Which Aussie Retailers are Nailing Their Marketing Strategies?

April Davis By April Davis | 11 May 2018

Online marketing company, dotmailer, recently released its latest report, ‘Hitting the Mark’, which provides key insights into what a selection of Australia’s leading retailers are doing to market their businesses in the online sphere.

According to dotmailer’s research, 20 percent of Australian brands don’t personalise their campaigns, and as many as 80 percent of Australian retailers don’t segment their audiences. These, and key findings on user experience, marketing automation tactics, and much more can be found in dotmailer’s latest Australian report.

“In our Hitting the Mark Australia report, we went beyond measuring emails to evaluate the multichannel experience of 20 retail brands,” the report says. “The research involved objectively scoring each company on the shopping experience and reviewing hundreds of marketing and transactional emails.

“The 2018 report features a varied sample of Australian retailers who operate on a global scale, revealing both the winning techniques and the pitfalls from which [retailers] can learn.”

Among the 20 retailers reviewed as part of the report, are The ICONIC, Temple & Webster, EB Games and Cotton On.

Dotmailer report

Dotmailer’s Hitting the Mark report provides detailed and clear insights into how well Australian retailers are marketing their businesses online.

“Each company featured in our study has its own dedicated two-page spread outlining what we loved and what can be improved. We’ve also used campaign visuals to reinforce our evaluation,” the report reads.

Key findings reveal that Cotton On, Zanui, and SurfStitch have a “top-class” newsletter sign-up experience, while The ICONIC scored the highest for its welcome email that’s been deemed well-crafted, attractive and punchy.

Appliances Online scored well across the board, with the report claiming it embedded best practice in terms of site design, mobile compatibility, and clear call-to-actions, among other marketing factors. Harvey Norman also received high scores outside of basic email campaigns, as dotmailer refers to the shopping experience as “highly personalised and tailored”.

Some other key observations included in the report are that 55 percent of retailers didn’t send an abandoned cart email and 12 out of 20 brands scored 50 percent or less for their post-purchase experience.

The Australian ‘Hitting the Mark’ report can be downloaded online now.

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