channel checks: experiential summer campaigns in€¦ · 05/07/2017 · with some retailers that...
TRANSCRIPT
1
DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
April6,2017
July5,2017
OurChannelChecksreportsfeatureobservationsfromourrecentstoretours.Inthisreport,welookatexperientialsummercampaignsinUKretail.
1) Brandsandretailersareinvestingmoreinexperientialmarketing,withnewtechnologiessuchasvirtualreality(VR),augmentedreality(AR)andtheInternetofThings(IoT)providingaboost.
2) InJune,retailersTopshopandJoMaloneusedin-storeexperiencetoengagewithcustomersandboosttheirsocialmediapresence.
3) JohnLewis’sGardeningSocietyRooftopcreatesaspacethatoffersfood,drink,aworkspaceandevenfitnessclassestoengagetheircustomers.
4) BrentCrossshoppingmall’sartificialbeachhasbroughtafamily-friendlyattractiontoNorthLondon,anditincludessocialmediacompetitions.
Channel Checks: Experiential
Summer Campaigns in
UK Retail
Deborah Weinswig
Managing Director,
Fung Global Retail & Technology
US: 917.655.6790
HK: 852.6119.1779
CN: 86.186.1420.3016
2
DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
April6,2017
July5,2017
IntroductionThisChannelChecksreportwrapsupourstoretoursatretailersinLondon,withsomeretailersthatareofferingexcitingexperientialcampaignsthissummer.WebeginbyprovidingsomecontextonexperientialmarketingintheUK.
ExperientialMarketingIsGrowingExperientialmarketingisastrategythatisusedtodirectlyengagecustomerswithaproductorservice,inanin-person,one-on-onemanner.Itdifferstoregularmarketinginthatconsumersarenotpassivereceiversofmessages,butinsteadareinvolvedintheco-creationofmarketingprograms.TheevolutionoftechnologiessuchasVR,ARandIoThashelpedtoboostexperientialmarketing—and,aswediscussbelow,TopshopisoneretailerthathasusedVRinthisway.
• ReadmoreaboutIoTinretailhere.
So,whyshouldretailersencouragecustomerstoparticipateinthemarketingprocess?A2017surveybyYouGovasked1,200USadultswhatinnovationstheywantretailerstoincorporate,andfully86%ofshopperslike"experiencestores,"wheretheycantestortryproducts,butbuyonline.
InanothersurveybymarketingserviceproviderFreemanofover1,000ChiefMarketingOfficersintheUS,EuropeandAsia,59%ofrespondentsagreedthatbrandexperiencescancreatestrongerrelationshipswithaudiences.ThiswasattributedtomillennialsandGenZerspreferringtotellothersaboutsomethingtheyhavedoneratherthansomethingtheyhavebought,andbecauseoftheappealofsharingexperiencesonsocialmedia.
AccordingtomarketingplatformPearlfinders,2016sawthesecondconsecutiveyearofsignificantgrowthincorporatespendingonmarketingexperiencesandevents,withthenumberofUKbrandslookingtoinvestinexperientialcampaignsup40%in2016onthepreviousyear.Freemanresearchalsoforecaststhatoneinthreeglobalmarketersexpectstoallocateuptohalfoftheirbudgettoexperientialmarketingby2020.
Formostretailers,thepursuitofvolumesalesandpricecompetitivenessisessential.However,investmentinthebrandexperienceisimportant,too,andexperientialmarketingcaninjectvitalityintoretailers’brandsandhelpthemconnectwiththeirtargetcustomers.
86%ofshopperslike“experiencestores”andenjoytestingortryingproducts.
Experientialmarketingcaninjectvitalityintobrands.
3
DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
April6,2017
July5,2017
ChannelChecks:ExperientialSummerCampaignsTheFungGlobalRetail&Technologyteamvisitedspecialistretailers,departmentstoresandmallsinLondonthatwereusingexperientialsummercampaigns.Allvisitstookplaceonaweekday,whentheweatherwaswarmandeachlocationhadhighfootfall.
TopshopVirtualRealitySlideTomarkthestartofsummer,BritishfashionretailerTopshoptransformedthefrontwindowofitsflagshipOxfordStreetstoreintoavirtualwaterparkfromMay25toJune4.
Topshop,OxfordStreetSource:FungGlobalRetail&Technology
The10-daylongexperientialcampaignstartedwithcustomersadorningaVRheadsetandsittinginaninflatableringatthetopofaslide.Customersthenexperiencedacomputer-generatedwaterslidejourneythroughOxfordStreetthankstotheheadset,whileinreality,theytravelleddownaslidein-storetoprovidethephysicalexperienceofmomentum.TheretaileralsorolledoutaSnapchatfilterforthecampaign,toencourageuserstosharetheirexperiencesonsocialmedia.TopshopGlobalMarketingandCommunicationsDirectorSheenaSauvairecalledthecampaign“anexhilaratingVRexperience.”
JohnLewisGardeningSocietyRooftopBritishdepartmentstoreJohnLewistraditionallytransformstherooftopofitsOxfordStreetflagshipstoreintoagardenwithapop-uprestaurantandbar.Thisyear,theretailerwentonestepfurtherbycreatingtheGardeningSocietyrooftop—agarden-inspiredareawherecustomerscaneat,drinkandeventakefitnessclasses,aswellasenjoyotherexclusiveeventsaspartoftheretailer’sNationalTreasuressummercampaign.
Topshop’svirtualwaterparkisan“exhilaratingVRexperience.”
JohnLewiscreatedapop-upgardenwherecustomerscaneat,drinkandeventakefitnessclasses.
JohnLewis,OxfordStreetSource:FungGlobalRetail&Technology
4
DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
April6,2017
July5,2017
Therooftopofferscustomersthechancetoeatatthe“pavilion,”drinkatBritain’ssmallestpub,orreservea“summerhouse,”whichoffersanindoorspacewithfreeWi-Fitoeatandwork.Ontopofthis,thefreerooftophostsexclusiveeventsaswellasmorningfitnessclasses.TheGardeningSocietyrooftopwillbeopenfromApril29toSeptember24,2017.
BrentCrossShoppingMallBeachNorthLondonmallBrentCrossShoppingCentreopeneditsman-madebeachandattractionparkonJune23,andthesewillremainopenuntilSeptember10.Theparkoffersafamily-friendlyexperienceforcustomerswithanartificialbeachequippedwithsunloungersandagiantpaddlingpool.Theparkalsoboasts25rides,includingalogflume,observationwheelandhelterskelter.Thereisawidevarietyoffoodanddrinksavailablefromalcoholiccocktailstotraditionalfishandchips.Furthermore,theparkencouragesvisitorstosharetheexperienceonsocialmediathroughvariouscompetitionswhereparticipantsmaywintokensforrides.
TheBeach,BrentCrossShoppingMallSource:FungGlobalRetail&Technology
JoMalone“JustBecause…”BritishbeautyretailerJoMaloneuseditssummercampaign“JustBecause…”toencouragecustomerstoengagewiththebrand.ThepromotionsawtheirflagshipstoreonRegentStreethostfreeexperiencesandoffershoppersthechancetowinfreegiftsfromJune18to20.Outsidethestore,therewasastallgivingawayfreeicecreamtopassersby—alongqueuehadformedwhenwevisitedatlunchtime.Instorecustomersreceivedfreeglassesofchampagneandhandandarmmassages.Thestorealsofeaturedaclawgift-grabbingmachineandinvitedcustomerstotryandwinagift,rangingfromperfumestohandcream.Thestorepromoteditshashtag#JustBecauseforsocialmedia.
BrentCrossShoppingMallcreatedanartificialbeachfortheircustomers.
JoMaloneletcustomersrelaxthissummerwithfreeice-cream,massagesandchampagne.
5
DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
April6,2017
July5,2017
JoMalone,RegentStreetSource:FungGlobalRetail&Technology
KeyTakeaways• RetailersinLondonareusingexperientialcampaignsthissummerto
engagewithcustomers,createhighlyshareableexperiencesandmakememorablemoments.
• TopshopandJoMalone’sshort-livedfreeexperiencessawhighfootfallandhappycustomers.
• JohnLewis’sGardeningSocietyRooftopcreatedanall-encompassingexperienceforcustomerswheretheycouldeat,drink,workandworkout.
• BrentCrossshoppingmall’sartificialbeachofferedafamily-friendlyexperienceandsocialmediacompetitionstogaincustomerengagement.
6
DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.
April6,2017
July5,2017
DeborahWeinswig,CPAManagingDirectorFungGlobalRetail&TechnologyNewYork:917.655.6790HongKong:852.6119.1779China:[email protected]
KatieMarshallResearch&MarketingAssistantHongKong:8thFloor,LiFungTower888CheungShaWanRoad,KowloonHongKongTel:85223004406London:242-246MaryleboneRoadLondon,NW16JQUnitedKingdomTel:44(0)2076168988NewYork:1359Broadway,18thFloorNewYork,NY10018Tel:6468397017
FungGlobalRetailTech.com