tag:www.econsultancy.com,2008:/topics/multichannel Latest Multichannel content from Econsultancy 2016-10-21T11:45:54+01:00 tag:www.econsultancy.com,2008:BlogPost/68423 2016-10-21T11:45:54+01:00 2016-10-21T11:45:54+01:00 How fashion and travel are leading the way in m-commerce Gregory Gazagne <p><a href="http://www.deloitte.co.uk/mobileuk/">Deloitte’s Mobile Consumer Survey</a> found that UK citizens look at their smartphones over a billion times a day, declaring that “no other personal device has had the same commercial and societal impact as the smartphone, and no other device seems likely to.”</p> <p>Around the same time in late September the IAB released its ‘<a href="http://www.businesswire.com/news/home/20160927005394/en/Three-Quarters-Mobile-Users-World-Purchases-Smartphones-Tablets">Mobile Commerce: A Global Perspective</a>’ survey, which found that three-quarters (75%) of smartphone and tablet users say they have purchased a product or service on their smartphone or tablet in the past six months, and nearly a quarter (23%) buy on mobile devices on a weekly basis.</p> <p>As the retail industry rapidly adapts to mobile usage, at Criteo we’re able to analyse millions of online sales in real time, on all devices and from thousands of brands across all industries.</p> <p>With this front-row seat to the very latest in mobile commerce, we’re especially interested in looking at the way different retail industries are keeping pace with the rate of change.</p> <p>Because of the specific challenges facing them, we’ve seen that the fashion industry in particular is blazing a trail in smartphone targeting, including cross-channel strategies, and travel is making its mark by providing superior customer experience/ better conversions via apps.</p> <p>What’s driving these industries to lead in these areas – and what can others learn from them?</p> <h3><strong>The rise of the ‘Smartphonista’</strong></h3> <p>Last month’s New York-London-Milan-Paris Fashion Weeks saw the <a href="https://www.theguardian.com/commentisfree/2016/sep/30/us-vogue-editors-ridiculous-fashion-shows-changed-bloggers">old guard of print fashion journalism clash with the fashion world’s new digital influencers</a>, who rely on blogging platforms and Instagram to communicate with their thousands of followers.</p> <p>Their argument is symptomatic of a wider trend: that smartphones are revolutionising the way the fashion industry markets and sells its wares, and this is causing headaches for traditional media – but driving strong results on digital channels.</p> <p>According to Criteo <a href="http://www.criteo.com/resources/fashion-flash-report-2016/">data</a>, clothes have quickly become the premier mobile purchase in the UK, with 55% of online fashion purchases now being made through mobile (smartphones or tablets), and four out of 10 of all fashion purchases in the UK being made through smartphones.</p> <p>This makes fashion shoppers that purchase on smartphones (who we’ve coined ‘Smartphonistas’) a particularly valuable audience for fashion retailers.</p> <p><img src="https://assets.econsultancy.com/images/0008/0592/criteo_slide.png" alt="" width="800"></p> <p>Mobile is perfect for this kind of off-the-cuff purchase, allowing consumers to browse flash sales on their phone, shop while watching TV, or buy an article of clothing on a whim.</p> <p>In addition to impulse, these purchases can also be driven by social connections and social influence (as evidenced by the rise of the fashion bloggers so vilified by Vogue).</p> <p>Social media – particularly Snapchat, Instagram and Pinterest – appears to strongly influence clothing purchases on mobile.</p> <p>Heavy Snapchat users are 139% more likely to buy clothes on mobile than the average Brit, while heavy Instagram (113%) and Pinterest (83%) users are also much more likely than average to buy clothing on mobile, according to <a href="http://www.criteo.com/resources/a-portrait-of-mobile-performance/">Criteo’s Portrait of Performance report</a>.</p> <p>Despite all this, acquiring new fashion customers is notoriously hard.</p> <p>What’s more, it can take several purchases before a customer earns you a profit, and turning new customers into loyal buyers takes finesse.</p> <p>In response to these challenges, fashion retailers are starting to recognise what products drive the best response on what device.</p> <p>For example, fashion shoppers favour small screens for low-risk items (T-shirts etc.) and products they don't need to try on (e.g. accessories).</p> <p>In addition, the new breed of Smartphonistas often use multiple devices on the path to purchase, so retailers are starting to track more effectively across devices in order to send the right message to the right person, at the right time.</p> <p>Nadya Birca, Senior Digital Marketing Manager at New Look told us that the key to successfully engaging with the Smarphonista is to recognise that he or she expects a truly cross-channel experience:</p> <p>“With mobile usage soaring in the UK, the experience we’re aiming to deliver on mobile is significant for our interactions with customers both on- and off-line.</p> <p>"When browsing on mobile we shouldn’t expect users to purchase straight away - allowing them a seamless navigational exploration, and later consideration experience, is what should drive any mobile commerce business focus.”</p> <h3><strong>Destination App</strong></h3> <p>As the 36th annual <a href="http://wtd.unwto.org/en">World Tourism Day</a> reminded us at the end of last month, the tourism industry continues to drive positive social, cultural, political and economic impacts worldwide.</p> <p>In many countries, including the UK, the travel industry is feeling the positive impact of the rise of smartphone use.</p> <p>Criteo’s latest Travel Flash Report shows that one in five Brits now browse for travel options on their mobile phones, and close to one-third of online travel bookings worldwide took place on mobile devices in Q2 2016 (up 24% from the year before).</p> <p>During the same period, smartphones captured nearly one in five online travel bookings.</p> <p>But that’s not all – the travel industry, more than most other verticals, is seeing particular success when it comes to mobile apps.</p> <p>According to our data, with investment in in-app tracking and advertising, committed travel advertisers are seeing a surge of bookings made from apps.</p> <p>Apps generated 57% of mobile bookings in Q1 2016, up from 40% in Q3 2015.</p> <p>Over the past two years, travel brands that invested in their apps saw constant growth in app bookings from 12% to now over half of all mobile bookings. </p> <p>For one-night stays, apps have a clear lead over other devices or platforms, with nearly three in four app bookings made for one-night stays.</p> <p>The most effective travel mobile strategies encourage app installs with services that really make a difference:</p> <ul> <li>Personalising recommendations based on searches, selection criteria, past travels and wish lists</li> <li>Sending up-to-date, useful and non-intrusive notifications (e.g., check-in reminders, traffic, delays, alternatives, cancellation, nearby offers)</li> <li>Offering better deals on your app to temporarily capture downloads and bookings, but be consistent to sustain them</li> <li>Enabling one-click bookings with intelligent auto-fill of personal details (while highlighting payment security)</li> </ul> <p>App bookings are on a roll, and we can see that merchants who invested in and promoted apps early are now reaping the benefits. </p> tag:www.econsultancy.com,2008:BlogPost/68326 2016-10-17T14:54:56+01:00 2016-10-17T14:54:56+01:00 Three brands succeeding in connecting online and offline experiences Ben Davis <h3>Topshop</h3> <p>Topshop's recent '<a href="https://econsultancy.com/blog/68305-runway-to-retail-how-fashion-brands-are-introducing-see-now-buy-now/">Retail to Runway</a>' initiative integrated London Fashion Week (LFW) with the retailer's stores and digital properties.</p> <p>For its young audience, Topshop is truly a multichannel experience (with <a href="https://econsultancy.com/blog/66389-what-does-the-ideal-click-and-collect-service-look-like/">click and collect</a>, free WiFi in store, a social-enabled ecommerce app with barcode scanner), but Retail to Runway took this a step further.</p> <p>The launch played out as follows: </p> <ul> <li>Consumers could watch the Topshop catwalk show livestreamed on Topshop.com and on playback thereafter.</li> <li>Pieces from the show were available to buy immediately in selected stores, online and a pop-up showspace.</li> <li>The Topshop website ran plenty of editorial about LFW and allowed consumers to sign up for updates via email.</li> <li>The Topshop app provided notifications to users of all the LFW news.</li> </ul> <p>The merging of online and offline continues apace at Topshop, with the identity of the website (with its quick turnover of content and integrated social) matching the feel of the Topshop stores.</p> <p>Topshop plans to debut a 100% shoppable range at the next Fashion Week in February 2017, as it makes fashion ever more accessible, both online and offline.</p> <p><img src="https://assets.econsultancy.com/images/0007/9496/Screen_Shot_2016-09-23_at_16.54.29.png" alt="topshop unique" width="615" height="304"></p> <h3>Hilton</h3> <p>Whilst <a href="https://econsultancy.com/blog/68375-airbnb-how-its-customer-experience-is-revolutionising-the-travel-industry/">Airbnb gets the plaudits in travel</a> for a unique UX including its peer review system, Hilton is fighting back.</p> <p>By adding functionality to the Hilton HHonors app, the hotelier is removing some of the more frustrating elements of using hotels.</p> <p>Users can choose a room in selected hotels and check in via the app, unlock rooms with their app's digital key, and book a cab via Uber.</p> <p>Customer service with a smile at the front desk can always be compromised in a busy period, but these app improvements help to empower customers to customise and control their own experiences, beyond the online booking journey.</p> <p><img src="https://assets.econsultancy.com/images/0007/9526/Screen_Shot_2016-09-23_at_17.33.24.png" alt="hilton app" width="615" height="622"> </p> <h3>Starbucks</h3> <p>It's easy to dismiss Starbucks as just another big brand example of great CX - don't they just have plenty of money to throw at digital technology?</p> <p>Such an attitude would do an immense disservice to a brand that has been at the forefront of online/offline experiences for a number of years.</p> <p>Starbucks was the first store to widely offer free Wi-Fi and is, of course, known for letting customers dwell (which has become the default for all coffee shops).</p> <p>The coffee giant nailed mobile payment &amp; loyalty early, with its app that uses a barcode system launching in 2009.</p> <p>A staggering 21% of US transactions take place via the app and in 2015 the brand launched <a href="https://econsultancy.com/blog/66997-starbucks-new-click-collect-app-is-it-any-good/">click-and-collect coffee</a> for those that don't want to wait in line.</p> <p><em><a href="http://www.bloomberg.com/news/articles/2016-03-30/starbucks-takes-its-pioneering-mobile-phone-app-to-grande-level">Chart via Bloomberg</a></em></p> <p><img src="https://assets.econsultancy.com/images/0007/9527/Screen_Shot_2016-09-23_at_18.31.18.png" alt="starbucks mobile sales at 21%" width="615" height="414"></p> <p>Starbucks' digital marketing reaches into stores, too. Just a few initiatives include: </p> <ul> <li>The brand has used location-based app notifications (seen below),</li> <li>Starbucks' famous music playlists are available exclusively to rewards members on Spotify, where users can suggest their own tracks for in-store.</li> <li>An active <a href="https://econsultancy.com/training/courses/topics/email-ecrm/">email marketing</a> and social media programme pushes seasonal specialities and offers to rewards members.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/0789/Location-Based-Mobile-Marketing-Example.jpg" alt="starbucks notification" width="350"></p> <p>Overall, Starbucks' investment in stores (<a href="https://econsultancy.com/blog/67085-starbucks-new-london-digital-concept-store-puts-focus-on-customer-experience/">including concept stores</a>) is just as impressive as its investment in its digital capabilities, making it a truly multichannel brand.</p> tag:www.econsultancy.com,2008:BlogPost/68329 2016-09-27T11:39:10+01:00 2016-09-27T11:39:10+01:00 Farfetch’s CMO: Why we’re more than just a shopping platform Nikki Gilliland <p>Here is what she had to say.</p> <p><img src="https://assets.econsultancy.com/images/0007/9547/stephanie_horton.JPG" alt="" width="464" height="299"></p> <h3>Farfetch describes itself as “for fashion lovers, not followers” – can you talk a bit about the general branding strategy of the company?</h3> <p>It’s interesting how the brand has actually evolved a lot since that statement.</p> <p>When we first started out we were definitely a fashion site for people who wanted to find that special item – but since then the brand itself has really expanded into more than just a shopping platform.</p> <p>We now have Black and White, which is a new division we launched last year, that lends our technology to retailers and brands.</p> <p>So where before we focused on putting boutiques on the site, we’re now looking at ourselves as more of a platform for <a href="https://econsultancy.com/blog/67731-think-affiliate-marketing-doesn-t-work-for-luxury-brands-think-again/" target="_blank">luxury</a>.</p> <h3>What is Farfetch’s USP in relation to other luxury retailers like <a href="https://econsultancy.com/blog/68219-four-things-brands-can-learn-about-content-marketing-from-net-a-porter" target="_blank">Net-a-Porter</a> and <a href="https://econsultancy.com/blog/68293-a-review-of-style-com-conde-nast-s-new-ecommerce-site/" target="_blank">Style.com</a>?</h3> <p>It’s mainly breadth and selection, because we have over 500 boutiques around the world contributing to the site as well as over 200 brands.</p> <p>We have more product, sometimes even more than a brand’s own website, and we have more variety of product.</p> <p>For example, you’ll have a buyer in Toyko, a buyer in Paris and a buyer in New York – all from the same brand – so instead of having maybe six or seven selections, you might have 30 or 40.</p> <p>For a consumer it is amazing because they can actually shop and style a certain brand or designer, rather than having a limited number of pieces. </p> <p><iframe src="https://www.youtube.com/embed/GLhdJoqSLdc?wmode=transparent" width="909" height="472"></iframe></p> <h3>What is the value for boutiques selling on Farfetch?</h3> <p>The site started because a lot of the smaller boutiques and brands didn’t have the ability to do ecommerce – for them it’s a very expensive and time-consuming proposition.</p> <p>They simply didn’t have the resources to do it.</p> <p>By using Farfetch, they are able to gain a global audience and gain all the infrastructure needed to become a real player in the ecommerce world.</p> <p>That includes things like customer service, payment... all those factors they would have had to figure out for themselves.</p> <h3>Last year, it was announced that Farfetch had acquired the Browns store in London – does this signal a move into physical branded stores?</h3> <p>I think Farfetch has always been really focused on the physical experience.</p> <p>One thing José, our founder, always says is that fashion is not downloadable. So it’ll never be the case that customers will only ever buy online – stores will always be an important part of the process.</p> <p>Browns allows us to have that incubator, a sort of lab to test new things and the technology to make the retail experience even better.</p> <p>For us it was just a way to really expand, do more things, and be able to roll more things out to our boutique and retail partners at large.</p> <h3>How do you ensure the experience of ‘luxury’ is replicated in digital?</h3> <p>I think every site has a point of view, and you just have to take that and really make sure that it is coming through in all aspects - from the quality of the editorial to the look and feel and how you’re presenting things.</p> <p>It’s important to read reviews, and make sure that the consumer experience is up to scratch.</p> <p>It’s also recognising that luxury requires certain things online that it might not in physical stores.</p> <p>Everything from the quality of customer service to the quality of delivery and how easy it is to return – making sure that all of those things stand up and that they are of a premium standard.</p> <p><img src="https://assets.econsultancy.com/images/0007/9546/farfetch_boutiques.JPG" alt="" width="780" height="242"></p> <h3>Lastly, what will you be speaking about at the Festival of Marketing?</h3> <p>I’ll be speaking about international marketing – so what we look for when going into a new market as well as what we know about our customers.</p> <p>There will be a focus on how Farfetch has been able to expand globally, the key leverages for us and the biggest challenges throughout the process.</p> <p><strong><em>The <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog" target="_blank">Festival of Marketing</a> takes place in London on October 5-6.</em><br></strong></p> tag:www.econsultancy.com,2008:Report/4244 2016-09-22T10:00:00+01:00 2016-09-22T10:00:00+01:00 Digital Intelligence Briefing: Succeeding in the Omnichannel Age <p>The <strong>Succeeding in the Omnichannel Age</strong> report, produced by Econsultancy in association with <a href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, looks at the extent to which organisations take an integrated approach to marketing across different channels and use cross-channel campaign management tools.</p> <p>The report is based on a global survey of 2,065 digital marketers and ecommerce professionals carried out in July and August 2016, and follows up on a similar waves of research from <a title="Quarterly Digital Intelligence Briefing: The Multichannel Reality" href="https://econsultancy.com/reports/the-multichannel-reality/">2015</a> and <a title="Channels in Concert: Trends in Integrated Marketing" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-integrated-marketing/">2013</a>.</p> <p>The following sections are featured in the report:</p> <ul> <li>Mixed progress on the path to integration</li> <li>Solving the data challenge</li> <li>The omnichannel imperative</li> <li>Behind the mobile curve</li> <li>Operationalising the real-time experience</li> <li>Campaign management tools: the state of play</li> </ul> <h3> <strong>Findings</strong> include:</h3> <ul> <li>While companies are 29% more likely to take an integrated approach to all their campaigns across all channels compared to last year, the proportion of those saying that none of their marketing campaigns are integrated has more than doubled over the last three years.</li> <li>It’s clear that data deficiencies exist, with only 12% being able to join online and offline data and just a quarter claiming to have a single customer view.</li> <li>More than half of organisations have separate technologies for managing data across channels. These separate technologies are the most significant barrier to integration (51%), followed by the inherently linked problem of disparate data sources (40%).</li> <li>Only 5% of those surveyed say they have a single platform that manages data across multiple channels and these companies are twice as likely to take an integrated approach to all campaigns across all channels as those with separate technologies.</li> <li>Omnichannel marketing is well-supported at a senior level, with only 15% saying that buy-in is a top-three barrier, and 5% ranking it as the biggest obstacle.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <h4> <strong>Econsultancy's Quarterly Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/solutions/digital-marketing.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefings">here</a>.</strong> </h4> tag:www.econsultancy.com,2008:BlogPost/68235 2016-08-31T11:39:44+01:00 2016-08-31T11:39:44+01:00 A closer look at the National Trust's content strategy Nikki Gilliland <p>But how exactly did the organisation manage such a big overhaul of its content? </p> <p>We recently sat down with Tom Barker, Head of Digital for the National Trust, to hear how his team planned and executed <a href="https://econsultancy.com/training/courses/digital-content-strategy/">a winning content strategy</a>.</p> <p>You can read a summary of what he said below, or watch these videos to see what he said in full.</p> <p><iframe src="https://www.youtube.com/embed/fiN494itqa0?list=PL1-kPkZBw50G5af50RWyZQktGWjOkGxLI&amp;wmode=transparent" width="854" height="480"></iframe></p> <p><iframe src="https://www.youtube.com/embed/IAz4146xkO4?list=PL1-kPkZBw50G5af50RWyZQktGWjOkGxLI&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>Out with the old</h3> <p>The National Trust’s new website launched in November of 2015, but involved months of planning and preparation prior to this.</p> <p>With an old and clunky website consisting of around 50,000 pages, the challenge was finding a way to condense such a large volume of information into a concise and user-friendly amount. </p> <p>Even after stripping out a large portion of the old site, it re-launched with the hefty sum of 9,000 pages. </p> <blockquote> <p>If you think not just about our national cause and the various elements of membership and fundraising, but the sheer number of places we have.</p> <p>So, that’s over 350 properties, 200 more major pieces of outdoor landscape and coastline... it becomes a huge website with lots of content.</p> </blockquote> <h3>Updating the new site</h3> <p>As well as the amount that needed to be included, Tom highlights how the seasonal nature of the Trust requires content to be continuously updated and refreshed. </p> <p>For the launch of its new site, 500 National Trust employees were trained on the content management system to ensure that content would be ready by launch day, as well as updated according to seasonal calendars. </p> <blockquote> <p>We have a distributed marketing model, so for each of the seven regions that the National Trust covers we have a regional digital lead, but also web editors at each of the properties and places.</p> </blockquote> <p>With news featuring heavily on the site, it is imperative that staff are able to update at a property-level as quickly and seamlessly as possible.</p> <h3>How success is measured</h3> <p>With a brand new site, the National Trust now has a far superior analytics set-up. However, despite knowing how it is being used, it is yet to discover who is using it. </p> <p>A new sign-in capability will be added later in the year, and is going to be a big focus in future.</p> <blockquote> <p>Success for me, yes it could be the traditional metrics such as visits to the site and bounce rate etc.</p> <p>But when we are able to see who is using it, we can determine whether the touchpoints match up, which means no longer means having a website or mobile app that exists in silo.</p> </blockquote> <p>For the National Trust, a seamless user experience across all channels is the ultimate sign of success. </p> tag:www.econsultancy.com,2008:BlogPost/68115 2016-08-05T12:41:03+01:00 2016-08-05T12:41:03+01:00 How can we meet the needs of the multi-device consumer? Saima Alibhai <p>The UK has also seen evolution in the way consumers are browsing, researching and purchasing products, which has opened up new opportunities for retailers looking for additional revenue opportunities.</p> <p>Whilst the daily commute was once a time to read the newspaper, listen to your Walkman or take a nap, the rise of online devices has transformed what we do on the bus or train.</p> <p>The introduction of Wi-Fi into a number of lines on the London Underground has led to <a href="http://www.computerweekly.com/news/450298050/Londoners-go-mobile-shopping-on-the-Tube">39% of passengers making purchases on the tube</a>.</p> <p>A recent study estimates that the <a href="http://www.cityam.com/219305/were-spending-billions-shopping-online-while-commuting">UK is now spending £9.3bn a year online shopping while on public transport</a>, making it one of the most valuable times of the day for ecommerce.</p> <p>Clearly there is no shortage of opportunities to engage customers, but the challenge for brands comes in understanding how they should be adapting to meet the needs of the multi-device consumer to ensure they are in the best position to secure sales.</p> <h3>Recognise the role of smartphones</h3> <p>While smartphone ownership continues to be on the rise, its usage is changing. <a href="http://www.shopsafe.co.uk/news/traditional-pcs-preferred-for-online-shopping/11572">54% of consumers are using the device more frequently</a> to make purchases in comparison to last year.</p> <p>Perhaps unsurprisingly, this is most prevalent amongst the younger generation, with 65% of 16-24 year olds shopping more via their phone.</p> <p>For retailers, having <a href="https://econsultancy.com/blog/67174-five-best-practice-tips-to-boost-mobile-conversions/">mobile optimised sites</a> is absolutely crucial. Consumers have access to so much choice that a poor mobile experience could lead shoppers to abandon their browsing and shop with a competitor that meets their multichannel expectations.</p> <p><img src="https://assets.econsultancy.com/images/0007/7785/iphone.jpeg" alt="iphone" width="275" height="183"></p> <h3>Don’t discount traditional devices</h3> <p>Whilst we are becoming ever more mobile, traditional devices still hold a role for customers, particularly when it comes to making a purchase.</p> <p>In fact, more sales are still being completed via laptop (58%) than smartphone (37%), so be mindful to reflect this in your ecommerce strategy. In addition to laptops, <a href="http://mkto.bronto.com/BrontoResources_Whitepapers_Guides.html?campaignid=WS_WP-MultiDeviceOwnership_UK&amp;source=Whitepapers&amp;asset=MultiDeviceOwnership_UK&amp;leadsource=Website&amp;Whitepaper%20Interest=MultiDeviceOwnership_UK">desktops are still used for shopping by 41% of consumers over 55</a>; a valuable source of revenue given that this age group tends to have a higher disposable household income.</p> <p>Staying close to customers and using data insights to understand how they are using their devices will help signpost how and when you should be communicating with them. This will enable you to create the simplest path to purchase.</p> <h3>Make the experience seamless </h3> <p>UK shoppers are using multiple devices for browsing but when it comes to making the actual purchase, they rely on a smaller number of gadgets.</p> <p>On average, consumers are using 2.7 devices to get online, <a href="http://www.directcommercemagazine.com/news/web-mobile/smartphone-ownership-buying-online">but only 1.6 devices to make a purchase</a>, highlighting the importance in delivering a consistent and seamless experience that allows them to move between devices.</p> <p>Remarketing strategies such as cart and browse abandonment reminder emails play a critical role, allowing you to re-engage customers who leave your website with the potential intention to complete the purchase later on a different device. </p> <p>Of course, brands must remain mindful of integrating the online- with the in-store experience. Research shows that <a href="http://directcommercemagazine.com/news/web-mobile/smartphone-ownership-buying-online">whilst 22% of UK consumers have shopped less in physical stores</a> in the last year, 26% have shopped more frequently.</p> <p>Location-based email tactics can be particularly valuable in connecting online and offline. For example, when you recommend products based on the customer’s browse behaviour, include information on item availability in the closest local store. Perhaps even include a special offer to encourage them to visit that shop. </p> <p><img src="https://assets.econsultancy.com/images/0007/7786/store.jpg" alt="store" width="500"></p> <h3>Keep tracking evolving behaviours</h3> <p>As technology continues to evolve, so will consumer shopping behaviour. Ensure you are in sync with how your customers are browsing and purchasing.</p> <p>For example, research has shown that wearables are currently owned by just 5% of the population, but that <a href="http://mkto.bronto.com/BrontoResources_Whitepapers_Guides.html?campaignid=WS_WP-MultiDeviceOwnership_UK&amp;source=Whitepapers&amp;asset=MultiDeviceOwnership_UK&amp;leadsource=Website&amp;Whitepaper%20Interest=MultiDeviceOwnership_UK">30% of owners have shopped via their wearable more frequently</a> in the last year. So be flexible to adapt to your customers and continually identify innovative ways to meet their shopping needs. </p> <p>Consumers today are spoilt for choice when it comes to how, when and where they shop. With the multi-device consumer come multiple opportunities for you to engage them and drive revenue growth.</p> <p>However, the benefit of this expanding device universe will only be realised if you have a clear understanding of individual shopping behaviour and can adapt accordingly.</p> <p>It comes down to making effective use of customer data to deliver the seamless experience that customers have now come to expect. </p> tag:www.econsultancy.com,2008:BlogPost/68102 2016-07-27T14:02:00+01:00 2016-07-27T14:02:00+01:00 Why there should be more plaudits for digital audits Chris Bishop <p>Those at the top of organisations don’t feel they have the strategic sweep to justify the time and effort required to commission them.</p> <p>Audits are viewed at times as a little “too tactical” or only done once every blue moon by agencies aiming to impress for your business, only to then collect dust on top of Econsultancy buyers guides print outs or even your old New Media Age magazines (<strong>Ed</strong>: We let this lie, but only to show we have a sense of humour).</p> <p>For the in-house Head of Ecommerce, requesting a digital audit might sound dangerously like a turkey voting for Christmas. </p> <h3>Are we selling audits wrongly?</h3> <p>Or is it the slightly cheesy marketing of website or marketing auditors themselves that is putting people off?</p> <p>All that tired ‘digital health check’ stuff might be the kind of foot in the door tactic that make brands feel suspicious of then giving access to their precious AdWords account, <a href="https://econsultancy.com/blog/67171-what-is-affiliate-marketing-why-do-you-need-it/">affiliate network</a> or analytics suite.</p> <p><img src="https://assets.econsultancy.com/images/0007/7503/healthcheck.jpeg" alt="health check" width="275" height="183"></p> <h3>How important are digital audits anyway?</h3> <p>In reality, though, digital audits are absolutely vital. And third party objective auditing ensures that you’re not marking your own home work or ignoring long term problems.</p> <p>Proper auditing, UX testing and <a href="https://econsultancy.com/blog/67473-seven-conversion-rate-optimization-trends-to-take-advantage-of-in-2016/">CRO analysis</a> means you can elongate the lifetime and effectiveness of your website and digital media activity, in a way that can be done on any budget.</p> <p>Your digital real estate is often an expensive investment - you’ve got to maintain it properly to get results.</p> <h3>Regular servicing is vital</h3> <p>Think of that shiny new website you’ve just spent months developing as a new car you’ve just acquired.</p> <p>To start off with, it’s the envy of everyone who sees it. After-sales support is pretty good and you can see years of trouble free motoring ahead of you. Before you know it, though, your warranty is up and you’re on your own.</p> <p>As the car ages, small problems become big problems. It performs less effectively. You’re paying for petrol, but it’s becoming less and less economical to run. There are so many things going wrong with it you don’t know where to start. Eventually the car's value is so diminished you might as well scrap it and buy a new one.</p> <p>It’s the same with websites and digital marketing campaigns. They can’t be left to look after themselves – and even the mechanic themselves might need some fine tuning or training themselves.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7504/service-blog-flyer.jpg" alt="car service" width="380"></p> <h3>What a digital audit can do for you </h3> <p>Audits can show you how to balance your budget more effectively through action and prioritisation. They can identify common issues like plateaus in activity and drop offs in acquisition; all the elements that reduce profitability. </p> <h3>The Lessons of the Audit</h3> <p>Constantly learn, constantly improve, constantly trade! A timely and constructive audit will help you:</p> <ul> <li>Keep up to date with the latest channel trends - Google changes, new publishers in affiliate, new platform or techniques for social. </li> <li>Use competitor analysis to keep your enemies close! It’s crucial to analyse and understand market share/spend and its consequences for your brand. </li> <li>Help you (re)define your goals.</li> <li>Confirm your objectives or KPIs so you can measure success.</li> <li>Understand new opportunities.</li> <li>Benchmark improvements or conversely measure areas of decline.</li> <li>Ensure corporate compliance – its best practice to have someone external “rubber stamp” your activity.</li> <li>Encourage serendipity – the uncovering of that nugget of information that transforms your understanding and makes the commercial difference.</li> </ul> <h3>Should you take the plunge?</h3> <p>Regular and skilled digital auditing is a detailed and never ending task.  It can transform the effectiveness of your digital advertising, website and budget.  </p> <p>Is it sexy? It’s showing your website a lot of love and attention. It’s optimizing and maximizing your marketing profitability and performance. Sounds pretty sexy to me.</p> <p><em>More on auditing:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68031-answering-the-key-question-of-content-auditing-where-do-i-start/">Answering the key question of content auditing - where do I start?</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68075 2016-07-14T15:17:07+01:00 2016-07-14T15:17:07+01:00 Who will win the live-streaming battle: Facebook Live or Periscope? Blake Cahill <p>With an injection of social along with the time-sensitive nature of breaking broadcast, live-streaming is simply an age-old device repurposed for the present times. </p> <h3><strong>What does it mean for all of us?</strong></h3> <p>As traditional social channels are coming close to saturation, tech companies need to build new channels to invigorate their consumers.</p> <p>For brand marketers, this offers a tremendous opportunity to access tech-native early-adopter millennials and post-millennials – the customers of today and tomorrow.</p> <p>Most of whom have foregone broadcast, print, and 1.0 social networks for next-gen platforms.</p> <p>When it comes to advertising value, according to <a href="http://totalaccess.emarketer.com/Article.aspx?R=1014105&amp;dsNav=Ro:-1,N:789,Nr:NOT(Type%3aComparative+Estimate)">eMarketer</a>, digital video advertising spending grew 46% to $7.7bn in the US last year alone.</p> <p>Meaning marketers are increasingly betting on the success of these live platforms. </p> <h3><strong>#SendMeToSleep – the world’s most sleep-inducing social campaign</strong></h3> <p>A good example is the <a href="http://www.philips.co.uk/healthcare/resources/landing/world-sleep-day">#SendMeToSleep</a> social media campaign we rolled out in time for the World Sleep Day.</p> <p>As part of this campaign – during which we actively tried to create content so boring it was capable of sending our audiences straight to sleep – Philips broadcasted what Twitter tells us is the world’s longest Periscope stream.</p> <p><iframe src="https://www.youtube.com/embed/ZzOFWhtxEUw?wmode=transparent" width="560" height="315"></iframe></p> <p>For 41 hours straight, we showed splashes of paint being added to a canvas.</p> <p>And because the whole campaign was engaging and worked as a holistic experience, more than 6,000 people tuned in to watch paint dry.</p> <p>Besides being strangely soothing and entertaining, the campaign has achieved significant commercial success which should be the cornerstone of any good marketing strategy.</p> <h3><strong>Periscope &amp; Facebook Live: A modern day David &amp; Goliath?</strong></h3> <p>At first glance, it might look like Facebook is the obvious winner – it has the size, money, user base and brand trust as a popular advertising platform.</p> <p>Despite all this, however, I wouldn’t count out Twitter just yet.</p> <h4>Four reasons for choosing Facebook Live:</h4> <ol> <li> <strong>Audience:</strong> Facebook has a user base of 1.2bn people.</li> <li> <strong>Brand presence:</strong> Live broadcast can bring life back to Facebook brand pages that have been lagging behind Instagram and Twitter in terms of engagement.</li> <li> <strong>Spending power:</strong> Facebook has been on a spending spree signing over 140 contracts worth more than $50m with the likes of CNN, the New York Times and BuzzFeed.</li> <li> <strong>Pioneers:</strong> Airbnb and Disney teamed up for the Jungle Book premiere, Chevrolet used it to launch its new electric car, and Patron taught viewers how to master the perfect drink. </li> </ol> <h4>Four reasons for choosing Periscope:</h4> <ol> <li> <strong>The “cool” factor:</strong> Twitter’s <a href="http://www.bloomberg.com/gadfly/articles/2016-02-12/social-studies-comparing-twitter-with-facebook-in-charts">user base</a> skew younger, more diverse, wealthier, more educated and more likely to live in urban areas. This will drive usage as the two platforms integrate.</li> <li> <strong>Additional features:</strong> The native app offers a dedicated space with broadcast tabs, account tracking and sketch &amp; reaction options that just make it a bit more fun and user-oriented.</li> <li> <strong>Content:</strong> Periscope recently secured partnerships with <a href="https://gopro.com/help/articles/Block/Periscope-Live-Streaming-with-your-GoPro">GoPro</a> and <a href="http://uk.businessinsider.com/twitter-to-stream-nfl-thursday-night-games-2016-4">Thursday Night Football</a> (NFL) to ensure a lineup of engaging content.</li> <li> <strong>Innovation:</strong> Periscope just recently announced a series of new functions such as drone feed integration, search functions, and auto-save through app and Twitter comments.</li> </ol> <h3><strong>What are the downsides? </strong></h3> <p>Live on camera, some products, and even some people, may not work well.</p> <p>It’s difficult to be smartly scripted while still coming across as authentic, and a constant stream of comments from viewers can be hard to manage and moderate.</p> <p>It’s also important that you own what you’re streaming. No brand wants to end up tied in legal battles because they streamed content where ownership and rights haven’t been made clear.</p> <p>As with all new tools, it’s not easy to measure a return on investment. How you measure success – do you look at viewer numbers or drop-offs, likes or the comments?</p> <p>Lastly, live-streaming without a clear strategy and a clear focus on quality and relevance will ultimately disappoint the audience.</p> <h3><strong>Who is the winner?  </strong></h3> <p>At this point, it’s still too early to call.</p> <p>However, the competition is heating up, with YouTube and Tumblr unveiling their competitive offering along with lesser known players such as Live.ly, Livestream, and Hang all releasing their own live broadcast services.   </p> <p>If you’ve already placed your bets then make sure your content fits with the medium and you’re totally clear on ownership, quality, and measurement.</p> <p>Everything after that is just a stream away. </p> <p><em>For more on this topic, read:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push/"><em>What marketers need to know about Facebook's livestreaming push</em></a></li> <li><a href="https://econsultancy.com/blog/67712-seven-helpful-tips-for-livestreaming-success/"><em>Seven helpful tips for livestreaming success</em></a></li> <li><a href="https://econsultancy.com/blog/67967-six-things-we-learned-from-using-periscope-to-live-stream-from-fodm16/"><em>Six things we learned from using Periscope to live stream from #FODM16</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68034 2016-07-07T09:58:23+01:00 2016-07-07T09:58:23+01:00 How Selfridges’s Body Studio blurs the lines between digital & in-store Nikki Gilliland <p><a href="http://www.selfridges.com/GB/en/content/article/body-studio" target="_blank">Body Studio</a>, the latest creative project from Selfridges, is hoping to turn this notion around. </p> <p>Capitalising on the wellness trend, it is an entirely new in-store and online department based around lingerie, hosiery, swimwear and sportswear.</p> <p>Here’s why Body Studio is a great example of creativity within the world of women’s retail.</p> <h3>Empowering content</h3> <p>Whether it’s a Victoria Secret model or David Beckham in his pants, lingerie advertising is often highly sexualised – far removed from the everyday reality of buying underwear.</p> <p>With ‘Incredible Machines’ – a short film designed to promote the campaign – Selfridges sets a very different tone.</p> <p>In the video, a number of inspirational women speak about the relationship they have with their own body.</p> <p>A deliberate move away from traditional advertising, Selfridges uses video as a way of creating conversation as well as promoting its core message. </p> <p>With its empowering tone and inspirational subject matter, it’s certainly a refreshing take on the world of lingerie advertising – and a great way of capturing consumer interest in the Body Studio.</p> <p>By promoting an ethos rather than a product, it is automatically much more memorable.</p> <p><iframe src="https://www.youtube.com/embed/rmaNcRj-Wd4?wmode=transparent" width="854" height="480"></iframe></p> <h3>Unique in-store space</h3> <p>Described as a ‘statement space’, the Body Studio is Selfridges’ attempt to take a neglected category and truly celebrate it.</p> <p>Instead of resigning lingerie to one corner, it has made it the focus of the largest department in its flagship store.</p> <p>Part of a five-year refurbishment project, it is designed to be a destination within a destination - a place where people will want to come to explore.</p> <p><img src="https://assets.econsultancy.com/images/0007/6763/Selfridges_Body_Studio_In-Store.PNG" alt="" width="780" height="540"></p> <p>What is unique about the Body Studio is that, despite selling a multitude of luxury brands, the studio itself is heavily promoted as a Selfridges-own service.</p> <p>Instead of focusing on the designers or even the clothes themselves, the store is much more focused on the overall experience it provides.</p> <p>Including a 'Fit Studio', two beauty rooms, a Daniel Galvin hair salon and a healthy eating café, it harks back to the days where shopping was an all-day activity and not just a lunch-time browse. </p> <p>The first department of its kind, it also signals a shift for retailers. Integrating the categories of <a href="https://econsultancy.com/reports/a-marketer-s-guide-to-wearable-technology/">wearable technology</a>, activewear and underwear, it highlights the way clothes are now seen as an extension of our lifestyle choices.</p> <p><img src="https://assets.econsultancy.com/images/0007/6764/Fit_Studio.PNG" alt="" width="780" height="479"></p> <h3>Interactive digital experience</h3> <p>The Body Studio digital hub aims to complement the in-store experience, offering a wealth of content related to fashion, fitness and wellbeing.</p> <p>With its pared-down design, there is a clear focus on editorial, and this makes for an enjoyable and interesting user experience.</p> <p><img src="https://assets.econsultancy.com/images/0007/6765/selfridges_hemsley_and_hemsley.PNG" alt="" width="750" height="645"></p> <p>As well as features that cleverly advertise products, there are also recipes and interviews - making it feel like more of a lifestyle publication as opposed to just a retail website.</p> <p>As we've seen from the <a href="https://econsultancy.com/blog/67909-selfridges-unveils-ios-app-with-shoppable-instagram-feed-is-it-any-good/">recent launch of its shoppable app</a>, Selfridges has been focusing on its digital efforts of late. With its 360 degree-video as well as integrated streaming of Body Talk debates, this section of its website is similarly digitally-savvy.</p> <p>However, what <em>is</em> different here is that the content always points the user’s attention back to the physical experience.</p> <p>Personally, I found myself far more intrigued by the events happening in-store rather than online.</p> <p><img src="https://assets.econsultancy.com/images/0007/6766/selfridges_events.PNG" alt="" width="780" height="541"></p> <h3>In conclusion…</h3> <p>While the digital hub provides an interesting glimpse into the Body Studio, it mainly serves as an advert for the flagship department. And ultimately, this appears to be Selfridges’ aim.</p> <p>More of a creative concept designed to entice shoppers in-store (as well as provide a platform for the growing athleisure industry), it is a great example of how to execute an immersive shopping experience.</p> tag:www.econsultancy.com,2008:BlogPost/67996 2016-06-29T14:36:00+01:00 2016-06-29T14:36:00+01:00 What travel & tourism marketers can learn from Discover LA Edwyn Raine <p dir="ltr">The quality of keynote speakers and workshops was fantastic, but one in particular held my attention — Don Skeoch from LA Insights.</p> <p dir="ltr">There’s a lot that we can learn from our cross-Pacific neighbours.</p> <h3 dir="ltr">Don from LA </h3> <p dir="ltr">Don Skeoch is the CMO of <a href="http://www.discoverlosangeles.com/">Discover Los Angeles</a> - LA’s tourism and convention board.</p> <p dir="ltr">Overseeing the marketing for one of the most visited cities in the world would undoubtedly be a tough gig, and he detailed some of the challenges he and his team have faced while promoting LA as a tourism destination.</p> <p dir="ltr">More specifically, he expanded on the highly successful 'Get Lost in LA' campaign that they executed at the beginning of the year.</p> <p dir="ltr">As consumers, we rarely see more than the finished product of a marketing campaign, but it is the exposure to the research, planning and development that really helps define the success of the campaign.</p> <p dir="ltr">Don shared lots of ideas and insights into the back-end of the campaign, which are worth thinking about if you are planning on running any campaign-led activity.</p> <h3 dir="ltr">Speak to the people that know best </h3> <p dir="ltr">“Visitors want to live like locals.”</p> <p dir="ltr">This was something that Discover Los Angeles quickly decided, so the best way to understand what locals like about LA was to talk to them. </p> <p dir="ltr">A series of focus groups were organised with two different sets of people: tourists and locals.</p> <p dir="ltr">Discover LA spoke with tourists to understand what they thought about travel within California, where LA fitted into that and what the city is in competition with.</p> <p dir="ltr">More interestingly, Discover LA spoke with a large number of locals, helping it to understand what makes LA special and how it could get across an authentic LA experience.</p> <h3 dir="ltr">Position your brand offering</h3> <p dir="ltr">The focus groups revealed what locals felt were LA’s strengths, but this wasn’t where Discover Los Angeles stopped.</p> <p dir="ltr">It also spent considerable time reviewing the city's weaknesses, looking specifically at where Los Angeles couldn’t compete with other cities. </p> <p dir="ltr">Discover LA concluded that it can’t compete with Europe for history, and nor did it want to.</p> <p dir="ltr">Don shared with us a matrix that quickly summed up where LA could compete and where it would shine. </p> <p dir="ltr"><img src="https://assets.econsultancy.com/images/0007/6584/melbourne_presentation.jpg" alt="" width="850" height="445"></p> <h3 dir="ltr">Invest in content</h3> <p dir="ltr">Content is king - what a horrific cliché - but it isn’t wrong. </p> <p dir="ltr">Discover LA was aware of the importance of high quality content in its campaign activity.</p> <p dir="ltr">It invested in professionally produced video, dedicated landing pages and an interactive map with video content for every suburb that tourists may want to explore.</p> <p dir="ltr">This investment in content had huge organic, social and referral traffic implications, creating something that users really wanted to share with others.</p> <p dir="ltr">Not only was the production value of the TV advert high, but it also included a theme of diversity, allowing it to appeal and influence a much larger audience.</p> <p dir="ltr">This diversity was spread across geographical, cultural and ethnic groups – see if you can spot how they have integrated these into the video below:</p> <p dir="ltr"><iframe src="https://www.youtube.com/embed/0ANoaDCTlPA?wmode=transparent" width="560" height="315"></iframe></p> <p dir="ltr">One of the interesting things you’ll note is that the video doesn’t push what LA is famous for - things like the Hollywood sign and Disneyland.</p> <p dir="ltr">This was an intentional move, as LA offers so much more to the traveller.</p> <p dir="ltr">In addition to the video, the landing page also included six hugely different travel itineraries.</p> <p dir="ltr">These spanned across adventures for families to those for foodies, and even more impressively, each of these itineraries was categorised by time, allowing travellers to choose one which suited the amount of time they were likely to be in LA, be it a day or a week. </p> <p dir="ltr">While in the short term this was a large investment, it quickly proved its worth when spread over the media budget of the campaign.</p> <p dir="ltr">Without this focus on good content, media budget would simply have been wasted.</p> <h3 dir="ltr">Conclusion &amp; results</h3> <p dir="ltr">Measuring the success of a campaign of this size is by nature difficult, but Don was able to suggest that the campaign had a return on investment of 146:1.</p> <p dir="ltr">In monetary terms, it drove incremental spending of $648m for Los Angeles. </p> <p dir="ltr"><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/reports/digital-trends-in-the-travel-and-hospitality-sector/"><em>Digital Trends in the Travel and Hospitality Sector</em></a></li> <li><a href="https://econsultancy.com/blog/67766-10-examples-of-great-travel-marketing-campaigns/"><em>10 examples of great travel marketing campaigns</em></a></li> <li><a href="https://econsultancy.com/blog/67952-five-tourism-websites-guaranteed-to-give-you-wanderlust/"><em>Five tourism websites guaranteed to give you wanderlust</em></a></li> </ul>