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We’re just one month into 2013 and the UK retail industry has been dominating the headlines. With HMV, Jessops and Blockbuster all going into administration, retailers must wake up and ensure they’ve got the survival instinct. The common link between these failing brands was the lack of cross platform in their strategy and their unwillingness to move to a digital world.
Following on from my retail predictions for 2013, here are my top 3 survival tactics UK retailers must take note of if they’re to survive:
1. Multi-Channel will be norm – embrace to succeed
Retailers in 2013 will need to create and measure a seamless brand experience across all channels: brick, click, social and mobile. Consumers are everywhere and anywhere rather than just somewhere. My top tip to do this well is to think about how consumers are behaving across different devices and get their attention in a manner that is personalized and rewarding not interruptive for interruption’s sake.
2. Integrate mobile online and offline
3. Don’t differentiate on price
Christmas 2012 saw a discernible shift away from price-led campaigns to story-led adverts. There is no doubt that today’s savvy consumer knows what a retailer stands for and expects to receive that brand experience, no matter what channel they are engaging with. Connect with them and they will be interested in you.
Read more on retail here:
Sainsbury’s retail campaign
Retailers Increase Consumer Engagement with Microsoft Advertising
UK Retail Predictions for 2013
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