Retailers are increasingly using artificial intelligence and machine learning to personalize the customer experience and combat competition from Amazon. These technologies allow retailers to gain insights from customer data to send highly targeted communications through email and product recommendations. Experts predict that retailers who can offer the most personalized experiences will see faster revenue growth and greater customer loyalty in 2018.
It’s time to start developing a robust e-commerce marketing strategy to sustain in this rapidly growing e-commerce landscape. As a matter of fact, this huge market attracts different kind of brands which will make the competition tougher.
An explanation of eCommerce Trends for 2015. Discussion of eCommerce on Mobile, Responsive Design, UPS and FedEx Dimensional Weight Changes, and advice for eCommerce Startups. Presented at #TechCampMemphis 2014 on November 1st, 2014.
Your cognitive future in retail industryTero Angeria
Cognitive + retail = the future
Welcome to the age of cognitive computing, where intelligent machines simulate human brain capabilities to help solve society’s most vexing problems. For retail,cognitive computing has already arrived, and its potential to transform the industry is enormous. Cognitive systems are driving more personalized
shopping experiences and helping unearth customer trends. Our research reveals that retail leaders globally are poised to embrace this groundbreaking technology more holistically and, by doing so, will redefine the future in retail.
How Starbucks took their experience digitalBen Gilchriest
Since opening its first location in 1971 the company has grown into one of the world's leading speciality food retailers and a brand recognised the world over. With 94% of all Facebook users either a Starbucks fan or are friends with one, 7 million active users of its mobile payment system, and financial benefits that reflect this, it is now considered a digital leader.
However, it hash;t always been the case. In 2008 it faced real challenges with declining sales and a 50% drop in share price over two years. Starbucks’ recipe for success in Digital Transformation has been equal parts technology-savvy and committed leadership. Today, Starbucks continues to leverage these strengths to create value for customers and shareholders alike through digital.
This paper describes, at a high level, what and how Starbucks has realised its Digital Advantage.
It’s time to start developing a robust e-commerce marketing strategy to sustain in this rapidly growing e-commerce landscape. As a matter of fact, this huge market attracts different kind of brands which will make the competition tougher.
An explanation of eCommerce Trends for 2015. Discussion of eCommerce on Mobile, Responsive Design, UPS and FedEx Dimensional Weight Changes, and advice for eCommerce Startups. Presented at #TechCampMemphis 2014 on November 1st, 2014.
Your cognitive future in retail industryTero Angeria
Cognitive + retail = the future
Welcome to the age of cognitive computing, where intelligent machines simulate human brain capabilities to help solve society’s most vexing problems. For retail,cognitive computing has already arrived, and its potential to transform the industry is enormous. Cognitive systems are driving more personalized
shopping experiences and helping unearth customer trends. Our research reveals that retail leaders globally are poised to embrace this groundbreaking technology more holistically and, by doing so, will redefine the future in retail.
How Starbucks took their experience digitalBen Gilchriest
Since opening its first location in 1971 the company has grown into one of the world's leading speciality food retailers and a brand recognised the world over. With 94% of all Facebook users either a Starbucks fan or are friends with one, 7 million active users of its mobile payment system, and financial benefits that reflect this, it is now considered a digital leader.
However, it hash;t always been the case. In 2008 it faced real challenges with declining sales and a 50% drop in share price over two years. Starbucks’ recipe for success in Digital Transformation has been equal parts technology-savvy and committed leadership. Today, Starbucks continues to leverage these strengths to create value for customers and shareholders alike through digital.
This paper describes, at a high level, what and how Starbucks has realised its Digital Advantage.
7 ecommerce trends to keep your eye on this year.
From the importance of same-day-delivery, to why you should ensure your pages are ready for action on mobile devices, GoSquared dives into the 7 key trends affecting the ecommerce landscape in 2014.
For more ecommerce analytics, trends, insights, and data-backed stories, check out the GoSquared Blog: http://gosquared.com/blog
P.S. This is our first ever Slideshare – we hope you like it!
2016 IBM Retail Industry Solutions GuideTero Angeria
IBM offers everything retailers need to transform—roadmap
development, solutions, infrastructure, research sciences,
consulting and interactive user experience design—based on
what consumers are demanding. We help retailers deepen
customer relationships and offer differentiated assortment
while driving operational excellence enterprisewide to spur
profitable growth.
This guide showcases IBM solutions for retail. It provides a quick overview of what retailers need to do within each of these areas and of the IBM solutions that can support those efforts.
- Stay aware of upcoming AR shopping trends
- Understand the state of Augmented Commerce in 2019
- Learn how Face AR addresses challenges and drives sales
- Explore Face AR software possibilities in Try-On apps and AR Store Mirrors
- Check the best Face AR examples in eCommerce and retail
Need a virtual try-on app or software? Visit https://www.banuba.com/
Augmented Reality (AR) product experiences are heading for the mainstream. Leading retailers are successfully using Face AR technology to give consumers innovative ways to try on and experience products using cameras.
How do brands capitalize on Face AR to drive sales, reduce product returns and engage with younger consumers?
At Banuba we explore today's possibilities for Face AR, its future and the implications for e-commerce and retail. We also include groundbreaking case studies in Face AR commerce, with examples of our approach and high standards.
Software is having an impact on everyone’s lives and we’re fascinated by its effect on user behavior. Building on our existing financial sector expertise, Beyond wanted to fully understand how people’s behavior is changing in one of the world’s oldest industries and what this change means for the future design of products and services in banking.
Guía para tener éxito con la audiencia móvil - Cortesía Google - GABATEK.comGabatek .com
Google presenta la guía para ayudar a las empresas y negocios a tener éxito con la audiencia móvil. Con el gran crecimiento en la utilizacion de celulares y tablets, las empresas han tenido que adaptarse al gran cambio y es realmente una excelente oportunidad para que las empresas aprovechen la tecnología. http://gabatek.com
With an impressive 70% viewing mobile ads as a personal invitation from brands rather than an invasion, it opens up new opportunities for brand advertisers to engage with their consumers.
Taking friction out of banking white paper - USNils Mork-Ulnes
In our white paper, ‘Taking the friction out of banking’ we research the threat from disruptive FinTech start-ups and look into designing for banking innovation with a focus on improving the digital experience for increasingly digitally-focused consumers.
Software is having an impact on everyone’s lives and we’re fascinated by its effect on user behavior. Building on our existing financial sector expertise, Beyond wanted to fully understand how people’s behavior is changing in one of the world’s oldest industries and what this change means for the future design of products and services in banking.
Taking friction out of banking white paper - UKNils Mork-Ulnes
In our white paper, ‘Taking the friction out of banking’ we research the threat from disruptive FinTech start-ups and look into designing for banking innovation with a focus on improving the digital experience for increasingly digitally-focused consumers.
Zakeke - Win & Scale Up in the Ever Evolving Visual CommerceLeonardoDAprile1
Learn Which Trends are Critical in Product Digitalization. Understand why more and more consumers demand personalization in their shopping experience. Learn the What, Where and Why of Visual Commerce to stay ahead of your competition, discover how can you offer a positive & effective Mobile experience and win your market with 3D & AR customization. Personalization is becoming more pervasive and urgent, only by acting today will you be in a position to deliver high value to both your customers
mCommerce - A Frsh Look At Why It Matters Doug Robinson
A brief overview of the growing mCommerce market, its characteristics and impacting trends. Our analysis looks into different segments of the industry: App-based services, On-Demand Services, Marketplace, Mobile Retail, Retail Enablement and Mobile Payments, and provides overall predictions for the future of the industry.
Top E-commerce Trends to Watch Out for in 2017i95Dev
Find out the top e-commerce trends that will drive the momentum of the e-commerce industry in North America (USA, Canada) and rest of the world in 2017.
Explore the cutting-edge eCommerce trends that will define 2024 and revolutionize the way you do online business. Don't miss out on the insights that will keep you ahead of the curve. Download now and stay at the forefront of eCommerce innovation! 🌐💡
Dive into the future of digital commerce with our latest eBook: https://bit.ly/3Ha5bbv
7 ecommerce trends to keep your eye on this year.
From the importance of same-day-delivery, to why you should ensure your pages are ready for action on mobile devices, GoSquared dives into the 7 key trends affecting the ecommerce landscape in 2014.
For more ecommerce analytics, trends, insights, and data-backed stories, check out the GoSquared Blog: http://gosquared.com/blog
P.S. This is our first ever Slideshare – we hope you like it!
2016 IBM Retail Industry Solutions GuideTero Angeria
IBM offers everything retailers need to transform—roadmap
development, solutions, infrastructure, research sciences,
consulting and interactive user experience design—based on
what consumers are demanding. We help retailers deepen
customer relationships and offer differentiated assortment
while driving operational excellence enterprisewide to spur
profitable growth.
This guide showcases IBM solutions for retail. It provides a quick overview of what retailers need to do within each of these areas and of the IBM solutions that can support those efforts.
- Stay aware of upcoming AR shopping trends
- Understand the state of Augmented Commerce in 2019
- Learn how Face AR addresses challenges and drives sales
- Explore Face AR software possibilities in Try-On apps and AR Store Mirrors
- Check the best Face AR examples in eCommerce and retail
Need a virtual try-on app or software? Visit https://www.banuba.com/
Augmented Reality (AR) product experiences are heading for the mainstream. Leading retailers are successfully using Face AR technology to give consumers innovative ways to try on and experience products using cameras.
How do brands capitalize on Face AR to drive sales, reduce product returns and engage with younger consumers?
At Banuba we explore today's possibilities for Face AR, its future and the implications for e-commerce and retail. We also include groundbreaking case studies in Face AR commerce, with examples of our approach and high standards.
Software is having an impact on everyone’s lives and we’re fascinated by its effect on user behavior. Building on our existing financial sector expertise, Beyond wanted to fully understand how people’s behavior is changing in one of the world’s oldest industries and what this change means for the future design of products and services in banking.
Guía para tener éxito con la audiencia móvil - Cortesía Google - GABATEK.comGabatek .com
Google presenta la guía para ayudar a las empresas y negocios a tener éxito con la audiencia móvil. Con el gran crecimiento en la utilizacion de celulares y tablets, las empresas han tenido que adaptarse al gran cambio y es realmente una excelente oportunidad para que las empresas aprovechen la tecnología. http://gabatek.com
With an impressive 70% viewing mobile ads as a personal invitation from brands rather than an invasion, it opens up new opportunities for brand advertisers to engage with their consumers.
Taking friction out of banking white paper - USNils Mork-Ulnes
In our white paper, ‘Taking the friction out of banking’ we research the threat from disruptive FinTech start-ups and look into designing for banking innovation with a focus on improving the digital experience for increasingly digitally-focused consumers.
Software is having an impact on everyone’s lives and we’re fascinated by its effect on user behavior. Building on our existing financial sector expertise, Beyond wanted to fully understand how people’s behavior is changing in one of the world’s oldest industries and what this change means for the future design of products and services in banking.
Taking friction out of banking white paper - UKNils Mork-Ulnes
In our white paper, ‘Taking the friction out of banking’ we research the threat from disruptive FinTech start-ups and look into designing for banking innovation with a focus on improving the digital experience for increasingly digitally-focused consumers.
Zakeke - Win & Scale Up in the Ever Evolving Visual CommerceLeonardoDAprile1
Learn Which Trends are Critical in Product Digitalization. Understand why more and more consumers demand personalization in their shopping experience. Learn the What, Where and Why of Visual Commerce to stay ahead of your competition, discover how can you offer a positive & effective Mobile experience and win your market with 3D & AR customization. Personalization is becoming more pervasive and urgent, only by acting today will you be in a position to deliver high value to both your customers
mCommerce - A Frsh Look At Why It Matters Doug Robinson
A brief overview of the growing mCommerce market, its characteristics and impacting trends. Our analysis looks into different segments of the industry: App-based services, On-Demand Services, Marketplace, Mobile Retail, Retail Enablement and Mobile Payments, and provides overall predictions for the future of the industry.
Top E-commerce Trends to Watch Out for in 2017i95Dev
Find out the top e-commerce trends that will drive the momentum of the e-commerce industry in North America (USA, Canada) and rest of the world in 2017.
Explore the cutting-edge eCommerce trends that will define 2024 and revolutionize the way you do online business. Don't miss out on the insights that will keep you ahead of the curve. Download now and stay at the forefront of eCommerce innovation! 🌐💡
Dive into the future of digital commerce with our latest eBook: https://bit.ly/3Ha5bbv
11 Trends in the Future of Retail According to Brian SolisBrian Solis
Brian Solis Keynotes Acosta Leadership Symposium 2015: The concept of future retail is constantly evolving. But what isn't evolving as quickly is the understanding and widespread experimentation to bring the future to life today by mainstream retailers. Leading digital analyst, futurist and author Brian Solis shares his most important trends for retailers to embrace now. And, the good news is that no matter the date on this video, his words are as true today as they were then. Video Here: https://youtu.be/62OogreQpZA
Top 10 Digital Trends: How India will hack growth in 2016Avinash Jhangiani
Welcome to the What’s Next Trend Report 2016. Change is the only constant in life. Those who look only to the past or present might miss the future. We therefore hope that you enjoy reading this report and that it inspires you for the year ahead.
At Omnicom Media Group, we’re passionate about the intersections between consumer culture, business practices and the never ending march of technology and media. We believe these intersections are what drives the future.
This report is created by Omnicom Media Group in collaboration with MICA, Ahmedabad.
Top 5 Tech Trends Revolutionizing Retail in 2024WWG
In the retail landscape of 2024, the integration and constant improvement of retail technology is required for business success. As per PwC’s findings, nearly 40% of global CEOs have expressed concerns about the economic viability of their businesses without making any changes to their current course. Nowadays, the retail industry is constantly going through changes brought with the wind of digital transformation. Those changes are requirements for industry survival.
To find out more about this year retail trends read our recent article https://rebrand.ly/qvn1eq5
Latest Ecommerce Trends to Watch Out For 2023.pdfAdityaJani15
Regardless of your business model, eCommerce systems are critical to any online operation (whether B2B or B2C). It gives your company a platform to share and sell things to a wide range of potential clients online. However, with so many eCommerce platforms on the market, selecting the best one appears to be difficult. The eCommerce business shows no indications of slowing down in the near future.
Digital commerce vs E-commerce is a topic of frequent discussion because Digital commerce is the future of the evolving retail industry. Unlike brick-and-mortar stores, e-commerce services are accessible anywhere, and anytime in the world.
Read More :
https://sekel.tech/blog/digital-commerce-vs-e-commerce-in-2023-which-is-better/
The Future of E-commerce how digital marketing is shaping online shopping.pdfNikhil Khunteta
E-commerce has grown rapidly over the ultimate decade and continues to shape the way people store and make purchases online. The future of e-commerce and digital advertising is crucial in appreciating how online buying will continue to evolve and affect corporations and consumers alike. In this presentation, we will discuss the future of e-commerce, the role of digital advertising and marketing in shaping online shopping, and how businesses can continue to be beforehand of the curve in this rapidly changing industry.
This is a succinct guide for getting your digital marketing strategy right. Full of research to back up tips for data, mobile, video, programmatic and more. Written by the Head of Digital Marketing Advisory for TORI Global, Dominic Yacoubian.
Sales & marketing- marketing to consumers one at a timeeTailing India
Consumers have evolved a lot. Business models are following the consumer evolution. Few disruptions that have happened are internet penetration and mobile phones. Most of the users have multi-screen behavior. From browsing products to compare prices, there are more choices available for users. These have led to an impulsive behavior which has given rise to new marketing challenges. Marketing has evolved where digital marketing is working along with traditional media.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
2. Where is the ecommerce marketing world moving in 2018? We ask that question
every year, reaching out to our own experts and those in the industry for their
thoughts.
This year, the answers run the gamut, but all relate to building a deeper relationship
with the customer to fend off the Amazons of the world.
What you’ll read about:
• The importance of doubling down on the basics of advanced emailing. Batch-and-
blast email programs can’t begin to compete with more sophisticated ways of
connecting with customers, and there are no excuses for continuing to depend on
them.
• The evolution of artificial intelligence, and where it and technologies like
browserless commerce will be by the end of 2018.
• How technology is changing shopping behaviour and why retailers need to step up
their game when engaging with customers.
We’ve also sprinkled some details from our recent consumer and ecommerce
executive research into this report. Suffice it to say, you will not backburner your
mobile optimisation project after seeing these stats.
2+44 203 640 2040 | bronto.com
3. 3+44 203 640 2040 | bronto.com
How Technology Is Changing the Way
Consumers Shop
Retail is changing fast, and unsurprisingly, the key driver is our
increasingly connected world. Mobile is inevitably changing how
customers shop and generally interact with brands.
Mobile Commerce
In our report “Mobile Shopping Behaviours: Browsing, Buying or Both?
UK Edition,” we found that 82% of millennials (ages 18-34) and 67%
of Generation Xers (ages 35-54) have made a purchase using a mobile
device. “Phones are omnipresent, and the opportunity for retailers to
be in their customers’ pockets at all times is very exciting,” confirms Olly
Cooper, co-founder of Bijou Commerce.
The trend is having a huge impact on how, when and where consumers
access content. “Today, technology allows consumers to access content
at a rate never seen before, and this is definitely changing consumer
behaviour and expectations dramatically,” says Kevin Paiser, head of
sales EMEA at Nosto Solutions. “For retailers, this means they need to
engage customers with the right message at the right time, making
attention the new currency of business.”
Our research also uncovered that UK consumers use their mobile device
while shopping in stores to look up product information (25%) and
reviews (21%), and comparison shop (21%). “Given how mobile devices
are used during trips to bricks-and-mortar stores, you need to consider
the value they bring to the consumer,” says Brandon Wilkins, general
manager, EMEA, at Bronto. “Pricing is much more transparent than it
used to be, so staying competitive can involve more than offering the
best price. When a customer is standing in front of a product in your
store, what can you offer that would compel them to buy even if the
price comparison suggests other possibilities? There are many ways to
engage a shopper besides price. Convenience, customer service and help
in the buying process are just a few.”
“Today, technology
allows consumers
to access content
at a rate never seen
before, and this is
definitely changing
consumer behaviour
and expectations
dramatically.”
– Kevin Paiser, Head of Sales,
EMEA, Nosto Solutions
4. 4+44 203 640 2040 | bronto.com
It’s not just mobile per se that is changing customer behaviour. Disruptive
apps and services are also having a huge impact on consumer expectations
and how they interact with brands. “With the likes of Uber and Deliveroo,
people are used to having things at their fingertips,” says Saima Alibhai,
managing principal consultant, EMEA, at Bronto. “In this customer-centric
world, it’s more important than ever that the retailer knows what the
customer wants before they know it themselves,” she says.
“In this customer-
centric world, it’s
more important
than ever that the
retailer knows what
the customer wants
before they know it
themselves.”
– Saima Alibhai, Managing
Principal Consultant, EMEA,
Bronto
Browserless Commerce
The advent of browserless retail, through voice-activated devices such as
Siri and Echo, will also mean a change in how consumers interact. “Voice-
activated assistance will no doubt grow, potentially meaning less time to
convert your customer, as they have other ways to access the web,” says
Andrew Fernandez, marketing strategist at Bronto. Henrik Feld-Jakobsen,
head of strategy at Vaimo, agrees: “Today, we buy on a screen. In a couple
of years, Siri, Alexa and AI might be doing most of the shopping for us,” he
says.
What does this mean for brands that are accustomed to consumers
navigating browsers rather than barking voice commands? A couple
of things come to mind. If your brand or site benefits from offering the
best reviewed products (or the lowest cost ones), browserless shopping
won’t directly impact you … yet. Shoppers who are looking at more than
expediency are not going to trust a voice assistant to find – and order – the
best reviewed toaster oven under GBP 50 that doesn’t clash with their new
quartz countertop.
5. 5+44 203 640 2040 | bronto.com
Those retailers and brands that depend heavily on retargeting and online
advertising might need to start thinking about new data streams to help
target their prospects. If browserless shopping and voice search become
an everyday occurrence, could offline marketing come back into play? Are
there ways to rent or purchase data from companies that have browserless
systems to pair with existing customer relationship databases? The
data needed by retailers to narrowly target customers will be owned by
whatever company is collecting it through their device, so retailers could
purchase or rent that data for direct mail or other types of advertising
techniques. Theoretically, they would even be able to fine-tune the types of
customers they target via location, lifestyle or real-time browse history.
Companies selling anything that needs a visual reference – clothing,
jewellery, shoes and cosmetics – will be less impacted right away. Years
ago, we didn’t think people would be browsing and buying from their
smartphone, so don’t discount the future possibility of browserless
shopping connecting to visuals. A spoken command could open a
synced TV (through a device like a Fire Stick) or the Echo Show and allow
consumers to visually browse products initiated by speech. Your voice
could control the navigation, allowing you to choose the brand name
product you want.
Even if this browserless future seems kind of out there, it’s important to
think about this channel and how your brand or company can make it
work. Shopping via voice may seem unnatural for most of us, but it won’t
be for children growing up today. Look back on pay phones as an example.
If you see one today, you might well be startled at the sight. Ten years from
now, our children may look back at smartphones in the same light.
“Today, we buy on a
screen. In a couple of
years, Siri, Alexa and AI
might be doing most of
the shopping for us.”
– Henrik Feld-Jakobsen,
Head of Strategy, Vaimo
6. 6+44 203 640 2040 | bronto.com
It’s not surprising that in our report “Inside the Minds of Ecommerce Execs
- UK Edition”, email marketing was named by 62% of retail executives as
the most successful channel to impact sales. The role of email – and its
ability to connect with the consumer – has developed in recent years.
Once used to blast a single newsletter to an entire database, it’s now much
more personalised. Today, retailers pick up on browsing history, basket
abandonment and purchase history, amongst many other triggers, to
deliver one-to-one communications at scale. And this is a trend that will
continue to gather steam in 2018, according to our experts.
“Email continues to prove how successful it is in creating a meaningful
dialogue with the customer,” says Wilkins. “More and more retailers are
moving away from sending one message to their entire subscriber base.
They are watching what you add to a basket, the products you browse
on their site and what you buy. They then combine that data and use it
in an email. It’s much less about one size fits all and more about sending
something that’s hyper-personalised for that specific consumer,” he says.
Feld-Jakobsen says it’s about speaking to, rather than speaking at, your
customers. “Show me that I’m important to you. Remove friction. Help me
when I need it and be relevant by knowing me. This is the most effective
loyalty strategy you can have.” He says retailers should be particularly
mindful of Generation Z and their expectations for email communication.
“Generation Z will be the one that truly puts email to the test, expecting
messages to be instant, interactive and integrated in the context they’re
in,” he says. Technology development is playing its part, with emails
increasingly targeted to the user’s wants and needs. “By narrowing the
friction between email and the thing we want to do (buy a product, create
a memo, etc.), email has the potential for more than it is today,” he says.
Fernandez says it’s important that businesses understand what lines not to
cross with their customers if they are to build trust. “It’s about being more
relevant. Focus on messaging that appeals to customers rather than what
you want to say. Give them what they want. It’s about using all the data you
have to appeal to them without crossing the boundaries of what can be
perceived as personal information,” he says.
Getting More Personal Than Ever
“It’s about using all
the data you have
to appeal to them
without crossing the
boundaries of what
can be perceived as
personal information.”
– Andrew Fernandez,
Marketing Strategist, Bronto
7. 7+44 203 640 2040 | bronto.com
Tackle your existing programme first. “When
implementing a more personalised approach to
email, execute and perfect one tactic at a time. Even
small changes, such as sending triggered messages
or segmenting customers by gender, will give you a
noticeable lift in online revenue.”
What does it all mean for ecommerce marketers
looking to get ahead (or stay ahead) in 2018?
Bronto’s Saima Alibhai has the answers.
Take it to the next level with recommendations.
“Retailers have been sending basket recovery
and, in some cases, browse recovery emails with
great success for some time now. The next level is
recommending not only the products the shopper
was browsing or moving to a basket, but actually
using that shopping history to recommend other
relevant products. This requires an even deeper
understanding of individual customers.
Focus on what appeals to your customers. “To
nudge shoppers along in their buying journey,
you must capture browse and basket behaviour
and create triggered messages. And, depending
on your target audience, you may need to explore
complementary channels, such as SMS.”
Consider pairing predictive modeling with selected
business rules to easily integrate personalised
recommendations into your newsletter and on your
website. Or up-sell and cross-sell in your browse and
basket recovery messages, order confirmations and
post-purchase follow-ups. And bring back lapsed
purchasers with products chosen just for them. The
opportunities are endless.”
8. 8+44 203 640 2040 | bronto.com
Commerce marketers are crashing up against some
high hurdles – sales fatigue and Amazon, to name a
few. How do you get customers to buy from you? Using
machine learning to personalise the brand experience
will increasingly be the answer in the coming year. The
technology offers the opportunity for more targeted
communication to create outstanding customer
experiences that drive engagement and loyalty.
Data Insights
According to BI Intelligence, more than 70% of retailers
are planning to invest in AI and IoT technologies by
2021, whilst Accenture predicts that by 2035, the
wholesale and retail industries will see a 59% share
of profit increase due to AI-powered systems. Boston
Consulting Group found that those brands and retailers
that are already creating personalised experiences by
integrating advanced digital technologies and data
are seeing revenue increases of 6 to 10% - two to three
times faster than those who don’t.
Wilkins says that’s vital since customers vote with
their wallets – and research shows customers will
switch allegiance from brands for a more personalised
experience elsewhere. “When you have that level
More than 70% of retailers
plan to invest in AI and IoT
technologies by 2021.
– BI Intelligence
Machine Learning: The Next Wave of Email
Marketing Innovation
of competition in the market, it’s really important to
provide as thoughtful an experience as possible. The
best way to do that is to pay attention to the data you’re
getting – both implicit and explicit,” he says.
That data – and the ability to tease out actionable
insights from it – is key. “The foundation for any
personalisation project is a really good customer data
structure,” says Cooper. “Your personalised offering can
only ever be as good as the data underpinning it,” he
says.
And it’s no easy task. In the PWC “Total Retail 2017”
report, 39% of retailers said the ability to turn customer
data into intelligent and actionable insights was one of
their biggest challenges.
“What will be an increasing
trend is the [focus on] context or
circumstances in which someone
opens an email.”
– Matthew Potter, Regional Vice President,
Movable Ink
9. 9+44 203 640 2040 | bronto.com
AI and machine learning will allow data to be more readily served up to
the marketer to allow for a more personalised contact with the customer,
according to Alibhai. “Using AI algorithms to track data will help retailers
better market and improve customer service. Retailers need the right tools
to glean insights from their data and provide dynamic content at the right
time,” she says.
At Movable Ink, this is already happening, according to Matthew Potter, the
company’s regional vice president. “We change the email content at the
moment of open,” he says “which covers the inherent latency of when an
email is opened. What will be an increasing trend is the [focus on] context
or circumstances in which someone opens an email. For example, on the
train Monday morning, I respond differently from Friday night in front of
the TV. It’s being able to adapt to things like that,” he says.
Product Recommendations
AI will also play a role in more intelligent product recommendations in
2018, according to Cooper. “Some of the most sophisticated retailers
already use machine learning and AI to understand what customers
like and predict what they’re likely to buy next. Done right, it can drive
incremental revenue growth from your retained customer base. The
best thing about this application of AI is that it doesn’t require a change
in consumer behaviour - unlike chat-driven commerce, for example.
Consumers just have better products shown to them on the web, in app,
and in emails - all things that already happen every day.”
And eventually, this will progress to propensity modelling – allowing
retailers to better forecast when a customer will potentially make
their next purchase, what they might be most likely to buy and what
will incentivise them to buy, predicts Fernandez. “Ideally, this will be
completely automated, from the logic through to the communication.
Retailers are working towards next purchase date on a customer-by-
customer basis, but it’s still relatively in its infancy. It’s likely to get better
as 2018 progresses,” he says.
“The best thing about
this application of
AI is that it doesn’t
require a change in
consumer behaviour.
Consumers just have
better products shown
to them on the web, in
app, and in emails.”
– Olly Cooper, Co-founder,
Bijou Commerce
By 2035, wholesalers and retailers will
see a 59% share of profit increase due
to AI-powered systems.
– Accenture
10. 10+44 203 640 2040 | bronto.com
There’s no doubt that Amazon poses a threat to pretty
much every retailer on the planet. PwC’s “Total Retail
2017” report showed that 28% of respondents globally
shopped less often at retail stores because of Amazon.
The aim of personalisation has always been to promote
loyalty and trust, but building closer relationships
is going to be even more important in 2018. In our
research, “Inside the Minds of Ecommerce Execs – UK
Edition”, we found that loyalty is the top business
priority for British retailers, with 31% of UK brands
naming it as their top strategic initiative.
Many simply believe retailers need to stick to their
true strengths rather than even try to compete against
Amazon. “By all means, retailers could use the Amazon
platform to reach new customers. But if they’re able
to keep innovating and enhancing the consumer
experience, customers will become loyal in the process,
which helps them differentiate against all competition,”
says Paiser.
“Loyalty is the top business priority for British retailers, with 31% of UK
brands naming it as their top strategic initiative.”
Differentiation Is Key in the Battle
Against Amazon
Wilkins believes it goes back to offering something more
than just a product to buy. “Some of the most successful
brands are those that understand who they are and who
they serve – not trying to be everything to everyone. One
of the things that works very well for retailers is showing
off their personality. They become more than just a site
and a store that’s constantly in sell, sell, sell mode. They
might share what they’re doing in the community or
show their quirky side on social media. Whatever the
strategy, they get people to connect with the personality
of the brand and give customers compelling reasons to
visit the site other than making a purchase. That has a
direct impact on loyalty to the brand,” says Wilkins.
–Inside the Minds of Ecommerce Execs – UK Edition
11. 11+44 203 640 2040 | bronto.com
Retailers must rethink the way they interact with customers, says
Fernandez. “It will come down to building loyalty and relationships
with people. Forget about B2B and B2C – think H2H (human-to-human).
Otherwise, the difference will be price and service, two things bigger
retailers tend to excel at. Part of this is ensuring that every message isn’t
necessarily ‘buy this, buy that’ but more of a brand message, such as a
thank you email, birthday wish or even a competition,” he says.
It’s better, more targeted commerce marketing that will help build the
relationships that enable retailers to differentiate themselves from the
power of giants like Amazon. According to Fernandez, “Amazon will win
the price war most of the time, but if you can build a relationship (e.g.
loyalty programmes) that’s relatively personal, you’ll strengthen brand
loyalty – and create brand advocates, too.”
It could simply involve reminding consumers of their experience with your
brand, says Potter. “An incredibly personalised experience reminds you
of your interaction. It’s like the gamification of your retail experience and
whether you can be pulled into the brand, rather than just dip in and out
every time you want to make a purchase. It’s about making sure every
interaction a customer has with the brand is the best it can be, and that
goes back to personalisation,” he says.
“Some of the most
successful brands are
those that understand
who they are and who
they serve – not trying
to be everything to
everyone.”
– Brandon Wilkins,
General Manager, EMEA,
Bronto