Case Studies
PLUS
The Future of Retail
HOW NOT TO RETAIL
ISSUE
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Boots: A Surgical Operation TSB: Picture Perfect
The Future Generations
BUYING POWER
Introducing
RETAIL RESPONSE 06/09/2016 16:46
Retail Response
TAKING CARE OF THE GREAT BRITISH AISLES
WITH 70% OF SHOPPER PURCHASE DECISIONS MADE IN-STORE, RETAILERS AND BRANDS CAN’T AFFORD TO NEGLECT THEIR STORE ESTATE. WITH RETAIL RESPONSE YOU CAN LOG YOUR IN-STORE MAINTENANCE REQUESTS TO BE FIXED WITHIN 24 HOURS.
STORE SURVEYS
If you would like to know more please contact Tim Ellis on: +44 (0) 7957 175 406, tim.ellis@momentuminstore.com Download the app by searching 'Momentum Insite' via the Apple store or Play store. momentuminstore.com YOUR BRAND IN SAFE HANDS
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CONTENTS
2016
A DYNAMIC YEAR FOR RETAIL
W
elcome to the sixth edition of Inside Instore. 2016 has flown by, with Momentum Instore busy on a number of exciting fronts with new projects and brands, not to mention our focus on improving our services for our customers and our team. A big part of the success in 2016 has been our focus on ‘the field’ – our Installation and Merchandising teams. Getting delivery of services right on the shop floor, including time-saving initiatives and working more closely with installation and merchandising teams, means we are able to continuously
Contents 05 RETAIL
ROUND-UP
10
THE FUTURE OF RETAIL
Hello and welcome to the sixth issue of Inside Instore
improve our service. Complementing these activities, earlier this year we launched our new app and Asset Tracking Service at Retail Design Expo. Building on this, we are looking to launch two new features on our app with Retail Response and My Estate arriving in the coming weeks and months, so watch this space. We hope this development will give us and our clients more support and flexibility in the range of services we offer.
04
• • •
Managing Director Momentum Instore
Momentum Instore On Tour Retail Response POPAI Recognition
CLARITY | PROFITABILITY | QUALITY
HOW NOT TO RETAIL
Rob Gleave
INSIDE INSTORE NEWS
BENEFIT YOUR STORE
Momentum Instore Beechwood Court, Springwood Way, Tytherington Business Park, Tytherington, Macclesfield, Cheshire, SK10 2XG W: momentuminstore.com T: +44 (0) 1625 569 200
THREE DECADES 80S OF RETAIL 90S INSTALLATIONS 00S
08
BOOTS FACELIFT
12 MILLENIALS 14 CASE STUDY: TSB MATTER
276,352 INDIVIDUAL PIECES OF DATA COLLECTED
Contacts Paul McCarthy, Sales & Marketing Director E: paul.mccarthy@momentuminstore.com Tim Ellis, Head of Business Development E: tim.ellis@momentuminstore.com
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We have worked on some fantastic projects so far this year – including TSB, Lidl, Benefit Cosmetics, and NYX – and we look forward to enjoying the final quarter of 2016 as we power on through to the year end.
This exciting year for Momentum Instore has taken place against the backdrop of a dynamic, and some may say turbulent, 2016 in the retail sector.
06 HOW RETAIL RESPONSE CAN 07 11
From the well-publicised difficulties at BHS, not to mention several big takeovers, we have also seen trends that are driving changes in the industry. Digital continues to change the pace of retail, while millennial spending power is forcing a re-think of some of the principles we used to take for granted in our industry.
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NEWS
Inside Instore
NEWS
MOMENTUM INSTORE ON TOUR
A
s part of our 2016 strategy to further cement our position as industry experts, we have delivered a series of field roadshow events that focus on improving both our processes and shop floor performance, all while providing top quality projects for our clients. During these events we have successfully explored a range of time saving initiatives and how to best engage with our installation and merchandising teams in order to boost productivity and efficiency to deliver better for our clients.
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Retail Response:
TAKING CARE OF THE GREAT BRITISH AISLES We are excited to launch our ground breaking service, Retail Response, which allows retailers to instantaneously log any issues online, making fixing installations as easy as a swipe of a screen. Capabilities include requesting a maintenance visit at the touch of a button, full visibility of retail assets, trend analysis, comprehensive maintenance reports and a seamless omni-channel customer experience, to name a few. We explore this in more detail later on in this issue.
MOMENTUM SHORTLISTED FOR LARGEST EVER INSTALLATION We were delighted to receive recognition from our industry association POPAI – in the form of a much coveted award nomination – for our work with Camelot. The project, the most expansive of its kind to take place in Europe, saw Momentum Instore complete the installation of new National Lottery point of sale items in 37,026 UK stores.
Rob Gleave, Momentum Instore’s Managing Director, says: “To complete one of the largest ever retail installations was an amazing achievement and we’re thrilled that Momentum Instore’s hard work and commitment to this ambitious project has been recognised with a POPAI award nomination. We look forward to seeing all of our colleagues on the awards evening."
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RETAIL ROUNDUP
RETAIL ROUND-UP
I
t’s certainly been a turbulent time in the world of retail since our last issue of Inside Instore, from the escalation of the crisis at BHS to the scandal at Sports Direct, not to mention the continuing shockwaves of the Brexit vote. Despite this, there have been positives in the ongoing success of omni-channel retail and the unprecedented rise in new technologies such as augmented reality, something that provides huge opportunities to retailers. Here at Momentum Instore we’ve seen many exciting new developments too. Beyond our installation work with high profile brands ranging from NYX to Lidl, we’ve also launched our brand new Asset Tracking and Retail Response Service.
BREXIT As we’re sure you’ve noticed, there’s been a shift in the political and economic landscape of the UK in the past few months. The decision to Brexit on 23rd June has had far-reaching implications, not only for the world of retail, but the country as a whole.
BHS Unfortunately, beyond the positive steps we’ve witnessed, retail has also seen its fair share of scandal of late. The dramatic collapse of BHS and the subsequent much-publicised inquiry dominated headlines for months. With £571 million in pension funds at risk following the collapse and a scathing report from MP’s into the way in which the failing store was run by Sir Philip Green, the whole situation looks set to rumble on for a number of months yet.
SPORTS DIRECT Continuing with the unfortunate theme of scandal in the retail sector, Sports Direct are another retailer in the headlines for all the wrong reasons. A parliamentary inquiry found that Mike Ashley operated a business model that treated workers “without dignity or respect”, demonstrating another glimpse into less than savoury retail activities.
Despite the uncertainty that a decision of this magnitude stirs up, there are both positives and negatives to take from it in the world of retail. The falling pound could see an uptake in tourism for example, something that could be a real benefit to the sector. Early signs certainly suggest that optimism is justified, with total sales in the retail sector increasing by 1.9 per cent in July.
However with an internal review of the company’s practices being carried out after the report’s findings, and a pay rise on the cards for staff, it seems that the story may end with some of the wrongs rectified.
THE RISE OF OMNI-CHANNEL
Between the upcoming launch of Retail Response, and the launch of our Asset Tracking service at the Retail Design Expo earlier in the year, it’s been a busy time at Momentum Instore.
The growth of omni-channel has only intensified in recent months. As expected, more and more retailers are beginning to appreciate the value that an omni-channel approach to their business operations can bring. The continuous development of new and innovative digital channels for retailers to leverage only furthers the opportunities that are presented by omni-channel.
MOMENTUM INSTORE
We’ve also had the opportunity to work with some fantastic clients, across projects with TSB, Lidl, Benefit Cosmetics, and NYX.
Here at Momentum Instore, we’ve continued to explore every channel our clients can use through our blog. Whether it’s the advent of “showrooming” amongst customers, the improvements in retail Wi-Fi, or the effectiveness of in-store music, we’ve covered it all. Issue 06 2016
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RETAIL RESPONSE
How Retail Response
CAN BENEFIT YOUR STORE
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e know that the retail sector is a fast-evolving and dynamic area, with digital media transforming not only how customers shop, but how retailers organise their store operations. At Momentum Instore our priority is to remain at the apex of all the technology that can benefit our clients. The latest example of our commitment to consistent innovation comes in the form of our new service, Retail Response. Since the birth of the smartphone, apps have become an integral part of daily life, with 43 million of us in the UK using them. Whether that’s for monitoring the stock market or streamlining the management of your company there’s no question that this diverse outlet offers a unique opportunity to businesses. Following feedback from our clients, we decided to develop an app of our own that would assist them in the management of their often expansive retail estates. Retail Response allows our clients to easily manage their retail estate from a smartphone, they can request maintenance and installation visits and access statistics to effectively manage their estate. So how exactly can an app optimise the management of their retail estate?
CLARITY The easy to use dashboard that greets users of Retail Response allows clients to effortlessly manage all maintenance requests that are sent through to our installation teams. This streamlining of the management process allows the client to keep all the information on their displays in one place, improving productivity and saving time.
response to their requests from our teams. A full visibility of all retail assets is key to maintaining them effectively, and Retail Response provides clients with total clarity on the goings-on in their retail estate.
PROFITABILITY The added control available to clients utilising Retail Response not only positively impacts productivity it also provides an opportunity to improve profitability. By analysing trends and identifying patterns in maintenance requests our clients can optimise their retail estate allowing them to save money on unnecessary repairs and call-outs. This is made possible by the full maintenance visit reports available through the app that can be sent monthly annually or in real-time. The cost of maintenance can also be examined through the app, giving clients the ability to streamline their requests to suit their business needs, and plan visits more practically.
QUALITY This instant communication between us and our clients means that their retail displays will always be in optimum condition, allowing them to consistently maintain their high professional standards. By using Retail Response, our clients can be safe in the knowledge that their retail estate is in perfect condition and by crafting this well-maintained and desirable instore environment, they can also be assured that customers will vote with their wallets. With an omni-channel approach consistently becoming a priority for retailers, Retail Response represents a significant step forward, and is an important addition to the seamless shopping experience that retailers can offer to their customers.
Retail Response also allows clients to prioritise which stores are in need of urgent attention, allowing for a quick approval and
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THREE DECADES
THREE DECADES OF RETAIL INSTALLATIONS Here we take a look at the last three decades of trends and styles in retail installations and how they have changed out of all recognition.
THE 80S. A time of great social upheaval,
when the spectre of World War II finally appeared to be over and the future looked bright, the 1980s began with the wedding of Charles and Diana, saw the Falkland Islands war, witnessed the world come together to alleviate starvation in Africa with Live Aid, marvelled at the fall of the Berlin Wall, and watched in horror as the events of Tiananmen Square unfolded. It was also the decade that brought us the first home computers, the first mobile phones, the development of Windows by Microsoft and the earliest version of the World Wide Web.
habits among the population of the UK who were getting accustomed to a wave of out of town shopping malls, meaning we took full advantage of the rise of consumerism. It was during the 1980s that retail giants first understood the importance of using technology to refine and enhance their customer offerings. Sainsbury’s, for example, installed mini-computers in some of their branches to link to the mainframe computers at the company’s head office. Scanning using bar codes was introduced for the first time, and in 1988 the company was the first major supermarket to utilise EFTPOS which enabled its customers to pay by Switch. Image courtesy of the Museum of London [http://archive.museumoflondon.org.uk/SainsburyArchive/ Themes/Progress/Technology/prognew2.htm]
These technological developments were both a cause of and a result of new shopping
THE 90S. The 90s began with the release of
Nelson Mandela after 27 years in prison, the Hubble Space Telescope was launched to enable us to see into the furthest reaches of space, Germany was reunited, the Channel Tunnel was opened, the first Harry Potter book was published, eBay was founded and Amazon sold its first book over the internet. Technology was advancing – more of us were using mobile phones and personal computers, the DVD was gradually replacing the video tape, and by the end of the decade over 130 million people were connected to the internet at home.
and US imports like American Apparel and Forever 21 – some of which are no longer with us on the high street or in the shopping malls. Many of these names perished due to their lethargy in responding to digital advancement. One company who embraced the change was Boots which had already diversified from its dispensing chemist function many years before and was now tapping into the beauty goods market. In 1997 it introduced its Advantage Card which enabled shoppers to collect points on their purchases at the point of sale and redeem them for treats at a later date.
Image courtesy of Boots PLC
The retail sector was dominated by the youth market, with stores such as Tammy Girl, Kookai,
THE 2000S. The 21st century began with
worries over Y2K, or the Millennium Bug, amid fears of a meltdown throughout the globally-connected world of computers. As it was, the experts need not have worried and the worldwide celebrations happened without a glitch. Social media innovations such as Facebook and Twitter were changing how we interacted with the world and shared news, perhaps as a reaction to events like the World Trade Centre attacks in 2001 and the Boxing Day 2004 tsunami. The 2000s also saw the rise of the smartphone, which has completely changed the way we shop. Mobile apps now allows us
to browse and order from wherever we are and companies such as Argos have spearheaded this digital revolution with its Fast Track pre-pay service which has enhanced the customer experience. The world of retail never stands still, and we’re proud to have been so heavily involved in the changes we’ve seen on our high streets over the past three decades. Technology moves at an equally rapid pace, and while we don’t know what the future will hold, our clients can rely on us to adapt to and lead any changes in retail installation which may lie ahead.
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CASE STUDY
A Surgical Operation:
HOW WE GAVE BOOTS A FACELIFT
6,520
HOURS TO COMPLETE THE PROJECT
MOMENTUM INSTORE HAS A LONG HISTORY OF HELPING BOOTS DELIVER THE RIGHT IN-STORE ENVIRONMENT TO ITS LARGE MARKET SHARE RIGHT ACROSS THE UK AND IRELAND. We were tasked with supporting Boots as it aimed to refresh its self-selection cosmetics offering through its Facelift 5 project. This required very complex installation and remerchandising across 1,336 stores, with a number of new stand designs and remerchandising elements included in the scope. This project involved refreshing the selfselection cosmetics counter; refreshing stands across a number of different brands, each with their own identity; carrying out maintenance where necessary to ensure Boots’ market-leading standards were maintained; making the self-selection area more shoppable; and improving the estate size of new brands to complement existing ones. This translated into a very high volume of store visits and man hours, including: almost 300 out of hours installations; over 4,000 pre-calls to store managers; the training of 113 installers for the project; handling of 1,850 pallets of stock; and the merchandising of a mammoth 3,072 mods.
THE HEAVY LIFTING In order to deliver on such a technical, highvolume project, Momentum Instore worked closely with Boots to put in place significant planning. From award of the program Momentum Instore started planning and project set-up immediately. The set-up 8
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process took 3 months and included the scheduling of teams, stock management, pre-calls and training sessions, ensuring no stone was left unturned. Once the project was live Momentum Instore installed and merchandised self-selection stands for Rimmel, Seventeen, Soap & Glory, L’Oréal Paris and Natural Collection. The project also required re-planogramming of thousands of stock items. A significant project management and account team was put together to deliver for Boots, with seven full-time staff at head office dedicated to the rollout. This was matched by a full warehouse offering from seven Momentum Instore sites. At the peak of the project we had teams in 54 stores in one day. Finally, quality control mechanisms were put in place allowing 10 per cent of kit deliveries to warehouse and to stores to be checked according to quality control standards.
ONSITE WITH INSITE Momentum Instore’s bespoke estate management system, InSite, was an important tool in the delivery of the project. It allowed those working on the project to compile necessary data and act as a point of reference for the client. The results of each individual installation were available online in real time. Here Boots were able to have a full view of all photographs and store data as well as the full schedule of stores still to be completed. We also completed daily and weekly reports to brands to ensure they knew we were on track. Momentum Instore also provided extra reporting value by utilising our Spare Part Reference Guide (SPRG) report, which communicated missing or damaged items to the client.
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CASE STUDY
THE OUTCOME We are really proud to have delivered the project 97% right first time. High compliance was achieved by embracing a ‘right first time’ policy and ensuring all installers were trained to a high level. In an 8-week period we visited 1,336 stores and installed 2,101 new units for our client. We reported over 1,200 pieces of missing kit, answered 40,000 questions about the Boots estate and provided over 10,000 photos of the completed work.
"THE DETAILED ONLINE REPORTING SYSTEM GAVE BOOTS GREAT CONFIDENCE THROUGHOUT THE PROJECT THAT THIS WAS GOING TO BE DELIVERED ON TIME AND WITHIN BUDGET." The success of the Facelift 5 project was built on the strong planning in place prior to the commencing of the project and a strong partnership between Boots and Momentum Instore. This planning, coupled with excellent channels of communication from start to finish, allowed us to focus on the important technical aspects of the installations and remerchandising process. We think our client should have the final word on this: “From the word go [Momentum Instore] gave us the confidence that they had the highly skilled instore engineers and project management team we needed to complete Facelift 5. The detailed online reporting system gave Boots great confidence throughout the project that this was going to be delivered on time and within budget.”
97%
RIGHT FIRST TIME
1,336
STORES IN THE UK AND IRELAND
113
INSTALLERS ON PROJECT
3,072 MODS INSTALLED
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THE FUTURE OF RETAIL
What do we know about
THE FUTURE OF RETAIL
Retail is constantly evolving, whether you look back over the twentieth century, or just at the past 12 months. New types of consumers develop, hit our stores and engage with retail in a myriad of ways. Retail marketing agencies therefore find themselves in an exciting position: acting as consultants for retailers on how to better run their businesses, ensuring that new innovations are spotted early (and advantage goes to early-adopters), while defending against investment in the wrong technology which doesn’t take off or help retailers to truly succeed.
DIGITAL DISRUPTION IN THE DIGITAL AGE
W
ithin retail there is a tension between digital disrupters and the high barriers to entry into some retail sectors. Consumer fashion will continue to see many new brands and start-ups on the high street, not to mention the explosion of online options thriving in a UK retail technology industry that is the envy of the world. However, while digital disrupters are at home in the world of the classic retail entrepreneur, retail banking is one area that comes in for considerable criticism, not least from a recent report from Watchdog. This is perhaps an unfair representation of the customer experience. Go into any bank now and you’ll be greeted with high quality branding as part of integrated marketing campaigns, free Wi-Fi and break-out areas, with a variety of ways to access your money and the services on offer, from self-service terminals to iPad-wielding staff. While it is natural that shoppers in the retail banking sector will want more flexibility and better services, retail banking should be commended for its great retail estate.
MILLENNIALS: BACK TO BASICS Born between the 1980s and the year 2000, Millennials are undoubtedly the future of retail. It is therefore important to understand the new behaviours of these consumers, to unlock their spending potential. That said, while innovation is central to future success, it may be worthwhile also looking for continuities between new consumers and older shoppers. In a recent report from consultancy Accenture, the fears from retailers that
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Millennials are not loyal shoppers were found to be based on incorrect assumptions. Instead, surveying Millennials the company found that retailers need to be active in courting the Millennial shoppers, in ways which reward their loyalty. In particular, the survey found that 95 per cent of respondents wanted to be actively rewarded with offers, which hints at the ways traditional retail marketing has its place in the 21st century.
THE INTERNET OF THINGS Technological innovation also has a key role to play in the changing face of retail. Automation is becoming more and more in demand from consumers, so increasing the number of devices that can be run in this way is crucial if retailers are to capitalise. The Internet of Things (IoT) is built on the principles of networked access, so as ZigBee technology complements Wi-Fi and Bluetooth, more and more consumers will see the benefits in the retail sphere. One retailer in London has trialled integration of the IoT with the physical retail estate, through the tracking of shoppers in-store through sensors and apps, to deliver a responsive in-store experience, where staff can track and support shoppers while they browse and buy. The undoubted popularity of online shopping isn’t just based on convenience, but for many it is about customer experience. Some retailers and brands are already experimenting with implanting IoT functionality into stores, allowing consumers to browse products on screens, rather than physically navigating along the aisles. IoT’s ability to deliver this functionality could see it shaping bricks and mortar stores over the next decade.
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HOW NOT TO RETAIL
HOW NOT TO RETAIL
No matter how hard they try, retailers can’t always get it right. Whether it’s mislabelling products, or unfortunate merchandise placements, gone are the days that a mistake can be hidden away or tidied up without a second thought.
S
ince the dawn of social media, you can be sure that any in-store faux pas will be thoroughly documented and shared across the web. Here are some of our top picks from across the internet that showcase some unfortunate in-store experiences.
4. NEVER UNDERESTIMATE THE VALUE OF PROOFREADING. (Courtesy of https://twitter.com/UKRetailFail/status/743193130216 873984)
7. JUST BECAUSE A TV SHOW IS POPULAR; DOESN’T MEAN IT’S BEST FOR A DISPLAY. YES WE MEAN YOU BREAKING BAD. (Courtesy of http://www.retailhellunderground.com/.a/6a0 0e54f10a0988834019b006b6f31970d-500wi)
1. THIS IS A BASIC ONE; TRY TO REMEMBER THE PRODUCTS THAT ARE ON SALE. (Courtesy of https://www.instagram.com/p/Y_Zevpy2gy/)
5. ONE MISSING NUMBER CAN MAKE A WORLD OF DIFFERENCE. 2. REGULAR MAINTENANCE OF STORE DISPLAYS GOES A LONG WAY.
(Courtesy of https://www.instagram.com/p/jm59Z4qoic/)
8. THIS SPEAKS FOR ITSELF. (Courtesy of hhttps://www.instagram.com/p/lV0VBaCEcf/)
(Courtesy of https://www.instagram.com/p/gcFXPRzbUX/)
3. CONTEXT IS KEY; THERE MAY BE MORE APPROPRIATE STOCK IMAGES FOR THE FRAME.
6. BANANAS SEEM TO PRESENT A PARTICULAR CHALLENGE TO SOME RETAILERS.
(Courtesy of https://www.instagram.com/p/pXY2-TxVwL/)
(Courtesy of https://www.instagram.com/p/l0rLjRDqVo/)
Obviously all retailers want to avoid having any of these nightmare scenarios happen to them. Luckily, we’ve got a number of services that can prevent these very issues. Achieving a well-managed and reliably monitored retail estate can be a challenge, but using Momentum Instore’s Retail Response app and InSite management system can ensure you never have to deal with any of the bloopers on offer here. Sources: https://www.buzzfeed.com/leonoraepstein/epicallywrong-retail-fails?utm_term=.oeMo2aKZq4#.bkloWNLB7Z
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MILLENNIALS MATTER
Fast Facts
IN 2015 THE RETAIL INDUSTRY WAS WORTH OVER £339 BILLION, WHICH IS ABOUT 5% OF GDP.
Millennials Matter
THE FUTURE GENERATION'S BUYING POWER Fast Facts
PAYPAL RECENTLY RELEASED RESEARCH WHICH SUGGESTED THAT OVER 70% OF MILLENNIALS REGARD CREDIT CARDS AS OLD-FASHIONED AND UNSECURE.
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THERE IS MUCH DISCUSSION AND DEBATE AT THE MOMENT ABOUT HOW MILLENNIALS SHOP. FLUENT IN TECHNOLOGY GENERATION Y, OR MILLENNIALS, ARE CHANGING THE RETAIL LANDSCAPE.
I
n 2015 the retail industry was worth over £339 billion, which is about 5% of GDP. And while there are around 290,000 retail outlets in the UK, internet sales are said to be worth over £40 billion – and growing at a rate of 10% per annum. But how exactly do this young generation shop? And what can retailers do to tap into their constantly changing zeitgeist?
Smartphones Not only useful for taking pictures of lunch or arguing with strangers, smartphones are now the predominant way in which Millennials connect to the internet. Almost 90% of them prefer this method than any other. The internet is a primary source of price and quality comparison and many Millennials now take part in what’s become known as ‘showrooming’ – visiting a store to examine the item they want, then going online and
finding the best possible price for it. If your website isn’t smartphone optimised you could be losing out.
Social Media Social media is now increasingly being used to seek out deals and special offers, and for many Millennials, it’s all about the relationship they feel they can have with the retailer – whether their Tweets get answered and whether they feel the companies’ blogs carry authenticity. Make sure you have a social media team who really know what your store’s strategy needs to be to keep your message relevant.
Convenience Millennials also want convenience when they shop – meaning that they prefer to pay via an app on their mobile phones rather than with cash. PayPal recently released research which suggested that over 70% of them regarded credit cards as old-fashioned and unsecure. Cashless payment systems such as Apple Pay and Android Pay are rolling out across the UK, allowing young people to pay for purchases without getting involved in any sort of cash transaction whatsoever. Cashless and contactless payment systems are here to stay and will evolve even further in the very near future.
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MILLENNIALS MATTER
Fast Facts
90% OF MILLENNIALS PREFER TO CONNECT TO THE INTERNET USING THEIR SMARTPHONES
Fast Facts
70% OF MILLENNIALS BELONG TO A RETAIL LOYALTY SCHEME AND ARE HAPPY TO SHARE THEIR DETAILS ONLINE
Loyalty Almost 70% of Millennials belong to a retail loyalty scheme and are happy to share their details online with retailers wishing to encourage this. In fact, research shows that they are more likely to make purchases from stores who offer loyalty schemes and reward programmes. The beauty of this is that discount e-vouchers can be shared via an app when the store is visited to encourage the shopper to make instant purchases rather than leave empty handed. The retail landscape is forever changing and these innovations which seem so new and exciting to Generation X are now commonplace for Millennials.
Fast Facts
INTERNET SALES ARE SAID TO BE WORTH OVER £40 BILLION – AND GROWING AT A RATE OF 10% PER ANNUM.
IT IS INTERESTING TO CONTEMPLATE WHAT THIS TECHNO-GENERATION-DRIVEN FUTURE HOLDS, AS RETAILERS CONTINUE TO DEVELOP AND CREATE INNOVATIVE WAYS IN WHICH TO KEEP THEIR SHOPPERS ENGAGED AND THEIR BRAND RELEVANT. Issue 06 2016
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CASE STUDY
Case Study
PICTURE PERFECT FOR TSB
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614 BRANCHES VISITED OVER 13 WEEKS
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hen the popular high street bank TSB requested a comprehensive multi-site survey of hundreds of UK branches, Momentum Instore was the perfect choice for delivering this mammoth project. Following the rebrand of Lloyds TSB to two separate entities, TSB wanted to gain a better understanding of the point of sale (POS) currently within their estate. It was our role to ensure that each store was compliant with strict visual merchandising criteria, as well as legal requirements. Between January and April 2016 we were tasked with undertaking an extensive survey of 614 branches of TSB. The objective of the exercise was to compile specific data that would improve the quality and accuracy of retained in-branch information. This was a truly complex project requiring meticulous attention to detail and planning to ensure nothing was missed. We relished the challenge of working with TSB on a project that would ultimately benefit millions of customers throughout the UK.
THE PROJECT With 13 weeks to deliver, Momentum Instore got to work developing the comprehensive survey question set. With the final document signed off by our client we had a total of 226 questions which took between 4.5 -5.5 hours to complete per branch. Each survey was filled in via our intuitive data collection app, InTouch, so all the data collected was available to view online in real time. We took detailed measurements at each location, counted displays, fixtures and POS using marketing sheets and marked up
floor plans with individual branch details of both back and front of house. Once the survey was done, we analysed and validated all of the data that was collected.
TRAINING OUR TEAMS We are committed to achieving the best possible results based on every brief that we receive, with training and planning being vital when it comes to ensuring the optimum outcome. Due to the detailed nature of the questions and the data collection required, the training of our field teams was extensive. We provided full briefings and training sessions for all head office personnel, regional managers and, of course, the surveyors so that they could become familiar with the required questions, information, photos and floor plan mark ups, allowing them to carry out their work with the utmost effectiveness.
"THIS APPROACH MEANS WE ARE ABLE TO PROVIDE A SERVICE THAT IS UNRIVALLED IN TERMS OF PLANNING, DELIVERY, EFFECTIVENESS AND USEFULNESS." THE RESULTS We are proud to say that 100 per cent of all the required visits were completed within the 13-week time-frame, resulting in the answering of 138,764 questions, the provision of more than 100,000 photographs and the collection of 276,352 individual pieces of data.
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CASE STUDY Talking about the project, Rob Gleave, Managing Director of Momentum Instore, says: “We’re proud of our input in the TSB multi-site survey. This project demonstrates our commitment to ensuring excellence at every stage of the process. This was evident from planning out the practicalities, through to training all the relevant survey staff and analysing the resulting data.” “Each stage of the process was as important as the next and this approach means we are able to provide a service that is unrivalled in terms of planning, delivery, effectiveness and usefulness.” “The project also highlighted our flexibility in terms of the services we are able to offer and the way we can adapt to changing client needs, overcoming any issues along the way. We cultivated a strong working relationship with the team at TSB, ensuring this large-scale survey was completed as comprehensively as possible to achieve the desired outcome.”
276,352 INDIVIDUAL PIECES OF DATA COLLECTED
100,000 PHOTOGRAPHS CAPTURED
14,000 POS CODES RECORDED
4.5-5.5
HOURS TO COMPLETE ONE SURVEY
138,764 QUESTIONS ANSWERED
226 SURVEY QUESTIONS PER BRANCH
Issue 06 2016
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Your brand in
SAFE HANDS SUCCESSFULLY COMPLETING PROJECTS across 26 countries
10.
4.
2.
7. 8.
9.
5.
3.
1.
6.
22. 18.
21.
17. 16. 15.
19. 23.
11.
20. 14.
12. 13.
26. 24.
25.
1. 2. 3. 4. 5. 6. 7.
UK SWEDEN DENMARK NORWAY RUSSIA POLAND ESTONIA
8. 9. 10. 11. 12. 13. 14.
LATVIA LITHUANIA FINLAND ROMANIA BULGARIA TURKEY BALKANS
15. 16. 17. 18. 19. 20. 21.
HUNGARY CZECH REPUBLIC SLOVAKIA GERMANY AUSTRIA SWITZERLAND BELGIUM
22. 23. 24. 25. 26.
NETHERLANDS FRANCE SPAIN PORTUGAL ITALY
YOUR BRAND IN SAFE HANDS
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