As the back-to-school and holiday shopping seasons approach, a great customer experience means transparency across all channels
CHICAGO, July 26, 2022–(BUSINESS WIRE)–According to new data released today from ActiveCampaign, the leader in customer experience automation (CXA), consumers will engage with new brands across all channels, including online, in-store and on social media platforms, as long as the content is relevant and trustworthy. In fact, nearly half of 1,000 US consumers surveyed said trustworthiness and transparency are among their top motivators when engaging with a new brand via social media. This contrasts with price and location, which have historically been the primary purchase drivers. If we consider only the millennial population, this percentage increases to 58%. For a generation that grew up online, the bar is high when it comes to trusting new brands. To create exceptional experiences for customers of all ages, businesses need an omnichannel approach with consistent and authentic messaging.
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It is not enough for brands to open a store and wait for the sales to arrive. This survey revealed that content before, during and after purchases is important and that different age groups have different preferences, making it crucial to send personalized product content to customers across all channels. In fact, a third said they would engage after seeing relevant or 1:1 ads. Seventy percent of consumers have purchased from a social ad in the past 30 days, and 76% plan to buy gifts in person during the upcoming holiday season, revealing that a multi-channel strategy is key to delivering the best overall experience and attracting loyal customers. year.
Additional results from ActiveCampaign’s third-quarter consumer buying behavior report
Brands that run “stores” on social platforms like Instagram attract more customers: 59% of consumers (and 76% of Gen Z) say they discovered new brands this way. For small businesses just starting out who are wary of selling on social media, this is a great way to start a solid, holistic social media strategy.
Brands supported by influencers have more weight with Gen Z and Millennials: 44% of consumers (53% of Gen Z and 65% of Millennials) would buy from a small business on social media based on influencer recommendations. For this reason, retail experts predict that we will see an emphasis on small business shopping during the 2022 holiday season.
Look to the clothing and food/beverage industries when looking for inspiration: 42% of consumers made purchases from clothing-centric social ads (50% Gen Z and 62% Millennials), and 46% of consumers made purchases from social-centric apparel ads food/drinks in the last 30 days. If smaller brands are looking for inspiration for social ads, these industries are good places to start.
Successful brands that use social media as a way to interact with their customers have other solutions and strategies in place to complement their omnichannel approach. For example, 89% of B2C companies using CXA also leverage social media to share information with existing and potential customers to ensure those customers receive the right message at the right time. And 44% of e-commerce businesses using CXA also leverage an online community to engage with customers, encourage product reviews, and promote brand advocacy.
High-end eyewear company LGR World improved their user experience by integrating ActiveCampaign with Facebook to sync their audiences by implementing automated processes that can segment based on need. By automating this step, users can be reached with consistent messages at different points in their omnichannel experience while improving the perception of LGR. This resulted in a 143% increase in e-commerce revenue.
Expert Quotes on Consumer Buying Behavior
“Seeing how important trust and transparency are to customers really resonates with us at ActiveCampaign,” said Sameer Kazi, president of ActiveCampaign. “We just came across 10,000 positive customer reviews on G2, a distinction that only 17 products have on the review site. We attribute our success and growth to our highly satisfied and engaged customers. Every customer values trust and transparency , and our survey data highlights this very clearly.”
“With the help of our digital agency, Secret Key and ActiveCampaign, we were able to define our individual approach, allowing to send personalized messages, tailored to each individual buyer,” said Luca Gnecchi Ruscone, founder and CEO of LGR. “This will ensure that current and potential customers are reached with communications relevant to their interests and based on the actions they take on our site and/or in store.”
ActiveCampaign’s Customer Experience Automation (CXA) platform helps more than 180,000 businesses in 170 countries to meaningfully engage with their customers. The platform gives businesses of all sizes access to over 820 pre-built automations that combine transactional email and email marketing, marketing automation, e-commerce marketing and CRM for a Powerful segmentation and personalization across social media, email, messaging, chat and text. More than 70% of ActiveCampaign customers use its 870+ integrations, including Microsoft, Shopify, Square, Facebook, and Salesforce. ActiveCampaign is one of 17 products with over 10,000 positive customer reviews on G2.com, also earning a higher customer satisfaction score than any other marketing automation, CRM and e-commerce personalization solution and is the Top rated email marketing software on TrustRadius. Pricing starts at just $9/month. Start a free trial at ActiveCampaign.com.
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