The research examined user experience (UX) and omnichannel capabilities of online retailers. The research found digital retailers across the APAC region (Australia, New Zealand and Singapore) are offering shoppers a strong online UX – scoring 61% globally – and that Australian online retailer The Iconic leads the pack for omnichannel marketing.
The ‘Hitting the Mark’ report from Dotdigital benchmarks the digital marketing tactics adopted by 100 ecommerce brands around the world. The findings show that while brands in Australia, New Zealand, and Singapore are making headway by tapping into customers’ demands for easily accessible communication, they are missing the mark when it comes to the basics when it comes to data use, personalisation, and integrated marketing communications.
Just 14 percent of businesses utilised omnichannel marketing tactics. This is 4 percent below the global average of 18 percent despite omnichannel experience being recommended by KPMG as a key investment for Australian ecommerce.
One of five top global brands for marketing communications is The Iconic who is bucking the omnichannel trend. The highly downloaded fashion app was commended for its use of push notifications. The Iconic was able to use compelling content to drive shoppers back to the app time and time again. However, the brand cannot communicate with customers in real time because of a lack of live chat function.
According to the report, the top marketing brands in APAC are:
- The Iconic
- HipVan
- Cotton On
- The Warehouse
- CHARLES & Keith
Findings suggest that brands in APAC are still over-reliant on email to reach customers. Just 10 percent of businesses are adopting SMS as a communication channel, with similarly low uptake of push notifications. As such, brands are missing the opportunity to communicate with 24 percent of Australian shoppers who prefer to shop via mobile.
“It’s great to see APAC brands making significant progress in improving customer experience, however, currently they aren’t setting the bar high enough for a customer-centric strategy. The ultimate customer experience – the one that exceeds customers’ expectations and drives sales – is created when brands combine customer data with omnichannel journeys and user experiences,” said Aparna Gray, APAC head of marketing at Dotdigital.
“Brands are working hard to gain customer confidence and acquire data, but they’re stumbling at the final hurdle. Data drives relevancy which improves experience and keeps shoppers engaged. Retailers need to review their marketing operations to ensure they aren’t missing out on a large chunk of potential revenue in a market that is rapidly accelerating as a result of COVID-19.”
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