Category Archives: retail

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 »

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.

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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?

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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 »