Tag Archives: Technology

Jul 26 2023
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Smarten up!

When the CEO of BT’s Consumer Division, Marc Allera, announces that the average UK household will contain 50 connected devices by 2023, it’s a sure-fire signal that the smart home sub-sector will continue its growth trajectory and still has some boom opportunities for retail.

In the context of the ever-increasing cost of living, Energy Savings Products within the smart home category are pivotal to many, especially when lots of consumers are looking for ways to save money. Features from timed switch-on to smarter regulating, whether this is for water or heating, are amongst the many features devices such as these offer a cost-conscious consumer.

So, with an estimated 57 per cent of Britain’s homes having a smart device, it makes the UK smart home industry worth approximately £7 billion per annum. Revenue is expected to show an annual growth rate of 12.08 per cent, resulting in a projected market volume of £13.05bn by 2027.

So, this category is definitely one worth considering! For those who know, Matter-enabled products are the future and will enable increased growth across the smart home category. With the Matter initiative and its implementation across future smart tech, it will allow users to unify with one app their product from brands with unique ecosystems, which could result in more than one purchase in-store as the consumer is not tied down to a single ecosystem, thus able to shop around to meet their budget. So, for example, if a customer wants smart lighting, they could choose a brand like Philips alongside a more budget-friendly option to save money.

This development in the evolution of smart products is revolutionary, if you take the example of Security Products to which a consumer will usually connect multiple devices, e.g. a doorbell cam, a camera or security lighting for your back garden and decide to get a smart a door lock, you are no longer tied down to get this and other products from the same brand. In general, not all smart security devices aren’t part of the initial roll-out of the Matter protocol, however, the products will still likely benefit from an uplift in interest thanks to greater interoperability.

As a category, smart security revenue is expected to show an average growth of 11.83 per cent, resulting in a projected market volume from £900 million to £1.41 billion by 2027.

GfK recently commented: “Smart devices generally have benefited from consumers’ drive to create simplicity in their home lives. Intruder security devices, sales of which have grown strongly since the start of the pandemic, now increasingly offer smart connectivity with smartphones and the home ecosystem, enabling users to detect whether or not they have a window open, for example, and then adjust the heating accordingly.”

With the ease of use and flexibility of installation becoming easier, it’s no wonder its popularity is increasing. The convenience factor offered is a huge draw, as well as the peace of mind such devices can give. A doorbell camera for example can give a new perspective to your front door area while also showing some great comedic moments from guests. Most new build homes are smart and therefore when upgrading your current property, smart devices are now a normal feature in the wish list and it is obvious to see why, when we as a nation use smart speakers and smart heating devices as the most popular devices in our homes, with 79 per cent of owners of smart home tech having one or both of these.

When training retail staff and creating messaging around the smart category, it’s important to address consumers’ concerns as speculation or hearsay may deter some shoppers who are keen but reticent.

As identified by YouGov, when it comes to the reasons that non-owners have not considered buying any smart home devices it’s due to security fears. About 39 per cent of respondents stated that security fears are their biggest concern, representing the greatest barrier to a consumer’s entry into the category. The second barrier is cost with 36 per cent that they do not have any smart devices for this reason, a reason that any retailer with the right display and knowledgeable staff can overcome at the point of purchase.

To read the full article by Dan Todaro, Managing Director please visit ERT Online

Photo by John Tekeridis on Pexels

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Jun 06 2023
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An Experience Worth the Effort?

For consumers, a trip to your store has to be worth the effort, time and expenditure, offering an experience that surpasses the convenience of simply buying online from the comfort of home. As a retailer how far do you go and how much do you invest to meet these needs, especially considering the current economic conditions.

It’s worth noting that from a macro perspective, things are not all doom and gloom. People are shopping and spending. The latest ONS data showed positive results for retail with a surprisingly large rise in retail sales for the month of February, the result marking the second consecutive month of industry growth. Volume sales were up by 1.2% against forecasts of 0.2% and once again shows the resilience of the UK consumers against an unrelenting cost of living crisis.

Hopefully this positivity isn’t just a blip, but even so, it’s fortunate that in the ERT world of ‘considered purchases’ – purchases made with significant financial or emotional thought – there is simply no match for the timeless ability of an in-store experience to engage all the senses and stimulate sales. This is particularly the case for consumer electronics and home appliances – categories with products that often require a high spend and technical questions that need to be answered as well as having to fit in with our homes and lifestyles.

True experiential retail as a strategy goes further than this though and could be defined as an approach where physical retail spaces offer additional experiences beyond browsing or buying products. It directly engages customers, inviting them to experience your brand live and in-person. Pop-up events, masterclasses, brand takeovers and hosting community events are all examples of experiential retail that may or may not work for you.

What is undeniable though is that customers now expect more. Research in the US  found that 91% of consumers would be more inclined to purchase a brand’s product or service after participating in a brand activation or experience, and 40% felt they become more loyal to the brand.

Retailers and brands have gone to great lengths to meet these expectations. Blowing the budget earlier in the year was luxury brand Louis Vuitton who transformed stores across the world for the launch of its collection with artist Yayoi Kusama. Stores such as Harrods were redecorated with Kusama’s signature polka-dots and life-like animatronics of Kusama painting in the windows of the stores!

On a slightly less grand scale, ERT has reported several times on how John Lewis has refurbished several stores to create “inspiring spaces to showcase products, experiences and services”. And this year they plan to trial a multi-sensory experience at its Horsham store. This is all great and hopefully it helps strengthen their position on the high street. However, what, in my opinion, can potentially detract from the desired effect is that it is often difficult finding a member of staff to talk to, something made all the more challenging with the no uniform policy.

People really do count when it comes to the overall retail experience. After all, this is a trump card that physical retail has over online channels. Indeed, Gekko’s latest research shows that 42% want to be able to engage with knowledgeable shop staff. It’s therefore surprising to see great looking and no doubt expensive Meta Quest virtual reality demo gaming areas in stores that are cordoned off from shoppers because there is no staff presence. If ever there was a category that needs to be experienced by shoppers before they buy into it, it’s VR.

So how can all this be applied to independent retailers selling consumer electronics and domestic appliances? Unforgettable, mind-blowing experiences that go viral on TikTok are generally going to be the preserve of big city flagship stores like Harrods. What is a realistic expectation is to play to your strengths both as an individual business and a physical retailer. As highlighted above, your staff are vital. Good old fashioned customer service is still fundamental to the retail experience. The research also showed that for 60% of shoppers cite a pleasant retail environment is an important factor to a great retail experience.  For 47% of those surveyed, the top reason for in person shopping versus online is the ability to try before you buy.

Most of you will already be offering this kind of experience for your customers but take the time to regularly reassess how you’re meeting these shopper desires. Moving with the times is essential though. What has worked in the past with your older customers won’t necessarily appeal to younger generations who have different expectations. But whoever the customer, the experience they receive in your store must be worth their while.

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

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May 09 2023
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The Power of Online

Creating an effective online presence is hard and maintaining it is harder still, so why do it? Well, it’s the virtual window to your store and even if it’s a non-transactional site, it’s as important as your store experience.

So when considering your website, always ask what do you want the site to achieve. If you want to drive sales, the site needs to be set up to have your consumers coming to it. You could make the best site in the world but if you don’t attract the right people to it, no one will know it exists, nor will you sell anything. 

If you have the luxury of a big budget to launch a major ATL campaign to drive awareness of the site, then great but if this isn’t an option, then you’ll need to get inventive and use your resources wisely. Therefore it is best that you spend as much time on planning the site as defining your consumer base, driving the customers with each click-through to your site. And don’t forget to make it mobile compatible as according to Statista, 59% of all worldwide website traffic is now on mobile devices. According to Hubspot, the industry benchmark for average dwell time is considered somewhere between 2-4 minutes. It usually takes around this time to explore a website and get a feel for the design and your offering.

You will soon know if you have the right audience coming to the site as they will purchase if it’s an e-commerce site or engage if not, the objective is to not let them drop off, never to be seen again. Play to the key strengths of online, with 85% of consumers researching online before a purchase in store, make sure you use the space at your disposal to portray all key bits of information surrounding the products. 

Consumers will often be coming to your site for information on pricing product details and reviews, so ensuring all this information is readily available and accurate is key and furthermore, this helps with SEO, helping to push your site up the search rankings.

Everything from pricing, through to more detailed specifications should be easily found and digestible and failing to do so will lead to customer drop-off. People will more often than not be looking for this info with a view to also then go and touch, feel, demo a product with a view to purchase in-store.

If you already have a physical store, make sure the site is aligned with your in-store messaging and values. Too often retailers aren’t aware of how messaging, promotions, experience and brand compliance should transcend from store to site and vice versa. Recent Gekko research found that 69% of people surveyed said that a well-synced online and offline experience would help drive a considered purchase.

The customer journey more often than not starts with a visit to your website. Gekko’s research has shown that 85% of shoppers looking to make a significant purchase will do their research online before actually buying. This shopper journey should be developed, keeping the consumer’s attention, rather than leaving them unmotivated to click beyond the landing page or walk through your physical door. Therefore with dwell times on a landing page recorded as up to 4 minutes, the importance of the look, feel and ease to digest information and navigate their way through your site is therefore the key to a successful site. It’s understood that 88% of online shoppers are more likely to continue shopping on a retailer website that offers a personalised experience, increasing to 96% of Gen Z and 97% of Millennials based on research conducted by Elastic.

It may seem an obvious thing to point out for those of you with a physical retail presence but be conscious of using changing seasons, events and promotions as a worthwhile excuse to update your site. Keeping your site fresh and relevant will make sure you are attracting traffic to the site and driving potential customers to shop with you for special seasonal deals. Ensure that any promotion or event you are running in-store is reflected on your site and perhaps create a call to action. By doing this you can get to understand your customer better so that you can proactively market out to them at a later date. Utilise site analytics to assist you in understanding who your consumers are and how they are using your website. Insights on where users are coming from, which pages shoppers look at the most, plus the effectiveness of any marketing campaigns you have running will all help understand key impacts and help in your long-term strategies for the brand and products.

If you create a site that has independent reviews and rating, which is considered standard, then be prepared not only for the positive feedback but also the less than glowing reviews. The reality is that all retailers will get these from time to time. It’s how you deal with this feedback that matters. According to Review Trackers, 94% of online customers have avoided a business due to a negative review. Therefore for over 9 out of 10 customers, online reviews have become essential to their decision-making online. Whilst 94% may avoid you, it’s claimed by Podium that 93% of customers say they’ve made purchasing decisions based on an online review. What’s more, most customers say they won’t engage with a product or business if they see too many negative reviews or a star rating of less than 3.3. Be mindful of how you position your feedback and its features in Google searches of your site.

It is estimated that  21% of UK retail purchases are expected to take place online in 2023. It’s therefore no surprise that your e-commerce strategy is important. With more customers shopping online, your business can sell more and earn more as a result if you’re running an effective e-commerce site. However, whether your goal via your website is to boost direct sales or only engagement, it’s important to create a strategy that encourages consumers to your site and increases dwell time that elevates the customer experience and begins their journey.

Keeping the site uncluttered is critical as is the need to have relevant imagery that truly represents your business, royalty-free stock photography can work but it needs to be true to your brand. Involving your staff can make it personal too. It makes you real and relevant to the consumer with the added bonus that they recognise a few faces when they drop into your store, increasing your credentials as a retailer that values a personal approach to the customer journey. 

To read the full article by Dan Todaro, Managing Director please visit ERT Online

Photo by Negative Space

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Feb 13 2023
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Five factors driving purchase behaviour in the current climate

The last few years have seen a series of unprecedented events that have created a new paradigm where consumer expectations and needs have been radically redefined. In this new world, retailers need to respond with a new approach in tune with our changed times. 

So how did we get here? Firstly, the pandemic’s cultural legacy has been a shift to a life where many of us continue to work from home, meaning retail businesses need to cater to a new stay-at-home existence. Meanwhile post-pandemic we have seen political instability and huge inflationary pressures impacting many. The climate crisis is also becoming more apparent on the back of record global temperatures and a series of catastrophic natural disasters. This is also feeding into permanently changed behaviour from millions, particularly younger consumers.

For every retail marketer, an evolving playbook is needed for this new age to respond to this evolution of behaviour. Both cultural, economic and environmental. Based on some recently commissioned research with YouGov, we identified five key factors driving behaviour at this time.

1) Affordability

This means something different to everyone, but in a recession or a flatlining economy, customers spend differently. So what does affordability mean for your consumer and how do brands accentuate this factor? I recently spoke alongside AMDEA who are the body that represents the white goods industry in the UK, who did some research in relation to the Eco buttons on washing machines and dishwashers.

They revealed it was saving consumers on average £90 a year. They now really highlight this fact to drive consumers to brands promoting this feature either in store or online. Knowing that affordability is a critical criteria for consumers, brands can smartly promote the long term savings they can offer. Perhaps paying back the cost of the appliance within five years. When you multiply this reduction in energy costs across several appliances in the home, you can see how the savings increase.

Furthermore the energy saving ‘eco’ modes can provide a win/ win of appealing to sustainability minded consumers.

2) Essential trumps desirable

We are seeing far more caution in the market for spending on big ticket items in particular.   Therefore positioning your products as ‘essential’ items in the psyche of your target audience is important as part of the marketing mix.

Perhaps the days of assuming there is an implied need for your brand are no longer present. Disposable income in all households, even middle earners, is becoming more scarce. They may want your product. That desire may be there. They may covet it. They may feel that they need it, but unless it’s absolutely essential and integral to their life, they are not going to buy it. 

Therefore highlighting why your products are ‘essential’ to their needs. It is not so much that it is on offer but more, how does it add genuine value to their lives? Why is this going to be a product they can’t live without? Tapping into the primal needs of the customer in more challenging times is a way retailers can craft their story and resonate honestly with their target audience.

3) Durability

As an extension to being essential, people will need to feel that the item that they are buying is built to last for more than the lifespan of your average reality star.  Low down on the list of drivers influencing behaviour in today’s climate are more ephemeral qualities like perceived ‘brand value’.

Rather than offering a lifestyle associated with a brand or product, retailers could focus on the quality of their products. This should be the starting place for a conversation about a brand and how it will last for someone whose budget is going to be squeezed for some time. The hardiness of your products, particularly for those more expensive items in your range, is crucial. No one likes being ripped off but people are far less willing to tolerate buyer’s remorse in a recession.

Indeed we are now in a new reality where brands have to accept quality and durability is delivered at a more affordable price point. Certainly if they want to maintain market share. Losing market share in a downturn can be very difficult to recover from, when times return to being good. Long term thinking needs to trump short-termism.

4) Sustainability

The longer something lasts, of course the more sustainable it is. Sustainability is a huge driver for younger generations. Far from moving away from this priority at a cash strapped time, consumers are in fact doubling down. Indeed research from SAP revealed that despite the cost of living, over half (52%) of UK consumers aged 18-34 were actively looking to shop more from retailers with strong sustainability credentials last Christmas. 

This is not greenwashing but also understanding this generation will do their research about the full life cycle of a product. The good news is the extent to which this isn’t something that needs to sit in isolation to your other brand positioning. If something can save money through assisting less energy use or being more durable it is therefore more sustainable and solves for a number of current consumer concerns.

Think through the life cycle of your products and make sure they stands up and are robust. It is not just a page on your website espousing your values, but should run though your whole business model like a stick of rock (made with ethically sourced sugar).

5) Innovation

Finally innovation remains of critical importance. To grow you have to be of relevance tomorrow as well as today. Particularly when there is a real need to stand out from competitors with people less willing to make multiple purchases. 

Indeed innovation plus value has also been a winning facet of the trend for air fryers. Indeed according to research by price comparison website PriceRunner, demand has soared by 3,000 per cent since 2021.

However critically the air fryer answers several other current consumer needs states. We, post-covid are eating at home more and it is a way of getting your family and your friends and getting your kids involved. It is also healthier. This addresses the growing trend for healthier versions of popular meals.

Most crucial to the surging trend though is the value proposition. The money that can be saved through cooking at a time of rising energy costs is significant and of course energy efficient.

In summary, retailers do need to recognise changed behaviour and a new paradigm on the back of a series of interconnected trends and crises. These centre on changed lifestyles that are more based in the home, a growing movement for sustainability and most crucially the need to save money.

Consumers quite simply won’t invest in the way they did before meaning retailers need a laser like focus on their new needs states. The values they need to highlight are: value for money, being essential, durability, sustainability and innovation. The more they can be all of the above, the more customers will respond.

To remain relevant as we face an economically challenging climate is tough.  For some, this will require a radical step change.

To read the full article by Daniel Todaro, Managing Director please visit Retail Sector

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Feb 01 2023
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What did CES 2023 offer up in the current cost of living era?

CES is the annual (notwithstanding Covid) tech industry gathering in Las Vegas that showcases the latest technology and products in the consumer electronics industry. Did the 2023 show present any hope for consumers struggling with cost of living pressures?

Recent Gekko research revealed that the cost of living crisis has had a dramatic impact on consumer spending with 66% slash spending on non-essential considered purchases and 43% on essential items. On a day-to-day basis, the main priority for many is ensuring that the bills can be paid and as a result, a large proportion of homeowners are looking for ways to save money, whether that’s cutting back on the heating or even switching appliances to save on electricity.

So, against this backdrop, we watched with interest for the big reveals and announcements that were coming out of CES in the first week of January to see what might appeal to cost-conscious consumers thinking of investing in money-saving and more efficient solutions for the home.

It’s no surprise that a tech giant like Samsung managed to grab headlines at CES and the updates to their smart home solution certainly presents some tangible savings for homeowners. Samsung’s SmartThings Energy and in particular their new AI Energy Mode which offers support for more devices and regions with even more significant savings. This new update includes 15% more energy consumption savings for compatible refrigerators, up to 20% for compatible air conditions and up to 35% for compatible washers on selected cycles. This update will allow the user to save electricity on these products which equates to savings on the user’s energy bill. The SmartThings Energy service which can be viewed on the SmartThings app available on both Android and iOS can show the energy consumption of the user’s SmartThings products and how much the estimated cost is. You can view this by day, week or month and it will even break down the energy consumption per hour. This app is very handy to keep track of the “Demon Appliances”.

If multitasking is your thing then a desk, bike, and computer combo might just appeal, with the added benefit of saving yourself a bit more money on your electricity bill. The eKinekt BD 3 from computing brand Acer addresses this somewhat niche requirement. They have branched out into the world of fitness with their eKinekt BD 3 exercise bike which is designed to be a desk, where the user can work and exercise at the same time whilst also producing electricity that can power the user’s laptop. Acer stated that cycling at a somewhat leisurely pace of 60 RPM (revolutions per minute) for an hour can generate up to 75 watts of power.

Moving out into the garden, a new solution to tackle water wastage was announced. The Moen Smart Sprinkler Controller can monitor the moisture levels of your soil and tracks local weather conditions. The user can also monitor water usage and estimated savings as well as set up customised watering schedules that take advantage of weather tracking so the sprinkler will not activate if the rain is predicted in the area which in turn will save the user money. Thinking about the UK 2022 summer drought, this kind of solution would certainly help users become more efficient in their use of water, cutting consumption, wastage and cost.

Although not announced at CES, something that has been gathering a lot of momentum recently and will be featured on the spec sheets of many new products revealed at CES is Matter, a new proprietary standard for home automation that has the potential to offer indirect savings for consumers. Matter is essentially Smart Home 2.0. In simple terms Matter is a new wireless standard that should unify the smart home and make operation easier for users. This means that every smart device you may have such as a smart plug or smart light will talk to each other as opposed to how it used to work with each device being locked to that specific manufacturer and then locked to a specific control centre such as Google Home or Apple Homekit. Until now, with non-compatible standards, consumers have essentially been locked into a brand/product’s ecosystem if they want full functionality. However, now the user will be free to mix and match and not worry about losing the functionality of their products because they’re mixing manufacturers, this, in turn, will save the consumer money as they can take advantage of sales rather than having to wait for that one specific product to drop in price as there are always alternatives for every smart home product.

This is by no means a conclusive list of products that can help consumers save on their household utility bills but rather some of the notable ones that we saw coming out of CES2023. There are of course other products either already available or coming onto the market that can assist with saving on energy consumption. From smart plugs that can be turned on and off remotely so helping users cut down on energy consumption to readily available smart light bulbs, which being LED, offer immediate tangible savings over traditional light bulbs.

CES 2023 was a step in the right direction for sustainability and pro-consumerism, with a lot of companies focussing on the overall sustainability of their products and ensuring that energy consumption is kept to a minimum as in these current times saving money on the electricity bill is a must. This all ties in with the increased industry focus on home appliances and energy saving. In the UK trade body AMDEA is educating the home appliance retail sector on how consumers can make savings when using products as part of its highly successful Know Watt’s What campaign in helping combat energy price rises.

In terms of pro-consumerism, one of the most important updates to come from CES 2023 as mentioned earlier is Matter which opens up the opportunity for consumers not to be tied down to specific manufacturers and allows full Smart Home Freedom. Expect smart home brands to be increasingly vocal about their Matter integration and compatibility.

You can read more by Callum Puffett, Marketing Executive by visiting Gekko News
Photo by CES

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Jan 16 2023
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How brands can stay front of mind in an era of continuous disruption

Daniel Todaro, managing director at creative customer experience marketing agency Gekko, advises readers on what is driving consumers during these difficult times and how brands might best react.

We are living in an era of significant disruption, requiring an updated approach to brand communication in sync with our times. The question is do brands need to redefine their raison d’etre to stay relevant to appeal to very changed consumers?

A new paradigm

The pandemic’s cultural legacy has been a shift to a life where many of us are at home more and need products and services that cater to a new stay at home existence. Meanwhile, the aftershocks of the pandemic have caused huge inflationary pressures impacting many. This has created a new economic reality where affordability trumps desirability.

In a recent research study we carried out with YouGov we interviewed a cross section of consumers throughout the country to understand what is now driving purchasing behaviour. We uncovered five key motivating factors driving purchasing behaviour at this time. Brands need to respond to these if they want to remain front of mind for modern consumers.

1) Value for money
In a world of soaring costs and stagnant wages, consumers revealed that one of their key reasons for making a considered purchase was the value for money a product offered. Brands should react by smartly promoting the long-term savings they can offer.

For example, AMDEA, the body representing the white goods industry in the UK, did some research in relation to the Eco buttons on washing machines and dishwashers. They revealed it was saving consumers on average £90 a year. They now really highlight this facet to drive consumers in store to purchase their members’ products.

2) Essential trumps desirable
Positioning your brand and products as ‘essential’ items in the psyche of your target audience is a second key factor, also borne out by our research. The days of assuming there is an implied need for your brand are no longer present.

Disposable income in all households, even middle earners, is becoming scarcer. The ONS has estimated the biggest fall in living standards in 2022/23 since records began. Consumers may want your product, but unless it’s absolutely essential and integral to their life, they are not going to buy it. So why is this going to be a product they can’t live without?

3) Durability
As an extension to being essential, people will need to feel that the item that they are buying is built to last for more than the lifespan of your average reality star. Low down on our list of drivers in today’s climate are more ephemeral qualities like perceived ‘brand value’.

Rather than offering a lifestyle associated with a brand, a brand should focus on the quality of their products. This should be the starting place for a conversation about a brand and how it will last for someone whose budget is going to be squeezed for some time.

4) Sustainability
The longer something lasts, of course the more sustainable it is, and this is a huge driver for younger generations in particular. Far from moving away from this priority at a cash strapped time, consumers are in fact doubling down. Brands should be wary of greenwashing and understanding this generation will do their research about the full life cycle of a product.

5) Innovation
Finally, innovation was identified as the fifth key driver of consumer purchasing behaviour in the current climate. This is why Google has attracted new customers with both the value of their Pixel phone but also its innovative Magic Eraser functionality.

Indeed, innovation plus value has also been a key driver of the demand for air fryers. According to research by price comparison website PriceRunner, demand has soared by 3,000 per cent since 2021. The money that can be saved through cooking at a time of rising energy costs is significant and of course energy efficient.

The air fryer also answers several other current consumer need states. We, post-Covid, are eating at home more and it is a way of getting your family, your friends and your kids involved. It is also healthier.

It is crucial that brands adapt to remain relevant. For some this will require a radical step change. As author Mandy Hale put it: “Change is painful, but nothing is as painful as staying stuck somewhere you don’t belong.”

To read the full article please visit Transform Magazine
Photo by freestocks on Unsplash

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Aug 17 2022
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5 Retail Trends Impacting Customer Behaviour

We live in extraordinary times. While conventional wisdom pointed to a significant economic recovery after the challenges of the pandemic, a different picture has emerged as we look to the Autumn. The cost of living crisis is impacting everyone and has dramatically impacted the willingness of consumers to engage in discretionary spending.

Recent events have proved that markets can shift in an instant, and reacting to these effectively can be the difference between keeping or losing customer loyalty. It means working harder than ever to understand the trends that are impacting behavior. But after the horrors of lockdown, retailers with the right smart strategies can emerge from this bumpy road back to a more normal trading environment.

It is key to utilise opportunities across store and ecommerce to ensure your offering is ahead of the game as we look forward to the golden quarter. So what are we seeing that is worth consideration? I think there are five key trends impacting behaviour in the second half of the year.

1. The Inflation Era Shows No Sign Of Abating

We are living in an era with the highest level of inflation since the 1970s. This has been driven by pent-up consumer demand after the pandemic and the Russian invasion of Ukraine. According to the most recent BRC-NielsenIQ Shop Price Index data, shop prices hit their highest point of inflation since 2008 as the balancing act between supply chain costs and a cost conscious consumer continues. For July, Shop price inflation soared by 4.4%, up from 3.1% in June,

Consumer concerns regarding the cost of living cannot go ignored by retailers and brands. Intelligent pricing strategies are a  key priority, as well as ensuring your customer journey is quality enough to capture a consumer willing to shop around.

2. Customers Being More Canny With Considered Purchases

In this inflationary world consumers are needing to think very hard about big ticket items. Particularly when looking ahead to further energy price rises in the Autumn. This is having a noticeable impact on existing sales. There was a 4% MoM decline in global smartphone shipments according to the latest Counterpoint research market review. This represents the second consecutive month of MoM decline, along with being the 11th consecutive result showing YoY sales decline.

Despite many ongoing success stories, the overall market has yet to reach pre-pandemic levels. While component shortages have been partially sorted; inflation, a slowdown in China, and the war in Ukraine have all affected recent demand.

With smartphone upgrades being a discretionary purchase it is incumbent that retailers focus on the value of any big ticket items. For appliance manufacturers emphasising the ability to help save energy and costs can be key. With running costs becoming of more interest, consumers will be looking at eco-credentials for new appliances, as well as potentially opting for better quality units that will stand the test of time.                                                     

3. Personalisation and Experience Key to Driving Return Visits

There is also an expectation of quality customer service and personalisation. Something that will please consumers and drive up the chances of a return visit, whether that is online or physical store. Research commissioned by Gekko last year found that the top factors driving sales were experience related. This includes the ‘ability to see and touch a product’, and expert, tailored advice.

Empowering the consumer through increased personalisation is vital, particularly as 80% say they would only shop with a business that embraces it. It is the ability to differentiate in today’s environment that will mark out success from failure.

People now have an elevated expectation of their shopping experience, looking for curated, one-to-one engagements at various stages of their journey. Such interactions breed brand loyalty and recognition, meaning you can count on people coming back for more if they enjoy their time with you. Recent research by MoEngage found that only 25% of retailers currently personalise their communications with their customers, so there is a real opportunity to get ahead of the curve.

4. Embracing Omnichannel and New Tech

2022 has seen a return to steady growth for ecommerce in conjunction with the full return of bricks and mortar footfall. With both channels set to grow sales this year after the end of lockdowns, it becomes more important than ever to ensure your omnichannel presence is informative and engaging.

The proportion of retail sales online was 26.6% in May 2022 and remains substantially higher than the 19.7% in February 2020 before the coronavirus pandemic. Research we commissioned last year also showed 80% of consumers would now research online before buying an item instore. It is crucial to ensure you have a seamless and joined up journey across your various touchpoints.

5. Sustainability and Ethics

This continues to be a top consideration for consumers when it comes to choosing both how they shop and who with.

According to Deloitte’s latest Sustainable Consumer research, environmental awareness amongst UK consumers has rocketed in the past year with 85% now making more sustainable lifestyle choices. The findings revealed a strong desire to adopt more circular practices, such as buying products in sustainable packaging.

Credentials need to be backed up and also authentic, an increasingly savvy market will disengage otherwise.

So the road ahead may be bumpy but with the right map retailers and brands can navigate through the difficulties. Understanding the consumers’ specific needs is key to ensure retailers can be back in the driving seat for the second half of the year.

To read the full article by Rupert Cook – Marketing Director Gekko Group, please visit Talk Retail

Photo by Gary Butterfield on Unsplash

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Jul 29 2022
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How physical stores can ensure they are refit for the future

The events of the past couple of years have accelerated the pace of change in the retail industry. Retailers have simultaneously had to react quickly to events out of their control, while also embracing the ongoing trends that were clear even before the pandemic hit.

The role of the physical store has been one of the biggest topics in the spotlight. The absence of stores during lockdowns created two slightly paradoxical trends. Firstly their importance was maintained and even strengthened in certain ways. 

With the growth of ecommerce during the lockdown era, some feared that the writing was on the wall for traditional bricks and mortar retail. These concerns, however, were short lived as shops re-opened their doors and visitors flocked back. 

Yet at the same time, the need for change in the industry was also apparent. Ecommerce was embraced by everyone, even the most hardened luddites, meaning physical retail needed to redefine its purpose. 

According to ONS figures, online share of retail has consistently fallen since its peak back in February 2021. Still far higher than the pre-pandemic level of 19.9%, but with the balance restored somewhat by the opening of the high street. So the demand remains strong yet evolution is required to keep up with the pace of this new retail world environment.

The return to prominence has been so strong that the idea of growing a bricks and mortar presence has become a priority for both existing and new entrants to the market. Many previously online only retailers are developing ambitious plans to expand their portfolios. Amazon itself is reportedly planning on rolling out 260 Amazon Fresh stores across the UK over the next few years in a challenge to the existing grocery hegemony and an effort to make a physical imprint in the market.

So with more stores on the agenda for many, and occupancy rates back on the up as footfall gradually rises once more, how do they need to adapt to succeed in this current retail landscape?

Play to their strengths

Consumers have grown more used to utilising both online and offline channels when shopping. Our own research found that 85% of people now research online before heading to a store to purchase. As a result, they are looking for a shopping journey combining the ease of online browsing, with the added ability of being able to try things for themselves and ask for real advice when needed.

Retailers need to ensure they have the most in demand products on display, with all the relevant information at hand, so customers can enjoy getting to know their potential product with ease. Better yet, have knowledgeable brand advisors on hand to answer any questions and demonstrate useful features.

This part of the store experience should be built upon by retailers and the brands they stock as part of wider omnichannel improvements. Invest in improving these elements for the customer in order to create a positive shopping journey, playing to the true strengths of the store. This includes ensuring they truly understand what makes your retail space both an efficient and enjoyable place to be. 

Incorporate your online channels

Store expansion does not mean you can forget about the online channel, in fact customers are now expecting their interactions between the two to be seamless.

Consumers should be able to look on your website or app and see product availability in the store they are heading to. Offering an immediate connection to the store keeps the customer on side and more likely to remain loyal in their hunt for an item.

Physical retail can also now play a huge role in online order fulfilment by being a base for deliveries and click and collect orders. Complement this with accessible pick up points so that online customers are satisfied with their entire omnichannel shop, while also helpfully adding to your footfall figures.

Embrace technology

We have already touched on how technology might help create a better shopping experience, but there remain many opportunities to embrace it in physical retail.

For example, utilise your app to connect users to their store experiences through better personalisation, stock locations, or further product information.

One brand who are great advocates of this approach is H&M, which has started to roll out tech-enhanced shopping experiences in its COS stores. With seamless payments, personalised recommendations, and even a smart mirror that allows customers to request further items without leaving the changing room.

Offering these convenient elements will help the customer feel empowered, valued, and much more likely to make a repeat visit, while also giving you insightful data. Be forthcoming with the information that matters to them, otherwise shoppers will disengage and look elsewhere for it.

Think differently

Stores have the ability to excite and energise in real life better than any other channel, which is why we are seeing collaborations, new events, and online retailers joining in the physical experience.

Online star Bloom and Wild has been opening up a series of pop-up shops around the UK, utilising a bricks and mortar presence to give customers a real view of the plants on offer, with experts on hand to guide and advise. In terms of real engagement, the value of physically promoting your brand in a busy retail area cannot be underestimated.

The idea of the store ‘as an experience’ has grown to such an extent that it expands beyond just individual stores and into entire areas. The new Battersea power station shopping district will be just one example of the new type of retail district. A hybrid of Apple offices, event spaces, shops and hospitality. The combination of which looks to be the key to a bright outlook on high streets and shopping centres. 

The physical store has an exciting future and the possibilities are near endless for those that embrace change. Creating a multidimensional space that compliments rising ecommerce, along with shining in its own right, will create a space customers will yearn to return to. 

To read the full article by Tom Hardwood, Data and Insight manager please visit Branding Magazine

Photo by Clay Banks on Unsplash

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Jul 06 2022
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Building Brand Loyalty in the Modern Age – A New Route to Success

The concept of building brand loyalty used to be relatively straightforward. Effective marketing and delivery of a positive customer experience would create a positive association for a brand. The lifetime value of that relationship could then be hugely profitable, with consumers unlikely to switch.

However, we now live in a world of choice and information overload. An increasingly digital landscape, dominated by tech giants who hold many of the cards. In this new world, run by algorithms and AI, traditional long-held attachments are being unwound. As we culturally shift in shopping habits, people are more likely to remember what they bought from Instagram or Amazon but not the actual name of the brand. Does this mean brand loyalty is dead or at the very least waning?

Brand communication – from top-down to influencer-led

In the old world, brand marketers would use above-the-line platforms to create a strong identity and desire for a product. The brand direction was determined in a very top-down fashion, often based on the instinct of the CMO. A ‘needs’ state was identified and answered and an advertising campaign was launched highlighting the brand’s unique qualities.

In today’s world, we have shifted to digital and younger generations will see campaigns on Tik Tok and Instagram where the product is being advocated by a brand ambassador or a paid-for ad placed on social. In this new era, the control of the brand’s identity has been repackaged, personalized, and filtered through the lens of influencers. Having never heard of the brand, the influencer’s recommendation can be enough to create a consumer of a brand.

In fact, large segments of audiences will have never even seen an advert on TV or in a newspaper because they don’t touch a newspaper or they don’t switch on a TV. Or the brand has not included it as part of its media planning. According to recent research by Nielson, only 10% of Gen Z rank watching TV as their most popular entertainment activity. In fact, across the 18-34 bracket, live TV viewership dropped by 23% year on year.

The changing nature of brand loyalty

So, this digitally dominant world has created an entirely different mindset when it comes to brand loyalty. For socially digital natives, brand loyalty is about what it offers to them in value. A brand like Paul Smith will have a huge amount of brand equity among Gen X or baby boomers for its quality, tailoring, or painstakingly built partnerships and marketing campaigns. However, this will mean nothing for younger generations living in the moment and wanting to know what a brand can deliver here and now.

For younger consumers, if it is a relevant brand, it will be popular for them. If it’s not, they are just not interested. Quality has given way to relevance or price consciousness. Indeed there has been a huge rise in interest among younger audiences in mobile phone brands that offer a lot of the same features as iPhones but for a fraction of the price, like Xiaomi built with an Android skin. The tease here is the freedom an Android device offers a user who doesn’t want to be part of or associated with ‘that crowd’.

For digital natives, there is a checklist of what is really important for them when they spend their money. In recent research, price promotion was rated as crucial for this audience, but ethics are also vital. How long is a product going to last and what are they going to use it for? Does it meet my needs and values?

The life cycle of brands

In this new age, the life cycle of brands is also shorter, almost sonic. Brands can spring up quickly to consciousness but equally, their success can be shorter-lived. This has been evidenced by the spate of high-street retail brands that have disappeared.

Glossier is a D2C brand that sprung up in relatively short order. They have quickly scaled up the ladder of investment based on perceived digital growth that would continue endlessly. The direct-to-consumer beauty brand has raised an astonishing $80 million in Series E funding and reversed the traditional model.

They have latterly embraced physical retail with a pop-up store in Covent Garden, London,  and the swift ascent to being a much-loved brand is highlighted by the queues of people outside. However, they recently had to lay off staff as the growth they have experienced has not been maintained. Could the bubble burst as quickly as it was created?

How do brands build loyalty today?

It is certainly difficult for brands to build loyalty in the modern world because they are having to think about a very different culturally younger generation and manage a more traditionally minded older audience.

To square up this circle, value and values are two unifying themes that can be focused on, although realized in different ways. As consumers, we are all more interested in the purpose of brands and this is a clear differentiator. Brands today, particularly consumer goods products, have to think not only about how they make a product but also how they produce it. According to a study by Cone/Porter Novelli, 77% of consumers say they have stronger emotional bonds to purpose-driven companies.

Also, what added value are brands able to offer beyond the immediate product or service? How are they innovating to remain relevant? An excellent example of this is the Google Pixel 6 device, which enables users to remove photobombers and unwanted objects so that they “disappear like magic” using a “magic eraser”. Also, Portraits on Pixel represent the nuances of different skin tones for all people beautifully and authentically, to take true, accurate portraits. It’s innovations like these that create an immediate way for brands to build loyalty in the modern era.

Canny partnerships unite different audiences

Additionally, partnerships can be a great way of uniting seemingly disparate groups around common themes. CK1 Palace was a great example of this. A new collaboration between Calvin Klein and Palace Skateboards was launched with a tongue-in-cheek film celebrating cities that came to define these two labels. For streetwear brand Palace, it was London and its lively skate scene, with grainy film textures creating some retro-cool. 

Also included are high-contrast, black-and-white style studio shots, synonymous with Calvin Klein. The combination of nostalgia and modern relevance was a canny move that other brands would do well to replicate. Calvin Klein has opened new stores and you will see members of Gen Z proudly walking around Carnaby Street in London with a Calvin Klein shopping bag. This shows an effective strategy by a heritage brand to remain relevant and build loyalty with different audiences.

Towards a new approach

Creating brand loyalty today is far more difficult in a digital, social media-dominated world of increasing fickleness. Heritage brands are in trouble with a younger generation who has no interest in timeless qualities built up over many years. But brands can succeed if they adopt a new playbook. This needs to focus on the values and value of their product and on leveraging partnerships to remain relevant.

According to author Maurice Franks, “Loyalty cannot be blueprinted. It cannot be produced on an assembly line. In fact, it cannot be manufactured at all, for its origin is the human heart.”

To read the full article by Daniel Todaro – Managing Director Gekko Group, please visit Branding Magazine

Photo by Keagan Henman on Unsplash

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Apr 11 2022
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How to create the ‘Feel Good’ retail we all need right now

While the economy has fully opened up after the end of pandemic restrictions, we are faced with fresh challenges. Soaring inflation, ongoing supply chain disruption and the implications of a war in Europe loom large. Against this worrying backdrop many are looking for positive experiences to help us feel good and distract us from the news.

Indeed, the whole concept of well-being and self care is far more prevalent amongst consumers now given the torrid time we have all faced. It is no doubt with this in mind that Selfridge’s recently grabbed headlines by announcing it would offer customers a series of experiences including sex counselling and therapeutic sessions. 

Its ‘Super Self’ initiative is aimed at putting “inner well-being” at the heart of the shopping experience and intended to tempt shoppers back into its store. The immersive experience includes bookable confidence coaching and empowerment sessions, as well as inviting DJs to create “feel-good sounds”.

It’s a well thought through initiative, enabling Selfridges to set the agenda in creative retailing. Positioning itself at the forefront of a retail revival, this service is one of a number to get shoppers ‘back in the habit’ of visiting stores. 

After two years of restrictions, city centres have struggled with the upheaval of lockdowns, stay at home workers, minimal tourism and staffing issues. However the figures for January showed Gross domestic product (GDP) bouncing back in January 2022, increasing by 0.8%. The Wholesale and retail trade grew by 2.5% in January 2022 and was the main contributor to January’s growth in services.

Need to recognise changed behaviours

The lockdowns and restrictions have been long and painful, but a survey we recently commissioned on consumer shopping intentions indicated a strong appetite to return and shop in-store. Only 2% said they wouldn’t be returning to the High Street. But it would be naive to just act as though it was still 2020 in returning to the same plan. 

It is incumbent on retailers to recognise how consumers have changed their shopping behaviours. Successful retailers have always understood the motivators and triggers for different customer groups and then offered an appropriate, tailored approach. This needs to be recognised and acted upon. It is certainly something Selfridge’s have recognised. We are changed and therefore retail needs to change to remain relevant in this new and uncertain world.

Connect with shoppers on a more personal, emotional level

Physical retailers need to emphasise the instore user experience to provide that differentiating factor from the online realm. A good customer experience means your customers will spend more and is something that is a key brand differentiator. The positive approach embraced by Selfridges is an opportunity to connect with shoppers on a more personal, emotional level. 

Positivity provides a welcome break and will help with loyalty and sales. Positivity is an important part of the customer experience mix but it’s more than just that. It’s about appealing to the senses. A sensory buzz of a considered purchase and the need to reconnect with the consumer in this category/space that just can’t be provided online. 

In our survey the top factor in people making a considered purchase was the ability to see and touch a product, according to 58% of respondents. This tactile ability to interact with a product and try before they buy gives people a reason to head into town. 

Stimulate the senses

Retailers should be stimulating the senses and having the right experts instore. Product knowledge and brand advocacy amongst retail sales staff are crucial components to success in retail. It starts with effective product launches and is something that traditionally relies on. Face-to-face engagement and hands-on time with new products. People who truly understand the product, can answer questions and can close a sale. This is something the online world again can not replicate.

To complement the expert, think about presenting those products in an appealing way. You will want to focus on products that have increased in popularity during the pandemic – those supporting lives now more centred at home. Make them visually appealing with great displays and demos. Ensure you have clearly labelled product details, features and benefits and ensure any promotions are clearly highlighted, ie. what it integrates or works well with.

Brand ambassadors are game-changers

The positive engagement with a brand ambassador or retail sales advisor is the game-changer that increases conversion rate and average basket value, achieved either through a higher purchase price or connection sale and, perhaps, an advocate of both brand and retailer. In an environment where inflation is likely to start to bite, people will be more conscious of what they are spending money on and therefore raises the importance of the skill of an expert in helping to guide a sale. 

This is much harder to achieve online and never as gratifying for the end-user as a customer journey that enhanced the individual’s perception of the brand. 

On a bumpy road to recovery and with challenging ongoing news, we all want to feel good. Brands that recognise our changed needs and create the right experience led by the right expert can succeed. 

To read the full article by Rupert Cook – Marketing Director Gekko Group, please visit  Retail Sector

Photo by Tim Douglas

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