Category Archives: retail

5 steps to boosting ROI on Google Shopping

G shoppingGoogle Shopping is a key part of the marketing mix for most e-commerce businesses.

Thanks to Google’s continuing dominance of search (it currently has an 88% share of the UK market), this channel accounts for a huge proportion of revenues for many companies. Read More »

Driven by data: Linking consumer behaviour to purchase intent

Wardrobe of clothes, photo by Rubbermaid Products:FlickrData and fashion have more in common that you’d think: marketers have a habit of stocking their proverbial wardrobes full of data and then, wearing the same familiar outfits over again, writes James Stafford of Stylehaul.

Sometimes we’ll find an amazing piece stuffed at the back of the closet, but, in general, we forget why we have so much clothing (or data) in the first place. That’s why the conversation about the potential of ‘big data’ has been somewhat burdened by the fact that most of us aren’t collecting, organising or using data in a meaningful way. Read More »

Luxury fashion: how millennials are breaking shopping habits

instakors2It has been predicted that by 2026, the main consumers of luxury goods will be millennials – or Generation Y(outube).

While generation Y workers represent a modest 25% of the world’s population at the moment, they will be the main consumers of luxury brands in the near future, reaching senior and top positions in their professional lives. Time for traditional luxury brands to ask the question: how do we address this digital savvy generation?

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Do you really think you’re prepared for Black Friday and Cyber Monday?

ShoppingArcadeIt’s that time of year again, when retailers are turning their full attention to Black Friday (28 November) and Cyber Monday (1 December) in the hope of cashing in.

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 »

Miu Miu was so digitally close, yet so far…

Mui muiFashion brands are known for pushing the boundaries when it comes to promoting the next season’s must-haves, and the next big trend to hit the catwalk world is definitely turning heads.

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?

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As Lowe’s trials in-store robots, are brands ready for the new retail environment?

Loew's retail robotThe 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 »

Every Lidl helps

LidlThe 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.

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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.

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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 »