Before we get started, what stories have been passing around the desks at Ometria HQ this week? Euro 2016 has kicked off, and with England scoring THAT last-minute goal, Wales were left broken. In first world problem news: high prices and surging demand have sparked a spate of avocado thefts in New Zealand. Yes seriously. But don't worry, #Twiddleswift is here to restore our faith in love and humanity.
Anyway, what's been going on in ecommerce this week?
Apple WWDC 16: 3 things you should know
Apple held its show-stopping developer conference this week, which invariably has many implications for ecommerce. We've taken a look at the big three:
- Apple Pay comes to Mac: users will now be able to pay for products on the web using the service, thus reducing some steps (and barriers) to purchase on ecommerce sites.
Richer notification experience: developers will have the capability to provide a richer notification experience, in a bid to make apps more of a destination in the face of declining usage. These changes range from sending messages and tracking your Uber from the notification screen, to pictures and video content being consumable without needing to unlock the app. This could give marketers greater opportunity to make an impression via notifications.
- iMessage extension: in response to the rising dominance of messaging apps, Apple gave the service a huge upgrade and opened up the feature to developers, loosening its famously restrictive attitude to working with developers. For brands, there will now be a marketplace for messaging extensions, likely for emojis, stickers and bots. iMessage will also be opening up to developers, allowing group ordering from food apps and P2P payments among other things - a clear nod to WeChat's current model. Apple also introduced the “Emojification of text", which sounds very exciting indeed. All these upgrades sound to us like brands will have more places to engage with potential customers at various stages of the funnel - vital in the multichannel/device age.
Facebook fights for online ads to offline sales link
Social supremo Facebook has been demonstrating the link between online advertising and offline sales, with a new interactive map.
The map, called Store Locator, will allow retailers to push location-specific ads to users encouraging them to visit their local store. Facebook will then be able to track a phone’s location (using GPS, in-store beacons or WiFi for instance) to determine whether the user paid a visit to the store and present that as a “Store Visits” metric.
Information contained within the ad will include store location, opening times, phone number, website and estimated travel time.
Facebook will launch the Offline Conversions API, which will allow retailers to cross-match data from their own customer databases or point-of-sale systems with Facebook advertising data - to demonstrate how many of those visits actually led to a sale.
Watch a demo if you fancy it:
Source: The Industry
Amazon wins gold in first global retail social index
Amazon has been voted the best retailer on social, according to a study by Brandwatch.
The study scored retailers on social visibility, general visibility, net sentiment, reach growth, and social engagement and content. Etsy and eBay ranked in second and third respectively, in the study of global retailers on social, beating bricks and mortar rivals.
Debenhams was the highest-ranking UK brand, achieving a perfect score in the social engagement and content category.
The study found that retailers post an average of 63 tweets per day and post 1.45 times a day on Facebook.
Brandwatch author James Lovejoy said: "Most retailers now will recognise the important part digital plays and that it is now imperative to develop a clear social media intelligence strategy if retailers want their customers to remain loyal advocates of their brand."
Infographic: Brexit's (potential) impact on ecommerce
This time next week, we'll either be in, or out. What could this mean for ecommerce? Smart Currency produced this interesting infographic exploring both sides of the ecommerce coin:
Source: Smart Currency Business