E-commerce businesses cannot stay on one platform if they want to get ahead of the competition. This is where e-commerce multichannel marketing comes in

Channel loyalty doesn’t exist; buyers check different channels before they make a purchase. Even with promos, they still compare offerings. Take Amazon prime day for example. Some 76% of shoppers plan to visit other channels before making a purchase. Around 46% of them compare prices at Walmart, 40% use Target, 39% try brand websites. E-commerce businesses cannot stay on one platform if they want to get ahead of the competition. This is where e-commerce multichannel marketing comes in. Multichannel marketing involves promoting and selling on every channel that your customers can interact with you on. [si_guide_block id="122303" title="Download our Premium Resource – Omnichannel marketing planning guide" description="Our omnichannel planning guide will outline the differences between omni and multichannel marketing and then help you create a…

"Almost all members of Generation Z prefer to shop in bricks-and-mortar stores" - IBM & National Retail Federation

Online sales continue to grow in importance, as shown by our compilation of ecommerce growth trends. But for many businesses, the days of double-digit, year-on-year growth in online sales are over. We are now in the era of ecommerce optimization where, to maintain growth, businesses are having to innovate their growth strategy, for making their online experiences engaging and persuasive.

As the world of digital continues to transform, with different generational segments of the population adapting to technology at their own distinct pace, marketers keep a close eye on retail ecommerce trends and developments. With artificial intelligence being hot topic for the future of marketing, trends like conversational commerce, using chatbots and voice search have been closely associated to widely-adopted online shopping habits amongst millennials as…

Should you be using omnichannel marketing to boost customer experience?

It has now become vital for brands to inject their unique voice in every communications channel that they make use of, be consistent with pricing policies and promotional offers to avoid any confusions for potential buyers. More and more brands are wanting to move towards an omnichannel experience, integrating the offline with the online. As Christina Dam, Product Marketing Lead of Square suggests, “A great omnichannel experience feels familiar to the customer, regardless of the channel.” Hubspot defines the omnichannel experience as, “the ability to deliver a seamless and consistent experience across channels, while factoring in the different devices that consumers are using to interact with your business.” A 2017 ecommerce survey of 1,164 U.S. small and medium retail business owners, conducted by Square and Mercury Analytics, found that: 56% have a physical store 21% have a pop-up store, or pop-up at events 34% sell…

Chart of the Day: A gradual transition from desktop-first to mobile-first for EU5 ecommerce?

comScore has recently released their EU5 report - detailing the ecommerce trends and benchmarks in Germany, France, Italy, Spain and the United Kingdom.

Mobile reach vs. Desktop reach for selected products

In the first group we see that consumers are more likely to access retail sites across all product categories through a mobile device. In the second group, consumers are more likely to do so through a desktop device. *"European countries divide in two groups: the mobilefirst group (by reach), which includes the UK and Spain, and the desktop-first (by reach) group which includes France and Germany. (Italy sits in the middle.)"

Top three retail sites, by % reach

Amazon is still dominating all ecommerce markets in the UE5. Amazon's reach is 41% in Spain,…

How you can get more bang for your buck on Google shopping

The truth is competing in Google Shopping is hard, but if you are a retailer it is fundamental to success online, considering that more advertising spend is now spent on Google Shopping than Google Search in the USA.

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There are 7 main strategies that you can implement to maximize your success on Google Shopping.

First, segment your campaigns by branded and non- branded search queries. You will find that performance will vary considerably between the two so it's important to change your bids…

All online businesses need to move quickly to embrace a multi-channel strategy

All of us online business owners agree that our website visitors and paying customers are, by far, our most important asset. It makes sense. Everything we do is targeted towards satisfying prospects, gaining their trust and hopefully, convert them in to paying and recurring customers. That’s why most of our marketing and sales efforts are focused on bringing visitors to our website (or app). To convert this great story into industry terms, business pros live and breathe conversion rates and ROI metrics. One important conversion enabler (or ROI generator, if you’d like) is related to the business’s customer communication strategy. I’ll focus on this one, in this article. Online customer communication is a wide topic: It covers customer technical support, online chatting with prospects, answering frequent questions on different channels and much, much more. …

Google starts tracking credit card transactions to assess online ads effect on online and offline sales.

Every marketing manager has always sympathized with John Wanamaker's famous phrase "Half the money I spend on advertising is wasted; the trouble is I don't know which half." Digital marketing has helped alleviate some of the problems of attribution, by tracking of digital media. But unless someone is clicking through to purchase on your site or tracked by call they make via the site, it's very hard to attribute offline store sales to a particular online ad campaign. But this limitation is now reduced which is BIG news for multichannel retailers. Yesterday Google announced it is now tracking consumers card transactions both online and in-store. The ability to track in-store sales is a real breakthrough in attribution, as since 92% of all US retail sales still take place in-store. Without it marketers are limited to focusing all…

Lessons from TUI’s digitally integrated concept store

Omnichannel is now the de-facto retail strategy for major travel brands or is at least often the desired goal. TUI explored the concept of going ‘beyond Omni-channel’. ‘Beyond-Omni-channel’ to me sounded a lot like ‘Post-digital’, a term that is often misleading. Post-digital is about digital being pervasive and everything being digital, rather than having moved beyond digital. It makes good points regarding the breaking down of silos between departments, but the term ‘post-digital’ doesn’t convey this clearly.

How an Omnichannel travel-booking approaches reinforces the strength of individual channels

An interesting point regarding the effectiveness of TUI’s travel agency service made was that the distribution channels were in no way mutually exclusive, and in fact were self-reinforcing. A survey conducted by TUI discovered that 30% of their customers started their customer journey through a different medium to the way they eventually paid for the holiday. One-third of their sales…

SMEs/SMBs with offline businesses models can still utilise digital marketing

You would be forgiven for thinking that the days of bricks and mortar stores are numbered due to the rise of Internet shopping and dramatically increased usage of Smartphones to make purchases when on the move. Certainly, online shopping is fast becoming the norm as UK shoppers are expected to spend over £52 billion online by the end of 2015; an increase of over £7 billion on the 2014 figure. Yet this only represents 15.2% of retail sales in the UK which is a clear indication that in-store shopping is still the consumer’s #1 choice. Even better news is that you can use digital marketing to boost your level of in-store customers! According to a Deloitte report, digital technology influenced approximately 33% of in-store retail sales in the United Kingdom during 2014; this equated to over £100 billion. No matter how advanced…

Using the right technology is key to optimising multi-channel retail strategy

Understanding the full impact online activity is having on offline sales has become something of a holy grail amongst marketers. Online advertising platforms, whilst bringing far greater measurability for those customers who click and convert online, cannot yet integrate all offline sales that have been influenced by web activity. It’s certainty a pressing issue. According to a Forrester study, more than 50 percent of U.S. offline retail sales will be influenced by the Internet by 2017; a practice known as webrooming. Those web-influenced sales will also rise to $1.8 trillion, up from $1.2 trillion in 2012 – to put that into perspective, total ecommerce sales alone are set to reach $370 billion by 2017. Another study also charts the rise of the showroomer: those who browse in-store before making a purchase online. There are multiple reasons why consumers might engage in…

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