Tag Archives: Gekko

All I have to do is stream…

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Once again, the annual CES trade show in Las Vegas has shown us the future of consumer tech, from TVs to smart fridges, electric cars and even a wi-fi-connected hairbrush.

Some new products may seem like something out of a sci-fi film, such as LG’s PJ9 floating speaker, which hovers above its base station and offers 360-degree omnidirectional sound. However, most were much more down-to-earth, with many brands, including Sony, JVC, Kenwood and Audio-Technica, revealing new products pushing the boundaries of HD audio quality.

For audio giant Sonos, music streaming integration was a major theme. It announced a partnership with Spotify to allow seamless integration between the music streaming service and Sonos’s own app, which will mean users can manage their music without having to switch between apps.

Likewise, Naim’s newest Uniti all-in-one systems featured compatibility with all major streaming services, accessible via the built-in touch-screen. Expect this sort of user-friendly brand integration to be a major theme throughout audio in 2017.

Figures for 2016 show that 11 per cent of the UK population have a Spotify account, (around 5.7 million people), and around 2.6 million UK people have an Apple or Google Music account. The UK streams over a billion audio tracks each week – up 68 per cent year on year and up 500 per cent compared with 2013. Moreover, 45 billion tracks were streamed in 2016 – that’s around 1,500 per household per year – and streaming revenues grew 65 per cent for the top providers.

Total music revenues were up 4.6 per cent despite falling physical music sales and with streaming continuing its meteoric rise, this is good news for retailers stocking premium audio. Further integration between speakers and streaming services is a clear selling point. Use these announcements to highlight this connectivity to customers.

With 52 per cent of 16 to 24-year-olds regularly streaming music online, increasing your range to suit different demographics can help to broaden your store’s appeal.

Sony’s upcoming SRS-XB range of Bluetooth speakers are a perfect example. They will appeal to younger audiences, with the two top-end models delivering lighting effects with an LED perimeter line-light, a strobe flash and speaker light that creates multicoloured patterns, ranging from pure white to rainbow, so you can have the lighting synchronise with the music.

This is all controlled through Sony’s SongPal app on your phone or tablet to start music playback, turn the speaker lighting on and off, add a speaker, or link up to 10 speakers. Make sure to utilise the product’s features to create some theatre in-store and attract potential shoppers to the audio area.

 

Smart speakers

The emerging smart speaker category is taking the technology found in smartphones (Siri, Google Assistant, etc) to the next level by adding a personal assistant to your living room or kitchen. Combined with a high-quality, 360-degree speaker, these smart speakers are fast becoming a staple in the audio market. The main players in the category are Amazon with its Alexa assistant, and Google with its Google Home smart speaker. These two are joined by Microsoft, which announced its own speaker featuring its digital assistant Cortana, in partnership with audio brand Harman Kardon.

As personal assistant technology continues to develop, expect the popularity of smart speakers to increase. As brands continue to integrate their services with Alexa, Google Assistant and Cortana, consumers will begin to take notice of the real-life benefits of owning a smart speaker.

All these new audio announcements at CES prioritised high-quality audio, giving users the best possible sound. When displaying premium audio products in your store, you may not be able to sell the content, but you can help people experience quality audio.

Set up an area dedicated to premium speakers and headphones. Invest in a Spotify or Google Play Music subscription, allowing your display speakers to stream high-quality audio at the touch of a button. Make sure each speaker has plenty of room around it so as to produce the highest quality sound. And make sure smart speakers are connected to the store wi-fi.

Add-on sales are also achievable in this category through the introduction of wi-fi boosters. The Sonos Boost is a rather clever, powerful signal booster designed to ensure reliability of a Sonos over a large area. Make sure shoppers are aware of these products and potential issues they may face if their wi-fi network isn’t up to scratch. Also think TVs and soundbar options – there are many ways to bring audio into the sales mix. Aim for at least a 25 per cent add-on target with every sale.

Create an immersive experience that allows the shopper to fully utilise the speaker as they would at home. This is the best way to create an emotional, real-life connection.

Ensuring that your staff are trained correctly is also vitally important. With an expert staff member on hand to assist with demonstrations, shoppers can be reassured that the product is right for them and their needs.

 

Read more at: http://ertonline.co.uk/opinion/all-i-have-to-do-is-stream/

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Market intelligence

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The term AI is being bandied about in all forms of media, but do many people actually understand how Artificial Intelligence is now becoming part of the consumer-electronics landscape in some of the most everyday products – almost making smart technology seem old hat by comparison.

The reality is that in order for AI to function, you need smart devices to metaphorically ‘join the dots’ to create an AI solution that works for you in your environment.

Probably the most recognised mainstream AI product to come to market is the Amazon Echo, which is expected to sell three million units in 2016, with forecasts of 10m for 2017. You’ll know the product – it’s that black cylinder with a blue pulsating light on top, promoted through those awful adverts where some chap asks Alexa to add tennis balls and dog biscuits to his shopping list.

In essence, Amazon Echo and its sibling Dot – which has no speaker but effectively does the same thing – are intended to be your assistant, connecting all your smart devices.

Combined with other IoT products, Echo enables you to voice-control your heating, lights, online orders, music streaming and on-demand services like Uber.

It’s impressive stuff, but you’ll always have to ask for Alexa, prefacing all requests with her name, which may make you feel somewhat daft. After all, the only device I want to talk to is my phone, as part of a conversation with a human being. I’m sure I’ll adapt to AI over time. Generations younger than me and in the future will think this the norm – making AI a surefire success and as commonplace in the home as a TV or a tablet.

While Amazon’s product is reasonably priced, its users have fed back so far that 87 per cent are satisfied with the device. Eighty-five per cent use Echo to set alarms, 82 per cent to play music, and two-thirds ask for news updates. Overall, 39 per cent of Echo users plan to increase their usage as support grows for the platform, which will be intrinsically linked to bolstering Amazon’s revenues.

This remains unlikely, however, when you consider what’s coming next – Google Home. The future of AI in the home is way more than just a ‘smart speaker’, as the category is being tagged. This innovation outclasses all other mainstream AI devices when you consider its compatibility across all Google platforms, including YouTube, Google Maps and third-party streaming services such as Netflix and Open Table. Finally, it’s compatible across all OS devices, but complemented by all ‘Made by Google’ devices from Pixel to Chromecast.

Google Home changes the game by setting the state of play in the ‘smart speaker’ category, taking it to the next level and setting the benchmark many will struggle to follow.

AI is a mainstay, not a gimmick, which will intrinsically evolve with your devices, appliances, streaming platforms and all forms of entertainment. Alongside VR, it’s the next big thing estimated to become a $2 billion-plus category by 2020 that you can’t afford to ignore.

With an estimated $400 million being invested in 2016 on content development, the industry has established Virtual Reality as a credible platform over and above Sony’s PlayStation VR, which is estimated to sell 2.6 million units in 2016 alone.

What VR will potentially help is declining PC sales, as users transition to tablets and phablets. With an eight per cent decline in global PC sales, it’s unlikely that VR will fill the gap, however it will assist in particular within the PC gaming category.

VR will, it’s believed, be a $50bn industry by 2021, with only half of that generated from gaming. So the rest is to play for, with smartphone adoption accounting for seven per cent of the market, but interestingly achieving a higher volume due to the low cost of VR equipment. Those familiar with VR will know Cardboard, which has been around, in tech years, for ages. But now we have Google Daydream, a device that yet again changes the market with innovation, design and distribution only challenged by the Samsung Gear (Oculus).

Whichever way you view it, both VR and AI are here to stay and the new kids on the block are stealing a march. There was a time that many thought these innovations would come out of Infinite Loop, instead it’s evolving from Mountain View and Terry Avenue. For the times they are a-changin’.

 

Read more at: http://ertonline.co.uk/opinion/market-intelligence/

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Focus on Streamlining the In-Store Experience for Customers to Return

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Marks & Spencer (M&S) once again is in the news and is poised to close 60 poor-performing stores and increase its food presence due to falling fashion revenues and profit. Let’s not forget, this retailer has never placed itself as a high-fashion retailer, but one with a broad appeal for which it must cater. David Gandy, Rosie Huntington-Whitely, and the latest conscript Alexa Chung, who is yet to be measured for success, are fine brand ambassadors which have attracted new customers to the store — at least once. Therein lies the issue: let’s be honest here, ambassadors are not the problem and in most cases, depending on your taste, the fashion isn’t that bad or of poor quality either — it’s the experience.

Walk into an M&S and you’re greeted with a confused retail environment akin to a Poundland. There is harsh, bright lighting that bounces off the laminate flooring and awful graphics are festooned across the store. Images of middle-aged men in casual slacks will not make me go deeper into the M&S environment if that’s what I’m greeted with immediately on entry.

The fashion is laid out in a manner that speaks to no one in particular, big and small sizes, man-made and natural fibres, knits, pleats, and high neck lines share rails with garments for a totally different and diverse customer. There is no differentiation between ages and sizing in its merchandising, making it harder for shoppers to buy on impulse and instead expecting you to ‘browse’.

As a nation of shoppers we like to browse, but only for certain items. Or on the rare occasion, we see an item in the window and nip it to buy it there and then. At this point we may be enticed by the environment to stay a bit longer, browse, and become a true customer encouraged to visit again. Unfortunately, M&S has little linger appeal due to its stark and clumsy environment and merchandising, which doesn’t even reflect the 2016 Christmas campaign with Mrs. Clause. The message of a Christmas filled with love is immediately diminished on entering into store.

The solution? Bring them in with great food and great ambassadors to entice them deeper into a store with defined zones and a warmer, friendlier environment that makes customers feel comfortable rather than awkward. Differentiate soft mixed with hard zones, and group fashion by age, audience, and size so you know where you are in the store. Stop arranging shoes on shelves like tins of baked beans, and merchandising must-have fashion items next to shortbread and lavender draw liners.

The traditional M&S shopper has changed, while the new shoppers M&S attract through endorsement and ATL are put off by the environment. It’s imperative that every retailer makes their customer experience appealing, clearly defining where in the store they should be, and not approaching fashion retail as a one-size-fits-all.

Shoppers are intelligent and if you want customers to part with their hard-earned cash, you need to make it appealing, appropriate, and rewarding to your audience. Does anyone you know brag about the ‘joy’ of shopping in M&S due to its in-store experience or similarly about the items they bought? I suspect very few do, therefore by changing perceptions and carrying your ATL message TTL via social and the retail space may facilitate the love M&S desires as a fashion retailer.

 

Read more at: http://www.brandingmagazine.com/2016/12/05/focus-on-streamlining-the-in-store-experience-for-customers-to-return/

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Gekko named Employer of the Year 2016

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Gekko are delighted to have been named Employer of the Year at the 2016 Amazon Growing Business Awards. Following a public vote Gekko was chosen as this year’s top employer, beating some tough competition for the top spot.

Gekko would like to thank everyone who cast their vote for us! We are humbled and thankful for your support!

For a full list of winners, click here

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All I want for Christmas…

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Whoop, whoop it’s almost Christmas, and if you haven’t already considered what you’ll be ranging, here is some inspiration to convert shoppers into valuable customers.

Secretly, we love to buy for ourselves when shopping for presents. The truth is out there, it’s no secret, with everyone on average spending £84 on themselves when Christmas shopping – that’s an accessory like a pair of headphones or an SDA to kick-start that New Year’s resolution in healthy eating.

The most popular Christmas gifts are entertainment-based, with 63 per cent choosing these over clothes, food and drink, spending an average of £489.04 on approximately 14.8 gifts for 8.3 people – that third of a person only needs something small.

Appealing

Now, with an identified average spend per person of £61 (in addition to the previously mentioned £84), what do you range that meets that price point? Not much, I’m guessing, thus increasing the importance in making sure that those items that fall within this price point are clearly visible and appealing to shoppers in your store.

New technology is still available to buy, think Ring’s video doorbell, which also won the Editor’s Choice category at this year’s T3 Awards. At £159, its innovation and functionality can be justified by ease of installation and potential as a household gift. Speaking of innovation, think Jabra’s range of wireless headphones, leading the way in the ‘hearables’ category, merging high-quality audio increasing through the range with fitness tracking via your ears.

Equally, on the back of the phenomenally successful and much discussed The Great British Bake-Off, there’s an SDA at a range of prices that every fan of the show desires to grace their kitchen or make them a better baker. These include the Kenwood mini choppers, AEG blenders and the KitchenAid hand mixer or, if you’re really generous, the Artisan stand mixer and Magimix 5200XL food processor. With SDAs helping the 41 per cent of Brits cooking from scratch, the opportunity to develop your sales, across the SDA category, can be linked to a gift purchase.

With two-in-five shoppers stumped on what to buy their friends and family, they can be swayed as 68 per cent buy based on deals and 62 per cent on convenience. By highlighting the deal, its USP and suggested target audience, closing a sale among the 40 per cent who are undecided could be simpler than you thought.

Moving up the generosity scale, a premium audio device is the perfect gift for any audiophile or music-loving household. Consider an expert in the audio category, such as Naim – also a T3 winner. The Mu-so wireless speaker combines stylish design with unrivalled sound quality filling your home with your favourite tunes compatible with all the popular streaming services – very appropriate for the Christmas period.

With premium audio sales growing by 22 per cent year on year, it’s a great opportunity to increase your average basket value. Perhaps use a showroom style approach, allowing customers to see the speakers in a living room setting, perhaps even syncing their phones to the speaker to test the wireless connectivity. Creating some in-store theatre is key to selling these premium items.

Addressing those entertainment shoppers, the huge media coverage enjoyed by the exciting Virtual Reality category – expected to exceed $2 billion globally this year – means it could be the time to start stocking a VR or AR proposition within your line up. The eagerly anticipated PlayStation VR is an accessory for the vastly popular PS4, of which there are over 1.5 million in homes across the UK. This is due to launch on October 13 and expected to RRP at £349.

Exciting

Now, this may be more than the average spend, but it’s an exciting, innovative product with a forecasted 50 games available by the end of the year, with highlights such as Batman Arkham VR and EVE: Valkyrie. It’s going to be huge and a welcome gift for any PS4 user or their family. If this is beyond your ranging, think Google Cardboard. With an RRP of £15 and thousands of available apps, it’s the ideal stocking filler for anyone of any age with any brand of smartphone. With Sky and Freeview experimenting with VR as well, entertainment platforms are taking the technology mainstream.

Take some comfort in knowing that only 14 per cent of shoppers surveyed return an electronic gift. If sold correctly, return rates should be negligible within your store especially if you’ve trained your staff. Remember ranging is one thing, but if your team doesn’t know what you range, what your core Christmas items are, how to sell these correctly to the right customer by identifying what they want and matching USPs and how to close a sale, there’s no guarantee of success.

Perhaps consider incentivising your staff to attach your lower-priced items to higher-priced transactions, assisting an increase to your average basket value.

Santa Baby may be coming down the chimney with some great tech, if you get your ranging and training right.

 

Read more at: http://ertonline.co.uk/opinion/all-i-want-for-christmas/

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High street sales are booming, say new retail figures

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Recent figures from the Office of National Statistic suggest high street retail is booming this autumn, with retail sales up 7.4% year on year in October. With an increase of 1.9% over September, this October saw the highest rate of sales growth since April 2002. Contrary to many who predicted an economic slump after the Brexit vote, and while the UK remains in Europe, retail appears to be in a good place leading up to the most important sales periods of the year: Black Friday and the Christmas Peak.

More good news for retailers is the increasing amount spent in high street stores, with consumers spending 6.6% more in October 2016 compared with last year, and up 2.1% on September. Retailers will be hoping this upward trend continues, increasing consumer spending during the peak sales period. The average weekly spend in October was £7.7 billion, an increase of £500 million year on year, clearly showing consumer confidence in the UK economy has not diminished despite warnings. Furthermore average retail prices fell 0.7% in October year on year, demonstrating how high street competition is dampening the effect of the decreased value of Sterling. Some have intimated that spending may be spiralling out of control, creating the bubble which forced the previous recession. However the lessons learned from back then may be applied.

The ONS report has even more good news for department stores and consumer electronics brands. The report found that 43% of retail sales in October 2016 were in non-food stores, encompassing department stores and household goods. Sales volume for non-retail stores was up 2.8% year on year, highlighting the growing consumer confidence in buying household goods. These figures are perhaps inflated by the weak Sterling which has increased international spending in particular on luxury goods, making that Hermes bag a steal in comparison to the price back home in its native France.

Overall, the ONS report suggests shoppers are ready to spend this Christmas. Of course, brands should not take these figures for granted, as in a highly competitive marketplace it’s still vitally important for brands to make an impact in store and be seen. Millions have been spent by retailers on this season’s Christmas adverts; they are now reliant on the products and brands they range to entice and convert shoppers into customers.

In order to successfully achieve this, all brands should be considering their retail execution at this busy time, especially focusing on education, merchandising and promotion to ‘wow’ shoppers looking for the perfect Christmas gift for themselves or another.

 

Read more at: http://www.innovativeelectricalretailing.co.uk/index.php/high-street-sales-are-booming-say-new-retail-figures/

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Smart staff for a smart sale

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The smart home has arrived, the Internet of Things is gradually making its way into everything from kitchen appliances to thermostats, and you’ll soon be able to control most things in your house from your phone.

The global market for smart-home appliances is expected to be worth $38.35 billion (£28.9bn) by 2020, and is only expected to grow further as our homes become more and more ‘connected’.

In the UK, sales of smart-home technology have increased by 81 per cent year on year, according to John Lewis. Although 66 per cent of UK consumers agree that the smart home is an appealing concept, many retailers are experiencing problems when trying to train their staff to sell this category, which presents some major challenges.

Despite technologically aware customers showing interest, there is still a lower level of demand for smart-home products over conventional ones, meaning that sales staff have limited opportunities to talk ‘smart home’. In some cases, this leads to apathy when it comes to investing time into training. This is not helped by the fact that many staff still believe that this type of technology is the future rather than the present.

It is critical that sales staff understand that they need to educate themselves and develop an interest in this emerging category.

As predicted, virtually all products will become connected over the coming years, so any purchase of a smart product is a safe bet for the future. With 3,427 smart products on the market (from 439 brands) – an increase of 61 per cent – the market is growing.

Another major challenge for retailers is that many consumers struggle to understand the concept of the smart home and its benefits. A quarter of UK consumers cite a ‘lack of knowledge’ as their main reason for not purchasing a smart-home product. Many customers, once given an explanation, understand how the smart home works, but still struggle to see how it will improve or enrich their lifestyle.

Staff need to be trained on how to sell the benefits of the smart home, giving shoppers some context as to how the technology may fit into their lives. A lack of hands-on experience with smart-home products means it is hard for store staff to explain the real-life uses for this technology. It’s no coincidence that higher sales come from those staff that own the product, as they are able to give practical examples of how the connected home has benefited them.

To overcome these barriers, it is perhaps helpful for retailers to move away from selling the ‘technology’ itself and instead outline for customers how the tech interacts with their lifestyle and delivers real, tangible benefits.

Sales personnel should ask more pertinent questions of the customer to establish their wants and needs in order to demonstrate the relevant connected-home product that will enhance and improve their life.

Currently, sales colleagues tend to focus too much on the broadband internet connection, app or other technology involved, which for many shoppers, while essential to know, is still a baffling science and serves to create unnecessary confusion.

A change in approach is vital for retailers to sell the smart home – focus on the benefits rather than the technology itself. Early adopters already understand the technology, but if these products are going to become truly mass-market, it is necessary to make the category simple and relevant to every consumer.

The smart-home landscape is changing as it becomes more sophisticated and reliable. More products will be smart-enabled, as demonstrated by SoftBank with its recent purchase of semiconductor IP company Arm Holdings.

IFA 2016 will without doubt exhibit significantly more innovation from more brands for the smart category. It’s the brave that will survive in this ever-changing market.

 

Read more at http://ertonline.co.uk/opinion/smart-staff-for-a-smart-sale/

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The ‘C’ word

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Now, your grandmother may not like it, but connected viewing and content are changing the way we watch entertainment, and changing the shape of traditional broadcasting as we know it.

We, as consumers, like to time-shift our TV viewing. No, not like the famous Quantum Leap, but watching what we want when it’s convenient for us to do so.

In May, 13.7 per cent of all TV was watched time-shifted via a catch-up service, up from 6.9 per cent in 2010. This percentage will most certainly continue to grow as more consumers make use of connected services.

With the increase of streaming options and greater bandwidth from our broadband providers, there are many options for consumers to watch their favourite shows that don’t involve a TV, not forgetting very smart services like Freeview Play and Sky Q.

We love streaming on the go and away from the traditional living room setting, with 32 per cent of total viewing time being done through streaming on a device other than a TV. That’s 11,221,204 hours a week in the UK.

We will stream anything it would seem, with four episodes of EastEnders topping a recent catch-up list. What we seem to avoid watching on catch-up and make an effort with is appointment TV, for example live sporting events, which meant sport did not break the top 50 of time-shifted programming. Rather, sports topped the live streaming list, with consumers looking to watch the match with everyone else rather than catch up later.

On top of live streaming and catch-up services, some smart TVs and streaming devices also give easy access to TV and film streaming services, such as Netflix and Amazon Prime. Quality productions such as Orange is the New Black, which costs nearly $4 million an episode to produce, and House of Cards, costing slightly more at $4.5m, have meant that paying to stream is an acceptable proposition. Netflix will spend $5 billion on programming in 2016 – this is on a par with traditional broadcasters such as Fox Networks, and higher than CBS.

Quality, and the ability to be more risqué, is paying off for the non-traditional content producers. They are new, credible and serious players, mixing up the way we consume drama, and now also factual TV.

With Netflix boasting 81 million subscribers in its quarterly earnings report, it’s easy to understand how connected content and the ability to view via multiple devices is again changing the face of broadcasting and how we consume TV. With the BBC license coming in at an exceptionally good value, £145.50 a year, it’s a lot of high-quality media on many platforms to even consider it expensive. But, with Netflix averaging £89.88 and Amazon Prime £79 a year, it’s got tough competition from all angles, Government included.

Grandma might be happy with her old terrestrial channels, but many consumers will be looking to access all this amazing content by upgrading to a new smart TV or other connected device. For your store, connected services are the perfect USP to sell these new products – smart TVs are rapidly becoming the base level for the category, much like HD is now. What’s important is reassuring consumers that these services will enhance their viewing experience, not hinder it with difficult-to-use software or hidden charges.

Have a smart TV set up in your store with a live aerial feed and internet connection ready for your staff to demo. Let interested shoppers interact and play with the TV, letting them explore the features and benefits of streaming and catch-up services, demonstrating their ease of use and accessibility to free terrestrial catch up or paid for content. With GfK estimating that over five million 4K TVs will be sold in the UK by the end of 2017, smart TV is complementing UHD in equal measure.

With demand services making up four per cent of TV viewing for all ages, and more than doubling to 8.7 per cent among the same 16 to 24 age group, it’s understandable that Amazon can afford to spend $4m per episode on The Grand Tour, and Netflix’s market capitalisation is now $42.3 billion.

If you aren’t offering streaming devices and content cards like Google Play, you aren’t giving your customers, of all ages, what they want and are potentially missing out on an opportunity to increase your margin.

 

Read more at: http://ertonline.co.uk/opinion/the-c-word/

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Smoothie operator

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With healthy eating at an all-time high, the market for juice extractors and other food prep gadgets has steadily been growing over the past few years.

A recent study by Mintel found that now 41 percent of Brits are cooking from scratch every day, with consumers looking to control their diets and improve their health.

Retailers need to cater to their audience, ranging a good selection of products within the category, with the ability to sell them effectively, as sales are only going to grow.

Now a mainstay of the health food appliance category, sales of low-fat fryers, for example, are continuing to increase, growing by 12 per cent year on year, where traditional deep fat fryers declined by one per cent.

While the fryer category as a whole has grown by eight per cent, two-thirds of this growth is down to healthier fryers alone. With a higher price point averaging at £101 compared with the average £25 for traditional fryers, low-fat fryers are not only a more popular product, but also more profitable for your store.

Likewise, sales of standalone grills have increased by 30 per cent since 2011. The category has seen a jump in popularity as a whole, with 15 per cent of Brits interested in purchasing a grill, compared with only 10 per cent in 2013. Traditional fruit juicers have seen a 35 per cent drop in sales volume since the beginning of 2016. On the other hand, juice extractors (such as the NutriBullet) have grown by 111 per cent and sold nearly one million extra units in the past 12 months.

Healthy

Extractors are taking the market away from juicers because of their health credentials. Whereas juicers only release the sugary juice (sometimes as much as a can of coke), extractors keep the vitamin-filled fruit fibre, creating a healthy smoothie. There are clear health benefits to all of these products, with low-fat fryers and grills cutting fat from everyday cooking, and extractors making smoothies to make it easier to hit that all important five-a-day. However, all of these products are considered purchases, with price points generally higher than their ‘unhealthy’ counterparts. While the health benefits of the products are clear, many consumers will need to be convinced that their new extractor or fryer is value for money.

As such, to make the most of the category, it’s important for your store to explain the financial benefits to shoppers.

A good example is juice extractors – the average price of a medium smoothie (450ml) from a high-street coffee chain is £3.25. Based on the ingredients of this smoothie, making the same thing at home by buying a watermelon, grapes and some strawberries would only cost around £1.35. Using a mid-range extractor, such as the Morphy Richards Easy Blend, it would take only 19 smoothies to recoup the cost of the product.

Based on making one smoothie a day, this would take less than three weeks.

This is a perfect opportunity to demonstrate the financial benefits of a juice extractor to shoppers, many of whom will already be buying smoothies every day from a local coffee shop. Knowing that they can recoup the cost of the product in as little as three weeks will be a huge factor in their decision to purchase, as the extractor will likely save them a significant amount over time.

For those shoppers who favour convenience over savings, a demonstration could change their attitude to the product. Show them how easy it is to make their smoothie every morning, while simultaneously offering them a sample made right in front of them.

Features

If you’ve decided to demonstrate a juice extractor product in your store, set aside a budget to buy fresh fruit each morning on busy days, especially each weekend. Ensure that your staff are trained to use the product, including food and hygiene training, and are briefed on its unique features.

Position the demo stand prominently, offering passers-by a fresh smoothie and the opportunity to discuss the product with a staff member.

The health SDA category is an excellent one to tap your store into consumer interest and market trends. It also offers a great opportunity to create some theatre in store, demonstrating these fantastic new products with colourful displays that will catch the eye of passing shoppers, as well as those already interested in making a purchase.

 

Read more at: http://ertonline.co.uk/opinion/smoothie-operator/

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It’s not too late to take on wearables

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When it comes to wearables, many retailers may lack the knowledge needed to make them a success in their stores. As a developing category that’s creating a lot of interest in the media and among shoppers, expanding the knowledge base of your staff will help to develop it as a mainstay category in your store.   

Firstly, educate your staff on how wearable devices can make a positive impact on a customer’s health and lifestyle. Whether you ask a supplier to assist you with extra training, or run a training session yourself, it’s important for your staff to understand the category. Encourage your staff to use a wearable device themselves, helping them to understand wearables and become brand advocates. Their knowledge will help to improve in-store education and awareness of the category. Make it part of team building by creating store challenges on the number of steps, etc.

With your staff knowledgeable and ready to assist, educate your customers on the same health and lifestyle benefits by giving them an opportunity to see the device in action through a demonstration, using the team dashboard to aid the process.

Arming staff with a device and a synched smartphone will allow them to demonstrate the product’s functionality. Each customer will have a different reason for inquiring about a wearable device, so have your staff training focus on communication skills so they can offer tailored advice to individual shoppers.

If you’re concerned that your customers will not be interested in purchasing a wearable product, having a staff member speak passionately about how a device can help improve a customer’s health and fitness may change their perception of the category. Don’t forget the compatibility factor and ease of use, as all devices sync with almost any make of smartphone.

It’s not too late to consider ranging wearable technology. The category is continuing to grow and won’t be fading anytime soon. Get over your fears, educate your staff and start with a range that offers choice for each user at a price and functionality level that meets their needs.

Read more at http://ertonline.co.uk/opinion/smart-move/

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