Retail & Ecommerce


As mobile usage becomes ubiquitous, the path to purchase is becoming less defined. Shoppers are always connected, well-informed and often quick to convert both digitally and in-store. The traditional shopping phases still exist, but once smartphones are introduced, behavior shifts.

Digital buyers in Australia expect a lot when it comes to shipment tracking options. However, many retailers are not quite meeting these expectations, according to October 2015 research.

Customer centricity, a philosophy built around identifying and targeting a company’s most profitable customers to drive growth, is gaining a growing following in the B2B sector. According to research, many of the philosophy’s adherents are turning to marketing automation and CRM tools to help build out their capabilities in the discipline.

Retailers in North America offer a variety of omnichannel services, like buying items online and picking them up in-store. And while these services are available, many believe there&rsquo s room for improvement, according to December 2015 research.

Many digital retailers in Argentina offer their customers multiple ways to make digital purchases, according to December 2015 research. In fact, 70% of digital retailers surveyed say they offer payment installments.

Digital payment methods such as PayPal and giropay are increasingly popular, especially among males and consumers ages 40 and older. Yet nearly one in three adults shopping online or via mail-order still use open invoices for transactions.

More internet users across nearly all demographics like to purchase products digitally and pick them up in-store compared to a year ago, according to research.<

Consumers across all generations say they would likely use in-store Wi-Fi if they gained instant access to a gift or daily deal, according to February 2016 research. Millennials and Gen Xers, however, are more likely to leverage in-store Wi-Fi than baby boomers.

An overwhelming majority of adult internet users now buy online, with clothes and leisure items the leading purchase categories. Mcommerce, however, is lagging, with most digital buying still taking place at home, on desktop PCs.

Zazzle is an online marketplace that since 2005 has offered consumers the opportunity to personalize products ranging from coffee mugs to iPhone cases, skateboards to stationery. eMarketer spoke with Nizzi Karai Renaud, the company’s chief marketing officer, about Zazzle’s most effective marketing tools and how it converts millennial shoppers.

Dr. Thomas Trautmann, certified neuromarketing instructor and business partner at SalesBrain, an advertising agency that uses neuromarketing to tap into the consumer's mind, talks about how the personal nature of mobile devices allows marketers to connect with the pain points of a brand's audience.

Mother’s Day spending in the US is expected to reach $21.39 billion this year, a slight increase compared to a year prior, according to research.

Nearly half of internet users in China don’t use Apple Pay because their current mobile payment tools meet all of their requirements, a February 2016 survey found.

High-end brands may have been slow to contemplate online sales, but many are now taking the plunge. Maria del Carmen Fernández González, CEO at Infinitum Ecommerce in Spain, spoke to eMarketer about the obstacles luxury brands face in a world transformed by digital channels, and how they can boost their appeal to target audiences.

More than three-quarters of US internet users said they don’t plan on using a mobile app to shop for Mother’s Day. Among those that will, flowers and gift cards are the most commonly planned purchases.

Mobile shopping is mostly attractive due to its convenience, according to mobile phone internet users in Asia-Pacific. The ability to buy on the go, as well as use apps to shop and buy, were also popular.

Mobile advertising drives more store visits than desktop advertising, according to Jeff Campbell, co-founder and managing director of digital marketing agency Resolution Media. eMarketer spoke with Campbell about the various ways mobile can influence consumers as the move through the path to purchase and why retailers should rethink the way they measure mobile advertising.

Showrooming has emerged as a popular way to shop—digital shoppers first examine a product in-store before ultimately purchasing the product at a lower price online. But with shoppers increasingly connected to devices on the go, US internet users are also researching products online—and then buying them in-store.

Digital wallets were the most popular topic when it came to discussions on social media about mobile payments in 2015. According to social tracking data, just 3% of such posts were about other topics, which included contactless cards and more.

The big promise of digital advertising is that it offers marketers the chance to reach the right customers with the right message at the right time. Of course, being able to do this requires that marketers know a little something about their potential targets—they need data. UK consumers, however, didn’t get the memo, and the vast majority are unwilling to share.