Tag Archives: online shopping

News, Retail & E-commerce

The next Danish invasion is live

First came the Vikings. Then came ‘hygge’. Now, the next Danish invasion of the British Isles is here: Retail – and the conquest is being led by the likes of Flying Tiger Copenhagen and Søstrene Grene, who are doing it in an innately Danish way, mixing authenticity, community, and Hybrid Retail-technology.

Recently, Deloitte determined that 2023 would be characterized in the UK as “a defining year […] as retailers took their first steps towards deploying Generative AI and other technologies at scale”.

In fact, Deloitte highlights the merging of digital and physical into Hybrid Retail as a vehicle for new consumer experiences in 2024[1]. A movement led by Danish e-commerce and brick-and-mortar retailers.

Authenticity is the new retail currency

Some 10-15 years ago, Scandi-noir became part of the British vernacular, as ‘The Killing’ had become the best Danish UK export since bacon. A large part of the appeal was the character Sarah Lund’s authenticity.

Since then, authenticity has only gotten more popular among Brits. In fact, 3 out of 4 UK shoppers today say that authenticity makes them more loyal to brands, and more than half of consumers agree that retailers who use so-called ‘Direct-to-Consumer’ technology are more authentic[2].

“The success of retailers in the UK like Flying Tiger Copenhagen is not just about price or location; it is about them being authentically Danish. Authenticity is the new retail currency, and they make the most of it. This is reflected in the in-store experience, but even more in the way they embrace Hybrid Retail and use live shopping to engage with customers directly”, explains Sprii’s Intl. Sales ’Director, Macdara Duncan.

Community Retailing turns communication into conversations

However, authentic Scandi-noir-vibes is not the only Danish consumer experience conquering UK-retail in 2024. The Danish concept of hygge also remains a primary driver of community.

New Hybrid Retail technologies, such as live shopping, make it possible to tap into Community Retailing and create a sense of belonging through personalized engagement and authentic shopping experiences[3]. Team Lead Marketing Performance Sara Gammelgaard from Flying Tiger Copenhagen adds:

“We embrace where we come from. Danish culture is a big part of the Flying Tiger Copenhagen-experience. You see it in our shops across the globe, and you feel it, when you connect directly with our employees during a live shopping event. Here, we can integrate our physical and digital retail spaces and create an environment, where communication turns into conversations and customers into communities”.

[1] Source: https://www2.deloitte.com/uk/en/pages/consumer-business/articles/retail-trends.html

[2] Source: https://fashionunited.uk/press/fashion/authenticity-is-now-a-key-new-driver-of-revenue-and-loyalty-for-uk-shoppers/2023032868690

[3] Source: https://retail-focus.co.uk/why-local-retail-communities-are-important-and-how-retail-design-can-encourage-community-retailing/

E-Commerce, Environment, News

Are Woke millennials ignoring the environmental impact of online shopping?

As high street retail continues to deplete and more people shop online, increasing to 19% of all retail sales in December 2019*, a new report by retail marketing experts Gekko shows there’s increasing consumer concern about the environmental and societal impact of this transition and a marked difference in attitude depending on age.

The younger generation may tout their eco credentials but they are more easily lured into wasteful spending and shopping online with over half (53%) of 18-24 and 46% of 25-34 year olds admitting to being tempted into buying things they don’t need online, with just 19% of canny 55+ year olds saying the same.

More than five times as many 18-24 as 55+ year olds admitted to regularly buying goods online that they regret, so return them – 17% versus just 3%. And 45% of 18-24 and 42% of 25-34 year olds also admitted to being wasteful buying items they didn’t want and failing to return them, compared to only 17% of older consumers.

Surprisingly and despite the high profile of Extinction Rebellion and Greta Thunberg, younger shoppers make less conscious choices than some may think about the environmental impact of online shopping versus older consumers. In general, 73% of consumers are concerned about excess packaging associated with online purchase and deliveries and 74% are worried about the amount of single use plastic in packaging.

However, just over a third (38%) of 18-24 and 33% of 24-35 year olds are unconcerned about the use of excessive packaging. This compares to 19% of over 55 year olds. And despite it being such a huge national issue and talking point over the last year, 34% of 18-24 year olds and 31% of 24-35 year olds aren’t concerned about single use plastic, versus 19% of over 55 year olds.

Even the gig economy does not seem to be a problem for the generation arguably most likely to be more exploited by it, with 50% of 18 to 24 years olds unconcerned about online shopping increasing it versus 33% of 55+ year olds. And 44% of 18-24 year olds don’t fret about the impact on the High Street and local economy of online shopping, versus 23% of 55+ year olds.

According to Daniel Todaro, MD of Gekko:

“Younger generations spend more time online and are therefore less inclined to resist that impulse buy. They are far more likely to buy things they regret, order more than one size, items they never intend to keep and send the goods back, but this convenience has an environmental impact.

“The future of the High Street is a vital societal component and offers a more ethical approach to shopping. If you can try before you buy there’s less transport, packaging and waste without the need to order multiple sizes or colours of the same item.

“The High Street sustains the heart of a community, no shops means no point heading to the High Street – there’s only so much coffee a community can afford or want to drink.”