With the demise of Blockbuster, HMV and Jessops, once again chatter moves to the death of the high street.
The mistake here is in continuing to see the emergence of digital as the demise of offline experiences, instead of recognising how high street brands can use digital to not only optimise all other marketing activities, but also drive footfall and optimise the in-store experience.
I feel strongly that this conversation is not about the death of one communications channel, and with that, the emergence another; it’s about how digital amplifies offline and makes everything else in your marketing spend work that bit harder!
We’ve pulled together six questions to stress test your integrated digital commerce strategy, addressing key emerging trends that are guaranteed to provide high-value return to any business.
1. Where does your brand’s digital presence and the in-store experience begin? Smart retailers are bringing together in-store, online and mobile to offer an enhanced, ‘connected’ shopping experience when and where the customer wants it.Understanding that 51% of shoppers will research online before visiting the store to purchase, emphasises the importance of this connection being made. Also, 32% of us will research online, visit store to view a product, before returning online to purchase – never under estimate how your online offering meets the in store experience, make them mutually support each other!
2. Are you getting personal enough? Real-time relevancy is not a new concept, however many retailers surprisingly aren’t making the most of the opportunity and maximising location-based services as a means of direct consumer engagement. 75% of mobile users are more likely to take an action after seeing a location-specific message and 53% of mobile users are willing to exchange their location in exchange for more relevant content, so tailored offers and customised content should be central to your communications strategy.
Is your business as good at sharing as it is at selling? 70% of consumers visit to get inspiration on what to buy, so cashing in on Polyvore-style user experiences will pay off in the year ahead! Consumers look for curated content to help them negotiate the maze of online opportunities to shop and identify the most relevant purchase to them, so make sure you’re everywhere, relevant.
Skills for sale – how networked is your business? As irritating as it sounds, time is money and skills have a financial value. The number of online services such as Uber , Exec, and MyBuilder -which sell knowledge and expertise in tranches of time – are set to grow fast in 2013. Exec has already raised $3.3m in investment. Realise the importance of clustering and co-marketing your promotions, products and services.
5. Are consumers in your driving seat? ‘Make-an-offer’ shopping will take consumer power to the next level. With sites such as Buystand set for full launch , shoppers will be able to state what they’re willing to pay for a product, rather than be told what their goods will cost – this is an interesting concept for commerce in 2013. Whether it matters to your business this year is up for you to decide.
6. Is big data, big business for you? How much do you know about your customers? As the connectivity between consumers and their devices continues to grow stronger, data sets owned by businesses are growing. Brands will increasingly use this information to understand their customers better and deliver a superior retail experience, augmented by social media data. According to a survey by Gartner, the demand for big data will generate 4.4 million jobs globally!
Does Victoria's Secret have an obligation to send what some deem "the right message" to young girls? They are now under fire for a new ad campaign that features the slogan "The Perfect 'Body.'"
The slogan, which refers to the retailer's "Body" lingerie line, appears with images of Victoria's Secret angels on the company's website and in stores in the UK. The ads have prompted a widespread backlash online and inspired the hashtag #iamperfect on Twitter.
One comment .. Look who the message is coming from and give your heads a shake. They are a corporation trying to sell product any way they can. Don't like the message, don't buy it.
Mobile payments company iZettle, is today launching a marketing campaignwith Forsman & Bodenfors (F&B), one of the best advertising agencies in the world.
iZettle is the first mobile payments company in this space to do a big marketing push. Together with F&B it has created a campaign that centres on the notion that ‘big things start small’.
The campaign showcases that iZettle empowers small businesses to be the best they can be and highlights that SMEs can run their business and take card payments on a smartphone or tablet anywhere in the world using iZettle. These messages will be conveyed via TV, radio, print and digital adverts.
Today, the world is dancing to the tunes of technology. One such element of technology that has connected the globe in a swirl is video conferencing. You cannot deny the superb benefits that this technology is bringing to the world.
From delivering a tangible return on investment to reducing the cost of traveling and saving time, this technological development has opened up horizons for its users.
If you believe designer Alexander Wang, all the dystopian, futuristic fashion you see on the silver screen in the latest Sci-Fi epics aren't visions from tomorrow, they represent the look of 2014.
That was the message on Thursday when Wang live streamed a runway show from his website, officially launching his collaboration with retailer H&M. The tech-enabled, live event is unique in that it essentially bypassed September's Fashion Week, opting for an Apple iPhone event-style launch, catering to the mainstream, connected consumers both companies hope to reach [more…]
LeasePlan are leaders in the large B2B car leasing market globally operating a fleet of more than 1.3 million vehicles providing innovative leasing and fleet management solutions across five continents.
Despite this the penetration of leasing into the B2C market in the UK is comparatively low as the target audience aspire to drive a great car, but aren’t aware of the most convenient & attainable route. adconnection have been brought in to help educate the nation & establish LPGO as the primary personal leasing brand.
Real-time marketing specialist launches following successful beta
Trigger Buzz, a specialist in real-time marketing, today announced its official launch along with the involvement of Greg Delaney, Mark Lund and Malcolm Green who’ve invested in the business and have taken roles on the company’s board.
Trigger Buzz will be led by founder and managing director Stephen Wise alongside head of operations Tom Maverley, with Delaney and Green offering creative support and direction. Lund will provide commercial expertise.