Aus brands missing the mark on ecommerce says new report

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.

Australia’s The Iconic, was listed as one of five top global brands for marketing communications. As the most downloaded fashion app in Australia, its use of push notifications is recognised for using content to drive shoppers back to the app time and time again.

The report also found that brands in APAC are still over-reliant on email to reach customers, with just 10% of businesses adopting SMS as a communication channel, and similarly low uptake of push notifications, missing the opportunity to communicate with the 24% of Australian shoppers who prefer to shop via mobile, according to the Deloitte Mobile Consumer Survey, 2019.

The top marketing brands in APAC according to the report are: The Iconic,  HipVan,  Cotton On, The Warehouse and Charles & Keith.


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