Last year’s Cyber Monday saw retailers managing up to 120 million visits to their websites; this year it is predicted that consumers will spend £281m, on average £4.39 per person. Read More
Category Archives: retail
In a bid to boost seasonal advertising campaigns, brands have turned to short films as a unique way to promote their brand. As a creative and artistic advertising tool that is gathering momentum amongst the fashion elite, will it successfully strike a chord with consumers?
The news last week that US supply hardware store Lowe’s is piloting robotic shopping assistants is yet another example of a retailer which is taking steps to align digital with the in-store shopping experience.
Retailers are working to maintain their share of the market by taking the ease and quality of information provided in an e-commerce setting, right back into the store. But, are brands ready for a new environment that merges the online and offline world? Read More
The current outlook for supermarkets feels a bit bleak; price wars and a shift in consumer behaviour means people are no longer loyal and there is an all out battle for the consumer’s wallet.
However what the war has created is some refreshing advertising, as evident from TBWA’s recent grocery work on Lidl, alongside Aldi’s earlier this year.
Science 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
The 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.
Second 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
Cadbury 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.
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?
As 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