Kroger launches offering focusing on more precise attribution for brands and suppliers

Retail giant Kroger has announced the launch of a new product which aims to provide brands and suppliers with more transparent sales attribution.

The new feature, from Kroger Precision Marketing (KPM), the company’s media advertising business, will mean brands can view in-store and online sales results attributed to campaigns across Kroger properties, with Kroger applying only 100% verified transactions from in-store and online...

By James Bourne, 14 February 2020, 0 comments. Categories: Advertising Technology, Attribution, Commerce, E-Commerce, M-Commerce, Publishing.

The CMO’s blurred lines: Power without influence means innovation is needed to secure value

The CMO’s role continues to adapt and evolve. While crafting a compelling story out of a brand’s narrative remains the goal, the method has changed, from creative to numbers-focused. This changing focus has long been the fulcrum on which the value the CMO brings to the leadership team, as well as the wider value of marketing to the business as a whole.

A new report from The CMO Club, alongside Deloitte, has...

By James Bourne, 04 February 2020, 0 comments. Categories: CMO, Commerce, Customer Experience, Data-driven marketing.

How web accessibility will improve your eCommerce website’s performance

The primary goal of any eCommerce website is to attract as many visitors as possible, and keep them coming for more. As a result, most online stores tend to include various functionalities and features.

What the majority of eCommerce stores forget, however, is that their potential customers also include a large number of people with disabilities.

Web accessibility often takes a...

By Manish Dudharejia, 03 February 2020, 0 comments. Categories: Best Practice, Commerce, Customer Experience, E-Commerce.

Key areas of focus for retail advertisers in 2020: Cross-channel strategies and delivery models

Now that we are into 2020, there will no doubt be many metaphor-infused mentions of vision, sight, and awareness. In the world of advertising, foresight is just as important as hindsight. Being able to predict future innovations and consumer behaviours means keeping on top of not only late-breaking industry news and cutting-edge innovations, but also knowing what lies further ahead in the digital advertising space.

We’ve...

By Wesley MacLaggan, 28 January 2020, 0 comments. Categories: Best Practice, Big Data, Commerce, Data-driven marketing, E-Commerce.

Staying competitive in tomorrow’s retail space: Seven technologies for 2020 and beyond

2020 will see the rise of experience as a differentiator. Gartner predicts 81% of all purchases in 2020 will be based on customer experience and this is largely due to the boom of eCommerce. Today, logistical issues of shopping such as lengthy queues, limited opening hours and heavy bags have seemingly vanished.

Shoppers are armed with extensive product and...

By Rebecca Guest, 27 January 2020, 0 comments. Categories: Advertising Technology, Commerce, Customer Experience, E-Commerce, M-Commerce.

Why the greatest gift retailers can give consumers this shopping season is time

The busiest shopping season is well and truly upon us; Black Friday followed by Cyber Monday and the inevitable slip into the Christmas and New Year sales. Renowned as the most critical period for retailers and brands - make or break in some instances, the period will bring the usual bombardment of advertising, pop ups, offers and emails across every channel and medium. Consumers are not immune from the stresses and pressures that such a period of concentrated shopping brings.

Finding the right gifts remains one of...

By Sarah Assous, 23 December 2019, 0 comments. Categories: Commerce, Customer Experience, E-Commerce.

How high quality data can either be the Holy Grail or Achilles heel for marketers

Marketers today are navigating in an era of ongoing technological disruption. Digital transformation and the influx of smart technologies have evolved customer expectations and led to an unprecedented demand for instant gratification and high-quality, personalised experiences across all channels.

At the same time, there is a growing need for transparency, accountability and ethics in marketing, especially as additional states continue to introduce new data privacy laws. These rising standards bring a new...

By Kristin Hambelton, 12 December 2019, 0 comments. Categories: CMO, Commerce, Customer Experience, Data-driven marketing.

Does retail automation signal the end of personalisation?

Over the last two decades, technology has changed the face of retail, from the in-store experience and the payment process, to the advent of ecommerce and omnichannel retailers. But much as technology has revolutionised the shopping experience, it has also had a significant impact on jobs in the retail sector.

As far back as 2016, Deloitte predicted that 60% of retail jobs would be automated within the next 20 years. While this estimate is not...

A veritable feast: How advertisers need to make the most of extra Black Friday opportunities

Black Friday is right around the corner, with adverts everywhere reminding shoppers to grab a great deal on everything from gym wear to vacuum cleaners. As one of retail’s biggest spending milestones, it provides a significant opportunity for advertisers to engage with shoppers when they’re in the mood to splash some cash.

So, what can advertisers do to make the most of the “retail festival” that Black Friday has become?

By Mike Klinkhammer, 26 November 2019, 0 comments. Categories: Advertising, Commerce, Customer Experience, Data-driven marketing, E-Commerce.

Will Black Friday have all the influence in 2019? Why preparation and measurement are key

You’d never think looking at it now that 10 years ago Black Friday was relatively unknown in the UK. However, since the acceleration of the digital age and a more global marketplace Black Friday is quickly becoming one of the key dates in the retail calendar. Last year alone saw UK shoppers spend over £7billion as they hoped to snap up bargains in time for Christmas.

Of course the...

By Rohan Midha, 22 November 2019, 0 comments. Categories: Commerce, Content Marketing, Influencer Marketing.

Why brands need to think small when personalising customer experience

Despite their best intentions, knowing how to use all the insights about customers available to them to build a better understanding of what they interact with and are interested in is a crucial step brands often miss — resulting all too often in a poor user experience filled with misinformed content.

By analysing data like their ‘add to cart’ rate, page views, product views, or...

By Lisa Kalscheur, 22 November 2019, 0 comments. Categories: Commerce, Customer Experience, Data-driven marketing, Personalised Marketing.

Eight ways to make potential customers feel safer browsing your site

Shoppers going to brick-and-mortar stores have clear signals that the environment they’re in is safe and secure: manicured storefronts, security guards or cameras, helpful employees, well-ordered check out stations and other intuitive cues all create a sense of comfort and safety, helping put shoppers at ease. 

But when shopping online, these physical cues don’t come into play....

By Chemi Katz, 06 November 2019, 0 comments. Categories: Commerce, Customer Experience, E-Commerce, M-Commerce.

How Mastercard is leveraging its sonic identity – and evolving brand security in the process

In February, Mastercard issued a press release which announced the launch of what the company called its ‘sonic brand identity.’ The result was touted as ‘a distinct and memorable melody with adaptations across genres and cultures.’

Naturally, there was also an audio press release sent out where the tone was played (1:04)...

By James Bourne, 30 October 2019, 0 comments. Categories: Advertising, Branding, Commerce, M-Commerce, Video & Audio Marketing.

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.