With the advent of shopping related media in the ad market today, it’s no
surprise that many people have a hard time defining the right
expectations for performance from their retail publishing partners.
Not long ago, it was unheard of for a brand or agency to be
purchasing digital media on a retailer’s website. However, with the
amount of cross-channel shopping that consumers are doing, and with the
amount of influence that websites have on in-store purchases, it’s no
longer something brand advertisers can ignore.
Boots provides the best multichannel user experience, according to a new report, just a week after announcing a major overhaul in this area.
The retailer introduced a "massive shift” in the way it trains and rewards staff last week, with the focus moving from sales figures to customer care measures.
According to Webcredible's 2011 Multichannel Retail Report, Boots offered the best overall experience, followed by M&S, Debenhams and Waterstones in joint second place.
The seemingly endless parade of thousands of brands you’re faced with in the weekly ‘big shop’ means it’s sometimes impossible to know where to start.
Similarly, opening my email inbox only to be confronted by a mob of generic and impersonal marketing emails trying to feed me their latest offers can be overwhelming to say the least.
It’s been over two years since I published an article on the Econsultancy blog entitled: Are
retailers following best practice to improve conversion rates?
article I was specifically looking at the checkout processes of a variety
of retailers, and in particular whether or not they have enclosed (or in other words
removed site wide elements and distractions to focus the user) the process.
In this article I have revisited the retailers who featured in this
article to see which of the retailers who didn’t enclose their checkouts then are now using this approach .
Enclosing the checkout is an approach I almost always
recommend my retail clients adopt as a primary way of improving their
checkout funnel conversion rate.
What constitutes usability best practice for e-commerce? In fact, what makes something/anything 'best practice'?
I’m the first one to say that I regularly refer to ‘usability best practice’ and best practice is certainly a phrase used often enough by Econsultancy. I thought it would be worth starting a discussion on what you think when they hear this term, and what you feel justifies having the label ‘best practice’.
Or perhaps you feel it should just be banished from our industry!
If you knew which customers were making decisions right at the store shelf, or
on a showroom floor, would you talk to them differently than someone
doing research from home?
Of course. Increasingly marketers are reaching shoppers through mobile devices as they make retail choices in stores. There's a huge opportunity for digital marketing to come "inside the store" to provide realtime air support to help win sales.
Improving your site search and navigation can have a dramatic impact on
sales. Not being able to find the product you want is one of the top -
and sometimes overlooked - barriers to conversion.
In this article I've
attempted to summarise what I see as the most important steps to
improving the customer experience. While some require specific
technology, many of these ideas can be implemented on any website.
China is a difficult market to currently crack for international businesses, but a shift appears to be happening, driven largely by e-commerce.
In association with Toluna, Econsultancy has carried out a survey of online consumer behaviour in the region to try to understand this further.
Many retailers have published their Christmas results recently and on first glance it shows that many retailers did extremely well over the period online, compared to Christmas 2009.
It's only when you look at these figures relative to overall trading figures for each business that the true picture comes to light and all is, perhaps, not as it seems.
Aurora fashion is best known for its high street brands, including Karen Millen, Oasis and Warehouse, with several hundred stores across the UK.
Aurora's group IT director John Bovill was recently named as one of retail's top 70 movers and shakers by Retail Insider, and the group also received Retail Week's IT team of the year award in June.
I spoke to him about the challenges faced by retailers moving into the multichannel space and the impact of mobile and online technology as a supply and demand chain facilitator, as well as the way Aurora has been working with BT Expedite to develop an innovative integrated store system.