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...

By Harper Reed, 12 October 2016, 0 comments. Categories: E-Commerce.

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 -...

By Maria Wagner, 10 October 2016, 1 comment. Categories: E-Commerce.

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...

By Jakob Bignert, 04 October 2016, 0 comments. Categories: Commerce, Data-driven marketing, Data Science, E-Commerce.

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...

By Kieran Kilmartin, 30 September 2016, 0 comments. Categories: Case Studies, Commerce, E-Commerce.

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.

By Will Rowe, 19 September 2016, 0 comments. Categories: Customer Experience, E-Commerce.

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...

By Shiju Mathew, 14 September 2016, 0 comments. Categories: E-Commerce, Mobile Marketing.

How digital can help retail brands weather the political storm

(c)iStock.com/Martin Dimitrov

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...

By Helen Slaven, 08 July 2016, 0 comments. Categories: Commerce, Customer Experience, E-Commerce.

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...

By Rupert Naylor, 17 June 2016, 0 comments. Categories: E-Commerce.

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...

By Liz Morrell, 15 June 2016, 1 comment. Categories: Advertising, Commerce, E-Commerce.

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...

By Liz Morrell, 15 June 2016, 0 comments. Categories: Best Practice, Commerce, E-Commerce.