Tag Archive | "Retail"

Affordable, Stat-Based Retail Strategy For Your Agency’s Clients

Posted by MiriamEllis

Retail clients are battling tough economics offline and tough competitors online. They need every bit of help your agency can give them. 

I was heartened when 75 percent of the 1,400+ respondents to the Moz State of Local SEO Industry Report 2019 shared that they contribute to offline strategy recommendations either frequently or at least some of the time. I can’t think of a market where good and relatively inexpensive experiments are more needed than in embattled retail. The ripple effect of a single new idea, offered up generously, can spread out to encompass new revenue streams for the client and new levels of retention for your agency.

And that’s why win-win seemed written all over three statistics from a 2018 Yes Marketing retail survey when I read it because they speak to motivating about one quarter to half of 1,000 polled customers without going to any extreme expense. Take a look:

I highly recommend downloading Yes Marketing’s complete survey which is chock-full of great data, but today, let’s look at just three valuable stats from it to come up with an actionable strategy you can gift your offline retail clients at your next meeting.

Getting it right: A little market near me

For the past 16 years, I’ve been observing the local business scene with a combination of professional scrutiny and personal regard. I’m inspired by businesses that open and thrive and am saddened by those that open and close.

Right now, I’m especially intrigued by a very small, independently-owned grocery store which set up shop last year in what I’ll lovingly describe as a rural, half-a-horse town not far from me. This locale has a single main street with less than 20 businesses on it, but I’m predicting the shop’s ultimate success based on several factors. A strong one is that the community is flanked by several much larger towns with lots of through traffic and the market is several miles from any competitor. But other factors which match point-for-point with the data in the Yes Marketing survey make me feel especially confident that this small business is going to “get it right”. 

Encourage your retail clients to explore the following tips.

1) The store is visually appealing

43–58 percent of Yes Marketing’s surveyed retail customers say they’d be motivated to shop with a retailer who has cool product displays, murals, etc. Retail shoppers of all ages are seeking appealing experiences.

At the market near me, there are many things going on in its favor. The building is historic on the outside and full of natural light on this inside, and the staff sets up creative displays, such as all of the ingredients you need to make a hearty winter soup gathered up on a vintage table. The Instagram crowd can have selfie fun here, and more mature customers will appreciate the aesthetic simplicity of this uncluttered, human-scale shopping experience.

For your retail clients, it won’t break the bank to become more visually appealing. Design cues are everywhere!

Share these suggestions with a worthy client:

Basic cleanliness is the starting point

This is an old survey, but I think we’re safe to say that at least 45 percent of retail customers are still put off by dirty premises — especially restrooms. Janitorial duties are already built into the budget of most businesses and only need to be accomplished properly. I continuously notice how many reviewers proclaim the word “clean” when a business deserves it.

Inspiration is affordable

Whatever employees are already being paid is the cost of engaging them to lend their creativity to creating merchandise displays that draw attention and/or solve problems. My hearty winter soup example is one idea (complete with boxed broth, pasta, veggies, bowls, and cookware). 

For your retail client? It might be everything a consumer needs to recover from a cold (medicine, citrus fruit, electric blanket, herbal tea, tissue, a paperback, a sympathetic stuffed animal, etc.). Or everything one needs to winterize a car, take a trip to a beach, build a beautiful window box, or pamper a pet. Retailers can inexpensively encourage the hidden artistic talents in staff.

Feeling stuck? The Internet is full of free retail display tips, design magazines cost a few bucks, and your clients’ cable bills already cover a subscription to channels like HGTV and the DIY network that trade on style. A client who knows that interior designers are all using grey-and-white palettes and that one TV ad after another features women wearing denim blue with aspen yellow right now is well on their way to catching customers’ eyes.

Aspiring artists live near your client and need work

The national average cost to have a large wall mural professionally painted is about $ 8,000, with much less expensive options available. Some retailers even hold contests surrounding logo design, and an artist near your client may work quite inexpensively if they are trying to build up their portfolio. I can’t predict how long the Instagram mural trend will last, but wall art has been a crowd-pleaser since Paleolithic times. Any shopper who stops to snap a photo of themselves has been brought in close proximity to your front door.

I pulled this word cloud out of the reviews of the little grocery store:

While your clients’ industries and aesthetics will vary, tell them they can aim for a similar, positive response from at least 49 percent of their customers with a little more care put into the shopping environment.

2) The store offers additional services beyond the sale of products

19–40 percent of survey respondents are influenced by value-adds. Doubtless, you’ve seen the TV commercials in which banks double as coffee houses to appeal to the young, and small hardware chains emphasize staff expertise over loneliness in a warehouse. That’s what this is all about, and it can be done at a smaller scale, without overly-strapping your retail clients.

At the market near me, reviews like this are coming in:

The market has worked out a very economic arrangement with a massage therapist, who can build up their clientele out of the deal, so it’s a win for everybody.

For your retail clients, sharing these examples could inspire appealing added services:

The cost of these efforts is either the salary of an employee, nominal or free.

3) The store hosts local events

20–36 percent of customers feel the appeal of retailers becoming destinations for things to learn and do. Coincidentally, this corresponds with two of the tasks Google dubbed micro-moments a couple of years back, and while not everyone loves that terminology, we can at least agree that large numbers of people use the Internet to discover local resources.

At the market near me, they’re doing open-mic readings, and this is a trend in many cities to which Google Calendar attests:

For your clients, the last two words of that event description are key. When there’s a local wish to build community, retail businesses can lend the space and the stage. This can look like:

Again, costs here can be quite modest and you’ll be bringing the community together under the banner of your business.

Putting it in writing

The last item on the budget for any of these ventures is whatever it costs to publicize it. For sure, your client will want:

  • A homepage announcement and/or one or more blog posts
  • Google Posts, Q&A, photos and related features
  • Social mentions
  • If the concept is large enough (or the community is small) some outreach to local news in hopes of a write-up and inclusion of local/social calendars
  • Link building would be great if the client can afford a reasonable investment in your services, where necessary
  • And, of course, be sure your client’s local business listings are accurate so that newcomers aren’t getting lost on their way to finding the cool new offering

Getting the word out about events, features, and other desirable attributes don’t have to be exorbitant, but it will put the finishing touch on ensuring a community knows the business is ready to offer the desired experience.

Seeing opportunity

Sometimes, you’ll find yourself in a client meeting and things will be a bit flat. Maybe the client has been disengaged from your contract lately, or sales have been leveling out for lack of new ideas. That’s the perfect time to put something fresh on the table, demonstrating that you’re thinking about the client’s whole picture beyond CTR and citations.

One thing that I find to be an inspiring practice for agencies is to do an audit of competitors’ reviews looking for “holes” In many communities, shopping is really dull and reviews reflect that, with few shoppers feeling genuinely excited by a particular vertical’s local offerings. Your client could be the one to change that, with a little extra attention from you.

Every possibility won’t be the perfect match for every business, but if you can help the company see a new opportunity, the few minutes spent brainstorming could benefit you both.

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When It’s Game Time for Retail New Relic is There, Says CEO

New Relic provides deep performance analytics for every part of a business software environment. It enables companies to easily view and analyze massive amounts of data, and gain actionable insights in real-time. Whether it’s for a popular mobile app, an online video game with millions of users, or a huge ecommerce platform, they all rely on critical New Relic insights to keep revenue flowing.

Lew Cirne, founder and CEO of New Relic, talks about how critical real-time insights from New Relic are to a companies revenue stream in an interview with Jim Cramer on CNBC:

When It’s Game Time for Retail New Relic is There

For retail obviously, so much of their business, particularly their web business depends on a very small number of days; Black Friday, Cyber Monday, etc. That’s game time. That’s the moment of truth. That’s when we’re working our hardest to make sure our software is there to make sure our customers can see what’s going on in real-time. Our customers were thrilled with the performance and availability that they delivered which turns into business results.

If your site is slower or down on Cyber Monday, forget it, you’re going to miss your quarter. You may never recover from that because you also have a brand hit. So it’s so vital. This is not nice to have software. Anybody who is competing on their software needs New Relic’s platform in order to succeed.

We’re a Massive Cloud Operation

We’re a massive cloud operation. We’re collecting millions of data points every second from mobile applications and from cloud infrastructure every time somebody’s pressing a button to buy something and every time someone’s watching this video on the CNBC app. We’re measuring the health of that and we do that on a massive scale. That’s one of the things our customers love.

When Fortnite said, “Hey we’ve got this huge app. It’s the biggest in the world and we want to monitor on New Relic.” We’re like great. Your biggest day is just another day for us. We collect so much data and we can do it for you.

New Relic Monitors Fortnite to Keep it Running for Millions of People

Epic Games is the company that created Fortnite and if you have kids or you’re into games this game has taken the world by storm. It’s the most popular game in the world. If that game is not working millions of people know about it and the company is affected.

So they rely on the New Relic platform to see everything in real-time on how that game is performing. It’s a very complex piece of software that has to work flawlessly in real-time. We measure everything going on in that game so that the builders of Fortnite can keep it running for millions of people 24/7.

There are different companies that do different things around observing what’s going on in this space but were the applications-centric company. What does that mean? It means that when you’re playing Fortnite what you’re doing is you’re using software.

We’re measuring the software in real-time. We do it in a cloud platform that integrates what’s going on in the software with the infrastructure and with the end-user experience, like the mobile app. We see all that together and do it in one unified platform and our customers love us for that.

New Relic Helps CNBC Scale Mobile App in Real-Time

At CNBC, you just launched an incredible new revenue app in the fall and it’s amazing. I use it a lot and I love it and again this is an app that’s getting a lot of uptake. I was talking to the team and they said customers love what the app is doing for them and they want to use it more and more. That means they have to scale.

When more and more people are using that app how are you able to handle the scale when people want to see the news in real time and want to see the stock quotes in real time? We provide them the visibility that gives them the confidence to move faster and scale to this amazing demand that the CNBC app is generating.

New Relic Helps Companies Move Fast in a Multi-Cloud World

This is so important to our customers. It’s clear that we’re entering a multi-cloud world. Obviously, Microsoft’s doing well and Amazon doing very well. We had a great show at re:INVENT. And there’s some hybrid cloud as well. What our customers are saying no matter where my software is running I want to see it all in one place. I’m sick of moving from one tool to another to see a complete picture. They turn to the New Relic platform to see it all in one place. That enables them to move fast with confidence.

Anywhere there are systems that need to perform well and scale well, those are systems that need New Relic. What we say to our customers is building great software is not easy, but it is the foundation upon which companies can build great competitive advantage. We want to partner with our customers to deliver amazing software that delights our customers and grows their business.

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Nike Makes the Integration of Digital and Physical Retail a Reality

Nike has created an amazing store in New York City that truly integrates the digital experience with physical retail. The worlds of physical and digital are not really separated for consumers the way we may have thought says Heidi O’Neil, the President Nike Direct. Clearly, brick and mortar retail is not dead, it’s just changing and Nike is showing the world how it can be done.

Heidi O’Neil, President of Nike Direct and Sean Madden, Senior Director of Product at Nike Direct were interviewed about Nike’s New NYC technologically enhanced flagship store by Katherine Schwab of Fast Company. You can watch the full video below:

Physical and Digital Together Create an Incredible Consumer Experience

“It’s interesting with all of the medium crests around the death of retail, what we found, at least with our Nike consumers, is over 80 percent of consumers actually want a physical experience as part of their shopping experience,” says Heidi O’Neil, President of Nike Direct. “The worlds of physical and digital are not really separated for consumers the way we may have thought about it when we were thinking about the death of retail. In fact, they can really support each other to make an incredible consumer experience.”

Get Every Item on a Mannequin Head-To-Toe Digitally

“When you come in you’ll be welcome to Nike New York,” explained Sean Madden, Senior Director of Product, Nike Direct. “On the smartphone screen is what we call Retail Home. We found based on a lot of research that consumers really love mannequins, but they get really frustrated when they can’t find the product that’s on the mannequin. Is it in your size? Is it in your color?

“We’ve built a system where the consumer can simply scan a QR code and they’ll get every item that a mannequin is dressed in from head-to-toe digitally,” said Madden. “We’ve also enabled consumers to build a virtual Try-On List. They can then choose their size and have it sent right to their fitting room.”

Smart Fitting Rooms Offer Lighting Options

“Not only will the product will be waiting for you in the fitting room we’ve also introduced the ability for you to customize the look with lighting so you can see how the product looks on you and will perform in different lighting conditions,” he said. “We want consumers to understand how the product will look in different conditions, especially the New Yorker who is going from their house to sport to work to life and they want a product that can flex with them. They also take a lot of selfies in fitting rooms so good light and an interesting room really helps with that.”

Data Powers the New Nike Speed Shop

“We use data to inform the assortment with New Yorkers favorites in the Speed Shop,” said O’Neil. “Then what we’re also able to do from a data perspective is we’re able to take all the selling information and all the data from what’s happening in the five other floors of the store to have a trendy now experience in the Speed Shop. So as a New Yorker you don’t have to spend half the day here, a couple hours there, you can just go and say I’m getting the absolute best of this store curated for me and refreshed in the day, in the hour.”

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Microsoft Ventures Into Checkout-Free Retail, Takes on Amazon

Microsoft is reportedly taking on Amazon, as the company ventures into retail territory. The company is said to be looking into checkout-free shopping, an innovation that Amazon has pioneered.

Reuters reported that at least six people have talked to them about Microsoft developing technology that will give retail companies the option to have cashier and checkout-free shops. Microsoft is said to have partnered with fellow Redmond-based company AVA Retail. The company develops systems that can collate information about shoppers. This time around, it will be working with the renowned software company on innovations that could be used on brick-and-mortar stores.

Interestingly, Microsoft will not be installing said technology in their own stores. According to the sources, it has instead reached out to Walmart about the possibility of a joint effort. If this pushes through, the two companies could give Amazon a run for its money.

Microsoft is said to have around 10 to 15 employees working on researching and developing their new retail technology. There aren’t a lot of concrete details at the moment, but one report said the research team has explored using cameras attached to shopping carts as a means to track the customer’s purchases.

If successful, this could potentially do away with the need for cashiers. It also means a store won’t need to put up hundreds of cameras the way that the Amazon Go pilot store did.

This approach suggests that Microsoft is looking to offer retailers a more cost-effective system. Stepping into the checkout-free store arena would also pit the software company against retail giant Amazon. Heated competition between the two is nothing new. Microsoft’s Azure cloud service is second only to Amazon’s AWS.

Walmart has declined to comment on the news and a Microsoft spokesman said the company “does not comment on rumors or speculations.”

There’s no question that Amazon leads the way when it comes to changing the face of retail. If Microsoft or other businesses want to get ahead of the company, or at least be on the same standing as Amazon, they better get a move on.

Amazon has already opened to the public its first cashier-less convenience store, Amazon Go, in Seattle early this year. Shoppers entering the store are required to swipe an app which enables computer-vision technology to monitor and track them and their purchases as they walk around the store. Once done with their shopping, consumers simply walk out and their purchases are charged via their Amazon app.

[Featured image via Pixabay]

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Can Google Express help traditional retail level the playing field with Amazon?

The enemy of my enemy is my friend for Google and major retail partners.

The post Can Google Express help traditional retail level the playing field with Amazon? appeared first on Search Engine Land.



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Latest Chart Shows How Quickly Amazon is “Eating the Retail World”

CNBC is reporting that MKM Partners analyst Rob Sanderson’s latest chart shows a striking gap that has widened between Amazon and store-based retailers (Wal-Mart, Taraget, Costco, Home Depot, etc.) over the past year. While Amazon still only boasts a 5 percent share of total retail sales, excluding food, across the country, according to data from the U.S. Census Bureau, Sanderson’s chart shows Amazon, in the categories that the company serves, growing its market share, as brick-and-mortar retail sales are on the decline.

The median growth for what MKM Partners calls the top-20 U.S. retailers was 2.4 percent in the fourth quarter of 2016, 0.8 percent during the first quarter of 2017, and is forecast to decline by 0.2 percent in the second quarter this year, the firm said.

Notice how the gap completely shifted starting from 2013.

The latest hike in Amazon’s share price is “becoming large enough to make an impact,” Sanderson wrote. “This [trend] does not end well for traditional retailers and many will go the way of Borders and Circuit City, leaders in the first two large categories disrupted by Amazon.com.”

Sanderson states simply that Amazon is the “best long-term growth story available to investors today”

With an Amazon-Whole Foods deal in the making, pressure is about to hit traditional grocers head-on, as an internet giant takes on the “high-frequency” fresh foods market, MKM Partners added. “[P]ressures on traditional retailers will only get worse.”

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Shopify Sees Future of eCommerce in Retail

“Retail is not the same. Shopify is enabling merchants to do everything, from anywhere.”
- Lynsey Thorton, Shopify Director of User Experience Design at Unite 2017 Conference

Shopify’s newest product announcement by Satish Kanwar, VP of Product, can be described as their certainty of eCommerce and retail becoming one. The Chip & Swipe Reader will boost in-person selling for the eCommerce platform’s over 375,000 partner shopping sites:

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eBay CEO: We’re Seeing The End of Retail As We Know It

UPDATE: After years of huge losses and store closings, Sears warned investors that it has “substantial doubt” it will stay in business. Sears also owns Kmart.

As noted here recently, the well-established retail giants have seen significant loses the past few years. This downward trend hit a breaking point at the close of the holiday shopping season in a way that will very likely alter the retail industry this year and forever.

“The fourth quarter of last holiday season was a really important moment,” eBay CEO Devin Wenig told CNBC’s “Closing Bell” from the Shoptalk Conference in Las Vegas. “I think it was an inflection point where that was the end of retail as we know it. And I do think the restructuring of this industry is going to happen faster than a lot of people think…. the fourth quarter is the moment that people will look back on and say, ‘That’s when the current structure of the industry was irretrievable.’”

Wening continues, “I’m not sure all the retailers are going to even make it, in a healthy economy, to this holiday season,” Wenig said. “And I do think you are going to see drastic changes in store footprints and what stores do.”

While the eCommerce industry saw another record holiday shopping season with gains over the previous year, retailers including JCPenny, Macy’s, HHGregg and Sears have announced a large number of stores closings.

Wenig said he doesn’t think stores are completely going away, but that stores must be a “mini distribution center” to succeed.

“I think the complete death of stores has been greatly exaggerated,” Wenig said. “The consumer wants stores. The entire world will not be online. But there are both capacity and utility issues in retail. People don’t like poor store experiences.”

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eCommerce Has Just Conquered Another Retail Giant

Due to what has been coined as The Amazon Effect, 61 year old electronic retail behemoth H.H. Gregg is expected to file for Chapter 11 bankruptcy this week. After announcing last week the closing 40% of it’s retail locations (88 mega-stores) and 3 distribution centers for profitability restructuring purposes, sources close to the matter said that the filing is days away.

As Nasdaq outlined this morning, HHGregg’s 24% sales plunge in the holiday quarter, compared to Amazon’s 22% rise, is yet another indicator of how Amazon’s multi-channel eCommerce strategy fits perfectly into consumers’ needs and spending habits.

This has especially proven true in the area of shipping , where Amazon has turned what once was a long, tedious experience into a “click, buy and at your door” delightful whirlwind.

More importantly, this eCommerce uptick is in no way exclusive to Amazon, who is seen as a key indicator in the industry. eCommerce websites of all shapes and sizes have tremendously improved the customer experience. There is absolutely no sign that the eCommerce industry is even close to slowing down. As the brick and mortars continue to clunk along, while also balancing low, competitive profits margins, customers will continue choosing options that generally take less time and effort while also being provided a smooth, personalized digital experience. And when that service includes swift delivery to your home, it’s harder to convince customers to jump in their cars and hunt down a parking spot at the suburban mall or on Main Street. But if this retail/eTail trend continues, finding that parking spot won’t be too difficult.

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Facebook Announces Inventory-Smart Dynamic Ads for Nearby Retail

Facebook is getting better at competing for brick & mortar ad dollars, announcing an ability to tie a retailers inventory into their product ads, so that they aren’t advertising out of stock items. Very smart and necessary to compete with Google for online retail ad dollars.

Just this past June, Facebook added features to track in-store purchases prompted by a retailers Facebook ads. We wrote at the time:

This is the holy grail for convincing brick and mortar advertisers that Facebook is an effective platform to drive in-store business, assuming the data shows their advertising working. It could also be Facebook’s achilles hill if advertisers discover that their ads aren’t driving business.

Tying ads to inventory is a way for Facebook to increase click to conversion percentages. This lowers a marketers ad cost per sale, and is an especially important metric which retailers use when considering their ads effectiveness.

The inventory feature is targeted toward large retailers like JC Penny, Nike and Coach, of which many have been insisting on connecting their local inventory availability before they make large Facebook marketing commitments. Facebook is still in the very early stages of their attempt to make their platform a local retail sales channel.

Facebook, with this new feature, gives retailers the ability to create customize creative for every store location based on local product availability, pricing or promotions. This is a major step toward attracting the big brands and is a continuation of where they see most of their ad revenue coming from in the future.

Consumers are now using their mobile phones to price check, look for coupons and compare products while in the store and they are also continuing to engage in social media. Facebook aims to take advantage of this and over time change the mind-set of their users about Facebook, making it about both social exchange and ecommerce and in-effect combining the two.

“If a fashion retailer wishes to advertise a nationwide sales event happening at every store, dynamic ads for retail will only showcase products that are in-stock at a nearby store and display the price found at that location,” said Facebook in a blog announcement of this feature. “As the ads are linked to the local product catalog, if a product sells out in one store the campaign automatically adjusts so that people in that region will no longer see it advertised. Product selection for each ad can be optimized based on people’s online and mobile shopping behavior.”

screen-shot-2016-09-20-at-2-56-12-pm

Facebook describes their dynamic retail ads this way:

  • Local availability: An availability indicator on the ad shows people that a product is available at a store near them, and the store locator makes it easy for people to get directions.
  • Product summaries: Advertisers can use Facebook-hosted product summaries to give potential shoppers the information they need without leaving the Facebook app.
  • Different actions: Product summaries include ways for people to take actions like contacting the nearest store, buying online, or saving the product for future reference.
  • Similar products: Similar products available at the nearest store are featured so people can browse the aisles right from their phone.
  • Facebook says that they are currently testing dynamic ads for retail with advertisers including Abercrombie & Fitch, Argos, Macy’s, Pottery Barn and Target. They will be expanding to more retailers in the coming weeks.

    “Extending the power of Facebook’s dynamic ads to in-store inventory opens up exciting new possibilities for Macy’s as an omni-channel retailer,” says Serena Potter, Group Vice President Digital Media Strategy at Macy’s. “We were excited to be the first up and running with Facebook’s dynamic ads for retail as it truly allows us to personalize product ads based on online behavior and inventory at the nearest Macy’s store. This bridges our online and offline channels to deliver a more engaging, relevant, and useful experience to shoppers.”

    Facebook Also Introduces Store Visits Objective Options

    “We’re also introducing our first marketing objective built specifically for advertisers to drive more people to their stores or business locations,” noted Facebook. “The store visits objective builds on the geo-targeting and ad format features of the local awareness ad solution and introduces store visits as the primary reporting metric and a new optimization model.”

    They have added features to let retail brick & mortar advertisers add an objective defined by the marketer in order make their marketing more efficient. They said that Albertsons grocery store used this in beta tests that decreases their cost-per-store-visit by 40 percent.

    Also added were improvements to geo-targeting, where advertisers can now define a geo radius based on population density and desired reach.

    All of these features are only available in mobile Facebook advertising.

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