There's no denying it, we are living in a multichannel retail world where consumers expect to be able to purchase from retailers using a number of different online and offline methods.
Our new Multichannel Retail Survey, which accompanies our How the Internet can Save the High Street report, shows that 87% and 85% of respondents in the UK and US respectively sometimes or always see the ability to purchase from a retailer from different channels as important.
Mobile is a significant part of an effective multichannel strategy as it gives retailers the ability to join up their offline and online strategies. It is by no means a perfect solution yet, but most major retailers have begun to experiment with mobile as part of their in-store shopping experience.
As part of our new report - which surveyed 1,000 consumers in the UK and 1,000 consumers in the US using TolunaQuick - we asked respondents several questions about their use of mobile while shopping.
Welcome emails can achieve open rates of above 50%, so it’s vital that brands make the most of this valuable opportunity.
A good welcome email needs to set out what the consumer can expect from a brand’s messages and attempt to drive higher engagement by allowing the user to dictate the type and frequency of future emails.
It is also a great opportunity to try and capture more data about the consumer and nudge them towards a purchase.
A new UK Retail Email Benchmark Study from emailvision analysed the welcome emails from the UK’s top 100 e-tailers against key best practice criteria.
Price comparison sites are proving to be better at engaging customers via social media than high street banks, with CompareTheMarket.com achieving the highest engagement scores thanks to its meerkat character.
Stickyeyes’ report, which also found that price comparison sites outperform banks in search visibility, attributes social scores out of 100 based on criteria such as the number of fans and followers, sentiment analysis, retweets and Facebook’s ‘talking about this’ metric.
It reveals that among the retail banks social media strategies remain a relatively underdeveloped channel, although First Direct is one of the most progressive operators.
It has integrated its main site with a range of social assets including blogs, a social newsroom, Facebook and Twitter accounts and community threads in order to engage directly with customers.
New research from Econsultancy and Adobe found that two-thirds of businesses (67%) agree that social media is integral to their marketing mix, while 66% say social is integral to their overall business strategy.
The survey of 650 marketing professionals also found that 64% of businesses use social for brand awareness, 44% for marketing campaigns and a quarter (25%) for customer service.
The Quarterly Digital Intelligence Briefing: Managing and Measuring Social examines the trends for managing and measuring the business value of social media and provides a snapshot of social media uses, challenges and needs from companies today.
Econsultancy research director Linus Gregoriadis will present the research at a free webinar on Tuesday 25 September at 8am PST/4pm BST.
Segmentation is an important part of any successful email marketing effort, particularly as consumers are coming to expect brands to send them personalised correspondence.
Email marketers need to be aware of all segmentation and targeting opportunities in order to improve relevance and increase clickthrough rates.
It’s a topic we focused on in our recent Google Hangout with directors from Amazon and J. Crew, and it’s likely to become more important as email marketing evolves.
With this in mind, I spoke to Experian Marketing Services data analyst Helen Taylor to find out some of the dos and don’ts of email segmentation...
Here's a round up of some of the most interesting digital marketing stats we've seen this week.
Stats include Walmart's localised Facebook strategy, QR codes, email marketing, Pinterest and the UK's search traffic for August.
For more digital stats, see our comprehensive Internet Statistics Compendium.
Once again we round up six of the best infographics we've seen this week.
The topics include online travel bookers, Google Maps, opportunities for global e-commerce, a look at why infographics make such great marketing tools and a shameless evaluation of what you can learn from the Econsultancy blog.
Guess Watches took its first foray into mobile marketing today by launching a new iPhone app in the UK.
The app allows users to access details of the latest collections, promotions, news and exclusive special offers. It also includes a store finder and both QR and augmented reality (AR) scanners.
Mobile apps are becoming an extremely popular marketing tool for lifestyle brands, with L’Oreal and P&G both launching new promotional apps in recent months.
As with the L’Oreal app, Guess is using mobile to try and drive shoppers in-store rather than giving them a new way to purchase goods on their smartphone.
Though some of the features aren’t yet live, I tried it out to see how it stacks up...
In terms of the sheer number of Facebook fans, Walmart is one of the top performing brands with more than 21m ‘likes’ to its name.
Last October, when its fan count was a mere 9m, it sought to take advantage of its popularity by partnering with Facebook to launch 3,500 pages for its local stores across the US.
The idea was to build brand loyalty with “enhanced local interaction at an unprecedented scale", an issue we looked at more closely in a post looking at hyperlocal Facebook strategies.
The theory goes that if you give users local content and offers then it will help to increase their affinity with the brand and create loyal customers.
More than 3m UK consumers used their smartphone to scan QR codes in Q2, according to new data from a comScore survey of 15,000 consumers.
This equates to 11.4% of the total smartphone audience and represents a year-on-year growth of 43%.
But the data suggests that other European nations have actually been quicker on the uptake than the UK. For example, 18.6% of German smartphone owners scanned a QR code in Q2, a YoY growth of 128%.
While in Spain 16% of users have used the technology, up a massive 218% from the same period last year.