Flexibility In Loyalty Programs Most Appealing

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According to a Global Survey, 72 percent respondents, stated that Loyalty Programs are the key determinant for their shopping decision. According to the report “In fact, almost two-thirds (72%) of global respondents agree that, all other factors equal, they’ll buy from a retailer with a loyalty program over one without.”

All Loyalty Programs are not created equal. Here are some of the insights for features that are found to be more appealing than others, according to The Nielsen Global Loyalty-Sentiment Survey among 30000 online consumers in 63 countries.

Flexibility in Loyalty programs was seen to be the most appealing feature. The ability to earn rewards across channels was seen as one of the draws for a loyalty program. As high as 81 percent respondents liked that they could earn rewards in-store, online or on mobile and 79 percent liked the ability to choose from rewards.

Personalized rewards based on past purchase activity was seen as very important by 77 percent of respondents. Personalized products or service recommendations was seen as attractive by 60 percent of respondents.

Rewards linked to a purchase activity was seen as appealing by 70 percent of respondents. Opportunity to earn bonus was seen to be an important feature by 76 percent of the respondents. Points and rewards for referrals was seen to be important by 67 percent of respondents. Tiered programs were seen as important by 60 percent of rewards programs.

Technology played a significant role in the choice of Loyalty Programs. Some of the features that were found appealing are Integration with Mobile Payment System so that the rewards can be automatically earned and used. The other Technology related benefits that nearly 60 percent of respondents found important are earning of rewards by sharing on Social Networks, Store specific Loyalty program and integration with Third Party programs.

 

 

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Key Insights For Smartphones Shoppers

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Key Insights for Smartphone shoppers based on an online research conducted among US Smartphone users between 18-64 years age group.

Phones are Shopping Companions. Consumers turn to phones, to make their shopping experience easier. The top two reasons consumers turn to their phones is to browse products and find discounts and deals.

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Apparel is the most common category shopped for on the smartphones.

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Smartphones are the go-to source to compare prices and browse or look for products even In-Store. Looking for discounts or offers is the third most important activity on Smartphones.

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More than half the users use their Smartphones to shop and 58 percent have reported using an app in the last 30 days.

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Discounts and Deals are the most important reason for the mobile shopper to download an app. The Discounts and Deals and Bonus Offers are the top motivating factors for installing an app.  These are the reasons that contribute to the users returning to an app after uninstalling.

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Source: Think With Google

 

Key Insights For Increasing Subscription Box Sales

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Subscription Box Service and Products are trending for social commerce with a  predictable profitability model on account of high retention rate and recurring revenue. According to  research study by Hitwise, earlier this year, as high as 53 percent subscribers are mobile first with Search and Social bringing in disproportionately higher traffic.

Search Campaigns Are Key For Product Discovery

Search Campaigns bring in the highest traffic for Subscription Boxes. Algorithm based discovery has increased visits to subscription box services. Identify the segments that you would like to target and go with the search phrases and terms that are most searched for by the segment.

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As high as 34 percent of traffic for the US Subscription product sites came from Search Engines in Dec 2015. According to Hitwise,”search engines are still the most common referring source of traffic to today’s subscription box sites, though subscription sites rely less on search than other retailers. In the United States, 34 percent of referred traffic to subscription retail sites came from a search engine during the month of December 2015.”

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Social Media Increases Clicks and Conversions

Social Media brings in the highest clicks and conversions.  In the United States, 13.5 percent of referred visits to subscription box sites in December 2015 came from a social media site, whereas the typical retail site received only 8.4 percent of traffic from social. The uptick in engagement and visits from Social Media and blogs is due to the ease of sharing and referring friends bringing in greater conversions.

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Referral Marketing Key For Driving Sales Growth

According to Statista, as high as 53 percent Half Of Mobile Shoppers Check In Via Social Media. Refer-a-friend and referral marketing programs are a strong driver for Subscription category products. As high as 13.5 percent of referred visits to subscription box sites in December 2015 came from a social media site.

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Occasion Linked Offers Increase Social Media Engagement

Designing your campaigns for Mobile first consumers with a seamless shopping experience increases the engagement. Optimizing search Campaigns and Social Media posts as well as Blog posts for key seasonal days increases the engagement and site visits from your campaigns. Design your posts to help audiences learn about your offers that are easy to navigate and avail.

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Promote Your Subscription Box with a Contest

Promote your Subscription Box with a Gift card or a Giveaway contest. Target your audience by co-promoting the offers with a Contest on social media accounts that your target audience is most engaged on.

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Also see search terms that work for different segments:

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7 Insights For Email Marketing

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Based on a study of over nearly 750 companies representing 3,000 brands in 40 countries, the email benchmark study done by IBM, and Experian’s Q2 2016 Benchmark report , here are 7 insights for Email Marketing.

Social Media

Open rates during the holiday season are lower, making it important for retailers to increase the frequency during the holiday season. At the same time targeting email subscribers on Social Media  has a higher CTOR (Click To Open Rates). According to Experian, Targeting email subscribers based on their interest in social media can lead to high email engagement for brands. For example, welcome emails sent to subscribers who engaged via Facebook had an 11 percent higher click-to-open rate than other welcome emails from the same brand (22 percent for Facebook welcomes compared with 19.9 percent for other welcome emails).

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Key Takeaway : Increase the frequency of emails during the holiday season. Target email subscribers on Social Media to achieve a higher Click To Open rate for your campaign.

Click-Through Rate

Mean click-through rates are 0.80 percentage points lower at 28.6 percent during the holiday season.

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Key Takeaway : Marketers need to factor in lower click-through rates, to achieve their KPIs, despite the increased frequency of emails.

Engagement

Engagement, often called “read rate,” measures how long a recipient reads an email at three different time intervals: “read”(eight or more seconds); “skimmed” (two to less than eight seconds) and “glanced/deleted” (less than two seconds).
Overall, more than half – 53 percent of emails tracked were classified as read, followed by glanced 26 percent and skimmed 22 percent.

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Key Takeaway : With high read rates, emails make for an effective engagement marketing tactic. If the goal of the brand is to engage customers then email should be in your marketing plan.

Transactional Messages

Behavior triggered emails have a better performance rate. Transactional messages have been seen to be a powerful customer contact moment and these statistics bear out the point.

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Key Takeaway : Transactional messages present a new opportunity for brands to engage readers with promotional offers.

Creative Content

Email creative that has a sense of urgency built into it for Holiday campaigns saw better performance. According to Experian, use of a Countdown clock in 2015, saw a higher Click To Open Rate.  Marketing campaigns that included a dynamic countdown clock had a 41 percent higher click-to-open rate and more than double the transaction rate of other holiday mailings from the same brands.

Key Takeaway : Customize your content with tools that create a sense of urgency.

Email personalization

Personalization can help boost the performance of promotional emails. Based on data from April 2015 to March 2016, brands that included personalized subject lines experienced 27 percent higher unique click rates, 11 percent higher click-to-open rates and more than double the transaction rate compared with other promotional mailings.

Key Takeaway : Personalize your message for Holiday Season.

POS Subscribers

For the time period between April 2015 and March 2016, welcome mailings to POS subscribers had a 32 percent higher click-to-open rate than for subscribers obtained from other sources (23.2 percent for POS compared with 17.5 percent from other sources). For online customers offer a chance to subscribe to brand’s emails at the time of checkout.

Key Takeaway : Collect data at POS location that is validated and improve the quality of email data.