channel checks: experiential summer campaigns in€¦ · 05/07/2017  · with some retailers that...

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1 Deborah Weinswig, Managing Director, Fung Global Retail & Technology [email protected] US: 917.655.6790 HK: 852.6119.1779 CN: 86.186.1420.3016 Copyright © 2017 The Fung Group. All rights reserved. July 5, 2017 Our Channel Checks reports feature observations from our recent store tours. In this report, we look at experiential summer campaigns in UK retail. 1) Brands and retailers are investing more in experiential marketing, with new technologies such as virtual reality (VR), augmented reality (AR) and the Internet of Things (IoT) providing a boost. 2) In June, retailers Topshop and Jo Malone used in-store experience to engage with customers and boost their social media presence. 3) John Lewis’s Gardening Society Rooftop creates a space that offers food, drink, a workspace and even fitness classes to engage their customers. 4) Brent Cross shopping mall’s artificial beach has brought a family-friendly attraction to North London, and it includes social media competitions. Channel Checks: Experiential Summer Campaigns in UK Retail Deborah Weinswig Managing Director, Fung Global Retail & Technology [email protected] US: 917.655.6790 HK: 852.6119.1779 CN: 86.186.1420.3016

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Page 1: Channel Checks: Experiential Summer Campaigns in€¦ · 05/07/2017  · with some retailers that are offering exciting experiential campaigns this summer. We begin by providing some

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DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.

April6,2017

July5,2017

OurChannelChecksreportsfeatureobservationsfromourrecentstoretours.Inthisreport,welookatexperientialsummercampaignsinUKretail.

1) Brandsandretailersareinvestingmoreinexperientialmarketing,withnewtechnologiessuchasvirtualreality(VR),augmentedreality(AR)andtheInternetofThings(IoT)providingaboost.

2) InJune,retailersTopshopandJoMaloneusedin-storeexperiencetoengagewithcustomersandboosttheirsocialmediapresence.

3) JohnLewis’sGardeningSocietyRooftopcreatesaspacethatoffersfood,drink,aworkspaceandevenfitnessclassestoengagetheircustomers.

4) BrentCrossshoppingmall’sartificialbeachhasbroughtafamily-friendlyattractiontoNorthLondon,anditincludessocialmediacompetitions.

Channel Checks: Experiential

Summer Campaigns in

UK Retail

Deborah Weinswig

Managing Director,

Fung Global Retail & Technology

[email protected]

US: 917.655.6790

HK: 852.6119.1779

CN: 86.186.1420.3016

Page 2: Channel Checks: Experiential Summer Campaigns in€¦ · 05/07/2017  · with some retailers that are offering exciting experiential campaigns this summer. We begin by providing some

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DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.

April6,2017

July5,2017

IntroductionThisChannelChecksreportwrapsupourstoretoursatretailersinLondon,withsomeretailersthatareofferingexcitingexperientialcampaignsthissummer.WebeginbyprovidingsomecontextonexperientialmarketingintheUK.

ExperientialMarketingIsGrowingExperientialmarketingisastrategythatisusedtodirectlyengagecustomerswithaproductorservice,inanin-person,one-on-onemanner.Itdifferstoregularmarketinginthatconsumersarenotpassivereceiversofmessages,butinsteadareinvolvedintheco-creationofmarketingprograms.TheevolutionoftechnologiessuchasVR,ARandIoThashelpedtoboostexperientialmarketing—and,aswediscussbelow,TopshopisoneretailerthathasusedVRinthisway.

• ReadmoreaboutIoTinretailhere.

So,whyshouldretailersencouragecustomerstoparticipateinthemarketingprocess?A2017surveybyYouGovasked1,200USadultswhatinnovationstheywantretailerstoincorporate,andfully86%ofshopperslike"experiencestores,"wheretheycantestortryproducts,butbuyonline.

InanothersurveybymarketingserviceproviderFreemanofover1,000ChiefMarketingOfficersintheUS,EuropeandAsia,59%ofrespondentsagreedthatbrandexperiencescancreatestrongerrelationshipswithaudiences.ThiswasattributedtomillennialsandGenZerspreferringtotellothersaboutsomethingtheyhavedoneratherthansomethingtheyhavebought,andbecauseoftheappealofsharingexperiencesonsocialmedia.

AccordingtomarketingplatformPearlfinders,2016sawthesecondconsecutiveyearofsignificantgrowthincorporatespendingonmarketingexperiencesandevents,withthenumberofUKbrandslookingtoinvestinexperientialcampaignsup40%in2016onthepreviousyear.Freemanresearchalsoforecaststhatoneinthreeglobalmarketersexpectstoallocateuptohalfoftheirbudgettoexperientialmarketingby2020.

Formostretailers,thepursuitofvolumesalesandpricecompetitivenessisessential.However,investmentinthebrandexperienceisimportant,too,andexperientialmarketingcaninjectvitalityintoretailers’brandsandhelpthemconnectwiththeirtargetcustomers.

86%ofshopperslike“experiencestores”andenjoytestingortryingproducts.

Experientialmarketingcaninjectvitalityintobrands.

Page 3: Channel Checks: Experiential Summer Campaigns in€¦ · 05/07/2017  · with some retailers that are offering exciting experiential campaigns this summer. We begin by providing some

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DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.

April6,2017

July5,2017

ChannelChecks:ExperientialSummerCampaignsTheFungGlobalRetail&Technologyteamvisitedspecialistretailers,departmentstoresandmallsinLondonthatwereusingexperientialsummercampaigns.Allvisitstookplaceonaweekday,whentheweatherwaswarmandeachlocationhadhighfootfall.

TopshopVirtualRealitySlideTomarkthestartofsummer,BritishfashionretailerTopshoptransformedthefrontwindowofitsflagshipOxfordStreetstoreintoavirtualwaterparkfromMay25toJune4.

Topshop,OxfordStreetSource:FungGlobalRetail&Technology

The10-daylongexperientialcampaignstartedwithcustomersadorningaVRheadsetandsittinginaninflatableringatthetopofaslide.Customersthenexperiencedacomputer-generatedwaterslidejourneythroughOxfordStreetthankstotheheadset,whileinreality,theytravelleddownaslidein-storetoprovidethephysicalexperienceofmomentum.TheretaileralsorolledoutaSnapchatfilterforthecampaign,toencourageuserstosharetheirexperiencesonsocialmedia.TopshopGlobalMarketingandCommunicationsDirectorSheenaSauvairecalledthecampaign“anexhilaratingVRexperience.”

JohnLewisGardeningSocietyRooftopBritishdepartmentstoreJohnLewistraditionallytransformstherooftopofitsOxfordStreetflagshipstoreintoagardenwithapop-uprestaurantandbar.Thisyear,theretailerwentonestepfurtherbycreatingtheGardeningSocietyrooftop—agarden-inspiredareawherecustomerscaneat,drinkandeventakefitnessclasses,aswellasenjoyotherexclusiveeventsaspartoftheretailer’sNationalTreasuressummercampaign.

Topshop’svirtualwaterparkisan“exhilaratingVRexperience.”

JohnLewiscreatedapop-upgardenwherecustomerscaneat,drinkandeventakefitnessclasses.

JohnLewis,OxfordStreetSource:FungGlobalRetail&Technology

Page 4: Channel Checks: Experiential Summer Campaigns in€¦ · 05/07/2017  · with some retailers that are offering exciting experiential campaigns this summer. We begin by providing some

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DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.

April6,2017

July5,2017

Therooftopofferscustomersthechancetoeatatthe“pavilion,”drinkatBritain’ssmallestpub,orreservea“summerhouse,”whichoffersanindoorspacewithfreeWi-Fitoeatandwork.Ontopofthis,thefreerooftophostsexclusiveeventsaswellasmorningfitnessclasses.TheGardeningSocietyrooftopwillbeopenfromApril29toSeptember24,2017.

BrentCrossShoppingMallBeachNorthLondonmallBrentCrossShoppingCentreopeneditsman-madebeachandattractionparkonJune23,andthesewillremainopenuntilSeptember10.Theparkoffersafamily-friendlyexperienceforcustomerswithanartificialbeachequippedwithsunloungersandagiantpaddlingpool.Theparkalsoboasts25rides,includingalogflume,observationwheelandhelterskelter.Thereisawidevarietyoffoodanddrinksavailablefromalcoholiccocktailstotraditionalfishandchips.Furthermore,theparkencouragesvisitorstosharetheexperienceonsocialmediathroughvariouscompetitionswhereparticipantsmaywintokensforrides.

TheBeach,BrentCrossShoppingMallSource:FungGlobalRetail&Technology

JoMalone“JustBecause…”BritishbeautyretailerJoMaloneuseditssummercampaign“JustBecause…”toencouragecustomerstoengagewiththebrand.ThepromotionsawtheirflagshipstoreonRegentStreethostfreeexperiencesandoffershoppersthechancetowinfreegiftsfromJune18to20.Outsidethestore,therewasastallgivingawayfreeicecreamtopassersby—alongqueuehadformedwhenwevisitedatlunchtime.Instorecustomersreceivedfreeglassesofchampagneandhandandarmmassages.Thestorealsofeaturedaclawgift-grabbingmachineandinvitedcustomerstotryandwinagift,rangingfromperfumestohandcream.Thestorepromoteditshashtag#JustBecauseforsocialmedia.

BrentCrossShoppingMallcreatedanartificialbeachfortheircustomers.

JoMaloneletcustomersrelaxthissummerwithfreeice-cream,massagesandchampagne.

Page 5: Channel Checks: Experiential Summer Campaigns in€¦ · 05/07/2017  · with some retailers that are offering exciting experiential campaigns this summer. We begin by providing some

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DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.

April6,2017

July5,2017

JoMalone,RegentStreetSource:FungGlobalRetail&Technology

KeyTakeaways• RetailersinLondonareusingexperientialcampaignsthissummerto

engagewithcustomers,createhighlyshareableexperiencesandmakememorablemoments.

• TopshopandJoMalone’sshort-livedfreeexperiencessawhighfootfallandhappycustomers.

• JohnLewis’sGardeningSocietyRooftopcreatedanall-encompassingexperienceforcustomerswheretheycouldeat,drink,workandworkout.

• BrentCrossshoppingmall’sartificialbeachofferedafamily-friendlyexperienceandsocialmediacompetitionstogaincustomerengagement.

Page 6: Channel Checks: Experiential Summer Campaigns in€¦ · 05/07/2017  · with some retailers that are offering exciting experiential campaigns this summer. We begin by providing some

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DeborahWeinswig,ManagingDirector,FungGlobalRetail&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2017TheFungGroup.Allrightsreserved.

April6,2017

July5,2017

DeborahWeinswig,CPAManagingDirectorFungGlobalRetail&TechnologyNewYork:917.655.6790HongKong:852.6119.1779China:[email protected]

KatieMarshallResearch&MarketingAssistantHongKong:8thFloor,LiFungTower888CheungShaWanRoad,KowloonHongKongTel:85223004406London:242-246MaryleboneRoadLondon,NW16JQUnitedKingdomTel:44(0)2076168988NewYork:1359Broadway,18thFloorNewYork,NY10018Tel:6468397017

FungGlobalRetailTech.com