With technology taking a greater importance in how consumers behave in-store and with Omnico planning lead generation tactics, Firefly spotted an opportunity to create a high impact research campaign harnessing the power of research. With trends in showrooming, queuing and technology all identified, Firefly devised a research led campaign to help Omnico deliver brand messages through the media and social channels, in support of their sales campaign.
Our research campaign consisted of multiple sources that provided a holistic view of the state of our high street.
The major part of our study consisted of field research on Oxford Street and Regent Street, with team members visiting 91 stores in the Oxford Street/Regent Street area, checking for a range of retail technology in use, such as click and collect, mobile/tablet point of sale staff, touch screens and more. This provided us with an in-depth look at the state of technology on one of the UK’s busiest high streets.
To support the main bulk of our research, we also commissioned omnibus research delving into consumer opinions on key trends such as queuing, showrooming and mobile. This enabled us to create timely and interesting stories on the average queue time in the UK and the extent of showrooming amongst smartphone enabled consumers.
Finally, we also conducted vox pop interviews via ‘man on the street’ research, asking shoppers their opinions on the state of technology on the high street, providing us with an extra layer of insight and content to support our campaign.
With our research complete, Firefly delivered stories that would gain attention in key media outlets. Following these stories, Firefly sold in the full results of the high street research to national, retail, marketing and technology press. Firefly also produced a raft of digital content, including vox pop videos, photography to accompany the stories, a queuing infographic and an in depth-whitepaper.
We’re delighted to have been nominated for the ‘Best Use of Research’ category as it highlights that effective and well thought out research campaigns can generate results that can make the difference in clients’ business objectives.
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