Let's Do Digital 2014 - A Review

Let's Do Digital 2014 was held in March at the Bournemouth University Executive Business Centre. The event promised to cover the latest trends in Analytics, Digital Conversation, Search, Video and PPC Ads. Guest speakers included Lewis Lenssen from DC Storm and Andrew Saunders from IPC Media, who were engaging and extremely knowledgeable in their fields. We particularly enjoyed the Brand and Retail focus of the Seminars and Keynote Lectures.


When considering analytics, Lewis presented from a completely new angle. We are all aware of the changes Google have made to their analytics, where soon multi-device conversions can be tracked for 'logged in' Google users, providing for the first time a complete and accurate profile of the consumer's journey to purchase. Although this does still pose the search term ambiguity issue, because a rapidly growing percentage of data is now recorded as 'unavailable', with 'logged in' Google user's search term data restricted to all but PPC ad users. Lewis built on this knowledge by presenting retailer case studies to apply the concept to real word scenarios. 

One of the key utilisations of retail and e-Commerce is Click and Collect. The number of website visits before conversion has increased from 4 in 2010 to 10 in January 2014. Consumers are expecting much more from their shopper experience and are comparing experience and added value alongside price and product. Consumer's are influenced by a vast number of media types and consumers can voice their opinion to a much wider audience almost instantly. With over 3 channels contributing to the average purchase and 40% of customers using more than one device in the purchase decision, the link between in-store marketing and e-Commerce marketing is ever vital to the purchase decision.

John Lewis reported a 70% growth in Click and Collect sales since utilising Waitrose stores. 1/3 of customers using the service also purchased additional items whilst in the store environment. This clearly shows that engaging and effective POS and retail marketing collateral has a growing part to play in strengthening the link between e-Commerce research and purchase and in-store purchase, which if used correctly can only maximise on sales opportunities. 

Argos reported that Mobile Commerce had risen to 75% and accounted for 20% of sales in 2013. Click and collect represented 1/3 of 2013 revenue. As Argos reach the end of their Ebay driven Click and Collect partnership trial this month, it will be interesting to quantify the causal increase in in-store sales from the additional footfall. Tesco had a multi-channel focus for their Christmas 2013 campaigns. 70% of online Tesco fashion orders were Click and Collect and 40% of grocery orders were made using more than one device. 

We have been supplying POS and Retail Marketing initiatives to the world's biggest and most influential brands since 1968 and strongly believe that offering end to end solutions that not only resolve the challenges of our clients, but also offer industry leading concepts ensure our clients retain their competitive and trend leading advantage.  Linking POS and retail marketing, that is developed from a relevant and constantly evolving knowledge of consumer behaviour and utilises forward-thinking technology such as Augmented Reality, Experiential Marketing, Apps, e-Commerce, Affiliate Marketing and Video is the key to maximise purchase potential from existing footfall and your Click and Collect visitors. 

Top tips from Let's Do Digital 2014:

1. Utilise engaging and eye-catching 3D POS to capture the attention of Click and Collect customers.
2. 1/3 of Click and Collect customers make additional purchases whilst in-store, consider this when planning your retail marketing store plan. 
3. Video, digital technology and experiential techniques such as scent built into POS displays can increase engagement from Click and Collect customers that have no set purchase intention. 
4. Linking apps to POS and retail marketing with  offers and loyalty rewards can promote repeat store visitation.
5. Affiliate Marketing can ensure that your products reach the right audience from a consumer trusted source, but this doesn't have to end online. Using bloggers in your in-store marketing can reinforce your message to increase purchase behaviour.

As experts in Retail Marketing and with the Clockworx Design Agency dedicated to app, digital marketing and design, send us your brief today to find out what unique solutions we can offer to solve your challenge.

Maria Parker-Harris

Group marketing Co-ordinator

The SPS Group 

www.spsgroup.co.uk