpiece and microphones can be shut off on command. The sound is subtle; only the wearer can hear the Alexa replies.

Priced at $179.99, the frames can be customized with subscription lenses at any optometrist outlet. They currently work only with Android phones; no word on connecting to iPhones at a future time.

If you remember the Google Glass, one of the criticisms was the display with cameras. These Echo frames do not have that capability and there are no cameras.

Now our glasses not only help us see better, they also can cooperate and provide additional functions. How is your vision?

Group Activities and Discussion Questions:

  1. Discuss the impact of wearables, including smart glasses.
  2. Show the Amazon Echo frames: https://www.amazon.com/dp/B01G62GWS4/ref=sxts_snpl_1_0_cb5e5e76-63c9-4995-ba6c-9e5dc465d041?pd_rd_w=96hzn&pf_rd_p=cb5e5e76-63c9-4995-ba6c-9e5dc465d041&pf_rd_r=DVD6DZKRH8TCMHNGS97B&pd_rd_r=2515e17b-55cd-4dd3-8278-8dabcc07c7ae&pd_rd_wg=eioFb&qid=1571077129
  3. Show video: https://youtu.be/gmVgPF4ofsE
  4. What are the opinions of the students about this device?
  5. Discuss the importance of clearly defining a target market.
  6. For the Echo frames product, what is the target market?
  7. Divide students into teams and have each team develop a profile of a target market for the product. Include demographics, psychographics, behaviors, values, attitudes, etc.
  8. Based on the target market profile, what makes this product unique for these customers?
  9. How should the product be marketed to this target market segment?

Source: Amazon.com; Smith, D. (8 October 2019). Amazon Echo frames – here’s what you didn’t know about Amazon’s new smart glasses. C/NET.

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Where’s the Meat?

In case you haven’t noticed, there are a growing number of meatless ‘meat’ products now available at both grocery stores and restaurants. In the past few months alone, several fast food chains launched chicken-free chicken and meatless burgers to their offerings, and all seem to delight customers who are looking for plant-based alternatives to meat.

In one instance, KFC supplied an Atlanta franchise with faux-meat chicken from Beyond Meat called the ‘Beyond Fried Chicken’. Customers arrived before the doors even opened and the restaurant sold out of its supplies in just five hours! Of course, social media was responsible for the rush to test, but nonetheless, selling out what was supposed to be a several day experiment in less than a day says a great deal about the changing consumer tastes.

Burger King is already established in the meat-free burger category and has been selling the ‘Impossible Burger’, using the plant-based patties from Impossible Meats. White Castle is also in the mix with its ‘Impossible Slider’ (also from Impossible Meats), also sold nationwide.

And last, but not least, McDonald’s has jumped into the meatless game with its ‘PLT’ burger from Beyond Meat – plant, lettuce, and tomato. While today the PLT is only available in Ontario, Canada, it seems likely to make the move to a national distribution as well.

What’s going on? What are these new ‘meats’? The term ‘meatless meats’ is a contentious point, but the products are made by combining plant-based fats, binders, fruit and vegetable-based colors and flavor to create a fibrous texture of meat (no animal components). While these types of products have existed for a number of years, they were commonly marketed only to vegetarians and vegans. Today’s new plant-based meats are aimed directly at meat-eaters, particularly consumers who are concerned about climate change and eliminating animal products from their diets. However, plant-based meats are not typically as healthy as eating unprocessed vegetables and beans and meat consumption is still increasing worldwide. The burgers are often high in calories and fats.

Are you hungry?

Group Activities and Discussion Questions:

  1. Review meatless meat products and meals as needed:
    1. McDonald’s PLT burger: https://youtu.be/StVR1njx2ow
    2. KFC meatless chicken: https://youtu.be/U-imMy7Ohik
    3. Burger King Impossible Whopper: https://youtu.be/N9FED3jkNTo
    4. Impossible Whopper: https://www.bk.com/menu-item/impossible-whopper
    5. The Better Meat Co: https://www.bettermeat.co/
    6. Beyond Meat: https://www.beyondmeat.com/
    7. Impossible Foods: https://impossiblefoods.com/
    8. Carl’s Jr Burger calorie: https://www.carlsjr.com/menu/nutritional_calculator/beyond-famous-star-with-cheese
  2. Discuss the five factors of an environmental scan: Social trends, technology trends, competition, economic trends, and legal/regulatory factors.
  3. Divide students into teams. Have each team use their laptops or mobile devices to discover at least two points in each of the five categories of an environmental scan.
  4. Debrief the exercise by compiling information on the white board.
  5. Do these factors show why companies are embracing the new foods?
  6. Extra video: If students are interested, a scholarly video about climate change and food can be found at: https://youtu.be/8miQs3mPGu8

Sources: New York Times, Wall Street Journal, Advertising Age, Associated Press, and other news sources

 

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