Hello and welcome back to another edition of the InsighTCC monthly round-up. A lot has happened since we last spoke, not least the high street reopening its doors!
Over the last few months, we’ve been hard at work with our retail clients to ensure they’re ready to welcome their customers back safely and sensationally. So, it was amazing to see it all pay off as they welcomed shoppers back this month.
It feels like a real turning point here at Team TCC, so enjoy a bumper crop of news, views and everything in between from the world of retail and beyond…
Cycle with Selfridges: store reopens with outdoor cycle classes
The iconic department store, Selfridges, finally reopened with a unique outdoor experience to engage shoppers. Partnering with Soul Cycle, spin classes can be booked online and attended in person…outdoors! The Outside Studio is located on Edward Mews, behind the store, which allows the classes to take place until indoor sessions can be attended on 17th May. This is another interesting angle to incentivise shoppers to visit physical spaces post-pandemic by making them more multi-purpose.
Every little helps: Tesco shows support to local pubs
As pubs and restaurants were allowed to reopen recently (albeit only outdoors), Tesco took it upon themselves to offer support to local pubs. The supermarket released online and press ads appealing to customers to choose to visit their locals, rather than stock up on booze from Tesco to drink at home. After a year of hard work of essential retail, supermarkets were the early heroes of the pandemic offering prioritised shopping services, collaborating with each other to share delivery drivers and facilities. Where other retailers have been antagonising competitors recently (see M&S’s caterpillar dispute), Tesco have chosen to adopt a more collaborative approach, which completely supports their local ethos and community support initiatives.
The village people: Anya Hindmarch to open 5 stores in London
International designer, Anya Hindmarch, will be opening not one, but five stores in Belgravia, West London, in a move which sees retail spaces becoming more experience-led than ever. Each store will be focused on a different product and experience, including food and beverage, hair salon, and bespoke personalization centre. Hindmarch’s new unique five store village, which open next month, is a brand-new approach to retail estate and yet more evidence of the growing confidence in the sector as we emerge from the pandemic and retail’s focus evolves.
Personal pubs: Heineken Wind00w Service
Last month, Heineken marked the anniversary of lockdown with a campaign that saw them deliver their 0.0% alcohol-free beer to people’s home via celebrities on cherry pickers! The celebs climbed aboard the cherry picker and delivered the booze to customers through their windows. The Wind00w Service will now tour London, Birmingham, Manchester and Edinburgh. Whilst they might not deliver a whole lot of beer in reality, they’ll likely pick up a whole lot of coverage on socials, driving product awareness and brand affinity beyond the activation itself.
Phone a friend: BT sells its iconic red phone boxes
With the use of mobile phones almost at saturation point, public phone boxes are not being used these days. That’s why BT, the UK phone operator that owns the iconic red phone boxes in the UK are selling them off to local communities for just £1! Since 2008, over 6,600 phone boxes have been bought and reused for everything from defibrillators to mini libraries. A fantastic initiative from BT, combining sustainability and community, whilst building up that precious brand affinity.
Not so far-fetched after all: fashionistas, FarFetch look to digitise retail
E-commerce brand, Farfetch, is making its moving into the physical retail space in a bid to digitise the luxury fashion industry. Their flagship store, which will be on Mayfair’s Brook Street, will use technology to enhance shoppers’ experiences when browsing. In a world where retail is fighting hard to prove its worth, this is a big statement advocating for a future where online and physical stores don’t live in isolation, but symbiotically as part of an omnichannel strategy.
All you can buy: Lazada open pop-up in Singapore
In the same way that Amazon are taking frictionless shopping to the extreme with their ‘just walk out’ technology, Lazada are taking it to the extreme by letting the customers buy absolutely anything in store. And they mean anything. Their pop-up store in Singapore merges digital and physical space for an enhanced retail experience, where shoppers can scan a $5 voucher via QR code on entry, then use the app to scan and buy anything displayed within the 10,000 sq ft space. The store is full of complete roomsets, providing great inspiration and even better opportunities to upsell with impulse purchases.
Thanks for joining us in this month’s round-up of news, views and everything in between. Missed out on what we had to say in March? You can catch up here
Written by Team TCC
April 29, 2021