Right Brain, Left Brain Blog

74 posts categorized "Retail innovation"

22 December 2014

Geo-retail to the rescue for holiday shopping


All heroes start somewhere. – Guardians of the Galaxy

The vast majority of shopping is still done in stores – which is why location now makes mobile the most potent media for advertising for retailers.

Let’s face it: Black Friday 2014 brought the blues to retailers. Even after doling out deep discounts on merchandise, retailers struggled to entice shoppers to Black Friday sales events. Spending was down 11 percent from a year earlier according to the National Retail Federation. A tiny bit of relief came with Cyber Monday results – e-commerce sales on the Monday after Thanksgiving hit $2.04 billion, up 17 percent compared to a year ago, but e-commerce only accounts for a mere 9 percent of total retail sales. The vast majority of shopping is still done in stores – which is why location now makes mobile the most potent media for advertising for retailers.

A few retailers are leading the charge in this space with interesting results. Lorna Jane, a leading retailer in women's fitness apparel uses theMomentFeed mobile marketing platform to target custom audiences on Facebook with localized ads. The ad dynamically changes based on the location of the Facebook user, allowing for content that was relevant and personal. “The goal is to help larger retailers maintain that level of personalization in a way that scales across hundreds or even thousands of locations,” says Elle Morgan, MomentFeed’s Marketing Manager.

Continue reading "Geo-retail to the rescue for holiday shopping" »

28 November 2014

Black Friday vs. Cyber Monday [infographic]

Black Friday is here and the Christmas shopping season has officially begun. Today, millions of shoppers across the world will be flocking to stores to try and bag themselves a bargain. Black Friday and Cyber Monday are two of the biggest shopping holidays of the year – so much so, that shoppers spent $57.4bn and $2.29bn, on each day, respectively, last year.

Thanks to data from AddThis, we can now get a sneak peek into these holiday shoppers: Who are they? Where are they shopping? What are they buying? Check this out:

Blac fri

07 November 2014

A young boy, some snow and a penguin… It must be the new John Lewis Christmas ad!

There’s a chill in the air, the days are getting shorter and John Lewis has just released its 2014 Christmas campaign, which can only mean one thing: Christmas is well and truly coming…

That’s right, the eagerly-awaited John Lewis ad hit the internet yesterday and while it had a lot to live up to following last year’s Bear & Hare animated campaign, I think we can safely say it didn’t fail to deliver. Hats off to Adam&Eve/DDB, once again.

John lewis

The heart-warming tale follows the story of a young boy and his penguin friend Monty. Set to the track ‘Real Love’ performed by Tom Odell, it shows the friends playing happily throughout the year until Monty becomes sad and realises he wants a companion. So, on Christmas Day, Sam gives his friend a female penguin called Mabel and the ad concludes with the strapline ‘Give someone the Christmas they’ve been dreaming of’.

Continue reading "A young boy, some snow and a penguin… It must be the new John Lewis Christmas ad!" »

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


“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" »

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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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