Category Archives: Shopping

Ecommerce Hits Milestone

Digital commerce, fueled by growth in mobile purchasing, hit a huge milestone last year.  In 2012, B2C ecommerce spending totaled on $1 trillion globally.  New research has come available that shows it’s not even close to slowing down.

shutterstock_111037535● From 2011 to 2012, global ecommerce grew 21% to reach $1.2 trillion

● By 2016, ecommerce is projected to hit $1.5 trillion worldwide

● In North America, digital spending grew 14% to nearly $365 billion.  Next year it is expected to expand to over $400 billion

● The number of digital buyers in the US is expected to grow from 150 million last year to 175 million in 2016

● China is expected to see the greatest growth.  Ecommerce is projected 65% from 2012 to 2013 and the number of digital customers will rise by nearly 25%

What Does This Mean To You?

What does your ecommerce strategy look like?
Digital purchasing, mcommerce in particular, is rapidly changing and growing. Having a strategy is important, but making sure it’s scalable is equally important.  Things like mobile point of sale will have a dramatic affect on how your business operates.  The international adoption of digital purchasing may open new markets for your business as well.  While we can’t predict the changes that may occur, being nimble and being able to quickly pivot is something that could give your company a competitive advantage in the future. For more information on how to capitalize on ecommerce growth,  please contact your Sun Sentinel representative or:
Julie Otto
Research Manager
954.425.1158
jotto@sunsentinel.com

Source: Emarketer

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Making Mobile Shopping More Convenient

In yesterday’s post, we looked at research that showed what tablet shoppers thought would make their experience better. Today, we’re going to look at overall mobile shopping and the factors that could make it more convenient for consumers.  Convenience is one of the factors driving the rapid growth in mobile.  The convenience of having the device around at all times, the convenience of nearly instantaneous web access and the convenience of mobile sites.  New research is available that looks at what consumers think would make
shopping via mobile more convenient.  This can help your business build a
better mcommerce strategy.

shutterstock_99408548

he most important thing to mobile shoppers was the finding the products they want to buy – nearly one in four mobile shoppers answered that way

• One in six mobile shoppers wanted the checkout process to be easier, 16% said that it should be easy to check out

• Just over 10% were looking for easier access to their billing information and 8% wanted improved sharing tools

What Does This Mean To You?

As we’ve seen in prior posts, mobile shopping is sharply on the rise.  As consumers are becoming more mobile-ly enabled, they expect more from your mobile offerings. If your site is not convenient to use and navigate, consumers will look to other competitive sites. One of the things to measure is your rate of shopping cart abandonment.  This will help you gauge your checkout process.  The ability to share was lower on the list of mobile “wants” but can be important in the future.  Social is rapidly becoming a mobile-first function.  Sharing is one of the chief functions of social shopping.  The more consumers share your products, the more exposure your brand and products receive. For more information on how to increase the results from your mcommerce tactics, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Mobile Commerce Daily; SiteWorx

How Consumers Used Mobile Devices Over The Holidays

From prior posts, we’ve chronicled information on much mobile shopping activity was done this past holiday season. Today, we’ll look at what types of shopping activity were done via smart phone and tablet.  This information can help you fine tune your mobile strategies for the future.

shutterstock_112912783• One-third of smart phone owners used their device to look up store hours, directions and locations. 20% of tablet owners looked for the same information

• 19% of smart phone owners and 18% of tablet owners read product reviews on their devices respectively

• Tablet owners were 28% more likely than smart phone owners to compare prices on their devices

• The biggest difference was in making a purchase.  13% of smart phone owners bought something over the holidays on their device.  19% of tablet owners completed a sale on their device

What Does This Mean To You?

While smart phones and tablets are both mobile devices, how consumers use them is different.  Smart phones are used much more often in-store or in transit than tablets.  This makes sense – it’s bad enough to see people drive and use their smart phone, image them trying to type on a tablet and drive.  Also, while many tablets are 3G & 4G enabled, many more are run from wifi.
Research suggests that consumers use tablet more to complete the sale.  Users are checking prices and buying items more often on tablets.  One of the big buzz words you’ll be hearing more about this year is device agnostic.  It basically means that that users will have the same digital experience on whatever device they connect with.  Layouts will automatically scale to the screen size of the device that are accessing on no matter if it’s a smart phone, tablet or phablet (new buzzword alert. A phablet is described as a smaller sized tablet – usually with a 5 inch screen).  These design improvements can help you better display your merchandise to mobile users.  For more information on how your mobile site can contribute more to your bottom line, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Mobile Commerce Daily; SiteWorx

Mobile Making New Brands Relevant

It’s never easy to establish yourself with consumers.  Competition is tight and consumer loyalty can be difficult to attain.  Mobile devices are a double edged sword when it comes to this.  Smart phones and tablets have made it easy for people to find to find your business, but it’s also made it easy for them to compare prices and find deals.  New research has become available that shows how mobile device owners find out about new products and businesses.

shutterstock_110330516• Two-thirds of smart phone owners have geo-location applications on their device, this makes it easy for shoppers to see the places they want to shop and how close your store may be to them

• Nearly 80% use search engines to find new products

• Over 30% use online ads and digital product reviews to discover new brands or products

• Just under a quarter have found new products through either Facebook posts or ads on Facebook

• 7% used twitter posts or ads and 6% saw a new product on Pinterest

What Does This Mean To You?

Technically, mobile should be thought of as a platform and not a solution.  There are many solutions that can be classified as mobile.  Geo-location apps, shopping apps, QR scanning apps are all native mobile solutions but there are other solutions that are becoming mobile-centric.  Because email, search and social networking are all becoming more mobile in nature, marketing via these channels could also be classified as mobile.  It’s more important to classify them in the way consumers are using them and develop campaigns that way.  For more information on making more money through mobile, please contact your Sun Sentinel representative or:
Julie Otto
Research Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Mobile Commerce Daily; Forrester

What Shoppers Want

Many businesses are worried about the “showrooming” affect.  “Showrooming” is when consumers shop for a product in-store but wind up making the purchase digitally.  New research on the wants of holiday shoppers can help you create innovative digital tactics that will help keep shoppers spending money in your physical location.

shutterstock_50109352• Seven in 10 shoppers agreed that stores need to do more to enhance the in-store shopping experience

• Nearly 80% said they want the ability to make a purchase in-store, but have it shipped home free

• Nearly six in 10 wanted interactive kiosks or displays that offered addition product information or product recommendations

• 56% wanted exclusive in-store mobile offers

• Nearly 60% wanted an easy mobile payment option

What Does This Mean To You?

From yesterday’s post, we know that digital shopping is only going to increase.
In fact, almost six in 10 smart phone owners reported that they “showroomed” this holiday season.
While some of these customer “wants” may not be feasible or technologically possible for many small retailers, but they do point to some things you may be able to provide.

• Shipping options – Free shipping may not be possible for every purchase, but you may want to investigate free or reduced shipping for purchases made over a certain dollar amount.

• Customer service – While digital kiosks are something that would be great – it’s really about customer service.  A recent study showed that consumers want your store personal to be knowledgeable about the products you sell and the offers you have.   A great customer experience can turn a consumer into a loyal customer.  Ensuring your staff is well trained is a cornerstone of great customer service

• Discounts and Offers – Mobile coupons and exclusive mobile offers are very popular and can help you increase sales.  More important than the coupons and offers is a loyalty program that includes them. Loyalty programs can help you create targeted offers that have value to the shopper and turn your messages into something they find important

• Mobile payment – This is one to watch.  Making payments, including point of sale, could be the next big thing consumers rely on their mobile device for.  It will all depend on the user experience.  When evaluating vendors, pay attention to the ease of use.  Stay away from anything that seems too clunky.  If a solution is not quick and easy consumers will not use it

For many businesses, keeping shoppers in-store is an imperative and there are digital tools and programs that can help you.  For more information on creating success from digital, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Mobile Commerce Daily; GfK Roper; SapientNitro

Maybe They’re Just Not Into Your Social Brand Anymore

The relationship between consumers and brands may be just like any other
relationship. They have ups & downs and sadly, sometimes they end
(Believe it or not, some recent studies found that consumers might be
more loyal to the brands they follow than their significant others). The
reasons these social brand relationships end are very similar to real
life relationships as well.   The brand may get too clingy, the brand
might not be who the consumer thought they were or maybe they brand and
consumer just grew apart. Like real relationships, knowing where things
went wrong can help you make better decisions in the future.

shutterstock_82998790 copy• Nearly 40% of online adults say
they have rarely ended connections
with brands on social media. 24%
say they have never ended a social
brand relationship

The top reason that consumers have ended a relationship with a brand on social networks do so is too many updates. One in three consumers who ended a relationship indicated this

• 22% said the brand’s value was different from the initial perception

• One in five consumers who ended a social brand relationship didn’t see any value in staying connected

• Less than 10% signed up after seeing an ad but didn’t want to stay socially connected with the brand

What Does This Mean To You?

Breaking up might not be hard to do on social media – it’s as easy as clicking a button – but it can be expensive to your company. 17% of adults who follow a brand on social media check their updates on a daily basis; nearly one in four did so at least once a week. That is a great deal of potential sales that your company could be losing. It all comes down to value and targeting. A consumer may say that they are getting to many updates – but they are often saying they are getting to many updates that they really have no interest in. The top reason consumers follow brands is to receive discounts and offers – so leverage that to get more information. After they “like” or follow you, offer them a significant discount if give you more information. This will allow you to tailor information to their wants and needs . It will help ensure that your social message to consumers is not “spammy” and that you are continually bring value to them. Without sounding like Dr. Phil, the most important thing is not to take advantage of the relationship. By giving the consumer what they want, you will continue to get what you need. For more information on how to maximize you brand through social means, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: SocialVibe; eMarketer

Smart Phones And Holiday Shopping

It’s no secret how big mobile is going to be this holiday season.  All
evidence points to it being a record breaking shopping period for
mobile.  A new report looks at how mobile affects holiday consumer
behavior and the items people will buy via mobile device.

shutterstock_119713633• Nearly one-third of consumers will make a purchase after seeing a mobile ad for the item

• Over six in 10 will visit a product’s webpage after seeing a mobile ad for the item

• Nearly 40% will download or redeem a coupon for the item

• Over 35% requested more information after seeing a mobile ad

• Women were more likely than men to say they purchased an item after seeing  an ad on a mobile device

• The top holiday gift items that consumers said they would buy via mobile device were electronics – including movies and music (60%), toys & games (56%), clothes (45%), flights & hotels (28%) and decorations (24%)

What Does This Mean To You?
Mobile sites are not just a luxury for businesses, they are an
imperative.  Not having a mobile site basically eliminates a large
portion of potential consumers from being exposed to your company.
Its how on-the-go consumers are learning about you, what you have to
offer and how to find you.  A good mobile site will also give them
reasons to shop your store and why they should make purchases from you
while in another location. Effective mobile solutions can help you take
business from the competition, create new customers and give you a great
means of targeting.  For more information on the many ways you can
deliver your message through mobile devices to gain a competitive
advantage, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: eMarketer; Mojiva

w.sunsentinel.com/mediakit