The retail team have been rounding up their top retail news from the past 4 weeks and brands are definitely going for the more feel good approach as we start to near summer.
Co-op – Festival Store
Last year, the Co-op became the first retail supermarket chain to set up a store and have a presence at some of the biggest festivals in the UK, such as Download, Reading, Leeds and Latitude. Their pop-up stores were packed full of festival essentials which drew in huge numbers of festival-goers.
Following last year’s success, they are aiming to expand their festival presence at some of the UK’s leading music festivals this summer, as they continue to grow their partnership with Live Nation organiser. This year they will set up a 6,000 sq-ft pop up shop at Creamfields, Isle of Wight Festival and Glastonbury, as well as the four other Live Nation events they attended last year.
The Co-op are currently the leading convenience retailer at UK music festivals following their debut appearance in 2018. Their aim is to position themselves as a key convenience retailer who provides consumers with exactly what they need, when they need it most.
Foster’s – Good Call
The UK is feeling a bit bleak lately, the weather’s up and down and Brexit is never ending; Foster’s believes that what the UK really needs is a bit of Aussie optimism. By bringing back the ‘Good Call’ campaign after four years, Foster’s hopes to drive sales and add some well needed humour to their consumers’ lives.
The ‘Good Call’ campaign featured two Australian agony aunts, Brad and Dan, helping solve British men’s problems and queries. The advert helped see Foster’s rise to the most popular beer brand in supermarkets and off licences. The first advert see’s the Aussie duo helping Harry from Wales impress his “fancy pants” brother-in-law by putting Fosters in an old jam jar, making it look like a craft ale.
The down-to-earth nature of the two Australians, and the relatable nature of the issues, ensures the advert will resonate with a wide audience, however Foster’s is not oblivious to the changes within society since 2010 when the campaign was first released. Digital is now a huge platform for agencies, so the campaign will be running across multiple social media sites providing real-time answers from Brad and Dan. Having a two way conversation with your consumers can really benefit a brand by making it appear more human and allowing consumers to connect with the brand.
Heinz – 150 Years of Clean Plates
Heinz is celebrating 150 years of making food tastier with their new campaign showing how food with a side of Heinz is so tasty plates are always left clean! The advert takes the viewer through clean plates from the 1800s all the way up to the current day, all featuring Heinz ketchup.
The 30-second ad is not the only campaign celebrating 150 years of Heinz, early April saw Heinz partnered with Cadbury to create the Cadbury Crème Egg Mayonnaise. The new condiment was released at a London pop-up for consumers to try. The clever part about Heinz’s and Cadbury’s new product is that it’s not actually a real product launch, therefore neither brand will suffer any backlash or abuse.
This kind of marketing stunt makes the brands appear to be playful and experimental. The only intended reaction of the campaign is to make people smile and build brand awareness through the novel nature of the product. With both mayonnaise and Crème Eggs being so familiar, it would resonate with a wide audience, increasing brand loyalty.
Amazon Go – The “Future” of retail
This is genuinely going to revolutionise the way we purchase. Amazon have developed and begun to roll out their ‘Amazon Go’ stores in the US (4 in Seattle, 4 in Chicago and 2 in San Francisco) and plan to open their first UK stores (likely to be in London) this year.
The premise being that you would sign up to the Amazon Go App (an extension to the usual amazon accounts, and who doesn’t have one of those now a-days) then enter the store through sliding gates by scanning a QR code on your phone.
Then simply put, you pick up the products you want, and walk out. No need to talk to anyone or pay for the products. Crazy right??!?!
NO QUEUES!!!! NO HUMAN INTERACTION! – the future!
In discussing their “Just Walk Out” technology, Amazon said it is using a combination of artificial intelligence, computer vision and data pulled from multiple sensors to ensure customers are only charged for the stuff they pick up. The computer vision aspect seems to indicate that there are cameras being used to track you in the store. If you then decide you don’t want the products, you can place them back – and the charge will be removed.
Check it all out here:
There’s definitely a shift in content as we approach the summer, with a more feel-good vibe. The Amazon Go digital stores also show how mixing retail and digital will be the future of shopping.