Yearly as we strategy the vacations, we share our hottest posts of the 12 months. Right here’s the checklist for 2021, pertaining to themes reminiscent of knowledge privateness, TikTok, buyer expertise within the spherical, and digital transformation in FMCG and B2B.
Click on via from the headlines if you wish to learn extra. N.B. A handful are subscriber-only.
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Cosy CEO Rob Bridgman explains how the sofa-in-a-box firm gives an incredible buyer expertise, from product via to supply and customer support.
24. FMCG manufacturers are re-evaluating media methods as customers shift to on-line grocery buying (paywall)
Media and commerce proceed to collide in grocery and FMCG, with Tesco and Boots launching media platforms on the finish of the 12 months. With buyers now turning to ecommerce channels as a part of their on a regular basis buy journey, FMCG producers are all of a sudden having to re-evaluate how they create and convert demand for his or her merchandise and re-consider how and the place they spend money on model promoting and advertising.
23. Diageo on D2C technique, proudly owning search and adapting to new shopper moments
For manufacturers who primarily offered to or interacted with prospects through a bodily venue, the Covid-19 pandemic and the lockdown that it introduced prompted an abrupt shift in direction of discovering methods to work together with prospects within the digital realm as an alternative. On the Pageant of Advertising: The Backside Line in March, Benjamin Lickfett, International Head of Digital Innovation at Diageo, spoke to Jon Buss, Managing Director EMEA at Yext, about how Diageo has tailored its strategy to digital interplay through the pandemic to cater to new shopper behaviours and shopping for habits.
22. How FMCG manufacturers are adapting merchandise in response to the shift to ecommerce (paywall)
To capitalise on new shopper behaviour many FMCG firms are re-assessing their product portfolios, and increasing into new classes and channels. This text appears to be like on the function of D2C; merchandise for ‘at house’ actions; comfort and fast supply; designing merchandise and content material for on-line channels; and packaging innovation.
21. Demise of the PDF? Not fairly, but it surely’s nice information for accessibility
Danny Bluestone, CEO of UX-driven digital transformation company Cyber-Duck, highlights some key issues for internet designers and content material producers after the UK authorities up to date its content material design steering for open codecs on the again finish of 2020.
20. What’s ecommerce-as-a-service?
Ocado Options, Subsequent’s Whole Platform, Zalando Fulfilment Options, THG Ingenuity – Nikki Gilliland provides a easy introduction to ecommerce-as-a-service.
19. How Allbirds has been profitable in each the west and China
Breaking into the Chinese language market is a infamous problem for a lot of abroad manufacturers, regardless of the attraction. Right here’s how D2C footwear model Allbirds has tailored to China.
18. V-commerce: Will in-car funds be the subsequent massive factor for automotive?
Automobile commerce continues to develop, with each automotive and finance firms making investments within the area in 2021.
17. Octopus Power’s Head of Digital on creating ‘outrageously good buyer experiences’
Max McShane, Head of Digital at Octopus Power, spoke at Econsultancy Reside in April about how the power provider strives to create ‘outrageously good buyer experiences’ – and the successes it has seen in consequence. Although the entire sector has since endured nice upheaval on the again of rising fuel costs, Octopus has not too long ago secured new long-term funding and continues to innovate.
16. B2B advertising and commerce tendencies in 2021: what do the consultants predict?
Digital transformation in B2B has been a giant theme in 2021, so it’s maybe helpful to revisit our 2021 predictions piece, and discussions about content material fatigue, automation backlash, simplification of the worth chain, digital occasions, personalisation, inventory points, and extra.
15. Google makes a giant dedication in its pivot to privateness: what entrepreneurs have to know
Google is “charting a course in direction of a extra privacy-first internet” and in March made a major announcement associated to its plans for 2022 (since delayed to 2023) when its Chrome browser phases out assist for third-party cookies and the cookiepocalypse turns into inconceivable to disclaim.
14. 4 tendencies in omnichannel magnificence retail for 2021
With retail shops and salons re-opening in Might, the main target for magnificence was on getting again to enterprise, and fascinating customers whose habits might need modified throughout lockdown. Right here, we have a look at tendencies in omnichannel.
13. Buyer expertise tendencies in 2021: What do the consultants predict?
From moral design to funding throughout channels – what number of of our 2021 CX predictions are nonetheless pertinent as we head into the New Yr?
12. The state of digital expertise transformation in Manufacturing [survey]
An Econsultancy survey, in partnership with Coveo and Sitecore, examines tendencies in digital expertise transformation inside the Manufacturing trade.
AirAsia CTO Pablo Sanz gave a keynote presentation on the World Aviation Pageant Digital in April on how AirAsia went about increasing past journey into complementary areas like healthcare, life-style and finance, and the way these completely different ‘pillars’ work together inside AirAsia’s tremendous app.
10. The right way to enhance buyer expertise when merchandise are out of inventory (paywall)
For retailers, the results may be far more severe than missed gross sales. Poorly communicated inventory ranges can’t solely harm income, however also can impression long-term relationships with prospects, and even cut back model loyalty. A helpful learn, given provide chain points throughout 2021.
9. 10 manufacturers getting artistic with content material on TikTok
TikTok guarantees an enormous alternative for manufacturers to spice up their attain and engagement, notably with a youthful viewers – if they will efficiently play to its strengths. Listed here are 10 manufacturers doing so with model.
8. ‘TikTok made me purchase it’: How the video-sharing platform is influencing trend retail
TikTok has had a huge impact on trend retail up to now 12 months, with manufacturers more and more utilizing the platform to each decide tendencies and drive gross sales. If you’re of a sure demographic or an everyday on-line shopper – it’s possible that trend manufacturers typically fill your FYP (‘for you web page’), and that viral movies tempt you to purchase the subsequent ‘must-have’ product.
In June, Apple introduced Mail Privateness Safety, a part of iOS15 and designed to dam monitoring pixels – tiny, invisible photographs that obtain together with different photographs within the e-mail, and document an open – in order that customers of Apple Mail can work together with emails with out the sender monitoring whether or not they have been opened.
6. What is going to Google’s multimodal search and MUM imply for website positioning? We requested the consultants (paywall)
We turned to Econsultancy’s storied roster of search consultants to ask: what do MUM and multimodal search imply for our relationship to look and website positioning? How may they alter the sport for entrepreneurs? And what potential alternatives and challenges do they current?
5. Ecommerce tendencies in 2021: What do the consultants predict?
Extra predictions for 2021 to judge now the 12 months is behind us.
4. Ashley Friedlein’s digital & advertising tendencies 2021 (paywall)
For the final 10 years Ashley has picked out the digital and advertising tendencies and developments which he believes will form the trade and digital/advertising planning and pondering within the 12 months forward.
3. How museums are utilizing immersive digital experiences (pre- and post-pandemic)
A few of the greatest examples of museums and galleries getting artistic with digital experiences, each earlier than and through Covid-19.
2. 15 helpful examples of how one can shout about your free supply service
We check out 15 present examples, some through OVPs on homepages, others through product pages, e-mail, and at the same time as incentives after checkout.
1. 14 examples of augmented actuality model experiences
Throughout the context of selling, augmented actuality permits manufacturers to supply distinctive and immersive digital experiences, and to have interaction customers in a memorable means. Right here’s a listing of a few of the manufacturers to create AR-based experiences in current instances, and what they achieved from doing so.
Need extra perception? Discover Econsultancy’s greatest follow and tendencies studies.
