Why does customer engagement matter for retailers?
The retail industry is a fiercely competitive one. The rise of eCommerce means that consumers can, and do, easily shop around for better deals, while today’s desire for speed and convenience risks eroding any sense of customer engagement and loyalty. In 2016 we saw a number of high street casualties falling into trouble as they struggled to keep pace with customers’ expectations and offer the right products.
This means marketers need to find ways to both retain their existing customers and...
Don’t be afraid to embrace the new ‘vampire economy’
Another Halloween may have been and gone, but it seems that the UK population is still rife with vampires – vampire shoppers, that is. According to Barclaycard, there is a growing ‘Vampire Economy,’ as one in three Brits now spend more money shopping online at night, compared to five years ago. The evolution of technological devices has given...
Key retail tech trends marketers should watch out for in 2017
At the recent Future of Retail event, the one question all attendees were seeking to answer was what tech will we see in the coming months that will bolster the struggling high street.
We saw augmented reality hit the mainstream in 2016 and 2017 will be no different. Visual technologies, the likes of augmented and virtual reality, will have a big impact on retail next year as brands look to create immersive, theatrical experiences in-store.
We can already see this emerging as a theme in the...
What can marketers learn from Amazon Go?
A simple street corner in Seattle has become the subject of international attention recently thanks to Amazon’s announcement of Amazon Go, a cashless, cashier-less and ultra-convenient corner shop experience.
The key here is experience, which Amazon has previously done very well with their one-click checkouts and Amazon lockers. They seem to know their consumers’ every need, desire and are intent on placing themselves into every facets of a customer’s life. From books to music,...
It's not too late: How brands can still increase eCommerce sales this Christmas
With nine out of ten shoppers admitting they will spend the same or more compared to 2015, the 2016 festive season could prove more lucrative than ever for brands that are in tune with their customers. But as technology empowers consumers to shop in more ways than ever before, understanding the evolving purchase journey is crucial.
UK data from the HookLogic Exchange, the world’s largest pool of online shoppers (190 million) and online browsers (91 billion) has revealed a new wave of...
Black Friday: Blot on the retail calendar, or awash with opportunities?
Two years ago, the media dined out on stories of in-store fights over cheap televisions. As a result, last year we saw more web-based campaigns – an attempt to avoid in-store pressure and panic. But that brought strains of its own, as retailers’ websites buckled under the weight of demand.
We've also seen Amazon launch Black Friday offers early and other retailers following suit by extending offerings to week-long periods to get around the mayhem.
Despite retailers' best...
What role do brands play in today's world of eCommerce?
As commerce changes to conform to the new world of marketplaces and networks, brands are losing their steam.
Historically, brand has been the primary way retailers differentiated themselves when products were very similar. Over time, customers’ habits have changed, and brand marketing is turning into product marketing now that shopping is no longer a destination game.
Think about last time you bought something. Did you go straight to the store or site of the brand you bought it from? Or did you read a...
Why is eCommerce thriving where offline brands are not?
Over the last couple of years it has been reported that there are more shops closing than opening on UK high streets.
Long-established retailers haven’t escaped the crisis and there has been a steady stream of high street staples going into administration, or losing profits.
Just last month, John Lewis Partnership – long time pillar of the UK retail industry -...
How a unified data strategy unlocks hidden sales opportunities
Dissect almost any broken or damaged relationship, and you will find a breakdown in communication:
- The partner who feels unloved;
- The surprise resignation of the star salesperson who feels taken for granted;
- The employee who is injured because of inadequate training; and
- The community who is aggrieved because they don’t feel they were consulted.
All are the results of bad or non-existent communication.
These communication failures can be even worse when third parties are involved. They impose personal opinions, politics and Chinese whispers which all...
How BHS can become a phoenix from the ashes with its relaunch
We all love a story with a happy ending, especially when good triumphs over bad, heroes overcome villains and twists and turns keep us on our toes. The story of British Home Stores, or BHS, is one of these stories.
The iconic British brand, established in 1928, succumbed to the challenge of physical and digital retailing earlier this year and gave up the ghost. With tired stores, confused product lines and jaded consumers, it lost itself along the way somewhere: it became a bit...
How are early adopters seeking human experience over online engagement?
When Dan Mitchell and co-founder John Skelton first began working on high-end clothing retailer LN-CC, they weren’t thinking in terms of buzzy phrases like ‘experiential retail’ or ‘community cohesion'.
What they did know for sure was that, fresh off the back of turning luxury menswear retailer Oki-Ni into a pioneering eCommerce success, they wanted their new venture to have an equally strong brick and mortar element alongside its formidable online offering.
Exploring mobile's role in eCommerce marketing
In our increasingly digital world, consumers are always looking for on-the-go solutions for everyday tasks. From hailing a taxi to doing taxes, mobile solutions have quickly been on the rise at an exponential rate, and one of the quickest growing sectors of mobile technologies is eCommerce.
Given the number of shopping apps available for mobile devices, its popularity comes as little surprise but in order to better understand the extent of this eCommerce trend, we must answer the...
How digital can help retail brands weather the political storm
Recent political events in the UK have left all service sectors facing an uncertain future. New ways of working are a necessity, not a prerequisite, as retailers and restauranteurs adjust to a changed landscape.
The pace of innovation across sectors in the last five years has been quicker than in any of the previous 20 put together. Mobile, 4G and a rise in eCommerce behaviours has created a new breed of consumer; demanding, impatient, promiscuous. However, this could prove...
Why CPG brands must make eCommerce a priority
eCommerce sales for consumer goods companies have risen by 42% in the last year, a substantial figure in an industry that is experiencing only 2% growth overall.
Some consumer packaged goods companies (CPGs) have been naturally well positioned to thrive in this channel as consumers are comfortable buying things like electronics online.
But CPGs that primarily sell consumables and impulse items (e.g., snacks and beverages) face more challenges online. These brands often rely...
Luxury brands should embrace eCommerce to engage customers, report says
eCommerce is an opportunity many luxury retailers have been hesitant to embrace. But with the market set to explode, new research shows that thanks to information about their customers’ online activity luxury retailers have the opportunity to know 80% of their in-store customers by name.
The research, Digital Frontier 2016: Digital luxury is turning mainstream, by Contactlab in conjunction with Exane BNP Paribas, showed that brands must work harder to embrace the opportunities of connecting eCommerce...
Only a third of retailers have tried beacon marketing tech, report says
Retail brands must focus on four key areas in 2016 that include continued integration of instore and online customer experiences, according to the latest Future of Retail study from Walker Sands.
The study, which showed a general plateauing of retail activity this year, surveyed 1,400 consumers in the US and found that seven in ten of them were willing to opt into instore tracking and mobile push notifications if retailers properly incentivised them to do so. Only 6% of consumers had...
Spending on online fraud prevention to soar by 30% by 2020
eCommerce merchants and financial institutions are set to spend $9.2bn on preventing fraud by 2020 – a 30% rise on current levels.
The figures, from new report Online Payment Fraud: Key Vertical Strategies and Management 2015-16 by Juniper Research, suggest such companies will be working particularly hard to prevent fraudsters targeting mobile transactions.
This is because many companies have yet to apply the same levels of protection to mobile as they have to desktop, it...
How fashion eCommerce brands can stave off the Amazon threat
Recent figures from the Office of National Statistics revealed that whilst the UK retail sales figures are on the rise, clothing retail sales are failing to hit the mark.
This should surely be a wake up to clothing brands to re-think their approach to driving sales, loyalty and devotion amongst their customer base.
The performance of online fashion may be better than offline (worth
How to protect yourself against eCommerce counterfeiting
With World Anti-counterfeiting Day in its 18th year, the global issue is a topic that every brand should be looking at. The fact is, counterfeiting is a growing problem that affects all markets.
To give an indication of the problem, in 2013 $1.7bn counterfeit goods were confiscated by US law enforcement agencies, posing a risk to many brands from a reputational, revenue and consumer perspective.
So how can brands effectively...