“77% of retailers want to increase the drive-to-store portion of their advertising investment”
By Sandrine Prefaut, Managing Director of S4M in France. Operating in 10 countries (USA, Canada, France, Italy, UK, Switzerland, Benelux, Asia-Pacific region…), S4M is an international “drive to store” platform, expert in generating traffic in physical and digital points of sale.
Sandrine Préfaut
Whether it’s marketing, data, digital or customer management, I see that the digital and societal changes in retail are allied to challenges of R.O.I. optimisation and business development. Our Retail Insights Barometer* confirms this. There are six emerging trends, out of 15 major trends. For the retail community they seem to be key elements for the next 12 months.
- E-commerce: the pandemic has marked a turning point for e-commerce, which has seen 10 years of growth in just 90 days.
- The physical store is not dead: 37% of retailers plan to open new stores in the next 12 months, against only 5% who want to close.
- Drive to store: 77% of respondents want to increase the drive-to-store share of their advertising investment, in order to meet the challenges of unified commerce.
- Mobile display is the lever of choice for 56% of respondents, with proven effectiveness in terms of traffic generation and reach.
- The need for relocation accelerated convenience with Covid-19, but also to help local merchants. For 37% of respondents, local campaigns were reinforced during Covid. 29% of the polled even reinforced both local and national campaigns.
- The ecological transition: 50% of the survey consider the ecological impact of their adverts. 30% say they integrate this aspect into strategy. Young consumers also demand that brands take a stand on these issues. 37% of Generation Y stopped buying products offered by companies they considered as unethical.
Sandrine Prefaut
* The S4M Retail Insights barometer is based on a trend book, a qualitative study (10 interviews) and a quantitative study (50 retailers interviewed)
