Customer centricity and personalization remain key to e-commerce success, as does responsible marketing

Melbourne, Australia, March 11, 2022 /PRNewswire/ — Dotdigital today launched “The Future of Cross-Channel Marketing” report, covering trends and insights in four main areas: consumer psychology, brand awareness, purchase decision-making and customer loyalty. The report details how the adoption of different marketing channels and tools has changed over time, reveals the gap between consumer expectations and experiences, and provides essential strategies to help retailers future-proof their businesses, while navigating in the unpredictable landscape of COVID-19.

The report highlights critical data points relating to the Australian buyer’s customer journey:

• Preferred marketing channels for communications
• Factors Contributing to Unsubscribe Rates and Cart Abandonment
• Expectations of personalization in marketing communications versus reality
• Importance of brand values
• The importance of loyalty and how buyers like to be rewarded

Email beats social media and SMS as the most influential channel

Today, marketers have many choices with an increasing choice of channels and tools at their disposal. However, email is still largely the preferred channel for responding to tailored experiences. Although email is the most influential marketing channel (69%) on customer purchasing decisions, the results also show that 70% of respondents note that they are likely to unsubscribe if they receive too much of emails. Social media marketing and SMS closely follow email as influencers on purchasing decisions.

Brands need to understand exactly how their audience wants to be marketed. The importance of email should be taken seriously, but brands should always consider alternative channels to reach more consumers.

Why Consumers Abandon Cart

The cost of shipping is the biggest contributor to cart abandonment. When asked about the top reason consumers abandon an online shopping cart, 57% pointed to higher shipping costs that weren’t visible upfront. Retailers should not only ensure that their shipping costs are reasonable and in line with buyers’ expectations, but that they are clearly visible. Communication and transparency are essential.

Be personal with your customers

Australian shoppers feel that brands have a long way to go when it comes to customization, and there is room for improvement. According to the report, more than half of respondents say their marketing communications are somewhat personalized, and a third think their emails are not personalized at all!

“Customer satisfaction is paramount, and there is no doubt that consumers with increased brand engagement reflect greater brand loyalty. Therefore, brands need to learn and understand the consumer psychology behind consumer behavior. ‘purchase and brand loyalty to create a more balanced approach to their marketing communications,’ mentioned Aparna GrayAPAC marketing manager at Dotdigital.

Live chat is important for conversion

Shoppers would like to see more in-person support via live chat options on retailer websites. The majority (56%) use it to ask for advice. It is therefore an important tool in the buying and conversion process, and something that retailers need to consider.

Be clear about brand values

Brand values ​​play a crucial role for customers when making a purchase decision. Interestingly, more than two-thirds of Australian shoppers think brands don’t do enough to show what they stand for. Thirty percent of consumers surveyed consider a brand’s position on sustainability when making a purchasing decision.

“Sustainability is more than just a buzzword and buyers are increasingly making buying decisions based on a brand’s positive social, economic and environmental impact. This shift in consumer behavior should prompt marketers to examine the sustainability of their own practices,” Aparna said. . “At Dotdigital, we take our sustainability efforts very seriously and are proud to be the world’s first carbon-neutral ISO 14001-certified marketing automation platform.”

Loyalty at a price

A loyalty program is undoubtedly a great way for brands to build stronger, lifelong brand advocates. But, are customers receiving the expected benefits? The results show that almost all shoppers (94%) want rewards/discounts for their loyalty. It’s obvious that a reciprocal relationship is valued, and brands need to take this into account when launching a loyalty program.

A little help from our friends

An overwhelming 72% of consumers say reviews are critical to the decision-making process when buying products or engaging with brands. Word of mouth was the second most important factor in the purchase decision, with 79% of respondents likely to recommend a favorite brand to others.

A positive customer experience is not limited to a single customer journey. It’s the ripple effect of customers telling their friends, family, and colleagues. Additionally, if brands aren’t encouraging product or service reviews, now is the time to rethink that strategy and incorporate product reviews into the marketing mix.

“With changing dynamics, a highly competitive market and savvy customers, retailers need to leverage all channels effectively and revise their marketing strategy to strengthen communications,” Aparna said. “We have produced a report to take the pulse of Australian consumer shopping habits, to ensure we are helping our customers deliver the ultimate customer experience – delivering the right message through the right channel, at the right time and at the right time. right time. the person.”

To understand the changing nature of Australian shoppers and for in-depth insights into key trends, download the full report: The Future of Cross-Channel Marketing.

Methodology
The data for this report was obtained and collected by Power Retail in August 2021 by surveys of 5,000 Australian online shoppers.

About Dotdigital
Dotdigital is a leader in marketing automation technology. Trusted by over 4,000 businesses, Dotdigital is the customer engagement platform of choice for marketers looking to connect with customers through cross-channel marketing. The platform’s scalable features enable brands in 150 countries to acquire, convert and retain customers through email, SMS, social media and more. From creating a unified customer view, to highlighting powerful insights and implementing intelligent automation, Dotdigital’s popular and easy-to-use platform is everything the marketer needs. modern needs.

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