tag:econsultancy.com,2008:/topics/ecommerce Latest Ecommerce content from Econsultancy 2016-10-24T11:19:53+01:00 tag:econsultancy.com,2008:BlogPost/68436 2016-10-24T11:19:53+01:00 2016-10-24T11:19:53+01:00 A closer look at the re-brand of Abercrombie & Fitch Nikki Gilliland <p>Abercrombie &amp; Fitch has also relaunched its website, advertising approach and overall image, just in time for its Christmas campaign.</p> <p>Here’s a closer look at how (and why) the US retailer has done it.</p> <h3>A new era</h3> <p>On the back of <a href="http://www.reuters.com/article/us-abercrombie-results-idUSKCN0T91MP20151120" target="_blank">falling sales and dwindling share price</a>, last year Abercrombie &amp; Fitch appointed a new vice president of design and creative director.</p> <p>It had been suffering from the stiff competition of ‘fast-fashion’ retailers like Urban Outfitters, Zara and H&amp;M, but even more so, the brand had been rapidly falling out of favour with youngsters.</p> <p>Why?</p> <p>As well as having a reputation for sexualised advertising, Abercrombie &amp; Fitch has previously been criticised for being elitist. </p> <p>The CEO, Mike Jeffries, was even quoted in a 2006 interview saying that the brand brazenly targets a certain type of consumer.</p> <blockquote> <p>In every school there are the cool and popular kids, and then there are the not-so-cool kids. Candidly, we go after the cool kids.</p> </blockquote> <p>Looking at the old website (see below image), it’s not difficult to see why the brand might have put off many young consumers. </p> <p><img src="https://assets.econsultancy.com/images/0008/0545/A_F_old_2.PNG" alt="" width="700" height="477"></p> <p>With other retailers like <a href="https://econsultancy.com/blog/68351-why-women-are-talking-about-h-m-s-latest-ad-campaign/" target="_blank">H&amp;M celebrating diversity</a> in their advertising, Abercrombie &amp; Fitch’s ‘all-American’ image was doing more to alienate rather than engage.</p> <h3>An inclusive approach</h3> <p>Now, Abercrombie &amp; Fitch is taking an entirely different tack.</p> <p><iframe src="https://www.youtube.com/embed/QiormpYQMGU?wmode=transparent" width="854" height="480"></iframe></p> <p>Speaking about the rebrand, Fran Horowitz, the company’s CMO recently said: “Rather than buying clothes that symbolize membership in an exclusive group, today’s consumer celebrates individuality and uniqueness.”</p> <p>Everything about the new website reflects this new all-inclusive approach.</p> <p>Using words like ‘evolving’, ‘reinventing’ and ‘welcoming’ – the brand is reassuring both old and new consumers that change is a positive thing.</p> <p><img src="https://assets.econsultancy.com/images/0008/0546/A_F.PNG" alt="" width="700" height="553"></p> <p>Likewise, there are more hints towards the brand’s heritage and established history, as well as the quality and premium nature of the product.</p> <p>Instead of high-fashion style editorials, the imagery is much more laid back. </p> <p>Gone are the moody shirtless models, and in their place are happy, smiling and laughing friends (wrapped up nice and warm for Christmas).</p> <p><img src="https://assets.econsultancy.com/images/0008/0547/A_F.PNG" alt="" width="700" height="389"></p> <h3>Rebooting on social media</h3> <p>In order to underline the new brand image, Abercrombie &amp; Fitch decided to start its social media channels from scratch.</p> <p><img src="https://assets.econsultancy.com/images/0008/0544/Capture.PNG" alt="" width="500" height="470"></p> <p>Since doing so, it has slowly populated its Instagram and Twitter accounts with snapshots from its latest campaign, using the hashtag #thisisabercrombie to highlight the change.</p> <p>The question is – will consumers be happy to embrace it?</p> <p>By removing the negatives, it is definitely easier for the brand to move forward, however it does not mean its past reputation will instantly be erased.</p> <p>What’s more, the decision to start again on social is a marketing stunt we’ve also seen before. </p> <p>Earlier this year, Yves Saint Laurent completely wiped its Instagram account after creative director, Hedi Slimane, was replaced.</p> <p>The move was labelled as childish and immature by many in the fashion industry.</p> <p>Of course, it’s not fair to tar Abercrombie &amp; Fitch with the same brush, as the reboot is just one part of its wider, large-scale change – and one that certainly needed to happen.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Character is a trend that never goes out of style. <a href="https://twitter.com/hashtag/ThisIsAbercrombie?src=hash">#ThisIsAbercrombie</a> <a href="https://t.co/VoHd9YL9zc">https://t.co/VoHd9YL9zc</a> <a href="https://t.co/saHHrJYE1r">pic.twitter.com/saHHrJYE1r</a></p> — Abercrombie &amp; Fitch (@Abercrombie) <a href="https://twitter.com/Abercrombie/status/787035257585405957">October 14, 2016</a> </blockquote> <p>With sales in continued decline before the relaunch, it remains to be seen whether or not it’ll help the brand regain its former glory.</p> tag:econsultancy.com,2008:BlogPost/68437 2016-10-21T09:20:00+01:00 2016-10-21T09:20:00+01:00 10 of the best digital marketing stats we've seen this week Nikki Gilliland <p>So, let’s waste no more time.</p> <p>Don’t forget to download the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for more.</p> <h3>51% of UK online ads don’t reach viewability standards</h3> <p>Meetrics’ Q3 viewability report has revealed that the UK is underperforming when it comes to online ad viewability.</p> <p>According to the benchmark defined by the IAB and Media Ratings Council, 50% of online ads should be in view for at least one second. </p> <p>However, this is only the case for 49% of display ads.</p> <p>This means that the UK remains far behind other European countries, with the likes of Austria and France having 69% and 60% viewability rates respectively.</p> <p><img src="https://assets.econsultancy.com/images/0008/0582/Ads.jpg" alt="" width="680" height="455"></p> <h3>68% of digital marketers see data analysis as the skill most integral to their role</h3> <p>Greenlight Digital’s 41 Hour Report has highlighted the increasing role data is playing in all areas of the marketing industry.</p> <p>Alongside content optimisation and the ability to align with the sales team, 68% of digital marketers say that analysing data – a task that is done on a daily basis – is the most integral skill for their job.</p> <p>Coding is also growing in importance, but even more so for younger generations. </p> <p>35% of digital marketers feel that it is important, but more specifically, 50% of marketers under the age of 30 believe that it is essential for their role.</p> <h3>Trump’s email campaign outperforms Clinton's</h3> <p>Despite poor performance overall, research from email service provider, Mailjet, has revealed that Trump’s email campaign is better at engaging grassroots donors.</p> <p>From analysis of both Clinton and Trump’s email campaigns across six different parameters, Trump comes out top in three, with the significant inclusion of calls-to-action winning him vital points.</p> <p>However, with Trump scoring just 12.9 points out of a possible 27, low scores across the board indicate missed opportunities for both nominees. </p> <p>Mailjet suggests that poor personalisation, poor design and a lack of cross device compatibility has led to poor results.</p> <p><img src="https://assets.econsultancy.com/images/0008/0565/email_campaigns.PNG" alt="" width="650" height="392"></p> <h3>75% of consumers say omnichannel capabilities are a key factor for choosing retailers </h3> <p>The 2016 Mobile Research Survey from Astound Commerce has revealed that consumers are increasing looking for omnichannel capabilities on mobile devices.</p> <p>In a study of consumer behaviour, it found that 64% have made an online purchase with an in-store pick-up in the last three months.</p> <p>Likewise, six out of 10 consumers have used their mobile phone at least three times in a month to check whether a product is in stock at a local store.</p> <p>With 57% saying that features like store locators (including nearby locations and mapped directions) are very important – the desire for a seamless shopping experience across all channels is growing.</p> <p><img src="https://assets.econsultancy.com/images/0008/0566/Astound.PNG" alt="" width="599" height="389"></p> <h3>65% of marketers see digital video as an important sales tool</h3> <p>Video marketing has traditionally been seen as a tool for engaging consumers as opposed to a medium for driving and tracking ROI. </p> <p>However, new research from Sequent Partners shows that new technology in the video marketing space means marketers perceptions of the medium are changing.</p> <p>Now, 65% of marketers say that digital video is growing in importance for driving offline sales.</p> <p>85% of marketers also reported positive ROI from digital video.</p> <h3>Post-Brexit sales see strongest growth since 2014</h3> <p>The IMRG Capgemini eRetail Sales Index has revealed that the quarter following on from Brexit saw the strongest online sales growth since Q1 2014.</p> <p>Alongside a growth of 16% year-on-year for the month of September, the report also shows a 17% growth for Q3 overall.</p> <p>It was an impressive period for the home and garden sector in particular, seeing growth of 21% year-on-year and the 11th consecutive month of positive growth.</p> <p>An unseasonably sunny and warm September is said to have been a big factor.</p> <h3>Sundays and Mondays set to be the best days for US travel this December</h3> <p>According to Sojern’s Global Travel Insights report, just 9% of Americans have booked to travel on Sundays and Mondays in December. </p> <p>This is compared to the 23% who are have made bookings for Fridays and 20% for Thursdays.</p> <p>In terms of the top destination, Sojern says that Miami remains at the very top, with both Las Vegas and London increasing in popularity.</p> <p>As Christmas Eve (historically the busiest day of the year for travel) falls on a Friday, 2016 looks set to be the busiest and most expensive for a while. </p> <p><img src="https://assets.econsultancy.com/images/0008/0563/Sojern_stats.jpg" alt="" width="770" height="435"></p> <h3>62% of customers feel undervalued by businesses</h3> <p>A report by Wiraya has suggested that businesses need to change the way they communicate with customers or risk losing them to rivals.</p> <p>From a study of 500 UK consumers who have left their bank, energy, mobile or insurance provider in the last six months – 86% said they would have been more content to stay if they’d been contacted differently.</p> <p>One in five consumers complained about the lack of relevancy in email communication, and 41% said being asked the same information twice was also a big annoyance. </p> <p>Overall, banks and mobile providers came out in a better light than insurance and energy companies, however a need for increased relevancy and personalisation was a theme for all.</p> <h3>72% of people now they check their emails on a smartphone</h3> <p>In a survey of over 1,700 US consumers, Mapp Digital recently found 72% of respondents regularly check their emails using a smartphone instead of a desktop or tablet.</p> <p>The fact that this figure rises to a whopping 91% for 18 to 24 year olds shows the growing acceptance of mobile use among millennials.</p> <p>According to Mapp, this also extends to a willingness to receive marketing messages on mobile.</p> <p>The percentage of 18 to 34 year-olds using a separate email address for brand communication decreased from 40% to 30% over the past year.</p> <p><img src="https://assets.econsultancy.com/images/0008/0570/smartphone_use.jpg" alt="" width="500" height="332"></p> <h3>Videos overtake photos as the most popular brand post on Facebook</h3> <p>A <a href="https://www.quintly.com/blog/2016/10/30-biggest-brands-on-facebook-analyzed-in-depth/" target="_blank">new study by Quintly</a> has delved into how big brands are performing on Facebook.</p> <p>One of the biggest findings from the report shows how videos have overtaken photos as the most popular type of post. </p> <p>In the first half of 2016, 54.9% of posts were videos compared to just 45.1% for photos.</p> <p>Finally, there has been a steady decline in brand posts overall, going from an average of 150 posts per month in January to less than 100 posts per month in June.</p> tag:econsultancy.com,2008:Report/3008 2016-10-20T16:10:00+01:00 2016-10-20T16:10:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/68404 2016-10-19T09:31:54+01:00 2016-10-19T09:31:54+01:00 10 examples of great fashion marketing campaigns Nikki Gilliland <p>Here are a few of my favourites from over the past few years.</p> <h3>1. Burberry Kisses</h3> <p>Burberry spends 60% of its budget on digital, so it’s unsurprising that it comes out on top in terms of marketing.</p> <p>While its most recent fashion campaign experiments with the ‘<a href="https://econsultancy.com/blog/68305-runway-to-retail-how-fashion-brands-are-introducing-see-now-buy-now/" target="_blank">see now, buy now’ trend</a>, its broader marketing creatives tend to be the most exciting.</p> <p>‘Burberry Kisses’, launched in partnership with Google, was one of the best of 2015. </p> <p>Despite not being related to the product, by using technology to create a personal connection with consumers, it succeeded in bringing the brand story to life.</p> <p>Allowing users to send a virtual kiss to a loved one, it generated interest from over 215 countries worldwide, with users spending an average of 3.5 minutes interacting with the ‘Kisses’ campaign. </p> <p><iframe src="https://www.youtube.com/embed/LRiZMVEIhas?wmode=transparent" width="854" height="480"></iframe></p> <h3>2. Ted Baker's Cabinet of Curiosities</h3> <p>Part of its Autumn/Winter 2015 push, Ted Baker's Cabinet of Curiosities was a great example of how to use social networks for organic reach.</p> <p>Interactive and highly visual, it involved daily clues being released to followers of its Instagram account, asking them to guess what was in Ted's Cabinet for the chance to win a prize.</p> <p>The campaign also transferred offline, with certain clues being hidden in-store for consumers to locate.</p> <p>Alongside its <a href="https://econsultancy.com/blog/68275-ted-baker-unveils-shoppable-video-google-voice-search-stunt-for-aw16-campaign/" target="_blank">recent experiment with shoppable content</a>, Ted Baker proves there is real value in its creative approach to marketing.</p> <p><img src="https://assets.econsultancy.com/images/0008/0133/Ted_Baker_Curiosities.JPG" alt="" width="780" height="523"></p> <h3> 3. Nike's Better for It</h3> <p>We're always <a href="https://econsultancy.com/blog/63129-10-awesome-digital-marketing-campaigns-from-nike/" target="_blank">writing about Nike on the blog</a>, and with a back catalogue that reflects its strong brand identity, there's a good reason why.</p> <p>2015's 'Better for It' campaign is one of the most memorable in recent years.</p> <p>Depicting the inner thoughts of women during sporting activity, it highlights the correlation between sport and self-esteem, and cleverly hints at how what we wear can also have a bearing.</p> <p>With a light-hearted but empowering tone, it succeeded in engaging female consumers.</p> <p><iframe src="https://www.youtube.com/embed/WF_HqZrrx0c?wmode=transparent" width="854" height="480"></iframe></p> <h3>4. Hermès’ House of Scarves</h3> <p>Hermès' microsite, La Maison des Carrés, was set up to showcase its popular selection of scarves.</p> <p>Instead if simply encouraging visitors to buy online, it aims to bring to life the history and artistry of the brand.</p> <p>With its beautiful design and superb attention to detail, it entices visitors to get lost in its world of illustration.</p> <p>While <a href="https://econsultancy.com/blog/68028-five-ecommerce-lessons-from-burberry-and-hermes/" target="_blank">we have previously pointed out</a> that Hermès' website might come across as self-indulgent (and therefore off-putting to consumers), there's no denying that this part stands out for its creative and original approach.</p> <p><iframe src="https://www.youtube.com/embed/47tVddtcCnw?wmode=transparent" width="854" height="480"></iframe></p> <h3> 5. Inside Chanel</h3> <p>Alongside Chanel News, Inside Chanel is a microsite dedicated to telling the story of the brand - a key part of its overarching marketing strategy.</p> <p>Separated into 12 chapters, each detailing an important part of the brand's history, it offers something of real value for consumers.</p> <p>Combining photography, digital sketches and video - it uses rich content to bring the story to life.</p> <p>With 100 years of history, the in-depth and well-produced nature of the campaign also reflects the quality of the brand. </p> <p><iframe src="https://www.youtube.com/embed/F3QAxtE1L20?list=PLEE61EDB90F0AA88F&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>6. H&amp;M's Close the Loop</h3> <p>We recently wrote about <a href="https://econsultancy.com/blog/68351-why-women-are-talking-about-h-m-s-latest-ad-campaign/" target="_blank">why women are talking about H&amp;M's latest campaign</a>, but its 'Close the Loop' ad is another example of the brand's innovative marketing.</p> <p>With the aim of promoting its mission to make fashion more sustainable, it created one of the most diverse ads of all time.</p> <p>Featuring plus-size model Tess Holliday and Muslim model Mariah Idrissi the ad garnered a massively positive response for its celebration of different cultures in relation to fashion.</p> <p>By creating a buzz around the campaign, it ensured that its message of sustainability was heard.</p> <p><iframe src="https://www.youtube.com/embed/s4xnyr2mCuI?wmode=transparent" width="854" height="480"></iframe></p> <h3>7. NastyGal's #GirlBoss</h3> <p>Nasty Gal has an ethos of self-empowerment and discovery, which is nicely weaved into all of its marketing campaigns.</p> <p>As well as being the title of founder Sophia Amoruso's self-penned book, the hashtag #girlboss is also the title of the Nasty Gal's separate content hub.</p> <p>Alongside long-form articles on fashion and general lifestyle, it is also the home of Girl Boss radio - a podcast where Sophia interviews various women who have made their mark.</p> <p>A great example of a multi-channel campaign, it reflects the core values of the brand while subtly promoting it.</p> <p><em>(Read more on <a href="https://econsultancy.com/blog/68348-three-reasons-brands-are-using-podcasts-as-part-of-their-content-marketing-strategy/" target="_blank">brands using podcasts</a>.)</em></p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Four career lessons from <a href="https://twitter.com/sophiaamoruso">@sophiaamoruso</a> that every young person should know:<a href="https://t.co/HB01H2YbxQ">https://t.co/HB01H2YbxQ</a> <a href="https://t.co/J5SABfJbKa">pic.twitter.com/J5SABfJbKa</a></p> — #girlboss (@GIRLBOSS) <a href="https://twitter.com/GIRLBOSS/status/784515916361035776">October 7, 2016</a> </blockquote> <h3>8. Swoon for Monsoon</h3> <p>A number of fashion brands have released shoppable magazines, and while Net A Porter's 'The Edit' is often cited as one of the best, Swoon for Monsoon proves that it's not only an approach reserved for high end brands.</p> <p>Hosted on its main website, the campaign comprised of digital magazines that could be accessed on web, tablet and mobile.</p> <p>Including visual elements such as GIF's and video, there were also contributions from influencers to ramp up engagement and consumer interest.</p> <p>A sleek slice of shoppable content - it was also a great example of how to integrate editorial elements into ecommerce.</p> <p><iframe src="https://www.youtube.com/embed/86FovKAMUCU?wmode=transparent" width="854" height="480"></iframe></p> <h3>9. #CastMeMarc</h3> <p>Using social media as the driving force for its Autumn/Winter campaign, Marc Jacobs took to Instagram to do a bit of model scouting.</p> <p>For the chance to be featured in his Autumn/Winter campaign, it asked followers to tag a photo of themselves using the hashtag #castmemarc.</p> <p>As well as creating awareness of the brand, it was successful in giving consumers and fans of the brand a memorable and potentially valuable experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/0137/Marc_Jacobs.JPG" alt="" width="780" height="503"></p> <h3>10. Rei's Opt Outside</h3> <p>This isn't really a campaign as such, probably more of a PR stunt. But I realy liked it, so I've snuck it onto this list.</p> <p>Outdoor apparel retailer <a href="https://econsultancy.com/blog/67109-rei-opts-out-of-black-friday-sort-of/">Rei encouraged consumers to boycott Black Friday</a>, even shutting down its own website on the day itself.</p> <p>As well as connecting with consumers on a relatable topic, it also perfectly encapsulated what the brand stands for - a love of outdoor adventure and a stance against consumerism.</p> <p>With a 6% rise in traffic on Black Friday as well as a long-term boost for its reputation, its daring approach seemed to pay off. </p> <p><iframe src="https://www.youtube.com/embed/flH5ReMsZ-M?wmode=transparent" width="854" height="480"></iframe></p> tag:econsultancy.com,2008:BlogPost/68414 2016-10-18T11:15:00+01:00 2016-10-18T11:15:00+01:00 MailShop: A review of The Daily Mail's revamped ecommerce site Nikki Gilliland <p>MailShop describes itself as a "sophisticated online shop", selling home, garden and lifestyle items from select number of retail partners.</p> <p>It is clearly targeted towards readers of The Daily Mail and the Mail on Sunday.</p> <p>As a person who definitely doesn't fall into this bracket, I was simultaneously reluctant and intrigued to check it out.</p> <p>Here's what I thought.</p> <h3>First impressions &amp; features</h3> <p>My first impression of the site was that it looks quite basic, but with all the hallmarks of a modern ecommerce store, it is appealing enough.</p> <p>The offer of 20% off immediately grabs the attention and there is a wide range of categories to browse.</p> <p>Apart from the distinct logo at the very top of the page, there is nothing that particularly screams 'Daily Mail'.</p> <p><img src="https://assets.econsultancy.com/images/0008/0244/MailShop_homepage.PNG" alt="" width="780" height="556"></p> <p>Further down the page, editorial-style imagery nicely points the user towards the various category pages.</p> <p>One thing that did catch my eye was the 'As Seen in Paper' logo.</p> <p>This is the first and only real indication of the newspaper tie-in, which is obviously designed to provide extra value and incentive for loyal readers.</p> <p><img src="https://assets.econsultancy.com/images/0008/0245/MailShop_homepage_2.PNG" alt="" width="750" height="631"></p> <h3>Categories &amp; products</h3> <p>So, what exactly does MailShop sell?</p> <p>Now expanding its offering from 3,000 to 80,000 product lines, it has removed clothing and books, choosing to focus on just home and garden instead.</p> <p>In terms of the navigation, the drop-down menu is easy to use, and gives the user a good indication of the various products on offer.</p> <p><img src="https://assets.econsultancy.com/images/0008/0246/Header_menu.PNG" alt="" width="780" height="533"></p> <p>The imagery on the category pages is simple but appealing.</p> <p>With its muted colour schemed and sleek design, it is obviously geared towards the Mail demographic - those who prefer John Lewis to George at Asda.</p> <p>The copy throughout is descriptive, if a little unoriginal.</p> <p>I mean, no one has ever said "brighten up your home" in relation to lighting before...</p> <p><img src="https://assets.econsultancy.com/images/0008/0247/Side_menu.PNG" alt="" width="780" height="482"></p> <p>As well as the standard categories, there is also the option to 'shop by room' - and here is where most of the existing editorial content can be found.</p> <p>The Mail has indicated that there will be more to come in future, and it is this which will ramp up the incentive for readers.</p> <p>So far, the content mainly revolves around buyer's guides.</p> <p>While the content is informative, the typography and mismatched structure of the page isn't very appealing to look at in my opinion.</p> <p><img src="https://assets.econsultancy.com/images/0008/0292/Mail_buying_guides.JPG" alt="" width="650" height="848"></p> <p>Moving on, I was quite impressed by the product filter. </p> <p>It is very easy to narrow down searches, with options to filter by price, colour or designer, as well as sort by best selling or price.</p> <p><em>(You can read more on <a href="https://econsultancy.com/blog/68222-ecommerce-product-filters-best-practice-tips-for-a-great-ux/" target="_blank">best practice for product filters here</a>.)</em></p> <p>Having said that, despite being able to sort by 'rating', there was no futher information about this, nor any sign of customer reviews elsewhere.</p> <p>Also, there's no such word as 'artifical'.</p> <p><img src="https://assets.econsultancy.com/images/0008/0248/Filter.PNG" alt="" width="780" height="544"></p> <h3>Product pages</h3> <p>The option to 'quick view' the products is a nice feature, especially considering that delivery prices and estimations vary from seller to seller.</p> <p>This means that instead of clicking through to products and abandoning them, users are more likely to carry on browsing on the category page.</p> <p>That said, how many people are going to pay £4.99 for delivery of a product that cost £1.95?</p> <p><img src="https://assets.econsultancy.com/images/0008/0251/QuickView.PNG" alt="" width="780" height="546"></p> <p>In terms of the product pages, they come off as a little uninspiring.</p> <p>For example, take this page for a 'muffin mug' compared to the same one on Lakeland's own website.</p> <p>MailShop has clearly just used the description from the original retailer, and overall the whole thing feels quite basic.</p> <p>A study we published last year showed <a href="https://econsultancy.com/blog/66981-two-examples-of-how-google-penalised-resellers-for-duplicate-content/">how duplicated product descriptions can have negative SEO implications</a>, so this is something MailShop really needs to address.</p> <p><img src="https://assets.econsultancy.com/images/0008/0282/Muffin_in_a_Mug_MailShop.JPG" alt="" width="700" height="761"></p> <p>On the other hand, Lakeland includes more description, eye-catching reviews and ratings, a prominent 'add to basket' button as well as a large pop-out image.</p> <p>While the two might not look all that different at a first glance - these features are incredibly important for encouraging the user to buy.</p> <p><em>(For more on product pages, see: </em><em><a href="https://econsultancy.com/blog/63161-31-things-i-need-to-see-on-your-ecommerce-product-page/">31 things I need to see on your ecommerce product page</a>.)</em></p> <p><img src="https://assets.econsultancy.com/images/0008/0283/Muffin_in_a_Mug_Lakeland.JPG" alt="" width="700" height="664"></p> <h3>Retailer profiles</h3> <p>Despite no sign of customer reviews or rating on the product pages, there is a rating system for brands.</p> <p>So far, it doesn't appear to be have been used, and I couldn't find an option or prompt, so presumably it's only open to customers post-purchase.</p> <p>With <a href="https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them/" target="_blank">customer reviews an important feature</a> for any ecommerce site, it is better than nothing, but it needs improvement and integration into the main site.</p> <p><img src="https://assets.econsultancy.com/images/0008/0253/Seller_profile.PNG" alt="" width="690" height="604"></p> <h3>Location-based checkout</h3> <p>Lastly, I found one of the best features on MailShop to be the checkout process.</p> <p>It involves a one-page summary, detailing total cost up front, as well as an option to checkout as a guest.</p> <p>Later in the process, it also uses progress indicators - an <a href="https://econsultancy.com/blog/67421-ecommerce-checkout-progress-indicators-essential-not-optional/" target="_blank">essential feature for reassuring users</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/0254/Checkout.PNG" alt="" width="780" height="490"></p> <p>The most impressive part is that there's no need to painstakingly enter in your address.</p> <p>All I had to do was enter in the beginnning before it was automatically detected.</p> <p>Offering impressive UX right at the very end - it is just a shame that the rest of the experience is a bit hit and miss.</p> <p><img src="https://assets.econsultancy.com/images/0008/0256/Location_feature.PNG" alt="" width="650" height="584"></p> <h3>In conclusion...</h3> <p>It slightly pains me to say it, but I was pleasantly surprised by MailShop.</p> <p>With a decent checkout and a wide range of brands on offer, there's a lot to satisfy consumers.</p> <p>On the other hand, with a lacklustre review system and lack of editorial content, there's still a lot to improve. </p> <p>My overall feeling is that it's difficult to see it as a standalone ecommerce site. Despite no real correlation to the Daily Mail apart from featured products, the main logo and design is still reminicent of the newspaper's website.</p> <p>This means that customers <em>are</em> likely to be loyal readers, and anyone else will be put off buying anything that might benefit the Daily Mail.</p> <p>But with the publisher aiming to gain valuable data about its audience, this also appears to be the whole point.</p> <p>Consequently, the site's success might depend on if the Mail can effectively target and engage with them.</p> tag:econsultancy.com,2008:BlogPost/68372 2016-10-17T10:16:43+01:00 2016-10-17T10:16:43+01:00 How Cath Kidston used a Disney tie-up to increase its customer database Nikki Gilliland <p>Here’s a closer look at how Cath Kidston is using marketing techniques to create buzz and increase customer loyalty.</p> <h3>Building excitement through exclusive offers</h3> <p>Cath Kidston’s collaboration with Disney has been hotly anticipated, mainly due to a carefully planned marketing campaign centred around messaging to its email customer base. </p> <p>Choosing to release its Winnie the Pooh designs first, with the rest of the collection set to follow in the coming months, it meant that the brand could successfully build hype and anticipation.</p> <p>Instead of sending notifications to existing subscribers, it set up a separate newsletter specifically for the Disney collaboration, asking customers to sign up to receive exclusive notifications and offers. </p> <p>As well as allowing the retailer to gain insight into its core audience, it also enabled Cath Kidston to build the sense that customers would be part of an ‘insider club’, in turn, increase the chances of future loyalty.</p> <p><img src="https://assets.econsultancy.com/images/0007/9870/Cath_Kidston_welcome_email.JPG" alt="" width="750" height="763"></p> <h3>Meeting global demand</h3> <p>Cath Kidston is a unique brand in that its quirky and quintessentially English range of prints is instantly recognisable, even to consumers outside of its core demographic.</p> <p>Marketed as being ‘affordable luxury’ - its target market is the type of consumer who desires a slice of the Cath Kidston lifestyle.</p> <p>However, while some might use the ‘yummy mummy’ English stereotype, it is clear the appeal reaches far wider. </p> <p>In 2015, the brand saw massive growth overseas, with stores opening everywhere from Spain to Thailand.</p> <p>Recently announcing plans to enter the retail market in India and Latin America, it appears the brand’s distinctly British feel is its biggest selling point.</p> <p>As a result, we can see that while the Cath Kidston's product range and global market has expanded, the brand’s original vision and own identity has stayed firm.</p> <h3>Taking a personalised approach</h3> <p>In signing up to the Cath Kidston newsletter, it's clear that the brand places huge focus on delivering personal and relevant messages to consumers.</p> <p>Alongside a friendly and welcoming <a href="https://econsultancy.com/blog/67149-how-to-create-simple-brand-tone-of-voice-guidelines-for-twitter/">tone of voice</a>, emails even ask customers to ‘get personal’ – giving them a greater sense of control over communication with the brand.</p> <p><img src="https://assets.econsultancy.com/images/0007/9871/Cath_Kidston_let_s_get_to_know_each_other.JPG" alt="" width="780" height="501"></p> <p>Instead of sending blanket emails, Cath Kidston uses data to understand consumer behaviour.</p> <p>From frequency of purchases and location of nearest stores to life stages of the consumer, it takes into consideration individual context to help shape and drive future purchases.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Calling all <a href="https://twitter.com/hashtag/students?src=hash">#students</a>! Enjoy 20% off this evening from 6pm till midnight in our online event <a href="https://t.co/VbyrGZ2Szm">https://t.co/VbyrGZ2Szm</a> <a href="https://t.co/9ILTFRbPhQ">pic.twitter.com/9ILTFRbPhQ</a></p> — Cath Kidston (@Cath_Kidston) <a href="https://twitter.com/Cath_Kidston/status/783290637823143936">October 4, 2016</a> </blockquote> <p>By giving customers <em>exactly</em> what they want - (which, yes, definitely seems to be Disney-themed) - Cath Kidston is a good example of how to keep customers happy now, and ensure they stay that way long term.</p> tag:econsultancy.com,2008:BlogPost/68418 2016-10-14T13:33:36+01:00 2016-10-14T13:33:36+01:00 10 stupendous digital marketing stats from this week Nikki Gilliland <p>Luckily there’s lots of other good stuff to enjoy, including news on travel search, smartphone use and mobile ad spend.</p> <p>You can also download the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for even more juicy stats and insight.</p> <h3>Visits to holiday rental sites double</h3> <p>According to new data from Hitwise, there has been a 112% increase in visits to holiday rental sites such as Airbnb and Homeaway.</p> <p>Based on the behaviour of 3m online consumers, the findings show that while the majority of visits to hotel aggregators come from search engines, a high proportion of visits to holiday rental sites originate on social media channels.</p> <p>The research also found a difference in search terms - the majority of hotel searches were related to “cheap” and “deal”, however, the biggest keywords for holiday rental searches were “hot tubs” or “villas”. </p> <p>This shows how consumers desire a more tailored approach to holiday-booking rather than one based on price.</p> <h3>Hasbro and Lego lead ecommerce race in run up to Christmas</h3> <p>Research from global ecommerce analytics firm Profitero has found that Hasbro is currently the leading brand in the Amazon UK best-selling toys and games category.</p> <p>The brand now has seven products in the top 100, meaning it has just edged out Lego.</p> <p>Despite winning in the UK last year, Lego is currently in a strong position in the equivalent US list, with a total of 11 products featured in the top 100.</p> <p><img src="https://assets.econsultancy.com/images/0008/0360/Toys_and_Games.PNG" alt="" width="532" height="307"></p> <h3>48% of millennials used a smartphone to plan travel in the past year</h3> <p>From a study of 2,000 people, Signal has found that consumers are becoming increasingly digital when it comes to booking travel - with millennials in particular driving this change.</p> <p>The study found that 42% of people now use their smartphones for booking both airline tickets and hotel rooms more frequently than they did a year ago.</p> <p>In comparison, booking via desktop has increased just 15%.</p> <p>Further to this, personalisation is becoming more important to young people.</p> <p>48% of millennials planned a trip with their smartphone during the past year, with 29% of this age demographic desiring a booking experience that is customised to their needs and preferences.</p> <h3>Mobile ad spend overtakes PC for the first time</h3> <p>A new report from PwC and IAB has found that spend on digital advertising increased 16.4% in the first half of 2016. </p> <p>Reaching £4.78bn, it saw the highest growth rate in two years.</p> <p>The report also shows that the amount companies spent on mobile display ads overtook that of PC and tablet display for the first time ever.</p> <p>This reflects the rapid growth of time spent on smartphones, as this June saw UK adults reportedly spent 46% of their internet time on a mobile compared to 41% on a desktop or laptop.</p> <p>The demographic that spends more time of their smartphones than anyone is women aged between 18 to 24.</p> <p><img src="https://assets.econsultancy.com/images/0008/0358/digital_ad_spend.PNG" alt="" width="662" height="409"></p> <h3>66% of consumers shop cross-border</h3> <p>The third annual Global Online Shopping Survey from Pitney Bowes has revealed that cross-border shopping is now more popular with consumers.</p> <p>The survey found that, as well as 94% of consumers making a domestic online purchase in the past year, 66% of them have also purchased online from another country.</p> <p>Out of the countries with the highest number of cross-border shoppers, Singapore and Australia top the list, with 89% and 86% of consumers regularly shopping elsewhere.</p> <p>Regardless of country, the survey also shows that approximately half of consumers say that most of their internet-based shopping is done through an online marketplace.</p> <h3>Disney is among the top US Halloween searches of 2016</h3> <p>Hitwise, a division of Connexity, suggests that Disney is having a big influence in this year’s US online Halloween trends. </p> <p>“Disney Moana” is the most popular overall search term so far, as well as “Belle”, “Beast” and “Ariels” all showing increased interest from 2015.</p> <p>Alongside this, Hitwise has also noted the emergence of a trend for beard-related search terms.</p> <p>Mentions of the word “beard” or “beards” in costume searches are up 18% YoY, while searches for “Halloween costume for guys with beards” are four times greater than in 2015.</p> <p><img src="https://assets.econsultancy.com/images/0008/0356/Halloween_search.PNG" alt="" width="303" height="495"></p> <h3>American consumers never plan to spend full price at Christmas</h3> <p>According to Accenture, 44% of US consumers plan to spend more than they did last Christmas.</p> <p>But despite this, 42% say they rarely or never expect to pay full price for gifts.</p> <p>Based on an online poll of 1,500 consumers, the Accenture Holiday Shopping Survey found that 67% of consumers plan to shop around from different retailers in order to get the lowest price.</p> <p>Moreoever, 72% would shop with a retailer they haven't used in the last year if they are offered a promotion or discount.</p> <p>Despite this, consumers are now becoming more open to share personal information, with 54% saying they would be willing to do so for an offer or discount in return.</p> <h3>60% of influencers assess a brand’s reputation before working with them</h3> <p>Econsultancy’s <a href="https://econsultancy.com/reports/the-voice-of-the-influencer/" target="_blank">Voice of the Influencer report</a>, in association with Fashion &amp; Beauty Monitor, has found that influencers are now taking more control when it comes to working with brands.</p> <p>From an online survey of a select number of influencers, 60% said that they always consider a brand’s heritage and reputation before entering into a working relationship.</p> <p>Second to this, 56% also said that a brand’s ethos and values are critical factors to consider. </p> <p>This demonstrates the shift of power within influencer marketing, with online personalities now calling the shots over big name brands.</p> <p><img src="https://assets.econsultancy.com/images/0008/0359/Influencers.PNG" alt="" width="296" height="494"></p> <h3>Southern Rail fail results in Twitter storm</h3> <p>British commuters were left frustrated again this week, with many taking to social media to vent their frustration at the latest strike action from Southern Rail employees.</p> <p>According to data from Spredfast, 10,000 tweets were sent in a single day on Tuesday – the first day of the official RMT walkout. </p> <p>The hashtag #southernfail was used in over 2,000 tweets, seeing a particular spike at around 8:30am during the delayed commute to work. </p> <p>Overall, 96% of Twitter activity showed no positivity at all, with very few tweets in support of RMT.  </p> <p><img src="https://assets.econsultancy.com/images/0008/0357/Spredfast.PNG" alt="" width="600" height="300"></p> <h3>Use of everyday mobile payments triples </h3> <p>In a poll of 36,800 online consumers across Europe, Visa has found that 54% of consumers now use a mobile device to make everyday payments – this is compared to just 18% in the same survey last year.</p> <p>In the UK, 74% of consumers regularly use their mobile device to manage their money or make a payment in person, online or in an app.</p> <p>Furthermore, 59% also use their mobile devices to transfer money to friends and family, while 45% use them to buy takeaway meals.</p> <p>Overall, the report shows that consumers are becomingly equally confident in making both large and small purchases using their mobile.</p> tag:econsultancy.com,2008:BlogPost/68402 2016-10-13T09:38:18+01:00 2016-10-13T09:38:18+01:00 Boss life: How Avon is rebranding to target a new generation Nikki Gilliland <p>Aiming to shed the antiquated image of the old ‘Avon Lady’, it is not only targeting consumers of the make-up brand, but a new generation of potential reps. </p> <p>Here’s a closer look at the campaign as well as why it could be make or break for the brand.</p> <h3>A focus on recruitment rather than sales</h3> <p>While most beauty brands use marketing to increase product sales, Avon is using its new campaign to highlight its direct-sales model and to drive recruitment for the company.</p> <p>The campaign is centred around an advert set to the Gloria Gaynor hit, ‘I Will Survive’. </p> <p>However, this time, the song has been re-worked to fit the theme of entrepreneurial freedom and flexibility. </p> <p><iframe src="https://www.youtube.com/embed/KWbWJ8xweUg?wmode=transparent" width="854" height="480"></iframe></p> <p>Highlighting the positive results of stepping away from a dull office role into life as an Avon representative, the chorus is replaced with the lyrics: “I’m a boss”.</p> <p>While the ad comes across as slightly cheesy, it does succeed in getting the message across. </p> <p>With sales of Avon products <a href="http://fortune.com/2015/12/17/avon-us-decline/" target="_blank">rapidly declining from 2007 to 2014</a> (see below graph), its first major campaign since being sold to private equity firm Cerberus needed to be bold. </p> <p><img src="https://assets.econsultancy.com/images/0008/0120/Avon_sales.JPG" alt="" width="707" height="474"></p> <p>What’s more, it needed to shake off the idea that being an Avon lady is old fashioned or a role reserved for middle class suburbia.</p> <p>With the rise of the contingent workforce, as well as brands like Uber and <a href="https://econsultancy.com/blog/68225-10-examples-of-great-airbnb-marketing-creative/" target="_blank">Airbnb capitalising on the 'experience-hungry' consumer</a>, it is hoping to follow suit and target a younger generation with a greater desire for flexible work.</p> <h3>Using mobile-optimised video</h3> <p>So, we can see who Avon is trying to target, but how exactly is the brand doing it?</p> <p>Alongside traditional broadcast, print, radio and digital efforts, the campaign is heavily focused on mobile, with video ads being optimised for smartphones and used for pre-roll advertising.</p> <p>This appears to be a deliberate attempt to target fans of beauty bloggers and vloggers.</p> <p>With <a href="http://tubularinsights.com/millennials-ensure-46-percent-video-consumed-via-mobile/" target="_blank">46% of video now being consumed on mobile</a>, Avon is hoping to engage with consumers using the <a href="https://econsultancy.com/blog/67884-seven-ways-social-media-is-shaping-the-beauty-industry/" target="_blank">social channels they feel most comfortable on</a>.  </p> <p>The campaign will further roll out in the coming months, with dedicated Snapchat filters and other digital components.</p> <p>That being said, Avon is keen to show that it’s not only going after millennials.</p> <p>Further to the main ad, the campaign also includes promotional videos featuring real-life Avon representatives, including a mother, student and even a couple that has made their living from the brand. </p> <p><iframe src="https://www.youtube.com/embed/vQxkMXXXAYA?wmode=transparent" width="854" height="480"></iframe></p> <h3>Will it reinvent the brand?</h3> <p>While Avon’s latest campaign marks a new narrative for the brand, it remains to be seen whether it’ll help reverse its previous fortunes.</p> <p>After all, its decline wasn’t only down to a lack of new recruits.</p> <p>A lack of digital innovation has often been cited as one of the biggest factors, with both its ecommerce site and software to help reps move online failing to take off.</p> <p>With competitors like <a href="https://econsultancy.com/blog/67095-how-birchbox-engages-customers-with-personalisation-that-disappears/">Birchbox</a> and Sephora putting digital at the very heart of their business models, it’s no surprise that Avon struggled to keep pace.</p> <p>Now hoping to strike a balance between direct-sales and ecommerce, its new campaign is definitely a step in the right direction. </p> <p>Whether or not consumers will be more receptive than before remains to be seen.</p> tag:econsultancy.com,2008:BlogPost/68355 2016-10-10T11:21:57+01:00 2016-10-10T11:21:57+01:00 How online grocery retailers are capitalising on the need for convenience Nikki Gilliland <p>So why are us Brits so keen on shopping for groceries online?</p> <p>Here’s a bit of analysis on the stats, as well as how <a href="https://econsultancy.com/blog/66602-do-supermarkets-know-what-online-customers-want/" target="_blank">grocery retailers can capitalise</a> on the growing demand for online services.</p> <h3>A matter of convenience</h3> <p>Since June 2015, sales of groceries through ecommerce have reached $48bn. </p> <p>While the FMCG market as a whole is slowing down, this shows us that consumers are increasingly looking for speed and convenience, specifically when it comes to doing the weekly shop.</p> <p>Despite the US accounting for just 1.4% of the grocery ecommerce market, many predict this figure will grow in future.</p> <p>Below is some interesting data on why US customers currently choose not to shop for groceries online.</p> <p><a href="https://www.morganstanley.com/ideas/online-groceries-could-be-next-big-ecommerce-driver" target="_blank"><img src="https://assets.econsultancy.com/images/0007/9723/Morgan_Stanley_research.JPG" alt="" width="780" height="538"></a></p> <p>While the majority cite the tangible experience of seeing fresh produce in real life, let’s not forget that many people said the same about clothing and homeware – now two big areas for ecommerce. </p> <h3>A focus on freshness</h3> <p>So, if the UK prefers grocery shopping online, does that mean we care less about fresh produce?</p> <p>Probably not, yet it’s interesting to note how many online supermarkets here are ramping up efforts to convince us that the produce bought online is super fresh.</p> <p>Here are some of the best examples of this behaviour.</p> <p>Firstly, Sainsbury’s, which likes to hammer home its ‘fresh from the farm’ message, using it alongside images of just-picked fruit and veg.</p> <p><em>(For more on this brand, see: <a href="https://econsultancy.com/blog/66076-ocado-vs-sainsbury-s-customer-journey-comparison/">Ocado vs. Sainsbury's: customer journey comparison</a>.)</em></p> <p><img src="https://assets.econsultancy.com/images/0007/9725/Sainsburys_Freshness.JPG" alt="" width="780" height="746"></p> <p>While it might seem like an insignificant detail, note the fact that it also uses the word ‘fresh’ in the title of many sub-categories - i.e. ‘fresh vegetables’ and ‘fresh herbs’ as opposed to just ‘vegetables’ and 'herbs'.</p> <p><img src="https://assets.econsultancy.com/images/0007/9726/Sainsburys_Fresh_Vegetables.JPG" alt="" width="620" height="607"></p> <p>While this obviously also helps to differentiate from frozen items, the constant reminder about freshness helps to convince consumers that they’re getting the very best.</p> <p>Asda also uses this tactic, but this time with an extra localised incentive, reassuring us that the produce it sells is grown and sourced in the UK.</p> <p><img src="https://assets.econsultancy.com/images/0007/9727/Asda_fresh.JPG" alt="" width="780" height="486"></p> <p>Finally, Tesco goes one step further with its ‘freshness guarantee’ – an initiative that takes centre stage on the ‘Fresh Food’ section of the website.</p> <p><img src="https://assets.econsultancy.com/images/0007/9728/Tesco_Freshness_Guarantee.JPG" alt="" width="780" height="746"></p> <p>But did they take it too far?</p> <p>Tesco has been under fire since it was revealed that many of the farms featured on its products do not actually exist.</p> <p><em>(For more on this brand, see: <a href="https://econsultancy.com/blog/66100-how-do-waitrose-and-tesco-use-on-site-content-marketing/">How do Waitrose and Tesco use on-site content marketing?</a>)</em></p> <p><img src="https://assets.econsultancy.com/images/0007/9729/Tesco_farms.JPG" alt="" width="780" height="633"></p> <p>Interestingly, the retailer has seen continued sales growth since introducing the range.</p> <p>With a clear interest from consumers in fresh and locally sourced food, this shows how <a href="https://econsultancy.com/blog/67874-the-rise-of-the-artisanal-tone-of-voice-among-brand-marketers/" target="_blank">artisanal marketing</a> can hugely influence behaviour.</p> <h3>Opportunity for impulse buying</h3> <p>Research shows that after one year of shopping online, consumers in the UK spend 2.4% less than they did at the start.</p> <p>This suggests that when consumers set up an online shopping basket, they are more likely to stick to it.</p> <p>Consequently, retailers need to work harder to encourage impulse buying.</p> <p>While most websites include a ‘You might have missed’ section before the checkout, there is still plenty of opportunity for added incentives to be included throughout the browsing experience.</p> <p>One example of a supermarket that tries to do this is Ocado.</p> <p>There is a heavy focus on offers and product tie-ins across the board. </p> <p><img src="https://assets.econsultancy.com/images/0007/9730/Ocado_incentives.JPG" alt="" width="780" height="477"></p> <p>While it is a bit in-your-face, an incentive like ‘Buy broccoli, add Kale for £1.50’ is a great example of how to cross-sell.</p> <p>Likewise, the ‘You might like’ box on each product page hints at personalisation and targeted offers.</p> <p>Sainsbury’s does a similar thing, though it is a little more subtle in its approach.</p> <p>Calls-to-action like ‘great with’ and ‘have you tried…’ encourage consumers to spontaneously add items to their basket.</p> <p><img src="https://assets.econsultancy.com/images/0007/9731/Sainsburys_Do_You_Need.JPG" alt="" width="780" height="717"></p> <h3>A good experience leads to loyalty </h3> <p>Finally, with research showing that 55% use the same shopping list from one purchase to the next, it seems as though consumers are also likely to choose one supermarket and stick to it. </p> <p>However, with the introduction of <a href="https://econsultancy.com/blog/67992-how-amazonfresh-is-hoping-to-threaten-the-uk-s-big-four-supermarkets/" target="_blank">Amazon Fresh</a> and its promise of ultimate convenience, this notion could change in the near future. </p> <p><img src="https://assets.econsultancy.com/images/0007/9732/Amazon_Fresh.JPG" alt="" width="780" height="534"></p> <p>If the biggest retailers fall behind on delivery – it could be the ultimate game-changer for the UK’s online grocery market.</p> <p>With the news that Sainsbury's is set to <a href="https://www.theguardian.com/business/2016/sep/26/sainsburys-one-hour-delivery-takes-on-amazon-bikes-london" target="_blank">launch a new one-hour delivery service</a> for London consumers, the competition is already heating up.</p> tag:econsultancy.com,2008:BlogPost/68371 2016-10-10T10:10:21+01:00 2016-10-10T10:10:21+01:00 Why travel retail is big business for beauty brands Nikki Gilliland <p>We all love a bit of duty free, don’t we? </p> <p>But when it comes to what people are buying at airports and stations, it appears that health and beauty is at the very top of the consumer's agenda.</p> <p>Today <a href="https://econsultancy.com/blog/68087-six-brilliant-blogs-from-the-beauty-industry/" target="_blank">beauty</a> accounts for around a third of all travel retail sales.</p> <p>So, it’s unsurprising that many brands are focusing in on this area. Here’s a few reasons why.</p> <h3>Capitalising on the 'golden hour'</h3> <p>The appeal of shopping at airports used to centre around the concept of duty-free – the fact that consumers might bag a bargain on the way to Majorca or Marrakech.  </p> <p>Now, it has become so much more, with travel retailers cottoning onto the fact that airports can provide a shopping experience to rival the biggest malls in the world.</p> <p>Labelled the <a href="http://thembsgroup.co.uk/internal/retail_takes_off_in_the_golden_hour/" target="_blank">‘golden hour</a>’, there is a period of time that begins when a traveller steps through security and ends the moment they board a plane – and it is prime time for spending. </p> <p>As a result, many retailers have begun experimenting with the airport as a unique space - one that is perfect for trialling new ideas and concepts.</p> <p><img src="https://assets.econsultancy.com/images/0007/9865/airport.jpg" alt="" width="780" height="494"></p> <p>We’ve seen the likes of Cath Kidston and Paperchase pop up with outlets in most major airports, and with more of a demand for their products, beauty brands seem to be following suit.</p> <p>Alongside World Duty Free, it’s not unusual to see the likes of Dior and Jo Malone as stand-alone stores.</p> <p>What’s more, as <a href="https://econsultancy.com/blog/67838-heathrow-airport-s-route-to-digital-transformation/" target="_blank">Heathrow Airport's</a> new personal shopper service shows, airports have become more about the experience consumers can have before they get on the plane, rather than about the act of travelling itself.  </p> <h3>Promoting convenience and exclusivity</h3> <p>Another reason beauty brands account for such a big part of travel-related spending is that the product itself is perfectly aligned to the notion of ‘on-the-go’.</p> <p>Minis or ‘travel sets’ are aimed at global jetsetters who don’t want the hassle of taking full-size products along with them. </p> <p>Meanwhile, for brands, it enables them to promote their products as being exclusive to airports or duty-free stores.</p> <p>An example of a company that cleverly combines both of these factors is Revlon.</p> <p>Last year, it launched a new Travel Series Collection of make-up specifically for on-board travellers.</p> <h3><img src="https://assets.econsultancy.com/images/0007/9863/Revlon.JPG" alt="" width="780" height="464"></h3> <p>Instead of creating a <a href="https://econsultancy.com/blog/62969-are-companies-merging-the-digital-and-physical-customer-experience/" target="_blank">physical presence</a> in an airport, Revlon counts on the fact that consumers will more be willing to spend on a sense of exclusivity – a product that cannot be found elsewhere. </p> <h3>Aligning the luxury and the everyday</h3> <p>Although Revlon’s foray into the sector shows that there is opportunity for more affordable brands, travel retail is traditionally a market for the luxury and high end.</p> <p>Research shows that airports account for <a href="https://mediaiqdigital.com/from-2006-to-2016-the-striking-growth-of-travel-retail/" target="_blank">5% of total luxury sales</a>.</p> <p>And with consumers that buy luxury traditionally having a higher holiday budget than those that don’t, it makes sense that this demographic will be willing to spend big at the airport.</p> <p><img src="https://assets.econsultancy.com/images/0007/9864/holiday_spending.JPG" alt="" width="780" height="416"></p> <p>Having said that, we cannot ignore the fact that budget airlines and accommodation marketplaces (such as <a href="https://econsultancy.com/blog/68225-10-examples-of-great-airbnb-marketing-creative/" target="_blank">Airbnb</a>) have made global travel more of a level playing field.</p> <p>As a result, this means more flexibility for beauty companies that might otherwise target a limited demographic.</p> <p>A company like L’Oreal, for example, has enough brands in its portfolio that it is able to target a wide range of consumers – regardless of their socio-economic status.</p> <p>Instead of online or even physical stores, where people are much more likely to stick to what they know, the area of travel retail presents a unique opportunity to target all kinds of shoppers – all equally eager to partake in a pre-holiday splurge.</p>