Remember, too, that 80 percent of shoppers are known to research products online before buying them in store in what is known as the ‘ROPO’ (Research Online, Purchase Offline) Effect. As people across Europe begin to visit physical stores again now that lockdown is easing, they will want to go armed with information, content and recommendations that make their purchasing decisions all the easier to make.
Interestingly, a survey conducted last year showed that 49 percent preferred buying online via desktop because it’s easier to ‘comparison shop’ on desktop than it is on smartphones. Two of the most eye-opening reasons given are that mobile sites are 1. too hard to read 2. mobile sites don’t offer enough in the way of engaging content or product information.
What these insights tell us is that (and it’s something we’ve recommended repeatedly) brands and retailers must adopt a ‘mobile-first’ attitude towards their content and product information. Don’t go thinking that websites and content developed with a desktop-first mindset will work on mobile. They won’t.
Kantar’s figures show that not having great mobile-first content will result in you missing out on engaging shoppers when they’re at their most receptive, driving conversions and the opportunity to create customer loyalty.
Learn more about how to create winning eCommerce-driven Omnichannel strategies here.
Advertising in the right places pays dividends
Some people would have you believe that advertising isn’t all that effective. That couldn’t be further from the truth.
Kantar’s report reveals that 54 percent of shoppers who are exposed to advertising while shopping say that it helps remind them of something they need, or prompts an idea for something they want.
Another survey has found that 90 percent of shoppers haven’t made their mind up about a brand before starting their search and prioritise the products that are right for them above brands they know. Couple this remarkable finding with Kantar’s and you’ll understand why quality online and offline advertising is still vital to business success.
So, where to advertise?
The Kantar report revealed that 72 percent of eCommerce professionals use Facebook for digital marketing activities. And, while Facebook’s and Google’s market share is declining thanks to competition from companies like Amazon, they still dominate digital ad spending.
But it’s vital that brands advertise in the places where their customers are most likely to be. And it may be that Facebook isn’t an effective advertising channel for your brand as others.
Two-thirds of brands already investing in Amazon Advertising or Walmart Media Group have increased their investments, says the Kantar report. This kind of advertising – known as Retail Digital Media (RDM) – targets online shoppers at ‘the optimum moment of receptivity’. In other words, at the very point in the shopping journey when they are most likely to buy or add a product to their basket.
Find out more about Retail Digital Media and how it could create a great uplift in sales of your products on 3rd party eRetailer sites here.
Organisations must learn to properly leverage customer data
The Kantar report says that 56 percent of eCommerce professionals are allocating funds to data and analytics, making it the top eCommerce service budgeted for.
Little wonder, really, given that not enough eCommerce professionals – or organisations as a whole – are using Big Data & AI to properly leverage insights about their audiences and their behaviours.
User website activity, purchase history and behaviour on 3rd party apps can help organisations tap into how consumers are engaging with your brand.
This data could include user interests, engagement-levels, customer satisfaction and frequently searched items that allows brands to build a more realistic profile of customers, which brands can use to tailor and personalise highly effective marketing messaging.
Big Data & AI are transforming organisational decision-making and enabling improved business outcomes that can give companies a hugely valuable competitive advantage – but only if properly understood and used to their best effect.
If you would like to upskill the teams in your organisation and put the power of Big Data & AI at their disposal, please contact us to learn about our popular Big Data & AI capability building program.