IT versus marketing: Why blame culture is causing retailers’ budgets to go down the drain

To thrive in the fast-paced, cut-throat environment that is eCommerce, retailers must be agile and able to adapt and transform quickly when technological advances or customer trends demand it. The market is filled with stiff competition, and as we continue to shift into an increasingly customer-centric landscape, where personalised experiences have quickly become the bread and butter of today’s eCommerce sites, retailers are investing in projects that help them...

By Kevin Murray, 18 October 2019, 0 comments. Categories: Commerce, Customer Experience, E-Commerce.

How ‘digitally mature’ retailers can stand the test of a digital-first marketplace

Let me start by defining ‘digitally mature’ retailers. They have a solid commerce platform that enables new and existing customers to easily find products on the device of their choice – and ensures that promises regarding delivery, pricing and availability can be consistently met. But the advantages of this type of platform are huge for business intelligence. It allows a business to collect insightful customer data, process it faster and adapt to meet...

By Mark Bennigsen, 16 October 2019, 0 comments. Categories: Commerce, Content Marketing, CRM, Customer Experience, E-Commerce.

Salesforce explores the rise of the connected shopper – and what retailers need to do

Retail continues to be an area where the consumer is king. Engagement channels are changing, tech-enabled customer experience has never been more vital, and the battle between traditional retail and online marketplaces is well and truly joined.

Salesforce’s latest Connected Shoppers Report aimed to explore the relationship between bricks-and-mortar and digital retailers – and found that while the former still has its...

By James Bourne, 16 October 2019, 0 comments. Categories: Commerce, Customer Experience, Data-driven marketing, M-Commerce.

For consumer choice paralysis, conversational commerce may be the answer

Regardless of industry, consumers today are faced with an overwhelming array of choice while shopping. When faced with so many options, most consumers fall victim to ‘choice paralysis’, which describes the moment when we are faced with more possibilities than we can easily comprehend.

This phenomenon results in low purchase decision confidence and frustration - and in the worst case - feeling unable to make a decision, meaning no action is taken at all. For brands and retailers choice paralysis...

By Chris Baldwin, 27 September 2019, 0 comments. Categories: Commerce, Customer Experience, Data-driven marketing, E-Commerce.

Is pre-emptive shopping the next step in personalised eCommerce?

In the age of the customer, personalisation is a more pressing need than ever before. In the age of data, it’s becoming increasingly possible to feed that need. Indeed, data-led personalisation is one of the hottest trends in ecommerce.

But are we getting ahead of ourselves? A new wave of customer-led personalisation known as pre-emptive shopping suggests so.

By Howard Williams, 23 September 2019, 0 comments. Categories: Commerce, Data-driven marketing, E-Commerce, Personalised Marketing.

Selling with a plan: Bridging the gap between customer experience and expectations

Despite the paradigm shift that CRM brought to the world of sales, enterprises are still struggling with failure rates wildly disproportionate to the sales teams’ talent and hard work.

Customers and prospects today are smart, data savvy and very well informed before they even speak to a salesperson. This makes them more educated and demanding than ever before. However sales teams are having a hard time adapting to the needs of the digital era: many still tend to approach customers and prospects without...

By Nigel Cullington, 22 August 2019, 0 comments. Categories: Commerce, CRM, Customer Experience, Data-driven marketing.

Fashion retailers have multi-channel elements in place – but need to accelerate to omnichannel

Omnichannel may be the buzzword du jour right now when it comes to retail – but like many of these here-today terms there is often more than a kernel of truth. Where omnichannel differs from multi-channel is through its threading. A multi-channel retailer may have distinct presences both in its website, on social media as well as its physical store – but omnichannel truly links them together for a seamless customer experience.

By James Bourne, 13 August 2019, 0 comments. Categories: Advertising, Branding, Commerce, Customer Experience, E-Commerce, M-Commerce.

How Amazon's ad network fuelled the 2019 Prime Day - and will continue to do so

The richest man in the world, Jeff Bezos, has even more reason to celebrate. Amazon’s 48-hour Prime Day event this year just provided a glimpse of what ecommerce — and most likely, all commerce — might look like in the years to come.

Almost half of online shoppers in the US now begin their product searches on Amazon, compared with 35 percent who turn first to Google. Bezos is also pushing to broaden Amazon’s influence in brick-and-mortar operations, offering Prime member discounts...

How the concept of ‘unified commerce’ helps retailers avoid the pitfalls of omnichannel

Access to a wider range of products at the touch of a button and receiving highly personalised shopping recommendations based on past buying habits has led to a major shift in customer expectations. Today’s customers expect, as standard, a highly responsive, top quality service from retailers across all available channels.

As the volume of goods sold online continues to rise, UK retail...

By James Baker, 04 July 2019, 0 comments. Categories: Commerce, Customer Experience.

The four biggest mistakes eCommerce entrepreneurs are guilty of – and how to avoid them

The eCommerce market has been on a steady upward trajectory for nearly a decade, and it’s showing no signs of slowing down. By next year, the online global retail market is expected to reach an all-time high of $4.9 billion, which is more than double what it held just three years ago.

By Manish Dudharejia, 04 June 2019, 0 comments. Categories: Commerce, Content Marketing, Customer Experience, E-Commerce.

New inventory tracker reveals how retail and IoT can be the right fit

California software firm Manhattan Associates has launched an Internet of Things-based (IoT) solution that helps retailers maintain their store inventories accurately.

The average level of inventory accuracy in the warehouse is nearly 99%, says Auburn University's RFID Lab. It says that the accuracy is below 65 per cent in retail stores, which is mostly imprecise and misses order fulfilment commitments, resulting in loss of sales.

The newly introduced IoT-powered solution enhances the store inventory...

By Marketing Tech, 22 May 2019, 0 comments. Categories: Automation, Branding, Commerce.

Don't overlook domains as part of your brand security plans

Cyber threats are having a significant impact on businesses — that much is clear. Budget and resources are being dedicated to securing infrastructure and applications, and educating staff on the dangers of phishing, malware and social engineering. For marketers, cyber security is quickly encroaching on brand protection as a whole, and rightly so. The lines between the two areas are blurring and in the future it is conceivable that the two disciplines are far more integrated than they are now.

But what...

By Akino Chikada, 02 May 2019, 0 comments. Categories: Big Data, Branding, Commerce.

Why advertising spend will shift as brands track sales, not clicks

Marketing budgets are on the up. According to the latest IPA Bellwether Report, a net balance of 8.7% of marketers said their budgets had increased in the first three months of this year; marking a huge improvement on the previous quarter's 0%. And digital was one of the top areas to see a boost in investment.

Of course, this is great news for the advertising industry. But, with increasingly...

By Oli Knight, 23 April 2019, 0 comments. Categories: Advertising, Advertising Technology, Branding, Commerce, E-Commerce.

How to plan content for the digital product buyer’s journey: A guide

When it comes to selecting digital products, consumers today tend to shop around a fair amount and conduct substantial research before making a purchase. There are simply too many options on the market to pick a product randomly.

In order to sell a digital product, your content must answer the buyer’s burning questions and fit into their

Why brands need to drill into data to cure customer loyalty decay

It’s not uncommon for a brand to roll out a customer loyalty programme to strengthen relationships, grow the business and remain relevant in a very crowded marketplace. Today’s advancements in technology and the evolution of how shoppers prefer to buy goods and interact with services has changed dramatically.

The rise of omni-channel has pushed brands to operate across digital and mobile channels,...

The seven deadly vids: Video content to amplify and generate leads on social media

Today’s marketing departments are creating more videos than ever before – and with good reason as such content attracts more organic traffic from search engines, keeping prospects on websites for longer.

The figures speak volumes too as nearly 60% of executives said they would choose video over text content if shown both, and

How to increase demand generation through your website: Optimise throughout the customer journey

In an age of digital marketing with social media, marketing automation, email marketing and CRM, marketers often forget that their website remains the most important of their digital assets.

Research by SiriusDecisions shows that both sales and marketing underestimate the importance of the website as a communication channel at key stages of the sales cycle. The research shows that marketers and...

By Sylvia Jensen, 05 April 2019, 0 comments. Categories: Best Practice, Branding, Commerce, Customer Experience, Data-driven marketing.

FMCG goes direct-to-consumer – but don’t expect a Tony the Tiger Facebook page any time soon

Opinion Last month Kellogg’s – joining a host of established FMCG brands – launched a new foray into the direct-to-consumer (DTC) market as it hired a new director of eCommerce platforms.

I would be surprised if this news made any jaws drop (except maybe

Mind your language: Using multilingual websites to increase eCommerce engagement

In the quest for customers the battlegrounds for online retailers tend to be rooted in SEO, PPC campaigns and, for those who can afford it, above-the-line ad campaigns. But there are also more organic ways to increase engagement and conversions via a website, particularly where international brands are concerned.

One technique that is often disregarded by all but the biggest players due to fears over cost and complexity is a true multilingual online retail experience.

Historically, there are two ways of...

Getting into home truths: Why is the experience of eCommerce still so poor?

There’s no denying that the digital world has changed the outside face of marketing. While many of the inner-face principles of marketing have (and always will) remain the same in terms of audience segmentation, targeting and positioning, the way brands now engage with their customers has changed faster in the past 10 years than throughout the rest of history put together.

Now, having a digital presence for large...

By Sylvia Jensen, 30 November 2018, 0 comments. Categories: Branding, Commerce, Customer Experience, E-Commerce.