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BizReport : Mobile Marketing : September 25, 2014

Mobile not top of list of retailers' infrastructure investments in run up to Christmas

Christmas Day is just three months away and brands are already prioritizing investment as consumers' thoughts turn to gift buying. The eBay 2014 Holiday Retail Audit looks at how brands are prioritizing retail infrastructure in the run up to the festive period.

by Helen Leggatt

The 2014 holidays will see online retailers focus their marketing spend on those elements that provide greatest opportunity for data capture, found eBay's audit of online retailers with revenues of $5 million to $250 million.

Top of those data capture tools is social media (29%), topping email promotions (22%) for the first time. SEO came in third (12%).

"Nimble retailers need to be laser focused on consumer data as they head into executing holiday strategy in order to map investments back to ROI while maintaining strong margins," said Steve Denton, vice president marketing solutions. "There is still time to implement display, retargeting, attribution and social solutions capable of ensuring that a retailer's brand message reaches new and lost prospects with commitment to the consumer's privacy."

Interestingly, despite participating retailers admitting that m-commerce was their 'top competitive weakness' and an area of infrastructure in which they were least confident, more than two-thirds (68%) have no plans for new or continued investment in that area for the 2014 festive season.

"As mobile purchasing continues to grow exponentially, a lack of investment in mobile commerce this holiday season provides retailers who have made this a priority an opportunity to capture significant market share if they can provide the best mobile experience," said Mark Lavelle, senior vice president of global product, eBay Enterprise.

Six out of ten of participating retailers said Amazon was the leader in mobile commerce as well as leading in inventory (56%), shipping (54%) and returns (44%) yet those retailers continue to concentrate on price, customer service and marketing in place of that infrastructure that could give them a competitive edge over Amazon.

"Retailers have an opportunity to win this battleground by increasing their delivery speed. Multichannel retailers can optimize their brick-and-mortar locations as distribution points to fulfil orders closest to customer location, reducing shipping times and cost through inventory and order management solutions," said Tom Barone, head of omnichannel operations North America. "Retailers have implemented these omnichannel solutions in as little as 99 days, experiencing greater customer satisfaction, improved margins and increased sales."

Image via Shutterstock

Tags: audit, data capture, holiday 2014, mobile marketing, retail infrastructure, trends

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