Consumer & Tourist Engagement for Retail

Connected York Mobile App

The Project.

Retail is struggling. Footfall is declining. How do we make digital work for physical retail?

This was the challenge of York company, Connected York. A passion for creating tech solutions which performed better and with more purpose than the average slick app, Connected York also wanted to encourage people back into their beloved City – and others too. At the time, printed listings were plentiful – however lacked the dynamism which retail needed. Slow afternoons couldn’t be challenged on the hoof and the mobile phone was seen as a gateway to accessing so much more of a city.

Using APIs to take known data feeds inwards, as well as a user dashboard, the app offered real-time content. A live ‘what’s on?’ which allowed retailers to push offers, alerts or simple awareness to people who have expressed an interest.

How obtrusive should tech be?

Research suggested that a overly heavy approach on data gathering would be a barrier – however it was important to capture geodata, preference and (as a tourist location) country of origin. This small amount of information – coupled with data relating to time of day, offer redemption and app downloads – gave small retailers marketing insight which they previously didn’t have access to.

Successes and Challenges

The app gained local and regional plaudits as well as recognition from Theo Pathitis’ ‘Small Business Sunday’ and Northern Powerhouse. However, Covid-19 caused some very problematic times and although the nature of the app allowed it to adapt to offers and information relating to home deliveries, health and wellbeing and emergency contacts, a difficult decision to close was made.

Links.

Connected York promo animation.

Illustration; Lucy Monkman
Animation: Spelkcreative

Connected York promo video.

Cooper King Distillery

Brand Marketing

Creating and promoting your brand’s values, identity and products as a whole to build recognition, reputation and ultimately, loyalty.

Marketing Strategy

Your business’s overall plan for understanding your target markets, connecting with them physically and emotionally and turning them into buying customers.

Consumer Engagement

Channel-specific activity which engage consumers to aid brand and product adoption as well as gaining insight metrics.

Communication Clarity

Focussing on clear and straight-forward communication, such as translation of technical concepts to works and graphics.