How own-label brands are dialling up desirability - Marketing Week. As post-Brexit price hikes continue to bite, consumers across the UK are opting for own brand products in increasing numbers.
According to recent research by Retail Economics, 48% of 2,000 consumers questioned said they would switch to cheaper own-label alternatives if their weekly food shopping bills rose by 3%. Analysts suggest that between now and the conclusion of the Brexit process the price of food imported from the EU is expected to rise by 8%. The price of goods is already up 2.3% compared to the same time last year, according to Kantar Worldpanel, costing the average household an additional £21.31 over the 12 weeks ending 26 March.
In an atmosphere of accelerating inflation and declining promotional activity, consumers are turning to own brands as cheaper alternatives. The market share of supermarket own brands has risen 5% over the 12 week period. Marketing & PR. EE on why its Kevin Bacon collaboration 'doesn't feel cheap' EE has launched a new above-the-line campaign that talks up the lengths it goes to ensure its customers get a 4G connection.
The lighthearted ad is fronted once again by Kevin Bacon, who travels the country under the guise of an EE engineer. He installs a 4G mast in the snowy mountains of Scotland and operates one of the phone network’s 4G-boosting drones, which it recently tested during a cricket match at the Oval. Consumer confidence 'stuck in the doldrums' as people 'hold their breath' over Brexit - Marketing Week. Consumer confidence is “stuck in the doldrums” as uncertainty over the trigger of Article 50 and Brexit negotiations leave consumers “holding their breath”.
The latest figures from GfK’s consumer confidence index (CCI) show overall confidence at -6 in March, the same rate as in February. The major purchase index crept up by one point in March to 6, but is still five points below where it was a year ago. Joe Staton, head of market dynamics at GfK, does not expect any big uptick in consumer confidence over the next few months either as the UK begins difficult negotiations with the EU and Scotland continues to push for another independence referendum. How to create on-demand experiences for today's highly demanding consumers - Marketing Week. Customers in today’s on-demand world have become accustomed to getting what they want, when they want.
Any brand that cannot live up to these demands faces criticism for failing to offer a seamless customer experience. Amazon has been credited with setting the gold standard for online customer experience, taking its offer up several notches with the UK debut of one-hour delivery service Prime Now in June 2015 and the launch in August of its Dash Button, a service that allows consumers to order and restock products through their Amazon app. The boom in on-demand players has seen food delivery apps Just Eat, Hungryhouse and Deliveroo spawn startup rivals such as Jinn and Pronto. Why customers leave before buying and how to win them back.
Getting a customer to consider a brand, see its advertising, research a product or service, and begin the process of buying is becoming a huge challenge.
Consumers are continuously bombarded with choice in every sector, so when a customer doesn’t hit that ‘buy’ button finding out why is vital. Offline and online, from journey mapping to testing physiological reactions and brand interactions, businesses are investing in researching the moments that potential customers drop off. A survey, conducted by YouGov and commerce cloud provider GT Nexus, aims to shed light on the reasons why 18- to 34-year-olds have switched out one of their favourite brands in the past 12 months.
It shows that the major disloyalty factors fall into the behind-the-scenes domains of operations, logistics and supply chain management, all the more important as UK millennials put a premium on product quality and availability. Consumers will spend more on simple brand experiences. Being classed as ‘simple’ isn’t always seen as a positive but when it comes to brand proposition, being simple is most definitely an advantage.
The majority of consumers (62%) are prepared to pay more for a simple experience, new research finds, while 61% would recommend a brand if it has a clear proposition that saves them time. Offering a straightforward shopping experience that meets consumers’ weekly shopping needs – without confusing them with complex promotions – is central to Aldi‘s simplicity, according to UK and Ireland corporate buying and marketing director Adam Zavalis. “We source the very best quality products, understand what size variants the customer wants and then offer the options they really need,” he says.
How to use artificial intelligence to enhance customer experience. Artificial intelligence has been around since 1956 and has made some giant leaps in that time: beating the best human at chess, the best human at US gameshow Jeopardy and recently beating the best human at complex strategy game Go.
Brands have only recently started adopting artificial intelligence for core consumer services. Google’s voice recognition technology now claims 98% accuracy and Facebook’s DeepFace is said to recognise faces with a 97% success rate. Collaboration is key to customer experience - Marketing Week. Joined up customer experiences that are differentiated and relevant are proven drivers of business growth, according to consultancy Brand Learning, but some business practices are getting in the way of delivering those experiences.
The consultancy’s Joined Up Customer Experience study, sourced from 1,000 contributors, finds that siloed behaviour and ways of working are the greatest barrier, named by 48% of respondents.