Field Marketing | gekkofm

Apr 22 2016

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Let’s go surfin’ now, everybody’s learning how

This year we can get set for a summer of sport. The Uefa Euro 2016 is up next in June; then it’s the Olympics in Rio in August, punctuated by the annual tournaments such as Wimbledon. So, it’s understandable why so many fans are streaming content via a variety of devices in the home and on the go.

However, sport is not necessarily for all. With the launch of Sky Q, the opportunity for all members of the family to watch what they want, where they want, is an appealing prospect to many. Sky customers already watch 20 per cent of programmes on connected devices – Sky Q and its ‘fluid viewing’ will no doubt appeal to this group and begin to penetrate slowly the 11 million Sky subscribers in the UK.

For those not looking for a contract, there’s always the opportunity that a smart TV – in particular, a Freeview Play-enabled model – offers consumers. Viewing times for Rio 2016 will be unsociable and not necessarily feasible viewing for a wide audience, but catching up over breakfast via an app is an ideal way to keep up to date.

Fans want to see rather than read about those amazing feats that make a major sporting event, such as the Olympics, the spectacle it is, with an estimated 24.2m viewers in the UK and 3.6 billion globally. In 2012, there were 5,600 hours of footage, which aired globally, cross-platform and amassed the equivalent of 801m hours of watched media.

Similarly, the Euro 2012 tournament amassed an average global audience of 150m viewers per match, with 14.2m Brits watching the final.

It’s a fact that 47 per cent of broadband households have a smart TV in the UK and 93 per cent of smart TV owners connect their TVs to the internet (up from 78 per cent in 2013). Furthermore, 37 per cent of TV viewing time on smart TVs is spent watching on-demand content that is only going to grow, as by 2018 it is estimated that 87 per cent of all TVs sold will be smart. Streaming is now the norm and no longer a special feature.

On February 16, BBC Three, the first BBC digital channel, became an online-only channel, provoking a mixed reaction from fans. But is this surprising, when BBC iPlayer saw a 32 per cent year-on-year increase in users using a connected TV to access the service between December 21 and December 31 last year? This is a trend that is set to increase in popularity, making access to iPlayer no longer a luxury, but a necessity through the household TV.

For those avoiding the temptation of making a smart TV purchase or looking to update on a meagre budget, you can do so with a streaming device, such as Google Chromecast, allowing you to stream from your PC, Chromebook or tablet. This allows users to subscribe to Netflix, which now has almost five million recorded subscribers as of December 2015 and cast those box sets, movies, whatever directly to your TV without degrading the quality of picture or sound.

Other devices include the Amazon Fire TV stick and Now TV, with the option to pay for content, as almost 1.7 million people do already in the UK on both platforms. With 4K streaming available from Netflix and BT Sport averaging an extra £4 premium per month to standard HD streaming, competition is becoming fierce, with Amazon and YouTube streaming 4K content at no extra cost.

To some it may seem that content is currently limited, but it is expected to increase, as both studios and platforms commit to a broader 4K offering as an industry standard across streaming services and 4K Blu-ray in 2016.

It is estimated that in 2016 the global share of 4K TVs sold will be 23 per cent, up 35 per cent in the UK as Britons look to future-proof their viewing technology.

With 46 per cent of Brits streaming music, TV or video at least once a week, and online video accounting for 50 per cent of all mobile traffic, it’s no wonder that the popularity of streaming devices is also on the increase.

A UK study released in January identified that seven- to 16-year-olds spend an average of three hours online every day and 2.1 hours of that is watching TV, with 60 per cent watching TV using a device (phone, tablet, or laptop). Of those surveyed, 38 per cent stated that they did most of their viewing on demand.

For retail, there is a huge opportunity to upgrade customers who perhaps have relegated the old LCD to the play room and are looking to go bigger and smarter.

Streaming content is a growth industry and having the freedom to watch when you want is standard, not a luxury. Give customers what they want or haven’t realised they could achieve. Link in-store demos to wi-fi-enabled tablets or similar to bring the concept to life in-situ to complete the customer journey and boost sales.

Tagged Field Marketing, Freeview Play, Gekko, Olympics, retail, Sky Q, Smart TV, Streaming, Summer, UEFA 2016

Dec 16 2015

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Have a techie New Year

Oh no, it’s happened again. The peak sales period is upon us and while consumers are getting over Black Friday and preparing for Christmas, retailers will be trying to predict the big sellers for 2016.

The next phase of growth is going to come from the Internet of Things (IoT), which is only going to be more relevant and significant in our lives as we all become even more connected.

The retail landscape is evolving and the need to be current in your ranging is as important as the service and experience you provide.

SDA

Kitchen tech is continuing to battle for space on our worksurfaces and in the lead we still have blenders. This trend is sure to continue into the New Year, with the Nutribullet, Magimix and Nutri Ninja taking breakfast by storm for millions of smoothie lovers. Health blenders are a fantastic gift for any health-conscious individual looking to lose a pinch after all that Christmas feasting. John Lewis on Oxford Street sold an average 100 health juicers a day during ‘peak’ in 2014.

Streaming

Music streaming and multi-room speaker devices are expected to be a huge hit, with innovative products like Google’s Chromecast Audio streaming music from your smartphone, tablet, Chromebook or PC to any speaker in your home.

Likewise, multi-room speaker systems from Sonos will continue to be popular, but don’t forget alternative solutions from Bose and LG.

A perfect gift for audiophiles, music streaming is becoming mainstream with physical music now a collector’s pastime. Take the opportunity to attach sales of streaming devices to non-connected speakers, or upsell to a future-ready connected speaker system. Sales of connected audio devices such as soundbars, wireless speakers, headphones, etc, are expected to increase to 267 million units in 2018, up from 58m in 2014.

Multimedia

Streaming devices turn any screen into a multimedia centre and the leader of the pack is by far Google Chromecast and Chromecast Audio, both the easiest sale you’ll ever make – only £30 to turn any TV with an HDMI port into a smart TV. The original Chromecast sold over 20m units, so expect the updated model to sell even more. Other streaming devices, such as Now TV, allow users to purchase one-time subscriptions to premium channels, meaning they can watch the Boxing Day football on Sky without having to pay for an expensive box and subscription.

However, if users prefer not to pay for content, it’s no longer necessary to have an expensive subscription service as they can now have Freeview Play built into Panasonic TVs or upgrade any TV with a Humax set-top box.

Home tech

Smart home solutions are an inexpensive and practical gift for many and connected security cameras are fast becoming an IoT mainstay. Coming in from around £50, a smart security device, such as a connected doorbell or camera to monitor your house and pets remotely, would make a good addition to any home. Brands to look at include Motorola and Belkin.

With a cold winter in prospect, a smart thermostat can give homeowners complete control over their heating, wherever they are using their smartphone. Hive’s newest smart thermostat is a stylish statement for the home, with its unique design adding to its great practical features and fantastic app.

Appliances

Sales of smart devices are expected to explode over the next five years, so it’s no surprise to see brands across the home appliances spectrum, including Hoover, LG, Samsung and Whirlpool, investing in connected appliances.

Smart appliances from the likes of LG can also be integrated with existing smart thermostats, monitoring activity and setting appliances to switch on or change setting automatically when it deems best for a family’s lifestyle.

Retailers can get ahead of the curve, offering shoppers a connected product that will integrate with their existing smart devices and, more importantly, IoT products they are perhaps likely to purchase in years to come.

Wearables

Fitness wearables and smartwatches show no sign of abating, with sales of fitness gadgets having increased by 900 per cent over the past year, according to Dixons Carphone.

The New Year is a time when people’s thoughts turn to getting fit, and fitness wearables such as the Fitbit Charge HR are packed full of features.

A great way to sell the benefits of fitness wearables is to give them to staff to wear on the shopfloor. Linking the devices to their own smartphone will also help them to demonstrate the features.

Across every category, there is innovation to suit all pockets. Show your consumers how these innovative products work together, not as separate products. Do them justice and show your customers what the IoT is all about and how great it can be.

Tagged Christmas, Chrome, Chromecast, Field Marketing, Fitbit, Gekko, Google, Hive, Internet of Things, IoT, Peak, retail, Sonos

Nov 17 2015

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It’s Black Friday – I’m in love

With nearly seven out of 10 retailers (68.9 per cent) expecting Black Friday to become more popular over the coming years in the UK and Ireland, it is likely to remain an important retail event for the foreseeable future.

Cast your mind back to the Armageddon-like scenes of 2014 where people literally fought to secure a bargain and, in some cases, bargains they didn’t want or need.

From a brand perspective, retailer or product, how can you tame Black Friday to continue driving excitement while maintaining a positive customer experience?

The fact is that Black Friday is good for all retailers, irrespective of whether you take part or not. Statistics have shown that UK retail footfall year on year for Black Friday 2014 had an increase of 9.8 per cent overall. When broken down into locations, the high street saw a 7.2 per cent rise, shopping centres an 11.3 per cent rise and retail parks a 14.4 per cent rise. This demonstrates an increase in opportunities to sell not only deals, but also stock items.

Advertise your offers in advance and consider a “by invitation only” VIP Black Friday event for your customer database.

Looking online, use social media and your website to pull customers in-store. Local advertising and banners can help your store stand out from the rest, creating an event to enhance the customer experience and drive excitement.

It’s obvious that you need to make sure you have sufficient stock, perhaps also implement a ticketing system, as people who really want an offer won’t mind waiting if it means they get it without the risk of a scuffle. Also, consider your non-bargain-hunters who may just want to shop – the hordes will only discourage your average shopper.

Place bulk-stack deals near the doors, avoiding obvious security risks, and encourage a flow through your store.

Keep the store busy with offers located in prime positions, supported by staff on hand to carry the item to the till or at least make customers aware of the offer to help shift those boxes. Link sales to other items – while a big-screen TV may be appealing, it still needs an HDMI cable and you’re more likely to make that connection sale if it’s also on offer. Better to attach than not.

Your online sales shouldn’t be excluded – 30 per cent of survey respondents plan to buy online during Black Friday 2015, up from the eight per cent who purchased online in 2014.

Still, consider delivery charges, which can negate any profit made for both you and your customer. One key thing to consider is whether your website can keep up with the pressure of increased traffic. In 2014, 12 per cent of shoppers experienced technical issues when purchasing goods online during the rush. If you are planning to run important deals online, preparing your site to handle large numbers of users will prevent lost sales and angry customers.

Big-box retailers and grocers alike court the publicity and will create PR hubs that achieve those sensationalist, headline-grabbing TV images. It’s therefore important to note that if you put on a Black Friday promotion, it isn’t necessarily going to turn into a bloodbath. However, the increase in footfall and sales is evident but, just in case, do make sure you can still sell on the stock after the event.

Finally, how can your brands help support your promotion or even your event? In crowded categories, Black Friday is an opportunity for many brands to gain distribution and market share through selling end-of-line products. For electrical products, GfK measured a value growth rate year on year of 24 per cent and, not surprisingly, 59 per cent week on week. When broken down by category, Black Friday 2014 average sales increased significantly compared with the week before, with mobile sales up 129 per cent, more notably TV was up 103 per cent and audio up 157 per cent.

This clearly identifies the opportunity for electrical retailers with careful selection of products and brands within your core lines. Working in partnership to leverage sales could work to create a more intelligent and rewarding Black Friday experience for retailers, brands and most importantly consumers.

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The Microsoft Surface Book has broken the copycat mold

Over the past decade, the importance of showcasing innovation in both product and design has become a pain point within the tech industry in which many have not alleviated. In a market where competition is high, but opportunities are slim, brands have struggled to break the copycat mold and come up with something different to set them apart from the rest. Brands are often keen in following the footsteps of Apple’s chief designer Jonathan Ive, such as Huawei’s iPhone 6 look-alike Honour 6 device which unashamedly has no original design features, however, it is refreshing to see Microsoft engage in an original industrial design philosophy with the recent launch of its Surface Book.

Understanding that design along with functionality drives desire, Microsoft has achieved the right equilibrium. The Surface Book’s sleek craftsmanship, accurate and responsive pen and touch support, as well as being twice as powerful as the Macbook Pro, has proved innovation in product and design is not just confined to only one brand. The laptop’s advanced display technology makes it not just attractive to look at, but natural and fluid to write on. Together, Surface’s creative director, Ralf Groene and Windows 10 devices head Panos Panay, have invented something new, desirable, and premium, giving the brand a new lease of life in the laptop category.

Other brands should take a leaf out of Microsoft’s book. Consumers are starting to see through the usual copycat formula as demonstrated when a new iPad launches, sending the rest of the tech world into tablet production overload. If brands want to establish themselves within a competitive market, it is about creating an identity that they can call their own, or risk being overshadowed by competing brands.

Whilst innovative design is always important, product functionality is also a game changer. Striking the right balance between the two, Microsoft’s new product launch has hit the ground running. Already running on 110 million devices worldwide and Windows 10 is off to the fastest start in history, could this be Microsoft’s time to shine and set the agenda for the next design-led tech trend? Maybe.

Tagged Apple, Design, Field Marketing, Gekko, Huawei, iPhone, Mac, Microsoft, Surface, Windows 10

Oct 26 2015

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Lifestyle benefits are key to selling the Connected Home

Recent research from McKinsey claims that the Internet of Things (IoT) offers a potential economic impact of $4 trillion to $11 trillion a year by 2025, equating to 11 per cent of the world’s economy. Now, that’s surely a reason to get involved?

Every technology brand is acutely aware of the need to create innovative connected products. Some are more aware than others, such as Hoover with Wizard, the UK’s first fully connected kitchen app that enables you to control and view the status of appliances on the go.

IoT devices, once thought of as the preserve of premium brands, are now becoming the norm in retail, with many shoppers expecting more connectivity in their appliances and devices. Hoover is not alone in giving consumers ultimate control at realistic prices. Look at the beautifully designed Hive Active Heating 2 with a range of new features and a family of complementary products.

The demand for connected products in the UK is growing. Research from the Joseph Rowntree Foundation identified that 59 per cent of people agreed or strongly agreed that it would be useful to control devices in the home when out and about. Consider the possibilities this offers your consumers and the connection sales IoT offers your store for those upgrading one or many devices. A massive 70 per cent would also value the safety and security features a smart home would offer, increasing the opportunity to range complementary products, offering a choice to consumers expecting more.

When selling connected devices, it’s easy to over-complicate the “how it works” element from a technical perspective. Too much focus on explaining the reliance on network connections and sharing data may confuse the customer and worry them unnecessarily. To sell smart-home solutions without over-complication, the focus should be kept on the practical benefits – namely being convenient, safe and fun.

The ways in which this technology should be introduced to customers is to focus on the lifestyle benefits offered by your new connected product.

All retailers must consider the 50 per cent of shoppers who would buy smart products for their home if cost weren’t an issue. Likewise, retailers need to consider that 39 per cent of shoppers are worried about the privacy issues associated with IoT. As a new category, shoppers need reassurance that the products they are considering will truly benefit their lifestyles and are worth the extra cost, and that they will not put their privacy at risk. This reassurance needs to be reinforced on the shopfloor by staff, making training on IoT products a priority when entering this new category. If your staff can talk with authority about connected products, you will see consumer knowledge, and ultimately sales, improve.

The IoT is about innovation. What better way to market your store’s expertise in IoT than through targeted digital campaigns to your customer base via smartphone and email. Continue the customer journey from online to in-store with working digital displays and staff on hand equipped with wi-fi-connected tablets to explain and demonstrate the benefits of IoT products. Consider also inviting consumers to try interacting with connected devices from their own smartphone, further enhancing the customer experience. It will also demonstrate the ease of use and spark their imagination to consider how they can immerse themselves and their home in the IoT.

Brands like Hoover and Hive demonstrate that innovation need not be at a premium when integrating IoT devices into your home. With a number of brands adding to the already growing category, ranging IoT products will put you ahead of the curve, perhaps enabling the IoT to become potentially more than 11 per cent (forecast) of your total revenue.

Importantly though, the IoT remains a new category that can overwhelm shoppers. Training staff to speak with authority and concentrate on the lifestyle benefits created by the products will transform an unknown category into a staple for your store.

Tagged connected home, Field Marketing, Gekko, Hive, Hoover, Internet of Things

Oct 20 2015

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Why Shopping In-Store is in our DNA

Whilst online shopping is big business for all brands, in today’s developed omni-channel world, the need to physically immerse ourselves into a brand is still really important.

When we go to a shop, we like to choose our fashion purchases carefully, weigh up our options and try them on, or at least appreciate that it may fit based on its cut and quality. Our research shows that around three-quarters of consumers say the ability to touch, feel, choose and compare products before they buy them is a key benefit of shopping in a physical store. More than a transactional experience, shopping is a social activity that we like to share with others. Over half (53.25%) of shoppers like to take their friends, partners, or family shopping – either as a social occasion or to help decide what to buy.

An open, sociable atmosphere can be harnessed by trained and amiable staff that consider the needs for shoppers that not only want to hang out with friends, but also want to discuss their ideas before making a purchase decision. Indeed, over a third (39.20%) of shoppers say they value advice from in-store staff whilst shopping. Brand staff need to be collaborative with shopping groups to not only help with purchase goals but also to create an environment that these social groups will want to return to.

To support the shopping process, brands need to offer an engaging in-store experience that accentuates the need for a social environment and immerses the shopper into the brand. When it comes to buying clothes that require a careful decision, almost three quarters (73%) are likely to go in-store. Fashion choices especially evoke discussion, debate and positive emotions amongst shoppers as they compare clothes and spend. The physical shop still provides that connection with your brand and instant association and buzz that people need to become a follower of your brand.

As shoppers we like, especially for those special luxury purchases, immerse ourselves in the total brand experience from the plush carpet to the lighting and customer service which add to the customer journey and make that product seem exceptionally good value in comparison to high street brands.

A lot has been said about the retail environment changing due to the influx of channels to engage with, but in many ways the deep rooted desire to shop for apparel is still the same. We still need the physical experience of shopping. More than a pastime for many – it’s an intrinsic part of life and brands become engrained in the fabric of our lives when it comes to what we choose to wear.

Tagged brand, Fashion, Field Marketing, Gekko, retail

Oct 16 2015

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Brands should take an omnichannel approach this Black Friday

As we lead up to the festive peak season and retailers are once again preparing for this year’s Black Friday weekend, the omnichannel experience is still a fundamental part of retail strategy. There has already been a number of sources speculating that this year’s sales will break all the records set last year, including predictions that online sales will surpass the £1bn mark, up from £810m in 2014. Notably, the number of consumers shopping online for Black Friday deals is set to increase to 30%, up from 8% last year.

Clearly, we’re beginning to see the growing importance of online leading up to Christmas and Black Friday, itself made popular by Amazon, whose recent Prime event similarly guaranteed orders and revenue. Although last year’s peak season generated a 10% increase in high street footfall compared to previous years, consumers increasingly seem to be going online for their Black Friday deals.
However, despite the growth of online sales, recent research from Gekko shows that nearly three quarters (74.2%) of shoppers benefit from the touch, feel and physical comparison of products when making purchase decisions. This is especially the case with high ticket electrical items such as a smart TVs or washing machines, where 67% of shoppers are likely or very likely to buy in a physical store, compared with only 46% who would consider buying online. Moreover, more than half (56.8%) of consumers prefer to head onto the high street so that they can seek advice when making a considered purchase.

In an increasingly connected retail landscape, in-store retail sales are gradually feeling more of an impact from online, especially with smart phones offering shoppers a way to price check in their pocket. Barclays recently predicted that 42% of all retail sales will involve a mobile device in some way over the next ten years, clearly showing how brands will need to integrate their online and retail offerings to create consistent branding and the omnichannel experience we now expect.

This peak period, brands need to ensure that their sales and promotions take into account the omnichannel nature of retail today. While online sales will certainly be a focus this year in light of increasing numbers of dedicated online consumers, brands should not neglect the legions of shoppers that will descend on the high street, often using their smart phone to ensure that the deal their considering isn’t cheaper online.

Making sure that your branding in store matches that of your online offering will ensure that the 54% of shoppers that like to research products online before buying in store will continue their customer journey to buy your brand. Placing brand ambassadors in store to support your peak promotions are proven to assist customers looking to purchase considered items, supporting the majority of consumers who want to experience a product or ask advice before making a decision.

Whether buying online or in store, Black Friday is guaranteed to make the headlines this year, either for record sales or for more riots in supermarkets over discount appliances – perhaps it will be both. Black Friday is now a retail institution, which begins the Christmas peak shopping period for both retailers and brands.

Tagged Black Friday, Field Marketing, Gekko, Omnichannel, Peak, retail

Sep 28 2015

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Staff key to a successful peak period

With last year’s Black Friday generating a 10 per cent increase in footfall compared to previous years, research from Gekko highlights the need to recruit and train in-store brand ambassadors to maximise in-store opportunities for the 2015 peak festive period.

A staggering 50 per cent of shoppers said that there is often not enough staff on the shop floor to help them when making a purchase decision. There is also concern over the manner of in-store staff, with over half (52%) of shoppers complaining that they are too pushy about making a sale.

Despite the growth of online sales, nearly three quarters (74.2%) of shoppers benefit from the touch, feel and physical comparison of products when making purchase decisions. A quarter (26.35%) of shoppers buy in-store when they are purchasing items they need to think about and choose carefully and over half (56.8%) head in-store for advice when making a considered purchase.

Sarah Mandeville, recruitment manager at Gekko believes that staff hold the key to converting sales during the peak-time rush:

“Whether they are full-time or temporary over the peak period, retail staff must demonstrate passion for the product and the ability to make a positive impression on shoppers. In-store is a vital touch-point for consumers, and retailers need to ensure that their staff are trained to maximise every opportunity. In a competitive landscape, which is heightened during peak, a retailer will only get one chance with the consumer.”

To manage the peak-period, here are five important action points for retailers to get the most out of their staff:

1. Allow time for training – Speed is often important when training temporary staff in the run-up to Christmas. However, staff will be more motivated and likely to convert more sales if they are immersed in the role. Take time to build your team’s knowledge and understanding of the brand, company background and product range. In an omnichannel environment, where shoppers can obtain product information using their smartphone, your brand ambassadors must know more than just the product they are selling.

2. Ongoing support – Training shouldn’t just be delivered at the beginning of the peak-period. Once the staff are in place, ongoing revision, recaps and coaching should be continued to keep the team sharp on sales messaging and promotions.

3. Create a team environment – staff may not all work on the same days or in the same locations. Using group chat or social tools such as Facebook or Google Hangouts can help to communicate simultaneously and build communities. To lead the team environment, allocate a mentor as a point of contact to motivate and be contacted at any time.

4. Don’t just motivate with money – Monetary incentives can be short-lived. To motivate the team, it’s worth creating friendly competition with leader boards and prizes. This can be a fun way to build a positive attitude among the workforce.

5. Treat everyone the same – To make employees feel part of the team, employers need to treat temporary staff as though they are full-time employees. Putting effort into training and making temporary staff feel part of a larger team can be a motivating factor for staff in itself.

Tagged Black Friday, Christmas, Field Marketing, Gekko, Peak, Recruitment, retail, sales, Training

Sep 16 2015

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Gekko website voted ‘Site of the Week’

Gekko’s new look website has been voted as ‘Site of the Week’ by ProcessWire Weekly.

Here’s the site’s glowing review:

Gekko Field Marketing is a UK-based field marketing company. In their own words, they offer a full range of services, helping to create more opportunities to connect consumers with brands.

999 Design Group Ltd is responsible for the new site of Gekko Field Marketing, not to mention their brand communication and visual identity altogether. They’ve done a pretty awesome job too: the visual identity feels refreshing, and the site has a very nice and modern feel to it. Both are simple yet effective, just the way we like it.

Some of the highlights of the site include a responsive mobile-first design, the neat expertise wheel feature, a well functioning prev/next navigation for various content types, and a nice touch of custom styling for the embedded Google Maps views. It’s the little details that make the site feel so alive and compelling – definitely a job well done!

A big thanks to ProcessWire for the review, and 999 Design for producing a fantastic site that complements our brand and our message: we bring your brand to the right people, and the right people to your brand.

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Can the In-Store Experience Complement Online Retail?

With e-commerce growing at an exponential rate, the value of bricks and mortar is often overlooked. Yet, with 95% of all retail purchases worldwide still made in-store according to Deloitte, the high street and retail outlets are not the dying breed we’re sometimes led to believe. In-store purchases are projected to grow by over £190 million by 2018, so brands should be putting emphasis on improving the in-store experience to help customers make more informed purchasing decisions.

For brands to fully engage with consumers in-store they need a deeper understanding of the shopper journey as a whole. It’s about getting to grips with increasingly complex buying behaviours. With consumers using both online and in-store research to make purchasing decisions, particularly on considered ‘high ticket’ products, brands should be proactively using online data to enhance the customer experience in-store.

Getting the blend right

Researching products online whilst in-store, using smartphones and even smartwatches is becoming more common among consumers. As shoppers become increasingly more connected, 20% of shoppers measure high street prices online and purchase products via mobile devices in-store, according to research by Shopper Tribes. It’s clear that new technologies are having a significant impact on the retail experience.

To meet the ever-demanding needs of consumers, forward-thinking brands are increasingly using social media to engage with their target audience. Among 18 to 35 year olds, 14% are using Facebook to ‘check-in’ to stores and 15% use social platforms to discuss products with their peers. While social media is a popular way to engage with the younger generation, brands need to understand how to cater to every age group. For example, shoppers aged 55 and over prefer to use online research to help them make informed decisions when purchasing electronic goods in-store. In an evolving omnichannel landscape, a one size fits all approach will not work if brands seek to cater to consumers across the board.

Making it personal

While e-commerce is changing the way people shop, the average online shopping basket is broadly made up of smaller purchases. As such, when it comes to high ticket consumer and luxury brands, the high street remains the destination of choice for making a purchase. As shoppers, we will always be motivated by the ability to touch, feel and experience products before making considered purchases. Living in a digital world, the brand you desire to wear and use remains an expression of your identity and lifestyle. Having the opportunity to view products in-person rather than through a screen is a rewarding experience for shoppers.

Ultimately, the benefits of shopping in-store can outweigh the convenience of purchasing items online. However, for consumers to realise the unique selling points of the in-store retail experience, integrating an omnichannel approach is key. If consumers are researching products online, branding in-store should be streamlined to improve sales and product recall to enhance the customer journey. By using ATL advertising across digital platforms, including social media, brands can drive shoppers in store, leading to improved conversion rates and profitability long term.

Retail outlets and the high street can offer a sensory experience for shoppers that the virtual world struggles to compete with. It’s about building and enhancing this emotional connection with customers to make the in-store experience memorable and rewarding.

Tagged consumers, customer experience, Field Marketing, Omnichannel, retail outlets, social media

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