fourinsight trending report: now/ next: social retail - november 2012 - free exec summary
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Fourinsight Social Trending Reports are designed to explore current public, government, brand and industry issues and deliver strategic recommendations for action for agencies, brands, media and industry organisations. This is a sample executive summary of the full 86 page (visual) report based on 2 weeks of social media and online data, provided by brandwatch.com between 19th October and 2nd November. Please contact [email protected] or visit www.fourinsight.com to purchase the full report or for any further information on our strategic social reporting services for brands and agencies. A FOURINSIGHT TRENDING REPORT – NOW/ NEXT SOCIAL RETAIL: CHRISTMAS 2012 WILL BE MAKE-OR-BREAK FOR UK HIGH-STREET RETAIL - GET READY FOR A DIFFERENT WORLD This report will enable retailers and industry to understand: Social conversations and trends around saving the UK high-street and retail in the run up to the 2012 Christmas alongside consumer and financial spending behaviours. Key retail survival indicators that Fourinsight has developed its Retail Brand Survival Report on for brand and industry benchmark measurement. Private & Confidential, Fourinsight Ltd © 2012TRANSCRIPT
Private & Confidential, Fourinsight Ltd © 2012 1
A FOURINSIGHT TRENDING REPORT – NOW/ NEXTSOCIAL RETAIL: CHRISTMAS 2012 WILL BE MAKE-OR-BREAK FOR UK HIGH-STREET RETAIL - GET READY FOR A DIFFERENT WORLD
PUBLISHED NOVEMBER 2012
Private & Confidential, Fourinsight Ltd © 2012 2
Sector application: Trending/ NOW/NEXT
Business application: retailers Subject: UK high-street retail/ Consumer spending trends in the run-up to Christmas 2012
REPORT FOCUS
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Type of report Data period/ languages Data sources/ tools
14 Days(19th October -2nd November 2012)
REPORT FOCUS
Social Planning
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1. Executive Summary
2. Research & review
3. Event analysis
4. Trendmapping
5. Strategy lens
Report contents
1. Executive summary
1.1 Top-line
Top-line (written)
Top-line (visual)
1.2 Trends
Trend sparks
UK trend map (overview)
North/
South
Divide
Fourinsight Trend reporting
1.3 Actions
Government
General public
Local retailers/ Industry
Retail brands
Private & Confidential, Fourinsight Ltd © 2012 5
To map social conversations and trends around saving the UK high-street and retail in the run up to the 2012 Christmas alongside consumer and financial spending behaviours.
To identify key retail survival indicators to enable Fourinsight to develop a retail brand survival benchmark measurement and report for brands and industry.
Private & Confidential, Fourinsight Ltd © 2012
Research objective
Top-line actions
Christmas 2012 will be another make-or-break year for many of the high-street retailers that have struggled to respond to changing communities and convenience-led needs of consumers so far. To be in with a chance of survival, retailers quickly need to: embrace change and focus their proposition in order to clearly communicate their specialism and value; build a consistent Omni-platform store experience and deliver first-class customer experience. Customers meanwhile should be encouraged to support their local businesses and the people of retail – or face a new future where the role of the high-street needs to be re-imagined.
Top-line findings
6
1. 1.1 TOP-LINE (WRITTEN)
Launch limited and seasonal editions to appeal to consumer’s love of ‘new’
View change as opportunity not a threat and embrace new technology/ Omni-platform
Use Fourinsight Social Retail Brand Survival Reports to benchmark and measure your brand
For more information about this report please contact [email protected]
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1.1. 2 TOP-LINE (VISUAL)
For more information about this report please contact [email protected]
1. LAUNCH LIMITED/SEASONAL EDITIONS
2. VIEW CHANGE AS OPPORTUNITY
3. BENCHMARK YOUR BRAND SURVIVAL
RETAILERS - THREE THINGS TO DO TODAY
Private & Confidential, Fourinsight Ltd © 2012
1. Executive summary
1.1 Top-line
Top-line (written)
Top-line (visual)
1.2 Trends
Now/ Next
Trend sparks
UK tren
d map (overview)
North/ South
Divide
Fourinsig
ht Tren
d reporting
1.3 Actions
Government
General public
Local retailers/ Industry
Retail brands
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For more information about this report please contact [email protected]
Private & Confidential, Fourinsight Ltd © 2012 9
1. 2.1: NOW/ NEXT
For more information about this report please contact [email protected]
STABLE HIGHSTREETS
ONLINE SHOPPING
DIS-ENGAGED LOCALS
NOSTALGIC CHRISTMAS
FAILING HIGHSTREETS
OMNI PLATFORM
RE-ENGAGED COMMUNITIES
RETAIL MAKE OR BREAKPrivate & Confidential, Fourinsight Ltd © 2012
Private & Confidential, Fourinsight Ltd © 2012 10
#MYHIGHSTREET
(BRAND) SIGNS OF CHRISTMAS
FINANCIAL SOS
1. 2.2: TREND SPARKS
For more information about this report please contact [email protected]
Private & Confidential, Fourinsight Ltd © 2012 11
1. 2.3: UK TREND MAP
Conversations across the web and social media that discuss ‘myhighstreet’,
‘Christmas’ and ‘retail’ together are spread across the UK but focussed on key cities featured in the #myhighstreet consumer
action campaign.
For more information about this report please contact [email protected]
Private & Confidential, Fourinsight Ltd © 2012 12
1. 2.4: NORTH/ SOUTH DIVIDE
NORTH SOUTHFocal point of Christmas discussions
Heaviest twitter usage seen in teens from Manchester and Bolton areas
Middlesbrough & Doncaster score highest influence using Kred outreach scores
Notable high level of twitter activity in Scotland
Focal point for retail and #myhighstreet conversations
Blogs and forums used more than twitter
Gloucester, Brighton, Cardiff and Outer London show highest activity around Christmas and retail
S
For more information about this report please contact [email protected]
Private & Confidential, Fourinsight Ltd © 2012 13
FOURINSIGHT BRAND SURVIVAL INDICATOR ANALYSIS - ANNUAL REPORT AVIALBLE SOON TO BUY/ BESPOKE REPORTS ALSO AVAILABLE
Financial health
Store experien
ce
Multi-channel innovati
on
Financial health
Store experience
Financial health
Fourinsight Retail Brand Survival Indicators
Customer service
Product value
Financial health
Store experience
Good (3 points)
Ugly (1 point)
Bad(2 points)
To order a copy of the NEW! 2012 Fourinsight Retail Brand Survival Annual Report please contact [email protected]
1. 2.4: NORTH/ SOUTH DIVIDE
1. Executive summary
1.1 Top-line
Top-line (written)
Top-line (visual)
1.2 Trends
Now/ Next
Trend sparks
UK tren
d map (overview)
North/ South
Divide
Fourinsig
ht Tren
d reporting
1.3 Actions
Government
General public
Local retailers/ Industry
Retail brands
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Private & Confidential, Fourinsight Ltd © 2012
Top-line findings: Retail Brands Need to action by priority
15
1. 3.4: ACTIONS BY STAKEHOLDER GROUP: RETAIL BRANDS
The Argos catalogue is a sign of Christmas and a nostalgic reflex action for many consumers who reach for it as soon as Christmas comes to find presents and write their wish-lists.
Bring back the catalogue at ChristmasWhilst adopting a Omni-platform strategy is applauded, Argos should also cater for those who prefer a more physical presence offline.
Five other brands signs of Christmas include: Pret Christmas Sandwich; Coca Cola Christmas advert; Starbucks Christmas flavour; Ugg boots; Body Shop Body Gingerbread Body Butter
Launch seasonal and limited editionsConsumers love new and anything exclusive. They are drawn into shops with new product innovations, seasonal flavours and Christmassy experiences.
Fourinsight benchmarks retail brand survival indicators through our annual report or bespoke reports for brandsContact [email protected] to find out more..
Benchmark your retail brandWe categorise social conversations and data across the web into 5 survival indicators:Financial health, store experience, multi-channel innovation; customer service, value
Low Medium HighPriority key
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PURCHASE THE FULL NOVEMBER 2012: SOCIAL RETAIL REPORT –86 PAGES OF SOCIAL TREND ANALYSIS FOR £1,500 TODAY
Our series of Fourinsight Social Trending Reports are designed to explore current public, government, brand and industry issues and deliver strategic recommendations for action for agencies, brands, media and industry organisations.
TRENDING ANALYSIS: CHRISTMAS 2012 WILL BE MAKE-OR-BREAK FOR UK HIGH-STREET RETAIL - GET READY FOR A DIFFERENT WORLD See inside:
BUY NOW– Email [email protected] or call +44 (0)797 444 2764
Private & Confidential, Fourinsight Ltd © 2012 17
SEE THE FULL MENU OF FOURINSIGHT STRATEGIC SOCIAL REPORTS
FOURINSIGHTBENCHMARK
FOURINSIGHTBEST PRACTICE
FOURINSIGHTPERFORMANCE
FOURINSIGHTINVESTIGATIVE
FOURINSIGHTTRENDING
FOURINSIGHT REAL-TIME PLANNING
SOCIAL DISCOVERY
Social Brand AuditSocial Customer AuditSocial Business AuditSocial Sector audit
Social Brand AuditSocial Customer AuditSocial Business AuditSocial Sector audit
Social SWOT reportSocial PESTEL reportSocial Product AuditSocial Topic/ Issue-based Report
Bespoke reporting service made-up of a selection of individual reports – delivered ongoing via bespoke dashboards
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SOCIAL PLANNING
Social Community Activity ReportSocial Campaign Activity ReportSocial Network Profile ReportSocial Mobile ReportSocial eCommerce Report
In-depth Social Customer ProfilingIn-depth Social Influencer PlanningIn-depth Community Mapping
Social Trends NOWSocial Trends NEXT
SOCIAL MEASURE
Strategic Social Brand MeasurementStrategic Social Customer MeasurementStrategic Social Business Measurement
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• Cat Fraser, MD• Email: [email protected]• Skype: catfraser• Tel: +44 (0)797 444 2764• Web: http://www.fourinsight.com
Follow me on twitter @catsocialintel
View recommendations of my work at linkedin.com/in/catfraser
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