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...
Four ways to create a unified customer experience in a post-channel world
Every marketer knows the route to true consumer engagement no longer runs along a single path. An explosion of innovative technologies, channels, and formats has created a complex, connected ecosystem where interactions are fragmented and unrestricted. Keeping up with the needs and wants of today’s consumers through the delivery of timely, relevant marketing communications requires marketers to convert ever-expanding streams of user data into actionable strategies.
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...
Black Friday: There’s an elephant in the room
From a brand marketing point of view Black Friday is a disaster – it’s short termism at it’s worst, with little or no regard for the long term damage to reputation and profitability.
Stand back and look at it dispassionately, and it’s crazy that a frantic day of knock down prices and brawls over flat screen TVs was ever seen as holding the key to tipping into annual profit.
A different approach
In truth Black Friday is a not-so-subtle hint that a different...
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...
So, have you started thinking about Black Friday?
Winter is coming.
Fans of HBO’s Game of Thrones will be quite familiar with this warning, usually uttered by the Starks, lords of the North, to be prepared for the cold, darkness and hardship coming to their land. For retailers, the winter months are front of mind as well, but for much more cheerful reasons.
Over the last few years, Black Friday has become a prominent feature in the British retail calendar, and for many retailers, it’s now the biggest day of the year in terms of...
How has Amazon beaten out bricks and mortar retail brands?
The Direct Marketing Association recently revealed a list of the 20 top brands in a customer engagement report, and although only three eCommerce brands were featured, Amazon claimed the number one spot.
Named as the favourite by one in four consumers, Amazon has successfully found the balance between offering a wide range of products with ensuring customer satisfaction. But how have they managed to beat out bricks and mortar which is traditionally the customer...
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...