Archive for: Press and Bloggers

The retail sector, like many during this cost-of-living crisis, has been severely impacted. Christmas retail sales actually held up better than many expected, thanks in part to the World Cup, but analysts are predicting a tricky few months ahead as people look to save the pennies after the festive period.

But how are the media covering the current challenges that the retail sector is facing? From the on-going economic issues to fast fashion and sustainability, journalists are always looking for new angles to cover the important topics within retail. We had a look back over the last few months on the ResponseSource Journalist Enquiry Service to see what has been trending and what is coming up.

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Since October, the Retail & Fashion category has represented 6% of all requests on the service. This makes it the seventh-best performing category, out of the 25 to choose from, and the second most popular among our users in terms of trade/professional options with only Business & Finance receiving more enquiries. It also saw a boost in the number of requests between September and October, rising by nearly 6%.

Despite being more of a trade category, the journalists selecting Retail & Fashion tend to come from Consumer Media, with 38% from that media type. National newspaper/Current Affairs is next on 22% with the Trade/Business/Professional media back on 9%. Nearly a half (48%) of the journalists submitting an enquiry are staff journos, with freelance journalists back on 18%.

In terms of what they are looking from with their requests, 35% are after review products with 23% looking for information for an article and 16% wanting a spokesperson or expert. The high number here for review products can be attributed to a large amount of Christmas requests in the period we are covering (October to December) and bloggers and consumer journalists often look to cover fashion trends for the festive period and look ahead to the new year.

When we look at the keywords and phrases that have been used within the Retail & Fashion category, ‘cost-of-living’ appears in nearly 3% of all these requests. A number of enquiries come from broadcast media with news providers such as ITV News and 5 News looking for filming locations and retail businesses on how they are coping with the cost-of-living crisis. This provides a great opportunity to get clients featured on national news and highlight how the economic downturn is affecting the retail sector.

National newspapers have also been looking along a similar line, wanting to find case studies about the impact on small businesses with requests coming from the Metro, The Daily Express and The Times. Plus, enquiries from trade titles such as The Grocer, including ‘Christmas in a cost of living crisis – impact on grocery/food and drink shopping’.

The cost-of-living crisis is a very immediate trend and concern for the retail sector but one that has been affecting this area in the longer term has been the rise in online retail and retailers. ‘Online’ was our top keyword in the last three months, featuring in 12% of all requests in the Retail & Fashion category.

This figure might be skewed slightly, as many come from online publications. However, we have seen requests from trade and national press titles around this. A journalist at Industry Dive was looking to ‘profile two businesses about online payments’ offering a good opportunity for any case studies. While the Daily Mirror looked for the ‘best boxing day sale offers – online, high street retailers and supermarkets’. This is, of course, more of a seasonal request but does contain another two keywords in ‘sale’ and ‘high street’. The former made up nearly 3% of the Retail & Fashion requests while the latter was in just over 1%. Again, ‘sale’ might appear due to the timing we are looking at with Christmas and then the January sales.

Another couple of time sensitive key phrases were ‘Black Friday’ and ‘Cyber Monday’ which combined appeared in nearly 2% of the total requests. These were mainly looking for products to review and information on the best deals out there. Journalists will often look in advance for this, especially if it is going to be a feature in their publication, so requests can be from September and into October.

Despite the economic downturn, ‘luxury’ was the second most used keyword on the service as it appeared in over 6% of all requests. The majority of these were looking for products to review or to include as competition prizes but that still presents a good chance to promote a client’s brand. There were also a few looking for spokespeople on the luxury retail industry including this one about the ‘present and future of luxury industry’.

Finally, another more recent trend from the retail sector has been sustainability. This applies both to the fashion industry, moving away from the era of fast fashion, and supermarkets and the food industry, trying to reduce single use plastic and encourage recycling. ‘Sustainable’ as a keyword has been in 2% of all requests from October to December.

Requests around this keyword have focused on spokespeople or experts in this field from a variety of consumer, trade and national titles. This has included Natural Health, The Times, PA Media and The Grocer. Several have asked specifically for a sustainability expert and with environmental issues often at the top of the news agenda, there are bound to be more requests of this nature. Therefore, a great opportunity to get coverage in the media.

Topical issues such as the cost-of-living crisis, the rise of online shopping and the focus on less waste and more sustainability within retail look set to continue. While other requests around the retail sector can be seasonal, as seen with Christmas and Black Friday. Notable events such as Valentine’s Day and Mother’s Day are approaching and journalists will be keen to get information and case studies around the impact on retail.

Find more information about the benefits of the Journalist Enquiry Service here and find more tips on connecting with retail journalists in our white paper How to pitch to journalists.

Santa’s fizzy drink truck – you know the one – has driven its way back out of town and the broadcast space has put away its tinsel-ified TV ads for another year. How did the big brands do with communicating Christmas 2022 during such a difficult time for their consumer bases?

Excess was out and more mindful messages of personal connection were in – with a tough year ahead for many, 2023 will need the same careful approach. Here is what we can learn from the successes of our recent Christmas past in PR, communications and marketing.

How did the supermarkets do? Nostalgia versus realism

‘I loved the Asda Christmas ad for 2022, but John Lewis really hit the mark and showed that the brand understands people,’ says Aura’s Laura Sutherland of the efforts from UK supermarkets this year.

Asda’s ‘Have Your Elf a Merry Christmas’ provided escapism from the realities of 2022– ‘a moment of joy‘, according to Asda brand communications’ senior director Stephi Brett-Lee – by tapping into fondness for the 2003 Will Ferrell film…

…while John Lewis leaned into reality with ‘The Beginner’, a tale of a foster father hoping to welcome a new addition to his family by learning skateboarding:

‘Asda played on the nostalgic factor and created a highly entertaining and funny ad with Buddy the Elf, but John Lewis got it spot on with another engaging campaign that drew attention to an important cause, started conversation and got the public mood right,’ says Paul McCarthy, general manager at Chantry Place Norwich.

While Asda took note of its consumer base’s wish for a ‘no-compromise’ Christmas with the cheery ad, the campaign at-large did not ignore the situation many were faced with this year. In November 2022, reporting on budgeting for Christmas increased by 486% year on year – adverts, no matter how ‘no-compromise’, had to follow suit. Asda chose to blend fantasy into representations of its real-life stores with expensive SFX, but the campaign also extended out to toy drives in-store and the promise of ‘festive surprises’ for community groups. This added to initiatives the supermarket had already put in place to help the cost-of-living crisis, which have received plenty of positive coverage in the press.

In contrast, the always highly-anticipated John Lewis advert was empty of Asda’s hyper-real bright greens and reds. Instead, it featured concrete skateparks, the odd injury sustained when learning a new hobby and a recognisably-real family living room. A departure from the previous years’ sci-fi-heavy ‘Unexpected Guest‘, the ‘The Beginner’ highlighted human issues instead of ETs, gaining positive write-ups and reaction for its focus on fostering and the UK care system.

2022 was not the year for false-ringing sentimentality or mawkishness – as economic struggles continue for many, 2023 will not be either.

‘Many of the high-street brands that have become synonymous with big-budget Christmas ads took a community/social responsibility approach for 2022 which made sense to me,’ says Robert Bradley, centre manager at Castle Quarter.

‘M&S had the message that by spending with them we were supporting good causes and the John Lewis ad took shopping all together, instead focusing on a foster family storyline. Interestingly though, despite the cost-of-living crisis and more and more people turning to food banks, the food arms of both brands did not shy away from showing large tables heaped with food in their Christmas ads. I personally found the child crying due to missing out on a sausage to be in quite bad taste…’

Another lesson to be learned for comms people – Christmas campaigns can do well outside of television. Eschewing the ‘traditional, multimillion-pound Christmas ad‘ for its 2022 festive effort was Co-op, which instead teamed up with Your Local Pantry and Big Zuu for an Instagram livestream.

Retail – Tales of a ‘Traditional’ Happy Christmas… with some help

Next’s ‘Gifts we know they’ll love’ spot featured standard festive TV ad fare – people opening Christmas gifts (with household name brands inside, naturally) in front of a Christmas tree.

However, its urge to customers to ‘merry everything’ came with the offer of ‘help’ for making Christmas magical. The approach paid off in profits:

‘Retailers like Next did extremely well this Christmas period, reporting “better than anticipated” sales, and great feedback from comms campaigns,’ says Wizz Selvey, Top 100 global retail expert and founder and CEO of Wizz&Co retail strategy consultancy.

‘I always tell my retail clients, whether they are selling D2C or B2B, that the customer and their needs have to be at the centre of EVERY activation. This year customers needed simple solutions to gift giving that weren’t going to cost them dearly. Any retailer who was able to communicate ‘a solution’ to tighter budgets within the cost-of-living rise, would have had brilliant feedback from shoppers. Adding that ‘extra luxury’ element would increase sales revenues even further.’

‘The influx of ‘sadvertising’ this year was a depressing movement, however. As it was such a widespread theme, consumers don’t seem to have really reacted.’

Did shoppers show up for the high street?

Experiential marketing continues to be a safe bet for attracting footfall to physical locations – even when budgets are tighter. East Anglia’s Chantry Place Norwich – home to 90 shops, cafes and restaurants – brought the bright lights from brand ads with reasons for families to visit:

‘In 2022, we had a new Christmas lights scheme at the Centre, with free photo opportunities including a Santa’s sleigh and Trio of Twinkling Trees, plus pop ups returning for the festivities. We worked closely with a local charity Alive UK on a Christmas gift appeal and also had a post box in the Centre, granting wishes for presents as we knew that Christmas would be hard for many.

‘With the recession and cost-of-living crisis, we will continue to offer free events into 2023 for families to enjoy to give them a reason to visit and stay longer with us. We will also continue to be part of our community, working with other businesses and our neighbours at the Centre in a collaborative approach.’

How else can brands and businesses keep the customers coming, for Christmases of the future and throughout the year? As ever – by offering extra.

‘Retail did take a bit hit during the pandemic, but there are certainly sectors that have flourished within that,’ says Wizz.

‘For instance, any brand that has an active omnichannel mix of online, social media and in-store sales. From my perspective, the high street is far from ‘dead’, as so many tabloids are claiming, but there has been an irreversible shift in how consumers research, shop and loyalty following purchase as well. We’re all looking for that something extra!’

For more on purchasing trends during 2022, read our report on which brands were most likely to be gifted second-hand during the festive period. And for trends to plan for in 2023, check out these 15 PR and communications trends.