It’s been coming. Asos finally overtook Marks & Spencer’s market valuation this month in what some described as the UK’s high-street Tesla moment, as the online fashion website usurped M&S, a 133-year old retailing giant.
It’s Asos’s innovative use of marketing with its customers and employees that has captured our attention and helped fuel its trajectory.
The outdoor goods market is big business but consolidation in the market over recent years reflects just how tough it is on the high street. That said, as this piece in Retail Week outlines, there are notable successes. And some lessons on how to succeed in the outdoor market that begin, at home, with employees.
Social networks are the new marketplace for shoppers. Consumers are increasingly looking to Facebook, Instagram and Twitter for their online purchases.
For marketers, this means understanding how consumers use social networks, so they can turn them into brand buyers. Although direct purchases are not yet available through all social networks – watch this space closely - the inspiration and intent to buy is clear.
More than half (56%) of consumers who follow brands on social media sites do so to view products, says new research from loyalty analytics company Aimia that own the Nectar loyalty brand.
One of the key strengths of the Qubist advocate platform is its versatility, meaning it is able to connect brands to their employees and customers no matter which industry they are in from fashion and beauty, HR and retail to B2B and travel.
Here’s some recent media attention below that Qubist has gained across a range of industries including retail bible, The Grocer, which looks at how Qubist has helped supermarket Iceland Foods turn on an “army of advocates” to supercharge its marketing. More industries are now waking up to how advocates -managed at scale on a tech-savvy platform - can increase social media word-of-mouth and deliver a real business impact [see below].
Qube Media is pleased to announce the publication of its first White Paper covering advocate and influencer marketing in the Retail space: ‘How Iceland Foods is Transforming Retail Marketing through Advocacy’. Download the free report here.
We have a special breakfast briefing this coming Thursday where our main speaker will be Andy Thompson, Social and Digital Manager, Iceland Foods.
Thompson has been instrumental in driving an innovative digital marketing approach in 2016, which has resulted in numerous industry awards including: The Drum Content Awards 2016 (Best Retail Content Marketing Strategy/Campaign); Retail Week Rising Stars (Social Media Team, Winner) and The UK Social Media Communications Awards 2016 (Best In-House Team Social Media and Best Community Engagement).
Part of Thompson’s approach this year has been to set up an Iceland advocate programme for employees and customers to increase word-of-mouth marketing to new levels. He says: “Word of mouth is very important because of the impact it has on brand perception.”
Qube Media is holding a breakfast briefing in central London next Thursday 24th November: How Iceland Foods is transforming retail marketing through advocacy.
Famously competitive with very tight margins, the retail market is being disrupted as brands seek to create a deeper relationship with the customer. Find out how Iceland Foods is transforming retail marketing through advocacy to gain the competitive edge.
Qube Media is holding a series of three digital marketing breakfast briefing events in November in central London. Tickets are on sale now, so sign up asap to avoid disappointment.
Travel: 9th November
In the footsteps of Airbnb: using advocate marketing to get more reviews for your travel brand.
Sponsorship: 16th November
Sponsorship: using advocate marketing to drive brand awareness in a crowded field.
Retail: 24th November
Where 2017’s top retail campaigns will be won and lost - how customer and employee advocacy give brands the edge.