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    Multichannel Marketing News for Fashion & Retail Brands

    retail


    We take a look at the latest multichannel marketing news for fashion and retail brands . . .

    Effective Multichannel Marketing Campaign Examples by Econsultancy

     

    In an article published by Econsultancy this week, David Moth considers six examples of effective multichannel marketing campaigns, including those of fashion brands Marks and Spencer, and Topshop.

    Marks and Spencer recently introduced a ‘sell-by-sample’ model whereby, with the use of in-store self-serve kiosks, and style advisors with iPads, customers were able to view the latest ‘flagship store’ womenswear ranges in smaller stores.  The kiosk, which featured a 32” interactive touch screen enabled customers to browse collections, view product details and find out stock availability.  Style advisors were also on hand with iPads that featured the same virtual basket and scanning technology of the kiosk.

    Topshop, created a ‘Wish You Were at Topshop’ campaign, which combined bricks and mortar with their digital presence through the use of iPads and photo sharing app Instagram.  After receiving free style and make-up sessions in store, customers were invited to create a digital ‘Wish You Were at Topshop’ postcard using Instagram. Results of the campaign demonstrated a total reach of 7.5 million consumers with 2,595 unique images created on Instagram.

    Read the original article at: http://econsultancy.com/uk/blog/62319-six-examples-of-effective-multichannel-marketing-campaigns

    French Connection Adopts In Store Shopper Tracking Technology

    French Connection has announced they are to introduce a Retail Mesh platform that will not only provide free wi-fi to shoppers but also track visits and improve customer service. The technology, which was created by Evolution Group, will provide shoppers with a unique code without the need to log in, which will enable sensors to monitor their behaviour.  Opt-in messages will be displayed to shoppers who enter the store, whilst SMS will be delivered to those who have already opted-in. They are said to roll out the platform in their Brighton store over the next three months.

    Read the original article at: http://www.mobilemarketingmagazine.co.uk/content/french-connection-adopts-store-shopper-tracking-tech

    UK Retailers behind American Counterparts in M-commerce

    A study by San Francisco based mobile app company Skava has revealed that just 50% of the top 100 UK retailers have optimised their websites for mobile devices, compared to 100% of US retailers.  Research has found that in Europe revenue from mobile devices accounts for over 1% of all online sales, with a growth rate of 43.1% per year.  Furthermore research company Forrester have predicted that mobile will account for 6.8% of revenue by 2017. With the fast growth in m-commerce, retailers are being urged to respond quickly to the continual shift towards digital, and ensure their websites are optimised for mobile devices.

    Read the original article at: http://internetretailing.net/2013/03/uk-retailers-lagging-behind-american-counterparts-in-m-commerce-despite-demand-from-european-consumers/

    French Connection Campaign to Feature User Created Films

    French Connection’s latest multichannel approach is to feature user created films in a ‘Make a Scene’ campaign that will launch next month.  Visitors to their website are invited to ‘make a scene’ creating a film using pre-shot scenes with actors wearing clothes from the fashion brand.  Film makers can also name the film, select a sound track and choose special effects.  The French Connection website will feature a leader board displaying entries that receive the most shares, as well as offering prizes for the most popular content.

    Read the original article: http://www.brandrepublic.com/news/1174157/French-Connection-campaign-feature-user-created-films/

    Combat ‘Showrooming’ with Better Staff Training & Understanding

    In an article published on internetretailing.net, Paul Skeldon discusses the current ‘showrooming’ trend and how retailers can reduce its effects by ensuring that staff are well trained and have a better understanding of the products they are selling.  Research conducted by retail training company Beyond the Box found that the majority of consumers surveyed felt that retail staff failed to connect with them and their needs, which influences them to shop online. Managing Director of Beyond the Box, Christine Knott, reassures retailers that there are opportunities for them to combat ‘showrooming’ by training staff about the products they are selling, giving them the confidence to converse with consumers.

    Read the original article at: http://internetretailing.net/2013/03/combating-showrooming-with-better-staff-training-and-understanding-warns-study%E2%80%A8%E2%80%A8/

    H&Ms ‘& Other Stories’ Website Unique User Experience

    Fashion brand H&M have launched their sub brand ‘& Other Stories’, described as a ‘diversified fashion collection with great attention to detail and quality at an affordable price’.  Their ecommerce site, which supports their 7 European stores, provides a unique shopping experience, as David Moth considers in this Econsultancy article. He highlights a Pinterest style layout with the focus on collections rather than individual products, where visitors to the site can buy the look as seen on the model.  Customers also have the ability to change to ‘product view’ where they can access product descriptions, prices and available colours.  The ‘& Other Stories’, website also features a simplified checkout process that can be completed in two setps.

    Read the original article at: http://econsultancy.com/uk/blog/62320-h-m-s-new-other-stories-site-offers-quirky-but-fun-user-experience

    CollectPlus Introduces Mobile to Speed up the Collection Process

    CollectPlus, a joint venture between PayPoint and Yodel has introduced mobile technology to its parcel collection service with the aim of speeding up consumer transactions.  Customers with a WAP enabled smartphone can display a collection code, in the form of a barcode to the shop assistant, making their Click&Collect+ service quicker and easier to use.  Chief Executive of CollectPlus, Neil Ashworth describes the aim of the technology is to make it easier for customers to pick up parcels as part of their everyday routine.

    Read the original article at: http://internetretailing.net/2013/03/collectplus-brings-mobile-to-bear-in-speeding-the-collection-process/

     

    How Heart New Media can help . . .

    As a full service agency, we are passionate about creating measurable, results-driven, cross-channel marketing campaigns that will engage with your target audience delivering the right message at the right time across multiple channels to drive sales, customer loyalty and build communities of brand advocates.

    Heart New Media understand that your marketing campaigns needs to be agile, responsive and engaging to your target customers, and with our expertise, we combine compelling interactivity with innovative thinking and creative design to engage with your customers.

    We can design, plan, implement and manage your digital presence for a successful multi-channel approach with services that include:

    •  Multichannel strategy planning
    •  Customer experience research, analytics & tracking
    •  Web design & development
    •  Mobile apps & websites
    •  Mobile marketing
    •  Email strategies & campaigns
    •  Social media engagement
    •  Search (SEO & SEM)
    •  Content & Blog Marketing


    Whether you're looking for support for a one-off campaign or a full integrated cross-channel marketing strategy, we'd love to help. Give us a call on 01621 854 554 for an informal chat.

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