James Brooke explains how simultaneously improving the reach, quality and agility of digital content performance is vital to retail sales performance – something few retailers have got to grips with.
Emma Reeve examines the relationship between the law and a new breed of business rising from the shadows of online, looking at whether more branding conversations need to he held in order to update the current legal system to bring it in line with issues faced by 21st century start-ups.
So say the findings of the Small Business Reputation and the Cyber Risk report, just launched by the UK Government’s Cyber Streetwise campaign and KPMG.
Despite the majority (92%) of the creative small businesses surveyed thinking about their company’s reputation frequently or all the time, they aren’t considering how a breach could affect it. In fact, just 26% of those surveyed that haven’t experienced a breach say the potential damage a cyber breach could cause is an important consideration.
However, 83% of consumers surveyed are now concerned about which businesses have access to their data and whether it’s safe, and over half (58%) say that a cyber breach would discourage them from using a business in the future.
This concern is even greater in the supply chain and recently published KPMG Supply Chain research supports this. 86% of procurement departments would consider removing a supplier from their roster due to a breach, highlighting that an attack can have serious short and long term implications. 94% of procurement managers say that cyber security standards are important when awarding a project to an SME supplier, it is essential that every company has at least one expert with Security+ training experience.
This is reflected by the fact that the majority (80%) of small creative businesses surveyed who have experienced a breach felt the cyber attack impacted their reputation in some way, with 28% of those having been breached reporting brand damage, 29% reporting a loss of clients and 24% receiving negative reviews on social media.
And the impact has been long lasting. Almost a quarter (23%) of those surveyed have been unable to grow in line with previous expectations and 23% said it took over six months for the business to get back on track. Quality of service is also at risk; those who experienced a cyber breach found it impacted the business’ ability to operate (87%) and caused customer delays (22%).
The lack of concern around potential reputation damage may be explained by the fact that many small creative businesses don’t realise the value of their data. The majority (92%) hold data in their IT systems, yet up to 27% of those surveyed don’t consider this data to be commercially sensitive. And despite the fact that customer, financial and IP data can be shared with competitors if a company is attacked, just 17% of small creative businesses said they would be immediately concerned about competitors gaining advantage if they were breached.
The report also reveals that more than half of businesses in the sector (59%) don’t think they will be a target for an attack, despite the majority of consumers worrying about the security of their data, especially in the hands of small businesses.
Danny Lawrence (pictured left), National Police Chiefs’ Council PROTECT co-ordinator for Cyber Crime, said: “A cyber attack may prove so serious that it impairs an organisation’s ability to operate and even function longer term. Doing nothing can no longer be an option – SMEs place their reputation and existence on the line if they fail to take action. I would encourage all SMEs to consider their cyber security, seek out support from resources available and consider making this piece of work a critical part of their business strategies in 2016.”
George Quigley (pictured right), a partner in KPMG’s cyber security practice, added: “Small businesses know that their reputation is critical to their success, but it seems that many haven’t considered quite how many factors can affect it. Every piece of data in a business can be of interest to a cyber criminal – even if the business itself may not realise it – and with SMEs a key target for this very reason; it’s vital to take steps to protect your data, and with it the trust of your customers and, ultimately, your reputation.”
Sandra Dexter (left), vice-chairman for the Federation of Small Businesses, said: “Small businesses need simple, straightforward cyber security advice like that provided by Cyber Streetwise. All small firms should now be aware of the risks and take steps to protect themselves against the escalating level of cyber crime. Cyber breaches can happen to any business, any size and the repercussions should not be underestimated, leading to damaged reputations, hindered growth and in the worst cases, entrepreneurs being put out of business. Building the resilience of small businesses to cyber crime is important and should be high on all business owners’ list of priorities.”
Cyber Streetwise is encouraging small businesses and consumers across the UK to do three simple things to improve their online security and protect themselves from cyber crime:
The UK Government also offers a free cyber security guide and a free online training course for small businesses. Visit: www.cyberstreetwise.com to learn more about the simple steps to stay cyber secure.
Loyalty cards linked to mobile apps experience rise in activity rates.
The new research, Mobile & Online Coupons: Redemption, Loyalty & Consumer Engagement 2015-2020, found that brands and retailers are increasingly responding to consumer demand for mobile integration, with many now offering customers the opportunity to store their loyalty cards within a dedicated digital wallet.
Crucially, the research argued that the improved targeting and personalisation made possible by digital coupons was leading to greater activity rates, thereby resolving a key failing of traditional schemes where the lack of relevant offers had resulted in a downturn in usage.
However, the new research found wide variations among retailers and other reward card providers with regard to the extent of digital loyalty integration. In the UK, it observed that around 40% of Nectar card holders had acquired the loyalty app by late-2015, but less than 4% of Tesco Clubcard holders. It found a similar disparity between US retailers Walgreens, where 61% of card holders had linked their card to an app, and Target which had only 27% of cardholders linked.
Research author Dr Windsor Holden said: “These disparities are likely to result from a number of factors. While in part they may reflect the level of satisfaction with the app and/or the features it offers, they may also be attributable to a greater degree – or greater success – of retailer marketing of their digital loyalty options.”
The research warned that retailers that did not offer mobile integration were likely to have far lower levels of visibility on consumer activity. As a result, it cautioned that they would be at a disadvantage when seeking to tailor offers and thereby increase the lifetime value of the consumer.
The complimentary whitepaper, ‘Coupons ~ Personalisation Goes Hyper’, is available to download from the Juniper website together with further details of the full research and the attendant Interactive Forecast Excel (IFxl).