Category Archives: E-commerce

OOH is a new point-of-sale for online retail brands

trains by svenwerk:FlickrSecond screen purchasing is gaining serious traction. As social media rolls out user friendly shopping tools such as Facebook’s Buy Button and Twitter’s Product Card, consumers have never had it easier when it comes to mobile shopping.

According to the Centre For Retail Research, online retail sales made via mobile devices will grow by 62% this year, to a total of £7.92 billion. This is equivalent to 17.6% of UK online retail sales. Sales using tablets will grow by 100%, to £3.10bn, while smartphone retailing is expected to grow by 44.3% to £4.82. Smartphones will provide 60.8% of UK mobile shopping.

Mobile shopping is serious business and out-of-home is primed to become the key medium to deliver second screen sales. The likes of traincards, billboards and bus shelters, combined with changing consumer behaviour and growing wifi and 4G connectivity, are swiftly becoming an effective point-of-sale medium for online-only retailers and ‘clicks and mortar’ companies to drive search and purchase from their screen-based ‘shop windows’. Read More »

Twitter trials ‘Buy’ button

Twitter Buy buttonTwitter is finally taking its first crack at e-commerce by testing a “Buy” button in the US that lets shoppers buy directly from a Tweet.

According to Twitter’s blog, the button is just the first step in the social network’s plan to build more functionality into the site and transform the way we shop with our mobile devices.

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How apps like Spring are changing consumer behaviour

Spring appThe world of e-commerce is buzzing at the moment; Ebay is celebrating its 15th anniversary since the first UK sale and new apps and services are being launched every day, ready to crack mobile commerce.

There’s no doubt that Ebay transformed the way people shop and sell, despite starting off as an online auction business. The website crashed offline last week for the 10th time this year and suffered a major cyber-attack in May that might have compromised the details of 145 million users, but the pioneer is still going strong with just over 19 million Britons visiting the site every month.

The challenge Ebay faces lies in new single purpose apps – such as Spring and Depop, which illustrate the change in consumer purchasing behaviours. Read More »

Do you know where your ads are being shown?

Connected TV will become an important part of the living roomIf you don’t, you should. Almost 70% of firm value is intangible with the biggest portion of that value sitting in branding. Your ads should encompass your brand and protect this value, there are reasons people buy Coca-Cola over an own brand cola drink – brand trust and uniformity.

The number of brands that advertise online is huge, it is a great resource for spreading brand awareness, however there are certain tools that must be employed to protect your brand’s image in the eyes of the consumer. Read More »

Is Facebook’s ‘buy’ button the answer to marketers prayers?

facebook buy

Both Facebook and Twitter have recently announced separate e-commerce plays which will make it easier to shop online using their services. Facebook has declared they are testing a ‘buy’ button, while Twitter has acquired payment startup CardSpring.

It’s a step by both to help brands deliver a ‘last click’ which can only be a good thing as social media companies progress with their push towards improved monetisation. Nevertheless it’s come at a time when marketers are increasingly embracing social content on their digital properties and moving away from engaging with consumers inside a social network.

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How brands are generating revenue on social

mobile payment payments cashless contactlessConsumers are becoming ever more mobile and increasingly social. As brand advertisers strive to influence their purchase decisions on social media, how can they be sure they’re optimising their efforts?

We recently conducted a study* that sought to size UK consumers’ social media spend resulting from (paid) advertising and (earned) personal recommendations from their contacts. Overall, the study established that in the last 30 days, 14% of social media users had purchased something they initially came across on a social media platform – items that they would otherwise not have bought. Read More »

4 ways retailers can use technology to reinvigorate the high street

HighStreetMany bricks-and-mortar retailers are still feeling embattled against the march of e-commerce, desperately looking for strategies to help them compete. But with online sales accounting for 21% of all retail in 2013 and climbing, consumers have made their preferences very clear and the freedom and flexibility of e-commerce is the new norm.

To meet these increasingly strident demands, retailers must stop competing with e-commerce and the enabling technology and embrace it instead. One of the most important lessons to be learned from online traders is the emphasis on an experience tailored to individual preferences, as well as the ability to shop on their own terms. Read More »

“I have been baptised into the brave new digital B2C world”

writingThe Not So Secret Diary of an E-Commerce Entrepreneur continues with his baptism of fire into the digital age.

I was seduced by an article in The Economist that proclaimed:

“E-commerce has matured to a point where speciality online retailers with excellent supply chains can mint money from targeted offerings.”

Right there and then I decided to have another go at my passion project – the marketing of a deluxe tongue cleanser, having given it three years of entrepreneurial blood sweat and tears in the 1990s, with moderate success.
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Five ways you can use social to sell

Social, by Jason A HowieEvery morning I walk past David Ogilvy’s “We Sell or Else” stencilled on the glass wall of our reception.

Yet in social, marketers aren’t even turning up to sell a lot of the time.

It’s not surprising if they aren’t trying to sell through social – since many brands have had failed attempts. Read More »

150-year-old John Lewis can still teach e-commerce startups a trick or two

JohnLThe Not So Secret E-Commerce Entrepreneur continues… I am on a mission to rid the planet of dirty tongues – with a deluxe range of tongue cleansers, sold via e-commerce. I am almost ready for launch of the AMANO Tongue Cleanser, all the key marketing elements are almost in place.

And at the fulcrum is an e-commerce site built on the battle tested Shopify platform – slickly designed by web-builders Wemakewebsites.

So before I pit my meager marketing budget against the Goliaths of the oral care universe – where can I go for that final bit of pre-match inspiration? Well how about the nation’s favourite store, which is celebrating its 150th birthday right now.

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