Archive for 2020

In these uncertain times The Delta Group is here to help and offer our support.

That is why we have created two documents:

• ‘Advisory Warning Signage’
• ‘Protective Equipment and Signage‘

…both highlighting a range of items that Delta can produce quickly. By supplying such collateral to clients we are able to help keep your staff and customers protected, emphasizing social distancing and responsible purchasing. Click on the images below to download instantly:

Additionally we are also offering support related to pick/pack distribution initiatives. Our two London-based manufacturing plants (400,000 square feet combined) are fully open and functional with versatile bench staff that could be used for everything from extra storage capacity to the creation of special boxes for home deliveries for the elderly or unwell.

Delta is here to help. Please email hello@thedeltagroup.com if there is anything we can do.

While Christmas is the top season for confectionary sales, Easter comes a close second. Savvy retailers will have already stocked their shelves with sweet treats for the occasion. But how can they build momentum in the weeks running up to Easter?

Delia Lendais-Metral, brand manager for Easter at Mondelēz International, shared her insight in a blog for Talking Retail.

“Easter and confectionery go hand in hand,” said Lendais-Metral. “Seventy-two percent of shoppers agree confectionery is part of the Easter tradition.”

She went on to note how sales of Easter confectionary purchased during smaller shopping trips jumped 32% last year. This presents a great opportunity for smaller stores, such as convenience stores, to take advantage of seasonal sales.

Levi Boorer, customer development director at Ferrero UK & Ireland, acknowledged how consumers usually plan further in advance for Easter than they would Valentine’s Day. He added: “We would therefore encourage retailers to stock up early to make sure they meet demand from those shoppers looking to purchase in advance.”

To build hype around Easter, Mondelēz says retailers should focus on consumers looking for products to share with their families. This phase made up 31% of revenues in 2019, up from 19% the previous year.

“This part of the season is all about the sales fundamentals – range and visibility,” says Lendais-Metral, adding that retailers stand to benefit greatly if they stock the right ranges. She added: “In a shorter season, you must get your sales off to a strong start.”

Boorer explains how there are two types of boxed chocolate purchases in the lead up to Easter: those purchased as gifts and those to share. Confectionery is among the few categories where consumers are willing to spend on items they love, especially during seasonal events like Easter.

Retailers need to make sure they offer a wide range of items in order to cater for consumers’ varied requirements. “Supporting this with in-store theatre really captures the imagination of shoppers and, with the help of displays and spring-themed hotspots, retailers can bolster sales by encouraging unplanned purchases,” Boorer said.

While sales in the lead up to Easter are dominated by chocolate, retailers could inspire new custom with novelty and innovative sugar confectionery. This is according to supplier Perfetti Van Melle, which says that sugar confectionary also provides an alternative to traditional eggs for people seeking nut-safe and dairy-free options. Retailers stocking this confectionary could see a healthy lift to their seasonal sales.

Dietary requirements should also be a consideration. With the rise in veganism, stocking dairy-free and gelatine-free confectionery will help to ensure you appeal to as wide a consumer base as possible.

The Delta Group works hand in hand with confectionery retailers, delivering dynamic multi-channel marketing services. We’re currently producing POS and promotional displays for Mars Wrigley, and are responsible for delivering POS materials for Mars’ well-known brands within their confectionary range, including Galaxy, Maltesers and M&M’s. If you want to find out more about our services, get in touch today.

For physical retailers, success today depends on delivering an exceptional customer experience (CX).

But a recent article on Retailer Customer Experience notes that knowing exactly how to provide this in relation to a brand’s unique consumer base is something that’s escaped many big retailers.

As the sector becomes increasingly forward-thinking and tech-driven, there is no definitive path that guarantees success in delivering an exceptional experience. Consumer demands pop up all the time and brands struggle to keep up. A more sustainable solution is needed.

The solution? Apparently it could lie in brands focusing on operational experiences as much as CX – and to strike that golden balance.

Exceptional CX will always be the main aim; however focusing too much on customer satisfaction can hinder efficiency. It’s too easy to adopt a reactive mindset, catering to demand as opposed to building the foundations to achieve long-term success.

Getting ahead of key trends with AI

Retailers that prioritise better internal decision-making are able to build an operational environment where category, supply chain, marketing and store management teams can create the efficiencies needed to meet future customer expectations. Rather than reacting to what consumers want today, they can predict and deliver exactly what they want both in the short and long-term.

To create this scalable, flexible and smart enterprise, brands must look to layer AI capabilities into their current infrastructure. Why? Because ‘there’s no better way to create a retail experience that customers enjoy than to know what they want even before they do,’ says the author of the article, Kevin Sterneckert.

AI can be integrated into current business processes and assist with evaluating old data and predicting future outcomes. It will help to significantly speed up the understanding of consumer and market behaviour trends, so leaders can make more informed decisions. By anticipating external shifts, they can make internal changes to address them.

Operational excellence supporting the customer experience

All this creates a business environment where every decision maker has the necessary insights to innovate and effect change quickly. Meaning, they’re able to deliver on the promise of exceptional CX more effectively and consistently. When all parts of a business can do this simultaneously, there’s less chance of a brand getting caught out by changing expectations or those changes leading to negative outcomes.

When internal operations are streamlined, brands can be confident that their assortments not only offer exactly what consumers want to purchase today, but that they can react instantly to every unique shift in demand. Marketing campaigns can be tailored to boost sales and revenues, all while protecting profit. Supply chains can move items into stores, to curbside locations and directly to shoppers’ homes without putting a strain on margins. And shops can be laid out and designed in a way that’s intuitive to consumers’ needs and guarantees that their experience continues to evolve along with their expectations.

Brands which commit to establishing an agile and intelligent operational performance, backed by AI capability throughout the business, stand the best chance of running a truly excellent retail business. Consumers will realise that through a better CX and in turn, will reward them with their custom.

If you think your customer experience could do with a boost, either online or in-store (or both), get in touch with Delta Group today.

The Delta Group, Europe’s premier visual communications specialist delivering dynamic multi-channel marketing services to consumer brands and retailers across the globe, is pleased to announce an expanded scope of work for the Mars account, an existing client of 3 years, after a competitive tender process.

In addition to producing POS and promotional displays for Mars Wrigley and Petcare, as of 2020 the Delta Group will also be responsible for delivering POS materials for well-known Mars brands within their confectionary range, including M&M’s, Galaxy and Maltesers.

Jason Hammond, CEO of the Delta Group, said: “We are delighted that Mars has selected Delta to provide Chocolate POS materials. This additional work is a testament to our long-standing partnership and will enable us to continue delivering excellent value, innovation and exceptional customer service to Mars.”

Nicola Blackmore-Squires, Display Development Head at Mars, said: “Delta have delivered a consistently good service for Wrigley and Pet displays over the last three years, and we are pleased to award additional Chocolate POS print to them. The team show a fantastic effort and proved how a good partnership can deliver real benefits to Mars.”

When it comes to retail, the high street is certainly not dead. Ecommerce may be booming, but at the same time brick-and-mortar retailers are coming up with fresh, new ways to inspire shoppers to head back in store.

Technologies such as robots and digital signage are spearheading this transformation in the physical retail space, writes TechRepublic, reporting on the National Retail Federation’s (NRF) 2020 Big Show in New York.

The event was packed full of robots, frictionless store mock-ups and bold displays of the latest tech now at retailers’ disposal. There was a plethora of gadgets available for testing which allow retailers to boost efficiency and add the ‘wow factor’ to their physical stores.

A ‘retail renaissance’

While some experts predicted that the convenience and efficiency of online retail would spell the end for physical retailers, such predictions have been quashed. It turns out that many shoppers still crave the personal, tangible and tailored experience of shopping in store – an experience e-tailers are unable to provide.

“It’s not a retail apocalypse. It’s a retail renaissance,” noted Lori Mitchell-Keller, EVP and global GM of consumer industries at SAP, at the event.

Able to provide a rich in-store customer experience, Mitchell-Keller noted how this unique capability gave an advantage to physical retailers.

She continued: “[Despite] the trend where everything was going online, it did not mean online at the expense of brick-and-mortar. There is a balance between the two. Those companies that have a great online experience and capability combined with a brick-and-mortar store are in the best place in terms of their ability to be profitable.”

Retailers are also transforming parts of their stores into fulfilment centres for online sales, which bring shoppers into a store and can inspire them to spend more when they see other items.

“If [retailers] have a great online capability and good store fulfilment, they’re able to get customers faster than the aggregators,” Mitchell-Keller said. “It’s better to have both.”

The digital transformation

One of the main challenges highlighted at NRF 2020 was the sometimes difficult transition retailers would need to make to fully embrace the digitised world.

The NRF event was full of tech like digital price tags, next-gen advertising signage and shelf-stocking robots, but it requires tech talent and systems to effectively implement them in store. Therefore, brands need to think bigger about the changes they want to put in place and consider the fact that, typically, every aspect of digital transformation must be embedded deep throughout the supply chain before it can be introduced in store.

Michael Colaneri of AT&T noted the many ‘connections’ involved in digital transformation – i.e. how to connect the store system, the business, supply chain and then the shopper, to both online and offline systems.

Colaneri went on to list five main elements involved when delivering a unified experience that is streamlined for the customer: customer experience, inventory visibility, supply chain efficiency, analytics, and the integration of media experiences such as robots or digital price tags.

With more than 25 years of industry experience, the Delta Group can help you to navigate digital transformation and better connect with your audience. We’re a leader in visual communications, helping you to deliver seamless experiences that will meet and even surpass your strategic goals. Get in touch to find out more.

Retail’s convenience store segment is growing rapidly, presenting a wealth of opportunities for brands and suppliers.

IGD’s retail analysts recently identified five trends likely to shape the development of global convenience this year and beyond.

1. Tech supporting convenience
Just like many other retail channels, fast and efficient service is key to convenience. Retail brands around the world are integrating digital features into stores and supply chains, including everything from in-store digital displays to on-demand fulfilment platforms. The focus needs to be on how to make the shopping journey frictionless for shoppers.

2. Moving beyond c-store retailing
The traditional notion of convenience shopping is being turned on its head. New and innovative formats are popping up everywhere; retailers are pairing up with specialists such as foodservice operators, butchers and florists to deliver more exciting experiences to consumers. Brands need to consider what they can do to make their store an experiential destination.

3. Redefining product range
Consumers’ daily shopping habits are evolving – as such, categories including fresh food, food-to-go and evening meal options are transforming convenience retailing. Brands are giving consumers new reasons to pay their stores a visit. Retailers need to make sure that their product ranges, and the space in which they are sold, meet consumers’ changing needs.

4. Greater focus on health
Health and wellbeing are becoming increasingly more important to consumers across every channel. As a result, convenience operators are expanding their range of fresh food and providing plenty more healthy options. They’re also making it easier for consumers to locate healthier items, implementing promotions to generate greater awareness. The trick for retailers is identifying how they can help consumers lead more healthy lives, without sacrificing speed of shop or convenience.

5. Improved local stores and minimarts
Convenience stores are vital to communities; they know their shoppers very well. More and more brands are thinking about ways to improve their connection, supporting communities and at the same time fostering goodwill. Suppliers need to think about how they can seize the opportunity to create products specific to different locations.

If you’re a retailer in the convenience space and you’re looking to build deeper connections with your customers, the Delta Group can help. Get in touch today to find out more!

The digital marketing landscape is evolving at a rapid pace and in line with new technology. As a result, new tools, trends and techniques are being introduced to enable businesses to better cater to their consumers’ needs – both online and offline.

A Forbes article explores three trends likely to gain ‘explosive popularity’ this year. Let’s take a look at what they are.

1. Voice search dominates search queries

Experts estimate that voice search will account for half of all queries this year, regardless of device. This may be because voice search satisfies consumers’ need for urgency; it’s no secret that today’s shoppers have grown impatient after becoming used to the immediacy provided by the internet and their smartphones. This has resulted in a fundamental shift in their expectations of brands; they demand seamless experiences across every touchpoint.

Focusing on voice queries optimises a website for zero-click searches as well as for features snippets. The majority of digital assistants will only read the top entry featuring on the results page, and rich snippets typically occupy position zero. Here are some things to bear in mind when planning voice search optimisation:

● Voice searches are more about natural language and questions than keywords, which will impact your keyword research. Rather than a string of words, focus on question-based searches instead.

● Develop content that directly answers the query. Use ‘The People Also Ask’ box in the results pages for insight on other queries related to the original one – you can seek to answer these in your content too, as this will add even more value.

● Keep your tone conversational, as Google’s latest BERT algorithm update allows it to understand the context of search rather than picking through the individual words. Prioritise readability and simplicity in your content.

2. Video content continues to gain in popularity

Video is already big, but it’s expected to get even bigger this year – fuelled in part by the popularity of vloggers and the increasing number of brands using influencers as part of their strategies. HubSpot found that around half of users want more video content from the brands they engage with.

You should seek to use videos across channels, making sure they are valuable and relevant for your target audience. Product demos and tutorial videos are popular choices for brand websites, as they are much more engaging that bulk text – encouraging people to stay longer on the site.

Social media channels – like Facebook, YouTube and Instagram – are popular for livestreams, which can be useful for product launches, conferences or any other events you’re attending. You can even host live Q&As with your audience.

3. Social media expands functions

In 2020, social media is so much more than likes and shares. Platforms now let users shop, create groups, play games and watch live events. Therefore, one of the best things you can do is maximise your social media strategy.

From marketplaces to shoppable posts, users can now purchase directly on Facebook and Instagram. This means that companies no longer need to think about how to integrate their online shops with their social profiles. The aim should be to cut the number of steps to checkout, providing a faster process so that sales abandonment also drops.

Social media is also useful for social listening through online communities. While measurement tools are still helpful, niche online groups can offer more accurate insight into your target audience’s needs, wants and concerns.

If you need help harnessing these digital marketing trends, why not get in touch with Delta Creative to find out about our creative and shopper marketing services?

Every retailer knows that it’s important to deliver an exceptional experience to every customer. But just how important is it?

If a recent Salesforce stat is anything to go by, it’s very important: 80% of customers believe the experience a company provides is just as important as its product and services.

This makes perfect sense.

Think about it: if you had a delicious meal at a restaurant, but you waited almost two hours for it and the waiting staff were rude and unapologetic, would you rush back? Or, the other side to this, if you returned a faulty item to a store, the assistant apologised profusely and took a good deal of money off the exchanged item for your inconvenience, are you likely to shop with that retailer again?

A brand may offer an innovative, leading product or service, but if it’s not matched with a quality customer experience then that product or service is likely to fall short of expectations.

There are many reasons why retailers need to focus on delivering an exceptional experience across all touchpoints, to each and every person who either steps into their store, or lands on their website. They include:

● Differentiate your brand. If competition is fierce in your specific sector, experience could be what inspires customers to choose you over another company.

● Turn customers into advocates. People trust people more than companies, meaning customers who recommend your brand can really help to drive sales. Providing exceptional experiences is the best way to inspire customer advocacy.

● Inspire loyalty. Retailers depend on repeat custom, especially seeing as it costs five times more to obtain a new customer than to keep an existing one. Provide your customers with quality products paired with a quality experience and they won’t have a reason to shop elsewhere.

● Increase profits. Customer experience has a direct impact on your business’ bottom line. Harvard Business Review uncovered that customers who had the best experience spend 140% more than customers who had a bad or less than great experience.

Enhance your customer experience today

If you need some support in improving your customer experience, we can help. We’re experts in in-store, outdoor and online visual communications and can partner with you to deliver innovative and engaging experiences to your customers. Get in touch today!

The Delta Group has bolstered its senior leadership team with the appointment of Kevin Pritchard as Group Transformation/Innovation Director.

Kevin Pritchard joins the Delta Group as Group Transformation/Innovation Director having worked in senior client service/transformation roles at global marketing service providers for the past ten years.

Jason Hammond, CEO of the Delta Group, said: “We are delighted to announce the appointment of Kevin and are confident that he will help drive future success across existing and future clients. The experience he brings is unparalleled and will ensure our accelerated growth projections, commitment to excellence in client services and innovation continues. With some great new business opportunities in the pipeline we’re looking forward to a really exciting new decade.”