For many organizations, email is still one of the most cost-effective marketing channels for customer acquisition and retention. Yet, many retailers and brands are not taking full advantage of basic opportunities to build their email list and capture valuable customer information to make email programs even more effective. For instance, most retailers in the index hide email signup in the footer, and only half offer an incentive for shoppers to share email and mobile details.
The majority of retailers and brands in ORI offer a cross-channel loyalty program. Some retailers and brands are re-engineering how they think about loyalty – building new initiatives that may not be considered traditional loyalty programs - which could explain why the index shows a slight adoption decrease. Many loyalty programs are still built upon traditional point systems to reward shoppers. A renewed focus on loyalty, however, has introduced a wide range of exciting new loyalty programs that go beyond the traditional point systems. These programs focus more on relevant experiences and complimentary services, and introduce new ways for customers to gather points by becoming brand advocates.
Most retailers and brands in the index have mastered basic social media tactics. The vast majority have a solid presence on all major social media channels, including TikTok which increased significantly since 2021. But beyond basic social media activities, many can benefit from a more engaging social media approach across all customer touchpoints. Social influence through customer photos, aggregated reviews, social proof messaging, and customer-generated FAQs can significantly boost conversions online.