Reduction or Seduction: What Works Best?

Reduction or Seduction: What Works Best?

Posted on 23. Jun, 2009 by ideaworks.

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Tweet Out on store visits last week, I was struck by K-Mart’s latest promotion for Mother’s Day – “buy one item of women’s or men’s clothing or footwear and get 60% off a second.” 60% off! Aside from the deceptiveness of the offer (the reality is the customer is actually getting 30% off her total [...]

The Consumer’s Grieving Process

Posted on 23. Jun, 2009 by ideaworks.

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Tweet Literally mountains of articles have been written about how retailers and consumers are reacting to the recession.But occasionally amongst the rocks, I stumble across a real diamond. This week a report hit my in box called “Retailing In The Recession”, published by “The Store – WPP”, a ‘global retail initiatives’ business (and part of [...]

The Power of “Retail”Language

The Power of “Retail”Language

Posted on 23. Jun, 2009 by ideaworks.

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Tweet As a former advertising copywriter and creative director, I am constantly fascinated by the language that retailers use in their marketing communications. Particularly at the moment, there is a big focus on ‘price’. Coles talks about “cutting the cost of your shopping.” The Good Guys continue to successfully reinforce the message that shoppers can [...]

It’s all about the planning

Posted on 23. Jun, 2009 by ideaworks.

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Tweet As I wrote last week, some retailers make new store launches look easy.But invariably, a hell of a lot of planning goes into a successful store opening. One of the best retailers I ever worked with had a methodical 16-week countdown to Grand Opening Day. Four months out, the retailer’s marketing team and advertising [...]

Mastering the Art of the Stress-Free Store Opening

Posted on 23. Jun, 2009 by ideaworks.

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Tweet Like 99% of the human race, in order to get things done, I often need the jolt of adrenaline that a looming deadline provides.Hence one of my favourite sayings: “there’s nothing like a deadline to clarify the mind.” My observation has been that many retailers adopt the same mindset when opening stores. Late last [...]

Staying True To Your Brand

Posted on 23. Jun, 2009 by ideaworks.

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Tweet In times like these, it can be incredibly tempting to abandon your brand values and do whatever it takes to attract traffic and sales. “Stuff the brand,” I’ve heard CEO’s say in previous recessions, “we need sales and we need them NOW!” Problem is, while you may be successful in the short term, you [...]

Retailers Removing Risk

Retailers Removing Risk

Posted on 23. Jun, 2009 by ideaworks.

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Tweet All over the world, wallets have been slammed shut in the face of the global economic crisis. So how do you get consumers to spend again? Well, you can put money in their pockets, just as the Australian government has done over the last couple of weeks. (And by the reports I’ve been hearing, [...]

Less is More

Less is More

Posted on 23. Jun, 2009 by ideaworks.

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Tweet In the early 1960′s, Volkswagen ran a press advertisement which was later nominated by Advertising Age to be part of the greatest campaign of the 20th Century. It featured a diminutive shot of a Beetle, a great deal of white space and a headline: Think Small. The ad was the antithesis of the “pack [...]

Making the Ordinary Extraordinary

Posted on 23. Jun, 2009 by ideaworks.

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Tweet I was fortunate recently to go on the Westfield World Retail Study Tour, visiting the US, UK and Europe. Besides snapping away with my camera like crazy (and getting thrown out of quite a few stores for doing so!), I heard dozens of presentations from leading retailers and retail luminaries. Out of the hundreds [...]

What makes Australian Retail Different? (Part 2)

Posted on 23. Jun, 2009 by ideaworks.

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Tweet In “What makes Australian retail different? (Part 1) I looked at two of the four features that differentiate Australian retail from other major Western markets: Different Landscape and Different Restrictions. This week, I’ll go into the other two characteristics that I think set us apart: Different Economic Conditions and Different Mindset. 3. Different Economic Conditions [...]

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