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Retail vs. Digital

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Retail vs. Digital

  1. 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. 2. SOCIAL SHOPPINGSocial Shopping is a phenomenon all retailers need to know about.According to bagthat.com, 27% of shoppers under 35 share the details ofa purchase on Facebook or Twitter, while 65% of all respondents said thatthey are likely to purchase a product that has a positive review on a socialnetworking site.
  3. 3. GAMIFICATIONA spoon full of mushy peas quickly turns into an airplane when cleverparents turn mundane activities into games. Gamification uses the sameprinciple to drive commerce by adding a layer of challenge and gamingmechanics to an experience. Starbucks drives loyalty by offering “Barista”badges to customers who check-in 5 times. Last year they gave usersa 40th anniversary badge that also entered them in a prize draw. Withgamification loyalty becomes a game.
  4. 4. CROSS-CHANNEL COMMERCE – CX MEETS UXThe idea of a boundary between on- and offline is becoming increasinglyredundant. The retail customer experience naturally extends into thedigital space and vice versa. Augmented Reality apps, social sharingmirrors, connected kiosks, online pop-up shops and Google BusinessPhotos merge both worlds seamlessly.
  5. 5. WINDOW SHOPPING – SHOW ROOMSMany customers research products in physical retail spaces, wherethey can touch and feel, only to make the actual purchase online. Away to make the most of these Window Shoppers is to provide a greatshowroom experience as well as a reason to buy from your online store.
  6. 6. FOLLOW THE DEALAccording to Twitter, 66% of people follow brands on Twitter to getdiscounts. Consultancy figures show that nearly 40% of brand followers onFacebook are looking for a deal. Companies like Groupon, Wowcher anddozens of others have sprung up to offer discounts of up to 95% off retailprices. It’s more important than ever for brands to differentiate beyond price.
  7. 7. MAKE THE MOST OF YOUR FANSNo matter how hard you try, most of your target audience will remainpassive. However, smart brands are finding ways to engage with activeinfluencers in order to get their message to the more passive. Inviting activebloggers and community leaders to take part in the campaign process isbecoming more common. These relationships take time to build but canyield lasting organic media value and get your message to segments thatdon’t always engage with marketing.
  8. 8. CURATION & CELEBRATIONPinterest allows users to curate and sort things they are interested in. Thistype of curation, when done correctly, can feel like a celebration of a brandor concept.
  9. 9. COMPARISON & REVIEWSOnline reviews don’t go away. They stay on review sites and are easilyfound in search results. If a customer provides good feedback, point themin the direction of the nearest review site. There’s nothing wrong withtaking an active role in managing your reputation, just don’t overdo it.
  10. 10. PROXIMITYGPS, Wifi, Bluetooth, and NFC (Near Field Communication) are changingthe way retailers use proximity to market products. Creativity in this spaceis nowhere near its potential. As more smart devices and tablets penetratemarkets, the opportunities for retailers will increase.
  11. 11. COMPUTER ARE OLD-HATConsumers are starting to bypass PCs and going straight to tablets andsmartphones as their main communication tools. According to ComScore,smartphone penetration is close to 50% in the UK, with the numberpredicted to reach 75% by 2015.
  12. 12. M-PAYMENTCompanies like PayPal are being joined in this space by bigger financialcompanies. Barclays Pingit, for example, lets users quickly send moneyusing phone numbers or codes. Near Field Communication is also startingto appear on mobile devices.
  13. 13. CONNECTED AT POINT-OF-SALETouch-screen product selectors are nothing new, but a new generation ofconnected devices at the point-of-sale are changing the way consumersengage in the retail environment. Kiosks that post photos or videodirectly to Facebook are starting to become more common. Evenvending machines are connecting and getting social. Coca-Cola recentlyexperimented with a vending machine that lets users pay through SMS.
  14. 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.