Christmas shopping can be a painful experience, particularly when you find yourself in a busy shopping centre on a Saturday afternoon facing huge crowds and massive queues.
So it probably comes as no surprise to hear that levels of satisfaction with online shopping improve slightly during the festive season, while the opposite is true for the in-store experience.
A survey by eDigitalResearch found that a quarter (25%) of shoppers feel that online shopping experiences improve at Christmas, while 42% of respondents stated that their overall in-store experience deteriorated at this time of year.
Improved satisfaction is mainly down to the lack of queues (53%), but price (51%) and the range of products available online (51%) are also seen as key benefits of ecommerce.
Supermarket giant Tesco was recently the victim of a viral blog that highlighted the laughably poor standards of cleanliness and service on offer at one of its London stores.
The Tumblr entitled ‘The very worst Tesco’ includes images from the Haggerston store in east London that show empty shelves, piles of boxes blocking aisles and a video of an alarm going off throughout the night.
Tesco chairman Sir Richard Broadbent said in an interview with The Sunday Times that his company had taken action to clean up the store in reaction to the Tumblr and that it was vital for the retailer to provide an excellent in-store experience for customers.
Fully integrating channels in a customer marketing program or campaign is not easy.
In fact, the recent Econsultancy/ CACI Integrated Customer Experience report showed that despite 90% of companies wanting to integrate across channel, only 20% actually have a well-developed strategy.
Even when there is a strategy, implementing it is a process laden with obstacles. The most common problem for businesses is the complexity of a customer's interaction across multiple channels, departments and systems.
Related to this issue is the fact that multiple departments need to be aligned on planning and change activities required. This cross-departmental responsibility creates resource allocation and control issues.
Geographical personalisation is the latest tool to help website owners identify and serve truly personalised online shopping experiences to customers based on precise location.
Here are our top tips for online marketers looking to boost conversion rates with geo-personalisation:
Here are some of the most interesting digital marketing statistics we've seen this week.
Statistics include US mobile search spend, the improving ROI of Facebook ads, customer experience, mobile video and social referrals.
For more digital marketing stats, check out our Internet Statistics Compendium.
Econsultancy’s Modern Marketing Manifesto states that customer experience “must be the relentless focus of modern marketing".
However, new research published this week by Econsultancy and CACI has found that the majority of companies (58%) only have an embryonic customer experience strategy.
Our Integrated Customer Experience report, produced in association with CACI,found that organisations are facing their biggest challenges around data, systems and processes.
This report is based on a global survey of nearly 900 companies and agencies from Econsultancy's user base, carried out in June and July 2013.
Here are some highlights...
At JUMP, part of the Festival of Marketing, Celia Pronto, Head of Marketing and Ecommerce at Ford Retail Group, spoke about bringing customer experience (CX) into the boardroom.
I’ve summarised what she had to say about this large and changing sector. For anyone high up the marketing chain, looking to change the way their company does business (with direct links to revenue!), this is salient and bang up to date.
It seems that everywhere I look this month I’m reminded of a major and growing trend that’s increasingly impacting the way that every business needs to think.
It’s this: customer expectations are rising faster than a bunch of helium balloons on a calm day. Especially when it comes to digital.
What does this mean and how can you go about meeting and managing your customers’ expectations?
You may have noticed that next week is the Festival of Marketing, London’s answer to SXSW and Cannes Lions, and indeed the very definition of marketing as it is now.
So, to give you a promo post to keep you interested, I thought I’d bring you some marketing creative from London’s past, when OOH and print were pretty much the only way to market.
We hope to see you next week at a festival that the Mayor of London himself has described as ‘the perfect opportunity for our world leading creative and digital sectors to come together’.
Before I give you the creative, check out our promo video for the festival, and a brief summary of what’s on.
Until recently, the development of marketing technologies has occurred at a high enough pace to preclude a new definition of marketing.
But now, we feel the new discipline can be defined in broad terms, with digital pervading pretty much everything you do as marketers.
Next week the Festival of Marketing debuts in the city of London, with conferences, events and parties all hung off the core tenets of Econsultancy’s Modern Marketing Manifesto. At the festival we'll add the detail to the manifesto. Which brands are doing precisely what? And is it working? How have benchmarks moved?
If you haven’t seen the festival line-up, check out the website, and if you haven’t read our manifesto, check that out, too. We’ve had great feedback on our new definition of marketing, with many of you ‘signing’ in agreement by commenting on this post.
As part of this search for feedback, we recently surveyed around 700 Econsultancy users and assayed what level of agreement they show with the ‘pillars’ of the manifesto.
Although we had already incorporated your opinions into our draft, we wanted to find out how precisely the final treatise hits the nail on the head, or if indeed we’ve missed the nail and struck a thumb.