With the Holidays in full swing, consumers are eager to snag the perfect gift for friends and family. This undoubtedly equates to increases in both foot traffic in malls and retailers and spending budgets. Brands have an opportunity during this time to capitalize on these shopper behaviors by creating Holiday promotions that also solve common Holiday problems. We’d like to share with you a few examples of Holiday-themed point-of-sale programs we’re currently running for our clients, which solve some common Holiday problems.
Image Source: AdWeek
Our previous blog post from The Lab concluded with the takeaway that virtual reality (VR) and its viewing devices are proving to be invaluable resources when it comes to bringing a brand’s positioning and personality to life. One VR campaign, in particular, that caught our eye comes from The North Face store in South Korea
(Photo cred: Digiday)
Millennials. Seems like we can’t go a day without hearing the word. If you’re a marketer, you’re especially familiar with the term and if you’re a retailer, you’re doing anything you can to appeal to this important group. A quick reminder as to why we’re so obsessed with millennials: the group is expected to collectively spend more than $200 billion annually beginning in 2017 and $10 trillion in their lifetimes (Ad Age). We know a lot about millennials at Alcone and our Retail Lab tracks new technology and innovation in retail, which is often directed at millennials.
The latest innovative idea aimed at millennials that we’d like to discuss today is from Macy’s called “One Below”.
Traditional retail tactics are going out of style. Consumers are demanding innovative retail solutions that provide the ease, efficiency, and personalization they’ve come to expect from shopping online. From digital dressing rooms to on-demand customization, retailers are beginning to recognize the importance of creating consumer experiences that go beyond traditional shopping conventions.
Alcone loves retail. It excites us, inspires us, motivates us, and challenges us. As a top retail activation agency, we stay on top of trends, innovation, and patterns. The digital age has especially paved the way for new formats and environs, with growth continued to be projected in e-commerce. According to the Boston Consulting Group, US e-commerce sales are expected to grow from $300 billion in 2014 to some $500 billion in 2018. And let's not forget mobile- one of the fastest growing digital channels. According to eMarketer, 71% of US digital buyers will be mobile buyers this year and that number is projected to increase steadily over the next five years. Given this data and more, we can't help but wonder: "Does this mean brick-and-mortar is dead?". We actually make the case that brick and mortar is not dead, and here are some compelling reasons why:
Over the past couple weeks, we’ve been sharing the latest digital and social trends that have been inspiring us here at Alcone. Here’s what our Retail/Shopper Center of Excellence team discovered in the world of consumer activation…
Since 2010, Alcone has worked with Arby’s on their promotional marketing and in-store merchandising, supporting successful campaigns around featured items and new product introductions. When Rob Lynch came on board as Brand President and CMO last September, he dove into his new role with an exceptional passion for QSR and a determination to challenge conventional thinking.
Rob generously agreed to speak with us about his marketing philosophies, and how he’s going to help Arby’s grow within the competitive QSR landscape. Below is an excerpt of our conversation:
It's no secret that marketing often utilizes heartstring-tugging, "awww"-inducing imagery to garner consumer attention, and animals are frequently the go-to talent for delivering a cute and emotionally compelling story (and shopping power). There's a certain difficulty that comes with balancing melancholy and hopeful, yet Omnicom sibling DDB Singapore memorably succeeded with their uplifting "Home for Hope" campaign. This clever program shed vital light on Singapore's widespread homeless animal issue, and was activated with a simple insight: pets can make a house feel more like a home.
The work we do as an activation agency is in many ways similar to creating a "hit song". We're looking to capture more than just the attention of the consumer. We want to capture the "heart and soul" of the consumer - we want to get "in their head". We want our activation program to become part of them - the way a hit song becomes part of them - for at least a brief period of time.
Here's one of the best activation campaigns I've seen in years. Watch the case video first...you'll understand what I'm talking about: Intermarché “Inglorious Fruits and Vegetables”