Most Retailers Failing to Connect Online, Offline Shopping Experiences

A new study recently released by global interactive marketing provider ExactTarget found that more than half of America’s fastest growing retailers are missing opportunities to connect online and offline shopping experiences. ExactTarget’s research found that only 44 percent of brick and mortar stores connect with shoppers post-purchase via email, and, of those, only five percent personalize emails based on the in-store purchase.

This latest ExactTarget study tracked and analyzed brands’ engagement for 30 days post- purchase across email, mobile, Twitter, Facebook, Pinterest and YouTube. Several key findings emerged. Of the surveyed brands who operate brick and mortar establishments, just 44 percent requested an email opt-in from customers at point of purchase. Only eight percent used in-store signage to promote their Twitter and Facebook communities, and just two percent used in-store signage to promote email or text message engagement.

Of those participating brands that operate e-commerce web sites, 51 percent sought customer feedback through Facebook, 22 percent sent emails to potential customers letting them know they had abandoned items in their virtual carts, and 21 percent sent personalized emails to customers after they made an online purchase.

“[ExactTarget’s research] shines a spotlight on the missed opportunities that even the fastest growing retailers experience as consumers continue to interact across online and offline channels,” said Tim Kopp, ExactTarget’s Chief Marketing Officer. “This new research provides retailers and all online marketers insight into opportunities to optimize touchpoints to build the most engaged and loyal subscribers, fans and followers.”

According to ExactTarget, nearly 70 percent of consumers have at some time made a purchase based on an email marketing message. The company also found that nearly a third (32 percent) of teens, ages 15-17, have made a purchase after receiving a marketing message on Facebook

ExactTarget is a leading global provider of email marketing and cross-channel interactive marketing software-as-a-service solutions that empower organizations of all sizes to communicate with their customers through email, mobile, social media and websites. ExactTarget’s powerful suite of integrated applications enable marketers to plan, automate, deliver and optimize data-driven interactive marketing and real-time communications to drive customer engagement, increase sales and improve return on marketing investment. To download the complimentary research, visit www.ExactTarget.com/RetailResearch.

Comments

[web page templates]

I was recommended this blog by my cousin. I'm not certain whether or not this post is written through him as nobody else know such distinct about my problem. You are wonderful! Thank you!

[best website design companies]

Excellent post. I was checking continuously this blog and I'm impressed! Extremely helpful information specially the last part :) I care for such information much. I was seeking this particular information for a very long time. Thank you and good luck.