OPERATIONS

Staples Europe launches new biz site

BY Dan Berthiaume

Amsterdam, Netherlands – Staples Europe has launched a new Staples.es website aimed at helping small businesses locate and purchase products.

The site has a new look and feel and offers many new features to improve the overall shopping experience including personalized shopping with product recommendations based on customer preferences, an updated search engine and filtering tools, streamlined reordering for frequently used products, and quick checkout with a mini-cart that designed to ease inserting coupons, saving addresses and reviewing orders.

“Customers will have a more personalized way to shop and can quickly find and order exactly what they need to help run their business,” said Willem Vos, head of e-commerce, Staples Europe.

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MARKETING/SOCIAL MEDIA

Studies: Cross-channel key to customer experience

BY Dan Berthiaume

Redwood Shores, Calif. – Cross-channel experiences are vital to customer experience. Recent customer experience studies of retail executives — by Oracle Corp. and Tata Consultancy Services — show that to 50% and 47% of respondents, respectively, cross-channel experiences are vital to providing overall customer experience.

In addition, Oracle data shows the top goal of retail customer experience programs is loyalty (62%), while the Tata study indicates churn (62%) is the top goal. Both studies listed personalization as a high priority of retail customer experience initiatives, with more respondents in the Oracle study (58%) than the Tata study (38%) listing it as a top objective.

Both studies also listed lack of money/investment issues (31% in the Oracle study and 40% in the Tata study, respectively) as the largest customer experience challenge. And both studies indicate 29% of respondents see high value in “voice of the customer” projects aimed at analyzing actual statements made by customers in aggregate.

Oracle’s customer experience study included more than 1,300 senior executives across 18 countries in North America, Latin America, Europe, and Asia Pacific, with 8% of these executives in the retail industry. TCS’ customer experience study was based on 219 U.S. and U.K. executives, with 26% of those in the retail industry.

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T.Platt says:
Sep-23-2013 11:31 am

Improving customer experience
Better #CEX, more #conversions across all #channels via #CEM http://amex.co/13rIN5K

T.Platt says:
Sep-23-2013 11:31 am

Better #CEX, more #conversions across all #channels via #CEM http://amex.co/13rIN5K

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OPERATIONS

RSR Research: Retailers doubt marketing proficiency

BY Dan Berthiaume

Walnut Creek, Calif. – While the percentage of retailers who think they know about their customers is rising, fewer retailers think they are proficient in using that knowledge for marketing purposes. According to a new study from RSR Research, “Retail Marketing 2013: Organizational Drift,” 36% of retail marketers said their customer loyalty program is a foundational element of their marketing strategy in 2013, compared to 32% last year.

In addition, 28% of retail marketers said their company knows who its best shoppers are, compared to 22%. Yet only 15% said their company is proficient at targeted marketing across channels, compared to 18% last year.

Other findings include:

  • The top three marketing business challenges are customer retention and loyalty (61%), keeping up with new ways consumers are using technology (49%) and too many communication channels have unproven effectiveness and keeping up with new ways to engage consumers (42% each).
  • The most common owners of customer experience are chief marketing executive (43%), CEO (38%) and VP of stores (35%).
  • The top three marketing opportunities are more effective targeting (53%), greater emphasis on customer experience (48%), and driving store traffic via digital channels (44%).
  • RSR conducted an online survey from May – July 2013 and received answers from 122 qualified retail respondents.
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