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Ah, Oxford Street, you are known by so many names…
To some, you are the shopping capital of the UK, to others, a realisation of hell on Earth.
This is particularly true for those of us whose morning commute takes them directly through the centre of Europe’s busiest shopping street. Here all the biggest high street brands rub shoulders next to endlessly ‘closing down’ souvenir shops and all-you-can-eat Chinese buffets
For us here at Econsultancy, it is technically a second home, and therefore we can’t help but treat it as an ever-changing example of a digitally transforming retail industry.
For any company to truly make any kind of informed decision for future strategy, it needs to understand the value of everything it does online.
There are multiple ways a customer can find your ecommerce site: organic results on a search engine, a PPC campaign, a link on Twitter, a retargeted display ad on another website… Customer journeys are increasing in their non-linear passage.
If you think extending the customer experience through a range of digital channels is only for B2C companies, think again.
Consumer shopping habits are spilling over to what business customers are expecting today, a trend that significantly ups the ante for B2B suppliers to build their multichannel commerce capabilities
This is no mean feat, but B2B companies have begun to take up the challenge.
In an effort to increase customer lifetime value, offline channels have become key battlegrounds.
It’s often quoted, for example, that multichannel customers are worth four times that of a customer solely shopping offline or online.
Which offline channels are most relevant for your business? How do you join the dots to map and track website visitors and customers who are engaging both online and offline? How important is it for your business (or for your clients) to join up online and call centre activity?
Urban Outfitters is an ever increasing presence on the UK high street and has been in the news repeatedly over the last 12 months for various t-shirt related controversies.
Yet despite this ubiquity I have never actually visited its site before writing this article today. Shameful I know.
UrbanOutfitters.com is an interesting site, with a few unique features. Some of them work, some of them don’t, but my primary concern here is the disconnect between its online business and its offline stores.
French Connection announced this week that almost a quarter of its sales took place online in 2014.
Ecommerce represents 23% of its total retail revenue, which is 20% up from the previous year and as also reported in InternetRetailing 24% of all orders were fulfilled using its click and collect service. This follows its recent investment in multichannel services, from the website platform to the warehouse.
Lets take a look at French Connection and examine how the retailer can improve its multichannel standing, paying particular attention to delivery, returns, mobile and social customer service.
According to a survey by CollectPlus, 27% of consumers are put off ordering something online in the first place because they do not want the hassle of returning it if it isn’t right.
Therefore the need for online retailers to provide clear and easy to find information on its returns policy as well as making it as hassle-free as possible is integral to customer experience.
FatFace has revealed that its Christmas 2014 ecommerce sales were 25% up on 2013, whilst December sales were 13% up.
The past decade has brought with it a massive increase in digital marketing platforms and technologies, giving marketers the ability to focus on multichannel like never before.
This has fundamentally altered the way brands plan and execute marketing strategies and given us new insight into how customers are using those channels.
It may not seem all that surprising, but research shows that only 8% of people who make resolutions each January actually achieve them.
However, no matter the success rate, each year we make certain promises to ourselves to be better than we were the year before – both in our personal and business lives.
Some of the most common resolutions for bettering oneself are not all that far off from our brand goals. Read on to learn how marketers can apply the most common new year’s resolutions to 2015 marketing plans.
More than ever, customers are using a variety of ways to interact with your business offline or online.
This multichannel connectivity means it’s difficult to measure the impact of one particular marketing effort on a conversion, particularly if that conversion happens offline.
This is an investigation to see how the adverts in a commercial break try to get people online. Here’s an early spoiler: they don’t try very hard at all.
Ericsson ConsumerLab discovered that, out of 15,000 people surveyed, 75% use mobile devices at the same time as they watch TV. Nielsen discovered that eight out of 10 global mobile users similarly multitask when they should be paying attention to Eastenders.
These statistics basically just tell us what we already know. People second-screen. In fact they (I say ‘they’, really I should be saying ‘I’. I am after all people) second-screen relentlessly, without prejudice all the time.
It’s not out of boredom either; it’s mainly to supplement the enjoyment of what I’m watching with extra information. “So the character of Deathlok in ‘Agents of Shield’ had three different alter-egos in the comic books. INTERESTING.”
Although when adverts do appear, that’s when I start looking at my mobile or laptop out of boredom.