Influencer marketing is big business. Eighty-six percent of marketers have influencer strategies in place and budgets for campaigns continue to grow—in fact, by 2019, influencer marketing spend on Instagram alone is projected to reach $2 billion. While brands view influencer marketing as an opportunity to reach Millennial and Gen Z audiences, in some cases, they may be getting less than they bargained for.
Consumers are feeling cautiously optimistic about the economy and analysts believe that their positive sentiment will translate into an opportunity for retailers this 2017 holiday season. Consumers are now digital-first shoppers, so it’s essential that marketers have a seamless omnichannel strategy in place. And don’t forget Amazon! Almost 70% of consumers say they plan to shop the site this holiday season. In our infographic, you'll learn how consumers are expected to shop, when they’ll start shopping, and where they’ll be looking for that perfect gift!
As retailers begin to reinvent the store experience for the digital age, they are experimenting with different ways to get consumers excited about their brand and into their stores. Today, 60% of consumers are digital-first shoppers so an experience that begins on digital must seamlessly translate to the physical store. Successful retailers are combining in-store and digital and finding ways to make these channels work together seamlessly. How? Personalized digital content and product suggestions peak consumers’ interest, but it’s immersive experiences that create a personal connection to a brand that keeps them coming back. In our infographic, we explore the strategies that get female consumers into retail stores.
We know in-store shopping isn’t dead yet, even as consumers increasingly buy online across most categories. Six out of 10 web shoppers make 21% or more of their purchases online—moreover, when you look specifically at Millennials, that number increases to 66%. But consumers still seem to be looking for that close connection with brands: new research shows that 59% prefer to research and 55% want to shop directly on brand sites rather than a multi-brand retailer. This is especially true for Millennials, who, more than other demographics, were more likely prefer brand websites to multi-brand retailers. This speaks directly to the perception that Millennials are looking to engage more with specific brands and deepen their relationships with them.
As recently as 2013, less than two-thirds of U.S. mothers had smartphones, but today nine-in-ten own one and it’s quickly becoming the way she connects to the world. As digital use among mothers evolves, it’s essential that marketers understand how mobile fits into their lives. In our infographic, we share research into how moms are using mobile and why marketers must take a moble-first approach to reach them.
Filed Under: Digital
Consumer taste and shopping preferences are changing profoundly, even in the candy and confection category, where Millennials are expecting higher quality ingredients, an omnichannel, social-first shopping experience, and an authentic brand story. Gourmet candy boutique Sugarfina, founded by Rosie O’Neill and Josh Resnick, has embraced this new approach to become the fastest-growing confections brand in the country. Since launching online in 2012, they’ve opened 24 Instagram-ready retail locations and 14 shop-in-shops in North America, and have plans to expand globally within the next year. Sugarfina’s artisanal candy is made specifically for adults (rosé gummy bears and single-malt Scotch infused chocolates) and sourced from confectioners worldwide, with many products exclusive to Sugarfina. I had the pleasure of speaking with Rosie and discussing how her approach to product, branding, in-store experience, and omnichannel distribution has driven such phenomenal growth.
Every generation, from Baby Boomers to Generation Z, has their own set of values, expectations, and communication styles. In our infographic, we illustrate how Baby Boomers, Generation X, Millennials, and today's teens, often referred to as Generation Z or iGen, use social media and key values and priorities for each demographic.
Filed Under: Digital
One of the barriers to online shopping had been the inability to see and touch the product before making the decision to buy. But brands and marketplaces like Amazon came up with a solution to help shoppers feel confident in their choices—adding peer-generated product reviews to product pages. Today, 88% of consumers don’t make a purchase, online or off, without checking star ratings or reading user-generated reviews. In fact, 90% say that reviews are the most influential factor in making purchase decisions. As e-commerce evolves, consumers are growing more sophisticated and demanding a more engaging experience that extends beyond the product page.
When deciding among brands, 65% of consumers say they are more likely to choose a brand they feel emotionally connected to. This connection goes beyond producing products that people like, the connection comes from feeling that the company cares about people like them. Nurturing these feelings with your consumers create a lasting relationship and build a lifelong affinity for your brand. In our infographic, we illustrate why consumers feel emotionally connected to brands and how brands marketing to women can engage them through emotion.
Filed Under: Digital
Back-to-school continues to be a strong season for retailers. In 2016, consumers spent lamost $76 billion on school supplies, apparel, electronics, and dorm furnishings and early signs indicate that back-to-school spending will increase 4% in 2017. Although 46% of parents say they will purchase some supplies online (back-to-school e-commerce is expected to grow 14.8%, roughly even with last year’s 14.9%) 76% of moms say they still prefer to do most of their back-to-school shopping in store to better evaluate products and enjoy the tradition of shopping for back-to-school items with their children. In our infographic, we explore how consumers shop, how much consumers intend to spend on back to school, what moms will be buying, and where they plan to buy it!
Filed Under: Digital