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Direct Response Marketing

Field Reports: DR Industry News July 2012

1 Jul, 2012 By: Jackie Jones Response


E-commerce Competitive Opportunities Lie in Product Returns, comScore Says

RESTON, Va. — Though a majority — 86 percent — of consumers report beinShopping Cartg satisfied with their online shopping experiences, opportunities for improved customer relations and potential future sales exist in the area of product returns, according to the latest survey from comScore Inc.

About 63 percent of online shoppers look at an E-commerce retailer’s return policy before making a purchase, and an easier return or exchange policy significantly improves a brand’s competitive position, comScore found.

“While free shipping has tended to dominate the discussion regarding what provides satisfaction to online shoppers, the study shows there are several other factors critical to a positive online shopping experience,” said Susan Kleinman, comScore director. “Retailers need a holistic understanding of these drivers if they hope to stimulate sales while maintaining healthy margins in this competitive retail environment.”

The study highlights the value in driving customer loyalty for E-commerce retailers, according to comScore. Consumers are currently most satisfied with the ease of checking out, the variety of brands and products available, and online delivery tracking ability. They are least satisfied with the current level of flexibility in choosing delivery dates, comScore reported.

At least 42 percent of online shoppers have abandoned their online shopping carts because of delivery timing estimates, and 48 percent are not willing to wait more than five days for packages to be delivered. Forty-six percent of online shoppers said receiving orders when expected would lead them to recommend the online retailer, as well.

“This is important intelligence that can be put to use immediately,” said Alan Gershenhorn, UPS’ chief sales and marketing officer. “Online retailers of any size can win more business during this year’s holiday season if they prepare now to offer a better shopping experience. UPS recognized some time ago that online customers are expecting speed, convenience and flexibility after they click to buy.”

Moms — A Marketer’s Goldmine — Turning to Digital Platforms

CANNES, France — Moms — the Holy Grail for many direct response marketers — are more often turning to technology for suggestions and advice, creating a powerful opportunity for brands to connect with these consumers and contribute to family moments, according to a new study by Yahoo! and Starcom MediaVest Group released during last month’s Cannes Lions event in the south of France.

Image of Woman and Child working on the computerAbout 69 percent of mothers worldwide said they turn to search engines when researching family activities, and 71 percent said their family engages with technology daily, though 52 percent added that technology can also be an unwanted distraction, according to the study, “Brave New Moms: Navigating Technology’s Impact on Family Time.”

“More and more, moms are aware of both the opportunities and challenges that can result from constantly being plugged in, and they are struggling to find a way to create moments that are memorable and lasting as opposed to just running down to-do lists,” said Lauren Weinberg, vice president of research and insights at Yahoo!. “This study goes a long way toward helping us understand the importance of creating and capturing meaningful family time. As moms shift away from efficient and toward meaning, there are ample opportunities for brands to help be part of this moment.”

The study highlighted a heightened awareness and desire by moms to create special moments with their families, which presents brands with unprecedented opportunities to connect with this consumer demographic, Yahoo! and Starcom MediaVest said. Brands should elevate routines into more meaningful rituals; discover new rituals that moms can start with their families; adapt traditions to allow moms the freedom to maintain them in a way that is modern, manageable and special; and provide moms with ideas and ways to extend special moments so the family can relive them, the study suggested.

“Brands have understood that moments are important to moms for many years. We’ve all seen these important moments showcased on brand creative. However, moms today don’t want this just acknowledged,” said Adam Kruse, vice president and global director of Starcom MediaVest. “They need help in creating more of these moments that matter so much. The force of technology is elevating both the need and providing brands with new opportunities to help moms create more meaningful family time.”

Computer-Based Video Consumption Rivaling Traditional TV, Nielsen Reports

NEW YORK — Watching video content on computers has become just as common as watching video content on television among online consumers, according to Nielsen Co.’s latest global survey on multiscreen media usage.Women watching video

Eighty-four percent of Internet users said they have watched video content at home on a computer, while 83 percent reported watching video content on a TV, at least once a month, according to Nielsen’s “Global Online Consumers and Multi-Screen Media Today and Tomorrow” report. In contrast, more online consumers reported watching video content on TV (90 percent) than on a computer (86 percent) in a month-long period in 2010.

“The convenience of mobile connectivity has revolutionized how people are engaging with digital content and each other around the world,” said Dounia Turrill, senior video president of client insights at Nielsen. “With the growth of smartphones, mobile video consumption is on the rise for entertainment content, particularly in emerging markets where many consumers leapfrog home Internet altogether in favor of the all-in-one smartphone.”

Seventy-four percent of global respondents reported watching video via the Internet on any device, up four points since 2010, and more than half of global online consumers (56 percent) said they watched video on a mobile phone at least once a month and 28 percent at least once a day.

“Innovations in technology, a multitude of connected devices and evolutions in media distribution landscape have provided more ways than ever to consumer media across different screens, whether at home, at work or on-the-go,” Nielsen said. “While the in-home TV and computer are still the most popular devices to watch video content, usage and growth in online and mobile technologies is making a sustained impact.”News Corner


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