The power of real-world testing

As today’s retail environment grows ever more competitive and the variety of products in our shops increases inexorably, those who know where and how shoppers are most likely to choose a product have a clear advantage.

Testing, and in particular, real-world testing has become a key tool for brands as they strive to understand shopper behaviour and how to design products and secondary packaging that stands out on the crowded shelves.

Snap decisions

We all know the majority of consumer purchasing decisions take place...

By Wim Wouters, 20 March 2018, 0 comments. Categories: Branding, Commerce.

The three new rules of retail marketing

Marketers at top retail companies will tell you how much they have to adapt their strategies to keep up with the demands of the changing retail landscape. If recent ONS retail figures have shown us anything, it is that marketers are playing by new rules when it comes to customer engagement.  

Several common themes have emerged which makes it possible to define the three key new rules of retail marketing: 

1.) Retail brands offering the best digital experiences will win

Customer experience is at a...

By Carl Tsukahara, 15 March 2018, 0 comments. Categories: Commerce.

How store locators can work wonders for your SEO

Creating a mutually complementary in-store and online presence is one of the biggest marketing challenges retailers with websites and brick-and-mortar stores face. All too often, they exist as separate entities, battling for custom rather than working together to enhance customer experience.

One of the most effective ways for retailers, restaurant chains, hotels and service providers to bridge the gap between the physical and the online is to add a store locator to their website. That makes it much easier for...

By Vincent Naigeon, 02 March 2018, 0 comments. Categories: Commerce, Search Marketing.

Embracing the chill: how brands can cash in on winter weather woes

British winter weather. We all know it, and we all hate it - driving rain, biting frosts, and evenings spent huddled under the duvet. But as consumers are holed up inside wishing they were sunning themselves on an exotic beach, advertisers should be aware of the lucrative opportunities that exist to cash in on weather-induced shopping.

At The Trade Desk, we recently looked into consumer receptiveness to advertising during last year’s cold snaps, with some interesting revelations.

Consumers shop as the...

By Sacha Berlik, 09 February 2018, 0 comments. Categories: Commerce, E-Commerce.

Brick and mortar still key to winning retail customer experience

87% of retail disrupters say that they believe in the benefits of physical stores and will continue to try and open them in the future. While much has been made about ecommerce’s continued chipping away at retail sales, many retail brands still think that a physical store is an important part of creating attractive experiences for customers.

The data comes from the 2018 Retail Disruptors Survey from JDA Software, who interviewed over 100 retailers worldwide. Disruptive brands are categorised as those,...

By Colm Hebblethwaite, 23 January 2018, 0 comments. Categories: Commerce.

UK retail took a big hit in December 2017

UK retail sales fell by 1.5% in December 2017, marking an awful end to what turned out to be the weakest year for retail since 2013.

The figures, from the Office for National Statistics (ONS), that even though Q4 saw a slight rise of 0.4%, the December slump meant that the quarter showed the weakest quarterly growth since the 1.2% fall in Q1 2017.

This brings the total growth for the year to 1.9%. 2017 had been marked by higher inflation hitting the spending power of consumers.

“With retailers such as...

By Colm Hebblethwaite, 19 January 2018, 0 comments. Categories: Commerce, E-Commerce.

Capgemini: Emotional engagement could add 5% to retailers’ annual revenues

As traditional loyalty programmes continue to fall out of favour due to their inability to drum the kind of engagement marketers crave, there is a disconnect between executives and consumers on what drives emotional engagement.

According to Capgemini, which surveyed 9,000 consumers and 500 executives, 80% of executives feel that their brand understands the needs and desires of their consumers. Only 15% of the consumers surveyed, however, agreed with this statement.

It is clear that consumers are falling out...

By Colm Hebblethwaite, 05 December 2017, 0 comments. Categories: Commerce, Customer Experience.

40% of Christmas spend to be done on Black Friday

According to Purch’s 2017 Christmas Spending Survey, Black Friday will account for 41% of Christmas gift spending in the UK this year.

A further 22% will be done in the final two weeks leading up to Christmas eve. The UK festive period in the closing days of 2017 is likely to be defined by the uncertainty associated with Brexit.

With many people reigning back on spending and retail sales taking a hit, the proportion of shoppers who said they would be looking to snag tech-related bargains has jumped 17%...

By Colm Hebblethwaite, 20 November 2017, 0 comments. Categories: Commerce, E-Commerce.

Half of Brits prefer buying physical media over digital downloads

According to a new study by ecommerce giant eBay, 52% of British consumers now claim to prefer physical books, music, film/TV and video games over digital downloads.

As part of its Guide to Physical Media, the company interviewed over 2,000 adult consumers across the UK.

 76% of those surveyed have bought at least one item of physical media in the last year. The main reasons given for going physical over the often-easier route of digital downloads were the emotional satisfaction of ownership and an increasing desire...

By Colm Hebblethwaite, 13 November 2017, 0 comments. Categories: Commerce, E-Commerce.

‘Tis the season for Augmented Reality

Any and every seasonal period, whether this is Christmas or Valentine’s Day, is fraught with competition from opposing retailers. It’s a metaphorical pile-up in terms of brands clambering over each other to reach the purse strings of their prospective customers.

The truth is, customers buy because of their need – the art of persuasion is really eroding away at a rate of knots, and even the annual Christmas ads only real appeal aesthetically; something that is treated more as a feature film...

By Richard Corps, 13 November 2017, 0 comments. Categories: Commerce, Video & Audio Marketing.

The era of connected gaming entertainment

We are living in an era of connected entertainment. Media companies have been quick to pounce on the second screen phenomenon, where viewers watching a TV show are consuming supplementary content and applications simultaneously via their phones and tablets to create a fully immersive gaming experience.

Research suggests that 83% of people are now browsing a second screen while watching TV. With mobile...

By Shane Leahy, 25 October 2017, 0 comments. Categories: Commerce, M-Commerce, Video & Audio Marketing.

Re-imagining the 5Ps in a hyper data analytics world order

The retail industry needs to adapt to serve consumers in an omnichannel commerce environment. The amount of data generated across customer touch points and retail channels provides an opportunity for data scientists to revisit the five Ps of marketing – place, people, product, price, and promotion – and deliver a seamless shopping experience.

New generation data analytics enable retailers to calibrate an optimal mix of the 5 Ps and transform the producer-oriented business into a customer-centric...

By Opinder Sardana, 19 October 2017, 0 comments. Categories: Big Data, Commerce, Data-driven marketing.

Brands & E-retailers: The only way is partnership

The current e-commerce status quo that minimises brand engagement and prioritises sales is potentially damaging for both brands and e-retailers for a number of reasons. Not only are brands likely to start seeing major e-retailers as an unfortunate necessity, and less as key partners helping inform their retail strategy, but they will also limit their audience to bargain hunters always looking for the lowest price, which only caters to opportunism.

Traditional brand wisdom dictates that it is vital to create a...

By Andrew Watts, 22 September 2017, 0 comments. Categories: Commerce, E-Commerce.

Walmart and Google team up for voice-enabled commerce – with Amazon in sights

Perhaps this was, in some way, inevitable: Walmart has got Amazon square in its sights after announcing a partnership with Google for voice-enabled shopping.

The partnership, which will become available in ‘late September’, will enable customers to pick thousands of Walmart items through Google Assistant. Carts can also be personalised, with Google having access to Walmart shoppers’ purchase histories, so enabling a smoother, more efficient shopping experience.

Perhaps most tellingly...

By James Bourne, 24 August 2017, 0 comments. Categories: Commerce, Customer Experience, Data-driven marketing, M-Commerce.

The key challenges of building payments into your app

Building a payments component into your app can be more complicated than you might expect.

Platforms such as online marketplaces or fintech apps require electronic money (eMoney) infrastructure because they have complex requirements that cannot simply be accommodated by a payment gateway. These types of businesses need to issue money to individual merchants or users and the ability to transfer money between accounts or rather than simply process inbound payments.

eMoney infrastructure allows for the easy...

By Anna Tsyupko, 14 August 2017, 0 comments. Categories: Commerce, Customer Experience, M-Commerce.

How are chatbots evolving the retail industry?

The rise of AI has been well documented over the past few years, and there are countless predictions about how quickly robots will take over the workplace.

Chatbots have become a ubiquitous theme across almost every customer-facing industry, as businesses explore how they can incorporate the technology into their services and platforms, shaking up their customer service function and cutting costs.

As consumers have embraced the convenience of ecommerce, more conversations are taking place online. With an IBM survey...

By Guy Chiswick, 24 July 2017, 0 comments. Categories: Commerce, E-Commerce, S-Commerce.

Are retailers ready for generation Z?

Retail strategies have focused on attracting Millennials in recent years; but with Generation Z coming of age – as both employees and customers – retailers need to embrace the expectations of this ‘digital native’ generation.

Retailers that are able to create a truly digitally enabled, end-to-end business model have a chance to capture this increasingly influential generation.

Coming of Age

In a millennial obsessed market place, retailers may be surprised to realise that generation Z...

By Georgia Leybourne, 22 May 2017, 0 comments. Categories: Commerce.

5 reasons to not underestimate point of sale marketing

While e-commerce is thought to be changing the face of the retail industry, the reality is that the high street has never been more important.

Point of sale (POS) marketing needs to be given precedent in the marketing mix.

Here are five reasons why you should be thinking about POS if you aren’t already.

 1.    POS works

Research shows that 75% of buying decisions are made in-store.

We also know less shoppers are going on planned purchasing missions. Instead, they are browsing and influenced by a...

By Richard Saysell, 10 April 2017, 0 comments. Categories: Commerce.

Retail CEOs increasing tech investments: IoT, beacons, big data at forefront

More than two thirds of retail executives polled by JDA Software Group and PricewaterhouseCoopers (PwC) say they plan to increase their technology investments to enhance their customer experience.

The study, which polled more than 350 CEOs in the retail and consumer goods space, found that for bricks and mortar implementations, almost four in five (79%) chief execs have invested in smart mobile devices for staff in store, while beacons (76%) and clienteling (76%) – using data to enhance long-term...

By James Bourne, 23 February 2017, 0 comments. Categories: Commerce, M-Commerce.