Tag Archives: Design

Covid-19 is temporary, but attention to the environment must be permanent

The Drum Covoid is Temporary

We’re living in a society where we’re constantly encouraged to do ‘better for the planet’. And I don’t disagree. But we’re at a point of inflection when a lot of people don’t know what’s best for the planet. From fake news to real news – it’s information overload everywhere you turn.

Recycling your plastic should be simple, but that’s another article depending on where you live and which type of plastic it is. Buy more sustainable products. Shampoo in a block is great if you have the money to buy more expensive products.

And there’s the biggest conundrum for most people when we’re thinking about the environment and greenhouse gas emissions. If I order online for delivery am I burning more carbon than necessary? Or is it more environmentally friendly to go to the shops, buy a less environmentally friendly product but save the delivery van a journey? How we expect people to know the answer, when many of us in retail don’t know it, is beyond me! It’s all rather complicated.

The impact of FMCG

I read an interesting study from the American Chemical Society that looked into the estimated emissions created by UK sales of FMCG goods, typically low-priced toiletries, packaged foods and cleaning supplies. Although shoppers have traditionally bought these items at brick and mortar shops, online sales are increasing.

The study compared the carbon footprints of three different shopping practices: old fashioned ‘bricks and mortar’ shopping and the two main forms of e-commerce, bricks and clicks and pure play (which both have different supply chain configurations). Included in the three models were emissions from transport, warehouse storage, delivery and packaging.

The results showed that the total emmissions per item purchased from bricks and mortar retailers were higher than bricks and clicks vendors in 63% of cases, but lower than pure play in 81% of cases. It appears that more items are usually purchased from bricks and clicks retailers is used and this leads to a smaller carbon footprint per item than for the same shopping trip via a brick and mortar retailer. Another factor is, of course, that one van driver bringing multiple deliveries into one area will create fewer emissions than all those people driving to the shops.

The study made some clear but obvious recommendations for consumers for cutting emissions across all three shopping categories: walking, cycling and trip chaining for brick and mortar; and purchasing from a single retailer and bundling for bricks and clicks and for pure play online retailers. Importantly for pure play businesses – whose share of the FMCG category is on the increase – switching to electric cargo bikes could cut emissions by 26%.

I’ve tried to simplify what is actually a complex study, but it does highlight the dilemma and responsibility we have as consumers and retailers to the planet. In a recent online shopping survey we conducted among 2,000 consumers, 73% said they were concerned about the environmental impact of excessive packaging, 75% single use plastics and 42% multiple deliveries to one address. There is a clear will from consumers to want to do better for the planet but it’s far too complex for them to work out how. So, retailers, trade bodies and governments need to do more to educate consumers so they can make the right choices not just any choice.

Our current Covid-19 situation is only temporary, so my mantra as we come out of the other side of it is just to take a little more time to think before you shop.

To read the full article please visit The Drum.

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Smaller suppliers need the support of big business like never before

Fresh Blog

Small British businesses are facing an existential crisis like never before on the back of COVID 19. Recessions bite slowly and in those circumstances small businesses can see and plan for every eventuality across sales, cashflow, headcount etc, but this virus has hit us like a bolt out of the blue and a lot of small businesses have seen revenue ravaged literally overnight and that’s both consumer and b2b.

So now more than ever big and small business need to work together.  This is no longer about David and Goliath, but the fabric of the business ecosystem that keeps this country afloat and people able to feed their families.  Often small businesses find themselves in situations where they are scared to ask for help or argue with big business in case they lose a contract – but this isn’t the time for self-deprecation, it’s fight for what’s right.

Big brands often have more support and cash to deal with such challenges yet many are pulling deals, campaigns and agreed contracts at a stroke.  And having been in this situation myself here’s my advice when faced with big brands not playing fair.

Practice what you preach:

If you own your own business, you are in charge of your own destiny and the people that work for you.  Rather than shareholders telling you what to do, in these unprecedented times, you do what’s right.  Be proud of the strategies you are implementing and articulate clearly to big business – especially if you’re currently operating not for profit so you can keep your team employed.

Scalability:

If big businesses want to stop contracts overnight, push them with alternative solutions like scaling down spend slowly rather than switching it off immediately, paying a proportion of fees for their next project.

Don’t believe the Hype:

Diageo has this week announced a $1million pot to help its on-trade customers through these difficult times, so it is possible for big business to put people before profit. Don’t be fobbed off, keep working with them on a solution that works for them and you.  They also have a moral duty and it’s incumbent on them to do their bit to support you.

Unscrupulous brands who turn their back on their responsibilities, relationships and partners are the brands that need to be called out. When they act in this manner, they also fail the consumer as the brand values that portray in their marketing are the antithesis of the brand values they trade on.

To read the full article please visit Fresh Business Thinking.

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Are Millenials easily lured into wasteful spending and shopping online?

Bitesize blog

As high street retail continues to deplete and more people shop online, increasing to 19% of all retail sales in December 2019*, a new report by retail marketing experts Gekko shows there’s increasing consumer concern about the environmental and societal impact of this transition and a marked difference in attitude depending on age.

The younger generation may tout their eco credentials but they are more easily lured into wasteful spending and shopping online with over half (53%) of 18-24 and 46% of 25-34 year olds admitting to being tempted into buying things they don’t need online, with just 19% of canny 55+ year olds saying the same.

More than five times as many 18-24 as 55+ year olds admitted to regularly buying goods online that they regret, so return them – 17% versus just 3%.  And 45% of 18-24 and 42% of 25-34 year olds also admitted to being wasteful buying items they didn’t want and failing to return them, compared to only 17% of older consumers.

Surprisingly and despite the high profile of Extinction Rebellion and Greta Thunberg, younger shoppers make less conscious choices than some may think about the environmental impact of online shopping versus older consumers.  In general, 73% of consumers are concerned about excess packaging associated with online purchase and deliveries and 74% are worried about the amount of single use plastic in packaging.

However, just over a third (38%) of 18-24 and 33% of 24-35 year olds are unconcerned about the use of excessive packaging. This compares to 19% of over 55 year olds. And despite it being such a huge national issue and talking point over the last year, 34% of 18-24 year olds and 31% of 24-35 year olds aren’t concerned about single use plastic, versus 19% of over 55 year olds.

Even the gig economy does not seem to be a problem for the generation arguably most likely to be more exploited by it, with 50% of 18 to 24 years olds unconcerned about online shopping increasing it versus 33% of 55+ year olds.  And 44% of 18-24 year olds don’t fret about the impact on the High Street and local economy of online shopping, versus 23% of 55+ year olds.

Daniel Todaro, MD of Gekko, says: “Younger generations spend more time online and are therefore less inclined to resist that impulse buy. They are far more likely to buy things they regret, order more than one size, items they never intend to keep and send the goods back, but this convenience has an environmental impact. The future of the High Street is a vital societal component and offers a more ethical approach to shopping. If you can try before you buy there are less transport, packaging and waste without the need to order multiple sizes or colours of the same item. The High Street sustains the heart of a community, no shops means no point heading to the High Street – there’s only so much coffee a community can afford or want to drink.”

To read the full article please visit IPM Bitesize.

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Do millennials ignore the environmental impact of online shopping?

Bdaily blog

As high street retail continues to deplete and more people shop online, increasing to 19% of all retail sales in December 2019*, a new report by retail marketing experts Gekko shows there’s increasing consumer concern about the environmental and societal impact of this transition and a marked difference in attitude depending on age.

The younger generation may tout their eco credentials but they are more easily lured into wasteful spending and shopping online with over half (53%) of 18-24 and 46% of 25-34 year olds admitting to being tempted into buying things they don’t need online, with just 19% of canny 55+ year olds saying the same.

More than five times as many 18-24 as 55+ year olds admitted to regularly buying goods online that they regret, so return them – 17% versus just 3%. And 45% of 18-24 and 42% of 25-34 year olds also admitted to being wasteful buying items they didn’t want and failing to return them, compared to only 17% of older consumers.

Surprisingly and despite the high profile of Extinction Rebellion and Greta Thunberg, younger shoppers make less conscious choices than some may think about the environmental impact of online shopping versus older consumers. In general, 73% of consumers are concerned about excess packaging associated with online purchase and deliveries and 74% are worried about the amount of single use plastic in packaging.

However, just over a third (38%) of 18-24 and 33% of 24-35 year olds are unconcerned about the use of excessive packaging. This compares to 19% of over 55 year olds. And despite it being such a huge national issue and talking point over the last year, 34% of 18-24 year olds and 31% of 24-35 year olds aren’t concerned about single use plastic, versus 19% of over 55 year olds.

Even the gig economy does not seem to be a problem for the generation arguably most likely to be more exploited by it, with 50% of 18 to 24 years olds unconcerned about online shopping increasing it versus 33% of 55+ year olds. And 44% of 18-24 year olds don’t fret about the impact on the High Street and local economy of online shopping, versus 23% of 55+ year olds.

According to Daniel Todaro, MD of Gekko: “Younger generations spend more time online and are therefore less inclined to resist that impulse buy. They are far more likely to buy things they regret, order more than one size, items they never intend to keep and send the goods back, but this convenience has an environmental impact.

“The future of the High Street is a vital societal component and offers a more ethical approach to shopping. If you can try before you buy there’s less transport, packaging and waste without the need to order multiple sizes or colours of the same item. The High Street sustains the heart of a community, no shops means no point heading to the High Street – there’s only so much coffee a community can afford or want to drink.”

To read the full article please visit BDaily.

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2020 will be a smarter year for retail

PCR Blog

We know that smart home technology has revolutionised the way we live at home and according to PWC’s recent white paper, Connected Home 2.0, £10.8bn will be spent on smart home devices in the UK in 2019. With the increased availability and adoption of 5G in the UK, I predict that the options on offer will only get smarter and extend their reach to every room in the household.

There’s been a lot of hype around 5G – from downloading a full HD movie in under five seconds to making fully automated vehicles a reality – but I believe 5G will be a transformative technology for the home, as it’s spearheading a multi-dimensional world connecting devices, brands and people in real time with its fast bandwidth and reduced latency. Take a look around your home, count up the numerous devices that are connected and smart. It’s only going to get more prevalent in our lives and the places we reside and work in.

Barring any changes as a result of the General Election, the government were supportive of a £530 million proposal from the UK’s mobile network operators for a Shared Rural Network with the potential for it to be matched by a £500 million investment from the government. This would be a world-first deal with all the UK carriers – EE, O2, Three, Vodafone – investing in a network of new and existing phone masts they would all share.

For consumers it means they will be able to rely on their own provider’s network to use their mobile phones wherever they are in the UK. More importantly it will improve connectivity in areas with poor or no broadband. The upcoming 5G rollout is one reason why experts predict that more than 36 billion devices globally will be connected to the internet by the end of 2020, all of them smart.

Away from mobile phones, the connected home covers pretty much every category from AV, including smart speakers to thermostats, lightbulbs, your washing machine, fridge, oven and kettle. You name it and it’s probably smart and will integrate into your life with the tap of a device or command of your voice. That’s why Google has created the Google Assistant Connect programme, which for manufacturers means that they can create custom devices that serve specific functions and are integrated with Google Assistant making more assistant enabled devices available within all categories.

With this mass adoption across multiple CE categories it’s anticipated that the user experience will undergo a significant shift in how users utilise and interact with smart technology and AI.

This would mean a more ‘Multi Experience’ model which changes the manner, usage and approach with our smart devices to shift both perception and interaction to a multisensory experience. For instance, adapting the lighting to a mood that’s personal to you and not generic, or managing your life more personally by telling you how your commute to work will be and what to wear based on the weather forecast before you’ve even thought about it, just by looking at your diary, which of course you’ve integrated or shared voluntarily with your AI device.

All this would happen more seamlessly, without the need to constantly repeat a ‘wake word’ such as ‘Hey Google’ or ‘Alexa’ and instead using the wake word once to continue the instructions with your AI device not only making the usage of AI more beneficial when multitasking but also more of a user centric experience.

And all these devices will need to be connected, and if not by 5G it will be through the development of WiFi 6, which drastically improve wireless communication protocols, increasing download speeds by three times the current WiFi 5 we use today and enabling even more connected devices, which will be more adept at natural language.

The upshot is that we will inevitably utilise smart devices with built in AI to a much greater extent, such as for ordering shopping, which is incidentally predicted to jump globally by 2020 – a blow for traditional retail, especially when you consider that it’s estimated a staggering 85% of purchasing suggestions made by Amazon are effective. It’s no wonder why retailers are torn on supporting Amazon or not. For example, in November, Nike withdrew all its products from sale on the Amazon platform.

It’s true to say that technology in 2020 will give with one hand and take from another, all for the sake of progress and convenience, but for consumers, it’s about choice. The choice to automate much of what we may consider tedious or periphery. The choice to share your data with any amount of organisations, known and unknown (you may wish to read those T&Cs you freely agree to. I know you won’t, nobody does).

There is also the choice for retailers to take on the challenge of selling smart technology effectively in an engaging manner that enables a positive experience for the consumer. More importantly for offline retail to rise to the challenge faced by online retailers and offer more – starting with a better customer journey.

Tor ead the full article please visit PCR.

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Live the Experience and Feel the Brand

BrandingMag Blog

Henry Matisse once said “creativity takes courage” and we’ve certainly seen a lot of creative bravery from brands that now have an incredible marketing canvas on which to paint. It’s a great time to be a marketer, leveraging opportunity and enabling people to immerse and engage in what a brand has to offer. And this has seen some incredible business transformations, with brands rising out of the ashes to new-found fame whilst others find themselves, sadly, unable to capitalize.

Let’s take Gucci, for example, and think about where it would be without social media. Partnerships with the upper echelon of society and celebrities were no longer cutting it – Gucci is a beautiful, classic, heritage brand that had lost its relevance. But wait a few years, bring in the influencers, and Gucci is massively cool again. If Billie Eilish wears it, then who am I to judge?! And, of course, this is all backed up by expensive, gorgeous, and glamorous ATL activations.

However, one thing that these currently successful brands all appear to have invested in is the ‘brand experience store’ — and bringing marketing to life on the shop floor. If you’re going to buy a Gucci handbag that you see on Instagram, Facebook or TV, you’re certainly going to want to touch and feel it before you buy it. For some people, it may be like buying a high-street bag but for others this purchase will be a naughty bit of extravagance or a once-in-a-blue-moon treat.

Creative brand artistry needs to live in the ‘real world’ for consumers and to maintain longevity for a brand. Consumers need to be able to feel, see, touch, and engage with a brand and its products to truly buy into it, not just for one purchase. So, with brick and mortar retail struggling globally, it’s important that we hero its role for brands, consumers, the community, and society in general. In the UK, 78% of purchases are still made in physical retail — a figure that astonishes most people.

Retailers may have axed 85,000 UK jobs in the last year, according to the British Retail Consortium, and yes, it’s tragic, but a lot of the blame lies with those brands that didn’t have the agility to reimagine their business models quick enough, with too many stores and not enough experience. But juxtaposed against this — and interestingly alongside fashion and beauty brands which you’d expect — it’s the ‘technology super brands’ doing brand experience really well. The exact brands you think would shy away from a traditional retail presence are sharing their creative artistry and putting the customer experience at the core of their strategy.

Brands like Samsung, Microsoft, and Apple have invested heavily in their experience stores in prime retail sites. These stores are cool and innovative — mixing retail and leisure — showcasing full product suites, curating ambiance with luxury lounges, and most importantly ‘talent’. Those people who work on the shop floor, greet your customers, represent your brand and product portfolio every day and who drive sale through your product by creating interactions that are rewarding for everyone.

It was recently reported in The Times that Amazon, once deemed as fully responsible for the demise of the high street, is discreetly building a team of British property experts amid speculation that it will expand its physical presence. So, if the most successful online business, whose Amazon Go and Whole Foods brands are examples of physical retail, believes in bricks and mortar as part of their commercial strategy, then surely everyone else must?

It becomes too easy to believe the self-fulfilling prophecy that online shopping is perfect, and the high street is a busted flush. So, the moral of this story? Brands can spend as much money as they like creating extraordinary marketing artistry, but at some point this has to live in the real world, with real brand advocates in-store, selling your products, making the tills ring, and giving the customer an experience worth coming back for and spreading the word. People are never going to stop shopping on the high street; It’s just the way and where they are doing it that has changed. Retail, as an industry, is vital to the global economy, so as we enter a new era of brick and mortar retailing, my advice to brands is: Always let consumers ‘live’ the experience and feel your brand.

To read the full article please visit Branding Mag.

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It’s not just retail; it’s M&S retail

The Drum MS Blog

The UK is historically a nation of shoppers, which more often than not puts it in the top five markets for many global brands. Right now, however the economy is tough, and retail is hurting.

With so many retail brand names disappearing from the high street, reducing choice and damaging local communities or shopping districts, the retailers that remain are struggling to survive.

Marks and Spencer, founded in 1884, is a brand unique to the UK, with no global footprint. It serves a niche market of 63 million residents, many of whom have lived with it their entire life. But it’s been well documented that the chain has struggled to connect with a younger audience, and by trying to do so has started to lose its appeal to its core audience.

By trying to be something for everyone, it’s starting to mean nothing to anyone.

One of the main issues with M&S is the fact that it’s a brand with no subsidiaries, and it doesn’t sell any third party products across fashion, homeware, and furniture, with only a few exceptions in the cosmetic and food categories. That makes it very different to some of the brands it competes with, like H&M Group – who have a broad global audience to speak to across 62 counties. Its many brands include H&M, H&M Home, Arket, COS, Weekend, Cheap Monday, Monki, and Other Stories. With approximately 4,500 doors and eight clearly defined brands, H&M Group meets the needs of so many generations and demographics in a way that M&S can’t.

A public breakup

With falling sales and decline across all categories except food which registered like-for-like sales uplift 0.9% with its latest half year results, is there any chance for M&S to refresh its brand to appeal to the many in a progressive nation like the UK?

I don’t think so: it’s almost like an “it’s not you, it’s me” kind of breakup.

The change has already begun. 47 stores have disappeared and the retailer is still looking to close 100 stores by 2022, but with 1,035 UK stores, that still leaves a lot of square footage. The current UK turnover figures of £9.4bn demonstrate that the brand isn’t doing too badly against others who are teetering on the brink of collapse, but it’s losing its focus by desperately chasing growth which isn’t there and, in the process, stifling creativity.

So forget the gimmicks like the M&S Little Shop (those collectable mini grocery items made from non-biodegradable material). This was a bit of a PR disaster, especially when you consider that for many the ethics of fast retail are a major concern. Shoppers are increasingly aware of the environmental impact certain industries make with fashion, for example, accounting for around 10% of total carbon emissions and a significant percentage of total water consumption.

M&S do have their Plan A sustainability programme, but does it do enough to communicate it? I don’t believe so and think M&S could be speaking to so many who are keen to see a retailer change and pioneer green retail for all.

Fixing the brand

Aside from missing a trick on environmental initiatives, it also lags behind other retailers on its feelgood factor. Its in-store experience is lacking, and its approach to retail will never compliment a great advertising campaign.

But one of the simplest forms of enhanced experience starts with staff; M&S have the benefit of loyal and customer centric staff so why not make them your ambassadors to create that experience? Perhaps ditch the uniform and in the process possibly save yourself a lot of money. Dress your staff in your clothes and update it seasonally. The outlay would be less, and your team immediately become the advocates of your brand.

Collaborate with a brand and start a conversation with someone new. Find the yin to your yang and be realistic – no one really wants to wear M&S trainers! Find a complementary brand for a category or create a collection that people really want to chase and will desire.

The current model is clearly not working – but hold on, it’s still making a handsome turnover, employing 81,000 staff and achieving a profit, so what’s the problem? Are the reports self-fulfilling in that they only serve to change perceptions in the consumers mind?

Regardless, the growth for brands like M&S is limited unless they can create a seismic shift in appeal to a younger or more affluent audience which starts with the experience a consumer feels from the brand.

 

To read the full article please visit The Drum.

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Could collaborative retail save our high streets? Independent retailers should merge to avoid closure

The Drum Blog

The Collaborative Retail report from Gekko looks at how independent retailers can think more innovately to avoid struggling on the high street.

The survey has revealed that independent retailers should think more creatively and work together to avoid going bust.

The report interviewed 2,000 UK adults, with nearly three quarters (73%) admitting that they thought independent retailers should collaborate to come up with innovate ideas like sharing shop space and marketing costs ad cutting down on their individual overheads.

Independent shoe and clothing retailers were among the most popular types of shops for collaborations (favoured by 71% of consumers), followed by book shops and cafes (68%) and bakeries and greengrocers (65%).

Reasons for these collaborations included consumers wanting to support the high street (64%), wanting to support local businesses (63%), by choice (56%), convenience (52%) and an enhanced shopping experience (48%).

Alongside these collaborations, nearly 90% of consumers thought it was important that large national retail brands renovated their store designs and opened up concepts in new regions rather than just in major high street destinations. Over fifty per cent (56%) said they would visit their local high street more if brands did this.

Nearly three quarters (70%) of consumers said they were concerned about the impact of online sales on the high street and the local economy, but felt that the high street still had a major role to play such as it meant consumers could try items before they buy (62%), browse leisurely (55%), buy an item and take it home immediately (51%) and visit multiple shops in one go (40%).

Daniel Todaro, MD at Gekko, said: “We cannot just sit back and watch our high streets continue to degrade. Our research clearly shows that UK consumers are worried about the future of the high street and the impact its demise will have on their communities.

“They would love to see more independent retail collaborations and believe this is a very exciting way to inject life back into the high street and it does make sense. However, this approach to retail requires new and imaginative ideas from Government that support the legal and financial infrastructure of such initiatives. Our high streets do have a lot to offer so Government and retailers need to work together to make it an enticing proposition and lure people back.”

To read the full article please visit The Drum.

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Show review: impressive tech from IFA 2019

PCR IFA blog

Wow, what another great IFA. In its 59th year, the show exceed last year’s 1,800+ exhibitors and 244,000+ attendees and continued to be cemented in the calendar as the leading showcase of the technology industry for trade and consumers.

The consumer goods market in Europe is significant and for the first half of 2019 was worth €450bn, down 2% and forecasted to remain flat in the second half at €1.011tn. However, the stats still define Europe as the second largest technology market with a 25% share, behind China at 27% with North America third with a 19% share.

The speed of change in product innovation, and the increase in channels to sell these products in line with customer needs, is not losing pace. While there was no great fanfare of a new technology announcement, what was evident was how innovation and invention are evolving into the mainstream. This included the next generation of Web Operating Systems, 5G devices and AI developments, all designed to achieve a more proactive ecosystem which enables all devices and appliances in the home to be connected more efficiently.

One of the key focuses this year more than ever was the prevalence of voice control / AI controlled products. Almost every brand and category has either one or both of the two leading voice assistants becoming inbuilt and connected, increasing the smart home ecosystem across almost every device, MDA and wearable.

The adoption of AI amongst all age groups is on the increase with 31% of millennials owning three or more connected devices and rapidly increasing across all generations as ‘our’ trust increases in the technology and privacy fears are addressed through tougher regulatory measures. Apparently it would take you on average 73 days to read all the Ts & Cs you’ve signed up for online and even then we don’t have a clue what we’ve agreed to. Tougher regulation is essential to protect our data and how brands use the data we willingly offer up.

The smart home market is growing, but for many, the smartphone is still key when controlling smart home elements. However, when looking at energy and lighting controls, 32% use a smart speaker. Whilst 15% of UK consumers say it is “essential” for new smart home devices to connect with a smart speaker/ home hub, 32% say “I would be open to trying shopping via voice and a smart speaker”, whereas only 20% say “shopping by voice with a smart speaker would be much more convenient than the ways I shop currently”.

JBL who have shipped over 100 million speakers globally and launched the #100mSmiles campaign made clear their intentions to dominate by understanding the market better than many, having identified that 70% of consumers would like an audio device with the possibility to control their environment to create the right ambience while listening to music. They also had a nod with ‘green’ credentials in the smart device category, which may be a first, launching the Flip 5 Ocean & Forest, a connected speaker made from 90% recycled plastic.

LG were really rather forward thinking at this year’s IFA Future Talk and identified the ‘silver generation’ as a potential growth area for technology, however it accepts that trust within this generation is a barrier. It also focused on the need for simplicity, which is self-evident from products that were once considered cutting edge and are now defunct. Thinking about how difficult it was to program a VCR. It was a challenge and now this challenge is eradicated because we just talk to the devices to fulfil the same function.

The connected market is on the increase, no question and this extends to white goods with 11.4% of all MDA’s sold in Western Europe being connected, up from 4.8% in the same period back in 2016. When you consider that in Q4 2018 connected MDAs in Asia Pacific accounted for 26.5% of all MDAs sold, there is still growth opportunities for brands and retailers in the European market.

There’s been a lot of hype around 5G and this was also evident at IFA 2019, and while autonomous vehicles will rely on the technology in the future, more immediately 5G is a transformative technology for the home. As it’s spearheading a multi-dimensional world connecting appliances, brands and people in real time with its fast bandwidth and reduced latency. Take a look around your home. There’s already numerous appliances that rely on a strong wireless connection to work, from virtual assistants to laptops – and without it everything comes to a halt. 5G will provide an alternative to fixed wireless internet making things connect quickly, nicely and simply. From rural areas where broadband speeds are poor to urban areas where speeds can suffer from congestion; 5G will enhance the possibilities for a smarter home, streets, towns and cities.

Autonomous vehicles were more evident this year and as we draw closer to the reality that we may get driven rather than drive ourselves, acceptance is increasing. In essence cars will become more than a means to get from A to B, enabling the passenger to do more. An interesting take on this reality, again by LG, was asking what are we going to do with our time whilst being transported? Well LG want to entertain you by making that now redundant windscreen become a TV screen that you can cast to and watch, work, play or shop. Imagine being driven autonomously and be surrounded by the convenience of technology that enables you to carry on as you would do at home or in the office. The safety concerns are evident as highlighted by Tyron Louw, Research Fellow at the Institute for Transport Studies, University of Leeds: “Nobody knows for sure how the world will look in five years, yet we are all under pressure to prepare for that future. Driverless cars merge two imperfect systems – humans and automation – to anticipate new types of road accidents.”

However, with the advent of 5G, autonomous vehicles on our streets, not just in major cities, is certainly not fantasy and definitely reality within the next decade.

The consensus at SHIFT, the two-day convention at IFA Berlin exploring the Future of Mobility was clear: “Electric vehicles will be a key part of the future of mobility, but they are not the only solution. Instead, smart cities and autonomous vehicles will be key components of our “mobility-as-a-service” future, where cars are just one component of a broad mix of transport modes that we are using.

“While there was no doubt among participants that autonomous vehicles would soon become reality, they were split on how this would affect the world’s car culture.”

Other trends away from true innovation saw many brands tapping into the increasing esports market. Acer launched Planet9, an open gaming community platform and others have negotiated tenuous link ups such as Beko with League of Legends and Samsung with Fortnite. All no doubt designed with a view to ride the increasing esports wave and appeal to Millennials and Generations Z and Alpha. The global market for gaming hardware is on the rise as a result of its appeal and new ease of access assisting in a forecasted 14% increase in 2019 with an estimated value of €12.4bn.

Whilst IFA is all about innovation and showcasing the future, I must admit I do enjoy a bit of nostalgia and my favourite throwback product came from Sony with the Walkman 40th Anniversary edition. A welcome reminder from Sony on how they as the innovators once changed how we listened on the move and created a category in the process that everybody copied and developed to be better or worse depending on your opinion.

IFA is not just about showcasing technology, it’s also about defining how we as human beings could or will live better lives through the adoption and acceptance of innovation. Long may IFA continue to enable and encourage the creativity of brands to define the technology of the future.

To read the full article please visit PCR.
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Click and regret: Brits wasting over half a billion pounds every year online on unwanted goods!

IPM Bitesize Blog

A new report – Click and Regret- from marketing agency Gekko has revealed the shocking waste now involved with online shopping. According to the survey, £641m is the astonishing figure consumers are wasting online every year buying goods they don’t want and failing to return them.

The survey of 2,000 UK adults conducted by One Poll on behalf of Gekko reveals that 27% of respondents (equating to 12.4m UK adults) order goods online they regret buying but fail to return. The average amount wasted every year is £51.90 per person equating to £641m overall.* Nearly a third of UK adults 31% also confess to being lured into buying items they don’t want or need and 70% regularly regret buying things online so send them back.

Despite people seemingly unable to resist the temptation of spending money online, nearly half felt that the ease of shopping online fuels extensive shopping habits and 43% said they also spend more money online than they originally intended.

Although internet shopping is meant to be time efficient, a whopping 65% said they spent more time shopping online than they expected because there’s too much choice 69%, they want to hunt for the best prices 54% and they feel compelled to shop around 34%.

However, respondents also claim to be concerned about the environmental impact of online shopping with 75% worried about the excessive use of packaging and single use plastics. Meanwhile 70% said they were concerned about the societal impact on the high street and local economy of increasing online shopping.

Daniel Todaro, Managing Director of Gekko, comments: “It’s clear from this research that online shopping can be a false economy.  Although in theory we can return the goods we buy, many of us are too busy to bother, so what starts as convenient soon becomes costly and inconvenient. This results in unwanted goods cluttering cupboards, gathering dust in wardrobes or heading for landfill at an alarming rate.  With our high street suffering and many people still enjoying its benefits such as try before you buy, excellent customer service and immediate purchasing experience, people should be more mindful before they click and get out and support their local businesses, help the environment and their pockets.”

To read the full article please visit IPM Bitesize.

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