tag:econsultancy.com,2008:/topics/ecommerce Latest Ecommerce content from Econsultancy 2016-09-28T14:42:43+01:00 tag:econsultancy.com,2008:BlogPost/68345 2016-09-28T14:42:43+01:00 2016-09-28T14:42:43+01:00 Over half of consumers now turn to Amazon first for product search Patricio Robles <p>The biggest losers of Amazon's rise as a search destination are other search engines.</p> <p>BloomReach's study, which was based on a survey of 2,000 consumers over the Labor Day weekend, found that search engines, including Google, Bing and Yahoo, lost 28% of their market share for product searches to Amazon.</p> <p>A big reason for that is Amazon's wide selection, and its product-centric search capabilities, which the majority found superior to those offered by search engines.</p> <p>Interestingly, search engines fare better during the holiday season under certain circumstances.</p> <p>While Amazon is the first choice for search for 59% of consumers who are looking for a specific product as a gift, that number drops to 49% when consumers don't have a specific product in mind.</p> <p>Unfortunately for search engines, in this scenario, retailer sites see more consumers turning to them first than search engines do.</p> <h3>A big challenge for retailers</h3> <p>But that doesn't mean that all is well for retailers. Consumers turn to their sites first for product search just 16% of the time.</p> <p>That figure has decreased from 21% two years ago. And even when consumers end up on a retailer's website, 70% of the time they'll check out Amazon to compare prices. Only 40% of Amazon shoppers do the reverse.</p> <p>The biggest problem for retailers is <a href="https://econsultancy.com/reports/customer-experience-statistics/">customer experience</a>.</p> <p>Of those BloomReach surveyed, just over half stated that they felt Amazon provided the best overall site experience, and a third indicated this was the primary reason they favored Amazon.</p> <p>Less than a third said they've left Amazon for another retailer's site over poor experience, while 58% went to Amazon after having a bad experience at a retailer's site.</p> <p><img src="https://assets.econsultancy.com/images/0007/9620/bloomreachstudy.png" alt="" width="731" height="260"></p> <p>The good news is that there are opportunities for retailers to compete more effectively against Amazon.</p> <p>For example, BloomReach found that only one in three consumers felt Amazon had superior personalization and product recommendations, and "41% said personalization would make them more likely to buy from a retailer over Amazon," so retailers clearly have the ability to establish an edge here.</p> <p>And while they might not necessarily be able to compete with Amazon on price or overall selection, by focusing on eliminating poor experiences and improving <a href="https://econsultancy.com/blog/66658-24-best-practice-tips-for-ecommerce-site-search/">site search</a>, they could also decrease Amazon's appeal.</p> tag:econsultancy.com,2008:BlogPost/68328 2016-09-23T15:24:00+01:00 2016-09-23T15:24:00+01:00 Houzz fuses physical and digital with SmartHouzz London pop up Nikki Gilliland <p>A mix of spot-on branding and <a href="https://econsultancy.com/blog/66908-10-inspiring-experiential-marketing-examples/" target="_blank">experiential marketing</a>, here’s four reasons why I found it worth a visit. </p> <h3>Drives consumer awareness</h3> <p>It’s hard to miss a large green house in the middle of Granary Square, and with its prime location, SmartHouzz ensures that it captures the interest of passers-by.</p> <p>As part of the Design Festival, the pop-up is clearly geared towards those who are interested in interior design, however it also succeeds in driving general consumer awareness. </p> <p>Events Manager, Ffion Francis, explained to me that visitors had so far been a mix of people who had already downloaded the app (and were therefore interested in applying design tips to their own living space), as well as people simply interested in finding out what was going on.</p> <p>The concept of the SmartHouzz is based on the fact that ‘small bathroom’, ‘small bedroom’ and ‘small kitchen’ are some of the most popular search terms on Houzz.co.uk.</p> <p>Using search behaviour to shape the concept means that it is more likely to resonate with consumers. </p> <p><img src="https://assets.econsultancy.com/images/0007/9478/IMG_3039.JPG" alt="" width="780" height="585"></p> <h3>Encourages social interaction</h3> <p>Alongside the hashtag #smarthouzz, Houzz is also running a competition to further encourage interaction and drive awareness of the campaign.</p> <p>Promising the winner a John Lewis gift card worth £2,000, this is a nice little incentive for people to go down and check out the pop-up.</p> <p>Once inside the house, there’s also the chance for visitors to get involved with other competitions, increasing the chances of people sharing their experience on social media and with friends and family. </p> <p><img src="https://assets.econsultancy.com/images/0007/9479/IMG_3041.JPG" alt="" width="780" height="1040"></p> <h3>Combines physical and digital retail</h3> <p>One of the biggest challenges for a company like Houzz is the gap between the digital world and very physical nature of its product.</p> <p>For consumers <a href="https://econsultancy.com/blog/67987-home-sweet-home-why-houzz-is-worthy-of-the-best-app-award/" target="_blank">using the app</a> or website - despite newly integrated <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/" target="_blank">AI features</a> such as ‘View in my Room’ -  there is a big difference between browsing on a small screen and seeing a piece of furniture in real life.</p> <p>As a result, the physical nature of the pop-up is effective at prompting customers to purchase. </p> <p>What’s more, the immersive and interactive nature of the experience, such as the ability to speak to ‘design professionals’, gives what is otherwise a faceless brand a friendly identity, and in turn becomes much more personal to the consumer.</p> <p><img src="https://assets.econsultancy.com/images/0007/9480/IMG_3040.JPG" alt="" width="780" height="585"></p> <h3>Promotes brands partnerships</h3> <p>As well as being a <a href="https://econsultancy.com/reports/the-future-of-content-marketing/">content marketing</a> opportunity for Houzz, the SmartHouzz also promoted products from its partners <a href="https://econsultancy.com/blog/65802-john-lewis-the-customer-journey-from-search-to-checkout/" target="_blank">John Lewis</a> and Dulux.</p> <p>Using Dulux paint to decorate the interior and John Lewis products to furnish it, Houzz ensured that customers could directly purchase what they were seeing. </p> <p>There were some nice touches like the inclusion of tags on furniture, including product numbers and info on where to buy. </p> <p><img src="https://assets.econsultancy.com/images/0007/9481/IMG_3042.JPG" alt="" width="780" height="585"></p> <p>With John Lewis stores also including the tags in their product displays, it means that consumers don’t have to be in King’s Cross to be aware of the campaign. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Houzz green tags are everywhere this <a href="https://twitter.com/hashtag/LDF16?src=hash">#LDF16</a> - they're even in <a href="https://twitter.com/johnlewisretail">@johnlewisretail</a>'s Oxford St store! You can also spot them in the <a href="https://twitter.com/hashtag/SmartHouzz?src=hash">#SmartHouzz</a> <a href="https://t.co/TJCdScrNKF">pic.twitter.com/TJCdScrNKF</a></p> — Houzz UK (@HouzzUK) <a href="https://twitter.com/HouzzUK/status/779284187387990016">September 23, 2016</a> </blockquote> <p>All in all, it's a nice example of how to use experiential marketing to increase consumer awareness, as well as a great piece of design.</p> tag:econsultancy.com,2008:BlogPost/68322 2016-09-23T13:42:24+01:00 2016-09-23T13:42:24+01:00 10 juicy digital marketing stats from this week Nikki Gilliland <p>If you'd like further information, the Internet Statistics Compendium is <a href="https://econsultancy.com/reports/internet-statistics-compendium/" target="_blank">ready and waiting</a>.</p> <h3>90% of UK grocery retailers have issues meeting customer requirements</h3> <p>New research by Blue Yonder has found that grocery retailers are failing to keep up with growing customer demands.</p> <p>From interviews with 750 grocery managers and directors across the globe, 90% of UK respondents said they’re falling short, with 25% unable to deliver an omnichannel experience.</p> <p>Furthermore, nearly 30% said decisions in the supply chain are slowing down their decision-making, and the main reason they are unable to keep pace.</p> <h3>Retailers take advantage of dual-screen shoppers</h3> <p>eBay’s <a href="http://www.ebay-report.co.uk/#homepage" target="_blank">UK retail report</a> highlights how primetime TV shows are influencing shopper behaviour, specifically through the rise of ‘dual screening’ – i.e. the act of watching television whilst simultaneously surfing the internet.</p> <p>According to data, eBay saw a 67% rise in interaction with baking products while the first episode of the new Great British Bake Off was on air, rising to 133% during the hour immediately afterwards.</p> <p>Other items that have seen an increase in search interest include Peaky Blinders’ style flat caps, Game of Thrones merchandise and Olympic-inspired bicycles.</p> <p><img src="https://assets.econsultancy.com/images/0007/9462/ebay_insights.PNG" alt="" width="700" height="415"></p> <h3>Facebook generates 14.2% of all traffic for major online publishers</h3> <p>Despite algorithm changes, Echobox has reported that Facebook’s role in media distribution continues to grow, with the network now generating 14.2% of all traffic for media companies.</p> <p>This means that Facebook’s share of referral traffic has trebled from 5.2% of all online traffic to 14.2% since January 2014, compared to Twitter’s share which has remained static at 1.8%.</p> <p>With Facebook a continued focus for publishers, many are now employing dedicated teams for social media optimisation.</p> <h3>UK shoppers make impulse purchases 28% of the time</h3> <p>A new study by HookLogic has delved into the UK’s shopping habits, discovering that one third of consumer purchases are made up of impulse buys.</p> <p>Impulse shopping is higher in the infant and toddler category, followed by food and groceries and toys and games.</p> <p>Interestingly, 60% of shoppers cite product descriptions as a top factor in the decision to purchase.</p> <p>When it comes to categories such as Electronics and Home Décor, consumers are much more considered, thinking about their purchase weeks or even months beforehand.  </p> <p><img src="https://assets.econsultancy.com/images/0007/9465/purchase_decision_cycle.PNG" alt="" width="770" height="338"></p> <h3>9 out of 10 Brits think NHS Hospitals could be improved by digitisation</h3> <p><a href="http://www.apadmi.com/enterprise-healthcare-report-press/" target="_blank">Research by Apadmi Enterprise</a> has found that 60% of UK patients are dissatisfied with the lack of digitisation within the NHS.</p> <p>Following Jeremy Hunt’s pledge to improve technology in healthcare, 9 out of 10 Brits say that the use of mobile apps would significantly improve matters.</p> <p>76% said they would like to use tech to manage hospital appointments, such as booking, cancelling or confirming an appointment. Likewise, 55% would use technology to store their prescriptions.</p> <p>Despite this desire, 55% of patients say they have never used mobile app technology to engage with the NHS.</p> <h3>Over 40% of video budgets allocated to formats beyond pre-roll</h3> <p>According to Collective’s latest report, online video advertisers are buying more strategic and varied video solutions than ever before, with an increased investment in display, YouTube and social channels.</p> <p>In 2015, 56% of respondents were buying both video and display. In 2016, this figure has jumped to 73%.</p> <p>This is in comparison to the percentage of those buying traditional TV and Video, which has fallen from 38% last year to 26% in 2016. </p> <p><img src="https://assets.econsultancy.com/images/0007/9463/video_online_buyers.PNG" alt="" width="469" height="411"></p> <h3>39% of consumers still wary about sharing economy</h3> <p>Research from Trustpilot reveals that while 47% say the sharing economy benefits consumers, 39% feel these companies aren’t as trustworthy as traditional outlets.</p> <p>The biggest area of concern is a lack of clarity over who is responsible if something goes wrong. 29% of survey respondents said they had previously avoided using a sharing economy platform due to this issue.</p> <p>The survey also looks at the various types of platforms that consumers feel the most comfortable using (see the below charts for popularity rankings).</p> <p><img src="https://assets.econsultancy.com/images/0007/9461/sharing_economy.PNG" alt="" width="780" height="256"></p> <h3>Adobe reports continued deflation in the UK following Brexit</h3> <p>Adobe’s monthly Digital Price Index (DPI) for August has revealed that prices of durable goods such as TVs and computers have declined, with online sales dropping sharply year on year.</p> <p>Despite demand being up in the months of May and June, growth slowed to 16% in July, leading to a 10% year on year decrease this August. This is in comparison to the US, which saw a 30.2% increase in the same period.</p> <p>Travel prices to the UK also saw a decline, with August hotel prices in London down 16% year on year.</p> <h3>Less than a third of organisations carry out attribution across majority of campaigns</h3> <p>Our <a href="https://econsultancy.com/reports/state-of-marketing-attribution/" target="_blank">State of Marketing Attribution report</a>, in association with AdRoll, has found that organisations are still falling behind on attribution. </p> <p>While it plays an increasingly crucial role, just 31% of organisations carry out attribution across the majority of campaigns. </p> <p>As well as marketers lacking the skills and resources to analyse results, it also appears to be due to the increasingly mobile-centric nature of consumers, with traditional tracking methods (such as cookies) not translating effectively to mobile. </p> <p>Despite this, four out of five organisations claim that the rise of big data has increased focus on attribution.</p> <p><img src="https://assets.econsultancy.com/images/0007/9467/attribution.PNG" alt="" width="640" height="491"></p> <h3>Mobile accounts for a half of all video views</h3> <p>According to new figures from Ooyala, mobile video has reached a tipping point, with just over half of all views coming from mobile.</p> <p><a href="http://www.ooyala.com/resources/online-video-index" target="_blank">The Global Video Index Q2 2016</a> revealed a 15% year on year rise in mobile video views, meaning that they now account for 50.6% of the total amount. </p> <p>This figure reflects the growing popularity of smartphones over tablets, with smartphones accounting for a 43% share of mobile video views, compared to 8% on tablets.</p> tag:econsultancy.com,2008:BlogPost/68314 2016-09-22T15:40:00+01:00 2016-09-22T15:40:00+01:00 Are organizations well-equipped for omnichannel marketing? Nikki Gilliland <p>As consumers constantly switch between channels and devices, many companies are struggling to provide the seamless experience they crave.</p> <p>That being said, progress is being made.</p> <p>Here are some key charts from the report, providing insight into how organizations are responding.</p> <h3>Mixed path to integration</h3> <p>The below chart includes a range of capabilities which contribute to an <a href="https://econsultancy.com/blog/67410-the-three-best-ways-to-win-at-omnichannel-in-2016/" target="_blank">effective omnichannel</a> marketing strategy. </p> <p><img src="https://assets.econsultancy.com/images/0007/9415/Figure_3.JPG" alt="" width="780" height="594"></p> <p>With the exception of content management and single customer view, fewer than a quarter of companies surveyed currently have these capabilities in place.</p> <p>However, the good news is that progress is being made, as the remainder of respondents are largely working towards achieving these capabilities.</p> <h3>Data remains the biggest challenge</h3> <p>One of the biggest barriers to integration is the management of data, with many companies using separate technologies to do the job.  </p> <p>In fact, there's been a distinct lack of progress on this matter over the past three years.</p> <p><img src="https://assets.econsultancy.com/images/0007/9416/Figure_5_data.JPG" alt="" width="780" height="610"></p> <p>Now 51% of respondents have separate technologies for managing data across channels, a proportion that has remained fairly static since 2013.  </p> <p>As well as non-integrated tech systems, 31% of companies also cite organizational structure as a top three obstacle to integrated marketing activities.</p> <h3>Consistency is a key driver</h3> <p>In today’s path to purchase, customers expect the same level of service and attention to detail across all touchpoints.</p> <p>Without this, they are likely to grow frustrated and go elsewhere.</p> <p>As a result, most organizations are intent on delivering this consistency, with the main driver for implementing an omnichannel strategy being the desire to keep up with consumer expectations.</p> <p><img src="https://assets.econsultancy.com/images/0007/9417/figure_9_consistency.JPG" alt="" width="780" height="591"></p> <p>It is interesting to note that just 4% of company respondents and 8% of agencies cite pressure from the board as a key driver. </p> <p>This could suggest a lack of interest from the top, which again goes back to an aforementioned barrier to integration.</p> <p>Without executive direction and support, it is challenging to create the company culture required to carry out an effective omnichannel strategy.</p> <h3>Marketers underestimating mobile</h3> <p>Despite 51% of marketers ranking mobile as a top-three priority area for their organization, many aren’t making the most of the opportunities it presents.</p> <p>Alongside a failure to map the mobile customer journey (with three in five respondents saying they lack the analysis skills to do so), it also appears best practice mobile strategies are falling by the wayside.</p> <p>The below chart indicates how companies are failing to implement essential mobile features like location-based messaging, mobile wallets and in-app advertising. </p> <p><img src="https://assets.econsultancy.com/images/0007/9446/Mobile_chart.JPG" alt="" width="780" height="539"></p> <p>All in all, the progress towards integration remains mixed, with a lack of consolidated data and analytical skills being the biggest roadblocks to overcome.</p> <p><em><strong>Econsultancy subscribers can <a href="https://www.econsultancy.com/reports/digital-intelligence-briefing-succeeding-in-the-omnichannel-age/">download the full report</a>.</strong></em></p> tag:econsultancy.com,2008:Report/3008 2016-09-22T14:30:00+01:00 2016-09-22T14:30:00+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/68308 2016-09-22T10:36:22+01:00 2016-09-22T10:36:22+01:00 Four things to appreciate about Lush’s new app Nikki Gilliland <p>Hoping to bridge the gap between physical and digital, <a href="https://itunes.apple.com/gb/app/lush-fresh-handmade-cosmetics/id946403534?mt=8" target="_blank">its new app</a> promises “a fresh, fun, and interactive experience” – coupled with the convenience of shopping online.</p> <p>I decided to give it a whirl, and while it's certainly not perfect, here are four things I think it does particularly well.</p> <p>And for more on the brand, read our post on <a href="https://econsultancy.com/blog/67158-why-lush-is-the-undisputed-master-of-b-commerce/">why Lush is the undisputed master of 'B-commerce'</a>.</p> <h3>Categorisation</h3> <p>I really like Lush's clear and creative category options.</p> <p>While it includes standard groups like 'Body' and 'Make-up', it also gives the user the option to browse by emotions and specific scents.</p> <p><img src="https://assets.econsultancy.com/images/0007/9335/categories.PNG" alt="" width="200" height="354"> <img src="https://assets.econsultancy.com/images/0007/9337/categories_2.PNG" alt="" width="200" height="354"> <img src="https://assets.econsultancy.com/images/0007/9338/categories_3.PNG" alt="" width="200" height="355"></p> <p>As well as making the app easy to navigate, this also aids discovery.</p> <p>Instead of sticking to certain categories, it encourages users to search around.</p> <p><img src="https://assets.econsultancy.com/images/0007/9355/category_function.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0007/9356/category_function_2.PNG" alt="" width="300" height="532"></p> <h3>Location-based features</h3> <p><a href="https://econsultancy.com/blog/67418-what-is-location-based-advertising-why-is-it-the-next-big-thing/" target="_blank">Location-based</a> marketing is a great way for brands to entice users in-store.</p> <p>With comprehensive store information and the ability to detect location, Lush does it well.</p> <p>Providing detail on opening times, contact numbers and directions in an integrated map - it's a great example of how to fuse the physical and mobile experience.</p> <p><img src="https://assets.econsultancy.com/images/0007/9343/location.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/9348/location_3.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/9345/location_2.PNG" alt="" width="200" height="355"> </p> <h3>Informative product copy</h3> <p>Lush employees are known for being incredibly well-informed about the products they sell.</p> <p>In the absence of this one-to-one interaction, an extensive amount of information is included in its place.</p> <p>While the amount of copy looks cluttered on a small screen, I particularly like the attention to detail.</p> <p>From the benefits of specific ingredients to further products that contain them, it is a nice way to pique interest and extend the user journey.</p> <p><img src="https://assets.econsultancy.com/images/0007/9351/product_info_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/9350/product_info_3.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/9349/product_info_4.PNG" alt="" width="200" height="355"></p> <h3>Editorial (and focus on ethics)</h3> <p>Well-known for its dedication to <a href="https://econsultancy.com/blog/68097-purchase-with-purpose-how-four-brands-use-social-good-to-drive-consumer-loyalty/" target="_blank">social good</a>, Lush's brand values are also reflected in the editorial sections of its app.</p> <p>Through the 'discovery' tab, users can read long-form articles about the company's values as well as lighter articles related to the Lush lifestyle.</p> <p><img src="https://assets.econsultancy.com/images/0007/9352/editorial.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/9353/editorial_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/9354/editorial_3.PNG" alt="" width="200" height="355"></p> <p>I also appreciate the fact that these articles pop up in the search results. </p> <p>When I searched for the term 'bubbles', I was presented with an article on 'how to use bubble bars' as well as the products themselves.</p> <p><img src="https://assets.econsultancy.com/images/0007/9359/search.PNG" alt="" width="300" height="532"></p> <p>This type of additional content provides extra value and entices users to return.</p> <h3>In conclusion...</h3> <p>While there are many parts of the app that could be improved (the load-times can be slow and the checkout process slightly laboured), there's still a lot to enjoy.</p> <p>With its creative <a href="https://econsultancy.com/training/courses/online-copywriting/">copywriting</a>, attention-to-detail and location-based technology, it's a decent effort from the cosmetics brand.</p> <p><em>To learn more about this topic, book yourself onto Econsultancy’s <a href="https://econsultancy.com/training/courses/mobile-usability-and-ux/">Mobile Usability and UX Training Course</a>.</em></p> tag:econsultancy.com,2008:BlogPost/68305 2016-09-21T15:20:00+01:00 2016-09-21T15:20:00+01:00 Runway to retail: How fashion brands are introducing ‘see-now, buy-now’ Nikki Gilliland <p>Well, sort of.</p> <p>From New York to London, here’s how brands have been making new-season collections more accessible than ever before.</p> <h3>Making shows shoppable </h3> <p>Consumers used to have to wait approximately six months before the designs showcased during Fashion Week made their way into stores. </p> <p>By the time they did arrive, cheaper copycat versions would have been selling like hotcakes on the high street, meaning less interest and fewer sales for designers.</p> <p>In a bid to make Fashion Week more consumer-focused, retailers are beginning to cotton on to the ‘see-now, buy-now’ trend – selling clothes and accessories immediately after a runway show. </p> <p>During this year’s New York Fashion Week, <a href="http://www.ralphlauren.co.uk/category/index.jsp?categoryId=78447111&amp;cp=3979771.4429691.78447111&amp;AB=en_UK_HP_S1_slot_2_S1_Explore">the likes of Ralph Lauren</a>, Rebecca Minkoff and Tom Ford all embraced the concept, making specific items available to buy both online and in a select amount of stores.</p> <p>Last February, Burberry, <a href="https://econsultancy.com/blog/68028-five-ecommerce-lessons-from-burberry-and-hermes/" target="_blank">a brand always at the cutting edge of digital</a> and social media, announced it will be doing the same at London Fashion Week.</p> <p>Likewise, high street favourite Topshop has also decided to make items from its latest ‘Unique’ collection immediately available.</p> <p><iframe src="https://www.youtube.com/embed/M97JmKtyWWc?wmode=transparent" width="854" height="480"></iframe></p> <h3>Converting social media buzz into sales</h3> <p>So why are designers so intent on creating this sense of immediacy?</p> <p>While Fashion Week was once a chance for press to preview collections, digital media has turned it into a full-on content marketing opportunity. </p> <p>From who is sitting in the front row to what’s being shown on the runway itself, consumers can directly find out what's going on from social media and online news sources. </p> <p>But despite the buzz occurring online, brands were struggling to capitalise on it.</p> <p>By making runway collections shoppable, everyone can get involved in all aspects of the runway experience, taking away the frustration of waiting months to buy.</p> <p><strong>Is this <em>always</em> a good thing?</strong></p> <p>Some suggest that a focus on the ‘experience’ is beginning to <a href="http://www.nytimes.com/2016/09/12/fashion/alexander-wang-victoria-beckham-tommy-hilfiger-new-york-fashion-week.html?_r=0" target="_blank">overshadow the clothes</a> themselves. </p> <p>To celebrate his see-now, buy-now collection, Tommy Hilfiger threw #TommyNow – a funfair popup complete with ferris wheels, hotdogs and celebrity guests.</p> <p>It was arguably the most Instagram-worthy moment of the entire week, and a world away from the traditional catwalk set-up. But while fans were able to watch a live stream online, I imagine it must have felt like being on the outside of a party you haven't been invited to.</p> <p>It certainly succeeded in creating a stir, but whether it will result in any real long-term gain remains to be seen.</p> <p><img src="https://assets.econsultancy.com/images/0007/9310/tommynow.JPG" alt="" width="780" height="668"></p> <h3>Creating a seamless experience across all channels</h3> <p>As well as allowing consumers to access new-season collections, many brands are using technology to create a seamless experience from catwalk to purchase.</p> <p>Last year, Rebecca Minkoff introduced VR technology for a 360 degree-view of its runway show.</p> <p><iframe src="https://www.youtube.com/embed/mi1Bs5CTNAA?wmode=transparent" width="854" height="480"></iframe></p> <p>In physical stores, Minkoff has also introduced interactive dressing rooms, complete with touch screens and a tracking system that sends emails to visitors after they’ve left the store.</p> <p>Along with the see-now buy-now phenomenon, this is a further example of how fashion brands are re-thinking the consumer experience across all channels.</p> <p>Of course there's no guarantee that those who consume content about Fashion Week will want to buy into it straight away.</p> <p>However, with the industry becoming more immersive and immediate than ever before, it means that you don't have to be a VIP to get involved.</p> tag:econsultancy.com,2008:BlogPost/68302 2016-09-20T15:20:00+01:00 2016-09-20T15:20:00+01:00 Three ways U.S. brands can sell more effectively in Asia Bart Mroz <p>What many brands fail to see is that the Asian markets are very different from their Western counterparts, so fail to adapt their strategies for the specific nuances of each.</p> <p>How then should companies better prepare to enter Asia’s burgeoning ecommerce market? </p> <h3>1. Learn how consumers differ across each country</h3> <p>Consumers in Asia are very nuanced; each respective country has it own set of particular attributes and shopping habits.</p> <p>By simply taking a look at the GDP per capita in <a href="https://econsultancy.com/blog/67594-digital-marketing-in-singapore-101/">Singapore</a> (<a href="http://data.worldbank.org/indicator/NY.GDP.PCAP.CD">$52,000</a>) compared to that in <a href="https://econsultancy.com/blog/67707-digital-marketing-in-asia-spotlight-on-malaysia/">Malaysia</a> (<a href="http://data.worldbank.org/indicator/NY.GDP.PCAP.CD">$9,000</a>), one can see the vast imbalance.</p> <p>These two countries are separated by a body of water less than a mile long and yet they are very different from a discretionary income perspective.  </p> <p>Unfortunately, many U.S. brands use blanket pricing for customers all across Asia. This is an unfortunate misstep, as price sensitivity across the region varies dramatically.</p> <p>What may be considered cheap in a developed country such as <a href="https://econsultancy.com/blog/64956-navigating-the-complex-but-valuable-south-korean-search-market/">South Korea</a> can be considered expensive in a neighboring country such as Vietnam. </p> <p>Therefore, it’s important for brands to segment their customers by country and if possible, even cities, since income differences between small and large cities can often be as great as those between developed and emerging nations.</p> <h3>2. Leverage the local platform of choice</h3> <p>Each and every country in Asia has a distinct ecommerce platform through which the majority of its online transactions occur.</p> <p>In the same way that Amazon is the dominant ecommerce platform in the U.S., Flipkart is the platform of choice in India, <a href="https://econsultancy.com/blog/67771-a-beginners-guide-to-alibaba-s-tmall/">Tmall</a> in China and Coupang in Malaysia.  </p> <p>Setting up an individual ecommerce site and translating it to adapt to a local country is not enough for brands to enter individual markets in Asia.</p> <p>Many have done so relying on their slightly-targeted digital marketing campaigns to attract consumers but it is absolutely critical that U.S. brands establish a presence on local platforms, which often serve as the entry point for foreign brands. </p> <p><em>Tmall</em></p> <p><img src="https://assets.econsultancy.com/images/0007/4225/product_tmall.jpg" alt="tmall" width="655" height="460"></p> <h3>3. Look to local brands for inspiration and insight</h3> <p>It’s important that brands do not assume that their American roots will help drive sales in Asia, regardless of the product fit or quality.</p> <p>Some brands will always be successful regardless of their geographic location because of their brand equity and legacy (such as Nike or Apple) but for the mass majority of brands, simply being “American” is not enough.</p> <p>Though privileged, they cannot expect to immediately succeed unless they spend considerable effort in expanding their global reach through local marketing and brand building.</p> <p>In most developed countries, there’s already a number of successful local brands that do quite well and pose formidable threats to any new entrants.</p> <p>In South Korea, famous beauty brands such as <a href="http://www.tonymolyus.com/">Tony Moly</a> or Nature Republic – which are considered leaders in the industry – dominate the playing field, making it very difficult for international brands to enter the market.</p> <p>Instead of getting discouraged, brands must look at dominant competitors to help gain a better understanding of which products sell well in each country, what marketing tactics work best and even which ecommerce design styles/layouts local consumers prefer.</p> <h3>In summary</h3> <p>Breaking into the Asian ecommerce market is a highly attractive prospect for any brand, due to its immense growth. But brands need to be aware of all the detailed nuances that are present in each and every country.</p> <p>A simple blanket strategy to conserve resources or personnel will not suffice to successfully enter the Asian market</p> <p>Instead, building a well thought-out plan that takes into consideration the differences that exist within markets is crucial.</p> tag:econsultancy.com,2008:BlogPost/68293 2016-09-19T11:00:00+01:00 2016-09-19T11:00:00+01:00 A review of Style.com: Condé Nast's new ecommerce site Nikki Gilliland <p>Targeted towards readers of magazines like Vanity Fair and GQ, it sells a curated selection of designer brands within the fashion and beauty sectors.</p> <p>It’s been hotly anticipated – but does it live up to the hype?</p> <p>Here’s a run-down of my first impressions.</p> <h3>Homepage</h3> <p>Having only just launched, much of the homepage is clearly aimed at providing the user with context about the site. </p> <p>With its smart imagery and sleek navy design, it feels surprisingly minimal. </p> <p>Promoting itself as 'shopping curated by the editors', its 'open' sign and free shipping and returns banner is enticing for new visitors.</p> <p><img src="https://assets.econsultancy.com/images/0007/9171/style.com_homepage.PNG" alt="" width="780" height="378"></p> <p>Scrolling down on the homepage, categories are nicely highlighted, effectively pointing the user's attention towards the most popular categories and brands.</p> <p><img src="https://assets.econsultancy.com/images/0007/9172/Categories.PNG" alt="" width="780" height="473"></p> <p>One aspect I particularly like - though simplistic in terms of design - are the clear and concise selling points that are displayed.</p> <p>Again promoting free shipping, as well as basic but direct info like 'new products daily' - you know what you're getting from the very start.</p> <p><img src="https://assets.econsultancy.com/images/0007/9173/Features.PNG" alt="" width="780" height="260"></p> <p>Another promising feature is the large newsletter sign-up box at the bottom of the homepage.</p> <p>Its copy builds on the fact that Style.com is curated by Conde Nast editors, using the 'exclusive' editorial angle wherever possible. This is likely to work in its favour.</p> <p><img src="https://assets.econsultancy.com/images/0007/9174/footer.PNG" alt="" width="780" height="385"></p> <h3>Category &amp; product pages (and shoppable edits)</h3> <p>Unlike the homepage, which has minimal content in comparison, category pages are designed more in line with Style.com's editorial origins.</p> <p>With shoppable trends and feature articles, it is reminiscent of <a href="https://econsultancy.com/blog/68219-four-things-brands-can-learn-about-content-marketing-from-net-a-porter/" target="_blank">Net-A-Porter's</a> magazine style content.</p> <p><img src="https://assets.econsultancy.com/images/0007/9179/womenswear.PNG" alt="" width="780" height="398"></p> <p>This is no bad thing of course - with many consumers already aware of Conde Nast's involvement, plus Vogue and GQ introducing shoppable edits - editorial authority is likely to be a big draw.</p> <p><img src="https://assets.econsultancy.com/images/0007/9185/GQ_edit.PNG" alt="" width="780" height="403"></p> <p>Using quotes from editors, the writing is both authoritative and helpful.</p> <p>With tips and recommendations interspersed with the products themselves, it is almost reminiscent of having your own personal shopper.</p> <p><img src="https://assets.econsultancy.com/images/0007/9184/Vogue_edit.PNG" alt="" width="780" height="463"></p> <p>Despite smooth sailing until now - I was a little disappointed when I got to the product pages.</p> <p>The main problem is that the images are too basic, with no option to zoom or even enlarge. <img src="https://assets.econsultancy.com/images/0007/9180/product_pages.PNG" alt="" width="780" height="452"></p> <p>With the likes of ASOS winning on catwalk videos and high-quality imagery, it is a shame that a high-end site like Style.com does not have something similar.</p> <p>What's more, with the absence of a physical experience, it is often vital for luxury ecommerce sites to reflect the feel and quality of items online. </p> <p>Sadly, it is very difficult to gain a real sense of what the products look and feel like in real life.</p> <p>With equally basic product copy - the words aren't much help either.</p> <p><img src="https://assets.econsultancy.com/images/0007/9181/product_copy.PNG" alt="" width="780" height="375"></p> <p>Having said that, it's not all bad.</p> <p>The 'also from' feature is pleasing - as is the inclusion of editorial features intermixed into the categories.</p> <p><img src="https://assets.econsultancy.com/images/0007/9182/also_from.PNG" alt="" width="780" height="436"></p> <p>Image galleries made up models or famous faces wearing designers are found as you scroll down.</p> <p>This is a feature I've not seen before, and a nice fusion of online editorial and ecommerce.</p> <p><img src="https://assets.econsultancy.com/images/0007/9183/gallery.PNG" alt="" width="780" height="427"></p> <h3>Navigation</h3> <p>Onto the navigation, and the main menu on the left-hand side is intuitive and easy to use.</p> <p><img src="https://assets.econsultancy.com/images/0007/9175/navigation.PNG" alt="" width="370" height="546"></p> <p>As well as clearly defined categories, it allows users to click through to subcategories straight from the homepage, meaning there's no need to navigate through the site.</p> <p>In just two clicks, you can be viewing anything from jeans to candles - which is rather efficient.</p> <p><img src="https://assets.econsultancy.com/images/0007/9176/filter_2.PNG" alt="" width="370" height="640"></p> <p>I was equally impressed with the <a href="https://econsultancy.com/blog/68070-eight-examples-of-fashion-ecommerce-product-filters-good-bad/" target="_blank">filtering system</a>.</p> <p>Instead of including it in a dropdown, the style filters are fixed to the top of the page (long sleeves etc).</p> <p>Others, like size and colour, can then be chosen from drop-downs below.</p> <p>Along with the options to clear filters with one click - it offers a pretty fast and efficient way for users to find what they're looking for.</p> <p><img src="https://assets.econsultancy.com/images/0007/9178/dresses_filter.PNG" alt="" width="780" height="403"></p> <h3>Checkout and additional features</h3> <p>Onto the checkout process, and it's a case of hit and miss.</p> <p>The option for a guest checkout is great. As is the reassurance that setting up an account takes 'less than a minute'.</p> <h3><img src="https://assets.econsultancy.com/images/0007/9187/checkout.PNG" alt="" width="780" height="432"></h3> <p>However, there's no way to pay via PayPal - an option that many spoiled consumers now expect as standard.</p> <p>Apart from this, it's a fairly smooth process.</p> <p>With free shipping and returns highlighted throughout the user journey as well as the final summary, the total cost is transparent at all times.</p> <p><img src="https://assets.econsultancy.com/images/0007/9188/payment.PNG" alt="" width="600" height="557"></p> <p>Finally, a few other features I think are worth mentioning. Firstly, the fact that Style.com is not just a fashion site.</p> <p>I was surprised to find a vast array of categories, specifically a 'wellness' section that sells everything from tea to probiotics.</p> <p>This is definitely a plus point for consumers who buy into the lifestyle aspect of magazines like Vogue and GQ.</p> <p><img src="https://assets.econsultancy.com/images/0007/9186/wellness.PNG" alt="" width="780" height="402"></p> <p>Lastly, the 'Stylecloud' feature - an option to set up a wishlist of desirable products, so that consumers can browse and return to the same items at a later date.</p> <p>It's nothing majorly original, however the added bonus of being alerted to new stock (and its clever name) elevates it to something more impressive.</p> <p><img src="https://assets.econsultancy.com/images/0007/9189/Stylecloud.PNG" alt="" width="700" height="568"></p> <h3>In conclusion...</h3> <p>It's hard not to compare Style.com with Net-A-Porter - a site that's built up years of customer loyalty through effective content marketing.</p> <p>Luckily, Style.com also has years of loyal readership from its array of print and online magazines.</p> <p>There's a lot to like - great design and navigation makes for an enjoyable browsing experience. </p> <p>Similarly, with a lack of imagery and room for more in-depth editorial, there's also a lot to improve on.</p> tag:econsultancy.com,2008:BlogPost/68299 2016-09-16T13:58:00+01:00 2016-09-16T13:58:00+01:00 10 snazzy digital marketing stats from this week Nikki Gilliland <h3>Nearly 50% of chat app users are subjected to spam every week</h3> <p>Findings from the Mobile Messaging Fraud Report 2016 have revealed that 26% of chat app users receive an unwanted message every day – and 49% receive a minimum of one a week.</p> <p>While spam still affects SMS more than chat apps, the gap is closing. 28% of consumers receive an unsolicited SMS message every day, with 58% reporting one every week.</p> <p>33% also said these messages were attempts to get them to disclose personal data like bank details or online passwords.</p> <p>Despite this, most consumers still cite SMS as the most trustworthy way to communicate with companies.</p> <p><img src="https://assets.econsultancy.com/images/0007/9257/messenger_trust.PNG" alt="" width="736" height="430"></p> <h3>Mobile app install ads trigger a 95% increase in total clicks</h3> <p><a href="http://kenshoo.com/mobile-app-trends/" target="_blank">A Kenshoo report</a> has revealed that global spend on Facebook and Instagram install ads grew 54% year-on-year this Q2.</p> <p>The growth appears to be due to the wider adoption of carousel format ads, which now support up to five separate images and links.</p> <p>Futhermore, an increase in the use of video also looks to have contributed, accounting for 42% of spend on mobile app install ads in the quarter.</p> <p>The report highlights how the gaming sector is responsible for 61% of total spend in the second quarter, paying more than any other industry for mobile app install ads.</p> <h3>Users fail to shop through social buy buttons</h3> <p>Despite 3 out of 4 consumers being aware of <a href="https://econsultancy.com/blog/67887-twitter-ditches-its-buy-button-puts-focus-on-retargeting/">social buy buttons</a>, research from Sumo Heavy Industries has found that just 10% have ever used one. </p> <p>Likewise, 61% say they don’t think they will be using them any time soon.</p> <p>First introduced by Pinterest’s ‘buyable pins’, the feature allows consumers to shop directly through social posts. Since, we’ve seen a plethora of platforms introduce their own versions.</p> <p>So why the reluctance? It’s been suggested that the chronological nature of social media feeds means shoppable posts often go unnoticed, or are seen as a disruption to the user experience.</p> <p><img src="https://assets.econsultancy.com/images/0007/9259/pinterest.PNG" alt="" width="750" height="303"></p> <h3>Christmas spend predicted to increase by 12% in the US this year</h3> <p>The summer might only just be over, but according to Rubicon Project, nearly one-third of US consumers have already started their Christmas shopping.</p> <p>The Holiday Consumer Pulse Poll predicts that Americans will spend an average of $1,175 this holiday season, which is an increase of 12% on 2015.</p> <p>Parents and millennials are reported to be key drivers for this growth, with 39% of millennials already buying gifts.</p> <h3>Missing same-day delivery options cost the high street £4.9bn a year</h3> <p>According to research from the delivery platform, Stuart, consumers would spend an average of £168 each year on their favourite retailer if it offered <a href="https://econsultancy.com/blog/67322-not-offering-same-day-delivery-you-could-be-losing-customers/">same-day delivery</a>. </p> <p>As well as delivery options being increasingly important in terms of how much we spend, it also affects where and why consumers shop.</p> <p>The research found that 32 % of shoppers will always choose a high street retailer that offers same-day delivery over one that doesn’t. </p> <p>What’s more, 79% would switch from their favourite high street retailer if it didn’t offer a desirable delivery method.</p> <p><img src="https://assets.econsultancy.com/images/0007/9258/stuart_infographic.PNG" alt="" width="472" height="469"></p> <h3>Branded content on social drives better engagement</h3> <p>Research from Yahoo suggests that consumers are becoming more receptive to branded content, as long as it provides them with something of value. </p> <p>A study on the attitudes of Tumblr users found that high-quality content can be the gateway to greater engagement, most notably in three areas:</p> <ul> <li>73% agree that content helps them to form an <strong>opinion</strong> of the brand</li> <li>74% agree that brands which create content they like can become like <strong>friends</strong> on social media</li> <li>73% agree they’re more likely to be <strong>loyal</strong> to a brand with a strong personality in its content</li> </ul> <h3>Reviews are the more influential than friend and celebrity endorsements</h3> <p>In a survey of 2,140 UK adults, Feefo found that 75% of consumers are influenced by <a href="https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them/">reviews</a> when making an online purchase.</p> <p>This is in comparison to recommendations from friends or <a href="https://econsultancy.com/reports/the-future-of-celebrity-marketing/">celebrity endorsements</a>, where less than half of people said they would be influenced to buy.</p> <p>However, it appears money is the overriding factor, with 79% of consumers stating that the biggest thing to influence a purchasing decision would be a substantial discount or offer.</p> <h3>Placing brand disclosure after headline increases CTR on native mobile content</h3> <p>An infographic from Polar has highlighted some interesting trends in branded content performance on mobile, specifically when it comes to disclosure.</p> <p>Research found that including the advertiser in a native ad's disclosure term can increase CTR by 220%. </p> <p>Moreover, placing a disclosure term after the headline also improves CTR by 300% on mobile.</p> <p><img src="https://assets.econsultancy.com/images/0007/9256/brand_disclosure.PNG" alt="" width="500" height="467"></p> <h3>Asda comes out top for click-throughs</h3> <p>Kantar Media company AdGooroo has named Asda as the UK’s leading supermarket for paid search advertising this year.</p> <p>In a study examining Google desktop advertising activity on 83 branded and unbranded grocery-related keywords, Asda was found to have generated 5.8 m clicks.</p> <p>This is 2.5m clicks more than its closest competitor, Waitrose, which saw 3.3m click-throughs in total.</p> <p>Despite being the UK’s second largest supermarket, Sainsbury’s came sixth in the list. Insight suggests this is due to stiff competition from advertisers bidding on competitor’s keywords.</p> <p><img src="https://assets.econsultancy.com/images/0007/9255/asda_keywords.PNG" alt="" width="400" height="212"></p> <h3>36% of parents want school websites to be improved</h3> <p><a href="https://www.web-foundry.co.uk/blog/education/304-do-schools-have-more-to-learn-when-it-comes-to-their-online-strategy" target="_blank">Research by Web Foundry</a> has found that many parents are unimpressed by the online strategy of their children’s schools.</p> <p>Despite 93% of the parents surveyed saying they use a school website, just over a third rated it as satisfactory or worse, with a quarter saying that it could definitely be improved.</p> <p>The biggest problems cited included a lack of information about school holidays as well as notifications about closures and school trips.</p> <p>36% said they would feel happier and more engaged if improvements were made.</p>