Small Biz Is Adapting to the Omnichannel Paradigm to Compete, Although 4 in 5 Still Rely on Email for Customer Retention

agile marketing platforms, B2B marketing, customer behavior, Customer retention, Email marketing, Emarsys, omnichannel, Pr, Public relations, retail competition, seamless shopping experience, Sean Brady, small business marketing, SMB marketingB2B cloud marketing software firm Emarsys recently released the results of its in-person and online survey of 254 retail professionals published in partnership with WBR Digital. The survey, Adapting to the Pace of Omnichannel Commerce, examines how U.S.-based small and medium-sized businesses (SMBs) with annual revenues under $100 million are handling fierce competition from today’s larger retail players.

“We found that SMBs are nimble and quick to respond in today’s competitive retail environment,” said Sean Brady, president of the Americas at Emarsys, in a news release. “SMBs seek agile platforms that are quick to implement and easy to use. SMBs are leveraging insights on customer behavior to create a seamless shopping experience for customers across devices and channels. This is evidence that SMBs are focused on customer retention—something the bigger players need to consider.”

Based on the findings of top retail SMBs surveyed:

  • 81% of SMBs still rely on email as a driver for customer acquisition, and 80% for customer retention
  • 73% of retailers rank email as a top budget item, with one in five ranking it as a top priority to invest
  • SMBs saw gains in major KPIs: conversion rates increased by 72%, average order value increased by 65%, and repeat customer purchases increased by 58%
  • 70% of SMBs begin holiday planning no later than July
  • 54% of SMBs identified cart abandonment emails as the most successful marketing tactic and site-based recommendations came in second at 47%

Additional key findings include:

  • SMBs in B2C retail are developing omnichannel strategies around proven success.
  • Faced with strong competition from larger players, SMBs are spending more time preparing for the critical holiday shopping season.
  • SMBs are attempting to bring more advanced technology to the fore, and keep pace with omnichannel innovations by linking the digital experience with the brick-and-mortar experience, while investing in mobile commerce capabilities.

For this survey, Emarsys partnered with WBR Digital, which surveyed retail professionals from a variety of B2C industries responsible for their firm’s marketing, e-commerce, sales and operations. In-person surveys and interviews were conducted on-site at the 2016 eTail West conference. Additional responses were collected via an online survey in February and March of 2016.

Download the complete report here.

Source: PRWeb; edited by Richard Carufel

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