Tuesday, 1 October 2013
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Monday, 30 September 2013
Instore display in a minimal footprint. A Box That Will Blow Your Mind!
Given that instore display has to be assessed in terms of its ability to exceed the selling intensity of the 'lost' selling space, what better than to achieve the 'instore theatre' impact by going all the way to projected displays, with a difference?
...and all within the footprint of a projection screen...
Sunday, 29 September 2013
Opportunity or Threat for other retailers - (and suppliers!)?
"Amazon.co.uk:
We're Building Earth's Most Customer-Centric Company"
Source: Instant Refund notice on 'no quibbles' returned order....
We're Building Earth's Most Customer-Centric Company"
Source: Instant Refund notice on 'no quibbles' returned order....
Friday, 27 September 2013
Impulse buying: the real reasons?
With research showing that half of UK shoppers buy on impulse, for instance spending £3.6bn a year on clothes, shoes and handbags they just don’t need. In fact, the average wardrobe contains £92 worth of unworn clothes, causing the appropriate level of guilt each time the door is opened.
However, the real advantage of the research lies in the main reasons discovered for why people buy on impulse:
Top ten impulse-buy excuses:
1. ‘I’m feeling really down so I deserve a treat’
2. ‘I’ve just been paid so I deserve a treat’
3. ‘There’s only one left in my size, it’s meant to be’
4. ‘I’ve had a terrible day and this will make up for it’
5. ‘If I buy this in a smaller size it will encourage me to slim into it’
6. ‘My life will be better because of it’
7. ‘All my friends have this and I’ll look silly if I don’t’
8. ‘If I buy this it will make the other things I own better’
9. ‘Everyone’s seen me in all my things on Facebook so I have to buy something new’
10. ‘I’m too embarrassed to say no to the sales assistant’
In other words, apart from the above list providing dead-cert ideas for appropriate signage instore - in case a shopper forgets an excuse in appropriate categories - there is surely a market for wardrobes that are built to conceal rather than display the contents, with a narrow door at one end allowing a suit to be clipped onto a rail and slid quietly into the darkness, ideally vacuum-packed to maximise the available space, thereby making it years before a reality-check is required...
The key issue is that in these flat-line times it is vital to take a positive approach to research, all research...
However, the real advantage of the research lies in the main reasons discovered for why people buy on impulse:
Top ten impulse-buy excuses:
1. ‘I’m feeling really down so I deserve a treat’
2. ‘I’ve just been paid so I deserve a treat’
3. ‘There’s only one left in my size, it’s meant to be’
4. ‘I’ve had a terrible day and this will make up for it’
5. ‘If I buy this in a smaller size it will encourage me to slim into it’
6. ‘My life will be better because of it’
7. ‘All my friends have this and I’ll look silly if I don’t’
8. ‘If I buy this it will make the other things I own better’
9. ‘Everyone’s seen me in all my things on Facebook so I have to buy something new’
10. ‘I’m too embarrassed to say no to the sales assistant’
In other words, apart from the above list providing dead-cert ideas for appropriate signage instore - in case a shopper forgets an excuse in appropriate categories - there is surely a market for wardrobes that are built to conceal rather than display the contents, with a narrow door at one end allowing a suit to be clipped onto a rail and slid quietly into the darkness, ideally vacuum-packed to maximise the available space, thereby making it years before a reality-check is required...
The key issue is that in these flat-line times it is vital to take a positive approach to research, all research...
Monday, 23 September 2013
Closing the deal in the showroom
Given the massive advantage of having potential mobile-consumers actually in the store, obviously in the market, albeit showrooming on price, it seems a no-brainer that conversion of the visits into a sale can be more productive than closing down the instore wifi and driving the customer further online…
Latest thinking indicates that many potential purchasers want immediacy of access to the product, advice and real-world assurance of the wisdom of the purchase at a price that is not too far out of line with available alternatives.
In ‘olden days’, this would have been more than an opportunity for an instore salesman to close a sale. Nowadays we are supported by a wealth of consumer-shopper insights to make it that much easier…
If your business is about helping the offline retailer to optimise mobile-driven sales in the aisle, then latest research (September 2013) on ‘Showrooming and the Rise of the Mobile-Assisted Shopper’ by the Columbia Business School will help.
The research profiles and explores the five types of mobile shopper, but even more interestingly, reveals why some consumers prefer to shop offline…
This 35 page report will tell you all you need to know, but if you simply need some key insights, then see the Econsultancy site where their summaries of the findings, and interviews with the CBS authors can take the busy NAM a long way forward.
Mobile-assistance may have made the buying a little more complicated, but deep down, selling is still about needs-based-persuasion…
Latest thinking indicates that many potential purchasers want immediacy of access to the product, advice and real-world assurance of the wisdom of the purchase at a price that is not too far out of line with available alternatives.
In ‘olden days’, this would have been more than an opportunity for an instore salesman to close a sale. Nowadays we are supported by a wealth of consumer-shopper insights to make it that much easier…
If your business is about helping the offline retailer to optimise mobile-driven sales in the aisle, then latest research (September 2013) on ‘Showrooming and the Rise of the Mobile-Assisted Shopper’ by the Columbia Business School will help.
The research profiles and explores the five types of mobile shopper, but even more interestingly, reveals why some consumers prefer to shop offline…
This 35 page report will tell you all you need to know, but if you simply need some key insights, then see the Econsultancy site where their summaries of the findings, and interviews with the CBS authors can take the busy NAM a long way forward.
Mobile-assistance may have made the buying a little more complicated, but deep down, selling is still about needs-based-persuasion…
Friday, 20 September 2013
19:33 is wine-time for NAMs also?
New, intensive and dedicated research by the International Wine Challenge reveals the exact time of wine o'clock.
The survey commissioned by the prestigious wine competition investigated the habits of British wine drinkers, unveiling that this exact time was the average time for a glass of vino in the UK.
Key findings indicate:
- Men were most likely to crack open a bottle first, with almost twice as many men (14%) as women (8%) taking their first sip before 6pm
- Age also proved to be an important factor when deciding when to reach for the Rioja. Over 65s perhaps relishing the relaxed pace of ‘retired’ life reported the earliest time for wine o'clock at 7:12pm, and were three times more likely to indulge in a glass before 4pm
- Around a third (30%) of 25-34 year olds would have their first glass of wine before 7pm, while 45-54 year olds were most likely to wait until after the wineshed to take a sip
- Wine drinkers in the capital and Wales proved to be the thirstiest, with the average wine o'clock for both regions being 7:18pm
- Welsh drinkers were also most likely to have an early evening slurp, with 10% saying they would enjoy a glass before 6pm
- Residents in the North West of England were least likely to indulge in an early vino with only 2% admitting to drinking wine before 6pm
Have a timeless and forgettable weekend, from the NamNews Team!
More here
Wednesday, 18 September 2013
DIY Omnichanneling at Retailers' Expense...
New Omnico research quoted by PCR-Online indicates that because some retailers are not joining up channels properly, consumers are using their smartphones to join up channels their own way – and this means often using their mobiles in store to go to the retailers’ competitors to get advice and find the best deal.
As 10% of customers buy from competitors by mobile in-store, this new iteration of showrooming represents an additional threat to those retailers that try to preventing showrooming by ignoring consumers’ desire for free Wi-Fi or even blocking mobile signals. However, this is patently a short sighted view. Instead, it can be embraced, by offering assisted selling and integrating their mobile and web channels to offer genuine omni-channel retail.
In other words, the key issue for retailers is that if they don't face up to the reality of omnichanneling, someone will do it for them...
As 10% of customers buy from competitors by mobile in-store, this new iteration of showrooming represents an additional threat to those retailers that try to preventing showrooming by ignoring consumers’ desire for free Wi-Fi or even blocking mobile signals. However, this is patently a short sighted view. Instead, it can be embraced, by offering assisted selling and integrating their mobile and web channels to offer genuine omni-channel retail.
In other words, the key issue for retailers is that if they don't face up to the reality of omnichanneling, someone will do it for them...
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