Research on Mobile and Purchase Desktop is the new ROPO ;) 83% of customers browses products on their smartphones before buying the product

83.3% of buyers will browse products on their phones and buy on desktop.

This year, 83.3% of adults will browse products on their phones, while a considerably lower 65.2% will actually make a purchase on a mobile device.Without shoppers checking out via mobile, many casual browsers’ carts are abandoned, making those mobile purchases key to increasing overall conversion rates. This year, 35.6% of US adults will make proximity mobile payments, a figure that will increase to 42.6% in 2026. The more people adopt digital wallets, and the more those wallets work seamlessly for in-store and remote purchases, the faster mobile purchases will increase.

Over 50% of shoppers will wait longer for sustainable order

According to a survey by software supplier Descartes Systems Group, over half of online shoppers are prepared to wait longer for a parcel if it is from a sustainable shop. Shoppers show the most interest in combined delivery of multiple orders, retailers recommending the most sustainable shipping option and click-and-collect.? In France (49 percent), Germany (48 percent) and Belgium (46 percent), sustainability weighs in the most before making a purchase. Product categories where consumers are most worried about the environment are groceries and clothes and shoes (both 35 percent). At the end of the day, 40 percent of shoppers find convenience more important than sustainability. Only 1 in 5 consumers is prepared to pay extra for environmentally conscious delivery. This number is higher for gen z and millennials (27 percent) though, compared to adults over 50 years old (14 percent).

Pandemic Shifted Shopping Habits For 73% Of Millennials

80% of Millennials now do a majority of their shopping online -- up 20% from 2019. Over half of their online shopping happens on mobile devices, which is also up 20% from three years ago. The study shows that among the 1,257 U.S. millennials CouponFollow surveyed, 73% changed how they shop due to the pandemic. More than half (56%) shifted their shopping online away from physical stores, especially among older members of millennials (35-40 years old). Saving money and finding deals is still the most important factor in millennials' online shopping (63%), but a smooth checkout process (42%) and product recommendations (22%) are significantly more important in 2022 than they were in 2019. As 78% of millennials now follow brands on social media (up from 57% in 2017), more than half (54%) say their shopping habits are most influenced by Facebook (28%) and Instagram (27%).

US martech spending set to break $20 billion this year; growth slowing

U.S. marketing technology spending is expected to increase a healthy 14.3% this year — surpassing $20 billion, according to industry research eMarketer. But marketing technology spending increases in 2022 won’t match earlier years. Spending increased 20.9% in 2021, according to the report. Last year companies spent to keep up with the pandemic-driven shift to online by customers and businesses. This followed huge growth between 2018 and 2020 when martech spending nearly doubled. B2B martech spending will reach $6.6 billion by the end of the 2022 and exceed $8.5 billion by 2024. Spending increases by B2B firms will outpace increases by B2C companies. Martech spending is still ahead of spending on marketing overall. Marketing budgets have climbed to 9.5% of total company revenue in 2022, an increase from 6.4% in 2021, according to Gartner. While marketing budgets are increasing this year, they still lag pre-pandemic spending levels.

71.8% of marketers claim their brand needs to expand its suite of marketing effectiveness analysis

While CEOs, CFOs and boards want to see greater accountability from marketers around the efficacy of their work, the truth may well be marketing departments simply do not have the right tools at their disposal. 35% of marketers strongly agree with the statement that the company they work for needs to expand its marketing effectiveness capabilities. A further 36.8% of the sample slightly agree with the statement, creating a combined total of 71.8%. Indeed, less than a fifth (17.9%) of marketers strongly agree they are happy with the analytics available to them to examine the effectiveness of creative. The Language of Effectiveness Survey reveals just 13% of brands have invested in ongoing tracking of marketing effectiveness metrics. Worryingly, 6.9% of the marketers surveyed work for a company that does not conduct any form of marketing effectiveness analysis.

When it comes to experience, customers’ expectations are high

Per a Independent Directors Counsel (IDC) White Paper commissioned by Emplifi, only 11% of customers would rate their CX as excellent, leaving companies a lot of room to improve. And companies aren’t getting second or third chances at the same rates they used to. Hykens’ ACA Study found that 86% of customers would consider switching after a bad customer service experience, while 83% would be willing to switch if they felt the experience would improve with a competitor. CX leaders thrive when they’re equipped to exceed customer expectations. Customer-centric cultures yield better financial results and efficiencies. Those that lack it can suffer from inconsistent results, inefficiencies, and culture problems. Solid CX leaders develop agile programs that produce results. In an uncertain business and economic environment, agility is more important than ever.

69% Of B2Bs Share Their Experience On Social Media Platforms In Case Of Poor Customer Service Experience

According to the report of GoodFirms, over-demanding customers, increased operating costs, and pricing pressure are the top three challenges faced by B2B sellers. GoodFirms survey has attempted to explore the factors that influence B2B buyers to connect with any specific B2B services. Interestingly, 30.2% of buyers consider the reputation of the business (online and offline), 20.9% check the online ratings, 18.6% compare the price and service with peers, 14% look for authentic client testimonials, 7% of them look at the referrals, the information available on the websites and 2.3% of buyers check social media presence and reviews. The research further reveals that B2B intelligence tools such as data analytics tools, AI-Powered intelligence applications, AI-enabled customer relationship management (CRM), marketing automation software, web scraping tools, intelligence databases, and market intelligence software are indispensable for B2Bs. The future will see more B2Bs using competitive, innovative technologies to guide their marketing strategies, align marketing and sales strategies, benchmark SEO, find quality leads, analyze competition and differentiate their content. Organizations will focus on hyper-personalization and exceptional customer experiences.

65% of app marketers trialing new ways to target paying users

Nearly two thirds (65%) of app developers and marketers are searching for new ways of targeting new paying users without IDFA, cookies or data privacy issues. This is according to the latest research from AdTech company Bango. Key findings include that over half (59%) of those surveyed agreed that it has never been more difficult to acquire new paying users for their apps, while 61% are having to rethink their user acquisition strategy because of the new privacy regulations. A third (30%) went as far as to say that they are “very concerned” about this issue. The most popular new avenues to target user acquisition campaigns and generate revenue in the new landscape are: third party Purchase Behavior Targeting (61%), lookalike audiences (59%), demographics (58%), psychographics (57%), first-party Purchase Behavior Targeting (56%) and third-party data (54%).

16% of products online out-of-stock

According to Feed Marketing Report 2022, in online shops, 16 percent of products are out-of-stock. The United Kingdom and the Netherlands have the best product availability. Germany and France score below average, with over 15 percent of products being unavailable. Most product shortages are found in the product categories Vehicles and parts (57 percent), Sporting goods (40 percent) and Cameras (22 percent). When looking at marketing, the average online shop advertises on 3.2 channels. Bigger shops (less than 10.000 products) employ 4 platforms, while smaller shops (less than 500 products) use 2 channels, such as Google or Facebook. Nine out of ten shops use search engines for marketing, while more than half advertise on social media. The top 3 ecommerce channels are: Google Shopping, Facebook Product Ads and Amazon.

Around 530 million parcels were returned in Germany

Last year, one out of four packages were returned in Germany. This comes to an estimate of 530 million parcels, with 1.3 billion items. Returning goods is part of consumer protection. On the other hand, the amount of returns brings high costs for sellers, as well as a large carbon footprint. In 2021, German consumers collectively ordered goods worth 99 billion euros online. Of the 1.3 billion items that were returned, 91 percent are clothing or shoes. According to the researchers, only one in ten German online stores charge fees for returns. This is a significantly lower amount than in the rest of Europe, where every second store charges a fee. This is one of the reasons that so many orders are returned. According to the research, just one percent of the returned items are disposed. Over 93 percent is immediately resold as new. The remaining items are offered as second-hand goods, donated or sold to industrial users.

Dutch retail loses revenue from seniors

80 percent of Dutch elders shop online regularly. However, they often face accessibility issues. In Europe as a whole, the number of older people is increasing, posing challenges for the retail sector.Even though the population in the Netherlands continues aging, retailers are hardly profiting from it. On the contrary, it will cost Dutch sellers 2 percent in revenue by 2032. The main reason is that nearly half of Dutch elders expect to have less money in ten years. This is even more so the case for people over 55 and 67. But even if they have the money, seniors say they would rather spend it on holidays and leisure activities. A third of elderly say they will buy less products. 25% of seniors expect to shop more online. The majority of retail categories will see less purchases, though. Only optical stores, hearing aid stores and personal care sellers can expect more expenditure.

To conclude, I wanted to share with you some interesting pieces on how to influence the loyalty of your customers. Published by Retail Customer Experience and Business News Daily:

7 Tips on How to Build Customer Loyalty

E-commerce in 2022: New ways to gain customer loyalty

Greg