tag:www.econsultancy.com,2008:/topics/high-street Latest High street content from Econsultancy 2017-03-14T10:08:00+00:00 tag:www.econsultancy.com,2008:BlogPost/68888 2017-03-14T10:08:00+00:00 2017-03-14T10:08:00+00:00 Six examples of Mother’s Day marketing from online retailers Nikki Gilliland <p>Here are a few Mother’s Day campaigns that have caught my eye, including activity online, via email and social.</p> <h3>The Body Shop</h3> <p>With L’Oréal reportedly planning to sell it on, the future of the Body Shop hangs in the balance. Meanwhile, the brand has been attempting to counteract negativity with a strong multichannel campaign for Mother’s Day.</p> <p>Built around the #GotItFromHer hashtag, it encourages users to share photos of the women that have passed on quirky and empowering traits. The email creative is also one of the strongest to land in my inbox, making a refreshing change from the standard images of product-heavy gift guides.</p> <p><img src="https://assets.econsultancy.com/images/0008/4576/Mothers_Day.JPG" alt="" width="500" height="666"></p> <h3>Interflora</h3> <p>Mother’s Day is unsurprisingly a busy time for flower retailers, with brands typically ramping up marketing activity in the run up. This year is no exception, with Interflora releasing video content as long as a month ago.</p> <p>Created as part of its #ChallengeTheFlorist series, the video sees an Interflora-employed florist creating a spring bouquet by special request. While it’s certainly not the most impressive or slick style of video content, its behind-the-scenes element – showcasing the expertise of its employees – is used to effectively instil confidence in the quality of the product.</p> <p><iframe src="https://www.youtube.com/embed/fpHlMqul--M?wmode=transparent" width="854" height="480"></iframe></p> <h3>Marks &amp; Spencer</h3> <p><a href="https://econsultancy.com/blog/67883-marks-spencer-what-does-putting-the-customer-at-the-heart-of-everything-mean/" target="_blank">Marks &amp; Spencer</a> has been using extra incentives to drive flower sales, with free chocolates worth £5 for early bird flower orders.</p> <p>While this is sure to pique the interest of consumers searching for deals, M&amp;S’s online gift guide is also one of the best examples of its kind.</p> <p>Nicely showcasing its product range, the guide draws attention to under-the-radar categories like cards and sweet treats – not something online shoppers might even realise they could order online. By including them here, M&amp;S is likely to increase add ons or <a href="https://econsultancy.com/blog/68877-how-retailers-are-capturing-the-loyalty-of-impulse-shoppers/" target="_blank">impulse purchases</a>. </p> <p><img src="https://assets.econsultancy.com/images/0008/4578/M_S.JPG" alt="" width="680" height="548"></p> <h3>Paperchase</h3> <p>You might pop into Paperchase for a Mother’s Day card, but you probably wouldn’t turn to the brand for an actual gift. This is the idea behind Paperchase’s main Mother’s Day marketing push, which cleverly encourages users to get crafty in celebration of their mum. </p> <p>Created by expert crafter Emily Dawes, its blog on ‘quilling’ tells users how to create their very own paper creation in the form of a heart. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We've teamed up with the lovely Emily Dawe to show you how to make a Mother's Day gift with heart. Give it a twirl: <a href="https://t.co/S8kV8npluy">https://t.co/S8kV8npluy</a> <a href="https://t.co/Tuekoa2dx0">pic.twitter.com/Tuekoa2dx0</a></p> — Paperchase (@FromPaperchase) <a href="https://twitter.com/FromPaperchase/status/839484730538082305">March 8, 2017</a> </blockquote> <p>As well as being a nice example of online content, it also prompts users to think differently about the brand, effectively pushing them towards its Art and Craft category.</p> <p><img src="https://assets.econsultancy.com/images/0008/4581/Paperchase_Journal.JPG" alt="" width="680" height="504"></p> <h3>Pandora</h3> <p>Pandora is another brand using Mother’s Day to ramp up engagement on social media. This year, it has created the ‘Pandora Mum Awards’, asking users to upload an image to Twitter or Instagram with the hashtag #DOTreatMum. </p> <p>Using the incentive of a Virgin Experience Days package for two and £50 gift card, it’s a clever (if slightly predictable) way of capturing consumer data during a key time period.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/PANDORA_UK">@PANDORA_UK</a> <a href="https://twitter.com/VirginExp">@VirginExp</a> <a href="https://twitter.com/hashtag/DOTreatMum?src=hash">#DOTreatMum</a> she's been making me laugh 'til I pee my pants for 40 years! I love all her jokes, good and bad! <a href="https://t.co/5KkPF7UU3p">pic.twitter.com/5KkPF7UU3p</a></p> — Olivia Kirby (@sayhelloflo) <a href="https://twitter.com/sayhelloflo/status/839894453548642307">March 9, 2017</a> </blockquote> <h3>Etsy</h3> <p>Lastly, Etsy deserves a mention for its comprehensive gift guide, which I particularly like for its inclusive nature.</p> <p><img src="https://assets.econsultancy.com/images/0008/4604/Etsy.JPG" alt="" width="760" height="710"></p> <p>While most brands tend to go down the traditional route, Etsy recognises that mother figures of all kinds should be celebrated, highlighting gifts for mothers-in-law, step mums and even new mums.</p> <p>This is effective for showcasing the varied array of products on offer, as well as encouraging all consumers to buy.</p> <p><img src="https://assets.econsultancy.com/images/0008/4603/Etsy_2.JPG" alt="" width="760" height="575"></p> tag:www.econsultancy.com,2008:BlogPost/68882 2017-03-13T10:00:00+00:00 2017-03-13T10:00:00+00:00 Four ways Tiger is transforming the in-store retail experience Nikki Gilliland <h3>Design-lead concept</h3> <p>Unlike other stores with a similar price range, Tiger does not lead with a low-cost concept. Instead, it is better known for its focus on design, stocking a wide range of cheap, cheerful and brightly coloured products – often sourced from Asia.</p> <p>It is a formula that has become a hallmark, and in turn, has made Tiger’s proposition about more than just affordable prices. </p> <p>You might go into a Tiger in search of a specific item, but more often than not, regular consumers also visit for the purpose of having a browse. This is because - drawing on its tagline of ‘everyday magic’ – it promotes the idea that you don’t know what you might find in its stores. </p> <p>While sourcing products from Asia surely helps to offer consumers something new, Tiger has also taken steps to commission artists to create original items specifically for the store. For example, it has previously partnered with Japanese artist Misaki Kawai to create a range of unique tote bags.</p> <p><img src="https://assets.econsultancy.com/images/0008/4520/Tiger_online.JPG" alt="" width="780" height="398"></p> <h3>Low-cost quality</h3> <p>While the majority of Tiger’s items are very low in price, often falling between just £1 to £3, Tiger doesn’t sell itself on this basis. More importantly, it manages to bypass the notion that low-price equals low quality, and this is largely due to the store’s all-inclusive nature.</p> <p>By refusing to shout about its prices, it has managed to disrupt the idea that cheap equals a poorly-made product.</p> <p>Of course, that is not to say that the consumer does not appreciate good value. Rather, perhaps that consumers are beginning to consider their money even more than ever before – with expectations becoming less about BOGOF offers and more about legitimate value as well as quality.</p> <p><img src="https://assets.econsultancy.com/images/0008/4518/Tiger_store.JPG" alt="" width="780" height="521"></p> <h3>Seasonal products and travel stores</h3> <p>Another reason why Tiger has generated a loyal following is its dedication to the changing seasons. </p> <p>You only have to look at its social media channels to see how it taps into events like Easter and Pancake Day – conveniently selling season-related products you probably never knew existed.</p> <p>Similarly, it is able to drive sales of its craft and DIY products by continuously introducing new ranges, in turn ensuring that its stores remain interesting and exciting to even the most regular consumers.</p> <p><img src="https://assets.econsultancy.com/images/0008/4519/Tiger_Insta.JPG" alt="" width="780" height="519"></p> <p>Tiger has also recently entered the <a href="https://econsultancy.com/blog/68371-why-travel-retail-is-big-business-for-beauty-brands/" target="_blank">travel retail</a> space, opening its first ever store in a London tube station. With a slightly different product-range, skewed to ‘on the go’ consumers, it is a sign that Tiger is intent on expanding – as well as evidence that there is a demand for it.</p> <h3>In-store discovery</h3> <p>When it comes to its in-store layout, Tiger has clearly been inspired by fellow Scandinavian brand, <a href="https://econsultancy.com/blog/67694-10-examples-of-great-ikea-marketing-creative/" target="_blank">Ikea</a>. Its larger shops are distinctly labyrinthine, taking consumers on a one-way journey through the entire store.</p> <p>It’s a clever concept. Not only does it ensure consumers will travel past all potential products before they leave, increasing the likelihood of an impulse purchase, but it also builds on consumer panic. For example, by placing food and drink items near the checkout, but not quite the nearest thing to it, consumers will pick up these items knowing they won’t easily be able to turn back again.</p> <p>It’s not only the layout that sets Tiger apart, of course. Its focus on the ‘surprise and discovery’ concept of its stores extends even to the background music, with the stores playing a familiar soundtrack of songs from the 1960’s to the 1990’s. </p> <p>Whether or not you actually need anything it sells, there’s no doubt Tiger is intent on changing the stale shopping experience of most low-price stores.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">These mini notebooks from <a href="https://twitter.com/FlyingTigerCph">@FlyingTigerCph</a> really speak to my soul <a href="https://t.co/DLois99DFO">pic.twitter.com/DLois99DFO</a></p> — Billy Davis (@Billy_Davis85) <a href="https://twitter.com/Billy_Davis85/status/838089100385271809">March 4, 2017</a> </blockquote> <p><em><strong>Related articles:</strong></em></p> <p><a href="https://econsultancy.com/blog/68787-why-did-poundland-s-ecommerce-trial-fail/" target="_blank">Why did Poundland’s ecommerce trial fail?</a></p> tag:www.econsultancy.com,2008:BlogPost/68832 2017-02-24T10:05:00+00:00 2017-02-24T10:05:00+00:00 10 staggering digital marketing stats we've seen this week Nikki Gilliland <p>Please note, we've linked to all original studies where possible. Unfortunately not all of these studies are published online, they often come to us as press releases.</p> <h3>60% of millennials have used chatbots</h3> <p>A new study by Retale has delved into how UK millennials feel about chatbots.</p> <p>From a survey of over 500 consumers aged 18 to 34, nearly 60% of respondents were found to have used a chatbot in the past. Out of the percentage of people that had not, 53% said they were still interested in trying them. </p> <p>Interestingly, <a href="https://econsultancy.com/admin/blog_posts/68805-are-brands-failing-to-promote-chatbots/" target="_blank">branded chatbots</a> appear to be growing in popularity, with 71% of millennials saying they’d be happy to try a chatbot from a consumer brand. Lastly, 86% of respondents agreed that brands should use chatbots to promote deals, discounts and offers. </p> <p><a href="https://econsultancy.com/blog/68800-pizza-express-launches-booking-chatbot-is-it-any-good/" target="_blank"><img src="https://assets.econsultancy.com/images/0008/4128/Pizza_Express_5.JPG" alt="" width="750" height="678"></a></p> <h3>Retailers increasing investment in store technology</h3> <p>The <a href="http://now.jda.com/CEO2017.html" target="_blank">latest report</a> from JDA/PWC has found that 69% of CEOs plan to increase investment in digital technologies to improve the in-store customer experience. </p> <p>76% of CEOs have or are planning to invest in personalised mobile ‘push offers’ and beacons, while 79% are also investing or planning to invest in smart mobile devices for staff in stores. Despite this, 52% of respondents have not yet defined or started implementing <a href="https://econsultancy.com/training/digital-transformation/">a digital transformation strategy</a>. </p> <h3>68% of British retailers have no Brexit plans in place</h3> <p>According to new research from Global-e, 68% of retailers have yet to start planning for Brexit, despite 51% also saying that the vote to leave the EU has already impacted UK sales. The study, which involved a survey of 250 top British retailers, also found that 32% of those selling internationally have seen an increase in online orders from outside the UK. </p> <p>Additionally, 46% of UK retailers were found to be in favour of a soft Brexit, while 36% agreed that a hard Brexit - with no access to the single market - would be better for UK retailers.</p> <h3>Ad blocking levels stabilise</h3> <p>According to the Internet Advertising Bureau's UK <a href="https://iabuk.net/about/press/archive/iab-uk-reveals-latest-ad-blocking-behaviour" target="_blank">Ad Blocking Report</a>, the proportion of British adults online currently using ad blocking software has remained at around 22% for the last year.</p> <p>Despite a predicted rise in ad blocking, this has failed to materialise, perhaps due to many publishers working hard to promote a value exchange.</p> <p>24% of people cited not being able to access online content as the biggest reason for switching off their ad blocker - a figure up from 16% a year ago. Meanwhile, 24% said that it is because they have since switched to a new device.</p> <p><img src="https://assets.econsultancy.com/images/0008/4122/ad_blocking.png" alt="" width="750" height="453"></p> <h3>Travel brands expected to benefit from Oscar hype</h3> <p>Data from Lastminute.com suggests that travel brands have seen an increase in search interest on the back of this year’s Oscar nominations. Searches for flights to Los Angeles shot up by 21% on the day of La La Land’s release. Meanwhile, Martin Scorsese’s Silence prompted an even bigger surge, with searches for flights to Japan up 82% from the week before, and increasing a further 46% in the subsequent two days.</p> <p>Though it hasn’t been nominated for any Academy Awards, Brit flick Eddie the Eagle also prompted greater interest in ski holidays, with on-site searches jumping 10% after its release.</p> <p><img src="https://assets.econsultancy.com/images/0008/4123/Lastminute.JPG" alt="" width="750" height="424"></p> <h3>56% of CRM managers lack firm objectives</h3> <p>In a survey of 500 leading CRM managers, <a href="http://news.wiraya.com/news/crm-managers-dont-believe-theyre-generating-revenue-222319">Wiraya found that CRM</a> is perceived as a key business driver for over 30% of businesses. Despite this fact, it seems many still lack the data and strategy to support their goals and create profitability.</p> <p>While 91% of businesses are currently measuring aspects of their CRM work, 56% do not have firm objectives in place. What’s more, just 17% say that their CRM work is clearly contributing to the company’s overall revenue. This proves that major improvements still need to be made, as just 31% currently consider themselves ‘ambitious’ in terms of CRM maturity.</p> <h3>One in six UK shoppers have switched supermarkets in the past year</h3> <p>In light of Aldi becoming the nation’s fifth largest supermarket, <a href="http://www.tccglobal.com/en/blog/article/uk-shopper-loyalty-study">TCC Global has undertaken a study</a> on the state of consumer loyalty to grocery stores. It found that 32% of UK discount shoppers and 16% of all shoppers have switched their main grocery store in the last 12 months. Meanwhile, 39% of shoppers said that it wouldn’t matter to them if their usual grocery store closed.</p> <p>The research also found that growing convenience is making it even easier to switch between retailers, with shoppers having an average of 11 ‘reachable’, 10 ‘easily reachable’ and five ‘very easily reachable' stores.</p> <p><img src="https://assets.econsultancy.com/images/0008/4124/Aldi.jpg" alt="" width="720" height="480"></p> <h3>UK online retail sales grow 12% year on year in January</h3> <p>The latest figures from <a href="https://www.imrg.org/data-and-reports/imrg-capgemini-sales-indexes/" target="_blank">IMRG Capgemini</a> has revealed that UK online retail sales were up 12% year-on-year in the first month of 2017, with retailers seeing the highest average January spend since 2010. The average basket value was recorded as £85 in January 2017, up from £79 a year earlier. </p> <p>In terms of sectors, growth for gifts reached an eight-year high, with an increase of 62% year-on-year. Meanwhile, electricals were down 9%, falling for the second month in a row.</p> <h3>Consumers struggle to identify British brands</h3> <p>A recent <a href="https://www.spreadco.com/blog/uk-baffled-by-the-origins-of-their-favourite-brands">poll by Spread Co</a> has found that the majority of consumers are baffled by the origins of their favourite brands. 50% of consumers believe Tetley Tea to be British, when it is in fact owned by a foreign company. Similarly, 42% think the same about Branston Pickle and 37% about HP Sauce, when they are actually Indian and Japanese.</p> <p>The survey also found that 61% of UK adults don’t know that The Body Shop is part of L’oreal, while 19% think Tesco is the biggest company in Britain (even though it only represents 0.84% of the market share).</p> <p><img src="https://assets.econsultancy.com/images/0008/4127/body_shop.jpg" alt="" width="650" height="490"></p> <h3>Mulberry and Burberry are the most searched-for brands during LFW</h3> <p>Captify has revealed that the top three searched for designers during London Fashion Week were Mulberry, Burberry and JW Anderson. Other designers saw online searches go through the roof, with Ryan Lo experiencing a jump of 2,000% over the week, followed by surges for Topshop Unique and Sadie Williams.</p> <p>In terms of the most searched-for items, designer trainers rose by 60%, followed by minimalist clothing and 90’s style, which both rose 20%.</p> tag:www.econsultancy.com,2008:BlogPost/68787 2017-02-13T10:06:07+00:00 2017-02-13T10:06:07+00:00 Why did Poundland’s ecommerce trial fail? Nikki Gilliland <p>So, why exactly did it fail? Here’s a bit of insight into the story.</p> <h3>Failure to convert existing shoppers</h3> <p>Having opened its first ever store over 25 years ago, Poundland is built on a tried and tested formula. The reason behind its success is that it knows exactly what its customers want and it unashamedly delivers it. </p> <p>Its stores – a mainstay on most UK high streets – boast bargain multipacks of everything from batteries to fizzy sweets. Though it famously uses tricks of the trade in order to keep its prices so low, such as ‘re-engineering’ products to shrink the size or quantity of items, faithful customers appear well aware of this fact, maintaining that it offers better value than other stores or budget supermarkets.</p> <p>With the arrival of its online shop, Poundland failed to recognise that most existing customers do not typically use it like a standard or large supermarket. </p> <p>The buying process seems much more fractured – people are likely to pop in simply to check out what bargains are in that week or to pick up a specific item. Meanwhile, Poundland's appeal also surely lies in the joy of coming across a surprise find.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Yes <a href="https://twitter.com/Poundland">@Poundland</a> mate, you've knocked it out of the park with this lifesaver. ONE ENGLISH POUND, GUYS. <a href="https://t.co/VNfdqkmHn8">pic.twitter.com/VNfdqkmHn8</a></p> — Ebony L Nash (@Ebzo) <a href="https://twitter.com/Ebzo/status/825332268893868032">January 28, 2017</a> </blockquote> <p>Further to this, new research from Shoppercentric has found an increase in the ‘little and often’ trend, with 16% of grocery shoppers rarely doing a main shop – a figure 6% higher than it was in 2016.</p> <p>All in all, it seems unlikely that consumers would be able to replicate this reliable experience online. </p> <p><img src="https://assets.econsultancy.com/images/0008/3738/Shoppercentric.JPG" alt="" width="240" height="532"></p> <h3>Delivery costs</h3> <p>As the likes of Sainsbury’s and Tesco launch new initiatives to offer one-hour delivery in London, shipping remains an important sales tactic for most of the big supermarkets.</p> <p>Most consumers are prepared to pay for this convenience, as prices typically fall in line with the supermarket’s wider positioning. In contrast, Poundland’s online delivery costs are somewhat at odds with its overall approach to value, coming in at £4 unless a customer spends over £50.</p> <p>With the average spend in Poundland said to be around £4.72, it seems unlikely that consumers would be willing to pay double for the privilege of getting their goods delivered. What's more, it seems even unlikelier that shoppers would ever be able to reach a £50 shop.</p> <p>Without enough of an incentive in this area, it's unsurprising that existing customers remain satisfied with shopping in-store.</p> <h3>Lack of focus</h3> <p>Lidl was named as the fastest-growing retailer in 2016, with Aldi and Lidl accounting for 10% of the total supermarket spend in the UK. Both have famously avoided venturing into the online sphere, instead choosing to focus on physical expansion with investment in stores and warehouses.</p> <p>It’s certainly been a successful strategy, with some suggesting Poundland could have similarly benefitted from this laser-focus on its physical presence instead of forcing a multi-channel approach.</p> <p>That being said, with the recent launch of <a href="http://www.birminghammail.co.uk/whats-on/shopping/poundland-now-opening-clothing-stores-12545933" target="_blank">dedicated clothing stores</a> for its Pep &amp; Co range, it does appear to be investing somewhat in this area. Again, perhaps herein lies the problem, resulting in a fractured or shallow focus across the board.</p> <h3>Mixed user experience</h3> <p>Finally, while the online user experience is somewhat irrelevant now - with a lack of interest in the overall concept overriding design – it is still interesting to note a few errors. </p> <p>On the positive side, the site appears to be very simple to use, with intuitive navigation and guest checkout facilitating an easy experience.</p> <p>Conversely, certain features like the ‘Shuffle’ tool are a bit baffling.</p> <p><img src="https://assets.econsultancy.com/images/0008/3737/Shuffle.JPG" alt="" width="690" height="465"></p> <p>Attempting to replicate the experience of finding surprise bargains in-store, this ‘new, fun way to shop’ on-site offers up a random selection of items.</p> <p>However, instead of providing users with a novel or entertaining experience, it negates the way people naturally want to shop online, making the whole process much more time-consuming and muddled than it should be.</p> <h3>In conclusion...</h3> <p>The aforementioned shuffle feature is perhaps a good reflection of why Poundland's ecommerce venture failed to work. Ultimately, it’s just a bit misjudged. </p> <p>Poundland’s expansion into ecommerce was done in spite of the needs of its core customer. And while a multichannel approach is undoubtedly the goal of many big retailers – it’s no use if the demand isn’t there in the first place.</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/66602-do-supermarkets-know-what-online-customers-want/" target="_blank">Do supermarkets know what online customers want?</a></em></li> <li><em><a href="https://econsultancy.com/blog/64799-are-supermarkets-missing-seo-opportunities/" target="_blank">Are supermarkets missing SEO opportunities?</a></em></li> <li><em><a href="https://econsultancy.com/blog/68355-how-online-grocery-retailers-are-capitalising-on-the-need-for-convenience/" target="_blank">How online grocery retailers are capitalising on the need for convenience</a></em></li> </ul> 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>