Standing out online
This time last year retail analysts GlobalData predicted that UK online spend would increase by 29.6% between 2019 and 2024.
Fast forward a year and Covid-19 has compounded this – online shopping has shot sky high this year and it’s on track to have grown by 19% by the end of the 2020 in the UK (Edge Retail). That 19% equates to £5.3bn, taking the UK’s total online spend to £78.9bn for 2020.
The Covid-19 pandemic has accelerated changes in consumer behaviour and it looks set to continue that way for the foreseeable future.
This shift in buying behaviour has presented many opportunities for brands and we’ve seen lots of creativity when it comes to selling products and offering services online. Aside from products being sold online, we’ve seen everything from online workouts to cocktail deliveries.
One company that has really stood out to me is Leigh-on-sea based, The Craft Drinks Company (www.thecraftdrinksco.co.uk) – in ‘normal’ times they cater for events and host cocktail masterclasses. But, over the last few months, they moved their business online and started doing cocktail deliveries.
Online has provided a lifeline for many businesses during the pandemic and it has also allowed customers to continue to get their shopping, drinks and gym workouts amongst other things with ease.
But what’s next?
The online space was already becoming quite crowded before Covid-19 struck and now there are even more businesses vying for customer’s attention.
Now it’s more important than ever for businesses to review their online presence, ensure their proposition is clear and that they have great visuals that are aligned to their brand.
Visually appealing content is crucial to success online, particularly when businesses are advertising on social media.
Here are a few campaigns that really stood out to me over the last few months.