We've all seen the countless headlines about cookieless futures and the post-COVID paradigm shift. But what you might not know is that these headlines are no longer just buzzwords. Three years on from those initial data trends, we're now living in a world where this new reality is firmly established. This month, learn how to kick off the spring shopping season with new omnichannel shopping insights and discover how brick and mobile future has arrived sooner than anyone anticipated.
February Update
Spring into Omnichannel Shopping Season
We've all seen the countless headlines about cookieless futures and the post-COVID paradigm shift. But what you might not know is that these headlines are no longer just buzzwords. Three years on from those initial data trends, we're now living in a world where this new reality is firmly established.This month, learn how to kick off the spring shopping season with new omnichannel shopping insights and discover how brick and mobile future has arrived sooner than anyone anticipated.
SCS RELEASES NEW WHITE PAPER "OMNICHANNEL OVERDRIVE"
According to the IBM Retail Index, COVID-19 accelerated the shift to eCommerce by about 5 years. While the global pandemic transformed many aspects of consumers’ lives, few changes are as pronounced as how we shop. Within 32 months, COVID-19 went from pouring jet fuel on eCommerce to stoking pent-up demand for a new kind of brick-and-mortar shopping experience, resulting in new patterns of Omnichannel buying behavior.
SCS polled 750 US consumers to uncover the shifts in the buying journey and discovered a snapshot of today’s omnichannel customer. What emerges is a portrait of shoppers who lean heavily into eCommerce and technology across the shopping journey, even when making their purchases at a brick-and-mortar store. Over the past three years the share of overall eCommerce sales has increased, brands have invested more rapidly into customer experience technology, and consumers are continuing to shift their online time to mobile screens.
Amazon Acolytes didn’t make a full return to retail:
73% have an Amazon Prime membership
8% use the accounts of a friend or family member
11% more plan on signing up
55% would rather use Prime Delivery than drive to a store to have it today
Phygital Phantoms have returned to stores while embracing “Brick & Mobile” shopping:
45% use mobile in-store to research product details on brand sites
40% look for better competitor prices on mobile while in-store
21% phone a friend – reaching out on social to get real time buying advice
From the effects of recessionary concerns to vertical-specific patterns in areas such as automotive, home improvement and CPG, Omnichannel Overdrive explores a range of shifts in behavior. Emerging from these insights is a set of guidelines and a checklist to aid your adaptations in a brave new omnichannel world.
When Miele took center stage at KBIS this year, they turned to their long-term digital partner, SCS, to create engaging content that made waves across all social channels. "SCS developed a comprehensive content plan designed to drive excitement and interest in the Miele brand and delivered in spades," explains Kirsten Wright, VP of Marketing. "We saw both an unexpected level of foot traffic at the show and a drastic uptick in online engagement, showing how much brand reach Miele achieved with the event." Watch our wrap video to see some of the highlights of this year’s show.
OSDB EXPANDS WITH THE ADDITION OF NHL TO ITS PLATFORM
The world’s go-to online sports destination and longtime SCS client OSDB just expanded its roster with all-new information on NHL athletes. Co-founded by NFL star quarterback Aaron Rodgers and longtime actor friend Ryan Rottman, OSDB was designed to be the sports world’s answer to IMDB. Filled with professional information, the rapidly-growing platform shows no signs of slowing down. Read the full story to get a glimpse into this newest expansion and see where the database is headed next.
CATCH UP ON CHANGING CONSUMER BEHAVIORS WITH FRIDAY FIVE 98
Prominent changes in the US economy became apparent in February. In the social media sphere, a new trend of "deinfluencers," who highlight negative aspects of overconsumption and mock the extravagant aspects of influencer culture, suggests that US consumers might be feeling the effects of the recession and becoming more value-oriented. To learn more about how crypto companies dropping out of the Super Bowl didn't stop brands from using other blockchain technologies, and how Bing's unhinged AI might finally make the search engine relevant, check out the stories in Friday Five 98.
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