News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Study: Merchants need to offer more online
Over the past week, retailers have seen how consumers are shopping online and mobile differently than in the past. This will bring more merchants into the e-space, but new data out from The Acquity Group suggests just opening an online store isn't enough.
According to new data out from The Acquity Group online stores need to offer more than just jeans, sweaters and electronics gear. Their data suggests that, in addition to trendy items, online retailers need to offer content - video, inventory status, customer service chats, etc. In addition to PC-based offerings like these, mobile strategy should include points like click-to-call, finds the report.
The study finds:
• 44% of retailers currently offer click-to-call on mobile sites
• 76% offer product zoom for PC browsers but only 39% offer on mobile screens
• 98% offer email opt-ins for PC browsers, 34% offer the same via mobile browser
"Now that brands recognize the importance of the mobile channel, their focus must shift to adopting forward-looking mobility strategies to augment their in-store and big browser sales channels," said Jay Dettling, Executive Vice President of Acquity Group. "Mobile is no longer a separate channel for eCommerce. Through this research, we uncovered many areas where brands lack progressive initiatives that contribute to a truly Omnichannel experience."
Meanwhile, data from Avaya finds that consumers are already changing how they interact with businesses depending on their location. In the past, a shopper would go to a service desk in-store or call an 800 number. Today's shoppers are going to mobile more often, contacting businesses from work or during the commute - and they expect immediate responses.
More than 40% of surveyed respondents told Avaya they preferred to deal with businesses online while 16% prefer to use social media. More than half (56%) say they feel a stronger connection with brands they connect with in the social space.
As for the importance of mobile now, data from The Search Agency shows clicks from tablets and smartphones increased to nearly 30% over Black Friday and to 20% (up from 8%, 2011) on Cyber Monday.
- Brands: How Chat-As-A-Service can work for you
- Survey: Computers are the connection of choice for sports fans
- Expert: The link between returns and cart abandons
- Mobile Roundup: App releases focus on connection, analysis
- Amazon's latest delivery location - the trunk of your car
- How mobile will change in 2015
- Ad Roundup: Partnerships to deepen brands' reach
- Survey IDs SEO platforms most brand friendly
Featured White Papers
- Design Matters: How To Create The Optimal Mobile Shopping Experience
Over two-thirds of US consumers under 50 say they would be happy if shopping evolved into a mobile-only experience, recent...
- Tasty Tips From Marketing's Master Chefs
The art and science of effective marketing and demand generation is like a great recipe- Marketing master chefs turn traditional...