In the latest “Something for the Weekend” blog, Starcount’s curated blog series you can find stories on urban planning challenges, LGBTQ+ marketing pitfalls, customer experience competition, Burberry’s sustainability targets and Uber’s new app updates. Read the latest news updates the Starcount team has been talking about. Enjoy the sun this weekend!
The City of Tomorrow: challenges and innovation in the urban environment
By 2050, 70% of the world’s population will live in cities. The task of feeding populations and providing basic services such as sewerage, healthcare, infrastructure, energy and mobility while meeting their aspirations for a satisfying quality of life becomes more complex. Urban planners, architects and suppliers of mobility services are the ones who must confront these challenges and will face unprecedented pressures in the future. This article contains a downloadable report detailing Ford Mobility’s solutions for the future.
Nigel Paice, Starcount’s Location Planning Lead describes the importance of these changes from a retail perspective – “Organisations are having to adapt to effectively service demand off- and online, balancing their physical and virtual channels and user experiences to meet customer expectations. Organisations who can leverage data about changing customer demand and channel behaviours to serve their customers will better suit the future urban environment and prove the most effective providers of services in the future.”
Click through to our blog ‘The strategy of location. What makes the retail sector tick‘ for more information on the importance of location planning in developing a blueprint for success.
How customer experience is building brands and businesses
According to members of the CX50 (top 50 customer experience professionals), customer experience doesn’t just make people feel good, it translates into tangible business results. With the CX field becoming increasingly competitive, which companies are getting it right? Featuring British Airways, Nationwide and Deliveroo read more about how companies are delivering top-notch CX and driving business results through innovative ideas.
Chief Data Scientist, Chris Gartside and Client Director, Nicola Davis comment on the growing importance of customer experience in the retail environment – “Historically, effective retailers have been focused on the customer. As the market place becomes more competitive and retail is now evolving to be more experiential rather than solely transactional, it makes sense that customer experience is now the foreground of focus. In our opinion, the true winners will strike a balance between customer, data and experience spreading the focus and efforts across all three.
Data, especially customer data, offers insight into how customers behave and helps to direct a retailer on where to focus its attention. However, insight without action is worthless. Action driven through customer experience will yield results and data will help to prove it’s worth and seek out the next opportunity.”
The 3 pitfalls of LGBTQ+ marketing: failure to represent society both inside and out
In June, rainbow logos line the streets and shop windows as brands show their support for Pride Month, but are these companies actually making incisive changes from the inside out? Jan Gooding chairman of Stonewall LGBT charity states ‘What brands need to understand is that it’s not enough to just ‘go rainbow’ – they need to earn the right.’ This article explains the common marketing pitfalls and how to avoid them.
Sales & Marketing Executive, Anthony Thompson comments on the importance of authenticity in marketing initiatives – “Delivering the right message can be a challenge for brands when supporting social movements such as Pride Month. With brands held up so close to the spotlight, it is important to show authenticity and an in-depth understanding of both brand culture and customer base. Customer understanding plays a crucial role in driving positive change with a focus on progressive initiatives in marketing and advertising.”
Click through to our blog ‘Pride. It’s not just for June.’ to learn more about how brands can drive positive change and deliver the right message.
Burberry introduces new sustainability targets
Burberry has announced that by 2022 it will reduce its direct operational (scope 1 & 2) greenhouse gas emissions by 95%. By 2030 it aims to reduce its indirect emissions from its supply chain by 30%. This is further to Burberry’s existing target of being carbon neutral in its operational energy company by 2022. Read more about Burberry’s and the fashion world’s endeavours to combat climate change.
Observatory Data Scientist, Hannah Poskett shares her thoughts on the initiative – “Sustainability is becoming an important buying factor for customers today. At Starcount we have seen Climate & Green Issues rise massively as an emerging trend in all industries we have studied recently, from automotive to food, and not least fashion. It’s never been more timely for Burberry to play to another passion point.”
Click through to our blog ‘An Insight into Ethical Fashion’ for more information on the issues facing the fashion industry.
Uber’s latest app update is great for drivers but terrible for riders
Uber has updated its app and there are two significant changes. The first allows users to select their favourite drivers and then give them first refusal on pre-scheduled trips. The second is that drivers will be able to see your desired postcode before they accept a journey. There will be additional notifications for longer-than-average trips, such as the amount of time it will take to reach the destination. Bad news if you live in Bromley or Croydon.
Client Development Manager, James Lamburn comments – “Allowing drivers to see the desired destination seems like a fairly benign change but to some, it seems like a move away from being customer centric. Giving drivers the option to potentially refuse a trip because the destination is ‘too far’ away or in the ‘wrong’ direction might not sit well, especially from an organisation like Uber which historically has always been about the customer and puts a premium on offering the best service, the best price and the best experience for customers.”
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