Tuesday, 31 December 2013
Monday, 30 December 2013
Sunday, 29 December 2013
Saturday, 28 December 2013
Shreddies brought this campaign out because their customers always asked, "Are they squares or diamonds?"
Following the same idea as Andrex's more popular 'Scrunch or Fold?' campaign. The idea works too because people will talk about it.
Friday, 27 December 2013
Thursday, 26 December 2013
Tuesday, 24 December 2013
onebestway are taking a few days off in the upcoming weeks:
- Monday 23rd December: we'll be open 8am - 6pm.
- Tuesday 24th December: we'll be open 8am - 4pm.
- Wednesday 25th December - Wednesday January 1st: the office will be closed.
- Thursday 2nd January: we'll return to our normal opening times of 8am - 6pm.
In case of emergency or if you must speak to someone, you can call Mike Owen's mobile - 07960 117077.
From all of the team here at onebestway, Merry Christmas and a Happy New Year!
Monday, 23 December 2013
Saturday, 21 December 2013
Friday, 20 December 2013
Thursday, 19 December 2013
Friday, 13 December 2013
When it comes to marketing, you need to be able to convey the eco-friendly message through your marketing efforts. Not too many green companies, such as those involved with recycling and renewables fail to get that message across. This is unfortunate, especially when you consider the importance of the message.
Many brands have a tendency to inflate certain qualities of a product or brand in order to help it sell in the market. This method, although inadvisable has become the norm in the market. While larger brands may be able to get away with stretching the truth, eco-friendly firms must watch their step when it comes to marketing. Transparency should be the primary motive in all marketing efforts. It may be tempting to claim large numbers and spout taglines to grab the attention of people, but ethics become much more important for eco friendly firms. Once customers begin holding you at a higher ethical standard, you will gain long-term loyal customers. When you have green products, you must be open, honest and forthcoming about all information.
A common misconception when going green is that you can only choose between two evils. Just because you consider something to be a lesser evil does not mean that it ceases to be so. Saying that a product X is better than product Y does not necessarily mean that product X is good for the environment on its own. Green companies need to be very careful when making such claims since product X cannot be considered eco-friendly if it still plays a part in harming the environment albeit relatively less.
Making claims that don’t reflect the product impact
When it comes to passionate and loyal customers, the eco-friendly industry has the best of them as compared to the global market. Not only do they strongly believe in the efforts of the green industry but are also vocal about them, helping them in their marketing efforts. These consumers are a great and crucial resource for green companies looking to expand. The problem however is that eco-friendly brands often fail to locate and target these individuals. Another thing that you need to remember I that every eco friendly firm in the market has the same idea and is marketing these individuals. You need to find a way to distinguish yourself from the clutter and make sure that your efforts are recognised.
Connecting with eco-friendly buyers
When setting the USP (unique selling point) of the brand or product, businesses often tend to focus on the ‘eco-friendly’ aspect in order to boost sales. The problem however is that not everyone is as passionate regarding earth friendly products as you are and may quite often choose a non-green product over the green one if it’s at a lower cost. Studies show that when faced with the choice between green and non-green products at the same price, consumers would be more likely to purchase the greener option. This is why green companies need to focus on price as well as eco-friendliness of the product.
Selling the wrong aspect
Talk to usTo have a no-obligation chat with us about marketing, design or advertising of your eco friendly business please call 0191 27 666 27 and ask for Mike Owen. Alternatively you can email firstname.lastname@example.org.
Thank you for taking the time to read our blog. Please share it using one of the icons below if you feel it will be beneficial to others.
Thursday, 12 December 2013
Liberty Cars were one of them. Liberty Cars develop the world's first green Range Rover.
onebestway produced a 'brand positioning' brochure, designed to appeal to high worth individuals worldwide.
Here it is:
Wednesday, 11 December 2013
explore their new sales & marketing strategy as they move towards converting their global fleet of taxis to become electric vehicles.
Transparency is an extremely important factor in advertising and is much more important when it comes to eco-friendly companies because of the highly passionate customer base that they cater to.
When you make the claim that you are a ‘green’ company, you need to prove to the customers that you are in fact helping improve the environment.
If you don’t fully understand the concept of sustainability yourself, you will have a difficult time in conveying it to your customer base. Unfortunately, there have been many companies that have been using ‘green’ terminology without fully understanding what it means often leading to accusations of misrepresentation and even litigations.
Learn about Sustainable Practices
Some companies believe that being eco-friendly is more of a choice between two existing evils such as choosing a lesser harmful raw material over a more harmful one in manufacturing. While this is an effort to reduce your ecological footprint, it isn’t really contributing towards the improvement of the current environmental situation.
While we may want to believe so, not all businesses make false claims with a clear conscience. There are many corporations out their engaging in false advertising simply because they want to increase their market share. When making any such claim, you need to understand what the impact will be on your brand. Not only will it harm your current status, but also the long-term sustainability of your company. The best thing to do is to create an environmental policy and then aligning all activities with it. This will make sure that all the steps that you take when it comes to manufacturing processes, delivery, packaging or marketing will be in alignment with environmental improvement.
Even if you’d like to think that your customers are all-knowing entities who will immediately purchase your brand, your assumptions will be a little misplaced. You need to consider all levels of awareness when it comes to marketing your green product. There may be individuals who have no foreknowledge of the need for environmental improvement and the ways that can be done. On the other hand, there may also be individuals who have passion for the environment but don’t know how to contribute. When marketing, you need to outline the steps that you have taken in order to improve the environment, how your product contributes to it and how it will achieve the goal of environmental improvement.
Be Clear in your Message
What next?To have a no-obligation chat with us about marketing your green business please call 0191 27 666 27 and ask for Mike Owen. Alternatively you can email email@example.com.
Thank you for taking the time to read this post. Feel free to share it using the icons below if you feel it will be beneficial to others.
Tuesday, 10 December 2013
“This is an interesting little snippet about Thomas Cook.
And the ad agency (yet to be appointed) has a tricky old job on their hands based upon the brand position and new identity that lies, today freshly revealed, before us.
I’m personally looking for the ‘essence’ of the brand from the new work. So what’s Thomas Cook all about, then?
I’m looking for something unique, compelling and motivating about this all new Thomas Cook.
What is it that they are now doing to knock my socks off?
I’m looking for the point of difference - something that only Thomas Cook do and that they own as theirs alone.
I’m looking for something compelling; something that makes me go - ‘wow!’ - I didn’t know that about Thomas Cook; do they really do that, like that?!
And I’m looking for something motivating; something that will change my behaviour. After all, that’s what they want me to do. They want me to feel motivated to buy Thomas Cook.
- A heart.
- The words ‘let’s go’.
- Messaging designed to remind Thomas Cook’s own people how to behave.
Ad agencies do better work when the brand position is desirable, clear, simple and distinct. They have something to work with then.
The fact that aspects of this work has to be explained by Chief Exec Harriet (“grey text = digital and mobile”) is worrying to say the least.
Lynx standing for ‘seduction’ has spawned dozens of great ads since it arrived in the UK in 1984. And when did Lynx ever have to explain their brand position? Teenage boys and young men all over the place know what Lynx stands for.
And the original innocent (not how it is today) was beautiful too. The Innocent Smoothies slogan used to be “nothing but nothing but nothing but fruit” - repetition, naive honesty and it’s almost - well - ‘cute’. Amazing.
Their new one, ‘little tasty drinks’ is soulless. And it could be anyone.
The same happened with KFC’s amazing ‘finger lickin’ good’ which as replaced with ‘so good’. Again - this could be anyone. What a shame!
Find out why you’re amazing - and stick to it.
Some brands don’t know that, most of the time, what made them great will keep them great. They get bored and they change.
And what a shame Thomas Cook has not identified and decided to home in something truly ownable - ownable by them alone.
That’s one of the very first rules of branding.
I fear yet more advertising for Thomas Cook that says, well, pretty much the same as everyone else in the market. Let’s have a guess:
“Action! It’s February 2014. Smiley lady talks to camera about wanting to make your holiday special. She will say that Thomas Cook try really hard and that they know how important your holiday is to you. Show a beach. Show a happy family. Show the lady again (she’s blonde) and she will say ‘let’s go’ and she and other Thomas Cook people will run around a bit”
Or something like that. Let’s wait and see.
According to a 2013 ComScore study, internet activities vary based on the platform or access device.
The top five PC-based internet activities include:
• Portals (74%)
• Email (69%)
• Online gaming (66%)
• Newspapers / news (62%)
• Shopping / retail (62%)
In contrast, the top five activities performed from a mobile device include:
• Maps / GPS (84%)
• Weather (60%)
• Music (57%)
• Social networking (55%)
• Checking sports (44%)
As it pertains to mobile technologies, there are varying types of devices that offer internet access – some more popular than others. According to Pew Internet Project research, mobile technology ownership as a whole is on the rise, with the exception of e-readers which declined slightly (two percent) in 2013.
According to Wikipedia there are over 6.8 billion mobile phones globally with almost 76,000,000 of those being in the UK.
Although mobile phone ownership still holds the largest portion of the mobile device market share, tablet computer ownership is growing rapidly (up six percent since December 2012). This growth in tablet ownership, coupled with the tablet’s enhanced capabilities may lend itself to the explanation for declining e-reader sales.
As a whole, the internet offers the public endless options to pass time. Pew Internet Research reports that the most popular online activity is using a search engine to find information – done by 91 percent of internet users. This is closely followed by sending or reading email (88 percent). However, while certain activities are fairly predictable, the activities become far more divided when examined across various demographics. For example men are more likely than women to use the internet to do the following:
• Read news (77% vs. 66%)
• Purchase travel services or make a reservation (60% vs. 51%)
• Check sports scores and information (59% vs. 27%)
• Participate in an online auction (28% vs. 18%)
However, women are more likely than men to do the following:
• Get health information (85% vs. 75%)
• Get spiritual and religious information (73% vs. 56%)
• Use support group websites (63% vs. 46%)
The demographic data paints varying portraits by race, age, and more – but one thing is for certain regardless of demographic segment: internet usage is growing. As of 2013, mobile devices are responsible for nearly 40 percent of all time spent online (ComScore 2013: Mobile Future in Focus). ComScore predicts that smartphone and tablet adoption will continue to grow, an adoption that will further change the top online activities, provided that users continue to use mobile devices to access maps, music, weather, and social networking more prevalently.
Get in touch today to find out how onebestway can help your business. Or call us directly on 0191 27 666 27 and ask for Mike Owen.
Monday, 9 December 2013
This is the problem that many eco-friendly firms make. The importance of getting your word across to the world regarding an eco friendly lifestyle is magnified when it comes to the green lifestyle.
Unfortunately, this can’t be done effectively if your marketing campaign simply goes against what you believe in and stand for.
It may seem that a marketing campaign is simply incomplete if you don’t add print to the mix. Although print marketing is an important factor which cannot be completely neglected, when you consider the threat of deforestation it does not seem like a very high price to pay. This isn’t to say that you will be missing out many of the benefits of marketing, just that your efforts will be concentrated on other equally, if not more effective forms. The world today has made a great shift towards technology which is causing print to become obsolete. If you concentrate your efforts on social media and search engine optimisation, your products will still stand true to what they represent.
Forego the print
Reduce, Reuse, Recycle should be your mantra when it comes to marketing. Consider using biodegradable materials to produce promotional items such as mugs, pens and notebooks. If your promotional items or even campaigns require the use of paper, make sure that you use recycled paper for the task.
As mentioned before, the internet is your ultimate marketing weapon. This means that you will have to concentrate much more on getting the word across using online methods such as email blasts. E-newsletters are great ways of letting your customers know just what efforts you’ve been making towards a greener lifestyle and how they can help the environment. Additionally, you may even offer discounts and deals to customers to increase engagement.
Promotional events are not only eco-friendly; they are also extremely personal ways of getting your message across to the right audience. Since you are going to focus less on print, promotional events and parties is where the budget should be reallocated. When setting up an event, make sure that the external parties associated with the event follow the green concept. This means that the food that is available at the events should be made from locally sourced and organic ingredients or bands that perform unplugged.
No matter how much you focus on your eco-friendly efforts, you can’t control the world. This is where a great design agency comes in. Once you convey your need for being eco friendly to them they will then be able to find the best alternatives for ink and paper that they can since they already have the industry know how. This is because they know where to obtain the materials in a budget friendly manner.
Hire a design agency
What next?To have a no-obligation chat with us about how to market your eco-friendly business please call 0191 27 666 27 and ask for Mike Owen. Alternatively you can email firstname.lastname@example.org.
Thank you for taking the time to ready this post. Feel free to share it using the icons below if you feel it will be beneficial to others.
#1 – Learn From the Past – Before you start allocating amounts, make sure to carefully review the actual outputs and results of your past activities. Often times, we think that we know how a certain campaign or investment has performed based on our memory recall and impression. For example, perhaps you were at a tradeshow where you had non-stop foot traffic and you remember all of the great conversations; the thought is automatically that the tradeshow was a great success and investment. Stay away from your impressions and carefully look at the numbers to ensure that the number of leads – and more importantly, wins – corresponds.
#2 – The Must-Haves – Create a priority list of your must-have items for inclusion before you begin anything else. By putting them first and foremost, you will ensure that nothing goes forgotten and that you can allocate the funds upfront, rather than trying to squeeze it in after already allocating funds to other items.
#3 – Company Direction – Consider whether your marketing initiatives properly map to your company’s direction for the coming year. For example, if you have traditionally focused on print media spending, but your company is launching a new digital branch, your marketing budget should align with that new goal and priority. Remember to examine any departments that will launch that year as well as any initiatives or areas that may dissolve.
#4 – Economic Climate – Is it guaranteed that once your budget is approved, the funds will be there? Or is there a chance that allocated funds may become unavailable, pending economic changes? How will your budget change if events or tradeshows become cancelled – or, if new important ones launch? Will you need a retainer for additional hiring? How will your budget be affected in the case of a funding shortage? Plan ahead for the variances caused by economic and funding availability shifts so that you can cut the fat ahead of time and smartly plan your buffer.
#5 – Metrics – Everything ties back to metrics – so before you sign the dotted line on your proposed budget, make sure that you have a solid plan to measure your successes. Write the planned metrics down for each item so that you have something to measure against at the end of the year; by having the plan upfront, you are better able to defend and sell your budget to senior leadership.
Planning a marketing budget is no easy task, but by planning ahead and considering potential roadblocks in advance of reaching them, you're able to develop a tighter, smarter budget and plan.
Get in touch today to find out how onebestway can help your business. Or call us directly on 0191 27 666 27 and ask for Mike Owen.
Friday, 6 December 2013
And if you had a blog now (we’d create it for you double-quick) it could even be generating leads for you over Christmas for the start of quarter one 2014.
To Blog or Not to Blog
Here are a couple of checklists that will help you to decide about blogging.
The Top 12 Benefits of Blogging
1. A regularly updated blog really can produce a constant stream of good leads.
2. ‘Business to Consumer’ companies that blog generate 88% more leads per month than those that don’t (source: Socialmediatoday.com).
3. ‘Business to Business’ businesses that have a blog get 67% more leads each month than those that don’t (source: Socialmediatoday.com).
4. A blog can save you money by reducing the need to use print, radio and TV advertising.
5. A blog helps your customers relate and identify with your brand (build trust online, credibility and reputation).
6. Supports SEO - helps you rank higher in Google.
7. Allows you to promote your products or services quickly and easily.
8. Google ranks blogs much quicker than websites.
9. Blog posts can automatically be setup to post to Twitter, Facebook and Google+ (saving you time doing it manually).
10. Establish yourself as an expert in your field by blogging.
11. A regularly updated blog creates new content that search engines love and will reward you for.
12. Businesses that have a blog get 55% more website visitors than those that don’t (source: Socialmediatoday.com).
The top 10 benefits of having a onebestway designed and built blog.
1. Professional designed and branded blog.
2. We’ll link your blog to your website.
3. We’ll link to your social media platforms from your blog.
4. No social media? No problem – we can setup and design Twitter etc for you (an additional cost to the blog).
5. We’ll enable social sharing so visitors can easily share your posts.
6. We’ll integrate your Twitter feed into your blog.
7. Pdf guide of how to use your blog for best effect.
8. Pdf guide with tips on what to blog about.
9. Blog training available in face-to-face sessions with a commissioned TV script writer (an additional cost to the blog).
10. No annual hosting fees
To have your own business blog professional designed setup before Christmas 2013 call us today on 0191 27 666 27 and ask to speak to Mike or Gileng.
Alternatively email email@example.com or firstname.lastname@example.org.
Web Design FAQ's
With any website design/development project we work on here at onebestway, we're often asked one or more questions by our clients. So we've put together the useful FAQ article with the most commonly asked questions for your information.
Why should I get a new website?There are many reasons why a client may come to us wishing for a new website. One reason would be to keep up with the newest devices with their different screen resolutions. There are three platforms that we optimize a website for: PC, mobile and tablet. This is called responsive web design. Making your website accessible on more than one platform allows you to target a more specific audience.
Another reason may be because your existing website was built a long time ago.
Or you may have gone through a branding process and might require a website refresh to keep it consistent with their brand.
Or the intended function of your website might have changed. For example a client with a brochure website may decide that they now need an ecommerce website.
Does every company need a new website?No. Websites are tools. It’s important that you want to achieve something, to solve some sort of problem with it. A new website, just to look pretty is a waste of money. Perhaps what you really need is an application and not a website? Your team at onebestway will help you work this out. We like to work with our clients to create the best solution to their problem.
Where do I start with the website design process?With the end in mind. As mentioned above websites are tools to be utilised. They can be like an extra sales staff member. Make sure your website is working hard for you.
The most successful websites have a clear purpose and clear goals to achieve. Once these are set everything else can follow easily because there is a clear destination.
After that, specifications are key as they layout the requirements of the website, 'the how' behind achieving the end goal.
How will I be communicated to?There are 3 ways in which we will communicate with you.
The first is Basecamp, a collaborative project management software. We encourage clients to use Basecamp because multiple people can be involved in discussions and it has handy to-do lists.
We also send you status reports every Friday. This is a one-line summary of each aspect of your project, on a single page.
We’ll also communicate with you in face to face meetings, phone calls and by email. Communication is always through an account manager.
What happens if I change my mind about what I want during the process – will there be an extra cost?Yes, unless we’ve built a contingency plan into your proposal.
If there are changes to an agreed specification there will be an additional cost based on how many hours are added to the job.
If the change is a large one, we would need to update the project specification with details for your approval.
For large projects we do recommend building a contingency plan into proposals because changes or added requirements almost always pop up, so planning for them helps the process run more smoothly.
What technology will my website be built in?We build websites using .Net.
Previously we have also used PHP but we prefer to use .Net. The case can be argued for either language. We choose to use .Net as it offers more tools, it’s very well-known and it’s trusted because it was created by Microsoft.
How long will the process take?This question is hard to answer in general as every project differs. This is something that will be answered in your specification and you will be provided with timelines throughout your project.
What time-impact will the project have on me?It will depend upon how involved you wish to be.
There is a minimal level of input required for us to gain from you industry knowledge, for design feedback and for testing.
Client involvement is always up for negotiation. If you want to commission copywriting, art direction or photography, you might need to spend more time on the project, but if you want to be involved as little as possible that is OK too.
How collaborative will the design phase be?It can be as collaborative as you want it to be.
We always produce at least one design, which will be presented to you with an opportunity for feedback.
Clients can ask for multiple iterations of a design, although beyond a certain point this can come at an extra cost.
What support package do you offer following launch?Once a website is launched it enters a four week testing period, to iron out any bugs.
After these four weeks, a client can enter a maintenance agreement, often called a SLA (Service Level Agreement). This is a monthly subscription for technical support, paid for monthly.
Problems can occur with any website due to things such as bugs, browser updates or new technology.
The internet is a constantly changing environment and a website has to keep up with that. Recently Twitter updated its API, which resulted in many websites needing to be updated.
Will I have to test the system?Yes. We would advise that you spend as much time testing the website as you can.
We will test a website from a technical point of view but your point of view is essential when testing because you know your industry from the inside.
Will there be downtime on my existing website?If your new website is going to sit at the same domain and on the same server as your existing website there could be a little downtime, but we plan for this, by putting a holding page in place so a visitor will never see an error.
If your existing website does not sit on the same server as the new website, the new website can be set up on the new server before the switch. The switch to the new website is not instant, but a visitor will either see the old website or the new one, but never an error.
Will there be documentation?Communication via Basecamp and email is documented and all clients receive a specification.
What happens if I have a technical issue post launch?If the technical issue occurs within the first four weeks after website launch we'll fix it as part of our routine testing.
If it occurs more than four weeks after launch you can either enter into a maintenance agreement or can pay for technical support on a case by case basis.
Reporting a problem is easy, simply contact one of our account managers letting us know the problem, if you can provide screenshots it helps us.
Then our account manager will get back to you with a cost for your approval. Once you give the go-ahead our technical team will implement the fix and test it.
How does invoicing work?For work under £1,000: we invoice 100% upfront with 30 day terms.
For work over £1,000: we invoice 50% upfront with 7 days terms and the remaining 50% on the target completion date.
If the project overshoots its target completion date we invoice 30% on the original target completion date and the remaining 20% on the actual completion date.
What will happen to any previous SEO work I have had done?You must tell us if you have had or are having any SEO (Search Engine Optimisation) work done to your website. We’ll work alongside your SEO company. SEO recommendations such as 301 redirects will be costed for your approval.
How will I be able to measure the success of my new website?At the beginning of the project we’ll set goals and aims of what you want to achieve with your website. This could be increased enquiries, conversion, visitors, sales or turnover. Once the goals are set we can use tools like Google analytics to measure them.
What legal requirements are there for the website, and who will ensure that they are met?We often give suggestions for a website’s terms and conditions, but we are not legally responsible for them. Terms and conditions need to be checked with your solicitor. We are not qualified to give professional legal advice but we can provide you with a template for your website’s terms and conditions.
What happens if the team member working on my project leaves onebestway?At onebestway we work as a team, we don’t use any bizarre programming languages and all websites we build are built in .Net. This is a universally recognised language that many web developers will use, for these reasons another web developer can always pick up where the last left off.
What process is in place if you go out of business whilst building / managing my website?A previous client ask this question especially if they were investing a lot of money with us.
We build all websites in .Net, which is a well-known computer language that any good digital agency will be able read. We always build websites in teams, so they have to be readily understandable. And you will have access to the server on which their website is hosted.
Who do I talk to if I want a website designed/developed?Please give us a call on 0191 27 666 27 and ask to speak to Mike or Gileng.
Alternatively you can email us at email@example.com or firstname.lastname@example.org.
Please share this FAQ article if you've found it useful
In truth, there is no perfect formula – however, there are several things that you can do to improve your company’s image, visibility, and appeal to the client base:
Know Your Audience
Before you go outbound with anything, make sure that you understand who you are talking to – if you are directing your efforts to an irrelevant or uninterested audience, you are bound to come up empty handed. Create your own ideal client profile to list out what your preferred target looks like. Then, examine that audience and get to know them. Go beyond the demographics to find their core interests, motivators, and purchasing process and qualifiers. Sure, it’s a bit marketing 101 – but it is important to remember and critical to your success.
There are hundreds of companies out there, all saying the same thing. So make yourself stand out by ensuring that you are unique. Don’t be another broken record, giving the same messages and same promises. Find what makes your company different – then let people know about it. Is your leadership well known? Have you won specific, industry-known awards? Perhaps your designs take a very specific perspective or aesthetic. Use the thing that makes you interesting – and make sure that you do have something.
Reach out Smartly
Marketing is the cornerstone of any successful, in-demand company; it makes sense – if people don’t know that you exist, how can they be interested in your services? Map your marketing plan to your audience to ensure that they align; then, consider unique avenues through which to reach them. Although email and direct mail are certainly proven, think out of the box. Consider events, sponsorships, networking, and more. There is no perfect marketing plan and what works will vary for every company – test different approaches to find the right mix for yours.
The single most important tool for your company is its brand. Before other people can want you, you need to make yourself alluring. Branding is more than a name or a logo or a tagline – it’s a true identity that presents you to the public before you get a chance to introduce yourself. Consider carefully the image that you want to present – who you want to be. Are you bright, cheery and friendly? Elusive and exclusive? Decide up front who you want to be and who you want to reach – rebranding later is a far more tedious process and it is much harder to change an impression than it is to make one initially.
Bring it all Together
Your goals as a business likely vary from those of your customer. To pique their interest, think from their perspective. What problem of theirs are you able to solve? What service or benefit are you truly offering? Make it clear exactly what is in it for them – then let them know who you are and what that is through smart marketing efforts and outreach.
Get in touch today to find out how onebestway can help your business. Or call us directly on 0191 27 666 27 and ask for Mike Owen.
Thursday, 5 December 2013
In today’s retail world, having an online presence is not an option – it’s a must for businesses that want to succeed.
According to recent figures from the Organisation for Economic Co-operation and Development (OECD), 60 percent of British adults purchase food, music, clothing, and more over the internet. This stunning percentage is good news to British retailers in particular, as this is more than double the amount of online shoppers from any of the OECD’s other 34 member countries – including France, Germany, and the United States, making Britain’s citizens by far the largest online shoppers in the world.
Interestingly, the United States has the largest broadband network in the whole world – yet, only 33 percent of Americans shop online. The UK has the fifth largest broadband penetration worldwide, placing it behind the United States, Japan, Germany, and France – yet, it is still the largest online shopping nation in the world. Unfortunately, UK retailers are missing out on a huge growth and sales opportunity, as – according to the OECD – the UK has the fifth lowest number of businesses using the internet in the developed world.
In fact, in 2012, retail sales in the UK grew by 14 percent to more than £50bn with predictions of continued growth into the following years – a trend which looks like it will be proven true, though final numbers will not be available until early 2014.
Retailers often fear that launching an online storefront will harm their physical store presence, however, e-commerce can actually have the opposite effect, retaining potential customer interest and helping to close the deal. In 2012, 83 percent of United States shoppers used retailers’ online sites to research products before completing the purchase in store. Alternately, some customers do choose to visit a product in store to see it in person before completing the purchase online.
The Mobile Factor
One of the factors helping to grow online sales and activity is the increased availability of consumer internet access. Mobile devices, such as tablets and smartphones, keep consumers connected at all hours of the day and present the advantage of shopping anytime, anywhere – whether that means from the couch, in bed, or even at the store.
Although tablet ownership continues to grow, smartphones are still number one in the UK with ownership continuing to grow. According to eMarketer, there are an estimated 30.9 million smartphone users in the UK alone. Per a joint study completed by eDigitalResearch and Portaltech, 50 percent of smartphone owners have used their device to complete some sort of online purchase – a 20 percent rise over just nine months. Eleven percent of smartphone users use their devices to make a purchase on a weekly basis.
Perhaps even more astounding is the impact that tablet shopping is making in the UK retail world. Though a relatively new technology, 69 percent of tablet owners make a purchase every month using their tablet (according to an InMobi and Mobext study). About 10 percent of these customers are willing to use their tablet for big ticket purchases. Although tablets currently account for a smaller frequency of purchases, they account for a higher sales amount; the average order value is 21 percent higher than purchases made by customers using smartphones or desktop computers.
However, smartphone use for shopping extends beyond the actual purchase – many users also use their devices to research products in advance of a purchase or to browse related products. Some of this research is done from home in advance, while some is completed while at the store. A recent study reports that 40 percent (or an estimated 12.4 million users) of UK smartphone owners use their mobile device while in store to help with shopping. Of the consumers who use their smartphone while in store, 66 percent of UK shoppers use them to compare product prices while 57 percent use them to check customer reviews.
Tips to Make Your Online Store Succeed
This customer engagement does not come free – the customers have growing expectations for their online shopping experiences. For example, 31 percent of smartphone users say that quick browsing is an essential feature for online sites – this is up by 11 percent from the previous year. Customers also have growing demands related to online security, zoom functionality for easier page viewing, fast load times, and more. That said, it is imperative that online retailers provide a quality, reliable, safe storefront in order to secure customers who complete orders.
One of the common recurring frustrations to online retailers is cart abandonment – a term to describe an online shopper who has added items to their cart, but fails to complete the purchase. Although frustrating, there are known reasons for why this occurs. According to Statistica, 56 percent of shoppers have abandoned their cart after being presented with unexpected costs. Some of the other leading causes include:
- Found a better price elsewhere (36%)
- The website navigation was too complicated (25%)
- The website crashed (24%)
- The process was too cumbersome and took too long (21%)
- Concerns about payment security (17%)
- Unsuitable delivery options (16%)
Avoid these pitfalls when designing your mobile site to increase transaction completion rates.
Customers are also more likely to complete purchases through their mobile devices when they feel engaged. There are countless emerging technologies that enable retailers to better identify and reach their clients. For example, geo location technology allows retailers to present customers with custom, tailored discounts and offers when they visit their stores. What’s more, 46 percent of UK shoppers are open to receiving personalized messages and offers while they are at a store.
There are many ways to succeed at online retail, but the only way to for certain grow your business is to launch an e-commerce site. Brick and mortar stores and online storefronts can work together to provide customers with a full-circle, well-rounded shopping experience that provides them with convenience, great prices, and access to customer service personnel. Help your shoppers to shop in the way that works for them – the online storefront is critical to your success.
If you're thinking of branching out online get in touch to see how we can help. It's free to chat to us and we do nice coffee!
#1 – Set Goals – Sure, goal setting is pretty square one, but it’s important. More importantly is that you need to set goals that aren’t tied simply to financial success, but rather to performance. For example, set a goal to have each designer attend at least one conference each year. The designers will grow individually and bring new, innovative designs and principles to your organisation which will pay back in dividends – with both happy clients and result-earning designs.
#2 – Know When Enough is Enough – You can redo a design until the sun stops shining, but odds are that at some point in the process, you’ve gotten it right. If, in your heart of hearts, it still feels off to you, consider a fresh start. Working too long on a design burns time and resources – not to mention that overdesigning is bound to turn out a sub-standard product.
#3 – Create the Right Work Environment – The right work environment is different for every organization. While for some design agencies, that means a bullpen with a rowdy, but collaborative atmosphere, for others it may mean a professional, modern space with private offices. The work environment inspires workers and shapes the work to fit the agency’s brand. Choose your inspiration carefully.
#4 – Spend time on your own brand – In agency life, it’s all too easy to fall into the habit of spending all of your time and talent on client, profit-earning work. But failing to brand your own agency reduces your effectiveness and own potential. Make sure that you don’t just have a cool name or cool logo – develop the marketing to prove it with innovation and fresh ideas. The marketing for your own company should be your first living portfolio piece.
#5 – Frequently Revise Processes – Anything gets stale if left out too long – and in the design world, that shelf life is relatively short. New technologies come out every year that change the way that we do business; so make sure that your processes reflect those technologies’ capabilities as well as the changing needs of your designers and clients.
The most effective agencies are the ones who know what they stand for (good branding will help define this), what they want to achieve, and are willing to step back, take a look, and change what needs to be changed in order to stay on top – are you one of them?
Get in touch today to find out how onebestway can help your business. Or call us directly on 0191 27 666 27 and ask for Mike Owen.
Wednesday, 4 December 2013
OK, what's a responsive website and why do you need it?
Here's the definition of responsive web design: how a website or webpage changes to an optimal viewing size or layout for the user to use, based on the device trying to use that site.
Besides the desktop computer, the mobile phone and tablet computers are the two platforms that demand responsive web design. A responsive website is one redesigned to make the users experience easier and better when navigating using a mobile phone or tablet/iPad.
Why do you need a responsive website?
According to a report by Statista.com, mobile phones now account for almost a fifth of global web usage (which is more than a 6% increase since 2012). And amazingly this figure excludes internet access from tablets such as iPads.
So there's a sizable chunk of internet users that access the internet using a mobile phone... meaning that if you don't have a responsive website and your competitors do, you've almost certainly lost a potential sale.
Example – Starbucks
The Starbucks’ website is one of the most successful responsive web designs. It’s clear, fluent and of course responsive over every platform.
Pro's of responsive design
Almost every business wants a mobile version of their website. And why wouldn’t they? It allows for the audience of all of those devices to stumble across their website, their website looks great everywhere, their users will report a better experience and will be likely to visit the website again.
It essentially seems to be worth the money to produce, and is a lot easier to manage and maintain than an application. There aren’t really any downsides to responsive design. Recommended by Google itself, companies who don’t have responsive websites would to be lagging behind the competition, they don’t join up.
But there has to be some cons, to responsive design, right?
Con's of responsive design
It’s bad for the designers, because in case you’ve been living under a rock for the last few years; Apple isn’t the only smart phone brand on the market.
With competition getting tougher and better, people are exploring new and sometimes better tablets and phones out there. All with different screen sizes, different resolution compatibility etc.
This means that we have to find a way around designing an individual website for each appliance. And we have.
I asked the team at onebestway to tell me a little more about responsive websites and web design. Here goes:
How is a responsive website achieved?
The Fluid Grid Concept: This is the page element that sizes a page. A responsive website will have a fluid grid which allows the website to be viewed in percentages or other relevant units instead of sizing it to precise and absolute units such as pixels or points.
Media Queries: This is a way to allow content to resize itself, adapting to the conditions of the gadget, for example screen resolution. It has now become the recommended standard.
Are there any alternatives?
There is of course the alternative, building a completely separate mobile or tablet website. The argument really falls to one pro and one con. It’s easier, but it’s expensive. When businesses take this option, they normally have the website built for the most popular phones or tablets on the market.
Why should I have a responsive website?
If you aren’t yet thinking about how responsive web design is good for you, here are a few facts to lean you towards consideration:
- It is predicted that in 2015 that 1.9 billion people will be Internet users on mobile devices. This is more than the predicted desktop computer usage in 2015, which is predicted to be 1.6 billion.
- Safari is the leading mobile browser with 55% of market share.
Since 2012 mobile traffic grew by 70%
36 million people own tablets.
66% of webpages are said to be slow to load.
48% of websites are not designed for smartphones.
42% of websites are difficult to read on phones.
85% of people seek local information by searching on a smartphone.
Only 1 in 10 people see responsive web design a necessarily.
74% of small businesses have yet to optimise their website for mobile.
67% of people use two or more devices for shopping online.
3 out of 5 people say a bad website performance will make them unlikely to return to the site. Out of that, 40% say they would visit a competitors website next.
You yourself must have visited a website on your phone, praying ever so slightly that the website is optimised for your phone. So it's good to be aware of how other people must feel using your own website from their phone.
Click here to contact one of our team if you'd like to enquire about a responsive website.
Lichman, Jake. "Responsive Web Design Infographic" Hub & Spoke. 3rd April 2013.
Sarmiento, Juan. "11 reasons why Responsive Design isn’t that cool!" Website Design Shock. 11th August 2011.
"Responsive Web Design" DSM Design. 16th October 2012.
Pham, Dai. "Navigating the new multi-screen world: Insights show how consumers use different devices together" Google Mobile Ads Blog. 29th August 2012.