10 Black Friday Marketing Tips: What You Need to Know This Year

Somehow, it’s November. The days are colder and the high street Christmas lights are already twinkling to mark the start of the holiday season. Yep, Black Friday and Cyber Monday are a matter of weeks away, and if you’re not already busily preparing your marketing efforts then you really should start.

This year’s events promise to offer big opportunities, but it’s important to learn from the key takeaways of last year, as well as to be in the know about what will be different this year.

To save any potential headaches, we’ve put together a list for what you need to know.

1. Black Friday is more lucrative than ever for online stores

Black Friday seems to get an increasingly bad rep each year; accused of promoting mass consumerism, impulse buying and, in extreme cases, in-store brawls! But shoppers aren’t turning away – in fact, digital sales in the USA increased by 16.9% last year, with a record $5 billion spent in 24 hours. In the UK, £1.4bn was spent online last Black Friday, 11.7% more than in 2016. The opportunity is huge for merchants as consumers flood online to seeking deals. For Very.co.uk, a whopping 18% of last year’s total ecommerce sales came from Black Friday.

black friday rei

2. …but some are dropping out

Of course, it’s worth considering whether your shoppers and target audience will want or expect you to take part, and whether the event jeopardises any of your brand values. Luxury brands, for example, who rely on a reputation for superior quality and thus expensive prices might not benefit from the event. For various reasons, we find retailers drop out of Black Friday every year, with some choosing not to trade at all on the big day. B&Q is the latest retailer to announce it will not be taking part, choosing instead to stick with its ‘everyday low price model’.

3. It’s taking up more time than ever before

The Black Friday and Cyber Monday week will take up more time than ever this year. Long gone are the times Black Friday was, literally, just one day of deals. Now, the expectation is several days up to and after Cyber Monday, and in some cases longer than a week. Amazon has announced more Black Friday deals than ever before, which will run from November 16th right through to November 25th. That’s 9 days!

black friday social deals

4. Shoppers love sharing Black Friday deals on social

If you’re taking part this year, be sure to use social to promote your deals throughout your sale. It’s the time of year consumers are most likely to share information about deals with their friends, and many will use social to search for deal. In fact, a third of retailers said social was their preferred way to announce deals.

marketing leak black friday

5. Some brands are leaking deals

Retailers know full well that consumers are already thinking about Black Friday. Many shoppers have planned items to purchase and will buy certain Christmas presents in the sales. And of course, many will browse and impulse buy, too. Several retailers are ‘leaking’ deals already, letting shoppers know some of the bargains they can expect to ensure they hit their stores when the deals begin. If you’re planning your own ‘leak’ consider social media, influencers and PR.

6. Cart abandonment soars on Black Friday

This is something to watch out for. Cart abandonment reached a whopping 74.5% in the US last year as shoppers hesitated to purchase in case they missed a better deal elsewhere. The best thing you can do here is set up urgency messaging, with scarcity updates to let shoppers know how much stock is left. You can also show the popularity of products in real time (this can all easily be set up with Bunting!).

email black friday tui

7. Email isn’t going anywhere

As for marketing tactics, email was more popular than ever for promoting deals last year. There was an 11% increase in total volume of emails sent on Black Friday from the previous year, and Shopify reported email had the highest conversion rate of all marketing tactics at 4.29%. However, subject lines and creativity go a long way, as people’s inboxes become clogged with promotions. But with this being the year of GDPR, your emails should only go out to those who want to receive them (in the EU, at least).

influencer youtube black friday

8. Influencer marketing will play a bigger role

Cutting through the noise is half the battle on Black Friday with everyone competing for consumers’ attention. With this in mind, brands are looking more to influencers to produce engaging content to promote their sales. For cost-effectiveness, look for microinfluencers who can review your products and find ways to make your content shareable – be creative, and don’t be afraid to add humour.

9. Personalization matters

Regardless of the marketing tactics you use, personalized messaging work better and will help cut through the noise. Present shoppers with deals relevant to their interests in real time and make sure these products take centre stage when they land on your site. Use product recommendations to help shoppers find relevant alternatives.

free gift clarins black friday

10. Shoppers want free gifts

The best bit about Black Friday for some of us is getting a free gift after making a purchase from your favourite store. Offering freebies is a great way to help shoppers convert, as while they might get a cheaper product elsewhere, they won’t get the same gift elsewhere. Clarins gave away a generous 6 free samples to shoppers last year which, for many, would mean Christmas had come early! Importantly though, a free gift needs to be relevant to a person’s interests – so why not offer a choice?

So…

The Black Friday and Cyber Monday week promises to be busier than ever this year, and you’ll need to be super prepared to schedule your marketing activities throughout the event to guarantee you maximise the traffic and orders available to you.

And if you need some help optimising and personalising your store, get in touch with us at Bunting!

By: Bunting 7th November 2018 Tags: , , , , ,

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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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4 Essential Tips For Influencer Marketing On A Budget

Influencer marketing is one of the most powerful techniques to reach your target market today. Social media influencers are experts of their industry, they hold a trusted relationship with their following, they boost brand awareness through creative thinking, and generate increased sales and web traffic.

Sounds pretty good, right? Of course it does, but with the average cost of a single social media influencer post coming in at approximately $1000 per 100,000 followers, establishing a reach in that niche market is not always cheap.

It seems frustrating that without a bottomless pit of financial resources, you won’t be able to make an impression on your desired market. But that isn’t necessarily the case.

This post will explore the less financially burdening ways to use influencer marketing and gather that web traffic needed to generate sales and continued brand awareness.

Compensation models for influencer marketing

People are often sceptical about the power of social media influencers – and you probably should be. Just because someone has a large audience doesn’t necessarily mean they can generate you a large amount of sales. Throwing thousands of your limited budget at one Instagram post is a big risk (especially for smaller businesses and start-ups).

This is where compensation models help to redistribute the power between the business and the influencer. Take ‘Pay Per Post’: this is the most common form of influencer post. It is a one-off payment that ensures an influencer will be paid for a social media post dedicated to the product/service you have agreed. This method is often expensive, difficult to predict reliability, and doesn’t always reach the right crowd.

As a solution, ‘Cost Per Acquisition’ ensures that a payment is made to the influencer based off of the number of sales/subscribers that they generate for your business. ‘Cost Per Click’ provides a similar sentiment, although this payment method is based upon the amount of traffic that is driven to your website as a result of the influencer’s post. These methods save you from shelling out on an ad campaign with a possible dead end, with greater payments only made if there is greater traffic driven to your site/sales.

Use Micro-Influencers

For a business on a budget, getting a Kim Kardashian on board to boost your businesses reach may be a little intangible. However, a recent sweeping trend of micro-influencers is being used by smaller companies to get an early reach, at a much cheaper cost. Research conducted by Collective Bias suggested that just 3% of consumers were actually influenced by celebrity endorsements when making a purchase. By selecting the right micro-influencer, you have a very powerful tool that allows you to access the niche market that you have been trying to find. They’ve already done the work for you.

Take this for example – @blissedhappiness is Karina Blackwood’s Instagram account. With just over 18,000 followers, this page is dedicated to promoting Karina’s passion for fitness, health and wellbeing, and clothing. For a small fitness apparel company, Katrina obtains a gathering of follows that would suite their target demographic. Her engagement is genuine, she has a trustworthy rapport with her followers, and acts as a promoter for her reliable audience. The big numbers aren’t everything, right?

blissedhappiness

The tricky bit about using micro-influencers is finding the correct ones. They tend to be more difficult to find than macro-influencers for obvious reasons. However, there are tools to to help you. BuzzSumo is a search engine that generates suggested social media accounts based on a keyword search. A ranking of these pages is based on website domain authority and their number of followers. You can quickly see who is generating the most attention in your niche market, also allowing you an insight into the most popular content.

Use influencer marketing tools such as Shopcast

Using free software tools is the perfect way for your business to test out the latest influencer technologies, and stay on top of your industry. Bunting’s brand-new ecommerce product, Shopcast is currently taking free beta sign-ups for the first 10,000 people. The tool allows influencers to bring their engaged shoppers to your site and shop with them live, creating a fun and social experience. Whereas social media posts often rely on an influencer posting a link (which is not even possible on Instagram posts), Shopcast allows influencers to actually bring shoppers to your site and engage with them live.

Shopcast

Use your customers and in-house experts

Have you got experts on your team who can fly your company’s flag? Or maybe your own customers have an engaged following on social media and could promote your products at a far lower cost than more established influencers.

Tools like Shopcast don’t have to be used by established influencers, either – someone on your team with a great knowledge of your products can do a live Shopcast, sharing their coveted wisdom with your visitors. Shoe expert Jenni Bailey from specialist retailer Calla Shoes recently used Shopcast to showcase her summer products for ladies with bunions, sharing her vast knowledge of styling for this condition. The session saw an impressive 18% conversion rate.

To wrap up…

Influencers are the modern-day masters of marketing, they provide content to an audience that trusts their opinion. But after all, it is your decision. Be picky about how you are spending your limited budget and explore all the options before making a decision.

Remember, a mass following does not always ensure results. Be careful about who you select, considering multiple micro-influencers rather than one macro-influencer, as they usually have a much more loyal following.

Try out new technologies. Optimize on your influencers ability to engage with your potential customers by experimenting with new products and ideas, like Shopcast.

If you would like to find out more about Bunting’s influencer marketing tool, get in touch with the team.

By: Daniel Farman 5th October 2018 Tags: , , ,

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Micro-influencers: 4 Reasons You Need Them In Your Marketing Strategy

You might not immediately consider micro-influencers when you embark on your first influencer marketing campaign. They have smaller audiences – typically in the region of 10,000 or fewer followers – when compared to more well known influencers. You’ve likely never heard of most of them, but if you look a little closer, you’ll see that there is much for marketers to be excited about.

Micro-influencers have a dedicated following and far better engagement rates than their macro-influencer counterparts. They’re becoming increasingly in demand, and for good reason.

Here are four reasons why you should be using micro-influencers in your marketing strategy.

1. Micro-influencers make your brand look authentic

Micro-influencers are seen completely differently to celebrities or macro-influencers. When a celebrity posts sponsored content, the public’s reaction is often of distrust or cynicism – people often just don’t believe that the celeb uses the brand they’re promoting. They have all the money in the world to buy whatever brand they want, right?

Micro-influencers, on the other hand, carry a far superior level of authenticity, and their audience listens to them. They’re often experts or enthusiasts about their particular niche, and their opinion, therefore, holds more weight.

Ultimately, micro-influencers are regular people like you and me.

no_border

This beauty influencer @IFEBOB has a relatively small following of just under 23,000 followers, but is a makeup artist and expert in her field. This makeup tutorial is done in collaboration with a makeup company with links to the products she used. While this is a sponsored post, it doesn’t really feel like one – her opinion is trusted, and people can see how great the products look on her. Her engagement for this post was 41 likes per thousand followers.

2. They have higher audience engagement

Engagement is so important in influencer marketing campaigns. If an influencer gets tonnes of likes, comments, questions and shares on their posts, it’s a good indication that people care about what they post.

And that’s the great thing about micro-influencers. Believe it or not, they typically have much higher engagement rates than large-scale influencers. Just look at the research by Markerly, below.

Comments and like rates decrease dramatically as an influencer grows in numbers of followers.

beauty influencer

3. You’ll save money with micro-influencers

These great engagement rates also mean you get a lot more bang for your buck. According to the agency Hello Society, micro-influencer campaigns are 6.7 times more efficient per engagement than macro-influencers campaigns, and therefore more cost effective, too.

Micro-influencers typically cost far less than celebrity influencers, who can charge eyewatering fees in excess of $250,000. Some celebs, such as Kylie Jenner, are estimated to charge a whopping $1 million per sponsored Instagram post. Micro-influencers, on the other hand, are more likely to charge somewhere between $150 – $1000.

However, be aware you may not have rights to use the content in other places, and you may be charged to use the image in other marketing.

4. They’ll use their creativity to make your brand look good

We know that blatantly promotional posts aren’t as effective as they used to be. As influencer marketing grows, it’s important to find new ways to capture followers’ attention and imagination. Instagram is overflowing with celebrity sponsored posts that look – and are – completely staged. Let’s not forget Scott Disick’s Instagram fail, where he copy and pasted the Bootea marketing team’s message on a post to his 20+ million followers. Eek!

Micro-influencers love having creative control, and are much more likely to put time and thought into your joint campaign. A survey by Crowdtap found that their favourite projects are the ones that allow them creative freedom. Allow your influencer’s ideas to lead the way – they’re content experts after all, and have built their following through their carefully crafted content. Look beyond social posts and consider other types of content, such as videos, interviews, tutorials, or top tip articles.

Specsavers recently launched a microinfluencer campaign, where they featured social media influencers on their website wearing their favourite pair of glasses. They allowed the influencers to explain their choices, letting them show their personality with a link to their chosen glasses.

specsavers micro-influencer marketing
specsavers influencer instagram
influencer fail

To wrap up…

Research has found that 82 percent of consumers reported they were highly likely to follow a recommendation from a micro-influencer. They’re trusted, have higher engagement rates, are cost-effective and love the chance to get stuck into a creative project.

When it comes to deciding between a micro or macro-influencer, you might just choose the micro-influencer, after all.

To find out more about how to get started on your next micro-influencer campaign, get in touch: hello@bunting.com

By: Bunting 15th August 2018 Tags: , , , ,

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Website Personalization: Why Marketers Can’t Afford To Ignore It [infographic]

website personalization infographic

By: Bunting 14th August 2018

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influencer marketing

Influencer Strategy: 5 tips to create a successful marketing campaign

Influencer marketing has exploded.

No longer do brands reach out exclusively to celebrities for endorsements. Now, they look to influencers: bloggers, thought leaders, and social media stars who have built their following through their carefully curated content.

Influencers are masters of their personal brand. They know their audience, and connect with them by delivering value. People scroll their feeds to be entertained, educated or to feel connected.

Given the respect they command, it’s no wonder a single promoted post from an influencer can cause a product to sell out in a matter of minutes. The earning potential for businesses is huge, and that’s why 65% of brands plan to increase spending on influencer marketing this year.

But, as with all great things, there are of course downfalls and things to avoid. Influencer marketing fraud is becoming increasingly problematic, with brands unknowingly paying for the services of influencers with purchased followers.

Here are our top tips for crafting your lucrative influencer strategy:

1. Choose your influencers carefully

influencer bunting

The influencer you choose needs to be the right fit for your brand and audience. Marketers are no longer looking to the influencers with the most followers but, rather, the people with the audience most aligned with their brand.

Likewise, influencers are protective of their image and reputation – and are unlikely to work with a company they don’t feel fits with the ethos of their personal brand.

Micro-influencers – those with fewer than 50,000 followers – are more in demand than ever, and for good reason. They have a targeted group of followers, not to mention are more affordable. They often have a very dedicated, niche following, and typically have higher engagement levels than that of influencers with large audiences. In addition, they may put out fewer sponsored posts, meaning their audience has a different degree of trust to that of large-scale influencers who heavily use sponsored posts.

You might even want to incorporate your in-house experts or even customers into your influencer strategy – a great option for those with a low budget.

2. Do your research

With influencer marketing fraud on the rise, it’s important to do your due diligence. It’s not uncommon for a brand to pay an influencer huge sums of cash for a social post sent out to to thousands of fake followers. In fact, a recent study on influencers and marketing spend found that 12% of UK influencers bought fake Instagram followers in the first half of 2018.

Look beyond followers to engagement – look at the interactions on their posts. What kind of conversations are taking place? This will give you an insight into the authenticity of the audience.

There are tools that claim to be able to algorithmically detect fake followers. These tools can help you look out for things such as large overnight follower spikes that can ring alarm bells.

3. Be creative

creative influencer

We’ve all seen the myriad sponsored social media posts with an influencer showcasing a product in some way with an accompanying #ad hashtag. But there are so many others ways to create content collaboratively and stand out from the crowd. Influencers love having creative freedom. In fact, a survey by Crowdtap found that for most influencers, their favourite projects are the ones that give them creative freedom.

Work with your influencer to create something special. Consider videos, interviews, tutorials, live Q and A sessions or top tips articles. If you’re a food brand, it could be sharing a much-loved recipe, or if cosmetics is your thing, a tutorial on the latest makeup or skincare trend. What content would your audience enjoy? How about your influencer’s audience? Whatever you do, make sure the content is relevant, provides value, and doesn’t come across as spammy  or overly promotional.

4. Try and be as authentic as possible

You’re legally required to state when a piece of content is sponsored, so you need to work harder to overcome consumers’ cynicism when it comes to promotions. This is why it’s so important to choose an influencer who fits with your brand values and ethos, and why the content you create needs to avoid being too salesy. A post which effectively states ‘buy this’ just won’t cut it, and while you may get a few more sales, it risks harming your brand’s reputation. Be sure to identify a clear brand voice and guidelines for your content in your influencer strategy.

5. Set clear goals and measure

There are a host of reasons why you might want to use an influencer: raising brand awareness, loyalty, or raising sales of a specific product line. Regardless, you’ll need to set clear KPIs for what you want to achieve.

Influencers can provide value in ways that are not easily measured, such as raising brand awareness amongst a new audience. That being said, you do need to find ways to measure the impact of your campaigns.

Some ways to measure impact include:

Traffic – request that your influencer uses tracked links so you can measure the traffic driven to your site.

Conversions – Likewise, by using trackable links you should be able to detect conversions that came directly from an influencer campaign.

Social media stats – measure the impact on your social media followers and engagement.

Mentions – are people talking more about your brand? Use tools like Mention to see if conversations around your brand are increasing on the web.

That’s all for now folks…

So, we all know influencer marketing is a hugely hot marketing tactic right now, and you might want to dive in straight away. But do remember it’s so important to get that influencer strategy nailed before launching your first piece of content. Don’t forget to do your due diligence, plan effectively and strategise how you and your chosen influencer will work together.  Importantly, have fun!

We hope you enjoyed the tips in this article. Good luck on your influencer strategy endeavours and let us know how you get on!

By: Bunting 8th August 2018 Tags: , , , ,

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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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4 Ways to Boost Conversions this Christmas with Personalization

It’s that time of year again.

The high street is busy, and with online shopping expected to return higher revenues than ever before, your site is likely to be busy, too. But will it convert well? We all know that an important way to ensure visitors are engaged is to make their shopping experience personal – but how can we do that at this chaotic time of the year?

Here are our 4 suggestions for raising sales and order values this Christmas season.

1. Stocking fillers

christmas-stocking
A great way to boost sales and order values this Christmas is to use ‘stocking fillers’ – smaller, lower priced items that could be used as a gift (be it the genuine or joke variety!). Stocking fillers are often bought impulsively in-store, so why not try replicate this in your online store? One way is to create a list of ‘trending’ or best-selling Christmas gifts under a certain price on your homepage. You could also display them on your cart page to up order values, along with personalised cross-sells.

2. Give first time visitors what they want

Delivery costs matter. And they matter even more during the Christmas shopping season, when many visitors are ditching the high street, and buying from multiple stores across the web. A great way to do this is to target first time visitors with a minimum spend offer of free delivery.

This adds the benefit of making a great first impression to shoppers who may turn into repeat customers after the holiday season. You could take this a step further and add a coupon for the January sales, incentivising new customers to return to your store.

3. As it’s Christmas … why not give away a free gift?
chrismas-present

A great way to increase order values and to strengthen your brand image, is to offer a free gift in return for a minimum spend. This gift can even be personalised to be brand-specific, depending on the customer’s favourite brand. Bonus points if that gift can be something festive or appropriate for the season.

This is likely to work best with returning visitors, as you’re essentially rewarding them for their loyalty. And, by making them feel like VIPs, they may well become brand ambassadors.

4. Create a gift inspiration section of your store

Let’s face it – many  people shopping for presents online will often have a browse for ideas before they’ve even decided what kind of gift to get for someone.

If your store is the type that sells items that could be given away as gifts, why not launch a gift inspiration section? Allow your visitors to then filter categories to personalise this section and gather ideas for that perfect present. You’re likely to see increased sales as a natural consequence.

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So, good luck with the seasonal shopping frenzy, and stay tuned as we’ll be giving away some more ideas for raising sales in the coming weeks.

Like the sound of any of these ideas? Get in touch with the Bunting team to discuss how we can personalise your e-commerce store this Christmas.

By: Bunting 10th December 2017

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