Retailers need to integrate online and offline marketing activity to succeed in the current tough economic climate. Today’s savvy consumers expect a consistent and seamless experience as they move between website, mobile, store and catalogue. Delivering this experience is a monumental challenge, but one retailers big and small need to overcome and marketers need to grasp.
But where to start? How to prioritise channels and budget? How to break down on- and off-line silos to increase customer acquisition, loyalty and brand advocacy in a complex and challenging market?
Leapfrogg has developed a model to visualise the complex journey consumers make when researching, considering and purchasing high-end products, along with every touch point that shapes and influences their decision; our Retail Marketing Machine.
The model helps premium retailers understand the needs and expectations of existing and potential customers at each stage of the buying journey, assess gaps and opportunities in their multichannel approach and develop strategies that join the dots between on- and off-line marketing.
For an introduction to the Retail Marketing Machine, please take a few minutes out to watch the video below:
- The different stages consumers work through and behaviours they exhibit, whilst researching, considering and purchasing premium products
- The many factors that influence a sale as consumers make that journey
- Tactics you need to employ to maximise chances of acquiring and retaining customers at each stage of the buying journey
- Questions to ask of your strategy and team, to help apply The Retail Marketing Machine to your business and start putting into place a truly integrated approach to your marketing efforts
Case studies will illustrate premium and luxury retailers who already execute successful marketing tactics at each stage of The Retail Marketing Machine.
The morning will finish with a Q and A session.
Thursday 12th July
9.30am – 12.30pm
The Royal Institute of British Architects, London
Please sign up for free at:
About the Speakers
Rosie Freshwater: Leapfrogg Digital Marketing
Founder and managing director of Leapfrogg Ltd.
Rosie set up Leapfrogg in 2003 and has developed the agency to specialise in digital and online retail marketing for premium retailers. Passionate about helping retailers realise the potential of the Internet as part of a wider multichannel marketing strategy, Rosie regularly speaks at events and contributes to the digital and retail industries.
James Akin-Smith: eTailWorks
James was one of the first to spot the significant commercial potential online, launching his first online shop in 1999. After a series of online retail successes, James launched BeCheeky.com in 2004 – now the UK’s second largest branded lingerie and swimwear e-tailer.
With more than 20 years experience owning and running successful online consumer-facing businesses, including a corporate giftware distributor and wholesaler. James’ expertise extends from buying and marketing, to logistics and finance. He uses his experience to help businesses develop ecommerce sites and fit the pieces of their online retail jigsaw seamlessly together.
Eve Reid: Metamorphosis Group
Eve has worked for leading retail brands gaining insight and developing retail solutions in visual merchandising, brand evolution and concept design. Eve is a merchandising specialist, whose strengths include team building, project management and motivation.
Before founding Metamorphosis, Eve was a visual merchandiser for 10 years, working extensively for Habitat UK, managing teams and measuring success based on the visual appearance and profitability of all stores. She has personally supported a huge variety of retail businesses, undertaking visual retail audits, working with stores to create new concepts and effective store layouts, supporting large retailers with specialist visual merchandising solutions and providing visual training and coaching.