Industry Insights Blog

Is grocery the next retail vertical to undergo a user experience revolution?

03 Dec: Is grocery the next retail vertical to undergo a user experience revolution?

Online grocery is booming, yet simultaneously creaking at the seams. Unsatisfactory product substitutions are common and some consumers can’t get slots. Does it need to look to its fast-fashion peers to help improve the holy grail of user experience? Covid-19 is a polarising disease. In almost every sense it divides opinion – from how each government chooses to deal with it…

Monetizing the new path to purchase

02 Dec: Monetizing the new path to purchase

A social distancing sticker at checkout in a Walmart store this past April. Courtesy of Walmart
Thanks to the pandemic, the commerce experience is changing — possibly forever. Prior to the start of the 2010s, the notion of brand power and how to measure its strength was based on how well the brand stuck in people’s minds. Yet despite a rapidly evolving…

How brands can use omnichannel to move beyond single-tactic strategies

30 Nov: How brands can use omnichannel to move beyond single-tactic strategies

During Path to Purchase’s Virtual Expo, Quotient CEO and founder, Steven Boal, teamed up with Mark Williamson, VP and Head of Media Partnerships from Peapod Digital Labs (an Ahold Delhaize USA Company) to discuss “Omnichannel Marketing in the COVID Age: Using Shopper Data to Connect CPGs, Retailers and Consumers.” During their session, the message was clear: the time for single-tactic planning is over. Omnichannel marketing is the future of grocery retail.  …

What to expect from holiday shopping, according to McKinsey consumer insights

29 Nov: What to expect from holiday shopping, according to McKinsey consumer insights

In early March, before COVID-19 was declared a pandemic, a small team at McKinsey started doing consumer research. “We knew our clients would need to understand how their customers were doing during this crisis,“ recalls Kelsey Robinson, a partner in our Marketing & Sales and Retail Practices. “We ran the first survey on a Friday in the U.S. with 1,300…

6 Steps to selling on social media messaging platforms

28 Nov: 6 Steps to selling on social media messaging platforms

Have you ever heard of conversion conversations? This sales technique involves getting to know your prospect through an online messaging platform, creating a conversation, then shifting to a sale once they are qualified. The best part? It’s entirely free if you do the legwork. When choosing which social media platform to use for your messaging, keep in mind that Facebook is…

How to use live chat data to drive new content marketing ideas

27 Nov: How to use live chat data to drive new content marketing ideas

Usually considered the domain of customer service professionals, live chat has big potential for content marketers. Your tried-and-tested methods of collecting and analyzing website and social data still involve a lot of guesswork.
Why are prospects quickly bouncing from the home page? Why do they keep adding to basket but never converting? Why do they keep downloading that one super popular e-book,…

Omnichannel customer experience: Why it matters more today than ever

26 Nov: Omnichannel customer experience: Why it matters more today than ever

Over the last few years, there haven’t been many marketing concepts that have transformed from an unknown theory to an essential strategy that almost no brand can succeed without and that is omnichannel marketing. Its effectiveness has been proven across industries, and its uses have expanded into many areas, from marketing to customer service.
What does omni channel customer engagement mean?…

Generational marketing myths from Boomers to Gen Z

25 Nov: Generational marketing myths from Boomers to Gen Z

For marketers, age is a straightforward way to gain insight into your audience. It’s a cornerstone of segmenting, or categorizing, customers into different groups. But some companies aren’t effective at targeting different audience age groups. When they make sweeping generalizations about age groups in their advertising, they get hit with a consumer backlash that can be damaging to their brand….

ShopShops is making its U.S

24 Nov: ShopShops is making its U.S. debut, just in time for the holiday shopping season

The New York-based livestream shopping platform is expanding its reach to the U.S. market, starting with a holiday livestream campaign, “She’s Live on ShopShops,” featuring an array of female-founded brands.
ShopShops founder and chief executive officer Liyia Wu will host an Instagram Live session on Wednesday through the ShopShops account, along with designer Rebecca Minkoff, to unveil the market’s U.S. launch….

Newsletters are the cornerstone of email marketing strategy

23 Nov: Newsletters are the cornerstone of email marketing strategy

Newsletters are the cornerstone of our email marketing strategy here at Litmus. They’re key to helping us build trust among our subscribers and customers. And, we have a lot of fun with them! But earlier this year, one of our once top-performing newsletters— Litmus Weekly—hit a bit of a slump. Engagement rates were dropping—open rates dipped by 29% and click-to-open…

Marketing will shift to localized, loyalty-based efforts in 2021

22 Nov: Marketing will shift to localized, loyalty-based efforts in 2021

Business-to-consumer (B2C) marketers will increase their spending on loyalty and retention marketing by 15% in 2021, while cutting back on product- or performance-based marketing, Forrester Research predicted in a report shared with Marketing Dive. The focus on retaining customers will drive a 40% lift in the marketing messages that consumers receive, especially through direct channels like email and mobile messaging,…

Amazon rolls out Shopper Panel programme

21 Nov: Amazon rolls out Shopper Panel programme

The Amazon Shopper Panel is an opt-in, invitation-only program where participants can earn monthly rewards by sharing receipts from purchases made outside of Amazon.com and by completing short surveys. Earning rewards is easy. Simply upload 10 eligible receipts per month by using the Amazon Shopper Panel app to take pictures of paper receipts or by forwarding email receipts to receipts@panel.amazon.com…

Genderless retail

20 Nov: Genderless retail

From store layouts to online shopping categories, the gender-free treatment is hitting mainstream retail. Brands are beginning to embrace gender inclusivity in droves, echoing gen Z’s sensibilities for more fluid expression through fashion. But the fallout from the pandemic is giving mass retailers yet another incentive to reassess their traditional design, production and release formats in favor of more streamlined, sustainable…

Twitter debuts Carousel ads with up to 6 images or videos

19 Nov: Twitter debuts Carousel ads with up to 6 images or videos

Twitter’s new carousel ads allow marketers to use 2 to 6 images or videos in one advertisement. Carousel ads are designed to help businesses more effectively reach their goals by engaging potential customers with a new and interactive ad format.
The carousel ad format includes: An edge-to-edge design Third party measurement reporting Accessibility support New reporting features (such as swipes within the…

Farfetch, Alibaba and Richemont strike partnership to accelerate luxury sector digitisation

17 Nov: Farfetch, Alibaba and Richemont strike partnership to accelerate luxury sector digitisation

In a joint initiative with profound implications for the luxury sector – and potentially the travel retail channel – Farfetch, Alibaba Group and Compagnie Financière Richemont (Richemont) have announced a global strategic partnership to provide luxury brands with enhanced access to the China market.
The alliance, announced on 5 November, will also accelerate the digitisation of the global luxury industry, the partners…

Live shopping isn’t coming — it’s already here

16 Nov: Live shopping isn’t coming — it’s already here

Singles Day, the annual Chinese shopping festival that happens on November 11th, kicked off this year on October 21st. It might sound strange for a one day festival to start 3 weeks early, but Singles Day has grown into a nearly month long shopping season with multiple presales events that are celebrated throughout China and even in Southeast Asia and…

Market trends snapshot - November 2020

15 Nov: Market trends snapshot – November 2020

This is the eighth edition of our monthly snapshot, an analysis of consumer activity across more than 1.5MM online product pages from more than 1,200 retail/brand sites. The impact of COVID on ecommerce has been fairly clear to pinpoint. A huge initial surge led to an overall 3x increase in online purchase volumes between February (pre-pandemic) to May. However, the subsequent…

A more complete understanding of how customers interact with your business

14 Nov: A more complete understanding of how customers interact with your business

Millions of businesses, large and small, rely on Google Analytics to understand customer preferences and create better experiences for them. With more commerce moving online and businesses under increased pressure to make every marketing dollar count, insights from digital analytics tools are even more critical. But with major shifts in consumer behavior and privacy-driven changes to longtime industry standards, current approaches…

Is Instagram Reels worth pursuing? Pros and cons for marketers

13 Nov: Is Instagram Reels worth pursuing? Pros and cons for marketers

Instagram Reels offers a new way to share short video clips of up to 15 seconds inside the Instagram app. With this addition, Instagram now has five content placements—posts, Stories, Live, IGTV, and Reels—which might seem like a lot of content to produce if you want to maximize on your Instagram audience. But while every Instagram account has access to Reels, this…