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Digital Marketing

To keep up with consumers’ digital advances, retailers are becoming savvier, implementing strategies and programs via smartphones, tablets and other digital venues. Digital marketing can take the form of push messaging, in-store digital signage, location-based promotions, email messaging and much more. Smart marketers are working on complete strategies that include the best new digital solutions in addition to tried-and-true traditional methods. This section will guide retailers down the path to digital marketing success.

Give The Gift Of Nostalgia This Christmas With E-Commerce Marketing

The holiday season is right upon us; as soon as Halloween passes, the floodgates open and customers are met with an ever-increasing number of holiday-centric marketing campaigns that look to capture the festive mood — and the consumers. For e-Commerce retailers, the festive season is an opportunity to increase traffic, improve their conversion rate and benefit from the ensuing sales frenzy.

By Creating Media Businesses Retailers Can Drive New Revenue Streams

CPG marketing continues to be in the throes of evolution. Traditional marketing practices have been upended due to the growth of digital tactics, including e-Commerce, social media and 24/7 mobile connectedness.  One of the hallmarks of this evolution has been the emergence of the retailer as a critical player in the media and advertising ecosystem. The biggest headline of the last few years — and there have been a lot with Facebook and Google remaining relatively dominant as the largest digital players — has been Amazon, which now stands as the third-largest advertising company, generating $12 billion in ad revenue. 

Optimizing Blog Content: From Easy Returns For Fashionistas To Impulse Buys For Parents

Blog readers are as varied as any cohort, but highly engaged readers of certain blog types tend to over-index in key areas. For example, parenting blog readers tend to have very young children and are likely to make impulse purchases, while fashion blog retailers follow their instincts and love buy online, return in-store (BORIS) programs. Hitting the 43% of U.S. consumers who regularly engage with blogs with the right messaging can be a serious sales driver, according to data from the Bi-Annual State of The COnsumer Report from Resonate. Blogs are also a great way of reaching new audiences: 81% of online shoppers trust information and advice from blogs, while 61% have made a purchase based on their recommendations, according to BlogHer. Resonate looked at the common habits of fashion, parenting and health blog readers, as well as the top-rated retailers of each category, to determine how marketers can leverage this trust and learn from successful brands’ best practices to grow their customer base.

Parachute UGC Boosts Click-Through Rate 35%, Lowers Cost-Per-Click 60%

Parachute, a digitally born bedding, bath and home retailer, is an old hand at posting user-generated content (UGC) — the company even promotes its own “Instagram Shop” within its e-Commerce site, powered by the #MyParachuteHome hashtag. But this spring, the retailer discovered that its user content is marketing gold: UGC actually performed better than Parachute’s own editorial content in driving its retargeting campaigns. Through an A/B test, the Parachute team learned that UGC generated both a 35%higher click-through rate (CTR) and a 60%lower cost-per-click (CPC) compared to the editorial content. To deploy UGC across social platforms such as Facebook, Instagram and Pinterest, Parachute partnered with Curalate, a platform that aggregates images and videos and turns them into shoppable advertisements for the products.

Vitacost.com Boosts Click-To-Open Rates 53% Via Personalized ‘Mystery Sales’

Vitacost.com, a Kroger-owned online retailer offering healthy consumer products such as vitamins, nutritional supplements, beauty supplies and organic grocery products, sought to improve consumer engagement within email by strengthening its exclusive, interactive “Mystery Sale” offerings. In building out personalized email campaigns with Selligent, Vitacost.com achieved its goal of generating immediate ROI, while ensuring a consistent and relevant customer experience, delivering: A 53% increase in click-to-open rates; 33% lower unsubscribe rates compared to prior Mystery Sale campaigns; and A 31% increase in revenue per email (RPE).

5 Ways To Tell More Strategic Stories With In-Store Digital Screens

Digital signage and screens are becoming the most valuable and impactful pieces of addressable in-store real estate, with research saying 43% of global consumers have been influenced by on-screen content. However, in today’s landscape, shoppers are inundated with media messages at every turn. Not surprisingly, consumers in 2019 have become adept at deciding what adds to their in-store experience and what does not. Given the massive amounts of sensorial clutter in our highly visual world, brands have to make sure they are creating smart digital strategies that provide true value. Ultimately, whatever is displayed on-screen must be in concert with the intended experience. In a recently released global study of more than 10,000 consumers, an overwhelming 78% of shoppers shared that the atmosphere in-store significantly impacts their decision to shop brick and mortar rather than online. More so, 90% of shoppers are more likely to return to a brick and mortar store if the atmosphere delivers a uniquely tailored experience.

Marketing For Retail Now Means Marketing For Hearts

The average American continues to find more income in their pocket to spend as they like, whether that be on savings or in stores. The most recent statistics from TE, released in May 2019, show U.S. shoppers have $16 trillion to spare in disposal personal income, a growth of nearly half a trillion dollars from June 2018. With this extra cash, more and more Americans are choosing to shop ethically, the process of paying a little extra for a product you know didn’t harm anyone on its way to the shelf. This poses a unique challenge for marketers — even if the retailer is squeaky clean, how do you impress that upon consumers?

Why Retail Marketers Turn To Behavioral Economics

With the amount of messaging that inundates individuals on a daily basis, it can be frustrating for retailers to make their mark. Here is the problem: retailers spend a majority of their time and resources thinking about what to sell, not necessarily how to sell it. Well, the social science known as “behavioral economics” shows us that how a product is presented to consumers is often the most powerful driver in a purchase decision. Behavioral economics is no longer just taught in college lecture halls; it is now learned by marketers all over the world to help drive growth and increase revenue. Research by Gallup shows that companies that apply the principles of behavioral economics to their overall marketing strategy outperform their peers by 85% in sales growth and more than 25% in gross margin.

RTP Live! Session: Moosejaw Success Is ‘All About Being Relatable, And About Being Fun’

With a vision to “be the most fun outdoor retailer on the planet” while selling the best outdoor products, Moosejaw strives to deliver experiences that are both meaningful and memorable — all hinging strongly on being relatable to the shopper. The retailer operates by four chief values: be notable, get people engaged, make customers love the brand and “only do cool stuff” — or in business terms, be willing to test, try and fail — according to Dan Pingree, Moosejaw’s CMO, in a session at Retail TouchPoints Live! @ RetailX.

Tammy & Benjamin Drives 230% Sales Lift From Facebook Ads, 90% Boost From Google

Prior to the 2018 holiday season, Tammy & Benjamin, a luxury leather brand, sought to drive more global sales for its handbags and expand further into major markets such as the U.S. and UK. But with only 34 stores, the company needed more effective outreach to promote both its online and physical businesses. The France-based retailer partnered with digital advertising platform MakeMeReach to drive awareness, and ultimately sales, through an ad campaign that encompassed Facebook, Instagram and Google. As a result, the retailer saw a 230% lift in sales attributed to Facebook and Instagram ads, and a 90% increase in sales through Google brand search campaigns in the lead-up to Black Friday 2018.

Why Video Is A Must-Have In Your Marketing Toolbox

You only have to do a Google search these days and you’re hit with a number of videos waiting for you to watch them. That’s because video is today’s top-drawer tool in your marketing toolbox. Research published by Cisco found that by 2022, 82% of all business and consumer traffic will be video, up from 75% in 2017. People love to watch videos. With one-third of online activity spent watching videos, it’s easy to see why people love them: they are fun and effortless. Have you integrated video into your marketing strategy? A few years ago, video marketing was underrated, but today, if you want to be found you have to have video. We have rounded up a list of reasons why you need to consider video marketing for your business.

How Hammock Gear Improves Email Effectiveness With Activity-Based Messaging

Hammock Gear initially built its reputation through social media, word of mouth and a commitment to first-class customer service. That reputation has provided a steady influx of new shoppers, and Hammock Gear has partnered with Springbot to automate its marketing campaigns and convert new site visitors into loyal customers. The company’s updated web site helped drive the best holiday season ever, with 2018 Black Friday and Cyber Monday sales rising 164% over 2017. An important element of this success is the site’s granular approach to abandonment emails. Rather than immediately sending promotions, Hammock Gear varies its responses based on the level of interaction. Even simple, no-pressure emails are effective at getting potential customers to return, according to Sally Brown, Hammock Gear COO. For instance, a browser who visits the site, looks around and leaves without adding anything to his or her cart gets a polite thank you message with a return link. “We take a softer approach to it,” said Brown in an interview with Retail TouchPoints. “Rather than just going right at them and saying, ‘Hey, we know you stopped by, and we know you looked at this thing — come back and we’ll give you a discount,’ it's…

How To Make Retail Influencers More Accountable

Anyone who has watched one or both of the recent dueling Fyre Festival documentaries was undoubtedly struck by one realization: Wow. Influencer marketing is powerful stuff. Of course, in this case, the success of influencers in driving paying attendees to the ill-fated festival isn’t a case study any reputable brand would be in a hurry to replicate. But the power of influencer marketing — particularly behind a reputable product — is undeniable. Influencer marketing has been picking up steam for years now, and it shows no sign of slowing. By 2022, influencer marketing could reach anywhere between $5 billion and $10 billion. Even if you take the midpoint of that estimate, we’re still looking at a robust five-year compound annual growth rate of 38%.

Study: Just 22% Of Retailers Prioritize Revenue-Generating ROI From Martech Investments

While 94% of retail marketers believe that their company truly embodies customer obsession, only 18% are seeing the revenue growth they expected from those efforts, according to a survey from Listrak and Forrester Consulting. Retailers are leveraging new features and functionalities to achieve greater efficiency (63%), better innovation (58%) and improved customer satisfaction scores (49%), but many are not seeing tangible bottom-line benefits from these investments. When it comes to investing in marketing technology (martech), only 22% of retailers prioritize whether it can improve business outcomes, such as higher customer lifetime value (CLV), revenue growth, acquisition, engagement and conversion.

Study: Tailor Communications To Reach 5 Very Different Shopper Groups

Whether they’re looking for the best deals or a reason to visit their favorite store, nearly every shopper can be reached through email marketing, according to a study by Fluent Commerce. The report looked at five shopper personas that are defined more by behaviors than traditional markers such as age, gender and income, determining what kinds of outreach best break through their email filters and fuel conversions.
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