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Verticals > Retail & E-Commerce

What Would Prompt Consumers to Engage More in Social Commerce?

September 8, 2014

DigitasLBi-Social-Commerce-Enablers-Sept2014Source: DigitasLBi / Harris Interactive

    Notes: Only 5% of American adults have made a purchase on a social media site (11% among 18-34-year-olds), although 20% would consider doing so (33% among 18-34-year-olds), per the DigitasLBi survey. Although the study notes that security concerns have eased since a similar 2012 survey, the shopping feature that would spur most social media users to make a purchase is knowledge that their credit card information was secure. Interestingly, users are also concerned with privacy: 38% would be more likely to make a purchase if they knew it wouldn't be shared. Read more »

    Retailers Say Customer Retention Will be Key Revenue Growth Driver

    September 5, 2014

    KPMG-Most-Significant-Retail-Revenue-Drivers-Sept2014While global marketers responding to a recent survey attested to focusing more on customer acquisition than retention, senior US retail executives surveyed by KPMG for a new report [pdf] believe that customer retention will be the most significant driver of their company's revenue growth over the next 1-3 years. That reflects waning customer loyalty in the retail sector, and is likely a driver of retailers' increased customer-centric focus. Read more »

    US B2B CMOs Expect E-Commerce to Account for ~10% of Sales in the Next Year

    September 5, 2014

    CMOSurvey-Forecast-Online-Share-of-Sales-by-Company-Type-Sept2014Source: The CMO Survey [pdf] (Duke University's Fuqua School of Business)

      Notes: As B2B vendors see commerce shifting online in response to customer demand, US CMOs from B2B product and services firms expect roughly 10% of their sales (10% and 9%, respectively) to be through the internet in the next 12 months. Not surprisingly, that's a lower share than forecast by CMOs at B2C firms, who envision 14-15% of their sales to come via the internet. Read more »

      Few Online Retailers Report Using Advanced Personalization, Testing Techniques

      September 4, 2014

      RetentionScience-Online-Retailers-Testing-Techniques-Sept2014While roughly two-thirds of online retailers have some type of personalized content on their websites, basic techniques such as product recommendations (45%) are being used more commonly than more advanced ones such as dynamic pricing (8%), per results from a Retention Science survey of 139 marketers at online retailers. Similarly, while almost three-quarters conduct some form of A/B or multivariate testing, most do so on their email subject lines, while few test their websites. Read more »

      Organic Search Said to Drive Vast Majority of B2B Traffic

      September 3, 2014

      BrightEdge-Leading-Traffic-Referral-Sources-Sept2014Organic search is the primary driver of website traffic, says BrightEdge [download page], on the basis of a foray into its Data Cube repository, "which analyzes billions of pieces of content from across the web." Across all industries analyzed during June and July of this year, organic search drove 51% of all visitors, far ahead of paid search (10%), social (5%) and the combination of all other (such as display, email, and referred). In fact, organic search's influence is greatest in the business services sector. Read more »

      Top 10 Multi-Platform Shopping and Classifieds Websites – August 2014

      September 2, 2014

      Note: The Experian Marketing Services data featured is based on US market share of visits as defined by the IAB, which is the percentage of online traffic to the domain or category, from the Hitwise sample of 5 million US internet users. Hitwise measures more than 1 million unique websites on a daily basis, including sub-domains of larger websites. Hitwise categorizes websites into industries on the basis of subject matter and content, as well as market orientation and competitive context. The market share of visits percentage does not include traffic for all sub-domains of certain websites that could be reported on separately. Figures are for browser-based visits across personal computers, tablets and mobile phones, excluding in-application browser use.

      Which E-Commerce Product Categories Are Growing in Favor With Consumers?

      September 2, 2014

      Nielsen-Online-Purchase-Intent-by-Category-Region-Sept2014Consumers around the world tend to be more likely to shop for than buy products online, although the gap between browsing and buying is relatively small for most product categories, according to a new study [download page] from Nielsen. In its analysis of 22 B2C product categories, Nielsen found buying intentions to be as high as browsing behavior in 13, with more buying than browsing in only  one. That said, purchase intentions are on the rise. Read more »

      Top 10 Marketing Charts of the Month – August 2014

      August 29, 2014

      MarketingCharts-Top-10-Charts-of-August-2014-entryThis month's quick-hit set of top charts includes the following topics: marketers' changing media mix; online channel goals and digital metrics; top concerns among CMOs; content marketing's effectiveness; the most-desired brand video types; social's growing impact on TV; and consumer spending patterns by category and generation. Read more »

      College Students’ Purchase Influencers and Favorite “Splurge” Categories

      August 29, 2014

      Fluent-Undergrad-Back-to-School-Purchase-Influencers-Aug2014Undergraduate students are less likely to rely on brand advertising than word-of-mouth when it comes to their purchase decisions, finds a new survey from Fluent. The study, fielded among more than 1,400 undergraduate students, also finds that online coupons have a significant effect on back-to-school shopping decisions. And for all the popularity of visual-sharing social media, these channels don't have much of a stated influence. Read more »

      Social Ads Continue to Efficiently Reach New Audiences

      August 28, 2014

      NeustarAK-Media-Spend-Efficiency-Comparison-in-Q2-Aug2014Social ads continue to outperform portals, networks, and exchanges in cost-effectively reaching new and exclusive audiences, although the data may be skewed by social users who use private browsing, details Neustar Aggregate Knowledge in its latest quarterly "Media Intelligence Report" [download page] covering Q2 activity. The study reveals that social ads performed 167% better than the 4-channel average in reaching new and exclusive users at a low cost. Read more »