Category Archives: Posts

Mar 26 2025
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Articles, Posts

How retailers can thrive by connecting with their communities

The UK retail landscape is undergoing a rapid transformation; while e-commerce continues its growth, physical stores still hold a significant appeal. However, simply having a presence on the high street is no longer enough. Large retail chains often demonstrate a disconnect from the needs and wants of local communities, frequently using financial difficulties as justification for store closures, and neglecting the potential for community engagement to drive growth and brand loyalty.

This echoes a broader trend where many retailers have lost the innovative spirit that once defined the industry, failing to understand why customers are choosing to shop elsewhere. Offering a dull, unengaging experience simply won’t cut it in today’s market, where consumers crave experiential retail to capture their imaginations. A recent Shopify study found that 35 per cent of shoppers prefer this type of experience, yet many retailers fail to even engage with basic strategies like embracing seasonality.

Local marketing in a digital age

So, how can local independent retailers succeed where large corporations have failed? Local businesses have the opportunity to connect with their communities in a unique and resonant way; this is crucial because consumers are actively seeking local connections. Data highlights the importance of online visibility and strong customer reviews:

  • Around 80 per cent of consumers search for local businesses on Google
  • 76 per cent of “near me” searchers visit a store within a day
  • 88 per cent of smartphone users searching for local businesses visit one within a week (Backlinko)
  • 96 per cent of small businesses use social media for marketing and 78 per cent depending on it for revenue (Cropink, Synup)
  • 78 per cent of shoppers research products on social media before purchasing (Synup)
  • 98 per cent of consumers read reviews about a product before purchasing (Forbes).

These statistics underscore the vital role of a strong online presence, positive reviews, and active social media engagement. Comments and likes can drive online traffic and influence purchasing choices.

Today, local marketing matters more than ever. And several factors contribute to its increasing importance:

  • “Near me”: The rise of location-based searches indicates high purchase intent, making local SEO optimisation crucial
  • Personalisation: Local marketing allows retailers to tailor their offerings to the specific needs of their community
  • Connections: Becoming an active part of the community through sponsorships and partnerships enhances brand reputation
  • Competition: Local retailers can differentiate themselves by offering a personal touch and community connection that online giants struggle to replicate
  • “Shop local”: Consumers are increasingly aware of the importance of supporting local businesses, creating an opportunity for retailers who actively engage with this sentiment.

Implementing effective strategies

There isn’t a one-size-fits-all approach; retailers need to develop marketing strategies that align with their specific business goals and target audience.

So a tailored approach is essential, but here are some key tactics:

  • Optimise your Google My Business profile: Ensure accuracy and completeness, encourage reviews, and respond promptly
  • Local SEO optimisation: Use location-based keywords in website content and build local citations
  • Run targeted social media campaigns to reach local customers
  • Engage with local influencers: Partner with local figures to expand reach and build credibility
  • Community involvement: Participate in local events and support local causes
  • Offer in-store exclusives: Drive foot traffic with exclusive deals
  • Share news and community initiatives with local publications.

In an increasingly digital world, local marketing provides a critical link between retailers and their communities. By embracing these strategies, UK retailers can not only survive – but thrive. Local marketing is not a fleeting trend; it represents a fundamental shift in how businesses connect with customers. Retailers who prioritise local engagement, personalise the customer experience, and build strong community connections will be the ones who succeed in the evolving retail landscape, understanding that in the age of global commerce, local is the new global.

To read the published article by Dan Todaro, Gekko Group CEO, please visit ERT

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Jan 31 2025
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Posts

Elevate your personal wellness with smart tech

A new smart tech wellness brand is launching into the UK market with a new range of products to help on-the-go consumers mitigate muscle tension and stress.

SKG is a smart technology brand that specialises in wearable health and wellness devices. Using smart tech, each product is designed to help users decompress and easily elevate their wellness routine. The cleverly designed G7 Pro-Fold Neck Massager and E3 Pro Eye Massager can seamlessly integrate into your daily routine both at home and on the go.

Firstly, the SKG G7 Pro-Fold Neck Massager is a pulse massage machine that helps reduce stress-induced neck pain and strain. Its 180-degree foldable design ensures easy portability, making it the perfect option for both the gym and travel. Experience instant relief and ultimate relaxation anytime, anywhere with this must-have on-the-go massager.


Equipped with red light technology, the G7 can penetrate muscles to a depth of 10mm, providing a faster, quicker relief from pain and tightness.

The G7, which won an IF Design Award last year, can be controlled through your phone, providing instant release at your fingertips. With five different massage modes, six pulse levels and four levels of heating, the convenient app puts you in control for effortless, instant relief.

Then there’s the SKG E3 Pro Eye Massager – a relaxing massager that helps alleviate eye fatigue and sooth eye pressure. Its innovative 3D groove design ensures no direct pressure on the eyes, helping users to decompress and unwind with ease.

Featuring a see-through mask for added visibility, it seamlessly integrates into your daily routine. And with six separate pressure points, the eye massager provides a delicate and gentle pulse motion for a truly spa-like experience.

For those travelling overnight or looking to reduce eye inflammation, the E3 includes a heat compression functionality to help under eye bags and reduce dark circles, leaving you feeling refreshed and revitalised.

SKG strives to make wellness accessible to everyone by combining education, innovation, and over a decade of experience in the tech and wellness space. The brand aims to be a one-stop shop for people looking to improve their health and well-being through technology.

To read the published article, please visit ERT

Photo by ERT

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Jan 31 2025
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Articles, Information, Posts

Why data is key to maximising potential for the customer experience in 2025

With a new year underway, brands are looking to enhance their digital marketing agility, with data use at the core of their strategies.

So here, Toby Stupples, Client Delivery Director at field marketing specialist, Gekko Group, takes us through some of the essential elements that brands need to bake into their digital plans to maximise customer experience online in 2025…

Retailers and brands invest millions on advertising and marketing support every year to encourage consumers to purchase products or services in a fiercely competitive landscape.

However, the efforts of marketing teams and the crucial spend can be negated in an instant if the customer has a negative experience when they go online. According to research, 78% of online shoppers abandon their carts due to a poor customer service experience.

According to recent reports from the BRC, two thirds of leading retailers in the UK claim that they will be forced to hike prices to cope with the increase to National Insurance costs brought in by the New Labour government this year.

Having worked hard to shield customers from higher costs, with slow market growth and margins already stretched thin, it’s inevitable that consumers will bear some of the burden, so effective sales that lead to ROI are more crucial than ever.

With that, it’s time for brands and retailers to take a more holistic overview to the omnichannel customer journey, particularly when it comes to considered purchase items.

As a new year starts, e-commerce plans for 2025 are seeing many brands seeking to enhance operational agility online to remain competitive to appeal to their desired audiences.

Laying a strong data foundation

With consumers bombarded with deals hourly across multiple platforms, presenting a functional, transactional website is not enough when it comes to the savvy consumer.

Underpinning it all, there needs to be a well-considered data stack as the solid foundation, providing customers with the experience they have come to expect, and to help identify their needs at every touchpoint.

Helping to shape the marketing activity accordingly, brands continue to harness the power of consented first party data, and work closely with third-party sites and stores to gain an in-depth understanding of their customers.

The current reality is that there is low metric transparency from third-party websites to the brands, as they, in turn, seek to monetise their proposition.

When it comes to digital merchandising performance, it’s critical to think beyond consistency, stock levels and presentation, and assess the success of the whole shelf, and how specific products compare to those of competitors.

As many brands find themselves working with more third-party retailers, data and insight models become a crucial part of the marketing mix in order to better serve their customers in a trustworthy way.

Digging deeper into shelf analysis

Everyone wants to get the best deal, but trying to compare products becomes more challenging when descriptions, specifications and images are inconsistent, leading to potential loss of sales to competitors that are better aligned on the finer details.

This is why consistent presentation in digital merchandising is critical for avoiding confusion.

For brands working with multiple retailers, reviewing and tracking how products are presented manually can be a monumental, and an arguably impossible undertaking.

Digital shelf analysis tracks both a brand’s own, and the competitors’ product lines, which can help to create an effective real-time competitor strategy, combining data from web-scraping with retail expertise to respond to activity from the competition with vigour at the optimum time and across the right platforms.

Rather than relying on shared data, an end-to-end web scraping solution could help to marry e-commerce intelligence with insights from bricks and mortar retail to provide visual and actionable trends.

This type of service provides a dashboard that consolidates insights from different websites, allowing brands to track other measurables, like share of voice, availability, pricing, promotion and reviews, and use the data to build more informed strategies.

Unlocking Retail Media Potential

Retail media is a colossal advertising medium, with global revenue from retailer e-commerce sites expected to exceed television revenue by 2028.

For brands, the potential of reaching target consumers while they are already browsing or shopping in the category cannot be ignored.

Combining this type of digital advertising with physical shopping environments ensures that brands are showing up in the right places and at the times across relevant channels.

When this is done well, relying on insights from data and human expertise, this ensures continuity within the purchase journey alongside consistent brand messaging, which will ultimately bring the consumer closer to making a purchase.

However, brands should be careful that they do not de-prioritise data and insight in their rush to play in the retail media space.

As retail media supply increases brands will have to manage campaigns across multiple networks, and it will be those with campaign control and strong insight reporting that will unlock the potential of the data to truly drive innovation in the space.

Getting ahead of the competitor curve

Personalisation drives performance and better customer outcomes, which requires a strong data foundation. Although, brands still need to think about what their insights mean for the digital shelf.

Browsing the digital shelf is the equivalent of exploring products in-store, but they need to be discoverable quickly on listing pages and under relevant search terms.

Benchmarking against competitors for pricing, promotions and presence is critical and this data, along with on-site performance metrics, are incredibly valuable to brands.

This can be a complex and time-consuming process, but with an automated solution like web scraping, brands gain the same knowledge that can be used to form campaigns, and free up time for sales and marketing teams to focus on other priorities.

What’s to come in 2025 for brands and retail?

With the continued evolution of how we track and manage consumer data, brands should be prepared to optimise their own tracking data and work closer with third party retailers.

As retail media grows in years to come, keeping track of metrics across the board becomes vital for maintaining consistency, managing campaigns and influencing presence, and also performance on partner sites.

2025 provides opportunities for brands and retailers to equip their teams with the best actionable information that will influence change in the relevant e-commerce channels.

The unpredictability of pricing trends underscores the value of retail monitoring tools, helping provide smarter insights to understand shifting consumer demand, and adapting strategies to remain competitive in an increasingly fragmented and challenging environment.

To read the published article by Toby Stupples, Client Delivery Director please visit Mediashotz

Photo by Mediashotz

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Dec 04 2024
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Posts

Retail Roulette – Why Black Friday and Cyber Monday discounts are a complete gamble for retailers and consumers alike

It’s official – long gone are the days of the standalone Black Friday and Cyber Monday discounts. Now, securing sought after products at the best price is becoming increasingly chaotic for consumers, with prices fluctuating during a number of weeks across the Golden Quarter. Forget deal or no deal, it’s more like deal or disappointment for consumers, leaving much to be desired in terms of results for retailers.

Experts from retail marketing consultancy Gekko have utilised their GWS Price Analysis Tool to do the heavy lifting, crunching the numbers to analyse average prices in categories including consumer electronic products and household goods, across major retailers, including AO, Argos, Currys, Harvey Norman, and John Lewis. The results identify the true rollercoaster retail landscape during the busy discounting period.

The analysis, which spans the weeks before and after Black Friday and Cyber Monday 2024, reveals that Black Friday and Cyber Monday is not always the best day to secure the best deals, with prices in some categories plummeting from the middle of November onwards.

In the wearable technology category, this year’s Black Friday sales at Currys saw a notable shift, with a reduction in product variety, but an increase in value for shoppers. Gekko’s analysis reveals a significant decrease in the number of SKUs, dropping from 456 in 2023 to 342 in 2024 – an overall reduction of 114 products.

Alongside this streamlined selection, prices have decreased in wearables. The average price of a wearable this year came in at £287.80, down by 8.55% compared to 2023’s average of £313.83. The approach of offering fewer products while increasing promotional impact reflects how a retailer like Currys is refining its strategy to balance consumer preferences with enticing deals to consumers.

In John Lewis, the LG 77-inch OLED TV serves as a perfect example. Initially sold at its full retail price of £4299 throughout October, the TV was heavily discounted in early November, dropping by 30.2% to a retail price of £2999. This product then sold out in mid November before returning to stock in time for Black Friday, back at the original full price of £4299. By monitoring price fluctuations, consumers may be able to cash in on early discounts, like the 30.2% savings on this LG TV, instead of waiting for Black Friday, when prices may climb back to full retail.

The hustle between Black Friday and Cyber Monday is enticing for consumers, but some products saw sharp increases compared to their Black Friday prices. For example, a Fridgemaster Compact Fridge on AO rose in price from £125 on Black Friday to £139 by Cyber Monday, representing an 11.20% increase, which may have frustrated shoppers holding out for better deals. Just a day after Cyber Monday, Gekko’s GWS Pricing Analysis Tool revealed new shifts in AO’s pricing. By 3rd December, the Fridgemaster Compact Fridge had dropped slightly to £134, still higher than its Black Friday price of £125, but lower than the Cyber Monday price of £139.

With the fluctuation in pricing, savvy shoppers may start employing various techniques to ensure they get the best deals on offer across the whole Black Friday discounting period. By buying early and then monitoring price movements, shoppers may well return and rebuy an item if the savings are too good to ignore.

Talking about the unpredictable retail discounting period across Black Friday and Cyber Monday 2024, Daniel Todaro, CEO at Gekko Group, said: “It’s been a tough year for everyone, and making products even more affordable could help to boost sales in the face of the cost-of-living crisis. Timing is everything, and while retailers adjust their prices based on demand, consumers that have shopped around will likely walk away with the best rewards.”

Offering additional advice for bargain hunters, he added: “The unpredictability of these pricing trends underscores the value of retail monitoring tools like Gekko’s GWS Pricing Analysis service, helping provide smarter insights to understand shifting consumer demand, and adapting their strategies to remain competitive across the busy golden quarter.”

To read our published article, please visit Retail Focus

Photo by Max Fischer from Pexels

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Nov 20 2024
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Why digital shelf analysis is the key to Black Friday success

After another year of squeezed personal finances and lacklustre sales, retailers and brands are hoping for the biggest Black Friday ever to boost sales and profitability.

Last year, consumers spent £3.45bn over the Black Friday weekend, with 66% of purchases estimated to have taken place online. With fierce competition for a share of the Black Friday pie, brands need to ensure that their digital footprint is shipshape before the frenzy begins.

Getting your house in order

While pricing is important, it is not the only thing that brands need to consider – particularly if they have big-ticket items on offer. For brands that work with multiple third-party retailers, the chaos surrounding Black Friday means that ideal positioning, product descriptions and images can fall by the wayside – but this can lead to a disjointed experience for consumers.

When consumers are faced with multiple deals and a wide range of product options across multiple retailers, consistent presentation in digital merchandising is critical for avoiding confusion. Trying to compare different but similar products – or the same products across different websites – becomes much more challenging when descriptions, specifications and images are inconsistent, potentially losing sales to brands or products which are better aligned across platforms.

Certain elements, particularly description and images, are also critical for search, so it is important to ensure that your digital merchandising is on point so that potential customers find your product in the first place.

But, for brands working with multiple retailers, reviewing and tracking how products are presented manually can be a huge – arguably impossible – undertaking, so finding a digital shelf analysis or web-scraping service that can automate part of the process can significantly help when it comes to getting your house in order.

By tracking, collating and analysing data on your products, brands can identify where standards may have slipped or information vital for consistency and searchability is missing, and approach their account managers in good time – before the Black Friday chaos begins in earnest.

Thinking beyond the self to the wider shelf

During this discounting period, competition is fierce. When it comes to analysing your brand’s digital merchandising performance, it is critical that you think beyond consistency, stock levels and presentation, and consider the whole shelf.

If you are already undertaking analysis of your brand’s positioning, consider the value of analysing the whole shelf. How do your products stack up against your competitors? Maintaining your own marketing strategy is critical, but at a time when prices are constantly changing, it is important to know where you stand.

This is where digital shelf analysis that tracks not only your own products, but the competitors can really come into its own, helping you to create a real-time competitor strategy. Combining data from web-scraping with retail expertise will enable you to respond to competitors’ activity with your own at the right time and across the right platforms.

Staying one step ahead

Third-party retailers are juggling data from all their brands, and relying on their feedback could leave you behind the pack. Everyone wants a piece of the Black Friday pie and when the chaos hits, you’ll want to be armed with real-time and past data that can help you stay consistent and searchable and reactive to competitors.

Based on an analysis of data from GWS, our proprietary analysis tool, retailers started discounting from mid-November last year – and some of the biggest deals for consumers hit before the Black Friday weekend started. Equipping yourself with actionable information will allow you to be competitive when it counts, allowing you to cut through in an increasingly fragmented and challenging environment. 

To read the published article by Toby Stupples, Client Delivery Director please visit PMW

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Oct 25 2024
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Reaching the Peak

The Golden Quarter for retail is upon us and hopefully, by the end of the year, the figures will be reporting a successful Christmas period for retailers and pointing towards an even rosier outlook for 2025. Since the last retail peak season we have had a change in government and there is noise that the intention is to introduce economic policies designed to boost disposable income, including raising the minimum wage and public sector salaries. The potential increase in spending power for some is offset by the worry for many that increased taxation will mean the cost of living crisis will continue to leave its unwelcome mark.

Alongside this Labour has also pledged to reform the business rates system, which is a major burden for physical retailers. Their proposed new system of business property taxation aims to reduce costs for high-street shops, levelling the playing field between brick-and-mortar stores and online retailers. This is expected to reduce operational costs, allowing businesses to invest more in customer experience and competitive pricing.​

Focus on revitalising the High Streets will be very much welcomed, whether through the aforementioned reduced taxation for brick-and-mortar stores or measures like introducing banking hubs and cracking down on shoplifting by increasing police presence. These efforts are designed to create safer, more vibrant shopping environments, which could attract more foot traffic and increase sales for local businesses​.

The reality though is that it’s too early to say what impact the new government will have on the fortunes of the retail sector in the UK, so retailers need to focus on maximising the opportunities that the peak season presents, seeking wherever possible to boost sales and leave a positive lasting impression with customers. The challenge is tough. While high inflation is perhaps not the worry of 12 months ago, rising living costs are still very much having an impact and then there are factors such as staffing challenges and store closures. To ensure a successful golden quarter, retailers must take a strategic approach. By prioritising adaptability, customer engagement and operational efficiency, retailers can stand out and remain competitive, even as consumers potentially cut back on spending.

Success during this time also demands careful planning, strategic insight, and perfect execution. Without proper preparation, retailers risk missed opportunities and unhappy customers. To make the most of the peak season, it’s essential to start planning early. This involves setting pricing strategies, organising promotions, staffing, launching marketing campaigns, and making any necessary operational adjustments, such as embracing digital transformations or strengthening supply chain resilience.

First and foremost, adopting an omni-channel approach that seamlessly blends online and offline shopping experiences is essential. Offering customers the flexibility to research, purchase and receive products across multiple channels ensures a smooth and convenient shopping experience. This should be viewed as a long-term strategy, not a short-term solution, as it creates a strong foundation for attracting, converting, and retaining customers. 

Another overlooked strategy which has caused a lot of customer irritation for many retailers and online stores during a Black Friday or an event is website load capacity. We’ve seen it countless times where websites have crashed on the customer due to an overwhelming amount of traffic to the site, this in turn can cause a spiral of negatives, ranging from loss of sales, loss of customers and negative reviews. It’s 2024, there shouldn’t be a situation where the website is overloaded and subsequently crashes due to traffic load, this is a recurring theme for many businesses and sites and needs to be taken seriously in the planning stage. 

Investing in technology is key to enhancing the online shopping experience for your customers and it can also provide a significant advantage for retailers. Improved website functionality and optimised mobile responsiveness can help create the seamless omni-channel experience retailers aim for. This combined with the website reliability/stability that comes from investment, will set your website apart from the crowd. Additionally, emerging technologies like AI-powered assistance, virtual try-ons, and AR options can further elevate the experience by allowing consumers to visualise products in their own homes.

Offering targeted promotions and discounts to drive sales during the golden quarter is a proven strategy, but it’s crucial to know when and when not to discount. Retailers might consider bundling products, offering exclusive deals, and leveraging loyalty programmes to encourage repeat business, these promotions are by far the most common ones implemented, however, there’s been a rise in alternative promotional discount incentives such as tiered discounts, which are seen more and more with the basic concept being progressive discounts to entice customers to spend more, e.g. 10% off for £50 spent, 20% off for £100 spent. Another seemingly popular promotion is the flash sale. These limited-time discounts create a sense of urgency, which can generate excitement and increase traffic. You’ll see a lot of these flash sales with Amazon and their Prime Day, where offers can last up to an hour or until stock runs out. However, as much as these promotions can boost demand, it is essential to plan ahead and ensure a strong, stable supply chain to avoid disruptions. Building supply chain resilience is key to meeting customer demand, so where possible, consider diversifying suppliers to safeguard product availability.

Retailers offering online sales will have already put careful thought into their delivery and returns policies. However, as peak season approaches, it may be time to reassess. Were there any lessons from last year? Free returns are highly valued by many shoppers and could give you an edge over competitors. As we’ve seen recently, there are countless businesses that are charging for returns now, usually in the form of passing the postage cost over to the customer, which re-emphasises how much customers value free returns and the edge it can give you over your competitors. However, managing the increase in orders can strain customer service teams. Whatever approach you take, it must be clearly communicated to customers and streamlined to ensure a smooth, integrated returns process.

Effective customer service is essential, and it’s crucial to equip staff with the skills needed to deliver outstanding service both in-store and online. Well-trained employees can significantly improve the shopping experience and foster lasting customer relationships. In the world of the internet where all information is at your fingertips many shoppers will have already researched before entering stores, so simply repeating what’s on the display POS won’t be enough. Empower sales advisors to impress customers with their expertise, advice, and recommendations, making the customer feel like they’ve made the correct decision in coming into the store. Moreover, taking care of your team and ensuring they feel valued at work will not only improve retention but also lead to more positive customer interactions, enhancing the overall shopping journey and encouraging repeat business.

Finally, retailers should explore the support their suppliers can offer. Many brands are keen to assist with a range of activities such as product training, promotional efforts, or additional brand ambassador staffing, in-turn it not only boosts sales of their products but also benefits your business in the process.

As we know, consumers will have no shortage of options for where to spend their money, so it is pivotal that retailers go the extra mile to stand out. Whether this is through engaging marketing— through store representatives, training, or merchandising— all of which can help ensure customers know who you are and why they should choose your products. Once you’ve captured their attention, loyalty and long-term success will follow, extending well beyond the holiday season.

To read the published article by Dan Todaro, Gekko Group CEO please visit ERT

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Aug 19 2024
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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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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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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.”

Jul 19 2024
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Understanding Gamification: Enhancing Customer Engagement

What is Gamification, specifically in terms of Enhancing Customer Engagement? In simple terms, it’s the process of changing customer behaviour via game design, such as turning the process of completing undesirable tasks into a game. In turn, it helps instil loyalty and provides a rewarding customer experience. Numerous brands are utilising this tool to revolutionise their loyalty schemes which in turn has generated more customers and brand advocates. 

There are numerous use cases for Gamification such as:

Increased Engagement: Gamified elements make marketing campaigns more interactive and fun, encouraging customers to spend more time engaging with the brand.

Enhanced Loyalty: Reward systems and achievement levels can build a sense of loyalty among customers, as they are motivated to continue interacting with the brand to earn rewards.

Behavioural Insights: Gamification can provide valuable data on customer preferences and behaviours, allowing marketers to tailor their strategies more effectively.

Viral Potential: Well-designed gamified campaigns can encourage social sharing, increasing the brand’s reach and visibility.

Gamification in marketing can dramatically boost customer interaction. For instance, integrating game-like elements such as points, badges, and leaderboards into campaigns can increase customer engagement by up to 100%​ (Adact)​. Companies that employ gamified loyalty programs see a 22% rise in customer retention​ (Mambo Enterprise Gamification Software)​. Additionally, users spend 30% more time on websites or apps that utilise gamified elements​ (Adact)​.

Here are a few examples of Gamified loyalty schemes or apps that are used today:

Nike+ Run Club: Nike’s running app incorporates gamification by allowing users to set goals, track progress, and compete with friends. The app rewards users with badges and achievements for milestones, fostering a community of engaged and motivated runners.

Starbucks Rewards: Starbucks has successfully implemented a gamified loyalty program where customers earn stars for purchases, which can be redeemed for free items. The program includes challenges and double-star days to keep customers engaged and returning for more.

Duolingo: The language-learning platform uses gamification to keep users motivated. Points, streaks, and levels encourage learners to practise regularly, turning the process of learning a new language into an engaging game.

Gamification to enhance customer engagement has proven since its implementation for a variety of companies that it will be here to stay if anything, further development and wider implementation by more businesses looking to create a more engaging experience with the brand.

Article written by Callum Puffett, Marketing Executive

Photo from Technology Advice

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