From Clicks to Bricks; why e-Tail is moving into Retail

Hi, I’m Laura the Trend Forecaster here at Scarlet Opus and I’m going to give you a little explanation about our hot topic ‘Clicks to Bricks’.

First of all, what does it mean? Well, ‘click to bricks’ is a term given to renowned online retailers moving into physical spaces on our high street. Traditionally it has been known for retail brands to succeed in store first before establishing an online presence however the growing trend of ‘clicks to bricks’ demonstrates that well-known online retailers are now becoming more experimental and toying with the two concepts of online and offline.

Creating a virtual presence before moving into a physical space is becoming a more recognisable transition; moving away from the web is not a step backwards but is about adapting to consumer needs. The brands that do create multiple channels of distribution are offering a variety of shopping experiences to suit individual consumer lifestyles.

A couple of examples of this movement include US online accessories brand Bauble Bar, online eyewear brand Warby Parker and online menswear retailers Bonobos.

These brands are less concerned with the traffic that ground level high street shops provide and more interested in the consumer experience, which can inform later decisions made regarding the future of the store.

http://www.baublebar.com/

www.baublebar.com

www.bonobos.com

www.bonobos.com

www.warbyparker.com

www.warbyparker.com

No doubt you’ll all be familiar with the ongoing rise of the pop-up shop in recent years; which could be seen as another form of the ‘clicks to bricks’ model. This allows online retailers to ‘test the water’ before moving permanently into a physical space. This has been happening more and more as we see e-tailers take over high street stores on a short term basis or even set up their own physical space to attract consumers to take a look. With the majority of the products showcased online, small retail outlets can merely be a way of showcasing these products in real life, giving customers a chance to look and touch before they buy (showrooming).This is also a great way to boost the brand recognition.

Image courtesy of www.thestorefront.com

www.etsy.com – Image courtesy of www.thestorefront.com

Ebay pop up shop in Covent Garden London – Image courtesy of www.dalziel-pow.com Ebay store in New York – Image courtesy of www.thestorefront.com

We are also seeing retail brands moving into a more digital way of thinking and creating methods that mimic the online shopping experience. By blurring the lines between the digital online platform and the physical in store experience; retailers are creating a multichannel presence to expand the brand and enhance the consumer shopping experience. For example more brands are using digital services in store such as touchscreens, interactive displays and tools to enable customers to creatively customise their products, this offers a unique, quality experience to the customer, as well as making it convenient and hassle free for anybody to purchase the products.

The window below includes a huge touchscreen that’s ready to take your order and deliver your goods in less than an hour:

Image courtesy of www.thestorefront.com

Image courtesy of www.thestorefront.com

Amazon locker installations are being set up in many densely populated locations around the world. For the urban dwellers it is a great way to collect items at a precise location rather than worry about deliveries being left unattended on the doorstep.

js1600_Amazon-LockerSo why is this happening you ask… well, online shopping is becoming easier than ever before with laptops, tablets and smart phones all at our fingertips, with one click to buy and one touch of a button is all you need to purchase items online however; consumers are in search of that unique shopping experience with that personalised touch.

Not only is it important to physically feel the connection with a product but also to have the personal customer service in store. Consumers want to touch, feel and engage before they buy, to be able to have the tactile aspect with the convenience of online options such as home delivery or collection while interaction with digital devices enrich the shopping experience.

The convenience of shopping from the comfort of your own home is obviously beneficial in many ways, particularly for those who work 9-to-5 or those without transport to reach shops and not forgetting those (like myself) who sometimes like to indulge in a late night ASOS shopping spree, yet to be able to physically see and feel what you’re buying adds a completely different dynamic to the whole experience.

js1600_scarlet opus edit‘Clicks to Bricks’ describes the online retailers that are setting up space in physical stores, these retailers are adapting to consumer needs by creating unique shopping experiences.

Most Voted this post Interesting
We want to hear your voice ... place your Votes NOW
  • Interesting (1)
  • Fabulous (1)
  • More Like This (0)
  • Inspiring (0)

How to De-Risk New Product Development & Business Growth

Mention Trend Forecasting to most people and the majority are unsure what it’s about; and those that have heard of it, well they mostly associate it simply with pattern and colour.

But, to use it so, is to almost completely waste the true value a good consumer & interiors product Trend Forecaster can add to a company’s success. There are very few business tools available that, if used well, are guaranteed to improve business performance, no matter how you measure that. The more broadly the Trend research information is integrated into a company’s activities, the greater the performance improvement will be. A results and performance uplift might be seen in production as design costs reduce, PR success increases as content marketing is improved, product ranges can be smaller and the number of ‘slow-moving lines’ reduced; sales will increase as product & service offers better match the wants, needs & desires of your customers. The story telling and content meets the same degree of success in both B2C and B2B sectors. All of this ultimately leads to better profits.

Yes, our Trend Forecasting for the interiors market will do all of that!

WHY?

Predict

 

 

 

 

 

 

The biggest, most valuable resource that Scarlet Opus Trend forecasting gives to a product development team, manufacturer, retailer, interior designer or marketing strategy is…. ‘TIME’. The pressure on all of the business teams in any company, is significantly reduced because our trend research extends the time in which the total business cycle has, to be completed. No need to ‘spot trends’ at an exhibition(s), hope you’re right & then rush to bring your version of a product/service to market before the trend diminishes; engage with Trend Forecasting which will provide you with the same inspiration 12 – 18 months ahead of that exhibition being visited. You’ll gain more as you’ll also gain trend/consumer back stories to build your content marketing; you’ll get specific material, pattern, texture, shape & colour guidance as well as being able to explain ‘why’ this will all match with future consumer desires.

Trend Forecasting for interiors will give you a detailed view of those consumer desires up to 2 years in advance of the point at which your product should be brought to market. 2 YEARS! As a general view this could be increased to 5 years.

Imagine knowing the detail of what your customers will desire in 2 years’ time and knowing with certainty.

Research shows that company employees work more efficiently when they are relaxed & confident. Designers are more creative, salespeople convert more sales & PR events run more smoothly. If the risk associated with New Product Development or Services development is significantly reduced; your staff can focus on creating the best PR, producing excellent content marketing, targeted marketing support materials and preparing, rehearsing and enacting sales presentations that will demonstrate to buyers how well your company understands what consumers want and will pay to get.

benefits

 

 

 

 

 

 

Dr. Robert Passikoff (Founder of Brand Keys) says of 2014:

Consumers Expect More: Over the past five years, consumer expectations have increased on average by 20%. But brands have kept up only by 5% annually, a big gap between what’s desired and what’s delivered. The ability to accurately measure real, unarticulated expectations will provide significant advantages to brands that can engage and delight.

This describes beautifully, the gap that consumer, business & design Trend Forecasting will fill for any company. Why then aren’t more companies engaging with Trend Forecasting? The answer might lie in these 2 thoughts:

  1. It requires taking, quite a’ leap of faith’ to engage with someone who tells you that they can ‘see your future in detail & with certainty’!
  2. It’s possible that Creatives see Trend Forecasting agencies as an external design source; instead of an external design resource.

Trend analysts, spotters, reporters, colour & trend consultants all play valuable roles; but only a Trend Forecaster can create so much time and:

  • Inspire design teams to create products in materials with textures, patterns & colours that the consumer will want to buy. It’s global social, political, cultural & natural events that influence how humans behave & want to surround themselves with.
  • Inform sales teams how to support product presentations with trend information that will help buyers to choose their products to meet consumer demand.
  • Give Marketing teams an understanding of what caused a trend to emerge & how the consumer will feel as a result. Excellent content marketing will follow and help to leverage consumer marketing by suppliers of complimentary products.
  • Identify which trends specifically suit a company and its product offer/sector; enabling a more focused product offer to be developed. A trend forecaster will identify which trend next year is best suited to ‘Bathroom’, or ‘Dining’?
  • It’s crucial to identify trends for interiors that have longevity giving manufacturing/sourcing teams the opportunity to optimise production planning.
  • Produce inspirational PR events especially for the trade press always hungry for future trend information. ‘Expert’ endorsement is gaining traction with consumers over ‘celebrity’ endorsement.
  • Design exhibition stands reflecting ‘future trend themes’ making them stand out and provide a unique ‘visitor experience’.
  • Design retail showrooms to deliver a shopping experience the consumer wants. Men & Women shop differently.
  • Assist buyers translate Trend research into design briefs for manufacturing partners; or buying guidance for retailers.

There is so much value that Trend Forecasting adds to a company’s activities in all areas that it needn’t actually, even include the obvious product development. A business with a ‘fixed’ product design can still be more successful marketing it’s products within the framework of consumer wants, needs and desires.

global

 

 

 

 

 

 

It’s realistic to engage a good Trend Forecaster with the expectation that sales revenues will increase by double digit percentages, with a similar reduction in relative costs.

Contact phil@scarletopus.com Tel +44 1482 870 360 www.scarletopus.com www.twitter.com/scarletopus

Most Voted this post Interesting
We want to hear your voice ... place your Votes NOW
  • Interesting (2)
  • More Like This (1)
  • Inspiring (0)
  • Fabulous (0)