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!
UK supermarket Morrisons is tapping into a pie-based scandal at non-league football side Sutton FC, offering the club’s former reserve keeper an ambassadorial role.
Forty-six-year-old Wayne Shaw is currently under investigation from the FA under allegations of illegal gambling all revolving around his half time meal, a greasy pie, dined upon during Arsenal's 2-0 FA Cup victory on Monday.
British consumer spending confidence is at its highest level on record but a huge rise in concern about the economy saw it overtake terrorism and immigration as the nation’s biggest concern, according to Nielsen's latest global report on consumer confidence and spending intentions.
British consumer spending confidence has hit its highest level on record but a huge rise in concern about the economy saw it overtake terrorism and immigration as the nation’s biggest concern.
The latest Nielsen Global Survey of Consumer Confidence and Spending Intentions revealed that across 2016, the economy saw the biggest rise in the amount of Britons citing it as their 1st or 2nd biggest concern. The proportion doing so rose 12 percentage points to 28%. Political stability saw the next biggest rise, jumping eight points to 10% – five times higher than at the end of 2015.
Jacob Bailey Group, the creative business services agency, is launching the Brilliant Experiences Board to encourage diversity across the business. The new Board has seven members from departments within the agency: Jacob Bailey (UK), Jacob Bailey (US), 032, Technical Studio and Operations. It aims to create a diverse composition of backgrounds, experiences and talent to [more…]
A call to arms across the industry to design for an emotional response to customer communications to deepen engagement and bolster impactAmaze One, the CRM agency born from a fusion of digital creative experts, Amaze, [more…]
Next Plc is implementing a new Digital Asset Management (DAM) system to enhance its ability to use and manage its growing volume of digital assets, such as photos and videos. This will help the retailer [more…]
A young man is at a motorcycle dealership purchasing a Harley Davidson. The salesman tells the man about an old tip , "always keep a tub of vaseline with you so that when it rains , you should coat your handlebars in the vaseline to stop them from rusting'. The man purchases the bike , thanks the salesman and leaves.
Technology leader in blog and influencer marketing blogfoster (www.blogfoster.com) headquartered in Berlin, is looking to open up a local office in London. The Berlin based tech start-up, founded in 2013, has created a scalable software solution that connects advertisers, bloggers and influencers.
The young company has earned a leading role in technology a mere two years after entering the market and is opening up the British blogosphere for their advertising clients. The first step in the journey includes a co-working space in London’s vibrant district of Camden, put at blogfoster’s disposal by the city of Berlin. [more…]
Latest research from GfK into the UK’s OTT viewing habits has revealed surprisingly low audience numbers on mobile devices. It seems that watching subscription video content on Netflix, Amazon and Now TV is, for now, most definitely an in-home entertainment experience.
The vast majority (90 percent) of the UK’s OTT users have access to a mobile device (smartphone and/or tablet). Pic is Dan Hardwick, Senior Research Executive at GfK [more…]