Influencer strategies are gaining prominence among business-to-business brands and outperforming brand-only marketing by 67%.
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.”
Pieter Boone steps down after a short tenure and is being replaced by Sean Summers, who was CEO until 2007.
Demand for Louis Vuitton and Chanel has declined, study finds. But Balenciaga is on the rise, despite being embroiled in controversy.
Study sets out to determine how valuable product recommendation systems are to online shoppers, rather than the retailer.
Singer-songwriter and global sporting brand have a history of launching disruptive fashion takes on sport styles.
Digital innovations by businesses on the continent will fail unless they are accompanied by high levels of customer trust, study finds.
Wars. Inflation. Infrastructure failure. In spite of difficult times, consumers are making a conscious decision to choose ‘Joy’.
Department of Outdoor Advertisement & Signage becomes one of 11 new members as WOO’s global membership surges.
The most effective strategy to boost email results is email list segmentation. Also test each mail beforehand and avoid bombarding people.
Worryingly, researchers find that 92% of content marketing ads served during one EPL weekend breached key advertising regulations.
An increase in fake reviews and false information, as well as flouting of consumer protection laws, are all possible results of the AI boom.