the 21 multi-channel stats you need in your life
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The 21 multi-channel
stats you need in your life
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Global provider of multi-channel engagement solutions
We are passionate about using technology to enable companies to interact more effectively with their customers
Established in 2000
Turnover more than £90 million p.a. & operating profitably
Offices in 10 different countries
Operating in over 27 different countries
Members of: Our Awards:
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Multi-channel solutions, made simple
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The challenge facing businesses
A growing number of channels…
creates an opportunity for brands to engage
more effectively
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The research covers
• The impact of multichannel marketing on customer-business engagement not just
up to the point of the first purchase, but throughout the customer lifecycle
• Key channels pre- and post-engagement, and pre- and post-purchase
• The impact of social media
• How engagement drives loyalty and spend uplift
• The payment opportunity
• What a successful multichannel mobile marketing strategy looks like
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Cutting through the noise
30% of UK mobile consumers are already connected
with as many as 10 separate brands
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Cutting through the noise
Preferred channels to connect, by sector:
Opt-in SMS is the preferred channel over apps in the Logistics sector (deliveries, couriers, distribution).
Mobile shoppers also expressed a preference to be communicated with via opt-in SMS.
Website was identified as consumers’ preferred channel to connect, across all sectors with the exception of gaming, where apps were preferred.
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The sectors doing it well
Consumers’ top 5 sectors to connect with are:
Retail Gaming Financial Transport Food & Drink
72% of mobile shoppers in the UK are connected to retailers via their mobile device
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Maximizing the post-connection opportunity
More channels = more opportunities to connect
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Getting Social
1. There are 37.8 million social media users on mobile in the UK
2. Of these, only 7.5 million mobile users will connect with a business over social media
3. If businesses deliver relevant and engaging content this increases to 8.4 million
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However…
Consumers would rather receive an SMS or voice call than a communication from businesses via social media (in fact social ranked 5th as the preferred channel for receipt of a business communication).
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A bright future for mobile engagement
• Of the 17 million mobile users, over one-third of people claim the more engagement they have with a business the more money they are likely to spend with them
• The remaining 11.7 million mobile users state that the engagement they experience with a business impacts their purchasing decision-making process in a positive way
• Businesses take a positive view with 14% believing the more engagement they have with their customers, the more money they are likely to spend
• A further 49% believe engagement with their customers over mobile influences their decision-making process in a positive way.
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The transformative payment opportunity • The current size of the UK market - 31.4 million mobile users make payments on their
mobile device
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The transformative payment opportunity • Businesses are missing out - 57% of businesses in the UK are yet to process
payments made on a mobile device
• Changing consumer behaviour - One quarter of mobile users would increase the propensity to purchase on their mobile device if they could make payments directly via their mobile device or pay-as-you go account.
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Businesses post-purchase engagement
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The customer-businesses disconnect
• A majority 58.5% of businesses say frequency increased in a good way post-purchase with only 23.9% of consumers agreeing.
• A further 17% of consumers said the increased level of communications had a negative impact on their relationship with the brand.
• Only ¼ of mobile users that connect with businesses are experiencing increased relevance in their communications post-purchase,
• However, businesses reported increased relevance for the same scenario at 67%.
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Engagement breeds loyalty
• Relevant and on-going engagement post-purchase will result in 5.3 million people increasing their spend
• This rises to over 8 million by the fifth purchase
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Expanding payment options
Engagement over mobile encourages around 11% of the connected mobile universe to spend more with that business.
A further 24% of mobile users would increase their repeat spend with businesses if there were more mobile payment options, such as carrier billing
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Research conclusions
Over a sustained period of time, customers want businesses to engage with them using email, website and SMS over their mobile device. This is “old school” digital marketing on the latest device.
For businesses, voice calls remain the number one channel for them to communicate with their customers.
To develop an ongoing engagement, email, website and social represent the primary channels, with apps and messaging playing a secondary role.
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Research conclusions
To drive engagement and ensure their connected mobile customers become brand advocates, SMS and email must play a central role upon which they structure their multichannel mobile marketing strategy.
The majority of businesses must transform ineffective communications in to compelling engagement and reverse the decline of brand advocates and the growing percentage of ‘neutral’ connections.
Expanding the percentage of brand advocates is crucial for businesses to capitalise on the mobile payment opportunity. This will be further enhanced by businesses offering multiple payment platforms at the point of purchase to meet their customers’ needs.
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