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Picture of shop window display with text Sale on red poster

No More Back To School

As I child, I can remember being marched into the shops for new shoes and trousers before the end of the school holidays.

But British retail is changing. We are more likely to buy our kids school trousers, bags and shoes out of season during the sales, holding onto them hoping that the kids will grow into them just as the new term starts.

Is The Retail Sector in Decline?

The Body Shop is an example of how a once popular retailer has gone into decline in recent years. The Body Shop’s most recent sales results were down 4% on the same period last year, but it’s not alone. Shoppers are no longer following traditional buying patterns. Twenty years ago, we bought winter clothes in the autumn, summer clothes in spring, and Christmas goods in November and December. Now, we wait for goods to be discounted in sales and buy things at random times of the year. Unfortunately, many retailers have failed to keep up with modern shopping trends. They continue to buy in stock according to seasonal cycles and have suffered greatly as a result.

The Rise & Rise of Online Shopping

There are many reasons why the British retail sector is struggling, but online shopping is a significant factor. In the footwear sector, online sales now account for 25% of all sales. Shoppers are no longer walking into stores to buy footwear. Instead, they browse online collections.

Evolving technology plays a part, with online access easier than ever thanks to faster internet connections and the proliferation of online shopping portals. Shoppers can order a pair of shoes from Amazon and enjoy next day delivery using the Prime service. The other factor is choice.

Many high street retailers are locked into traditional seasonal buying patterns. In winter, they stock boots, and in summer, sandals. However, consumers don’t always want boots in winter and sandals in summer. They take winter sunshine holidays and ski breaks in spring, so they want choice. Online retailers offer a much wider range of products because their overheads are low. It’s a win-win situation for consumers, and a mortal blow for high street retailers.

Perpetual Sales Damage Consumer Trust

Discounting used to be a way of getting rid of excess stock, often at the end of a season when new stock was on the way and retailers needed to clear their shelves. Now, customers are more often than not waiting for goods to be reduced before they buy. Discounting has become the norm and every shop on the high street has some kind of sale running every day of the week. This has become more acute since the growth in the UK of Black Friday which has now expanded to cover the whole of November in some sectors. Experts believe regular discounting has led to a dilution of trust between customer and retailer. In other words, we tend to assume goods are overpriced, so we refuse to pay full ticket value.

British retailers also face another challenge with the weaker pound. If retailers pass on their increased costs to consumers, will they continue to buy? ­­­­

How Should Retailers Adapt?

Many shoppers are waiting for prices to be discounted before they purchase. Cheap credit and low incentives to save have allowed shoppers the flexibility to buy months in advance of their actual needs during sales promotions.

The aim is to run regular attractive promotions to keep shoppers engaged outside of the Black Friday and Holiday sales stampedes. The challenge is maintaining profitability during the twin evils of weakened sterling and downward price pressures. Our suggestions for achieving this follow:

  • Hidden tiered pricing (this is a personal favourite). Kellogg’s Cornflakes are an established premium brand. Rather than weaken the brand with discounting, they traditionally prefer to run ‘cut out and keep’ coupons. Time-strapped professionals are less likely to pay attention to this whilst checking out in Waitrose or Sainsbury’s. However, Kellogg’s believe that price conscious consumers are also more likely to have more time on their hands (I can clearly remember my Nan doing this) and will therefore take the time to cut out & use promotion codes. Marks & Spencer’s are still a premium brand. However, a quick Google will show you discount codes seeded across voucher and savings websites, many of which do actually work.
  • Prepare a calendar of promotions to run each month. We regularly see client website data suggesting visitors are bouncing straight back out of offers webpages when no promotions are running. The key is to not destroy your margins by straight discounting but by offering bundled promotions – take a hit on certain items in order to maintain an overall healthy profit.
  • Keep a close eye on the competition’s pricing. There are several internet based services which will alert you of a price drop by your competitors so that you can react if necessary as this will directly impact your sales.


Crescent Digital Are An Officially Certified Google Partner

Crescent Digital Ltd. are officially recognised as a certified Google Partner.

This certification demonstrates proficiency in search advertising, including best practices for creating, managing and optimising AdWords search campaigns and means that we have access to the best resources available to get the most visibility for your website in Google and its partner sites.

What Does This Mean For Our Clients?

As partners, we are trained & work with Google & have access to Google assistance and account management. As a client, this means that you get to work with ourselves and Google in order attract visitors to your website and get them converting into paying clients. You’ll also be eligible to receive promotional credits.

Google certified partner

Best Practices

High performance keeps our clients happy and improves our standing as a Google Partner. In order to attain & maintain Google certified Partner status, Crescent Digital have had to demonstrate high performance & best practices of our client accounts.

What Specialist Services Do We Offer?

Crescent Digital can train staff or operate as your outsourced digital marketing partner that operates as part of your main team in the following areas:

  • AdWords PPC marketing
  • Search Engine Optimisation
  • Google Penalty Removals
  • Conversion Rate Optimisation
  • Google Analytics Configuration and Analysis
  • Google Webmaster Tools Configuration and Analysis

Provide better leads and stop wasting money

Please contact us to find out more.
AdWords Management Services


Big website improvements

AdWords Case Study – Dramatic Improvements

We were absolutely delighted to get these figures in last week. We were called in to work with a national retailer recently in order to improve sales from its E-Commerce website and a Google AdWords campaign.

A Reduction Of AdWords Costs By 32.63% Whilst Revenue Increased By Nearly 40%

At Crescent Digital, we are bordering on being obsessed with the conversion rates of our clients websites. Many times, clients will approach us about their under-performing websites, thinking that SEO is the answer, but commonly, we see that some sites are receiving a great amount of traffic, but the visitor numbers are not converting into goals (E-Commerce revenue, leads, etc).

In this particular case, the client was concerned about:

  1. falling revenue
  2. runaway AdWords spend
SEO-services-company Plymouth

SEO, Plymouth: Customer Feedback

Local Search and Dominating Your Niche

Crescent Digital treat our clients in a way that we hope they will love and go on to become our fans and ambassadors and we continue to grow due to referrals and recommendations from professional clients.

Late last night we received an email from a client of ours in Plymouth regarding a website (including SEO) we had built for them back in Feb 2014:


Hey Steven,

Cheers pal. Getting really good response from the site now, clients are flooding in!

Sent from my iPhone


How to Generate Leads with Social Media

Below is an infographic providing a overview on how to generate leads using social media.

I would also add the following caveats:

  • Your sector influences which networks will work. Many people use Facebook (FB) for leisure only, so there maybe limited value in promoting your business services through FB.
  • Twitter, often overlooked, is a great place  to engage, particularly if you are in the B2B sector.
  • Social networking, like physically networking , can be a slow burner – what it wont do is provide an instant source of leads, so be prepared to stick at it for med-long term benefits.
  • Social media is not a silver-bullet and is most effective if utilised with other forms of marketing. For example, I’ve met people at Commerce network events that my Twitter auto-responder had already initiated a conversation with and hence were familiar with each other despite having only just met.


How to Generate Leads with Social Media
Courtesy of: Quick Sprout

Infographic provided by Neil Patel of Quicksprout.

Get In Touch

Crescent Digital Ltd,
Fairbairn House
Higher Lane


Company reg no. 08583564

Recent Comments

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    Thanks for the explaination. I did everything accordingly, and now waiting for the 24h to pass for it to show up in my Analytics. However, the small one-sentence confirmation is not appearing anymore, when someone fills in the contact form on our website. Could you please give some input on how to fix this?

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    Unfortunately not I’m afraid. It does vary with the type of activity and LinkedIn frequently change their policies, but at present, LinkedIn’s maximum is 30 days.

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    Hi there.thank you for your website
    Is there any possibility to see all my updates in linkedin from the bigining?I had been linkedin member for about 3 years or so and .I had shared simething that I need it now and unfortunately I lose to have them any where else they were gone. I’d have been grateful if you can guide me
    Many thanks