By now, you’ll know the drill. But if you’re new here, then welcome to the Spot Studio weekly roundup – the one stop shop to get all the latest marketing news and resources. If you missed last week, then head here to read about Pinterest shopping, Twitter verification and contact pages. Let’s get started.
Home Goods Purchasing Online: What’s Driving It?
We don’t know if you’ve noticed but 18% of housewares and home furnishing sales (and web sales growth) is now coming from online. Online sales of housewares and home furnishings has increased to $18.67 billion last year and now account for 18% of the overall market. That’s an increase of 220 basis points from a 15.8% market share in 2014.
Consumers appear to be increasingly buying mattresses, furniture, lamps and artwork online as they furnish and redecorate their homes. In Internet Retailer’s Top 1000, housewares and home furnishings seem to be reaping the rewards. The 101 retailers in the category have collectively grown their online sales by 21.6% last year – a rate that’s almost four times the overall growth in home goods retail sales of 5.6%. Not only that but it’s also the second-fastest growing merchandise company in terms of web sales, second only to hardware and home improvement retailers (21.8%).
The growth in home goods sales online comes from innovative strategies that make shopping online for decor and furnishings more convenient than ever. Merchants are now also expanding their product lines so there’s more range than ever, in turn converting web traffic with advances web analytics technologies and personalisation combined with advertising via social media.
Millennials: Coupons Enhance Their Grocery Shopping Experience
As you’ll know already, tight finances are holding millennials back from shopping freely and when it comes to food shopping, this age group is always on the look out for coupons and deals. May 2016 research has confirmed this, and that they do so on their mobiles.
Retale surveyed 1000 US grocery buyers between the ages of 18 and 34 and found that 41% of them say that one of the primary factors that would enhance their food shopping experience is being able to receive offers to their mobile device as they enter a store. Interesting. Additionally, 18% of them said that more self-serve checkouts would enhance their experience and 14% said if some of the in-store kiosks offered product information or coupons.
Not many millennials seemed to think the ability to scan an item via mobile devices to access additional product information would o much to make their shopping experience better and surprisingly 58% of respondents said they use their mobile while shopping and 40% of those use it to find deals. 29% use their mobiles to look at a shopping list stored on their phone and 15% said they called or texted another member of the household for recommendations or information. Food for thought!
5 Facebook Tools for Business
Source: The Hydro Cafe
As you’ll know, Facebook Messenger is the free texting and video calling app, that now lets users make payments to each other. Facebook has made a lot of updates to the platform to help users connect with businesses – for example Messenger Links for Page user names, Messenger Greetings to create customisable notes, and Messenger Codes for scanning.
Have you heard of Canvas? If not, it’s Facebook’s free tool to create immersive, interactive and fast loading content to showcase your products and tell your brand story. You’re able to combine still images with videos and call-to-action buttons. You can also create multimedia ads that open up into full screen when users click on them.
With this, you can promote relevant products to people who’ve browsed your website or mobile app across Facebook, the Audience Network and Instagram. To launch the dynamic ads you’ll need a Business Manager account, a product catalogue and a Facebook pixel implemented on your app or website. Find out how to install a Facebook pixel here.
This is possibly Facebook’s largest tool for businesses on Instagram. You can run an ad on Instagram without even having an account and access over 500 million active users. Instagram ads can be purchased and managed through Facebook’s Power Editor and Facebook’s Ad Manager. If you want to know more about this, keep your eyes peeled on our blog for the ultimate ‘Masterguide: Instagram Marketing’.
Hashtags aren’t just for Twitter and Instagram anymore, now you can use them on your Facebook. You can use them to turn phrases and topics into clickable links in your posts on your personal timeline and your business page. You can use them on Facebook to help people find your posts organically. A nice cheap alternative to the paid advertising Facebook now pushes.
Order Confirmation Emails Build Loyalty
Did you know that about 64% of shoppers “consider transactional confirmation emails to be the most valuable messages in their inboxes,”? well you do now! According to a recent whitepaper from email service provider Listrak, order confirmation emails also have an open rate of 114.30% compared to the average open rate of between 13-14% for email marketing campaigns.
Sure, confirmation emails should be transactional in nature, but that doesn’t mean online retailers can’t slip in offers or more information to strengthen the relationships between brands and shoppers or even encourage additional purchases. Listrak’s Director of Retail Solutions Julie Wahl says: ““The order confirmation email is also the first touch point after a purchase, so it’s the retailer’s first opportunity to adequately support the sale…It can be used to present product recommendations and clearly communicate policies, make it easy to find information about order status, and can also be used as an acquisition opportunity to promote the retailer’s marketing campaigns.”
So if you want to jump on this bandwagon, which we do recommend – even if it’s to strengthen your brand image or perception, then we suggest showing the following with your transaction emails:
- – An estimated delivery date, even before the item has shipped
- – Product price and tax
- – Product photographs
- – An order number
- – Links to your return policy
- – Customer service contact information
- – Product descriptions
You know the consumer is definitely going to read this, so include the information you think matters the most.