Fashion retailers Urban Outfitters and French Connection and multi-channel marketplace, Play.com, have linked up with analytics company, Webtrends, to manage their social, mobile and web presence; and measure the performance of online marketing campaigns.
Despite current economic challenges, retail is one of the most dynamic industries, said Webtrends. E-commerce is going stratospheric in the UK and multi-channel opportunities are providing a profitable revenue stream as consumers demand the ultimate in retail value, it claims. The slightest change in customer behaviour or preferences can hugely impact revenue and retail needs to be ‘in bed’ with its customers to track and monitor any changes, and adapt its online offering and interactions with customers accordingly, said the company.
The latest additions to Webtrends portfolio of retail customers join fashion players AllSaints, ASOS and Jack Wills; high street chains Waterstones, Bhs and HMV and supermarkets Morrisons and Sainsbury’s.
Nick Sharp, VP and general manager, Webtrends EMEA & Australasia, said: “The high street is a barometer of consumer spending, and is never far away from the headlines when it comes to seasonal spikes or lower than expected sales. Retailers have to closely analyse how consumers interact with their brand and marketing campaigns to ensure they are meeting, and where possible, exceeding consumers’ expectations.”