Category Archives: retail

Science fiction may be retail reality – but why is it still missing the mark?

ocadoScience fiction has helped influence what we develop and how use technology in our society. As we look back at our favourite sci-fi movies, one common thread is the way that new technology is meant to change and enhance the experiences of those that interact with it.

Proximity technology (beacons), for example, drives advanced personalisation, interactive displays and magic mirrors, wearable technology and customer service driven by big data-crunching super computers are just a few examples of technology-driven experiences that have made the transition from science fiction to retail reality. Read More »

5 ways search benefits retailers

Pathway by David Mertl:FlickrThe path to purchase is no longer linear. In a multi-screen world, consumers experience multiple touch points, via a variety of online and offline channels and devices, before the final conversion takes place.

In this new retail environment, marketers need to consider an omnichannel approach to retail marketing, as consumers do not differentiate between online and offline channels and touch points in one channel are likely to impact purchases within another. Across all channels, online search plays an important role in the consumer journey.

Shoppers use search at the beginning, middle, and end of the sales funnel to inform their purchase decision, and an online shopper will browse an average of 2.7 websites before making a purchase. Webrooming is also common, with a large majority (88%) of consumers browsing and researching online – often via mobile – and then buying in store.

Read More »

OOH is a new point-of-sale for online retail brands

trains by svenwerk:FlickrSecond screen purchasing is gaining serious traction. As social media rolls out user friendly shopping tools such as Facebook’s Buy Button and Twitter’s Product Card, consumers have never had it easier when it comes to mobile shopping.

According to the Centre For Retail Research, online retail sales made via mobile devices will grow by 62% this year, to a total of £7.92 billion. This is equivalent to 17.6% of UK online retail sales. Sales using tablets will grow by 100%, to £3.10bn, while smartphone retailing is expected to grow by 44.3% to £4.82. Smartphones will provide 60.8% of UK mobile shopping.

Mobile shopping is serious business and out-of-home is primed to become the key medium to deliver second screen sales. The likes of traincards, billboards and bus shelters, combined with changing consumer behaviour and growing wifi and 4G connectivity, are swiftly becoming an effective point-of-sale medium for online-only retailers and ‘clicks and mortar’ companies to drive search and purchase from their screen-based ‘shop windows’. Read More »

An emotional connection beyond sense?

cokeCadbury or Nestle? Tyrells or Sensations? Coca-Cola or Pepsi? These are just a few examples of the decisions we are faced with when carrying out our supermarket shop. So what is it that determines our purchase decisions? Whilst a number of factors, such as price, pack format, and even visibility, will be at play here, the emotional connection we have to a product or brand will be one of the key influencers.

Most consumers will have an emotional connection to at least some products or brands; and yes, this applies to boring household products too.

Read More »

What can advertisers learn from Facebook’s Cross Device Reporting?

FacebookbuildingFacebook has recently announced a cross device tracking tool. This will allow advertisers to see their user’s journey to purchase as they move between devices.

Facebook is in a unique position as a publisher – in North America alone at least 50% of internet users are on Facebook and, if they own two or more devices, chances are they will log on to the service on every device they own.

In 2013 85% of smartphone owners used the Facebook app. This is an important product for Facebook, what then can advertisers learn from this latest release?

Read More »

Using geotargeting to guide consumers from desktop to aisle

global globalisation international map worldAs discussed in my previous article, ‘Piecing together the geotargeting puzzle‘ choosing geotargeting methods to localise retail offerings depends upon the specific message, target audience, and desired level of customer interaction. Retailers must offer multi-layered digital channels that work together to help migrate the consumer from their desktop to the check-out. Here’s how: Read More »

Aldi’s success isn’t just about the discounts

Aldi teaFor the first time ever, Aldi has been voted Britain’s top supermarket, according to the annual Which? supermarket survey.

During the 90s supermarkets got bigger and bigger, product lines and varieties wider and wider. Then the recession hit and we held our breath, closed our eyes and reluctantly turned to discount retailers to get us through the hard times. Aldi’s massive growth in the UK coincided with this economic downturn.

To our great surprise however, our experience with the likes of Aldi, Primark and Poundland at this time was actually pretty good.  As we start to relax our purse strings the landscape looks very different to how it did before. For a start, we’ve realised that we don’t actually need 20 different varieties of olive oil to chose from, that food sold in discount stores is of at least the same quality as that stocked in supermarkets and that a bargain is actually something to be proud of. Read More »

Amazon’s $970m acquisition of Twitch can be seen as a statement of intent

TwitchNot satisfied being a retailer of products, Amazon is moving increasingly towards being a publisher. It follows the self-publishing movement from Amazon’s Kindle store; curating its own App Store; Amazon Studios creating its own TV shows for Amazon’s Prime Streaming service; and more recently its own video games through Amazon Game Studios. Amazon does not just want to sell you products, it wants to you to be fully immersed in the Amazon ecosystem. We estimate Amazon has roughly 603 million monthly visitors.

Twitch is a video game live broadcasting website that allows anyone to stream themselves playing video games. And while 70% of 16-24 years old watch online TV (as seen in our Entertainment – Q2 2014 report), Twitch and other live streaming websites are a new kind of entertainment, users can interact and converse in real time. Twitch has reported more than 45 million visitors every month and at peak times in the USA drives more traffic than Facebook or Amazon.

Read More »

Are brands ready for the Millennials?

Girls texting millenialsIn its recent communications market report Ofcom has proven that the millennium generation of 14 and 15-year-olds are the most technology-savvy in the UK. Their exposure and awareness to digital media and brand communication across all tech devices is going to equal if not surpass that of the current adult generation, which today is estimated at a staggering eight hours 41 minutes.

These teens are the consumers of the future. They will have high expectations of brands when it comes to digital brand engagement. They have grown up with broadband and digital communications at their fingertips. They are already accustomed to instantaneous service and will expect brands in the future to serve to their preferences across all technologies, wherever they maybe.

Read More »

In-store digital…when does it truly succeed?

ImaginationIn the current retail market the rules of brand engagement are in a continuous state of flux. The speed of this change has lead to a lot of knee jerk reactions from retailers as they seek to integrate digital into their offer.

But where is the framework that helps define the real necessity of in-store interactivity? How can we tell when the integration of digital into a retail environment will eventually result in a real measurable and tangible difference.

The methods of retail engagement within a store environment have always relied on the relevance and desirability of the product offer, its price position, and the attraction of its presentation display. Finding the right balance between these methods generally has us reaching for our wallet and moving to that final goal, the moment of purchase. Read More »