Revolte

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MINTEL

http://0-academic.mintel.com.wam.city.ac.uk/sinatra/oxygen_academic/search_results/show&/display/id=169015/display/id=218605

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Stretching the brand
None of the retailers have chosen to create completely separate brand identities for their financial services operations (unlike the online banks for example). Sainsbury’s banking arm is simply Sainsbury’s Bank, Marks& Spencer’s is M&S Money and ASDA’s is ASDA Financial Services. Instead they have chosen to piggy-back on their existing brand, stretching it into new markets and taking the core brand values with them, hence, the comment made by the marketing director at Tesco Personal Finance: “Customers see us as Tesco rather than Tesco Financial Services.”

The fact that these organisations already benefitfrom a strong brand means that they do not need to spend substantial amounts on awareness advertising. For the supermarkets and other retailers, a simple but bright, colourful in-store display will work wonders at catching people’s attention. This is covered in The Consumer section.

With the personal finance markets being extremely competitive advertising and promotional spend has been essential– both above the line (television, radio, newspapers, outdoor, Internet) and below the line (direct mail).

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Advertising expenditure of the main retailer financial providers
Mintel here includes advertising data for the financial operations of the major retailers in this sector. The data, collated by Nielsen Media Research (NMR), encompass television, radio, press, cinemaand outdoor advertising as well as direct mail (excluding door-drops and inserts).

Mintel http://0-academic.mintel.com.wam.city.ac.uk/sinatra/oxygen_academic/search_results/show&/display/id=395647
Home Shopping - UK - March 2009

The changing dynamics of multichannels in Home Shopping
UK home shopping has moved online – Mintel estimates that e-commerce accounted for 70% of all retailspending from home in 2008. But, the online channel is currently dominated by store-based retailers – the leading grocers, plus the likes of Argos, DSGi, M&S, Next, and John Lewis. Collectively, their turnover is twice the size of either pureplayers or other distance sellers’ (ie catalogue, direct or TV sellers) online sales.

E-commerce will increasingly become the lead channel for the traditionalhome shopping operators, especially the catalogue retailers. Indeed, that is already the case at Shop Direct Group, Otto UK, Redcats, and many specialist catalogue brands like Boden.

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UK home shopping has moved online – Mintel estimates that e-commerce accounted for 70% of all retail spending from home in 2008. But, the online channel is currently dominated by store-based retailers – theleading grocers, plus the likes of Argos, DSGi, M&S, Next, and John Lewis. Collectively, their turnover is twice the size of either pureplayers or other distance sellers’ (ie catalogue, direct or TV sellers) online sales.

E-commerce will increasingly become the lead channel for the traditional home shopping operators, especially the catalogue retailers. Indeed, that is already the case at ShopDirect Group, Otto UK, Redcats, and many specialist catalogue brands like Boden.

Teleshopping company QVC’s online sales are also growing, although not as rapidly as the mail order sector. However, TV shopping as a business model is struggling to grow in the UK.

E-commerce does seem to work well in conjunction with a catalogue, stores or both. Multichannel, particularly with stores, is aconvincing model. But, with the notable exception of Argos, and to some extent Tesco and Next, there is some way to go before retailers achieve that desirable mutually cohesive and supportive structure across channels. Using stores as a collection point is comparatively straightforward, but as a returns point it is much more complicated.

Despite all the talk of multichannel, the potential of...
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