Is it important for consumers to touch and feel products in a physical store?

Here at Leapfrogg, we have a panel of more than 800 premium retail consumers that we engage with on a regular basis to help us understand customer needs and expectations from the brands and retailers they buy from.

Every month, we question them on a range of areas from buying behaviours and brand opinion, to emotional purchase triggers and their recent shopping experiences.

The Insight Edit is our weekly bite size edit of the insight we gain from our panel in our search to truly understand the mind of the premium customer.

As more and more consumers are happy to purchase products online without seeing them in the flesh, we wanted to understand what retail sectors they most happiest making online purchases for. We asked our panel to rate how important for them to touch and feel products in a physical store across a number of retail sectors.

Perhaps unsurprisingly, the category in which our panel preferred to purchase in-store was furniture, with 73% stating it was important and 46% very important. This may be why even pure furniture etailers such as and have showrooms available for people to view products in the flesh.

Furniture stat

The next most important category to purchase in-store is jewellery, with 32.43% selecting very important and 38% slightly important. Again, this is understandable and probably relates to higher the price point of jewellery items and the longer consideration process.

The need to physically touch and feel clothing in-store is preferred by many although a larger proportion (46%) viewed it as slightly important instead of very important. This is indicative of the huge success of fashion etailers such as ASOS and Net-a-Porter which make it very convenient to make clothing purchases online.

The categories for which respondents felt the least need to view products in the flesh were health and beauty (47% stated it was unimportant) and homewares (39%).

Health & Beauty Stat

These two categories are more likely to have a large number of reviews available online relevant to the functionality of the product, which may be why less need is placed on the need to test in real life.

To conclude if you are a big ticket retailer, it is crucial to provide a physical space for consumers to view products. If you cannot stretch to a full time show room then pop up stores could be a good compromise.

Five mistakes retailers are making in their digital marketing

Working within the premium retail sector means we spend our days making sure our clients are making the most of all the opportunities available to them online. As a result we also see the mistakes and lost opportunities many are making too. We thought it would be useful to share a few of the common mistakes we are currently seeing made by retailers and some tips to help you avoid them!

Marketing decisions made on assumptions about customers not real data

Many retailers (especially premium retailers) have a good idea of who it is that buys their products. This is great if they actually are the people that buy them. Too often we see retailers who are marketing to a type of person that only makes up a very small percentage of their customer base and a majority of their revenue comes from very different people.

Yes, we all want high earning glamourous, beautiful people buying our products, but in reality, many of those who buy premium products are actually normal people that buy nice things because it makes them feel good even if they have to save up for it.

Retailers who don’t understand who is actually buying their products may find they are alienating their true customers by not showing their products in relation to their customers true lifestyle and appearing too out of reach.

We are not recommending that premium or luxury brands dumb down their branding in any way, but by understanding your true customers you can start to target individuals through eCRM and personalised content to further engage with the people who make you money!

Acquisition and retention run by separate teams

With the growing trend towards “customer experience”, retailers are focussing on how they provide a seamless experience at every stage of the buying journey. However, many of the retailers who are starting to join the dots of their customer journey are still operating their marketing teams in silos according to each stage in the buying journey. For example, one team might be focussed on acquiring the right customers by marketing to them and driving them through to conversion and another team then taking on the retention of those customers and in many cases never the twain will meet.

Unless these teams work VERY closely together there can never be a seamless experience for the customer. Content for the customer should be planned along one central theme that appears throughout the buying cycle. Far too often we see acquisition and branding teams creating different types of content that then sits on site or distributed via email. If a customer sees different content at various stages in their buying journey then this can affect engagement and acquiring and retaining the right kind of customer. For example, if a customer is acquired through engagement with inspirational, lifestyle content, but post sale is then sent product or sales focused content only through email, they will lose the affinity they have built with the brand and will feel they are just being sold to and are far less likely to purchase again. Likewise, if they bought through the first time through offer and sales related content they are less likely to respond to inspirational or editorial content later in their lifecycle.

If you currently have separate teams dealing with the same customers at different points in their lifecycle, then ensure you meet regularly and you are all working towards a common set of customer personas and KPIs.

No segmentation of customers

Even if it’s just to split out male vs female, or active vs lapsed – splitting a customer base into smaller chunks can only ever be of value to a retailer. It helps deliver a more targeted message via ECRM, nurture high value customers and stops marketing budget being wasted on people who may not buy from you again.

We still see a large number of retailers who have no segmentation of their customers in place. They are sending the same email to everyone and don’t try and re-engage their lapsed customers.

It doesn’t have to be complex; getting started with any form of segmentation will create a return.

Same content on every channel

We frequently see retailers pushing the same content on all of their marketing channels. This is another wasted opportunity. If a customer has already been on the site and seen a piece of content then being sent the same content via email or seeing it posted on Facebook is going to start getting boring. Not to mention the fact that often different segments of your customer base will use different channels to engage with you.

Yes, have a central theme of content across all channels that epitomises your brand, but tailor it to suit each channel. If customers on Facebook are younger then tweak the content to make it more current, accessible, fun and interactive. If customers on email are higher spenders then make sure content is tailored to them accordingly.

A successful content plan will be focussed on a specific set of customer segments and will be planned channel by channel in relation to which customers interact and engage where, and at what stage of the buying journey they are at.

Not monetising social media

Last and by no means least, we are still seeing many brands active on social media who are missing the opportunity to commercialise them and make more money!

Rich Pins

Rich Pin

Pinterest offers the functionality to set up Rich Pins which allow brands to have up to date pricing and stock availability featured on their pins. We see so many retailers who have failed to implement these, yet by doing so you can reach users who are ready to make a purchase. Our Social Media and Content Consultant, Hannah, has written more about Rich Pins in her blog post here.

Twitter ‘Buy Now’

The ability to purchase through Twitter is only available in the US only at the moment, but brands such as Burberry have adopted the new functionality that allows a customer to click on a “buy” button within their tweets. Something to keep an eye on!

Shoppable video

Just last week, Google launched Shopping Ads for YouTube so retailers can now promote related products alongside their YouTube videos. In addition it allows retailers to assess how the video is being watch and which elements within the video lead to purchases. Clever!

Those who have strong engagement and customer numbers on social channels could be driving additional revenue by adopting any of the above.

So there you have it, a little bit of a rant about where retailers are missing out on revenue and profit. These mistakes may take a little time and resource to sort out but they will immediately start providing return on investment.

The Hype: what’s hot and happening in premium retail this month?


Welcome to The Hype – our monthly digest of the hottest products, trends and innovations from the world of premium and luxury retail, hand-picked by our Premium Panel.




The Net Set launches

Last month saw the launch of the Net-A-Porter’s highly anticipated social network – The Net Set.

The Net Set allows you to virtually shop with the most stylish women on the planet, including the likes of Poppy Delevigne and Laura Bailey, as well as a community of like-minded fashion fans, sorted into ‘style tribes.’ Features include being able to shop any item directly from the app, and if you upload your own style or outfit, their image recognition tool will find similar styles for you to shop.

We’ve written up some of our thoughts in a blog post here. The general consensus is that it’s a great app that really adds value to the Net-A-Porter shopping experience. We just wish everything wasn’t so expensive!

Walls Ice Cream x ASOS

The iconic ice cream brand Walls and online retailer ASOS have teamed up to create a 16-piece kitsch collection inspired by your favourite retro ice lollies, including Twisters, Rocket lollies, Feasts and Mini Milks.

The festival-friendly collaboration launched this week and features crop tops, sequinned mini-dresses, jumpsuits, socks, novelty Feast clutches, and Twister-inspired shoes.

Check out the full collection here.

Image via

H&M x Balmain

Last month, the creative director of the Parisian house of Balmain, Olivier Rousteing, revealed that he was collaborating with high-street giant H&M for their next designer collaboration. The collection will hit the stores on November the 5th, and will feature clothing and accessories for both women and men.

Rousteing’s aesthetic is full on glamour and it will be interesting to see how this translates to the high street. Either way, we predict a sell-out!

Choo Hound by Jimmy Choo

Last month Brazilian artist Rafael Mantesso and his Bull Terrier, Jimmy, collaborated with Jimmy Choo to launch Choo Hound – a capsule collection of leather accessories.

Mantesso captured the attention of dog lovers all over the world last year when his playful illustrations of Jimmy went viral across instagram and the internet. Jimmy Choo’s Creative Director was so enchanted by Mantesso’s illustrations that she approached him directly to create a series of fun, tongue in cheek drawings of Jimmy to decorate a capsule collection of leather accessories.

The Pre-Fall 2015 collection includes tote bags, purses, cosmetic bags and iPhone cases and some seriously special leather dog collars. We think our office dog, Nora, would look great in one!

Image via

Karen Walker and Liberty

Liberty’s latest collaboration sees the iconic London department store lend its prints to Karen Walker’s eyewear. Choose from the Super Duper Strength, Harvest and Number One sunglasses styles in one of three Pereira print colourways.

Image via

Tom Dixon Sample Sale

If you’re in London this weekend, we recommend popping into Tom Dixon’s Sample Sale in Islington. Tom Dixon designs stunning, contemporary homewares. The sample sale runs from 5-7th june and will stock lighting, furniture and accessories at up to 70% off. More information here.

See you next month!


Why it’s time to take Pinterest seriously as a way to increase revenue

The direct impact of social media marketing on conversions can be difficult to measure. For brand awareness and community growth, Facebook, Twitter and the plethora of other social platforms out there are fantastic. However, because you are engaging with your audience at a much earlier stage in the buying journey, it can take time for someone to become a customer.

One reason why social media referral traffic doesn’t convert straight away is because users aren’t in the frame of mind to make a purchase. They want to talk with their friends, not be sold to. This is reflected in the types of content that people engage with – likes, shares and retweets are usually reserved for interesting or informative content, not self-promotional statements about products.

The social media platform that bucks this trend is Pinterest. We recently compared four online footwear retailers to see how their content performed on social media. As expected, blog posts (style guides, information about the latest trends etc.) were shared the most on Facebook and Twitter. However, product pages were most popular on Pinterest. This would suggest that users of this platform are further down the sales funnel and are thinking about making a purchase.

This anecdotal evidence is backed up by data from Pinterest itself. A recent study co-sponsored by the platform found that pins actually influence purchasing decisions. Over half the active Pinterest users surveyed said that the site helped them find items to buy. In addition, 32% said they purchased something in-store after viewing content on Pinterest.

There are a number of ways brands can optimise their performance on Pinterest to help increase conversions. However, one that we frequently find is overlooked is the implementation of Rich Pins. These provide users with more information than regular pins. In the context on an ecommerce website, Product Pins (a type of Rich Pin) includes real-time pricing and availability. A survey by Sprout Social also found that Pins with prices get 36% more likes than those without.

Rich Pin

How to implement Rich Pins

Rich Pins work by pulling in additional information from your website along with the image. What that information is determined by meta tags. These are snippets of code that are added to your website and tell Pinterest things like:

  • Product name
  • Product type
  • Quantity
  • Amount

If you don’t have access to the back-end of your website or you aren’t comfortable with code, we recommend either speaking to your website developer or to us about implementing Rich Pins. Although not complicated to set up, they do require some understanding of how your website works in order add them into the right places.

If your social media marketing objective is to increase conversions, you’re playing the long game. However, by making sure your website is fully optimised for Pinterest, you’ll reach users who are ready to make a purchase.

Image source: Pinterest

Header image via Jason Howie on Flickr

Insight Edit – Premium consumers are happy to pay full price for fashion items

Here at Leapfrogg, we have a panel of more than 800 premium retail consumers that we engage with on a regular basis to help us understand customer needs and expectations from the brands and retailers they buy from.

Every month, we question them on a range of areas from buying behaviours and brand opinion, to emotional purchase triggers and their recent shopping experiences.

The Insight Edit is our weekly bite size edit of the insight we gain from our panel in our search to truly understand the mind of the premium customer.

This week we wanted to understand more about the discount habits of our panel and how they differed across category.

We asked our panel to rate whether they agreed or disagreed with a number of behaviours related to sales shopping. We asked them to rate their behaviours for each of the following categories.

  • Fashion
  • Jewellery
  • Homewares
  • Furniture
  • Health & Beauty

We found that across the panel the majority of people are happy to pay full price for items they want. Over 50% of respondents in each category agreed with the following statement:


As you can see the categories in which people were most comfortable with paying full price were Fashion and Homewares. Perhaps unsurprisingly the category that people were least likely to be comfortable buying full price was Furniture which is of course a higher value category. Overall the responses are positive for retailers as they show that if they have a good product they should not need to discount heavily to encourage sales.

Leapfrogg announces five new client wins

During the first quarter of this year, we’ve been successful in winning a number of fantastic retail clients and I thought I should take the opportunity to tell you about them and the exciting work that we will be doing.

First and foremost, we are delighted to have been appointed by The Dune Group – a global leader in fashion footwear and accessories with 46 UK stores, concessions in a number of high street retailers and available in a further 12 countries around the world.

Last year, we ran a workshop to help Dune’s team to work in a more joined up way where content is concerned. Following this work, Dune has appointed us to help them develop their broader natural search strategy with the aim to increase brand awareness, traffic and customer acquisition.

We’ll be supporting Dune to bring greater structure to their content strategy by helping their internal teams to work in a more cohesive way and develop a more creative, joined-up approach to their natural search, integrating in-house content, online PR, blogger outreach and social media activity.

Another new client in the footwear sector is G.H Bass. Founded in 1878, G.H Bass is an American heritage footwear brand best known for creating the iconic ‘Weejan’ – the worlds first penny loafer.

Currently G.H Bass shoes are stocked in Office, Schuh and ASOS and we’ll be working with them to increase their online brand awareness and customer acquisition as they launch their direct to consumer channel in the UK, followed by other European countries later in the year.

Moving on from footwear to fireplaces, we’ve been appointed by Chesney’s – the UK’s leading supplier of luxury fireplaces and stoves – to ‘ignite’ their digital strategy. We’re currently working through our insight and strategy phase, planning activity website optimisation, content, online PR and blogger outreach, social media and paid search.

Over in the fashion sector, new brands The Cult and Classic and The Vampire’s Wife have also appointed us as their digital marketing partner.

The Cult and Classic is a brand new luxury fashion website which offers a carefully curated selection of premium labels such as Bella Freud, Antipodium and Rupert Sanderson. We have been appointed to look after their full digital strategy and support optimisation of their new website which launched fully last week.

Last but not least, we’re also working with The Vampire’s Wife, an exciting new fashion brand to deliver social media and content support as they launch their first collection later this year.

We look forward to supporting these great brands in 2015 and beyond!

Net-A-Porter new shopping social network – ‘The Net Set

Last week, luxury fashion retailer Net-A-Porter launched its eagerly anticipated new social shopping network called ‘The Net Set’ labelled ‘the social shopping network we have all been waiting for.’

As a luxury brand that never devalues its products by offering discounts and offers (apart from their end of season sales), Net-A-Porter’s strategy has always been to focus on creating the very best customer experience and creating loyal customer advocates. This is evident from their launch of Porter magazine last year which blurred the boundaries between content and commerce. In some ways, The Net Set is an extension of this and seeks to create an interactive and inspirational experience for its customers.

In a nutshell, The Net Set allows you to virtually shop with the most stylish women on the planet, including the likes of Poppy Delevigne and Laura Bailey, as well as a community of like-minded fashion fans, sorted into ‘style tribes.’ Features include being able to shop any item directly from the app, and if you upload your own style or outfit, their image recognition tool will find similar styles for you to shop.

Here at Leapfrogg, we obviously love shopping and all things social, so our Social Media and Content Consultant, Hannah and I wasted no time in downloading the app and giving it a whirl.

Currently the app is invite only and after signing up their website, we received a code to register. By being invite only, Net-A-Porter is perhaps creating an air of exclusivity and buzz around the app and also slowly building up its user numbers. It has launched with 15,000 community members to make sure that the initial offering feels meaningful. For now it will remain invite only, with Net-A-Porter shoppers extended the first invitation and the ability to invite five friends. Pinterest started out in a similar way and now is open to all with over 78.8 million users.

The app itself reflects the look and feel of shopping on Net-a-Porter which is minimal and stylish with their signature black and white branding. The only pops of the colour come from the products themselves which allows them to really take the spotlight.

Signing up was simple and we were given the options of personalising the app in six short steps which included which designers to ‘admire’, style tribes to join, and the option to add products to your wish list called a ‘Love List’ .

There are 13 high-profile designers featured on the app at the moment, and seeing as they stock hundreds I would expect them to be adding more as time goes on. A key feature of the app is that you can discover products and then purchase them within the app itself. The checkout process was very straight forward and the purchase journey is clear, but it could perhaps be made more user-friendly. Apparently, Natalie Massenet created the app as she believes digital shopping is quickly moving to mobile devices with 40% of Net-a-Porter’s transactions taking place on mobile. “The Net Set was essentially us entirely rethinking Net-a-Porter, as if we were building it from scratch today,” she says. “We created it with the expectations of the new socially connected consumer and the latest technology in mind.”

We couldn’t see any video content, which is a shame as their website features videos of their products in use, so it would have been a nice touch to see this integrated into the app and would convey a lot of information easily.

The feature I liked most about the app was the image recognition technology which allows you to upload an image of any kind to the app – whether it be a person, print or an inspiring image which is then matched to their product inventory providing further areas for exploration. For example, uploading an image of our office dog, Nora, brings up a selection of products which match her colouring if you’ve ever fancied emulating her glossy black coat (who wouldn’t!) I imagine this would be great feature if you have a colour or pattern you’ve spotted and want to find something similar. However, I couldn’t see a way to filter these products down or find complementary items that don’t necessarily colour match.


All in all though, we really enjoyed using The Net Set and imagine we will be checking in frequently. It’s a great way to enhance the experience of shopping with Net-A-Porter and discovering products. It will be interesting to see how people use the app, as given the price point of Net-a-Porter products, it’s certainly not a place for impulse purchases. I imagine people will use it more for discovery, saving items they like and purchasing later on or using for inspiration to find similar items elsewhere.


Key takeaways from SheerB2B – a conversation with the customer

Last week saw SheerLuxe host their annual SheerB2B conference at The Worx in Parsons Green.

This is a great event which focuses on all areas of digital marketing for the premium & luxury sector. Leapfrogg have been a headline sponsor for five years and it’s one of our favourite events of the year to meet and network with people working across our niche sector.

This year was no exception and we were particularly pleased that the theme of this year’s conference was “customer centricity” in marketing as it’s a subject we’re passionate about. The two day event featured a fantastic line of speakers from retailers and brands as well as expert suppliers.

In this post, I have pulled out the key takeaways and highlights that I found most interesting from the conference.

Who is the luxury buyer in 2015?

First up on day one was Lara Bonney from Abacus who shared their recent findings on the luxury customer in 2015. Here are some of the key insights she shared:

73% of wealthy consumers identified “luxury” as “superior quality,” and they expect the experience of buying a luxury product to be as good as owning it. They seek exclusivity and stylish stores as well as a close relationship with sales assistants. They also believe it is worth paying more for quality items.

Less than a quarter of luxury consumers buy online BUT 50% research the items they want to buy online. 7 out of 10 consumers used social media in 2014 and 50% of them used Facebook.

Lara also talked about the importance of the catalogue as part of the luxury shopping experience using Boden as an example who saw a 30% increase in response from personalising their catalogues.

She also explained that many premium brands assume their customers are women where in fact in many cases over 50% are men! This was a recurring theme across the conference – never assume you know what your customers want and gain insight by asking them questions to really understand them.

We couldn’t agree more!

Grow your business with customer-centric strategies

Maria Hatzistefanis, the founder of Rodial Skincare, spoke about the need to connect properly with your customer. Maria explained how Rodial designed their packaging to appeal to their customers and picked highly effective brand ambassadors. She explained how celebrity Kylie Jenner had created a huge amount of brand awareness for Rodial as a brand ambassador after using the product and tweeting about it.

At Leapfrogg we absolutely agree that selecting the right brand ambassadors to connect with your customer is crucial, but we also believe that you should be joining the dots between all content producing and marketing teams in your business to ensure you’re making the most of your relationships to produce content across all channels.

Create effective blogger outreach strategies

Anna Hart is a blogger who runs a network called Pitch & Post to help connect brands with relevant bloggers and in her talk she shared some great insights into what bloggers really want from brands:

  • Exposure: bloggers utilise relationships with brands to grow their own following and keep them current in their readers’ minds
  • Revenue: bloggers can’t pay bills with free shoes! Be prepared to pay them what they are worth
  • Product: bloggers blog because they are passionate about what they write about. Giving them access to products is therefore a real incentive as long as it is done legally!
  • Strong images: provide bloggers with great visual content they can use. It costs them money to create themselves.
  • Fun opportunities: be interesting and fun to work with!

Anna’s tips on how to treat bloggers included:

  • Treat them as you would a media partner with long term content plans as well as immediate needs
  • Consider that bloggers need paying for at least 50% of their content
  • Always ask to see analytics of their blog to help you value their worth to you!

Get the basics right

Joanna from ReynoldsBushyLee spoke about many of the mistakes that retailers make in customer experience – a great reminder of how brands really do need to get the basics right online! She also had the best quote of the day from Ghandi:
“A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him.

He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it.

We are not doing him a favour by serving him. He is doing us a favour by giving us an opportunity to do so.”

Tailor your marketing to millennials

Marketing Consultant, Jennifer Roebuck, spoke brilliantly about marketing to millennials and broke many myths of how people perceive the younger generations.

She split the large group of millennials into two groups; The Entrepreneur and The Multitasker. The Entrepreneur is aged 18 – 25 and is engaged with global issues and a desire to be creative. The Entrepreneur is keen to lead a balanced career and identifies with beauty that is effortless.

The Multitasker is aged 25 – 35 years old lives life with purpose and wants to make the world a better place. They want rewarding experiences in life but will manage their finances carefully.

Therefore marketing to this more thoughtful generation is very different to the brash and possession focused Gen X. Brands must have purpose other than making money, be savvy yet approachable and be hugely personal to the people who buy from them. Luxury brands wanting to sell to this younger set take note!

Customer experience is the most exciting opportunity for retailers

Peter Abraham from Econsultancy talked us through their recent research on the ‘Pillars of Successful Ecommerce’. Here are the most interesting facts:
22% of businesses view “Customer Experience” as the most exciting opportunity for their business over the next five years.

The main business benefits of customer experience optimisation are:

• Higher engagement and conversion rates
• Better brand perception & loyalty
• Renewal, cross-sell and upsell
Customers who are personalising web experiences are seeing an average 19% uplift in sales.
We have been preaching the importance of customer experience for a number of years so were very pleased to see large scale research backing up our opinion.

Ensure digital and direct marketing work in unison

Rosemary Stockdale from Sterling Marketing gave a very interesting talk on the importance of the printed catalogue within the marketing mix for luxury and premium retailers and brands.

She shared insight from Royal Mail that showed that 51% of consumers prefer a combination of mail and email from the brands they shop with and 57% of consumers feel more valued by a brand that sends them a catalogue.
She spoke about Net-a-Porter’s brilliant ‘Porter’ magazine highlighting that 83% of its 32k subscribers said the magazine was the number one influence in helping them decide what to buy online.
She also talked us through how online fashion retailer, Atterley Road launched a publication on a much smaller budget which has helped launch their own brand range and has increased customer spend and retention.
As an agency we push continually to ensure digital marketing ties in very closely with direct as we know that a combined approach can lead to far higher AOV and repeat purchase.

Personalisation is key

Ben Blackwell from Oka spoke about how Oka used a simple solution from Nostra to personalise the online experience for their customers. This tool helped OKA group relevant products together and offer additional products leading to an increase in AOV on the site of 33% and an increase in conversion rate of 24%.
Neither of those are to be sniffed at and all smaller retailers can use tools like these at an affordable entry cost to start seeing immediate results!

Use customer insight to make decisions

Becky Hardman from Shop Direct talked the audience through how Shop Direct used its huge wealth of customer data and insight to launch their new premium brand Very Exclusive.

Access to customer  data allowed Very Exclusive to create a specific set of personas to target for their launch. Here at Leapfrogg, we are huge advocates of using customer personas to engage with your customer.
She also spoke about the need to create very different visuals for the premium and high fashion customer and how they created a different style of photographs for their products that focussed on style rather than model. This also fed through to the premium packaging they have introduced to offer a more premium experience.

You don’t need huge budgets like to Shop Direct to do this. There are many ways to find out more about your customers at low cost just by asking them!


Phew! Well the above is only a small selection of the great insight that was shared at the event. It was great to see so many brands and suppliers sharing the view that understanding your customer and putting them at the heart of your business and marketing really is the way to succeed today, particularly in the premium and luxury market.

This is a view we have had at Leapfrogg for a long time now and why the ethos for everything we do is to make our clients’ customers happy, by delivering premium digital experiences that meet our clients’ customers’ needs and desires.


Until next year!

Are your customers willing to share data for a personalised experience?

Here at Leapfrogg, we have a panel of more than 800 premium retail consumers that we engage with on a regular basis to help us understand customer needs and expectations from the brands and retailers they buy from.

Every month, we question them on a range of areas from buying behaviours and brand opinion, to emotional purchase triggers and their recent shopping experiences.

The Insight Edit is our weekly bite size edit of the insight we gain from our panel in our search to truly understand the mind of the premium customer.

With the strong message that retailers and brands must personalise their marketing to their customers and thus need to find out more and more about their customers, we asked our panel how much information they were happy to share with retailers.

We asked whether the panel to rate for a number of personal details whether they “expected” them to know, “didn’t mind” them knowing, or “would rather they didn’t” know.
Our results showed that the vast majority of consumers really don’t mind how much you know about them!


As you can see from the charts above, a majority of respondents expect you to know a great deal about them in order to deliver a personalised experience.

The details that most consumers “expect” you to know about them are their preferred payment method and interestingly their size both with 23% of respondents stating that they would want a retailer to know.

Opinion was most divided over whether a retailer should know your address with 21% expecting the retailers they buy from to know it, but also 38% of consumers said that they would rather they didn’t know. This is interesting as purchases cannot be delivered without an address being given and usually it saves a lot of time when ordering if the retailer saves your address.

In conclusion, don’t be afraid of asking your customers for personal details. Requesting this information will not alienate your customers and in many cases being able to personalise their shopping experience will put you in a favourable light with those who buy from you!

The Hype: what’s hot and happening in premium retail this month?



Welcome to The Hype – our monthly digest of the hottest products, trends and innovations from the world of premium and luxury retail, hand-picked by our Premium Panel.



Lilly Pulitzer for Target

Last month, U.S discount retailer, Target, launched their highly-anticipated collaboration with Lilly Pulitzer, – a brand best known for its fun prints and chic resort wear. The 250 piece collection featured an affordable line of brightly printed clothing, homewares and cosmetics all created in Pulitzer’s distinctive neon prints.

However, within hours (even minutes in some locations), the collection almost entirely sold out, in stores and online and according to Target, it was one of the fastest-selling collaborations it has undertaken. This caused disappointment and outrage as shoppers discovered they couldn’t shop the items they had lusted after. Unsurprisingly, many items also appeared on eBay for more than double the original price.

The collaboration came under criticism from some fashion devotees think these collaborations are ruining the brands’ luxury aesthetic and the limited amount of product is simply a shrewd marketing ploy to create more demand for the brands.

H&M Exclusive Conscious

H&M is another brand that is well known for its sell-out designer collaborations. Last month, they launched a new collection of party wear as an extension to their existing successful Conscious collection. Entitled Conscious Exclusive, the debut range features an array of evening-appropriate clothing and accessories for both men and women. Each piece has been created from sustainable materials, including organic cotton, recycled polyamide and Tencel. The collection was modelled by actress Olivia Wilde, and unsurprisingly sold out online within a few hours. However, I spotted that since the launch, there are still limited pieces of the collection available online.

Endource launches

Last month, I also noticed the launch of a new fashion website called which was created by the co-founder of holiday website Secret Escapes. scours magazine websites and influential fashion blogs to bring shoppers the ultimate fashion directory that has been editor-approved, with the aim of replicating the experience of shopping with a personal stylist. If you follow fashion magazine’s and bloggers, then this website is the perfect place to find the most covetable and endorsed products in the fashion world.

Condé Nast to Transform into Global E-Commerce Player

Over the last few months, we’ve seen many traditional content creators realise their potential power to sell and evolve themselves into ecommerce platforms. Grazia famously bought London Boutiques, to develop its own branded ecommerce offering and now Condé Nast have followed suit and have announced that will be the home of their new ecommerce business.

The new platform – which is the first of its kind for the publisher – will launch this autumn in Britain and sell merchandise to consumers, including readers and users of its magazines and websites such as Vogue, Vanity Fair and GQ, targeting fashion brands as well as upmarket brands from other sectors such as beauty, travel services and technology.

Marks and Spencer’s sell-out suede skirt

Every year has its ‘It’ item and in 2013, Marks and Spencer’s pink duster coat caused a fashion frenzy, and now their brown suede skirt is fast becoming the must-have item for Spring 2015.

The 1970’s-style suede skirt with a price tag of £199 goes on sale later this month and currently has a waiting list of over 3,500 people. Demand has been so high that five times the original amount has been produced to satisfy requests. To cater to demand, Marks & Spencer have also set up a sign up page for the skirt until it’s release date.

The skirt received a huge amount of exposure on social media after fashionista’s Olivia Palamo and Alexa Chung were both spotted wearing it and it consequently featured in magazines such as Vogue, Red and Glamour which created a huge amount of social buzz.

The hype around the skirt will be regarded as a major success for the M&S, who are aiming to improve their fashion credentials to improve sales. Although a single item cannot save a struggling retailer, high-profile hits such as this will definitely help improve their brand image and appeal to a wider audience who may not necessarily shop there.