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Marketing News: A custom research panel provides WHSmith with an opportunity to directly engage with their current customers at pace
EasyInsites today announced they are to build and maintain an online custom research panel (EasyPanel) for well-known British retailer WHSmith. Best known for its chain of high street, railway station, airport, hospital and motorway service station shops selling a range of books, stationery, newspapers and magazines, WHSmith has the perfect customer base to use as the source to build a robust consumer panel. The company currently operates a 'Privilege Club' reward system. As a member, customers already receive regular emails, store offers and news. This substantial members' database, will be used as a source for building the EasyPanel initially.
The WHSmith panel will be open to other researchers through the EasyExchange, also known as CPX powered by Cint AB. Researchers/sample buyers across the world will be able to go directly to this panel by establishing an account with Cint AB who provides access, or clients can come directly to EasyInsites who can also provide research
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Marketing News: Top Brands Hit Rock Bottom for Multi-channel Customer Service
A new report reveals that UK organisations, including top brands and local government, have hit rock bottom in their delivery of multi-channel customer service. The nGenera Online Customer Service Index, based on a mystery shopper study of 100 major brands in the UK, reveals an average score of just 33% for effective customer service provided through website help sections, emails and live chat. Only 3% offered a full multi-channel service comprising email, an online help section and web chat.
The benchmark study – available to download at http://cim.ngenera.com/onlinecustomerservice – assessed the availability of multi-channel communication, the timeliness and personalisation of responses, as well as the clarity and accuracy of information provided. Companies were selected from five sectors: retail, financial services, local government, utilities, travel and leisure, with each awarded a score out of 100.
Overall, retail was the best performing sector for multi-channel custom
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Marketing News: ONLINE CONTENT SELLS
Consumers browsing the internet say they are more likely to make a purchase if a website makes the effort to engage and entertain them through interesting and relevant content, new research reveals today.
The online YouGov study, commissioned by APA, shows that 27 per cent of consumers have a higher propensity to buy online if the website offers more than product listings, whilst 28 per cent say that additional online content, such as editorial focusing on specific products, motivates them to make a purchase in-store.
This is particularly true of 45-54 year olds, with 30 per cent more likely to buy online, and the same number in-store, if a website is more editorially led. Conversely the over 55s were found to be the least engaged by online content. Although this is unsurprising, as despite the rise of the "Silver Surfer", this age group is still wary of making online transactions and using the internet as a decision-making influencer.
This is reinforced by the finding tha
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