4. LOCATION-BASED
MARKETING
Geo-targeting and GPS-connected apps have
also given rise to an increased focus on
location-based marketing. BIA/Kelseyâs
2016/2017 Local Commerce Monitor report
indicated that location-aware advertising is
experiencing the most growth in the mobile
sector. Geo-targeting improves the accuracy and
response potential of a campaign and reduces
wasted advertising expenditure. Nearly half of
the surveyâs respondents who use location-aware
mobile advertising gave it a return-on-investment
rating of excellent (for 10-19 times the return) or
extraordinary (20 times the return).
Key benefits of this type of marketing are its
relevance to space and place, and its ability
to target consumers exactly where and when
companies need to.
TREND IN ACTION
Waze and billboards: When you drive with Waze, it shows you adverts based on whatâs
closest to a userâs location, for example, a fast-food outlet in a 1km radius. Absa used
this capability in 2017 on the N3 South in Johannesburg, where Waze would show an
advert for Absa once users reached a particular location along the highway, and 500m
later there was a physical Absa billboard on the route, which reinforced the campaignâs
message to the users who had an intersecting interaction with the brand across two
different platforms.
Fast-food sandwich outlet Subway organized a campaign to increase the number
of people eating at its restaurants in France by using geo-targeted adverts. The
campaign targeted people within a set radius around each restaurant during prime
lunch and dinner times. It also targeted pre-determined user profiles with well-defined
parameters. The campaign showed users in the location and profile catchment group a
Subway ad and then showed the distance to their closest Subway restaurant.
ink
6. S-COMMERCE
2017 saw brands beginning to use social media
platforms as a direct path to purchase, and 2018
will see this s-commerce trend gain momentum
in a big way. The lines between social media and
e-commerce are blurring, with various platforms
offering payment options to both small and large
enterprises. Some of the options available include:
paying via WeChat, ordering pizza via Twitter
using emojis, and using Snapchat and Snapcash.
Another popular sub-trend within s-commerce is
brands rewarding consumers with discounts or
specials for promoting their campaigns on social
media platforms.
TREND IN ACTION
Opel created a different way of integrating s-commerce in
their recent campaign on YouTube where they invited their
fans to make and post videos and allowed fans to âbuyâ a new
car with the views from their video. There were three cars for
their online sharing campaign, costing between 589,900 and
922,800 YouTube views. Which meant that each view equated to
approximately âŹ40 in value.
Opelâs idea is an extension of the viral phenomenon on Twitter
of a Wendyâs customer in the US who tweeted, âHow many
retweets do I need for a yearâs worth of chicken nuggets?â He
did not get the required number of retweets but Wendyâs still
gave him his chicken nuggets.
David Harbour, an actor on Stranger Things, recently appeared
in a high school seniorâs yearbook photos wearing the schoolâs
sweatshirt and holding a trombone. The senior had tweeted
the actor asking how many tweets it would take for him to be
photographed with her, and he replied that if she got 25,000
heâd do it. At last count, sheâd received 30,191 retweets and
Harbour held up his end of the deal.
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9. AUTHENTICITY
AND HONESTY
Transparency and honesty were key for creating a
healthy brand in 2017. This trend shows no sign of
slowing down and is expected to have a significant
impact on brands as they respond to customersâ
demands for transparency, authenticity and honesty
in 2018. This trend is being driven by an increase in
connectivity, job automation and the intensifying search
for meaningful consumerism.
A connected world means that it is harder than ever to
ignore the negative impacts that consumerism has on
the planet, society and our own health. It also means
that consumers have more access to information
regarding how brands act internally and externally,
where they source their products from, how they treat
their products, and how they treat their employees.
TREND IN ACTION
TOMS, the shoe brand, believes in âbuying one giving oneâ and
for each pair that it sells, the company donates a pair of shoes
to underprivileged communities.
In South Africa, beauty salon chain Sorbet has created an
organisational culture that emphasises servant leadership. The
founder, Ian Fuhr, believes the purpose of life is to give, which
he teaches in his induction training that all of Sorbetâs citizens
(employees) go through.
Truworth Wellness, a company in India, has an app that rewards
employees for following health plans with points that can be
exchanged for health products. The app also helps employees
manage their sleep, relationships and emotional health.
Checkers partnered with Gordon Ramsay and his daughter to
create a new range of kidsâ meals and snacks, Oh My Goodness,
made entirely from natural ingredients with no preservatives.
The range is healthier for kids, so parentsâ minds are put at
ease about what their kids are eating, and the products are still
tasty for kids.ink
11. AUTHENTICITY
AND HONESTY
TREND IN ACTION
Whole Foods Market in the US sells sustainably sourced tuna
and its food bars and venues label their food with calorie
information.
The Japan Gibier Promotion Association started using
blockchain technology with game meat, increasing the
traceability and safety of wild game sold for food.
A supermarket in Germany, Edeka, removed all the foreign
products from the shelves in its Hamburg store. This left the
displays fairly empty and highlighted to consumers how much
of the food they consume comes from other countries. The aim
was to encourage appreciation for diversity in people, food and
products.
ink
12. FEWER STORES,
MORE STORIES
The retail store model will continue to evolve in 2018.
A key driver of this is convergence; where retail is
becoming a linked digital and physical service. The
physical store is a key component of the new retail
ecosystem in terms of offering experiences that engage
with shoppers and entice them to linger. It is important
to understand that retailers are no longer simply a point
where inventory comes in and cash goes out, but rather
a provider of quality experiences and services in order
to encourage consumers to return to the store.
âStores canât be just about distributing products. They
need to be about distributing experiences: less stores,
more stories. That means putting less emphasis
on shopping and more emphasis on entertainment,
hospitality, and community.â â Doug Stephens at
Business of Fashionâs VOICES.
TREND IN ACTION
Samsungâs three-story store in New York offers consumers the
opportunity to sign up for workshops, test the companyâs latest
devices or stroll through a Samsung VR tunnel.
Moby Mart is a convenience shop that comes to customers in a
vehicle created by Himalafy, Wheelys and the Hefei University
of Technology. Itâs just a prototype operated by humans for now,
but in the future, it will be automated and incorporates eco-
friendly values with an engine that is powered by electricity and
solar panels.
Alibaba, a massive online marketplace in China, has opened
Hema stores combining the convenience of online shopping
and the physical experience of brick-and-mortar stores. It is
expanding its footprint in the Asian region, with at least 30
new stores expected to be opened by the end of 2018. Amazon
has followed a similar path by opening up physical stores in
America.
NYCâs STORY Store reboots every few months to bring in a new
range of merchandise to sell and a story to tell. Itâs based on the
premise of storytelling, where the products tell a story about
the store.
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14. COLLABORATIVE
RETAIL
Diversification and collaboration are the order of the day
in 2018. Current economic realities are forcing brands
that want to stay relevant to come up with smarter,
innovative offerings that directly overcome a consumer
pain point or meet a need. Brand collaborations are
also on the rise and will increasingly be used to offer an
ecosystem of products and services to consumers that
appeal to their lifestyles and aspirations. At the heart
of this is knowing what consumers really need and
want, not just from what they say but because of their
lifestyles and stages, and creating products, services
and experiences to meet these.
TREND IN ACTION
Woolworths has opened a takeaway restaurant in Cape Town
called Now Now that offers affordable and fresh food for
takeaway. The restaurant works as a conventional eatery as
well as via âclick and collectâ where customers order via the
Now Now app and then go and collect their food.
Womenâs Health partnered with Adidas to create a fitness
event for women called Fit Night Out, hosted in Cape Town and
Johannesburg. The event included multiple fitness classes over
the afternoon and evening as well as a goodie bag and stalls
related to female fitness.
Amazon acquired Whole Foods and expanded its online
inventory, changed the Whole Foods pricing strategy and
extended its physical store footprint. Both brands benefited
from the acquisition and collaboration.
Supreme, a purposefully scarce fashion brand, and Louis
Vuitton, a luxury fashion brand, collaborated on a line of co-
branded products. This took advantage of the fans who love
each brand. The line was only sold at specific pop-up stores
in Tokyo, Paris, Los Angeles, Beijing, Sydney, Seoul and Miami.
Reducing the supply of the products increased the demand
exponentially and created a one-of-a-kind experience for
customers.
ink
16. FEM-POWERMENT
FOR ALL
Over the past few years, women all over the world have
increasingly confronted and challenged stereotypes.
Theyâve started to speak out and place a spotlight on
conditions, behaviours, opportunities and people that
have hindered, or even violated, them in the past.
In 2018 stereotypes are going to be further challenged,
especially stereotypes about women. Itâs a year for
new perspectives, for discovering the many facets of
femininity and embracing the power of genuine self-
acceptance. Marketers would be wise to challenge
stereotypes in all forms by really getting to grips with
the nuances of womenâs identities and portraying them
through the lens of authentic insight and not predefined
parameters.
TREND IN ACTION
Rihanna launched her brand Fenty Beauty in 2017. Fenty Beauty
aims to fill a void in the beauty industry by focusing on a wide
range of traditionally omitted foundation shades, from the
lightest to the darkest and everything in between.
British musician FKA Twigs created an Instagram magazine
in October 2017 that celebrated the heritage and creativity in
braided hairstyles with images of different styles and models.
Moringa School hosted a coding bootcamp for women in Kenya.
They opened the course to 100 women and offered them a 50%
subsidy. Moringa school also has campuses in South Africa and
Ghana.
I-cut is an app created by five Kenyan girls that helps those
affected by female genital mutilation. The Kenyan girls took part
in an initiative held by Google, Verizon and the United Nations
that teaches girls entrepreneurial, tech and leadership skills.
ink
17. REDEFINING
BEAUTY
Globally the stereotypical concept of beauty has been
under fire for some time. 2017 saw the start of many
different women taking a stand against having to conform
to a particular style of beauty. 2018 will see this trend
continue, with beauty becoming a holistic concept that
speaks to both the internal and external aspects of being
a woman. Women will decide for themselves what makes
them truly beautiful and no longer sheepishly follow what
brands dictate in this space. Consumers will dictate their
definition to brands, rather than the other way around.
This drive has been propelled by the increase of
information online, which has educated consumers in
terms of appreciating how every person is different.
Related to this is the rejection of the one-size-fits-all trend.
Consumers want to be treated as individuals and eschew
brands that fail to cater for their needs. Itâs an extension
of last yearâs trend where beauty was personalised,
stereotypes were dismantled, there was an increased
interest in man makeup and a surge in body positivity
campaigns that celebrated different sizes and skin colours.
Not only will the future be more beautiful, it will also be
more inclusive, personalised, diverse and inspiring.
TREND IN ACTION
Korea Grandma, a 70-year-old YouTube star, showcases beauty,
fashion and lifestyle tips in a bubbly manner. Sheâs redefining
the definitions of both beauty and ageing in a modern way.
Americaâs Top Model, notorious for having a very narrow
definition of beauty, especially with regards to age, has changed
its tune for the 24th season that premiered in January 2018.
There is no longer an age limit and contestants are more
diverse in shape, size and colour than in any of the previous
seasons.
India held its first transgender beauty pageant in August
2017, and the winner, Nitasha Biswas, was crowned Indiaâs
first Miss Transqueen. Biswas will represent India at the Miss
International Queen pageant in Thailand in March 2018.
Audi created a campaign in 2017 called #untaggable that
explored the definition of beauty and challenged stereotypes by
featuring a woman with albinism who is a lawyer, model and
activist as the campaignâs star.
ink
18. AGE
APPROPRIATE
2018 will see a stronger emphasis on the beauty and
skincare needs faced in different stages of life, particularly
before the age of 20 and after 50. The beauty industry
has traditionally ignored the tween and older audiences,
or has lumped people in these age groups together as
homogenous entities. More focus is being given to the
individual needs of these markets as brands start to
realise just how powerful they are and how much longer
people live. The homogenous categorization after 50 is
no longer relevant as people are living beyond their 80s
and 90s, and a personâs skincare needs at 50 are vastly
different to those at 70 and 80.
Cosmetics brands are also starting to focus on anti-ageing
and age-defying properties and ingredients. These were
previously hallmarks of skincare products, but are now
straddling the cosmetics sector too.
Younger age groups, tweens and teens, are also being
catered for with specifically tailored lines of skincare and
cosmetics.
TREND IN ACTION
No 7 has a foundation that has a serum which lifts, illuminates,
hydrates and has SPF.
Lime Crime is a vegan-friendly, affordable online cosmetics
brand that is aimed at teens.
Glossier has captured Millennialsâ interest by using more
optimistic terms in its marketing, such as âage betterâ instead
of âanti-ageingâ.
A UK brand, B.Strong, has released a skin care range for
women over 60.
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23. ROOT-TO-STEM
Intentional waste reduction, including reducing food
waste by employing methods like nose-to-tail cooking,
where every part of an animal is used, has become
increasingly popular. And the latest iteration of this
is the trend of cooking root-to-stem, which involves
making the entire vegetable or fruit consumable,
including the stems and leaves that are usually
reserved for composting.
ink
TREND IN ACTION
Pickled watermelon rinds, beet-green pesto and
broccoli-stem slaw.
Chiara Organica is a pizza in Sweden made from leftover spelt
grains from a brewery. The result is a high protein and fibre
crust that is also lower in sugar.
In an interesting non-consumable example, a Berlin-based
accessory company is creating a line of handbags that are
made from apple leather, which is 80% apple waste from apple
juice production. It is 100% vegan and biodegradable.
24. MIDDLE EASTERN AND
ASIAN FLAVOURS
Consumers have become increasingly interested in
adventurous culinary experiences with flavours and
cuisines from regions outside of their usual fare.
Middle Eastern, Asian and Persian food from Israel,
Morocco, Syria, Lebanon and the Philippines are likely
to take centre stage in 2018. Flavours from these
regions include cardamom, zaâatar and harissa and
are dominated by bitter and sour notes.
ink
TREND IN ACTION
Harissa, cardamom, zaâatar, shakshuka, grilled halloumi, lamb, pomegranate,
eggplant, cucumber, parsley, mint, tahini, tomato jam and dried fruits.
Frutarom Industries recently purchased 60% of a Southeast Asian savoury
flavour and fragrance solutions company called Mighty, and has incorporated its
flavour and fragrance profiles into their product range.
26. SCIENCE
FICTION
In 2017 there was a surge of commercial funding for
the development of a burger made from vegetables
that also looked like, cooked like and tasted like meat.
This project has spurred the technology and science
sectors to continue collaborating with the food
industry in the creation of non-dairy dairy products,
like nut milks, grain milks and vegetable milks,
cheese and yoghurt. And now the revolution may
extend to fragrances too. As personal DNA testing
becomes more affordable and prominent, fragrances
can become even more bespoke by being matched to
your unique genetic make up.
ink
TREND IN ACTION
In China, Tesco is testing a safety bag that removes pesticides
from fruit and vegetables. The bag interacts with light to break
down the pesticides, which can then be washed off.
IKEA created a recipe series, where the recipe was printed on
baking parchment with food-grade ink. The user would then
place each of the ingredients on the spaces provided on the
parchment, roll up the parchment and bake in the oven for 20
minutes, bringing IKEAâs expertise in simplicity to cooking.
In Finland and Scandinavia McDonaldâs created a McVegan
burger that still looks like meat and which appears on the
regular menu.
Marmite conducted research to discover if there was a genetic
predisposition to like or dislike Marmite. They found that there
were 15 different gene variations that contribute to liking
Marmite, but that environmental factors have a strong influence
on whether a person likes Marmite or not.
27. LEGAL
CANNABIS
With the legalisation of the possession, cultivation and
private use of marijuana at home in South Africa, and
the rapid legalisation across America, we could well
see the infusion of cannabis into foods and drinks in
the future.
ink
TREND IN ACTION
In a non-consumable example, cannabis suppositories made
with organic cocoa butter have been created to help curb the
pain that can be associated with womenâs menstrual cycles.
A cannabis oil-infused four-course gourmet âDankquetâ meal
at a members-only club called NSFW was organised by Daniel
Saynt, whose main proposition is that drugs are responsibly
entertaining. He created the event as an educational experience,
where people can learn how to do normally unsafe things.
A salon in California, Bellacure, has launched a cannabis range
that includes manicures, pedicures, scrubs and other body
products.
28. ink
Welcome to Liquorish Inkâs new Trend Tracking division.
Trend Tracking is focused on identifying key trends from across
the African continent and delivering key insights to help clients
redefine the markets within which they operate.
For more information please contact Leigh-Anne Acquisto @
leigh-anne@liquorishink.co.za.