Independent research reveals retailers' top ecommerce concerns
Retaining customers and improving online marketing effectiveness are the number 1 priority for online retailers by Andrew McGregor
Despite the plethora of industry news about certain brands and retailers dropping the more traditional marketing channels and choosing to engage with social media channels, social media was the least selected priority out of those available to choose from. Instead, the focus is on customer retention and improving online marketing effectiveness (in joint first place), attracting new customers in second place and in joint third place is ecommerce analytics & understanding how to optimise and managing ecommerce technology and innovation. This is all really positive. By understanding what’s driving performance a retailer can make good trading decisions. Harnessing ecommerce data is fundamental to achieving this.
We were actually encouraged by the lack of concern over social media, recognising that this is currently a distraction. It is easy to get excited about “the next new thing” but no retailer is going to get rich anytime soon from their social media strategies.
Planning an International strategy was also a fairly low priority for retailers right now. This is understandable. We fully suspect that the focus is getting it right on home turf to start with as there is plenty to improve. Retailers need to fully understand their online profitability (applying metrics across the web site, specific products, customers and marketing activities) before they can even contemplate growth on an international level.”
Top ecommerce concerns:
| Total % | |||
|---|---|---|---|
| Top ecommerce concerns: | 1st | 2nd | 3rd |
| Retaining existing customers | 23 | 22 | 20 |
| Improving online marketing effectiveness | 23 | 18 | 15 |
| Attracting new customers to your site | 16 | 17 | 23 |
| Ecommerce analytics and understanding how to optimise | 14 | 6 | 12 |
| Finding the right staff | 8 | 19 | 6 |
| Planning an international strategy | 5 | 5 | 7 |
| Managing ecommerce technology and innovation | 8 | 12 | 12 |
| Engaging social media channels | 4 | 2 | 6 |
