2021 AMC Relaunch Press Release
COVID-19 crisis demands renewed collaboration between african marketing professionals.
FESTIVE SEASON SHOPPING
Rising number of global shoppers will use retailers’ mobile apps
By our News Team | 2021
Seven-nation study finds more consumers than ever will make use of retailer-specific mobile phone apps this holiday season.
To shed light on changing consumer behaviours and preferences for the crucial holiday shopping season around the world, the international mobile app experience company Airship recently partnered with Sapio Research to survey more than 9 000 consumers across three regions and seven countries.
These countries included the emerging markets of Singapore and India, as well as the developed markets of the US, UK, France, Germany and Australia.
Globally, 48% of respondents expect to do three-quarters or more of their holiday shopping online, and a nearly equal percent (47%) say that three-quarters or more of their online shopping will be done using smartphones rather than desktops. Among respondents saying 100% of their holiday shopping will be online, the U.K. comes in on top at 20%, followed by India (18%) and then the U.S. (16%).
Photo by Cottonbro from Pexels
App downloading is not a barrier to usage
For most countries and generations, the likelihood of using a retailer’s app while shopping in-store is only a few percentage points behind visiting the retailer’s website, despite people having to first download an app from the App Store or Google Play.
Indeed, 81% of Millennials have used retail apps more, or about the same, since the pandemic began, followed by 77% of Gen X, 74% of Gen Z and 66% of Baby Boomers.
“Consumers are clearly developing a preference for mobile apps as the primary destination to save them time and streamline their shopping experiences – from in-store wayfinding to click-and-collect and curb-side (pavement) pickup,” said Brett Caine, CEO and President of Airship.
“For retailers, apps offer better opportunities to truly understand their customers and form stronger direct relationships, as it’s much easier to tie together their digital and physical activities and engage [consumers] throughout their journey with the brand.”
Public Relations
PR industry veteran moves from leading the South African operation to taking on a pan-African communications role.
Customer Data
With the increasingly urgent need to find ways to obtain first-party client data, loyalty apps could provide one solution.
E-commerce
Nigerian-based company says consumer demand saw its orders increase by 40 percent year-on-year and revenue rise by 44 percent.
Content Marketing
The challenge is to find content marketing specialists who produce quality content that performs well and delivers on business objectives.
Word-of-Mouth Marketing
A growing emphasis is being placed on the importance of word-of-mouth marketing online as a primary component of e-commerce success.
Marketing Partnerships
Joint strategy will include co-branded product campaigns, limited-edition merchandise giveaways and limited-edition promotions.
Virtual Influencers
With virtual reality seemingly the next big thing in marketing, perhaps it’s not surprising that influencers are going that way too.
Food Marketing
Company says it wants to scale the production of certain fresh food staples, which will reduce the cost to end users.
Marketing Ethics
Online collection of consumer data has created new and growing opportunities for alcohol marketers, global health body warns.
Marketing Campaigns
Global warming means residents of Miami tend to get hot under the collar in summer. Coors Light marketers think they can make a difference.
The Metaverse
But understanding remains low and only 15% of people know what it is and can explain it to someone else.