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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)

Most retailers still don't live up to shoppers' expectations

So how are they responding to ramped-up e-commerce?

According to the latest insights from ecommerce technology company Bold Commerce, 58% of leading retailers admit that they're not living up to consumers' expectations when it comes to bringing together digital and physical experiences.

The company's report, Retail eCommerce In Context: The Next Iteration, aims to provide insights into how enterprise brands are responding to the unforeseen growth of e-commerce. The report was conducted in partnership with technology consultancy RSR Research and based on survey responses from 105 large retailers across verticals, including 75% of those with revenues of over Can$1 billion.

The report revealed, among other things, the key challenges and opportunities retailers face as they bring together the online and offline channels to improve shopper experiences and drive revenue growth. It also highlighted the technology investments retailers are making to accelerate their digital commerce capabilities.

Key findings from the report included:

Digital as a whole is still in its infancy. Despite retailers' massive shift to digital over the past year, 51% of large retailers say that digital channels still account for only 20% or less of their total revenue.
Retailers cannot innovate as fast as they want to
While 90% of retailers want to continuously innovate and rapidly test new customer experiences, forty-nine (49%) of retailers are held back by existing technologies that are hard to change, while forty-three (43%) of retailers say they lack the resources to do so.
Retailers are doubling down on their efforts to improve omnichannel experiences
The top two areas where retailers see opportunities to improve the online shopping experience are 1) having a unified view of inventory availability (49%) and 2) applying the same business rules (e.g. pricing, promotions) across all customer touchpoints (44%).
Retailers' approaches to digital commerce investments are mixed
There is a relatively even split among retailers leaning towards investing in their existing technologies (40%), or adding additional solutions (31%), versus fully replacing their e-commerce platform (29%).

"Consumers are embracing shopping experiences that take place online across digital channels and in store, and they expect these worlds to connect seamlessly to one another," said Deanna Traa, Chief Marketing Officer at Bold Commerce. "Retailers are looking for agile and flexible technology to help them in establishing complete omnichannel experiences that reduce shopper friction, deepen customer loyalty, and set them up for innovation and revenue growth from emerging digital commerce channels.

Sources: Bold Commerce / The Marketing Factbook.
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Categorised as:

Customer Experience
Customer Loyalty
Knowing The Customer
Marketing Know-How
Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)