Right Brain, Left Brain Blog

63 posts categorized "Retail innovation"

04 August 2014

How digital media can save retail

Say venn

This is an intergalactic emergency…” – Buzz Lightyear, Toy Story

I’ll admit, I’m a digital native. When I think about shopping, my mind goes online first - if not to buy, at least to check reviews and prices. But with my son’s first birthday quickly approaching, I decided to brave the traffic and head to a Toys ‘R Us store.

Big mistake.

I had no idea what to buy. I was paralyzed by choice and I didn’t know which toys were better than others, which prices were justified, and which were really age appropriate. After settling on a truck, I stood in a line with two other people - 30 minutes after grabbing the truck, I finally paid and left. I’ll never go back. That hour-long trip to buy a $25 toy truck made it painfully clear why so many brick-and-mortar retailers are having trouble keeping up with the Amazons of the world.

As more people turn to their smartphones to aid in their shopping experiences, brick-and-mortar must hop on the innovation train if they are going to convince shoppers that there is some redeeming value to the idea of getting into the car and driving to a store.

Here are three ways retailers can marry physical and digital to make shopping in-store a rewarding experience:

Continue reading "How digital media can save retail" »

27 January 2014

Five trends redefining how we buy now

Sayvenn

“I know you're trying to find out where I hang my cape. You won't.” Superman, Man of Steel

It used to be the buyer's journey resembled something like Dorothy's trip to Oz: Follow the yellow brick road. These days that trek (or path-to-purchase) looks more like something out of Joseph Campbell's hero’s journey, which powers the storylines of Star WarsSuperman andThe Matrix. It's incredibly fragmented, and buyers have superpowers like the Web and smartphones. There are challenges to overcome along the way like social commerce, mobile commerce and even ambient commerce. And it's almost impossible to know what each customer's quest will look like when we aren’t even sure how they’re going to buy from us.

Of course, retailers are diving headfirst into data each day to better understand how their customer shops now and how they might shop in the future. What are they looking at? Here are a few trends that will help define the customer journey in 2014.

Continue reading "Five trends redefining how we buy now" »

11 February 2013

To 3D or not to 3D... that is the question!

By Andrew Murchie, Multiply

Are we getting closer to a 3D revolution in the advertising industry? You might think we’re a way off, but actually it may not be that long before 3D brand advertising goes mainstream.

We’re in an era now where the creative and technical skills sets required to make captivating and compelling 3D content are becoming more accessible, and therefore more viable for brands. Certainly at Multiply we’re seeing an increase in the number of clients interested in learning more about delivering 3D content.

Continue reading "To 3D or not to 3D... that is the question!" »

11 January 2013

Making a Small Thing Big

By Lucy Cleary, IgnitionOne


There’s an amazing Greek restaurant near where I live, it’s on a bustling street that is also lined with other restaurants and cafes offering food from every country imaginable. These restaurants and cafes have windows covered with their latest specials and tantalising images of their meals. Waiters often stand on the street competing to get punters and always seem to be feeding someone.

Then there’s the Greek restaurant.

Restaurant marketing

It’s always empty; it is rare to see even one occupied table when I walk by on my way home from work.

There are no sandwich boards outside or even a menu on the window, it simply has a sign bearing the name of the restaurant.         

Driven by curiosity and admittedly a little bit of pity, I went there with some friends a few weeks ago for dinner. I can honestly say it was one of the tastiest and best value for money three-course meals I have ever had. I spoke with our elderly waiter who told me it was a family business and pointed to his wife out the back who was the head chef.

Immediately, my marketing mind went into overdrive, this place was really good, really cheap, but clearly lacking in any kind of communications to get punters off the street and sitting at tables. Pinning the menu to the outside window, having a stash of menu pamphlets and doing a mass leaflet drop, getting a sandwich board with their dishes of the day and registering with online restaurant review websites were just some of the very basic ideas I had.

The Greek Restaurant was not flailing because it was a bad place; it had most of the important ingredients, but one thing was missing and leaving it with a distinct disadvantage to its competitors -- no marketing.

"Many a small thing has been made large by the right kind of advertising."- Mark Twain.

 Too often marketing is overlooked as a core function of a business. It gets a bit of flack in the corporate world, particularly in B2B where the efforts of branding are not always immediately measurable and the impact of marketing is not always as easily pinpointed as it is for sales where a transaction is solid evidence of success.

But the Greek restaurant is a grassroots example of why marketing is so important to the success of a business.

In its simplest form, marketing is telling the world what goods you have on offer. Without any external communication, no one knows about you and you may as well shut up shop now. 

19 December 2012

When Christmas gets experiential

By Claire Hutchings, iD Experiential

This Christmas has seen a whole host of brands trying something a bit different to interact with their consumers, in the hope of building longer term relationships with them. Much has already been discussed about this years (eagerly awaited) John Lewis festive offering. This was of course amplified by the success of their 2011 Xmas campaign which won a whole host of awards.

Continue reading "When Christmas gets experiential" »

30 November 2012

A new meaning to window shopping

By Mike Cavers, Lateral Group

We’ve all been there, trying something on in store, asking friends what they think and taking photos to show off our latest purchase. Now Adidas has taken this experience one step further as the latest big brand that has adapted its stores to tap into the opportunities offered by the ‘smartphone generation’.

Following Burberry’s till-less flagship store and the Sainsbury’s app that allows customers to shop using QR codes, Adidas’ store in the German city of Nuremberg is experimenting with an interactive storefront that allows customers to drag and drop items onto a virtual mannequin as well as make purchases directly from their smartphones.

Continue reading "A new meaning to window shopping" »

09 November 2012

The real challenge is engagement across many channels

By Stuart Evans (ICLP)

Loyalty strategies were initially only focused on incentivising customer behaviour. Then brands woke up to the need to, and value of, collecting data to build insights. However, this is now coming full circle. 

Successful pure-play online brands already know a lot about their customers, even where they don’t have a loyalty programme in place. Online transactions automatically capture personal details that can be cross matched to other data sources to build customer profiles. The loyalty challenge here is building and maintaining customer engagement. Similarly, for multi-channel brands, the challenge is to understand how customers interact with them both online and offline and how loyalty can act as a bridge between both.

For example, having realised the importance of nurturing its ‘omni-channel’ customers, John Lewis installed Wi-Fi in its stores to facilitate price comparison and product research in-store. Having introduced a policy that allocates all online sales in a set geographic radius from its stores against the performance targets for the local store, John Lewis not only provided an enhanced offering to customers but avoided conflict between its channels – a smart use of its data. 

John Lewis offers Wi-Fi in stores

HMV has also incorporated free Wi-Fi in-store to integrate loyalty online and offline, as part of the launch of My HMV platform. Consumers entering the store will automatically receive a welcome message from My HMV, inviting them to join the programme. The aim is to make the brand experience more personalised, enabling shoppers to gain instant access content via the online platform, such as music streaming and reviews, whilst in-store.  

Today’s customers have a 360 degree view of your company, not the other way round.  They expect to have a consistent, value-added and interactive multi-channel customer experience across both directly controlled and indirect channels to a brand. Customers increasingly expect brands to not only have a presence on their social networks, but to use them to engage and feed their needs for interactivity and instant gratification.

Starbucks recognised this through the launch of the @MyStarbucksIdea initiative in the US – inviting customers to submit ideas on how to improve the business via Twitter and crediting the successful pitches on their blog. With over 70,000 ideas submitted in the first year, the successful strategy ensured customers felt empowered and part of the brand experience, building their confidence in the brand.

This paved the way for My Starbucks Rewards loyalty programme, enabling customers to redeem points and benefits for each transaction made with a Starbucks Card. Through developing this further to offer payment via mobile through the Starbucks App, the brand has ensured the customer remains engaged with the brand experience across numerous channels, and importantly, customer data is captured to allow the brand to make more personalised offers in the future.

21 June 2012

Can social media save the high street?

By Pete Doyle

Images
All the indications are that, without urgent action, the UK High Street could turn into a boarded-up ghost-town.

Continue reading "Can social media save the high street?" »

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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