UPFRONTS
PLA Y
THE AVERAGE BRITISH HOUSEHOLD NOW OWNS 7.4 INTERNET ENABLED
DEVICES. Source:
You.Gov
The DICTIONARY 2: BOOMEROOMING
Boomerooming (verb; gerund or present participle)
First we had showrooming: checking the shops and buying online. Then came webrooming: researching online and buying in shops. Now comes boomerooming and, according to digital agency Red Snapper who commissioned some research into the phenomena, 62 per cent of us are doing it. Boomerooming involves
researching a product online, visiting a store for the full touchy- feely, try-it-on experience, before going back online to make the fi nal purchase. It represents a new detour in the customer journey and poses a challenge for online and offl ine retailers alike. “Boomerooming encompasses all of the other terms - webrooming, showrooming, pre-purchase research and so on,” Eddie Johnson at Red Snapper tells us. “The point is, you just don’t know what users will be doing these days. They might
DIGITAL
SEE YOUR POSTS ORGANICALLY IN THEIR NEWS FEED.
NO MORE THAN 6% OF YOUR FACEBOOK FANS WILL
Source:
Business.com
loop round and come back, or fl op out at some point in the process. Retailers need to be aware that the web is no longer the place where users will buy products they’ve researched on the high street. Their journey may be far more complex than that.” So is there anything that retailers
can do to make a return on the boomerooming boom? “Primarily they need to ensure
THIS IS A
NEW DETOUR IN THE
CUSTOMER JOURNEY
that they don’t make assumptions such as ‘if we keep things cheap, it doesn’t matter that our product information is rubbish because people will buy from here, even if they research elsewhere’,” says Johnson. “Retailers need to ensure they are offering as full a package as possible. This includes great product information, images, a wide choice and competitive pricing.
If they don’t give the user a reason to look anywhere else, then they’re more likely to capture the sale.”
redsnapper.net
INFOGRAPHICS SAW A 4% GROWTH IN USE FROM 57% IN 2013 TO 61% IN 2014.
Source: Axonn M edia
KNOW WHAT YOU MEAN
The hashtag hijack is not a new
concept, but it’s grown in effectiveness this year, particularly for charity organisations. A powerful early example was
WATERisLIFE’s self-described ‘hashtag killer’ campaign of 2013, which was built around video footage of people in earthquake-ravaged Haiti reading out real #FirstWorldProblems Tweets. Developing the idea in March this
year was Canadian charity Raising the Roof’s campaign Humans for Humans, which re-invented the popular Jimmy Kimmel Live YouTube series ‘Celebrities Read Mean Tweets’ by getting homeless people to read out derogatory Tweets about homelessness. And when Twitter users were driven mad this February by #TheDress, The Salvation Army reacted with a campaign to raise awareness of domestic abuse using the tagline ‘Why is it so hard to see black and blue.’ As we understand the language and behaviour of social media platforms better, brands are fi nding opportunities to turn those conversations into something meaningful.
7 issue 24 may 2015
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