Putting Shoppers First - July Edition

06/07/20

Our insights into brands’ newest ventures and innovations across both physical and digital platforms. From new e-commerce solutions through to in-store re-design, we take a look at how brands are bringing creativity, convenience and connectivity to shoppers.

Nike Creates The ‘Marketplace of the Future’ With New Small Footprint Stores

Nike has been transitioning for years from using a legacy, wholesale distribution model to a direct to consumer selling approach it coins the ‘one-Nike marketplace’. This involves giving consumers a premium shopping experience leading with Nike Digital and merging shoppers in-store and app experience. The retailer is planning to open between 150 and 200 new smaller footprint stores in North America, Europe, the Middle East and Africa, in the image of the Nike Live concept it's been testing for a few years now. The concept sees store host services like the Sneaker bar, 30-minute or less style consultations at its Nike Express Sessions and a Dynamic Fit Zone, where shoppers can relax or try out products on treadmills. More proof, as if it was needed that the ‘experience economy’ is here to stay.

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Diesel’s New Digital Showroom Hyperoom

The company recently launched the ultimate virtual buying experience: Hyperoom, a 360-degree digital platform and exhibition space to facilitate orders with vendors and buyers. When buyers are connected to Hyperoom, they can view mood videos of the Diesel’s Spring/Summer ’21 collections and explore garments and accessories rendered in 360-degree displays in an industrial-inspired digital space. Detailed 2D images with product descriptions are also available. In addition to a communication and business solution for OTB, Hyperoom also comes with sustainability-minded environmental benefits. With this new buying platform, the company says it will be “significantly reducing” the number of samples created to go on display in its showrooms, as well as reducing the need to travel to view new collections.

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Brands Pulling Advertising from Facebook Heralds a New Era of Ethically Conscious Brands

This digital boycott is the latest evidence that the rise of the ethically conscious brand is set to make tangible changes to the world of retail and more significantly, to the role of social media within our society. The boycott itself results from many advertisers feeling unhappy about the way Facebook handles misinformation and hate speech. Nearly 100 advertisers have now joined the movement and what started out as a stand, by small businesses has expanded to include industry giants. Here are a few of the brands who have joined alongside the amount they invest into Facebook advertising usually: Coca-Cola: $22.1 million; Levi Strauss & Company: $2.8 million; Starbucks: $94.9 million; Unilever $42.4 million and many more. This is bound to yield results, with Zuckerberg losing $7 billion, and Facebook taking a $56 billion hit to its share-price.

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Amazon Launches Honeycode – The Revolutionary No-Code Mobile and Web App Builder

AWS has recently announced the beta launch phase of Amazon Honeycode, a new fully managed low/no-code development tool aimed to make it easy for anybody in a company to build their own applications. All of this is also backed by a database in AWS and a web-based, drag-and-drop interface builder. This tool will enable almost anyone to create powerful custom mobile and web applications without the need to write code. Honeycode currently only runs in the AWS US West region in Oregon but is coming to other regions soon. Among Honeycode’s first customers are SmugMug and Slack.

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TikTok’s Algorithm Makes for a Marketeers Dream

TikTok is fast becoming a must in many marketers' media plans. Why? It’s interest-based algorithm that fuels marketing success. This runs on a content graph, rather than a social one. This differentiates it from social media as the content users see is not limited to that created by the people they follow or their social spheres. Instead, the TikTok algorithm serves content based entirely on users’ interests and the videos they watch and engage with. This is excellent news for individuals and brands looking to build a presence on TikTok, as it makes reaching a mass audience surprisingly simple. The best way to get discovered is to create content aligned with your target audiences’ interests – gaming, beauty, fashion, education, comedy and sports are a few popular examples. By playing to these categories a brand instantly becomes much more visible, as content tailored to a target audience’s interests scales naturally on TikTok.

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BrewDog’s New Can Delivery Plan

BrewDog says it is looking into a beer delivery service by drone in the UK after launching a similar initiative in Ohio. The Ellon-based brewer has been operating a home delivery service through its BrewDog Now online service. The firm says the Columbus service will be run as a pilot scheme on Sundays. Though this change was catalysed by the coronavirus, it still looks set to be an exciting move for the technophilial future of convenience-led retail. If programs like this and Amazon’s Prime Air do actually start to work, it will be an added dimension of convenience the average consumer would not likely relinquish thereafter.

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Twitter’s Voice Tweets Present a Fantastic Opportunity for Brand Leverage

Twitter recently announced that it is testing voice tweets for iOS that lets users record audios of about 140 seconds and attach it with their tweet. It also announced a fleets feature that lets users post content that disappears in 24 hours. According to Kanika Mittal, Business Head at Twitter India, fleets are a great new feature for brands to express their personality and create a tone of voice that is more human, light-hearted and real time. It allows for voice ads and will surely see a community of nano and micro-influencers who will now have a lot more to share and experiment with by using this feature. This may lead Twitter from being referred to as just a consumer relationship management platform to an engaging platform for various brands.

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Instagram Expands Shopping Feature to More Businesses

Last week Instagram announced that it will be expanding its access to Instagram Shopping to more businesses, including creators who want to sell their own merchandise. To enable this expansion, the company introduced new “Commerce Eligibility Requirements” that offer a set of guidelines that interested businesses must adhere to, in order to qualify for Instagram selling. These new requirements will go live as of the 9th July in all the markets where Instagram Shopping is supported. The company envisions the expansion of the Shopping service to enable a wider number of small businesses and even individual creators to sell on its platform e.g. musicians and food bloggers. For users this means even more places to shop!

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