The United Kingdom leads the way in omni-channel marketing, with UK retailers scoring 31 per cent against key success metrics compared to the global benchmark of just 18 per cent, according to data from omni-channel marketing automation platform dotdigital. MatchesFashion, Boohoo, Gymshark and Holland & Barrett were ranked from first to fourth respectively on the list.
The Iconic was ranked fifth and was the only non-UK name in the top five.The UK leads the way in omni-channel marketing, with UK retailers scoring 31 per cent against key success metrics compared to the global benchmark of just 18 per cent, according to data from omni-channel marketing automation platform dotdigital. MatchesFashion, Boohoo, Gymshark and Holland & Barrett were ranked from first to fourth respectively on the list.#
The company’s new ‘Hitting the Mark’ report benchmarks the digital marketing tactics adopted by 100 e-commerce brands from 12 countries. And it shows that while UK brands are “making headway tapping into customers’ demands for easily accessible communication, they are missing the mark when it comes to the basics”.
However, despite these figures, retailers and brands are still missing out on opportunities to optimise their ecommerce operations, meaning they could be missing out on revenue, dotdigital said. Retailers and brands cannot be complacent and still have plenty of work to do.
The demand for e-tail is surging globally and with the United Kingdom alone expects a 40 per cent e-tail rise this year, British media reported citing the dotdigital document.
The study said that with cart abandonment rates averaging 70 per cent across the e-commerce industry, only 40 per cent of UK brands surveyed sent an abandoned cart email. That figure is 20 per cent lower than e-commerce businesses in the Asia Pacific region, which send the most cart recovery emails globally.
Top-placed Matchesfashion “set the bar for abandoned cart communication sending a personalised, concise cart recovery email within 30 minutes of the purchase being paused,” Dotdigital said. And Boohoo was “commended for its efforts in utilising abandoned cart emails as a selling opportunity and giving shoppers a reason to return”.
UK retailers topped the chart for communicating with customers via SMS with 40 per cent of them using this channel to communicate with shoppers on the go. Younger brands targeting Gen Z and Millennials, who demand brands be available on the channels they want, are leading the SMS charge with both Gymshark and Boohoo excelling.
But even with the high uptake, UK retailers generally “are still not utilising the full potential of this channel”. Ninety five per cent of messages are transactional and just one brand sends a promotional SMS message, the company found.
Fibre2Fashion News Desk (DS)
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