Engineering Impact

Let’s be honest, the last couple of years have been less than ideal for most of us in the retail industry. But considering it hasn’t all been sunshine and roses, it does genuinely make us happy when we’re able to help our clients kick some goals.

We’ve always prided ourselves on our ability to turn around a national campaign in a matter of days — it’s one of our key differentiators — and that ability to turn on a dime has made all the difference for our clients in recent times. So how do we do it? How can we install literally hundreds of displays around the country in days or even hours? It comes down to our 100-strong team of dedicated installation experts, or as we like to call them — experience engineers.

We’ve given them this moniker because in essence, this is exactly what they are. Part shopfitter, part merchandiser and part installer, a Double Impact experience engineer has a specialised skillset that sees them uniquely qualified to create compelling experiences for our clients’ customers.

Each of our team members has been hand-picked for their ability and dedication to their craft. It’s a specialised skillset though, and one that makes the hiring process a little tricky when you’re building a team at scale. That’s why we provide all our team members with in-house training and skills assessments, because we firmly believe that, when it comes to delivering for our clients, close enough just isn’t good enough.

We started Double Impact over 30 years ago, painstakingly doing everything by hand until it was just right, no matter how long it took. It was this unrelenting pursuit of excellence that saw us grow and, while we love being able to execute at scale, we needed to be sure that we maintained the standards that got us there in the first place.

That’s why we ensure that every single one of our experience engineers are experts—so they’re able to elevate your brand above the competition with creative flair and meticulous attention to detail.  Whether your goal is raising brand awareness, increasing sales, driving foot traffic or a combination, our team will deliver best-in-class results in rapid timeframes.

Our infield team makes us what we are today, it’s their commitment, drive and relentless determination to create flawless retail experiences that helps our clients rest easy in the knowledge that we’ll deliver above expectations every time. So to our awesome experience engineers, we say thank you; you’re amazing at what you do. And if you’d like to see them in action — get in touch!

Australia’s failing delivery chains

It’s safe to say that just about everyone is looking forward to Christmas in 2021. And while this festive season promises to reunite family and friends across the country, giving us a sense that just maybe, things finally are returning to normal, logistics providers around the country are still struggling to make their deliveries within specified timeframes.

Over the past two years, Australia’s delivery network has been stress tested like never before. With delivery companies across the country uniformly struggling under the weight of what is reported to be an increase in orders of up to 300%, many companies simply don’t have the resources to keep up with demand.

The situation is exacerbated further by the fact that many companies rely on large, central processing facilities which are clogged up even further with the influx of parcels. This also means that, if one part of a company’s delivery network is impacted by an event such as a positive Covid-19 case, a key centralised warehouse can be shut down or forced to run on skeleton staff alone. So, what’s the solution for retailers who need time-sensitive marketing assets delivered when delivery partners no longer have the facilities or the resources to deliver on time?

Our approach has always been to eliminate the middleman. Because we specialise in creating and installing marketing assets for retailers around the country, it’s just not a viable choice for us to let the timely delivery of an entire campaign hinge on a semi-reliable third party. So to eliminate this risk, we handle the entire process ourselves.

We consolidate and store all project assets in our warehouse prior to a strategic dispatch and direct-to-store delivery through our national infield team. By shipping directly from our warehouse to installers, we’re not only able to ensure we deliver on time, we’re also able to conduct compliance checks and on the rare occasion freight is lost or damaged, we’re able to replace it before the campaign live date.

We also know the product we’re shipping back to front and have a vested interest in seeing it arrive undamaged and on time. That’s why we produce custom carton and packaging solutions on-site, ensuring the cost-effective and safe transport of all our clients’ campaign assets. Because when it comes to ensuring campaign assets arrive at their destination on time and in perfect condition —  close enough just isn’t good enough.

If you’d like to chat about how we can help your business with our reliable logistics network, give us a call!

Opportunities in disruption

There’s no getting around it. The retail market is volatile and will probably remain this way for the foreseeable future. October spending was up 4.9% from September, and just as retailers began to hope for a nice steady lead into Christmas, the Omicron variant raised its head as if to remind us not to get complacent.

That’s not to say it’s all doom and gloom. If anything, consumer behaviour over the past months has shown us that physical retail is here to stay, and shoppers will continue to head into stores as soon as they possibly can. But while there’s plenty of room for positivity, it does pay to recalibrate your marketing efforts to adapt to our new, ever-changing environment.

This means building in the ability to change your tactics on a dime. We need to be mindful that not only is shopper behaviour changing on a macro scale, but micro changes are happening almost in line with the weekly news cycle. This means that, more than ever, we need to be agile, nimble, and ready to pivot at a moment’s notice.

Stay nimble with Double Impact

With Double Impact’s national field team, custom-built reporting platform and in-house, door-to-door logistics we can not only help you understand how customer behaviours are changing on both a macro and micro level, but we can also rapidly produce, deploy and install marketing assets either country-wide or to specific stores within a matter of days.

This provides you with the ability to be uniquely responsive, adapting to changes as they happen, maximising sales and understanding your customers better while you’re at it.

With qualitative and quantitative surveying, we can also provide a complete picture of how your brand and products are represented in the market. We’ll also give you recommendations that will help you drive improvements in performance throughout the entire customer journey and sales process.

Times of upheaval will always be disruptive. But as we’ve seen time and time again, disruption will nearly always give rise to new opportunities. If we remain adaptive, nimble and responsive we can do better than merely survive these disruptions to our old business models — we can use them to our advantage and come out ahead.

If you’d like to hear more about how we can work together to maximise your brand’s visibility and sales, get in touch — we’d love to chat.

Understanding customer behaviour in the ‘new normal’

Physical retail converts better than any other channel (often around 10x better in fact), but the way people are interacting with bricks-and-mortar retail is changing.  Because most shoppers’ path to purchase is now an omnichannel journey, their store visits are becoming more researched and less random — customers not only want to touch and try on products they also want the seamless experience of online shopping.

Because of this new, more targeted consumer behaviour, retailers should be revisiting their cross-selling strategies with a focus on continuity between physical and digital, as well as maximising point of sale and front of store marketing assets. Hero products are also touted to make a strong comeback as brands align their ecosystems.

While this change has been happening for quite some time, COVID has caused a dramatic increase in the use of digital channels and has greatly diminished the relevancy of pre-pandemic market research and strategies. Compounding things further, the relative difficulty of measuring the impact of physical marketing has led many retailers to lean on digital more and more, often at the expense of their physical assets and ultimately their bottom line.

With a national field team of experience engineers, custom app and software solution, Double Impact is uniquely positioned to provide deep market insights that will help you re-engage customers and better understand how consumers are behaving in relation to your brand and products. What’s more, we can help you measure how this behaviour is changing, mapping trends and accurately projecting outcomes.

Using the latest retail data and insights technology including eye motion tracking, through/idle traffic mapping and direct shopper experience, we’ll provide you with deep insights at both a store and category level – arming you with the information you need to position your brand and product perfectly within the new retail landscape.

Measuring consumer behaviour effectively across all channels will enable your brand to map buyer journeys and better understand what drives purchase decisions, enabling you to maximise your marketing spend. Speak to us today about you can keep up to date on consumer behaviours and help your brand operate more effectively.

 

 

 

 

What we can learn from Amazon’s department stores

For a long time now, some people have been predicting that the end of bricks-and-mortar retail is just around the corner. It’s true that shopping habits are evolving, but when an e-commerce juggernaut like Amazon announces it’s expanding into physical department stores, it becomes pretty clear that in-person shopping is here to stay.

That’s not to say, however, that physical retail isn’t changing. After all, Amazon is known as a disruptor and it’s not much of a jump to say that Amazon’s department stores aren’t going to give shoppers a traditional department store experience. It’s highly likely that these stores will take a more modern approach to aspects like personalisation, tech integrations and experiential shopping.

Amazon can see that, while shoppers still love physical retail (you can check out our article on just how much they love it here), there’s room to provide a better customer experience than is currently on offer. Amazon has dominated and disrupted the e-commerce space, often squashing its competitors in the process. So this move should prompt retailers to evaluate the experience they’re providing for their customers.

Customers now expect more from physical retail, and it’s a fair bet that Amazon can see how it will rise to meet or exceed these expectations and eliminate pain points from the customer journey. The reality of modern shopping is that few customers do all their shopping online or in person. Instead, the vast majority do both, and often have both digital and physical touchpoints within the same customer journey.

We’ve said before that an omni-channel marketing strategy is essential in the modern retail landscape and this holds true. But it also pays to remember that as the customer journey evolves, so too does customer expectations at each touchpoint. Physical interactions between a customer and a product will always be important, and it could be argued that the simple ability to see and feel a product can keep physical retail alive on its own. But more and more, customers are wanting an experience.

Recent lockdowns across much of Australia have, for many of us, highlighted how dissatisfying it can be when physical retail is not available — but did we stop shopping? For most of us, the answer is a resounding ‘no’. With multiple channels available, it’s easier than ever for customers to tailor the way they shop to suit their lifestyles, so it’s key for retailers to give customers a reason to visit them in-store. Physical retail is the single best way to convert as well as build brand loyalty and trust, so when customers are deciding which brands they’ll visit in-store vs online, the experience you provide in-store will be a key decision-maker.

 

 

 

 

Shoppers Still Prefer In-Store Retail

What is a retail store? It may come as a surprise, but to most consumers, a ‘store’ still means a brick-and-mortar, physical shop. Even through 2020 and 2021 — with multiple lockdowns and ongoing COVID restrictions — in the minds of most consumers, the definition of what a store is has not evolved to include online retail.

According to a recent Shopify survey, 77% of Australians still associate shopping with a physical store. So, while there’s undoubtedly been an online shopping boom over the past 18 months, the survey results suggest that for many shoppers, this is largely due to necessity and has not made a lasting impact on their preferences or perceptions.

That’s not to say a brand’s digital presence isn’t important. 83% of survey respondents said that a brand should have an online store. But it appears that for many shoppers, digital stores are used predominantly in the discovery and consideration phases (47% said they discover brands online through searches and websites), with bricks-and-mortar still coming up trumps when it comes to making a purchase. Indeed, 18% of respondents said they were wary of making a purchase when they couldn’t physically touch the object with 12% still concerned about giving credit card details over the internet.

So, what’s the best strategy for retail stores and brands trying to navigate the current environment? The advice (even from Shopify’s APAC managing director Shaun Broughton) is to adopt an omnichannel approach with your marketing. The shopping experience for most people involves digital and physical touchpoints and to neglect either, or think of them as separate, can be detrimental to your bottom line.

What the Shopify survey tells us loud and clear is that while digital channels are increasingly becoming a part of how we search, discover and communicate, we ultimately crave physical experiences. It’s because of this that, when it comes to buying physical goods, the bricks-and-mortar shopping experience is always going to be more appealing for most people. People trust what they can see, feel and touch.

While physical retail has undeniably had a rough time of it over the past months, we have come through it. And, perhaps now more than ever, it’s plain to see that the immersive brand experience that can only be found by walking into a store and interacting with staff and products is, for the foreseeable future, always going to be the best way to keep your brand in the front of your customer’s mind.

 

 

 

 

 

 

Windows of Opportunity

If you’re in the retail industry, there’s a good chance you’re aware of our retail marketing solutions — after all, we’ve been at the forefront of the industry for over 30 years. But what you may not be aware of, is that behind the scenes we’ve also been driving a successful supply chain marketing model with some of Australia’s largest retailers.

About a decade ago, we asked the question: Could instore display marketing not only drive sales at the till, but also provide a whole new revenue stream for retailers? The answer was a resounding yes! And over the past 10 years we’ve helped numerous retail chains across Australia and New Zealand create new revenue streams by commercialising their in-store media and leasing this highly valuable advertising space to the brands and suppliers that sell product in their stores.

While it can often seem like digital marketing channels are the be all and end all of modern advertising, it pays to remember that for brands, the opportunity to communicate their message to consumers right at the point of sale (when the customer is already engaged and ready to shop) is incredibly compelling — a life size visual or immersive display will command a far greater response from consumers than a banner on a website or post in a social media feed. This makes the real estate in your store extremely valuable.

It’s abundantly clear that people still want to connect with brands in the physical world — to see and feel the products before making the purchase. According to Marketsource, 72% of customers consider the in-store experience the most important channel when making a purchase. By enabling brands to promote in-store, you’re offering them something that can’t be bought online: the real connections their customers crave.

Now more than ever, consumers want retail shopping to be an experience. By productising your stores’ advertising space, you’re not only helping to provide this to your customers, but you’re also opening up a highly desirable advertising channel to your supply chain and driving your own sales while you’re at it.

What’s more, we’re here to help you every step of the way — from creating a compelling product to sell to your supply chain, to producing and installing the market-leading campaigns you need to provide strong ROI to your supply chain time and time again.

We service retailers across all categories from Supermarkets, Alcohol and Beverage to Department Stores, Fashion and Consumer Electronics (take a look at Our Reach and you’ll get the idea).  If you’d like to know more about how we can help you create a strong secondary revenue stream from your instore media, get in touch — we’d love to help.

 

Contact us

If you’d like to maximise the impact of your next event or campaign, or just find out more about how we can help — get in touch, we’d love to chat!