Shopper Experience

Shopper Engagement delves into the latest trends and strategies retailers are using to cultivate long-term relationships with shoppers. Social media, mobile technology, in-store tablets and more are covered in this section. Subscribe to the feed and stay in touch with the latest retail happenings.

Footwear Retailer Schuh Kicks Online ‘Hijackers’ Off Its Site

As many as 19% of online customer journeys for UK footwear retailer schuh used to get interrupted by various forms of injected ads, often from competing brands. These ads, generated when consumers unknowingly infected their browser or smartphone with malware, were not visible to schuh’s online team — but they were definitely a visible distraction for shoppers. Namogoo alerted the schuh team about the extent of the online hijacking problem in June 2014, according to Stuart McMillan, Deputy Head of eCommerce at schuh. “I was a bit surprised about the extent of the problem, but given the diversity of users on our web site it made sense,” McMillan said in an interview with Retail TouchPoints. “The biggest surprise was that I hadn’t even considered the problem until Namogoo came along.”

Smart Glass Boosts Online Sales 38% By Expanding Digital Audience

Smart Glass Jewelry is an eco-friendly accessory brand that finds new uses for old materials by creating fashion jewelry from recycled bottles. The SMB retailer recently discovered that both old and new strategies are needed to optimize digital marketing in order to stimulate customer engagement and sales. Beginning in March 2018, Smart Glass deployed the Springbot Exchange Audience Expander to match its customer data and identify look-alike audiences, and then to launch an automated three-series email drip campaign. The Springbot solution automatically adds consumers who engage with a retailer’s email campaign to a permanent subscriber list.

NRF Increases 2018 Retail Sales Growth Forecast To 4.5%

  • Published in News Briefs
Citing the strong job market and higher wages, the National Retail Federation (NRF) has boosted its forecast for 2018 retail sales growth to a minimum of 4.5%. In February the association had predicted retail sales would climb 3.8% to 4.4% this year compared to 2017. However, association executives warned that…

How Emerging Technology Can Help Call Center Reps Do More

Technology is disrupting almost every industry, and call centers are no exception. And although the most important part of a call center's function — human interaction — isn't going away, how, when and where center representatives interact with customers and prospects is certainly changing. Emerging technologies are helping call centers and the reps who staff them connect more seamlessly and improve their performance across the board.

Exclusive Q&A: Branding Expert Dissects Papa John’s CEO Woes

Human nature being what it is, sooner or later a certain number of top corporate executives are going to behave badly in one way or another. They will commit fraud and insider trading; express prejudiced beliefs or use racial, ethnic or religious slurs; sexually harass people or condone such behavior in others. And in the current communications landscape, with everyone equipped with a video camera and a social media megaphone, these behaviors are more than likely to become public knowledge. When the inevitable happens, what is a brand to do? These are questions that branding expert Deb Gabor, CEO of Sol Marketing and author of the book Branding Is Sex, has been dealing with her whole professional life. They are also increasingly urgent queries for companies — particularly with the parade of CEOs Behaving Badly that have marched through the public square during the past year, from Harvey Weinstein and CBS’ Les Moonves to John Schnatter of Papa John’s Pizza. In the last case, the accusations of racist remarks and sexual harassment are particularly damaging because Schnatter has long been the public face of the company.

‘Too Many Ads’ Frustrate 53% Of Online Shoppers

The online ordering process continues to be too time-consuming for many shoppers. As many as 40% of consumers report “too many ads” as the biggest frustration when shopping on mobile devices, and 53% report the same on desktop, according to data from Usabilla. Additionally, 34% of desktop shoppers and 31% of mobile shoppers said their biggest frustration at the point-of-purchase is having to re-enter information that should already be saved. What makes this challenge even more frustrating is that 37% of consumers said they create accounts with retailers specifically to save time and avoid re-entering information.

Birchbox Launches Redesigned E-Commerce Site

Birchbox recently unveiled a revamped e-Commerce site designed to offer a more personalized shopping experience and an easier-to-navigate menu, and to further align with the company’s monthly subscription offering, which constitutes nearly 65% of sales. Birchbox had two inspirations for building the new site experience: a strong understanding of its…

How A 40M Decrease In Email Promos Increased Revenue At TUMI

Working to deliver a more relevant customer experience, TUMI was seeking to consolidate business functions “that have a direct relationship with the customer on a 1:1 basis,” noted Charlie Cole, Global Chief eCommerce Officer at Samsonite and Chief Digital Officer at TUMI. “We thought all these functions should live in one place,” he explained, “including online analytics, customer service, sales (retail/online/outlet/drop ship), warranty, repair, email send/open/click, social graph data…” Finding the right solution was a challenge, Cole explained: “We didn’t necessarily know where in the vendor landscape we were going to end up, so we talked to all sorts of partners, including email, personalization, more traditional CRM, etc.” After a thorough search, Cole and his team landed on the Customer Data Platform (CDP) from AgilOne. In this Q&A, Cole shares his learnings and results from the implementation.

Exclusive Q&A: How Loot Crate Is Managing An Influencer Tipping Point

Six years young, Loot Crate is a self-proclaimed “leading subscription commerce platform targeting super fans of entertainment franchises.” While Loot Crate appeals to all ages with its family-friendly product, a large majority (80%) of its customers, called “Looters,” are 18 to 34 years old, according to Erik Reynolds, VP of Product Marketing and Communications. “What I love about optimizing for this generation of consumers is, that they want more than just a shopping experience,” Reynolds said. “They expect a more content rich experience, especially when they’re browsing products on our site within their favorite fandoms — comics, TV, movies and games — our site, mobile app and our products have to nurture to that. We create content that not only sells the next crate but also tells a story in deep alignment with our licensor partners.”

Exclusive Q&A: Explosive Growth Of Direct Brands Reveals Seismic Retail Shift

Earlier this year, the Interactive Advertising Bureau (IAB) released a report titled: The Rise of the 21st Century Brand Economy, which examined the sputtering growth of traditional retail and CPG brands versus the rise of direct brands over the past decade. To delve deeper into the findings of the report, Retail TouchPoints recently sat down with Randall Rothenberg, CEO of IAB, a trade association for interactive marketing representing more than 600 leading media, marketing and technology companies.

In Today’s Commerce World, There Are Clear Winners And Losers

As physical and digital commerce converge, the brands dominating and thriving in the market are those optimally engaging customers, meeting their expectations and delivering consistent, stellar, personalized brand experiences across the enterprise. Expanding channels, marketplaces and consumer expectations are also pressuring manufacturers and distributors to both improve fulfillment and service levels for their retail clients, and to develop direct-to-consumer digital commerce channels. In a race to compete, it is the retail fast eating the retail slow.

Starbucks Will Open First U.S. Sign Language Store In October

A Starbucks store designed specifically for deaf and hard of hearing customers will open this October in Washington, D.C. near the campus of Gallaudet University, a four-year university for the deaf community. The store, which will employ associates proficient in American Sign Language (ASL), aims to create a “distinctive retail…

5 Keys to Successful Influencer Partnerships

The U.S. influencer marketing industry will reach up to $10 billion by 2020, according to Bloglovin' research. While some brands have seen success with endorsements from celebrities with hundreds of thousands (or even millions) of followers, these partnerships can cost brands a pretty penny. Bloggers, micro-influencers and experts in specific fields may be a better investment, particularly for brands just starting to test influencer marketing campaigns. Although these influencers don't have millions of followers, they often are more impactful due to their small yet highly engaged followings. Consider this: just 3% of consumers are influenced by celebrity endorsements, according to research from Collective Bias. Conversely, 30% of consumers are more likely to buy a product that a non-celebrity blogger recommends. These bloggers are also 10 times more likely to influence an in-store purchase than a celebrity.

Amazon Devices, Grocery Perks Drive Prime Day 2018 Customer Retention Strategy

As Prime Day concluded at 12 midnight PT on July 17, Amazon revealed that it generated more sign-ups for Prime on July 16 than any previous day in Amazon history, with shoppers purchasing more than 100 million products during the 36-hour shopping event. In addition to the influx of new Prime sign-ups, Amazon also focused on its existing Prime members, with 12-hour early access to deals on its Echo and Fire devices, as well as unique offers to Whole Foods shoppers. The e-Commerce giant did not report Prime Day sales numbers, which were anticipated to reach a record $3.4 billion, but dubbed it “the biggest shopping event in Amazon’s history,” with its own devices positioned as the event’s centerpiece. Even with site outages dispersed throughout the first day, Amazon still managed to boost sales 89% during the first 12 hours, according to Feedvisor.
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