Tag Archives: lifestyle

Nov 20 2024
Leave a comment
Posts

Why digital shelf analysis is the key to Black Friday success

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

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

Getting your house in order

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

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

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

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

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

Thinking beyond the self to the wider shelf

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

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

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

Staying one step ahead

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

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

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

Tagged , , , , , , , , , , , , ,
Oct 25 2024
Leave a comment
Posts

Reaching the Peak

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Tagged , , , , , , , , , , , ,
Oct 21 2024
Leave a comment
Articles

IFA 2024 – Business as Usual?

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Retail Reboot: Transforming Likes into Sales with Digital Marketing

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

The Importance of Social Media

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

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

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

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

Content is King

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

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

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

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

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

Helping your content be found

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

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

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

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

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

Photo from ERT Online

Tagged , , , , , , , , , , ,
Aug 30 2024
Leave a comment
Research

How brands can build loyalty by helping parents with the back-to-school rush

Parents everywhere are about to heave a massive sigh of relief as millions of kids head back-to-school after a long summer.

Of course, this also means there’s lots to prepare for in terms of buying new uniforms, technology and other essential school supplies.

Daniel Todaro, CEO at creative customer experience marketing agency, Gekko, believes there’s also a £2.3bn opportunity for brands to build loyalty if they step up to help parents with the last-minute dash for supplies for their young learners…

School starts up again next week, and with that comes the inevitable back-to-school spend.

According to our recent research, buying school supplies before the new year sets parents back an average of £452.40 per child, when including everything from school uniforms and backpacks to laptops and mobile phones.

With seven out of ten (71%) of parents agreeing that rising costs are making it harder to afford back-to-school spending, and 61% worried about how they will foot the bill, many parents are left feeling stressed about the experience before they even begin.

Whether they have a tendency to leave things to the last minute to accommodate a child’s potential growth, or waiting for payday, many parents may find themselves rushing around the shops in these last few days before the new term, adding to the pressures they are facing.

Over the next few days, retail marketers have an opportunity to build and strengthen their relationships with parents.

Smooth customer experiences and appropriate support from brands and retailers can go a long way to helping ease parents’ pain points – and those who do it well will be remembered.

Focusing on the in-store experience

Given there are only a few days left before the start of term, online shopping may no longer be an option for some items, and there is limited time to research more complex products.

This means parents with shopping still to do, are more likely to venture in-store looking for retailers to be prepared to help.

Back-to-School-gekko-Graphic

With teams briefed on how they can identify and support parents coming in for last minute school supplies and those in the same boat being empathetic, are able to offer support to cash-strapped parents looking for value and the right kit.

Whether it is on the most popular products this year, product features and functionality or directing them to the right place – support channelled in the right tone can elevate their in-store experience, making them more likely to recommend and return as customers to your store.

Advice is most likely to be pertinent and valued for big-ticket items like laptops and tablets.

Three-quarters (76%) of schools now expect children to have their own tech but only 12% of schools have suggested specific products, leaving parents, who often do not have a good technical understanding of products or the differences between them, to figure it out for themselves.

Ultimately, one in five (19%) rely on in-store and specialist help – so it is important that sales teams are able to provide them with the support they need.

The stores that are most helpful will be remembered and preferred in future, while those that are unprepared or have inadequately trained staff could only create frustration and dissatisfaction.

Ensure consistency across channels

With next-day delivery broadly available, some parents will still be browsing for products online, and attempting to compare both features and prices.

Brands who work with omni-channel and pure online retailers to distribute their products can add value by ensuring that their appearance, descriptions and pricing is consistent as much as possible.

Using a web scraping service or monitoring your stockists is critical for providing a good brand experience.

When retailers are presenting the same product in different ways, parents can potentially waste valuable time, further increasing pressure, trying to figure out which of two options is the best when they are actually looking at the same product on two different sites.

Creating additional confusion and frustration could prevent parents from considering your brand in future and push them towards competitors that are more clear and consistent in their messaging and product placement.

Little things can make a big difference

With parents spending a total of £2.3 billion on back-to-school supplies each year, retailers and brands are keen to be getting a piece of the action.

Special offers that make the cost more affordable will go a long way, but are a somewhat short-term solution – the relationship only lasts while prices remain low.

Brands that can make the experience less stressful and reduce the pressure parents are feeling, on the other hand, will have consumers coming back year after year.

It is easy to get caught up in the excitement of online or app-based retail, but this is a prime example of when the in-store experience really matters too.

These suggestions may seem small, but having knowledgeable teams and providing a consistent empathetic experience will go a long way in creating a smooth customer journey across all channels and winning loyal customers for the duration of a child’s schooling and beyond.

To read the published research featuring a comment by Dan Todaro, Managing Director please visit MediaShotz

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

First Impressions Count

Experience is everything and our research has seen that if you capture the imagination of the consumer and embrace them through the customer journey, 81% of consumers are willing to shop or spend more for experiences that take traditional store shopping to the next level. In simple terms, for a shopper to make a trip to your store, it has to be worth their time, effort and expenditure, creating an experience that exceeds merely the convenience of simply buying online from the comfort of their home.

In these tough economic times, yes it’s hard for both retailers and customers. Retailers can’t necessarily create the experience they’d prefer for their consumers and for the shopper, no one wants to be hard sold a product they don’t like or need, especially during distress purchases, such as the replacement of a large appliance. 

There are some retailers that unscrupulously look to charge brands for access to their doors, which is something many brands refuse to do as it squashes margin and only serves the retailer and not the brand. However, for those more willing retailers, inviting brands into your store is a start in the process of enhancing the customer experience. Create zones that enable a branded product expert to sell directly to the consumer and show your staff how it’s done. A recent report from Westfield showed that 60% of consumers are expecting over half of any given retail space to be driven by these kinds of experiential services. Driving knowledge through an expert enables the customer journey to be elevated, enhancing the possibility of closing more sales and increasing your average basket value through selling up through a range or creating opportunities for attachment sales. 

Think about your store layout and the customer flow. When the consumer bestows the honour of entering your store, yes it’s an honour, they aren’t doing you a favour, think about what greets them. Is it enticing, does it naturally lend itself to making them feel comfortable and can they find what they are looking for with ease. Ask if they require assistance and give them space and let them know that you’re there to help when they need it. 

I’m about to be a judge at the ERT Awards and my pet hate is seeing stores piling it high. Microwaves displayed atop washing machines, dishwashers and cooling. How many of those microwaves do you sell? Is it a cornerstone product that you rely on to generate revenue? Probably not. So to make them stand out like that isn’t, in my opinion, a pleasing aesthetic, more so an eyesore. So why do it when you could make your store look visually stimulating and clear of clutter to enable the consumer to see immediately what you range without having to fight through the riot of product and noise.

If I’m looking to spend some serious money in your store, I want to know that you’re the kind of store that cares about how I’d like to spend it. Listen to what the consumer needs and their budget. Keep it relevant to them and not you. No one likes a bore or someone who clearly doesn’t listen because they want to talk about themselves. The key area of focus within your store to really think about is in making it an immersive environment that your customer feels comfortable in and encouraged to explore and play. 

Enhancing the senses of consumers with your store can be done through very simple things like light, sound and smell but also interactive displays that make the consumer feel connected to the brands that are ranged in your store, enhancing the retail experience for both. Displays aren’t just about enticing shoppers to come in-store. They’re about drawing attention, displaying information and setting products apart from the competition. In the world of considered purchases, integrating tech effectively into display systems can add to the experiential and immersive experience that shoppers increasingly expect from their high street visits, helping to excite and engage consumers.

Personalisation is another factor to consider and one that is increasingly more critical in the customer journey and I hope that what you sell and the brands you range speak to target audiences. McKinsey research has shown that successful personalisation strategies, driven by customer data and increasingly AI solutions, can mean up to 10-15% revenue growth. Is what you sell and the manner you display it and sell it relevant to all and done in a manner which heightens the senses and creates an emotional connection that enhances the experience.

In 2024, the consumer’s purchasing decisions are, it seems, heavily influenced by a product’s ability to resonate with their identities and aspirations, this need can surpass mere cost considerations enabling a potential increase in basket value. This change reflects a departure from older generations’ perceptions, increasing the importance of aligning brand values and the retail approach in line with a consumer’s priorities in a competitive landscape.

Make the consumer feel listened to and important and enable them choice of not only product but also payment terms and delivery. Did you know that 43% of sales are abandoned due to delivery charges or concerns. This is relevant both in-store and the online customer journey, which leads me to your Omni channel experience.

While you might think that younger generations shop online more, actually for considered purchases such as CE, 63.5% want to shop in-store. However, this does not mean that the e-commerce opportunity is any less, especially when it comes to socials. So how does your retail experience translate online through your website and social media? With more and more consumers searching online to research the next considered purchase, do you hold your desired audience and compel them to continue their experience in your store.

It’s also understood that four in five consumers follow brands on social media, with an impressive 95% saying that their purchasing decisions are influenced by what they see and read on social media. It’s therefore important to consider the percentage of consumers that still prefer to shop in-store when shopping for high-ticket items, the future shopper and customer journey will increasingly be based around the online and social media experience. Therefore the importance of getting both right in the context of the customer journey and overall experience, are critical for a retailer’s success.

Core drivers to consider for enhancing the experience for consumers and enhancing that customer journey for both your store and the brands you range spanning an omni-channel approach are; 

  1. The online presence of your store may be the first touch point for your customers, therefore making it enticing and motivating enough to bring the consumer to your door is crucial, especially if you’re looking to attract that younger 63% that want to shop in-store. 
  2. Create theatre that immerses the consumer through lighting, sounds and clear navigation of your store with clearly defined zones that encourage the consumer to dive in and feel invited to play. 
  3. Engage with consumers in a knowledgeable and supportive manner through your staff and continue the customer journey with clear, impartial and knowledgeable advice that is relevant to the consumer, not just merely you or your opinion. 

To read the published article written by Dan Todaro, Managing Director please visit ERT

Tagged , , , , , , , ,
Jun 03 2024
Leave a comment
Posts

Retail therapy: The health & beauty brands delivering the best in-store experiences

Lush keeps it simple on the High Street

Physical retailers have faced immense challenges in recent years as shoppers have taken their purchases online, Covid closed shop doors for months and the global cost of living crisis has forced a decline in footfall and, as a result, sales.

This means that traditional brick-and-mortar retailers now have to fight harder and think more creatively than ever before to deliver seamless customer experiences in their stores. So, which brands are doing it the best in the eyes of marketers?

We continue the Retail Therapy series by looking at health and beauty retailers.

Daniel Todaro, group CEO, Gekko: “Without a doubt Lush, started in 1994 and still rocking it on the High Street. It’s not about tech or gimmicks; it’s about knowing and staying true to who it is, what its customers want and how to deliver it. And the fact that it doesn’t sell online means it has constantly evolved and prioritized its physical environment. The smell of a Lush store teases the senses and invites you in. Once in, it’s a playground of discovery for all ages, full of affordable products accessible to everyone’s pocket. Greeted by friendly staff who encourage you to play immediately, testing products in sinks and enabling you to try before you buy, or not, but still immersing you into the brand and its ethical range of products. Clever at retail and culturally on-point, the Saltburn bath bomb was genius reactive marketing. Bravo Lush.”

Clare Cryer, EMEA vice-president of growth, Outform: “Shoppers flock to Charlotte Tilbury, the luxury beauty brand, for newness, bestsellers and incredible advice. Its phenomenal success has led to growth across the makeup segment at its parent company, Puig. CT concessions have made the beauty counter a place to ‘play’ and feel part of a community getting better and repeatable experiences. They are a destination. The human element is paramount. Products are showcased with clear navigation and messaging. In-store ‘zones of learning’ inform, inspire and drive sales brilliantly, explaining complex product features and formulations in terms of how to use and product benefits, all brought to life by authentic content and reviews.”

Sara Parrish, experience strategy director, Imagination: “It’s clear retail experiences are changing. The Korean eyeglass brand Gentle Monster offers an escapist atmosphere akin to a surreal avant-garde gallery, while House of Vans in London has successfully created an entertainment space that features a skate park along with rotating art, music, and cinematic installations. Experiential retail stores serve as a powerful tool for building understanding around a brand’s products. Dyson understood its technology was innovative in its category, so it took a leap and created the Dyson Demo Store. These pop-ups offer customers space to learn, demo and use their technology. This blend of educational and aesthetic elements creates an immersive space for consumers to interact in a meaningful way and increases the likelihood of customer retention, building loyalty through experience.”

Lee LeFeuvre, chief commercial officer, SMG: “Boots has revamped 170 beauty halls and launched its first beauty-only store in Battersea, creating a ‘beauty destination’ with over 250 brands. Offering services from LED light treatments to Dyson hair styling stations, the digital-first store features over 10 screens for an engaging experience, including a trending pillar for influencer and TikTok content. Boots regularly hosts free experiential events, like the Braun IPL launch with Frankie Bridge and a gamified campaign with Fenty, giving customers a chance to spin to win. This immersive approach leaves customers informed, entertained and more knowledgeable about their beauty regimes, offering a unique experience that online shopping can’t match.”

James Barnes, co-founder, Backlash: “Beauty is a hyper-competitive retail sector. It probably has the greatest number of new products and new brand launches of any category to contend with. The multi-brand beauty retailer Space NK appreciates that social hype and experiences excite beauty audiences. As a result, it has built a regular program of in-store and out-of-store beauty experiences with immersive, experiential pop-ups. These experiences generate anticipation for consumers, encouraging them to engage with the brand to find out when the latest launches and pop experiences are happening. In addition, the in-store experience is exciting and ever-changing, with areas dedicated to pop-ups and exclusive promotional offers from the brand. In the past 12 months, we have created an immersive, 4D-sensorial Japanese Zen Garden experience in Covent Garden for Space NK X Tatcha and highly themed, in-store pop-ups for Ilia Beauty and Caudalie, with many more brands activating on an almost weekly basis.”

Vic Drabicky, CEO and founder, January Digital: “We have found the best retail store experiences combine elements of curation, community and ease. One of the best examples is Kendra Scott. It has an incredibly well-curated assortment, each store is tied into the local community, and the shopping experience is virtually frictionless. While there are many retailers who nail one or potentially two of these elements, executing all three greatly accelerates the retail experience and sales.”

To read the published article featuring a comment by Dan Todaro, Gekko Group CEO, please visit The Drum

Photo from The Drum

Tagged , , , ,
Apr 29 2024
Leave a comment
Posts

Let’s take this outdoors

As the great British weather improves our attention moves to making the most of every moment we can enjoy outdoors, in our gardens, balconies or public spaces with friends, family and pets. We do so at home with a view to bring the indoors outdoors and live alfresco to eat, drink, play, listen and watch. As a result, this change in habits opens up new trends for the consumer electronics industry and opportunities across many categories for all retailers.

With the advent of the bifold door, the garden as an additional room to your house is now common and therefore with more families spilling out into the garden, it’s not that unusual to see an outdoor kitchen combined with dining and living spaces which convert into entertaining and cinemas spaces at dusk.

So let’s start with cooking outdoors and the new appliances appearing on the wish lists of would-be chefs looking beyond traditional BBQs and wanting to offer their guests more than the usual fare of burgers, bangers and cremated chicken drumsticks. Peaking into the world of Grilling opens up a plethora of options for homeowners with buying decisions being made for a variety of reasons including their culinary ambitions, the desire to impress guests, the outdoor space available and of course budget.

The Grilling category includes portable grills, smokers and outdoor ovens and in the UK is estimated to be worth around £177 million currently and is expected to reach almost £200 million within 5 years, growing at a CAGR of 3.70% during the forecast period (2024-2029).

One brand leading the way here is Shark Ninja, which offers a range of innovative outdoor cooking appliances to meet the needs of many consumers and in doing so, enhancing their culinary experiences. The Ninja outdoor range, which has been marketed heavily over recent months, includes the Woodfire Electric Outdoor Oven, Ninja Woodfire Electric BBQ Grill & Smoker & the Woodfire Pro Connect XL Electric BBQ Grill & Smoker, which as the name suggests, features smart connectivity allowing the user to control their BBQ & monitor cooking progress on their phone.

Another area for growth is the outdoor Pizza oven market which is anticipated to grow at a considerable rate over the next 5 years. A number of brands are making their mark including Gozny, Ooni and Witt, all of whom offer a modern, convenient, user-friendly take on the pizza oven.  Together with outdoor electric grills, pizza ovens are something home appliance retailers should certainly consider ranging, opening up sales opportunities in other areas of the home.

One step on from the outdoor appliances are actual outdoor kitchens, something that frequently makes me envious. Imagine having an outdoor kitchen equipped with built-in appliances like refrigerators and sinks. Standard in smart Mediterranean villas for decades but now popping up in Acacia Avenue across Britain, this is a trend that for many who sell kitchens, may see their business evolve over time. Believe it or not, the outdoor kitchen category grew globally from $6.3 billion last year to $6.7 billion in 2024 and is estimated to grow to almost $9 billion by 2033.  

So once you’ve whipped up a culinary feast in your outdoor kitchen, what’s next? Well perhaps kick back and set the mood with a smart outdoor lighting system allowing homes to control and customise their setups with ease. These app controlled solutions, from the likes of Philips Hue, can be programmed to change colours, adjust brightness levels and can be combined with your music via an outdoor audio system to enhance the outdoor living experience. We all know that music adds ambience to outdoor spaces and all-weather solutions are becoming increasingly popular, with weatherproof speakers and sound systems specifically designed for outdoor use that are wireless and Bluetooth-enabled, allowing users to stream music from their smartphones or other devices.

To complete the indoors outdoors experience, CE retailers should be adding some outdoor TV options to their ranges, offering their customers the opportunity of immersive outdoor cinema experiences, day or night. The category is starting to build momentum and unsurprisingly Samsung is at the forefront with The Terrace which comes in both 65” and 75” screen sizes and is specifically designed for open-air use. Another brand to watch is Sylvox which has a much larger range of outdoor TVs. Aside from being weatherproof, they are also more durable and resistant to extreme temperatures and feature exceptionally bright, anti-reflection screens so you can enjoy your favourite content even on the sunniest of days.  Bearing in mind the high price points, the large screen sizes and the intended setting for these TVs, I would suggest that offering an installation service would be a real benefit to your customers.

So, British weather permitting, it is entirely possible to create a new heart of the home, outdoors. By transforming your garden into a living, dining and entertainment space, homeowners can truly embrace an al fresco lifestyle. As we head towards summer, retailers can capitalise upon the opportunity by complementing their usual in-store offering with something different, where your customers can let their imaginations run wild!

To read the published article written by Dan Todaro, Managing Director please visit ERT

Photo From Brown Jordan Outdoor Kitchens

Tagged , , , , , , , , ,
Feb 14 2024
Leave a comment
Posts

Love is not all around for retailers: 24 million will skip Valentine’s gifting

  • 54% of UK adults aren’t going to buy gifts this Valentine’s Day
  • Under 35s are more than twice as likely to buy cards, gifts and experiences
  • Limited spend and a growing focus on experience-based gifts should be cause for concern for retailers

New research from customer experience marketing agency Gekko suggests that Valentine’s Day is no longer the retail bonanza of old, with over half of UK adults (54%) not bothering to buy any gifts for their significant others, friends or family members.    

Of the 46 per cent UK adults that will buy gifts, only 13% plan to spend more than £50 on a gift, with consumers most likely to spend up to £20 on a gift (34%), so not great news for those big-ticket retailers. In fact, people are likely to spend less on significant others than they would on family and friends, which is perhaps due to the changing relationship dynamics in society.

Young love still drives Valentine’s Day with nearly three in five (58%) of those aged between 18 and 35 agreeing that it is important to mark the day with those you love, including friends and family. This age group are more than twice as likely to buy cards, gifts and experiences for loved ones as over 55s (65% v 31%).  

Another trend that was evident in the research is that experiences are becoming far more popular as a Valentine’s Day gift preference, with 37 per cent of adults saying they prefer to give experiences over physical gifts. This includes taking a significant other to dinner (27%) or gifting an experience like gig tickets and wine tasting (6%). 

This shift towards experiences suggests that retailers may need to reframe their strategy to rely less on the gifting moments throughout the year. More than two-thirds (67%) dislike the consumerism associated with gifting days and moments, with nearly three-quarters agreeing that retailers put too much focus on Valentine’s Day.

With most consumers inclined to purchase fewer, less expensive physical gifts, retailers are left trying to entice a smaller share of the market. A quarter (25%) of consumers agreed that discounts would encourage them to buy physical gifts, but ideas that would help make a gift ‘extra-special’ also appealed to consumers, particularly 18-34-year-olds. 15 per cent of UK adults agreed that product personalisation would encourage them to spend, and 12 per cent liked the idea of limited-edition products, increasing to 22 per cent and 20 per cent respectively amongst under 35s.

Daniel Todaro, MD at Gekko, said: “With consumers’ focusing more on experiences and creating memories with their loved ones, amongst growing disaffection with commercialised gifting moments, retailers will have to reinvent their strategies so that they can get a larger piece of the shrinking heart-shaped pie. And while offering discounts is one way to go, it would be best for competing retailers to avoid a race to the bottom. Instead, setting your offer apart can help to drive differentiation, with personalisation, limited editions and even customer service itself all helping to make Valentine’s Day work harder.”

Tagged , , , , , , , , , ,
Feb 07 2024
Leave a comment
Posts

Keeping Pace with the Evolving Consumer

Shopping online became the de facto route to market for consumers in 2020 driven by necessity due to store closures. The ONS reported the proportion of online retail sales peaked at 38% in January 2021 vs 20% the year previous. While the average sales split has returned to 26% since this peak, the manner that both experienced and less experienced online consumers engage with brands and retailers, across multiple channels, has rapidly evolved. With considered purchases, in particular technology but not limited to this, it has sparked a greater importance for a brand’s omni-channel customer journey. This in turn has encouraged a race for retailers to enhance their operational agility in e-commerce to remain competitive and appealing. To play in the e-commerce space is not to simply offer a transactional site online but a well-considered data stack that ultimately understands the customers’ needs at each touchpoint and marries them up to the retailer’s unique proposition.

Further market uncertainty in 2023 continued to drive evolving consumer behaviour. This will continue in 2024 as retailers brands adapt their strategies to convert on the now normal, lengthening online consideration phase due to squeezed budgets. Retail website traffic is increasing year on year, and mobile as a share of that is also increasing. The purchase cycle is likely to lengthen, becoming normal, as consumers sit in the consideration stage for longer across multiple touch points. This is likely to increase as we shop on mobile devices cluttered  with a multitude of content at their fingertips, from social media, bloggers and reviews.

Offsite and onsite content needs to meet the demands of the consumer, wherever they are on their route to purchase. Here we have highlighted three key elements brands can focus on to drive audience engagement and discoverability on partner retail e-commerce, increasing operational agility to succeed amid uncertain market factors.

The potential of data in e-commerce

As known, Google will in a bid to make the web more private, phase out all third-party cookies by the end of 2024, currently deprecated for 1% of Chrome users as of January 2023, which represents approximately 30 million users. This move restricts the ability to track a user’s activity across multiple websites and in turn, the major resource for marketing and sales teams to personalise and deliver targeted ads. The implication for retailers and advertisers alike that rely on paid media via 3rd party cookies to target consumers and measure brand and sales impact, is about to reshape how marketing and advertising works online.

Retailers are looking to harness and better optimise their consented 1st party data to offer better solutions. The potential is positive due to the relevance of data and the control retailers will have to improve the quality of ads and personalised experiences. To realise the full potential, retailers using data as a platform to form stronger partnerships with brands and suppliers will likely uncover a better understanding of their customers and shape the narrative.

Whether it be brand-building initiatives or first-party cookies direct from transactional sites, retailers will be mindful to sensitively use the data they have on their customer’s behaviour. The current reality is low metric transparency from retail websites to the brands as retailers increasingly look to monetise their online store to brands. This highlights the importance of growing data and insight models in synergy with a brands growing media portfolio, to ensure brands see their platform as a viable solution to learn from the consumer, in a trustworthy way, to better serve their customers.

Data unlocking Retail media potential

Retail media is a rapidly growing medium of advertising on retailer e-commerce sites. Global advertising revenue is forecast to exceed television revenue by 2028 and account for 15.4% of total ad revenue. Brands are following the consumer shift to digital commerce with the added appeal of reaching consumers with personalised advertising within the category. Retailers enable varied promotional formats and tools on their owned channels and sell inventory to brands and in turn boost profitability. The benefit to brands is to show up across multiple touchpoints in both physical and digital shopping environments. The ever important omni channel journey demands content that strikes the right chord, wherever the brand is consumed. Continuity of the consumer’s purchase journey with consistent brand messaging, is proven to likely lead to increased trust and confidence to bring the consumer closer to a purchase.

Retail media networks sit in the transactional channel and so appeal to bring brand messaging closer to the point of sale. An ideal touchpoint for brands to engage with their prospective customers and brand awareness amongst the target audience since visits to a retailer’s website or store is not solely to purchase but also to research the products available to them. Tech stack will drive improved accessibility and likely standardise as the shift to retail media grows. Unlike traditional TV, which retail media is set to surpass, the measures and ROI reporting available from purchase behaviour and browsing trends will in turn elevate the brands demands for transparency in metrics and insight.

The race to play in the retail media network space and maximise inventory can potentially de-prioritise the partnership of data and insight to brands. This should be guarded with caution, as retail media supply increases so will the standardised retail media and brands expectation to manage campaigns across multiple networks. Retailers with considered campaign control and insight reporting will unlock the potential of the data to truly drive innovation in the space and grow brand partnerships.

Digital shelf analytics to track e-commerce on site performance

Understanding the full potential of data and highlighting channels in e-commerce to understand consumer needs and trends only stand up with considerable thought into the digital shelf. Brands need to be discoverable quickly on listing pages and relevant search terms, showing up with accurate and consistent content across multiple retailers, customer reviews and how their pricing and promotion strategy stacks up against competitors.

While physical retail has evolved into finely tuned budgets to drive in-store presence, in-store advocacy and inventory management, e-commerce is a lesser-known channel. The digital shelf is the equivalent of someone exploring products in a physical store, the digital experience on a retail site in which consumers discover, learn, compare and purchase products. By first identifying the elements of the consumer experience available with physical retail that e-commerce is unable to match, for example, trained sales colleagues to assist the customer’s purchase decision, we can then identify digital shelf assets to compliment the omni-channel journey. Ratings and reviews from like-minded consumers as well as engaging, informative ‘top features’ videos on product pages will all help close down the sale successfully and are elements that consumers expect to see on e-commerce platforms.

On-site performance metrics are key to measuring impact and shaping activity in the future of marketing campaigns and content to name a few. Along with benchmarking vs competitors on pricing and presence on product listing pages. The valuable source of data on retail sites is a vital cog to brands. Brands should consider investing in a web scraping solution to automate this process and enable their sales and marketing teams to better understand their e-commerce performance both in isolation and against the competition. Like media channels, clear insight reporting of the digital shelf drives understanding of a customer’s interactions and partner retail opportunities. 

So as 2024 begins to take shape, brands should be prepared to work closely with 3rd-party retail partners to adapt to the changes coming to cookies and shopper data, as well as exploring retail media opportunities. Keeping track of on-site metrics is also vital, keeping e-commerce managers informed and enabling them to influence their brands’ presence and performance on partner sites.

To read the published article written by Dan Todaro, Managing Director please visit PCR Magazine

Photo from PCR Magazine

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