Thirty Thoughts at 30
We’ve recently celebrated our 30th birthday at HRG, and we’ve taken the time to reflect on what we have learnt during our time in the industry. We are no stranger to the constantly shifting landscape and we’ve witnessed trends work out beautifully and others fail at the first hurdle.
But most importantly, each of these have been a learning curve and we’ve learnt to adapt with every brand & retail evolution.
App’s have become an incredible part of digital strategies, with many of our smartphones filled with useless (and pointless) applications. But Progressive Web Apps are equally as important in our modern economy. They take advantage of the latest technologies to combine the best of web and mobile apps.


The human approach means everything. We relate to people; we buy from people. In reality, even the brand is a person. If we’ve learned anything in 30 years, it’s that we cannot forget the concept of personality in all aspects of marketing.


Brands, retailers, marketeers, creatives – we may have once thought that we fuelled the success of a brand. In reality, brands truly live within the mind of the consumer and it is this opinion which can make or break us.


In a saturated market, simply having a good product is no longer enough. Shoppers now seek brands who align with their personal values. Whether that value is health, achievement or just something to ‘gram’ about, communicating the right message at the right time in a shopper journey is incredibly important. 


The last decade has seen a momentous shift in the GTR channel. What was once the opportunity for tax-free purchases is now a platform for some of the most engaging and theatrical brand activations. Even as GTR faces difficulty in light of the current situation, it will once again become a stage for innovative shopper experiences.


We have learned to see creativity as much more than a platform for the next design award. It is the way in which our creative thinking can lead to a clean, easy to understand and relevant shopper strategy. Similar to our comment on digital design, it is the user experience which elevates any form of creativity.


From circling Christmas gifts in the Argos catalogue to sifting through the latest fashion trends laid out by Next, we once brought the retail experience into our homes with hefty literature. But consumer tastes have changed over the years, moving towards internet purchasing for convenience. Retailers with a history in printed catalogues have learnt how to transform the nostalgia of flicking through pages into inspirational digital experiences, as well as tactile physical engagement.


Yes. We have no doubt in our minds that every agency who uses the word omnichannel is faced with some form of eye-roll. But we cannot forget the importance of it. Consumers are everywhere, all the time. Which means that in order to succeed, brands must assume a multi-territory strategy which answers consumer demand in any format; and more importantly, at any time. 


With over 30 years in the industry, we’ve seen the rise of the pop-up as a key marketing strategy. And we certainly don’t see that trend slowing down anytime soon. From traditional retailers through to innovative DTC brands, there will always be scope for pop-up retail. 


Daniel Kahnemann identified two different systems for decision making. System one focuses on our emotional approach to decisions, the way our brain instinctively works. System two is considered, it is rational and requires far more thought. Throughout many years, we’ve come to understand the rational and emotional cues which define the shopper experience and influence their decision. 


A one-word insight which carries so much weight in the world of retail. We could not discuss our learnings in 30 years without reference to this eCommerce juggernaut. From its compelling Prime incentive scheme and introduction of the cashless store, through to its recent partnership with Morrisons, Amazon is quickly becoming one of the most important channels for brands to maximise.


Subscription models have been around for a long time. It could be argued that the success of Netflix is one of the big factors which has helped to normalise the model and it now represents a significant part of retail. Everything from Amazon Prime, to Whisky tasting clubs, to meal kits are enjoyed by consumers on a regular basis delivered right to their doors. 


Seemingly out of nowhere, the influencer trend appeared and shifted the course of retail forever. With such a wealth of choice in every sector, we find ourselves placing trust on influencers; perhaps even more so than the brand itself?


But we’re not talking just recycling bins. We’re talking sustainable beauty regimes, ethical fashion purchases, and planet-friendly production. Sustainable was the buzzword of 2019, and yet continues to make an impact on our buyer behaviour.


Over the years, we’ve seen some impressive introductions within the VR / AR environment. From headsets for gamers through to virtual fashion try-ons, we are not averse to a little digital reality. However, as we become accustomed to VR as the norm, we’re looking for more advancement. The technology must become slicker, more user friendly, and far more exciting.

