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      "body": "SUPERDRY is a renowned clothing company based in the United Kingdom and was established in 1985. The company offers casual clothing inspired by classic American styles and Japanese graphic design fused in a uniquely British way. Popular with celebrities including Idris Elba and David Beckham, SUPERDRY is a fast-growing brand offering a distinctive look. The company has grown significantly in the past decade, from £237 million in 2011 to £610 million in 2022, reaching a high of £872 million in 2018. To continually expand, the company takes advantage of its omnichannel retail strategy. In this piece, we will learn how the [Superdry marketing strategy](https://blog.contactpigeon.com/superdry-marketing-strategy/) works.\n\n## The History of SUPERDRY: From 1985 to This Day\n\nIn 1985, businessman Julian Dunkerton and a former business partner founded cult clothing and gained popularity with university students. Nearly two decades later, Dunkerton teamed up with James Holder, who was running a famous skatewear brand, to create SUPERDRY. \n\nThe duo introduced the new brand by carrying clothing in Cult Clothing stores. They opened the first SUPERDRY store in Covent Garden in London in 2004. By 2010, SUPERDRY had introduced a new partner, Theo Karpathios, who ushered in a new period of growth, spurred by the company’s emerging popularity. In 2007, the brand gained global visibility, with David Beckham wearing one of its jackets. \n\n\n## The Marketing Strategies SUPERDRY Used to Grow\n\nSUPERDRY got a boost when David Beckham sported their clothes in a world-famous footballer’s calendar. While celebrity exposure helped improve the brand’s credibility, SUPERDRY also used clever marketing strategies to grow the brand throughout the 2010s. \n\nTheir marketing strategy shows the importance of knowing your audience and using its preferences to focus marketing efforts. Feel free to imitate these key strategies. \n\n### Key Strategy #1: The Omnichannel Adaptation\n\nAs part of the marketing strategy of the SUPERDRY company, executives took action when they noticed in-store sales were starting to slump. To help boost sales, SUPERDRY knew it needed to take an omnichannel approach, which fueled its investments in technology. They partnered with the online shopping app Fynd to offer a seamless experience to customers who wanted to buy something online and pick it up in the store. \n\nIn-store sales clerks had the app on their phones, allowing them to look up a customer’s order to ensure it was correct. This part of the SUPERDRY marketing strategy also came in handy when the COVID-19 pandemic made it necessary for all stores to offer contactless payment options. Using this approach helped the company improve its sales by about five percent.\n\n### Key Strategy #2: The Mobile-First Approach\n\nSince its inception in 2007, the smartphone has changed how people search for fashion retailers online. Mobile internet users made up over half of the internet traffic in 2022, and the trend is likely to continue. A SUPERDRY marketing analysis wouldn’t be complete without discussing the company’s mobile-first approach.\n\nAs part of its eCommerce strategy, SUPERDRY uses videos to appeal to customers on mobile devices with social media links customers can use to shop the looks. SUPERDRY also improved its logistics, including setting up local warehouses and distribution centers in Australia and other countries to speed up global delivery times.\n\n### Key Marketing Strategy #3: Becoming the #1 Sustainable Style Destination\n\nWith the rise of fashion influencers, “unboxing” videos, and fast fashion in general, the industry has become known for its harmful footprint on the environment, and customers are pushing back. As of 2022, the ethical fashion market is worth $7.7 billion, and we anticipate it will continue to grow. To appeal to younger and more eco-conscious consumers, SUPERDRY made efforts to improve its manufacturing and distribution processes, aiming to become the #1 destination for sustainable style. \n\nThe SUPERDRY website highlights its commitment to sustainability, which allows customers to hold the company accountable. To promote its commitment, SUPERDRY teamed with young women advocates, including Jasmine Jobson and Saffron Hocking, to promote its eco-friendly lines, prompting a conversation with customers about responsible shopping.\n\n### Key Marketing Strategy #4: Social-First Brand Marketing\n\nAn essential part of the SUPERDRY social media marketing strategy is pushing its message out to followers using multiple platforms. The company has amassed a following of over 750,000 on Instagram and regularly engages its audience through a YouTube channel called SuperdryTV. \n\n\nIts social media presence is consistent. Posts on the company’s Instagram grid are simple and styled in a way that users can focus on the clothes without many distractions. Any SUPERDRY market segmentation strategy case study will highlight its immense presence on social media.\n\nThe SUPERDRY content marketing strategy employs a social-first approach to attract new, younger customers. The company launched its TikTok profile in 2021 and has since grown its following to over 270,000. It’s also popular with influencers and partners, with a pool of over 2,300.\n\nInstead of creating a generic marketing strategy, SUPERDRY opts for targeted campaigns that use seasonal keywords and specific targets. With this strategy, the company has managed to double its return on investment in advertising spending.\n\n### Key Marketing Strategy #5: Delivering Exceptional User Experiences\n\nThe SUPERDRY global marketing strategy involves appealing to international customers by offering them a consistent and exceptional shopping experience. Its website is visually appealing and easy to navigate to capture a customer’s attention. In addition to local distribution centers in multiple countries, customers can expect their items to arrive quickly. \n\nSUPERDRY’s market entry strategy involves partnering with known personalities across the globe. Influencers serve as a lead part of the SUPERDRY marketing strategy, helping to enhance the user experience. Subsequently, customers can shop entire outfits and carts curated by social media influencers. \n\nCheck out my source to read the complete [Superdry marketing strategy](https://blog.contactpigeon.com/superdry-marketing-strategy/)",
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      "body": "Discovering the top omnichannel retail trends 2023 has to offer involves analyzing the current omnichannel trends, along with some predictive analysis regarding the future of omnichannel retailing.\n\nWe’ve compiled a list of the latest omnichannel retail trends 2023 is expected to embrace, separated into the three main elements we discussed: customer experience, customization, and supply chain improvements. For each trend, we explain the retail trend and omnichannel retailing examples of companies that got this strategy right in 2022.\n\n## Customer journey comes many steps forward to omnichannel\n\nSome of the key omnichannel retail trends 2023 offers relate to an increased awareness of the customer journey and how the different touchpoints between customers and companies impact that journey. By improving each touchpoint, companies can provide the type of customer experience that leads to improved loyalty and an increased CLV.\n\n### Omnichannel Retail Trend #1: AR/VR Shopping combined with a brick-and-mortar storefront\n\nWith 81% of shoppers now returning, at least some of the time, to shopping in person, improving brick-and-mortar touchpoints is now just as important as improving online touchpoints. \n\nArtificial reality and virtual reality provide an avenue for melding the online and brick-and-mortar experiences, making the shopping journey feel the same regardless of how customers choose to interact with your brand. \n\n<b>Benefits for a retailer</b>\nAugmented reality in physical storefronts helps customers make sense of busy shelves and quickly find the products they’re looking for. It’s a way of taking the sorting options available in online stores and providing that same convenience to in-person shoppers. Benefits include:\n\n- Improving convenience for customers\n- Providing the best shopping experience\n- Increasing the ability for customers to answer their own questions about products\n- Increasing customer satisfaction with the products they purchase\n\n<b>Promising startups/companies using this trend</b>\n\n<b>Zara:</b> The clothing store Zara made headlines in April when they ditched their physical mannequins in favor of an AR app that showcased real-life models wearing their clothes. \n\n<b>Chanel:</b>  Makeup brand Chanel implemented the use of virtual reality when they introduced their Lipscanner app, which matches a user’s lip and skin shades to actual models to help them find the perfect hues. \n\n### Omnichannel Retail Trend #2: Virtual fitting rooms\n\nVirtual fitting rooms can be used both online and in-person to allow customers to visualize how a piece of clothing would look on their body without ever stepping foot in a fitting room. This matters since 70% of online clothing returns were due to a poor fit. \n\n<b>Benefits for a retailer</b>\n- Fewer returns on clothing\n- Less time spent re-hanging clothes that customers wanted to try on or tried and didn’t fit them\n- No need to have a person staffing the dressing room\n- Reduced chance of clothing being stolen from the dressing room\n- Improved chances that customers felt their needs were met in-store and online\n\n<b> Promising startups/companies using this trend</b>\n\n<b>Walmart’s “Be Your Own Model” Tool:</b> Walmart recently rolled out a virtual dressing room that uses algorithms and topographical maps to accurately represent their clothing pieces’ appearance on individual body types. Users can be their own models for 270,000 different articles of clothing across their private brands and selected national brands. \n\n<b>Amazon’s Virtual Try-On:</b> Amazon rolled out the VirtualTryOn program, which allows users to try on shoes and visualize them at every angle before making a purchase. Users select the VirtualTryOn app on their phone and then point it at their feet, and they will receive an augmented reality view of what shoes would look like on them before ever making a purchase. \n\n### Omnichannel Retail Trend #3: Contactless shopping\n\nContactless shopping uses RFID technology to tag all items in a brick-and-mortar store. When customers leave the store with the items, their account is automatically charged. \n\n<b>Benefits for Retailer</b>\n- Reduces shoplifting and enables hygiene regulations\n- Eliminates the need to pay for check-out attendants\n\n<b>Promising startups/companies using this trend</b>\n\n<b>Amazon Go/Amazon Fresh:</b> Amazon has opened several small grocery stores that use contactless shopping technology, allowing customers to scan their phones on the way in and then walk out of the store without checking out. RFID technology ensures customers are only charged for the items they leave with. \n\nCheck out my source to read more [omnichannel retail trends](https://blog.contactpigeon.com/omnichannel-retail-trends/) that we are expecting to see in 2023.",
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      "body": "On average, brands spend $2.5 billion on holiday season advertising, as most brands go all in to create brilliant Christmas commercials. These top 30 Christmas ad campaigns caught our eye, so let’s dive right in.\n\n\n<h2>Christmas campaign #1: Coca-Cola (2020) </h2>\n\n<b>Why we liked it: </b>This ad emotively captures the true spirit of Christmas — putting others before self, especially for dads with daughters. And just like a father would move heaven and earth to fulfill his daughter’s Christmas wish, this ad depicts how Coca-Cola makes every effort to satisfy their consumer’s wishes. The ad’s powerful message is a sublime example of what emotional marketing should feel like, which is why we rank this ad among the best Christmas campaigns.\n\n\n<h2> Christmas campaign #2: John Lewis (2016) </h2>\n\n<b>Why we liked it:</b> John Lewis has a yearly tradition of creating some of the UK’s best Christmas advertising campaigns. This 2016 ad was heart-warming, relatable, and humorous, and the storyline reminded viewers that Christmas gifts could be enjoyed by everyone (including our furry friends). \n\nJust like the family dog enjoys jumping on a trampoline that’s a Christmas gift for the little girl, the ad emphatically shows you can buy a Christmas gift that everyone will love. It’s a genius strategy for a giant retailer like John Lewis, which sells an assortment of products.\n\n\n<h2> Christmas campaign #3: Sainsbury’s (2014) </h2>\n\n<b>Why we liked it: </b> Sainsbury’s brilliant marketing strategy also includes some of the best Christmas digital campaigns, like this 2014 Christmas ad, themed by one of the best Christmas original songs (Silent Night Holy Night). \n\nThis ad takes us on a long trip down memory lane to the 1914 Christmas truce, where warring factions in World War I would cease fire and come together to celebrate Christmas. It evokes a nostalgic feeling with a happy ending, reminding customers Christmas is about sharing hearty moments or just a chocolate bar with friends and family amidst the hustle and bustle of life.\n\n\n<h2> Christmas campaign #4: Aldi (2016-2020) </h2>\n\n<b>Why we liked it:</b> Over the years, Aldi’s marketing strategy has made us fall in love with Kevin the carrot. Aldi’s Christmas campaigns have personified and given character to Kevin the carrot so much that viewers want what Kevin wants, from champagne and turkey to party food specials. \n\nAldi’s great Christmas campaigns are the perfect example of humanized marketing and a good reference if you wish to infuse character in your Christmas marketing campaigns. \n\n\n<h2> Christmas campaign #5: Google (2018) </h2>\n\n<b>Why we liked it:</b> Theming their Christmas marketing campaign after a famous Christmas movie  (Home Alone) was a stroke of genius from Google. Seeing the 38-year-old Kevin McCallister home alone (again) is relatable and amusing to millions of people who grew up watching this film. It’s also strategic because it speaks to millennials who watched the movie as kids and are heavy users of Google Assistant. Childhood nostalgia here is at its best.\n\n\n<h2> Christmas campaign #6: Burberry (2014) </h2>\n\n<b>Why we liked it: </b>Burberry’s best Christmas digital campaigns don’t sell luxury products; they sell a luxurious lifestyle. This ad utilizes the romance appeal (couples dancing in romantic settings) and the endorsement appeal (starring Romeo Beckham) to send out a powerful Christmas message. This commercial doesn’t feel like a marketing ad, but a short film — a significant fete to achieve in luxury ad campaigns.\n\n\n<h2> Christmas campaign #7: McDonald’s (2020) </h2>\n\n<b>Why we liked it: </b> This animated ad depicts a mother’s struggles to get her teenage son into the Christmas mood. While her son’s inner child cherishes mum’s effort to ignite the Christmas spirit, the son is aloof until they go to Mcdonald’s and get some reindeer treats. The ad appeals to families raising rebellious teens, as most go through the same experience at some point.\n\nCheck out my source to find more of the [best Christmas campaigns.](https://blog.contactpigeon.com/best-christmas-campaigns/)",
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      "body": "Cyber Monday, along with Black Friday, is one of the most anticipated events of the year for retailers and consumers. Cyber Monday takes place the Monday following Thanksgiving and features unbeatable online discounts on numerous products from well-known retailers. Although Cyber Monday has always been popular amongst consumers, it gained notable traction following the pandemic, with a 15% increase in overall online sales from 2019 to 2020. \n\nAlthough brick-and-mortar shopping has come back into our lives and health security limitations have been lifted, online shopping is still a great opportunity for retailers to increase their overall YoY revenue. Having a deeper look at some Cyber Monday statistics will allow you to understand and predict consumer behavior, tailor your strategy to fit the needs of consumers, and ensure the overall success of your Cyber Monday efforts for 2022.\n\n## ContactPigeon’s Picks: The Most impressive Cyber Monday Statistics\n\nNow that shoppers are transitioning from in-person to digital or a combination of the two, Cyber Monday has quickly become popular amongst shoppers who anticipate all year the unbeatable savings that come with the Thanksgiving week. Featuring some of the largest discounts without the hassle of having to fight for them in-store, Cyber Monday has understandably become one of the most successful days for eCommerce.\n\nCyber Monday is an opportunity for retailers to bring in new traffic, further build relationships with returning customers, and contribute to the overall increase of their YoY sales. Every year, the statistics show just how impactful this event is for retailers, both big and small. Understanding some of the most impressive statistics about Cyber Monday in the previous years will allow retail executives to emphasize their 2022 Cyber Monday strategy and plan accordingly. \n\n- Cyber Monday in 2020 reached $10.8 billion in sales, setting a record for U.S. shopping day to date. (Adobe, 2020)\n- Home goods, specialty gifting, and electronics saw the most orders on Cyber Monday 2021. (Bluecore, 2021)\n- Smaller retailers experience a 501% increase in sales on Cyber Monday. (Forbes, 2020)\n\n## General Cyber Monday Statistics\n\nCyber Monday is a piece of a larger puzzle known as Cyber Week. Once Cyber Monday showcased its potential for overall retailer growth, retailers began using Thanksgiving week to promote online deals, along with their in-person efforts like Black Friday. However, Cyber Monday has remained strong as a leader across all of Cyber Week, bringing in notable statistics showing retailers the importance of partaking in this event.\n\n- There was a 15.1% increase in revenue from 2019 to 2020 Cyber Monday. (Adobe, 2020)\n- In 2020, traffic to brick-and-mortar stores was down by 42.3% during Cyber Week. (Forbes, 2020)\n- During the peak hours of Cyber Monday 2020, the buying rate reached $12 million per minute (C.B.S. News, 2020)\n- The median discount given by the top 50 brands is 50%. (Digital Commerce 360, 2021)\n- Cyber Monday and Black Friday lead acquisition to be increased by 180% compared to regular shopping days. (Socital, 2020)\n- The traffic to brick-and-mortar stores was down by 42.3% during Cyber Monday 2020. (Forbes, 2020)\n- On average, consumers spent $431 on Cyber Monday 2019. (Blippr, 2020).\n\n## Historical Cyber Monday Statistics\n\nBeginning in 2005, Cyber Monday has not slowed down its growth, continuing to be one of the most popular online shopping days of the year. Although it has seen tremendous growth in our digital age, its history holds stats that showcase its potential from its early days.\n\n- Cyber Monday began in 2005 and was created by the National Retail Federation. (Reader’s Digest, 2021)\n- Even after The Great Recession hit, Cyber Monday sales continued an upward trend, hitting $846 million in 2008. (Comscore, 2008)\n- Cyber Monday spending hit $1 billion for the first time in 2010. (CNN Money, 2010)\n\n## Cyber Monday Retail Statistics\n\nRetailers constantly seek new strategies and campaigns to stay ahead of competitors and increase their YoY revenues. Cyber Monday is an excellent opportunity for retailers to challenge themselves and their competitors yearly. Looking at and making sense of statistics from previous years will allow retailers to tailor their Cyber Monday strategy to fit the consumer’s needs. \n\n- 4 out of 5 retailers run lead acquisition campaigns during Black Friday and Cyber Monday. (Socitel, 2020)\n- 49% of Cyber Monday 2020 shoppers wanted to see better deals and more ads from stores leading up to the sales. (Deloitte, 2020)\n- 23% of these shoppers prioritize fast and free delivery and return options. (Deloitte, 2020)\n- 88% of the top 50 retailers offered deals for Cyber Monday 2020. (Digital Commerce 360, 2020) \n- Large retailers saw a 486% increase in Cyber Monday sales in 2020. (Retail Dive, 2020)\n- Items discounted by the highest percentage were electronics during Cyber Monday 2021. (Adobe, 2021)\n\n## Cyber Monday eCommerce Statistics\n\nECommerce saw an uptick in buyer activity when the world began transitioning to a digital setting. This trend continued to soar around the pandemic when shoppers were placed on lockdown and retailers were forced to close their brick-and-mortar stores. Retailers emphasized their eCommerce efforts, allowing shoppers to have more online shopping opportunities than ever before. Once shoppers recognized the ease of shopping online, retail events like Cyber Monday became a more attractive option, especially compared to its counterpart, Black Friday. \n\n- Clicks on the sites of digital retailers went up by 46% on Cyber Monday in 2020 (ClickZ, 2020)\n- Amazon holds the largest market share among this event’s online sellers at 56%. (Edison Trends, 2019) \n- Shopify generated more than $5.1 billion in sales during Cyber Week 2020, seeing a 76% increase from 2019. (Shopify, 2020)\n- Amazon also experienced a high number, with its merchants collecting more than $4.8 billion, a 46% increase from 2019. (Amazon, 2020)\n- During the final hours of Cyber Monday 2022 (7 p.m.–11 p.m. PST), consumers are expected to spend 30% of the day’s total revenue. (Inc., 2022)\n- Experts are predicting that inflation, labor shortages, and supply chain issues will impact online shopping for Cyber Monday 2022. (Yahoo! News, 2022)\n\n## Cyber Monday Sales Statistics\n\nSales statistics are arguably one of the most important to pay attention to as a retailer that partakes in Cyber Monday. These sales stats give retailers insight into what products are bringing in revenue, how successful aspects of a Cyber Monday campaign are, and how to improve on them in the future to contribute to the bottom line. Some of the most notable sales statistics from recent Cyber Monday include:\n\n- Top sellers for Cyber Monday 2021: AirPods, Hot Wheels, Nintendo Switch, laptops, and T.V.s. (Adobe, 2021)\n- Top sellers for Cyber Monday 2020: “Super Mario 3D All Stars,” AirPods, Vtech toys, H.P. and Dell computers, and Chromecast. (Adobe, 2020)\n- Top sellers for Cyber Monday 2019: Nintendo Switch, V.R. devices, Samsung T.V.s, “Frozen 2” toys, and L.O.L. Surprise Dolls (Adobe, 2019)\n- Cyber Monday 2019 has an average conversion rate of 7.75%. (Socital, 2019)\n- For Cyber Monday 2019, Amazon held the largest market share at 56%, followed by Best Buy (11%), Walmart (9%), Macy’s (6%), and eBay (5%). (Edison Trends, 2019)\n- Cyber Monday 2020 held the biggest discounts during holiday sales, with a median discount rate of 29%. (Digital Commerce 360, 2020)\n\nCheck out my source to find more insightful [Cyber Monday statistics.](https://blog.contactpigeon.com/cyber-monday-statistics/)",
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      "body": "@fly-dragon the posts that I share are created by me and my team and in every one of my posts, I mention and link them with their original source. I think that our content is valuable so I post them also on streemit in order to share them with our community here. Can you please tell me in detail why such a tactic is considered plagiarism as long as I mention at the end of my post \"Read more of the best Thanksgiving campaigns here.\" and link it with the original source? Thank you in advance.",
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      "body": "HI @marilenato\n\nhope you doing well . We have some restrictive rules on our Steemit platform. You must follow those rules. Copying this post of yours from somewhere else is a violation of our Steemit platform rules. To be a real blogger you must use your creativity . Your content is totally copied from another source . You have to mention or give the link from where you copied content .Otherwise it will be considered as plagiarism .Hope you will try to follow our steemits rules from now on.\n\nThank you .\n\nYour post are written from this [source](https://blog.contactpigeon.com/best-thanksgiving-campaigns/)  link .",
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      "body": "Thanksgiving is one of the most important business holidays for retailers. According to the Robin Report, retail spending rose by nearly 30% in 2021 during Thanksgiving, Cyber Monday, and Black Friday — fueled by Americans’ desire to celebrate the holiday with their families and a healthy dose of stellar Thanksgiving campaign ideas. That’s why, as the 2022 holiday season approaches, it’s time to review some of the best Thanksgiving marketing campaigns to help you prepare for the season.\n\n## Thanksgiving Campaign #1: Coca-Cola\n<br>\n<b> Why we liked it: </b>\nWhat does Coca-Cola have to do with Thanksgiving? More than someone might think, thanks to the company’s ingenious Happy Thanksgiving social media posts on Pinterest, which ingeniously turn the company’s product line into one of the best Thanksgiving campaigns we’ve seen. Ever thought you’d see a Coke bottle dressed up as a turkey?\n<ul>\n<li>Incredibly creative — the company found a way to keep itself relevant during a time of year most wouldn’t think of it.</li>\n<li>Coca-Cola’s wonderful design sense is sure to make its Pinterest feed the envy of all who see it.</li>\n<li>Its posts are a great example of how to use social media to connect with customers in a fun and engaging way, even during the peak of the holiday season when other brands take a break from posting.</li></ul>\n<br>\n<b>Channel: </b>Social media, specifically Pinterest.\n\n## Thanksgiving Campaign #2: REI\n<br>\n<b>Why we liked it:</b>\nApparel brand REI created a compelling video of a young woman preparing holiday-themed meals in the great outdoors, wearing its clothing. The video shows the brand’s products in action while also providing a healthy dose of humor and personality, making it worthy of being listed among the best Thanksgiving campaigns.\n<ul>\n<li>The company found a way to showcase its clothes without being too self-promotional.</li>\n<li>The video features a woman who is both outdoorsy and stylish, but still relatable to the target demographic.</li>\n<li>It’s a good way to incorporate seasonal elements without going too far.</li></ul>\n<br>\n<b>Channel: </b> Social media (Instagram)\n\n## Thanksgiving Campaign #3: Samsung\n<br>\n<b>Why we liked it:</b>\nSamsung’s “Unwrap the Feels” video perfectly encapsulates the joy of receiving a gift during the holidays. The brand released the video to commemorate its first VR headset, which is designed to bring families together.\n<ul>\n<li>The ad succeeds in being one of the best Thanksgiving campaigns not only by evoking a familial setting but also by capturing the sentimental feeling of being together during the holidays.</li>\n<li>The ad is surprisingly emotional and heartwarming, which makes it a great reminder to customers that they’re not alone in their holiday cheer.</li></ul>\n<br>\n<b>Channel:</b> YouTube\n\n## Thanksgiving Campaign #4: Whole Foods\n<br>\n<b>Why we liked it:</b>\nWhole Foods partnered with Chloe Coscarelli, best known as the champion of Food Network’s “Cupcake Wars,” on Instagram to create a charming, ethical, and vegan-friendly unboxing reel. It’s full of such holiday favorites as vegan turkey, casserole, stuffing, and, of course, pie. \n<ul>\n<li>Working with an influencer can be a great way to reach new audiences without spending a ton of money on traditional advertising methods.</li>\n<li>Niche branding tightens the focus on a specific audience. In this case, it’s vegans.</li>\n<li>It becomes one of the best Thanksgiving campaigns by effectively connecting to social issues at the top of the mind of consumers, like animal welfare and sustainability.</li></ul>\n<br>\n<b>Channel: </b>Instagram\n<br>\n<br>\n\nRead more of the [best Thanksgiving campaigns here.](https://blog.contactpigeon.com/best-thanksgiving-campaigns/)",
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      "body": "Screwfix’s growth came from the following 10 key marketing factors. We’ve spotted and analyzed them below, so feel free to try them for your business.\n\n## Key Strategy #1: Going Omnichannel\n\nScrewfix’s business model is a prime example of how the omnichannel shopping experience improves customer experience. While many retailers are currently on board with this strategy, partially due to the pandemic, Screwfix tried this strategy a decade earlier. \n\nWhile an economic downturn and increased pressure from retail giants like Amazon could’ve deflated any CEO, Screwfix chose to tackle the problem head-on, offering an omnichannel shopping experience before it was commonplace. Customers loved the ability to get their merch quickly and efficiently. \n\nIts decision to give customers the ability to order online and pick up or return items in the store is a key component of its success. This customer-centric approach makes shopping more convenient and gives Screwfix’s customer base access to the tools and resources they need immediately. \n\nIn the construction industry, having access to the tools needed to complete jobs is a necessity. Contractors and other workers can’t afford to spend days waiting for parts and materials in the mail. Screwfix’s overnight shipping and omnichannel shopping approach eliminated this problem. \n\nBy 2015, Screwfix had seen sales grow by 27.9% over the previous year and began expanding services into Germany. \n\n## Key Strategy #2: Customer Experience\n\nIn the home improvement sector, customer experience can improve retail sales by around 19%. In 2022, retail customers expect a personalized experience, and many companies are starting to integrate customer data with their inventory to help better fulfill orders. \n\nScrewfix had strategies in place to ensure a consistent customer experience at every touchpoint, from online shopping to in-store checkout and pickup. The company often studies its customers, using feedback to improve the customer experience. Screwfix’s marketing strategy is built on personalization and a great rapport with its customer base. Its success is not the result of luck, but a consistent, passionate strategy that is successfully replicated online.\n\nBecause of this commitment to innovation and customer support, Screwfix has been recognized by Retail Week with awards for “Best Customer Experience,” most recently for its 60-minute order delivery system. \n\n## Key Strategy #3: Supply Chain\n\nTo support rapid growth, Screwfix has expanded its distribution capabilities, adding new centers to keep up with demand. In the spring of 2022, the company opened its newest center, a 370,0000 square-foot site. These distribution centers help the company manage inventory across over 750 retail stores as well as online orders. \n\n## Key Strategy #4: Mobile First\n\nScrewfix’s customer base primarily consists of trade professionals in construction, plumbing, electrical, and other industries in which projects need to stay on time and within budget. To accommodate these customers, the company offers an app that gives people access to its 37,000-item catalog wherever they are. \n\nRather than having to write down the materials needed for a project for in-store shopping, Screwfix customers can easily search inventory and place orders through the mobile app. They can either pick up their items at a nearby store or opt for 60-minute delivery. This convenience helps them complete their jobs quickly. \n\n## Key Strategy #5: Commitment to Employees\n\nBuilding a company in which people are excited to work makes them more motivated to perform well. Screwfix is consistently ranked atop “ Best Places to Work” lists. The company polls its workers to see what they like about working there. Many employees appreciate the work-life balance and the commitment to their personal career growth. \n\nA commitment to employees is also great for business, as positive company culture can improve retail sales by 20%.  Screwfix has always been dedicated to creating a culture that attracts bright workers. By treating employees well, helping them develop, and listening to their needs, Screwfix has motivated them to provide great customer service, which is a hallmark of the company’s business model. \n\nFind the full [Screwfix's Marketing Strategy here.](https://blog.contactpigeon.com/screwfix-marketing-strategy/)",
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      "body": "There are four primary types of retail KPIs to monitor, with each serving a different purpose:\n\n<b>Evaluation of Sales Data: </b>Sales KPIs measure the effectiveness of the current sales strategies in place. Their end goal is to improve the processes to increase sales.\n\n<b>Evaluation of Customer Habits: </b> Customer engagement KPIs are used to analyze and improve the customer experience to drive sales.\n\n<b>Merchandising: </b> Merchandising KPIs indicate how the merchandise being offered to consumers is either helping or hurting the goal of increased revenue.\n\n<b>Financial: </b> Financial teams utilize financial KPIs to keep track of progress toward a retailer’s goal.\n\n## Type #1: Retail KPIs for accurate sales data\n\nSales KPIs help provide sales teams and managers with the data they need to continue or alter their path to reaching the retailer’s goals. Like other retail KPIs to monitor, sales KPIs can also be used to identify new trends entering the market that may affect the strategy that is currently put into place. \n\n### KPI #1: Sales per Square Foot\n\n<b>Definition: </b>Sales per square foot is a sales metric used by retailers to give insight into the revenue generated per square foot of a store.\n\n<b>Why you should track it: </b> Sales per square foot is an important and useful store KPI to track because it measures the efficiency of a company and how well it uses its assets to achieve success. This can be used to compare to competitors and find areas of opportunity for growth.\n\n<b>Formula: </b>Sales per Square Foot = Revenues / Retail Space\n\n### KPI#2: Year-Over-Year Sales\n\n<b>Definition: </b>Year-over-year (YoY) sales are when a retailer compares sales of a specific period to the same period of the previous year. \n\n<b>Why you should track it: </b>Monitoring YoY sales allows a retailer to have access to the financial data over an entire year and compare it to previous years. It determines the rate of growth or pinpoints the period that led to a decline in sales. This information helps retailers determine what strategies are working and which ones need an alteration to be more effective.\n\n<b>Formula: </b>Year-over-Year Growth (YoY) = (Current Period Value / Prior Period Value) – 1\n\n\n### KPI #3: Average Transaction Value\n\n<b>Definition: </b>The average transaction value, or ATV, is a measurement of the amount spent by a consumer per visit. \n\n<b>Why you should track it: </b>Tracking the ATV allows a retailer to analyze the amount of revenue from each consumer. When the ATV is high, it means that customer engagement is high. Tracking this KPI will ensure that retailers are reaching high levels of customer engagement and increasing revenue.\n\n<b>Formula:</b> Average Transaction Value = Sales/Transactions\n\n\n### KPI #4: Sales per Employee\n\n<b>Definition: </b>Sales per employee is a metric found by dividing a retailer’s annual sales by the number of employees to find the financial productivity of each employee. \n\n<b>Why you should track it: </b>This retail KPI to monitor is important for any business that invests in employees and relies on them to help reach revenue goals. Since most companies’ greatest expense is employee salaries and benefits, it is vital to ensure that employees are productive in increasing revenue. \n\n<b>Formula: </b>Sales per Employee = Annual Sales / Number of Employees\n\nRead more of [the most important retail KPIs here.](https://blog.contactpigeon.com/retail-kpis/)",
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      "body": "To develop customer loyalty and ultimately grow revenue, businesses can follow these FMCG marketing strategies.\n\n## Key FMCG marketing strategy #1: Build a strong brand positioning (product)\n\n\nThe FMCG industry is filled with brands selling the same products in similar environments. With various supermarkets laid out across a given city, this furthers the importance of creating and implementing a strong brand purpose — a company’s reason for existing beyond profit-making — throughout the in-store and online experience as a way of standing out among the competition.\n\n<b>Things to consider when implementing a brand purpose</b>\n<ul> <li>The brand purpose should differentiate the business from competitors, being sure to highlight the brand’s strongest selling points (for example, organic goods, lowest prices, or sustainable production).</li>\n<li>The brand colors, fonts, messages, and graphics should be consistent across all channels.</li>\n<li>The brand tone of voice should be established and consistent across all channels.</li>\n<li>As consumer behavior and societal changes occur, the brand purpose should evolve to meet the needs of consumers and connect with them on relevant interests.</li></ul>\n\nA brand purpose is a company’s way of speaking to its target audience about what is important to them. A study shows that 63% of consumers prefer to buy goods and services from companies whose purpose reflects their values and beliefs. A company should allow its brand purpose to evolve with the times, being sure to make a clear stance that shows consumers it stands with them on what is important. \n\nSainsbury’s, the second-largest supermarket chain in the U.K., is a prime example of the importance of a company’s ability and willingness to adapt and evolve its brand purpose. It found its success by using an effective marketing strategy that involved a shift in its brand positioning. This supermarket chain changed its slogan from “Live Well for Less” to “Helping Everyone Eat Better” when it saw the importance of health and wellness to its target consumer. \n\n\nAlthough low prices will always be an appealing factor for for-profit companies, Sainsbury’s recognized that its customers were more concerned with healthy, sustainably produced goods and made sure its brand purpose reflected those values. Sainsbury’s attributed much of its success as a supermarket to this change.\n\nWhen creating an effective FMCG marketing strategy, retailers should prioritize their brand purpose, as it can make or break a customer’s perception of the company and greatly affect customer loyalty.\n\n## Key FMCG marketing strategy #2: Optimize your pricing by investing in private labels (price)\n\nCreating a pricing strategy is essential for the FMCG industry, as it allows supermarkets and grocery stores to attract consumers with competitive prices. \n\n<b>Pricing tactics to consider for an FMCG marketing strategy</b>\n<ul><li>Invest in private labels (own-brand) and market above other brands in-store and online.</li>\n<li>Create a rewards program that offers savings as an incentive for purchasing from the private label.</li>\n<li>Engage in penetration pricing, offering a lower price at a product’s initial launch, to target a specific market.</li>\n<li>Utilize promotional pricing, which temporarily lowers the price of a given product to attract consumers for future purchases.</li>\n<li>Offer online pricing that matches in-store pricing.</li>\n<li>Offer online incentives like free shipping to encourage online shopping activity from consumers.</li></ul>\n\nWith inflation on the rise, 60% of consumers are paying more attention to the prices they spend on their goods, with nearly a quarter of them planning on switching to private labels to save money. When a company invests in a private label and engages in other effective pricing strategies, it can get ahead of the competition and establish customer loyalty.\n\n## Key FMCG marketing strategy #3: Design an excellent online and in-store customer journey (place)\n\n\nThe customer journey is identified by the steps a customer takes that guide them to complete a purchase either in-store or online — and can be enhanced by adjusting the environment, points of contact, and ease of transaction for consumers.\n\n<b>Tips for creating an effective online and in-store customer journey</b>\n<ul><li>Emphasize excellence in customer service to ensure that consumers are being taken care of and issues are being resolved properly.</li>\n<li>Create an easy-to-navigate in-store layout. </li>\n<li>Create an online user experience that is easy to follow.</li>\n<li>Ensure a balance of consumer freedom and assistance. Allow the consumer to shop without constant interruption while also having assistance available when needed in both the in-store and online sectors.</li>\n<li>Create multiple touchpoints with the consumer to create customer relationships (for example, greeting at the store entrance, assistance while shopping, or a follow-up email after the purchase).</li></ul>\n\nFor 65% of U.S. customers, an excellent shopping experience is more influential than advertising. When building effective FMCG marketing strategies, it is vital to go beyond traditional advertising and marketing tactics, and focus on the customer experience both online and in-store.\n\nYou can find more [FMCG Marketing Strategies here.](https://blog.contactpigeon.com/fmcg-marketing-strategies/)",
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      "body": "ALDI’s growth clearly came from 9 key factors. We’ve spotted and analyzed them below, so feel free to try the same strategies for your business.\n\n## Key Strategy #1: Omnichannel transformation\n\nA strong, consistent omnichannel presence reduces friction along the customer journey, building and strengthening brand associations quickly. ALDI’s omnichannel strategy has been to meld its online and offline channels, investing in services like click-and-collect, letting a customer shop online and pick up their order from the store.\n\nAs a part of this effort, ALDI partnered with delivery services like Deliveroo and Instacart, which let shoppers who live far from its stores buy items as though they were physically present. Some of these services also let people access features such as click-and-collect, so they can customize their experience to best fit their needs and wants.\n\n## Key Strategy #2: Choosing the optimum target market\n\nThe grocery giant positions itself as the most cost-effective retail store to target the middle-income group worldwide. ALDI’s pricing strategy of maintaining the lowest possible prices and no-frills discounts encourages men and women in low and mid-level income groups and economical shoppers around the world to become regular customers.\n\nTo better cater to this market, ALDI continuously finds ways to reduce operational costs. For instance, it introduced a cart rental system. Shoppers would pay a quarter to unlock a cart from a corral at the front of the store, and they would get it back once they returned their cart. This added no charge to the customer but allowed ALDI to avoid hiring employees just to manage the carts.\n\n## Key Strategy #3: Creating an “As Is” map of the supply chain\n\n\nALDI maintains an “as is” map of its supply chain for some of its products to accurately pinpoint areas for expansion, as well as potential process breakdowns and risks. It also makes this information public on its website, letting its customers hold it accountable, which helps position ALDI as a transparent, trustworthy brand that values ethical product sourcing.\n\n## Key Strategy #4: Differentiation: The ‘Good Different’ new brand positioning\n\nALDI’s low prices make it stand out against all other major retailers. To raise consumer awareness about its uniqueness, ALDI’s marketing strategy in Australia incorporated new brand positioning, “Good Different,” which reinforced that the company’s low prices are a result of conscientious business practices — for instance, it sources products ethically and treats staff and suppliers with respect.\n\nThe “Good Different” campaign told customers that ALDI’s prices are better because the company is better, quelling any concerns over why it can charge so little.\n\n## Key Strategy #5: Social responsibility\n\nALDI understands the brand expectations that millennial and Gen-Z shoppers hold. They want a brand they support to take interest in its impact on the world. As a result, ALDI focuses on and constantly discusses its CSR efforts, such as sourcing all of its ALDI-exclusive chocolate bars and confectionery sustainably.\n\nThis focus also helps the brand build earned media, which is more influential than either paid or owned media. For instance, the EPA has ranked ALDI 15th on its Green Power Partnership’s “National Top 100 List” for its record-breaking green efforts. This ranking will attract more customers than ALDI Tweeting about its environmental awareness.\n\n## Key Strategy #6: Simple, cost-effective distribution\n\nALDI was able to open roughly one store every week in Britain, largely because its product distribution is uncomplicated. It purchases items in bulk and stores them in local warehouses, minimizing transit time and waste disposal while transporting goods.\n\n## Key Strategy #7: Ads promote USP\n\nThough there is no ALDI marketing department in Germany, ALDI’s promotion strategy in the U.S., UK, and Australia, makes significant use of print, electronic, and display media to promote its stores. In these countries, it runs copies like “Swap and save” and “Like brands, only cheaper” to entice customers to switch from competitors’ brands to their own and build trust in its products.\n\n## Key Strategy #8: Simplified in-store layout\n\nALDI keeps its layout as simple as possible to drive down operational costs. Customers can generally find and pick out products on their own, reducing the number of employees necessary to assist them. ALDI’s marketing strategy also includes keeping only a limited amount of high-quality, name-brand products, so customers don’t have many options to confuse them, reducing their selection time.\n\n## Key Strategy #9: Engaging with followers\n\n\nBy engaging with its followers, ALDI can build brand loyalty. For instance, it has run a “Fan-Favorite Survey” since 2019, where fans can enroll in a lottery for up to $1,000 in ALDI gift cards by voting for their favorite ALDI product. This loyalty helps the brand activate its following, turning its fans into marketers by encouraging people to use its hashtags for its products, which helps it access people its efforts hadn’t reached previously.\n\nSocial media lets a brand reach a far wider pool of potential customers than any other tool. ALDI maintains a strong social media presence — boasting 2.8 million Facebook followers, 830,000 Instagram followers, and 106,000 Twitter followers at the time of writing — to get its brand in front of the internet-savvy section of its target audience.\n\nRead the full [ALDI marketing strategy here.](https://blog.contactpigeon.com/aldi-marketing-strategy/)",
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      "body": "Even if you don’t sell clothes, electronics, or school supplies, you can attract your share of back-to-school shopping. Highlight FMCGs that may sell out before school starts. FMCG marketing strategies can help you stand out from the back-to-school competition. \n\nIf you’re drawing a blank when it comes to back-to-school retail ideas, figure out how students could use your products to enhance school life. You may have items that would be perfect for a dorm, or products that increase organization. If you own a toy store, highlight how kids can use the toys to unwind after a hard week in the classroom. Use these time-tested back-to-school marketing ideas to get started.\n\n### Back-to-school idea #1: Provide special discounts for students all year round\n\n\n<b>Why this works: </b> Student discounts appeal to budget-conscious parents and college students. You can build brand loyalty by recognizing that students and their parents need to stretch their money. \n\n<b>Channel: </b>In-store and online\n\n<b>Key Benefit: </b>Student discounts potentially increase your customers’ lifetime value. This is one of the best back-to-school retail ideas for building a relationship with your customers. Offering discounts to college-age students can help you convert them into loyal customers, which pays off as they grow older.\n\nYour student customers also recognize your commitment to helping them out with their FMCG related and/or other needs. Soaring college costs can make their life more complex when students are starting out.\n\n<b>Expected reach: </b>Nearly 20 million students in the United States and 200 million worldwide — most look for discounts before shopping.\n\n## Back-to-school idea #2: Give out school-related freebies through the first month of school\n\n\n<b>Why this works: </b>Parents spend a lot of money on FMCGs like school supplies, which can tap them out financially. Freebies help you build brand awareness with budget-conscious parents and college students. \n\n<b>Channel: </b>In-store and online\n\n<b>Key benefits: </b>This is one of the most popular ideas for retailers because it helps you build brand loyalty. FMCG’s marketing strategies include building awareness with user-generated content (UGC). Ask local bloggers to cover you as part of a “back-to-school discounts” post to expand your marketing reach and build stronger brand awareness. \n\n<b>Expected reach: </b>Nearly 20 million students in the United States and 200 million worldwide — for brick-and-mortar retailers, this would vary based on how many students live in their service area.\n\nRead more [back-to-school marketing ideas here.](https://blog.contactpigeon.com/back-to-school-retail-ideas/)",
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      "body": "Ocado’s growth clearly came from seven key factors. Notably, the company has collaborated with others in various industries to expand its reach. Ocado could have held its technology close, refusing to offer it to competitors, but the Smart Platform, which essentially offers competitors access to the same technology, has allowed everyone in the business to improve customer service. \n\nOcado has deals in place to share its automated warehouse technology with grocery providers in eight countries, which is propelling growth. We have analyzed Ocado’s key marketing strategies for you to apply to your own business. \n\n## Key strategy #1: The omnichannel approach\n\nSince its inception, the Ocado marketing strategy has been built around customer experience, which includes an omnichannel approach to engagement. It was an early adopter of smartphone technology enabling people to place and manage orders from their phones. In 2017, Ocado partnered with the company Selligent to communicate with customers through phone, social media, and email. \n\nAs it has with many technologies, Ocado was an early advocate of using artificial intelligence and machine learning to categorize customer emails. The Ocado omnichannel strategy freed up time for customer service reps to respond to challenging customer issues and offer better service. \n\n## Key strategy #2: Automation to its fullest\n\nOcado’s automated warehouses speed up the process from ordering to delivery. Machine learning helps warehouse robots anticipate when customers will order certain items based on a variety of factors, including interaction with each customer. The robots are arranged throughout the factory and controlled with a strategic system that keeps them from colliding. \n\nBefore automated warehouses, Ocado’s distribution centers ran with a series of conveyor belts that would often experience traffic jams during high volume order times. The new system is more efficient and accurate, speeding up the process without sacrificing customer service. \n\n## Key strategy #3: Taking the supply chain one step ahead\n\nBeing able to anticipate customers’ needs is key to fulfilling them. To automate its warehouse and delivery system, Ocado begins by anticipating customer demand. Each fulfillment center has a digital counterpart used to simulate conditions. Company personnel can use historical data to see what people will be ordering when they will order it, and how quickly it needs to go out based on how many perishable items are included. \n\nUsing these scenarios, Ocado runs simulations within the warehouse to see how quickly orders can be fulfilled. While the models aren’t perfect, they help Ocado identify gaps in the system that could hold up customer orders. Fixing glitches on virtual customers helps ensure that actual customers will receive a great experience. \n\nFind all the [marketing strategies that Ocado used to grow here.](https://blog.contactpigeon.com/ocado-marketing-strategy/)",
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      "body": "## The Top 10 Retail Trends of 2022-2023, as predicted by our experts, are:\n\n- Retail Trend #1: AR/VR Shopping\n- Retail Trend #2: Omnichannel Experience\n- Retail Trend #3: Social Commerce\n- Retail Trend #4: Personalization\n- Retail Trend #5: Contactless Shopping\n- Retail Trend #6: Influencer Marketing (Livestreaming, TikTok/IG Marketing)\n- Retail Trend #7: Voice Commerce\n- Retail Trend #8: Customer Experience Optimization (CXO)\n- Retail Trend #9: BNPL (Buy Now Pay Later)\n- Retail Trend #10: Same-Day Delivery\n\n## Other emerging trends of the industry:\n\n- Private Labels\n- Blockchain/Cryptocurrency/Digital Wallets\n- Virtual Fitting Rooms\n- Chatbots\n- Supply Chain Optimization\n- Sustainability\n\n## Other key observations & useful insights:\n\n- 3 out of 5 top retail trends of 2022 were also included in 2021’s top trends list.\n- Omnichannel is steadily for the third year in the row among the top three retail trends.\n- BNPL recorded a significant YoY rise, despite not getting a single vote in 2021. This highlights the industry’s potential, adoption rate and maturity against this trend within the last 12 months.\n- Total retail trends spotted: 172\n- Trends per expert: 1.71\n- Unique retail trends spotted: 65\n- Total retail professionals involved: 101\n- Background of the experts interviewed: retailers, agencies, B2B retail SaaS\n\nFind the complete list of the predictions of [101 industry experts for the retail trends 2022 here.](https://blog.contactpigeon.com/retail-trends-2022/)",
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      "body": "## Why is disaster recovery important for a business?\n\nA disaster recovery plan outlines strict regulations for the backup and recovery of data in an emergency and is crucial for any business to ensure against the catastrophic impact of data loss.\n\n## Disaster recovery statistics for the UK\n\n1. 50% of UK business leaders claimed that their backups were kept on a separate system within the same office, indicating an alarming lack of disaster recovery planning. (IT Pro)\n\n2. 41% of companies have either failed to test their disaster recovery systems in the last six months or couldn’t say when the last testing took place. (Information Age)\n\n3. 62% of UK business owners said they have seen a rise in cyberattacks in the past two years, with 12% of them claiming the increase was significant. (Insurance Business UK)\n\n4. UK businesses face a shocking 65,000 hack attempts every day, and 4,500 of them are successful. (The UK Domain)\n\n5. 88% of businesses experienced breaches over the past year. (Databasix)\n\n6. 33% of UK businesses say they have lost customers following a disaster. (CSO Online)\n\n7. 40% of SMEs experienced eight or more hours of downtime due to a cyberattack. (AgilitySMB)\n\n8. 15% of businesses believe they don’t need a disaster recovery plan at all. (Nexstor)\n\n9. Just 13% of IT users and professionals use backup best practices, leaving the vast majority with critical gaps in their data recovery and security strategy. (Acronis)\n\n10. Only 45% of companies deem their security budget adequate. (The Ponemon Institute)\n\n11. On average, it takes 16 days for organisations infected with ransomware to restore networks. (ZDNet)\n\n12. The Federal Emergency Management Agency (FEMA) found that 40% of businesses close their doors following a disaster, and another 25% fail within a year. (Continuity Central)\n\n13. 67% of companies applied a business continuity strategy as part of their response to the pandemic. (PWC)\n\n14. 46% of UK companies believe their business continuity plan is not up to the mark. (Raconteur)\n\n15. 90% of businesses that suffer a data emergency close their doors within two years. (Enfield Council)\n\n16. 39% of SMEs do not have any kind of incident response plan in place. (The SSL Store)\n\n17. Small (58%), medium (55%), and large businesses (60%) outsource their IT and cybersecurity to an external supplier, citing their reasons as access to greater expertise, resources, and standards for cybersecurity. (The Cyber Security Breaches Survey 2022)\n\n18. 54% of the businesses that were hit by ransomware said the cybercriminals succeeded in encrypting their data in the most significant attack. (Sophos)\n\n19. 46% of small businesses have never tested their backup and disaster recovery plan. (Riverbank’s Annual BDR Survey)\n\n20. The estimated survival rate of companies without a disaster recovery plan in place is less than 10%. (KSL TV)\n\n21. According to the NFIB Fraud and Cybercrime Dashboards, there were over 400,000 reported fraud and cybercrime incidents in the UK in 2021. (NFIB Fraud and Cyber Crime Dashboard)\n\n22. A recent survey by EMC Corporation found that 60% of UK businesses have experienced downtime in the past 12 months. (LinkedIn)\n\n23. According to a report conducted by the Department for Digital, Culture, Media & Sport, the number of UK businesses deploying security tools or undertaking any monitoring has decreased from 2020 (40%) to 2021 (35%). (Cyber Security Breaches Survey 2021)\n\n24. Of the 39% of UK businesses that reported an attack, the most common threat was phishing (83%). (Cyber Security Breaches Survey 2022)\n\n25. In 2021, one in three mid-market UK businesses experienced an outage longer than 24 hours due to a cyberattack. (UK Tech News)\n\n26. Research found that IT downtime is costing businesses an average of £3.6million every year, with technical faults reaching an estimated £258,000 per hour. (Accounts and Legal)\n\n27. 40% of SMEs that manage their own network and use the Internet for more tasks than handling emails will have their network accessed by a cybercriminal, and more than 50% won’t even realise they were attacked. (Pear Digital)\n\n28. In 2021, 73% of security incidents involved external cloud assets, meaning cloud incidents surpassed on-premise ones for the first time. (Data Center Knowledge)\n\nFind over 60 [disaster recovery statistics here.](https://twc-it-solutions.com/blog/disaster-recovery/disaster-recovery-statistics/)",
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      "body": "The scale of cyberattacks is hugely influenced by a company’s digital exposure. With the Covid-19 pandemic shaping our shopping habits and, as a result, e-commerce sales rising by 5.1% by 2021, the retail sector is continuing to experience higher levels of security incidents. The following list compiles the cybersecurity challenges retailers will have to face in the coming year:\n\n## Cybersecurity Challenge #1: Ransomware\n\n\n<b>What ransomware is:</b> Ransomware is a type of malware that limits or prevents a user from accessing their computer system until a ransom fee is paid. To make individuals pay the ransom, threat actors can pressure the organisation by threatening to reveal sensitive information.\n\n<b>How to protect your firm:</b> A fine-tuned business antivirus solution offers real-time protection against ransomware. One of the most trusted solutions on the market is Avast, an all-in-one application combining antivirus, VPN, speed-up and security tools to maximise security and protect business assets.\n\n\n## Cybersecurity Challenge #2: Credential phishing\n\n\n<b>What credential phishing is:</b> Credential-based attacks occur when a hacker steals credentials to gain access to computer networks and steal critical business data. This often happens by posing as a known or trusted entity in an email, text message or via other communication channels. \n\n<b>How to protect your firm:</b> Keeping security software, operating systems, and internet browsers up to date can help decrease the risk of potentially exposing business information. A consultation with a Managed Service Provider can also help identify additional security measures such as multi-factor authentication or a disaster recovery plan.\n\n\n## Cybersecurity Challenge #3: Distributed denial-of-service (DDoS) attacks\n\n\n<b>What a DDoS attack is:</b> A distributed denial-of-service attack is a cybercrime during which the perpetrator floods the targeted server with internet traffic from multiple locations to make online services or websites unavailable. Attackers often target various resources from banks to news sites and retailers to prevent them from publishing and accessing vital information.\n\n<b>How to protect your firm:</b> Implementing high levels of network security is essential for stopping any DDoS attempt to protect a business. A managed firewall solution from some of the world’s trusted vendors like Cisco, Draytek, Palo Alto or SonicWall can act as a traffic-scanning barrier between networks. They offer rigorous protection for businesses, including remote devices and secure data against threats with real-time monitoring and troubleshooting.\n\nRead all the [cybersecurity challenges a retailer must overcome here.](https://blog.contactpigeon.com/cybersecurity-in-retail/)",
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      "body": "## Retail Event #1: Paris Retail Week\n\n<b>Why you should attend: </b> Paris Retail Week is one of Europe’s biggest retail events, bringing together more than 15,000 participants and 330 vendors. This three-day event offers conferences, workshops, tours, announcements, and awards in an experiential format. The event producers are dedicated to providing a platform for sharing knowledge, experience, and best practices for all retailers. This is an established conference that will appeal to a general audience of retailers. \n\n<b>Location:</b> Paris, France\n<b>Date:</b> Sept. 20 to 22, 2022\n<b>Fee:</b> Free with badge registration on the website\n<b>Type: </b>Physical\n<b>Official website:</b> https://en.parisretailweek.com/ \n\n## Retail Event #2: InternetRetailing: eCommerce Berlin Expo\n\n<b>Why you should attend:</b> Every year, this event features more than 50 experts sharing their insights on different stages. eCommerce giants such as Google, Audible, and Facebook are represented, establishing the Berlin Expo as a meeting place for innovative retailers and key decision-makers in eCommerce. This conference is geared toward eCommerce retailers, so you may want to skip it if you haven’t made the digital transformation yet. \n\n<b>Location:</b> Berlin, Germany\n<b>Date:</b> May 5, 2022 (check the website later for 2023 dates)\n<b>Fee:</b> Free with preregistration\n<b>Type:</b> Physical, but if you miss it, you can catch a recording on the website\n<b>Official website:</b> https://internetretailing.net/events/e-commerce-berlin-expo\n\n## Retail Event #3: IRX: Internet Retailing Expo\n\n<b>Why you should attend:</b> IRX focuses on providing solutions, inspiration, and advice regarding technologies that brands and retailers need to be competitive in today’s global marketplace. You’ll hear from speakers who’ve recently experienced rapid growth, participate in workshops, and network with brand executives and other retailers. You can also find new suppliers and come home with solutions you can implement immediately. IRX is primarily focused on technology, so if you need help with the digital side of your business, this conference may be a good choice.\n\n<b>Location:</b> Birmingham, England\n<b>Date:</b> May 11 to 12, 2022  (check the website later for 2023 dates)\n<b>Fee:</b> Free with preregistration\n<b>Type:</b> Physical\n<b>Official website:</b>  https://internetretailingexpo.com/welcome\n\n## Retail Event #4: EuroShop\n\n<b>Why you should attend:</b> In 2023, EuroShop topics will include sustainability, smart stores, connected retail, customer centricity, and more. It will comprise nine dimensions through which you can choose the topics that interest you most, including retail technology, retail marketing, shoplifting mitigation, store design, and visual merchandising. EuroShop is one of the largest trade fairs, and it will have something for everyone. \n\n<b>Location:</b> Düsseldorf, Germany\n<b>Date: </b>Feb. 16 to March 2, 2023\n<b>Fee:</b> Free with preregistration\n<b>Type:</b> Hybrid, with physical and digital events\n<b>Official website:</b>  https://www.euroshop-tradefair.com/\n\n## Retail Event #5: Shoptalk Europe\n\n<b>Why you should attend:</b> More than 200 industry leaders and rising stars will be speaking on critical trends and opportunities. More than 3,000 key decision-makers from Europe’s most innovative retailers, brands, startups, investment firms, real estate operators, tech firms, and media companies will attend. You’ll have the chance to network with and learn from the industry’s best. If you’re interested in learning about the cutting edge of retail, Shoptalk Europe is where you’ll find it.\n\n<b>Location:</b> London, England\n<b>Date:</b> June 6 to 8, 2022\n<b>Fee:</b> £2,195 for attendees\n<b>Type: </b>Physical\n<b>Official website:</b>  https://shoptalkeurope.com/\n\nClick here to find all the [retail events that are taking place in Europe.](https://blog.contactpigeon.com/retail-events-2022/)",
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      "body": "Preparation is half the battle, so getting ready for the biggest retail event of the year is not only crucial but mandatory. Below you will find some tips that will help you organize your schedule before, during, and after the conference. \n\n## Step 1: Scan the speaker’s list and highlight the most relevant to your industry\n\n\n<b>Why you should do it:</b> The speaker list is quite long and interesting this year. Define your strategy and plan the speeches of the key targets you wish to attend. According to your specific business needs, pinpoint the content that is most likely to meet your needs.\n\n## Step 2: Contact them asking for a quick coffee at the event \n\n\n<b>Why you should do it:</b> Do some research and try to find the contact details of the people you wish to connect with. Prearrange a quick cup of coffee, or some tea, preferably before the days of the event as the schedule will be pretty busy for everyone. \n\n## Step 3: If you rent a booth, optimize the visitors’ experience\n\n\n<b>Why you should do it: </b> Your presentation needs to be clear and precise so researching beforehand is important. Find out where your both will be located, and cross-reference the equipment that you will need with the equipment that will be provided to you. Then, set your daily budget and customize your booth based on the tone of your brand and your target group.  Lastly, inform your existing contacts of your attendance at the Shoptalk conference and encourage them to drop by your booth. \n\n## Step 4: Make sure you have a precise plan per day\n\n<b>Why you should do it: </b> Each day at the conference will be super busy so make sure you have planned your days as best as possible. Depending on whether you are an attendee or a vendor, modify your stay accordingly, making the best out of it. Strike a balance between getting informed and letting others know about your brand. \n\n## Step 5: Follow up with your new connections when you return home\n\n<b>Why you should do it:</b> Getting to the event was half the job, the other half lies in nurturing the connections you made. When you get home, take some time to debrief your team on your experience and come up with a business plan that will convert your new leads. Conclude with an evaluation of your attendance and determine if you met your objectives.  \n\nLearn everything you need to know about [Shoptalk 2022 here.](https://blog.contactpigeon.com/shoptalk-2022/)",
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      "body": "Of course, Sainsbury’s sustained success over the course of three centuries is largely due to the company’s high-quality products, excellent standards, and exceptional customer service. But while these qualities are certainly necessary for sustained success at the national level, other factors and strategies play a role as well.\n\nIn many cases, Sainsbury’s success also stems from a bold and dynamic marketing strategy that implements a number of different approaches in a manner that is comprehensive and interconnected. While Sainsbury’s has successfully implemented dozens of effective marketing strategies over the last several decades, six stand out as most indicative of their successful approach. \n\n## Key Strategy #1: Going omnichannel\n\nSainsbury’s marketing strategy has successfully implemented an omnichannel marketing focus across its numerous marketing outlets. In addition to the effective innovation of in-store and online shopping options, the company has also successfully integrated its various product lines with its shopping experience. Not only does it offer its own high-quality brands of products, but the company has also invested in developing delicious recipes for a wide variety of dishes, which are then streamlined with its online and in-store shopping experiences. \n\nFor a chain of grocery stores, an omnichannel marketing approach will provide customers with a comprehensive and unified shopping experience between in-store, online, and catalog retailing. In this case, Sainsbury’s marketing segmentation flourished when the company committed to an omnichannel approach. Such an approach has allowed it to divide its core customer base into more useful marketing sub-groups to which the company can market specific products and services more directly.\n\nAdditionally, Sainsbury’s digital marketing strategy has successfully integrated its in-store and online shopping experiences into a complementary omnichannel medium. Their customers can shop for groceries online and then pick them up at the nearest store location. They have also introduced the use of grocery delivery for customers who wish to do their shopping without needing to leave their homes. \n\n## Key Strategy #2: Pandemic damage control\n\nVery interesting talk of Sainsbury’s Head of Property Strategy David Pilbeam at Carto’s Youtube Channel\nIn light of the COVID-19 pandemic, Sainsbury’s was able to mitigate a potential crisis by integrating its online retailing options with its preexisting customer service structure. With enhanced online shopping and delivery options, Sainsbury’s successfully reached out to a significant customer base who did not wish to shop in person.\n\nWithin a year, Sainsbury’s had the fastest growth in online shopping of all major supermarket retailers. By employing cutting-edge omnichannel marketing principles, Sainsbury’s marketing strategy serves as a useful case study for anyone in the business and marketing world who is looking to rise above the competition and help their business to thrive. \n\n## Key Strategy #3: Shifting brand positioning\n\nAnother excellent example of Sainsbury’s marketing strategy is its ability to shift its brand position based on the changing preferences of its customer base. For many years, Sainsbury’s marketed itself under the slogan “Live Well for Less.” However, as times changed, marketing data began to suggest that Sainsbury’s customer base was starting to prioritize healthy eating habits and overall bodily wellness when making decisions on where and how to shop.\n\nIn 2021, Sainsbury’s changed its slogan to the new “Helping Everyone Eat Better.” While Sainsbury’s pricing strategy still remains a significant and long-term focus for the company, the revised slogan proved to be a better match for a contemporary customer base with an emphasis on healthy eating and sustainable food production. Sainsbury’s promotion strategy in this instance shows that a company need not be beholden to past traditions when faced with changing preferences in its customer base. \n\n## Key Strategy #4: Stellar supply chain\n\n\nIn addition to its commitment to omnichannel marketing and brand positioning evolution, Sainsbury’s has also successfully implemented an excellent supply chain into its marketing approach. By prioritizing the quality of its products, Sainsbury’s has been able to associate its brand name with freshness, high standards, and ethical sourcing. Its customer base does not wish to sacrifice food quality in pursuit of lower prices; so the company has been able to market a stellar supply chain to its customers as a means of creating a brand association between the company’s competitive prices and high-quality products.\n\nWith 33 distribution centers and a seamless chain of transportation and storage, Sainsbury’s is able to ensure that its customers are able to purchase high-quality products at affordable prices. Today, it sources products from hundreds of suppliers in over 70 companies. What’s more, the company ensures that the suppliers it partners with are able to meet the company’s high standards for the products sold to its customers. \n\n## Key Strategy #5: Locally-sourced products\n\nRelated to the company’s excellent supply chain, Sainsbury’s has successfully marketed itself in terms of its locally-sourced products for the British public. Today, Sainsbury’s oversees innovative development groups for its farmers and suppliers, specifically prioritizing farms within the United Kingdom. With around 1,300 members across Britain, Sainsbury’s development groups provide the added bonus of investing in British business and agriculture. Thus, Sainsbury’s is able to appeal to its customer base by means of its investment in homegrown British products. \n\n## Key Strategy #6: Consumer choice and convenience\n\nAnother major selling point for Sainsbury’s brand is the high level of choice and convenience in the shopping experience that it provides customers. Today, the company markets several of its own brands through various locations, including the Argos and Habitat brands. However, Sainsbury’s stores offer a variety of other brands and products as well, ensuring that their customers have a wide range of choices while shopping for food and other products. 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      "body": "The retail business takes place where your customers are. They’re on social media, on mobile apps, and everywhere else you can imagine. But unfortunately, none of this matters if you can’t compete with other retailers in today’s omnichannel environment. That’s why  85% of marketing executives expect customer engagement metrics to be critical in choosing the right marketing strategies for their brand in 2022.\n\nAdditionally, don’t forget that in order to properly monitor your marketing efforts and define your next steps, you have to set clear and measurable goals. Therefore, we gathered the most important metrics and comprised a detailed guide that can be used as a roadmap for your data analysis.\n\n### Online Customer Engagement Metrics\n\n#### #1: Net Promoter Score\n\n\n<b>How it works: </b>The Net Promoter Score (NPS) calculates the percentage of customers who would recommend your product to a friend and the percentage who would not. The difference between these two numbers gives you the NPS, which can help you improve your customer engagement.\n\n<b>Why you should track it:</b> The NPS is a measure of online engagement, tracking how likely your customers are to recommend your products or services, and why. Online businesses can use this metric to gauge customer satisfaction and loyalty and to identify opportunities to improve their offerings.\n\n<b>Tools or ways to track it:</b>\n\n- Promoter.io, an eCommerce tool that helps you manage and improve customer feedback\n- SurveyMonkey, which allows you to design and send surveys to gather customer opinions\n- Delighted, an eCommerce tool that helps you track customer satisfaction\n\n#### #2: Customer Satisfaction Score\n\n\n<b>How it works:</b> Your customer satisfaction score (CSAT) is a weighted average based on the percentage of customers who rate their experience with your business as either satisfied or dissatisfied. You can calculate your CSAT by taking the number of satisfied customers and dividing it by total responses, then multiplying by 100 to get a percentage.\n\n<b>Why you should track it:</b> The CSAT is a crucial customer engagement measure because it represents the first step in understanding how well your business is meeting customer expectations. Many companies use CSAT as a leading indicator that measures the success of their products, services, and customer experience initiatives.\n\n<b>Tools or ways to track it:</b> \n\n- Live chat surveys asking customers to rate their satisfaction on a scale of 1 to 10 immediately after an interaction\n- Survey widgets embedded into your website to collect customer feedback at various touchpoints throughout the customer journey\n- Product reviews that provide valuable insight about your customers when they purchase one of your products\n\n#### #3: Customer Lifetime Value\n\n<b>How it works:</b> Customer lifetime value (CLV) is a measure of the total revenue that a business can reasonably expect from a single customer relationship. It includes all the future transactions a customer is likely to make, not just the ones they’ve made in the past.\n\n<b>Why you should track it:</b> You need to track your CLV carefully because it helps you make informed customer engagement decisions about how you spend your marketing dollars, whom you target with your ads, and how much you can afford to pay for a new customer.\n\n<b>Tools or ways to track it:</b>\n\n- A simple average of all customers’ total purchases over time\n- Adding up all monthly sales and then dividing by the number of months since the first purchase\n- Repeat rate: a method that looks at CLV as a percentage of total sales and is weighted toward customers who have made repeat purchases in the past few months\n\nCheck out my source to read more [customer engagement metrics.](https://blog.contactpigeon.com/customer-engagement-metrics/)",
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      "body": "When developing products, services, or marketing campaigns for mothers, it’s vital to understand what this consumer category now looks like. Mothers are an incredibly diverse group, as exemplified by these statistics:\n\n\n- In the UK, the average mother’s age at first birth is 29.6 \n- The most common age to give birth for women born in the 70s was 31 \n- In the last several decades, the average age of women at first marriage has increased faster than the age of women at first birth \n- In the US, the average mother is 26.4 years old when she gives birth for the first time  \n- As of 2020, half of the women from England and Wales born in 1990 were childless when they reached their 30th birthday \n- Nearly four in ten mothers from England and Wales have two children, although one-child families are becoming more common \n- The vast majority of mothers feel burnt out at least occasionally, with 16 percent admitting to feeling this way all the time, while 43 percent experience burnout frequently \n- Additional emotional support and empathy are urgently required, according to 68 percent of mothers surveyed \n- UK women with dependent children had a labor force participation rate of 75.5 percent in 2020 \n- Among UK men ages 16-24, 22 percent report feeling closer to their mother than their father, versus 11 percent vice versa \n\nA significant share of Mother’s Day expenditures involves retail purchases. These statistics shed light on where consumers allocate their Mother’s Day spending, how much money they set aside for this purpose, and how retailers can leverage these trends:\n\n- The Total Mother’s Day Spending in the US was $28.1 Billion\n- In the US, just over two-thirds of people celebrate Mother’s Day \n- Of those who celebrate Mother’s Day in the US, 55 percent buy presents, while 41 percent purchase cards \n- Online Mother’s Day purchases have grown more popular since the onset of the pandemic, with the percentage of eCommerce growing by 3.6 percent in 2020 \n- In 2021, over one-quarter of men purchased electronics as Mother’s Day gifts \n- Half of the men and nearly half of women bought gift cards for their mothers in 2021 \n- One-third of mothers claim that they would like to receive gift cards for their special day \n- Over one-third of consumers gave their mothers subscription boxes to celebrate Mother’s Day 2021 \n- While more shoppers still purchase Mother’s Day gifts from department stores, 23 percent now plan to support small businesses when preparing for this holiday \n- Consumers use mobile devices 22 percent more often to buy Mother’s Day gifts as opposed to making everyday purchases \n- When seeking inspiration for Mother’s Day gifts, 36 percent of consumers search online \n\n[Read here more mother's day statistics](https://blog.contactpigeon.com/mothers-day-statistics/) to plan your marketing strategy effectively this year.",
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      "body": "The brand has led the way in the integration of channels and diverse product lines since the beginning. Its current position results from innovative initiatives and the readiness to readjust the digital ASDA marketing strategy when new challenges arise.\n\n## Key Strategy #1: Omnichannel Approach\n\nThe ASDA marketing strategy models omnichannel best practices. Customers get to choose their shopping experience from a constellation of integrated options. ASDA enables them to move between physical and virtual locations, connecting them through in-store social, digital check-outs, Click & Collect services, and a mobile app designed to help with meal planning and budgeting.\n\nThe brand’s communication strategy has turned the retailer into a multi-media giant. It connects with customers through a print magazine, in-store radio, and an omnipresent social footprint.\n\nASDA’s latest push toward an omnichannel total experience pairs it with the digital supply chain management platform Blue Yonder. With Blue Yonder, ASDA sets itself up to integrate the management of its supply chain, order fulfillment, in-store workforce, and demand projection.\n\n## Key Strategy #2: Market Segmentation\n\nASDA isn’t just about food. George, its line of fashion and home goods, has long been an iconic British retail brand — possibly a little too long. Younger shoppers were using ASDA as a grocery store, bypassing its other offerings. \n\nIn the past two years, ASDA marketing segmentation has undergone a revolution that has brought George to a younger market with innovations in style, supply, and social. Instead of selling off the asset, the Issa brothers entered into new partnerships with young and home-grown British designers to design collections for George. They’ve also begun to develop influencer partnerships with campaigns on platforms such as Instagram. \n\nThe messaging has also gotten a facelift. ASDA retargets George to younger clientele with socially progressive messaging such as an inclusive lingerie campaign on its Instagram channel. Additionally, social campaigns often focus on ethical sourcing and body inclusivity, highlighting the radical change even more.\n\n## Key Strategy #3: Strong Crisis Management \n\nCOVID-19 challenged businesses around the world, but it also led to pandemic-inspired marketing innovations. ASDA was poised to ride that wave as ethics intersected with profits during this crisis.\n\nAlways at the forefront of grocery eCommerce, ASDA responded to the pandemic with an efficient rollout of measures designed to protect vulnerable citizens. It increased delivery capacity, introduced a volunteer card designed for people shopping on behalf of others, and allocated exclusive store hours for NHS and care workers. The company also took care of its own with paid leave for vulnerable employees.\n\nASDA has donated millions of pounds worth of food to help food-insecure residents during the pandemic. As the pandemic has moved through different chapters, affordable options rose to the top of its commitments in stores and on digital platforms. \n\n## Key Strategy #4: Product and Format Diversification\n\nLike competitor Tesco, ASDA has built its brand on the promise of providing an increasing number of products at low prices and with ultimate convenience. \n\nASDA’s product categories include:\n\n<ul><li>Groceries</li>\n<li>George Clothing</li>\n<li>George Home</li>\n<li>Mobile Products and Services</li>\n<li>Petrol </li>\n<li>Optician Products and Services</li>\n<li>Insurance</li>\n<li>Baby’s and Children’s Lines</li></ul>\n\nThey continue to find opportunities for cross-promotion and integration. One of their latest projects is the introduction of On the Move convenience stores that sell ASDA products and groceries at ASDA petrol filling stations.",
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      "body": "In 2022, an e-commerce business that wants to evolve and grow has to invest in new, proven tools that can help them raise their sales. This is where automated marketing (or else, marketing automation) comes into play and can guarantee you end up winning the Easter egg hunt this holiday. Here are some of our favorite examples of Easter marketing campaigns that are as outstanding (well, almost) as those yummy marshmallow Easter peeps!\n\n\n#### Best Easter Campaign #1: Banana Republic’s fun egg hunt experience\n\n<b>Why we liked it:</b> Banana Republic keeps with their classic simple and clean lines associated with their brand when presenting their Easter campaign.\n\nThis Easter campaign is fun, gets subscribers involved in looking around the brand’s site for extra savings while offering a 40% saving to everyone. The CTA is catchy as well — “Start Hunting” — everyone loves an Easter egg hunt!  \n\n\n#### Best Easter Campaign #2: Topman by Topshop\n\n\n<b>Why we liked it:</b> This fun gif is appealing to guys — after all, it’s a video game graphic of PacMan — and gets right to the point. Not only does it create motivation to purchase with a clearly displayed free shipping offer, but it also offers “massive” savings if you can find the Easter eggs hidden around Topman’s website.\n\nWith a CTA highlighted in the center of the message, this Easter campaign steps outside of the box by targeting a specific customer demographic — men.\n\n\n#### Best Easter Campaign #3: J.Crew’s simple but spot-on egg concept\n\n<b>Why we liked it:</b> Cute and catchy copy is a must in attracting shoppers’ attention this Easter. J.Crew’s Easter campaign is simple and hassle-free.\n\nMany customers aren’t up for a virtual Easter egg hunt and just want the deals — and that’s what they get in this straight-forward marketing campaign.\n\nAdding the words “loyal customers” makes shoppers feel valued. Also, the copy clearly explains that the discount is good in both online and physical stores. Lastly, adding an expiration on the offer incites the FOMO effect for deal-seeking customers.\n\n#### Best Easter Campaign #4: Deliveroo with its dragon Easter eggs\n\n<b>Why we liked it:</b> It was a creative and smart way to attract both Game of Thrones and food lovers. Deliveroo, one of the top food delivery companies in England, surely catched the momentum of the airing of the final GOT season and made it a celebration of Easter as well.\n\nThis Easter campaign teaches us of how important it is to understand your target audience. The customers of an online delivery service app love to combine their favourite meal with their favourite TV show. \n\nAnother lesson that we get from this campaign is the importance of being part of a famous hype as a brand. Selling dragon-shaped chocolate eggs on its platform to celebrate the final GOT season and the Easter holiday as well, Deliveroo gained hundreds of brand mentions and social shares, which totally leads to higher levels of brand awareness. \n\nLast but not least, Deliveroo also exploited the element of scarcity, a marketing tactic that never misses! By releasing limited edition dragon eggs on its app, it attracted many new clients that were fans of Game of Thrones and wanted to get their hands on these chocolate eggs.\n\nRead all [the best Easter marketing campaigns we've gathered here.](https://blog.contactpigeon.com/best-easter-campaigns/)",
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      "body": "The last couple of years has been at least challenging for most industries around the world. The pandemic’s impact has caused fundamental shifts in consumers’ behavior and brands’ strategy, decision-making, and mentality. For sure this forced companies across all industries and sizes, to adapt or even pivot, in order to survive. But although Google recorded a +30% YoY growth in eCommerce sales in 2021, the World Bank predicts global growth to “decelerate markedly” from 5.5% in 2021 to 4.1% in 2022, due to factors such as the rise in inflation, debt, and income inequality.\n\n>“The World Bank predicts global growth to “decelerate markedly” from 5.5% in 2021 to 4.1% in 2022.” </i>\n\nSo the future is far from bright and with 54% of decision-makers claiming that they spend more than one hour per week reading thought leadership according to Edelman, this data proves that the pandemic has raised the bar so high that every CEO, CMO, director, and the business organization overall, has no time to fall behind. The necessity to continuously monitor and evaluate the key industry trends 365/24/7 is here to stay.\n\nHere is a table of contents to help you quickly navigate through this mini-MarTech report.\n\n## Key insights: The top MarTech trends of 2022\n\n<b>The Top 5 Martech Trends of 2022 will be:</b>\n\n- Top MarTech Trend #1: AI/Machine Learning\n- Top MarTech Trend #2: AR/VR\n- Top MarTech Trend #3: Personalization\n- Top MarTech Trend #4: User Generated Content (UGC)\n- Top MarTech Trend #5: Voice Search\n\n<b>Other emerging technology marketing trends</b>\n\n- Chatbots\n- Blockchain/Cryptocurrency\n- Video\n- Cookieless Marketing\n- Metaverse\n- First-Party Data Strategy\n- Omnichannel\n- NFTs\n\n<b> Other key observations: </b>\n\n- 29% of the experts agreed that AI and Machine Learning technologies will undoubtfully play a significant role this year.\n- 31% predicted that VR/AR technologies, Metaverse, NFTs and the Blockchain technology will play a major role in the years to come\n- 9% claimed that AI Chatbots will become a vital mix of brands’ marketing strategy.\n\n48 marketing industry experts and professionals are sharing their insights and predictions, in order to spot the top MarTech trends of 2022, read them all [here.](https://blog.contactpigeon.com/martech-trends-2022/)",
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