Australians are set to spend over $28.3 billion dollars online in 2014. That’s just over 10 per cent of Australia’s entire annual retail outlay. But what’s keeping some retailers ahead now will only be enough to keep them in the game in 2014.
Last year the focus was on ensuring a simple, intuitive checkout process, offering a variety of products and running discounted shopping events. Now it’s time to take the consumer’s personal experience of the brand to the next level.
1. Put the shop front in their hands
Every screen needs to give access to the same online storefront. One shopping experience can cross multiple devices so retailers need to make themselves accessible in this manner.
Ideally a shopper could start filling a cart from their desktop in the morning, add a few more items on their mobile app at lunch and then checkout on their tablet later on. A retailer’s multiple channels should only appear to be a single outlet to the consumer.
The weak link at the moment is a lack of mobile retailer applications. A study for UPS conducted by comScore, found that 60 per cent of Australians prefer to access their favourite retailers online on a desktop or mobile device rather than visit a physical store.
When consumers hold the storefront in their hand (in the form of an app) brands can also improve consumer loyalty. The comScore study found that 47 per cent of Australia’s shoppers are less likely to comparison shop when they are using a mobile app.
So retailers need to invest in an app that offers ecommerce as soon as possible and aim for shopping cart syncing across all channels by the end of the 2014.
2. Focus on being flexible, not fast
Somewhat surprisingly, long delivery times aren’t a major issue for Australians. The comScore research for UPS shows we’re a patient bunch in comparison with our foreign counterparts. Sixty per cent of us will only abandon a shopping cart if we discover the delivery time is more than eight days. In fact, 34 per cent of us are willing to wait eight or more days to receive our goods.
This is a bonus for retailers who can look to save money on transport, warehousing and supply chains that would normally come under scrutiny when focusing on timing and processing speed.
One opportunity highlighted by the study is the range of delivery options available. It found that even though flexible delivery options are highly important to us they are currently receiving very low levels of satisfaction. Offering in-store pick-up, couriers, express, registered or regular post may seem a hindrance to an efficient checkout but it’s what consumers want.
3. Take social seriously, make it friendly
Another piece, by comScore, shows that Australians accessing the Internet from a PC spend 10 per cent of their time online visiting social media sites. And further evidence suggests that consumers have a closer relationship with brands on Facebook than you’d expect. Forty-five per cent of us “like” a brand simply to stay up to date with a retailer. And 25 per cent of us pay a lot of attention to updates from brands “as if it were from one of my friends”.
If you’ve been invited into someone’s personal space make sure you’re having a conversation with them. And make sure it’s not always the same, repetitive, one-dimensional conversation. Social media and networks aren’t just a place to post retail adverts and discounts, you can seed brand advocates, learn from your consumers and test interest in new products.
Hmm, here’s an idea … use Facebook to tell consumers about your new mobile app and diverse delivery options!
About Lachlan Brahe,
Vice President, Australia and New Zealand at comScore
With over 16 years of experience of working in digital, Lachlan joined comScore in November 2013 excited to be getting his hands on the oracle of website data. comScore tracks over 1.5 trillion interactions monthly which is equal to almost 40 per cent of the monthly page views of the entire internet. It’s chocca with market research and analytics that help clients create value from their digital consumer relationships.
Stay up to date with online consumer trends in Australia by visiting comscore.com regularly.
There seems to be a lot of buzz about the “Multi-screen world”.
The term multi-screen (also called multi-device) refers to when we are using multiple screens/devices (e.g TV, Laptop, Mobile and Tablet) either simultaneously (e.g watching TV and browsing the web on your mobile/tablet) or sequentially (e.g browsing your mobile to search for a flight and then booking it later on from your laptop).
Google has been driving a lot of the discussion around multi-screen usage and they recently worked with Sterling Brands and IPSOS to understand more about multi-screen habits. Even though the data is based on research in the US, it’s most likely that these trends would be similar for the Australian market as we are amongst the heaviest mobile and tablet users in the world.
Here are a few interesting stats that caught our eye:
- 90% of media interactions are screen based (eg. on mobile, laptop/PC, Tablet or Television) while 10% non screen based (e.g radio, newspaper, magazine)
- Average of 4.4 hours per day of leisure time spent in front of screens each day
- 77% of TV viewers use another device at the same time in a typical day
- TV is a major catalyst for search
- Consumers own multiple devices so they can move seamlessly between them throughout the day and feel they’re using their time efficiently.
- 34% use the device that is closest to us when looking for information for convenience
If you want more stats, here is the full presentation:
Perhaps the most relevant factor for marketers to be across multi-screen usage is that it’s the only true way to tap into “impulse” behaviour. To address the explosion of multi-screen usage Google has released a major change to AdWords called Enhanced Campaigns. Enhanced Campaigns allow you to target based on context, time of day and device. This way you can further optimise your ads for, as Google says “the moments that matter”.
One thing to remember is that not every task is suited for every device. In fact if you ignore the hype and get into the numbers, there are certain things people clearly don’t do on their mobile devices. When people talk about ROI for mobile, they don’t always measure some of the activities where mobile shines. Tasks such as Click to Call, Store Locator and App downloads are critical and have a massive impact on ROI, so we should try to factor these in where possible.
Multi-screen use provides a whole new world of opportunities for the savvy marketer to engage with their audiences. But don’t park this on your To-Do list for too long, because the multi-screen revolution is well and truly here.
Most marketers are well aware by now of Mobile Love In Australia and the Mobile Marketing Trends that have changed the way we engage with our customers.
The importance of optimised web content and email for mobile devices should never be underestimated. Responsys, a leading provider of email and cross-channel marketing solutions, got in touch with us this week to share some top tips on how to make sure your campaigns are capturing mobile clicks and increasing engagement.
According to Responsys’ customer base, around 40% of emails are now opened on mobile devices, so it’s even more reason to make sure you’re not missing out on a valuable opportunity to engage with your customers.
Simon O’Day, Vice President Asia Pacific at Responsys shared 5 top tips that every marketer should remember when optimising campaigns for mobile devices and we’ve summarised these for you below:
- Make it easy to click – create larger buttons, design clickable sections to allow enough room for the reader to click accurately even when zoomed out.
- Keep it simple – Mobile users are often on the move and multi tasking so it is important to make messages clear, simple and uncluttered. Consider using graphics to help explain your content.
- Understand operating systems and devices – There are different mobile devices and operating systems which means messages render differently so should be targeted. Be familiar with these devices and send email which loads quickly and is clear.
- Reduce load time with responsive design – Hide images or insert a link to view images to give readers the option to view to reduce frustration by users with time it takes to open email or images not displaying correctly.
- Make it easy to scroll – Organise layouts that encourage rapid scanning but show key information. Keeping the mobile user’s interest and attention is important. Also consider including a ‘click for more’ hyperlink to entice your reader.
If you would like to get your hands on the Responsys Mobile Email Guide you can download your copy here: http://rpsys.co/mobile
Also, check out our recent article “Are Your Email Campaigns Really Mobile Friendly?” for some further email marketing tips.
The Apple iPad mini launched in Australia last week. If you haven’t already seen one, it is a thinner, smaller, lighter and more affordable version of the standard iPad with all the features you love and some extra enhancements.
As you might expect there has been talk about how much it will cannibalise Apple’s standard iPad sales, despite this, we feel it’s a much more convenient and portable option for users. Even better, it can be held in just one hand. Apple fans love it and Apple haters don’t, but what does the launch of the Apple iPad mini mean for Australian marketers?
Recently we discussed the launch of the iPhone 5 in Australia and according to a release by Apple, they sold over 5 million devices just three days after its launch in the US. Samsung also recently released it’s Galaxy Note 11 while Google has the Nexus 10. All this buzz around new and improved mobile devices continues to bring us back to one obvious recurring theme for marketers. Mobile needs to be a key focus of our marketing strategies as Mobile love continues to build in Australia, with the frequent launch of new and improved devices.
When we refer to mobile, we don’t just mean mobile phones, it’s really any device with web browsing capabilities other than our desktop or laptop computer. Mobile also doesn’t just mean when you’re on the go (we’d argue that this has been the case for a long time). Even though location-based and location-aware services are still the killer apps, many of us will use mobile devices at home with the desktop computer only metres away. It’s often more convenient, interactive and also allows us to multi task (e.g watch TV and browse the web at the same time).
Smart Company shared an article yesterday where according to Net Marketshare, 10.29% of all web traffic now comes from smartphones and tablets. So it really is critical that your marketing strategy (in particular, your digital communications and content strategy) includes a focus on mobile devices. It’s also important for advertisers to step up and ensure online advertising is mobile friendly and takes full advantage of the interactive touch screen features mobile provides.
So if your website is mobile browsing friendly (with the option for users to view the full site) and your email campaign templates render nicely on mobile devices, then you are at least a couple of steps ahead in the right direction to ensure a seamless mobile user experience. Just make sure that you don’t get left behind and give disgruntled customers straight into the hands of your mobile savvy competitor.
If you want to check out the new iPad mini features for yourself, they’re available from the Apple Store and we’ve also included the iPad mini video for you below.
If you’ve got one of the new iPad mini’s, what has been your experience? We’d love to hear from you below.
While we congratulate companies who have jumped on the tablet advertising bandwagon, we suggest that they look closely at how they are constructing their tablet advertisements. Early adopters are failing to take advantage of tablet orientation changes (portrait to landscape) and, more importantly, the interactive capabilities of tablets.
In fact, most tablet advertisements are simply replicas of print advertisements. There is little use of animations or interactive features, other than a less-than-innovative URL inclusion. In terms of orientation change, the only alterations made to print advertisements are generally a slight cropping or re-positioning. Even worse, sometimes this cropping isn’t even taken into account and users have to scroll across the screen to see the entire advertisement. Much of this also applies to mobile advertising too.
This is perhaps a reflection of the nature of the marketing industry. Are marketers all too focused on ‘thinking outside the square’ and ‘looking at the big picture’ to take into account the all-important details? Are we so busy with our broad brush strokes that we have forgotten about the end-user experience? Maybe it is time to get back to basics.
There are so many possibilities out there when it comes to tablet advertising. If we start with the basics, make sure that a tablet advertisement changes its headline, background artwork and product shot when the tablet is rotated. This, in effect, gives advertisers the opportunity to include two advertisements for the price of one.
The next level is, of course, to introduce some interactivity (touch, tap and swipe) into tablet advertisements. Include calls to action: maybe an extra button for product details or a ‘shop now’ button which redirects users to websites on which they can buy the product and view other products in the range. If you have the budget, then why not incorporate an interactive game, animation or a video.
The use of tablets is on a steady rise in Australia. According to Nielsen, approximately 39% of homes will be using tablets by the end of this year. Advertisers should get on board properly and take full advantage of this growing medium.
Marketing.com.au would like to thank Sally for sharing this interesting post with us.
About Sally Wood
Having worked in marketing, communications and public relations roles for over ten years, Sally’s past life includes a plethora of activities, some of which even she can’t believe she was lucky enough to try her hand at. There was the development and implementation of internal communication programs for burly construction contractors; PR campaigns to launch The Simpson’s products (which just happened to involve carting life-sized Simpson figures around the country); people (and media) wrangling at Flemington’s birdcage for high-profile clients during the Melbourne Cup Carnival; CSR program design, implementation and GRI-accredited reporting; and, most recently, copywriting and internal stakeholder relations in a most serious corporate environment. Somehow, in the midst of all that, she also managed to get stuck into some study, undertaking a Bachelor of Arts / Law, completing a Postgraduate Bachelor of Letters in Public Relations and Journalism and recently starting an MBA.