Posts tagged with Retail

Incentivizing your retailers to drive brand advocacy

When brands focus their attention on advocacy strategies, it usually revolves around turning their best customers into brand advocates.  

After all, word of mouth is a powerful force. However, your sales teams and employees are, more often than not, the greatest brand ambassadors for your company.

Who better than the people closest to your product to share your brand message?

The key to cultivating advocacy from the inside out is to ensure your employees feel invested in your brand’s success. There are many ways to convert your employees from passive sales associates to true brand advocates that help ensure the success of a campaign.

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10 revealing mobile stats you may not have seen

You might have seen these mobile stats if you have delved as deeply as me into Ofcom's August 2014 Communications Market Report.

However, I have delved deep indeed to bring you stats on smartphone usage, public WiFi usage, retailers' mobile traffic, SMS volume and more.

These stats are UK only, but some of the trends can be extrapolated to other nations. Enjoy!

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How does internationalisation work for online retailers?

If 95% of success is showing up then in online retail business the arrival of good platforms, cheap translation services and global banking means pretty much anyone can 'show up'.

The service can be transferred into the new market, the website translated, the new currency added and you’re ready to sell to the new region.

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10 online marketing statistics from this week

A real mix for you this week, from chocolate bathtubs to push notifications.

Which brands are making gains on social? Just how much reach do organic posts gain anyway? What will the size the wearables market be?

All that and more in this week's online marketing stats roundup. Read on!

Why not download our compendium of online marketing stats for more on the market?

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swoon for monsoon

A swoop through Swoon, a boon for Monsoon

Monsoon has launched Swoon, a shoppable monthly magazine for tablets (but also working well on desktop). It's full of products and rich content and was built by Rockabox Studios on the Ceros design platform.

With the prices of Monsoon apparel comparable with Cos – middle to upper high street pricing - and the more artisan pieces pricier still, at more than £300, this feels like a good move.

The image of Monsoon has perhaps slipped in recent years and lost some of its chic or urbanity. I can see this campaign of shoppable magazines as a step towards bringing this firmly back to the brand, which needs to highlight the quality of its clothing, including its hand-embellished pieces.

The launch of a shoppable magazine is in line with many other brands seeking to bring more editorial and clustering to their offerings. Net-A-Porter has launched a mag, M&S has mixed up its website with plenty of content and trailblazers ASOS and TopShop have been doing this for a while.

Let’s take a more detailed look at Swoon.

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happy store associates

Five retailers using NFC and RFID to enhance shopping: but do they work?

Let's take a look at who is using this technology in retail.

I'm not looking at payment here, which NFC has been mired in, merely how the shopping experience can be enhanced.

I'll get a few things off my chest about what works and what doesn't. First, a super quick differentiation between the two technologies.

Near field communication (NFC) is capable of two way communication, so payment (a debit and credit) for example, or even in medicine (a tag in your skin could send vital signs to your smartphone), and it works only at short distances. NFC can be used more basically, to simply transmit set information to a phone or tablet.

Radio frequency identification (RFID) has been around for yonks, the tags only transmit information, to an RFID reader (an NFC enabled phone or tablet such as an Android can be used as a reader, but for an iPhone a separate reader is required). These tags have been traditionally used in stock control.

There's bluetooth low energy (e.g. iBeacons) in the mix, too. However, many of the uses of beacons have been for push messaging to customers.

In this piece I'm not going to be talking about geofencing which can be done with RFID, GPS or low energy bluetooth (iBeacons). I'll be focusing on active rather than passive engagement, though I'll discuss iBeacons in my conclusion (as they're rapidly taking hold in many of the same scenarios).

Right, now that's taken care of, let's dive in...

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Concept stores: what do they mean for customer experience?

After the demise of HMV, many were quick to plan the future of retail.

Econsultancy got in on the act, too, suggesting ways in which the internet could save the high street.

The consensus seemed to be that experiences on the high street would be more important than mere commerce. Why go into a store if the journey of finding a product and taking it to the till to pay is as boring as it is online?

Over the past three years or so, I think we have seen the resurgence of the concept store. In fact, I think retail has woken up to the value of service, great product display, interactivity, digital technology and a great shopping experience.

Here, I've taken a look at some of the concept stores out there, and what they mean for customer experience.

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Target and Argos: Is the multichannel catalogue taking off?

There are many retailers that have trialled image recognition technology in their catalogues.

The tech allows the retailer's app users to scan and shop or access additional content. So far, it seems to have been a test-and-learn activity from brands such as Net-A-Porter (as part of their magazine, Porter) and IKEA (which has focused on additional content rather than commerce).

Target is new to shoppable catalogues this month and Argos has further enhanced its now Aurasma-powered offering. Both of these huge retailers I think have found good use cases.

Let's take a look.

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Start Me Up! Hubba: the free product information network

Hubba is about keeping all that product information in one place, where everyone can access it and where the data is fit for use in marketing and commerce.

I asked the team about their future. Here's what they had to say...

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48 quotes from the Future of Digital Marketing

What does the future hold for digital marketing, ecommerce and retail?

That's the question the speakers at Econsultancy's Future of Digital Marketing conference try to answer every year.

Here are 48 quotes from 2014's event, ranging from wearables to China, digital transformation to user interfaces, retail to the smart home.

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Five ways ecommerce sites can boost profits

Profit margins determine whether businesses sink or swim and this is especially true in the hypercompetitive ecommerce industry.

So what can retailers do to improve profit margins?

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How does Google influence the retail customer journey?

Google has a big impact on the retail shopping journey, both online and off. 

I’ve previously written about the smartphone customer journey, but given increases in Android market share, retail sales, the proportion of retail sales online, and mobile sales, I thought I should take another look.

So, how does the customer interact with Google services in the course of her journey to purchase?

Be prepared for a stat-fest, from search to mobile, YouTube to in-store.

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