Vague, cost conscious or window shopper?

87% of shoppers abandon shopping baskets, but 75% plan to return

Three quarters of consumers plan to return later to purchase items they add to a shopping basket and then abandon, according to new research from Amaze and the University of Glasgow

The researchers looked into the psychology of online shoppers and identified the personalities of three types of online shopper — vague, cost conscious and window shoppers.

42% of shoppers were labelled as ‘vague’ because they seek more information from other people before completing the purchase and stated that they ‘wanted to think about it’ or ‘consult with someone first’. Cost conscious shoppers accounted for 42% of customers and often cited ‘high postage’ costs or ‘found the item cheaper elsewhere’ as reasons why they didn’t complete the purchase.

The research found 16% of people surveyed could be labelled as window shoppers, with no intention to purchase, and claims that these customers should be discounted from online retailers’ abandonment rates.

“While techniques can be used to convince ‘vague’ and ‘cost conscious’ shoppers to buy, it doesn’t matter what retailers offer the ‘window shopper’ type of customer; they are there to browse, not spend money,” says Amaze’s Tunde Cockshott. “They experience the pleasure of shopping but without the pain of paying.”

“Retailers can stop scratching their heads trying to work out why shopping baskets are being loaded up only to be left at the checkout because there’s nothing they can do except exclude these visitors from their abandonment figures,” Cockshott added.

Shopping basket abandonment was more common for books, movies and music, but less likely around more expensive items including clothing, jewellery, electrical and computing products, the researchers found.

“Online retailers need to realise before they invest in behavioural targeting technology that the psychology of the shopper plays a key role in encouraging potential customers to complete their purchase,” says Cockshott. “Online stores could present hundreds of products that they believe their customers might like but if they’re window shopping, they’ll just walk on by, just like in the real world. While window shoppers will remain a fact of life in the real and virtual world, it’s now more important than ever that stores focus on human psychology rather than analytics if they are to get their share of the online consumer’s wallet.”

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New Website Launched!

PomeMailer has been offically launched as a stand alone website offering indepth information on our email marketing solution.

The website features a collection e-shots, the benefits our using the PomeMailer system along with some huge system updates, including powerful audience profiling and geographic mapping. PomeMailer itself is currently undergoing development, to be re-released late summer 2009.

Visit the site at www.pomemailer.com and let us know what you think!

Harry Potter Twitter App

The people at Warner Bros have created something magical by combining the famous boy wizard, Harry Potter and something called social media!

Twitter users can now sign up to the new magical offering by quill and ink. Forget all those years at Hogwarts, with this nifty little app users get three options to cast spells on their unwitting followers, or ‘muggles’. The three options on offer include shrouding the follower’s Twitter page in darkness, sending a flock of birds that fly across the screen and declaring affection for a follower by sending a love potion.

A website hosting the campaign has been set up to back the launch of Harry Potter and the Half-Blood Prince, which debuted in UK cinemas last week.

It also enables Twitter users to choose from a range of messages to send to followers such as, ‘I made you this love potion because I no longer want to hide my feelings for you under an invisibility cloak.’

The campaign was created by Warner Bros and aims to drum up interest in the launch of the latest film in the Harry Potter franchise.

Zugara : NEW online shopping experience

Zugara launches online shopping app utilizing augmented reality and motion capture

“Here at Zugara, we’re proud to announce the launch of our newest application, The Webcam Social Shopper. Coupling the functionality of both Augmented Reality and Motion Capture, this application will allow anyone with a webcam to shop online right from within their video feed. We like to think of it as “Augmented Reality meets Utility”. This app allows you to seemingly hold articles of clothing up in front of yourself to see “how they look”. And the Motion Capture allows the app to track your movements so you can interact with the site (e.g. cycle through a product’s various colors/styles or take a picture of yourself so you can get immediate feedback from friends on Facebook) while standing several feet away from your computer’s controls. No extra downloads, no new plug-in, no consumer headache.

To see the application in action, check out our video below.

(UPDATE: If you’re having trouble accessing the embedded video – here is the direct YouTube URL)

Now that you’ve seen the application in its “Alpha State”, think about the potential an app like this has as we partner with brands to allow their consumers to do things like:

* Livestream their webcam’s feed to friends and loved ones, and get comments and feedback right next to the application in real time.
* Receive “clothing care packages” from loved ones who might be somewhere else in the country and set up times to “shop together”… online.
* Enter their measurements into the app and get a “fitted image”.
* Match entire outfits at the same time, both top and bottom.
* Shop right within a branded Facebook application.

It’s not a secret that friends/family recommendations influence a consumer’s purchase decision and beat any other “consumer touchpoint”. Now, we can help brands empower their consumers to integrate their friends and family into their online shopping process like never before. The thinking is that this application will help bridge the gap between how people like to shop offline and how they are forced to shop online, subsequently providing an enhanced interactive shopping experience for the consumer and increased sales for the brand. So, what do you think? Please, feel free to share this post with anyone and everyone, or embed the video above in your own blog. And, as always, we’d love to know your thoughts below…

About Zugara

Zugara is an interactive marketing agency with a passion for emerging media and technologies. Unlike most agencies, we don’t claim to do everything: Interactive Video, Social Media, Mobile Marketing, and Website & Application Development are our core competencies. Since our doors opened in 2001, we’ve been lucky enough to work with some of the world’s best brands such as Reebok, Sony Computer Entertainment Of America, Toyota, Activision, Jelly Belly, Casio, The Air Force, and Lexus to create strategic interactive campaigns that focus on accomplishing their business objectives. Based in Los Angeles, we’re currently in the process of expanding, and opening our second office in New York (www.zugara.com) (www.zugarastudios.com)”.

For more information on The Webcam Social Shopper or ZugMo Technology, please contact ar@zugara.com. For all other inquiries, please contact info@zugara.com.

Source

Widgets are changing our world

“Today, online retailers are looking for ways to extend their reach to social networks, desktop and web widgets, blogs, and mobile applications to connect with customers,” says Worklight’s David Lavenda. “But the real question is not how to capture customers’ attention, but rather how companies generate sales and enhance customer loyalty via such popular tools as Facebook, iPhone, iGoogle, Adobe Air and others. Secure retail widgets represent a new and exceptional channel for convenient shopping and always-on customer service, one that generates sales for retailers and saves customers time and money.” “Online sales are becoming an increasingly critical element of multi-channel retail sales, especially as people become highly selective in where and how they shop,” Lavenda added. “Retailers that are able to monetize this migration to the online channel, with successful widget marketing and sales efforts, will quickly stand apart from the rest.” • Allow customers to search and shop directly via the widget, without being redirected to the retailer website. • Engage customers by providing personalised widgets with highly-granular, individualised offers to improve conversion rates, lower marketing costs, and increase lift. Enable customers to respond to offers within the widget, without being redirected. • Provide social networking tools to let customers share experiences regarding services and products with their friends. Then let friends order products directly from the social networking sites. • Experiment with marketing messages to quickly and cost-effectively select the most effective messages for micro-market segments. • Monitor response and conversion rates to gauge the success of widget campaigns and improve performance. • Compare the costs and returns of secure widget-based offers against traditional marketing channels or even non-secure widgets

WIN A TWO PIECE HAND TAILORED SUIT!

For your chance to WIN, simply complete the following online survey (The Suit Experience) to be entered into the prize draw to win one of three, fine hand tailored suits. The survey should take no longer than ten minutes, it really is as simple as that.

The survey is being conducted by Pomegranate Media and if you have any questions, please contact us at info@pomegranate.co.uk or call +44 20 7336 7322.

Click here to take part and best of luck.

Internet World event review; Earls Court, London

Just attended the show, its impressive to see the diversity to some extent, of the operations that are developing. However what is slightly alarming is how when you dig below the surface there are so many companies with a similar offering!
CMS, email, web design… Everyone is doing it, the battle is to shout loudest.

What is differentiating all these companies?

I have seen more than 12 simply selling their unique, all conquering cms!

So how do these shows really work? At the end of the day anyone in web should have an impressive site anyway, that’s why I find them and then their content has to be good otherwise otherwise I scream deception, fraud, they are not living up to the promise, its a sham!

So what did I get out of it, well a lot of uncomfortable surreptitious badge staring, as people try to figure you out, some trumpet blowing and plenty of desperate sales guys, many just hired for the day!

However I was about to make my exit when I noticed that Scott Seaborn from Ogilvy was giving a little insight into mobile media, totally intrigued and a little naïve in this sector I had to attend!

Blimey if nothing else that was worth being there for! Far to short of course as they kept it to a mere 25 mins and how Scott managed to keep it to that I will never know, he managed to cram in such an thorough insight. I would have thought for many in that theatre it was truly mind blowing, it certainly was for me.

These guys at Ogilvy have certainly got their eyes on the ball and they have been tinkering with this stuff for a few years now.

From the Guiness Rugby Sevens tour widget to the latest Fanta teen game, its awe inspiring to see just what the mobile medium can actually achieve.

This medium really does make the current multi-channel approaches to marketing seem fractured, through deploying exciting interactive  and often useful apps (applications) from web to phone, the brand that is assigned with the app, not only gains credible exposure but actually achieves the ability to be constantly in view to the user. This ability to develop an intrinsic relationship with the user is so fundamentally powerful, not only can the brand provide a useful function, thereby promoting many integrity and added value messages, but the app can actually generate enhanced conversion to sales.

The difference as Scott put it, is moving from the typical Push marketing approach to the more appealing and effective Pull.

By understanding then utilising the vast array of features and functions a mobile phone can offer, in conjunction with every day actions such as shopping or playing games or travelling, the mobile app ‘creators’ can effectively convert the phone from a primary use tool into a complete ‘personal assistant’.

I hear you say, ‘well isnt that what the Iphone does?’ Now I know that Apples Iphone has obviously provided a relatively open platform for some incredibly innovative and pioneering mobile applications, however firstly the majority of apps currently promote the developer or Apple and secondly this access is obviously based on having an Iphone.

Its taken some time for the UK to really start noticing the possibilities of Mobile and for me today was an impressive wakeup call, keep an eye out as to what Pomegranate will do next!

Duncan Thomas

WIN A TOP OF THE RANGE PUTTER…

Gel Golf Logo

Gel golf have teamed up with Jacks of London to bring you a great golfing competition to win an official GEL Golf putter.

To be in with a chance to win a GEL Hurrion Sedo putter and two runners up prizes of GEL Ruby putters, all you have to do is answer the following question;

Which unique technology does GEL Golf use in it’s innovative putter ranges?

A. Groove

B. Flat

C. Rubber

To enter the competition, please submit your answer to assaygolf@jacksoflondon.co.uk along with your name, address, telephone number and the golf club you belong to. Subject line: Jacks Magazine Competition.

Good luck to all who enter!

[Deadline: 30th April]

Do you harness the power of a good review?

Customer-written content, in the form of product reviews, community Q&A and shared stories, can both drive down search acquisition costs and improve natural search results, says Brett Hurt, founder and CEO of Bazaarvoice

In analysing online retailers with customer reviews, Bazaarvoice has found that more than 97% of the search terms used to find the review content are unique; in other words, without the user-generated content, the retailer would not have received search engine referrals for those ‘long-tail’ specific shopping terms.

The more specific, obscure terms are more valuable — though harder to pre-determine — to the retailer, and this is where customer-generated content comes into play. The more content that exists on your site about a particular product or brand, the more likely it is found by these long-tail searchers. Also, the more specific term mentioned above brings up more products that feature fresh, user-generated content. Our analysis has shown that searchers who land on Bazaarvoice-generated review landing pages use 3.5 to 4 words, while Google’s average search is 2.5 words.

Whats your view, or experience with customer reviews? Any major stats to report, what about the negatives policing etc we would love to know.

Source: Internet Retailing

Jacks of London at the Franchise Exhibition, Olympia

Jacks of London recently exhibited at the Franchise Exhibition, Olympia. The show was a huge success bringing in much interest for the Jacks of London franchise. Here you can see an interview with Sue Whitehead, Managing Director of Jacks of London.

Emma Whitehead, Jacks of London

Jacks have recently launched their new franchisee website, designed and built by Pomegranate Media.