MARKETING/SOCIAL MEDIA

Study: Online leading back-to-school channel

BY Dan Berthiaume

New York – Online is the leading channel for consumers to perform both back-to-school and back-to-college shopping. According to a study from e-commerce marketing technology provider HookLogic and polling company Qriously, 35% of consumers shop for back-to-school suppliers online, while 34% shop in-store and 33% shop both channels (some totals equal more than 100% due to rounding).

Figures for back-to-college shopping tilt more strongly in the favor of online, with 38% of consumers using the online channel to purchase back-to-college items, compared to 30% who shop in-store and 32% who shop both channels.

August is the most popular month to start back-to-school shopping, with 38% of consumers initiating back-to-school shopping in August. Thirty-three percent wait until September and 30% start in July.

Looking ahead, 69% of back-to-school shoppers plan to spend about the same in 2014 as they did in 2013, while 19% intend to spend more and 5% will spend less. Seven percent are not sure. In 2013, traffic for school and office supplies peaked in July, when it was 12-times the rate of the lowest traffic day, recorded in October.

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MARKETING/SOCIAL MEDIA

Survey: Online grocery experience needs improvement

BY Dan Berthiaume

London – Three-quarters of online shoppers have shopped online for groceries and 40% of these do so on a regular basis, but only one-third of grocery shoppers rate their experience as “easy.” And only one-in-five (19%) of those surveyed by EDigitalResearch are delighted with their online grocery experience.

Recent EDigitalResearch online consumer survey results also show that on average, 77% of online grocery shoppers say they take fifteen minutes or more to complete an online grocery shop, with 21% taking more than half an hour. Half of online shoppers feel that an online grocery shop takes too long, and 50% of those surveyed do not rate the time it takes them to complete an online grocery shop as positive.

Saved lists or favorites are the most common way to navigate around a retailers site, with around one third (35%) of those surveyed stating they use these navigational tools most often. However, less than 10% of online grocery shoppers always stick to the same brands. Half (53%) of those surveyed felt that they switch between brands on a regular basis.

And in a positive sign for online grocery promotions, only 10% of online grocery shoppers feel that there is too much advertising going on when they shop online for food and drink items.

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OPERATIONS

Ebay CEO Donahoe joins Nike board

BY Dan Berthiaume

Beaverton, Ore. – John Donahoe, 54, president and CEO of EBay Inc., has been appointed to the board of directors of Nike Inc. Donahoe joined EBay in 2005 as president of EBay Marketplaces, and was appointed president and CEO in 2008.

Prior to joining EBay, he was the CEO and worldwide managing director of Bain & Company from 1999 to 2005, and a managing director from 1982 to 1999. Nike chairman Philip H. Knight lauded Donahoe’s online expertise in a statement, and presumably Donahoe will advise Nike on its use of digital technology to engage consumers.

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