Retailers spending more marketing dollars on mobile email, search
Nine out of 10 online retailers have implemented or plan to implement mobile email optimization in 2013, and seven out of 10 will optimize paid search for smartphones and tablets, according to the annual State of Retailing Online study.
More than one-quarter of emails sent to customers are first opened on a smartphone, according to a survey of 65 retail companies conducted by Forrester Research and the National Retail Federation's Shop.org for the study.
"As consumer adoption of smartphones and tablets in the United States reaches critical mass, retailers know that their marketing mix has to work optimally for all customer touchpoints now. Email has always been one of the 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,"said Vicki Cantrel, executive director of Shop.org.
Four out of five retailers are most likely to invest more in email and search this year than last. Many retailers are bolstering marketing budget allocations for search and email with investments in skill sets and staff, the study found.
More than one-third of retailers surveyed plan to hire for open positions in marketing analytics in 2013, reflecting the need to get control of marketing data to create more effective customer interactions and an improved customer experience, according to the study.
Nearly three-quarters of retailers plan to invest in integrating video on their sites this year. Another 62 percent indicate that recommendations and personalization features will be a priority, including integrating capabilities to create different home pages and creating unique pages for their customers based on purchase history.
"Retailers continue to optimize the customer experience on their site and to that end have made investments in A/B testing, product detail page enhancements, and personalization mainstream. Going forward, however, we expect to see much more emphasis on checkout enhancements, as that is a key obstacle for direct transactions on mobile devices," concluded Sucharita Mulpuru, Forrester Research vice president and principal analyst.
- see Forrester's release