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Shoppers are interacting with more touchpoints across more marketing channels and devices than ever before.
But which of these is having the biggest impact on consumer choice, and how are Britain’s favourite brands making the most of it?
Well, consigning the events of yesterday to near-forgotten history, John Lewis has this morning released its 2016 Christmas ad.
This year a Snapchat campaign will run alongside.
Below, I've included the ad, a recording of me through the lens, and John Lewis' email creative, for your delectation.
How is retail being changed by digital?
What better way to find out than by looking at six icons of retail, three from the US (Macy's, Walmart, Walgreens) and three from the UK (John Lewis, Marks & Spencer, and Boots).
Here are their digital transformation journeys, as they fight to compete with online and agile competitors.
We so very rarely see quirky or 'marmite' video creative where brands are perceived to be taking a risk.
That's especially true in the holiday period, when most brands tend to sprinkle some glitter over their ad campaigns, or add some warm humour (daft at a push, e.g. Lidl).
This is partly why Robert Dyas' new commercial has made such a big impact, with more than 400,000 YouTube views in its first weekend.
The annual unveiling of John Lewis’s Christmas advert is upon us and, as has been the case for the past few years, the levels of anticipation and excitement are more than most brands would dare dream of.
The tradition began in 2007, remarkably recently given the campaigns have, for many, deposed the Coca-Cola Christmas advert as the official marker of the beginning of the yuletide period.
Why is this day such a big one for marketing? No, it’s not because of that bloody advert.
Today is the day you lucky people get another dose of the weekly Econsultancy digital marketing stats round-up.
This week we’ll be covering lots of Christmas trends and forecasts along with some interesting findings around mobile, multichannel and much more.
John Lewis announced yesterday that it would be charging £2 for all click and collect orders under £30.
The retailer says this move will reduce costs and enable long term investment in the service, but is it a good idea?
As reported in our post discussing what we’ve learnt about click and collect since Christmas 2014, click and collect at John Lewis overtook home delivery for the first time at the end of last year.
56% of John Lewis’s online customers chose to collect their goods from stores, rather than have them delivered to home addresses. Overall, click and collect orders grew by 47% compared to the same time last year. John Lewis online orders rose by 21.6% to £1.4bn.
Not wishing to sound too astoundingly obvious right off the bat, but your on-site search tool is a key way in which visitors look for products on your website, especially if you carry a huge range of items.
The surprising thing is how easy it is to get on-onsite search wrong: bad placement, lack of auto-suggest, poorly displayed search results, and so on.
Click and collect felt inescapable this December.
Just on my half hour walk to work I would see multiple ads for eBay’s partnership with Argos, John Lewis and Tesco promoting their click and collect services on bus stops and in shop windows.
Everyone knows that click and collect is a hugely popular delivery option among shoppers, but it seems that some retailers have failed to adequately prepare for the Christmas rush.
Tesco has already suffered a fulfilment disaster after failing to deliver loads of Black Friday click and collect orders on time.
In which we take a selection of the most popular gifts this Christmas and see how some of the top UK retailers’ site search handles them.
When I begin typing ‘Frozen Snow Glow Elsa’ into Amazon’s search box, will the item immediately appear at the top of the predictive text suggestions? When I search for ‘Nerf’ at John Lewis will the first product listing be its most popular model ‘The Demolisher’. Will Toys R Us direct me to the correct ‘Transformers Grimlock’ toy?