In a world where we have become overwhelmed with the amount of marketing materials we receive in our inbox and letterbox, only a select handful of brands are putting in the time and effort to cut through the clutter – and Royal Mail is one of them.
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Augmented reality (AR) is becoming increasingly integrated into our daily lives. From crazes, such as ‘Pokémon Go’ taking the app world by storm, to popular retail stores such as Zara releasing an initiative earlier this year that enabled shoppers to absorb themselves in an AR experience in-store, AR is being progressively adopted by consumers. It adds an extra layer of digital content to our view of the real world and offers an exciting and immersive consumer experience.
In a time when rapid technological change is causing disruption to High Street retail, it’s comforting to know that my local Waterstone’s branch is in no immediate danger of shutting down (at the time of writing, at least). As I found out myself at the Frankfurt Book Fair last month, the book publishing industry continues to show the resilience, sustained growth and commitment to evolution that suggests it will be sticking around for quite some time.
Working in a world where retail décor, promotion, multi-channel marketing and customer experience are always front of mind, I have a heightened awareness of my own ‘customer journeys’, how they make me feel and how effective they are at making me try and buy.
A lot has changed in such a short space of time. The BBC’s Blue Planet II series achieved exactly the response it desired – supermarket chains are aiming to eliminate plastic packaging in years to come, single-use plastics are being dropped by a variety of food and drink outlets, and alternatives to plastic are already being trialled for use as food and drinks packaging.