12 Things
12 Things
90% of people trust recommendations more than traditional advertising, resulting in influencer marketing gaining huge popularity worldwide.
Social media usage has soared over the last 12 years and so have product reviews on social media platforms. With 90% of shoppers around the world stating that they trust earned media such as, recommendations from friends and family, over traditional advertising. It makes sense that advertisers are now leveraging that as part of the marketing mix through online influencers. Resulting in a reduction in celebrity endorsements and an increase in influencer marketing. It has become so popular that it’s now become part of the English language. Merriam -Webster and dictionary are defining it as – ‘a person who has the power to influence many people, as through social media or traditional media.’
Reviews play a key role in decision making, combine this with the instant connectivity available at their fingertips and we’ve seen a hugely positive shift in customer service.
With more choice than ever before and more information available, reviews have firmly planted themselves into consumer decision psyche. They play a key role in helping people make up their mind and you can write a review for literally anything – shops, restaurants, hotels, carparks, dentists – any business with a google listing!
Combine this with the direct level of connectivity we are enjoying now with brands on social media, a place people love to complain, and brands are biting back, winning points with internet users everywhere. The age-old adage of the customer is always right is now not always the case.
With more data available than ever before, brands are beginning to combine web like personalisation with physical space.
Brands want their fans to feel unique and provide them with personalised experiences. Over the last 12 years we’ve seen personalisation grow as technology improves, allowing brands to collect data at a personal level and market specifically to individuals. 86% of shoppers say that personalisation has an impact on what they purchase.
Amazon, the data king, uses powerful algorithms and A.I. to deliver a personalised homepage every time you visit their site or app. In 2012 Sainsbury’s delivered personalisation at store level, providing customers with a personalised coupon. Nike took it one step further with their Nike Live stores, a store that combines data from their NIkePlus app into a physical space providing all “athletes” with a truly personalised experience. An opportunity that was firmly secured and excellently executed.
The store format is changing and with it, ushering in a new sort of leisure shopping experience. The creation of hub community spaces looks to be the next big step for brands.
Bricks and mortar retail isn’t dying, its evolving and shopping is making a comeback as a leisure activity. Brands need to stop thinking online vs offline and think commerce. Looking at the new mega Primark, a destination in its own right, complete with 3 cafes a personalised printing station, Primarket Vinyl store and salon treatments. Experience and service led propositions have carved out their own place and same day click and collect services are just the start. Rapha operates ride with us events and Clubhouses (instead of shops) to build an engaged community.
41% of us believe that employees are the most credible source of information regarding their brand. Are brands maximising this opportunity?
Store staff hold the key to fantastic purchasing and fact-finding experiences for consumers. 81% of people would return to a store where they have received good service. By empowering employees to be more than sales associates, brands can reap benefits. The staff will become more engaged, happy and helpful, making it easier for them to delight customers. Three Live is an interesting idea that lets people live video-chat with their local store, watch and interact with new product demonstrations, making the customer journey seamless and even fun.
The challenge continues as brands fight for sustainability in a world where humans are increasingly looking for responsible products.
Environmental impact is now a big part of our consciousness and it seems you can’t do right for doing wrong. From packaging, to materials, to dyes, to waste. The challenge for brands is immense. And so is the opportunity. Brands cannot become sustainable overnight, but they can work towards it every day as can all of us. We have partnered with Plastic Oceans UK and are actively improving our supply chain and material choices to reduce the impact we have on the environment.