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UK grocery shoppers struggling to book delivery slots

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Consumers are seeking speed and convenience when shopping for groceries online, with a survey of 2,000 UK shoppers found 54% expect their groceries to be delivered within the same week and 9% expect to receive their groceries on the same day when they order online.

New research from end-to-end managed services provider Ensono shows that Younger generations are leading the way in the search for faster deliveries.

Eighteen percent of those aged 25 and under who buy groceries online expect them to be delivered on the same day of order, compared to just 4% of 56- to 65-year-olds.

New app-based groceries-on-demand providers in urban areas now promise delivery in under an hour – some as fast as 10 minutes. These services seem to be most popular with younger shoppers. Ensono’s research found younger generations were significantly more willing to try groceries on demand during the pandemic, with 13% of 18-to 25-year-olds trying groceries on demand against just 3% of 46-to 65-year-olds.

More customers than ever have turned to online channels to buy groceries. Ensono’s research found an 81% rise in UK consumers doing all or most of their food shopping online since the pandemic started. According to The Office for National Statistics, UK online sales hit 27% of total retail spending in April 2022 – down from its peak of 37.6% in February 2021 but far above 19.9% in February 2020 before COVID-19 pandemic.

The problem grocers face is reliably meeting this heightened online demand. Since the pandemic began, 28% of consumers doing online shopping have not been able to choose the deliver slots they want. Just under half (49%) agree that while they are still able to online grocery shop, there are fewer delivery slots compared to before the pandemic.

Supply chain disruption is an ongoing challenge facing grocers. Driven by factors including the COVID-19 pandemic and ongoing geopolitical tensions, such uncertainty can prevent food from reaching shelves on time. Grocers have witnessed the consequences of failing to navigate supply chain disruption. In the run up to Christmas 2021, 71% of consumers reported seeing shortages in stock in major supermarkets.

Simon Ratcliffe, Principal Consultant at Ensono, said: “We are living through an unprecedented era for grocers. Whilst we have seen customers flock back to stores in recent months, the online shopping habits forged in the pandemic are here to stay as a critical part of modern retail. In this hybrid shopping era, customers are craving convenience and a service that delivers a seamless, reliable, and memorable experience between in-store and online.

“Grocers need a technology stack fit for the demands of the modern consumer. Cloud-native systems are crucial to address shoppers’ ongoing concerns about performance and availability, providing grocers with scalable computing capacity to deliver consistent and efficient global performance – whatever the level of customer demand. Cloud-native is set to become the linchpin of modern businesses: by 2025, Gartner predict more than 95% of new digital workloads will be deployed on cloud-native platforms. These solutions need to be matched with reliable back-end technology, including high-capacity mainframe systems that support vital parts of the grocery supply chain. With the right technology in place, grocers can provide consumers with a personalised experience whether in-store or online.”

How will shoppers pay online in 2026? 

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By TrueLayer

Cards have been successful in driving global commerce over the last century, but they weren’t designed for digital. The experience of paying by card online is often poor and security is weak — yet costs to businesses remains high.  

In 2021, credit and debit cards made up 41% of all ecommerce payments in the UK and Europe, but this number is falling. By 2026, two thirds of ecommerce purchases will be made using ‘alternative’ payment methods (APMs). 

In this article, we’ll look at three reasons why APMs are becoming much more common in the online checkout experience:

1. Bank transfer, wallet and buy now pay later payments are growing much faster than cards

More online shoppers are switching from card payments to alternatives. In just four years’ time, two thirds of ecommerce purchases in the UK and Europe will be made by bank transfer (19%), digital wallet (31%) or through buy now pay later (14%). 

The growth of these alternative payments is being driven by several factors. Global smartphone adoption (which increased from 3.7 billion users in 2016 to 6.3 billion in 2021) has made it easier for consumers to authenticate payments with their face ID or fingerprint, and pay in-app. This, in turn, has led to fast adoption of mobile-first payment methods.

2. Offering the right alternative payment methods can help you reach new customers

Letting customers choose how they want to pay — and offering the right alternatives to cards — drives sales.

Research shows that online shoppers are more likely to buy from a retailer and less likely to abandon their basket if the right payment options are available. Providing more payment choices also speeds up the purchase process, especially on mobile.

3. Open banking is driving the growth of card alternatives 

Open banking payments are likely to become the dominant method of bank transfer payment in ecommerce in the next five years. They will also act as underlying rails for other alternative payment methods, like BNPL or wallets. Open banking payments offer a number of advantages: 

  • Consumers pay straight from their bank account — and in many markets they authenticate with their face ID or fingerprint.
  • Funds settle with the merchant instantly or near-instantly, helping them manage cash flow and enabling them to ship goods immediately.
  • Coverage is pan-European because EU banks are required to have APIs available (in contrast to schemes that only work domestically, such as iDEAL in the Netherlands).
  • They can be embedded into checkout via a secure, regulated API. This generally means that the payment starts and ends in the merchant’s app or website, increasing convenience for consumers.

The findings in this article are from the report: Beyond cards: the rise of alternative payments

Poetic study on ‘atmospheres’ reveals how consumers respond differently to retail spaces and marketing tactics

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Retailers must create ‘atmospheres’ that persuade consumers to spend time and money in their commercial spaces, but in doing so may make some customers feel welcome and others unwelcome – possibly even experiencing negative emotions such as shame, fear and disgust, a new study reveals.

Researchers from the Universities of Birmingham and Edinburgh, and ESCP Business School, in London, theorize how individuals’ responses to ‘affective atmospheres’ depends on their personal circumstances, mood, time of visit and who they experience it with.

The experts visited highly atmospheric neo-Pentecostal services and Afro-Brazilian religious ceremonies in Brazil and collected ethnographic data in the field. The researchers created three poems which could help marketers better understand how consumers react to marketing and retailing tactics, noting how responses can be negative despite marketers’ efforts.

Published in Marketing Theory, the study elaborates on how personal experiences interweave with cultural and socio-political factors to make consumers feel a certain way. The study uses poetry to apply personal experience to theories of how individuals register ‘affective atmospheres’ that envelop and yet do not belong to them.

Study author, Dr Pilar Rojas-Gaviria, Lecturer in Marketing at the University of Birmingham, comments: “In recent years, we have been immersed in complex and challenging affective atmospheres. For instance, Covid-19 presented us with many potent affective atmospheres which make us feel certain emotions: anxiety, fear, guilt, loneliness. However, while it is possible to talk of the atmosphere of a pandemic, it is clear that we do not all feel the same way and that we are all affected differently; it is not ‘the great leveller’ which some suggested.

“Creating powerful poetry helped us to understand the impact of affective atmospheres on consumers’ experiences. We must acknowledge that consumption involves a myriad of complex emotions that meld both pleasure and pain. These emotions hold meaning in our path to achieve more inclusive and fairer experiences in times of distress such as global pandemics or economic crisis.”

Study author Dr Chloe Preece, Associate Professor at ESCP Business School in London comments: “This consideration of how we land in given atmospheres opens up new thinking about nebulous and unpleasant emotions. Consumer research tends to glorify extraordinary experiences, yet consumption is not only about purchase satisfaction and mood boosts. In fact, one could argue, most consumption, not least the weekly grocery shop, can be boring and unpleasant. And now facing the weight of inflation and the possibility of an economic recession, fear and distress are sadly an important part of these banal atmospheres.”

Study author Dr Victoria Rodner, Marketing Lecturer at Edinburgh University comments: “We found that what can be pleasurable experiences for some, can be deeply unpleasant for others. This can help marketers understand how the atmospherics of retail and service spaces shape the consumer experience.”

Poetry in marketing has proven to be an effective research method to challenge conventional thinking and was the chosen method in this study.

The study shows that rather than enveloping consumers uniformly, consumers land in atmospheres in a much more nuanced way than current theories account for – due to people’s backgrounds, experiences and socio-economic status.

Marketers, therefore, need more flexible understandings of how consumers land in the atmospheres curated by retailers. Consumer research has tended to glorify extraordinary experiences, but the researchers argue there is also a need to consider more mundane experiences. Examining how consumers react to atmospheres can also demonstrate how certain products and services are created in the marketplace.

Nielsen: Only 26% of global marketers are confident in their audience data

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With consumer buying habits very much a focus following the enormous change that COVID-19 has left on their behaviour, Nielsen has for the very first time conducted a global survey that includes insights incorporating EMEA (Europe, Middle East and Africa) marketers.

Respondents surveyed came from manager-level and above, overseeing marketing budgets of US$1 million upwards, working across a variety of industries, from the retail and ecommerce, auto, financial services, FMCG, technology, healthcare, pharmaceuticals, travel, tourism and retail industries.  

The research conducted by Opinium Research spanned the regions, asking marketer participants a range of questions from how they access marketing campaigns; reporting systems; measurement; data accuracy; and their overriding concerns regarding ROI (return on investment). 

The report both revealed a digital dominance in how dollars are being spent and exposed marketers’ lack of confidence in the data behind those decisions. With continued digital fragmentation, marketers report data accuracy, measurement, and ROI are paramount. While 69% of marketers believe first-party data is essential for their strategies and campaigns, and 72% of marketers believe they have access to quality data, only 26% of global marketers are fully confident in their audience data.

The Era of Alignment found marketers around the world are experiencing similar areas of success and challenges, as shown by:

  • Brand awareness is marketers’ top objective. To reach this goal, brands need to leverage an array of channels to reach the widest audience. Nearly two-thirds (64%) of respondents stated that social media is the most effective paid channel with TikTok and Instagram dominating spend. Comparatively, TV and radio spend is significantly less with an aggregate increase of 53% across global marketers. Customer acquisition is their second objective, showing that marketers must focus efforts on the entire customer journey.
  • Increased media fragmentation amplifies the need for holistic measurement. Marketers’ confidence in measuring ROI of the full-funnel is only 54%. Remove online and mobile video and confidence in measuring ROI across all other channels is under 50% globally, and while nearly half of marketers plan to increase their spending on podcasts, their confidence in measuring the ROI of that investment is 44%.
  • It’s vital for marketers to use data to champion personalized marketing strategies. The increasing proliferation of channels produces an abundance of unique data sets. However, 36% of marketers still claim that data access, identity resolution, and deriving actionable insights from data is either extremely or very difficult. With the rise of connected TV (CTV) this presents new challenges to traditional targeting solutions. CTV is a growing focus for global marketers, with 51% planning to increase their over-the-top/CTV spending in the coming year. To wit, Americans streamed almost 15 million years’ worth of content across subscription- and ad-supported platforms.
  • By placing a greater emphasis on purpose-driven initiatives, marketers can better connect with consumers. Nielsen Research shows over half of U.S. consumers (52%) purchase from brands that support causes they care about; similarly, more than 36% expect the brands they buy to support social causes. While global marketers say their brands are emphasizing purpose, Nielsen data shows that 55% of consumers aren’t convinced that brands are fostering true progress.

“Our work at Nielsen is to provide the most complete view of consumer behavior regardless of industry, and our longtime experience in measurement and comprehensive view of the media universe gives brands a 360-degree view that can’t be found anywhere else,” said Jamie Moldafsky, Chief Marketing and Communications Officer, Nielsen. “This research showcased that marketers want to put money into channels to deliver immediate ROI, however we also see that they must be agile in the year ahead and work across the entire marketing funnel to reinforce brand awareness and acquire more customers. With the upcoming elimination of third-party cookies, it’s understandable to see marketers prioritizing personalization and aligning their brand with causes their customers care about. Through our solutions – and this report – we’re continuing to help brands and marketers get actionable insights to make more informed, and quicker decisions.”

This is the fifth Annual Marketing Report produced by Nielsen. The report is fueled by survey responses of marketers manager-level and above, who manage marketing budgets north of $1 million, who work across a variety of industries (auto, financial services, FMCG, technology, health care, pharmaceuticals, travel, tourism, and retail), and whose focus pertains to media, technology, and measurement strategies.

Top UK retailers’ customer service quality ranked

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A new report has reviewed the customer service offering of major high street and online brands to determine who is providing the best service on the market.

The mystery shopping data, conducted by FM Outsource, has been condensed into a report to highlight how customer service is being done effectively in the modern landscape, and where there is still room for improvement.

Key findings include:-

  • Pretty Little Thing, Primark, and Waitrose all highlighted as underperforming in customer service channel availability, response times and contact resolution.
  • The average telephone response time for supermarket brands was5 minutes, over 1.5 minutes longer than the accepted industry standard average.
  • 100% of e-tailer websites had webchat availability, compared to under 30% for supermarkets.
  • Less than 12% of retail brands offer SMS or Whatsapp as a customer communication tool.
  • Less than half of the brands analysed had a first contact resolution (FCR) rate of over 50%, meaning queries were left unresolved.

The first element of customer service that FM Outsource’s research deck covers is the channel mix that businesses offer. They cite that most brands are beginning to see the benefits of diversifying their customer service channels. However, there is still a bias towards certain channels, depending on the category a company falls under.

E-tailers, for example, outshine the competition in digital customer service channel adoption. Of those FM Outsource examined, 100% use webchat and also have customer service coverage on social media platforms. When it comes to telephone and email capabilities traditional brick and mortar retailers lead the way, with 60% offering both of these channels.

Of all the brands FM Outsource researched, only two are currently offering SMS or WhatsApp as a customer service channel: Tescoand Pretty Little Thing. This means there is a huge opportunity for brands wanting to go the extra mile with their customer service. FM Outsource explains that adding this additional channel to a brand’s customer service offering could be the key to standing out from the competition and winning over more customers.

FM Outsource’s Mystery Shopper research deck also covers response rates and times. On average they found that all three categories delivered similar response times of 11 minutes (supermarkets), 11.5 minutes (brick and mortar) and 12 minutes (e-tailers).

However, some brands stood out in particular. Currys performed extremely well across all their available customer service channels with an average response time of less than four minutes. On the other end of the spectrum, IKEA didn’t respond at all on three out of their four customer service channels, despite multiple attempts by mystery shoppers to reach them.

Almost across the board, brands performed poorly in social media response times. An overwhelming 76% of responses were either sent over an hour later or not at all.

Finally FM Outsource evaluated whether brands were successful in resolving customer queries in their first attempt. They found that only six out of the 17 brands they investigated had a first contact resolution (FCR) rate of more than 50%.

And when comparing the three categories as a whole there were no major differences; e-tailers took a minor lead with an average FCR rate of nearly 49%, closely followed by supermarkets at 45% and brick and mortar retailers at 38%. That being said, e-tailer, Missguided, was the one exceptional performer with a notable FCR rate of 83%.

Martin Brown, General Manager at FM Outsource, said: “We earmark being able to resolve a customer’s query when they first get in contact as a gamechanger – the less friction and frustration shoppers have to experience when dealing with customer service, the more likely they are to remain loyal to that brand. We hope our findings can give businesses some direction on where to focus their customer service efforts and avoid the pitfalls that even major e-tailers, brick and mortar retailers and major supermarkets have fallen victim to.”

Delve into the entire data here: https://fmoutsource.com/landing-mystery-shopper/

50% of shoppers won’t use ‘greenwashing’ retailers

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As consumer demand for environmentally friendly and green products grows, retailers could be risking lost long-term loyalty if their sustainability efforts aren’t genuine, research from Retail Technology Show has warned.

Original research of over 2,000 UK shoppers in Retail Technology Show’s latest ‘Retail Revolution’ report showed that almost half (47%) already actively buy more from brands they perceive to be sustainable, rising to 65% of Gen Z demographics.

And demand for ‘green’ retailing among shoppers is growing; six in ten (60%) of those polled said retailers’ commitment to sustainability would become more of an important factor in their buying decisions over the next five years, rising to 67% of 18-25 year olds.  Meanwhile, a further 65% of 18-24 year-olds say they would shop more with brands who are sustainable in the future, and another 63% would be more loyal to those retailers with green values.

However, despite the growing appetite for green retail – with the green pound estimated to reached over £122bn – two thirds (62%) of consumers in another poll by Retail Insight were untrusting of retailers’ and brands’ eco pledges, believing they merely pay lip-service to sustainability initiatives.  This growing concern around ‘greenwashing’ prompted the CMA’s recent crackdown on brands, who will face fines if they don’t deliver on the environmental claims they market against.

And this consumer distrust on the sincerity of retailers’ sustainable commitments doesn’t just risk possible fines and reputational damage, according to Retail Technology Show’s research, it risks future sales and lost loyalty too.  Half (50%) of UK consumers in its poll said they would stop shopping altogether with brands they perceive to be greenwashing, rising to almost two thirds (63%) of Gen Z audiences and 59% of Millennials.

“Put simply, greenwashing just won’t wash with shoppers”, said Matt Bradley, Event Director for the Retail Technology Show.  “Consumers now expect retailers’ sustainability efforts to be deeply and genuinely rooted in the brands’ psyche, rather than it being any short-termist play.  And that means retail businesses need to carefully consider both how they can evolve their businesses operationally to be greener, and also how this is effectively communicated to shoppers in a genuine, transparent and engaging manner.”

Using less packaging was the top way UK consumers felt retailers could make their operations greener (78%), while a further 71% identified the supply chain as a focus for improvements, followed by 69% who said making bricks-and-mortar stores more eco would help retailers improve sustainability.  Almost half (48%) wanted retailers to pay an online delivery ‘green tax’ so the environmental impact of their ecommerce fulfilment operations could be offset, rising to 61% of 18-24 year-olds.

To find out more about the top trends impacting retail in 2022 and beyond, download the full Retail Revolution report for free: https://bit.ly/RTS_Retail_Revolution_Report

Payment fraud against fintech companies soars by 70%

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The payment fraud attack rate (the rate of fraudulent transactions blocked out of total transactions) across fintech ballooned 70% in 2021—making it the highest increase across any vertical.

That’s according to Sift’s Digital Trust & Safety Index, which details the increasingly sophisticated—and often automated—tactics cybercriminals leverage to commit payment fraud.

According to Sift’s analysis, derived from its global network of 34,000 sites/apps and a survey of over 1,000 consumers, these rising attacks, which it says it successfully blocked, were aimed primarily at alternative payments like digital wallets, which saw a 200% uptick in payment fraud, along with payments service providers (+169%), and cryptocurrency exchanges (+140%).

Sift has specifically seen these abuse tactics aimed at buy now/pay later (BNPL) services, which saw a 54% year-over-year uptick in fraud attack rates. In late 2021, Sift’s Trust and Safety Architects discovered a growing number of fraud schemes on Telegram offering unlimited access to BNPL accounts through fake credit card numbers and compromised email addresses—showcasing the array of methods actors in the Fraud Economy are using to target the entire fintech sector.
 
Along with network-wide growth in average daily transaction volumes across every industry, Sift saw an overall 23% surge in blocked payment fraud attacks in 2021. Concurrently, nearly half of survey respondents (49%) report that they’ve fallen victim to payment abuse over the past one to three years—and 41% of the victims experienced it in the last year alone. Of those victims, nearly one-third (33%) identified financial service sites as the ones that pose the highest risk, which could negatively affect customer trust in the industry.

“Many brands fail to realize that the damage of payment fraud goes beyond the initial financial impact,” said Jane Lee, Trust and Safety Architect at Sift. “The vast majority of consumers report abandoning brands after they experience fraud on a business’s website or app, diminishing customer lifetime value and driving up acquisition costs. Further, potential customers who see unauthorized charges from a particular company on their bank statements will forever associate that brand with fraud. In order to combat these attacks and grow revenue, businesses should look to adopt a Digital Trust & Safety strategy—one that focuses on preventing fraud while streamlining the experience for their customers.”

Manufacturers to invest 20% more in B2B ecommerce

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In 2022, manufacturers will invest up to 20% more in their digital transformation to meet the expectations of modern B2B customers and tap new business potential.

That’s one of the key findings of a new report “The Voice of Digital Leaders in Manufacturing 2022: E-Commerce and Digital Adoption”.

The study, commissioned by Intershop and Evident, saw Swedish market research company Copperberg surveyed more than 50 proven digital leaders from European manufacturers with annual sales of at least 250 million euros. In qualitative interviews, they reported on the progress of their digitalization and e-commerce initiatives and shared insights about their biggest challenges, most important goals and strategies.

Key findings include:

  • European B2B manufacturers will invest up to 20% more in their digitalization initiatives.
  • Up to 71% of the manufacturers surveyed are strongly ambitious and some (24%) are even aspiring to become market leaders through digitalization.
  • 56% have established basic structures for a company-wide digital strategy and roadmap.
  • Most of our survey respondents plan to deploy solutions geared towards simplifying the sales process both for the organization and its customers. 36% each want to implement CPQ (configure-price-quote) systems to sell complex products and digital customer portals with convenient self-service functions, while 37% want to invest in data platforms.

“The answers underscore the need for manufacturers to invest in appropriate technologies and ramp up human resources to further optimize the B2B customer experience and compete globally over the long term,” said Lisa Hellqvist, Managing Director of Copperberg.

Herbert Pesch, founder of the digital agency Evident, added: “We succeeded in making this report different from the others out there. We’ve made it personal! The digital leaders provided extensive responses to many open questions. These give great insights into how these leaders personally manage and sometimes struggle with the many challenges in the world of B2B digital commerce.”

The report contains recommendations and insights for the development and company-wide implementation of a customer-centric digitalization strategy, such as:

  • “Secure C-level support. Set a strategy. Also, quantify internal values.”
  • “Focus on how digitalization can enhance your specific business goals, create a clear, prioritized digital roadmap, and recognize that adoption will take time.”
  • “Fix the foundation – don’t reinvent the wheel. And if you have something unique, have a focus on that!”

Brands ‘face battle to stand out’ in growing mobile marketing space

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New research has found that while 33% of participants download a new app weekly, 48% use only 4-6 apps on a daily basis, leaving brands in a battle for users’ attention.

Making the most out of all communication channels is key for brands looking to stand out in mobile, with 38% of consumers preferring push notifications, 31% favouring SMS alerts and 26% preferring in-app messaging.

As the mobile experience becomes a growing priority for brands, perfecting the omnichannel strategy has to be a primary focus.

Love is always in the air in February, and consumers are turning to digital like never before. Working from home and socially distanced, consumers’ increased time spent online dating; research from App Annie found consumers spent over $3 billion on dating apps in 2020 – up 15% YoY. It’s clear that consumers want to invest in romance, but how can brands woo shoppers in a sea of similar offerings?

First, get noticed. These days, everyone has a phone in their pocket, so, as a brand, being able to always be with the customer is a huge plus for marketers. Mobile is a medium for engagement that marketers can’t afford to ignore. Of course, the power of mobile is only potential; for marketers to ensure they are getting the most value out of mobile, it’s important they focus on meeting customer expectations by building trust, delivering value, and constantly connecting experiences. New research from Iterable finds that while 33% of participants download a new app weekly, 48% use only 4-6 apps on a daily basis, leaving brands in a battle for users’ attention.

Competition and consumer app attention only escalates when it comes to dating. During the pandemic, online dating reached new heights — with Bumble reporting a 70% increase in video calls and Tinder exceeding 3 billion swipes in one day in March 2020. But that was in 2020. By now, engagement preferences have changed, rendering traditional dating app actions like “swiping” obsolete. Iterable’s research finds that consumers are split on their preferred method of engaging with a brand, with 38% preferring push notifications, 31% favouring SMS alerts and 26% preferring in-app messaging. With such an array of preferences, an omnichannel strategy that is optimised for each individual customer is vital for brands looking to engage with their customers in the manner that suits them best.

Fine-tuning and rethinking the user experience is a great way for dating apps to stand out in  a sea of similarity. But now, in an internet-based world, brands are faced with the challenge of digital sameness—the customer experience across dating apps has become pretty uniform. In a Forrester survey, consumers were asked how they feel about the experiences they have with brands. The results? 68% of customers said their customer experiences were “OK”. Brands are likely thinking “we’re doing what everyone else is doing, so that’s good right?” Living in this safe, comfortable area is problematic for brands looking to win customer hearts and minds. All it takes is one brand to go above and beyond to shift the expectations and turn satisfactory experiences into not-so-satisfactory.

Once you ensure your brand is doing what it can to stay on the cutting edge of a great—not good—customer experience, seal the deal of long  term loyalty by investing in another priority for shoppers: privacy, which is especially key to consumers when it comes to dating apps. Although consumers are generally willing to share data, with 54% happy to do so at least some of the time, privacy concerns are still at the front of consumer’s minds. 87% expressed concern over personal privacy when interacting with apps.

Adri Gil Miner, CMO of Iterable, said: “With app downloads hitting 230 billion in 2021, it’s vital brands understand ways to improve app engagement and stickiness to avoid getting lost amongst the competition.

“Dating apps, by definition, have considerable influence when it comes to impacting customer joy and connection. To deliver memorable moments, brands need to invest in creating a seamless experience across channels; from personalised emails reminding shoppers to plan for the big day to encouraging sustained communications with connections made online, the possibilities for omnichannel optimised business is endless.”

“Brands cannot neglect transparency when nurturing customer experiences. Dating apps in particular rely on users being willing to entrust sensitive, personal conversations to the brand’s care. Customers that interact with brands need to have an up-front idea of how their data will be used. Winning this trust early on is crucial for keeping customers board for the long haul.”

“By utilising all methods of engagement and appreciating the preferences of customers, brands can give their apps the best chance of standing out from the pack and becoming mainstays in the user mobile experience.”

“When you’re unhappy with a relationship, you break up and move on. If the grass isn’t greener in the other relationship, you go back to your previous partner. Consumers act similarly when it comes to brands. When there is a part of the consumer journey with a brand that positively impacts their overall experience, and then they switch to a different brand that doesn’t provide the same part, the experience with the second brand is viewed less favourably—not because it’s worse than it used to be, compared to itself, but because it’s worse than the first brand’s experience. They gravitate back to the better experience.”

Brand success in 2022 ‘requires an understanding of mood, monotony and motivation’

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Team Lewis has launched its latest trends guide in partnership with market research firm GWI, looking into how today’s multi-moment audience is evolving and the changes the pandemic has brought about in today’s marketing multiverse.

Markets covered in the report include Australia, Belgium, France, Germany, Hong Kong, Italy, Malaysia, Netherlands, Portugal, Singapore, Spain, UK and US. 

With a rise in screen time and device ownership, unrestrained social media usage and growing concerns surrounding privacy, today’s audiences have an increased desire to impact the world around them. These shifts point to three key themes covered in the report – ending monotony to avoid marketing immunity, understanding how mood can impact an audience, and tapping into key motivators to foster more meaningful connections.  

Key findings include: 

Screen time 

o        Screen time continues to grow in most countries, with the exception of Australia, Malaysia, Singapore and the US   

o        Hong Kongers & Malaysians prefer to spend more time on their mobile devices compared to PCs, laptops and tablets

Device ownership 

o        Globally, audiences own at least three devices   

o        Malaysians on average own fewer than three devices but spend the most time on the internet globally. The US, UK, Germany and Italy are above the global average when it comes to device ownership.

Social Media usage 

o        APAC countries use an average of four platforms daily  

o        Western Europe has the lowest usage, with fewer than three platforms daily

Attitudes towards privacy 

o        Globally, the top concern amongst consumers is how companies use their personal data online (39%) followed by a preference to maintain anonymity online (34%)

Today’s marketing landscape 

o        Leading channels 

  • The website is still king – 56% visited a brand’s website in the last month   
  • Newsletters are still effective – 26% read an email or newsletter from a brand  

o        Expectations of consumers 

  • Global consumers unanimously want brands to be reliable, authentic and innovative 

o        The rise of Audio 

  • In the last three years, there has been an increase in consumption of music streaming services and podcasts 
  • Australia & Singapore are seeing the most growth in music streaming and podcast listenership YOY  

o        Scepticism with social media 

  • Only 23% of consumers globally think social media is good for society 
  • Malaysians are the most positive about social media, with 40% seeing it as a force for good 

“It’s no longer as simple as getting in front of your audience with a single message as many times as possible,” said Simon Billington, Executive Creative Director at TEAM LEWIS. “Consumer expectations of a brand’s interaction with them is clear. They want unique, attention-grabbing creativity delivered in a personalised way. The complexity of message and the vehicle the message is delivered in is paramount to success.” 

Download the Marketing in 2022: Multi-Moment Audience report here.