Retailers: How to Impress Shoppers this Father’s Day

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According to Rakuten Marketing, last year, Father’s Day was estimated to be worth £200 million to the UK commerce industry. And this only looks set to rise in 2015.

Sales have steadily been rising over the years – 69% in 2012 and 54% in 2013. What does this mean?

Clearly, as consumers we are splashing out more than ever before for the perfect Father’s Day gift.

So, what can retailers do to maximise success? As with any event, timing is key.

In 2014, early bird shoppers spent on average 20% more than “last minute shoppers” who searched for their gift in the week leading up to the big day. This means retailers need to start their campaigns early, but continue to provide last minute offers for the latecomers.

So, how do you impress shoppers this Father’s Day? Here are four ingredients to a successful campaign.

 

1.   Tempting Father’s Day Deals and Curated Products

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Image from American Golf (one of our customers)

When it comes to Father’s Day shopping, consumers rarely have something specific in mind – so it’s important to inspire them with deals and curated content.

Even when shopping for gifts, the idea of making a saving is still appealing. Be sure to discount dad-friendly products – it’s a great way to group products together and makes the shopping experience easier.

Not only will a product collection become a great addition to your website, but it’s also a good reason to email customers – reminding them when Father’s Day actually is.

Interestingly, one of the most Googled phrases around Father’s Day is ‘When is Father’s Day?’ So, email your customers a week before to prompt them and provide some great ideas at the same time.

 

2.   Think social

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Image by Pixabay

Social media can help you get personal with shoppers this Father’s Day. Many popular campaigns centre on the nostalgic element of Father’s Day, by asking shoppers to share their favourite childhood memories.

For instance, last year, Notonthehighstreet launched a social media campaign to encourage dads to shares stories of special moments with their children, using the hash tag, #dadventures.

This was coupled with the ‘less ordinary dads’ ad, which aimed to reflect the unique range of personalised products on Notonthehighstreet.

 

3.   Mobile-friendly shopping

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Image by Pixabay

Following Google’s latest mobile-friendly update, creating a mobile-friendly site is no longer a nice extra, but a necessity.

Clunky websites, where the links are too small to click and you have to scroll horizontally, vertically and zoom in and out, are being pushed down the search results by Google.

And, of course, mobile-friendly websites are essential to provide your customers with a great shopping experience.

Even if shoppers eventually buy on their desktop or in-store, a lot of browsing happens while they’re on the train, at work or even while they’re walking down the high street.

 

4.   Convenient delivery

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Image by zaido

As many of your customers will leave Father’s Day shopping until the last week, ensuring you have convenient and speedy delivery services is essential.

Similar to Christmas, if you can’t convince shoppers that their purchase will arrive in time, they’ll switch to a competitor they trust more.

Make sure your delivery information is clear – and that you have plenty of convenient services, such as click & collect and next day delivery, ready to go.

Father’s Day is an event which is growing each year – so don’t miss out. It’s essential to get your multi-channel strategy right in order to capture your slice of the Father’s Day market.

What do you have planned this Father’s Day? Have you seen any good campaigns? Share your thoughts below.

 

 

Featured image: Pixabay

Movers & Shakers Q&A – David Walmsley, Director, M&S.com

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Walmsley is a valuable operator behind the scenes helping Laura Wade-Gery, Executive Director for Multichannel, deliver on M&S’ vital multichannel strategy. It has been a monumental year for Wade-Gery as she finally moved M&S off the Amazon platform – only to be met by teething problems. These have dragged back sales but it has been essential to make the move.

Read the full Q&A with David Walmsley, Director, M&S.com

K3 Academy 7 Month Update

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The Academy team are now seven months in at K3 Retail, and the momentum keeps going!

Nearing the end of their initial 9 month training, our ‘Academites’ have just completed their internal departmental placements. The team have had the opportunity to work in a number of different departments including Finance, Sales and Marketing, the Project Management office and our Customer Support team, recognising the value of providing them with additional business exposure to build on their commercial skills.

So how did it go?

The finance department where pretty excited to have some fresh talent in to work with them on credit management, time sheets, reporting and KPI’s. Ben said “it was really useful to see that side of the business. I now understand why it’s so important to get our timesheets in on time!”

Next up was the project management office. The team sat in on a meeting with Charles Tyrwhitt to see how their implementation was progressing and also had the opportunity to attend an internal closure meeting for a customer.

Doug explained “We got to see a process called ‘cost to complete’ where all the development days are scheduled in against projected costs minus the actually costs. It was really interesting to have visibility into the other side of the spectrum and the importance of top project management.”

Customers are at the heart of everything we do. By placing the team in this department, they were able to experience our technology from ‘the other side of the table’. Thrown straight into the deep end, the team were put in the front line taking and logging support calls from customers. “It’s such a contrast from what we do day-to-day and very useful to see how support links to all the departments within the business. I really enjoyed getting stuck in.” commented Gerald.

Often dubbed the ‘fun’ department, sale and marketing were eager to set some steep challenge for the Academites. The team were tasked with creating a video to document their journey at K3 Retail so far. This project encouraged true collaboration across the business, team work and creativity within a tight timescale. Check out the video below.

Overall, the team were pleased with their placements. Zahra summed up her experience; “It really gave us a flavour of the whole business and allowed us to see how the different departments tie in with each other. It was interesting to see how every department has a different culture and working style. It also gave us the opportunity to meet and connect with other people across the business.”

With the K3 Retail Academy graduation around the corner, we can’t wait to see what the team sink their teeth in to during their last few months.

After the Digital Revolution, Shoppers Still Prefer Bricks & Mortar Shops

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“The internet will kill the high street.” How many times have we heard that? In reality, the growth of ecommerce is doing anything but wiping out the high street.

The YouGov, Future of Online Retail Report found that only 41% of shoppers are completely happy to buy online.

And when it comes to our day-to-day shopping, the high street is still winning. PwC’s Total Retail 2015 report found that across the world, nearly 40% of consumers make a purchase in store at least once a week, whereas just 27% of consumers make an online purchase once a week.

So, why are physical stores still leading the way?

 

1. Shoppers still want to see products in person

 

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Pictured above: suits on display in store – Image by Elvert Barnes

While ecommerce sites may offer beautiful, high-definition images of products, you still can’t beat picking them up for yourself in store.

Whether this means trying on a suit or seeing how a new gadget works, it’s hard to be sure about a product until you’ve seen it for yourself.

 

2. Delivery concerns

 

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Pictured above: the dreaded “Sorry, you were out card” – Image by theedinburghblog

It’s no coincidence that many of the top online retailers offer services like nominated day delivery, or an outstanding click & collect experience.

Many consumers are put off online shopping with concerns about having to make that dreaded trip to the post office to collect their parcel, or having to wait in all day to sign for it.

That’s why click and collect is so popular. It’s not only convenient but it makes customers feel in control again.

 

3. Security concerns

 

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Pictured above: security concerns with online shopping – image by perspec_photo88

While online shopping is fairly standard, many consumers still have concerns around security online and prefer to pay in store.

But this doesn’t mean they aren’t browsing online – in many ways, the internet can be the ultimate window shopping experience.

When you think about the panic over showrooming several years ago, it’s interesting to see that it now works both ways.  According to the PwC 2015 report above, the split between those who browse online and then buy in store and those who browse in store and buy online is very much the same.

 

4. The social experience of in store shopping

 

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Pictured above: the social nature of shopping on the high street – image by tejvanphotos

We’re social creatures. Shopping alone in your home is never going to compare to a day out with friends or family on the high street.

In many ways, ecommerce could never kill the high street because people like shopping.

 

The popularity of in-store has even led to ecommerce giants like Amazon laying down foundations for bricks & mortar stores.

With so much talk of in store vs online shopping, what’s often missed is that a clever blend of the two is best.

As we’ve all adjusted to the digital world, it’s become clear that online doesn’t replace real experiences, but enhances them.

The same goes for shopping – whether it’s click & collect or online browsing research for an in-store purchase, our online experiences add something to traditional bricks & mortar shopping.

Make sure you get this experience right. Take a look at how we can help you deliver a great multi-channel experience, combining the brick & mortar shopping consumers love with the convenience and choice of online shopping. Browse our whitepapers for more information.

 

What do you think the future has in store for the high street? Share your thoughts below.

Featured image by Numinosity (Gary J Wood)