The 4 Most Overlooked Touchpoints In Online Retail

0aDaniel Kohn SmartMailOver the past decade, retailers have poured tremendous amounts of resources into creating and maintaining their e-Commerce sites, embracing the opportunity to sell their products online. With the explosion of Internet shopping, retailers have raced to claim their piece of the e-Commerce pie, spending millions on driving as much traffic as possible to their online properties in the hopes of winning at what once seemed like a numbers game.

But as online sales seem to be hitting a plateau, retailers and digital marketers alike are looking for new ways to sustain and perpetuate the continuous growth they once enjoyed. In an effort to get more out of the traffic they’ve already got (versus simply gaining new traffic), e-Commerce sites are now turning to conversion rate optimization tactics as a means to generate more sales.


Top Tips To Drive Targeted E-Commerce Traffic

The continued growth of e-Commerce has switched the roles of "supply" and "demand" within retail. Brands must now pursue consumers via every available digital touch point. Moreover, retailers need to drive a large audience, but also the right audience, to their sites.

“The retail business model we lived with our entire lives and for generations before that assumed that the customers who represent demand would physically go to the store where supply was,” said Brian Kilcourse, Managing Partner at RSR Research. “Now we live in a world where supply must go to demand. It’s exactly the opposite direction. It upsets the apple cart in virtually any operational aspect you care to discuss. So the question is, how can a retailer set up an environment where supply can go to demand?”


Runtastic Generates 8 Million App Opens With Personalized Content

Mobile apps are an effective way to engage with users and generate brand awareness, but as consumers become more tech-savvy, they become more demanding and want to be able to access relevant information across multiple channels. Runtastic, a developer, marketer and distributor of fitness tracker apps and wearables, generated more than eight million app opens by enhancing its mobile app experience for global users through personalized content delivered in multiple languages.


Personalized Home Page Promos Influence 85% Of Shoppers

Personalizing the consumer experience can have a significant impact on the path to purchase, and the effects start the second a would-be shopper enters an e-Commerce site. Personalized home page promotions influence 85% of consumers, while personalized shopping cart recommendations influence 92% of shoppers to complete a purchase, according to research from Kibo.

Less influential personalization techniques include loyalty discounts (55%) and targeted recommendations on product pages (44%).


Personalized Recommendations Spark 45% Conversion Rate Uptick For Fjallraven

Home page personalization sets the tone for the rest of the e-Commerce experience, and what better way to personalize an online store than through product recommendations? Outdoor wear retailer Fjallraven takes this advice to heart. The brand used machine learning to drive a 45% conversion uplift on shoppers’ “favorite” items.

Since March 2016 when it adopted the Dynamic Yield personalization platform, Fjallraven has seen a 150% uplift in click-through rates on recommendations within its product pages.


NRF17 Sessions: The Challenge Of Customer Engagement

Attendees heard from top retailers and experts who shared the secrets of combining the uniqueness of a brand with data, analysis and superior customer-first experiences. 

The DNA Of The Digital Native Audience

Lee Peterson, EVP, Brand, Strategy and Design for WD Partners discussed the seismic change in consumer behavior that is being driven by the digital native. These people don’t know of a world without the Internet, Amazon, eBay, or Google, and are open to anything the future may have to offer. “People don't have to go to stores, they have to want to go to stores,”said Peterson. It is up to retailers to be constantly open to change. 


When Retail Innovators Get It Right…And When They Get It Wrong

One of the hallmarks of the NRF Big Show is the onslaught of technology that just seems to get more and more robust every year. And while that’s not a shocker, sometimes it is a surprise just how much of the tech is either for show, behind the times or too far ahead of the times to have any practical purpose for years.

So out of some of the more popular tech at NRF, what really checked out and what didn’t? Here's my unvarnished take:


NRF 2017: Personalization, Deep Analytics And Talking Robots

This year’s NRF Big Show did not disappoint. The show floor was busy and energetic from Sunday through the end of the show on Tuesday. Sessions were packed and the Innovation Lab area was impressive. As usual, Retail TouchPoints sent a strong contingent of editors to cover sessions, attend briefings and record video interviews with retailers, solution providers and other industry experts. Read on for our six editors’ perspectives on key takeaways from #NRF17.


3 Guiding Principles Of Developing A 1-to-1 Customer Experience

0aChris Bryson UnataThe 1-to-1 customer experience: it’s what your shoppers expect. They experience it with Netflix and Facebook on a daily basis, and they anticipate that same convenient experience when they shop with you, too. If your experience doesn’t make it easy for your shoppers to find the right products, they’re likely to give up and go somewhere else. And in grocery, where your catalogue consists of tens of thousands of products, the challenge is even greater and more important.

Good news! By leveraging data from a shopper’s online transactions (and their in-store purchases, if you have a loyalty program), you can tackle this challenge and deliver a world-class experience. From the home page to the catalogue to the cart, you can present each shopper with the products and specials that they are most likely to want, based on the trends in their purchase history.


Storyselling Marries Content And Commerce To Build Long-Term Loyalty

Many brands are embracing the convergence of content and commerce known as "storyselling" — even though metrics around its effectiveness are still being developed. The ROI of storyselling can be difficult to measure, because interactions are more about building positive relationships with consumers versus achieving an immediate conversion.

"Telling stories is a way to tell your company's point of view, and we think about it as adding value to shoppers’ experience," said Amanda Hesser, CEO and Co-Founder of Food52, which sells kitchen products. Food52's storyselling efforts have helped the retailer improve its conversion rates by 20% over the past year, but she believes its true value will be long-term. "For example, if a customer sees a platter we're selling that has a salad on it and they click on the salad recipe, that's still a win, because you've piqued their interest. If they don't convert but you're building trust with them, you're building lifetime value."

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