[PRESS] eMarketer: A Portrait of Amazon Shoppers

Screen Shot 2017-03-16 at 10.21.20 AM.pngSource: eMarketer

eMarketer featured Branding Brand's study in its profile about Amazon shoppers. 

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Branding Brand surveyed 1,000 US internet users in February 2017, all of whom shop on Amazon and identified themselves as making the majority of purchases for their household. Interestingly, mobile devices—in the aggregate—were reported to be the primary purchasing channel for a majority of Amazon customers.

While desktop/laptop was the top channel for the highest percentage of respondents, smartphone shoppers—whether using the Amazon app or simply going to Amazon.com—actually made up a larger combined proportion, at 48%. Add in tablet buyers, and almost 60% of respondents identified mobile channels as their primary choice for shopping on Amazon..

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Topics: Trends Media Coverage Company

[PRESS] MediaPost: 1% Buy From Amazon Via Alexa, 48% By Smartphone

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MediaPost featured Branding Brand's study about why and how shoppers buy on Amazon. 

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Millions of consumers use Amazon’s Alexa for wide variety of things.

The voice assistant’s thousands of skills, basically voice front ends to standing apps, let a consumer talk to Alexa through an Amazon Echo device to order a coffee from Starbucks, tell the device to get an Uber or have it ask Fitbit how you’re doing today.

However, one thing many are not doing is making purchases through Alexa.

The majority (85%) of Amazon shoppers buy at least monthly on Amazon, based on a new study by Branding Brand.

The study comprised a survey of 1,000 U.S. adults who shop on Amazon and make the majority of purchases for their households.

More than a quarter (28%) of consumers buy at least weekly from Amazon and 3% make purchases every day.

Overall selling by Amazon is not an issue, but the source device is another story.

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Topics: Trends Media Coverage Company

[PRESS] MCD: Only 1% of Consumers Use Amazon Dash or Alexa to Shop

Only 1% of Amazon shoppers buy with Dash buttons.
Source: Business Insider

Mobile Commerce Daily featured Branding Brand's study about why and how shoppers buy on Amazon. 

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Much attention has been paid to Amazon’s recent encroachment on the big-box bricks-and-mortar space, and a recent report from Branding Brand implies that much of the credit belongs to its success in driving loyalty through its Prime service.

The survey of 1,000 adult consumers who shop on Amazon and make the majority of purchases for their households was held in late February. The resulting report contains a bevy of insights into the mind of the Amazon shopper, including their retail habits, preferred platforms and also demographic breakdowns, with a concerted focus on the younger, digital-native shopper.

Loyalty through Prime
According to the survey, a whopping 60 percent of Amazon shoppers buy using their mobile devices, a product of a years-long campaign from the ecommerce retailer to shift consumer to the platform through features such as frictionless commerce experiences and mobile-conducive services such as Amazon Pantry.

The number of users on a mobile device also closely mirrors the percentage of respondents who were Amazon Prime members, at 58 percent. Having a Prime membership was reported as the top reason survey respondents bought from Amazon (31 percent), closely followed by low prices (29 percent).

Other statistics only confirm the influence of Prime: Of non-Prime members, the main reason 45 percent buy on Amazon is to find lower prices, and 37 percent of non-Prime members think Walmart is less expensive, a significant cohort. It could be implied that Prime customers have grown such brand attachment to the service that they either do not care as much about lower prices as they did before joining Prime, or the service itself touts prices that users come to believe are lower.

The report also focuses on young shoppers, a section of consumer that Amazon is not alone in having interest in: Generation Z is quickly growing in purchasing power, and their habits will come to dictate retailer and ecommerce behavior for some time. Surprisingly, the report claims that 76 percent of digitally native 18-24 year olds make less than half of purchases on Amazon.

The report claims that the group prefers in-store shopping and a seamless buying experience.

Among the group, the leading platform that they use to buy on Amazon is the mobile app, which 35 percent of respondents claimed to use primarily. The rest buy on Amazon through desktop (34 percent) or its mobile-optimized Web site (24 percent).

And, in news that is sure to disappoint many in Amazon’s R&D department, only 1 percent of consumers say they use Amazon Dash Buttons or Alexa to shop.

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Topics: Trends Media Coverage Company

[PRESS] Internet Retailer: Amazon’s Prices and Prime Power the E-commerce Giant’s Magnetic Pull on Shoppers

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Internet Retailer featured Branding Brand's study about why and how shoppers buy on Amazon. 

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Amazon.com Inc.’s Prime program works. 

Shoppers cite the $99 annual membership program as the main reason they buy from Amazon, according to a Feb. 17-22 survey of 1,000 Amazon shoppers. E-commerce technology provider Branding Brand conducted the survey which polled consumers who make the majority of purchases for their households. 31% of shoppers say their Prime memberships are the top reason they shop at the web giant, followed 29% who list low prices as the main reason. Of those surveyed, 58% were Amazon Prime members.

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Topics: Trends Media Coverage Company

[PRESS] WWD: Mobile Commerce to Transform Retail From Transactional to Conversational

WWD-2-21-17.jpgSource: WWD

Women's Wear Daily included insights from Branding Brand's most recent webinar in a story about omnichannel retailing. 

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Growth prospects for integrated customer experiences are poised to rise and swift, successful transitions to omnichannel dialogs between retailers and consumers could likely determine survival of the fittest.

And most likely, that dialog (and hopefully conversions) will occur on a mobile device. Mobile commerce is pegged to garner 45 percent of total e-commerce by 2020, reaching $284 billion in sales, according to a BI Intelligence report.

The journey there is expected to be challenging as retail’s landscape has evolved into a battlefield of pure-play, bricks-and-clicks and brick-and-mortar brands. Success hinges on the adoption of emerging technologies and strategic customer communication. “Faced with a plethora of choices and communications, consumers tend to fall back on the limited set of brands that have made it through the wilderness of messages,” according to researchers at McKinsey & Co. Today, retailers are tasked with the challenge of cleverly navigating through this wilderness to connect to customers in a way that is both personal and profitable.

Omnichannel retailing underscores engagement at all levels: in-store, online, mobile and social media. Branding Brand, the largest retail app and mobile commerce platform, envisions a future led by real-time commerce — fueled by a seamless shopping experience.

“Retailers must connect all touch points in the buying journey,” a cyclical process that integrates personalization, engagement, data gathering, observation and the development of customer and associate apps, noted researchers at Branding Brand. “Even if a customer starts and ends the buying process in the same channel, there are many touch points in between when they’re researching and comparing products,” they observed.

And while those touch points are increasingly done online and via apps, physical stores still have a vital role to play. Amid store closings at The Limited, Macy’s, Office Depot, CVS and Wet Seal, there is a concurrent resurgence of brick-and-mortar store openings for digitally native pure-play brands — the likes of Amazon, Modcloth and Rent the Runway — that are ahead of the curve in their customer experience curation.

“Being able to touch and feel products at physical stores often makes customers more comfortable buying apparel and accessories. Storefronts also act as advertisements and can boost the prestige associated with a brand,” CB Insights said in a separate report.

Meanwhile, retail mobile activity has become a preferred form of engagement, with 74 percent of customers shopping in-app while waiting in store lines, according to Branding Brand. Though only 21 percent of smartphone owners had a range of three to five retail apps on their device as reported in an October 2015 comScore survey, vast improvements in the mobile sector allude to a surge of growth. “Advances in smartphone technologies, upgraded mobile networks and mobile-specific digital tools and platforms are making both mobile commerce and location-based services a reality. This, in turn, enables brands and consumers to engage with one another anytime, anywhere,” said researchers in a report from Deloitte.

Effectively, consumers now anticipate the conveniences and amenities of real-time communication, with most expecting to use shopping apps for purchasing products, tracking orders, earning rewards, accessing or saving coupons and browsing products. “Individualization means engaging in real-time by listening, measuring, assessing and addressing intent across every enterprise touch point,” Branding Brand stated. This practice marks the shift from transactional commerce to “conversational commerce.”

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full recap from the referenced webinar "Retailers: Are You on the Road(map) to Success?" is available below. 

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