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…

48% of B2B orders in the Netherlands are placed online
01 Dec: 48% of B2B orders in the Netherlands are placed online

The percentage of the employed labor force that placed an online business order in the past twelve months grew by 9%, from 39% in 2019 to 48% this year. This is evident from the B2B E-commerce Markt Monitor 2020. In addition, more and more web shops are (also) targeting business customers. The expectation is often that B2B lags behind the…

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,…