How Should Retailers Decide When and How Often To eMail Customers?

Most of the retail marketers surveyed realize the risk in overwhelming their customers with too many emails. About 43% of respondents said they send one to two emails per week, while 46% said they send three to four. But because email is such a powerful tool, marketers are being pressured by their companies to do more campaigns. While only 11% of US retail marketers said they send five or more emails weekly, the majority said they feel pushed to send a higher number to up their returns and increase awareness.For the complete article, go

By |March 13th, 2017|Media Notes Canonical, Uncategorized|Comments Off on How Should Retailers Decide When and How Often To eMail Customers?

Social Media ‘Likes’ Do Not Guarantee Customer Loyalty or Engagement Study Finds

Researchers say paying to boost content is a more viable business strategy.

In an article written by Christopher Maynard in Consumer Affairs according to researchers from Tulane University, “When we think of Facebook, we think of it as a very social platform. Most companies think that those social interactions will lead to more customer loyalty and more profitable customers,” said lead author Daniel Mochon. “That’s not necessarily the case. Customers rarely post on a brand’s page on their own and typically only see a fraction of a brand’s Facebook content unless they are targeted with paid advertising”

“Likes” do not guarantee engagement

The researchers tested their assertions by measuring consumers’ engagement with a wellness program called Discovery Vitality. Participants were able to earn program points by taking part in healthful behaviors like exercising. With this model, the researchers set out to see if people would try to earn more points if they liked the program’s Facebook page.

Invites to like the page and take a survey were sent out to one group, while those who were not invited acted as the control group. After four months, the researchers found no difference between the amount of reward points each group earned, suggesting that simply “liking” the page didn’t make much of a difference.

However, in phase two of the experiment, Vitality paid Facebook to display two of its posts to members who liked the page per week. After two months, those who liked the page earned 8% more reward points than the control group.

Boosting content appears to be more effective.

The researchers think the ads were effective because it boosted Vitality’s reach, ensuring that its content would reach participants’ timelines. They say […]

By |March 10th, 2017|Media Notes Canonical, Over The Shoulder Media, Social Now|Comments Off on Social Media ‘Likes’ Do Not Guarantee Customer Loyalty or Engagement Study Finds

Consumer Insight

Convenience is the most important element of the mobile retail experience.

80% of shoppers say they engage with a retailer or brand through digital/mobile before setting foot inside the store.

Deloitte research shows consumers who shop on their mobile/digital devices while in the store are more likely to make a purchase and spend more overall.

Consumers are using mobile to generate ideas and inspire purchases.

Retailers need to create an experience that allows consumers to engage and interact via mobile.

Retailers need to shift from face-to-face engagement with consumers to one-on-one engagement through their mobile devices.

76% of consumers interact with brands and products before arriving at a store.

Offering online buying and pickup in-store is an opportunity for brick-and-mortar to sell more as consumers view mobile as a research tool and a way to avoid long lines.

Consumers are always online.

Consumers are always connected.

Convenience is the most important element of the mobile retail experience.

As consumers shop in brick-and-mortar stores, they are still interacting with the brand via mobile devices.

Consumers do not stop using mobile at the brick-and-mortar door.

Deloitte forecast digital/mobile interactions will influence 64 cents of every dollar spent in brick-and-mortar stores this holiday season.

63% of mobile video watcher say they should be able to control which ads they see.

41% of people watch video via mobile responded favorably to ads tailored to their interests, per a Millward Brown report.

The average consumer between the ages of 16 and 45 watches 204 minutes of video a day, split equally between TV and online.

Forty-five minutes of the average online viewing time is done on a smartphone, while desktop accounts for 37 minutes and tablet for 20 minutes.

Millennials, Gen Z and Gen Xer consumers were watching as much digital video as […]

By |September 24th, 2015|Uncategorized|Comments Off on Consumer Insight