Weekly Focus Europe: Industry Stalwarts Shake Up Retail Agency Sector with Tapestry Agency

In this edition of Weekly Focus Europe: Industry Stalwarts Shake Up the Multi-channel Retail Agency Sector with the Founding of Tapestry AgencyKelkoo Group Announces New Commercial Director to Help Boost Retailers’ Return on Ad Spend; and Geometry UK Unveils ‘The Flagship’: A Ground-Breaking Retail Innovation Space.

Industry Stalwarts Shake Up the Multi-channel Retail Agency Sector with the Founding of Tapestry Agency

Marketing veterans David Lockwood of Boden and, formerly Laithwaites Wine, and Robert Colquhoun, formerly of Myakka and Dream Direct, have joined forces with Lara Bonney, formerly of Long Tall Sally and Epsilon Abacus, to co-found a customer-first, data-driven multi-channel retail marketing consultancy.

The trio will use their many years of ‘client-side been there and done it’ experience with data and media to create and turn insight into marketing recommendations that help retailers grow smarter, faster, more profitably. 

David Lockwood, director analytics, said: “The customer is at the heart of everything we do. We start with customer data, analyse it to understand it, then apply our insight and experience to recommend cross-channel marketing strategies that recruit and retain customers. We consider a customer’s lifetime value and engagement with the brand we are supporting, then we consider the brand’s ambition and constraints to develop growth plans to scale their business in a way that is affordable, actionable, and at the right pace. In short, we combine clever tech and analytics, some of it unique, with guru customer and marketing expertise to deliver practical and proven multi-channel strategies.”

Lara Bonney, director client services, adds: “While we have a lot of offline data experience, Tapestry is channel and media neutral, everything may be pulled into play. Digital extends beyond acquisition and, conversely, customer retention extends beyond traditional email and catalogues. Customers use them all, and so will we: social media, email, display, paid and social search, search engine optimisation, influencers, content, mobile, catalogue, inserts, off-the-page advertising, TV, outdoor, door drop, point of sale, and more.”   

Robert Colquhoun, CEO, concludes: “We think there is a gap in the market to offer a more personalised service to small to mid-sized retailers; and we are delighted to have two fast-growth brands onboard already, BAM Bamboo Clothing and Spoke London.”

Both David and Lara were recognised by Data IQ Top 100 as one of the most influential people in a data driven business in 2016 and 2017, respectively.

Geometry UK Unveils ‘The Flagship’: A Ground-Breaking Retail Innovation Space

Geometry UK, WPP’s modern retail experience agency, has unveiled an innovative retail environment branded ‘The Flagship’.

Packed with future-facing technologies, The Flagship is an immersive space created to allow brands and retailers to prototype, test and trial tech that influences shopper behaviours and purchase decisions. It is a permanent fixture within the UK agency.

Named to reflect the focal point of every retail portfolio, The Flagship focuses on crafting seamless digital/physical shopper experiences fit for the new retail landscape, currently being shaped by the likes of digital-first companies such as Amazon.

Stocked with over 15 types of technology inside a completely unique 3D, immersive floor-to-ceiling projection space, Geometry can recreate over 140 immersive shopping environments and experiences. For example, brand owners and potential shoppers can navigate supermarket aisles, browse in corner shops, pick and choose in specific environments, like a DIY store, and shop for convenience goods at a petrol station.

The Flagship will help determine which planograms, in-store creative, and technology work best by using emotion and engagement determination. In turn, this will help optimise which layout is most likely to drive product sales and deliver category growth.

Behind the suite of technologies

Geometry UK is home to over fifteen shopper/retail technologies, curated with technology disrupters and innovators. 

Currently part of the tech collection:

Tech shopping habits:

  • Heatmapping (ExposureAnalytics)
  • Immersive projection of retail environments (Projection Artworks/Kantar Consulting)

Tech helping shoppers find products:

  • Centrally managed, contextually relevant digital OOH content (Appspace)
  • Proximity marketing and shoppable mannequins (Iconeme)
  • VR Retail with Oculus – Apache

Tech helping shoppers choose products:

  • Gender, emotion, age determination (ExposureAnalytics)
  • RFID technology (EventsTag)
  • Mixed Reality  (VMI)
  • Touch tables (Arcstream)
  • Voice technology (Amazon and Google)
  • 3D Face mapping (Fuel 3D)
  • Holographic fan (HYPERVSN)

Tech helping people buy products:

  • Virtual mirror and Endless Aisle (Magic Mirror)
  • Pay and Go (Mishipay)
  • Shelf monitoring and automated ordering (Jaggu)

Tech gathering shopper feedback:

  • In-store customer feedback devices (Twistar)

Geometry capabilities include experiential, omnichannel & ecommerce, B2B & trade, retail & shopper, brand & design. The iconic client portfolio, among others, includes: GSK, Unilever, Coca-Cola, Emirates, Gore-Tex, Kimberly-Clark, Diageo, The Royal British Legion.

Kelkoo Group Announces New Commercial Director to Help Boost Retailers’ Return on Ad Spend

Kelkoo Group, the leading pan-European ecommerce advertising and shopping comparison service (CSS), has announced the appointment of Simon Reed as the new commercial director to drive sales and boost return on ad spend (ROAS) for the group’s partner retailers.

Simon Reed, Commercial Director, Kelkoo Group

Based out of group’s London headquarters, Simon will have responsibility for building strategic client partnerships and engagement with media agencies across Europe and the group’s marketing and communication functions.

Simon joins Kelkoo Group at a pivotal period, following the announcement of a new Shopping Ads partnership with Google, offering retailers an average savings of 32% on total ad spend by bypassing the premiums faced by retailers on Google Shopping.

With over 15 years’ experience in advertising, having previously held director-level positions at tech firms AOL and Microsoft, Simon has experience managing EMEA-level trading deals for subsidiaries such as Omnicom, Publicis, Aegis, and IPG. He joins Kelkoo from Hearst, where he held the position of international trading director.