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More than ever, customers are using a variety of ways to interact with your business offline or online.
This multichannel connectivity means it’s difficult to measure the impact of one particular marketing effort on a conversion, particularly if that conversion happens offline.
This is an investigation to see how the adverts in a commercial break try to get people online. Here’s an early spoiler: they don’t try very hard at all.
Ericsson ConsumerLab discovered that, out of 15,000 people surveyed, 75% use mobile devices at the same time as they watch TV. Nielsen discovered that eight out of 10 global mobile users similarly multitask when they should be paying attention to Eastenders.
These statistics basically just tell us what we already know. People second-screen. In fact they (I say ‘they’, really I should be saying ‘I’. I am after all people) second-screen relentlessly, without prejudice all the time.
It’s not out of boredom either; it’s mainly to supplement the enjoyment of what I’m watching with extra information. “So the character of Deathlok in ‘Agents of Shield’ had three different alter-egos in the comic books. INTERESTING.”
Although when adverts do appear, that’s when I start looking at my mobile or laptop out of boredom.
As a multichannel retailer dealing in the luxury end of the market, Selfridges has to offer customers 'connected and extraordinary experiences' across its digital and physical properties.
That’s according to the brand’s head of digital marketing Claire Higgins, who spoke this morning at the Festival of Marketing.
Here’s a summary of some of the tactics Selfridges uses as part of its multichannel strategy...
At Demandware’s Xchange ‘14 conference I caught up with Jaeger’s head of ecommerce, Simon Spencelayh, to find out how the fashion retailer is improving the customer experience and its multichannel capabilities.
So it’s clearly been a period of change for the company’s ecommerce team.
Here’s what we discussed...
I'm currently undertaking a project where I ask people what multichannel marketing is.
Part of the time I wonder if it's a distraction or even a siren, beautiful but dangerous to pursue.
Many a company has been successful through conservatism or even through making bold decisions about how a customer can't engage with the company - think of GiffGaff choosing not to have a call centre but rely on online communities for support. Think of Primark refusing to sell online.
These are my definitions. They're ordered in increasing sophistication. Definition five represents the holy grail and I think we all know the very few companies we suspect have achieved some form of it (nada).
NB: The whole thing is complicated by the differences between comms and commerce, size of business, number of audiences, product or service sold and provided etc. But I thought I would nail my colours to the mast.
There has been a seismic shift of bricks-and-mortars retailers onto the web over the last decade, with almost every major player now at some level offering clicks-and-bricks capabilities.
With a few exceptions, there has been relatively little traffic the other way - of pure play online retailers opening up physical stores.
In recent months this has begun to change, with an increasing number of online businesses investigating the potential of some form of physical presence.
For a long time pureplay retailers have decried the costs, inflexibility and limitations of physical stores, preferring the infinite SKUs, distribution and low costs of a pure web model.
However, as physical retailers have begun to combine on- and offline models in more innovative ways the potential of a mixed format model has become more and more attractive.
As part of its recent website revamp B&Q has put a far greater emphasis on its click & collect service.
Every product page shows a click & collect call-to-action alongside one for ‘home delivery’, even though the service isn’t available on a majority of products.
Still, by displaying the CTA for every item it notifies customers that it’s potentially an option for other products.
The reason B&Q is making such a big play for click & collect is that the service has become hugely popular for shoppers across different industries.
Around two-thirds of Tesco’s non-food orders are for in-store collection while more than a third of Argos’ ecommerce customers use its ‘check and reserve’ service.
With that in mind here’s a look at how different retailers market click & collect on their websites, beginning with B&Q...
Previously on the Econsultancy blog we’ve reviewed the Marks & Spencer multichannel experience after its site redesign.
And while the market is still out on the new website, we think moving towards an improved digital offering is of critical importance to the company's longer term success.
Keeping my eye on the retail landscape, one area that has been spoken about is the use of interactive tablets and displays in-store, and a recent DigitasLBi survey revealed that 43% of internet-shopping consumers had used multimedia shopping aids of this kind.
On my wanderings about Oxford Street, I noticed that M&S had quite a few of these dotted around. I thought I would test it out and see what it was like.
Ongoing profit from a customer’s lifetime value is generally much higher than any one single transaction.
If you do this, you’ll also find that it’s much cheaper to retain a loyal customer than it is to constantly acquire new ones. 82% of companies asked in our Cross Channel Marketing report agree that customer retention is cheaper than acquisition.
Customer retention is a must for any business where its goals are for long-term success. Here are some of the ways that you can achieve this.
If there’s one thing I’ve learned this year it is this: share a vaguely useful colourful chart on social media channels, and your ship will come in.
With that in mind, I have created yet another visualisation, this time dedicated to multichannel marketing.
There are so many different ways of reaching customers these days, and I wanted to provide a really straightforward overview of some of the most important routes to market.
So without further ado, here’s the chart. Click on the image to see a bigger version...
Digital marketing is a strategic priority for the telecom sector, with an average of 46% of total marketing budgets being assigned to digital.
The report explores how companies operating in the telecom sector approach digital marketing, as well as the key trends, opportunities and sector-specific issues shaping their digital strategies.
The insight is based on a global survey of more than 200 telecom executives based mainly in North America and EMEA (Europe, Middle East and Africa) and inside the downloadable report you’ll discover data around key business priorities in telecom, where companies are focusing digital marketing and technology, opportunities and budget plans for the next 12 months and obstacles to integrated marketing.
In the meantime, here’s a summary of three key trends identified in the report:
It’s awards season here at Econsultancy as the entries detailing inspirational case studies from a huge range of companies continue to roll in, and it's still not too late for your team to enter.
The Digitals 2014 are designed to showcase the finest work from the global digital and ecommerce community, but not just from individuals, we want to put the whole team centre stage in order to celebrate and truly reflect the collaborative culture of our industry.
You have till 24 September 2014 to enter, and in order to give you inspiration for your own entry we’ve rounded up some of the best retail case studies we received in 2013.
For more advice on how to write your entry, read David Moth’s 10 tips for writing a stand out awards entry for The Digitals.