Tag Archives: business

Oct 21 2024
Leave a comment
Articles

IFA 2024 – Business as Usual?

IFA Berlin 2024, Europe’s largest consumer electronics show, was as usual full of exciting product announcements showcasing key trends for all to look forward to in the months ahead and beyond. It was another sold-out show celebrating its Centenary with a new image and fresh approach paving the way for the next 100 years ahead. Recording 215,000+ visitors from 138 countries who came to Messe Berlin over the course of 5 days to witness innovation, experience inspiration, and discover the future of tech from over 1,800 exhibitors. Whilst IFA Berlin may have changed considerably since 1924, some may think that 2024 was a deja vu experience.

Ok, so there’s a lot of AI on offer from almost every brand stretching and relying on the most tenuous of references to AI in relation to their products. AI aside, it could be considered all a bit the same. Once you’ve seen one air fryer, you’ve seen them all and I suspect if you lined up all the air fryers on display in Berlin it would pave a crispy path all the way to London.

However, in all seriousness, IFA remains an essential part of the product life cycle, launching innovation that may have been talked about at CES in January but becomes reality by September for all to marvel and revel in at IFA.

The vast majority of innovation ranged from future tech to the present day and reflected various consumer trends, old and new. Naturally, AI was an important feature, with brands aware that consumers are expecting adoption and development. While AI was prevalent, it largely fed into the idea of user convenience with features that centre around making consumers lives easier. These innovations are present predominantly in products like AI-enhanced appliances, where automations are set to enhance efficiency.

The affordable premium trend also continued, with brands responding to people’s desire for maximum features and durability at a justifiable price. As the cost of living crisis effects continues, consumers are still looking for access to the best aspirational features from savvy brands. Categories delivering this ethos ranged from phones, foldables, smart home devices, laptops and drones, alongside AV and MDA categories, with consumer-centric innovations which are vital in driving the recovery and development of the consumer electronics industry.

The trends evident at IFA were AI, sustainability, and connectivity. All were linked back to AI, which creates convergent devices that save you time, energy, waste, and money as demonstrated fabulously by those geniuses at Samsung who presented the reality of family life in a real house, with kids, pets, clutter and reflective of how the vast majority of us truly live. Time strapped, cash conscious and tired, needing a little bit of help, whether through your Samsung Jet robotic vacuum that docks or Samsung’s Family Hub AI Vision fridge doors that open by voice command and also scan the dates on your produce to tell you what you need to eat quickly and wait for it, even suggests a recipe using those items on the turn that need to be consumed immediately – in my case usually spring onions. This is CE embracing AI to help consumers make decisions they’d rather not have to make, facilitating our choices and enabling consumers to spend their time and money more astutely.

The new Galaxy ring was particularly impressive and its ability to control your phone and other devices from it, as was the new Galaxy Notebooks and Frame Speaker which for me was the stand-out product. The Frame Speaker is quite simply a brilliant idea. Connect up to five in a room and immerse yourself in surround sound in a discreet and stylish manner. This 45x45x5 frame not only looks great on your wall as decorative art but also sounds truly amazing.

Amongst the noise, there was a lot of mediocre news with some new branding for legacy brands like Hoover & Candy, also this year’s on-trend colours for last year’s devices from many and even for some, the same stands. On the whole IFA 2024 was business as usual for many of the big brands and a game changer for others. Whilst many established brands did pull it out of the bag successfully, the innovation also came from those start-ups in IFA Next and from the ever-ambitious and increasingly more exciting challenger brands.

Of note is Hisense’s 8K Sonic Screen Laser TV which is a groundbreaking TV that combines 8K resolution with laser projection technology. Its standout feature is the “Sonic Screen,” where sound is emitted directly from the screen itself, creating an immersive audio-visual experience without external speakers. In the world of wearables and health tracking, RingConn Gen 2 was shown off. This is the world’s first ultra-thin smart ring designed with sleep apnea monitoring capabilities. It continuously tracks health metrics like heart rate and sleep patterns, offering advanced insights for sleep health and wellness and integrating with both Apple Health and Google Fit.

Moving into the world of Mobile’s Honor Magic V3 was showcased at IFA 2024, which is their latest foldable smartphone. The Magic V3 boasts the thinnest, sleekest design, top-tier performance, and a flexible display. Next up is Google’s Pixel 9 Pro which is Google’s latest and greatest flagship phone that has a big focus on AI, equipped with the latest AI-driven photography features and a sleek, user-friendly design. It continues Google’s legacy of delivering top-tier camera performance and seamless Android integration in three form factors. Moving into the laptop category Acer introduced two new laptops with AI at its core. These two laptops are the Swift 14 AI & Swift 16 AI which are both lightweight, powerful ultrabooks that integrate AI features for enhanced productivity. It’s designed for professionals who need a sleek, portable device that doesn’t compromise on performance, with AI tools embedded for tasks like smart photo editing.

Away from the standard everyday categories, IFA also enables and nurtures new categories to showcase products that initially may be considered niche but eventually become a competitive and growth category copied by many. One such item that may be the next growth category is the Outin Nano portable espresso from the brand Buydeem. It’s a hidden gem, with the ability to make coffee on the go with either your favourite ground coffee or the convenience of off-the-shelf pods. It certainly has the potential to be a stocking filler winner, especially for those who enjoy outdoor living and require decent coffee anytime and anywhere.

Another emerging brand with two notable devices that sit within the ‘care’ category is SKG. They offer products that I think could just be what some on the move or at home relaxing may include in their daily schedule. Their E3 Pro Eye Massager is small and whilst not discrete, gives the user full vision transparency enabling the user to see out while no one can see in. It is reasonably priced and offers a heated eye massage to help relax and de-stress. The other is the G7 Pro Fold neck massager which could appear to many to be headphones or a fan positioned around your neck. It actually provides a relaxing massage, with a heated option to soothe knots and muscle tension as you drive or read on the train or bus home after a stressful day at your desk or indeed as you are working from home. Both products sit within the CE category and can fit comfortably into any retailer’s product roadmap as self care becomes increasingly more popular across all age groups.

Innovation that was teased at IFA 2024 and will undoubtedly become standard in 2025 is Wireless Power which now rather impressively takes a leap from the smartphone to the smart home. The Wireless Power Consortium (WPC) announced its new Ki wireless power transfer standard. It offers a new era of wireless power for the kitchen, eliminating the need for power cords being able to transfer power through granite, quartz, marble and even wood. With manufacturers likely to introduce Ki-compatible wireless kitchen appliance ranges this year, it has the potential to change the way we cook and prepare food in the kitchen. Imagine what a game changer this will be in not only the appliances category but also kitchen design. Midea announced its first range at IFA 2024 and I’m confident many more will follow soon.

So could IFA 2024 signal something of a smart home renaissance? Well maybe. Matter, the smart home protocol aimed at unifying devices from multiple brands, was back in focus with multiple support announcements from key brands. There was also Samsung integrating its smart rings with SmartThings which enables the device to trigger smart home automations, and even robot vacuums that climb stairs. Everyday appliances are becoming more intelligent and increasingly better integrated.

The vast majority of what was on display at IFA 2024 is shipping today or landing very soon and retailers of all specialism will no doubt be ranging a significant proportion of them. So with this in mind, don’t take it as business as usual, wait and see approach. Be in the business of surprising and delighting your customers by showcasing new categories and the innovative and appealing new products on offer. Work with your chosen brands to create a customer journey which enhances the brand experience and enables it to pop, full of life and energy to develop categories and create sales.

Real world examples are the best way to sell what some think they may not need or dream about. We don’t all live with clean lines, no clutter, kids without toys or muddy pets. The reality is that we are tired, busy humans who occasionally just want to lounge in our homes and speak commands, set timers linked to programmes, be suggested recipes, sleep peacefully, launder at speed, save money and do our bit for the planet. Keep it aspirational but make it real. Put the product into real world scenarios, not merely a magazine dream that maybe doesn’t translate to the average consumer?

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

Tagged , , , , , , , ,
Oct 03 2024
Leave a comment
Articles

Customer Loyalty

“Lasting loyalty is underpinned by the customer experience – so from start to finish, it is critical that brands meet consumers’ needs. But true loyalty needs to be earned, not forced and that is where many brands are currently at the top of a slippery slope. We are currently seeing a shift from a points-based reward system to membership offering reduced pricing at the point of purchase. This forces customers to join and become ‘loyal’ so that they can access products at promotional prices. It is becoming a necessity rather than a choice, which has a knock-on impact on the customer experience and scuppers the ability to build long-term, authentic, two-way relationships, relying merely on pricing to keep customers coming back. While it may be popular, moving to an app-only loyalty system could also be bad for business, as it alienates and excludes some customer groups. Those who do not have a smartphone or know how to use one – typically vulnerable consumers – are not able to access the same deals as smartphone savvy shoppers. This level of digital ageism and ableism is not inclusive or conducive to loyalty. In addition, the growing trend for ‘dumb devices’ amongst younger consumers who are avoiding digital noise is creating another new segment who would not be able to benefit from an apponly loyalty programme. Brands should offer everyone the same experience of loyalty, however they choose to engage. Giving customers options is crucial for building lasting customer loyalty, whether via a loyalty programme or through their browsing and purchasing interactions. Providing choices ensures that customers feel heard, seen and understood, building much stronger long-term relationships. Instead of forcing loyalty, give consumers a reason to keep coming back and avoid digital exclusion that will eventually see them abandon your brand in favour of others.” – Daniel Todaro, CEO at Gekko Group

To read Daniel Todaro’s, CEO at Gekko Group Comment, please visit A1 Retail Magazine

Tagged , , , ,
Sep 13 2024
Leave a comment
Articles

Retail Reboot: Transforming Likes into Sales with Digital Marketing

Callum Puffett, Digital Marketing Manager at Gekko looks at some of the tools that can be utilised to help retailers of all sizes get a foothold on the Digital Marketing ladder to help improve their brand visibility and most importantly drive traffic. 

The Importance of Social Media

Today, digital retail marketing is crucial for brands to connect with customers. It means creating attractive online experiences that show products, build trust, and boost sales. It can encompass social media, search engines, emails, and online stores to, most importantly, help brands reach customers where they spend their time. In short, it’s an unavoidable tool for retailers looking to broaden their reach and communicate more effectively with their target audience, and crucially can greatly increase a retailer’s visibility and revenues.

Furthermore, a well-considered Digital marketing strategy allows small and medium-sized retailers to take on much larger competitors, even with limited resources. Small-budget retail marketers can conveniently promote their brand globally and reach consumers across the nation with ease.

Talking of small budgets, one of the easiest and cheapest gateways into digital marketing is social media. Social media channels can and should be used by almost every business, especially by ones wishing to talk to consumers, but their effectiveness varies depending on how they are utilised. Research conducted by LOCALiQ surveyed more than 500 businesses on the importance of certain tools; for Social Media Marketing the survey stated that 40.3% of businesses find it somewhat important with 46.6% indicating it is very important, indicating that the vast majority of businesses find it to be a very pivotal tool. This is also shown in their spending, as 31.3% of businesses will spend between £1,000 and £5,000 on social media advertising, with another 22% spending more​. These social media advocates appear to be most heavily invested in Facebook, allocating 24.4% of their budget to the platform, followed by X(16.4%) and Google (13.8%)​​.

In terms of the Return on Investment, when effectively utilising the tool it was shown that 73% of marketers find social media marketing to be cost-effective with the average ROI for social media ad campaigns being 250%​ according to (The Goat Agency)​​ (MarketingScoop)​.

Content is King

Most readers will no doubt be using social media as part of their marketing strategies and I’m not going to run through a list of the platforms available and their merits. But whatever opinions, statistics and case studies there are on social media marketing working for other businesses, these don’t help you make content that will sell your products or engage with your audience. Content is king and whether you choose to create it in-house, rely on the hopefully professional output of the brands you stock or a mix of both, making it appealing, engaging, effective and consistent is fundamental. Employing someone to manage this for you will make a real difference but that will come with a cost. Moreover, will they have all the creative and technical skills to create this content from scratch?

Rewind 5 years and the task could be overwhelmingly challenging. Fast forward back to the present and we now have a potential ally in the form of AI. You can now generate an idea into a finished product in 15 minutes with the help of AI. Businesses can now implement AI to assist them with their social media marketing, from creating content to writing copy to even analysing statistics. Need an Instagram post that talks to Gen Z or a LinkedIn post that is more B2B focussed? AI can very easily and rapidly adapt the approach and tone.

It can be a real lifeline for these smaller retailers that don’t have the budget of these bigger businesses. There’s a whole plethora of AI tools out there that will assist your business in the Social Media Marketing world and these can be cost-effective with many charging a reasonable monthly subscription. You will no doubt have heard of ChatGPT but there is a new kid on the block in the form of Gemini from Google that is currently being marketed on TV by the brand. 

Gemini in itself is very similar to ChatGPT but offers better integration with the whole Google Ecosystem, whether that’s their online office suite or on the latest Pixel phone, you’ll have your own AI assistant everywhere you go meaning there’s no reason not to be able to generate engaging captions or product descriptions for your business. But AI doesn’t stop there, there are all sorts of AI tools and assistants ranging from ones that will create professional quality videos from a few words such as Lumen5. This AI tool will also provide voice-over for your content to provide that extra impact. Want to appeal to your Welsh-speaking customers? How about using Sonix AI to translate all your content in a flash? No longer is it an arduous task to translate and produce content in multiple languages. 

The beauty of all of these tools is that they can be used in harmony, whether that’s using Google’s Gemini to come up with a script for a video, then using Lumen5 to create the video with a voice-over, and if you want to go that extra step further you could even use more AI tools to translate the video to another language to further your reach via Sonix. Then to finish it up you could even use the AI tool Pixlr to help create images to accompany your social media post. The possibilities are endless. 

Helping your content be found

One of the most overlooked tools at the disposal of digital marketers is SEO (Search Engine Optimisation), something most will have heard of but not necessarily fully understand.  SEO can be the difference between having a steady flow of traffic to your website or being a non-entity when it comes to internet search engines, relegating your business down from the all-important first page on the likes of Google or Bing. 

SEO in simple terms is the practice of enhancing a website so it ranks higher in search engine results. This involves using relevant keywords, creating quality content, improving site speed, and ensuring a good user experience. The goal is to increase organic (non-paid) traffic to the site by making it more visible to people searching for related information or services. The importance of SEO speaks for itself when compared to PPC (pay per-click) as SEO delivers a higher conversion rate (2.4%) compared to PPC ads (1.3%)​ (WPBeginner)​. 

Most SEO implementations can be free to do, making it the most cost-effective tool. The simplest way to begin this process is to ensure keywords for each page on the website are appropriate. E.g. if you’re selling televisions or laptops use these as keywords. This way when anyone searches online and uses one or more of the keywords you have attached to your website page the chances of your website appearing on the first page of results is significantly higher than without SEO Keywords.

From AI to SEO, retailers have a whole plethora of tools at their disposal to assist with a multitude of tasks whether that is generating content to appeal to your target audience with the help of AI tools or even helping your brand get discovered more easily through SEO. By harnessing the power of social media, AI and SEO, retailers can significantly enhance their digital presence and achieve substantial growth.

To read the published article written by Callum Puffett, Digital Marketing Manager please visit ERT Online

Photo from ERT Online

Tagged , , , , , , , , , , ,
Aug 19 2024
Leave a comment
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

Tagged , , , , , , , ,
Jul 25 2024
Leave a comment
Research

Back-to-school spending to set UK parents back £2.3 billion

The summer holidays are just a week away, but parents are already planning their back-to-school spending. UK parents are expecting to spend an average of £452.40 per child – the equivalent of £2.3 billion* – with many concerned about how they will foot the bill.

According to the new research from retail marketing consultancy Gekko, back-to-school spending, including uniform, stationery and technology, will set primary school parents back an average of £490.80 per child. Parents of secondary school-age children will spend an average of £422.90, while back-to-school spending for college or sixth-form students will amount to an average of £390.20.

The cost-of-living crisis is taking its toll, with nearly three quarters (71%) of parents agreeing that rising costs have made it much harder to afford back-to-school spending. As a result, 61 per cent are worried about the cost of the items they need to buy before the new academic year begins. One third (33%) of school parents will be drawing on savings, but others will rely on borrowing, with three in 10 (29%) putting costs on credit cards, and one in 10 (9%) even borrowing from family to foot the bill.

With three quarters (76%) of schools expecting children to have access to their own laptop or tablet, parents are faced with finding extra cash for technology products – adding to the financial strain. The 23 percent of parents who will need to buy a laptop or tablet before September will spend an average of £511.40 per child.

A lack of technological know-how is making buying laptops and tablets for their children even more stressful for parents. Only 12 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 (46%).

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.

Parents are also balancing their lack of knowledge with pressure from their children, with seven in 10 (70%) agreeing that prioritising what their children need with what they want is challenging. A quarter (25%) want to buy the ‘latest’ or ‘coolest’ tech for their kids, and 21 per cent are concerned about the impact on their child if they choose entry level options.

Daniel Todaro, CEO at Gekko Group, said: “Back-to-school spending is looming large for parents – and with rising costs, it will be more expensive than ever this year. The addition of laptops and tablets to the long list of requirements is an extra challenge due to both the cost and the technical specifications.

Tagged , , , , , , , , , , , , ,
Jul 19 2024
Leave a comment
Posts

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

Tagged , , , , , , ,
Jul 15 2024
Leave a comment
Posts

How can retail recruitment face down the gig economy threat?

With consumer finances feeling squeezed amid high inflation and a stalling economy, the retail sector has faced a difficult year – with an average of 39 bricks-and-mortar stores closing every day. This, along with increasing product choice, particularly when it comes to big-ticket items, is making it more challenging for brands to stand out from competitors, with customer experience becoming a focus for driving differentiation.

One way of achieving that customer experience is to play to the strengths of physical retail, offering something that the online world will struggle with: the human touch. People buy from people, and the use of brand ambassadors to focus on positive customer experiences, is a win for brand, retailer and shopper alike. A successful campaign of this nature very much hinges on the team you put in place, which means finding candidates with the personalities, skills, attitude, and experience to work in the retail sector.

In an ideal world, you will be bringing in trained experts with experience of working in the sector – but the talent pool is shrinking with the rise of the gig economy. That, compounded with low awareness of the opportunities available, means that retail recruitment is becoming increasingly difficult. So, what can brands do to draw in their ideal talent?

Competing with the appeal of the gig economy

According to research by the CIPD in 2023, just under 500,000 people are part of the gig economy, from private hire driving and food delivery to web development or translation, and with the rise of platforms like Taskrabbit and Fiverr, workers have even more opportunities.

Despite some significant downsides, workers are being drawn to the flexibility and autonomy offered by these platforms, and as a result there are fewer people willing to work on temporary retail campaigns. With a smaller talent pool to draw from, making it harder for brands to find workers with the skills and experience they need.

How to attract the right people

To compete with the appeal of the gig economy, brands should take a targeted approach, focusing both on their recruitment strategy and their value proposition.

  1. Know your talent pool
    Each brand needs to understand the job market to stand the best chance of attracting qualified candidates who can represent your brand and enhance the customer experience. This means understanding priorities, pressure points and how to reach the right people, and tailoring your approach to appeal to them, including using the right language or tone of voice, creating employee profiles, and highlighting brand values.
  2. Get your timing right
    Anticipating future needs and employing data tools to model demand is essential, especially in industries with variable requirements. Recruitment efforts need to align with job availability to prevent negative impressions and bolster the perceived suitability of the work for potential candidates.
  3. Highlight the benefits
    In a market where many desirable candidates are turning to the gig economy, highlighting how campaign work differs and addresses some of the downsides, can appeal to qualified candidates.

    Despite the flexibility and autonomy offered by gig economy work, there is a lack of security that can lead to work-related anxiety and financial vulnerability. Gig workers do not receive the same benefits as those on PAYE, such as sick pay and paid holiday, and they also face the additional hassle of completing tax returns. When it comes to pay itself, gig workers often find that they earn less than minimum wage after overheads, when campaign recruitment would pay more.

    By focusing on the additional pay, increased security, other benefits, and flexibility (if it’s on offer) brands can show the value of campaign work and draw in employees who would otherwise turn to gig work.
  4. Increase visibility
    Most campaign work offers similar flexibility to gig work, but it languishes in relative obscurity. Put simply, the right candidates simply don’t know it exists. Opening up discussions and promoting this type of work as an alternative to the gig economy will help to net top talent.

The challenge of finding the right team for campaign work is a burden for many brands, which are also juggling other complex priorities. Working with a company, like Gekko, which can draw on a pool of readily trained experts to create promotional teams that can be dropped into stores and immediately deliver results for brands.

To read the published article by Lizzie Street, Recruitment Executive, please visit Retail Sector

Photo from Pexels

Tagged , , , , , , , , , ,
Jun 06 2024
Leave a comment
Posts

Gekko recruits Rob Holmes as UK and Ireland Sales Manager to head up Reze partnership

17th May 2024: Gekko, the retail sales and marketing agency, has appointed Rob Holmes as UK and Ireland Sales Manager to head up its new Reze partnership, bringing new consumer technology brands to the UK and Ireland.

Rob is a highly experienced Commercial, Go-to-Market & Premium brand-building professional. He has managed and developed premium global CE and tech brands including Google & Panasonic, where he spent over 11 years in senior National Account roles. Of particular note is his role in establishing & growing Fitbit from a start-up to the category dominant & market leading brand.

Working alongside Daniel Todaro, Gekko Group CEO, Rob will be responsible for identifying suitable brands and their product portfolios, identifying sales opportunities and defining the GTM planning. In addition, he will provide ongoing management and continued support to develop emerging partner brands into category leading brands.

Through the partnership, brands represented by Reze internationally will work with Gekko Group as their sales and marketing partner to secure their first footholds in the UK market with retailers and distributors. With product categories from personal care to small domestic appliances as well as sound and vision, Gekko will be aiming to establish and develop these new and innovative brands in the UK retail channel, offering retailers high-quality alternatives to some of the most exciting new consumer tech products.

Commenting on the appointment, Daniel Todaro, Group CEO, Gekko said: “Rob’s impeccable sales credentials and our retail marketing and customer experience is a brilliant combination to ensure our Gekko x Reze partnership flourishes. There’s so many exciting brands and products that want to assist in launching in the UK and Irish market by providing a 360 service from distribution to marketing.”

Rob Holmes, UK and Ireland Sales Manager comments: “This is an exciting time to be joining Gekko to lead the Reze collaboration. The consumer technology market is constantly evolving and there’s an array of fantastic brands and high-quality products, not yet available in the UK and Ireland, that consumers and retailers alike are going to love.”

Tagged , , , ,
Mar 28 2024
Leave a comment
Posts

How data underpins e-commerce effectiveness

During the pandemic, the volume of online shopping doubled due to necessity. According to the Office of National Statistics (ONS), e-commerce represented 38% of all retail sales in January 2021, in comparison to 19% in February 2020. This sudden shift forced brands to think about their omnichannel customer journey, particularly when it came to considering purchase items.

This was already the direction of travel, and while online sales proportions have dropped back to the mid-twenties (hitting 26%in January 2023), the acceleration of brands’ e-commerce plans has started a race to enhance operational agility to remain competitive and appealing.

The size of the drop indicates the ongoing power of in-store shopping and the importance of the omnichannel experience. However, we can expect the online share to return to a stable growth in the months to come.

It is not enough to present consumers with a transactional website, a well-considered data stack is needed to provide the customer experience they expect. The right set-up will help to identify consumers’ needs at each touchpoint, which is where performance marketing comes in.

Understanding the customer journey

As Google has now started the process of third-party cookie deprecation, brands are less able to track a user’s activity across multiple websites. This impacts business’ ability to recognise the full extent of the customer journey, and personalise and deliver targeted ads to support a better experience.

We can predict how certain factors will play a role in changing consumer behaviours through different kinds of tracking and experience. For example, we know that the consideration phase is likely to lengthen due to squeezed budgets as people take more care over how they spend their money. We can also expect that as the volume of retailers doing business online grows, the consideration phase will extend further as consumers look at their options across multiple touchpoints.

Trends like these need to be considered at every point of the journey, both online and in-store. Identifying changes like these is not always easy, and data should be at the heart of your strategy for enhancing audience engagement and discoverability, giving your brand the operational agility to succeed amid uncertain market factors.

Harnessing the potential of dashboarding

Without cookies, brands are working to optimise their consented first-party data, and work more closely with third-party sites and stores, so that they can gain an in-depth understanding of their customers that can shape their marketing activity accordingly. 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.

As many brands find themselves working with more third-party retailers, data and insight models become more important if they want to better serve their customers in a trustworthy way. 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 retailing 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 rapidly growing form of advertising, with global revenue from retailer e-commerce sites expected to exceed television revenue by 2028. For brands, the potential boon 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 times across relevant channels. When this is done well, relying on insights from data and human expertise 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.

Building data into the digital shelf

Using data to understand consumers’ needs is the first step, but 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 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.

So, with the deprecation of cookies and the continued evolution of how we track and manage consumer data, brands should be prepared to optimise their own tracking data and work more closely with third-party retailers.

As retail media grows in years to come, keeping track of metrics across the board will become vital for brands if they are to maintain consistency, manage campaigns and influence presence and performance on e-commerce partner sites.

To read the published article written by Dan Todaro, Managing Director please visit Performance Marketing World

Photo by Negative Space

Tagged , , , ,
Mar 13 2024
Leave a comment
Posts

Gekko launches new retail web-scraping solution GWS

Today customer experience agency Gekko has launched a new retail web scraping solution, GWS, enabling sales and marketing teams to better understand their brand’s e-commerce performance. GWS is an end-to-end solution for brands which integrates real-time e-commerce data and Gekko’s own brick-and-mortar intelligence to boost effectiveness and identify sales opportunities.

With in-house developer capabilities and Gekko’s market knowledge of brands, categories, retail and consumers it’s developed a powerful, cost-effective tool. Providing brands with visual and actionable e-commerce trends that marries e-commerce intelligence with that from bricks and mortar retailing giving a whole market view.

This is an end-to-end service with Gekko consulting, building and managing this customisable and flexible service and providing brands with the data and insight outputs via an intuitive dashboard. GWS is capable of extracting hundreds of thousands of data points across multiple retailers in a matter of minutes each day, allowing unrivalled up-to-date information and insight. The service enables brands to track share of voice, availability, pricing and promotion, ratings as well as shopper reviews. Brands can consolidate their online product space into one insightful clear and concise dashboard that will enable them to make more effective data-driven commercial and marketing decisions.

Daniel Todaro, Gekko MD comments: “The GWS solution enables us to combine real-time performance data with our in-depth understanding of shopping and shoppers, to help brands enhance product performance. It’s a very competitive landscape and intuitive brands often succeed using as much insight as possible to fuel their decision making. GWS from Gekko enables a brand’s sales and go-to-market teams to look at a myriad of layered scenarios, from how competitor products and new launches may have affected a brand’s market share to showing the relationship between promotions and Share of Voice (Share of Shelf).”

Tagged , , , , , , ,
← Older posts
Newer posts →