Aus brands missing the mark on ecommerce says new report

November 19, 2020 10:11

Dot Digital’s Hitting the Mark report, which benchmarked digital marketing tactics adopted by 100 ecommerce brands around the world, shows that while brands in Australia and New Zealand, are making headway, they are missing the mark when it comes to the basics such as data use, personalisation, and integrated marketing communications.

This means retailers could be missing out on online revenues at a time when ecommerce demand is soaring. Online sales in Australia up 41% YOY, according to the Australia Post, Inside Australian Online Shopping 2020 eCommerce Industry Report.

Of the 100 global brands featured in the report, APAC scored the lowest when it came to clear data consent criteria. Retailers need to make their Terms of Use and Privacy Policies more obvious at the point of subscription, to improve integrity and customer trust – if a subscriber is well informed at the point of sign-up, they’re less likely to unsubscribe from marketing communications in the future.

80% of retailers in the region surveyed in the research sent new customers a welcome email, but just 29% of brands optimised their welcome programme.

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Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.