RETAIL TRENDSAUTUMN/WINTER 2015 EDITION

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GLOBAL INNOVATION

KFC launched a campaign to promote its new burrito range, using mobile location technology to not only tempt consumers into its restaurants but specifically away from competitors. Proximity targeting was used at competitor locations to reach a relevant audience who could be converted to switch brands by sending the right content (such as distance to nearest KFC and specific offers).

UK – KFC

Mobile location technology innovation

This clever campaign showed that engaging with customers near to KFC branches drove a click through rate 40% above the industry benchmark

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WELCOME…

CATHERINE MARSDENGROUP RESEARCH & INSIGHTS MANAGER

…to the Autumn/Winter 2015 edition of the Retail Insights guide – our roundup of some of the best campaign activity we’ve seen in retail, along with exciting global innovation.

As ever we aim to bring news and examples of what’s happening in the market and who’s innovating right to your fingertips, to hopefully provide future inspiration.

This edition also features a focus on Halloween, the third largest seasonal event for retailers in the UK. We look at brand activity around the occasion, and shopper attitudes, before crucially examining how brands and retailers can make the most of this and other key seasonal events.

I hope you find this interesting and if you want to know more about any of the ideas featured, please don’thesitate to get in touch.

Until next time, happy reading!

Catherine Marsden

READOURBLOG

GLOBAL INNOVATION

E-receipt convenience

A good use of

technology in order to

bridge the gap between

online and in store

Mothercare – UKThe mother and baby retailer has implemented a new technology which allows digital receipts to be issued to customers for convenience. At the same time this enhances data capture for the retailer and provides the ability to send future marketing content.

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GLOBAL INNOVATION

UK – NakdNatural Balance Food’s wholefood snack food brand, created a giant edible advert in the heart of London’s Westfield shopping centre.

The billboard-sized display housed over 40,000 Nākd bars during the week (7-13 September) and consumers were encouraged to ‘find their fave’ between sixteen flavours in Nākd’s ranges of fruit and nut bars, crunch bars and Nibbles.

The ‘Find your Fave’ campaign also ran across social media – with footage of the billboard being created shown on social media, alongside the hashtag #FindYourFave.

Edible billboard

This is a fun way to build brand awareness

and allow customers an opportunity to try the

full breadth of the range

GLOBAL INNOVATION

Interactive window

Ainz & Tulpe – Japan The beauty retailer has used market insight to develop facial recognition shop windows. Research shows only 3% of people in Japan can speak a foreign language, which could impact on the shopping habits of the increasing number of tourists in the country (especially in the run up to the Tokyo Olympic games in 2020).

The interactive digital windows allow customers to touch the make up look they prefer, then facial recognition technology is used to print coupons, with information and offers in the language deemed as fitting to the recipient.

A new innovative way to attract customers – data shows 40% more tourists visited the branch since launching the display

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GLOBAL INNOVATION

New fashion retail experience

Oasis UKThe womenswear retailer is set to open a new concept store in London in November, ahead of replatforming its website and launching click-and-collect early next year.

The 3,200 sq ft flagship store will be the first Oasis store to feature a café and bar called Saucer & Spritz and a hair and nail bar called Pin & Polish, as well as the retailer’s full fashion offer. We will definitely be paying a visit, and will share pictures as soon as we can.

FOCUS ON...

Halloween

* Source – National Retail Federation

Over two-thirds of American adults are expected to celebrate Halloween this year, and spending is set to top $6.9 billion. Whilst in the UK sales in 2014 reached £330 million and Halloween is the third biggest seasonal event for UK retailers, behind Christmas and Easter (even surpassing Valentine’s Day).

Here we examine some key information and fun facts around spending at Halloween. We also highlight how brands and retailers can entice consumers to spend more for seasonal events across the whole year, maximizing these spend opportunities.

Halloween was previously seen as an American tradition, and predominantly aimed at young children. However, in recent years its appeal is widening, with greater sales in the UK and involvement of many adults too. It seems people are embracing the opportunity to celebrate in the lull period between Summer and Christmas, and the excuse to dress up and throw a party.

Food and Drink

Brands have been increasingly tapping into the spooky season – with the number of food and drink products launched globally with a mention of Halloween growing almost 200% since 2009. This spans the typical confectionery, to drinks, beer and even baked beans and fresh meat.

Food and drink are common low cost categories to buy into for Halloween, so it’s no surprise that brands are trying to more closely associate with the seasonal event.

Here’s just a selection of the Halloween themed products we’ve seen…

* Source – National Retail Federation, Statista

The number of food and drink products launched globally with a mention of Halloween has grown almost 200% since 2009.

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FOCUS ON...

America

UK

The average American celebrating Halloween will spend $77 in total

Candy – $29Decorations –$ 23Costumes – $21 Cards –$4

Half of those celebrating will either throw or attend a party.

Shopping for Halloween is typically left until near the date, with the majority (43%) done in the first 2 weeks of October.

40% of people bought trick or treat confectionery, rising to 73% of parents with children aged 6 to 12

10% bought decorations, 9% bought special food or drink to have at home and 8% went out to a party or event.

Halloween

In the UK 60% of people bought products or services for Halloween in 2014.

63% of Americans plan to celebrate Halloween and 43% plan to wear a costume. 14% of Americans will even dress their pet in a costume!

The favourites are – Pumpkin, Hot Dog and Devil

Adults’ most popular costumes

Kids’ most popular costumes

Witch

Princess

Pirate

Animal

Vampire

Spiderman

Zombie

Frozen character

Animal

Action/Superhero

The most popular costumes for adults are quite traditional, whereas kids will see some new characters featured…

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Halloween

While it is an established retail event Halloween seems to be marked by careful spending from consumers. The average spend is fairly low and confectionery is by far the most popular category to spend on.

This has therefore made us think about how retailers and brands can incentivise more spend for Halloween, and potentially other similar seasonal events.

Grow current spending

Appealing to the demographics already spending on Halloween (young adults and families) is an easy win.

Consider trying to increase spend, by encouraging trading up to higher ticket price items, perhaps outside traditional confectionery. There’s also the possibility to offer solution deals for a complete package offering.

Draw in a wider audience

Understand the market

Ensure in store efficiency

Retailers can try to attract more consumers to the event, such as older shoppers (including grandparents) and consumers without children, who are currently less likely to be spending.

Campaigns need to be relevant tohighlight a reason for them to buy.

Get ahead by understanding what is happening in the market, what your competitors are doing, and who is doing it well.

Gather up to date customer insights – around what customers think and how they shop to ensure Halloween campaigns appeal to them in the best way.

Once campaigns have been fully thought through and produced, ensure in store implementation doesn’t spoil the effect.

As Halloween has a limited window for purchase, stock availability is key, as is compliance to merchandising guidelines.

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FOCUS ON...

Red colour paletteThe traditional Christmas colour is a key trend throughout the Autumn season, warming up categories including fashion, beauty and homewares.

Frustration with queuesAs a warning for retailers preparing for the festive season, more than a third of UK shoppers (38%) said they have given up trying to make a purchase because of long queues. Nine minutes is the average time consumers are prepared to wait before leaving empty-handed.

Focus on handmadeAmazon Handmade launched in October, to rival Etsy in selling handmade gifts and homewares. As a result we might see more of a focus on individual bespoke ranges from retailers.

Beauty vloggingThis has been a huge success in the last few years- recent research showed nearly half of all respondents turn to online beauty videos for advice a few times a week. There is an expectation that the £17 billion beauty market could increase their activity in vlogging (video blogging) in the run up to Christmas, to tap into the trend and grow personal relationships with customers.

More time spent preparing mealsIn the colder months people spend more time in the home so it’s not a surprise to see that time spent cooking increases, as does the number of meals made from scratch.

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TRENDS THAT COULD INFLUENCE RETAIL IN AUTUMN/WINTER

AT THE SHELF EDGE

These Halloween window displays from Hotel Chocolat give a 3D feel to windows and a feeling of depth, with cardboard structures in the window area.

High impact windows

HOTEL CHOCOLAT - UK HOTEL CHOCOLAT - UK

They also house digital screens for further impact and to highlight the Halloween product range.

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These temporary units in a variety of store environments secure product visibility and high impact in some high traffic areas.The different elements are also well suitedto small footprint displays, which can be a key consideration for many retailers.

USA

Temporary POS Theatre

AUSTRALIA

These simple cardboard pallets show how standard display types can be used to create impact and engagement, to drive sales.

AUSTRALIA

UK

The launch of the Jurassic World DVD is promoted with this high impact cardboard display. The large die cut dinosaurs layered in front of one another create a 3D feel display to draw attention to the DVD unit.

A secondary stock display nearby ensures there is good product availability.

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AT THE SHELF EDGE

GIN ADVENT CALENDAR BEER ADVENT CALENDAR

This made us wonder about other alternative advent calendars. So after investigating further we’ve found you can also buy advent calendars containing candles, beer, tea, bath oils and miniatures of alcohol – just a few ideas if you want to try something different this year…

BATH OIL ADVENT CALENDAR BEAUTY ADVENT CALENDAR YANKEE CANDLE CALENDAR

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AT THE SHELF EDGE

On our research visits we came across the Beauty advent calendar example and thought it was a unique and fun take on the traditional advent calendar. While obviously more expensive than a chocolate calendar it is innovative in targeting a different customer profile, specifically grown-ups, and giving a different feel to the occasion.

Alternative advent calendars

The shelf edge is still the area where the majority of purchase decisions are made, so brand impact and standout is crucial to attract purchases.

These shelf fins/talkers are all great examples of innovation in a traditional POS type. The moving elements, light, 3D and die cut seen globally show the possibilities and impact that is possible.

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AT THE SHELF EDGE

Shelf edge standout

These displays in more permanent materials are eye catching due to shape, colour, digital elements and interesting materials such as edge lit acrylic.

Edge lit acrylic creates a striking look that can cut through a busy store environment, and is a lower cost than traditional lighting.

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AT THE SHELF EDGE

Permanent displays

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This pro-active review of trends in the retail market by our Insights team is just one of the many ways we can help plan your campaign strategy.

If you want to talk through anything further please get in touch: info@hhglobal.com

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