Fashion retailers have multi-channel elements in place – but need to accelerate to omnichannel

Omnichannel may be the buzzword du jour right now when it comes to retail – but like many of these here-today terms there is often more than a kernel of truth. Where omnichannel differs from multi-channel is through its threading. A multi-channel retailer may have distinct presences both in its website, on social media as well as its physical store – but omnichannel truly links them together for a seamless customer experience.

With this in mind, a new report from Veeqo...

13 August 2019 | Advertising

How Amazon’s ad network fuelled the 2019 Prime Day – and will continue to do so

The richest man in the world, Jeff Bezos, has even more reason to celebrate. Amazon’s 48-hour Prime Day event this year just provided a glimpse of what ecommerce — and most likely, all commerce — might look like in the years to come.

Almost half of online shoppers in the US now begin their product searches on Amazon, compared with 35 percent who turn first to Google. Bezos is also pushing to broaden Amazon’s influence in brick-and-mortar operations,...

25 July 2019 | Advertising

Interview: Making the marketer’s leap from B2B to B2C with Albert Heijn’s Eva Vree

The differences between B2B (business-to-business) and B2C (business-to-consumer) marketing can be chasm-like.

On the one hand (if broadly), B2B purchases are more likely to be driven by logic and an eye on demonstrable ROI. B2C purchases, on the other, are more probably driven by a consumer’s emotion.

Eva Vree is a senior creative content specialist for the online arm of Dutch supermarket giant Albert Heijn, and notably made an internal leap from the B2B side of the...

22 October 2018 | Commerce

Why retail marketers should sideline AR and VR technology, at least for a while

Marketers are always on the hunt for the latest in innovative tech in a quest to snare prospective customers with the wow-factor.

Augmented reality (AR) and virtual reality (VR) are two such technologies touted as the next to revolutionise the retail landscape, however, a new study by Censuswide and payments provider Klarna suggests customers don’t share the same enthusiasm.

Interviewing 2,000 shoppers, the study revealed that four in five had no interest in these...

11 October 2018 | Advertising

The rise of the commuter-shopper: Driving digital commerce in surprising environments

Thanks to the hyper-connected, ‘always on’ world in which we now live, the opportunity for brands to drive commerce is literally everywhere. As with other areas of our lives, connected mobile devices have changed the way we think about buying things; when it comes to shopping, we’re no longer bound by ‘restrictions’ such as location and time of day.

Last week, Instagram announced that it will be making some updates to its shopping capabilities,...

27 September 2018 | Advertising

Forget AR: Visual search will be the hottest eCommerce tech among millennials

It’s been a big week for visual search.

In a partnership with Amazon, Snapchat announced it was testing a new tool allowing users to take a photo of a product or barcode and, if recognised, launch an Amazon product page to learn more and (hopefully) make a purchase.

On 20th birthday week, meanwhile, Google announced the integration of its AI-driven Lens into searches, the goal of which is to help users find information visually and improve specific image-oriented...

27 September 2018 | Advertising Technology

How luxury retailers are delivering personalisation at scale

Luxury retailers invest heavily in creating a premium in-store experience, and for a long time, this has played a major role in their success and growth. However, as more and more consumers demand the convenience of online shopping there is a clear shift towards digital.

In luxury, we have observed that 25% of sales come from online with the rest in-store. In fact, McKinsey expects online luxury sales to triple by 2025, with 80% of those sales digitally influenced. As a result,...

13 September 2018 | Advertising

Mobile marketing mystics: Unlocking the potential of in-app advertising

Imagine it’s the 1980s for a second. You, a crystal-gazing marketeer, explain to your CMO that the future of marketing lays in mobile telephones.

‘Mobile phones! Pfft. They’re a yuppie fad, we don’t advertise to bricks,’ might come the scowling response of this 80s stereotype.

The derision wouldn’t be misplaced. For the first four decades that mobile phones existed, they were just that: mobile (as in, portable); phones (as in, well, a...

6 September 2018 | Advertising

The $70bn WhatsApp business story nobody’s talking about

 When WhatsApp unveiled its new Business API last week, most tech reporters determined Facebook was getting serious about monetising the chat app it purchased for $19bn in 2014.

They’re probably right about the money, but wrong about where it’s most likely to come from.

The business model question 

4 September 2018 | Advertising Technology

Are retailers losing control of the customer journey to pervasive social platforms?

The capabilities that social media (Facebook, Instagram, Pinterest etc.) provide to retail brands today has far extended likes, comments or shares. Through these platforms online visitors can discover more of a retailer’s product catalogue through a curated feed of suggestions based on the user’s browsing and intent behaviour. But with that comes its own challenges for overstretched e-commerce managers and brands, not...

29 August 2018 | E-Commerce