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)

Retailers missing benefits of web & email data

Most consumers begin shopping long before they enter a store or add items to their online shopping cart. There's a wealth of consumer intent data produced during each stage of the buying process that could help retailers drive more sales, yet many fail to capitalise on these opportunities due to poor data collection processes and lack of integration between marketing and e-commerce platforms.

The report, entitled 'Harnessing the Power: How Retailers Collect and Use Purchase-Related Data', examined retailers' data collection and email practices during the pre-purchase, in-purchase and post-purchase stages. During the pre-purchase stage, the study found that most consumers do their homework before buying by first visiting retailer, manufacturer and product review websites to compare products and prices. However, 47% of retailers said they do not collect product-level website browsing data that can be associated with a specific email subscriber.

The survey also found that 22% of retailers are not currently exchanging data between their email service provider and e-commerce platform (i.e. click-throughs from emails are not being tracked or measured in any way) thereby limiting the potential for driving increased sales through in-purchase and post-purchase email campaigns.

The study also examined retailers' email opt-in, abandoned cart and transactional practices during the in-purchase stage, again identifying several missed opportunities for retailers to more effectively grow email subscriber lists and improve their email targeting.

Once the purchase is completed, retailers have the opportunity to entice a customer to make their next purchase, write reviews, and become a loyal customer or even a brand advocate. But the survey found that many retailers are still failing to take advantage of that opportunity, with only 24% saying they customise campaigns aimed at active purchasers beyond standard transactional communications (i.e. order acknowledgements and shipping confirmations).

"Retailers have a lot to gain from consumer purchase data, but many still struggle to make data actionable, so they're missing out on revenue opportunities," concluded Jim Davidson, marketing research manager for Bronto Software. "Those who have closed the data gap by integrating their marketing and e-commerce platforms are already reaping the rewards through greater customer loyalty and share of revenue."

The full survey report has been made available for free from Bronto Software's web site - click here (free registration required).

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)