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Study: ‘Webrooming’ eclipses showrooming

BY Dan Berthiaume

San Diego – While showrooming, the process of researching in-store before buying online, remains popular among 76% of consumers, the emerging trend of webrooming, or researching online before buying in-store, is even more common, representing 88% of shoppers. According to “The Rise of Webrooming: A Changing Consumer Landscape,” a report from Interactions, 75% of webroomers believe they can find the lowest in-store price, while 72% prefer online product comparisons and 71% prefer online product research.

The report also highlights why people research in-store before buying online. Sixty-eight percent like to experience the product in person first; 48% believe they can find the lowest price online; and 41% prefer to seek help from in-store associates during their research process.

"Consumers expect retailers to be everywhere they are," said Giovanni DeMeo, VP of global marketing and analytics at Interactions. "If retailers are not leveraging omnichannel marketing approaches, or not embracing the concept of ‘Everywhere Commerce,’ they risk an inconsistent customer experience, potentially reduced profits and diminished brand loyalty."

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Survey: Retail marketers shift to digital, personalized campaigns

BY Dan Berthiaume

Westlake Village, Calif. – Senior retail marketers report that 38% of their total marketing spend is now devoted to digital. According to a research study released by Conversant, nearly 20% of retail marketers reported that digital accounts for 50% to 75% of their total marketing budget.

The new study found strong retailer interest in personalized marketing and advertising. Eighty-six percent of senior retail marketers said that individualized messages can be more effective than mass messages.

Nearly three-quarters of the participating marketers said that one-to-one communications represent the future of retail digital marketing. But 59% also said that omnichannel consumers make personalization marketing more difficult.

Additional findings from the study include:

• Retailers rely on many partners for their digital advertising needs, in fact, nearly a third report working with 11 or more vendors. Furthermore, almost half report that finding the right digital vendor is difficult.

• The group has a high interest in measurement, with 57% saying they are using or plan to use a marketing attribution platform in 2014. Last click measurement remains the most frequently used, with more than two-thirds responding that they use last click for at least some of their measurement efforts.

• 62% of respondents report they are concerned about cookie blocking and deletion, and their effects on user identification and measurement.

The respondents to this survey represented 81 senior-level marketers at leading retailers (brick-and-mortar and e-tailers).

“Today’s consumers demand communications relevant to their personal needs and interests,” said Scott Eagle, CMO at Conversant. “They are tired of being served ads that don’t have relevance to their everyday lives. In order to ensure each interaction is a positive one, brands must engage with consumers in an individualized manner, one that acknowledges each consumer’s behaviors, needs and interests.”

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Square helps business and sellers communicate via receipts

BY CSA STAFF

Commerce solutions company Square has introduced Square Feedback, a new product that turns digital receipts into a channel between buyers and sellers.

Square Feedback prompts customers to send feedback about their experiences directly to business owners through their digital receipts. Sellers can also respond directly to customers, resolve issues one on one, and protect their reputations.

Square delivers more than 10 million digital receipts a month.

“The receipt should be more than just a list of what a customer bought,” says Gokul Rajaram, seller product lead. “Digital receipts are a natural platform for communication. We’re designing them to add value to the customer experience and extend the interaction between the buyer and the seller."

How Feedback works:

  • Customers who make purchases from a Square seller can choose to receive their receipt via email or text.
  • With the tap of a button, a customer can answer the question “How was your experience?” and then give details and decide whether to start a conversation with the business.
  • Square sellers receive an email alert when a customer leaves a comment and can respond directly via the Square Dashboard to ask follow-up questions and correct mistakes or misunderstandings.
  • Sellers can manage customer feedback in their Square Dashboard and check it from anywhere in real time.

“Because Square Feedback is so streamlined, we’re processing feedback with each transaction rather than waiting for clientele to post a public review,” says Peter Koshland, owner of Koshland Pharm: Custom Compounding Pharmacy in San Francisco.

Square Feedback is available starting this week for $10 per month, and Square is offering businesses a 30-day free trial.

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