Adopting a Tone for the Times

Adopting a Tone for the Times

Posted on 17. Jun, 2009 by ideaworks.

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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 ideaworks.

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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 ideaworks.

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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 ideaworks.

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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 ideaworks.

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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 ideaworks.

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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 [...]

Shop With Your Ears

Posted on 17. Jun, 2009 by ideaworks.

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Tweet We spend most of our time in store obsessing about how things look. How does the environment look? How do the windows look? How does the merchandise look? But all too often we ignore the other senses, and in particular how things sound. And the aural experience in store plays a huge part in [...]

Is Australian Retail Good Enough?

Posted on 17. Jun, 2009 by ideaworks.

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Tweet The recent announcement that US retailing behemoth Costco will open the first of its Australian warehouse outlets at Melbourne’s Docklands in mid-2009 has sparked hysterics in some retail circles. The Executive Director of Queensland-based The Retailers Association, Scott Driscoll, said it marked the “beginning of a foreign retail invasion”, with overseas retailers “preparing to [...]

Life In The Fashion Fast Lane

Life In The Fashion Fast Lane

Posted on 17. Jun, 2009 by ideaworks.

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Tweet One of the biggest trends in world retail right now is “Fast Fashion”; apparel priced so ridiculously low as to be virtually disposable, with ranges changed rapidly. The emergence of global sourcing and manufacturing in China caused the rise of Fast Fashion and in turn some mighty brands were created; H&M, Zara, Top Shop [...]

Catalogues: Is There A Better Way?

Posted on 17. Jun, 2009 by ideaworks.

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Tweet Seven billion unaddressed flyers, leaflets and catalogues are stuffed into Australian letterboxes each year*. That’s up to 1,000 pieces of junk mail per Australian household. More than $1.7 billion** is spent producing these items. And then there are the tens of thousands of man-hours expended in planning, poring over and printing paper that often [...]

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