tag:www.econsultancy.com,2008:/topics/high-street Latest High street content from Econsultancy 2017-01-09T10:33:22+00:00 tag:www.econsultancy.com,2008:BlogPost/68683 2017-01-09T10:33:22+00:00 2017-01-09T10:33:22+00:00 What can marketers learn from Amazon Go's customer experience? Nikki Gilliland <p>Shoppers are simply required to scan smartphones as they enter, leaving Amazon’s “just walk out” technology to detect exactly what’s being taken and charge it to their Prime accounts.</p> <p>It’s one of the first ever examples of a truly seamless customer experience - a trend that’s <a href="https://econsultancy.com/blog/68652-ecommerce-in-2017-what-do-the-experts-predict/" target="_blank">predicted to be big</a> in the world of ecommerce this year.</p> <p>So, what can we learn from the concept? </p> <p>Here’s a few factors for marketers to consider.</p> <h3>Getting out of the customer’s way</h3> <p>According to Amazon, the store uses a combination of “computer vision, deep learning algorithms and sensor fusion” to create a seamless experience for customers.</p> <p>The concept of walking into a store and out again without any interaction with employees or payments might sound alien – but it’s designed to make shopping as hassle-free as possible.</p> <p>It’s also the antithesis of many retail marketing strategies.</p> <p>Instead of interrupting customers as they use technology, or asking them to interact with the brand online (“like our Facebook page”), Amazon wants the technology to stay hidden (though you do need to have downloaded Amazon's app beforehand).</p> <p>From the success of companies like Uber and <a href="https://econsultancy.com/blog/68375-airbnb-how-its-customer-experience-is-revolutionising-the-travel-industry/" target="_blank">Airbnb</a>, it is obvious that customers crave this kind of hands-off approach. Likewise, they also favour utility and practicality over anything else. </p> <p>With brands that offer a value proposition based on ease and simplicity dominating their fields, Amazon Go aims to provide customers exactly that – without shouting about it.</p> <p><iframe src="https://www.youtube.com/embed/NrmMk1Myrxc?wmode=transparent" width="854" height="480"></iframe></p> <h3>Avoiding over-personalisation</h3> <p>By keeping track of the customer’s every move, Amazon Go will enable the brand to deliver more data-driven marketing than ever before.</p> <p>As customers, we’re used to waiving the right to privacy online, with the knowledge that brands draw on our browsing and buying behaviour in order to deliver targeted messages.</p> <p>In fact, this is now an expectation, with consumers desiring <a href="https://econsultancy.com/blog/68285-six-things-to-consider-when-implementing-personalisation/" target="_blank">greater personalisation</a> for an improved service. Think Spotify's curated playlists or Netflix's movie recommendations. </p> <p>For the first time ever, however, Amazon Go means consumers will waive their right to privacy while shopping in person. From what we put back on the shelf to the route we take while walking around the store – this information is all up for grabs.</p> <p>From a marketing perspective, this also means there is the temptation to over-egg personalisation to the point of being creepy. As a result, issues over consumer privacy could potentially be its downfall.</p> <p>Of course, retail stores have been attempting to track customers for a while, but past examples show that it’s not always accepted. US retailer Nordstrom was previously forced to stop using WiFi to monitor movement in physical stores due to uproar from customers. </p> <p>A few years down the line, will it be any different?</p> <p>Retailers do appear to be recognising that success lies in an intelligent and relevant use of data – not just blind targeting or technology for the sake of it.</p> <p>For Amazon Go, clever targeting executed in a non-intrusive way is the aim, but the question remains whether or not customers are ready and willing to accept it.</p> <p><img src="https://assets.econsultancy.com/images/0008/2835/amazon_go.jpg" alt="" width="650" height="433"></p> <h3>Altering brand perceptions</h3> <p>The Amazon Go experience does not simply end in-store. Data could be used to serve customers even more targeted offers and personalised recommendations on-site.</p> <p>This connection between the online and offline world is evidently another reason behind the ecommerce brand’s foray into retail. </p> <p>After all, a physical experience is often a much better way to create a human connection with customers - especially for a brand like Amazon, which doesn’t exactly offer the most emotionally engaging experience online.</p> <p>With a bricks-and-mortar store, it has the opportunity to break down customer expectations – namely that Amazon offers a single type of service – and reveal a completely new way of interacting with the brand.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Just finished my first trip to <a href="https://twitter.com/AmazonGoAmerica">@AmazonGoAmerica</a> !!! Looooved it!! Who's jealous??? <a href="https://twitter.com/hashtag/AmazonGo?src=hash">#AmazonGo</a> <a href="https://twitter.com/hashtag/Amazon?src=hash">#Amazon</a> <a href="https://twitter.com/hashtag/HappyAmazonian?src=hash">#HappyAmazonian</a> <a href="https://t.co/huRrtBUXHJ">pic.twitter.com/huRrtBUXHJ</a></p> — M (@ThusSpokeLadyM) <a href="https://twitter.com/ThusSpokeLadyM/status/808758908705587200">December 13, 2016</a> </blockquote> <h3>In conclusion…</h3> <p>Amazon’s cashier-free store is by no means a guaranteed success.</p> <p>Currently available for Amazon employees and due to open to the public in the near future – it is an experiment that could easily be shelved. </p> <p>However, it’s certainly an exciting development for the future of retail, and gives marketers an insight into how a seamless experience could lead to greater engagement and satisfaction from consumers.</p> tag:www.econsultancy.com,2008:BlogPost/68686 2017-01-06T14:40:18+00:00 2017-01-06T14:40:18+00:00 10 stirring digital marketing stats from this week Nikki Gilliland <p>This week’s dose includes news about the internet of things, TV ads, and entertainment sales.</p> <p>Don’t forget – you can download the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for lots more.</p> <h3>Holiday shopping generates $91.7bn in online sales </h3> <p>Adobe has revealed the total number of online sales from the Christmas period.</p> <p>November 1st to December 31st generated $91.7bn in online sales - an 11% increase year-on-year.</p> <p>Mobile brought in $28.43bn in revenue, which is a 23% increase from 2015. Figures also show that mobile drove 50% of visits and 31% of purchases.</p> <p>While there was an increase in sales, shipping costs were down, going from an average of $2.60 in 2015 to $2.50 in 2016.</p> <p><img src="https://assets.econsultancy.com/images/0008/2866/Holiday_spend.jpg" alt="" width="760" height="411"></p> <h3>Older consumers prefer rational marketing</h3> <p>A new study by the Journal of Advertising Research has found that older consumers have a clear preference for rational rather than emotional ads.</p> <p>While 49.7% of audiences under 50 preferred a rational advertisement compared to 50.3% favouring an emotional ad, this was significantly increased among those over 50, with 63% preferring the rational example.</p> <p>Insight suggests that this should inform marketing activity, with logical and knowledge-based appeals being much more effective for prompting older consumers into action.</p> <h3>One in five digital leaders consider their organization digitally mature</h3> <p>Clearhead recently undertook a survey of 150 ecommerce executives, aiming to find out the state of digital maturity with organizations.</p> <p>The results showed that there is still a significant gap between the desire for personalization and the processes and capabilities necessary to execute it, with just one in five leaders considering their companies as ‘digitally mature’.</p> <p>What’s more, despite the obvious desire to be data-driven – with 81% of retailers having purchased or built the technology required for testing programs – just 17% of online retailers have a path to develop personalized experiences for customers.</p> <h3>36% of consumers unfamiliar with IoT</h3> <p>According to a new study by Yahoo, consumer understanding of the Internet of Things (IoT) is below par, with many in the dark as to what the term actually means.</p> <p>Despite 70% of consumers currently owning a connected device, 36% still don’t know what IoT is. </p> <p>However, it appears many are keen to learn, with 41% of survey respondents interested in expanding their knowledge of the subject. </p> <p>The group with the highest level of understanding is teens and millennials, with video games and consoles the most popular connected device.</p> <p><img src="https://assets.econsultancy.com/images/0008/2867/IoT.JPG" alt="" width="493" height="407"></p> <h3>Increasing importance of customer service</h3> <p>Salesforce has released its latest <a href="http://salesforce.com/stateofservice" target="_blank">State of Service report</a>, delving into how service teams are responding to increasing customer demands.</p> <p>The most interesting stats from the research revolve around how collaboration within companies is key to delivering the best customer service. </p> <p>In fact, in a survey of more than 2,600 customer service professionals, 78% of respondents agreed that every employee is an agent of customer service. </p> <p>However, despite this level of recognition, there’s still room for improvement, with just 63% of service teams having a formal process in place to collaborate with sales.</p> <p>Alongside collaboration, service teams also recognise that a single 360-degree view of the customer can lead to greater productivity, with 79% agreeing that this helps to provide consistency and continuity in every customer interaction.</p> <p><img src="https://assets.econsultancy.com/images/0008/2870/Customer_Service.JPG" alt="" width="596" height="474"></p> <h3>One third of consumers actively choose to buy sustainable goods</h3> <p>A new study by Unilever has discovered how sustainability affects the purchases of 20,000 adults across five different countries.</p> <p>The results found that 33% now actively choose to buy from brands considered to be sustainable, while 21% would be more likely to choose brands that clearly promote sustainability credentials on packaging and in marketing.</p> <p>Consequently, Unilever predicts that the sustainable goods market is worth an average of £817bn in untapped sales.</p> <h3>'Personal assistants' is the top marketing search of 2016</h3> <p>Microsoft’s Bing Ads has released the top marketing-related searches of 2016.</p> <p>Due to greater advances in <a href="https://econsultancy.com/blog/67894-what-are-chatbots-and-why-should-marketers-care/" target="_blank">chatbots</a> and virtual assistants like Alexa, Cortana and Amazon Echo, personal assistants and AI saw the biggest interest.</p> <p>The top five include:</p> <ol> <li>Personal Assistants/ Intelligent Agents</li> <li>Virtual Reality/Augmented Reality</li> <li>Search Marketing</li> <li>Artificial Intelligence </li> <li>Content Marketing</li> </ol> <p><img src="https://assets.econsultancy.com/images/0008/2868/Bing_top_searches.jpg" alt="" width="537" height="268"></p> <h3>54% of consumers plan to buy a new smartphone this year</h3> <p>After a three-year low, an Accenture survey of 26,000 consumers has found that smartphone purchases are set to rise again this year.</p> <p>54% of the consumers surveyed said they plan to buy a smartphone in the next year - a figure up from 48% last year. </p> <p>Insight suggests that this demand is largely fuelled by better security, new functions and improved performance, with 51% of consumers planning to buy a new phone to access the newest and most innovative features and functions.</p> <p>Similarly, 45% of consumers cite inadequacy of their current device as motivation.</p> <p>While there is growing demand for smartphones, purchases of connected devices like smartwatches and fitness monitors are predicted to remain sluggish, mainly due to high prices and concerns about the privacy of personal data.</p> <h3>DFS dominates TV advertising over New Year</h3> <p>TVTY has analysed more than 80,000 TV spots from the Christmas and New Year period, revealing the brands that invested the most in the medium.</p> <p>Furniture company DFS came out on top with more than 1,200 spots over Christmas Eve and Christmas Day. </p> <p>With a further 900 messages on New Year’s Eve and Day, the brand totalled 2,159 TV broadcasts.</p> <p>Other dominant brands over New Year included Confused.com and Thomas Cook, which both aimed to capitalise on consumer interest in holidays and finance. </p> <p><img src="https://assets.econsultancy.com/images/0008/2869/TV_spots.jpg" alt="" width="226" height="467"></p> <h3>Digital entertainment overtaking physical sales</h3> <p>According to new figures from the Entertainment Retailers Association, digital sales of games, music and video are now overtaking physical sales in the UK.</p> <p>74% of game sales are digital, and 57% of music revenues are derived from digital services like downloads or streaming.</p> <p>In total, digital revenues jumped 23% to £1,309.3m in 2016.</p> tag:www.econsultancy.com,2008:BlogPost/68659 2017-01-03T11:05:19+00:00 2017-01-03T11:05:19+00:00 Three reasons behind The White Company’s boost in profits Nikki Gilliland <p>So, in a year that saw the demise of BHS and American Apparel – what’s behind the White Company’s success?</p> <p>Here’s a bit of insight into what I think the business is doing right.</p> <h3>Knowing the customer</h3> <p>The White Company began when founder, Chrissie Rucker, was unable to find high quality and affordable white homewares on the high street.</p> <p>With the launch of The White Company, she aimed to give fellow interior lovers a slice of ‘affordable luxury’. Since then the brand has gone on to expand its range to clothing, home accessories, gifts and furniture.</p> <p>Unsurprisingly, given the motivation of its founder, The White Company prides itself on knowing exactly what its customers want.</p> <p>It has never wavered from its ‘white’ theme, only veering into cream or other ivory-like hues. And while its clean, crisp and elegant designs are far removed from the likes of <a href="https://econsultancy.com/blog/68372-how-cath-kidston-used-a-disney-tie-up-to-increase-its-customer-database/">Cath Kidston</a>, it shares a similar reputation for selling a lifestyle - not just a product.</p> <p>While a candle might just be a candle to some, to others the idea of a calm and peaceful home is also part of the appeal. Using storytelling to engage its consumers, everything from its slippers to its range of cashmere robes come with irresistible promises such as “before-bed bliss”.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Don't get them just any socks, get them our extra-cosy Cashmere Bed Socks -&gt; <a href="https://t.co/FEdW24O0SK">https://t.co/FEdW24O0SK</a> <a href="https://t.co/6xs5AgrheN">pic.twitter.com/6xs5AgrheN</a></p> — The White Company (@thewhitecompany) <a href="https://twitter.com/thewhitecompany/status/810500181192044548">December 18, 2016</a> </blockquote> <h3>Fusing online and offline</h3> <p>The White Company’s chief executive Will Kernan recently commented that the company plans to "invest in enhancing our customers' experience through world-class new stores across the UK."</p> <p>It is this focus on the physical shopping experience which sets the brand apart, especially among fellow homeware giants like Ikea and Home Sense. In comparison to these other brands, its retail outlets are like an oasis of calm, designed to provide the kind of atmosphere you'd generally expect in a luxury or high-end store.</p> <p>Speaking about the visual nature of The White Company's stores, Chrissie herself has said that "some customers actually tell us they love it so much they often pop in just to calm down if they are having a bad day. We want it to be somewhere you love to spend time in, a bit like home really and somewhere you know you can trust the quality, advice and service."</p> <p>With this is mind, it might not be a surprise to hear that The White Company has opened seven more retail outlets in the past year. By translating its recognisable brand values into a physical experience, it has become one of the most inviting spaces on the high street.</p> <p><img src="https://assets.econsultancy.com/images/0008/2613/White_Company_store.JPG" alt="" width="760" height="473"></p> <h3>Tapping into demand</h3> <p>That being said, The White Company hasn't sidelined its ecommerce business.</p> <p>Another big reason behind its recent success has been in its expansion - not only in terms of physical stores in the UK, but also into the US online market. Seeing 'significant growth' in this area in the second half of the year, it has clearly been a shrewd move from the brand.</p> <p>Again going back to the customer experience, the brand has also been smart in how it has expanded its categories, introducing childrenswear and a line of fragrances into the mix.</p> <p>The White Company hasn't strayed too far from its origins, or its brand values for that matter. Starting life as a 12-page catalogue, it now runs at an impressive 130-pages, circulating an average of 10m copies in the UK alone each year.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Thanks, The White Company for my Christmas brochure - so excited to receive it this morning! <a href="https://twitter.com/thewhitecompany">@thewhitecompany</a> <a href="https://twitter.com/hashtag/thewhitecompany?src=hash">#thewhitecompany</a> <a href="https://t.co/hEsfkMYy4e">pic.twitter.com/hEsfkMYy4e</a></p> — Coolcookingteacher (@Clueduponfood) <a href="https://twitter.com/Clueduponfood/status/789136310510424064">October 20, 2016</a> </blockquote> <p>With a dedication to giving consumers exactly what they want, it's easy to see why The White Company has generated such success.</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><strong><em><a href="https://econsultancy.com/admin/blog_posts/68659-three-reasons-behind-the-white-company-s-boost-in-profits/edit/Three%20reasons%20behind%20WHSmith%E2%80%99s%20boost%20in%20profits">Three reasons behind WHSmith’s boost in profits</a></em></strong></li> <li><strong><em><a href="https://econsultancy.com/blog/68568-three-reasons-behind-dominos-digital-sales-boost" target="_blank">Three reasons behind Dominos’ digital sales boost</a></em></strong></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68632 2016-12-13T15:10:54+00:00 2016-12-13T15:10:54+00:00 Seven tactics for increasing online conversion at Christmas Nikki Gilliland <p>Here are seven tactics, with seven current examples of retailers putting them into practice. </p> <h3>Delivery dates &amp; info</h3> <p>The nearer we get to Christmas, the more likely we are to switch to shopping in stores for fear of items not being delivered before the big day.</p> <p>Consequently, it's important that retailers provide <a href="https://econsultancy.com/blog/64943-12-excellent-ways-to-present-ecommerce-shipping-information/" target="_blank">prominent delivery information</a> to reassure customers that there is still time.</p> <p>Topshop is one retailer that does this, including a dedicated tab for Christmas shipping dates on its homepage.</p> <p><img src="https://assets.econsultancy.com/images/0008/2340/Topshop_Christmas_Dates.JPG" alt="" width="760" height="515"></p> <p>It clearly and concisely lists the various delivery options, reassuring customers that they can still pick up items as late as two days before Christmas.</p> <p><img src="https://assets.econsultancy.com/images/0008/2341/Topshop_delivery_info.JPG" alt="" width="760" height="634"></p> <h3>FREE delivery</h3> <p>As well as clear and concise information about delivery dates, <em>free</em> delivery is always an extra incentive for cash-strapped customers at Christmas. </p> <p>The homepage for Curry's/PC World is chock-a-block with attention grabbing copy, but its emphasis on free next day delivery definitely stands out.</p> <p><img src="https://assets.econsultancy.com/images/0008/2342/Curry_s_PC_World.JPG" alt="" width="780" height="576"></p> <p>Ecommerce site Flying Flowers also prompts purchases by offering free delivery on all of its Christmas plants, as well as the added bonus of a free pop-up vase. </p> <p>Interestingly, I did discover that Flying Flowers offers free shipping all year round. </p> <p>It's a cheeky tactic, as this could easily be misconstrued as a seasonal-only offer, but it still demonstrates how much customers value it.</p> <h3><img src="https://assets.econsultancy.com/images/0008/2361/Flying_flowers.JPG" alt="" width="760" height="614"></h3> <h3>Gift guides</h3> <p>I recently wrote about <a href="https://econsultancy.com/blog/68610-how-six-retailers-are-using-gift-guides-to-inspire-online-shoppers/" target="_blank">how retailers are using gift guides</a> to inspire shoppers online.</p> <p>As well as helping to narrow down the search for gifts, this type of content is also effective for getting shoppers in the festive spirit.</p> <p>One other example that has recently caught my eye is River Island's 'Lucky Dip'.</p> <p><img src="https://assets.econsultancy.com/images/0008/2344/River_Island_Gift_Guide.JPG" alt="" width="760" height="536"></p> <p>It's a very basic tool that offers up four random gift ideas based on a chosen personality type.</p> <p>However, with many other retailers merely passing off category filters as their 'gift guides', it's one of the most creative (and therefore memorable) examples I've come across.</p> <p><img src="https://assets.econsultancy.com/images/0008/2345/River_Island_Gift_Guide_2.JPG" alt="" width="760" height="373"></p> <h3>Product bundles and offers</h3> <p>A great incentive during Christmas time is to promote bundles or multiple-item deals.</p> <p>This is a good tactic for upselling, as while many people do shop with the aim of buying more than one gift, this type of offer can be hard to resist even if not.</p> <p>Thorntons capitalises on this, using the main header on its homepage to promote its '3 for 2' offer.</p> <p> <img src="https://assets.econsultancy.com/images/0008/2349/Thorntons_3_for_2.JPG" alt="" width="780" height="395"></p> <p>Marks &amp; Spencer also uses this tactic.</p> <p>An extra bonus is that it allows customers to pick and choose from multiple categories, instead of limiting it to a specific type of gift.</p> <p><img src="https://assets.econsultancy.com/images/0008/2350/M_S_3_for_2.JPG" alt="" width="780" height="565"></p> <h3>Gifting options</h3> <p>As well as deals and offers, gift cards and vouchers can be a great way to target Christmas shoppers online.</p> <p>This option could lead unsure customers to make a purchase when they might have otherwise abandoned the site.</p> <p>A good example is Mr Porter, which nicely elevates the concept from a standard voucher to 'boxed and virtual gift cards'.</p> <p><img src="https://assets.econsultancy.com/images/0008/2374/Mr_Porter.JPG" alt="" width="760" height="689"></p> <p>Described as being 'ideal for a last-minute gift', it draws on the notion of extra convenience by also allowing customers to send it directly to the recipient.</p> <p><img src="https://assets.econsultancy.com/images/0008/2375/Mr_Porter_2.JPG" alt="" width="760" height="777"></p> <h3>Personalisation</h3> <p>From product recommendations to emails - personalised content is often used to engage long-term customers at this time of year.</p> <p>One retailer that's taking a somewhat different approach to personalisation is Nordstrom.</p> <p>Designed to create an emotional connection with the customer, its 'Love, Nordstrom' campaign expresses gratitude to the people who have shopped with the brand throughout the year.</p> <p><img src="https://assets.econsultancy.com/images/0008/2356/Nordstrom_social_proof.JPG" alt="" width="780" height="529"></p> <p>It's a creative approach to seasonal marketing. shifting the focus from the brand to the customer and reassuring shoppers that it is the brand to choose.</p> <p><img src="https://assets.econsultancy.com/images/0008/2357/Nordstrom_social_proof_2.JPG" alt="" width="780" height="775"></p> <h3>Urgency</h3> <p>The laid-back shopper is a rare breed at Christmas. Usually, everyone is in a bit of a rush, with the countdown looming over us from the very start of the month.</p> <p>So, what better way for retailers to get us buying than ramping up this <a href="https://econsultancy.com/blog/64420-now-now-now-five-quick-ways-to-create-consumer-urgency/" target="_blank">sense of urgency</a>?</p> <p>Very is one online retailer that does this, displaying information about how many other people are looking at an item, as well as how many have been sold.</p> <p> <img src="https://assets.econsultancy.com/images/0008/2358/Very_Urgency.JPG" alt="" width="780" height="601"></p> <p>House of Fraser also does this.</p> <p>As well as using <a href="https://econsultancy.com/blog/65722-18-highly-effective-examples-of-social-proof-in-ecommerce/" target="_blank">social proof</a> to promote the sense that an item is popular, this tactic effectively taps into the shopper's fear of losing out.</p> <p><img src="https://assets.econsultancy.com/images/0008/2372/House_of_Fraser_Urgency.JPG" alt="" width="760" height="653"></p> <p><em><strong>For more on conversion strategies, you can download Econsultancy's <a href="https://econsultancy.com/reports/conversion-rate-optimization-report/" target="_blank">Conversion Rate Optimization Report</a>.</strong></em></p> tag:www.econsultancy.com,2008:BlogPost/68613 2016-12-09T11:41:06+00:00 2016-12-09T11:41:06+00:00 Argos's 'Christmas Wishlist’ app: Clever Christmas marketing for kids Nikki Gilliland <p>Argos’s ‘My Christmas Wishlist’ has been around for the past couple of years, but having been recently been updated to include more gift ideas, I thought I’d give it a whirl.</p> <p>Here are my thoughts.</p> <h3>Traditional turns digital</h3> <p>It’s a bit sad to think that children don’t write Christmas lists anymore, however, that’s the basis of the Argos wishlist app.</p> <p>Designed for kids between the ages of three to seven, it allows them to pick the items they’d like from Santa whilst having fun with technology.</p> <p>Featuring the animated characters of Mo, Squidge, Gil, Fly, and Stik to help - it’s colourfully designed to engage little ones.</p> <p><img src="https://assets.econsultancy.com/images/0008/2185/Argos_App.png" alt="" width="400" height="710"></p> <h3>Setting it up</h3> <p>When you open the app, you are met with a fun synopsis of its various features, such as adding stickers and taking selfies.</p> <p><img src="https://assets.econsultancy.com/images/0008/2186/Argos_2.png" alt="" width="350" height="621"> <img src="https://assets.econsultancy.com/images/0008/2187/Argos_3.png" alt="" width="350" height="621"></p> <p>Having been designed for kids, it’s obviously quite easy to use, however it’s nice to have this guide to get you started.</p> <p>From here, you’re immediately prompted to edit the settings – the most important element for adults.</p> <p>This allows you to limit the amount of products kids can select, set a maximum price, as well as enter in your email address to receive the final wishlist or send it to family and friends.</p> <p><img src="https://assets.econsultancy.com/images/0008/2188/Argos_Settings.png" alt="" width="350" height="621"> <img src="https://assets.econsultancy.com/images/0008/2189/Argos_music_setting.png" alt="" width="350" height="621"></p> <p>The ability to stop kids from wanting <em>everything</em> they see is one feature that the old fashioned Argos catalogue does not have.  </p> <p>Another cool feature is the ‘grown-up calculator’, which prevents kids from tampering with the settings by asking a tricky maths question.</p> <p><img src="https://assets.econsultancy.com/images/0008/2190/calculator.png" alt="" width="400" height="710"></p> <p>Lastly, there’s the option to turn off music and sound effects, which is the biggest blessing of all.</p> <p>If you don’t, look forward to the pleasure of listening to the same neverending tune.</p> <h3>Creating the wish list</h3> <p>As I continued exploring the app, I was met with some nice touches of personalisation, such as the option to enter a name and choose an animated 'helper'.</p> <p>And now the adults have done their bit, it can be handed over to kids worry-free.</p> <p><img src="https://assets.econsultancy.com/images/0008/2193/Argos_5.png" alt="" width="350" height="621"> <img src="https://assets.econsultancy.com/images/0008/2195/Argos_7.png" alt="" width="350" height="621"></p> <p>With thousands of toys to choose from, everything is separated into brand categories such as ‘Barbie’ or ‘Lego’.</p> <p>Children can then browse the various items and add them to their wishlist.</p> <p>One thing that struck me was that there’s no real information about the toys themselves, other than a few images to swipe through.</p> <p><img src="https://assets.econsultancy.com/images/0008/2196/Argos_Barbie.png" alt="" width="350" height="621"> <img src="https://assets.econsultancy.com/images/0008/2197/Argos_Barbie_Pics.png" alt="" width="350" height="621"></p> <p>But then again, this is more of a negative for adult users, and certainly isn't something children are going to worry about.</p> <h3>Creative elements</h3> <p>Once the kids have selected the items they want from Santa, they can then choose to decorate the final wishlist.</p> <p>This is the most interactive part of the app and a feature that elevates it from a standard gift guide or brochure.</p> <p>Including stickers and a doodle function, kids can make it as personal (and messy) as they like.</p> <p><img src="https://assets.econsultancy.com/images/0008/2198/Argos_12.png" alt="" width="400" height="710"></p> <p>This feature also distracts from the ‘I want it now’ element and encourages children to get creative.</p> <p>Despite being digital, it also means the app is at least a little reminiscent of the traditional experience of writing to Santa.</p> <h3>In conclusion…</h3> <p>In terms of actual design or UX, the Argos wishlist isn't overly innovative. There are tonnes of apps out there that are far more slick.</p> <p>However, the difference is that there's normally a distinction between kids apps (for games or learning) and retail apps (for grown-ups).</p> <p>It's quite unusual to see a combination of the two.</p> <p>While the premise is quite basic, it is very easy to use, with plenty of fun and enjoyable interactive elements.</p> <p>Even the most simple features - such as the fart noise you hear while pressing the ‘back’ button - is likely to make kids want to use it.</p> <p>Sadly for parents, this might even continue once the gift selection part is over with.</p> <p><strong><em>Related artices:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/62865-six-ingredients-of-a-great-mobile-app/" target="_blank">Six ingredients of a great mobile app</a></em></li> <li><em><a href="https://econsultancy.com/blog/67237-eight-examples-of-best-practice-on-argos-product-pages/" target="_blank">18 excellent features of Argos’s mobile app</a></em></li> <li><em><a href="https://econsultancy.com/blog/67237-eight-examples-of-best-practice-on-argos-product-pages/" target="_blank">Eight examples of best practice on Argos product pages</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68567 2016-11-28T14:24:49+00:00 2016-11-28T14:24:49+00:00 Five things to appreciate about Missguided’s first ever physical store Nikki Gilliland <p>On the back of its brash tone of voice and innovate social strategy, the ecommerce retailer has seen rapid growth over the past few years.</p> <p>Now, it has launched its first ever standalone physical store in London’s Westfield Stratford. </p> <p>But, is it any good?</p> <p>I recently paid it a visit to find out more – here are five things to appreciate.</p> <h3>High concept, high impact</h3> <p>Walking into Missguided is a bit of an overload on the senses, but in a good way. </p> <p>Created by agency Dalziel and Pow, it is designed to mimic a television studio, with the ‘On-Air’ concept reflecting the experience of shopping 'live' as opposed to online.</p> <p>If you’re familiar with the brand’s online branding, you’ll recognise many of the same hallmarks in-store.</p> <p>There are slogans everywhere, and even its mannequins are typically ‘Missguided’, striking poses and taking selfies around a giant pink monster truck that dominates the bottom floor entrance.</p> <p><img src="https://assets.econsultancy.com/images/0008/1800/Missguided_store_7.jpg" alt="" width="780" height="585"></p> <p>Together with the store’s screen-heavy design and dramatic lighting – it certainly makes for a striking atmosphere.</p> <p>It's pretty unlike any other fashion store in Westfield, which is bound to attract Missguided’s target teen-to-20s female audience.</p> <p>You can probably expect to see many dads and boyfriends waiting patiently outside.</p> <p><img src="https://assets.econsultancy.com/images/0008/1801/Missguided_store_8.jpg" alt="" width="600" height="799"></p> <h3>Encourages social sharing IRL</h3> <p>From its <a href="https://econsultancy.com/blog/67600-missguided-launches-tinder-inspired-app-experience-review">Tinder-inspired app</a> to its Instagram feed, everything Missguided does online is inspired by a social-media-obsessed generation.</p> <p>The physical store is an extension of this, clearly designed to be ‘Instagrammable’ in its own right. </p> <p>With signs prompting customers to download the app and follow the brand on Snapchat, it cleverly fuses the online and offline experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/1802/Missguided_store_3.jpg" alt="" width="600" height="720"></p> <p>In terms of design, there are cool features everywhere. Even the stairs are mirrored so that customers can see themselves (and take photos) while walking up.</p> <p>But more than just encouraging sharing on social, it also champions social interaction in-store – in the literal sense that is. </p> <p>Instead of hiding its fitting rooms in the back, this area is front and centre, complete with a pool party-themed lounge space so that people can hang out while trying on clothes. </p> <h3>Reinforces brand tone of voice</h3> <p>Missguided is quite clever in how it speaks to its target audience, using slang and pop culture references to create a tongue-in-cheek <a href="https://econsultancy.com/blog/67268-how-to-achieve-the-right-tone-of-voice-for-your-brand" target="_blank">brand voice</a>.</p> <p>With slogan lightboxes dotted about everywhere, this is another aspect that stands out in-store.</p> <p>It is used to great effect, with slogans like ‘mermaid party this way’ replacing the expected ‘more clothing upstairs’.</p> <p><img src="https://assets.econsultancy.com/images/0008/1803/Missguided_store_2.jpg" alt="" width="600" height="767"></p> <p>There is the odd eyebrow-raising example, such as the ‘send me nudes please’ sign by the lingerie and the ‘asspirational’ hashtag.</p> <p>Perhaps these would be less jarring to read online, but it does feel a little different to physically see these types of slogans in massive neon letters. </p> <p><img src="https://assets.econsultancy.com/images/0008/1804/Missguided_store_9.jpg" alt="" width="662" height="422"></p> <p>That being said, it certainly contributes to the brand’s playful and recognisable tone of voice.</p> <p>And luckily, the tone does err on the side of empowerment rather than coming off as merely outrageous.</p> <p>What’s more, by pushing the boundaries in this way, the retailer successfully sets itself apart from the comparatively bland-sounding Topshop and River Island.</p> <h3>Creates immersive shopping experience</h3> <p>While Missguided has met the demand for a <a href="https://econsultancy.com/blog/68387-how-missguided-uses-personalisation-to-create-an-addictive-shopping-experience" target="_blank">certain type of digital experience</a>, its new store reflects the increasing desire for immersive shopping.</p> <p>As well as enabling customers to try before they buy, it also turns the act of shopping into more of an event.</p> <p>This effect is mainly created in the way everything is set out, with sections separated into distinct and divided ‘sets’. </p> <p><img src="https://assets.econsultancy.com/images/0008/1805/Missguided_store_1.jpg" alt="" width="600" height="706"></p> <p>Similar to the maze-like layout of Ikea and high street store Tiger, this means customers are required to navigate it in a certain way, ultimately creating a much more immersive and explorative experience. </p> <p>Instead of just popping in for a quick browse, customers are likely to stay and discover new sections as they move around.</p> <h3>Offers exclusive perks</h3> <p>There are a few extra surprises to be found in-store.</p> <p>One of the most unique features is an own-brand vending machine that sells ‘unicorn dreams’ in place of bog-standard Coke or Fanta.</p> <p>I later found out that it's actually bottled water... which now seems rather disappointing.</p> <p>But while undeniably gimmicky, it is still a great example of how Missguided generates excitement on the back of its own branding. </p> <p><img src="https://assets.econsultancy.com/images/0008/1806/Missguided_store_11.jpg" alt="" width="600" height="798"></p> <p>What other retailer has its own 'spirit animal'? More to the point, how many times have you seen customers queuing up to buy water in a fashion store? It's undeniably quirky.</p> <p>Lastly, the store includes some additional features that are impossible to get online.</p> <p>From exclusive collaborations with upcoming brands to an in-store pop-up by Wah Nails - it builds on the sense that shopping in-store is more special than online.</p> <h3>In conclusion…</h3> <p>I was quite impressed with Missguided's debut retail outlet. </p> <p>While I wouldn’t usually shop from the brand online, the fun and quirky nature of its physical store would tempt me to take a look in person. Regular customers are likely to jump at the chance.</p> <p>By combining an innovative design with clever branding, Missguided has created something quite memorable.</p> <p>While it’s not quite ‘destination shopping’, it’s certainly given its young demographic another incentive to visit Westfield.</p> <p><img src="https://assets.econsultancy.com/images/0008/1807/Missguided_store_12.jpg" alt="" width="600" height="765"></p> tag:www.econsultancy.com,2008:BlogPost/68557 2016-11-24T10:00:00+00:00 2016-11-24T10:00:00+00:00 How UK retailers are promoting Black Friday online Nikki Gilliland <h3>AO.com</h3> <p>AO saw <a href="https://www.ft.com/content/52679ff2-9a2e-11e4-9602-00144feabdc0" target="_blank">record sales figures from Black Friday 2015</a>, and by the looks of it, it is banking on a repeat performance this year.</p> <p>Instead of simply focusing on Black Friday (and Cyber Monday), it is selling all week-long.</p> <p><img src="https://assets.econsultancy.com/images/0008/1721/AO.JPG" alt="" width="760" height="436"></p> <p>By describing the deals launched before Friday as 'earlybird', it sounds as though prices will drop further or more deals will appear as the week goes on - annoyingly, this is a little unclear.</p> <p>Regardless, it is promoting pretty heavily across social media, even going so far as creating its very own 'Black Friday Survival Guide' for consumers.</p> <p><img src="https://assets.econsultancy.com/images/0008/1722/AO_survival_guide.JPG" alt="" width="760" height="610"></p> <p>Despite last year's success, it has been suggested that Black Friday cannibalised AO sales from Christmas and New Year.</p> <p>However, with consumers being more likely to search for larger household goods now, we doubt it's much of a concern.</p> <h3>Argos</h3> <p>Argos isn't beating around the bush this year, extending its Black Friday event to a mammoth 13 days.</p> <p>Instead of counting down to the best deals, it is using a 'buy now' price promise to reassure customers that offers won't go lower until the entire event ends.</p> <p>However, when they're gone - they're gone.</p> <p><img src="https://assets.econsultancy.com/images/0008/1723/Argos_Black_Friday.JPG" alt="" width="760" height="374"></p> <p>Not stopping there - it is also using the additional tactic of bonus discounts, such as 25% off when you spend a certain amount on an item.</p> <p>With feverish promotion on Twitter, and one of the longest events out of all UK retailers, Argos could be in danger of alienating uninterested followers or cannibalising those Christmas sales at reduced prices.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Get this <a href="https://twitter.com/hashtag/AcerAspire?src=hash">#AcerAspire</a> with 4GB memory &amp; 1TB storage at our lowest price EVER this <a href="https://twitter.com/hashtag/BlackFriday?src=hash">#BlackFriday</a> <a href="https://t.co/B7EfpxEsOI">https://t.co/B7EfpxEsOI</a> <a href="https://t.co/rTIfbLayY7">pic.twitter.com/rTIfbLayY7</a></p> — Argos (@Argos_Online) <a href="https://twitter.com/Argos_Online/status/801433376720875520">November 23, 2016</a> </blockquote> <h3>House of Fraser </h3> <p>With sales up 40% last year compared to 2014, the event has traditionally been a success for House of Fraser.</p> <p>Once again it looks intent on capturing search interest around Black Friday - it has even optimised its H1 to incorporate the phrase.</p> <p><em>(Read more on <a href="https://econsultancy.com/blog/68432-black-friday-2016-how-are-uk-retailers-optimising-search-landing-pages/" target="_blank">how retailers are optimising landing pages here</a>)</em></p> <p><img src="https://assets.econsultancy.com/images/0008/1724/House_of_Fraser_H1.JPG" alt="" width="600" height="699"></p> <p>With healthy sales figures post-Black Friday last year, the department store's strong promotion appears to be effective.</p> <p>Running for six days, it is offering up to 50% off selected lines as well as new deals specifically for Cyber Monday.</p> <p><img src="https://assets.econsultancy.com/images/0008/1725/House_of_Fraser_flyer.JPG" alt="" width="760" height="447"></p> <p>The event hasn't overtaken all its current promotion either - it is still talking about Christmas and unrelated editorial content online - which means it's avoiding instilling the fear of 'buy now or never' into loyal customers.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Christmas is the all consuming season. The festive flurry is inescapable. Enjoy it. <a href="https://twitter.com/hashtag/ReadyorNot?src=hash">#ReadyorNot</a> Christmas is coming for you! <a href="https://t.co/LP3ZE0SRLf">pic.twitter.com/LP3ZE0SRLf</a></p> — House of Fraser (@houseoffraser) <a href="https://twitter.com/houseoffraser/status/794994514905669632">November 5, 2016</a> </blockquote> <h3>Body Shop</h3> <p>The Body Shop is promoting its 'wildest Black Friday yet' with a special 'bundle' deal.</p> <p><img src="https://assets.econsultancy.com/images/0008/1726/Body_shop.JPG" alt="" width="760" height="369"></p> <p>It allows users to get a selection of products worth £93.50 for just £35.</p> <p>It's a surprisingly enticing deal - in just one click of a button, all products will be automatically added to your basket with the discount applied.</p> <p><img src="https://assets.econsultancy.com/images/0008/1727/Bundle.JPG" alt="" width="760" height="420"></p> <p>Alternatively, consumers can take advantage of the 40% off code in the run up to Friday, when an abundance of top deals are expected to land.</p> <p>A retailer that tends to rely on loyal and regular shoppers as well as seasonal gift buyers - opting in to Black Friday is likely to be a positive move, as long as it doesn't overshadow the Christmas rush.</p> <h3>River Island</h3> <p>River Island's Black Friday landing page has some confusing copy telling shoppers that they are a 'little too early' to find deals, despite the fact it does appear to be partaking in the earlybird trend (a week of 'style steals').</p> <p><img src="https://assets.econsultancy.com/images/0008/1728/River_Island.JPG" alt="" width="760" height="403"></p> <p>Using daily deals in each category and the 'limited time only' tactic, it could whet customers appetites for the big day itself.</p> <p>Or, it could end up being a bit of a disappointment.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Shoe love is true love, don't miss today’s style steals! &gt; <a href="https://t.co/vgcXu4i4W3">https://t.co/vgcXu4i4W3</a> <a href="https://t.co/hO8O70FvqO">pic.twitter.com/hO8O70FvqO</a></p> — River Island (@riverisland) <a href="https://twitter.com/riverisland/status/801335674016321538">November 23, 2016</a> </blockquote> <p>Regardless, with Black Friday traditionally being seen as a way to get discounted technology and household items - it's interesting to see more clothing retailers take part.</p> <h3>Boots</h3> <p>Recognising that consumers are put-off shopping in-store during Black Friday madness, Boots is cleverly using an online-only tactic.</p> <p>Of course, there are in-store offers, however it is keeping a fairly hefty percentage for ecommerce orders.</p> <p><img src="https://assets.econsultancy.com/images/0008/1729/Boots.JPG" alt="" width="720" height="474"></p> <p>Building on the opportunity to capture online customer data - it's a good tactic for a retailer that is better known for its physical presence on the high street and <a href="https://econsultancy.com/blog/68371-why-travel-retail-is-big-business-for-beauty-brands/" target="_blank">travel retail </a>stores.</p> <p>Lastly, with excitement over its Christmas gift range generally beginning in December, it is using the sales bonanza as a nice jump off for festive-related advertising.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Get a Christmas ready smile with <a href="https://twitter.com/Philips">@Philips</a> DiamondClean toothbrushes. Offer ends 28 November - get yours now. <a href="https://t.co/ZPQO3ciSQH">https://t.co/ZPQO3ciSQH</a> <a href="https://t.co/tdNKPXCt2r">pic.twitter.com/tdNKPXCt2r</a></p> — Boots (@BootsUK) <a href="https://twitter.com/BootsUK/status/801161597427261440">November 22, 2016</a> </blockquote> <h3>Final points</h3> <p>While they are using some of the most interesting tactics, the aforementioned examples make up a mere snapshot of the retailers partaking in Black Friday 2016.</p> <p>Of course, there are those that are choosing to opt-out, such as Next and Asda, but most do seem to be getting in on the act.</p> <p>The main question is whether customers will embrace this year's trend for extended sales, or whether it will truly be overkill.</p> <p>Similarly, with questions raised over whether Black Friday deals are <a href="https://www.internetretailer.com/2016/11/21/black-friday-deals-uk-face-criticism-over-pricing" target="_blank">actually worth buying</a>, it remains to be seen how consumers will respond.</p> <p>Let the madness commence.</p> tag:www.econsultancy.com,2008:BlogPost/68472 2016-11-01T10:00:00+00:00 2016-11-01T10:00:00+00:00 Three reasons behind WHSmith’s boost in profits Nikki Gilliland <p>So, what’s been behind the strong performance?</p> <p>Here’s more on the story. </p> <h3>Separation of travel stores</h3> <p>While it might have previously been better known for selling reading material, WHSmith has seen a growing demand for food and drink on-the-go.</p> <p>So much so that it has now changed its strategy to reflect this need, choosing to separate its travel and high street stores with different stocking priorities.</p> <p>Its travel stores, found in airports and rail stations, now stock over 50% food, drinks and confectionery. </p> <p>On the other hand, its high street stores are largely comprised of books, magazines and stationery. </p> <p>This mirrors <a href="https://econsultancy.com/blog/68371-why-travel-retail-is-big-business-for-beauty-brands/">the predicted growth of the travel retail sector as a whole</a>, with airport stores capitalising on the shopper’s need to spend before and after travelling. </p> <p>Likewise, it could also be reflection of the consumer’s desire for more affordable food options.</p> <p>A big part of Smith’s rise in profits has been the popularity of its meal deal - the retailer sold over 10m in the year leading up to August 2016.</p> <p>With the likes of Pret and M&amp;S costing upwards of £6 for lunch, the cheaper price range of Boots and WHSmith is something that undoubtedly appeals to both busy and regular commuters.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">You know your are in <a href="https://twitter.com/hashtag/UK?src=hash">#UK</a> when you see <a href="https://twitter.com/hashtag/WHSmith?src=hash">#WHSmith</a> hello <a href="https://twitter.com/hashtag/manchester?src=hash">#manchester</a> #✈ hello meal deal ! <a href="https://t.co/qzUduSaZx2">https://t.co/qzUduSaZx2</a> <a href="https://t.co/dBwy9RVyOD">pic.twitter.com/dBwy9RVyOD</a></p> — Andrew Cheung (@AndrewCYCheung) <a href="https://twitter.com/AndrewCYCheung/status/750600313019764736">July 6, 2016</a> </blockquote> <h3>Collaboration with a social influencer</h3> <p>The Richard and Judy book club has been part of WHSmith for years (starting way back when they were actually on the telly). </p> <p>While it is still popular – or arguably just inconsequential to the average consumer buying a book in-store - it is naturally geared towards an <a href="https://econsultancy.com/blog/68344-how-brands-are-using-digital-marketing-to-reach-the-older-generations/" target="_blank">older demographic.</a></p> <p>Earlier this year, WHSmith teamed up with Zoella, one of the most popular and high profile YouTubers, to launch a brand new book club.</p> <p>Designed to attract younger readers into the store, the campaign saw Zoella choose a selection of eight books which she then recommended to her audience online. </p> <p>The book club drew a massive response. On the back of it, one title even shot from 1,101th to an impressive number 14th on the bestseller list.</p> <p>This is a great example of how a brand can harness <a href="https://econsultancy.com/reports/the-voice-of-the-influencer/">the power of a social influencer</a>.</p> <p>By choosing a personality who is a natural and relevant fit for its campaign (and whose audience perfectly matches the target demographic), the retailer was able to increase brand awareness and drive sales.</p> <p><iframe src="https://www.youtube.com/embed/izWPgT7h_qY?wmode=transparent" width="854" height="480"></iframe></p> <h3>Capitalising on non-digital trends</h3> <p>For a traditionally print-focused retailer, the rise of eBooks and other digital media proves to be a continued challenge.</p> <p>However, WHSmith has managed to capitalise on the recent trend for the digital detox – a reaction against the often all-consuming nature of modern technology.</p> <p>Despite sales of colouring books waning slightly in the last quarter, the retailer has still seen <a href="https://www.opi.net/news/wh-smith-reports-stationery-success/" target="_blank">strong stationery sales</a>. </p> <p>This could be due to the Zoella tie-in – she often posts ‘stationery hauls’ on her channel and has recently included a notebook in her latest Superdrug collection.</p> <p>Meanwhile, the popularity of <a href="http://qz.com/701309/people-are-falling-in-love-with-a-simple-productivity-system-that-just-uses-pen-and-paper/" target="_blank">bullet journals</a> and other non-digital productivity methods could also be behind the surge.</p> <p>Combined with WHSmith’s decision to move stationery out of hidden aisles towards the front of stores, it has resulted in steady sales of traditional writing tools.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">I used <a href="https://twitter.com/WHSmith">@WHSmith</a> colouring pencils to colour the robin motif in my book. Great pencils. <a href="https://t.co/aR6TlD6Cme">https://t.co/aR6TlD6Cme</a> <a href="https://twitter.com/hashtag/colouringbook?src=hash">#colouringbook</a> <a href="https://twitter.com/hashtag/WHSmith?src=hash">#WHSmith</a></p> — De-ann Black (@Deann_Black) <a href="https://twitter.com/Deann_Black/status/791295137645072386">October 26, 2016</a> </blockquote> <h3>In conclusion...</h3> <p>By tapping into the need for convenience and partnering with social influencers, WHSmith has managed to satisfy the changing needs of consumers.</p> <p>With <a href="https://econsultancy.com/blog/68352-bhs-is-now-pureplay-ecommerce-will-loyal-customers-move-online" target="_blank">BHS</a> and Woolworths just two big names now absent from the high street - it is a great example of how to stay relevant.</p> tag:www.econsultancy.com,2008:BlogPost/68440 2016-10-25T10:27:02+01:00 2016-10-25T10:27:02+01:00 Jaguar Land Rover launches digital store in London: Is it any good? Nikki Gilliland <p>I recently paid it a visit to find out more.</p> <h3>Fashion-inspired design</h3> <p>Jaguar Land Rover is not the first automotive brand to experiment with a digital retail store.</p> <p>Last year, Hyundai opened a similar showroom in Kent’s Bluewater.</p> <p>Aiming to create better brand engagement rather than straightforward sales – it had some surprising results.</p> <p>The Hyundai store saw 60% of visiting customers completing their purchase online and 54% of buyers were women. </p> <p>Jaguar Land Rover is aiming to replicate this success – ramping up efforts to engage Westfield’s typically younger consumers.</p> <p><img src="https://assets.econsultancy.com/images/0008/0619/jaguar_land_rover.JPG" alt="" width="780" height="585"></p> <p>With its sleek and airy design, the store fits in well with neighbouring luxury brands like Mulberry and Hugo Boss.</p> <p>The deliberately open-plan nature of the entrance is designed to entice passers-by, and is a good reflection of the general changing habits of car consumers. </p> <p>Now, it’s no longer about visiting a car dealership or poring over brochures for hours on end.</p> <p>Automotive brands like Jaguar Land Rover want to create an experience akin to shopping for luxury fashion or an item of technology, hence the store's location near the likes of Apple and Armani.</p> <p>The exposed store-front is certainly enticing.</p> <p>I’m not the type of person who is particularly interested in cars (disclaimer: I can’t actually drive) – but even I could be tempted to stroll in for a look round.</p> <p><img src="https://assets.econsultancy.com/images/0008/0618/IMG_3419.JPG" alt="" width="767" height="576"></p> <h3>Click-to-buy technology</h3> <p>The store itself is designed to complement the brand’s new click-to-buy website.  </p> <p>The idea is that consumers can visit in person to browse and view the display models, before either choosing to complete the purchase in-store (via one of the many tablet screens dotted around) or at home online.</p> <p>I spoke to one of the store’s so-called ‘Angels’ who guided me through the online process.</p> <p>Apparently, the rather grandiose title reflects their intent to help and offer information – not sell.</p> <p>The site itself is impressive, though my initial feeling was that it could potentially prove a little overwhelming.</p> <p>Allowing consumers to do everything from arrange a test drive to customise and arrange a trade-in – there’s a hell of a lot to take in. </p> <p><img src="https://assets.econsultancy.com/images/0008/0620/Jaguar_Land_Rover_online.JPG" alt="" width="780" height="437"></p> <p>I questioned whether people will actually have the confidence to complete such a large purchase online, however my ‘Angel’ assured me that the process is incredibly intuitive and straightforward.</p> <p>That also appears to be the main aim of the store, whereby a relaxed and laid back environment encourages consumers to learn about the cars at their own pace.</p> <p><img src="https://assets.econsultancy.com/images/0008/0622/store_interior.JPG" alt="" width="780" height="585"></p> <p>I certainly felt relaxed during my visit.</p> <p>There’s no pressure to show any intent to purchase - employees are more than happy to take a hands-off approach, leaving you to look around before asking whether or not you need any help.</p> <p>Again, this is reflective of the accessible nature of the store, created so that consumers don’t feel coerced into actually buying.</p> <h3>High-end experience</h3> <p>Alongside the tech, there are some nice additional touches in-store.</p> <p>As well as allowing users to choose car specifications online, the samples are showcased on the walls.</p> <p><img src="https://assets.econsultancy.com/images/0008/0621/store_screens.JPG" alt="" width="723" height="542"></p> <p>Likewise, visitors can be taken through various examples of interiors and colour choices, and large screens showcase the cars' features throughout.</p> <p><img src="https://assets.econsultancy.com/images/0008/0624/IMG_3427.JPG" alt="" width="500" height="666"></p> <p>It is a shame there aren’t more tangible features like this.</p> <p>Granted, the whole point of Jaguar's store is to complement the website.</p> <p>However, with many consumers desiring a physical experience - <a href="https://econsultancy.com/blog/68073-how-marketers-can-use-new-tech-to-deliver-meaningful-brand-experiences/" target="_blank">as well as a meaningful one</a> – it's a little disappointing that the digital elements are still built around the sale.</p> <p>We’ve already seen the likes of <a href="https://econsultancy.com/blog/67877-how-automotive-brands-are-blurring-the-lines-between-digital-reality/" target="_blank">Audi and Toyota experiment with immersive technology</a> like VR and AR. </p> <p>With such a large and prominent retail space, it seems a shame that Jaguar Land Rover hasn't grabbed the opportunity to do so too.</p> <p>While it's a great example of how to make car buying more accessible, a few additional touches could make it a more memorable experience - one of the most vital factors for increasing brand engagement.</p> tag:www.econsultancy.com,2008:BlogPost/67943 2016-06-14T09:57:00+01:00 2016-06-14T09:57:00+01:00 Why are we still talking omni-bollocks? Chris Bishop <p>We all know by now that digital thinking can’t be siloed.  </p> <p>That it works best as an active and integrated part of the retail mix, supporting and complementing the whole shopping experience.</p> <h3>So, why are we still going on about it?</h3> <p>Well, amazingly, at the retail and digital conferences I attend and speak at, these same old debates do seem to rumble on.   </p> <p>There is an old guard who are still in denial, who need convincing that digital is not simply eating away at bricks and mortar profitability.  </p> <p>Marketing teams are still asking us for help to sell in joined up digital thinking to their senior management.</p> <p><img src="https://httpsimage.com/img/online-stealing.png" alt=""></p> <p>So if we’re still banging on about "omni-channel" and "digital transformation" maybe it’s because the focus remains within silos and those lessons don’t seem to haven’t been universally adopted.</p> <h3>Are we making digital sound too complicated?</h3> <p>But maybe we’re so bound up in the omni-channel rhetoric and jargon that the digital world is simply not making the case well enough.  </p> <p>Maybe the problem is the new media age punks chasing or being given the latest cool-sounding job titles and spouting the latest omni-bingo terms.  </p> <p>Maybe we aren’t telling the story clearly enough. Ironically, maybe it’s the focus on digital itself that’s misleading.</p> <p>We need to remember that BHS, Austin Reed and the rest did not collapse because they failed at digital, they collapsed because they failed at retail.</p> <h3>It’s just retail</h3> <p>Digital is not replacing real world sales but lifting performance and building profitability across the board.</p> <p>It is simply helping retailers to sell more product in more ways than ever before.</p> <p><img src="https://httpsimage.com/img/online-not-for-luxury.png" alt=""></p> <p>From <a href="https://econsultancy.com/blog/66389-what-does-the-ideal-click-and-collect-service-look-like/">click and collect</a>, to location-based services and mobile, in 2016 we are seeing digital more and more bridging the gap between the physical and virtual world.</p> <p>It is breathing life into the whole retail sector and making it a formidable force in the economy.</p> <h3>Where’s the proof?</h3> <p>Online retail is continuing to expand; experts are forecasting more than 18% growth in 2016 alone.  </p> <p>But total retail spend is also on the increase from £13.3trn last year to a projected £13.7trn in 2016. </p> <p>Smart brands are realising that all of their real estate (digital and physical) are assets that can work together to drive customer satisfaction and profitability.</p> <h3>So, bricks and mortar retail is not dead?</h3> <p>No, but digital has killed off the idea of the convenience store because physical retail is no longer a ‘convenience’.  </p> <p>We’re no longer popping to the shops because it’s the simplest thing to do. Online is now by far the easiest way for consumers to transact.  </p> <p>Digital is what we turn to first in the buying cycle and remains their to assist in every aspect of a real world purchase, too,</p> <p>Digital retail is not eating the lunch of their bricks and mortar operations, it is redefining what those operations are for and how they work.</p> <h3>The mobile revolution changed the world</h3> <p>In the story of mobile we can see the way a single digital channel has reconfigured the entire shopping experience.  </p> <p>Of course, it’s become a powerful retail platform in its own right, it now accounts for one-third of the retail sales in the US (source: Internet Retailer).  </p> <p>But mobile has become the ultimate shopping assistant in real world sales, too. Mobile is the operating system that navigates your customers to your physical store. </p> <p>Today there are 34 times more ‘find my nearest’ requests made on mobile than there were in 2011, according to Google. </p> <p>Mobile is the operating system that makes the consumer more knowledgeable about the product they are about to buy.</p> <p>Already this year consumers have spent 100m hours watching ‘how to’ videos on their handsets, while 82% of consumers have turned to their smartphone for advice before making an in-store purchase.</p> <p>This isn’t a channel that’s driving customers away from shops!</p> <h3>Destination Retail</h3> <p>But one thing digital is doing is placing a new emphasis on retail premises as ‘destinations’ in their own right. </p> <p>With luxury brands leading the way, stores are becoming <em>more</em> attractive as places to spend time and money. </p> <p>They offer location-specific experiences, they build loyal communities and relationships, precisely because they do so in the real world.</p> <p><iframe src="https://www.youtube.com/embed/BE4dzuZeFkk?wmode=transparent" width="560" height="315"></iframe></p> <p>And it’s easy to see how digital experiences can be built around those communities, through apps, notifications, concierge services and the like, to help evangelise brands and create further real world and online sales.</p> <h3>Death to the buzzword!</h3> <p>As digital marketers let’s tell our stories without resorting to <a href="https://econsultancy.com/blog/66631-20-banned-words-from-the-econsultancy-blog-and-their-alternatives/">buzzwords, jargon and other omni-bollocks</a>.  </p> <p>It’s getting us a bad reputation and switching people off.</p> <p>Consumers don’t see themselves as ‘multi’ or ‘omni’ anything, they simply want to choose the most convenient way to shop at any particular moment.  </p> <p>They are becoming less patient and more demanding. They expect retailers to provide a connected and on-demand shopping experience - anytime, anywhere.</p> <p>Digital channels are key to these new <a href="https://econsultancy.com/training/courses/creating-superior-customer-experiences/">customer experiences</a>, but they are part of an organic whole.</p> <p>Forget about the digital fairy stories, what’s important is what makes consumers tick and what makes them buy - wherever and whenever. </p> <p>If we focus on those things we’ll really help the total retail sector continue to grow.</p>