Influencer Marketer

How Social Media and Influencer Marketing Has Transformed Fashion Ecommerce

Imagine what the modern fashion industry would look like without the aid of social media, ecommerce and influencer marketing…

As little as 10 years ago the fashion world was an exclusive industry, controlled by a small number of gatekeepers at the top. Creative directors would produce the trends and magazine editors would convey them to the public. The process was slow, decided by few and admired by many.

Then something started to change.

There was a surge in social media use and consumer purchasing habits began to alter. There was much more exposure to the latest trends which lead to a huge increase in demand. Ecommerce was anticipating the start of the ‘see now, buy now’ era.

This post will explore how the impact of influencer marketing and the rise of ecommerce has affected the running of the fashion industry – and what you can learn from it.

Influencer Marketing

The rise of Instagram

The rapid growth of social media platforms has had an irreversible effect on the way we interact and contribute to the fashion industry today.

Earlier this year, Instagram announced a monthly user count of over 1 billion. Yes, using Instagram allows marketers access to over a billion targets per month; even in the height of Vogue’s publications this reach couldn’t have ever been imagined.

With a surge in disposable content, weekly magazines do not fulfil the demand for ‘newness’. It was reported in 2017 that Look Magazine had faced a year-on-year decline in circulation of 37%. Is this evidence of why fashion marketing has shifted platforms?

Instagram is being used by marketers to create a greater reach through increasing its engagement. By bridging the gap between brand and customer, we can now release our own content such as sharing new products, conducting interactive polls and running competitions for followers. No longer do we require the aid of magazine publications.

With a quick search of ‘#LFW’ (London Fashion Week) on Instagram we can generate over 5.3 million related posts. The amount of interaction and contribution is huge, but generating engagement on Instagram doesn’t really mean much unless you can convert it into increased traffic and sales.

ASOS are doing great things on social. They convey a human personality through their brand image, transforming an authentic social presence into higher sales. ASOS crowdsource their social media content, posting images of buyers wearing ASOS clothing (these people vary from big influencers to those with a small following).

By showing an interest, customers feel more encouraged to wear ASOS clothes and post about them online. This method seems simple but effective, especially as ASOS revealed a 26% sales increase over the previous sales year.  ASOS are able to gather free content, increase brand loyalty and generate exposure.

ASOS - Influencer Marketing

Influencer Marketing: The Rise of the Individual

We know social media influencers are the new big thing. Influencers can be used as a powerful tool to spread brand awareness to a loyal following. Choose the right one and an influencer can reach the niche audience you’ve been searching for. They can create that buzz that increases web traffic and converts it into sales.

In an open-field of opportunity your smaller brand could ride the benefits of a social media influencer.

Take GymShark for example. In 2012, Ben Francis was 19 when he founded Gymshark in his university flat. 6 years down the line the gym clothing company is valued at $128M and holds 2.5 million followers on Instagram. So, how did he achieve this success?

After spotting a gap in the market for stylish gym clothing, Ben produced a product range and began targeting fitness pages on Instagram. He’d go on to send out packages of his product range to influential pages because he knew that the audience would have a shared perspective and interest. This influencer marketing would naturally create a buzz and when the items became available to purchase, people flocked to his site.

Gym Shark - Influencer Marketing

See now, Buy now: Urgency in Ecommerce

It is difficult to say whether social media sites created an increased demand for new products, or was the underlying answer.

Back in 2016, Burberry altered the inner working of the fashion world when they announced that they would be cutting the four-month delay between the runway show and public release. This trend was a reaction to people’s unwillingness to wait for new products, and soon caught on. This taught us that consumer demand was growing, an opportunity for marketers to target a willing audience.

By providing customers more exposure to what is on the market, individuals are more influenced to consume than ever before. If you can personalise your Ecommerce site to improve your guests’ experience, you can encourage them to stay for longer and spend more. Product suggestions, related product, cart reminders… We are moving the ecommerce experience further towards resembling the human shopping experience, and people are loving it.

Time is changing for Influencer Marketing

An Influencer Marketing World-First

With so much changing, it’s hard to imagine where we go from here. We believe influencer marketing and ecommerce will become even more closely aligned. And that’s why we’re about to launch a new tool that brings influencer marketing into the domain of the ecommerce site.

Shopcast allows influencer marketers (or in house experts) to broadcast their shopping trip live from your site, bringing along their legions of followers to shop alongside them. Being able to share outfit ideas, discuss products and promote new ranges enables influencers to drive more traffic and increase engagement.

The tool also allows people to interact with their friends through a pop up chatbox, comparing products and chatting together. You can sign up here to our free beta list now but be quick, it’s filling up fast!

To Wrap It Up…

There has been a lot of change in the fashion industry over recent years, but that isn’t a bad thing.

Social media is the perfect tool to spread brand awareness, and convey some personality. People trust people, so don’t be afraid to test out influencers who match your brand identity – they already hold the target market you have been searching for.

Be open to new ideas and tools. Stay up-to-date with the latest marketing methods, you will be missing out on traffic and converted sales if you fall behind the rest of the scene.

By: Daniel Farman 24th October 2018 Tags: , , ,

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5 tips to securing investment for your startup

 

Had a groundbreaking idea, but lacking the funds to get it off the ground? This is a struggle that so many entrepreneurs face on a daily basis. Steve Tucker, CEO of Bunting, faced similar struggles himself, but since then, Bunting has secured funding from some of the best investors in Silicon Valley. So here are his top tips for securing investment.

1. Know your numbers

We have all seen those toe curling episodes of Dragons Den. Amazing product, smashed the pitch, Dragon asks for financial details, and it all falls apart. Make sure you know your cash flow, gross profit, net profit and predicted growth. Slipping up at this hurdle is a sure fire way to lose the interest of your potential investor.

 

2. Be realistic with your figures

Entrepreneurs are passionate and determined to make their business a success. However, that doesn’t necessarily mean your company is worth as much as you think. Be sensible with your numbers, you may value your skills much higher than investors.

 

3. First impressions count

Studies show that typically, major decisions on one another are made within the first 7 seconds. Think about it, in less than 10 seconds, months of planning could go out of the window, so make sure your first impression is spot on. Don’t be late, think about your posture, make eye contact, be confident, consider your appearance. According to the Harvard Study of Communications, it takes a further 7 meetings to change that first impression. The chance of you getting 7 further meetings with your potential investor if the first didn’t go well? Slim to no chance!

 

4. Define your ideal investor

Research is key here. There is no sense in spending time pitching to investors for your clothing company, when their passion is IT. Know the investors you’re pitching to, know their background, their previous business ventures, what they’re currently working on. Do your homework, it will be worth it!

 

5. Don’t give away too much too soon

Whilst gaining investment for your startup to get it off the ground is exactly what you need, giving away too much equity too soon causes many startups to lose their vision and control. Investors have excellent negotiating skills, and they invest in companies to make their money back and more. Set yourself a limited of what you are prepared to give away and stick to it.

 

Bunting is a award winning retail optimisation tool. We build tools that ignite ideas and innovation, and inspire retailers to be dynamic, creative and bold. We offer a free months trial for all our customers!

By: Charlotte Halkyard 28th June 2018

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How to create urgency messaging like Booking.com

We have all been influenced by urgency messaging at some point in our lives. Ever purchased that dress you somehow convinced yourself you needed as there was free next day delivery for one hour only? Booked a swanky hotel because it was 15% off the standard rate and only 1 room left? Yes, we thought so.

We are now in a world where we have access to almost anything we need, at the touch of a few buttons, with numerous websites selling similar products. As a result, we are spoilt for choice, and retailers are feeling the pinch.

Companies are always looking for ways to raise sales, and creating urgency is an effective method of converting your visitors into customers. In this blog we will show you how to  break through your visitors’ mental hurdles to purchase, such as overthinking and waiting too long. Urgency encourages consumers to act quickly, and can often result in increased order values and conversions.

Time limited offers

It is well known that putting time limitations on offers are more effective than allowing them to be open ended. Injecting urgency in your website by notifying your visitors how long is left on the offer encourages them to make the decision there and then. Countdown timers can be used on offers such as free next day delivery, or discounts off purchases. A recent survey found that 71 percent of respondents residing in suburban areas would prefer free home delivery service ahead of free click and collect. If you choose to promote free delivery, be specific to your customers about when the item will arrive. Research has shown that stating the exact time you can expect your item to be delivered is clearer than stating the delivery speed (in days, hours etc).

You can A/B split test different variations of the offers, such as text, position and colours to see which are the most effective at boosting your conversions.

Scarcity Warnings

Scarcity techniques, such as highlighting to customers which items are low in stock, ranked first in the most successful e-commerce marketing personalization techniques worldwide as of June 2017. Results show that using scarcity warnings provide an average uplift in revenue-per-visitor reaching 2.9 percent.

We have all experienced that dreaded feeling of FOMO (fear of missing out), and your customers feeling that they’re going to miss out on that last item in stock is no different. Showing limited stock levels not only activates the fear factor in your customers, but also lets them know that their chosen items might not be available for much longer if they don’t act soon.

Social call outs

Urgency can also be created by showing consumers call-outs highlighting how popular the product they’re viewing is, based on other shoppers behaviour.

This feature can be added to your product pages using simple pop up boxes showing how many times items have been viewed or purchases in the last 24 hours, or even how many people are also viewing the item right now.

Showing consumers how popular a product is, heightens its desirability and therefore increases the probability of the product being added to basket. It is worth noting though, this could backfire if your product has had very few purchases!

Social Recommendations

You can create urgency using social recommendations by showing visitors notifications of how well products have been selling that hour, day or week. An alternative would be to feature a list of products which are selling fast on your homepage. This shows to consumers not only that your website is popular, but also creates urgency for them to purchase one of the best sellers before they all get snapped up!

Using colours to promote urgency

Booking.com is king when it comes to using colours to promote urgency on their website. Our bodies are hard wired to change our behaviour when we see different colours. Red is often associated with anger, importance but also love. Orange, whilst having some of the same energising aspects as red, does so in a slightly safer degree. Orange is a good way to add excitement to your urgency messaging with less severity. Green is seen to be a softer colour, and naturally represented as a safe colour, especially when placed next to the stimulating colours of red and orange.

 

As always, we highly recommend that you split test your colour choices to find out which works best for your site…however, there is a reason that red is most commonly used!

And finally…

Adding some urgency to your website encourages shoppers to take the actions you want them to, and has been proven, when used correctly to increase your conversions. We would always recommend that you split test any changes you make to measure the impact.

Need some assistance in getting your real time urgency messaging set up? Let us help!

Bunting offer a free months trial for our customers, so you can see the results for yourself.

By: Charlotte Halkyard 20th June 2018 Tags: , , , , , , ,

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How to increase sales with personalization

The benefits of website personalization are huge, so here are a few of our top tips on how you can increase sales with personalization.

A 2017 report by EConsultancy states 62% of companies are undertaking some form of personalisation in their marketing activity, and 44% personalize through their websites.

Product recommendations are nothing new. The majority of ecommerce stores are using recommendations at various points on their site, and there is a good reason for that.  Just ask Amazon – almost a third of its revenue comes from product recommendations. When website personalization tools such as relevant product recommendations are used well, the result is increased sales, improved bounced rates and order values and of course, happier and more engaged customers.

Smart Segmentation

Making sure that your segmentation efforts are targeting the right groups is vital. Targeting demographics such as gender, location and age groups is good, however companies are now stepping up their segmentation game in order to increase their sales.

Behavioural based data is a huge window into your customers interactions with your site. Amazingly, only 48% of marketers are currently using this data to increase sales. An example of a prime segmentation group that is sometimes overlooked but would respond extremely well to targeting would be ‘buyers who have visited your site more than once but who have not yet purchased’.

Let’s get social

Don’t underestimate the power of social influence when it comes to shopping.

A powerful way to showcase your products and inject a dose of social proof is to show your own customers using and wearing your products. After all, recent research by ION reveals 71 percent of consumers are more likely to make a purchase based on a social media reference.

Inserting social proof into your product pages and recommendations showing customers how many views an item has had, or what is selling well, creates a sense of urgency and encourages your customers to purchase there and then.

Reward your VIPs

Personalization not only increases sales, but also offers so many opportunities for customer retention…which is great considering Gartner’s Group research states 80% of your future revenue will come from just 20% of your current customers!

Rewarding your customers for their loyalty, not only keeps them happy, but also encourages them to keep you at the top of their list of retailers. Plus, happy customers are more likely to recommend your business to their friends. More recommendations…more sales!

Consider offering rewards which are pertinent to your business. Free delivery is a highly effective offer, resulting in typically 30% higher conversion rates, because well, who doesn’t love a freebie? You can also consider early access to new sales, or offers off their next purchase.

There’s no place like home!

Each customer landing on Amazon’s home page will be taken on an entirely different experience to the next. Visitors are presented with a shop window tailored to their interest’s or based on their previous purchases, and importantly, the product recommendations are always relevant.

Make sure your homepage is also personalised for each visitor. Consider banners and products related to their favourite brands, and display trending products pertinent to their interests…nothing loses a customer’s attention, and their custom, like a list of products that are completely irrelevant.

Next steps…

Econsultancy reports 93% of companies are seeing uplift in conversion rates as a result of website personalization, so you really are missing a trick if you’re not already using website personalization to increase your sales.

All these tips can be implemented really easily with our personalization tool, Bunting.

Fancy a free trial? Get yours here! See for yourself how the tips in this article can increase your sales.

By: Charlotte Halkyard 18th June 2018 Tags: , , , , , ,

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GDPR and Bunting: What You Need to Know

25th May 2018 will no doubt be marked in the diaries of many a marketer.

It’s the date that General Data Protection Regulation (GDPR) comes into force, and all companies using EU citizens’ data need to comply. The new law regulates how businesses collect, use and protect the personal data of consumers, and hefty fines will hit those who don’t adhere.

Superseding the old Data Protection Act, the GDPR applies to personal data – and this time the definition is broader, referring to any data that can be used to identify an individual, including IP address.

We’re GDPR compliant

At Bunting, we use on-site shopping and behavioural data to personalize and improve the customer experience on websites. The majority of this data is not personal, but we do sometimes process a small amount of personal data such as email addresses. We only collect data that is necessary to perform the function of the tool.

Since last year, we’ve been preparing for the new regulation and working with our data protection lawyers. We’re fully GDPR compliant, having changed our internal processes as well as making important changes to the Bunting tool.

In our view, GDPR is a good thing, and has been worth the effort. It will allow consumers to control the usage of their personal data, meaning more rights that will force better practice in the industry.

GDPR will put pressure on marketers to make their communications truly relevant, and, importantly, to get consent when necessary. Pre-ticked boxes will be a thing of the past as consumers can actively choose which marketing communications they want to receive.

What do companies need to do?

We recommend working with data protection legal professionals to do a full audit of the data flows within your organisation.  The ICO has some very clear guidance to follow on what you need to do.

Importantly, you’ll need to document how you comply with the GDPR, and you must establish your legal basis for using personal data. In some cases you’ll always need to rely on consent (such as email communications); in others, you may be able to rely on legitimate interests.

From an ecommerce perspective, you must display a clear privacy notice detailing how and why you collect personal data. GDPR states it should be concise, written in clear and simple language, and easily accessible. Gone are the days of convoluted small print!

Check with your vendors

Bunting will be amending existing contracts with customers to include GDPR clauses, and Bunting users can find out here how to comply when using the Bunting tool. We recommend speaking to your vendors to ensure they are compliant, too, and get it in writing.

Amend your processes

You’ll need to make sure you’re compliant with the 8 Rights of Individuals under the GDPR – such as the right to access or rectify personal data. If you’re a Bunting customer, you’ll be able to implement your customers’ rights easily through the Bunting platform. Find out more about how to comply with the 8 rights here.

Get in touch…

While GDPR no doubt brings challenges, we do believe this to be a turning point in the industry which will ultimately lead to better, more focused marketing.

The Bunting team are happy to help with any of your questions. Contact us at gdpr [at] bunting [dot] com

By: Bunting 9th February 2018 Tags: ,

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Bunting is nominated for Best Ecommerce Platform and will speak, exhibit at Ecommerce Show North

We’re super pleased to announce that Bunting has been shortlisted for the prestigious Best Ecommerce Platform prize at the Northern eCommerce Awards – woohoo! The award show will tie in with the eCommerce Show North, the biggest eCommerce event outside London in the UK, which debuts October 11-12th this year.

Bunting will join thousands of other eCommerce professionals and industry leaders coming together to discuss all things eCommerce.  With inspiring talks from a range of experts, there’ll be plenty to learn and get inspiration from.

The Bunting team will also be imparting some words of wisdom at eCommerce Show North. Our director, Stephen, will be discussing how to make the most of your on-site product recommendations – and the big mistakes you need to avoid. Stephen brings 15 years’ experience in optimizing eCommerce sites and has talked on the subject for several years. So, if you work in eCommerce, make sure you stop by!

The Awards Ceremony will take place on the evening of October 11th at Manchester Cathedral.

Find out about the eCommerce Show North here.

Bunting is an award-winning eCommerce personalization tool enabling top businesses around the world to optimize their sites and sky-rocket their conversions. For more information or to get a demo, visit our website

 

 

By: Bunting 6th September 2017

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Ecommerce Expo 2017 – an event not to be missed!

It’s that time of the year again. Team Bunting will once again be heading to the London Olympia for an action packed 2 days of all things eCommerce. The eCommerce Expo has become an annual fixture for us, and there are loads of reasons why we’d love you to join us.

This year, over 7000 eCommerce professionals from over 50 countries will visit the show on the 27th and 28th September. According the the expo website, they’ll be turning up because they’re:

-looking for actionable insights from 150 masters of their craft;

-hungry to be inspired by cutting-edge ecommerce technology from over 100 suppliers to optimise their user experience;

-energised by intelligent conversations with peers who have streamlined their business and adapted to the changing needs of the ecommerce customer.

 

Sounds good to us.

There will be a number of inspiring talks throughout the two days. So, whether it’s the Conversion Optimisation Theatre, Payment & Fulfilment Theatre or the Customer Insights Theatre, you’ll be certain to find something to inspire and spark ideas. You can find a list of the speakers here.

Bunting will be presenting on day one about the thorny issue of product recommendations. The talk will cover the big mistakes that are still hitting big retailers – and how to fix them. Here’s what you’ll take away:

– Discover if your site is losing money

– Learn how to fix damaging conversion leaks

– Learn how to cross-sell and up-sell for maximum revenue increase

– Practical tips to implement straight away

Catch it in the Conversion Optimisation theatre at 12.30 on Wednesday 27th. 

Once again, personalization will be a big theme at this year’s show, which is a good reason to drop by to see Team Bunting at stand E112. Come visit us to get a no-nonsense consultation on how best to implement (or improve) personalisation and product recommendations across your channels to maximise customer engagement and conversions.

We hope to see you there. You can sign up for the show (it’s free!) here.

By: Bunting 18th August 2017 Tags: , ,

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Bunting at the IRX 2017 – a recap of a great show!

The Internet Retailing Expo 2017 was a blast.

Those of us from Team Bunting who exhibited had a great time at the show and loved the opportunity to meet so many inspiring e-commerce professionals and leaders.

It was an action packed 2 days at the Birmingham NEC, with some of the biggest names in multichannel retail in attendance. And there was one key theme: personalization. Many attendees came to the Bunting stand to discuss it with us, and the team demonstrated how to use personalization to raise conversions on their sites.

Bunting’s Stephen Tucker presented on day 1 about a thorny issue affecting many online retailers: incorrect product recommendations.

irx stephen tucker bunting

(Note: Apologies there wasn’t enough space for everyone!).

Stephen covered the 5 biggest product recommendation mistakes that hit large retailers, with many actionable, take-away tips.

Missed out? Worry not. The accompanying whitepaper for the talk can be found here.

Finally, a big thanks to everyone that came to see Team Bunting at the show. See you next year!

Bunting is a website personalization tool loved by retailers globally for its incredible usability and incredible results. Found out more here.

By: Bunting 11th April 2017 Tags: ,

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Bunting will be at the IRX 2017. Here’s why you should join us.

The world has changed a lot in the last year with plenty of surprises along the way. The world of online retail is no exception.

What are the new challenges in retail, and how can you overcome them? What are the biggest opportunities – and where? A good way to find the answers to these questions and keep up with the myriad changes and latest innovations is to get yourself along to the best events the industry can offer.

The IRX

This is why the Bunting team will be attending and exhibiting at the Internet Retailing Expo (IRX) at the Birmingham NEC, UK, on the 5-6th April. It’ll be an action packed event that brings together eCommerce industry professionals for 2 days of thought provoking content, education and conversation.

We’ll be showcasing Bunting’s latest conversion-raising personalization capabilities in live action demos. So, if you want to see personalization in action on your site with a free website review, get to stand D30. You’ll be welcomed with chocolate and other goodies!

We have a habit of taking a lot of chocolate with us wherever we go…

And if you need a few more reasons to join us…

The IRX has the largest multichannel educational programme in the UK, and trailblazing retail experts will be sharing their secrets to success and best practice. There’ll be 100 hours of structured content across the two days. Oh, and it’s free.

So, here’s a summary of the reasons to go to the IRX this year:

8 free-to-attend conferences to discover the latest multi channel trends and innovations

5000+ visitors to learn from, mingle and network with.

1 to 1 clinics workshops in Digital Payments Theatre, Omnichannel Theatre, Jiangsu Pavilion and more.

300+ exhibitors showing the latest tech solutions.

And our very own tech and conversion raising guru, Stephen, will be sharing his insights from 15 years of working with eCommerce businesses. How can brands raise conversions through personalization, and break through the noise? Stephen will tell all on Day1, in WS1 at 12:35pm.

 

IRX is co-located with eDelivery Expo (EDX) covering all things related to supply chain, operations, logistics and delivery.

Want to set up a meeting with the Bunting team? Email us at: hello@bunti.ng

 

By: Bunting 13th February 2017 Tags:

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Bunting 7 – here are 7 reasons why it’s our best yet

At Bunting, we evolve and refine our tools often – but we couldn’t do it without our users. We listen to what our customers need, and shape our software solution around them.

This is why we’re so proud to announce the release of version 7 – our latest and very best update yet. We listened, we responded, and we improved.

Here are 7 reasons why it’s our best yet.

1. Bunting 7 is engineered for speed. It sees our fastest load times to date, with our highest uptimes. Bunting loads asynchronously to offer powerful personalisation that’s as fast as lightning.

2. This version has our most sophisticated recommendation algorithm to date. Bunting can now build real-time relationships with any number of products, with constantly updated real-time accuracy.

3. It’s in the app stores! Is your store built on Shopware, Shopify, or Magento? If so, you can now head straight to your app store for an even faster integration.

4. Bunting has new pricing plans to meet the needs of our varied customer base. Whether you’re a small, scaling or enterprise level retailer, we have the plan to suit your business needs.

5. Smarter targeting. We now have even more possibilities for advanced targeting of your visitors. Look at the ‘visitor targeting’ section of our app for inspiration.

6. Unlimited user accounts. We understand marketing teams might have quite a few people looking to use the team Bunting account. Now, you all can.

7. We’ve now got a freemium version of Bunting. We know not everyone feels ready to invest in personalisation, but we believe conversion optimisation should be available from day 1. So, if your store receives below 20,000 monthly page views, you can enjoy Bunting Basic free of charge.

We hope you enjoy our latest version. As ever, we’ll be working to improve our tools, and always welcome feedback from our users.
Now, dive in to Bunting 7, and let us know what you think!

By: Bunting 18th October 2016

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