1. INTERES-
THINGS
WHEN DIGITAL MEETS RETAIL
Whatever brief lands on our desk, whatever the channel, we see it
as a way to make the world more interesting. And retail briefs are no
exception. Digital innovations are constantly providing new ways
to bring a little wow into the shopper’s day.
A lot of agencies talk big about connecting up retail, brand and digital.
But we can show you how we’ve already done it. If you give us 15 minutes
of your time, we’ll give you 15 hours of our thinking and crack your brief.
Here’s just some of the things we’ve been thinking about recently.

2. SOCIAL SHOPPING
Social Shopping is a phenomenon all retailers need to know about.
According to bagthat.com, 27% of shoppers under 35 share the details of
a purchase on Facebook or Twitter, while 65% of all respondents said that
they are likely to purchase a product that has a positive review on a social
networking site.

3. GAMIFICATION
A spoon full of mushy peas quickly turns into an airplane when clever
parents turn mundane activities into games. Gamification uses the same
principle to drive commerce by adding a layer of challenge and gaming
mechanics to an experience. Starbucks drives loyalty by offering “Barista”
badges to customers who check-in 5 times. Last year they gave users
a 40th anniversary badge that also entered them in a prize draw. With
gamification loyalty becomes a game.

4. CROSS-CHANNEL COMMERCE – CX MEETS UX
The idea of a boundary between on- and offline is becoming increasingly
redundant. The retail customer experience naturally extends into the
digital space and vice versa. Augmented Reality apps, social sharing
mirrors, connected kiosks, online pop-up shops and Google Business
Photos merge both worlds seamlessly.

5. WINDOW SHOPPING – SHOW ROOMS
Many customers research products in physical retail spaces, where
they can touch and feel, only to make the actual purchase online. A
way to make the most of these Window Shoppers is to provide a great
showroom experience as well as a reason to buy from your online store.

6. FOLLOW THE DEAL
According to Twitter, 66% of people follow brands on Twitter to get
discounts. Consultancy figures show that nearly 40% of brand followers on
Facebook are looking for a deal. Companies like Groupon, Wowcher and
dozens of others have sprung up to offer discounts of up to 95% off retail
prices. It’s more important than ever for brands to differentiate beyond price.

7. MAKE THE MOST OF YOUR FANS
No matter how hard you try, most of your target audience will remain
passive. However, smart brands are finding ways to engage with active
influencers in order to get their message to the more passive. Inviting active
bloggers and community leaders to take part in the campaign process is
becoming more common. These relationships take time to build but can
yield lasting organic media value and get your message to segments that
don’t always engage with marketing.

8. CURATION & CELEBRATION
Pinterest allows users to curate and sort things they are interested in. This
type of curation, when done correctly, can feel like a celebration of a brand
or concept.

9. COMPARISON & REVIEWS
Online reviews don’t go away. They stay on review sites and are easily
found in search results. If a customer provides good feedback, point them
in the direction of the nearest review site. There’s nothing wrong with
taking an active role in managing your reputation, just don’t overdo it.

10. PROXIMITY
GPS, Wifi, Bluetooth, and NFC (Near Field Communication) are changing
the way retailers use proximity to market products. Creativity in this space
is nowhere near its potential. As more smart devices and tablets penetrate
markets, the opportunities for retailers will increase.

11. COMPUTER ARE OLD-HAT
Consumers are starting to bypass PCs and going straight to tablets and
smartphones as their main communication tools. According to ComScore,
smartphone penetration is close to 50% in the UK, with the number
predicted to reach 75% by 2015.

12. M-PAYMENT
Companies like PayPal are being joined in this space by bigger financial
companies. Barclays Pingit, for example, lets users quickly send money
using phone numbers or codes. Near Field Communication is also starting
to appear on mobile devices.

13. CONNECTED AT POINT-OF-SALE
Touch-screen product selectors are nothing new, but a new generation of
connected devices at the point-of-sale are changing the way consumers
engage in the retail environment. Kiosks that post photos or video
directly to Facebook are starting to become more common. Even
vending machines are connecting and getting social. Coca-Cola recently
experimented with a vending machine that lets users pay through SMS.

14. TWO SCREENS ARE BETTER THAN ONE
SECOND SCREEN
Second screen technology promises to augment the entertainment
experience while watching TV or movies. Companies like Zeebox provide
relevant content that can be accessed while a show is on. They are also
providing links to purchase sponsored products.