RETAIL TRENDS AUTUMN 2016 EDITION - hhglobal.com - HH Global
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RETAIL TRENDS
AUTUMN 2016 EDITION
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WELCOME…
GLOBAL INNOVATION
‘Amazon Dash’ buttons
Amazon’s UK customers can now push a
…to the Autumn 2016 edition of Retail Trends, ‘Dash’ button to reorder household items,
our summary of some of the latest global ranging from toilet rolls to washing powder,
innovation, upcoming trends and campaign and within 24 hours a package will arrive
activity in the market. at their front door. There are Dash buttons
for about 40 brands, which have to be
This edition features some exciting digital purchased first, but the cost is taken off the
first order.
innovation, which could improve convenience for The premise is to do away
both consumers and store staff, including retail The buttons need to be set up with the with the tedious experience
robots and Wi-Fi product-ordering buttons. Amazon shopping app, then once you run of shopping for basic items.
out of that product, pressing the Wi-Fi Although for Amazon Dash,
The ‘Trends to Watch’ section details some ideas connected button will simply trigger an
we think might be adopted further by brands and users need to be Prime
order via the shopping app. To get round the
retailers in the future, along with a feature on the potential problem of any accidents, multiple members, so as yet this
increasingly lucrative health and wellness market. orders within 24 hours will be ignored. experience is not open to all.
CATHERINE MARSDEN
I hope you find this interesting, and if you want to In the UK, Carling has launched its own
GROUP RESEARCH &
know more about any of the ideas featured please version of this, an internet-connected ‘Beer
INSIGHTS MANAGER Button’. This can be attached to a fridge and
don’t hesitate to get in touch.
tapped to order when people are running
low on their beer. It works by syncing with
Until next time, happy reading! the accompanying mobile app, where
customers can then order directly from
one of five major grocers in the UK (Tesco,
Catherine Marsden Sainsbury’s, Asda, Morrisons and Waitrose).
READ
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GLOBAL INNOVATION GLOBAL INNOVATION
Retail robots Pop-up VR arcade
Taco Bell have combined two key trends – pop-up and VR, with its
Robots have been tested by Target, ‘Saved by the Bell’ pop-up in New York this September. Due to Taco
Best Buy and Lowes in America Bell’s relationship with Sony Interactive Entertainment, customers
recently, to help monitor stock levels have the chance to demo the PlayStation VR, the virtual reality
and provide customer assistance. headset for the PS4, and several launch games at the arcade prior
to release to the general public on October 13. Plus, as you would
The robots move autonomously around expect, there was also plenty of Taco Bell food available.
the store and can scan products to
determine if they have been misplaced,
mispriced, or are low in stock. The data
collected can then be used to track
trends in sales and product placement,
as well as working out which shelves
need replenishing.
Lowes have been trialling robots in a
different way – using robots which
function more like humans, asking Robots are not just a
customers if they need help finding gimmick, used in the right
anything and guiding them to the
correct location. way they could remove
some of the key frustrations
in bricks-and-mortar stores,
and entice people to shop
here rather than online.
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GLOBAL INNOVATION GLOBAL INNOVATION
Shoppable film RFID loyalty card Cross-retailer parcel collection
The Dandy Lab Parcel Pickup network
Clothing retailer Ted This boutique clothing retailer has In the UK, courier company DPD have launched
Baker teamed up with film recently launched a loyalty card a Parcel Pickup shop network in partnership with
producer Guy Ritchie to embedded with an RFID chip. This retailers. This means that customers can order
release a three-minute film, technology enables the store to from one retailer and pick up from another store,
titled Mission Impeccable, detect the customer as they walk which is a designated pick-up point.
which is entirely shoppable. past the store, or walk into it.
But unlike other mobile loyalty-
With one click you can enabled apps, the customer
add the outfits of the doesn’t have to do anything other
characters to a look book than carry the card in their wallet.
to find out more and buy.
Once a customer is detected, the
brand can then target customers
via notifications and offers sent to
their mobile phones.
This is a fun memorable
shopping experience that
can convert interest and
inspiration into For the customer this provides
real sales, convenience, which is increasingly
by adding an in demand, and for the retailer
immediate it can increase footfall into the
action. store, possibly outside their usual
customer base.
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TRENDS TO WATCH
REAL CUSTOMER Image-only Pop-up experiences
STYLING communication Amazon have just announced they
will open dozens of pop-up shops
Customer sharing is Current consumers, especially the across U.S. shopping malls in 2017.
commonplace, but retailers younger generation, are extremely They will join a list of numerous
are beginning to use their own tech savvy and now communicate brands to experiment with pop-up
specific platforms to provide differently as a result. Of the retail and experiences, including
more ‘real’ styling examples, 9-17 year age group, more than Tesco’s pop-up wine bar in London
particularly for fashion and half have solely used images to and Tiger Beer’s modern Asian
furniture products. It is simple communicate, particularly emojis. art and design space. Pop-up
and cost effective to implement Communicating with images shops, or experiences (as they
and allows valuable data- only, which McDonald’s have
gathering opportunities. SMARTER recently tried, might be a tactic
don’t necessarily always sell
anything), can help off-set the
PERSONALISED brands adopt to communicate online shopping trend by providing
with younger people in order to
PACKAGING fit in with this trend and allow for
memorable real-life experiences.
There have been many shorter attention spans.
Integration of offline successful personalised
packaging campaigns in the
and online last few years, created with
Keepsake branding
To keep pace with the growth of digital digital print. There are however There are two different sides
media, the print industry is adapting by opportunities for these of the spectrum for packaging,
combining with modern technology to link campaigns to work harder in the with eco-focused packaging on
the two mediums. For example, print which future, by gathering consumer one side, and on the other, more
can be scanned to link to online sources data through interaction with elaborate packaging designed
and augmented reality. Experience and packaging using mobile phones to be kept and used again in the
standout is key to securing loyalty in a or social media. This data could home. Brands are experimenting
competitive market, along with a need for then be used to build profiles of with premium packaging with a
flexibility and ability to change content consumer shopping habits and high-end feel which can be
easily. Therefore we expect this integration allow brands to send offers and re-used, in wood, metal and gloss
to continue at pace. product information tailored to acrylics. The key benefit here is
individual preferences. that the packaging helps ensure
brands are remembered long
after the product has been used.
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TREND FOCUS…
Health and wellness Sportswear entering the mainstream
New research from Mintel estimates that sales of sports
goods will reach record levels of £7 billion in 2016, up 6%
Consumers are generally more aware of health on last year. This is not only driven by a rising interest
and wellness than ever, with many actively in health and wellness, but an increasing acceptance of
seeking out healthy products and over half (53%) casual dressing and wearing sportswear for fashion. In
of UK consumers now taking part in sport at least fact half of people who bought sports clothing, footwear,
equipment or accessories in the UK in the past 12 months
once a week. Here we look at some information
did so for non-sports use. It is expected that the trend,
around health and wellness and how some brands dubbed ‘athleisure’, will have been further heightened by
are helping to inspire healthier lifestyles amongst the Olympics and Paralympics this summer.
their consumer base.
Integrating health and technology Creating participation experiences
Health apps are one of the fastest growing categories in the
Reebok’s latest campaign ‘the gym is everywhere’ has
app market and are predicted to grow by 15% to reach $31
seen the sporting brand transform six bus stops in
billion by 2020. Brands across all categories are linking with
Columbia into mini gyms to inspire people to get fit.
health apps to reward customers for exercise, ranging from
The bus shelters were equipped with bars, steps and
product discounts to better banking rates.
even a personal trainer to instruct waiting passengers
Now Apple and its newly announced partner, Donate Life
on what to do. Those who did participate were given
America, will make it easier for millions of Americans
the option to have a picture taken that would then be
to register as organ donors through integrating donor
shared on social media to promote the campaign and
registration in a new heath app on the iPhone.
their accomplishment.
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AT THE SHELF EDGE
Fabled by The store is another example of
a brand aligning the offline and
Marie Claire store online shopping experience.
There are interactive elements
Marie Claire has been a part of the all around the store, with
publishing industry for decades, but screens to browse more
has now ventured into selling products information and a specific
themselves, launching an online and area all about seasonal
retail store this summer. The new venture recommendations, called
‘Fabled by Marie Claire’ is a partnership Fabled Edits, based on a
with Ocado. Marie Claire provides the concept in the magazine.
beauty experience, whilst Ocado offers
the customer service proposition and
logistical expertise.
Marie Claire is the latest
magazine to enter the
retail sector, following
Grazia last year. This
demonstrates a need
for physical consumer
interaction in this sector.
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AT THE SHELF EDGE
In-aisle disruption
This die-cut shelf fin is an
WALGREENS - USA unusual shape, which acts to
Bodyform used an innovative new packaging generate brand interest.
concept, dubbed the ‘packaging indicator’, to
help the product stand out at the shelf, without
the need for large, more costly aisle point of
sale. This consisted
of double sided
printer paper stock
applied to the side of
the pack, effectively
creating a small fin
on the packaging.
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AT THE SHELF EDGE
Pop-up FSDU This FSDU, seen in Falconboard displays
travel outlets, is topically Lightweight falconboard cuts cleanly,
car-related to engage making it perfect for creating custom
We have seen increasing use of shapes and three-dimensional displays.
commuter shoppers, whilst
Falconboard, due to its strong
having a practical design for
dimensional stability, along with an
store convenience.
environmentally responsible profile.
An elastic pop-up mechanism It is a graphic display board made from
means the unit can be sent flat reusable, renewable and 100% recyclable
packed, for distribution virgin kraft paper honeycomb material.
efficiencies, and can be set This rigid substrate is an excellent
up in under a minute alternative to traditional foam boards and
in store. can be printed on directly, or used as a
solution for mounting printed material.
Digital posters
HOUSE OF FRASER - UK JC PENNEY - USA
The Beauty sector is typically
an innovative category,
with branded point of sale
instrumental in attracting This hanging arch, complete with die-cut
attention. In their flagship board to form the arch, die-cut 3D flowers,
store in London, Benefit implemented a poster faux flower garlands and rope, helps create
in the style of a bespoke vending machine, made of theatre and ambience around the garden
clear acrylic sascia with an embedded 11-inch digital ranges in larger Tesco stores in the UK.
screen featuring interactive digital video content.
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WANT TO KNOW MORE?
This pro-active review of trends in the retail market by our Insights team
is just one of the many ways we can help plan your campaign strategy.
We can offer advice on all elements of retail marketing, from market
trends, to innovative design, cost savings and production best practice.
If you want to talk through anything further, please get in touch: info@hhglobal.com
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