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Retailers Investing on Email, Paid Search

HUNTINGTON BEACH, CALIF. - To capitalize on mobile traffic growth, retailers are investing in digital marketing campaigns across various devices.
     Their top investment priorities include email and paid search, based on findings from the Shop.org/Forrester Research Inc. study, "The State Of Retailing Online 2013: Marketing & Merchandising."
     Nearly nine in 10 - or 87% - of online retailers surveyed either already have implemented or are planning to implement mobile email optimization in 2013, and seven in 10 will upgrade paid search for smartphones and tablets (71% and 73%, respectively).
     "As consumer adoption of Smart phones and tablets in the United States reaches critical mass, retailers know that their marketing mix has to work optimally for all customer touch points now," said Shop.org executive director Vicki Cantrell.
     For the study, 65 companies were surveyed, and they included apparel, footwear, general merchandise, home furnishings, and personal care retailers.
     "Email has always been one of most effective customer retention vehicles in the market, so it's no surprise to see retailers investing to make email engaging and relevant for the increasingly mobile consumer," she added.
     Retailers said in the study that on average, 28% of emails sent to customers are first opened on a smart phone; the stakes are higher for small retailers, who say that on average 42% of their emails are first opened on a smart phone.

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