tag:econsultancy.com,2008:/topics/ecommerce Latest Ecommerce content from Econsultancy 2016-05-27T14:26:00+01:00 tag:econsultancy.com,2008:BlogPost/67893 2016-05-27T14:26:00+01:00 2016-05-27T14:26:00+01:00 10 tantalising digital marketing stats from this week Nikki Gilliland <p>Now, on with the show!</p> <h3>Mobiles provide the most emotionally engaging moments</h3> <p>According to a study by Yahoo, 50% of ‘seamless moments’ occur on mobile.</p> <p>This term refers to when a user’s situation and context is combined with an emotional connection, resulting in an all-round emotive experience.</p> <p>The research also found that television and mobile phones are the only screens where consumers welcome engagement from brands while relaxing. </p> <p><img src="https://assets.econsultancy.com/images/0007/5411/mobile_video.jpg" alt="" width="780" height="519"></p> <h3>Football fans to spend 1.7m hours reading about Champions League final</h3> <p>Ahead of the European Champions League final this Saturday, Teads has revealed that fans will spend a combined 1.7m hours reading about the match.</p> <p>With an average of 40 minutes before the game and 30 minutes after, this means fans will dedicate almost as much time to reading as watching the actual game.</p> <h3>Google confirm ‘trillions’ of searches per day</h3> <p>Despite not giving away the exact figure, Google has announced that trillions of searches happen on its site every day.</p> <p>It is not known how many searches <em>exactly</em>, yet by using the plural, we can assume that this means at least two trillion.</p> <p>Thanks for the vaguest stat ever, Google.</p> <p><img src="https://assets.econsultancy.com/images/0007/5409/Google.jpg" alt="" width="750" height="498"></p> <h3>Opportunities for retailers to win back shoppers</h3> <p>Research from Connexity has revealed that 53% of shoppers who abandon baskets at the checkout tend to return at a later date.</p> <p>For those aged 18 to 35, the main reason for abandonment is said to be high cost.</p> <p>However, the biggest reason cited overall is a lack of reassurance that the product will meet the consumer’s needs.</p> <p>With brand loyalty higher than expected, it's good news for retailers trying to win back lost customers. </p> <h3>Online travel spend predicted to grow 6.8%</h3> <p>Research from Adobe has revealed that online travel spend for flights and hotels in Europe will total €67bn this summer.</p> <p>With travellers paying €85.97 to get to the cheapest destinations, the UK has the highest average flight prices of all.</p> <p>Ireland, Slovakia and Poland are some of the cheapest places to head to. </p> <p>However, for spontaneous types, Italy and Spain are said to be the best options for a last-minute bargain.</p> <p><img src="https://assets.econsultancy.com/images/0007/5410/Easyjet.jpg" alt="" width="750" height="497"></p> <h3>85% of Facebook video is watched without sound</h3> <p>With over 8bn views on its platform each day, Facebook is becoming increasingly focused on video.</p> <p>However, new stats have revealed that around 85% of video views on-site occur without sound.</p> <p>Thanks to publishers posting striking visual messages and text-heavy videos, more users are viewing content without feeling the need to turn up the volume.</p> <h3>60% of British retailers have no plans in place for Brexit</h3> <p>Ahead of June’s referendum, research has found that three in five retail decision-makers have made no plans should a Brexit go ahead.</p> <p>The results from a survey of 250 people shows that small to medium-sized retailers are the most prepared – and also the group most in favour of leaving the EU. </p> <p>Interestingly, 54% of retailers with 100-249 employees said they plan to vote to leave, compared with just 24% of people from retailers with more than 500 employees.</p> <h3>41% of influencers have no idea what the CAP code is</h3> <p>Set by the Committee of Advertising Practice, the CAP code regulates how brands promote products with signposting for paid-for content.</p> <p>However, a new study has revealed that 41% of influencers have no idea what it is.</p> <p>Likewise, less than a quarter use the necessary signposts such as #sp #spon and #ad.</p> <p>With brands failing to insist that <a href="https://econsultancy.com/reports/the-rise-of-influencers/">influencers</a> use the hashtags, tighter regulation looks set to be implemented in future.</p> <h3>Woman laughing becomes most-watched video on Facebook Live</h3> <p>A video of a woman laughing hysterically while wearing a Star Wars mask has become the most-viewed video on Facebook Live to date.</p> <p>Despite most views coming after the initial live stream, the now-viral video has been seen by a whopping 48m people.</p> <p>It’s the little things, guys.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FcandaceSpayne%2Fvideos%2Fvb.1245618915%2F10209653193067040%2F%3Ftype%3D3&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>Consumers show demand for biometrics over traditional passwords</h3> <p>In a survey of 4,000 consumers, Gigya has found that 26% of people have had an online account compromised during the past twelve months.</p> <p>As a result, 52% would prefer a modern authentication method rather than a regular username and password.</p> <p>The need for increasingly complex passwords were also found to be off-putting, with 68% of people abandoning the creation of an account due to this request.</p> <h3>Marketing budgets shift towards visual content</h3> <p>A recent study Lewis has found that marketing budgets are increasingly favouring visual content, with graphic designs and video being the most popular.</p> <p>In a survey of 422 senior marketers, 75% noted increased budgets, and 66% forecasted a shift to visual content in future.</p> <p>With higher levels of engagement and support for social channels being cited as the main reasons behind the shift – we can expect lots more video designed to ‘evoke emotions’.</p> tag:econsultancy.com,2008:Report/3008 2016-05-27T12:40:00+01:00 2016-05-27T12:40:00+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/67884 2016-05-26T11:50:00+01:00 2016-05-26T11:50:00+01:00 Seven ways social media is shaping the beauty industry Nikki Gilliland <p>According to the speakers – Benefit PR manager Camilla Bradley, YouTube influencer Fleur De Force and managing director of Glossybox Rachel Kavanagh – social media is <em>everything</em>.</p> <p>Where the print ad once reigned supreme, the sponsored video is now King. </p> <p>With social media rapidly changing the way beauty brands connect and communicate with consumers, here are seven ways it's having the biggest effect.</p> <h3>1. Word of mouth</h3> <p>Glossybox is a monthly subscription service for beauty products, where 80% of its acquisition comes from word of mouth.</p> <p>This is an astonishing statistic, but it just goes to show how much a company like Glossybox uses social media - not just as an additional tool, but as an integral part of its entire strategy.</p> <p>By constantly talking to its online community, the likes of Glossybox are creating a conversational cycle that benefits both the consumer and the brand. </p> <p>By building trust and authority online, as well as creating a place for fans to discover and discuss new products, customer feedback and word of mouth recommendations naturally occur.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Here's what the likes of <a href="https://twitter.com/MsMakeupMagpie">@MsMakeupMagpie</a> &amp; <a href="https://twitter.com/labelsforlunch">@labelsforlunch</a> had to say about May's box: <a href="https://t.co/m18lhHTsDD">https://t.co/m18lhHTsDD</a> <a href="https://t.co/l6lzvNksts">pic.twitter.com/l6lzvNksts</a></p> — Glossybox UK (@GlossyboxUK) <a href="https://twitter.com/GlossyboxUK/status/735102478346260480">May 24, 2016</a> </blockquote> <h3>2. New platforms</h3> <p>First it was Pinterest, then it was Vine... new ‘must-use’ social media platforms appear all the time, and as a result, brands can find it difficult to know where to focus.</p> <p>As Benefit’s Camilla Bradley explained, it’s not always about jumping on the bandwagon, but rather, utilising the platforms that work for the brand and its audience.</p> <p>Additionally, it is also useful to avoid having a blanket global strategy, and concentrate market by market instead.</p> <p>A great example is that while Benefit US has used <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/">Facebook Live</a> to launch its ‘Tipsy Tricks’ series, the UK strand of the business is more aligned to using social to promote campaigns and events.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fbenefitcosmetics%2Fvideos%2F10153593286943148%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3> 3. The power of influencers</h3> <p>As highlighted in our <a href="https://econsultancy.com/reports/the-rise-of-influencers/">Rise of Influencers report</a>, social media personalities are having a massive impact on the way brands promote products. </p> <p>Collaboration and sponsorship with creators is now par for the course.</p> <p>However, according to YouTube star Fleur De Force, collaborating with influencers does not mean an automatic path to success.</p> <p>The key to a successful campaign is all about choosing the <em>right</em> influencer.</p> <p>A brand might set out to work with the star with the biggest amount of subscribers, but if a product does not naturally fit in with an identity or audience, it could be perceived as fake and even dishonest. </p> <p>With natural and authentic campaigns being the most well received, brands should always prioritise engagement over reach.</p> <p><img src="https://assets.econsultancy.com/images/0007/5354/Fleur_De_Force_2.PNG" alt="" width="750" height="535"></p> <h3>4. Changing reputations</h3> <p>As well as a place to create conversation, social media has become a platform for managing reputation.</p> <p>However, harsh customer feedback and intense trolling has resulted in a push back from some brands.</p> <p>Boldly stating that the ‘customer <em>isn’t</em> always right’, Rachel Kavanagh explained how Glossybox in particular has changed the way it interacts with people on Twitter, deliberately avoiding knee-jerk apologies and customer mollycoddling. </p> <p>Instead, by moving away from Twitter as a customer care platform, the brand is now placing more emphasis on its position as a thought-leader.</p> <p>This way, it is able to maintain greater authority and control across all its channels. </p> <h3>5. Growing niches</h3> <p>While matte lips and bold brows might be the biggest trends of the moment, in future consumers will begin to desire products that are far more niche.</p> <p>Usually the hallmark of small, independent brands - organic, sustainable and ethical products are predicted to become a focus for big beauty brands in future.</p> <p>With YouTube videos based on these areas garnering increasing amounts of views, brands like Benefit are drawing on data to discover what people are talking about, and what exactly they want to see in their make-up bags.</p> <p>In turn, this will result in the creation of niche products that are both affordable and accessible.</p> <h3>6. Omnichannel strategies</h3> <p>Consumers no longer live in just the one place. And for beauty brands, having an omnichannel strategy is becoming increasingly important.</p> <p>From seeing a product on Instagram and reading a review on Twitter, to actually buying online, consumers now expect consistency across all channels.</p> <p>With the journey to purchasing a product becoming increasingly complex, brands can't rely on landing pages to be the first and only point of contact.</p> <h3>7. Killer content marketing</h3> <p>The beauty industry is beginning to realise the potential of in-house editorial teams. </p> <p>For Glossybox, 20% of readers going to the Beauty Unboxed online magazine end up subscribing to the service.</p> <p>Likewise, 70% don’t question the content, entirely believing in the brand as an authority on the topic.</p> <p>This demonstrates how, from email newsletters to integrated blogs, social media is no longer about simply promoting an article on Twitter. </p> <p>It is about creating quality content across the board, during all aspects of the customer experience.</p> <p><img src="https://assets.econsultancy.com/images/0007/5355/Glossybox.PNG" alt="" width="750" height="553"></p> tag:econsultancy.com,2008:BlogPost/67887 2016-05-26T10:18:00+01:00 2016-05-26T10:18:00+01:00 Twitter ditches its Buy button, puts focus on retargeting Ben Davis <p>In the Buzzfeed article that broke the news, a Twitter spokesperson claimed the company has actually increased investment in commerce by funnelling the Buy button resources into dynamic product ads.</p> <p>However, dynamic product ads are simply a retargeting ad product.</p> <p>Crucially they lead the customer out into the mobile web, instead of allowing purchase in the Twitter app.</p> <p>What this move confirms is that social platforms can trade on their reach and on the time their users spend in app, but they can’t generate spontaneous intent.</p> <h3>Is social commerce an oxymoron?</h3> <p>In simpler terms, social media users are not in the frame of mind to buy anything.</p> <p>Yes, they can be diverted to another content source, which may ultimately result in a transaction, but shopping is not a motivating factor when opening Twitter.</p> <p>Put like that, it seems obvious that the Buy button was going to be a hard sell.</p> <p>Indeed that’s what some of our readers thought, commenting on our <a href="https://econsultancy.com/blog/66989-twitter-s-buy-now-button-will-it-work">cautiously optimistic review</a> in September 2015 (we hold our hands up!).</p> <p><img src="https://assets.econsultancy.com/images/0007/5379/Screen_Shot_2016-05-26_at_09.48.29.png" alt="twitter buy comment" width="615"></p> <h3>Only WeChat has cracked it</h3> <p>The failure of the Buy button surely isn’t only a matter of changing the mindset of Twitter users.</p> <p>It’s also clear that Twitter’s user base (<a href="http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/">23% of online adults</a>) isn’t in a healthy enough position to justify significant investment in embedded commerce.</p> <p>Yes, <a href="https://econsultancy.com/blog/67490-10-things-you-didn-t-know-about-wechat">WeChat</a> has succeeded in commerce, but its platform is much more diverse and it has many more users (c. 70% of Chinese internet users).</p> <p>WePay is linked to more than 200m bank accounts and WeChat’s service accounts make browsing and buying on the network more like the mobile web (often beginning with user intent).</p> <p>Twitter was working on developing its card structure, seen below, to diversify the platform but though this ad product may continue, the 'Buy on Twitter’ call to action will change.</p> <p><img src="https://assets.econsultancy.com/images/0006/7555/The_Martian_card_and_page.png" alt="twitter product cards" width="615"> </p> <h3>Involved setup was simply not worth it for retailers</h3> <p>It must also be said that Twitter had a difficult job in gaining momentum with embedded commerce due to the partnership structure.</p> <p>Sending structured data to Twitter isn’t a simple task, so commerce merchants had to work with their platform partners such as Shopify.</p> <p>Bigger brands partnered directly with Twitter using Stripe Relay (a product info API).</p> <p>Where Tailored/Custom Audiences present few technical barriers to new advertisers ‘taking a punt’ on social, this Buy-button set up is relatively complex.</p> <p>Doubtless marketers had other priorities, given the almost total lack of successful case studies in the market.</p> <h3>In conclusion</h3> <p>So, a perfect storm of perhaps a slightly misjudged product and little uptake.</p> <p>Still, expect further investment in video advertising and dynamic product ads to leave Twitter feeling more consumerist by this time next year.</p> tag:econsultancy.com,2008:BlogPost/67876 2016-05-25T11:38:00+01:00 2016-05-25T11:38:00+01:00 Why Gousto’s CEO thinks recipe boxes are the future of grocery retailing Nikki Gilliland <p>A few days ago I spoke with CEO Tim Schmidt, to talk about how Gousto is intent on delivering more than just good ingredients.</p> <p><img src="https://assets.econsultancy.com/images/0007/5283/timo-schmidt-CEO-gousto.jpg" alt="" width="620" height="539"></p> <p>Here's what he had to say...</p> <h3>What would you say is Gousto’s unique selling point?</h3> <p>Customers shop by recipe, choosing whatever they like the look of, and we deliver the ingredients to anywhere in the UK.</p> <p>We offer a new menu of 12 meals to choose from each week, as well as extra goodies like wine and dessert.</p> <p>No other service gives this amount of choice or lets you have add-ons. If you don't like feta cheese... well, that's your prerogative.</p> <p>Alongside this, we think Gousto is the easiest way to cook healthy food. And our customers are busy people, so they really value that.</p> <p>Despite being certified organic and only using meat from British farms, we only charge from £3 per meal including free delivery. This also makes us the least expensive recipe box option in the UK for healthy meals. </p> <h3>Who do you see as your biggest competitor and why?</h3> <p>It's a £200bn grocery market characterised by no growth and no margin. But there are pockets of growth: the online channel is growing at 17% per year, moving £10bn in revenues from the store to online by 2020. That's a seismic shift. </p> <p>Plus, nobody want to waste two hours shopping every week when they can instead spend one-minute browsing online and get everything delivered for free, without any food waste.</p> <p>So in a way I really believe that supermarkets are our competitors. </p> <p>The supermarket model is out-dated. We think customers deserve better – and the response shows they agree. On Trustpilot we have a 9/10 score versus 3/10 for all supermarkets.</p> <p>As we continue building our proposition over the next 10 years, I expect mass adoption. This is amazing for farmers, customers and animals alike.</p> <h3>Some assume recipe boxes are for people who can’t or don’t like cooking – what is the benefit for the ‘foodie’?</h3> <p>First of all, 75% of Brits cook every single day. </p> <p>Take Rachel, a 40-year-old professional living outside of London with two young kids. She has to cook to provide a healthy meal, it's a real pain for her.</p> <p>It's not a choice, because she can't order pizza or heat up frozen food as its way too unhealthy for her kids. </p> <p>Customers like Rachel represent a huge proportion of the UK – our aim is to make their lives easier, better and more natural. </p> <p>We don't change their habits; we just help them. </p> <p>And rest assured I'm a hardcore foodie and I still love my four Gousto meals each week. It's incredibly nice to go on autopilot knowing you’re cooking something delicious every single time.</p> <h3>How do you maintain low levels of food waste in comparison to supermarkets?</h3> <p>We are the only grocery business that actually repackages food. We go to farmers, buy large quantities and repackage food ourselves. </p> <p>This, together with our centralised warehouse, guarantees our close to zero waste rate. The forecasting is 100% data driven and automated. </p> <p>In contrast, if you run 5,000 stores you get grey hair predicting demand, especially on short shelf-life produce. A leading supermarket just published that it is wasting 66% of fresh salad. That's just insane!</p> <h3>As a subscription service, how do you ensure customer retention?</h3> <p>We delight customers. That’s all there is to it. </p> <p>But seriously, we listen to feedback super carefully and obsess about our product. If you think about innovation in three stages - ideation, selection and execution - it's fair to say that we outsourced the first two to the customer.</p> <p>In other words, we listen to customers and then do whatever customers want. But not via a once-a-year focus group, in real time every hour. </p> <p>To give you some examples, just this year we launched express meals, we doubled additional products like dessert and wine, we launched iOS, Android and iPad apps and we increased recipe choice by 20%. </p> <p>Other companies in this space have done nothing at all. Our restless nature and desire to give customers what they want is how we will stay ahead.</p> <h3>What digital channels are most important for your business?</h3> <p>Television is dying and all acquisition is moving online. Our customers are extremely active on social media, and recipes are the most shared content on most platforms already. </p> <p>We of course use <a href="https://econsultancy.com/reports/email-census/">email</a> and other channels too. We have very high referral rates from happy customers and we also get lots of word of mouth which is nice.    </p> <h3>How does Gousto use personalisation to improve the customer experience?</h3> <p>I'm a geek at heart, so I really admire our data team. With PhDs in machine learning, computational chemistry and maths, we have some serious fire power when it comes to <a href="https://econsultancy.com/reports/website-personalisation-buyers-guide/">personalisation</a>.</p> <p>And we run a state-of-the-art AWS cloud micro-server infrastructure that allows us to process huge amounts of data, super-fast.  </p> <h3>What are your aims for Gousto in future?</h3> <p>As food shopping is moving online, we are building capabilities to capitalise on the rise of dietary requirements, convenience and mobile. </p> <p>In a decade we will have achieved true personalisation. That's a BIG proposition which will challenge supermarkets' existence. It just takes time. And buckets full of conviction. </p> <p><img src="https://assets.econsultancy.com/images/0007/5286/gousto-food-boxes.jpg" alt="" width="780" height="585"></p> tag:econsultancy.com,2008:BlogPost/67878 2016-05-25T10:19:25+01:00 2016-05-25T10:19:25+01:00 Mega-menu design trends in ecommerce: 2014 vs 2016 Ben Davis <h3>Argos</h3> <p style="font-weight: normal;">2016 might not look much different to 2014 but in the example tab below there are <strong>82 categories now where there were only 53 in 2014</strong>. There's also an additional way to shop (by room).</p> <p style="font-weight: normal;">This increase is a trend for many ecommerce sites, comparing 2016 to 2014.</p> <p style="font-weight: normal;">As a commenter on our 2014 post rightly points out, surfacing more products, creating specific journeys, is intended to serve the customer as soon as they arrive.</p> <blockquote style="font-weight: normal;"> <p>..clear signs of the proliferation of content items that, over time, the managers of a site feel compelled to try and shove under the noses of their customers at the earliest conceivable point.</p> <p>More and more shopping journeys, of ever greater specific focus, start on the primary nav.</p> </blockquote> <h4>2014</h4> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/resized/0005/1909/argos_mega_menu-blog-full.png" alt="mega menu argos" width="615" height="272"></p> <h4>2016</h4> <p style="font-weight: normal;"><a href="http://www.argos.co.uk/static/Home.htm"><img src="https://assets.econsultancy.com/images/0007/5298/Screen_Shot_2016-05-24_at_14.07.13.png" alt="argos menu 2016" width="615" height="354"></a></p> <h3>Marks &amp; Spencer</h3> <p>The M&amp;S menu now appears even more mega, partly because it has got rid of the secondary menu (in black in the 2014 image), using only one dropdown.</p> <p>M&amp;S doubtless wanted to avoid confusion in navigation by surfacing all relevant subcategories in just one rollover. This approach definitely adds clarity, even if it makes for more reading.</p> <h4>2014</h4> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/resized/0005/1959/m_s-blog-full.png" alt="mega menu m&amp;s" width="615" height="311"></p> <h4>2016</h4> <p style="font-weight: normal;"><a href="http://www.marksandspencer.com/"><img src="https://assets.econsultancy.com/images/0007/5326/Screen_Shot_2016-05-24_at_16.25.38.png" alt="marks and spencer 2016 menu" width="615" height="287"></a></p> <h3>Lakeland</h3> <p>Lakeland has vastly increased the number of items/categories in its mega-menu, adding a secondary menu in each main category to create the extra space needed.</p> <p>Offers are given more room to breathe on the right hand side of the menu, being much bigger in size and picked out with colour.</p> <p>Note how the little thumbnail images have disappeared from subcategories, making everything better aligned and easier to read.</p> <h4>2014</h4> <p><img src="https://assets.econsultancy.com/images/resized/0005/1917/lakeland-blog-full.png" alt="lakelenad menu" width="615" height="312"></p> <h4>2016</h4> <p><a href="http://www.lakeland.co.uk/"><img src="https://assets.econsultancy.com/images/0007/5300/Screen_Shot_2016-05-24_at_14.31.15.png" alt="lakeland menu 2016" width="615" height="275"></a></p> <h3>B&amp;Q</h3> <p>Unlike M&amp;S, B&amp;Q has made more of its secondary menu. In 2014, a secondary menu did exist, but was limited to five departments. In 2016, the secondary menu in the shop tab has expanded significantly.</p> <p>It's notable here that B&amp;Q has removed colour (no orange text or bullets) and bold subheaders, again trying to add clarity to the menu and make it easier to scan.</p> <p>There are also a greater number of tabs on the main menu in 2016, bringing in new content, as well as 'My account'.</p> <p>In 2016, the room iconography on the left hand side is another addition intended to make things easier to scan, highlighting the links to room category pages.</p> <h4>2014</h4> <p><img src="https://assets.econsultancy.com/images/resized/0005/1920/b_q-blog-full.png" alt="b&amp;q menu 2014" width="615" height="391"></p> <h4>2016</h4> <p><a href="http://www.diy.com/"><img src="https://assets.econsultancy.com/images/0007/5305/Screen_Shot_2016-05-24_at_14.54.56.png" alt="mega menu b&amp;q" width="615" height="375"></a></p> <h3>Novatech</h3> <p>Novatech's website redesign has changed some of the menu listings and style, though not dramatically.</p> <p>One of the interesting UX additions is a large, red button to 'View all' in a category.</p> <p>This seems like a good option for retailers who fear that a mega-menu may intimidate some browsers.</p> <h4>2014</h4> <p><img src="https://assets.econsultancy.com/images/resized/0005/1949/novatech-blog-full.png" alt="novatech menu 2014" width="615" height="367"></p> <h4>2016</h4> <p><a href="http://www.novatech.co.uk/"><img src="https://assets.econsultancy.com/images/0007/5321/Screen_Shot_2016-05-24_at_16.03.53.png" alt="novatech menu 2016" width="615" height="235"></a></p> <h3>Jigsaw</h3> <p>Jigsaw has changed the titles of its main tabs, notably including one of the more popular product categories - shoes.</p> <p>The fashion in 2016 web design seems to be consistent text colour, as red text has been removed from Jigsaw's menu.</p> <p>Yet again, significantly more items make it into the menu, along with an added subcategory of 'Collections', giving users new startpoints from which to browse.</p> <p>Note the dropdown menu is now full-width, to include preview images.</p> <h4>2014</h4> <p><img src="https://assets.econsultancy.com/images/resized/0005/1929/jigsaw-blog-full.png" alt="jigsaw menu" width="615" height="297"></p> <h4>2016</h4> <p><a href="http://www.jigsaw-online.com/"><img src="https://assets.econsultancy.com/images/0007/5312/Screen_Shot_2016-05-24_at_15.18.04.png" alt="jigsaw menu" width="615" height="304"></a></p> <h3>Monsoon</h3> <p>In the last two years, Monsoon has gone full-width with its menu, giving 'offers' their own tab and making the subcategories easier to pick out.</p> <h4>2014</h4> <p><img src="https://assets.econsultancy.com/images/resized/0005/1942/monsoon-blog-full.png" alt="monsoon menu" width="615" height="325"></p> <h4>2016</h4> <p><a href="http://uk.monsoon.co.uk/"><img src="https://assets.econsultancy.com/images/0007/5318/Screen_Shot_2016-05-24_at_15.36.22.png" alt="monsoon menu 2016" width="615" height="246"></a></p> <h3>Selfridges</h3> <p>In 2016, Selfridges has added three extra tabs in the menu and the subcategories have been allowed to spread out.</p> <p>This reduces the height of the menu and making it easier to take in, particularly on widescreen laptops.</p> <h4>2014</h4> <p><img src="https://assets.econsultancy.com/images/resized/0005/1958/selfridges-blog-full.png" alt="selfridges menu 2014" width="615" height="479"></p> <h4>2016</h4> <p><a href="http://www.selfridges.com/GB/en/"><img src="https://assets.econsultancy.com/images/0007/5325/Screen_Shot_2016-05-24_at_16.22.33.png" alt="selfridges menu 2016" width="615" height="303"></a></p> <h3>MyProtein</h3> <p>Interestingly, MyProtein is one of the few sites to have reduced the items in its menu, as shown in the 'Your goals' example below.</p> <p>Partly, this may be because this area of the site is content-led and letting users enter the content in the middle may be undesirable or confusing.</p> <p>Certainly, the reduced menus for content-led ecommerce distracts less from the product listings in 'Our range' (also seen below).</p> <h4>2014</h4> <p><strong><img src="https://assets.econsultancy.com/images/resized/0005/1948/my_protein-blog-full.png" alt="myprotein" width="615" height="324"></strong></p> <h4>2016</h4> <p><img src="https://assets.econsultancy.com/images/0007/5319/Screen_Shot_2016-05-24_at_15.56.18.png" alt="myrpotein menu 2016" width="615"></p> <p><em>The product listings in 'Our range'.</em></p> <p><a href="http://www.myprotein.com/home.dept"><img src="https://assets.econsultancy.com/images/0007/5320/Screen_Shot_2016-05-24_at_15.58.11.png" alt="our range myprotein" width="615" height="323"></a></p> <h3>Blacks</h3> <p>Some of the category titles have changed in the Blacks menu, but not much else.</p> <p>I thought I'd include a shot of the brands menu, now featuring colourful logos, which perhaps stand out more than the too-cool-for-school greyscale of 2014.</p> <h4>2014</h4> <p><img src="https://assets.econsultancy.com/images/resized/0005/1952/blacks_logo-blog-full.png" alt="blacks menu 2014" width="615" height="328"></p> <h4>2016</h4> <p><a href="http://www.blacks.co.uk/"><img src="https://assets.econsultancy.com/images/0007/5322/Screen_Shot_2016-05-24_at_16.09.48.png" alt="brands menu blacks" width="615" height="371"></a></p> <h3>Wiggle</h3> <p>Wiggle has had a makeover, with only black text and links, and no bullet points. </p> <h4>2014</h4> <p><img src="https://assets.econsultancy.com/images/resized/0005/1953/wiggle-blog-full.png" alt="wiggle menu 2014" width="615" height="238"></p> <h4>2016</h4> <p><a href="http://www.wiggle.co.uk/"><img src="https://assets.econsultancy.com/images/0007/5323/Screen_Shot_2016-05-24_at_16.14.20.png" alt="wiggle menu 2016" width="615" height="277"></a></p> <h3>La Redoute</h3> <p>La Redoute has added a secondary menu in order to add a whole host of subcategories.</p> <h4>2014</h4> <p><img src="https://assets.econsultancy.com/images/resized/0005/1955/la_redoute-blog-full.png" alt="la redoute menu 2014" width="615" height="276"></p> <h4>2016</h4> <p><a href="http://www.laredoute.co.uk/"><img src="https://assets.econsultancy.com/images/0007/5324/Screen_Shot_2016-05-24_at_16.18.52.png" alt="la redoute menu 2016" width="615" height="364"></a></p> <h3>Conclusion</h3> <p>In general, mega-menus on desktop are even more mega in 2016 than they were in 2014.</p> <p>The aesthetics of mega-menus seem to focus on clarity, with more room for text and more consistent formatting. Colours have generally disappeared, as have bullet points.</p> <p>Menus are still somewhat horses for courses, particularly when it comes to secondary menus and imagery but, call me naive, it seems like ecommerce UX is maturing and I wouldn't expect to see much change when we review mega-menus in 2018.</p> tag:econsultancy.com,2008:BlogPost/67873 2016-05-24T14:19:11+01:00 2016-05-24T14:19:11+01:00 12 examples of persuasive mobile UX from ecommerce app Wish Ben Davis <h3>1. 'Pay after delivery'</h3> <p>An interesting payment option indeed! The terms and conditions say I can select this option and I don't have to pay for 14 days (interest free).</p> <p><a href="https://www.klarna.com/uk/customer-service/pay-after-delivery/how-does-klarna-pay-after-delivery-work">Klarna</a> (a Swedish payment company) pays the retailer in question and then the shopper owes Klarna. There are three delayed payment fees (each up to £8) if the customer fails to pay on time.</p> <p>There may be some who see this credit as irresponsible, especially given the relatively low value of some of the products, but it's certainly a good tactic to increase sales.</p> <p>Those who are without their payment card or who are in a rush (many of the deals on site are timed) may prefer to select this option.</p> <p><img src="https://assets.econsultancy.com/images/0007/5244/pay_delivery.PNG" alt="pay after delivery" width="300"> </p> <h3>2. Instant offers to incentivise add-to-bag</h3> <p>As you can see below, <a href="https://econsultancy.com/blog/63462-ecommerce-product-pages-where-to-place-30-elements-and-why/">product pages</a> on the Wish app sometimes show a time-sensitive instant offer.</p> <p>The offer is one of a mystery lower price, which can be 'unlocked' simply by tapping 'Buy' and adding the item to your bag.</p> <p>The second screenshot shows that the new price is £8 instead of £9 (not to be sniffed at) and this new price expires in one hour.</p> <p>All designed to urge the customer to buy now rather than later.</p> <p><img src="https://assets.econsultancy.com/images/0007/5258/instant_offers.PNG" alt="instant offer" width="300">  <img src="https://assets.econsultancy.com/images/0007/5259/instant_2.PNG" alt="instant offer" width="300"></p> <h3>3. Abandoned checkout notifications</h3> <p>Notifications have become commonplace in most apps, including ecommerce.</p> <p>One of the oft-heard complaints about the app ecosystem is the way that on install, apps immediately ask for permission to send notifications and then compete for your attention.</p> <p>This leads to an OS clogged up with meaningless messages, de-sensitising the user who may look to another proxy OS, such as <a href="https://econsultancy.com/blog/67553-what-will-facebook-messenger-ads-mean-for-marketers">Facebook Messenger</a>, which is trialling brand communications.</p> <p>Wish aggressively sends <a href="https://econsultancy.com/blog/64167-basket-abandonment-emails-why-you-should-be-sending-them/">cart abandonment notifications</a> (amongst many others) and also uses a red dot on the burger menu icon within the app, to inform the user that a notification awaits.</p> <p>Often these notifications are relatively impersonal deals incentives and announcements. </p> <p>As Wish offers time-sensitive deals, it will no doubt argue these notifications are warranted.</p> <p><img src="https://assets.econsultancy.com/images/0007/5246/IMG_2937.PNG" alt="notifications" width="300"> </p> <h3>4. Gamification</h3> <p>The Deal Dash is a daily period of extra discounts which is activated by tapping to spin a wheel (below).</p> <p>Your spin will determine the number of minutes the deals are available for, cueing a mad dash (browse) from the user.</p> <p>This feature encourages habit and I have to admit it made me scroll and browse products that bit quicker, looking for something right for me.</p> <p><img src="https://assets.econsultancy.com/images/0007/5251/deal_dash.PNG" alt="deal dash" width="300">  <img src="https://assets.econsultancy.com/images/0007/5250/deal_dash_2.PNG" alt="daily dash" width="300"></p> <p>Once the Deal Dash timer hits zero, anything you have added to the cart will be available at the discounted price for a further 30 minutes.</p> <p>If you haven't got timer fatigue by now, you're a stronger man/woman than I.</p> <p><img src="https://assets.econsultancy.com/images/0007/5249/dash_time_up.PNG" alt="daily dash" width="300"> </p> <h3>5. Checkout now for 'cashback'</h3> <p>Yet another time-sensitive incentive now - this time within the checkout itself.</p> <p>If the user checks out within the 10-minute period on the timer, they get 5% of the value of their order back in the form of a giftcard.</p> <p>With all these time-sensitive offers, it would be interesting to know if there are rules for how they are offered - do they always apply to certain products? Or are they offered only to new users? etc. etc.</p> <h3><img src="https://assets.econsultancy.com/images/0007/5247/checkout_incentive.PNG" alt="checkout incentive" width="300"></h3> <h3>6. Wait a minute! Have another discount.</h3> <p>Just when you thought Wish couldn't have any greater designs on your wallet and your attention, it serves an interstitial when you try to <a href="https://econsultancy.com/blog/67120-12-ways-to-reduce-basket-abandonment-on-your-ecommerce-site">abandon the checkout</a>.</p> <p>As you can see below, another 5% off is offered if I will only be a darling and checkout.</p> <p>It would be interesting to know whether customers know about this and try to game the system.</p> <p><img src="https://assets.econsultancy.com/images/0007/5252/leave_checkout.PNG" alt="wait!" width="300"> </p> <h3>7. Countdown timers</h3> <p>An oldie but a goodie. Countdown timers are more often seen in email marketing, where marketers can make use of <a href="https://econsultancy.com/blog/64792-agile-creative-the-future-of-email">dynamic content</a> to advertise deals.</p> <p>However, in the world of discount ecommerce, countdown timers are an everpresent. Here, Wish always includes at least two at the top of every category page.</p> <p>These deals are particularly time sensitive, products only available at that price for one hour.</p> <p><img src="https://assets.econsultancy.com/images/0007/5248/deal_clocks.PNG" alt="timers" width="300"></p> <h3>8. 'Only [n] left!'</h3> <p>Another classic UX feature that creates the impression of <a href="https://econsultancy.com/blog/64420-now-now-now-five-quick-ways-to-create-consumer-urgency">scarcity</a>. Only 13 left!</p> <p><img src="https://assets.econsultancy.com/images/0007/5257/IMG_2923.PNG" alt="number remaining" width="300"></p> <h3>9. Size and colour selection after the Buy button</h3> <p>The app wants you to buy, and has removed hurdles and added incentives to coax you into doing so.</p> <p>To that end, Wish makes sure the user has to click 'Buy' before selecting size or colour of an item (see below the pop-ups that occur when tapping Buy).</p> <p>This way, the cognitive process of deciding to buy ('yes, I want that') happens earlier in the journey, without size and colour selection tiring the user or putting them off in those crucial milliseconds when they have decided to make a purchase.</p> <p>It's a very subtle feature but one that I feel is particularly powerful.</p> <p>The only downside is when a size isn't available, which may disappoint (and disillusion) the user - though it must be said that Wish has useful filters which can be used to specify a size etc.</p> <p><img src="https://assets.econsultancy.com/images/0007/5260/size.PNG" alt="buy button" width="300">  <img src="https://assets.econsultancy.com/images/0007/5261/colour.PNG" alt="colour selection" width="300"></p> <h3>10. Recently viewed products shown in search</h3> <p>I love this feature. Recently viewed products are often shown on websites at the bottom of product pages and it's not a feature that regularly entices me.</p> <p>However, in the Wish app, 'recently viewed' lives in the search functionality, reminding you of what you may have wanted to buy.</p> <p><img src="https://assets.econsultancy.com/images/0007/5253/search.PNG" alt="search" width="300">  </p> <h3>11. Rewards</h3> <p>Buy more stuff, get more points, earn more discounts, buy more stuff. A virtuous circle and a technique used for a long time indeed.</p> <p><img src="https://assets.econsultancy.com/images/0007/5255/rewards.PNG" alt="rewards" width="300">  <img src="https://assets.econsultancy.com/images/0007/5254/rewards_2.PNG" alt="rewards" width="300"></p> <h3>12. No product titles</h3> <p>At first, I was annoyed by the lack of product titles on category pages.</p> <p>But then I realised that Wish wants to encourage browsing and discovery - I'm not looking for a particular product, rather it's a shopping experience.</p> <p>The filters help to narrow down my options, but then I need to click into products to see what they're all about and this (I'll admit it) only served to pique my interest further.</p> <p>Dropping product titles probably isn't right for conventional ecommerce, but here it adds to the frenzy.</p> tag:econsultancy.com,2008:BlogPost/67823 2016-05-20T15:32:00+01:00 2016-05-20T15:32:00+01:00 What makes ASOS's online customer experience so enjoyable? Derek Eccleston <p>Shoppers are now buying online more than ever with some retailers even reporting more online sales than in store.</p> <p>Features that were once impressive are now seen as brilliant basics. Sites need to combine functionality with inspiration - join the rational with the emotional.</p> <p>As consumers we’re becoming more demanding and it adds extra pressure to retailers to continually evolve and improve digital customer experience.</p> <p>But how do you combine functional and engaging content to create a <a href="https://econsultancy.com/training/courses/creating-superior-customer-experiences/">great digital customer experience?</a></p> <h3>What online shoppers want</h3> <p>eDigitalResearch's latest Retail Experience Report shows many digital experiences are now on par with one another and customer satisfaction levels are increasing year-on-year.</p> <p>Search and navigation are the two top performing areas of the digital retail experience thanks to a focused approach to core functionality from retailers over the past couple of years.</p> <p>This has been spurred on by the growing uptake of mobile – but mobile satisfaction still continues to lag behind desktop.</p> <p>ASOS tops our latest benchmark with an overall score of 90%, and the company's navigation and purchase area offer best in class examples of how to do ecommerce usability well.</p> <p>Respondents liked the site’s functionality and slick search features. </p> <h3>What makes searching through ASOS’s 80,000 products a breeze</h3> <p>ASOS leads the digital experience when it comes to search. Firstly the search box itself is clutter free, leaving no distractions and boasting great functionality across all digital devices.</p> <p>Users prefer a keyword search when they know what they want, but tend to refer to site navigation when browsing for a non-specific item.</p> <p>ASOS's keyword search is extremely accurate. Typos are automatically corrected whilst its intuitive predictive text is able to decipher what a shopper could be looking for.</p> <p>ASOS makes good use of behavioural data to improve searching its growing range, taking browsing history to narrow search categories.</p> <p>The retailer also shows how many items are in each category, making the shopper aware that there are either multiple products or few relating to their search. </p> <p><em>For more on this topic, read: <a href="https://econsultancy.com/blog/10407-site-search-for-e-commerce-13-best-practice-tips/">Site search for e-commerce: 13 best practice tips</a>.</em></p> <p><strong><img style="vertical-align: middle;" src="http://public.edigitalresearch.com/fs/fs/FSM-924840784/f/FSF-207883642/predictive_search.gif" alt="asos predictive search" width="600" height="121"><br></strong></p> <h3><strong>Guiding a shopper through a site</strong></h3> <p>ASOS topped the Future of Retail report for its impressive navigation performance on both desktop and mobile.</p> <p>Respondents liked the wide range of categories which helped them sift through the product options.</p> <p>Landing pages offer a variety of inspirational images and videos for shoppers who are unsure of where to start their customer journey.</p> <p>With features such as #AsSeenOnMe, trend guides and the fashion &amp; beauty feed, ASOS's navigation options are vast and offer well-received inspiration.</p> <p>Filters are easily identifiable, collapsible and can be cleared in one click.</p> <p>Shoppers like the ability to narrow down their search by size, colour, and brand to find exactly what they are looking for.</p> <p> <img style="vertical-align: middle;" src="http://public.edigitalresearch.com/fs/fs/FSM-924840784/f/FSF-439279281/nav.png" alt="" width="600" height="514"></p> <h3><strong>How to get shoppers to make that important ‘add to basket’ step</strong></h3> <p>Our research into shopper preferences shows that <a href="https://econsultancy.com/blog/63462-ecommerce-product-pages-where-to-place-30-elements-and-why/">product pages</a> are one major area where brands can really set themselves apart.</p> <p>The gap between top and bottom brands is huge. The decision to make a purchase is often a direct result from the information supplied on the product pages.</p> <p>Shoppers particularly liked ASOS’s catwalk video feature, enabling them to get a real feel for the product before purchasing.</p> <p>Being able to ‘shop the look’ is a welcomed time saver for users and a simple way to increase average basket values  – a personal shopper feel at no extra cost, adding value and service in an online-only environment.</p> <p>ASOS ensures product information is clear and detailed with excellent features such as photos, stock availability, image zoom functionality and video.</p> <p> <img style="vertical-align: middle;" src="http://public.edigitalresearch.com/fs/fs/FSM-924840784/f/FSF-509453020/product_page.png" alt="asos product page" width="600" height="483"> </p> <h3><strong>Checkout made simple</strong></h3> <p>ASOS leads the way when it comes to the purchase section of its website. Information is displayed on one page with the complete checkout process visible from the start of the journey.</p> <p>Progress indicators tell customers how long the checkout process may take and reduces <a href="https://econsultancy.com/blog/63466-nine-case-studies-and-infographics-on-cart-abandonment-and-email-retargeting/">the risk of basket abandonment</a>.</p> <p>A large range of delivery options are clearly stated during checkout, including free delivery which is a key USP (unique selling point) for pureplay ASOS.</p> <p><a href="https://econsultancy.com/blog/65457-be-our-guest-a-guide-to-ecommerce-guest-checkout-best-practice/">Checkout registration</a> is a huge purchase barrier. ASOS handles this well with a sleek form that integrates with popular social media platforms - a feature loved by our benchmark respondents.</p> <p><strong> <img style="vertical-align: middle;" src="http://public.edigitalresearch.com/fs/fs/FSM-924840784/f/FSF-549039268/pre_check_ouy.png" alt="" width="600" height="412"></strong></p> <h3><strong>So what do retailers need to do to improve their digital customer experience?</strong></h3> <p>In summary, it’s no longer just about usability and ease but creating and connecting with users by inspiring and engaging with them.</p> <p>By understanding what customers want from their online journey, we can personalise customer experiences.</p> <p>ASOS is by no means the perfect site and there’s still plenty of room to improve the customer experience – including <a href="https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them/">product reviews</a>.</p> <p>With new ideas such as <a href="https://econsultancy.com/blog/66587-10-ways-marketers-can-use-virtual-reality-right-now/">virtual reality</a> now in the not too distant future, many retailers will start using technology to add value.</p> <p>Features such as trying a dress on in your own virtual fitting room or seeing a piece of furniture in your living room could be make or break for the next generation of digital experiences.</p> <p><a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/">Artificial Intelligence</a> could soon play a key role in ecommerce with features such as image recognition and voice-enabled browsing already out there.</p> <p><em>For the full findings of this report, download eDigitalResearch's <a href="https://edigitalsurvey.com/survey/enter/s/ESV-764228069" target="_blank">Future of eRetail Report</a>.</em></p> tag:econsultancy.com,2008:BlogPost/67861 2016-05-19T10:16:00+01:00 2016-05-19T10:16:00+01:00 Four reasons recipe box brands are delivering success Nikki Gilliland <p>Unlike <a href="https://econsultancy.com/blog/67772-a-day-in-the-life-of-a-food-drink-startup-entrepreneur/">other subscription models</a> that might send a random selection of snacks for you to enjoy at leisure, recipe boxes provide the exact ingredients and instructions for making just one or two meals.</p> <p>In theory, this curated approach means less fuss, less waste, and certainly less time spent aimlessly wandering the aisles in Sainsbury’s. </p> <p>Here are four ways this service is winning over consumers...</p> <h3>Tapping into a trend </h3> <p>As many <a href="https://econsultancy.com/blog/67856-four-delicious-examples-of-food-drink-brands-on-instagram/">food brands</a> have already demonstrated, the act of photographing everything we eat is now a global obsession.</p> <p><a href="https://www.gousto.co.uk" target="_blank">Gousto</a> is a company that particularly exploits this visual preoccupation with food, ensuring that photography (and social media) is at the heart of its content strategy.</p> <p>Reminiscent of both a food blog and professional recipe book, its <a href="https://www.instagram.com/goustocooking">Instagram feed</a> is a masterclass in food photography, tempting the consumer with mouth-watering images of ‘what you could be cooking’.</p> <p>Similarly, it also uses the platform's new video capabilities to demonstrate innovative recipes and show behind-the-scenes goings on.</p> <p><img src="https://assets.econsultancy.com/images/0007/5036/Gousto.PNG" alt="" width="750" height="293"></p> <p><em>Click this image to visit the original Instagram post.</em></p> <p><a href="https://www.instagram.com/p/BFayKJVBlfQ/"><img src="https://assets.econsultancy.com/images/0007/5074/gousto_bagel.png" alt="" width="750" height="480"></a></p> <h3>Solving a problem</h3> <p>The brilliance of the recipe box is that it gives the consumer multiple incentives.</p> <p>Who doesn’t hate the hassle of shopping after work, getting stuck in a food rut, or wasting food? </p> <p>Companies like <a href="https://www.hellofresh.co.uk/">HelloFresh</a> point out these issues, before conveniently providing the perfect solution for them.</p> <p>Of course, this initial incentive is not always enough, which is why the likes of HelloFresh also use blog content to help retain customer engagement.</p> <p>About ‘more than just food’, the blog provides value for the consumer alongside a continued reason to return to the brand.</p> <p><img src="https://assets.econsultancy.com/images/0007/5037/Hello_Fresh_2.PNG" alt="" width="750" height="343"></p> <p><img src="https://assets.econsultancy.com/images/0007/5038/Hello_Fresh.PNG" alt="" width="750" height="534"></p> <h3>Offering flexibility </h3> <p>Despite the pre-chosen aspect of the ingredients, many successful brands still provide the consumer with a certain amount of flexibility.</p> <p>Evidently <em>too</em> much choice can be overwhelming, so companies like <a href="https://www.simplycook.com/">Simply Cook</a> offer to take away the possibility of a dilemma by selecting the recipes for you.</p> <p>‘Hand-picked and blended by experts’ – this gives the brand an authoritative and professional tone, while still putting the control in the hands of the consumer.</p> <p>However, even more flexibility is favourable. </p> <p>Despite its low price-point, Simply Cook is still fairly restrictive when it comes to personal preferences. Each box comes with four recipes as standard, providing fewer options than other brands that allow the customer to select exactly how each box is built.</p> <p><img src="https://assets.econsultancy.com/images/0007/5039/SimplyCook2.PNG" alt="" width="750" height="426"></p> <p><img src="https://assets.econsultancy.com/images/0007/5040/SimplyCook.PNG" alt="" width="750" height="319"></p> <h3>Finding a niche audience</h3> <p>Alongside a lack of time, many people are turning towards recipe boxes for reasons relating to general health and well-being.</p> <p>With increasing numbers of people following gluten-free, dairy-free and paleo diets, there is clearly a market for those looking to easily maintain a certain lifestyle.</p> <p>One example of a brand with a very clear identity is <a href="http://www.abelandcole.co.uk/">Abel &amp; Cole</a>, which uses organically-grown produce as its primary selling point.</p> <p>Also promising minimal packaging and eco-friendly delivery, it is confident that it can deliver exactly what the customer wants, which in turn gives it a <a href="https://econsultancy.com/blog/67268-how-to-achieve-the-right-tone-of-voice-for-your-brand/">distinct tone of voice</a>.</p> <p>Lastly, by placing the farmer at the forefront of its brand identify, Abel &amp; Cole also demonstrates how the authentic and ‘artisanal’ brand is still very much a strong selling point.</p> <p><img src="https://assets.econsultancy.com/images/0007/5041/Abel_Cole.PNG" alt="" width="750" height="290"></p> <p><img src="https://assets.econsultancy.com/images/0007/5042/Abel_Cole_2.PNG" alt="" width="750" height="241"></p> tag:econsultancy.com,2008:BlogPost/67847 2016-05-18T14:49:43+01:00 2016-05-18T14:49:43+01:00 Is omni-channel retail a delusion? Patricio Robles <p>It's a question worth asking in the wake of horrible earnings reports from a number of high-profile retailers.</p> <p>While the dismal performance of retailers like Macy's, Gap, Kohl's and Nordstrom could signal a weakening economy, the situation appears more complex than that and retail executives themselves <a href="http://www.bloomberg.com/news/articles/2016-05-13/here-s-what-top-retail-executives-are-saying-about-their-horrible-quarter">admitted</a> they don't have all the answers. </p> <p>"We're frankly scratching our heads," Karen Hoguet, Macy's CFO told investors and analysts.</p> <p>She almost certainly isn't the only one who is doing so. Despite the woes of retailers like Macy's, <a href="http://www.wsj.com/articles/u-s-retail-sales-in-april-grow-at-best-pace-in-more-than-a-year-1463142745">April retail sales figures were strong</a>.</p> <h3>So what gives?</h3> <p>In a nutshell: consumer behavior and the retail market are undergoing significant shifts, and this calls into question the viability of many retailers' existing omni-channel strategies.</p> <p><a href="https://www.washingtonpost.com/news/business/wp/2016/04/28/amazons-revenue-and-profit-soar/">Amazon's business is booming</a> and it is rapidly expanding its footprint. Morgan Stanley says it's now the number two apparel retailer in the US. And it's <a href="https://econsultancy.com/blog/67769-the-rise-of-amazon-s-private-labels-shows-the-perils-of-not-owning-your-data-customers/">not</a> stopping <a href="http://arstechnica.com/business/2016/05/amazon-will-start-selling-its-own-private-label-groceries-diapers-and-more/">there</a>. </p> <p>While Amazon is growing and expanding, brick-and-mortar retailers turned omni-channel retailers aren't seeing the results they had hoped for.</p> <p>For instance, Macy's digital sales are still growing by double-digit percentages but Hoguet revealed that they still "grew less rapidly than anticipated."</p> <p><img src="https://assets.econsultancy.com/images/0007/5049/Macy_s_store.jpg" alt="" width="800" height="532"></p> <p>And <a href="https://econsultancy.com/blog/66389-what-does-the-ideal-click-and-collect-service-look-like/">click-and-collect</a>, which <a href="http://fortune.com/2016/05/12/kohls-retail-results/">still accounts for just 3% of Kohl's sales</a>, apparently isn't enough to offset declining store traffic.</p> <p>Given the widespread trends being seen across the retail industry, including <a href="http://www.seattletimes.com/business/amazon/retailers-swap-ideas-on-coping-with-behemoth-amazon/">growing fragmentation</a> and <a href="http://time.com/money/4304622/stores-closing-in-2016/">the rapidly rising number of store closures</a>, <strong>an argument could be made that omni-channel dreams are fast being replaced by nightmares.</strong></p> <p>Some might suggest that the industry is simply going through a rough patch and that downsizing is a painful but necessary part of <a href="https://econsultancy.com/training/digital-transformation/">the transformation</a> that omni-channel retailers must endure.</p> <p>But the optimistic vision laid out in 2012 by Storch, who is now CEO of Canadian retail group Hudson's Bay Company, clearly differs significantly from the reality in 2016.</p> <p>There might be merit to the omni-channel concept generally, but many of the retailers that are banking on it can no longer pretend that it's their saving grace because for most of them, it almost certainly won't be.</p>