We've got some ecommerce myths to bust - Magento
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
We’ve got some ecommerce myths to bust
Do customers actually like personalisation? What matters more, price or shopping experience? And is the high street really dead? We got to the bottom of these commonly believed ecommerce myths in our latest Adobe Chats series, The Debunk. Experts and thought leaders from big brands like LinkedIn, Ocado, Nando’s and Ogilvy joined us to discuss and debate the industry wisdom we take for granted – and offer tried and tested advice on what brands might be getting wrong. Strapped for time? Scroll on to discover the key takeaways at a glance.
Myth 1 – Personalisation
Personalisation is standard in modern ecommerce – but is it that a good thing?
Watch now
Personalisation is If it ain’t broke…
still powerful If people like the product and the brand,
they’ll trust you – but what are customers
How can brands use personalisation to make willing to trade their data for? Ben Davis
things seamless and easier for customers, Econsultancy
rather than just using it for the sake of it? “If you look at most
“If you’re going to interrupt
personalisation, it tends to Work with what you
be powered by third party can control
the party, you’d better
data. And how good is third
bring champagne” How can you personalise your digital
party data? Not good at all.”
Scott Morrison strategy in a way that adds value to the
Peter Weinberg customer, rather than coming across Brian Green
Founder, The Boom
Global Lead, The B2B Institute, overfamiliar? Adobe
LinkedIn
“I hear that word ‘creepy’
Brands often tell customers a lot about their used quite a lot around
plans and values, but how can they deliver on
personalisation, particularly
them in order to build trust?
Not just a numbers game when algorithms get tweaked
“The man behind the counter and social media changes
According to a study by MIT and GroupM,
at the butcher always knew third party data can’t accurately determine
what’s displayed on your Peter Weinberg
feed.” B2B Institute - LinkedIn
my name and my favourite a customer’s gender or age 75% of the time.
sausages. I still remember Ben Davis
and value that to this day, “Personalisation is best Editor, Econsultancy
decades later.” when people don’t notice
it. The best thing to do is
Brian Green
to offer value, context and
Head of Commercial Sales,
Adobe straightforward interaction.” Scott Morrison
The Boom
Peter Weinberg
Global Lead, The B2B Institute,
LinkedInMyth 2 – Email
In this episode we explored whether or not email is still a powerful tool for ecommerce businesses.
Watch now
Email is still here, Soft sell Cop a look at your copy
but not as we know it How can email be used to build trust? How do you sound in your email comms?
Where is email most powerful – centre Is high quality thought leadership or Stay clear of being pushy and salesy –
entertaining content always more especially for B2B dealings.
Peter Bell
stage in your marketing strategy, or Adobe
supporting your other channels? effective than hard selling?
“There’s a huge amount of
“Omni-channel is sort of scope in B2B copy for better
the word of the day. In copy, better writing… this
B2B, we have complex Victorian era approach to
decision-making units and copy is doing us no favours.”
Getting email right is a
stakeholders, so there are so Peter Bell Chris Ashley-Manns
full-time job Webeo
many use cases for email.” Adobe
If you don’t have the right resources
Joel Harrison
internally to improve and refine strategy,
Editor-in-Chief, B2B Marketing
how can you achieve success with your
email campaigns?
“A company I know had a Interacting with the future
dedicated data cleansing How can brands be creative with their emails Gareth Case
Redstor
team, meaning that to cultivate brand loyalty?
everything runs so much
smoother than if they tried to “The more you personalise,
hive it off or have a once and target, and offer up content
done attitude.” that’s engaging, that helps
prospects solve their
Chris Manns
CMO, Webeo challenges, the better the Joel Harrison
results you’re going to get B2B Marketing
from your campaigns.”
Gareth Case
CMO, RedstorMyth 3 – Data
This episode questioned whether marketers rely on the numbers at the expense of other information.
Watch now
Remember: Big time for real time Common sense required
Data is simply a numerical representation Showing recent purchases on product Data-based decisions aren’t immune to
of what’s happening with the rest of the pages for social proof can help drive sales, human error, so how can you be sure you’re
Herve Schnegg
business’ operations, so how can you but how else are businesses using real not building on mistakes of the past and Station 10
extract fresh insight from it? time data? replicating old biases?
“Humans are imperfect and the “It’s all about recognising
data we collect will be too. So patterns – but you need to be
we should look to it and be able to point the data at the
informed by it, but maybe not right patterns.”
rely on it so easily.” Phil Wainewright Steve Allison
Adobe
Toni Sekinah The human factor Diginomica
Data and Technology Journalist
Make sure the data set you’re using is
diverse enough to accurately reflect the
needs of your audience.
“There are cases where the
Not just one and done
With great data comes emotion a human has for Phil Wainewright
another human needs to Diginomica
great responsibility… Continue to monitor and adjust projects
come into play and put the long term rather than just being satisfied
When should businesses seek third party brakes on automatic use of with your current machine learning
assistance for storing, processing and strategy.
data.”
preparing data for machine learning and
analytics? Steve Allison
Adobe
“We tend to think of data as
Toni Sekinah
being customers, but the Tech & Data journalist
need to resolve data down
to the individual is really
important.”
Herve Schnegg
Principal Data Scientist, Station 10Myth 4 – Price
This episode asked if price is be all and end all for customers, and how much other factors like customer experience matter.
Watch now
“Personalisation is something Caution with Certainty sells
that our customers are always qualitative data How can businesses reassure customers that
looking to try and work out.
What customers say doesn’t necessarily reflect their needs and concerns are understood?
They want to know how they Marie Uhart
how they’ll feel at the point of purchase. Boden
can get a blend of technology,
understanding and empathy
for the customer.”
Jamie Brighton
Location, location, A bit of everything
Product & Industry Marketing, Adobe
location What, if anything, is the number one factor
that can make or break your brand?
What determines what constitutes a Rory Sutherland
good shopping experience in one Ogilvy
“Serving up the right content
country to another? to the right audience is
Focus on feelings key, but also making it
What should businesses be doing to cater convenient.”
to the elevated needs of their customers Hayley Meenan-Wilkin
and create an emotional connection? It’s all relative Web Trading Management, Ocado
Perception of price will vary from consumer
Jamie Brighton
“People forget what you said, Adobe
people forget what you did, to consumer. One person’s expensive is
but people will never forget another person’s affordable.
how you made them feel.” “Whether or not something
Marie Uhart is perceived as expensive
Senior International Marketing
Manager, Boden
doesn’t primarily depend on
how much it costs, it depends
Hayley Meenan-Wilkin
what you compare it to.” Ocado
Rory Sutherland
VC, OgilvyMyth 5 – High street
Is the high street dead? Not according to our experts in this episode about the rebirth of bricks and mortar stores.
Watch now
“Prior to Covid-19, some Changing perspectives
retailers were only taking
Consumers may still like to visit physical
20% of their income from stores, but that doesn’t necessarily mean
ecomm, with 80% coming that’s how they want to make their
Simon Hathaway
Outform
from physical stores. Then purchases.
overnight this shifted to
100% ecomm for many.” “Retailers have been focused
on making their store an
Peter Sheldon Competition ahead
Adobe amazing experience, but now
How can you adapt your products to gain a
they’re focused on hygiene
bigger market share on the other side
and there’s a completely Katy Hilditch
“Yes, serve it online because different energy going into Nando’s Grocery Intl. Ltd
more people are shopping that store experience.”
online, but make sure you Caroline Baldwin
Waiting at the door can deliver it online as well.” Retail and Technology Journalist
Think about the things that physical
Katy Hilditch
stores offer that ecommerce doesn’t. Can Global Marketing Director
you provide next level customer service, at Nando’s Grocery
exclusivity, or early access to new releases?
Caroline Baldwin
For everything else, Retail & Tech Journalist
“Shoppers’ expectations are there’s video
reset with every download, What are other businesses doing to
every click and every visit. The benefits of bricks replace the value of interactions with
So we have to rebuild the How can you use information to replicate sales assistants?
experience on the high street, the ease of in-store experience?
and make sure it’s relevant to Peter Sheldon
people’s lives right now.” Adobe
Simon Hathaway
OutformMyths: busted Ecommerce businesses are now in the fortunate position of being able to finetune their strategies using the lessons of the past year, picking and choosing the best of the tactics that worked – and, after tuning into The Debunk, disregarding myths that might have steered them away from maximum impact before. Click here to listen or watch the full episodes on demand
You can also read
