Hitting The Target On Value

Hitting The Target On Value

Posted on 17. Jun, 2009 by Jon Bird.

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Tweet As politicians around the world start mentioning the “R” word, retail marketers are responding by adopting the “V” word: Value. The New York Times reported last week that in the US as the economy has worsened the “trickle” of value messages has become a “torrent”.As an example of the trend, US discount department store [...]

Are You Rolling The Shutters Down Or Rolling Your Sleeves Up?

Posted on 17. Jun, 2009 by Jon Bird.

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Tweet As the economic news goes from bad to bloody awful, retailers are adopting one of two strategies: pulling back or powering on. I was pleased to observe recently three companies who are taking the second tack.In Australia, the Financial Review reported in late October that Woolworths had confirmed plans to invest $1.9 billion this [...]

The Migratory Patterns Of Shoppers

Posted on 17. Jun, 2009 by Jon Bird.

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Tweet Every winter we are captivated by the annual migration of whales up the east coast of Australia. These magnificent animals swim thousands of kilometres to warmer, sub tropical waters, where food is more plentiful and newborn calves can survive and thrive.Survival is also driving the migration of American shoppers, according to a research report [...]

Electronic Word of Mouth

Posted on 17. Jun, 2009 by Jon Bird.

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Tweet The most powerful form of advertising for any brand has always been positive word of mouth. Think about it. When a friend or colleague recommends (say) a new movie or restaurant, you automatically pay their suggestion more heed than if you had seen it advertised traditionally. You drop the guard that comes with living [...]

Adopting a Tone for the Times

Adopting a Tone for the Times

Posted on 17. Jun, 2009 by Jon Bird.

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Tweet The language and tone of retail marketing communications over the last 10 years has often been about indulgence and excess; “Buy now, pay later”, “Interest Free for 36 months”, “Multibuys”. One commercial which summed up the past decade was the Commonwealth Bank’s “Equity mate” spot. The bloke with the flash car, house and boat [...]

Beware the Scrimpers and Focusing on the Customers you have

Posted on 17. Jun, 2009 by Jon Bird.

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Tweet M&C Saatchi released a research study last week entitled “Reacting to the Recession”, which contained both good and bad news for retailers.The study compared spending personalities and attitudes in Australia, the UK and NZ, and the good news is that Australians remain far more positive than the Poms. In fact 38.7% of Australians are [...]

Reasons to Buy Now

Reasons to Buy Now

Posted on 17. Jun, 2009 by Jon Bird.

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Tweet If you’re trying to construct compelling offers to give consumers reasons to buy now, the current supermarket price war in the UK offers some good lessons.The big grocery players in the UK have been locked in a price-led advertising battle since the credit crunch began to hit consumers’ pockets hard, and it’s been a [...]

The New Age of Accountability/Measurement

Posted on 17. Jun, 2009 by Jon Bird.

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Tweet “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” This quote (attributed to English entrepreneur William Lever) used to be dragged out and dusted off to illustrate the imprecise nature of traditional advertising. And guess what; those famous words were pretty right! Well planned and executed, [...]

Brand Evolution: Part 1

Brand Evolution: Part 1

Posted on 17. Jun, 2009 by Jon Bird.

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Tweet What do a Spanish fashion merchant and an Australian automotive retailer have in common? On the face of it, not much at all. But in fact both Zara and Supercheap Auto demonstrated last week that strong and successful retail brands are those that constantly evolve. Zara overtook America’s once-mighty Gap last week to become [...]

Brand Evolution: Part 2 How Do You Evolve Your Retail Brand?

Posted on 17. Jun, 2009 by Jon Bird.

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Tweet In Part 1 of this article, I theorized that to survive and prosper, retail brands must constantly evolve. I pointed to Spanish ragtrader, Zara, and Australian automotive retailer Supercheap Auto as brands that embrace change and have flourished. But how do you evolve your retail brand? The first thing you have to do is [...]

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