Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

E-retailers missing mobile incentive opportunities

With 96% of the top 50 online retailers in the UK having an app, the research suggests they are not using mobile communications effectively to engage customers, despite 44% sending in-app notifications.

The study found that most retailers are not sending insight-driven personalised communications, nor incentivising customers to make a purchase. Only 31% of the apps analysed were using any form of personalisation in their messages, with just 13% using customers' names when sending messages. Despite this, 67% of online retailers are recognising the importance of geographical targeting by asking for a customer's location.

Further, the study found that most online retailers in the UK are not incentivising customers to make a purchase through in-app communications. Less than half (44%) welcomed new customers to their app with an offer and of those in the top 50 that have retail stores, only half encouraged app users to visit. In addition, none of the apps sent "abandoned cart" push notifications to alert customers to incomplete transactions, which suggests retailers are missing out on both in-store and in-app sales opportunities.

When comparing these new findings with Teradata's previous research into consumer email campaigns from the same online retailers, a similar pattern emerges, with only 28% of emails being personalised by demographic information. However, online retailers are starting to recognise the importance of mobile optimisation, as 75% of UK retailers queried reported they optimise their emails for mobile platforms.

"It's imperative that retailers recognise the opportunities app communications provide, not only for increasing sales, but for increasing brand loyalty and improving customer experience," said Jon Williams, Country Manager (UK & Ireland) for Teradata Marketing Applications. "Currently, retailers are not engaging their customers across multiple digital channels. Our research into both emails and app messages shows they are failing to truly join the dots across their communications technology to serve customers effectively. It's time for personalisation to be at the core of customer communications, and retailers must use push notifications more effectively to influence purchasing decisions."

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)