Tag Archives: Technology

Nov 28 2025
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Rethinking Smart Living

For years, the smart home market has been in a state of flux, promising a future of seamless usability but often delivering a confusing array of hardware and rising costs. Early adopters often became frustrated troubleshooters, grappling with incompatible devices and a confusing array of apps. Now, thanks to the latest developments at IFA 2025 in Berlin, this narrative is taking a turn for the better. There is a renewed sense of promise that this sector can take positive steps forward to become the seamless part of our lives we imagined it would be when we first uttered the words “Hey Google”.

This year’s event provided us with a real insight into the direction some of the biggest players in the sector are heading and the consumer trends they are tapping into. The focus has shifted from novelty to genuine utility, addressing the friction points that held back mass adoption. The market is moving from a collection of gadgets to a cohesive ecosystem.

The UK Market and Key Trends

UK interest in the sector has remained strong, even though initial momentum has plateaued. Ownership of smart products has doubled in the past five years. Knowledge of products is a key factor in the market, and around 80% of UK households have at least one smart home product.

A big part of further adoption is devices that are able to operate with other products, be it other device categories or brands. Matter, the open-source protocol that enables devices from different brands to seamlessly interact, has been a slow burner since its 2022 release. However, its growing importance is as critical to the category’s future as ever. It operates over Wi-Fi and, crucially, Thread, a low-power mesh network where each new device strengthens the entire system’s reliability and speed. Virtually all major brands, including smart lighting partners like Philips, revealed enhanced Matter support in their products at IFA 2025. This move reaffirms their commitment to the protocol and highlights its benefits.

Alongside this element, new AI features are also expected to drive a new wave of smart home interest, as Google has scheduled a Gemini for Home rollout for later this year. The era of the simple, reactive voice assistant is ending, replaced by proactive partners that can handle complex requests like, “Plan a dinner menu based on my smart fridge’s inventory and start a cooking playlist.” At IFA, brands like Aqara showcased AI capabilities for their security cameras, enabling them to better detect people or motion, delivering those insights to the user. The new generation of smart assistants aims to enhance task completion and responsiveness. They are also designed to be more conversational and interactive.

Smart Home Security

The trend in security is about being Proactive and AI-powered. Instead of just passively recording events, modern systems use on-device AI to actively identify specific threats and take deterrent action. This intelligence transforms security from a reactive tool to a preventative one. 

The smart home security market is valued at £31.9 billion in 2025 and is projected to grow to over £114 billion by 2034, showing a strong CAGR of 15.31%.

The Google Nest ecosystem serves as a prime example of this intelligent security. The Nest Cam and Nest Doorbell use sophisticated on-device AI to differentiate between people, packages, animals, and vehicles, ensuring users only receive important alerts. This on-device processing also means faster notifications and enhanced privacy. A key feature is Familiar Face detection, allowing the system to learn who belongs at your home, so it can specifically announce on a Nest Hub or speaker when a family member arrives, or if an unfamiliar face is at the door. This deep integration is key; a motion alert from a Nest Cam in the garden can automatically display its live feed on the Nest Hub in your kitchen, providing immediate context without you needing to reach for your phone.

Smart Lighting

The market has moved beyond simple colour changes to focus on Human-Centric Lighting. This trend is all about wellness, with systems automatically adjusting the colour temperature of light to support the body’s natural circadian rhythm. 

The global smart lighting market is valued at approximately £27.2 billion in 2025 and is projected to reach over £100 billion by 2032. Affordability was also a focus at IFA, with 35% of UK consumers saying that their smart home adoption is hampered by higher costs.

Trending Products:

Philips Hue: Remains the market leader. Its popularity is currently being boosted by wellness-focused products like the Philips Hue Twilight sleep lamp. In a move to address costs, the brand also brought in a new range of lower-priced bulbs starting at £25, which importantly support Matter over Thread connectivity to drive new user adoption.

Nanoleaf: Very popular for its aesthetic, modular light panels like Nanoleaf Shapes. The brand has gained ground by being an early adopter of the Matter and Thread protocols, making its products exceptionally fast and reliable.

Govee: A fast-growing competitor, especially popular with gamers, driven by vibrant, customisable products like the Govee Curtain Lights at an accessible price.

Wearables In Focus

The trend for personal tech has also evolved significantly. Wearables have transformed from fitness trackers into Personal Health Hubs. The focus is on advanced health monitoring and providing actionable insights for sleep and recovery. 

The global wearables market is valued at an estimated £165.7 billion in 2025. While smartwatches are the biggest segment, smart rings are the fastest-growing category.

Trending Products:

Pixel Watch: The Pixel Watch’s Wear OS platform is the intelligent software powering a range of smartwatches. The flagship example is the Google Pixel Watch, which combines helpful Google features like Maps, Wallet, and Calendar on your wrist with deep health integration from Fitbit. It excels at providing a holistic view of your wellness, tracking everything from daily steps and heart rate to advanced sleep analysis with a daily Sleep Score.

Oura Ring: The leader in the smart ring category. The Oura Ring is popular with users focused on sleep quality, using metrics like HRV and body temperature to generate a daily “Readiness Score.” It syncs with Google’s Health Connect, allowing its data to contribute to a user’s overall wellness picture.

Convenience, Savings, and Privacy

One of the biggest draws of smart home technology is the convenience it offers. This sentiment is echoed by industry leaders, who state that “The AI Home isn’t about building a sci-fi house of the future, it’s about those simple wins that make life easier”

This ability to centralise management of devices allows for greater energy efficiency, allowing for utility cost savings which touch upon strong customer sentiment. Since heating accounts for about 55% of household energy use, smart thermostats can learn user habits and adjust heating schedules, potentially saving owners hundreds of pounds a year. This extends to smart plugs, cutting power to standby devices and appliances running during cheaper, off-peak hours.

As these systems integrate into our lives, privacy has become paramount. In response, the industry is shifting to on-device processing, where powerful chips inside devices like a Google Nest Cam analyse data locally instead of sending it to the cloud. This keeps personal data within the home, enhancing privacy and response speed. Brands now compete not just on features, but on their commitment to transparent security policies, a key factor in purchasing decisions.

With the UK smart home market set for an annual growth rate of 10% through to 2029, up to around £14bn, there is a huge market for brands to get involved with if they can marry up their products and ecosystems to the key consumer trends. The real promise is a convenient smart home that works seamlessly, saves money, and respects user privacy.

To read the published article by Rupert Cook, Marketing Director, please visit ERT

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Nov 21 2025
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When is the best time to find that perfect Black Friday deal?

Black Friday used to be a one-day shopping frenzy but now the sales event takes place over several weeks. This can make it tricky to know whether to wait until the day itself this year– Friday 28 November – or aim to bag a better deal in advance.

Shoppers are expected to spend an average of £299 over the Black Friday weekend, up £83 on last year, according to predictions from the online shopping marketing platform Omnisend. This includes Cyber Monday on 1 December.

If you’re planning to use Black Friday as a chance to get a deal or get ahead on Christmas shopping, when is the best time to buy? We asked money and retail experts.

BLACK FRIDAY STARTS EARLY

Note down everything you want to buy and start tracking prices. Liz Hunter, of the price comparison site MoneyExpert, says retailers often start Black Friday sales at the beginning of November, both in store and online, so you should be able to find a bargain now.

Megan Micklewright, a financial influencer who has partnered with online electricals retailer AO, says: “Start early and stay alert. Many retailers release deals weeks in advance. Get ahead by signing up for retailer newsletters and setting deal alerts.”

Amy Peebles, a budgeting coach with the savings club Park Christmas Savings, recommends tracking prices on your wishlist items for several weeks before Black Friday using price comparison tools or browser extensions. That way you will spot if a supposed “deal” is just a return to the normal price. Examples of price trackers include CamelCamelCamel and PriceRunner.

Daniel Todaro, the head of retail consultancy Gekko, says small domestic appliances such as toasters and kettles are popular with buyers and a good deal can usually be found.

Gekko’s analysis of more than 17,000 electronics products across the UK’s biggest retailers found that the average price drops by 5.6 per cent between the first week of November and Black Friday. So if you’re after an air fryer or blender, you may not need to wait for the big day to get a discount.

THE SWEET SPOT: THE WEEK OF BLACK FRIDAY

When it comes to big-ticket items such as home entertainment and laptops, it might be worth waiting until the week of Black Friday itself.

“Big-ticket items such as TVs, laptops and appliances often have the deepest discounts from the Monday before Black Friday through to Cyber Monday,” says the consumer champion and author Martin Newman. “By the time Black Friday itself arrives, the most popular products and sizes are often gone.”

The Monday before Black Friday had the most offers available last year, says Zoe Morris, a spokeswoman for the VoucherCodes website. “But if you’re looking for the biggest saving possible, then holding out until Black Friday could pay off. “On Black Friday itself, VoucherCodes customers save more money than any other day of the year, with deeper discounts on offer from retailers.” Timing is everything, according to Luke Elliott, the vice president of e-commerce in Europe at the retail analytics firm Pattern. He says: “While brands start promotions weeks in advance, the biggest discounts typically land on Black Friday itself.

“For fashion, toys and beauty products, Black Friday through to the lead up to Christmas is prime time – that’s when brands compete hardest for holiday shoppers.”

WHAT’S POPULAR

During Amazon’s Black Friday week last year, which took place between 21 November and 2 December, the best-selling items included the Amazon Fire TV Stick 4K (inset), Maybelline Sky High mascara, the latest Echo Dot voicecontrolled smart speaker, and the Ninja Foodi Dual Zone Air Fryer. But did shoppers get good deals?

The data suggest it could be worth waiting until the Black Friday week. According to CamelCamelCamel’s price tracker, the Ninja Foodi Dual Zone Air Fryer was cheapest on 29 November 2024 at £100. It is currently £129 on Amazon.

The Echo Dot’s cheapest price was £22.99 at John Lewis on 29 November and 1 December 2024, according to PriceRunner. It currently costs £54.99 on both John Lewis and Amazon.

BLACK FRIDAY OR CYBER MONDAY FOR BETTER DEALS?

Cyber Monday comes just a few days after Black Friday, so should you wait until Monday 1 December if you’re buying tech? Gekko’s analysis suggests that it may be worth waiting.

Laptops were marginally cheaper on Cyber Monday than on Black Friday last year – with an average extra 0.7 per cent off, a saving of about £6. TVs were also cheaper, by an average 1.9 per cent, or about £17.64. Microwaves were down 16.6 per cent, saving £52.

Gekko adds that Curry’s was the best retailer for laptops last year, with prices down by 4.2 per cent on Black Friday and by 4.8 per cent on Cyber Monday. Curry’s and AO were the best for TVs, with prices as much as 1.9 per cent cheaper on Black Friday and 2.4 per cent on Cyber Monday.

If you miss the November rush, don’t panic. Mid-December can bring hefty discounts on seasonal stock, such as Christmas decorations, partywear and winter clothing as retailers scramble to clear shelves before the new year.

KEEP A COOL HEAD

The way to get the best deal is to be clear about what you need or want, having read reviews online and checked the product specifications. Ideally you would be familiar with typical prices of the product, either because you know the brand well or have been tracking price movements, so you know whether it is a truly good deal.

Don’t be distracted by tricks to create a sense of urgency or pressure, such as “too good to miss” tag lines or a digital clock display showing time is running out on a deal. Stick to your planned shopping list and you should avoid buyer’s remorse.

To read the full published article by The i Newspaper, click here

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Sep 30 2025
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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

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Aug 29 2025
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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

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Aug 28 2025
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Listen Up!

One of the most common traps we see is treating the entire audio market as a single entity. It’s not. In reality, it’s split into two categories. The first is the hypervolatile world of personal audio. Here, trends in wireless earbuds and portable speakers move like fast fashion; a feature like AI-powered noise cancellation or spatial audio can go from a differentiator to a baseline expectation in a single generation of product releases.

The second is the considered purchase, high-investment world of hi-fi. This is a marathon, not a sprint. The customer journey is longer, driven by a deep appreciation for craftsmanship, acoustic heritage, and demonstrable performance. Here, trust is the primary currency. A retailer’s authority is built over years, not months, and a single misguided product choice can damage a carefully curated reputation. Trying to apply the same strategy to both is a recipe for failure — you’ll either exhaust your hi-fi customers with fleeting trends or appear ancient to the earbud crowd.

First up is the Headphone (1), Nothing’s first-ever pair of over-ear headphones. It’s a significant move for the brand, taking them into the premium audio space to compete with established giants. True to their style, the headphones feature a distinctive transparent design but also add practical, tactile controls
(a roller and paddle) instead of relying only on touch. To ensure high-quality sound. Nothing entered into a major Partnership with KEF, the highly respected British brand, co-engineering the acoustics for the Headphone (1).

Amp up

Next up, the resurgence of vinyl. It is no longer just a trend; it’s a significant, mainstream
movement backed by hard numbers. In the UK, vinyl sales have now seen an incredible 17 consecutive years of growth, with music fans purchasing 6.7 million LPs in 2024 alone (BPI/Official Charts Company).
But here’s the modern dilemma: the very people driving this revival have built their home lives around the convenience of wireless, multiroom speaker systems. So, how do you bridge that gap?
That’s precisely the problem the Victrola Stream Onyx was built to solve. The Victrola Stream Onyx taps directly into this by offering a simple, elegant solution. In non-technical terms it’s a high-quality record player officially certified to work wirelessly with any Sonos speaker in your home.

Meanwhile, the hi-fi audio category continues to hold its ground and even grow, despite the fast shifts in other areas of personal audio. In 2025, the global hi-fi market is projected to grow from £12.4 billion to over £13.1 billion, with long-term forecasts estimating a rise to more than £22.2 billion by 2033 (DataHorizzon Research, 2025; The Business Research Company, 2025). Wired systems, prized for their clarity and fidelity, still account for roughly 68% of global revenue (GlobeNewswire, April 2025), but wireless hi-fi is gaining ground fast, particularly in residential and automotive segments.

Tune in

The UK’s own hi-fi market is expected to hit £1.1 billion by the end of the decade (Future Market Insights, 2025). This growth isn’t just being driven by longtime audiophiles; there’s a new wave of listeners who value audio quality but also want the simplicity of smart home integration, wireless setups, and even AI-enhanced tuning. Beyond the established worlds of headphones, earbuds, and even high-end hi-fi, a new form factor for portable music is quietly emerging: smart audio glasses.

The leading example of this trend are Meta’s range AI glasses. While they are known for their hands-free camera, a core feature is their ability to play music and take calls. This is achieved through discreet “open ear” speakers built into the arms of the glasses.

This isn’t about replacing headphones; it’s about creating a new category of use. The customer for audio glasses is someone who prioritises convenience and safety over critical listening. They are buying into a lifestyle where music and information are seamlessly layered onto their daily activities.

Understanding your customer’s intent is everything. Personal audio, home audio, and hi-fi are no longer just product categories; they’re expressions of identity, taste, and lifestyle. Treat them that way, and the strategy will follow. Ignore the nuance, and you’ll miss the mark entirely.

To read the published article by Rupert Cook, Marketing Director, please visit ERT

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Jul 15 2025
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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

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Jun 18 2025
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Why Forcing Loyalty Could Be a Terrible Long-Term Strategy

Nearly everyone in the UK is signed up to at least one loyalty scheme, according to the Competition and Markets Authority (CMA). But the shift from a points-based reward system to a membership that offers reduced pricing at the point of purchase strong-arms consumers into signing up, irrespective of want or need.

Following high inflation over the past two years that has seen prices rocket, many consumers are trying to cut their costs. The sizeable discounts on offer for those signed up to loyalty schemes are a welcome gesture for many consumers, but some may feel they do not have a choice.

Others may feel the exchange of data for discounts is justified, but this new approach is shifting loyalty from earned to transaction.

Mind the values gap

It could be argued that when brands offered rewards, they gained trust, goodwill and loyalty from consumers. But this transactional approach makes it almost impossible for brands to build authentic, two-way relationships that would perhaps keep consumers coming back regardless of the rewards or discounts on offer.

Granted, in crowded categories, rewards can create churn amongst consumers who decide to switch brands because products are on offer, and in the process they try something new that they prefer.

Strong relationships are typically built through high quality customer interactions and experiences, but given the current economy, where many consumers are trying to cut costs, brands are more often focusing on the quick wins by offering discounts.

Short-term approaches may deliver results, but long-term, focusing on customer experience (CX) will win out — and result in lower acquisition costs and a loyal customer base that won’t be lured by offers from competitors.

Not only does ‘forced loyalty’ impact a brand’s long term relationships with customers, it has the potential to create a divide between brand and consumer values. More than two in five (43%) shoppers consider it unfair that loyalty scheme members pay lower prices for some products, and while it does not put them off signing up, it does suggest dissatisfaction and frustration with the shopper experience, creating apathy towards retailers.

The risk of digital exclusion

This unfairness between customers is even more pronounced when it comes to vulnerable consumers. In the same way that older consumers and those with learning difficulties prefer to make payments via physical means — either cash or card — they also find it much easier and less confusing to use a loyalty card, rather than an app.

Yet, almost all retailers are opting to move to app-only loyalty schemes.

While operating a digital-only loyalty scheme is acceptable to many consumers, especially when AI and machine learning offer greater personalisation, it can result in digital exclusion of others.

Only two-thirds (67%) of consumers over 65 have access to a smartphone, which means a third of pensioners are unable to access the best deals from retailers despite being some of the most financially vulnerable consumers.

Even for brands whose audiences skew younger, there is still a risk of excluding those with learning disabilities – and while there is a drive to appear inclusive, the focus on app-delivered loyalty schemes brings the authenticity of those initiatives into question. Brands must consider who their app is for, and whether it delivers true value for all consumers.

The latest developments are even more concerning. Some brands are trialling systems by which consumers cannot even enter a store without having an app downloaded, which means that those who do not have a smartphone will be excluded from the store itself, as well as the best discounts.

Forcing loyalty may be counterintuitive

While companies are securing customer data by all but forcing consumers to sign up to their loyalty schemes, the loss of the reward experience is only increasing brand switching. If a competitor starts undercutting on price, many consumers will switch without a second thought. Why? Because they have been given no other reason to stay and irrespective of loyalty it’s the price that will always win through for them.

Customer experience should be at the heart of brands’ loyalty strategy. Consumers’ value choice, and yet the focus on transactional loyalty restricts their options. Instead, brands should focus on giving consumers’ a wider choice of how they interact with the brand, ensuring that those from vulnerable groups are not excluded — and then give them reasons to keep coming back, whether that is through exceptional customer service, rewards or shared values.

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

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May 28 2025
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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

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May 14 2025
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The trends shaping outdoor dining

Warmer weather is on the way so consumers will be dining al fresco and looking for portable power and music on the move. The global market for these outdoor spaces and kitchens has already reached £19 billion globally, and customers in the UK spend an average of £10,000 on these sociable spaces. Outfitting these projects involves products from kitchen appliances through to TVs and tech, with the added bonus being that these upgrades can add between 5% to 15% to a home’s value – here we look at the latest trends.

The trends that are shaping these spaces vary but in 2025 we are seeing the following trends and products growing in the outdoor living category:

Outdoor TV’s

In 2023, the global outdoor TV market was valued at approximately £320.5 million and is projected to grow (CAGR) of 9.2% from 2024 to 2030, potentially reaching around £584.9 million by 2030. That means we are keen to explore watching our favourite sports and films in the great outdoors and the technology has advanced so much that it means reflections and sunlight are no longer an issue with some of the products available on the market, check out Sylvox for example.

With the UK’s overall television market valued at £4 billion in 2024 and is anticipated to grow to £6.5 billion by 2030, reflecting a CAGR of 8.24% during the forecast period, the outdoor category may only contribute less than 5% to the overall category but brands like Sylvox are growing this segment with products like the Sylvox Patio Series of  TVs which comes in a variety of screen sizes and are newly available in the UK through Euronics.

Pizza Ovens

The rise in “fakeaways,” where consumers opt for high-quality ready meals over traditional takeaways, has influenced the home pizza market, probably the easiest and most cost-effective to emulate. This trend has led to increased demand for upscale or “posh” pizzas, prompting supermarkets to offer pizzas with sophisticated ingredients and authentic Italian regional flavours to capture the growth in this fakeaway market.

One such pizza oven is Ooni, a prominent UK-based pizza oven manufacturer, which unsurprisingly experienced rapid growth during the COVID-19 pandemic, with sales surging from £57 million in 2020 to £208 million in 2021. However, in 2023, turnover declined to £157.6 million, leading the company to implement strategies aimed at returning to profitability. These include marketing to develop the category further in their favour and the opportunity for independent retail to capitalise on word of mouth.

Smart Lighting

Outdoor lighting not only creates an atmospheric mood but changes your space at the flick of a switch and in a very cost-effective manner. Globally, the outdoor lighting market is expected to grow from £11.1 billion in 2024 to £11.9 billion in 2025, at a CAGR of 7.4%. This growth is attributed to innovations in smart lighting, aesthetic and architectural trends, rising demand for safety and security, and a shift towards energy-efficient solutions. It’s also a way to make your outdoor space your own nightclub, restaurant or party house on the street without ever leaving.

Advancements in LED technology and a growing emphasis on energy efficiency mean that the outdoor smart lighting market in the United Kingdom is poised for significant growth. Smart lighting has also received the AI treatment too with Philips Hue AI-Powered Lighting Assistant

Philips Hue introduces an AI-powered assistant that enables users to create personalised outdoor lighting scenes using text or voice commands, enhancing ambience and convenience.

Robot Mowers

The ability to kick back and enjoy your space whilst technology does the heavy lifting for you is great and the Segway Navimow X3 which was unveiled at CES 2025, this advanced robot mower is suitable for large areas up to 2.5 acres. It integrates with smart home systems and offers AI capabilities for efficient and precise lawn care.

There are numerous robot mowers out there, this is just one of the latest ones to come out featuring AI. When you’re trying to have the nicest-looking outdoor trim lawn and don’t have the time to mow, this is the perfect solution for keeping on top of your growing bush.

Outdoor Kitchens

The outdoor kitchen market in the United Kingdom has been experiencing significant growth, reflecting a broader trend towards enhancing outdoor living spaces. So much so that in 2021, the UK outdoor kitchen market generated approximately £737 million in revenue. Projections indicate that this figure will reach £1.6 billion by 2030, corresponding to a (CAGR) of 9% from 2022 to 2030 that means taking it outside is proving even more popular when cooking for family and friends moving to that summer kitchen on warmer days.

Like TV’s the Outdoor Projector market in the UK is experiencing notable growth, reflecting global trends in the projector industry due to innovations allowing for crystal clear images even outdoors without shade. Some notable products in this pretty much-established category are:

Anker Nebula Mars 3
Renowned for its durability and portability, the Nebula Mars 3 offers 1080p native resolution and robust built-in audio. Its rugged design makes it suitable for various outdoor environments.

Samsung The Freestyle Gen 2
This compact and versatile projector delivers high-quality visuals and is designed for easy setup, making it ideal for outdoor movie nights.

What could be better on a beautiful sunny day but to kick back, throw those shoes off, pour a drink and watch a film whilst the mowing takes care of itself and the pizza is cooking gently on the table next to your sofa, the mood lighting changing via your smart lighting solutions… It’s a British garden but not as you may know it…

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

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Jan 31 2025
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Elevate your personal wellness with smart tech

A new smart tech wellness brand is launching into the UK market with a new range of products to help on-the-go consumers mitigate muscle tension and stress.

SKG is a smart technology brand that specialises in wearable health and wellness devices. Using smart tech, each product is designed to help users decompress and easily elevate their wellness routine. The cleverly designed G7 Pro-Fold Neck Massager and E3 Pro Eye Massager can seamlessly integrate into your daily routine both at home and on the go.

Firstly, the SKG G7 Pro-Fold Neck Massager is a pulse massage machine that helps reduce stress-induced neck pain and strain. Its 180-degree foldable design ensures easy portability, making it the perfect option for both the gym and travel. Experience instant relief and ultimate relaxation anytime, anywhere with this must-have on-the-go massager.


Equipped with red light technology, the G7 can penetrate muscles to a depth of 10mm, providing a faster, quicker relief from pain and tightness.

The G7, which won an IF Design Award last year, can be controlled through your phone, providing instant release at your fingertips. With five different massage modes, six pulse levels and four levels of heating, the convenient app puts you in control for effortless, instant relief.

Then there’s the SKG E3 Pro Eye Massager – a relaxing massager that helps alleviate eye fatigue and sooth eye pressure. Its innovative 3D groove design ensures no direct pressure on the eyes, helping users to decompress and unwind with ease.

Featuring a see-through mask for added visibility, it seamlessly integrates into your daily routine. And with six separate pressure points, the eye massager provides a delicate and gentle pulse motion for a truly spa-like experience.

For those travelling overnight or looking to reduce eye inflammation, the E3 includes a heat compression functionality to help under eye bags and reduce dark circles, leaving you feeling refreshed and revitalised.

SKG strives to make wellness accessible to everyone by combining education, innovation, and over a decade of experience in the tech and wellness space. The brand aims to be a one-stop shop for people looking to improve their health and well-being through technology.

To read the published article, please visit ERT

Photo by ERT

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