tag:econsultancy.com,2008:/topics/coupons-vouchers-discounts Latest Coupons, vouchers & discounts content from Econsultancy 2016-12-23T10:06:08+00:00 tag:econsultancy.com,2008:BlogPost/68662 2016-12-23T10:06:08+00:00 2016-12-23T10:06:08+00:00 10 festive digital marketing stats from this week Nikki Gilliland <p>Oh, and don’t forget to check out the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for lots more!</p> <p>Here goes nothing…</p> <h3>Second week in December generates more conversions for online retailers</h3> <p>New data from Qubit has revealed the trends impacting online retail this Christmas.</p> <p>From analysis of 74m visits to 120 UK and US online retailers, it found that the third and fourth of December was the most popular Christmas shopping weekend for consumers to visit online retailers.</p> <p>However, the 10th and 11th of December was more successful overall, with online retailers converting a smaller number of consumers for slightly higher levels of revenue. Despite there being 5.51% fewer visitors than the previous weekend, conversion rates were 10.36% higher, with 0.92% more revenue generated.</p> <h3>Half of UK Christmas shoppers looking for last-minute bargains</h3> <p>According to recent research by SAS, nearly half of British consumers joining the Christmas shopping rush this week will be holding out for bargains.</p> <p>Despite the biggest discounting weekend of the year, Black Friday and Cyber Monday, already being behind us, nearly a quarter of UK consumers will be leaving it until the last week before Christmas to buy gifts. </p> <p>What’s more, with 46% of shoppers citing the economy as having the biggest impact on how they will shop for gifts this year, nearly half will be on the look-out for last minute bargains.</p> <p><img src="https://assets.econsultancy.com/images/0008/2630/christmas_shopping.jpg" alt="" width="650" height="433"></p> <h3>The impact of ‘Smart Christmas’ for marketers</h3> <p>Based on this year’s Black Friday sales, the Chartered Institute of Marketing has predicted that smart devices – e.g. health devices and virtual reality – will be the top selling gifts this Christmas.</p> <p>However, it has also indicated that while this presents opportunity for marketers in 2017 – it could also pose problems.</p> <p>When it comes to health devices, the CIM suggest that brands need to be wary of data handling, as 57% of consumers do not trust organisations to use their data responsibly.</p> <p>Similarly, despite the growing popularity of virtual reality – and the Oculus headset set to be a popular gifting option – marketers need to consider whether or not virtual reality is truly an appropriate way to engage customers, or whether they are just jumping on the bandwagon.</p> <h3>Nearly a third of influencers regularly promote charities</h3> <p>According to new data from Buzzoole, social media influencers are challenging the perception of younger generations by regularly supporting charities.</p> <p>It found that 28% of social media influencers regularly support charities on their channels, with 74% saying that raising awareness of the causes they care about was a key priority for them. Likewise, 87% said sharing their own personal experiences is important, while 61% agreed that helping people is a big factor in what they do.</p> <p>Children’s and cancer charities are the most popular charities to talk about, with 19% and 21% of influencers citing these respectively.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Thank you <a href="https://twitter.com/Zoella">@Zoella</a> &amp; <a href="https://twitter.com/PointlessBlog">@PointlessBlog</a> for granting 5wishes yesterday &amp; to <a href="https://twitter.com/lolascupcakes">@lolascupcakes</a> for the fab cupcake workshop! <a href="https://t.co/s04ZeyA2qY">pic.twitter.com/s04ZeyA2qY</a></p> — Rays of Sunshine (@RaysofSunshine) <a href="https://twitter.com/RaysofSunshine/status/720207773586321408">April 13, 2016</a> </blockquote> <h3>Period between Christmas and New Year predicted for peer-to-peer shopping surge </h3> <p>Unwanted gifts are set to power a surge in online shopping between Christmas and New Year, according to new data released by eBay Advertising.</p> <p>In 2015, consumers were looking to snap up a bargain as early as Christmas Day, with “unwanted christmas present” being the most searched for item on eBay, dropping no lower than number two until 9pm that evening. </p> <p>If that is anything to go by, 2016 looks set to provide a similar opportunity for disappointed folk.</p> <h3>Amazon is the most valuable retail brand in the world</h3> <p>In a report on the <a href="http://www.kantarretail.com/brandz-top-25-most-valuable-global-retail-brands-20162017/">top 25 most valuable retail brands</a> in the world, BrandZ’s has named Amazon as the number one.</p> <p>With an estimated value of $98.98bn, the online retailer’s brand value has gone up by 59% year-on-year, outperforming others like Alibaba, Home Depot and Walmart.</p> <p>Though the list mainly features US brands, UK retailers Tesco and Marks &amp; Spencers were featured, coming in at numbers 15 and 24 respectively.</p> <p><img src="https://assets.econsultancy.com/images/0008/2628/Tesco.JPG" alt="" width="250" height="369"> <img src="https://assets.econsultancy.com/images/0008/2629/M_S.JPG" alt="" width="250" height="368"></p> <h3>53% of consumers happy to interact with brands on messaging apps</h3> <p>In a poll of 2,000 consumers in the UK and France, Kenshoo found that just over half are open to interacting with brands on Whatsapp and Facebook Messenger – as long as they can block brands they are not interested in.</p> <p>The study found that 51% of app users see messaging as faster and more immediate than email interactions, while 48% feel it is less hassle than speaking to a company on the phone.</p> <p>Another advantage of brands using messaging apps could be convenience for joint purchases, with 15% of consumers liking the idea of a group interaction to discuss travel research, for example.</p> <p>Similarly, finding information quickly is also a positive, with 33% liking the fact that messaging apps retain conversations, meaning there is no need to search through previous emails or notes from telephone calls.</p> <p><img src="https://assets.econsultancy.com/images/0008/2625/Most_used_apps.JPG" alt="" width="571" height="464"></p> <p><em>(Most used apps)</em></p> <h3>Black Friday results in growth rate of 22.9% in Novemeber YoY </h3> <p>The latest figures from the IMRG Capgemini eRetail Sales Index have revealed how retailers slashed prices throughout Black Friday weekend.</p> <p>The category which saw the sharpest drop in prices was electricals, with the average basket value falling to £119 in November – a decrease of 18.5% on the previous month and 22.7% from November 2015.</p> <p>Average basket values decreased in all sectors from the previous month, apart from home &amp; garden, resulting in a year-on-year growth rate of 22.9% in November.</p> <h3>Boohoo is the top brand for Facebook Live video in 2016</h3> <p>With <a href="https://econsultancy.com/blog/68640-why-live-video-was-the-biggest-social-trend-of-2016">live streaming truly taking off in 2016</a>, Socialbakers has rounded up the brands whose Facebook Live videos performed the best.</p> <p>With 313,282 interactions, Boohoo’s black Friday giveaway comes in at the top spot, followed by the Body Coach’s Live Hiit, which generated 22,303 interactions.</p> <p>Here is the top five:</p> <ol> <li>Boohoo.com – <a href="https://www.facebook.com/boohoo.com/videos/1442411715776720/" target="_blank">Live Black Friday give away</a> (313,282 interactions)</li> <li>The Body Coach – <a href="https://www.facebook.com/JoeWicksTheBodyCoach/videos/1064153536991915/">Live Hiit</a> (22,303 interactions)</li> <li>Xbox UK – <a href="https://www.facebook.com/xboxuk/videos/10153935439346344/">Forza Horizon 3</a> (18,554 interactions)</li> <li>Oh Polly – <a href="https://www.facebook.com/ohpollyfashion/videos/927381400731700/">Online competition</a> (11,345 interactions)</li> <li>Chain Reaction Cycles – <a href="https://www.facebook.com/ChainReactionCycles/videos/10154549688487359/">Online competition</a>: Unior toolkit (9,343 interactions)</li> </ol> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fboohoo.com%2Fvideos%2F1442411715776720%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>Online searches for cocktails peak on Christmas Day and NYE </h3> <p>According to Equimedia, drinks and spirits brands should be doing more to capitalise on search interest in the run up to Christmas.</p> <p>From research of 39 separate cocktail types categorised by their main spirit ingredient, it found that searches for cocktail recipes are at their peak on Christmas Day and New Year’s Eve.</p> <p>However, with conversions unlikely at this point, brands should be engaging consumers as interest ramps up throughout the festive period – with the aim of inspiring them to stock up in advance.</p> <p>Equimedia has also highlighted the dominance of major brands, with Smirnoff Vodka outranking all other types of vodka, and Jack Daniels doing the same for whiskey. Despite this, the rise in popularity of artisan gin shows there is opportunity for smaller brands, with Sipsmith now within striking distance of Gordons Gin as the most-searched for in the cateogory.</p> tag:econsultancy.com,2008:BlogPost/68603 2016-12-07T11:04:00+00:00 2016-12-07T11:04:00+00:00 Five ways luxury brands attempt to increase conversions online Nikki Gilliland <p>Meanwhile, with <a href="https://econsultancy.com/blog/68540-how-four-uk-retailers-are-giving-consumers-the-vip-treatment-this-christmas/" target="_blank">VIP treatment expected</a> in-store, getting the balance right between subtle and salesy on an ecommerce site can be tricky.</p> <p>So, how can retailers recreate the luxury experience online, while ensuring customers buy?</p> <p>Here are five ways, with some nice examples to back it up.</p> <h3>Creating a sense of urgency</h3> <p>Without staff to shmooze shopppers in-store, <a href="https://econsultancy.com/blog/65348-how-to-increase-conversions-by-creating-buyer-urgency-fear-of-loss/">creating a sense of urgency online</a> can be difficult - especially when luxury brands don't have sales or a <a href="https://econsultancy.com/blog/67149-how-to-create-simple-brand-tone-of-voice-guidelines-for-twitter/">unique tone of voice</a> to persuade.</p> <p>An effective online tactic is telling customers if an item is selling out.</p> <p>Fendi is one brand that has recently started to do this.</p> <p>On its product pages, it subtly tells you if an item has limited stock, giving a clever nudge to buy sooner rather than later.</p> <p><img src="https://assets.econsultancy.com/images/0008/2076/Fendi_stock.JPG" alt="" width="543" height="553"></p> <p>Similarly, it uses pop-ups to inform customers how many others are currently viewing an item.</p> <p><img src="https://assets.econsultancy.com/images/0008/2075/Fendi_pop_up.JPG" alt="" width="747" height="396"></p> <p>While it's a popular tactic used by travel sites, I've not come across many fashion brands doing it before, especially not a high-end brand like Fendi.</p> <h3>Enabling customisation</h3> <p>Another way for luxury retailers to encourage customers to buy online is to replicate the service they'd receive in-store.</p> <p>Or even better, to offer something they wouldn't.</p> <p>Dior is an example of a brand that cleverly uses personalisation to make shoppers feel special.</p> <p>Its made-to-order range of Dior So Real sunglasses are fully customizable, allowing customers to pick and choose the colour, lens-type and even engraving to suit their own unique taste.</p> <p><img src="https://assets.econsultancy.com/images/0008/2077/MyDiorSoReal.JPG" alt="" width="780" height="463"></p> <p>By handing over this level of control, it enables customers to feel like they are buying something a little more unique than just a carbon-copy of what everyone else is wearing.</p> <h3>Offering online exclusivity</h3> <p>It's an obvious tactic on the high street, but many luxury retailers resist sales and discounts for fear of devaluing their brand.</p> <p>Ralph Lauren is not afraid to promote discounts, as shown by its current offer of 40% off throughout December. </p> <p><img src="https://assets.econsultancy.com/images/0008/2079/Ralph_Lauren_Online_Only_Discount.JPG" alt="" width="780" height="595"></p> <p>While this could potentially put off shoppers who like the brand's premium aspect, it cleverly uses an 'online-only' element to offer something of value.</p> <p>It could also help to increase sales at what is a very competitive time of year.</p> <p>With shoppers displaying less loyalty and greater focus on getting the best deal, it appears to be a tactic that's growing in popularity.</p> <p>We've recently seen a trend for new companies aiming to disrupt traditional luxury brands by offering premium and custom-made products at more affordable prices.</p> <p>Awl and Sundry is an example of this. A US-based shoe retailer that wants to 'democratise bespoke luxury', it does so by using a <a href="https://econsultancy.com/blog/68139-the-rise-of-the-direct-to-consumer-model-it-s-not-just-dollar-shave-club/" target="_blank">direct-to-consumer business model</a>. </p> <p><img src="https://assets.econsultancy.com/images/0008/2080/Awl_and_Sundry.JPG" alt="" width="680" height="786"></p> <p>By offering a similar level of luxury but without the extremely high price point, it could potentially steal customers from the brands that are refusing to offer discounts.</p> <h3>Providing extra special customer service</h3> <p>Another important feature of luxury shopping is the level of customer service offered in-store.</p> <p>From personal shopping to champagne - it's incredibly hard to replicate this element online.</p> <p>However, many are introducing features like <a href="https://econsultancy.com/blog/64255-why-do-online-retailers-need-live-chat/" target="_blank">live chat</a> and messenger bots to bring the personal touch to their ecommerce offering.</p> <p>Burberry is one brand that does this well, using a chat function to help and guide customers.</p> <p><img src="https://assets.econsultancy.com/images/0008/2082/Live_Chat_Burberry.JPG" alt="" width="432" height="451"></p> <p>Small features like using the employee's full name and a chatty and friendly tone reassures you that you're talking to a human being - not a faceless brand.</p> <p>While it is not advertised on the site as prominently as it could be, this chat feature still lets customers know that they are getting the same premium service that they would be in person.</p> <h3>Capitalising on social reach</h3> <p>With prestige and desirability the hallmarks of luxury brands, maintaining this allure on <a href="https://econsultancy.com/blog/67604-what-s-the-point-of-social-media-for-luxury-brands/" target="_blank">social media</a> can be difficult.</p> <p><a href="https://econsultancy.com/blog/68119-how-everlane-is-using-an-exclusive-instagram-account-to-strengthen-customer-loyalty/" target="_blank">I've written about Everlane before</a>, but it's a great example of how to promote exclusivity while still fostering customer loyalty.</p> <p>It uses a private Instagram account to offer a select group of followers special sneak peeks and early access to sales.</p> <p><img src="https://assets.econsultancy.com/images/0008/2087/Everlane.JPG" alt="" width="400" height="841"></p> <p>By creating an 'inner circle', it ensures followers will feel valued and encourage sharing on their own social media channels, too.</p> <p>Similarly, with new opportunities for social commerce, more brands are cottoning on to how this tactic can directly lead to sales.</p> <p>Michael Kors revamped its #InstaKors campaign earlier this year to include a new shoppable feature.</p> <p>More than just allowing customers to buy, it has created a social loyalty programme, whereby Instagram followers will be able to get their hands on items before anyone else, as well as access unique offers.</p> <p><img src="https://assets.econsultancy.com/images/0008/2086/Instakors.JPG" alt="" width="780" height="492"></p> <p>A great example of how to increase exclusivity through social media rather than dilute it - it's one element of the luxury ecommerce experience that we can expect to see more of in future.</p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/blog/64776-five-great-ecommerce-sites-from-luxury-brands/"><em>Five great ecommerce sites from luxury brands</em></a></li> <li><a href="https://econsultancy.com/blog/64767-where-are-luxury-brands-going-wrong-online/"><em>Where are luxury brands going wrong online?</em></a></li> <li><a href="https://econsultancy.com/blog/66175-louis-vuitton-analysis-of-the-luxury-online-customer-journey/"><em>Louis Vuitton: analysis of the luxury online customer journey</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68606 2016-12-06T10:47:00+00:00 2016-12-06T10:47:00+00:00 Six examples of Christmas email marketing from fashion retailers Nikki Gilliland <p>Here are examples from six top retailers, and for more on this topic check out these resources:</p> <ul> <li><a href="https://econsultancy.com/reports/email-census/">Email Marketing Industry Census 2016</a></li> <li><a href="https://econsultancy.com/training/courses/topics/email-ecrm/">Email &amp; eCRM Training Courses</a></li> </ul> <h3>ASOS</h3> <p>Like its <a href="https://econsultancy.com/blog/68573-seven-examples-of-black-friday-email-marketing-from-retailers" target="_blank">Black Friday efforts</a>, ASOS’s Christmas emails are designed to effectively engage its young user base.</p> <p><img src="https://assets.econsultancy.com/images/0008/2101/ASOS_email.JPG" alt="" width="500" height="539"></p> <p>As well as promoting continuing sales, it places a lot of focus on its gift guides, which is always a great incentive to get users clicking during the festive period.</p> <p>I particularly like the fact that it talks about products in relation to different budgets – one of the only emails I’ve seen to take this approach.</p> <p><img src="https://assets.econsultancy.com/images/0008/2102/ASOS_email_2.JPG" alt="" width="500" height="552"></p> <p>Not only does this save shoppers from filtering prices on-site, but it also hints at the variety of products on offer.</p> <h3>H&amp;M</h3> <p>Instead of focusing on gift ideas, H&amp;M pushes the concept of ‘Christmas Jumper Day’ to entice users to shop.</p> <p><img src="https://assets.econsultancy.com/images/0008/2103/H_M.JPG" alt="" width="500" height="801"></p> <p>As well as promoting a core Christmas-related product, this also builds upon festive excitement.</p> <p><img src="https://assets.econsultancy.com/images/0008/2104/H_M_3.JPG" alt="" width="500" height="654"></p> <p>Of course, it might put off potential Scrooges or people that don’t like this sort of attire, however that’s arguably the danger of any Christmas marketing.</p> <p>Another feature to note is the continued trend of extending sales after Black Friday, with a 50% discount on gifts included at the bottom.</p> <p><img src="https://assets.econsultancy.com/images/0008/2105/H_M_2.JPG" alt="" width="500" height="552"></p> <h3>Debenhams</h3> <p>While it is still only early December, Debenhams appears to be stuck in Black Friday mode – choosing to focus on money-off discounts rather than any other kind of Christmas message.</p> <p><img src="https://assets.econsultancy.com/images/0008/2106/Debenhams_email.JPG" alt="" width="475" height="827"></p> <p>Its emails have so far been geared around its ‘Beautiful Gifts Week’ which, while we’re at it, is a rather weak slogan.</p> <p>The offer of 15% off gifts is enticing, however the emails are very one-sided, which could potentially put off customers who are tired of the sales.</p> <p><img src="https://assets.econsultancy.com/images/0008/2107/Debenhams_2.JPG" alt="" width="464" height="777"></p> <p>The gridlock design is also a little garish, with no real indication of the specific gifts customers can expect to find online.</p> <h3>John Lewis</h3> <p>So far, John Lewis’s emails have been the least festive in terms of design.</p> <p>There’s no real Christmas sparkle or pizzazz. Instead, it focuses on the retailers’ reputation for quality as well as its dedication to competitive pricing.</p> <p><img src="https://assets.econsultancy.com/images/0008/2108/John_Lewis.JPG" alt="" width="500" height="607"></p> <p>The lack of festive design isn’t a bad thing - it is quite subtle and still pleasing to the eye.</p> <p>Choosing to use a gift guide theme, the copy evokes different types of personalities and what would make the perfect present for them.</p> <p><img src="https://assets.econsultancy.com/images/0008/2109/John_Lewis_email_4.JPG" alt="" width="500" height="779"></p> <p>I particularly like this, as it makes the email feel more personal than other examples, giving customers something of greater value than the standard ‘for him’ or ‘for her’ guides.</p> <h3>House of Fraser</h3> <p>House of Fraser has quite a heavy-handed email strategy, bombarding users with a multitude of messages. </p> <p>As well as being a bit overkill, I’ve also noticed how some of the emails are a little confusing.</p> <p>Despite the email subject line of ‘Ultimate beauty gifts’, the below email is also geared around ‘luxury’ purchases.</p> <p><img src="https://assets.econsultancy.com/images/0008/2110/HoF_subject.JPG" alt="" width="354" height="76"></p> <p><img src="https://assets.econsultancy.com/images/0008/2111/HoF.JPG" alt="" width="500" height="615"></p> <p>What’s more, the inclusion of a coffee machine in between mostly grooming and beauty related items is a bit odd.</p> <p>House of Fraser clearly wants to promote a variety of products, however its conflicting message feels poorly judged.</p> <p>That being said, there is some nice editorial-inspired content and a hint towards personalisation.</p> <p><img src="https://assets.econsultancy.com/images/0008/2112/HoF_2.JPG" alt="" width="500" height="929"></p> <h3>Reiss</h3> <p>Lastly, I particularly like Reiss's email strategy for its customer-centric feel.</p> <p>Launching a '12 Days of Gifting' campaign - it offers users the chance to win simply by signing up.</p> <p><img src="https://assets.econsultancy.com/images/0008/2115/Reiss_4.JPG" alt="" width="550" height="661"></p> <p>Instead of promoting gifts and sales, it focuses on making the customer feel valued.</p> <p>With prizes including experiences as well as material items, it's also a nice fusion of the offline/online shopping experience - and a reflection of Reiss's multichannel approach.</p> <p><img src="https://assets.econsultancy.com/images/0008/2116/Reiss_3.JPG" alt="" width="500" height="713"></p> tag:econsultancy.com,2008:BlogPost/68545 2016-12-02T14:27:26+00:00 2016-12-02T14:27:26+00:00 Five ways subscription box services can increase customer retention Nikki Gilliland <p><img src="https://assets.econsultancy.com/images/0008/1637/Customer_retention.JPG" alt="" width="650" height="289"></p> <p>So, how can subscription box services improve retention in the long-term?</p> <p>Here are five ways, as well as a few examples of the techniques in practice.</p> <h3>Offers for loyal customers</h3> <p>Most subscription services entice new users with delivery deals or a lower price for the first three months, and while this remains an effective acquisition strategy, an absence of incentives after this point is likely to be a big reason many jump ship.</p> <p>It’s no coincidence that people tend to cancel after four months – soon after most early offers expire. </p> <p>As a result, there needs to be more of a focus on offers built on loyalty.</p> <p><a href="https://econsultancy.com/blog/68525-how-birchbox-and-trendyol-approach-data-and-personalisation/" target="_blank">Birchbox</a> is one brand that delivers this, using its points program to drive retention. </p> <p>Customers can earn points with each box delivered, as well as when they review samples online. In turn, these can be traded for full sized products - a great incentive to stay signed up.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Finally used my <a href="https://twitter.com/hashtag/birchbox?src=hash">#birchbox</a> points and grabbed this <a href="https://twitter.com/hashtag/benefit?src=hash">#benefit</a> set <a href="https://twitter.com/hashtag/fotd?src=hash">#fotd</a> <a href="https://twitter.com/hashtag/instagram?src=hash">#instagram</a> <a href="https://t.co/yUCb3XLnSE">pic.twitter.com/yUCb3XLnSE</a></p> — LittleMissBeautyBox (@LMbeautyboxes) <a href="https://twitter.com/LMbeautyboxes/status/787941158861275136">October 17, 2016</a> </blockquote> <h3>Options to personalise content</h3> <p>Shorr’s survey found that one in five customers cancel a subscription service because they don’t like the products they receive.</p> <p>One way to combat this is by allowing people to tailor boxes to suit their own tastes. </p> <p>Graze does this with its choice of snack boxes, allowing customers to choose between ‘variety’, ‘light’ or ‘protein’. </p> <p><img src="https://assets.econsultancy.com/images/0008/1638/Graze_boxes.JPG" alt="" width="760" height="455"></p> <p>It also tells consumers about the snacks that are available, listing the nutritional values on its website.</p> <p><img src="https://assets.econsultancy.com/images/0008/1639/Graze_boxes_choice.JPG" alt="" width="600" height="603"></p> <p>While this tactic could negate the ‘surprise’ element that some customers enjoy, there are ways to get around it, such as asking about broad personal preferences and tastes.</p> <p>This could still deliver on the element of surprise, but ensure there is less chance of disappointment. </p> <h3>Flexible plans</h3> <p>Consumers might be reluctant about signing up to a subscription box service because of concerns over difficult cancellations in future.</p> <p>So while many brands might prefer to bury this information, being transparent and flexible on this issue could help to increase levels of trust.</p> <p>Dollar Shave Club is well-known for its personal, easy-going and <a href="https://econsultancy.com/blog/67434-four-brands-with-a-brilliantly-funny-tone-of-voice/" target="_blank">humorous tone of voice</a>, and this extends to how it reassures customers.</p> <p>Using ‘All reward, no risk” as its tagline, it’s encouraging from the start. </p> <p>Likewise, this kind of copy is littered throughout its website, reassuring customers that there are no commitments involved.</p> <p><img src="https://assets.econsultancy.com/images/0008/1640/Cancel_anytime.JPG" alt="" width="358" height="430"></p> <p>Pact Coffee takes this one step further by providing a number of flexible options around frequency and delivery.</p> <p><img src="https://assets.econsultancy.com/images/0008/1650/Pact.JPG" alt="" width="750" height="502"></p> <p>Allowing customers to pause or cancel orders at any time - it gives them the confidence that they are entirely in control.</p> <p>Likewise, the flower subscription service, Bloom &amp; Wild, uses its app to reflect the brand’s flexible approach.</p> <p><img src="https://assets.econsultancy.com/images/0008/1641/Bloom___Wild_app.JPG" alt="" width="780" height="268"></p> <p>As well as allowing users to keep track of orders, it also sends out reminders and special offers – similarly useful tactics for keeping customers happy and engaged.</p> <h3>Custom packaging</h3> <p>Shorr’s survey found that 76% of consumers would be very likely to notice custom packaging versus standard brown paper boxes.</p> <p>One in three have also shared an image on social media to show off a box’s packaging.</p> <p><img src="https://assets.econsultancy.com/images/0008/1646/Custom_packaging.JPG" alt="" width="660" height="307"></p> <p>So, along with the added bonus of inspiring <a href="https://econsultancy.com/blog/67547-10-excellent-examples-of-user-generated-content-in-marketing-campaigns/" target="_blank">user generated content</a>, unique or custom packing is also likely to further a positive response. </p> <p>Not Another Bill – a subscription service that sends out surprise gifts – is a great example of this.</p> <p>Reflecting the brand's premium nature, the box acts as an extension of the overall experience. </p> <p><img src="https://assets.econsultancy.com/images/0008/1647/Not_another_bill.JPG" alt="" width="750" height="446"></p> <p>Consequently, customers are often quick to shout about it on social.</p> <h3>Additional value through content or education</h3> <p>Alongside monetary incentives, customers are more likely to renew their subscription if they are receiving something of additional value.</p> <p>Wine subscription box service, Sip and Learn, uses education.</p> <p>Essentially, the longer a customer is subscribed for – the more they will learn.</p> <p>By using this as the basis for its business model, it means customers are unlikely to cancel before they have reached the end of the 12-box program.</p> <p><img src="https://assets.econsultancy.com/images/0008/1648/Sip_and_Wine_programme.JPG" alt="" width="780" height="533"></p> <p>Similarly, other brands aim to deliver value outside of what’s in the box.</p> <p>Beauty subscription services in particular tend to use <a href="https://econsultancy.com/blog/68205-how-three-beauty-ecommerce-sites-integrate-editorial-content/" target="_blank">online editorial content to engage customers</a>, using expert advice and tips and tricks to help them get the most out of the products, as well as extra content based on general beauty.</p> <p><img src="https://assets.econsultancy.com/images/0008/1649/Glossybox_blog.JPG" alt="" width="750" height="677"></p> <h3>In conclusion...</h3> <p>While attracting new customers is an important part of the subscription box marketing model, it's certainly not the key to success.</p> <p>Rather, it is vital that brands think about long-term strategy.</p> <p>By delivering extra incentives and increased value for loyal customers, cancelling will hopefully be the last thing on their minds.</p> tag:econsultancy.com,2008:BlogPost/68587 2016-12-01T14:56:00+00:00 2016-12-01T14:56:00+00:00 Black Friday & Cyber Monday 2016 ecommerce stats bonanza Nikki Gilliland <h3>Black Friday 2016 breaks US online sales records</h3> <p>Adobe has revealed that this year’s Black Friday shopping frenzy broke online sales records in the US, with $3.34bn being spent online and a 17.7% increase on sales last year.</p> <p>It also found that retailers who invested in mobile, email and social saw 30% more sales on average than those concentrating on just one or two channels.</p> <h3>Black Friday traffic up 220% on a normal day</h3> <p>Confirming the success of this year’s event is Qubit, which has analysed more than 50m visits from 120 UK and US retailers to discover how consumers reacted.</p> <p>The results show a huge increase in both traffic and revenue.</p> <p>When comparing Black Friday to a normal Friday, it found traffic was up 220%. Similarly, traffic increased 155% on Cyber Monday when compared to a normal sales day.</p> <p>The same goes for revenue, which was up 240% and 380% on the Friday and Monday respectively.</p> <h3>Lego is the top-selling toy</h3> <p>Adobe’s results from Black Friday show that Lego is still a hot favourite this festive season, with Lego Creator Sets coming out as the top-selling toy.</p> <p>This was closely followed by Razor electric scooters, Nerf guns, DJI Phantom Drones and Barbie Dreamhouse. </p> <p>With items under $300 being 20% more likely to sell out, this gives us a good indication of the toys parents need to snap up if they still want to get them in time for Christmas.</p> <p>The five bestselling electronics from Black Friday were Apple iPads, Samsung 4k TV’s, Apple’s MacBook Air, LG Televisions and Microsoft Xbox.</p> <p><img src="https://assets.econsultancy.com/images/0008/1970/Lego.JPG" alt="" width="536" height="345"></p> <h3>Travel companies see greater interest than in 2015</h3> <p>Data from Sojern shows that consumers spent more on travel this year than last, specifically taking advantage of Cyber Monday.</p> <p>On the Monday, there were 32% more searches for flights from the US compared to the week before. </p> <p>Similarly, while 2015 saw an increase in bookings of 9%, this Cyber Monday resulted in a jump of 21%.</p> <p>Out of the most searched for destinations, Italy, Japan and Colombia were in the top 10, while Canada, Haiti and US Virgin Islands were among the most-booked.</p> <h3>Consumers embrace mobile shopping</h3> <p>According to PayPal, Black Friday demonstrated the enormous growth of mobile shopping and its popularity with consumers.</p> <p>On Black Friday, one third of all PayPal payments were made on mobile devices, as PayPal handled $15,507 in payments per second.</p> <p>Cyber Monday resulted in similar activity, with PayPal seeing over 50% year-on-year growth in global mobile payments.</p> <p>Based on the data, it is also expecting more than 40% year-on-year growth in total payments.</p> <p><img src="https://assets.econsultancy.com/images/0008/1972/mobile_shopping.jpg" alt="" width="700" height="370"></p> <h3>Brits more confident in shopping on mobile</h3> <p>While results show that mobile overtook desktop as the most preferred shopping channel overall, data from ChannelAdvisor suggests that Brits are more at ease than US shoppers when it comes to following through on mobile purchases.</p> <p>Throughout the five-day sales period, 75% of shopping searches in the US took place on mobile devices, however, mobile accounted for less than one in two purchases.</p> <p>Meanwhile, despite the percentage of UK shopping searches on mobile platforms being slightly lower, more than three in five sales conversions took place on mobile.</p> <h3>1.2m app installs on Black Friday</h3> <p>Continuing the mobile trend, it seems there was a significant increase in retailers targeting consumers via mobile apps this year.</p> <p>According to Urban Airship, retailers sent 56% more holiday notifications in 2016 than in 2015.</p> <p><img src="https://assets.econsultancy.com/images/0008/1966/App_notifications.png" alt="" width="624" height="469"></p> <p>The big difference this year was retailers embracing targeting, with 88% of notifications being highly targeted to shopper’s locations, preferences and behaviours. Only 12% of messages were broadcast to everyone.</p> <p>The data also shows daily app installs averaged more than 696,000 per day in November, up 24% from the average daily rate in October. </p> <p>On Black Friday itself, there was a peak of more than 1.2m app installs.</p> <h3>Gilmore Girls generates more excitement than Black Friday on social</h3> <p>The latest data from Spredfast shows that there was a huge increase in noise around Black Friday this year, with the event racking up 2.4m mentions on social media - over 1m more than in 2015.</p> <p>However, insight suggests this could be due to more interactions on social overall, rather than direct interest in the shopping event.</p> <p>Despite Black Friday trending in many of these countries last year, the hotly anticipated return of Gilmore Girls, and the hashtag #GilmoreGirlsRevival, came out on top in France, Italy, New Zealand, Ireland and Germany.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">When everyone is hyped for black friday but you've been waiting 9 yrs for this day and it's because the <a href="https://twitter.com/GilmoreGirls">@GilmoreGirls</a> revival is today!!</p> — frayadawe (@frayadawe44) <a href="https://twitter.com/frayadawe44/status/802047855955505152">November 25, 2016</a> </blockquote> <h3>Rise in footfall to UK high streets</h3> <p>Springboard has analysed where UK consumers did their shopping on Black Friday, measuring both online sales and footfall in high streets and retail parks.</p> <p>It found that, while online transactions rose on Saturday by 1.9%, they had dipped by 5.5% on Sunday compared to last year. Footfall also dipped by 0.6%.</p> <p>In terms of the entire weekend, online transactions rose by just 2.3%. </p> <p>Footfall declined by 0.5%, however the 1.4% uplift in footfall to high streets apparently demonstrates the increasing importance of leisure-based trips to retail destinations.</p> <p><img src="https://assets.econsultancy.com/images/0008/1967/Footfall.JPG" alt="" width="780" height="176"></p> <p><em>For more on this topic, read:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68432-black-friday-2016-how-are-uk-retailers-optimising-search-landing-pages/"><em>Black Friday 2016: How are UK retailers optimising search landing pages?</em></a></li> <li><a href="https://econsultancy.com/blog/68573-seven-examples-of-black-friday-email-marketing-from-retailers/"><em>Seven examples of Black Friday email marketing from retailers</em></a></li> <li><a href="https://econsultancy.com/blog/68577-the-whisky-exchange-increased-prices-on-black-friday-did-it-work/"><em>The Whisky Exchange increased prices on Black Friday: Did it work?</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68577 2016-11-30T13:47:42+00:00 2016-11-30T13:47:42+00:00 The Whisky Exchange increased prices on Black Friday: Did it work? Nikki Gilliland <p>Well, kind of.</p> <p>Here’s a bit more on its campaign as well as a few reasons why it was one of the best around.</p> <h3>Taking a different tack</h3> <p>The Whisky Exchange’s campaign was borne out of the company’s own boredom with Black Friday.</p> <p>Which, if you’re subscribed to more than one or two <a href="https://econsultancy.com/blog/68573-seven-examples-of-black-friday-email-marketing-from-retailers/" target="_blank">retailer emails</a>, isn’t hard to relate to.</p> <p>Instead of doing the same thing as everyone else and pushing sales and discounts, it aimed to come up with an original idea that wouldn’t devalue the high-end nature of its product.</p> <p>The concept was to sell a discontinued whisky, the Glendronach 15 Year Old Revival, for 60% higher than it would when the spirit was widely available.</p> <p>Since being discontinued in 2015, it has been virtually impossible to find, and now regularly sells for over £100 in auctions. </p> <p>So, despite formerly selling on the site for £49.95, the Black Friday price of £79.95 actually turned out to be a bit of a bargain. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Our <a href="https://twitter.com/hashtag/BlackFriday?src=hash">#BlackFriday</a> deal is now live – <a href="https://t.co/n46pDdBE4I">https://t.co/n46pDdBE4I</a> <a href="https://t.co/wY5Ybh7U2K">pic.twitter.com/wY5Ybh7U2K</a></p> — The Whisky Exchange (@WhiskyExchange) <a href="https://twitter.com/WhiskyExchange/status/802059499833987072">November 25, 2016</a> </blockquote> <h3>Tapping into consumer demand</h3> <p>With a rather discerning customer-base of whisky fanatics, the retailer knew that many would jump at the chance to get their hands on the Glendronach Revival.</p> <p>And sure enough, it was right.</p> <p>Even limiting customers to one bottle per order, all 450 were entirely sold out by 6pm.</p> <p>What’s more, the retailer experienced a halo effect, resulting in double the orders from the previous day and online sales 25% higher than Black Friday 2015.</p> <p>With a good understanding of its customers, as well as the confidence to go against the grain of what other retailers were doing, it proved to be a successful tactic overall.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">A Black Friday gift to myself, a bottle of discontinued bottle of Glendronach 15 year old revival. Lovely! <a href="https://t.co/QT3Fb843Fa">pic.twitter.com/QT3Fb843Fa</a></p> — The Jedi Mantis (@TheJediMantis) <a href="https://twitter.com/TheJediMantis/status/803338183140380672">November 28, 2016</a> </blockquote> <h3>Short-term exposure, long-term gain</h3> <p>That being said, the response was not entirely positive.</p> <p>The Whisky Exchange received some poor feedback on its price hike approach, however, the majority of this stemmed from consumers dismissing the concept as a gimmick or simply missing the point. </p> <p>There were also a few accusations that the retailer has been hoarding bottles of the whisky merely to charge consumers more on Black Friday. Which, I have been assured, is untrue.</p> <p>Regardless, feedback was largely good. And like any disruptive campaign, the exposure and awareness it gained is sure to have outweighed any negativity.</p> <h3><strong>But was it just a PR stunt?</strong></h3> <p>Maybe this was part of the aim, but it was also quite clever in how it helped the company to win customer favour and build loyalty.</p> <p>Unlike a large fashion or technology retailer, The Whisky Exchange's core demographic is small and rather niche. </p> <p>Consequently, despite the fact that it also benefited the retailer in terms of increased exposure, it still provided the customer with something of real value.</p> <p>Combined with a humorous and subversive take on the whole Black Friday experience, it created something really quite memorable.</p> <p><img src="https://assets.econsultancy.com/images/0008/1899/Black_Friday_Whisky.JPG" alt="" width="760" height="406"></p> <h3>In conclusion…</h3> <p>According to the Whisky Exchange, it has no plans to repeat its Black Friday ‘price hike’ campaign – mainly because a joke is never as funny second time around.</p> <p>But it could inspire other retailers to go against the tradition or even just opt out in future.</p> <p>With the event appearing to get bigger each year, it’s always refreshing to see retailers think of an original approach.</p> tag:econsultancy.com,2008:BlogPost/68563 2016-11-25T14:29:12+00:00 2016-11-25T14:29:12+00:00 10 exciting digital marketing stats from this week Nikki Gilliland <p>Don’t forget to download the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for further insight. </p> <h3>82% of young people unable to distinguish between news and native ads</h3> <p>Stanford University has found that young people show a surprising inability to decipher the type of information they find online.</p> <p>In a study on the behaviour of ‘digital natives’, it discovered that most were able to identify banner ads, however, 82% were unable to see the difference between a news article and native advertising.</p> <p>In fact, a number had no idea what ‘sponsored content’ even meant, leading to the suggestion that media literacy should be taken more seriously in schools.  </p> <h3>Black Friday spend predicted to surpass £1.1bn</h3> <p>Analysis from Captify suggests that <a href="https://econsultancy.com/blog/68557-how-uk-retailers-are-promoting-black-friday-online/" target="_blank">Black Friday 2016</a> will surpass last year's record spend of £1.1bn.</p> <p>Based on the analysis of 15bn online searches, it found an 11% jump in people searching Black Friday during the month of October compared to the same time last year.</p> <p>Two key trends have also emerged. </p> <p>The first is retailers offering huge discounts across a greater number of days, and the second is consumers researching as early as August to ensure they get the best deal.</p> <p>Taking both into consideration, it has been predicted that this year’s spend will blow last year’s record out the water. Be sure to come back next week to find out...</p> <h3>15% of consumers paying over the odds due to direct debit</h3> <p>New research from Echo Managed Services has found that direct debit payments are leading to a loss of consumer trust, with many paying out more than necessary.</p> <p>In a survey of 1,000 UK consumers, 15% were found to be spending more than they should.</p> <p>So why is this occurring?</p> <p>Poor customer engagement looks to be a big issue, with one in five receiving a higher than expected bill without any warning.</p> <p><img src="https://assets.econsultancy.com/images/0008/1768/Direct_Debit.JPG" alt="" width="656" height="421"></p> <h3>Online Christmas shopping sales already up from 2015 </h3> <p>Hooklogic has revealed the first round of ecommerce data from the 2016 Christmas shopping season.</p> <p>The results show significant growth from last year, with the amount of shoppers growing 13.8% YoY and conversion volume rising 1.8%.</p> <p>While the US election delayed proceedings for a while, the rebound was rapid, with a growth of 36.5% in ecommerce shopping on the Friday after results day.</p> <p>Hooklogic also found that mobile is becoming the device of choice for consumers, with a slight decline in desktop conversions overall.</p> <h3>People who share content are nine times more likely to buy</h3> <p>A new report by RadiumOne has found that consumers who click and share content online are nine times more likely than non-sharers to go on to buy.</p> <p>According the research, <a href="https://econsultancy.com/blog/67529-the-rise-of-dark-social-everything-you-need-to-know/" target="_blank">dark social</a> is a huge purchase driver, with 77% of converted shares originating from dark social channels compared to just 12% from Facebook.</p> <p>This suggests that brands should pay more attention to analytics that track non-public sharing, as well as offer incentives to the most active sharers.</p> <h3>43% of Christmas shoppers turn to Amazon</h3> <p>New statistics from Astound Commerce show that 43% of shoppers will buy their gifts on Amazon this year, demonstrating the retailer’s long-standing popularity.</p> <p>Despite this, a survey found that shoppers could be tempted elsewhere, but only if retailers rise to the occasion on a number of factors.</p> <p>65% of respondents said that better prices would sway them away from Amazon, while 46% cited special offers and promotions.</p> <p>Interestingly, only 29% say that on par or faster delivery times would prompt a purchase elsewhere.</p> <p><img src="https://assets.econsultancy.com/images/0008/1771/Amazon.jpg" alt="" width="750" height="499"></p> <h3>Shoppers aware of 9.3 brands at the beginning of path to purchase</h3> <p>When it comes to the path to purchase, consumers enter the journey with a very limited shortlist of brands - this is according to new insight from Quantcast.</p> <p>Research has revealed that shoppers tend to be aware of nine to 10 brands during the initial stages, before narrowing it down to consider just two or three.</p> <p>Finally, they will seriously consider one or two before making the final decision.</p> <p>However, only four out of 10 consumers are said to go on to buy from one of their shortlisted brands, with price, value and promotions being the strongest influences in changing their minds.</p> <p><img src="https://assets.econsultancy.com/images/0008/1766/Shortlist.JPG" alt="" width="780" height="247"></p> <h3>Marketers choose to represent diversity over brand messages</h3> <p>In a survey of 500 marketers in the UK, Shutterstock has discovered that many prefer to choose images that represent diversity in Britain today - rather than those that align with the brand message alone. </p> <p>Representing ethnic minorities and diverse communities is becoming an important priority for marketers, with 49% having used images relating to this in the past 12 months.</p> <p>Likewise, non-traditional family images are also becoming more popular, with 66% choosing these types of images over traditional ones.</p> <h3>Online search reflects growing demand for Hatchimals </h3> <p>New data from Hitwise has revealed the products that UK consumers have been searching for in the run up to Black Friday.</p> <p>As we reported a couple of weeks ago, Hatchimals retains the title of the most-searched for item, followed by the ever-popular Fitbit.</p> <p>There has also been a spike in searches for the term ‘Hatchimal in stock’, demonstrating the high demand for the toy.</p> <p>With Argos and Tesco recently announcing the appearance of more stock in stores, Hitwise recommends consumers move fast if they want to get their hands on it.</p> <p>Lastly, it is interesting to note that the PS4 Pro is making waves, now up three places to become the fourth most-searched for product.</p> <p><img src="https://assets.econsultancy.com/images/0008/1767/Hitwise.jpg" alt="" width="780" height="476"></p> <h3>Generation Z shops in-store an average of seven times a month</h3> <p>A new report by Shoppercentric suggests that Generation Z, or consumers aged between 15 to 24, are becoming a bigger priority for retailers. </p> <p>Interesting stats from the report include:</p> <ul> <li>Generation Z shop in-store around seven or eight times a month.</li> <li>62% of Gen Z agree that online shopping is a great way to prevent boredom.</li> <li>70% say that they often browse online with no intention of buying.</li> </ul> <p>For more analysis on this, read our article on <a href="https://econsultancy.com/blog/68554-how-retailers-are-targeting-generation-z/" target="_blank">how retailers are targeting Generation Z</a>.</p> tag:econsultancy.com,2008:BlogPost/68557 2016-11-24T10:00:00+00:00 2016-11-24T10:00:00+00:00 How UK retailers are promoting Black Friday online Nikki Gilliland <h3>AO.com</h3> <p>AO saw <a href="https://www.ft.com/content/52679ff2-9a2e-11e4-9602-00144feabdc0" target="_blank">record sales figures from Black Friday 2015</a>, and by the looks of it, it is banking on a repeat performance this year.</p> <p>Instead of simply focusing on Black Friday (and Cyber Monday), it is selling all week-long.</p> <p><img src="https://assets.econsultancy.com/images/0008/1721/AO.JPG" alt="" width="760" height="436"></p> <p>By describing the deals launched before Friday as 'earlybird', it sounds as though prices will drop further or more deals will appear as the week goes on - annoyingly, this is a little unclear.</p> <p>Regardless, it is promoting pretty heavily across social media, even going so far as creating its very own 'Black Friday Survival Guide' for consumers.</p> <p><img src="https://assets.econsultancy.com/images/0008/1722/AO_survival_guide.JPG" alt="" width="760" height="610"></p> <p>Despite last year's success, it has been suggested that Black Friday cannibalised AO sales from Christmas and New Year.</p> <p>However, with consumers being more likely to search for larger household goods now, we doubt it's much of a concern.</p> <h3>Argos</h3> <p>Argos isn't beating around the bush this year, extending its Black Friday event to a mammoth 13 days.</p> <p>Instead of counting down to the best deals, it is using a 'buy now' price promise to reassure customers that offers won't go lower until the entire event ends.</p> <p>However, when they're gone - they're gone.</p> <p><img src="https://assets.econsultancy.com/images/0008/1723/Argos_Black_Friday.JPG" alt="" width="760" height="374"></p> <p>Not stopping there - it is also using the additional tactic of bonus discounts, such as 25% off when you spend a certain amount on an item.</p> <p>With feverish promotion on Twitter, and one of the longest events out of all UK retailers, Argos could be in danger of alienating uninterested followers or cannibalising those Christmas sales at reduced prices.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Get this <a href="https://twitter.com/hashtag/AcerAspire?src=hash">#AcerAspire</a> with 4GB memory &amp; 1TB storage at our lowest price EVER this <a href="https://twitter.com/hashtag/BlackFriday?src=hash">#BlackFriday</a> <a href="https://t.co/B7EfpxEsOI">https://t.co/B7EfpxEsOI</a> <a href="https://t.co/rTIfbLayY7">pic.twitter.com/rTIfbLayY7</a></p> — Argos (@Argos_Online) <a href="https://twitter.com/Argos_Online/status/801433376720875520">November 23, 2016</a> </blockquote> <h3>House of Fraser </h3> <p>With sales up 40% last year compared to 2014, the event has traditionally been a success for House of Fraser.</p> <p>Once again it looks intent on capturing search interest around Black Friday - it has even optimised its H1 to incorporate the phrase.</p> <p><em>(Read more on <a href="https://econsultancy.com/blog/68432-black-friday-2016-how-are-uk-retailers-optimising-search-landing-pages/" target="_blank">how retailers are optimising landing pages here</a>)</em></p> <p><img src="https://assets.econsultancy.com/images/0008/1724/House_of_Fraser_H1.JPG" alt="" width="600" height="699"></p> <p>With healthy sales figures post-Black Friday last year, the department store's strong promotion appears to be effective.</p> <p>Running for six days, it is offering up to 50% off selected lines as well as new deals specifically for Cyber Monday.</p> <p><img src="https://assets.econsultancy.com/images/0008/1725/House_of_Fraser_flyer.JPG" alt="" width="760" height="447"></p> <p>The event hasn't overtaken all its current promotion either - it is still talking about Christmas and unrelated editorial content online - which means it's avoiding instilling the fear of 'buy now or never' into loyal customers.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Christmas is the all consuming season. The festive flurry is inescapable. Enjoy it. <a href="https://twitter.com/hashtag/ReadyorNot?src=hash">#ReadyorNot</a> Christmas is coming for you! <a href="https://t.co/LP3ZE0SRLf">pic.twitter.com/LP3ZE0SRLf</a></p> — House of Fraser (@houseoffraser) <a href="https://twitter.com/houseoffraser/status/794994514905669632">November 5, 2016</a> </blockquote> <h3>Body Shop</h3> <p>The Body Shop is promoting its 'wildest Black Friday yet' with a special 'bundle' deal.</p> <p><img src="https://assets.econsultancy.com/images/0008/1726/Body_shop.JPG" alt="" width="760" height="369"></p> <p>It allows users to get a selection of products worth £93.50 for just £35.</p> <p>It's a surprisingly enticing deal - in just one click of a button, all products will be automatically added to your basket with the discount applied.</p> <p><img src="https://assets.econsultancy.com/images/0008/1727/Bundle.JPG" alt="" width="760" height="420"></p> <p>Alternatively, consumers can take advantage of the 40% off code in the run up to Friday, when an abundance of top deals are expected to land.</p> <p>A retailer that tends to rely on loyal and regular shoppers as well as seasonal gift buyers - opting in to Black Friday is likely to be a positive move, as long as it doesn't overshadow the Christmas rush.</p> <h3>River Island</h3> <p>River Island's Black Friday landing page has some confusing copy telling shoppers that they are a 'little too early' to find deals, despite the fact it does appear to be partaking in the earlybird trend (a week of 'style steals').</p> <p><img src="https://assets.econsultancy.com/images/0008/1728/River_Island.JPG" alt="" width="760" height="403"></p> <p>Using daily deals in each category and the 'limited time only' tactic, it could whet customers appetites for the big day itself.</p> <p>Or, it could end up being a bit of a disappointment.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Shoe love is true love, don't miss today’s style steals! &gt; <a href="https://t.co/vgcXu4i4W3">https://t.co/vgcXu4i4W3</a> <a href="https://t.co/hO8O70FvqO">pic.twitter.com/hO8O70FvqO</a></p> — River Island (@riverisland) <a href="https://twitter.com/riverisland/status/801335674016321538">November 23, 2016</a> </blockquote> <p>Regardless, with Black Friday traditionally being seen as a way to get discounted technology and household items - it's interesting to see more clothing retailers take part.</p> <h3>Boots</h3> <p>Recognising that consumers are put-off shopping in-store during Black Friday madness, Boots is cleverly using an online-only tactic.</p> <p>Of course, there are in-store offers, however it is keeping a fairly hefty percentage for ecommerce orders.</p> <p><img src="https://assets.econsultancy.com/images/0008/1729/Boots.JPG" alt="" width="720" height="474"></p> <p>Building on the opportunity to capture online customer data - it's a good tactic for a retailer that is better known for its physical presence on the high street and <a href="https://econsultancy.com/blog/68371-why-travel-retail-is-big-business-for-beauty-brands/" target="_blank">travel retail </a>stores.</p> <p>Lastly, with excitement over its Christmas gift range generally beginning in December, it is using the sales bonanza as a nice jump off for festive-related advertising.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Get a Christmas ready smile with <a href="https://twitter.com/Philips">@Philips</a> DiamondClean toothbrushes. Offer ends 28 November - get yours now. <a href="https://t.co/ZPQO3ciSQH">https://t.co/ZPQO3ciSQH</a> <a href="https://t.co/tdNKPXCt2r">pic.twitter.com/tdNKPXCt2r</a></p> — Boots (@BootsUK) <a href="https://twitter.com/BootsUK/status/801161597427261440">November 22, 2016</a> </blockquote> <h3>Final points</h3> <p>While they are using some of the most interesting tactics, the aforementioned examples make up a mere snapshot of the retailers partaking in Black Friday 2016.</p> <p>Of course, there are those that are choosing to opt-out, such as Next and Asda, but most do seem to be getting in on the act.</p> <p>The main question is whether customers will embrace this year's trend for extended sales, or whether it will truly be overkill.</p> <p>Similarly, with questions raised over whether Black Friday deals are <a href="https://www.internetretailer.com/2016/11/21/black-friday-deals-uk-face-criticism-over-pricing" target="_blank">actually worth buying</a>, it remains to be seen how consumers will respond.</p> <p>Let the madness commence.</p> tag:econsultancy.com,2008:BlogPost/68540 2016-11-22T09:50:00+00:00 2016-11-22T09:50:00+00:00 How four UK retailers are giving consumers the ‘VIP’ treatment this Christmas Nikki Gilliland <p>In a survey of over 4,000 millennials , 57% were found to be willing to share information about themselves if it meant getting a better service in-store. </p> <p>Similarly, 47% of millennials would like retailers to know exactly who they are when they walk through the door, using location-based technology.</p> <p><img src="https://assets.econsultancy.com/images/0008/1601/Salesforce.JPG" alt="" width="720" height="395"></p> <p>While personalisation is becoming more prevalent across the board, a few retailers appear to be upping the ante this Christmas.</p> <p>Here are four recent examples I've come across.</p> <h3>Boots Emporium</h3> <p>Just in time for the festive period, Boots has launched an in-store Emporium to help position itself as the number one retailer for beauty gifts.</p> <p><img src="https://assets.econsultancy.com/images/0008/1584/Boots_emporium.JPG" alt="" width="670" height="448"></p> <p>Describing itself as a way to ‘immerse yourself in personalised beauty’ – it satisfies the customer in two ways.</p> <p>First, it delivers on personalisation in a literal sense, allowing you to customise gifts for friends and family. </p> <p>You can choose to get items engraved or select the make-up to go in a bespoke palette - an attractive prospect for people who want something a bit more special than a basic gift set.</p> <p>Secondly, it results in a more memorable shopping experience overall.</p> <p>Whether or not you actually buy anything personalised, the Emporium encourages you to experiment with trends and ask for expert advice.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/fashionbellee">@fashionbellee</a> You've picked some gorgeous shades for your Makeup Obsession palette Sophie. We hope you liked our <a href="https://twitter.com/hashtag/BootsBeauty?src=hash">#BootsBeauty</a> Emporium</p> — Boots (@BootsUK) <a href="https://twitter.com/BootsUK/status/793082497756168192">October 31, 2016</a> </blockquote> <p>For customers, this one-to-one interaction with employees results in the sense that you’re being given the star treatment.</p> <h3>Selfridges' Elfridges</h3> <p>Selfridges has been big on aligning its <a href="https://econsultancy.com/blog/68034-how-selfridges-s-body-studio-blurs-the-lines-between-digital-in-store/" target="_blank">physical and digital presence</a> in 2016.</p> <p>It now looks intent on creating an extra special Christmas with a range of festive related experiences, including events such as an in-store pantomime and breakfast with Santa.</p> <p>Another big initiative is its ‘Elfridges’ service – a personal shopping option to help customers find the perfect gift. </p> <p><img src="https://assets.econsultancy.com/images/0008/1600/Selfridges_Christmas.JPG" alt="" width="600" height="565"></p> <p>Instead of promoting it as a premium or luxury service, Selfridges looks intent on reassuring customers that it is accessible for all.</p> <p>Described as a ‘complimentary service for lists both big and small’ – it’s a great example of how to give everyone the same level of treatment, regardless of budget.</p> <p>The service also extends to online, allowing users to ask for help via the dedicated Elfridges Twitter account.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Come visit us in all stores for gifting advice! <a href="https://t.co/keTMYBowSW">https://t.co/keTMYBowSW</a> <a href="https://t.co/O4nlqp6KBl">pic.twitter.com/O4nlqp6KBl</a></p> — Elfridges (@Elfridges) <a href="https://twitter.com/Elfridges/status/798163808141344768">November 14, 2016</a> </blockquote> <h3>John Lewis's VR experience</h3> <p>This year’s <a href="https://econsultancy.com/blog/68512-john-lewis-combines-tv-ad-with-snapchat-lens-and-email/" target="_blank">John Lewis Christmas advert</a> has already broken records for the most shares within an hour.</p> <p>Now the retailer wants to let fans become part of the story through an immersive VR experience, enabling users to feel like they are bouncing just like the famous Buster the Boxer.</p> <p>There are two ways to get involved – either by using Oculus Rift technology in-store or Google Cardboard and its accompanying 360 degree video.</p> <p>With technology allowing customers to experience something out of the ordinary, this is a great example of how to build on existing consumer interest to deliver even more value. </p> <p><iframe src="https://www.youtube.com/embed/wOPEWJN9gUw?wmode=transparent" width="854" height="480"></iframe></p> <h3>Wool and the Gang's Hand-made checklist</h3> <p>Salesforce found that 79% of consumers appreciate it when a retailer offers a complimentary promotion based on a previous purchase.</p> <p>Online retailer Wool and the Gang uses this technique as part of its email strategy, often targeting consumers with tailored deals.</p> <p>However, instead of sending out offers in isolation, I’ve noticed how the retailer tends to provide extra value for consumers by teaming it with seasonal content. </p> <p>One example is a recent email promoting its downloadable holiday checklist – a fun piece of marketing material in its own right.</p> <p><img src="https://assets.econsultancy.com/images/0008/1599/Wool_and_the_Gang.JPG" alt="" width="600" height="539"></p> <p>However. on the bottom of the email was also a 25% off discount code for online orders, which ramps up the (surprise) value for customers.</p> <p><img src="https://assets.econsultancy.com/images/0008/1594/25_percent_off.JPG" alt="" width="300" height="394"></p> <p>With the prediction that consumer expectations will continue to rise for future generations, personlisation won't just be a tactic used at Christmas-time.</p> <p>As technology improves, we could be in for VIP treatment all year round.</p> tag:econsultancy.com,2008:BlogPost/68341 2016-09-30T11:45:00+01:00 2016-09-30T11:45:00+01:00 Reimagining customer loyalty: Why it's about more than just a store card Ben Pask <p>It comes as no surprise, as macro-economic forces drive customers to seek better value in some of the more considered purchases they make each day.</p> <p>However there are indications that the market for loyalty scheme membership, is reaching <a href="http://www.telegraph.co.uk/finance/personalfinance/money-saving-tips/11912823/Shoppers-waste-6bn-of-loyalty-reward-points.html">saturation</a>.</p> <p>How can it be the case that one person can amass 16 loyalty cards, and not redeem any points?</p> <p>Both halves of that sentence seem a little bonkers to me, but perhaps the way that the marketing industry imagines loyalty to be, isn’t solving the problem it’s trying to fix.</p> <p>Before going into detail on whether loyalty schemes work or not, it’s worth defining what we mean when we say loyalty.</p> <p>True loyalty considers two important elements: A positive attitude and repeat patronage towards a brand.</p> <p> <img src="https://assets.econsultancy.com/images/0007/9587/Dick_and_Basu.png" alt="Dick and Basu on Loyalty" width="359" height="218"></p> <p>To understand how to create loyalty, we need to understand where it comes from.</p> <p>In a recent piece of research, it was identified that the drivers of customer loyalty are ‘brand likeability’, ‘delivering on brand promise’, ‘product quality’ and ‘ease of use’.</p> <p>Four in five customers <a href="https://www.marketingweek.com/2016/07/13/are-loyalty-schemes-broken/">identified these elements</a> as important in driving customer devotion.</p> <p><img src="https://assets.econsultancy.com/images/0007/9586/Chart_-_drivers_of_customer_loyalty.png" alt="Drivers of customer loyalty" width="549" height="326"></p> <p>A good example of creating customer loyalty through these drivers <a href="https://erply.com/case-study-how-you-can-copy-nordstroms-secrets-to-massive-retail-success/">comes from Nordstrom</a>. The retailer is synonymous with excellent customer service.</p> <p>The culture of a customer-first approach to loyalty is apparent through the company's DNA - with all staff embodying the three core standards:</p> <ol> <li>Why the service is of value (why we’re doing this in the first place).</li> <li>The emotional response the customer should feel.</li> <li>The expected method for accomplishing the service in question.</li> </ol> <p>With these three standards in place, employees are empowered to create great customer experience, by any means possible.</p> <p>This helps achieve some of the main components that drive loyalty - ‘quality’, ‘ease of use’, ‘likeability’ and ‘delivering on brand promise’.</p> <p>Nordstrom is successful because every decision is about encouraging an emotional response from the customer, simply to make them feel good.</p> <p><iframe src="https://www.youtube.com/embed/NTqBhdUnisI?wmode=transparent" width="640" height="360"></iframe></p> <p>This is a key differentiator compared to many of the traditional rewards programs we see today, with their points and discounts providing benefits that are easy to rationalise.</p> <p>By focusing on the emotional reaction and feeling of the customer Nordstrom makes loyalty a culture, not a route to market.</p> <p>There is a case for reimagining what loyalty means in categories that are associated with low involvement. Take Insurance as an example.</p> <p>David Moth’s <a href="https://econsultancy.com/blog/68273-is-customer-loyalty-extinct-in-financial-services">assessment of the Insurance category</a> presented some anecdotal evidence of a category struggling to get to grips with market forces beyond their control, leading to the commoditization of service through price comparison sites and new apps on the market.</p> <p>In such categories, brands need to consider the value they create, as opposed to the value they offer.</p> <p>One powerful example of this comes in the form of Oscar, a health insurance provider in the US. Oscar promises its customer hassle free insurance with personalised tariffs.</p> <p><iframe src="https://www.youtube.com/embed/eBNEKu-dH3Q?wmode=transparent" width="640" height="360"></iframe></p> <p>By issuing out wearable tech Oscar incentivises healthy behaviours and adjusts the insurance premiums it offers to customers based on their behaviours.</p> <p>Oscar has gained a name for itself by focusing on the implicit drivers that create loyalty.</p> <p>As highlighted in a recent <a href="https://econsultancy.com/reports/understanding-the-customer-journey/">Econsultancy report</a>, one of the biggest barriers to CX success is a lack of understanding of the customer journey.</p> <p>To understand what loyalty means, brands need to go back to understanding their customers' needs (“what is most important to me”), motivations (“why is this important”), and finally behaviours (“what am I doing when…”).</p> <p>Again perhaps one of the pitfalls of the way loyalty is imagined in many marketing departments is the lack of psychographic and attitudinal data to augment behavioural data such as customer lifetime value, frequency of purchase, etc.</p> <p>Don’t get me wrong, loyalty schemes have their role and have proven to be effective for some brands.</p> <p>The problem with brand behaviour around loyalty schemes is that there is often an assumption that ‘doing a loyalty’ scheme will magically paper the cracks of a poor brand experience.</p> <p>This, coupled with the idea that many marketing departments attempt to copy-paste the approach of others, leads to market filled with ‘me too' propositions.</p> <p>To do loyalty right requires a customer-first culture that flows through the business, which requires more than a store card.</p> <p>As people, we are only limited by our own imaginations when we think about loyalty, and perhaps the industry needs to readdress what loyalty means to them.</p>