RETAIL TRENDS AUTUMN/WINTER 2015 EDITION. hhglobal.com

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1 RETAIL TRENDS AUTUMN/WINTER 2015 EDITION

WELCOME GLOBAL INNOVATION Mobile location technology innovation to the Autumn/Winter 2015 edition of the Retail Insights guide our roundup of some of the best campaign activity we ve seen in retail,

As ever we aim to bring news and examples of what s happening in the market and who s innovating right to your fingertips, to hopefully provide future inspiration.

2 WELCOME GLOBAL INNOVATION Mobile location technology innovation to the Autumn/Winter 2015 edition of the Retail Insights guide our roundup of some of the best campaign activity we ve seen in retail, along with exciting global innovation. As ever we aim to bring news and examples of what s happening in the market and who s innovating right to your fingertips, to hopefully provide future inspiration. CATHERINE MARSDEN GROUP RESEARCH & INSIGHTS MANAGER This edition also features a focus on Halloween, the third largest seasonal event for retailers in the UK. We look at brand activity around the occasion, and shopper attitudes, before crucially examining how brands and retailers can make the most of this and other key seasonal events. I hope you find this interesting and if you want to know more about any of the ideas featured, please don t hesitate to get in touch. Until next time, happy reading! Catherine Marsden UK KFC KFC launched a campaign to promote its new burrito range, using mobile location technology to not only tempt consumers into its restaurants but specifically away from competitors. Proximity targeting was used at competitor locations to reach a relevant audience who could be converted to switch brands by sending the right content (such as distance to nearest KFC and specific offers). This clever campaign showed that engaging with customers near to KFC branches drove a click through rate 40% above the industry benchmark READ OUR BLOG

At the same time this enhances data capture for the retailer and provides the ability to send future marketing content.

3 GLOBAL INNOVATION E-receipt convenience GLOBAL INNOVATION Edible billboard UK Nakd Natural Balance Food s wholefood snack food brand, created a giant edible advert in the heart of London s Westfield shopping centre. Mothercare UK The mother and baby retailer has implemented a new technology which allows digital receipts to be issued to customers for convenience. At the same time this enhances data capture for the retailer and provides the ability to send future marketing content. The billboard-sized display housed over 40,000 Nākd bars during the week (7-13 September) and consumers were encouraged to find their fave between sixteen flavours in Nākd s ranges of fruit and nut bars, crunch bars and Nibbles. The Find your Fave campaign also ran across social media with footage of the billboard being created shown on social media, alongside the hashtag #FindYourFave. A good use of technology in order to bridge the gap between online and in store This is a fun way to build brand awareness and allow customers an opportunity to try the full breadth of the range

GLOBAL INNOVATION Interactive window GLOBAL INNOVATION New fashion retail experience Ainz & Tulpe Japan The beauty retailer has used market insight to develop facial recognition shop windows.

4 GLOBAL INNOVATION Interactive window GLOBAL INNOVATION New fashion retail experience Ainz & Tulpe Japan The beauty retailer has used market insight to develop facial recognition shop windows. Research shows only 3% of people in Japan can speak a foreign language, which could impact on the shopping habits of the increasing number of tourists in the country (especially in the run up to the Tokyo Olympic games in 2020). The interactive digital windows allow customers to touch the make up look they prefer, then facial recognition technology is used to print coupons, with information and offers in the language deemed as fitting to the recipient. A new innovative way to attract customers data shows 40% more tourists visited the branch since launching the display Oasis UK The womenswear retailer is set to open a new concept store in London in November, ahead of replatforming its website and launching click-and-collect early next year. The 3,200 sq ft flagship store will be the first Oasis store to feature a café and bar called Saucer & Spritz and a hair and nail bar called Pin & Polish, as well as the retailer s full fashion offer. We will definitely be paying a visit, and will share pictures as soon as we can.

FOCUS ON... Halloween Halloween was previously seen as an American tradition, and predominantly aimed at young children.

It seems people are embracing the opportunity to celebrate in the lull period between Summer and Christmas, and the

Over two-thirds of American adults are expected to celebrate Halloween this year, and spending is set to top $6.

Whilst in the UK sales in 2014 reached 330 million and Halloween is the third biggest seasonal event for UK retailers,

Food and Drink Brands have been increasingly tapping into the spooky season with the number of food and drink products

This spans the typical confectionery, to drinks, beer and even baked beans and fresh meat.

more closely associate with the seasonal event.

5 FOCUS ON... Halloween Halloween was previously seen as an American tradition, and predominantly aimed at young children. However, in recent years its appeal is widening, with greater sales in the UK and involvement of many adults too. It seems people are embracing the opportunity to celebrate in the lull period between Summer and Christmas, and the excuse to dress up and throw a party. Over two-thirds of American adults are expected to celebrate Halloween this year, and spending is set to top $6.9 billion. Whilst in the UK sales in 2014 reached 330 million and Halloween is the third biggest seasonal event for UK retailers, behind Christmas and Easter (even surpassing Valentine s Day). Food and Drink Brands have been increasingly tapping into the spooky season with the number of food and drink products launched globally with a mention of Halloween growing almost 200% since This spans the typical confectionery, to drinks, beer and even baked beans and fresh meat. Food and drink are common low cost categories to buy into for Halloween, so it s no surprise that brands are trying to more closely associate with the seasonal event. Here s just a selection of the Halloween themed products we ve seen The number of food and drink products launched globally with a mention of Halloween has grown almost 200% since Here we examine some key information and fun facts around spending at Halloween. We also highlight how brands and retailers can entice consumers to spend more for seasonal events across the whole year, maximizing these spend opportunities. * Source National Retail Federation * Source National Retail Federation, Statista

FOCUS ON... Halloween In the UK 60% of people bought products or services for Halloween in 2014.

6 FOCUS ON... Halloween In the UK 60% of people bought products or services for Halloween in America 40% of people bought trick or treat confectionery, rising to 73% of parents with children aged 6 to 12 10% bought decorations, 9% bought special food or drink to have at home and 8% went out to a party or event. Adults most popular costumes The average American celebrating Halloween will spend $77 in total Candy $29 Decorations $ 23 Costumes $21 Cards $4 Half of those celebrating will either throw or attend a party. UK The most popular costumes for adults are quite traditional, whereas kids will see some new characters featured Witch Vampire Zombie Animal Kids most popular costumes Shopping for Halloween is typically left until near the date, with the majority (43%) done in the first 2 weeks of October. 63% of Americans plan to celebrate Halloween and 43% plan to wear a costume. Pirate Princess Animal Spiderman Frozen character Action/Superhero 14% of Americans will even dress their pet in a costume! The favourites are Pumpkin, Hot Dog and Devil

7 FOCUS ON... Halloween While it is an established retail event Halloween seems to be marked by careful spending from consumers. The average spend is fairly low and confectionery is by far the most popular category to spend on. This has therefore made us think about how retailers and brands can incentivise more spend for Halloween, and potentially other similar seasonal events. Grow current spending Appealing to the demographics already spending on Halloween (young adults and families) is an easy win. Consider trying to increase spend, by encouraging trading up to higher ticket price items, perhaps outside traditional confectionery. There s also the possibility to offer solution deals for a complete package offering. Draw in a wider audience Retailers can try to attract more consumers to the event, such as older shoppers (including grandparents) and consumers without children, who are currently less likely to be spending. Campaigns need to be relevant to highlight a reason for them to buy. Understand the market Get ahead by understanding what is happening in the market, what your competitors are doing, and who is doing it well. Gather up to date customer insights around what customers think and how they shop to ensure Halloween campaigns appeal to them in the best way. Ensure in store efficiency Once campaigns have been fully thought through and produced, ensure in store implementation doesn t spoil the effect. As Halloween has a limited window for purchase, stock availability is key, as is compliance to merchandising guidelines.

TRENDS THAT COULD INFLUENCE RETAIL IN AUTUMN/WINTER More time spent preparing meals In the colder months

all respondents turn to online beauty videos for advice a few times a week.

blogging) in the run up to Christmas, to tap into the trend and grow personal relationships with customers.

Red colour palette The traditional Christmas colour is a key trend throughout the Autumn season, warming up

8 TRENDS THAT COULD INFLUENCE RETAIL IN AUTUMN/WINTER More time spent preparing meals In the colder months people spend more time in the home so it s not a surprise to see that time spent cooking increases, as does the number of meals made from scratch. Beauty vlogging This has been a huge success in the last few years- recent research showed nearly half of all respondents turn to online beauty videos for advice a few times a week. There is an expectation that the 17 billion beauty market could increase their activity in vlogging (video blogging) in the run up to Christmas, to tap into the trend and grow personal relationships with customers. Frustration with queues Focus on handmade Amazon Handmade launched in October, to rival Etsy in selling handmade gifts and homewares. As a result we might see more of a focus on individual bespoke ranges from retailers. Red colour palette The traditional Christmas colour is a key trend throughout the Autumn season, warming up categories including fashion, beauty and homewares. As a warning for retailers preparing for the festive season, more than a third of UK shoppers (38%) said they have given up trying to make a purchase because of long queues. Nine minutes is the average time consumers are prepared to wait before leaving empty-handed.

9 AT THE SHELF EDGE High impact windows These Halloween window displays from Hotel Chocolat give a 3D feel to windows and a feeling of depth, with cardboard structures in the window area. HOTEL CHOCOLAT - UK HOTEL CHOCOLAT - UK They also house digital screens for further impact and to highlight the Halloween product range.

AT THE SHELF EDGE Temporary POS Theatre These

secure product visibility and high impact in some

The different elements are also well suited to small

with this high impact cardboard display.

another create a 3D feel display to draw attention

USA UK These simple cardboard pallets show how

10 AT THE SHELF EDGE Temporary POS Theatre These temporary units in a variety of store environments secure product visibility and high impact in some high traffic areas. The different elements are also well suited to small footprint displays, which can be a key consideration for many retailers. The launch of the Jurassic World DVD is promoted with this high impact cardboard display. The large die cut dinosaurs layered in front of one another create a 3D feel display to draw attention to the DVD unit. USA UK These simple cardboard pallets show how standard display types can be used to create impact and engagement, to drive sales. A secondary stock display nearby ensures there is good product availability. AUSTRALIA AUSTRALIA

AT THE SHELF EDGE Alternative advent calendars On our research

thought it was a unique and fun take on the traditional advent

While obviously more expensive than a chocolate calendar it is

specifically grown-ups, and giving a different feel to the

This made us wonder about other alternative advent calendars.

advent calendars containing candles, beer, tea, bath oils and

11 AT THE SHELF EDGE Alternative advent calendars On our research visits we came across the Beauty advent calendar example and thought it was a unique and fun take on the traditional advent calendar. While obviously more expensive than a chocolate calendar it is innovative in targeting a different customer profile, specifically grown-ups, and giving a different feel to the occasion. This made us wonder about other alternative advent calendars. So after investigating further we ve found you can also buy advent calendars containing candles, beer, tea, bath oils and miniatures of alcohol just a few ideas if you want to try something different this year GIN ADVENT CALENDAR BEER ADVENT CALENDAR BATH OIL ADVENT CALENDAR BEAUTY ADVENT CALENDAR YANKEE CANDLE CALENDAR

12 AT THE SHELF EDGE Shelf edge standout The shelf edge is still the area where the majority of purchase decisions are made, so brand impact and standout is crucial to attract purchases. These shelf fins/talkers are all great examples of innovation in a traditional POS type. The moving elements, light, 3D and die cut seen globally show the possibilities and impact that is possible.

13 AT THE SHELF EDGE Permanent displays These displays in more permanent materials are eye catching due to shape, colour, digital elements and interesting materials such as edge lit acrylic. Edge lit acrylic creates a striking look that can cut through a busy store environment, and is a lower cost than traditional lighting.

practice. HH Global delivers outsourced procurement programmes within print, secondary packaging and creative services.

14 WANT TO KNOW MORE? HH Global Our Services 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. HH Global delivers outsourced procurement programmes within print, secondary packaging and creative services. Printed Materials Print management Direct mail Point of sale Packaging Promo merchandise + Maximum Benefit Secondary Packaging Shelf-ready packaging Printed folding cartons Labels Shipping cases Value added packaging If you want to talk through anything further please get in touch: info@ Creative Services Creative Artworking Digital Visual merchandising Transcreation

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