As GDPR Deadline Looms, Retailers Must Secure Consent To Access Personal Data

Consumer data has always been a key part of retailers’ marketing toolkits. However, with the General Data Protection Regulation (GDPR) rules going into effect on May 25, 2018, companies are at risk of losing access to portions of this consumer data, forcing them to pivot the way they market to customers.

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Mobovida Boosts Revenue-Per-Email-Send 33% With Personalized Messaging

Mobovida, an online retailer of mobile accessories and handbags, is meeting the challenge of selling highly commoditized products with a two-pronged approach: providing fashion-forward products, and personalizing its messaging to strengthen shopper connections.

With the help of CRM platform provider Zaius, Mobovida has increased revenue-per-email-send 33%, and also has been able to:

  • Segment customers more intelligently to increase relevancy of its messages;
  • Personalize campaigns based on the history of each individual customer’s browsing and purchase behaviors; and
  • Coordinate customer communications and reduce unsubscribe rates.

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57% Of Marketers Don’t See Value In VR

Virtual reality (VR) and augmented reality (AR) have generated plenty of attention in retail in recent years, but most retail marketers still don’t see the benefits of the technology. As many as 57% of retail marketers report that VR does not apply to their organization, while 55% say AR does not apply, according to data from Yes Lifecycle Marketing.

The number of marketers presently using VR (7%) and AR (8%) remains miniscule. And up to 35% of respondents said they have reservations about AR/VR and/or do not intend to use it, so there’s little indication of momentum for the technologies building any time soon.

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Retailers Fail To Capture Consumer Eyeballs Via YouTube Ads

The retail industry has some catching up to do if it wants to engage its audience via YouTube advertisements. Retailers finished with a 15.7% average view ratedead last among 25 industries and more than 8% behind the next-closest industry — according to the 2017 YouTube Advertising Benchmark Report.

View rates on YouTube advertisements average 27.7% across all industries, meaning retail falls 76% below the average.

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Customized Video Ads Drive 561% Lift In User Brand Engagement

Customized video marketing can be a powerful component of brand marketing campaigns. Custom interactive video campaigns generate a 561% lift in total user activity (such as in-unit clicks and clicks through to an external web site) over standard pre-roll advertisements, according to research from Innovid.

Pre-roll ads only include static video without any advanced features, whereas more advanced video ads include interactive elements such as overlays and clickable content. Both types of ads play prior to the start of a video that a consumer is viewing.

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88% Of Marketers Say Personalization Boosts Business Results

[Image source: ScienceSoft]

Retailers, analysts and consumers alike consistently tout personalization as necessary to shaping the customer experience, and marketers agree: 96% believe personalization advances customer relationships. Among marketers, 88% say they realize a measurable lift in business results from the strategy, according to Evergage.

More than half (53%) of these businesses report a personalization lift of greater than 10%; for 10% of respondents, the lift exceeds 30%. Of the 200+ marketers interviewed:

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POS Subscribers Provide 32% Higher Open Rates

Retail marketers need to take action to improve the quality of data they obtain at the POS, as these subscribers often are highly engaged with the brand. For example, welcome mailings to POS subscribers had a 23.2% click-to-open rate, 32% higher than the 17.5% rate for subscribers obtained from other sources. Experian Marketing Services conducted its survey from April 2015 to May 2016.

Total email volume rose by 17.1% during the year. More emails mean retailers are going to have to be even more careful when gathering data from POS subscribers, especially as the holiday season rolls around. POS email collection problems are often caused by human error and include incomplete or missing data, duplicate data and outdated information.

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Mad Science Enhances Brick-And-Mortar Visibility With Location-Based App

Retailers — particularly small businesses with limited marketing budgets — are always on the lookout for new ways to generate buzz and bring in new customers through unique promotions. Mad Science, a science enrichment/education company for kids, has found the formula to personalize and localize its messaging to potential customers via the new Shop and Ride app for New Jersey transit riders.

Mad Science generally visits schools, scout troops, parks and recreation centers and libraries, but it also has 18 of its own brick-and-mortar locations — one of which is in Hoboken, N.J., the first area where the app, developed by Xerox, is testing. The app allows area businesses to boost awareness of their brick-and-mortar locations, using beacon technology placed on bus shelters and in participating businesses’ locations, to deliver personalized, hyperlocal mobile offers. The offers are targeted based on a transit rider’s preferences and travel patterns.

For Mad Science, the app’s beacon technology will help bring more visibility to its hidden location, which is inside a converted factory building with multiple suites.

“This beacon is a lifesaver for us to let people know that we’re there,” said Julie Serritella, Chief Mad Scientist at Mad Science of Union to Hudson in an interview with Retail TouchPoints. “If they’re interested in family activities, this is a way for us to pull in new clients that have never heard of Mad Science before.”

{loadposition GIAA}The company is just starting to develop customized offers for app users, including discounts on classes that need to be filled.

“We appreciate the fact that we can specialize [our offers] for a limited number of things, such as what days of the week we want to have people get the offers,” said Serritella. “We can customize and change them quickly if we’re sold out of something. It’s a win all the way around for us.”

Another huge benefit for Mad Science is the personalization aspect of the app. Serritella said the coupons the company plans to offer on Shop and Ride are similar to what it would have offered via online coupon services, but now they can be personalized and targeted to locals.

“This is so much more dynamic,” she said. “Instead of going out to 100,000 people and hoping that one of them bites, this is for people who are in our neighborhood anyway and are going to find us, so it’s ultra-focused and localized.”

Targeting Garden State Transit Riders

What people may not know about Xerox is that the company offers more than just printers and copy machines. Xerox also develops and supplies ticket payment systems, and New Jersey’s public transportation system, NJ Transit, is one of its customers. The companies chose the New York City suburb of Hoboken, N.J., with its more than 200,000 transit riders, as the first area for testing the app.

“Our research shows that riders want offers for food, shopping and entertainment based on their likes as they travel,” said Chris Holmes, VP of Mobile Commerce Solutions, Payments and Public Sector at Xerox in a statement. “Shop and Ride was developed with this in mind so deals are timely, relevant and readily available.”

Xerox worked with AR James, a local advertising agency, to recruit merchants for the initial launch of the app. Xerox wanted to start with a small number of businesses, said Holmes.

“We’ve worked with AR James, because they have the right to advertise on the bus shelters up and down the Hoboken city,” said Holmes in an interview with Retail TouchPoints. “We’ve placed beacons all over Hoboken, attaching them to bus shelters. The application is alerted when the user is in the vicinity of these beacons. Each participating merchant also has its own beacon, which emits a unique code, so they know exactly where the potential customers are. We can either promote an individual merchant’s offers or a group of merchants that are local to where the particular user might be.”

Xerox is currently testing the initial stages of the app in order to enhance its abilities. Hoboken is just the first stop, with more locations scheduled to be added along the way. The Shop and Ride app is now available to download on the Apple Store. 

Want To Engage New E-Commerce Subscribers? Deliver Emails From 8 To 11 AM

When it comes to interacting with the consumer as an e-Commerce business, timeliness matters. While 62% of online retailers send a welcome email to new subscribers within 24 hours, only 29% of these consumers make a first purchase within 48 hours of subscribing, according to Campaigner.

The majority of marketers surveyed find it best to deliver emails earlier than 2 pm:

34% Rise In Ad Blocking Forces Retailers To Seek Marketing Alternatives

Retail brands need to step up their search for additional ways to reach consumers online, as there is strong evidence that more shoppers have grown tired of seeing advertisements.

Ad blocking is becoming more commonplace among American web users, with almost 70 million people using ad blocking services in 2016, a 34.4% increase above last year’s totals. Various estimates show that these services can put a huge dent in potential revenue for businesses around the globe; companies publishing ads online stand to lose anywhere from $27 billion to $35 billion by 2020.

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