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SPRING IN OUR STEPFollowing the Government's announcement of a roadmap of easing of restrictions, we have created a timeline to understand at which stages the public can get back to doing the things that they love and miss, with optimism and positivity.
FMCG FOCUS - SPRING IN OUR STEPEaster, which is normally the 2nd biggest event of the year for supermarkets, is expected to be even bigger in 2021, with many planning postponed Christmas celebrations with friends and family. Our latest research shows that we are looking to spend more across many grocery categories this Easter than we normally would, including chocolate for others, snacks and alcohol. Since Lockdown 1 52% of the UK have tried new FMCG brands, and an increase in cooking at home as made us more open minded to new brands. Despite increased interest in online shopping most FMCG shopping is still done in-store, with two thirds of all groceries bought in store, almost double that of online.
AUTOMOTIVE FOCUS - SPRING IN OUR STEPOur latest research shows there is an increased reliance on car ownership since before the pandemic, and 1 in 3 car owners are considering buying a new car, and the increase in intent to upgrade current car vs August 2020 has increased by +14%. Our brand tracker showed that a motors brands who used OOH post-lockdown in 2020 saw an increase in awareness by +9% and consideration +2%.
RETAIL FOCUS - SPRING IN OUR STEPWhen retail reopened following Lockdown 1 and 2, there was a strong bounceback in audiences, so we expect a similar quick return as lockdown measures are eased. Almost three quarters of adults want to be able to shop in store now, and shoppers really miss the in store experience, with reasons such as browsing in person (59%), getting out of the house (53%), seeing the true size of items (40%) and trying on and testing items (33%) included in what they miss. With £38billion of lockdown savings, we are planning to treat ourselves, with top choices including home and garden improvements, clothing and tech.
TRAVEL FOCUS - SPRING IN OUR STEPGoing on holiday was the top activity to wish we were able to do in 2020, so there is a huge pent up to demand to be able to do so this year, with 40 million people are planning to go on holiday in 2021. Holidays are the number one thing people are planning to spend their lockdown savings on, and our latest sentiment tracker shows that there is a real desire for both domestic and foreign holidays in 2021.
FINANCE FOCUS - SPRING IN OUR STEPWith £38billion in lockdown savings across the UK, finance is at the forefront of people's minds than it may have been before. 1 in 4 have been managing their money better in 2021 and there is an +18% increased of people feeling unconcerned about personal finances vs August 2020. The top things we are currently saving for include holidays, property and a new car, with priorities varying by region and age. There is still a need and an opportunity for education around banking technology, as 1 in 3 have never used mobile or online banking and 45million don't use mobile payment apps when in-store, depsite 83% of UK adults owning a smartphone. Our finance brand tracker results showed an increase in awareness (+27%), consideration (+9%) and action (+50%).
THE RETURN OF THE FACE-TO-FACE BUSINESS MEETINGFrom 5th December, the Government have relaxed quarantine rules for business travel, meaning that any senior company executives travelling for a business activity that would deliver a significant benefit to the UK economy, are exempt from having to isolate when returning from a country not in a travel corridor. As a result of 'zoom fatigue' and the realisation of the need for face-to-face meetings, to build trust and relationships, we have already seen a significant return of business travellers at Heathrow, October saw business trave passenger numbersl back to 46% of pre-lockdown in Terminal 2, and the use of the exclusive First Wing in Terminal 5 back to 43%. We expect these numbers to continue to return steadily following the new quarantine relaxation and the pent up demand to return to face-to-face international business meetings.
DECEMBER MALL AND RAILThis December we are feeling positive, ready to return to normal behaviours and looking to spend some of the £29bn saved this year. The nation is expected to flock to retail destinations and transport hubs in the lead up to Christmas. Already since the end of lockdown, shopping centres (+278%) and rail stations (+30%) have seen significant increases in footfall which is only set to continue. Three proposals across our mall and rail environments present major opportunities for brands looking to reach these valuable, growing audiences.
CHRISTMAS SHOPPING (2 DECEMBER)The Government has announced that non-essential retail in England will reopen on 2nd December, with just three weeks to go before Christmas. Our sentiment tracker shows that consumers have saved £29billion throughout this year. There is still a two thirds of Christmas shopping still to be done, with a wide range of categories being considered for gifts. Over half the population plan to do their remaining Christmas shopping in-store, and 1 in 5 who plan to shop online, will do so while they are out of home.
FOOD AND DRINK TO GO (2 DECEMBER)Our latest research shows that 29 million people are expected to visit the high street or a mall in the run up to Christmas, of which a high proportion expect to visit coffee shops or quick service restaurants. Our latest transaction data shows that QSR sales are resilient to any current behaviours affected by COVID, so as shoppers visit these environments there is a real opportunity to influence their food and drink choices through OOH. Our case studies show that DOOH drives footfall and sales for coffee.
CHRISTMAS GROCERIES (2 DECEMBER)During December 2020, 93% of grocery shoppers will do some shopping -store. Our latest research looks at what drives supermarket choice in the run up to Christmas, with factors such as cheap prices, better quality good and a Christmas range ranked highly. Our brand tracker results show that supermarkets who have used OOH in the past few months, have been successful at driving customers through the brand funnel, and a recent case study saw a supermarket's National Roadside OOH campaign result in an increase in +18% store visitors.
BACK TO THE OFFICESeptember has seen businesses across the UK reopen their offices for employees. Our latest audience figures have shown that commuting is on the increase with Roadside and Rail audiences returning. This intelligence looks at the mindset of those returning to workplaces, as well as understanding new commuter habits that are starting to emerge.
FOCUS ON MALLS (2nd SEPTEMBER)
In the past week we have see mall audiences return to 79% of pre-lockdown levels - this intelligence presentation focuses on Malls and dives into who that audience is, what is driving this growth and why they are a valuable to advertisers. Combining insight from our Mobile Audience Tracker, Sentiment Tracker, and Brand Tracker this is a unique focus on Malls as we emerge from lockdown, and how effective advertising in malls has been for brands advertising in recent weeks, across all levels of the brand funnel.
Air Travel is Taking Off (2nd SEPTEMBER)The airport audience return has been resilient, despite Government quarantine measures being enforced, the pent up demand to travel again has seen airport passenger numbers return to nearly a third of pre-lockdown levels in early August, and this is set to continue to increase. Our research shows that affluent audiences are likely to be the first back in the skies, and are using lockdown savings on upcoming holidays. Business travel is also likely to see a return in 2020, with 70% of Business Decision Makers expecting their company to be travelling internationally before the end of the year.
This category deck looks at how reliance on cars has increased in recent months, and how workplace flexibility and commuting patterns are likely to change in the future, leading to a greater demand for car ownership. There is also insight looking at the electric car market, as well as recommendations on how motors brands can use OOH to deliver cut through at a contextually relevant time when their audience is in their car or thinking about driving.
MOTORS (19th AUGUST)
FINANCE (19th AUGUST)
This category deck looks at how Brits are feeling more postive about their personal finances, with 72% having confidence in household finance, and 58% feeling comfortable being able to spend on non-essential items. With restrictions imposed over the past few months, the nation has collectively saved £57.3billion, according to the Bank of England. Pent up demand and the stamp duty holiday means the UK housing market is in a strong position, with a 75% increase in buyer enquiries vs. same period last year, 53% have adapted plans due to the stamp duty holiday and 19% of 18-34s are now considering applying for a mortgage. This valuable 18-34 audience, who are thinking more about their personal finances than previously, are more likely to be out and about using public transport and visiting shops, making OOH a trustworthy platform for finance brands to communicate with this audience.
FMCG (19TH AUGUST)Lockdown has had an impact on the nation's cooking habits, with 49% of us doing more cooking during that time, and it is a habit 92% of us intend to keep up post-lockdown. This has had an impact on basket value, with the average increasing 17% year-on-year. Our research shows that people are more open to new brands, and 38% tried new brands during lockdown, and the decision making process starts long before we get to the supermarket with 70% already thinking about food when out of home. The number of people shopping in-store has increased, with 87% of UK grocery shopping spend still done in-store, so there key OOH opportunities to influence purchase decision before shopping trips. This deck also includes a brand tracker focus on FMCG which showed a +51% in awareness and +33% in conversion on FMCG brands that recently advertised with us, showing the impact that OOH can have a strong effect across the brand funnel.
EAT OUT TO HELP OUT BOOSTS FOOTFALL (12TH AUGUST)The Government's 'Eat Out to Help Out' scheme launched on 3 August, offering 50% off food and drink while eating in restaurants, cafes and pubs on Monday, Tuesday and Wednesday throughout August. The first week has been celebrated as a success, with over 10.5 million discounts being claimed. The number of people out and about on high streets, malls and retail parks has increased across the UK on the days that the scheme is available, with lunchtime footfall +10% and post 6pm +19% compared to the previous week. Monday to Wednesday audiences in JCDecaux environments have also increased week-on-week, find out more in the intelligence download below.
OUT OF HOME WORKS FOR 18-34s (5th AUGUST)
With our range of research tools including our Sentiment Tracker and Brand Tracker, we have been able to understand more around the exposure and effectiveness of OOH on 18-34s as we emerge from lockdown. Our research shows that this audience is considerably less concerned about the virus, so are more likely to be out of home, and more willing to shop and travel. Our brand tracker results showed that metrics across the brand funnel are higher with this audience, including +40% more likely to visit stores as a result of seeing OOH and +16% more likely to recommend a brand.
THE JOHN LEWIS EFFECT (29th JULY)
John Lewis has recently announced that their major Westfield London store will reopen on Thursday 30th July. Since their Westfield Stratford store reopened two weeks ago, the shopping centre has seen a +17% increase in footfall. With the average John Lewis customer +30% more likely to be ABC1 we can expect an influx of affluent shoppers to Westfield London in the coming weeks.
With roadside audiences close to pre-lockdown levels, find out more about The National Towers opportunity that can deliver 7 million impressions in two weeks, across 6 key cities in the UK.
THE NATIONAL TOWERS OPPORTUNITY (29th JULY)
ON THE MOVE WITH STAMP DUTY CUTS (22ND JULY)
Rishi Sunak's recent announcement of a stamp duty holiday on properties up to £500,000 until March 2021 is set to boost the property market. Our latest research shows that almost half a million Londoners are planning on selling or buying a property in the next 12 months, and the recent changes show a +27% increase in consideration of buying a home before March 2021 to benefit from the savings.
GYMS REOPENING (22ND JULY)
Gyms, leisure centres and indoors pools have been given the green light to reopen on 25 July. This week's research shows that since lockdown 2.3million people are exercising more, and it's a lockdown habit that is here to stay with 3million planning to keep exercising in the future. 12million people have a gym membership in the UK (which equates to 20% of UK adults), and almost a quarter plan to visit a gym, pool or leisure centre in the first few weeks of reopening.
eat out to help out - malls (15th JULY)
With more and more restaurants opening, footfall in malls has seen an increase of 8% compared to last week. This is set to increase as 29 million UK adults plan on eating out in August in line with the government's new "Eat Out to Help Out" scheme.
eat out to help out - roadside (15th JULY)
As the government announces an offer of 50% off for diners who eat out on a Monday to Friday throughout August, intent to eat out in August vs July has doubled amongst UK adults.
european football is back (15th July)
Excitement is building for the return of European football. Both the UEFA Champions & Europa League return in August for a three week condensed fixture list which has 26 key fixtures & five different British teams featured. More than half the population intend to engage!
FMCG - MOBILE & DOOH (15th JULY)
The average queuing time outside supermarkets is 11 minutes - and all that time is spent on our phones. It's the perfect time to use geo-targeting through mobile and DOOH to reach shoppers in the right mindset. The Two Screen Future tells us that DOOH combined with mobile boosts attention and sales.
SUPER SATURDAY (8tH JULY)
Footfall on high streets and in shopping malls was boosted last week as the hospitality sector in England reopened. High streets in England saw a +20% week-on-week increase in footfall on Saturday, which increased to +36% after 5pm. The relaxation of lockdown restrictions in Scotland meant there were significant increases in footfall, with +103% on high streets and +49% in malls on Saturday compared to the same day the previous week.
Prepare for take off (6TH JULY)
The Government has announced from 10 July travellers arriving into England from 59 countries including France, Spain and Greece will be exempt from quarantine. Find out what this means for air travel as global connections reopen as we Prepare for Take Off.
OnE MILLION RETURNING WORKERS (3rd JULY)
As the hospitality sector reopens on 4 July, almost a million workers are expected to return to work from furlough. Our latest research shows that furloughed workers are positive about going back to work, are currently spending 50% of their income on non-essential items and have saved an average of £254 during lockdown.
THE RETURN TO RAIL (3RD JULY)
The Department for Transport has advised all franchised rail operators that a full service timetable is to be reintroduced from 6 July. This announcement, along with relaxing of social distancing to 1 metre means capacity of services increases to 60%. Lockdown easing of non-essential retail has also had a positive effect on passengers returning to rail. Find out more about the Return to Rail here.
THE FIRST CUT (1st JULY)
Following the Government announcement that hairdressers would reopen on the 4th July, we expect there to be pent up demand to get back into salons for post-lockdown haircuts and treatments. Our data shows that 37million UK adults want a haircut or beauty treatment and 62% plan to get their haircut in July.
DRINKS TO GO (1st JULY)
Last week we published intelligence on takeaway drinks, with drinking alcohol being one of the top things people plan to do when meeting up with friends and family, and 50% of Londoners having bought takeaway drinks from pubs and bars since lockdown restrictions have allowed. However since the announcement of pubs reopening on the 4th July, there are been an increase in visits to pubs for takeaway drinks, as well as a 110% increase in people intending to visit the pub, so we have updated last week's intelligence to include more useful insight on this audience and the opportunity to target them in proximity to pubs and bars.
UPMARKET SHOPPERS (24th JUne)
Department store John Lewis has announced it will reopen a further nine of its stores on 25th June, as part of a phased reopening. As we have seen from the pent up excitement about returning to shopping, 43% of the UK have already visited non-essential retail shops since reopening and 52% are willing to queue to enter department stores. With the average John Lewis customer +30% more likely to be ABC1, the reopening of these additional stores gives brands a chance to seize the opportunity of being the first to re-engage with an affluent audience.
The First Merlot (24th JUNE)
The latest Government announcement in relaxing lockdown restrictions will see pubs reopen on the 4th July, along with eased social distancing measures. There is a big appetite to get that first round in, as 35 million UK adults plan to drink alcohol with friends and family and 67% of Londoners planning to visit a pub in July.