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EDITORIAL How savvy retailers are capitalising on their reputation to drive sales

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In today’s InternetRetailing newsletter we’re reporting on how retailers are capitalising on their reputation and engagement techniques to drive sale and conversion rates.

We cover on the ONS’s June 2018 Retail Sales report, which suggests that widely-advertised events such as the World Cup along with hot temperature motivate shoppers to get out of their homes and hit high street’s grocery and department stores, yet holding off on spending high-ticket items including electrical and home items due to Brexit-related uncertainty.

Amazon’s Prime Day official sale results marked the biggest-selling event in its history, with a broader effect on the UK retailers that saw an uplift in sales, despite reported outage and strike, emphasising the fact that popular events have a ’shopping-fever’ effect on consumers.

Hotel Chocolat is also capitalising on a customer engagement techniques to drive sales by attracting in-store clientele with chocolate lock-ins, chilled chocolate and cocoa beer. The retailer says it’s converted 200,000 new online customers

Whereas, Sports Direct says that its focusing on developing a new generation of stores while improving its customer offering across all channels as it saw revenues rise by 3.5% year-on-year.

Similarly, Asda is also looking at “improving [its] operations to meet [customers] expectations” by considering closing its Enfield Home Shopping Centre with the loss of more than 260 jobs, following a recent opening of two fully automated home centres in London.

Today’s guest comment comes from Dr Jamie Graves on how retailers use their customers’ personal data securely to deliver a personalised customer service that’s GDPR compliant.


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