Tag Archives: Opinion

Nov 26 2025
Leave a comment
Posts

Five expert Black Friday tips and warnings around finding the best deals

With Black Friday and Cyber Monday comes the chance for consumers to land a bargain. But along with so many reductions in product prices come just as many warnings that all is not necessarily what it seems.

Increasingly, buyers are being urged to double check before they buy – both for their own needs and their own security.

There’s also a wider conversation around affordability and people spending what they can reasonably pay back, if they are using credit cards or buy now pay later deals, to ensure they don’t get trapped in a new year cycle of debt.

With that in mind, here are five tips and warnings from experts around what to do – and not do – as Black Friday deals crop up.

Make sure you really want that deal

Buyer’s remorse: when you regret that impulse purchase soon after the money has left your account.

Research from TrustPilot suggests around £5bn in unplanned impulse purchases will be made by British buyers this Black Friday weekend, after one in three did so last year with an average spend of more than £250 each.

And yet, a quarter of those are predicted to cause buyer’s regret – totalling £1.27bn wasted.

That includes items buyers didn’t need, which didn’t match their expectations or was deemed to be a waste of money. Make sure you know what you want beforehand and stick to that list where possible.

Extensions are your friend for an added bonus

It’s not just about not spending when you don’t need to – it’s about using tools to maximise the purchases you do make.

Using cashback sites like TopCashback and Quidco is an underrated way to make your money go further during Black Friday and beyond, says The Independent’s consumer writer Molly Greeves.

“These websites essentially pay you to buy products through them – for example, when you shop on Boots by clicking through the TopCashback website, you can currently get 20 per cent of what you spend credited back to you,” she explains.

“Once you’ve signed up to TopCashback or Quidco, you can download their browser extensions, which makes the process of earning cashback virtually effortless. Then, when you shop online, you’ll see a pop-up letting you know when you can earn cashback. Click through and the cashback should be credited to your account – easy as that.”

But should is the key word here, Greeves cautions.

“Try to think of cashback as a bonus rather than a guarantee, as sometimes tracking problems can prevent your money from being credited.”

Beware the ‘fake deal’

Most online shoppers will know by now: what says “reduced” isn’t necessarily the case.

Websites have to abide by rules on what most recent prices were but if the higher price was only there for a couple of months before being reduced back down to the previous level, it’s not a particularly great deal.

To get around that, shoppers can use Google’s price history function to show what are effectively fake deals, says search specialist Andrew Witts from Studio 36 Digital.

The hidden Price History tool is one of the easiest ways to spot fake Black Friday deals. You search for a product, click on the Shopping tab, select the item and look down the page at Price History. It can instantly show whether a price has genuinely dropped, or if the retailer did the aforementioned prior increase.

“Fake sales are everywhere. The price history tool is the fastest way to expose them,” says Witts.

You can also see similar features in the Microsoft Edge browser – click the three dots in the top right corner when you’re on a product page, go to ‘more tools’ and hit the ‘shopping’ option.

Double check emails for scams

One now which is easy to get caught out with if you’re doing lots of shopping, or if multiple people shop on the same account.

Fraudsters are “using AI to spin thousands of hyper-personalised phishing scams,” says Jonathan Frost, of banking safety firm BioCatch.

These can include “fake ads, extreme discounts, shipping alerts and refund notices that look indistinguishable from the real thing” he adds.

Take an extra minute to ensure anything you’re about to click on is from a legitimate site, is something you know you’ve ordered and paid for and isn’t just a blind sell to point you to something you wouldn’t previously have been looking for.

Last-minute shopping could see you miss out

Now the other side of the “don’t act too quickly” argument – it’s well established that some prices do indeed go up after Black Friday.

Last-minute Christmas shopping can see buyers pay prices up to 18 per cent higher, suggests recent research by customer agency Gekko – at least when it comes to some electronics.

However, the same research showed that discounts for things like air fryers were actually cheaper before Black Friday – which simply highlights the importance of having your list pre-prepared, keeping an eye on the products you’re keen on and getting them when you’re happy with the price, rather than reacting to highlighted discounts and making your purchases based on them.

To read the full published article by The Independent, click here

Tagged , , , , , , , , , , ,
Nov 20 2025
Leave a comment
Posts

How to add festive sparkle to the in-store experience

As the nation starts getting out the decorations and ‘All I Want for Christmas’ takes over the airwaves, one thing is certain, the festive shopping season is well and truly underway. But for retailers, this isn’t just the season to be jolly, it’s a time of great angst. After months of planning and perfecting the strategy, and execution now underway, the question looming is will Christmas make or break me?

The Christmas TV ads have already landed, glittering with the hope they’ll capture hearts and wallets early. Consumers are being bombarded by online ads and influencer recommendations, but as they hit the high street in search of the perfect gift, amid tighter budgets and endless options, how can retailers use physical estates to reel shoppers in?

Looking at last year’s trends, it’s clear that those who’ve nailed the mix of smart pricing, irresistible promotions, memorable in-store moments, dazzling displays and well trained staff will top the tree this Christmas.

Fantastic festive promotion strategies

Festive promotion strategies must deliver, sustaining every crucial week of the Golden Quarter, and most importantly, offer clever promotions that reward shoppers loyalty. Retailers that communicate savings and product exclusivity in creative ways will resonate most with shoppers who want to maximise their spending.

“Beyond the sparkle, snowflakes and spectacle, the retail basics have never mattered more.“
Daniel Todaro, CEO UK&I, Gekko Group Marketing

For years, Black Friday and Cyber Monday were the pinnacle of the festive shopping period,  with brands starting promotions well in advance. For consumers, there’s nothing more annoying than seeing a great deal advertised, to find out it doesn’t exist in-store. Integrated on and offline strategies are vital, not only driving sales, but keeping customers happy and returning footfall.

With limited budgets, shoppers are seeking value without compromise. Many now spread gift purchases out across many months, so it’s vital for brands and retailers to act smart in thinking beyond single day discounts. We help brands track product performance online, highlighting RRP, SKUs and even marketing compliance. Retailers planning for a profitable peak period, and not just key dates, see the most success.

Merchandising matters

Beyond the sparkle, snowflakes and spectacle, the retail basics have never mattered more. Just like the Grinch, retailers are feeling the pinch, rising national insurance contributions are tightening budgets, leading to dwindling staff numbers on shop floors when they’re most needed. But with footfall about to hit its annual high, this isn’t the time to scrimp on staff.

Lack of staff often results in poorly displayed and empty shelves, leading to inevitable shopper frustration, and they’ll simply spend their money elsewhere. Retailers must work closely with brands to forecast accurately, manage deliveries seamlessly and keep the shelves stacked with festive favourites all season long.

And let’s not forget the people who make the magic happen. Store staff are the vital link between product and customer. Equipping them with the right knowledge ensures they can offer an exceptional in-store experience for customers. By creating positive, informed interactions at the point of purchase, this builds trust and encourages action, making the experience not only easier but more rewarding on both sides of the transaction.

We’ve seen success with brands and retailers that run tailored peak incentives, motivating staff to hit and surpass targets. There’s no better way to do this than a bit of healthy competition, with bonus and training campaigns offering fun rewards. The trick for festive fun is to make it engaging by gamifying targets or learning, whether in-store or through an online platform.

Spectacular in-store activations

Retailers are going to new extremes to draw in shoppers, transforming the high street into a playground of wonder in a bid to maximise footfall. One example in London is John Lewis Oxford Street, launching a ‘Member Lounge’ where shoppers can grab a glass of fizz and have a massage between gift hunts, turning retail therapy into something far more literal!

But magic doesn’t always need a big budget. Even small, thoughtful touches can spark joy, a festive photo booth for capturing memories, a ‘try before you buy’ tasting station, or a gift wrapping service that turns purchases into presents, and shopping from a task into an experience.

Technology is adding its own dazzle. Augmented reality displays, virtual try-on mirrors, and smart lighting are blurring the lines between digital and physical, creating those wow moments you simply can’t get from a screen. And with mobile apps offering tailored rewards that can be redeemed in-store, retailers are making every visit feel personal.

Sustaining festive high-street sparkle

There has never been a more crucial Christmas for the high street. With tightening margins, rising costs and pressure from online retail, physical stores are working hard to draw shoppers in. That said, ‘tis the season of opportunities for retailers, and when done right, in-store experiences remind us of what digital shopping can’t replicate, giving customers reasons to return long after the decorations come down.

To read the published comment by Dan Todaro, Gekko Group CEO, please visit Creative Brief

Tagged , , , , , , , , ,
Nov 05 2025
Leave a comment
Posts

The Digital Toolkit – Ai, Social Media and SEO for the Modern Retailer

For modern retailers, a robust digital presence is no longer optional; it’s essential for survival. Today’s digital landscape is complex, but by focusing on key strategies and leveraging the right tools, retailers can build strong customer relationships, boost brand visibility, and drive sales.

At its core, a good digital marketing strategy creates attractive online experiences that not only showcase products but also build trust and loyalty. It’s about meeting customers where they are, whether that’s on social media, in their email inboxes, or through search engines. This strategic approach allows even small and medium-sized retailers to compete with larger brands, extending their reach with a targeted message.

The Power of Social Media and Content

While many retailers are already on social media, the key to success isn’t just being present—it’s being effective. The importance of social media is clear, with global spending on social media advertising projected to reach approximately $276 billion in 2025 [Source: Talkwalker]. This highlights social media’s dominant position in the marketing landscape. Furthermore, a significant majority of consumers who have a positive interaction with a brand on social media are more likely to recommend that brand to their friends and family [Source: Synup].

However, what matters most is the content you create.

Content is King. This timeless phrase holds true now more than ever. Your content needs to be appealing, engaging, effective, and consistent. Whether you create it in-house or partner with the brands you stock, the goal is to captivate your audience and showcase your products in a way that feels authentic. For many small retailers, the challenge is having the time, budget, and creative skills to produce high-quality content.

Fortunately, modern AI tools have emerged as a real lifeline. What once took hours can now be done in minutes. AI can assist with everything from generating content ideas to writing compelling ad copy and even analysing campaign statistics. According to Talkwalker, 90% of businesses using generative AI report meaningful time savings, and 73% see tangible engagement rate lifts from AI-assisted content [Source: Talkwalker]. Tools like ChatGPT and Gemini are at the forefront of this revolution.

But AI doesn’t stop at text. Tools like Gemini’s Veo 3 & Lumen5 can create professional-quality videos from a few words of text, complete with voice-overs. If you want to reach a wider, multilingual audience, Sonix AI can translate your content and videos into different languages. This is a crucial strategy, as a majority of people prefer to learn about new products through short videos [Source: HubSpot].

The Unseen Hand of SEO

Another crucial, often overlooked tool is Search Engine Optimisation (SEO). In simple terms, SEO improves your website’s search engine rankings. It’s the difference between being on the all-important first page of Google or being lost on page ten.

The importance of SEO speaks for itself when you consider that 53% of all website traffic comes from organic searches [Source: WordStream]. SEO delivers a high return on investment (ROI), with some estimates suggesting a minimum ROI of 500% [Source: Improvado]. When compared to paid ads (PPC), SEO delivers a higher conversion rate, with some sources reporting that SEO converts at a rate of 2.4%, nearly double that of PPC’s 1.3% [Source: Sagapixel].

SEO involves a mix of strategies, including:

  • Use relevant keywords that your customers search for.
  • Create high-quality, valuable content that answers user questions.
  • Improve your site’s speed and user experience.

The goal of SEO is to increase organic (non-paid) traffic to your site, making it more visible to people who are actively looking for your products or services. A key benefit is its cost-effectiveness; many SEO tactics are free to implement. Simply ensuring your product pages include relevant keywords, such as “laptops” or “televisions,” for an electronics retailer can significantly increase the likelihood of your website appearing in search results.

Bringing It All Together

From AI for content generation to SEO for discoverability, retailers have a wide array of tools at their disposal. By strategically combining these techniques, mastering social media, embracing AI, and prioritising SEO, you can build a robust digital presence that not only attracts new customers but also keeps them coming back.

To read the published comment by Callum Puffett, Digital Marketing Manager, Gekko Group, please visit ERT

Tagged , , , , , , ,
Sep 30 2025
Leave a comment
Posts

Hey Google, play ‘Deck the Halls’

The magic of Christmas is getting a high-tech makeover. This year, holiday wish lists are moving beyond the typical gadgets and into the realm of the truly smart home. While a new television is still a coveted gift, modern shoppers are seeking next-generation devices that do more than just entertain. They want technology that simplifies daily life, saves energy, and offers peace of mind. This holiday season is all about bringing the future home, with gifts that make every room in the home a little smarter.

A New Era of Home Entertainment

While smart homes are all about efficiency and function, they’re also revolutionising our leisure time. The UK’s television market is set to grow significantly, with consumers always choosing smart TVs because it’s the only option available. However, the latest models from brands like Hisense and Samsung are, as we know, more than just screens to watch and stream to; they are increasingly becoming the central hub of the connected home. The push towards the most advanced display technologies, like brighter OLEDs and more sophisticated Mini-LED backlighting, is a key driver in the purchasing decisions consumers make on their customer journey. These innovations not only deliver incredible picture quality, making everything from blockbuster films to immersive visual feasts, but also create a hub for movie nights, sporting event parties, gaming and casting your treasured photos. Some could argue that with such a powerful TV, why do I need a soundbar? Doesn’t it already have the best possible sound I could get in any TV? Yes, but think of it like the difference between that watch, the one with or without diamonds; it’s the same watch, but it makes a bigger impact. Soundbars, like the Hisense HT Saturn or the Sonos Arc Ultra, are hugely popular for their ability to deliver cinematic audio without the clutter of a full surround sound system. Smart home projectors are also gaining traction, offering the ultimate in-home movie experience. Brands like Hisense and Nebula are making high-quality projection more accessible, turning any living room wall into a gigantic screen for gaming or film nights.

Automated Cleanliness & Comfort: The Rise of Smart Living

The convenience of an automated home is no longer a luxury but a growing expectation; it’s standard for many. The UK’s smart home market continues to grow, with a value estimated at £8.07 billion in 2025 and over 80 per cent of consumers already owning at least one smart product. This trend is driving demand for a new generation of household essentials that span multiple categories in the home. Leading the charge are devices like robot vacuums and mops from brands like Dreame, equipped with advanced navigation and self-emptying docks, which have become highly desirable for maintaining a tidy home with minimal effort. This desire for automated cleanliness extends to smart laundry appliances and even smart lawnmowers, creating a truly effortless living environment. Beyond cleaning, the desire for comfort and health is increasing the popularity of a range of gadgets. Sales of air purifiers and adaptive lighting systems are on the rise, creating the perfect atmosphere and mood with the touch of a button, while smart fragrance diffusers add another layer of sensory comfort. Furthermore, the market for smart health devices is booming, with products like smart scales that track a variety of metrics and air quality monitors that help users understand and improve their home environment. These devices are all part of a larger ecosystem of connectivity and integration, making every aspect of home life smarter and more intuitive than ever before.

Smart Savings for a Sustainable Season

With energy costs still a key concern, especiallyas we approach those months when the heating is switched back on, consumers this Christmas will be very much thinking about smart, cost-saving investments. Thanks to the ongoing smart meter rollout and a growing push for sustainability, energy-efficient appliances are a must-have. The UK’s smart thermostat market is a prime example, with significant growth projected as consumers look for ways to manage utility bills and reduce their carbon footprint. Smart thermostats, such as the Nest, go beyond simple scheduling. They learn your routine, use geofencing to detect when the house is empty, and can even sense an open window, automatically adjusting the temperature to prevent wasted energy. Giving a gift that helps someone save money and reduce their carbon footprint is a present that keeps on giving all year long. This sentiment also extends to other energy-conscious gifts, from smart plugs that let you remotely switch off power-hungry devices to smart lighting systems

that allow for precise control and scheduling, reducing electricity consumption for lighting by up to 80 per cent. These thoughtful gifts empower people to take control of their energy usage, making their homes more comfortable and their wallets a little fatter in the long run.

Peace of Mind Under the Tree

The desire for a secure home to protect those things you hold dear is a year-round priority, making smart security a prime gift category. The smart home security market is a powerhouse, valued at GBP 30.07 billion and continues to grow with innovations like AI-powered video analytics. For the holidays, popular gifts like the Google Nest Doorbell offer more than just technology—they offer peace of mind, allowing people to monitor their homes and feel safe, no matter where they are. This security-focused trend extends beyond simple doorbells to a wide range of devices. Sophisticated smart locks that allow keyless entry and track access are becoming increasingly popular, as are wireless outdoor cameras with must-have features like infrared night vision and customisable motion zones.

Small Gifts, Big Impact

While some gifts aim to transform a whole room, others are designed to elevate a single moment. This holiday season, thoughtful, smaller gifts are making a huge impact byenhancing daily life without a large footprint or a significant price tag. For those looking to introduce a touch of smart living, devices like smart plugs and individual smart bulbs such as LIFX are a perfect choice, offering the ability to automate appliances and control lighting from a phone. In the kitchen, the trend is all about efficiency and convenience, with compact appliances like personal blenders, e.g. from Ninja or Nutribullet, and smaller air fryers proving to be highly sought-after gifts that make cooking healthier and easier. For a more personal touch, a smart mug, such as the Ember Mug, that keeps a drink at the perfect temperature, or a portable Bluetooth speaker with more functionality than just playing music, such as the Robert’s Radio Petite which lets you play music, listen to the radio and even has a built-in alarm clock feature which makes it an excellent small gift option.

This year’s most sought-after gifts are practical, innovative, and designed for a better quality of life. From smart entertainment systems to automated chores, the perfect present for tech lovers is those that make every day feel a little more effortless, providing satisfaction in the process. The subtle integration of AI is a key trend. Devices are not just responding to commands but learning routines and anticipating needs. This creates a smarter, more intuitive home experience. Whether it’s a gift that automates daily tasks or one that provides a sense of security and well-being, the best presents this Christmas are those that seamlessly enhance the modern home and the life within it.

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

Tagged , , , , , , , , , , ,
Aug 29 2025
Leave a comment
Articles

Curating the clutter: How brands can cut-through product overwhelm

Consumers are met with an overwhelming volume of information each day, leading to decision fatigue that can make it difficult to choose products, and even cause them to abandon their shopping baskets altogether. When this happens, shoppers are more likely to stick to a well-known brand or pick up the first thing they see – so brands need to stand out.

Curate the clutter

To be a category leader – and encourage consumer switching – brands need to be seen and heard for all the right reasons. The features and packaging of the product itself is only one factor in a consumer’s consideration process, with visibility, brand positioning and consistency all playing a significant role in the wider customer journey.

Taking a strategic approach to curating the clutter across digital and physical channels helps consumers to notice and understand your brand, clearly see what your products offer, and appreciate their true value in relation to user need.

Cutting through the online chaos

In contrast to a good physical store, where effort will have gone into curating the offering, online there is often too much choice, leaving many shoppers overwhelmed and having to decipher things for themselves. Many third-party sales platforms are nothing short of chaotic, but their convenience has been a boon for time-poor consumers. These platforms can make comparing products easier for consumers but, with so many options, brands need to go the extra mile to make sure they are firmly in the mix.

Investing in an effective web scraping service, such as GWS (Gekko Web Services) – can help brands to understand their digital performance in granular detail. By monitoring and analysing the digital shelf, GWS offers powerful insights that can drive smarter decisions about pricing and product descriptions.

Pricing

Price remains the main driver of purchases for consumers, and it is mission critical that brands understand how their product pricing compares with the rest of the category. Digital shelf analysis provides the clarity product owners need to make quick and confident decisions based on their brand positioning and in response to market shifts, particularly during discounting periods.

Product descriptions and tagging

Showing up in searches via both search engines and on specific sites requires the right keywords in product descriptions, as well as tagging appropriately in line with retailers’ filters. Monitoring is critical for maintaining a smooth customer journey, ensuring that your brand shows up with consistent messaging that aligns with your brand positioning.

Driving in-store visibility

In the same way that your brand’s digital footprint is vital for online retail, its physical presence in stores is also an important consideration. While few brands have control over shelf positioning, products can attract consumers and increase consideration through clever merchandising and in-store promotions.

Investing in point-of-sale merchandising can often be more valuable than expensive activations elsewhere. Strategically placing promotional materials and displays near the point of purchase can capture attention and encourage consumers to make impulse buys or consider additional products.

Sales promotion continues to be an effective way to engage consumers in store. Recent research from Savanta revealed that, while half (47%) of shoppers have favourite brands, 40% will try something new if a product is on promotion, highlighting how brands can shift consumers’ preferences through strategic and well-timed campaigns.

Consideration through careful curation

Balancing brand presence and driving sales across owned and third-party channels online and in-store is a tall order, especially when competition and complexity only continue to grow.

With a strategic approach, brands can curate the clutter to ensure they stand out from the crowd. Brands that can enhance the customer journey through clarity, consistency, visibility or positioning will be more memorable, and ultimately succeed in a busy and potentially overwhelming retail setting.

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

Tagged , , , , , , , ,
Jul 15 2025
Leave a comment
Posts

Creating strategic friction through experiential to harness sales

The in-store shopping experience has emerged as a critical differentiator for physical retail, where shoppers have increasingly high expectations. Creating an enhanced in-store experience is standard practice within many retailers, in particular with the considered purchase sector.

Exceptional customer service remains high on the list for customers, with knowledgeable, friendly, and proactive staff playing a crucial role in guiding and assisting shoppers. Our own research has shown what matters to shoppers with 60 per cent wanting a pleasant retail environment, while 42 per cent of people want to speak to knowledgeable staff. However, it may come as a surprise to many of you that consider your store to be the best customer experience for your customers; whilst 75 per cent of us prefer to shop in person, it’s shocking to realise that only 9 per cent are usually happy with their in-store experience. 

Audiences today are demanding more from their in-store experience, and for good reason, because 73 per cent of consumers consider experience as an important factor in their purchasing decisions, behind price and product quality. It’s not just the experience in-store that counts either, because getting your brands involved to support you to help enhance the shopper journey could help you tap into the 91 per cent of consumers who confirmed they would feel more optimistic about a brand’s product or service after actively participating in a brand activation or experience.

When you consider that your opportunity to grab the attention of shoppers is between 5-180 seconds, your displays and how visitors are greeted and served is essential in converting browsers into shoppers. 

Retailers that offer immersive experiences can see a significant increase in dwell time and average basket size, particularly in consumer electronics and home appliances. So creating strategic friction to not make the customer feel rushed, is becoming increasingly welcomed, as is personalisation, as two-thirds of shoppers are more likely to spend with brands that offer personalised in-store experiences, using data and relevant content that relates to them. 

Experiential marketing has a profound impact on consumer purchasing behaviour, with 85 per cent of consumers more inclined to buy after attending a live marketing event. It not only attracts new customers but also fosters loyalty, with 70 per cent of consumers becoming regular customers after an experiential marketing event. A significant 65 per cent of brands acknowledge that experiential marketing events are directly related to sales success, underscoring the strategy’s effectiveness in driving revenue. 

At the intersection of where retail meets experiential, the lines are often blurred and occasionally the term experiential is referenced when in reality there has been zero positive impact to the consumer based on their experience. The need to create retail theatre that is proportionate to your audience and outlets where you sell your products is critical to your experiential success. The online experience therefore needs to match the experience in-store and seamlessly connect, as this may be the customer’s starting point. At the point of purchase, the moment the consumer steps in, the experience begins, not merely when they begin to browse, look, touch, or listen. The customer journey should reflect you and the brand’s advertising and create a pleasurable experience, which reflects positively on both retailer and brand to create buyers and long-term advocates of your brands and repeat customers to your store.

The experience should include real-life user scenarios, not the dream glossy lifestyle magazine, because we don’t live that way. We inhabit homes that have clutter and move at the pace of a growing family and therefore the customer relates to the achievable and not the unobtainable. It’s great to instill aspiration and keeping up with the Joneses but keep it real and relatable so that it resonates with the customer. This creates an experience worthy of their hard-earned cash, because when it comes to the considered purchase sector, there is no greater enemy to a brand than a poor customer experience.

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

Tagged , , , , , , , , , , ,
Jun 20 2025
Leave a comment
Posts

The nostalgia trend: Why do companies revive old brands?

A cultural institution in the 90s, defunct in the 00s and making a comeback in the 20s. MFI Furniture is set to relaunch on the British high street after owner Victorian Plumbing revealed plans to relaunch the brand in early 2026, promising a refresh without the frustrations of long online queues or dynamic pricing. Other legacy brands such as Comet and Debenhams have also relaunched in recent times, capitalising on a trend of nostalgia sweeping across retail. But what’s behind this retro revival? Are these brands filling a gap that British retail is missing – or, like the Gallaghers reforming Oasis, simply cashing in on the feel-good factor of our youth?

Why do companies revive brands?

Founder and CEO of OnBuy Cas Paton, the company which is behind the revival of electronics brand Comet, stated that the company’s decision to revive the brand was driven by a genuine appreciation for its place in British retail history.

“For many, Comet represented more than just a store. It was a trusted destination for technology and home appliances and a name people grew up with. We saw an opportunity not just to revive a brand, but to reimagine it for a new era. This was about honouring a legacy while creating something meaningful and relevant for today’s consumers.

“Comet is a name that resonates deeply with generations of UK consumers. It carries a legacy of trust, value and expertise, but it never fully realised its potential in the digital space. Despite its absence from the market, the brand still enjoys significant recognition and goodwill, which is increasingly rare in today’s retail landscape,” he says.

However, Daniel Todaro, CEO of marketing consultancy Gekko and Isobel Grad, strategy director at brand and design consultancy Elmwood, believe that relaunches like this are just looking to capitalise on the nostalgia attached to these brands. Daniel Todaro, CEO of marketing consultancy Gekko, believes that revivals happen because people do not like change and that they relate to brands which have a nostalgic element to them. “The brand reminds you of your childhood or it reminds you of going there to buy your first suit or all the other kinds of personal moments in your life,” he says.

Grad agrees stating “in these chaotic and unprecedented times, nostalgia acts as a welcome comfort blanket, giving us a feeling of continuity and security, and for retailers, bringing back a lost, once much-loved, brand can be a lucrative move.”

Todaro notes that this nostalgia gives the brands a leg up as they already have brand awareness despite effectively being a new company. A brand new company would have to spend a lot of time and money establishing itself as a brand that people were aware of and trusted but a brand like Comet or Debenhams already has recognition and a certain expectation from consumers.

Vicky Bullen, CEO at design agency Coley Porter Bell states that “consumers already have a deep-seated emotional connection with a brand that they may have known from their younger days. People already know what these brands stand for, they already understand its place in their lives meaning that less investment is needed to re-establish a brand than to start afresh with a new brand.”

For Paton, reviving an old brand is about more than just bringing back a familiar name. “Consumers are increasingly looking for credible alternatives to the dominant players, and Comet gives us a powerful platform to take on some of the bigger players in consumer electronics like Currys and Amazon. Backed by OnBuy’s marketplace infrastructure, we’re creating a fresh, competitive environment that will offer better value, more choice, and a renewed focus on trust,” he states.

Is it really the same brand?

Often, revived brands return in name only. Debenhams, for example, now exists solely online under Boohoo’s ownership, and functions more as a rebranded sub-label than a department store chain. Todaro believes this can cause confusion amongst people who were not already familiar with the fact that Debenhams was already a sub brand of Boohoo.

Similarly, revived brands risk falling short of nostalgic expectations. Consumers may associate names like Comet or MFI with a certain quality – one the new incarnation may struggle to match. In some cases, customers may even overestimate how good the original brand was, further raising the bar.

While legacy recognition can provide a shortcut to market, it also opens the door to harsh comparisons that new brands don’t face. And some shoppers may hold negative associations from the past, making them less willing to give the new version a chance. “If a company is trying to replicate a brand as it was back in the day, then the danger is you it’s potentially not going to be as people remembered it,” says Todaro.

Does the nostalgia trend say anything about wider society?

This revival trend extends beyond retail. Many clothing and fashion brands have been designing and selling clothes taking inspiration from the fashion of the 90s and the Y2K era of the early to mid 00s. It is also not just specific to fashion and extends into the revival of vinyl. It is not solely specific to retail either, numerous movies or TV shows from the past have been rebooted or been given sequels suggesting nostalgia in retail is merely reflective of a wider societal trend where we have become more nostalgic than previous generations. “We are a society facing big challenges, cost of living worries, a world full of war, and political upheaval here and abroad. All these things make people yearn for simpler, better times. Nostalgia is born of that,” Bullen explains.

“I think we are more nostalgic than in the past because we’re all looking for something secure and comfortable. We are in a society now where things cost more money, it’s more difficult to live and to make ends meet. We end up in households where our kids stay with us much longer. We end up in households where students don’t necessarily go and live away from home. We see nostalgia as comforting but it’s also value for money. We like to invest in the things that we think we know well and trust,” agrees Todaro.

What comes next? Woolworths?

The consensus seems to be that until things change, nostalgia is here to stay. Both Bullen and Todaro suggest it’s a likely candidate for revival. As generalist retailers like Wilko disappear and WHSmith undergoes rebranding, there may be space for a trusted high street name to return.

Todaro posits that the loss of Wilko on the high street and the imminent rebrand of WHSmith opens the door for a more generalist kind of shop to return. He also believes that the fact Poundland is looking to cut back on space and is potentially looking to sell could make the demand for Woolworths even higher. “If Poundland was to disappear off the high street, there would be no retailer left that you could go into and buy a bar of soap and a packet of screws,” he says.

Overall, it remains to be seen if this model has any longevity once the initial burst of nostalgia fades. Any company which chooses to revive a legacy brand will have to ensure that it has planned for what comes after this otherwise the brand will be condemned to repeat history.

To read the published article featuring comments by Dan Todaro, Gekko Group CEO, please visit Retail Sector

Photo by Mike Bird

Tagged , , , , , , , , , ,
May 28 2025
Leave a comment
Articles

The Retro Revolution

Like fashion, interior design cycles through eras and defines consumer trends that filter through to consumer electronics and more so MDA categories and right now, the dial is firmly tuned to ‘Retro Revival’. This isn’t just about dusting off relics; it’s a vibrant movement injecting an individual’s personality into our homes by cleverly marrying the distinct aesthetics of decades past with the smarts of today’s technology. After years where clinical minimalism often reigned, there’s a clear craving for spaces that tell a story, feel warm, and express individuality.

Increasingly, consumers are seeking out items – for their living rooms,kitchens, and even their family rooms or dens – that offer both stylish throwback appeal combined with totally modern performance. Finding these unique pieces is easier too, thanks to the booming move for used furniture in the UK. This market is predicted to reach £1.1 billion by 2027 after huge 40.8 per cent growth (2022-2027, GlobalData). Buying secondhand also helps people find unique items at affordable prices and is good for the planet. It shows people want unique styles – Pinterest saw searches for “Vintage maximalism” jump by 260 per cent this year.

This love for character is showing up in kitchens too. Instead of just white or grey, cabinets that have dominated interior design for the past decade, they are becoming colourful and random. Recent Houzz UK figures show greens (used by 21 per cent for lower units) and blues (16 per cent) are popular choices, often matched with wood finishes (seen in 14-18 per cent of worktops or cabinets). Eye-catching appliances are key: like fridges in bright colours are popular centrepieces and give the kitchen a focal point that becomes a conversation piece, often alongside matching small gadgets like retro-style toasters and kettles. Retro on the outside but pack all the latest tech inside.

The trend is to move away from white, off white and great and move towards a more colourful pallet based on today’s colour pallet making them still on trend – Pinterest reported searches for “Cherry vibe” were up an amazing 325 per cent. Without doubt the most well-known brand for retro appliances is SMEG, with their range of refrigerators plus an array of other retro-style appliances and SDA ranges including kettles, toasters, and coffee machines. 

Vintage is in

There are other brands offering the same and arguably at a more appealing budget suitable to all pockets like Swan who offers a comprehensive “Retro Range” with kettles, toasters, microwaves, slow cookers, and so many more, often in a variety of colours and at a more accessible price point.

It’s not just how our homes look – it’s the sound as well. Vinyl records have been making a huge comeback for a while. UK sales hit 6.1 million LPs in 2023 – an 11.8 per cent increase and the highest since 1990 (BPI/ WhatHiFi). People enjoy holding the record, the process of playing it, and the warm sound quality vinyl is known for. At the same time, the classic radio is getting a stylish, modern makeover. Brands like Roberts Radio and Pure do this well, creating radios like the ‘Revival Icon’ that have that great vintage look but include modern features like digital radio (DAB+), streaming, and smart connectivity.

As with every decade, styles and tastes evolve to match the zeitgeist and it seems that ‘Retro Revival’ is clearly more than just a short-term fad. The move to creating unique and personal looks as an extension of a person’s personality is especially important in today’s fast-paced world where social media is crowded with copy cats. It’s not about copying the past exactly, but about carefully curating styles with today’s features we all need and want in our homes.

As designers keep coming up with new ideas and user cases create needs that have not yet been imagined or invented, expect to see even more interesting ways that merge past styles and future tech, it seems that taking inspiration from the past is helping us create better spaces for the future.

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

Tagged , , , , , , , , , , ,
Mar 26 2025
Leave a comment
Articles, Posts

How retailers can thrive by connecting with their communities

The UK retail landscape is undergoing a rapid transformation; while e-commerce continues its growth, physical stores still hold a significant appeal. However, simply having a presence on the high street is no longer enough. Large retail chains often demonstrate a disconnect from the needs and wants of local communities, frequently using financial difficulties as justification for store closures, and neglecting the potential for community engagement to drive growth and brand loyalty.

This echoes a broader trend where many retailers have lost the innovative spirit that once defined the industry, failing to understand why customers are choosing to shop elsewhere. Offering a dull, unengaging experience simply won’t cut it in today’s market, where consumers crave experiential retail to capture their imaginations. A recent Shopify study found that 35 per cent of shoppers prefer this type of experience, yet many retailers fail to even engage with basic strategies like embracing seasonality.

Local marketing in a digital age

So, how can local independent retailers succeed where large corporations have failed? Local businesses have the opportunity to connect with their communities in a unique and resonant way; this is crucial because consumers are actively seeking local connections. Data highlights the importance of online visibility and strong customer reviews:

  • Around 80 per cent of consumers search for local businesses on Google
  • 76 per cent of “near me” searchers visit a store within a day
  • 88 per cent of smartphone users searching for local businesses visit one within a week (Backlinko)
  • 96 per cent of small businesses use social media for marketing and 78 per cent depending on it for revenue (Cropink, Synup)
  • 78 per cent of shoppers research products on social media before purchasing (Synup)
  • 98 per cent of consumers read reviews about a product before purchasing (Forbes).

These statistics underscore the vital role of a strong online presence, positive reviews, and active social media engagement. Comments and likes can drive online traffic and influence purchasing choices.

Today, local marketing matters more than ever. And several factors contribute to its increasing importance:

  • “Near me”: The rise of location-based searches indicates high purchase intent, making local SEO optimisation crucial
  • Personalisation: Local marketing allows retailers to tailor their offerings to the specific needs of their community
  • Connections: Becoming an active part of the community through sponsorships and partnerships enhances brand reputation
  • Competition: Local retailers can differentiate themselves by offering a personal touch and community connection that online giants struggle to replicate
  • “Shop local”: Consumers are increasingly aware of the importance of supporting local businesses, creating an opportunity for retailers who actively engage with this sentiment.

Implementing effective strategies

There isn’t a one-size-fits-all approach; retailers need to develop marketing strategies that align with their specific business goals and target audience.

So a tailored approach is essential, but here are some key tactics:

  • Optimise your Google My Business profile: Ensure accuracy and completeness, encourage reviews, and respond promptly
  • Local SEO optimisation: Use location-based keywords in website content and build local citations
  • Run targeted social media campaigns to reach local customers
  • Engage with local influencers: Partner with local figures to expand reach and build credibility
  • Community involvement: Participate in local events and support local causes
  • Offer in-store exclusives: Drive foot traffic with exclusive deals
  • Share news and community initiatives with local publications.

In an increasingly digital world, local marketing provides a critical link between retailers and their communities. By embracing these strategies, UK retailers can not only survive – but thrive. Local marketing is not a fleeting trend; it represents a fundamental shift in how businesses connect with customers. Retailers who prioritise local engagement, personalise the customer experience, and build strong community connections will be the ones who succeed in the evolving retail landscape, understanding that in the age of global commerce, local is the new global.

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

Tagged , , , , , , , ,
Dec 04 2024
Leave a comment
Posts

Retail Roulette – Why Black Friday and Cyber Monday discounts are a complete gamble for retailers and consumers alike

It’s official – long gone are the days of the standalone Black Friday and Cyber Monday discounts. Now, securing sought after products at the best price is becoming increasingly chaotic for consumers, with prices fluctuating during a number of weeks across the Golden Quarter. Forget deal or no deal, it’s more like deal or disappointment for consumers, leaving much to be desired in terms of results for retailers.

Experts from retail marketing consultancy Gekko have utilised their GWS Price Analysis Tool to do the heavy lifting, crunching the numbers to analyse average prices in categories including consumer electronic products and household goods, across major retailers, including AO, Argos, Currys, Harvey Norman, and John Lewis. The results identify the true rollercoaster retail landscape during the busy discounting period.

The analysis, which spans the weeks before and after Black Friday and Cyber Monday 2024, reveals that Black Friday and Cyber Monday is not always the best day to secure the best deals, with prices in some categories plummeting from the middle of November onwards.

In the wearable technology category, this year’s Black Friday sales at Currys saw a notable shift, with a reduction in product variety, but an increase in value for shoppers. Gekko’s analysis reveals a significant decrease in the number of SKUs, dropping from 456 in 2023 to 342 in 2024 – an overall reduction of 114 products.

Alongside this streamlined selection, prices have decreased in wearables. The average price of a wearable this year came in at £287.80, down by 8.55% compared to 2023’s average of £313.83. The approach of offering fewer products while increasing promotional impact reflects how a retailer like Currys is refining its strategy to balance consumer preferences with enticing deals to consumers.

In John Lewis, the LG 77-inch OLED TV serves as a perfect example. Initially sold at its full retail price of £4299 throughout October, the TV was heavily discounted in early November, dropping by 30.2% to a retail price of £2999. This product then sold out in mid November before returning to stock in time for Black Friday, back at the original full price of £4299. By monitoring price fluctuations, consumers may be able to cash in on early discounts, like the 30.2% savings on this LG TV, instead of waiting for Black Friday, when prices may climb back to full retail.

The hustle between Black Friday and Cyber Monday is enticing for consumers, but some products saw sharp increases compared to their Black Friday prices. For example, a Fridgemaster Compact Fridge on AO rose in price from £125 on Black Friday to £139 by Cyber Monday, representing an 11.20% increase, which may have frustrated shoppers holding out for better deals. Just a day after Cyber Monday, Gekko’s GWS Pricing Analysis Tool revealed new shifts in AO’s pricing. By 3rd December, the Fridgemaster Compact Fridge had dropped slightly to £134, still higher than its Black Friday price of £125, but lower than the Cyber Monday price of £139.

With the fluctuation in pricing, savvy shoppers may start employing various techniques to ensure they get the best deals on offer across the whole Black Friday discounting period. By buying early and then monitoring price movements, shoppers may well return and rebuy an item if the savings are too good to ignore.

Talking about the unpredictable retail discounting period across Black Friday and Cyber Monday 2024, Daniel Todaro, CEO at Gekko Group, said: “It’s been a tough year for everyone, and making products even more affordable could help to boost sales in the face of the cost-of-living crisis. Timing is everything, and while retailers adjust their prices based on demand, consumers that have shopped around will likely walk away with the best rewards.”

Offering additional advice for bargain hunters, he added: “The unpredictability of these pricing trends underscores the value of retail monitoring tools like Gekko’s GWS Pricing Analysis service, helping provide smarter insights to understand shifting consumer demand, and adapting their strategies to remain competitive across the busy golden quarter.”

To read our published article, please visit Retail Focus

Photo by Max Fischer from Pexels

Tagged , , , , , , , , , ,
← Older posts