The future of marketing

The Future of Marketing

Trends shaping the future of marketing


We’re always looking at ways to add value to the communication we send out, which is why we’ve created our The Future of Marketing report.

We’ve taken views and insights from experts in the worlds of advertising, social media, and turned them into a free e-book.

Aimed at marketers, brand managers and anyone with an interest in emerging trends and what’s shaping shopper behaviour. As well as getting up to speed on the latest thinking, it will help generate new ideas and ways to develop future campaigns.

The Future of Marketing is a response to our rapidly changing environment. Only in the last year in politics, we voted to leave the EU and on the other side of the pond Trump gained power. In retail, Amazon drones lead a new era of delivery and tap and pay became the norm. In marketing, Google officially launched expanded text ads, while Snapchat took the helm in the social media landscape. Twitter closed video social network Vine, and ‘trust’ became the word on every marketer’s lips as ‘fake news’ drove a skepticism evolution among audiences.

2017 will go on to bring ever-greater change. Change that will disrupt entire industries as well as our personal lives.

 

What’s inside?

  • The bigger picture
    • Future shoppers – Millennials come of age
    • Media landscape – Power of one
  • Trends shaping the future of marketing
    • Is TV advertising dead?
    • Growth of content in advertising
    • Why the quest for a golden user experience should shape your e-commerce
    • A vision of the future: Instore trends
    • Heralding education and choice in packaging
    • New era of experimental advertising
    • The power of social authenticity

 

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The Future of Marketing Report


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Retail Roundup Infographics

Retail Roundup Infographics


Each month, we complete a round up of retail facts and figures and pull them together into an easy to digest retail infographic that we call our ‘Retail Round Up’. It highlights a variety of metrics and provides a summary of what’s hot or not.
Click below to see each individual retail infographic, or register to receive our newsletter, Market Insights, to have them emailed to you each month.

2017


2016


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Retail 2020: The future of shopping

Retail 2020: The Future Of Shopping


Retail 2020: Fast-forward four years from now and we’ll see a very different set of shoppers who have adopted a very different way of shopping.

Just in the last 12 months, new technology and evolving shopping habits are transforming retail.

Social-driven sales and referral traffic have risen at a faster pace than all other online channels. Now one in three shoppers already use mobile wallets and contactless transactions for the first half of 2015 were already higher than the £2.32bn spent in 2014.

The backdrop to all of this has been slow yet steady growth. And there are plenty of reasons to remain optimistic. Analysts predict global retail sales will make a healthy jump, worth just short of 17 trillion pounds by 2019. And a new wave of innovation in both digital and bricks-and-mortar retail turns challenges into opportunities in markets across the world.

A rich culture of change combined with economic growth makes retail an exciting place to be. To keep on top and compete effectively, marketers must have their eye on the future and this is where Retail 2020 can help.

We’ve scoured the retail landscape to identify the most pertinent trends that will shape tomorrow’s shopping experience. We’ve condensed that insight into Retail 2020 – a handy report so you can quickly and easily grasp what’s hot. Read what to look out for and what to avoid to attract, delight and ignite future shoppers to act.

We hope that it will give you food for thought, help you to focus on what’s important and better inform your future retail strategy and marketing.

Receive the full Retail 2020 white paper by using the sign up form below and discover the most pertinent trends that will shape tomorrow’s shopping experience, helping you to quickly grasp what’s hot, what to look out for and what to avoid, if you’re to attract, delight and ignite future shoppers to act.

Retail 2020: The future of shopping

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Black Friday: Shopper Survey

Disruption for UK Retail?


Our Black Friday report and infographic investigates the current state of Black Friday (and the following ‘Cyber Monday’) in the UK, and how it impacts on shoppers’ Christmas spending habits.

The report is based on a comprehensive survey of hundreds of UK residents across a range of demographics. We look at what they plan to spend money on this Black Friday, how it’ll impact on their expected Christmas budget and whether it’ll even influence how much they spend in the January sales.

Some of the topics the report covers are:

  • How shoppers plan to pick up Christmas gifts on Black Friday
  • Whether shoppers’ Black Friday spending will impact on their Christmas budget
  • How much Black Friday spending will affect the January sales

To read the full insight report on Black Friday, please register your details in the form below.

Black Friday Shopper Survey



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Shopping Uncovered: Home & Leisure

Shopping Uncovered: Home & Leisure


It is accepted that different generations shop differently, but most studies make assumptions that all shopping is the same. Our latest report, reveals how shoppers really shop today.

Learn what drives people to buy. Discover what changes if your core shopper is a Millennial or a Boomer. Explore what impact category has.

Is finding a holiday really the same as buying a sofa. Can this be.

For the first time, Shopping Uncovered – How we really shop today – tackles all these issues and looks at shopping in two ways.

Firstly, we study in-store and online shopping behavior, to reveal a more intuitive and useful analysis of how we shop.

We’ve also noticed that while there are common themes that repeatedly come up on shopper influences, until now no one has one ‘formula’ for what drives us to make one purchasing decision over another. Shopping Uncovered investigates the six key forces that influence shopping decisions and their power of influence, by generation and category. These ‘Shopper Forces’ have been identified as:

  • Price
  • Need to touch
  • Shopping experience
  • Education
  • Brand
  • Social validation

The findings will surprise, but also confirm some of your assumptions, helping you to prioritise marketing budgets, incite growth and improve ROI.

In summary, Shopping Uncovered – how we really shop will tell you:

  • How we shop – online and in-store splits
  • The drivers to buy – by generation and category
  • Attitudes to sales and promotions
  • How staff can make a difference

We hope you enjoy Shopping Uncovered, and that you will find it a useful planning aid.

If you’re interested in reading the report, which focuses on the Home and Leisure sectors, please register your details in the form below.

Shopping Uncovered: Home & Leisure

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Shopping Uncovered: Fitness, Sports & Outdoor

Shopping Uncovered: Fitness, Sports & Outdoor Edition


In our second Shopping Uncovered retail report, we’ve taken a closer look at one of the categories in the home and leisure sector – Fitness, Sports and Outdoor.

In our research in to the home and leisure sector, more than a thousand shoppers were asked about their shopping habits. Behaviour varied wildly by category and in this report we capture how those behaviours can be used to inform marketing strategies in the Fitness, Sports and Outdoor category.

Learn what drives people to buy. Discover what changes if your core shopper is a Millennial or a Boomer. And get advice and tips for using the data to market more effectively. Ultimately, this report can help you create a better shopping experience and improve return on investment.

Here’s a snapshot of what we found:

  • Bricks and mortar high street stores are the life-blood of sports and outdoor brands as shoppers seek to try before they buy.
  • Shoppers in this category are more likely to be brand driven.
  • While getting a good price is important, shoppers are less likely to expect a bargain and feel you get what you pay for.

If you’re interested in reading our insight report on the Fitness, Sports and Outdoor category, please register your details in the form below.

We hope you enjoy this new edition of Shopping Uncovered, and that you will find it a useful planning aid.

Alternatively, you might find our insight report on the entire home and leisure sector of interest. Shopping Uncovered – how we really shop will tell you:

  • How we shop – online and in-store splits
  • The drivers to buy – by generation and category
  • Attitudes to sales and promotions
  • How staff can make a difference

To download this report, click here

Shopping Uncovered:
Fitness, Sports & Outdoor edition

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Shopping Uncovered: Houseware

Shopping Uncovered: Houseware


In the latest of our Shopping Uncovered retail reports, we reveal the behaviour behind houseware shoppers. What drives them to buy, where they shop and why they shop the way they do.

By talking to hundreds of houseware shoppers, we have identified that behaviour varies between the generations. In this report we capture how understanding these behaviours can inform marketing strategies, create better shopping experiences, and ultimately improve return on investment.
From Millennials to Boomers, this report provides advice and tips to market more effectively to a wide range of houseware shoppers.

Here’s a snapshot of the insights we uncovered:

  • Houseware is one of the least promotional retail categories, so it’s important to understand how to discount without devaluing
  • Shoppers in this category are more likely to be driven by in-store experience
  • Millennials are a prime group to nurture because they are at the start of their homemaking journey

To read the full insight report on the Houseware category, please register your details in the form below.

To see the bigger picture of how we shop in the entire home and leisure sector:

Download Shopping Uncovered – how we really shop . This in-depth report provides invaluable insights into shopper behaviour including:

  • How we shop – online and in-store splits
  • The drivers to buy – by generation and category
  • Attitudes to sales and promotions
  • How staff can make a difference

To download this report, click here

Shopping Uncovered: Houseware edition


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Shopping Uncovered: Furniture

Shopping Uncovered: Furniture


The latest of our Shopping Uncovered retail reports, are presented as an Infographic, displaying the key findings for the furniture sector.

Here’s a snapshot of the marketing tips uncovered:

  • Enhance the instore opportunity to touch and feel products, make it physically easy and encouraging to touch the one you want
  • Explain what you get for your money, enhancing superior craftsmanship or special features
  • Enable shoppers to share what they’ve bought in their own social networks
  • Encourage reviews and make them readily available

To read the full infographic on the Furniture category, please register your details in the form below.

To see the bigger picture of how we shop in the entire home and leisure sector:

Download Shopping Uncovered – how we really shop . This in-depth report provides invaluable insights into shopper behaviour including:

  • How we shop – online and in-store splits
  • The drivers to buy – by generation and category
  • Attitudes to sales and promotions
  • How staff can make a difference

Shopping Uncovered: Furniture edition


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Shopping Uncovered: Online vs In-store

Shopping Uncovered: Online vs In-store


In this special edition of Shopping Uncovered, we take an in-depth look at the role in-store high street shopping and online shopping play in our lives today. The big question is, will the high street survive the unwavering success of online shopping?

To find out we talked to thousands of shoppers of all ages. We uncovered their thoughts, feelings and attitudes towards shopping in-store and online. In this report we’ve collated the findings to help inform marketing strategies, create better shopping experiences, and ultimately improve return on investment.

From Millennials to Boomers, this report provides advice and tips to help businesses keep shoppers engaged in-store on the high street.

Here’s a snapshot of the insights we uncovered:

  • Nothing beats being about to interact with a product before you buy it
  • High street shopping is a social experience
  • Shoppers see the high street as a place where their community can come together
  • Retail staff play an important role in driving the decision to purchase

To read the full insight report on the high street shopping experience, please register your details in the form below.

To see the bigger picture of how we shop in the entire home and leisure sector:

Shopping Uncovered – how we really shop is an in-depth report provides invaluable insights into shopper behavior including:

  • How we shop – online and in-store splits
  • The drivers to buy – by generation and category
  • Attitudes to sales and promotions
  • How staff can make a difference

Shopping Uncovered:
Survival of the High Street


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