MARKETING/SOCIAL MEDIA

Survey: Website is most dominant digital marketing channel

BY Marianne Wilson

Boston — A retailer’s website is its most dominant channel for digital marketing, according to study done by A.T. Kearney done in conjunction with the National Association of Drug Stores. The survey findings were released on Monday, during the NACDS Total Store Expo Insight Session "Winning with Digital Marketing."

The study found that 80% to 90% of respondents using their company website to drive brand awareness, educate consumers, and deliver weekly circulars. About 40% to 50% also use it to increase customer loyalty and to drive increased sales.

"Digital marketing is becoming a game-changer in retail," said Todd Huseby, a partner at A.T. Kearney. "We believe that how companies adopt and adapt with these capabilities will have a long-term impact on successful partnerships between retailers and their suppliers.”

In addition to a company’s website, retailers determined that four other primary vehicles meet most of their goals for digital:

• A large majority also use Facebook to drive brand awareness, again with slightly smaller numbers also focused on loyalty and increased sales.

• Email is a popular tool to educate customers, used by about 60% of respondents for brand awareness, loyalty, and sales. Approximately 40% use email to distribute weekly circulars.

• Mobile is a current priority to drive brand awareness, loyalty, and sales and is very well-suited for loyalty and sales purposes.

• Twitter is primarily used to drive brand awareness and establish a social media presence.

Looking ahead, the study shows that retailers will place more emphasis on smartphone and tablet apps and integrate their marketing across digital and traditional channels – supporting the omnichannel vision that many retailers are working to achieve.

A key to managing this evolution, according to the study, will be for consumer packaged goods (CPG) companies and retailers to understand each other’s needs and strengths so that they can combine efforts to win with digital.

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ShopYourWay enlists YouTube celebs as ‘curators of cool’

BY CSA STAFF

ShopYourWay, the digital loyalty, marketing and shopping platform of Sears and Kmart, has enlisted YouTube celebrities Ricky Dillon and Jenn McCallister to be “curators of cool” for the site.

Dillon and McCalister collaborated with Shop Your Way to deliver their first semester fashion picks, creating catalogs members can like, follow and share. They have nearly 10 million fans combined on social media networks such as YouTube, Instagram and Twitter.

The site also offers information on how to stay organized throughout the school year, tips to prepare for the colder months ahead, and a how-to guide to help find the right tablet now that classes have started. The site's social shopping features let members access personal shoppers and crowd-sourced advice, as well as curate their own product pages, rate products, create wish lists, conduct polls and engage with celebrities.

"Social shopping enables an entirely new level of involvement and experience as peers can save, share and talk about products," said Eric Jaffe, SVP, Shop Your Way. "We know it's important to get the right looks and see what others are wearing, so Shop Your Way has partnered with two teen social media stars as our 'curators of cool.'"

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Bigcommerce adds former Netflix exec to board

BY CSA STAFF

Bigcommerce, a global e-commerce platform, has added Patty McCord, former chief talent officer at Netflix, to the company’s board of advisers.

Best known for pioneering talent management programs used by top employers around the world and her collaboration on the Netflix Culture: Freedom & Responsibility vision document, which went viral and has been read by millions of people globally, McCord will work closely with Bigcommerce leaders to build and expand existing talent initiatives as the company enters its next stage of growth.

“Bigcommerce has a huge market in front of it. The company’s core audience of small- and medium-sized businesses are turning to online sales as the next big revenue driver,” said McCord, principal, Patty McCord Consulting. “Bigcommerce has developed an incredible platform to help these businesses get online quickly and maximize sales. I’m excited to be involved with the company during this important period of growth.”

In her role as an adviser, McCord will work with company leaders to build upon Bigcommerce’s culture to continue to make it a unique and rewarding experience, as the company scales during this massive growth phase. Bigcommerce has added 200 new hires so far this year, bringing its total to 375 employees.

“Our people are our culture, and our success depends upon highly engaged employees. This is something we want to fiercely defend as the company grows,” said Eddie Machaalani, founder and CEO at Bigcommerce. “Patty is a superstar in the world of human resources. She knows what people are looking for in their careers and knows how to cultivate talent and passion. She will be an amazing asset for us.”

Founded in 2009, Bigcommerce supports more than 55,000 stores around the world from its offices in Sydney, Austin and San Francisco.

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