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Retail marketing: why will the customer cross the road in 2019?

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With a string of big names disappearing from the high street, requiring rescue or teetering on the brink, we need to ask, if retail’s battle cry is truly ‘adapt or die’, why have so many chosen the latter in 2018? And as the year draws to a close, which trends will drive the former in 2019?

A seamless, frictionless customer experience

A study by consulting firm Walker found that by 2020, customer experience will overtake price and product as the key brand differentiator. Or, in other words, products and services are no longer enough. Customers increasingly prioritise memorable interactions that are relevant and rewarding, delivered at the right time in their journey.

That’s why, in 2019, brands should position themselves as ‘hyper-relevant’ retailers. Ensuring customers get what they desire: value – greater savings, efficiency and engagement, both in-store and online.

For smarter, savvier brands successfully linking on and offline behaviour is the new norm. For example, Ikea’s ‘Place’ app shows you how a piece of furniture will look in your home via your smartphone camera, eliminating the need to visit an out-of-town store several times and imagine what it might look like.

In this way, mobile is an opportunity to add a helpful layer of media, information, and tools to the customer. And so, 2019 will also see smart retailers investing more in their mobile experience. This should go way beyond a responsive website. User experience, conversion rate optimisation and customer journeys will continue to be critical. And of course, search engines reward better mobile experiences.

The rise of augmented commerce

According to a report by the International Data Corporation, by 2020, 40% of all commerce transactions will be enabled by cognitive / AI personal shoppers and conversational commerce. With tech transforming retail journeys as well as our daily lives, a truly successful omni-channel approach requires a seamless customer experience. Achieving that requires a more ‘tangible’ presence for customers. Expect to see the rise of augmented reality (AR) marketing in 2019.

Done right, augmented commerce offers deeper brand affiliation, higher levels of interaction and personalisation, and an ‘endless aisle’ with lower operational costs. Whether it’s seeing how a product will look in their home or customising a service, the tech should alleviate customers’ pain points by removing friction.

Image recognition is another area set for growth thanks to its ability to deliver a real value exchange. For example, Pinterest’s 'Lens Your Look' feature transforms a smartphone into a personal stylist. Users take pictures of their wardrobe and get outfit ideas and inspiration.

Along similar lines, technological advances are also presenting new opportunities through social media. Instagram has expanded its shopping service, allowing users to buy items they see in brands’ posts without leaving the platform – and therefore circumnavigating websites entirely.

Voice is on the rise too. Tractica estimates that there will be 1.8bn users of voice digital assistants by 2021. So retail marketers need to develop a voice persona in much the same way they would a logo or colour scheme.

Personalisation to surprise and delight

With customer expectations higher than ever, data must be used to deliver personal experiences that surprise and delight, driving further engagement.

The issue for marketers is recognising customers ‘offline’ in a store environment. A solution comes in the form of our faces. Brands in China and Hong Kong are using facial recognition technology to identify individuals and then using, for example, their online browsing history (behavioural data) to inform conversations with store staff.

Alibaba and Guess have FashionAI that combines facial recognition into ‘magic mirrors’ in changing rooms. This allows customers to see what clothes look like on without actually trying them on.

Alibaba has also launched an experimental cashier-less store called Tao Café. Here customers give permission for facial recognition to facilitate payments without queuing. What seems like a novelty now will likely be the norm within a few years.

So why will the customer cross the road next year?

Regardless of the headlines, retail is not dead. Far from it. In fact, here lies the punchline. The store still matters, but in 2019 products and services will increasingly not be enough in retail. Customers are increasingly expecting retailers to link the online and offline worlds to create a seamless, intuitive experience that makes buying products quicker, easier and more enjoyable. Therefore the physical store could become the most powerful and measurable media channel available – the hub of customer experiences.

Products can be copied and prices undercut, but a compelling experience is far harder to replicate. With customers valuing moments over physical goods and possessions, experiences are fast becoming the new consumables.

If brands and businesses are not seeking to thrive forever, they are planning to fail eventually. With the experience economy looking to thrive in 2019, the savvier and synced retail marketers will be the ones to capitalise on customer experience – while those who don’t risk ending up as the butt of the joke.

Adam Reynolds, senior copywriter, Intermarketing Agency

All copyrights for this article are reserved to their respective authors.

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Brand Positioning

Brand Refresh And New Digital Experience for Ombudsman Service

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For some, complaining isn’t easy – but Ombudsman Services has created a new industry-leading digital platform to ease the resolution process for disputes between consumers and businesses. It has also launched a new brand identity that reflects the future direction of the business and brand strategy. 

Defining the brand and what digital means for customers and clients has led the digital experience design and helped shape the overall consumer experience. 

 Working in partnership with digital agency Code Computerlove and branding design specialists Halo, the not-for-profit organisation has created a clear brand proposition and digital strategy that is guiding its digital transformation programme.

The new site – www.ombudsman-services.org – has been completely redesigned by Code Computerlove with clearer navigation and user journey. The tone of voice and content has been created to reflect Ombudsman Services’ brand proposition and identity, created by Halo, with straightforward, clear and friendly language.

As the UK’s largest independent multi-sector ombudsman, Ombudsman Services resolved more than 90,000 consumer complaints in 2017 alone. As specialists in the energy and communications sectors, the organisation works with businesses to help them improve their complaint-handling process and customer service more generally.

Jodi Hamilton, head of marketing and communications at Ombudsman Services, said: “The new digital functionality and features we have introduced follow in-depth consumer research – specifically looking at how users are behaving within digital channels and their future demands.

“But this is just the beginning. Digital interfaces provide unrivalled insights and we will be using ongoing performance measurement to continually evolve our digital effectiveness.

“Our aim is to respond to customer needs through the digitalisation of the business, aligning digital with the changing business and brand strategy.

“Improving our digital capabilities lies at the heart of our organisational strategy and the changes that we have introduced are all born out of in-depth user and insight into customer needs.

“Visitors to our site now benefit from a new design, an easy-to-navigate website and a fast, intuitive digital complaints process. The improved platform has also increased internal efficiencies and our ability to respond quickly – something that both consumers and businesses have come to expect in the digital age.

“We also have a wealth of data and we’re exploring new ideas for added value services and ways of working with our partners.

“Overall our aim is to appeal to a wider audience, increase users and make our services accessible and easy to use. We want to deliver a best in breed service to consumers as well as service providers signed up to us.”

Nick Ellis, strategy director at Halo, added: “Working with Ombudsman Services has been an inspiring journey. Developing a strategic proposition and design architecture, that’s both representative of the business today and as it evolves for the future. With all this in mind, we have produced a brand that’s digital first, designed for contemporary consumers, accessible and engaging. A brand that does the right thing.”

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Digital

Healthcare Equipment Leasing Market Report 2019 – 2025: Top Key Vendors – Epson America, Evena Medical, Orpyx Medical Technologies, Qardio

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This MGI research report categorizes the Top key vendors in Healthcare Equipment Leasing Market include are Apple, AT&T, Google, Samsung Electronics, Sprint, Telefonica, T-Mobile US, Vendors to Watch Out, Cyberdyne, IHealth Labs, Interaxon, IRhythm Technologies, Lark, Proteus Digital Health, Sotera Wireless, Withings, Emerging Vendors, Biosensics, Cambridge Temperature Concepts, Epson America, Evena Medical, Orpyx Medical Technologies, Qardio.

Get Free Sample Brochure of Healthcare Equipment Leasing Market @ https://www.marketgrowthinsight.com/sample/18221

Apart from this, the valuable document weighs upon the performance of the industry on the basis of a product service, end-use, geography and end customer.

A high focus is maintained on factors such as demand and supply, production capacity, supply chain management, distribution channel, product application and performance across different countries. The report not only offers hard to find facts about the trends and innovation driving the current and future of Healthcare Equipment Leasing business, but also provides insights into competitive development such as acquisition and mergers, joint ventures, product launches and technology advancements.

A quick look at the industry trends and opportunities

The researchers find out why sales of Healthcare Equipment Leasing are projected to surge in the coming years. The study covers the trends that will strongly favour the industry during the forecast period, 2019 to 2025.

Besides this, the study uncovers important facts associated with lucrative growth and opportunities that lie ahead for the Healthcare Equipment Leasing industry.

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Major Classification are:

  •     Short Term
  •     Medium And Long Term

Major Application are:

  •      Hospital
  •     Clinic

Region wise performance of the Healthcare Equipment Leasing industry 

This report studies the global Healthcare Equipment Leasing market status and forecast, categorizes the global Healthcare Equipment Leasing market size (value & volume) by key players, type, application, and region. This report focuses on the top players in North America, Europe, China, Japan, Southeast Asia India and Other regions (Middle East & Africa, Central & South America).

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Key points from TOC:

7 Global Healthcare Equipment Leasing Manufacturers Profiles/Analysis

    7.1 De Lage Landen International

7.1.1 Company Basic Information, Manufacturing Base, Sales Area and Its Competitors

7.1.2 Healthcare Equipment Leasing Product Category, Application and Specification

7.1.2.1 Product A

7.1.2.2 Product B

7.1.3 De Lage Landen International Healthcare Equipment Leasing Capacity, Production, Revenue, Price and Gross Margin (2013-2018)

7.1.4 Main Business/Business Overview

    7.2 GE Capital

7.2.1 Company Basic Information, Manufacturing Base, Sales Area and Its Competitors

7.2.2 Healthcare Equipment Leasing Product Category, Application and Specification

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This Healthcare Equipment Leasing market report holds answers to some important questions like:

  • What is the status of the Healthcare Equipment Leasing market that is segmented on the basis sale as well as types?
  • Which segment will generate more revenue for the Healthcare Equipment Leasing industry in the coming years?
  • Who are the leading international Healthcare Equipment Leasing brands? Which product is consumed more?
  • Which countries are expected to grow at the fastest rate?
  • Which factors have attributed to an increased sale worldwide?
  • What is the present status of competitive development?

Make an inquiry @https://www.marketgrowthinsight.com/inquiry/18221

Related Reports:

Smart Wearable Healthcare Equipment Market Insights – Global Analysis and Forecast by 2025

About Market Growth Insight:

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Data & Analytics

Mind the GDPR Generational Gap!

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DIGITAL NATIVES MOST EMPOWERED BY DATA RIGHTS

A new study by data specialists Wilmington Millennium reveals that Millennials and Generation Z are the most empowered age groups when it comes to protecting their personal information. Sixteen to thirty-four year olds are the most likely to act on the powers afforded to them by GDPR.

Almost half (48 per cent) of Generation Y and Z have taken some action since GDPR was introduced last May, including requesting their personal information is deleted by an organisation, finding out what personal data is held on them by an organisation or contacting the Information Commissioner’s Office (ICO) to make a complaint. By comparison only a quarter of Generation X and a third of Boomers have taken similar steps.

Millennials are most likely to ask for their information to be deleted, with one in three saying that they have already done this. This rises to one in five for the rest of the population. Generation Z are the most likely to both request a data audit (15 per cent compared to an average of nine per cent) and complain to the ICO with 18 per cent saying they had contacted the Information Commissioner to register a data breach or data processing concern. This compares to just 7.5 per cent for the remainder of the population.

Boomers were the least likely to take any action with only one per cent saying that post GDPR they had contacted the ICO, three per cent claiming that they had contacted a business to find out what information is held on them and 15 per cent requesting that their information was removed from a marketing database.

Comments Karen Pritchard, Director, Wilmington Millennium:

“It is interesting that it is the younger generations that are actively protecting their personal information, rather than the older age groups who have been campaigning for greater control over their data rights for years. The discrepancy between the ages groups is significant – for instance 18 per cent of Generation X versus one per cent of Boomers making a complaint to the ICO. Despite this, it shows that GDPR is having a positive impact with consumers becoming increasingly data savvy. This is a good thing as our research shows that the majority of people now believe that marketing communications are better than they were prior to the 25thMay 2018.”

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