Aussie Retail Brands Don’t Know What Consumers Want
Australian retail brands do not meet their customers’ needs and don’t understand what they want, according to a survey commissioned by 3radical.
Chris Tew, 3radical executive vice president for Asia Pacific said the survey asked 500 respondents about their relationships with brands and what mechanisms they should implement to build brand loyalty.
“Interestingly, given the rapid development of technology and the fact that most people use smart phones as their main device for researching information on brands as they are shopping, retailers have yet to fully understand and embrace the ability to communicate with their customers when they are in their store or nearby,” Tew said.
3radical, which began operating in Australia last month after a successful launch earlier this year in Singapore, brings together mobile, gamified offers and competitions, social media and mobile games to deliver a mobile channel enabling real value exchange between consumers and brands.
The survey found:
- 75% of Australian use their smartphone to access the internet on a daily basis
- 78% use their smartphone while shopping
- 78% use their smartphone to research products and services
- 90% use their smartphone to look up local information
- When asked to rank which of nine sources they got their information on brands from, respondents picked a brand’s website and a brand’s social media as the second and fourth most important. Family and friends was number one and TV was number three.
- Almost 60% of respondents said that brands they buy from were just “okay” at communicating with them about products and special offers
- 51.1% of respondents wanted a brand to “give something back” in return for reading and responding to marketing messages
- Loyalty schemes largely do not persuade respondents to purchase from that brand rather than another brand
“It was also clear from our research that discounts would make respondents more likely to visit a store, more likely to purchase from that store and more likely to share that information on Facebook,” Mr Tew said.
“Respondents felt brands were not keeping up with their needs as the effectiveness of marketing channels both on a brand’s website and via their social media channels had not changed in the past 12 months,” he said.
FIVE THINGS A BRAND CAN DO TO BECOME MORE RELEVANT TO CUSTOMERS:
- Add mobile to your channel strategy; a mobile phone is unique in its ability to be present with a consumer at all points of their lifecycle with you.
- Mobile messaging and marketing content must be kept relevant and fresh to ensure continued engagement.
- Engagement tactics should be targeted to relevant points in the customer lifecycle and personalised, based what you know about the customer.
- Be flexible in applying both real and virtual incentives and ensure they represent true value.
- Integrate gamification into your mobile strategy – target relevant customers with valuable rewards and prizes in return for engaging with the brand
CASE STUDY:
DELL CAPTURES THE IMAGINATION OF SINGAPORE CONSUMERS WITH MOBILE GAMIFICATION
The Challenge:
Dell continues to innovate – delivering new products that enable consumers to do more.
But in a crowded market, and mainly selling through resellers, getting the attention of consumers to ensure they are aware of Dell’s great innovations was becoming increasingly challenging. They knew that they needed to find a new way to capture the imagination of consumers and engage them and their friends in learning about Dell’s Alienware’s and Touch product lines.
The Solution:
The 3radical mobile gamification platform was implemented, giving all the core functionality required to deliver personalised, relevant “gamified” engagement with consumers out of the box.
As part of the implementation the consumer App was configured and branded as Dell Engage SG and two new games were developed and released.
The World Cup was chosen as a popular and topical theme for the games:
- Dell Ultimate Striker Challenge (DUST) where consumers dribble a football down the field and score goals for entries to lucky dips
- Guess The Goals letting consumers wager “coins” on the outcome of matches in the World Cup, with great prizes for those with the most coins at the end of the tournament
Players earned Coins – used for level ups in DUST and to wager in Guess The Goals – by reading
Dell content about new products, liking the Dell Facebook page, visiting Dell resellers and by sharing Dell content including photographs and information with their friends on Facebook.
This was all achieved over just a few weeks to deliver a solution that engaged consumers with fun and rewards, while delivering against Dells objectives of awareness and permission to engage.
Working alongside Dell, 3radical helped generate downloads through running events and online promotions and provided a range of services to ensure ongoing consumer engagement throughout.
The Benefits:
Awareness – Thousands of Singaporeans downloaded Dell Engage SG and played tens of thousands of games – all of which were heavily branded as Dell and Intel.
Engagement – The vast majority of those downloading gave Dell their Facebook details and permission to engage including with push messages. Consumers made thousands of visits to Dell’s website, stores and Facebook page and read about Dell’s new products within the app.
Peer promotion – Half a million impressions of peer shared content were delivered by consumers sharing news about Dell Engage SG, Dell’s new products and even photographs of consumers with Dell messaging.
Insights – Information on content that works, and doesn’t work, and the level of engagement by each individual are all available to Dell to optimise offers within Dell Engage SG and to drive learnings throughout the business. This can be analysed against users’ Facebook profile information to give even deeper insights. Daniel Chia, marketing communications manager, Dell Singapore said:
We cut through the marketing noise and generated a two-way relationship with key consumers using the 3radical Mobile Gamification Platform.
Operating in Singapore for the past six months, 3radical’s clients include Dell, DBS Bank, Forever 21, Lend Lease Retail and Gong Cha. A case study of the Dell gamification campaign is below:
Please login with linkedin to comment
ADMA Global Forum Havas Worldwide Helsinki Roadshow Films The Hilton SydneyLatest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.