tag:econsultancy.com,2008:/topics/ecommerce Latest Ecommerce content from Econsultancy 2016-12-07T11:04:00+00:00 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/68602 2016-12-05T13:59:00+00:00 2016-12-05T13:59:00+00:00 Brand Commerce: Navigating through online customer indecision Michael Sandstrom <p>As marketers we tend to think that abundance of choice in products is one of the key strengths of ecommerce.</p> <p>But without proper management and structure, this can become a hindrance and not necessarily result in more sales.</p> <p>For this article we will go through some of the most common reasons behind customer indecision and showcase the brands that are successfully circumventing them through active “Choice Reduction”.</p> <h3>Facing the tyranny of choice</h3> <p>Now faced with the possibility of finding and buying anything online, we see more and more customers unable to commit to making a purchase then and there.</p> <p>They instead become afflicted by choice paralysis. Unfortunately choice paralysis isn't something only suffered by your new customers. Even those that enter your site having already made a decision can find themselves inundated by all the options available to them and start to question whether theirs is the right one.</p> <p>In the worst-case scenario, the customers will leave the site and never re-enter the customer journey, instead reverting back to their existing shopping behaviour and just buy from the brand they normally do.</p> <p>This is because when we fear making a bad decision, we would often rather remove ourselves from the situation and make no decision at all. </p> <p>The answer to this is simple, albeit for many brands an impractical one; reduce choice paralysis by limiting the number of visible alternatives available to your consumers.</p> <p>When this isn't a possibility, there is a need to clearly differentiate between the different options available.  </p> <h3>Relatable product taxonomy</h3> <p>Up until recently, when visiting IKEA’s website you were served with over ten categories in the top navigation.</p> <p>In a more recent version rolled out as a test in September in the UK and Ireland, the Swedish furniture company moved towards a much clearer taxonomy, organising all the content under just four categories; ‘Products', ‘ Rooms’, ‘Ideas' and 'This is IKEA’. </p> <p>Allowing users to find products not only through ‘Products’ but also through ‘Rooms’ allows for a more natural categorisation of products.</p> <p>The addition of ‘Ideas’ to the mix allows the brand to bundle content while suggesting related products. All in all, providing the user with a simple and easy to navigate experience and an organisation of products more relatable to the customers.</p> <p><img src="https://assets.econsultancy.com/images/0008/2063/IKEA_Customer_Indecision.png" alt="IKEA UK" width="700" height="436">    </p> <h3>Ending shopper procrastination</h3> <p>The introduction of shopping lists has allowed online shoppers to save products and make sense of the vast selections available from e-retailers such as ASOS.</p> <p>A tool initially designed to single out products, for many it ends up introducing both procrastination and complexity into the customer journey.</p> <p>Without a limit to amounts of products you can add to a list, you end up mimicking the main ecommerce experience, risking further choice paralysis. ASOS has introduced some limitations to its lists, namely only allowing products on the list for 60 days before being automatically removed.</p> <p>There are also some other examples e-retailers can learn from. One such example is Priority, O2’s deal oriented app for its subscribers.</p> <p>For many of the deals run on the app, O2 cleverly links discounts and rewards with time limits. Before choosing to redeem an offer, users are warned that they have a limited amount of time to use said offer.</p> <p>By adding <a href="https://econsultancy.com/blog/64420-now-now-now-five-quick-ways-to-create-consumer-urgency/">a sense of urgency</a>, the app pushes the user to commit to the purchase and cuts down on potential procrastination.</p> <p>This same mechanic can be adapted to e-retailers as well. For example, in cases of prolonged user inactivity, by triggering time limited discounts or free shipping if the purchase is completed within a pre-determined time frame.</p> <p><img src="https://assets.econsultancy.com/images/0008/2064/O2_Customer_Indecision.png" alt="O2 Priority" width="700" height="525"> </p> <h3><strong>Removing the last obstacles</strong></h3> <p>When asked in research done by <a href="http://baymard.com/lists/cart-abandonment-rate" target="_blank">Baymard Institute</a>, 61% of customers declare extra costs as the key reason behind abandoning their online shopping cart.</p> <p>For many e-commerce sites, shipping costs, insurance and other things are hidden until the last minute. While it might be to mask and lower the perceived cost of making an online purchase, these operators are in fact undermining themselves.</p> <p>Others such as the fashion brand Reiss are instead upfront with their extra costs. On Reiss’ website, the brand clearly states the different levels of shipping available and the cost the customer can expect. The brand also allows those more concerned with shipping costs to collect their purchase in store. </p> <p><img src="https://assets.econsultancy.com/images/0008/2066/Reiss_Hidden_Costs_Choice_Reduction.png" alt="Reiss UK" width="700" height="345"> </p> <p>In the same study, 24% of respondents say they abandoned their cart because they couldn't see the final cost upfront. ASOS counteracts this by allowing the customer to change the type (and cost) of delivery from a dropdown in the shopping basket.</p> <p>At the same time, through a notification ASOS cleverly tries to trigger the customer into a sale by offering a next-day delivery promo code.</p> <p> <img src="https://assets.econsultancy.com/images/0008/2069/ASOS_Hidden_Costs_Choice_Reduction.png" alt="ASOS" width="700" height="451"></p> <p>While there are several other very effective tactics such as retargeting ads and basket reminder emails, these should be seen more as remedies to treat symptoms and not as relevant solutions to the problem; getting more people to commit to a purchase while on your site.</p> <p>The methods referenced are some of the simplest and easy-to-implement ways of removing customer indecision from your customer's journey and nudging them into making a purchase.</p> <p>Ultimately it comes down to “Choice Reduction”, one of the key sales triggers in <a href="https://econsultancy.com/blog/68176-brand-commerce-a-new-planning-model-for-marketers/" target="_self">our new planning model for marketers</a>. </p> tag:econsultancy.com,2008:TrainingDate/3120 2016-12-05T07:43:04+00:00 2016-12-05T07:43:04+00:00 Econsultancy's Certificate in Digital Marketing & Google AdWords Qualified Individual Certification **HRDF Claimable** - Malaysia <h3><strong>Course Details</strong></h3> <p>Econsultancy and ClickAcademy Asia are proud to launch the first world-class Certificate in Digital Marketing programme in Malaysia catering to senior managers and marketing professionals who want to understand digital marketing effectively in the shortest time possible. Participants who complete the programme requirement will be awarded the <strong>Econsultancy's Certificate in Digital Marketing</strong> and <strong>Google AdWords Qualified Individual</strong> <strong>Certificate</strong>.</p> <p style="font-weight: normal;">This is a part-time programme with 64 contact hours (total 8 days) spread over 8 weeks. Participants will only be certified after passing the Google AdWords exams and the digital marketing project, and complete at least 52 contact hours. </p> <p style="font-weight: normal;">The part-time programme covers topics ranging from the overview of digital marketing, customer acquisition channels to social media marketing.</p> <p>A special early bird rate of RM10,000/pax is applicable for participants who register one month before course date. (6% GST applicable)</p> <p>For more information and to register, please click <a href="http://www.clickacademyasia.com/classgroup/econsultancys-certificate-in-digital-marketing-google-adwords-certification-my/?id_class=868&amp;utm_source=econsultancy&amp;utm_medium=website&amp;utm_campaign=doublecert-my-aug2016" target="_blank">here</a> <a href="http://www.clickacademyasia.com/training/digital-marketing/certificate-in-digital-marketing"><br></a></p> <h4>For any queries, please call +65 6653 1911 or email <strong><a href="mailto:apac@econsultancy.com" target="_self">apac@econsultancy.com</a></strong> </h4> tag:econsultancy.com,2008:BlogPost/68582 2016-12-05T02:00:00+00:00 2016-12-05T02:00:00+00:00 The best APAC digital marketing stats from November 2016 Ben Davis <h3>Asian branded content underperforms</h3> <p>Content marketing in APAC sees the lowest clickthrough rate (CTR) of all regions, excluding Australia.</p> <p>Polar's <a href="http://polar.me/resources/q3-benchmarks/">Branded Content Performance study</a> surveyed 100 clients about their content marketing campaigns in various regions.</p> <p>CTR content marketing campaigns in APAC was 0.27%, with highest average in Europe (0.55%).</p> <p><img src="https://assets.econsultancy.com/images/0008/1968/ctr.png" alt="asian branded content" width="500"></p> <p>The story is different when Polar looked at average time spent (ATS). Here, APAC campaigns were only bettered by those in MENA.</p> <p>An ATS of 199 seconds in APAC was far above the 140-second global average.</p> <p>Content was shown to suffer diminishing returns over time, with 80% of views generated in the first month and 36% of views in just the first week.</p> <p><img src="https://assets.econsultancy.com/images/0008/1969/ats.png" alt="asian branded content" width="500"></p> <h3>Mobile wallet surge in India as high denomination notes are scrapped</h3> <p>As Indian Prime Minister Modi announced with only four hours notice that 500 and 1,000 rupee notes would be withdrawn from circulation, mobile wallets saw a surge in usage.</p> <p>The notes were rendered worthless to combat counterfeiting, with Kiran Vasireddy, senior vice-president at Paytm, <a href="https://www.ft.com/content/3f31dc34-ab04-11e6-9cb3-bb8207902122">telling the FT</a> "we have seen unprecedented growth over the past few days."</p> <p>Paytm claims that 4m people started using its wallets in the week after the demonetisation, with site traffic up 700% and app downloads up 300%.</p> <p>At MobiKwik, money being added to wallets has gone up nearly 2,000%.</p> <h3>Cross-border transactions driven by APAC</h3> <p><a href="http://www.businesswire.com/news/home/20161115005261/en/PayPal-3rd-Annual-Global-Report-Shows-Asia">PayPal reports</a> that cross-border sales volume has grown by 38% in two years, from $15bn in Q3 2014 to $19bn in Q3 2016.</p> <p>The Ipsos survey of 28,000 consumers from 32 countries found that China is now the most popular cross-border online shopping destination for global consumers.</p> <p>21% respondents admitted to shopping cross-border from Chinese websites in 2016. The US was the second most-popular online destination (17%), followed by the UK (13%).</p> <p>An average of 37% of cross-border purchases in APAC were made on a mobile device, with the figure in China rising from 27% in 2015 to 35% this year.</p> <p>In Europe and North America that figure was only 15%.</p> <h3>APAC agencies not allowing transparent audits</h3> <p>Some APAC media agencies are not engaging in transparent auditing procedures according to new research by FirmDecisions.</p> <p>This leaves agencies open to accusations of <a href="https://econsultancy.com/blog/68319-all-the-digital-news-stories-you-missed-this-week-6/">overcharging</a>.</p> <p>FirmDecisions, a marketing contract specialist, studied 121 audits it had carried out in APAC. <a href="http://www.campaignasia.com/article/report-alleges-gaps-in-agency-advertiser-media-contracts/431300">Campaign reports</a> the following findings:</p> <ul> <li>26% of APAC advertisers did not have a signed contract with their media agencies.</li> <li>25% of contracts did not allow sufficient audit rights.</li> <li>In 43% of cases, access to financial records was restricted by agencies.</li> <li>60% of contracts had insufficient rebate return clauses.</li> </ul> <p><em>Image via Campaign</em></p> <p><img src="https://assets.econsultancy.com/images/0008/1971/audits.jpg" alt="agency audits in apac" width="615"></p> <h3>China's top brands</h3> <p>Marketing Interactive reports that brand consultancy Prophet has listed the <a href="http://www.marketing-interactive.com/alipay-wechat-top-chinas-50-relevant-brands-list/">top 50 relevant brands in China</a>.</p> <p>10,000 consumers were surveyed globally in the construction of the list, with Alipay coming top amid increasing competition amongst mobile services.</p> <p>Here's the top five brands most influential to Chinese consumers:</p> <ol> <li>Alipay</li> <li>WeChat</li> <li>Visa</li> <li>Marriott</li> <li>UBER</li> </ol> <h3>International news influences China's richest</h3> <p>Despite censorship, international TV and digital news reaches 45% of affluent Chinese consumers.</p> <p>Further findings from the Ipsos study are reported <a href="http://www.campaignasia.com/article/chinese-affluent-keen-consumers-of-international-media-ipsos/431178">by Campaign Asia</a> and include a combined digital and print reach for international monthly publications of 27% among China's affluent consumers.</p> <p><em>Image via Campaign Asia</em></p> <p><img src="https://assets.econsultancy.com/images/0008/1961/china_affluent_study.png" alt="china affluents news consumption" width="615"></p> <h3>South Koreans watch video ads..</h3> <p>..for longer than other nationalities.</p> <p>South Korea has a viewable completion rate of 48%, <a href="http://content.tubemogul.com/Q3-2016-Global-Quarterly-Report_Download.html">according to a TubeMogul report</a> (based on 15-second desktop video ads).</p> <p>That puts it top of the pile above Japan (41%) and Indonesia (44%). Not all APAC markets show such persistence for completing videos, with China's completion rate at just 16%.</p> <p>Malaysia's was even lower at 14%, though issues such as ad fraud and internet connectivity are still being grappled with.</p> <h3>Singles' Day generates $17.8bn GMV in 24 hours</h3> <p>The <a href="https://econsultancy.com/blog/68486-china-s-single-s-day-can-western-brands-take-advantage/">11.11 Global Shopping Festival</a> saw gross merchandise volume (GMV) of RMB 120.7bn ($17.79bn). That's a 32% rise on Tmall and Taobao sales on the same day in 2015.</p> <p>RMB 98.97bn ($14.6bn) in GMV was generated on mobile devices from 657m delivery orders. That figure was up from 467m delivery orders last year.</p> <p>Over 1bn payment transactions were processed in total across the day.</p> <p><a href="http://www.alizila.com/2016-11-11-global-shopping-festival-wrap-up/">More from Alizila.</a></p> <p><img src="https://assets.econsultancy.com/images/0008/1162/Screen_Shot_2016-11-03_at_11.29.54.png" alt="singles day" width="615" height="337"></p> tag:econsultancy.com,2008:BlogPost/68591 2016-12-02T14:03:22+00:00 2016-12-02T14:03:22+00:00 All the digital news stories you missed this week Ben Davis <h3>Trump Tower briefly renamed Dump Tower</h3> <p>Over the weekend, Trump Tower was briefly renamed 'Dump Tower' on Google Maps. If that doesn't raise a smile then all hope is lost.</p> <p><a href="http://edition.cnn.com/2016/11/27/politics/dump-tower-trump-google-maps/index.html">More from CNN</a></p> <p><img src="https://assets.econsultancy.com/images/0008/2002/dump.jpg" alt="trump tower" width="307" height="173"></p> <h3>H&amp;M arguably wins Xmas</h3> <p>H&amp;M may have left it late (relatively) to reveal its Christmas ad, but it has certainly hit the mark with a story directed by Wes Andersen and starring Adrien Brody.</p> <p>The ad was created by Adam&amp;Eve/DDB, the same agency that produced <a href="https://econsultancy.com/blog/68512-john-lewis-combines-tv-ad-with-snapchat-lens-and-email/">John Lewis’ Buster the Boxer campaign</a>.</p> <p>It feels like the retailer has taken the advert-as-feature-film to its logical conclusion.</p> <p><iframe src="https://www.youtube.com/embed/VDinoNRC49c?wmode=transparent" width="560" height="315"></iframe></p> <h3>Facebook Messenger launches Instant Games</h3> <p>Facebook has launched Instant Games on Messenger in 30 countries, with an initial 17 games to try.</p> <p>Using HTML5, the games load quickly in your message thread and are designed to be played competitively with friends.</p> <p><img src="https://assets.econsultancy.com/images/0008/2003/ig.png" alt="messenger games" width="600" height="341"></p> <h3>Black Friday stats roundup</h3> <p>Nikki Gilliland has rounded up some <a href="https://econsultancy.com/blog/68587-black-friday-cyber-monday-2016-ecommerce-stats-bonanza/">stats from the annual shopping bonanza</a>.</p> <p>Adobe figures shows that online sales records in the US hit $3.34bn on Black Friday, a 17.7% increase on sales last year.</p> <p>Lego Creator Sets were the top toy, and iPads the top electronics sold.</p> <p>Travel is an increasing hit over this sales period, with data from Sojern showing a 21% increase in flight bookings on Cyber Monday compared to the previous Monday (this figure was only 9% in 2015).</p> <p><em>Lego was a favourite on Black Friday</em></p> <p><img src="https://assets.econsultancy.com/images/0008/1970/Lego.JPG" alt="lego" width="536" height="345"></p> <h3>Important chihuahua news</h3> <p>This week Virgin America began its <a href="https://www.virginamerica.com/cms/about-our-airline/press/2016/virgin-america-unleashes-tinydogstinyfares-cyber-monday-deal.html">#TinyDogsTinyFares</a> Cyber Monday deal, with cheaper seats and a pledge for each booking from Virgin America of $10 to animal charities.</p> <p>The move coincides with 'Operation Chihuahua' airlift – where the airline flies Chihuahuas from San Francisco (which has an epidemic of pound chihuahuas) to New York and new homes.</p> <p>It goes without saying, the promo video is too good to miss.</p> <p><iframe src="https://www.youtube.com/embed/6znipyolCMQ?wmode=transparent" width="560" height="315"></iframe></p> <h3>Nokia phones will be back in 2017</h3> <p>Nokia has signed a 10-year brand licensing deal with Finnish startup HMD, which will produce a range of smartphones and feature phones.</p> <p>The company is confident that the brand still carries enough weight to compete, particularly selling feature phones to markets such as Russia and Africa.</p> <p><a href="http://www.telegraph.co.uk/technology/2016/12/01/new-nokia-phones-revealed-early-2017/">More from The Telegraph.</a></p> <h3>Napoleon Dynamite sells cheesy tots for Burger King</h3> <p>Burger King continues to listen to its fans online and introduce retro menu items they have been pining for.</p> <p>Last year it was chicken fries, now it's cheesy tots. And they've managed to get Napoleon Dynamite to advertise them. Genius. </p> <p><iframe src="https://www.youtube.com/embed/bNSZIEG7gRg?wmode=transparent" width="560" height="315"></iframe></p> <h3>Accenture Interactive acquires Karmarama</h3> <p>The trend for consultancies buying agencies hits the UK, with Accenture Interactive buying the large independent Karmarama.</p> <p><a href="https://econsultancy.com/blog/68570-consultancies-are-buying-agencies-what-does-it-mean-for-marketing/">We took a look at what the trend means for marketing.</a> </p> <p><img src="https://assets.econsultancy.com/images/resized/0008/1842/karma-blog-flyer.png" alt="karmarama" width="470" height="321"></p> <h3>Clarkson, Hammond and May launch DriveTribe</h3> <p>The former Top Gear trio this week launched DriveTribe, a motoring community online which they hope will become as synonymous with automotive user generated content as TripAdvisor is for travel.</p> <p>DriveTribe is backed by 21st Century Fox and other equity firms, and is a completely separate venture to Prime's The Grand Tour.</p> <p><a href="https://econsultancy.com/blog/68576-we-take-a-spin-through-clarkson-may-hammond-s-drivetribe-network">We took a spin around the new platform</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/1912/Screen_Shot_2016-11-30_at_11.03.27.png" alt="drive tribe" width="615" height="318"></p> <h3>Netflix now allows download to watch offline</h3> <p>Bringing its functionality level with Amazon Prime, Netflix <a href="https://media.netflix.com/en/company-blog/downloads-make-it-even-easier-to-watch-netflix-on-the-go">now allows app users</a> to download shows in order to watch offline.</p> <p><img src="https://assets.econsultancy.com/images/0008/2004/download.png" alt="netflix download" width="300" height="533"></p> <h3>Amazon grocery stores to open soon</h3> <p><a href="https://www.ft.com/content/8aa89e26-b1b9-11e6-a37c-f4a01f1b0fa1">The Financial Times reports</a> that Amazon is soon to open two grocery stores in Seattle.</p> <p>Both stores will be similar to drive-throughs, with customers able to collect groceries they have ordered online.</p> <p>The move is Amazon's latest push into groceries, a market where the logistics specialist sees room for considerable growth.</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/68573 2016-11-30T11:01:07+00:00 2016-11-30T11:01:07+00:00 Seven examples of Black Friday email marketing from retailers Nikki Gilliland <p>Following on from our article on <a href="https://econsultancy.com/blog/68557-how-uk-retailers-are-promoting-black-friday-online" target="_blank">how UK brands promoted the event online</a>, here’s how seven retailers executed their email marketing campaigns.</p> <h3>ASOS</h3> <p>Let's kick off with one of the best of the bunch.</p> <p>ASOS executed a pretty heavy email campaign, first mentioning the event nearly an entire week beforehand.</p> <p>While this might sound a little excessive, the emails are still quite subtle, designed to build excitement and get customers in the mood.</p> <p><img src="https://assets.econsultancy.com/images/0008/1844/Black_Friday_warm_up.JPG" alt="" width="450" height="424"></p> <p>When the real event finally kicked off, ASOS used a discount code with the promise of 20% off all items.</p> <p>Just imagine the regret if you forgot to enter the code at the checkout...</p> <p><img src="https://assets.econsultancy.com/images/0008/1845/ASOS_code.JPG" alt="" width="450" height="436"></p> <p>It also promoted the Black Friday offer on top of an existing sale of 'up to 70%'.</p> <p>It's not clear whether the items here were any good, but the email copy sure does makes you want to go and have a look.</p> <p><img src="https://assets.econsultancy.com/images/0008/1849/ASOS_extra.JPG" alt="" width="450" height="199"></p> <p>Likewise, ASOS's subject lines were nicely done, reinforcing the brand's young and conversational tone of voice.</p> <p><img src="https://assets.econsultancy.com/images/0008/1846/Asos_subject_lines.JPG" alt="" width="500" height="139"></p> <p><em>For more on ASOS, read our post on <a href="https://econsultancy.com/blog/67950-eight-ecommerce-checkout-design-features-that-make-asos-great/" target="_blank">eight checkout design features that make its site great.</a></em></p> <h3>House of Fraser</h3> <p>Unlike ASOS's strong but subtle approach, House of Fraser went overboard on the emails this year, as shown in the screenshot of my inbox below.</p> <p><img src="https://assets.econsultancy.com/images/0008/1850/House_of_Fraser_emails.JPG" alt="" width="300" height="508"></p> <p>The actual emails were fine - they nicely promoted the array of discounts on offer.</p> <p>It's just a shame they were sent every day for a week, which could be enough to put off even the most loyal customers.</p> <p><img src="https://assets.econsultancy.com/images/0008/1851/HoF_email.JPG" alt="" width="450" height="595"></p> <p>On the plus side, despite going down to 30% off, the emails become get more targeted as the week wore one.</p> <p>The one below obviously takes into account my previous interest in womenswear.</p> <p><img src="https://assets.econsultancy.com/images/0008/1852/HoF_30_.JPG" alt="" width="450" height="544"></p> <h3>Zara</h3> <p>In contrast to the aforementioned example, Zara took a very restrained approach, only sending out two emails in total.</p> <p><img src="https://assets.econsultancy.com/images/0008/1853/Zara_black_friday.JPG" alt="" width="450" height="613"></p> <p>As well as being underwhelming (in terms of the discount and the creative) - the subject lines were pretty boring to say the least.</p> <p>With no indication of how big the offer or how long it'd be on for, I'd be surprised if it received many click-throughs.</p> <p><img src="https://assets.econsultancy.com/images/0008/1854/Zara_subject_lines.JPG" alt="" width="430" height="139"></p> <p><em>For more on Zara, read <a href="https://econsultancy.com/blog/67581-six-reasons-i-love-zara-com-and-a-few-reasons-i-don-t/" target="_blank">'Six reasons I love Zara.com (and a few reasons I don't)'</a></em></p> <h3>John Lewis</h3> <p>Surprisingly, John Lewis wasn't very impressive either.</p> <p>Again, with no indication of the amount of money customers might save, it doesn't give much incentive to click through.</p> <p><img src="https://assets.econsultancy.com/images/0008/1855/John_Lewis_black_friday.JPG" alt="" width="450" height="563"></p> <p>Another thing I found interesting was that its Sunday email - sent when the weekend event was still running - used an entirely unrelated subject line.</p> <p>This was despite the fact that the email itself was Black Friday related.</p> <p>Maybe the retailer was trying to be subtle? It just felt a bit misjudged to me,</p> <p><img src="https://assets.econsultancy.com/images/0008/1857/John_Lewis_subject_lines.JPG" alt="" width="450" height="121"></p> <p>However, with John Lewis <a href="https://econsultancy.com/blog/68512-john-lewis-combines-tv-ad-with-snapchat-lens-and-email/" target="_blank">traditionally more focused on Christmas</a>, perhaps Black Friday was deliberately underplayed.</p> <p><img src="https://assets.econsultancy.com/images/0008/1856/John_Lewis_black_friday_2.JPG" alt="" width="430" height="528"></p> <h3>H&amp;M</h3> <p>H&amp;M's emails on and around Black Friday were strong.</p> <p>With a bold and concise message of 20% off plus free delivery - customers were left in no doubt as to what they could expect.</p> <p><img src="https://assets.econsultancy.com/images/0008/1858/H_M_black_friday.JPG" alt="" width="450" height="546"></p> <p>Furthermore, I also like the fact that its emails included editorial-inspired content, motivating customers with how they could style their bargains rather than just promoting the sale.</p> <p><img src="https://assets.econsultancy.com/images/0008/1859/H_M_2.JPG" alt="" width="450" height="569"></p> <p>The only factor that let H&amp;M down was its slightly dull subject lines.</p> <p>Not bad - just a bit lacklustre. Still, at least they're concise.</p> <p><img src="https://assets.econsultancy.com/images/0008/1861/H_M_subject_line.JPG" alt="" width="450" height="114"></p> <h3>Debenhams</h3> <p>On to Debenhams, and it demonstrated a good amount of variety in its emails.</p> <p><img src="https://assets.econsultancy.com/images/0008/1862/Debehams_black_friday.JPG" alt="" width="400" height="559"></p> <p>As well as giving customers a heads up on what was to come, it also included original content, such as a 'Top 10' deal countdown and editorial-inspired imagery.</p> <p><img src="https://assets.econsultancy.com/images/0008/1863/Debenhams_2.JPG" alt="" width="380" height="287"></p> <p>By incorporating more variety into its messaging, it feels less salesy, meaning customers are less likely to dismiss it as Black Friday noise.</p> <p><img src="https://assets.econsultancy.com/images/0008/1864/Debenhams_3.JPG" alt="" width="400" height="550"></p> <p>You can read how Debenhams' site redesign led to ecommerce sales growth <a href="https://econsultancy.com/blog/66644-how-debenhams-site-redesign-led-to-ecommerce-sales-growth/" target="_blank">in this article</a>.</p> <h3>Threadless</h3> <p>Finally, an interesting approach from US retailer Threadless.</p> <p>On the Wednesday before the event, it sent out this email offering an exclusive 40% off code that expired before the Black Friday deals began.</p> <p>While this might sound like it'd have limited impact as people would just hold out for Black Friday, it's obviously an attempt to foster customer loyalty for the long-term.</p> <p><img src="https://assets.econsultancy.com/images/0008/1869/Personal_email_threadless.JPG" alt="" width="500" height="454"></p> <p>By using a personal tone - even sending it from the Founder of the company - it is designed to make customers feel valued.</p> <p>A refreshing surprise just before Black Friday hit, it made for one of the most memorable emails of the week.</p> <p><img src="https://assets.econsultancy.com/images/0008/1871/Threadless_email.JPG" alt="" width="370" height="147"></p> <p>On to the actual Black Friday emails, and Threadless promoted it with a Christmas-themed creative.</p> <p>This could also prove effective for getting customers to think about the festive period (and why they might want to come back again soon).</p> <p><img src="https://assets.econsultancy.com/images/0008/1868/Threadless_creative_2.JPG" alt="" width="450" height="487"></p> <p>Finally, hats off to the brand for including an original and humourous subject line in its Cyber Monday email.</p> <p><img src="https://assets.econsultancy.com/images/0008/1866/Threadless_subject_line_2.JPG" alt="" width="450" height="123"></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>