Contenix Digital Digest
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Contenix Digital Digest
Contenix Digital Digest
The Latest News for Multichannel Brands and Retailers
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Multichannel Consumers Want to Easily Move Across Shopping Channels

Multichannel Consumers Want to Easily Move Across Shopping Channels | Contenix Digital Digest | Scoop.it

Consumers are going to stores to examine products, pulling out their smartphones to check prices and sometimes buying online. They also often go online before a store visit. And they expect to do more of this cross-channel shopping and would like retailers to make it easier to do, according to a survey by consulting firm Accenture.


There are, however, big differences in shopper behavior depending on what they’re buying. Consumers shopping for apparel and consumer electronics will frequently use stores, mobile devices and the web to gather information. That’s far less true for the everyday items consumers overwhelmingly buy in bricks-and-mortar supermarkets and drug stores, according to the survey of 750 U.S. consumers.....more

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The Trend of "Showrooming" and Why Brands and Retailers Should Be Ready

The Trend of "Showrooming" and Why Brands and Retailers Should Be Ready | Contenix Digital Digest | Scoop.it

For retailers, the specter of "showrooming" — in which consumers browse in a physical location but use their smartphones to buy at a cheaper online-only competitor — has become a topic of great concern as the number of smartphone-toting shoppers has increased. No retailer wants to think a competitor, especially a virtual retailer without the overhead of a brick-and-mortar location, has effectively set up shop in their store. But up to now, it hasn't been clear just how big a deal showrooming really is.


It turns out it's huge. And it also turns out that shoppers with smartphones might not be the threat retailers thought they were.....more

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Mobile sales surge 71% and smartphone traffic doubles for retailers - Internet Retailer

Mobile commerce technology provider Unbound Commerce says consumer confidence in m-commerce has risen dramatically, and cites as evidence an analysis of mobile activities at 200 of its retailer clients that operated m-commerce web sites in March/April 2013 and March/April 2012.

Mobile commerce revenue for the 200 retailers jumped 71% in March and April 2013 compared with the same period in 2012, the vendor reports. What’s more, mobile unique visits and mobile page views both were up 91%.

By comparison, e-commerce sales in the U.S. are expected to slow to a growth rate of 12% in 2013 after growing 13.8% last year, according to research firm eMarketer Inc.....more

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Luxury brands pursue retail expansion in China

Luxury brands pursue retail expansion in China | Contenix Digital Digest | Scoop.it

According to research by realtor Knight Frank, the typical annual store growth rate for those already well-established in China is approximately 15-20 percent. Luxury retailers can often identify 4-5 suitable sites in Tier 1 cities, but many only find 1-2 suitable sites in Tier 2 cities. Interestingly, the prime locations in Tier 2 cities are usually occupied by local developers, so many international retailers find themselves partnering with the local players.....more

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85% of Luxury Brands Will Increase Digital Marketing Spend in 2013

85% of Luxury Brands Will Increase Digital Marketing Spend in 2013 | Contenix Digital Digest | Scoop.it

According to a new survey of more than 100 marketers at major global luxury brands, marketers plan to increase digital media spend significantly in 2013. The survey, which was put together and distributed by Luxury Interactive and ShopIgniter, shows that 85% of luxury brand marketers will increase their digital spend and 72% will increase their social media marketing spend. With more affluent consumers flocking to social media, smartphones, and tablets, luxury marketers are committing more funds to digital marketing than ever before.

The increases represent growth over 2011, with 80% of respondents reporting that 2012 digital marketing spend exceeded 2011, and 77% reporting more budget was spent on social media marketing in 2012 than in 2011....more

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62% of Omnichannel Shoppers’ Spend is on Premium Luxury

62% of Omnichannel Shoppers’ Spend is on Premium Luxury | Contenix Digital Digest | Scoop.it

An executive from American Express at the FT Business of Luxury Summit 2013 shared new findings that verify the power of a multichannel brand presence to push not only accessible luxury, but also the highest-end products.


During the “Luxury’s Changing Landscape” session based on findings from American Express Business Insights, the presenter discussed why luxury marketers should make it a top priority to appeal to the ominichannel customer who experiences the brand across the Web, mobile and in-store. In fact, the online luxury customer who is most profitable to brands is also shopping at bricks-and-mortar locations....more

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Tablet shoppers will spend $24 billion in 2013 & double by 2015

Tablet shoppers will spend $24 billion in 2013 & double by 2015 | Contenix Digital Digest | Scoop.it

A new report from eMarketer forecasts tablet spending in the U.S. to hit a mighty $24 billion in 2013, before reaching almost $50 billion in 2015.

Labelling mobile devices as a ‘key component of the digital shopping landscape, the study states that mobile spending topped almost $25 billion in 2012, with this representing a year-on-year rise of 81% from 2011.

eMarketer expects this growth to continue in 2013, with mobile spending reckoned to increase by 55.7% year-on-year to account for 15% of all retail eCommerce sales.

It would appear that this growth will largely be driven by tablets however, with eMarketer saying that models like the iPad will ‘produce the bulk’ of Mcommerce up until 2017...more

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The State of Luxury Digital Marketing 2013 - Luxury Interactive Benchmark Study

More than 130 marketing executives from luxury brands like Chopard, Louis Vuitton, Barneys New York, Mercedes Benz and more completed the survey. The goal of the survey was to establish an industry benchmark for digital marketers at luxury companies...(click slide show above for more)


Via Lanette Khamvongsa, Gian Marco Saleri
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Logo Driven Luxury Brands Look to Reduce Visibility

Logo Driven Luxury Brands Look to Reduce Visibility | Contenix Digital Digest | Scoop.it

Louis Vuitton plans to reduce the visibility of its monogrammed products going forward. This is also the strategy that PPR/Kering has gradually been adopting for Gucci over the past few years. Once popular in their use as visual representations of luxury status, logofication boosted Louis Vuitton’s brand value from $6m in 2004 to $23m in 2012 (Interbrand).


Demand from emerging markets made the monogram so ubiquitous however, that it is now a symbol of accessible luxury rather than exclusivity. Indeed, a study found that the smaller the logo is on a luxury item, the higher the price it can command. This study carried out by the University of Chicago included over 400 products from Louis Vuitton and Gucci combined, and was also found to be true for Mercedes cars....more

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