Monthly Archives: August 2024

Aug 30 2024
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Research

How brands can build loyalty by helping parents with the back-to-school rush

Parents everywhere are about to heave a massive sigh of relief as millions of kids head back-to-school after a long summer.

Of course, this also means there’s lots to prepare for in terms of buying new uniforms, technology and other essential school supplies.

Daniel Todaro, CEO at creative customer experience marketing agency, Gekko, believes there’s also a £2.3bn opportunity for brands to build loyalty if they step up to help parents with the last-minute dash for supplies for their young learners…

School starts up again next week, and with that comes the inevitable back-to-school spend.

According to our recent research, buying school supplies before the new year sets parents back an average of £452.40 per child, when including everything from school uniforms and backpacks to laptops and mobile phones.

With seven out of ten (71%) of parents agreeing that rising costs are making it harder to afford back-to-school spending, and 61% worried about how they will foot the bill, many parents are left feeling stressed about the experience before they even begin.

Whether they have a tendency to leave things to the last minute to accommodate a child’s potential growth, or waiting for payday, many parents may find themselves rushing around the shops in these last few days before the new term, adding to the pressures they are facing.

Over the next few days, retail marketers have an opportunity to build and strengthen their relationships with parents.

Smooth customer experiences and appropriate support from brands and retailers can go a long way to helping ease parents’ pain points – and those who do it well will be remembered.

Focusing on the in-store experience

Given there are only a few days left before the start of term, online shopping may no longer be an option for some items, and there is limited time to research more complex products.

This means parents with shopping still to do, are more likely to venture in-store looking for retailers to be prepared to help.

Back-to-School-gekko-Graphic

With teams briefed on how they can identify and support parents coming in for last minute school supplies and those in the same boat being empathetic, are able to offer support to cash-strapped parents looking for value and the right kit.

Whether it is on the most popular products this year, product features and functionality or directing them to the right place – support channelled in the right tone can elevate their in-store experience, making them more likely to recommend and return as customers to your store.

Advice is most likely to be pertinent and valued for big-ticket items like laptops and tablets.

Three-quarters (76%) of schools now expect children to have their own tech but only 12% of schools have suggested specific products, leaving parents, who often do not have a good technical understanding of products or the differences between them, to figure it out for themselves.

Ultimately, one in five (19%) rely on in-store and specialist help – so it is important that sales teams are able to provide them with the support they need.

The stores that are most helpful will be remembered and preferred in future, while those that are unprepared or have inadequately trained staff could only create frustration and dissatisfaction.

Ensure consistency across channels

With next-day delivery broadly available, some parents will still be browsing for products online, and attempting to compare both features and prices.

Brands who work with omni-channel and pure online retailers to distribute their products can add value by ensuring that their appearance, descriptions and pricing is consistent as much as possible.

Using a web scraping service or monitoring your stockists is critical for providing a good brand experience.

When retailers are presenting the same product in different ways, parents can potentially waste valuable time, further increasing pressure, trying to figure out which of two options is the best when they are actually looking at the same product on two different sites.

Creating additional confusion and frustration could prevent parents from considering your brand in future and push them towards competitors that are more clear and consistent in their messaging and product placement.

Little things can make a big difference

With parents spending a total of £2.3 billion on back-to-school supplies each year, retailers and brands are keen to be getting a piece of the action.

Special offers that make the cost more affordable will go a long way, but are a somewhat short-term solution – the relationship only lasts while prices remain low.

Brands that can make the experience less stressful and reduce the pressure parents are feeling, on the other hand, will have consumers coming back year after year.

It is easy to get caught up in the excitement of online or app-based retail, but this is a prime example of when the in-store experience really matters too.

These suggestions may seem small, but having knowledgeable teams and providing a consistent empathetic experience will go a long way in creating a smooth customer journey across all channels and winning loyal customers for the duration of a child’s schooling and beyond.

To read the published research featuring a comment by Dan Todaro, Managing Director please visit MediaShotz

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Aug 23 2024
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Recruitment

Emerging Trends in Recruitment Technology

Rapid advancements in technology are reshaping the way employers attract, assess, and hire talent. Long gone are the days of posting CVs in the closest letterbox or taking physical copies into offices and stores directly, now it is easier than ever to get your CV to organisations. However, many elements of the process have become more challenging for job seekers to navigate with increased automation, gamification, and more platforms than ever to look for roles. 

Virtual and Augmented Reality in Recruitment

Virtual Reality (VR) and Augmented Reality (AR) are revolutionising the recruitment process. Rather than a traditional, less immersive experience, some organisations are offering an engaging candidate experience through VR and AR, allowing them to get a feel for the office, colleagues, and company culture without having to make the trip. 

Virtual Tours 

Increasingly, it is possible for employers to offer candidates virtual tours of the workplace. This strengthens employer branding and allows for a tour to be more easily organised. Seeing the workplace gives candidates a glimpse into the work environment and culture, with the potential for them to interact with people already working with the organisation. This saves time and travel costs while still allowing candidates to make informed decisions with as much exposure to the company as possible. 

Virtual Interviews

Interviews have often moved to video platforms, but there is a high chance in the future this will progress to interviews in VR. These are more involved than video calls, functioning as if the interviewer and candidate are in the same room, and would allow for some level of proxemics. Much like virtual tours, they save time and money and allow job seekers to attend more interviews as they don’t require travelling between physical locations.

Gamification in Recruitment

Companies have been using gamification, the incorporation of game elements into non-game contexts, in various elements of their candidate and employee experiences. There has been lots of talk about gamification in training and development, but it has taken off in recruitment too. 

Engaging Assessments

Gamification can evaluate candidate skills in a more engaging and interactive manner, such as at Deloitte. Other organisations actively use it during the screening process, such as Unilever, who use mobile games at this stage, making the initial stages more enjoyable and immersive, as well as presenting them to potential employees as an innovative employer. 

These games often assess competencies like problem-solving, decision-making, and strategic thinking. By making the process fun and different to other organisations, companies can attract top talent and gain deeper insights into the abilities of their candidates.

Gamification and AI for Insights

As part of this process, gamified assessments often utilise AI to analyse performance and provide insights. AI can identify patterns and behaviours in line with what it knows of a job role, giving some indication of suitability. This approach may prove controversial at the moment, when candidates feel anxiety about a lack of human touchpoints in the early stages of the process, but do help employers make more data driven hiring decisions. 

Blockchain Technology for Credential Verification

Blockchain technology, well known for its secure and immutable nature, is well positioned to gain traction as part of the hiring process, more specifically for the verification of credentials and work history. 

Once information is added to a blockchain, it cannot be altered or deleted. This makes blockchain technology an ideal solution to the time-consuming task of verifying educational qualifications, professional certifications, and employment history. Institutions would be able to issue digital certificates on a blockchain, which the candidate can give their potential employer access to. This would allow employers to verify credentials quickly and accurately, without the need to contact multiple institutions. While this innovation looks promising, it has not been enacted yet, so while it may provide a more trustworthy and efficient process this has yet to be demonstrated in reality. 

Up-and-coming technological changes and advancements have already made huge waves in recruitment trends, but stand to transform these even further. Incorporating more innovative technological solutions can help a business position itself as attractive to top talent, but does risk creating quite the disparity between organisations who can implement such new technologies and those who cannot – who may struggle to recruit the same level of talent as a result.

Article written by Lizzie Street, Recruitment Executive

Photo from Pexels

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Aug 19 2024
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Posts

First Impressions Count

Experience is everything and our research has seen that if you capture the imagination of the consumer and embrace them through the customer journey, 81% of consumers are willing to shop or spend more for experiences that take traditional store shopping to the next level. In simple terms, for a shopper to make a trip to your store, it has to be worth their time, effort and expenditure, creating an experience that exceeds merely the convenience of simply buying online from the comfort of their home.

In these tough economic times, yes it’s hard for both retailers and customers. Retailers can’t necessarily create the experience they’d prefer for their consumers and for the shopper, no one wants to be hard sold a product they don’t like or need, especially during distress purchases, such as the replacement of a large appliance. 

There are some retailers that unscrupulously look to charge brands for access to their doors, which is something many brands refuse to do as it squashes margin and only serves the retailer and not the brand. However, for those more willing retailers, inviting brands into your store is a start in the process of enhancing the customer experience. Create zones that enable a branded product expert to sell directly to the consumer and show your staff how it’s done. A recent report from Westfield showed that 60% of consumers are expecting over half of any given retail space to be driven by these kinds of experiential services. Driving knowledge through an expert enables the customer journey to be elevated, enhancing the possibility of closing more sales and increasing your average basket value through selling up through a range or creating opportunities for attachment sales. 

Think about your store layout and the customer flow. When the consumer bestows the honour of entering your store, yes it’s an honour, they aren’t doing you a favour, think about what greets them. Is it enticing, does it naturally lend itself to making them feel comfortable and can they find what they are looking for with ease. Ask if they require assistance and give them space and let them know that you’re there to help when they need it. 

I’m about to be a judge at the ERT Awards and my pet hate is seeing stores piling it high. Microwaves displayed atop washing machines, dishwashers and cooling. How many of those microwaves do you sell? Is it a cornerstone product that you rely on to generate revenue? Probably not. So to make them stand out like that isn’t, in my opinion, a pleasing aesthetic, more so an eyesore. So why do it when you could make your store look visually stimulating and clear of clutter to enable the consumer to see immediately what you range without having to fight through the riot of product and noise.

If I’m looking to spend some serious money in your store, I want to know that you’re the kind of store that cares about how I’d like to spend it. Listen to what the consumer needs and their budget. Keep it relevant to them and not you. No one likes a bore or someone who clearly doesn’t listen because they want to talk about themselves. The key area of focus within your store to really think about is in making it an immersive environment that your customer feels comfortable in and encouraged to explore and play. 

Enhancing the senses of consumers with your store can be done through very simple things like light, sound and smell but also interactive displays that make the consumer feel connected to the brands that are ranged in your store, enhancing the retail experience for both. Displays aren’t just about enticing shoppers to come in-store. They’re about drawing attention, displaying information and setting products apart from the competition. In the world of considered purchases, integrating tech effectively into display systems can add to the experiential and immersive experience that shoppers increasingly expect from their high street visits, helping to excite and engage consumers.

Personalisation is another factor to consider and one that is increasingly more critical in the customer journey and I hope that what you sell and the brands you range speak to target audiences. McKinsey research has shown that successful personalisation strategies, driven by customer data and increasingly AI solutions, can mean up to 10-15% revenue growth. Is what you sell and the manner you display it and sell it relevant to all and done in a manner which heightens the senses and creates an emotional connection that enhances the experience.

In 2024, the consumer’s purchasing decisions are, it seems, heavily influenced by a product’s ability to resonate with their identities and aspirations, this need can surpass mere cost considerations enabling a potential increase in basket value. This change reflects a departure from older generations’ perceptions, increasing the importance of aligning brand values and the retail approach in line with a consumer’s priorities in a competitive landscape.

Make the consumer feel listened to and important and enable them choice of not only product but also payment terms and delivery. Did you know that 43% of sales are abandoned due to delivery charges or concerns. This is relevant both in-store and the online customer journey, which leads me to your Omni channel experience.

While you might think that younger generations shop online more, actually for considered purchases such as CE, 63.5% want to shop in-store. However, this does not mean that the e-commerce opportunity is any less, especially when it comes to socials. So how does your retail experience translate online through your website and social media? With more and more consumers searching online to research the next considered purchase, do you hold your desired audience and compel them to continue their experience in your store.

It’s also understood that four in five consumers follow brands on social media, with an impressive 95% saying that their purchasing decisions are influenced by what they see and read on social media. It’s therefore important to consider the percentage of consumers that still prefer to shop in-store when shopping for high-ticket items, the future shopper and customer journey will increasingly be based around the online and social media experience. Therefore the importance of getting both right in the context of the customer journey and overall experience, are critical for a retailer’s success.

Core drivers to consider for enhancing the experience for consumers and enhancing that customer journey for both your store and the brands you range spanning an omni-channel approach are; 

  1. The online presence of your store may be the first touch point for your customers, therefore making it enticing and motivating enough to bring the consumer to your door is crucial, especially if you’re looking to attract that younger 63% that want to shop in-store. 
  2. Create theatre that immerses the consumer through lighting, sounds and clear navigation of your store with clearly defined zones that encourage the consumer to dive in and feel invited to play. 
  3. Engage with consumers in a knowledgeable and supportive manner through your staff and continue the customer journey with clear, impartial and knowledgeable advice that is relevant to the consumer, not just merely you or your opinion. 

To read the published article written by Dan Todaro, Managing Director please visit ERT

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Aug 15 2024
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Posts

84% of parents ready with results day rewards

  • 56% will buy a gift or reward regardless of results, but 28% will only celebrate if their child does well
  • Parents who will buy rewards are planning to spend an average of £309.30 on secondary school age kids and £301.60 on those at sixth-form or college
  • Clothing tops list of rewards for younger teenagers, while those aged 16-18 are more likely to receive cash

With a flurry of exam results expected over the next two weeks, more than four in five (84%) parents of 11-18-year-olds are preparing to deliver on promises made to incentivise their children.

According to new research from retail marketing consultancy Gekko, more than half (58%) will buy a gift or reward regardless of results. More than a third (36%) will buy a bigger reward if their child receives particularly good results, while an additional 25 per cent will only buy a gift if their child does well in their exams.

Children are in for quite the payday, with parents planning to buy rewards expecting to spend an average of £309.30 on secondary school children and £301.60 on those at sixth-form or college*, with the spend being split between physical items, money or gift cards and experiences.

Parents are most likely to reward their 11-16-year-olds with clothing (39%), spending an average of £124.50 per child, but for older children (16-18-year-olds), physical gifting gives way to cold hard cash with 41 per cent of parents expecting to spend an average of £132.10. Parents will be spending the most on tech, with 25 per cent prepared to spend around £290 per child.

Parents are also keen to celebrate with their children, with more than a quarter (27%) taking them out for a special dinner and a similar proportion (28%), with some spending as much as £166.10 (see Fig 1 for further details).

While two in five (37%) parents agree that there is no need to buy gifts for exam success, 87 per cent believe it is important to celebrate exam results when your children have worked hard. However, close to half (47%) of parents admit there is pressure to compete with other parents on gifts, which is challenging for those feeling squeezed by high costs. Half (46%) agree that they will struggle to afford gifts to celebrate exam success.

Daniel Todaro, CEO at Gekko Group, said: “Children have put a lot of time and effort into their exams, and parents are keen to celebrate their success, but there is a lot of pressure at a time when many families are already struggling. The additional spending could be a boon for retailers after a difficult summer, but ultimately rewards do not have to cost the earth. Parents should spend only what they can afford and don’t get swept up in this new exam gift phenomenon.”

Aug 06 2024
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Posts

Parents set to spend £1.25bn on back-to-school tech

  • Parents will spend an average of £243.60 per child on tech products before September
  • 44% of parents have not been provided with any guidance for buying laptops, leaving them adrift in a world of possibilities
  • 19% will rely on in-store or specialist help to select the right tech for their kids

Technology products now account for more than half of parents’ back-to-school spending, with parents set to spend £243.60 per child before the start of the next school year – the equivalent of £1.25bn across the UK. 

According to new research from retail marketing consultancy Gekko, parents are prepping to spend a total of £452.40 per child, with 53 per cent of the total back-to-school cost being allocated to tech products like laptops, mobile phones and air tags. 

With three quarters (76%) of schools now expecting pupils to have access to their own laptop or tablet, parents are faced with finding extra cash at a time when the cost of living is squeezing incomes. Nearly a quarter (23%) of parents of school-age children expect to buy a laptop or tablet before September, at an average cost of £511.40. 

A lack of technological know-how is making buying laptops and tablets for their children even more stressful for parents. Only 13 percent of schools have suggested specific products, leaving parents to get to grips with the technical specifications they have set (18%) or completely at sea without any suggestions or specifications at all (44%). 

One in five (18%) say they find it hard to understand variances between different laptops and tablets, while 17 per cent do not know enough about the technical specifications to make good purchasing decisions. To support these decisions, a quarter (27%) would value clearer information on specifications and features of technology, but ultimately one in five (19%) rely on in-store or specialist help to select the right technology for their kids. 

Around one in five (17%) parents will also buy new mobile phone for their child, spending an average of £459.20, which suggests that many will be opting for smart phones rather than something more basic. Seven in 10 (70%) parents agree that balancing what their children need with what they want is challenging, with one in five (21%) concerned about the impact on their child if they choose entry-level options. 

Daniel Todaro, CEO at Gekko, said: “Technology is a relatively new addition to the back-to-school bill, adding an extra challenge for parents both in terms of the cost and the technical specifications. Tech brands and retailers can ease some of the pressure parents are facing by anticipating their needs and ensuring that in-store teams are equipped with great product knowledge so that they can support the parents who will inevitably rely on them for advice.”