According to Gartner by 2017 the average CMO will influence / control more IT spend than the average CIO. And there is little wonder why, in a hyper connected world customer communication and interaction is becoming increasingly digital, Read Full Article >
eCommerce merchandising strategies: learnings from traditional bricks and mortar retailers
Although there is much for retailers to learn when it comes to eCommerce, there is much eCommerce retailers can learn from traditional retailers – particularly when it comes to merchandising strategies. For decades the globes best bricks and mortar retailers have honed their merchandising strategies to maximise sales from shoppers. So what can online stores learn to stop leaving cash on the table?
Your virtual store window – the homepage
The shop window is a retailers’ first opportunity to make an impression and entice new and returning consumers in-store. As a result, retailers typically merchandise store windows with;
- New arrivals; to inspire new and returning visitors to explore new products in-store
- Latest offers; during sales periods, store windows help showcase some of the biggest savings consumers can expect in-store.
- Top sellers and more
When consumers first arrive at your homepage it’s not to dissimilar to people walking past the shop window. eCommerce retailers need to think about what is going to entice new and existing shoppers to venture beyond the “home page”.
Net-a-porter engages shoppers through an array of techniques;
- An inspiration feed; – to inspire shoppers who are visiting with no particular product need in mind – the live feed showcases what is being purchased across the globe
- Chic, hot & here; serves up the most popular items and new season trends for those who are new to the site and need a little help
- Featured products and more
CATEGORY: eCommerce
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Big 4 – Australian Social Media Trends 2013
Hot off the press – the Yellow Pages 2013 Australian social media report was released 2 days ago and if you missed some of the key takeouts, I’ve summarised my 4 big takeouts that I deem most relevant for marketers – to save you from reading the entire report.
1) The importance of mobile in social media strategy
As mobile internet usage continues to grow exponentially – consumer consumption of social has shifted to the small screen. For the first time, mobile has become the preferred platform to access social media. The report revealed 67% of consumers are now accessing social media (up from 53 per cent in 2012) from their smartphone, while the proportion using laptops and PCs to access social media decreased to 64 per cent (down from 69 per cent in 2012) and 46 per cent (down from 54 per cent) respectively.
Implication? One of the most obvious implications relates to timing – 37% of consumers now check their social media presence first thing in the morning and 42% do so just before they go to bed. Equally mobile traffic is known to peak after ~5pm and as well as on the weekend therefore marketers need to consider how this impacts timing of content distribution to maximise effectiveness.
2) Social influence on path to purchase
The report revealed one in five consumers research a product or service on social media before buying and 58% of those who had researched ended up making a purchase (up from 40% in 2012). Of those only half were made online highlighting the importance of social media for bricks and mortar stores.
But which product categories are people researching? Fashion and electrical goods topped the list, followed by computers, cosmetics and fragrances and music.
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Not so odd bedfellows – Marketing & IT
CATEGORY: Digital News & Trends, Digital Strategy
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A look at the world of retail apps
The mobile analytic leader Flurry recently conducted a study to explore the usage of shopping apps by consumers. The study, which was conducted with more than 1,800 consumers on both iOS and Android shopping apps Read Full Article >
Succeeding in a multi-channel world: A Q&A with Martin Newman
H&Ms announcement of their impending arrival to Australian shores is a timely reminder for Australian retailers that they are no longer playing with their bat and ball Read Full Article >
CATEGORY: Digital Strategy, eCommerce
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The power of who you know and what they know: Facebook’s Graph Search
Google’s known it for years, despite consumers turning to search engines to answer their burning questions – it hasn’t replaced one’s circle of friends as a trusted source of information – particularly when it comes to product / service recommendations Read Full Article >
CATEGORY: Digital News & Trends, SEO, Social Media
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