Archive for retail marketing

A challenge to Ozzie Christmas TV advertisers – do better

Posted in Marketing, advertising, ethics, Uncategorized with tags , , on November 2, 2012 by marketingheart

Eeuuch, here we go again! We in Australia get subjected each year to the most appalling dross served up by our retailers in their seasonally themed TVC’s. As if too much food alone wasn’t enough to turn our stomachs…

Here’s how prominent UK sister company retailers Waitrose and John Lewis did it – two very different approaches. Could we imagine this level of finesse from Coles or Woolies this or any other year? How I wish.

Opinions vary about which approach is best…writing in The Guardian Charlie Brooker described the John Lewis commercial as “creepy bullshit” and said that anyone who cried about it was “literally sobbing IQ points out of their body”. How do you really feel, Charlie?

Waitrose, for their part rejected the traditional festive spot, instead persuading celebrity chefs Delia Smith and Heston Blumenthal to waive their normal appearance fees and telling viewers that instead of making a “fancy TV advert” they’d donate more money to charity. Marketing magazine reports that the supermarket will donate an additional £1 million as a result of its pared down ad on top of the £600,000 it usually gives. Nice strategy, nicely done.

Makes me yearn for a white Christmas, that’s for sure.

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Giving the consumer some tools to extract value and other thoughts on supermarkets

Posted in Marketing, advertising, ethics, Uncategorized with tags , , , , , , , , on May 16, 2010 by marketingheart

Asda the UK supermarket giant (WalMart-owned) has taken a constructive step to help consumers cross-shop the supermarkets by creating a price comparison website. It’s a brave and empowering strategy which demonstrates – more than the best copy could do – Asda’s level of confidence in its ability to deliver on a value positioning.

To me this is what marketingheart is all about – constructing an honest and sustainable position that’s based on deliverable reality and that offers consumers something of real value…and then using marketing to deliver it. This is very different to most brand positions where differentiation and cut through are generally far more important considerations than anything real or beneficial. In my view, as consumers get more and more cynical and even more marketing savvy, marketing HAS to learn the self-discipline and ethics required to take the path of authenticity in order to maintain relevance and effectiveness.

Another fine write-up from my hero and yours (well, mine anyway), Chris Arnold, in which he also discusses the decline of organic produce sales in the UK. I must must must get around to reading his book.
chris arnold's book

PS the UK is well served by supermarket shopper tools thanks to mysupermarket.co.uk. Here’s a tool which suggests cheaper variants of a given product – how god is that? Looks like a private UK company was able to do what the Australian govt spent tens of millions failing to do.

And in the US a swag of cool tools help shoppers. One is mywebgrocer.com – A solution that allows a shopper to place an order online and then pick it up at the store during a timeframe you select. The store personnel load the groceries in your car when you pull up to special parking out front. I understand ShopRite is using the solution and it is going extremely well. And shoptext.com – a solution that allows a consumers to request coupons or rebates without ever having to visit a web site. As a retailer it helps understand what advertising is working and ties back into your loyalty data.

These are just two of the many solutions available to help shoppers improve their overall shopping experience and at the same time drive retailer’s loyalty and top-line sales.