As we approached Christmas, many retailers were crossing their fingers for a last-minute sales boost, following the expected post-Black Friday lull. This is now a recurring issue for UK retailers and I expect many are already considering how to combat this next year.
Social proof is one of the most powerful psychological heuristics, it links the persuasiveness of a behavior or idea with how other people respond to it. Your brain reduces the perception of risk associated with an idea, or activity, when you see other people engaging in it. That’s why we’re all drawn to movies with high IMDb scores, best-selling books, and crowded restaurants.
Despite the 7000 marketing messages consumers face every day, retail leaders are constantly searching for and finding new ways to cut through the noise, and their latest choice allows them to access consumers on their terms (Econsultancy, March 2016). The solution? Messaging apps like WeChat, Whatsapp, Viber and Facebook Messenger. Between them the big four have over two billion users and last year passed social media in terms of usage (Business Insider, April 2015).
Between 2012 and 2013, Twitter’s fastest growing demographic was between ages 54 to 66, growing at 79% (Buffer, 2013). Women make up the highest percentage of gamers (IAB, 2014), while sub-Saharan Africa is now the world’s largest mobile technology market (Gallup, 2014).
These statistics fly in the face of conventional wisdom about consumer behavior.
Points-based loyalty systems, introduced by airlines over three decades ago, transformed the travel industry overnight. The prospect of a free trip to a dream city was enough to entice customers to stay loyal to an airline. It was just that simple.
If marketing has one goal, it’s to reach consumers at the moments that most influence their buying decisions. That simple reason is why Amazon started offering targeted product recommendations over a decade ago to consumers already logged in and ready to buy.
No matter what the job title on your LinkedIn profile says, you work in sales. Like it or not, you’re constantly pitching yourself. Whether you’re going for an interview, applying for a mortgage, or waiting to get picked next by the dodgeball team – you are pitching yourself.
You can now find Qubit in Paris, in addition to our New York and London offices!
We thought we’d kick off our launch in France with a bang, and what better way than to organize one of our Bright Sparks events in the heart of Paris bringing together some of the most influential people in the ecommerce space for a morning of insights, networking, and, of course, a sampling of some seriously delicious croissants.
Marketers have a tough time. We’re always expected to prove the value of our work, campaigns and product launches and show that we’ve contributed to ROI. The most common statistic of measuring our success has typically been the conversion rate.
This is great for large retailers like Amazon and Asos, as their website traffic and conversions are in the tens of thousands per day. However, for other retailers who don’t get the same level of traffic to their website, proving the success of a campaign through conversion rates can often be difficult.