As a key part of the retail calendar, the festive shopping season is a time when most retail and ecommerce technology vendors want to ramp up their PR. In the run-up to Christmas, we worked closely with our client Nosto, the commerce experience platform to roll out a data-led PR campaign about seasonal shopping patterns.
The PR landed media coverage in key US and UK retail and marketing publications including eMarketer Insider Intelligence, Digital Commerce 360, Performance Marketing World, Chain Store Age, MediaPost, Retail Customer Experience, Marketing Tech News and more.
The campaign had two phases.
- Early in the season, we worked with Nosto to create and pitch a story around the estimated value of seasonal online sales that US retailers were at risk of collectively ‘leaving on the table’ due to mistakes with their on-site search (a massive $13.8 billion). According to Nosto’s research, 84% of consumers admit they have left an ecommerce store because of search issues (irrelevant results, too many/too few products displayed, out-of-stock items shown etc).
- In December, we followed up with another story. This time, we used Nosto’s data around online retail performance during Cyber Weekend to reveal how shoppers were shopping more cautiously this festive season. For example, consumers were viewing 22% more pages per visit on retailers’ websites and spending 10% longer on each page. They were also 81% more likely to click on personalised content that retailers were displaying on their sites.
Key to the success of this PR effort was our close partnership with Nosto. We collaborated to unpack the data to find the biggest story angles.