Twitter
Facebook
Linked In
RSS
Login or Register
New to InternetRetailing?
Register Now
Internet Retailing
Site Menu
More
User Menu
More
Amplience
Mention Me
ProSKU
IRUK Top500 The Customer Report: 2018

IRUK Top500 The Customer Report: 2018

You are in: > Home > Themes > Marketing

This is your 1 complimentary article for this month

Become a member for unlimited and immediate access.


Register
Already a member? Log in here

WEBINAR OVERVIEW Brand engagement: how the Top500 retailers best connect with consumers

Linked InTwitterFacebookeCard
WEBINAR OVERVIEW Brand engagement: how the Top500 retailers best connect with consumers
WEBINAR OVERVIEW Brand engagement: how the Top500 retailers best connect with consumers
In a recent Internet Retailing webinar, Brand engagement: how the Top500 retailers best connect with customers, we heard from Greg Zakowicz, senior commerce marketing analyst at Bronto Software , in a webinar that centred on IREU Top500 research into brand engagement, and expanded to focus on best practice approaches to the area. Here's a bulletpoint overview.

• Consumer behaviour - then and now: the move to omnichannel and always connected consumers. It's important to "recognise that shift in behaviour and what consumers now expect".

• Brand engagement is about communicating with customers.

• IREU Top500 most likely to use email (70% influence on purchases) and social (46%) to do that.

Social

• Overall, 89% of European consumers use Facebook, and 90% of these use it to interact with brands.

• Search visibility: Amazon vs UK Top500: Amazon in 262m monthly search results, IREU Top500 average 3.4m.

• Strategies for improving visibility, eg social media, on-site blog.

• Findings of cross-border shopping research: 80% of UK consumers would shop online from overseas websites.

• Cross-border engagement: examples: Boohoo.com, Otto, Decathlon.

• Poll: Are you currently using social media in different languages Yes: 17%, No: 74%, No, but we plan to: 9%.

• Customer service: research findings; examples: Otto

Poll: Do you actively use social media as a customer service channel? Yes: 58% No: 42%

• Customer service recap: social, have support staff, respond quickly, use complaints to build a stronger relationship.

Email

• Making a difference in customer service.

• Email engagement: how to, with examples.

• Most aren't read but welcome messages are the most read.

• How to reflect user behaviour in the welcome message.

• Abandoned basket strategies: analyses how to differentiate between which to use, testing which to use, eg free shipping, discounts etc.

Poll: Are you currently customising your welcome series or basket abandonment messages: No: 67%; Welcome series only: 26%; Basket abandonment only: 0%; both: 7%.

Social & email

• Combining them through engaging content: collecting and using user-generated content: examples: John Lewis.

Poll: If you had to rate your engagement strategies, would you rate yourself as: Excellent: 0%; Average: 74%; Poor: 26%.

Final thoughts: Ever connected consumers expect a better experience; one size email programmes don't fit all, social is a tool for engagement, information and customer service. Customer loyalty is at a premium in an age of global shopping - how are you creating loyalty?

The webinar was followed by a Q&A session. To see the webinar and the Q&A session in full, visit the Bronto webinar page here.

Linked InTwitterFacebookeCard
Add New Comment
LoginRegister

Mentioned in this Piece

Oracle + Bronto

Oracle + Bronto

Become a Member

Create your own public-facing profile
Gain access to all Top500 research
Personalise your experience on IR.net
Internet Retailing
We are the magazine, portal and research source for European ecommerce and multichannel retail, hosting the board-level conversation for retailers, pureplays and brands across all of our platforms. Join the conversation.

© InternetRetailing Media

Latest Tweet

Internet Retailing
Tamebay
eDelivery
Twitter
Facebook
Linked In
Youtube
RSS
RSS
Youtube
Google
Linked In
Facebook
Twitter