• Summertime rules: analysing Europe’s back-to-school footfall trends

    As the school year ends each summer, a key sales opportunity begins for European retailers.

    Families that shop for clothes, shoes, stationery and accessories that their children will need when the next term begins are a valuable revenue driver – and the spend taking place in 2017 is likely to end up even higher than last year, says Kantar.

    Yet many retailers fail to make the most of the back-to-school sales potential. Shopper traffic during school holidays can be erratic, making the planning of inventory and staffing levels a challenge.

    To help you plan your summer retail strategy more effectively, we’ve identified three key back-to-school strategies based on an analysis of shopper footfall from several European countries in 2014-16.

    Be prepared for the stock-up shopper

    Whether they’re hunting down the best prices, ….

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  • School’s out, store’s in


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  • Why the schedule matters for successful staffing

    You may be working hard to attract shoppers, satisfy their demands and drive conversions – but are you fully optimising the role your store associates play in this equation?

    Staff members are one of brick-and-mortar stores’ most valuable assets. In addition to making sure that the business is working effectively on an operational level, retail staff members are essential to customer service, as they provide shoppers with advice and reassurance that encourages them to make a transaction.

    But however strong a store team might be, it will not deliver optimum results unless its schedule and workload are built around a holistic understanding of shopper behaviour.

    Examining the effectiveness of your staff rota, and its ability to optimise the shopper-to-associate ratio (STAR) in your stores, can yield impressive results. McKinsey ….

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  • Europe & APAC Shopper Trends: our latest findings

    Q2 2017 saw plenty of political drama unfold on the global stage, but the retail industry again proved its resilience.

    Against a backdrop of growing consumer confidence and market expansion, retailers across the world overcame uncertainty, and many countries saw more shoppers visiting stores during the quarter than they did during the same period last year. Meanwhile, the prospects for the future are generally brighter than anticipated.

    So, what market trends were at the heart of consumer traffic developments across Europe and APAC between April and June this year? Here are some findings from our latest Europe Shopper Trends and APAC Shopper ….

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  • Does your store marketing strategy need a spring clean?

    Summer is fast approaching, bringing retailers a host of traffic-driving opportunities: from pre-vacation shopping and families looking for leisure activities during the long holidays, to a rise in tourist numbers and the annual back-to-school retail rush. Each of these – and more – provide retail organisations with an opportunity to drive profitability through marketing activity.

    And bricks-and-mortar retailers have an opportunity to better leverage technology in order to more effectively measure the impact of their marketing campaigns. Therefore, to make the most of the summer spend, now is the time for them to spring clean their approach to store marketing, to ensure their strategy tracks and drives ROI for physical locations.

    Here are some areas that senior marketers should address, which will enable them to benchmark the strength of their campaigns in the store environment:

    Understand the key objectives

    The first ….

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  • 4 ways to understand your in-store shoppers better


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