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The Digital Business Kit for Retailers


Learning Outcomes

Retailers will understand how they can use eMarketing strategies to sell products and services online. [printfriendly]

mod-arrow Trends

eMarketing is critical. Your customers expect it and if you are not participating they may not find you and they will probably be pulled away by your competition. eMarketing makes many of the other eSolutions work – there is no point investing in a website and online store if no one finds it. Here are some trends to consider as you start or expand your online marketing plan.

In our first case study we showcase, Shoes of Prey, an amazing Australian company that allows you to design your own perfect shoe, choose your toe, heel and leathers and have them custom made and sent to you anywhere in the world. Have a look at how they use eMarketing to engage their existing and new customers.

National Retail Association partner Traffica are a multi-disciplined Digital Business Generation team. They integrate strategic consulting, digital marketing and leading technologies to grow your retail or franchise business. Their mission is to build thriving digital businesses of the future.

Click here to learn more about Traffica.

To help ensure you are digital ready, Traffica have provided the following free resources.

Content marketing continues to grow

Content marketing is a marketing technique that creates and distributes valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving sales.

Sponsored Content Marketing

Watch for an increase in sponsored-content marketing where marketing placement is paid. SEO (search engine optimisation) is evolving, SEO is more responsive now to content (see point 1) so make sure your site has quality content, responsive design and social sharing.

The world goes mobile

The mobile trend continues to skyrocket. Your eMarketing strategy should take advantage of this to ensure your clients can engage in your store and online with your brand. Think scanning items, clients taking pics and sharing online, self-help options like interactive-marketing material, making sure your website functions on mobile (reactive design).

 

Consider these eCommerce statistics:

  • In 2012, retail eCommerce spending rose 15% year-over-year, while online travel e-Commerce broke $100 billion for the first time.
  • Overall, 41% of consumers would prefer to have grocery-pricing information online – but the online preference skews younger.
  • Among top online merchants, mobile device audiences increase merchant reach by at least 20%, especially for deal-a-day sites.
  • More than 1 in 10 retail eCommerce dollars are now spent via mobile device.

(Source: Comstore.com).

Internet of Things

See above note on Mobile. The Internet of Things means machines talking to machines like your customers smartphones while they are shopping.

Rich media, visuals and more visuals

Customers are moving fast, images are more quickly understood and communicate more information quickly – plus customers will interact with them more than text. Pinterest, Instagram, Tumblr, Slideshare and Vine are great tools for distributing your visuals. Consider how impactful an image, video, infographic, or .GIF could be when leveraged outside of these platforms.

For instance, a photo posted to Facebook gets 20x more engagement than other posts, and a press release paired with images, videos, and downloadable files will garner up to 9.7x more views than a text release alone (Source: PR Newswire). Visuals are processed 60,000x faster than plain text (Source: 3M Corporation) and are better remembered by customers.

The rise of the “share”

Customers are sharing content more than ever. Make sure your content caters to evoking a response from them. A laugh, learning and emotion response will encourage them to share with others like them (more of your target market).

Retargeting

Retargeting is also referred to as behavioral retargeting or behavioral remarketing.

Retargeting allows online advertisers to target consumers based on their previous interactions with their website. If a consumer visits a website, but does not make a purchase or convert in another way, retargeting is a “reminder” of that website that they visited. Using retargeting methods, advertisers show ads to people more frequently once they have visited the website.

With on-average only 2% of people buying, on their first visit to a website, this is a new way to bring customer back in the event they were interrupted during their checkout or buying conditions (ie. having enough money/motivation). Watch for a growing number of eSolution platform and service providers offering programs to help retailers offer this eMarketing experience (eg: adroll.com).

 

 

Omni-channel

Omni-channel marketing aims to unite all available channels to ultimately produce a seamless customer experience no matter where the customer touches your brand. Retailers can use eSolutions to give customers the flexibility to browse inside the store, then purchase online and vice versa.

Shoppers can have their products shipped, or they can choose to pick it up. Staff can have a tablet which they use not just to process payments, but to assist shoppers when checking sizes, styles and availability. They then send product information to the customer if desired. If a particular item isn’t available in the store, the staff can even use tablets to help shoppers place orders online. In Omni-marketing, videos lead to apps, apps to website shopping interfaces and more.

Paid social advertising is growing

Upcoming trends

Other exciting upcoming trends include near field communications, augmented reality, image recognition, location based technology. If you are interested in seeing how these work for retail businesses visit the Case Studies page.

Shoppers can have their products shipped, or they can choose to pick it up. Staff can have a tablet which they use not just to process payments, but to assist shoppers when checking sizes, styles and availability. They then send product information to the customer if desired. If a particular item isn’t available in the store, the staff can even use tablets to help shoppers place orders online. In Omni-marketing, videos lead to apps, apps to website shopping interfaces and more.

National Retail Association partner Traffica are a multi-disciplined Digital Business Generation team. They integrate strategic consulting, digital marketing and leading technologies to grow your retail or franchise business. Their mission is to build thriving digital businesses of the future.  Click here to learn more about Traffica.

To help ensure you are digital ready, Traffica have provided the following free resources.

eBooks

Franchise eBook: Discover how successful franchise brands are using digital channels to transform their marketing – click here.

Google Analytics eBookStart elevating your customer engagement now with Google Analytics – click here.

Integrated Search eBookStart building your integrated search strategy – click here.

Christmas Retail eBookA retailer’s guide to preparing for the holiday period – click here.

Traffika TV:

For plenty of insightful videos, tune into Traffika TV by clicking here.

Traffica-youtube

 

Planning Resources

Ready to develop your most successful marketing strategy yet? Download our free Ultimate Marketing Planning Resource Guide to get started, featuring 3 exclusive tools to help you plan, prioritise and bring your strategy to life! Click here to download.

Webinars

Do you know what people are doing on your website? Google Analytics is a great place to start collecting insights about customer behaviour and business performance, but all too often we tend to focus on the same old metrics- the ones that show us immediate monetary results. To learn more, watch our webinar here.

Franchise Marketers face many challenges, from driving sales to demonstrating the value of their digital marketing activity to their franchise network. Our Franchise webinar is filled with digital marketing strategies exclusively for franchisors. To learn more, watch our webinar.