Research has shown that almost 56% of British consumers will be spending nearly half of their Christmas shopping online this year. Others have also estimated that 8 out of 10 consumers will be considering online Christmas shopping. It is not surprising that British retailers have been investing a substantial amount of their efforts to embrace this once-in-a-year opportunity since several months before Christmas.
Despite the optimistic figures, some concerns remain amongst the retailers. It is one thing to browse on eCommerce website, but it is quite another thing to click the ‘purchase’ button for the consumers. Approximately 48% of the online shoppers are likely to quit shopping, leaving their shopping carts hanging there, abandoned and eventually forgotten.
So what is demoralising them?
Christmas time not only brings jolly and delightful feelings, but the time also makes people stressed and occupied with planning parties and finishing off their big projects before starting their holidays. And they are less likely to enjoy the complicated and time-consuming eCommerce procedures, forcing them to abandon their shopping baskets before completing the payments. It is the hard-to-follow structure, slow loading website or simply the unexpected delivery cost that make consumers switch to competitors or in-store shopping. Retailers cannot afford to lose these key shoppers whose expected average Christmas expenditure is 375 pounds per person.
(Picture from Ag Report 365 http://agreport365.com/christmas-shopping-stress-fight/)
Christmas is just around the corner: What can we do at this stage?
Marketing strategy during Christmas encompasses an early preparation. Yet, there are still some actions that can be taken to avoid the ‘lost-consumer’ problem. The most straightforward solution, probably, is to send them the reminder emails. Big retailers such as John Lewis and QuickSilver use ‘Cart Abandonment Email’ to remind their consumers of the unfinished shopping activities. Their emails feature precise messages with images of items and the links that direct consumers back to their shopping carts.
However we also need to look at the root cause. In other others, to tackle the tedious eCommerce shopping experience by adding more fun and creative elements of your company. For example, use of videos and photos featuring your team dressed in Santa costumes might attract the consumers’ attentions, making the process less monotonous.
Christmas-themed deals or promotions should be renewed and updated every couple of days to encourage your online customers to visit your website regularly. By offering vouchers that can be used in January 2014, it will not only ensure returning customers but also less chance of losing shoppers to the competitors. Similarly offering promotion code on the spot will prevent your consumers from leaving to other websites, looking for better offers. Your online sales will be likely to increase if you improve the cost of delivery. Given that consumers abandon their carts due to unexpected total prices at the final process of online shopping, companies may need to reduce the delivery fees, if not free, on orders that exceed certain amounts. This can provide some incentive for the consumers to spend more and at the same time avoid disappointments.
The most basic way to enhance online conversion rate is to revise the technicality and accessibility of your website (yet, many tend to underestimate this). The speed of website download determines the conversion rate, and therefore the volume of your Christmas sales. Ensure that your eCommerce website operates effectively and speedily for every type of device.
As mentioned earlier, Christmas marketing strategy requires a long-term planning. This may involve the development of a personalized online shopping website, or incorporation of a range of social media methods to make online shopping more fun an interactive. In a busy time like Christmas, consumer attitudes are even more volatile. Retailers must make sure their eCommerce sites are precise, easy-to-follow, and speedy to avoid the ‘missing payment’ or ‘lost consumer’ situations.
Some are changing their look, some are just going for a session at the beauty parlour, some are coming back after years in the closet – it looks like recently the word has been “relaunch”, for a lot of brands, though.
Voilà les news:
From MediaTel: ‘IPC Media has announced a ‘major redevelopment’ of popular title NME, which is set to relaunch on 9th October.
Under editor Mike Williams, changes include a redesigned logo, a greater Radar section both in print and online, new franchises and an enhanced ‘reviews’ section.
The magazine currently boasts a global audience of 3.4 million every week, and Williams commented that it is ‘vitally important’ for NME to continue to push things forward and innovate.’
From Sky News: ‘Supermarket giant Tesco has relaunched its premium food brand for the first time in 15 years, as it tries to stem a slump in profit.
The new lines have been released just days after it revealed a 23.5% pre-tax profit plunge in its half-year result.
Britain’s biggest retailer said the update to its ‘Tesco finest’ food lines will include 400 new products, with 75% of the 1,500 product range being either new or improved.’
From Marketwired: ‘SUNNYVALE, CA- (Marketwired – Oct 7, 2013) – Eastwick, a leading independent strategic communications firm focused on technology, today announced that Siemens Enterprise Communications has selected the agency to lead the earned and social media programs as well as content and messaging strategy for the company as it moves toward a major rebranding and relaunch. Unveiling of the new brand and new name will take place during a global online broadcast event on October 15, 2013.
Siemens Enterprise Communications, a leading global provider of unified communications solutions, has garnered significant industry interest over past months with their announcement of Project Ansible, a visionary real-time collaboration and communications platform bringing together voice, video, social media and search into a smart, seamless, intuitive enterprise experience.’
And, last but not least, Italy’s most famous egg nog is back in business!
The history (from the new website – http://www.vovzabajone.it): in 1845 ‘Gian Battista Pezziol decides to use the yolks, mixing them with Marsala wine, sugar and lots of LOVE, in order to create a liquor with a natural and simple recipe, which he will call “Vovi“ (“eggs”, in Venetian language). Pretty soon the liquor became a hit, crossed the borders of Veneto, and changed name: VOV. Still, to this day, all over the place, the name stands for the REAL egg-based liquor.’
Whole Lotta VOV!
The website is quite fresh and proudly made by, well, us. Yeah.
What do you think?
Photo sources: NME, Wikipedia & Appnova
What is happening to McDonald’s? Is the brand going bananas, or is it about to make the smartest move ever?
From RocketNews24: ‘McDonald’s Japan recently unveiled the Quarter Pounder Jewelry series of premium high-class burgers, laughing at your conventional definition of fast food. But at 1,000 yen (US$9.93) without fries or soda, and including quality ingredients such as truffle sauce, pineapple, or chorizo, these fancy burgers are unusual menu items for a fast food chain.’
TAXI – The Global Creative Network reports: ‘To match up to the quality of the premium burgers, the fast-food giant also packed them in exquisite-looking minimalistic packaging.
As opposed to its brown paper bags, McDonald’s used glossy white paper bags—much like those you’d receive when you shop at fancy branded outlets—that were printed with “golden arches” in gold foil on the front.
Each burger was also wrapped with a gold-colored paper sleeve, and placed in a luxury-watch-box-packaging lookalike of a glossy white paper box.
Would you pay more for McDonald’s if they used quality ingredients and posh packaging? Or is this just decadent?’
Here’s one of the comments left by the users: ‘This is a prime example of putting lipstick on a pig…’
And a collection of pictures of said luxury junk delicacies.
This is what they look like in real life, anyway.
Meanwhile, in France, the new ad campaign features close-up photos of chips, a Big Mac, a Filet-o-Fish, and other products. No text. No copy. No logo. Nothing but the product.
“Minimalistic” is the word.
A concept that is growing popular, recently, especially when it comes to luxury brands. As a great article – ‘the Rise of the Unbrand’ – on the Harvard Business Review puts it, ‘Today, some major mainstream brands are even removing their logos voluntarily. Take Selfridges & Co. The UK-based company was voted Best Department Store in the World at the Global Department Store Summit in 2012. With stores in London, Birmingham and the Manchester region, they are experimenting (and succeeding) with a very counter-intuitive brand strategy of creating silence. As part of their “No Noise” initiative, they’ve launched something called The Quiet Shop, a store-within-a-store for which some of the world’s most respected brands have actually removed their logos. These “de-branded products” includes the very-well-known brands Levi’s, Creme de la Mer and Beats by Dre — just without their signature logos.’
So, is McDonald’s trying to appeal to Gen Y – which, as we said elsewhere, lives and loves the paradox of the concepts of luxury and junk, sort of Apollonian and Dionysian dichotomy – and reinvent itself as a thoughtful and decadent luxury brand, or have they just lost the plot?
Talking about junk food, Japan and decadent stuff, this photo was posted by a Burger King employee, who was fired after it went viral. There is the allure of capitalism, a crucifixion that reminds us of Mantegna and Guido Reni, the sadness of post-Marxism, and a bucket full of God knows what, here.
And here’s the good old junk approach: no vain ambitions, no frills, no exotic dreams of luxury and pineapple in burgers, just the ultimate Call to Action – “Got a couple of bucks? Good, come here and give it to us.”
What do you think?
Appnova’s new HQ is in Covert Garden. We absolutely love it. Covent Garden is like ice cream – you’ll never get tired of it.
Here’s a series of interesting and unusual facts about Covent Garden.
In 1632 the 4th Earl of Bedford, Francis Russell, commissioned the renowned architect Inigo Jones to develop the area into a luxury neighborhood. Heavily influenced by Italian piazzas, Jones created London’s first public square, surrounded by arcaded buildings and dominated by the church of St. Paul.
The first sandwich ever eaten by that name is claimed to have been consumed in the Shakespeare’s Head in Covent Garden by the Earl of Sandwich, in 1762. Sandwich was a keen gambler who when snacking at the gaming tables had his meats put between slices of bread to keep his fingers (and the cards) free from grease.
Eliza Doolittle, the central character in George Bernard Shaw’s Pygmalion, is a Covent Garden flower seller.
A lock of Mick Jagger’s hair is up for sale at auction house Bonhams next month with a guide price of between $2,400 and $3,000. Mick Jagger’s hair was snipped from his mane in the early 1960s and kept by relatives of one of his first girlfriends, Chrissie Shrimpton, a Covent Garden secretary he famously dated while a student at the London School of Economics.
And here’s a series of great images, nicked from “Old Covent Garden: The Fruit, Vegetable and Flower Markets” and “Covent Garden Then & Now”, both by Clive Boursnell.
About this photo, Clive Boursnell says: “Everything was on the move: the ever-changing colour of the light, the kaleidoscope of shapes…Then a blast from a truck’s horn, a voice from a cab window: ‘Out the fuckin’ way, dreamer boy.'”
What do you think?