tag:econsultancy.com,2008:/topics/customer-experience Latest Customer Experience content from Econsultancy 2016-08-24T10:59:10+01:00 tag:econsultancy.com,2008:BlogPost/68209 2016-08-24T10:59:10+01:00 2016-08-24T10:59:10+01:00 Garnier Nutrisse offers live chat for product advice: Is it any good? Nikki Gilliland <p>Can I achieve Holly Willoughby’s glossy golden locks at home? I used the <a href="http://www.garnier.co.uk/hair-colour/beauty/garnier/nutrisse-cream" target="_blank">new feature</a> to find out. </p> <h3>Promotion on-site</h3> <p>Alongside a tool that helps users find the correct shade, Nutrisse promotes its online chat feature with a subtle ‘speak to an advisor’ button.</p> <p><img src="https://assets.econsultancy.com/images/0007/8303/Nutrisse.JPG" alt="" width="750" height="718"></p> <p>While effective enough, I do feel like it could be promoted more prominently. Perhaps in a friendlier way, too - advisor sounds slightly clinical to me.</p> <p>Clicking through to the main page and the copy is much more personal and conversational in tone.</p> <p>The human element of one-to-one interaction is the a main purpose of live chat, so a recognition that customers may feel daunted or worried will give more incentive to use the service. </p> <p><img src="https://assets.econsultancy.com/images/0007/8304/Garnier_LiveChat.JPG" alt="" width="700" height="616"></p> <p>Highlighting the ‘opening hours’, there is also a disclaimer that the chat tool may be removed during busy periods.</p> <p>This might be slightly annoying if it suddenly disappears, but it’s certainly better than leaving customers waiting.</p> <h3>Customer data</h3> <p>Onto the chat itself, but before speaking to anyone, I was prompted to enter in my email address and answer a few basic questions.</p> <p>An obvious sign that it is <a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-pursuit-of-data-driven-maturity/">a data-driven</a> exercise for Garnier, it could potentially put people off using the tool.</p> <p><img src="https://assets.econsultancy.com/images/0007/8305/nutrisse_chat.JPG" alt="" width="325" height="425"> <img src="https://assets.econsultancy.com/images/0007/8306/nutrisse_chat_2.JPG" alt="" width="298" height="416"></p> <p>With online chat supposedly providing an instant connection, it takes away the immediacy of the service. Customers could end up choosing phone or email instead.</p> <h3>Help and product links</h3> <p>Eventually, I got through to an ‘agent’ named Tariq.</p> <p><img src="https://assets.econsultancy.com/images/0007/8309/nutrisse_3.JPG" alt="" width="293" height="420"> <img src="https://assets.econsultancy.com/images/0007/8310/nutrisse_4.JPG" alt="" width="296" height="416"></p> <p>There is definitely something to be said for speaking to a person with a real name and identity as opposed to a faceless brand.</p> <p>All in all, Tariq was very helpful.</p> <p>He didn’t tell me anything I couldn’t have found out for myself, especially as there is enough information elsewhere on the site, however it would certainly be useful to have someone reinforce the answer.</p> <p><img src="https://assets.econsultancy.com/images/0007/8311/nutrisse_7.JPG" alt="" width="295" height="414"> <img src="https://assets.econsultancy.com/images/0007/8312/nutrisse_8.JPG" alt="" width="294" height="417"></p> <p>While he was generally helpful, there were a few negatives - I had to prompt Tariq to send me a product link.</p> <p><img src="https://assets.econsultancy.com/images/0007/8313/nutrisse_10.JPG" alt="" width="750" height="503"></p> <p>Likewise, he took quite a while to answer my questions, though this does mean customers can multi-task while waiting for an answer (something that is more difficult to do while on the phone).</p> <p>The fact that the pop-up box appears in each new window is another handy feature if you’re browsing at the same time, as is the option to have an email transcript of the chat.</p> <p><img src="https://assets.econsultancy.com/images/0007/8315/nutrisse_11.JPG" alt="" width="297" height="412"> <img src="https://assets.econsultancy.com/images/0007/8314/nutrisse_options.JPG" alt="" width="290" height="414">  </p> <h3>In conclusion...</h3> <p>Overall, there is definitely value in Nutrisse’s chat-feature.</p> <p>As well as <a href="https://econsultancy.com/blog/61813-how-asos-sky-and-schuh-use-live-chat-to-personalise-online-shopping/" target="_blank">offering a personalised interaction</a>, it also helps the brand determine customer pain points and prevent them from going elsewhere. </p> <p>Improvements could definitely be made in terms of speed and the amount of information offered, however it’s certainly a feature that’s worth having.</p> tag:econsultancy.com,2008:Report/3008 2016-08-24T09:35:00+01:00 2016-08-24T09:35:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/68160 2016-08-22T10:08:45+01:00 2016-08-22T10:08:45+01:00 Five tips for creating a successful FAQ page Nikki Gilliland <p>Here are five tips for creating one.</p> <h3>Make it visible</h3> <p>If a user has a question in need of an answer, the last thing they want is to go hunting around for an FAQ page. </p> <p>So, it’s important for this section of the website to be noticeable on the homepage, as well as visible in other places where users are likely to need assistance.</p> <p>By labelling this section of its website as ‘Help’ and locating it to the left of the ‘My Account’ button, ASOS ensures the customer doesn't have to look very far.</p> <p><img src="https://assets.econsultancy.com/images/0007/7822/ASOS_FAQ.PNG" alt="" width="780" height="583"></p> <p>While the text is fairly small, it is simple and subtle, and transfers users to the FAQ section with just one click.</p> <p><img src="https://assets.econsultancy.com/images/0007/7823/ASOS_help_2.PNG" alt="" width="750" height="703"></p> <p>An FAQ page isn’t only visible to the user, of course.</p> <p>It is also a good place to include relevant (and a balanced amount of) keywords to help improve <a href="https://econsultancy.com/training/courses/seo-training/">SEO</a>.</p> <h3>Categorise correctly</h3> <p>One of the biggest challenges of creating an FAQ page is organising a large amount of information in a way that's easy to digest.</p> <p>Remember that users often <a href="https://econsultancy.com/blog/66920-why-visitors-only-read-20-of-your-web-page/" target="_blank">read just 20% of a web page</a>, with the majority scanning to find a specific piece of information. </p> <p>Ironically, the hallmark of a successful FAQ page is if the user reads as little as possible.</p> <p>If faced with a page that’s jam-packed full of jumbled copy, consumers are going to be put off. </p> <p>Questions need to be organised into distinct categories or groups, making it as easy as possible for the consumer to find exactly what they are looking for.</p> <p>Dropbox provides an excellent example of how to organise an FAQ page.</p> <p>As well as a visible search bar, the page is separated into twelve clear categories, each accompanied by a subtle illustrative design.</p> <p><img src="https://assets.econsultancy.com/images/0007/7824/Dropbox_FAQ.PNG" alt="" width="780" height="579"></p> <h3>Keep it customer-focused</h3> <p>Brands can be guilty of including irrelevant or biased information in FAQs, often using it as an extension or in place of an ‘About’ page. </p> <p>However, it's vital that questions are as relevant to the customer’s needs as possible, as well as answered within a positive or solution-based framework.</p> <p>Not only can this approach help to solve current problems (i.e. a returns query on an ecommerce site or a troubleshooting question relating to tech) – it can also be used to encourage the path to purchase.</p> <p>For example, if a user is uncertain about a brand, an authoritative and well-executed FAQs page can be enough to reassure and encourage them to stay on-site for longer.</p> <p>Take McDonald's - a brand that recognises consumers have a LOT of questions about its product.</p> <p>Consequently, it uses this to its advantage, creating an entire section of informative articles based on the most common concerns.</p> <p><img src="https://assets.econsultancy.com/images/0007/7828/What_makes_McDonalds..PNG" alt="" width="780" height="615"></p> <p>It goes even further with its customer-centric approach, here giving users the opportunity to ask a specific question if they can't find it on-site.</p> <p><img src="https://assets.econsultancy.com/images/0007/7829/McDonald_s_FAQ.PNG" alt="" width="780" height="734"></p> <h3>Point the user forward</h3> <p>An FAQ page should never be a dead-end.</p> <p>Like any part of a website, it is vital that the page prompt the user onwards in their journey. </p> <p>Of course, its main purpose is always to provide information, however it should also include calls-to-action and links back to the homepage or various category pages to encourage conversion. </p> <p>As well as including links in its answers, Lush’s FAQ section includes a sidebar which conveniently points the user in the direction of further information and help sections. </p> <p><img src="https://assets.econsultancy.com/images/0007/7825/Lush_FAQ.PNG" alt="" width="780" height="642"></p> <h3>Use personality</h3> <p>All copy on a website is a chance to convey a brand’s personality and values.</p> <p>On an FAQ page, where the information is usually quite dull and dry, the opportunity is even more pertinent.</p> <p>Whether it’s through engaging visuals or a humorous <a href="https://econsultancy.com/blog/67268-how-to-achieve-the-right-tone-of-voice-for-your-brand/">tone of voice</a>, a creative approach can strengthen a brand's connection with consumers.</p> <p>By surprising and delighting the user with something unexpected, it will automatically be more memorable. </p> <p>It is a rather extreme example, yet Cards Against Humanity show how a brand’s tone of voice can stretch to the even most mundane parts of a website.</p> <p>The brilliant thing about this FAQ page is that it manages to actually give all the information the consumer needs, while being deliberatively subversive.</p> <p><img src="https://assets.econsultancy.com/images/0007/7826/CAH_FAQ.PNG" alt="" width="780" height="672"></p> <p>Similarly, there's the ever-so-divisive Innocent Drinks.</p> <p>The creativity here is undeniable, yet it appears to be far more self-indulgent than anything else, demonstrating that even the biggest brands can lose sight of the customer's needs.</p> <p><img src="https://assets.econsultancy.com/images/0007/7827/Innocent_FAQ.PNG" alt="" width="780" height="573"></p> <h3>In conclusion...</h3> <p>As the likes of McDonald's and Cards Against Humanity prove, an FAQ section is well-worth investing time and effort in.</p> <p>With relevant and well-organised information and an imaginative approach, it can be the difference between a disappointing user experience and a positive one.</p> tag:econsultancy.com,2008:BlogPost/68107 2016-08-19T11:17:00+01:00 2016-08-19T11:17:00+01:00 Q&A: TotallyMoney.com on its customer-centric approach to financial services Nikki Gilliland <h3>In one sentence, describe the product/service your company offers.</h3> <p>Essentially, TotallyMoney.com helps consumers get a fairer deal when applying for credit.</p> <p>We offer personalised search results, ranked according to what the best credit product is for them.</p> <h3>What sets TotallyMoney.com apart from other comparison sites?</h3> <p>Our company is driven by a passion for making the credit market fairer for consumers. We're independent and unbiased and on a mission to help every UK credit card holder save money.</p> <p>It’s amazing to think that 15m people have never even checked to see whether they're eligible for a better credit card deal - if they had the same attitude to comparing credit as they do to switching car insurance or energy provider they could be saving a fortune.</p> <h3><img src="https://assets.econsultancy.com/images/0007/7343/alastair_douglas.jpg" alt="" width="600" height="400"></h3> <h3>Without vast TV spend, how do you optimise your media mix to stay competitive?</h3> <p>We're a lean, agile business, and we take a data-driven approach to our marketing. We measure the performance of every campaign we build and follow an iterative cycle of improvement. </p> <p>We move quickly in the market to explore new opportunities across all channels - building, measuring and most importantly learning quickly is more important than whether individual ideas or campaigns succeed or fail. </p> <p>To stay ahead of the competition, we're starting to tap into the possibilities that <a href="https://econsultancy.com/blog/64743-predictive-analytics-machine-learning-and-the-future-of-personalization/">machine learning</a> and big data can offer.</p> <h3>You place a lot of focus on producing long-form content – how do you measure its success?</h3> <p>Our <a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">content marketing</a> is about building brand awareness and connecting with our target audiences.</p> <p>By taking a creative approach to the subjects of value for money and better decision making, we've overcome the inertia and resistance to personal finance topics. </p> <p>We've moved out of the personal finance sections and into the lifestyle pages of national publications. We measure success by the coverage we receive and the interest and interaction we see.</p> <h3>How is the business adapting to the rise in mobile use over desktop?</h3> <p>We adopted a mobile-first approach to product development and marketing over two years, and we first saw visits on mobile phones eclipse desktop visits in October 2014. </p> <p>Today, more than 70% of consumers use our service on mobile phones with another 10% using tablets.</p> <p>We've invested in understanding the challenges of context and interaction on mobile devices and refined the user experience accordingly.</p> <h3>What do you see as the biggest challenge in future for consumer-facing finance?</h3> <p>The internet is an unstoppable force that weights things in the favour of the consumer; it gives them direct access to all the information they need, rather than having to rely on self-appointed experts.</p> <p>Therefore, the biggest challenge for consumer-facing finance is to align themselves with what customers actually want, rather than focusing on short-term profits.</p> <p>This change is the biggest challenge because many businesses are not set up for it and stuck in the past.</p> <h3>How does regulation affect innovation in customer experience?</h3> <p>We support the FCA's drive to ensure that customers are treated fairly. Regulation exists to protect the consumer interest.</p> <p>We take a customer-centric approach to building better user journeys; we embrace regulation that makes the market more transparent and ensures a level playing field for all.</p> <h3>Finally – what’s the best thing about your job?</h3> <p>It's got to be the people I work with; it's a smart, energetic team that works hard, shares responsibility and celebrates success together. </p> <p>There's a great sense of unity that comes from everyone working together to change the credit market for the better.</p> tag:econsultancy.com,2008:BlogPost/68195 2016-08-17T11:04:26+01:00 2016-08-17T11:04:26+01:00 Fabled by Marie Claire: A closer look at the new retail store & ecommerce site Nikki Gilliland <p>A reflection of the changing ways women are consuming beauty content as well as buying products – it is designed for the ‘fast-paced lives of the beauty-savvy’.</p> <p>As well as exploring its website, I recently visited the flagship store on Tottenham Court Road to find out what it has to offer.</p> <h3>Bringing editorial expertise in-store</h3> <p>Sitting alongside the likes of Oasis and T2, Fabled occupies a shiny new space not far from Oxford Street. </p> <p>With its glass windows and eager staff, it immediately feels more high-end than your average department store (and a world away from Boots).</p> <p>Upon entering, I was first drawn to the digital screens situated by each make-up counter.</p> <p>Reflecting Marie Claire’s reputation as an influential voice on beauty, each counter promotes ‘The Edit’ – a selection of carefully curated items recommended by the magazine’s editors. </p> <p>The screens display more information on each product along with a short review.</p> <p><img src="https://assets.econsultancy.com/images/0007/8081/IMG_2303.JPG" alt="" width="780" height="585"></p> <p>By allowing shoppers to swipe and browse, there is a definite interactive element to shopping in-store. </p> <p>While cynical consumers could potentially feel they are being dictated to, Marie Claire is clearly banking on its existing audience to buy into its curated shopping experience. </p> <p>Combined with the on-hand expertise of its employees, there is certainly a focus on meeting the customer needs.</p> <p>With its well-designed layout and wide range of brands, the store was impressive enough.</p> <p>However, the only real let down was that despite the aforementioned example, there didn’t appear to be many <a href="https://econsultancy.com/blog/67705-what-s-now-next-for-digital-technology-in-retail-stores/" target="_blank">interactive features in-store</a>. </p> <p>I did spy a few extras like a mini GHD salon and a fragrance room, however both appeared to serve as visual elements as opposed to anything particularly unique or interesting in purpose.</p> <p><img src="https://assets.econsultancy.com/images/0007/8082/IMG_2309.JPG" alt="" width="780" height="585"></p> <h3>Fast delivery and convenience online</h3> <p>Like the flagship store, Fabled.com offers a similarly pleasant shopping experience – one that’s geared around high-end products and high-quality editorial.</p> <p>But then again, isn’t that what every beauty website offers?</p> <p>In the world of beauty <a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">content marketing</a>, a <a href="https://econsultancy.com/blog/68087-six-brilliant-blogs-from-the-beauty-industry/" target="_blank">brilliant blog</a> and engaging social media presence is no longer unique – it’s expected.  </p> <p>Of course, with a lot of this type of content already found on the main Marie Claire website, it’s understandable that Fabled wants to be different. </p> <p>With editorial integrated throughout the site instead of in a dedicated category, it appears to be positioning itself as an authority on beauty ecommerce rather than the chatty, knowledgable mate of its regular magazine. </p> <p><img src="https://assets.econsultancy.com/images/0007/8085/Fabled_editorial.JPG" alt="" width="750" height="746"></p> <p>With helpful tips and advice, there's a lot of informative content to enjoy.</p> <p>However, I do feel that the Fabled brand could be a bit more fleshed out.</p> <p>It's early days of course, as the 'preview' marker at the top of the site suggests. Also, the site only appears on page two of Google when you search for 'Fabled'.</p> <p>But despite a decent enough user experience, there is nothing about the site’s design or content that’s particularly exciting or different.</p> <p><img src="https://assets.econsultancy.com/images/0007/8083/Fabled.JPG" alt="" width="750" height="611"></p> <p>One aspect where Fabled looks set to beat its competition is delivery.</p> <p>By teaming up with Ocado, it boasts a next-day delivery service as well as chosen one-hour slots. Even better, it means that orders from Fabled.com can be attached onto a main Ocado shop. </p> <p>With this added convenience, it is sure to entice shoppers who might otherwise abandon an online beauty purchase. </p> <p>Who could resist the temptation of a few nice treats alongside the tinned tomatoes?</p> <p><img src="https://assets.econsultancy.com/images/0007/8084/Fabled_delivery.JPG" alt="" width="575" height="342"></p> <h3>In conclusion...</h3> <p>Overall, Fabled by Marie Claire is an interesting concept.</p> <p>You <em>could</em> argue that it offers the same (in-store and online) service as department stores like Debenhams or House of Fraser. </p> <p>However, when taking into consideration the excellent delivery options and its authorative content, there's certainly a lot more to appreciate.</p> <p>I wish there were more digital aspects in-store and a better defined branding strategy, but it's still well-worth having a browse.</p> tag:econsultancy.com,2008:BlogPost/68184 2016-08-15T11:23:20+01:00 2016-08-15T11:23:20+01:00 Domino’s introduces 'Dom the Pizza Bot' for Facebook Messenger Nikki Gilliland <p>Is it a gimmick or a pizza-lover’s dream?</p> <p>Here’s a bit more info.</p> <h3>How to sign up</h3> <p>Before you get too excited, the chatbot doesn’t just provide pizza on-demand. Dom is a bit more discerning that that.</p> <p>First, customers are required to sign up to the Easy Order system, which along with an address and contact details, saves a ‘favourite basket’ which can be requested via the chatbot in future.</p> <p><img src="https://assets.econsultancy.com/images/0007/8014/Dominos_easy_order.PNG" alt="" width="750" height="347"></p> <p>While this might sound ultra-convenient, my concern is that it surely takes away the opportunity for spontaneous pizza behaviour...</p> <p>I mean, say a person comes home after a few too many carbonated beverages and thinks ‘I don’t fancy the same old cheese and tomato with a side of dough balls… Bring on the MEAT FEAST’.</p> <p>Sadly, Dom will only remember the meal that's been previously selected, meaning that the customer would need to change their basket or just order like normal. Oh, the agony.</p> <p><img src="https://assets.econsultancy.com/images/0007/8015/Easy_Order.PNG" alt="" width="600" height="618"></p> <h3>How it works</h3> <p>Chatbot technology is taking off, and nowhere more so than via apps like Facebook Messenger where it is able to facilitate direct communication between brands and consumers.</p> <p>For a company like Domino’s, the chance to provide a specific service as well as build a one-to-one connection with customers is incredibly valuable.</p> <p>So, what does Dom sound like?</p> <p>During a recent conversation in the name of research, I was pleasantly surprised to find that he’s not just a dough-brained bot, but one with a bit of a sense of humour at least.</p> <p><img src="https://assets.econsultancy.com/images/0007/8016/Dom_Pizza_Bot.PNG" alt="" width="750" height="516"></p> <p>With an irreverent tone of voice, Dom brings a refreshingly human feel to an otherwise faceless brand.</p> <p><img src="https://assets.econsultancy.com/images/0007/8017/Dom_the_Pizza_Bot_2.PNG" alt="" width="750" height="355"></p> <p>Of course, there are limitations, and as <a href="http://qz.com/653084/microsofts-disastrous-tay-experiment-shows-the-hidden-dangers-of-ai/" target="_blank">Microsoft's Tay proved</a> there's always the danger that this early-stage technology can go awry.</p> <p>But as chatbots go, Dom's got a little personality at least.</p> <h3>Will it take off?</h3> <p>I doubt that occasional Domino’s customers will be inclined to use the chatbot, especially as it is a bit of a faff to set up.</p> <p>For dedicated customers, however, it might provide some amusement as well as convenience for the very laziest.</p> <p>It is perhaps a way to build brand awareness more than anything else, as well as a sign that brands are getting serious when it comes to entering <a href="https://econsultancy.com/blog/67529-the-rise-of-dark-social-everything-you-need-to-know/" target="_blank">dark social.</a></p> <h3>Who else is doing it?</h3> <p>We’ve already seen the likes of Taco Bell launching an order-based chatbot for Slack-users, offering customers the opportunity to order without leaving their desks.</p> <p><img src="https://assets.econsultancy.com/images/0007/8018/tacobot.PNG" alt="" width="750" height="512"></p> <p>Now, hot on the heels of Domino’s, Pizza Hut is set to deliver its own bot later on in the month.</p> <p>Reportedly offering extra features like customisation, Q&amp;A and specialised menus, it sounds a little more sophisticated than anything else we’ve seen so far. </p> <p>Sorry, Dom. You might need to step up your game.</p> tag:econsultancy.com,2008:BlogPost/68169 2016-08-11T14:24:00+01:00 2016-08-11T14:24:00+01:00 US sales tax isn't a deterrent to online sales: Report Patricio Robles <p><img src="https://assets.econsultancy.com/images/0007/7880/image002.jpg" alt="" width="621" height="369"></p> <p>Fast forward to 2016. Half of online shoppers are now paying sales tax and nearly half indicate that they either don't consider sales tax in deciding which retailer to purchase from, or don't consider it highly.</p> <p>That's according to <a href="http://pages.connexity.com/rs/953-HCY-363/images/Bizrate%20Insights%20Sales%20Tax%20charts.pdf">new data</a> (PDF) published by Bizrate Insights, a division of Connexity, which also found that more than three-quarters of shoppers who paid sales tax did not consider abandoning their purchases because of the tax.</p> <p><img src="https://assets.econsultancy.com/images/0007/7881/image008.jpg" alt="" width="621" height="358"></p> <p>Even among shoppers who didn't pay sales tax, 42% indicated that they would not have purchased from a different retailer because their choice "depended on other factors."</p> <p>Just over a third (36%) said sales tax might have led them to purchase from another retailer, but that's down from 39% in 2011.</p> <p>Perhaps not surprisingly, sales tax weighs on purchasing decisions as order value increases. </p> <p>While 39% of those polled stated that sales tax is not something they consider generally (compared to just 9% who stated that it is always important), nearly a quarter (24%) revealed that sales tax becomes more important as the cost of an order increases.</p> <h3>The primacy of customer experience</h3> <p>It's no accident that more online purchases today involve sales tax.</p> <p>Many online retailers may have benefited by not charging sales tax early on, but <a href="https://www.synchronyfinancial.com/SynchronyFinancialCustomerExperienceWhitePaperSept2015.pdf">numerous</a> <a href="http://www.mycustomer.com/experience/loyalty/customer-experience-trumps-price-for-loyalty-forrester-reveals">studies</a> have established that overall <a href="https://econsultancy.com/reports/customer-experience-statistics/">customer experience</a> trumps price.</p> <p>Understanding that they have to deliver on customer experience and not just price, retailers like Amazon are making a concerted effort to ensure that they can get products to customers as quickly as possible. </p> <p>As Hayley Silver, VP of Bizrate Insights, explained, this has typically involved expansion of distribution networks "such that more and more online purchases become eligible for sales tax."</p> <p>Thanks to Amazon's distribution network, Amazon Prime members in 27 metro areas can now choose free same-day delivery on over a million items, and through Prime Now, they can even get two-hour delivery on more than 25,000 items.</p> <p>Its ability to get millions of items into the hands of its customers quickly gives Amazon a formidable customer experience advantage.</p> <p>And it's no coincidence that perhaps the only retailer that can compete broadly with Amazon on price, Walmart, <a href="http://news.walmart.com/2016/08/08/walmart-agrees-to-acquire-jetcom-one-of-the-fastest-growing-e-commerce-companies-in-the-us">just acquired Jet.com</a> in a multi-billion dollar bid to improve the overall experience it offers customers online.</p> tag:econsultancy.com,2008:BlogPost/68166 2016-08-11T10:00:00+01:00 2016-08-11T10:00:00+01:00 How Pets at Home’s omnichannel strategy is driving sales growth Nikki Gilliland <p>Here’s how it’s been keeping pets (and their owners) very happy of late.</p> <h3>Multichannel experience</h3> <p>Pets at Home was an early adopter of <a href="https://econsultancy.com/blog/66389-what-does-the-ideal-click-and-collect-service-look-like/">click and collect</a>, giving customers the chance to order on its ecommerce platform and pick up in any of its 400+ stores.</p> <p>Recently, it has expanded this service, allowing customers free next-day collection if orders are placed before 8pm.</p> <p><a href="https://econsultancy.com/blog/68043-will-click-collect-be-killed-off-by-same-day-delivery/">With an increase in retailers launching same-day delivery services,</a> it remains to be seen whether Pets at Home will follow suit, but it'd certainly be another way to attract new customers.</p> <p><img src="https://assets.econsultancy.com/images/0007/7864/Click_and_Collect.PNG" alt="" width="780" height="485"></p> <p>Another success for Pets at Home has been its VIP club, and it's a great example of the brand’s customer-centric strategy.</p> <p>A membership scheme that offers rewards like exclusive savings and personalised advice - its data also allows the retailer to understand customer behaviour.</p> <p>With its new digital app, the scheme allows customers the opportunity to access features on a range of devices, as well as offering another place for pet lovers to explore content.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Don't forget to download our smart new app which puts your VIP benefits in your pocket! <a href="https://t.co/C22Sli80sF">https://t.co/C22Sli80sF</a> <a href="https://t.co/1iApjZ2RYu">pic.twitter.com/1iApjZ2RYu</a></p> — Pets at Home (@PetsatHome) <a href="https://twitter.com/PetsatHome/status/761879504700571648">August 6, 2016</a> </blockquote> <h3>In-store services</h3> <p>One of the biggest drivers for Pets at Home has been its in-store offerings.</p> <p>Capitalising on the nation’s tendency to pamper their pets, as well as the <a href="https://econsultancy.com/blog/67809-five-digital-trends-for-retail-in-the-next-five-years/" target="_blank">desire for a physical retail experience</a>, it has launched a number of successful services.</p> <p>The biggest is the Groom Room – a bespoke pet salon that’s now in 230 stores across the UK. </p> <p>Offering grooming, nail clipping and microchipping for pets, not only does it provide a useful service for pets, but its one-to-one service model enables the brand to build a greater connection with consumers.</p> <p><iframe src="https://www.youtube.com/embed/q1MUNSuVy0g?wmode=transparent" width="640" height="360"></iframe></p> <p>If a customer has a positive experience in-store, they are much more likely to order online and return again in future.</p> <h3>Valuable content</h3> <p>Since launching its ecommerce platform in 2008, Pets at Home has successfully built on its online content. </p> <p>As well as a large product range, its ‘Pet Advice’ section is impressively comprehensive.</p> <p>From keeping your dog healthy on holiday to creating a home for your pet tortoise – the range of articles online is vast.</p> <p><img src="https://assets.econsultancy.com/images/0007/7866/PAH_article.PNG" alt="" width="780" height="731"></p> <p>Similarly, the <a href="http://www.petsathome.com/shop/en/pets/pet-report" target="_blank">Pet Report</a> – a document full of expert insight on the role pets play in our lives – is a surprising bonus.</p> <p>Including visual data and engaging videos, it serves as a voice of authority and, in turn, provides the consumer with something of real value.</p> <p><iframe src="https://player.vimeo.com/video/141172427?color=20cc02&amp;title=0&amp;byline=0&amp;portrait=0" width="640" height="360"></iframe></p> <h3>Interactive campaign</h3> <p>In conjunction with the PetPals workshops, where children can learn how to look after animals, the retailer has just launched a <a href="https://econsultancy.com/blog/68051-six-case-studies-that-show-how-digital-out-of-home-advertising-is-changing/" target="_blank">DOOH campaign</a> in cinemas across the country.</p> <p>Designed to incentivise visits to Pets at Home, digital screens are located in 38 cinemas close to stores, allowing pet-lovers to feed animals for a chance to win vouchers. </p> <p><img src="https://assets.econsultancy.com/images/0007/7865/Interactive_campaign.PNG" alt="" width="615" height="404"></p> <p>A clever example of geo-locational targeting, with screens deliberately placed in locations where families are spending time together, it demonstrates the brand’s focus on using innovative technology in its marketing.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We attended a free pet workshop at <a href="https://twitter.com/PetsatHome">@PetsatHome</a> and I was so impressed. H had a great time and learned loads! <a href="https://t.co/6q98VINHes">pic.twitter.com/6q98VINHes</a></p> — Becky Day (@BeckyBrightSide) <a href="https://twitter.com/BeckyBrightSide/status/756752149124636672">July 23, 2016</a> </blockquote> <h3>In conclusion…</h3> <p>Pets at Home is a great example of a retailer that understands the omnichannel experience.</p> <p>By connecting its online and offline services, it aims to provide a seamless service across all consumer touchpoints.</p> <p>As convenience, price and personalisation become priorities for animal owners, it's unsuprisingly leading the pack for pet retailers.  </p> tag:econsultancy.com,2008:RoundtableEvent/827 2016-08-10T11:52:32+01:00 2016-08-10T11:52:32+01:00 Digital Transformation: Developing a Customer Centric Culture <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Aimed at those leading transformation initiatives</strong>, our <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://econsultancy.com/training/digital-transformation/">Digital Transformation</a> roundtable series is designed to give you both insight into the trends and findings from our latest research, and the opportunity to discuss with your peers the issues you’re facing.</p> <h3 style="border: 0px; vertical-align: baseline; color: #004e70;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Agenda</strong></h3> <p>To be added shortly </p> tag:econsultancy.com,2008:BlogPost/68161 2016-08-10T09:57:03+01:00 2016-08-10T09:57:03+01:00 Tesco explores experiential marketing with pop-up wine bar Nikki Gilliland <p>Located in London’s Soho, Tesco’s finest* wine bar is a two-week pop-up designed to give customers a taste of its premium tipples.</p> <h3>A new environment</h3> <p>Taking over an art gallery that would otherwise be closed for the summer, the pop-up wine bar aims to give consumers a more personalised, intimate and immersive experience – one that’s a world away from the supermarket aisles.</p> <p>Despite previous attempts to branch out, such as its <a href="https://www.ft.com/content/4c14eb16-3fa1-3887-b45a-e123a2410422" target="_blank">failed line of coffee shops</a>, this marks Tesco’s first real foray into experiential marketing. </p> <p>The pop-up is free to enter, meaning most of the visitors are likely to be passers-by.</p> <p>However, this is in line with Tesco’s aim to encourage consumers to ‘try before they buy’.</p> <p>Unable to sell full bottles for licensing reasons, it is clearly hoping that visitors will head to nearby stores to purchase what they have sampled.</p> <p><img src="https://assets.econsultancy.com/images/0007/7842/tesco_trolley.jpg" alt="" width="750" height="499"></p> <h3>Showcasing quality</h3> <p>The bar has a menu of 70 wines, each priced at around £3 to £4 per glass. Encouraging people to try a more varied selection of wines and explore their own personal taste, experts are on hand to make suggestions and offer advice.</p> <p>Building on the customer’s awareness of its finest* range, the pop-up is heavily geared around promoting the quality aspect of its own-brand product.</p> <p>As well as offering samples, bespoke masterclasses are also on offer to give visitors an in-depth look at four specific wines.</p> <p><img src="https://assets.econsultancy.com/images/0007/7841/tesco_wine.jpg" alt="" width="750" height="499"></p> <h3>A hybrid retail experience</h3> <p>Tesco is not the first brand to launch an alternative wine experience.</p> <p>Waitrose has previously experimented with in-store grazing offerings, and earlier this year, Aldi launched a very similar wine pop-up in Shoreditch’s Boxpark.</p> <p>Though it is certainly a good tactic for raising awareness and increasing loyalty, this isn’t just a case of brands jumping on the experiential bandwagon.</p> <p>It can also be put down to the growing popularity of <a href="https://econsultancy.com/blog/68023-think-retail-how-brands-are-targeting-the-phygital-generation/" target="_blank">hybrid retail outlets</a>, particularly in the drinks industry, where customers can enjoy an experience that simultaneously informs and enhances buying behaviour.</p> <p>As well as wine shops offering in-store dining, this can also work the other way around, with restaurants offering diners the chance to buy additional bottles to take home.</p> <p><img src="https://assets.econsultancy.com/images/0007/7843/Tesco_finest_wine_pop_up.PNG" alt="" width="780" height="551"></p> <h3>Could it become a permanent venture?</h3> <p>Running from the 2-13 August, there’s only a <a href="http://www.tesco.com/finest-wine-bar/" target="_blank">few days left if you want to get involved</a>.</p> <p>However, with the pop-up so far receiving positive reviews, there has been talk of whether or not it could become permanent.</p> <p>With most London bars selling wine upwards of £6 a glass, the cheaper price point would certainly be an incentive for many locals.</p> <p>Likewise, the informal nature of the setting (where a lack of knowledge about wine is expected) might entice people who would be put off going to a formal tasting.</p> <p>Regardless of whether or not the finest* bar continues, it certainly backs up Tesco's promise to give the customer a better experience in future.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Tesco finest* launches pop up wine bar in London’s Soho today <a href="https://t.co/t4HCRxa50M">https://t.co/t4HCRxa50M</a> <a href="https://t.co/ZdjXfkPQiq">pic.twitter.com/ZdjXfkPQiq</a></p> — Tesco News (@tesconews) <a href="https://twitter.com/tesconews/status/760458508064161792">August 2, 2016</a> </blockquote>