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The Clareville Newsletter January 2017 … Company clangers – Southern Rail, Google, BHS, Samsung, Mike Ashley and Yahoo

The Clareville Newsletter January 2017 … Company clangers – Southern Rail, Google, BHS, Samsung, Mike Ashley and Yahoo

by Will Corry on January 17, 2017

John Starr, managing director of Clareville PR consultants comments:

“While good independent advice couldn’t have prevented all these disasters, for instance the cyber attacks on Yahoo, it could have helped to avoid several of them.

“Before any new initiative, and particularly before responding to a potential crisis, it is vital to have an objective viewpoint on the proposed activity or comment. [more…]

Helly Hansen launches new global campaign to promote its ‘Alive’ message

Helly Hansen launches new global campaign to promote its ‘Alive’ message

by James on December 20, 2016

Helly Hansen has launched its inaugural digital-first campaign promoting its new ‘alive’ message to drive brand awareness and affinity amongst skiers. The integrated creative and media strategy has been developed collaboratively between WPP’s Grey and Maxus, and the activity will run across the UK, US, Canadian, Swedish and Norwegian markets.

The campaign uses a contextually-driven approach to leverage programmatic to its full strategic and creative potential. The activity targets ski enthusiasts during six crucial ‘media moments’ of the customer journey, from inspiration and research all the way through to product purchase. These moments, identified by Maxus, allowed Maxus and Grey to develop a media approach and creative executions that are meaningful and relevant to the audience. [more…]

Lidl & Nielsen: British women among the most likely to find Christmas stressful

Lidl & Nielsen: British women among the most likely to find Christmas stressful

by Will Corry on December 16, 2016

British women are among the most likely to find Christmas stressful according to a 25-country study by Lidl and Nielsen on roles around Christmas. It includes sales data showing December's grocery bill is 20% higher than the rest of the year, we make 6% more trips and which products see the biggest uplift in sales due to Christmas [more…]

Grocery loyalty being at a low, no supermarket can afford to sit on the side-lines, especially when targeting women shoppers .. Valassis Limited

Grocery loyalty being at a low, no supermarket can afford to sit on the side-lines, especially when targeting women shoppers .. Valassis Limited

by James on December 13, 2016

Supermarket loyalty is decreasing.  Just 12 per cent of shoppers claim loyalty to just one supermarket brand, with most (70 per cent) shopping across 2 – 3 different stores, a significant decrease from 22 per cent of shoppers in 2014.  This is according to a survey by Valassis Limited, the UK’s largest coupon and voucher services provider.

There is even less loyalty during the festive season, particularly among female shoppers, with just 10 per cent of women stating they would not shop away from their main regular supermarket.

Promotional offers are the deciding factor behind where the Christmas supermarket shop is done, with half of all women surveyed declaring they would switch supermarkets in order to use coupons or vouchers, although only one third of men say they are persuaded by such deals.

[more…]

Nielsen unveils “dark horse” behind best product launches

Nielsen unveils “dark horse” behind best product launches

by Will Corry on December 12, 2016

Package design, one of the least heralded aspects of marketing, is a major factor behind the most successful product launches over the last two years.

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British retail “drowning in sea” of unrewarding loyalty cards

British retail “drowning in sea” of unrewarding loyalty cards

by Will Corry on December 7, 2016

Only Finland has more but, paradoxically, British shoppers among least likely to use them

Although British shoppers are the most likely in the world to have a loyalty card, with the exception of Finland, they’re among the least likely to see or utilise the benefits, according to a Nielsen study of 63 countries.

Two-thirds of shoppers globally report being a member of a retail loyalty scheme, compared to 89% in Britain. Only Finland is higher (94%). The average British loyalty card holder has 3.6 of them, behind only Japan and Lithuania.

[more…]

Women for Women : How a 28-year old Canadian rapped and vlogged her way into the Youtuber millionaire’s club

by Will Corry on December 7, 2016

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“Fly-in” shoppers to boost British retail this weekend, predicts lastminute.com group

“Fly-in” shoppers to boost British retail this weekend, predicts lastminute.com group

by James on December 6, 2016

London retailers are set to get a big boost from Spanish and Italian ‘shopcationers’ – people travelling to shop – this weekend, with the weak pound making the Capital the top destination for international shoppers over Europe’s Immaculate Conception public holiday, according to new data released today by lastminute.com group.

lastminute.com group’s recent booking data hows that as many as one in ten Spaniards (11%) and Italians (10%) who have booked to travel through the site will be London-bound this weekend. [more…]

3 valuable marketing lessons from the fragrance industry

3 valuable marketing lessons from the fragrance industry

by Will Corry on December 6, 2016

Checking out the competition as you launch your business can prove to be a bit of a confidence-killer.

Despite your initial ambition, the more you look the more you see how crowded the market is, leaving you to spiral downwards in a whirlwind of doubts and anxieties:

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How to ensure your brand’s website stands out from the crowd

How to ensure your brand’s website stands out from the crowd

by Will Corry on November 28, 2016

In a sea of millions upon millions of websites, you want to be sure that yours is found by your target audience. You want it to stand out from the crowd and send a powerful message. There are some key ways to do that, including the ones discussed here.

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