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Click and collect felt inescapable this December.
Just on my half hour walk to work I would see multiple ads for eBay’s partnership with Argos, John Lewis and Tesco promoting their click and collect services on bus stops and in shop windows.
The time between Christmas Day and January is peak holiday booking time, as anyone who saw an ad break on Boxing Day can probably attest to.
In fact a recent report by Hotels.com predicted that traffic to UK booking websites would peak at 8pm on 28 December, a Sunday night which for most people would be their last evening before heading back to work the following day.
To say the least, it has not been a typical holiday shopping season and that’s a good thing for online retailers.
One possible explanation for the unprecedented ecommerce growth this holiday season is that the duration has been expanding for years.
It started off as just the weeks leading up to Christmas, but slowly it crept back into November.
This year Amazon even started 'Black Friday' deals on November 1, when Halloween decorations had barely been taken down yet.
This was going to be a rigorous test of another specific UK fashion retailer’s paid search strategy, through to landing page and eventually checkout. Essentially a complete ecommerce journey from the customer’s point of view.
But then I was bombarded with LED festooned Christmas tree jumpers, wool sweaters featuring Santa with a fake wobbly Santa belly and pullovers with Rudolph’s glowing red nose and things went dramatically off-course.
In which we take a selection of the most popular gifts this Christmas and see how some of the top UK retailers’ site search handles them.
When I begin typing ‘Frozen Snow Glow Elsa’ into Amazon’s search box, will the item immediately appear at the top of the predictive text suggestions? When I search for ‘Nerf’ at John Lewis will the first product listing be its most popular model ‘The Demolisher’. Will Toys R Us direct me to the correct ‘Transformers Grimlock’ toy?
We live in a constantly changing market, why should your prices be static?
That title’s kind of a big statement, but it’s true. Customers face an array of prices for identical items from store to store. But why?
Well, some stores are trying to beat competitors’ prices, and others are raising prices based on an increase in demand.
In which we take a look at the experience of searching for a product, clicking-through to an ecommerce store and purchasing the item, all from a customer’s point of view.
It used to be that a week wouldn’t pass without one of us writing a Pinterest-related post.
In the last few months though we’ve barely covered the ‘visual discovery platform’. It’s not because interest has waned, in fact Pinterest currently has 70m users and the platform drives an unprecedented amount of traffic to retail sites.
It’s just because the best practice guidelines for brands to succeed on Pinterest haven’t really changed.
As Facebook continues to ease the way businesses pay-to-play on its network, its other social network Instagram has notoriously kept marketers at a much further arm’s length.
Things are starting to change though.
In which we take a look at the experience of using John Lewis from a customer point of view.
Meaning this won’t be a robust test of the ecommerce site’s search functionality, or the quality of its mega-navs, or the persuasiveness of its homepage.
Instead this will involve searching for an item on Google, clicking on the most attractive result, testing the relevancy and helpfulness of its landing page and seeing how quick and easy it is to make a purchase. The customer journey in a nutshell.
Although this may just seem like a topical festive themed post, the lessons here are applicable all year round.
I just thought why not use 2014’s biggest toys as a control group, then I can do some sneaky Christmas shopping at the same time.
Transparency! It’s what we stand for here at Econsultancy.
Alibaba's recent IPO is impressive. How will its expansion into the American market affect Amazon?
Like the river it’s named after, Amazon is one of the largest of its kind.
In North America, Amazon sells more online than its next 12 competitors combined. It has become one of the most recognizable brands in the world, and is a leader in the online shopping industry.
However, it has recently met its match, and its name is Alibaba.