In our latest “Something for the Weekend”, Starcount’s curated blog series we have stories about automotive partnerships, predictions about the end of influencer marketing, Waitrose’s plastic-free initiative and more! Read on to find out what the Starcount team has been discussing. We hope you enjoy and have a lovely weekend
Millennial travel brand Day 8 on the end of the influencer and rise of community
Day 8 is cutting the use of large-scale influencers as it looks to harness its own holiday-makers and build a community that will appeal to the younger generation. The brand believes that the travel industry is “missing a trick” when it comes to marketing to a younger audience and argues that the end of influencer marketing is looming.
Day 8 cut the use of large-scale influencers and started introducing ambassadors – holiday makers who have large social media followings themselves to create a legitimate connection and to build long-term relationships with these ambassadors, who actually have an investment and interest in Day 8’s business by being its customers.
Starcount’s Head of Marketing Kostas Zachoudanis states “People have been confidently predicting the death of the influencer ever since they first appeared pouting out of our phone screens. But influencers is just one of the myriad of ways travel brands promote their services. Travel customers are so varied in who they are and the amount of data they generate is huge – the insights from these data sets can help travel brands understand what motivates and interests their customers in order to market to them in a way that is relevant and essential. We recently conducted a survey using the Starcount Observatory and it’s panel of 1.3 billion people based on their social media and online behaviours to reveal how data can benefit travel brands, allowing them to make more evidence-based decisions”. For further insight from this study please click through to our blog.
Bolt, Uber’s new London rival has one huge advantage: it’s much cheaper
After an aborted first attempt at conquering London in 2017, the ride-hailing app Bolt is returning to the capital with an ambitious plan to break Uber’s reign on the city. For years, Uber has held London’s ride-hailing market in an iron grip – seeing off legal challenges and competition from the likes of Lyft and Hailo. But that could be about to change. Bolt, an Estonian firm previously known as Taxify, has launched in the capital – and is promising to pay drivers more, and charge riders less aiming to chip away at the £80bn company’s lead over the next three or four year.
“Uber has enjoyed an unchallenged existence in London over the last few years and despite making losses, the foothold it had in our capital has proved hugely successful. With the likes of Bolt & Kapten, Uber is facing a different type of challenge. These businesses identified customers’ frustrations with Uber and used them to inform their proposition i.e fixed prices and lower fares. With the emergence of this new competition, Uber will need to better understand its customer base and identify those who might be at risk of switching in order to improve their experience with the brand and maintain its leading position in what is an already crowded marketplace” Karan Singh – Head of Sales
Unpacked: a closer look at Waitrose’s plastic-free trial
Waitrose has gone plastic-free on 200 lines in its Botley Road store in Oxford. On day three of the trial, we visit the store to see how it’s going.
After managing to keep it concealed from the media and public for months, Waitrose began its plastic-free “Unpacked” initiative on 3 June. The trial, which will run for 11 weeks until 18 August, is designed to discover how customers might be prepared to shop differently in the future to cut plastic and packaging waste.
Tor Harris Head of CSR at Waitrose said: “We are determined to build on the work we’ve already done to reduce packaging – and this test will take our efforts to a whole new level as we help the growing number of customers who want to shop in a more sustainable way.
This test has huge potential to shape how people might shop with us in the future, so it will be fascinating to see which concepts our customers have an appetite for. We know we’re not perfect and have more to do, but we believe this is an innovative way to achieve something different.”
Greenpeace UK ocean plastics campaigner Ariana Densham praised the move.
Starcount’s Chief Product Officer Rowena Humby comments “A great move from Waitrose as consumers have voiced their appetite for plastic-free choices at Supermarkets. It will be interesting to see if this gives them a competitive advantage and consumers chose Waitrose in order to “make their difference” to the climate and our planet. I look forward to hearing the impact and results in driving new customers and existing customer uptake.“
The two companies would jointly invest in research and development, engineering and procurement to support volume production of electric cars, allowing consumers to shift away from petrol and diesel cars.
The partnership is seen as an opportunity to cater more effectively for customer needs by shortening development time and bringing vehicles and state-of-the-art technologies more rapidly to market.
Client Development Manager, James Lamburn comments “It seems the race to electric dominance is proving harder than first thought. Multiple brands are now engaged in partnerships in an effort to increase development and get to market quicker. Tesla are leading the way and the rest are playing catch up, therefore. Joining the brain power, manufacturing, and procurement forces of BMW and JLR could, therefore, be a smart move. The EV market feels like a fickle beast at the moment and customer perception is everything. Part of solving the challenges and transforming the market will depend on the ability of car manufacturers to understand consumers’ perception and what motivates them to go electric. This can be achieved by harnessing their data to make evidence-based decisions and tailor their customer communications to achieve greater engagement and subsequently sales”
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