Despite personalization being seen as an essential differentiator in consumer engagement, just 44% of UK consumer product marketers believe their campaigns and content are effectively personalized.

That’s according to the new Consumer Products Engagement report from SAP Emarsys, launched during the SAP Emarsys Personalization Masterclass which also reveals that UK consumers feel the same way: only 44% feel they receive personalized experiences when browsing or buying consumer products — despite 61% saying they highly value this content when choosing what to buy.

The report introduces the Customer Engagement Maturity (CEM) score: an indicative rating of how ready a brand is to maximise the potential of its customer engagement strategy and empower marketers to meet their business goals. It provides advice on everything from channel composition to personalization techniques, highlighting what SAP Emarsys calls the ‘Engagement Era’ between consumers and marketers.

The insight also outlines the risks of falling behind. “There’s a clear gap between what consumers expect and what marketers feel able to deliver,” said Sara Richter, CMO at SAP Emarsys. “Brands like Krispy Kreme that close this gap by embracing the ‘Engagement Era’ and scaling personalization effectively will be the ones that earn true customer loyalty.”

The research also highlights the urgent need for this personalization to happen across multiple channels as part of an omnichannel strategy to effectively reach consumers. Email remains the dominant channel (44%) for consumer product engagement. But live chat (16%), social media (13%) and SMS (13%) are also growing in importance — especially for younger audiences. For brands to succeed, personalisation powered by AI must happen across channels, in real time.

Yet many marketers are still struggling with the basics. While 86% agree that personalization will be a key differentiator in 2025, only 28% of those from brands with low CEM scores say they can effectively use customer data — compared to 56% in high-maturity brands.

Fortunately, SAP Emarsys Customer Engagement stands out from the competition, differentiating SAP CX as the defining CX solution in the market. Being able to take advantage of interconnected, insightful, adaptive technology solutions places the customer firmly at the center of a brand’s engagement strategy, driving both loyalty and profitability.

Krispy Kreme is an outstanding example of personalization done right. By partnering with SAP Emarsys to leverage predictive AI across customer touchpoints, the brand achieved a 53% increase in leads and significantly improved engagement across channels.

As Vaibhav Suri, eCommerce marketing executive at Krispy Kreme, explains: “It’s really easy to understand. The amount of data that we’re able to extract from SAP Emarsys, and the data dashboards as well, are super helpful for us to then analyze and implement new journeys or really optimize our current ones. So overall, it’s been a great experience using SAP Emarsys, as I believe it’s a super simple but, super effective platform as well.”

SAP Emarsys positions its platform as a key driver of success in the ‘Engagement Era’ — where real-time, AI-driven personalization across every touchpoint is now essential to empower consumer product brands to meet their business goals.

The full UK Consumer Products Engagement Report is available here

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Nearly three quarters of US shoppers (72%) show greater loyalty to retailers that provide free returns. That’s according to the latest research by SAP Emarsys Customer Engagement, which surveyed over 2,000 shoppers in the United States.

The research, which launches at this year’s NRF retail tradeshow, found that 88% of US consumers have stopped shopping with a retailer because of a paid returns policy being introduced, while over half (54%) actively avoid retailers that charge to return items.

SAP Emarsys data found the rate of returns continues to climb, with 86% of shoppers returning items over the last 12 months.

However, not all these returns are genuine, with nearly a quarter (23%) of consumers admitting to ‘wardrobing’ — a phenomenon where consumers buy items with the sole intention of returning them. A common example of ‘wardrobing’ is shoppers buying the same product in multiple sizes when unsure of the fit.

To address this, many retailers have started charging a returns fee. However, the SAP Emarsys research suggests this is causing shoppers to switch, with 49% being less loyal to brands that charge for returns.

Additionally, 54% of respondents say they prefer not to return items, and 60% want retailers to “get it right the first time,” indicating over half of US consumers do not want to deal with returns.

“With brands losing money from returns, it is understandable that retailers have added returns fees, but it is imperative retailers don’t damage their customer experience in the process,” said Sara Richter, CMO at SAP Emarsys. “We need to fight the root cause of the problem, not just manage the symptoms. For me, that’s where personalization comes in.”

“When retailers offer more targeted products based on customer data, such as returns behavior and wish lists, the volume of returns drops. Three quarters (77%) of shoppers prefer brands that make personalized offers, and we saw an increase in retailers embracing this approach during last year’s Black Friday weekend.”

The research backs up this view, with consumers saying that retailers could reduce their rate of returns by offering a more personalized product selection (26%) or providing more personalized marketing materials (24%). Nearly half of US consumers (41%) would like to see more personalized recommendations and deals that make the online experience more like shopping in a store.

“Today’s consumers are looking for a more personal touch and want to know their voices are heard,” Richter said. To deliver a tailored experience, retailers must make the most of advanced tools like Customer Engagement Platforms, Customer Data Platforms (CDPs) and AI to understand customers’ shopping habits and return patterns. If a customer buys 50 items, a retailer might assume they’re a big fan. However, if 49 of those items were returned, the story is different.”

Returns are just one part of the loyalty mix. To learn more about what is currently driving customer loyalty, check out the latest SAP Emarsys Customer Loyalty Index.

Join SAP Emarsys Customer Engagement and hear from customers such as Wella, FC Bayern and more at ‘NRF 2024, Retail’s Big Show’ in New York from January 14-16, 2024. For more details, visit www.emarsys.com/NRF.

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In October, every Friday offer will be 50% off single items or collections. To find out more about each week’s offer, follow Big Lots on Facebook and Instagram and join the BIG Rewards program to receive emails where the deals will be revealed each Thursday.

“This holiday season, Big Lots is making it easier than ever for shoppers to take advantage of some of the year’s biggest bargains, with up to 50% off one-day deals every Friday through Christmas,” said Bruce Thorn, president and CEO of Big Lots. “Every week, we’re bringing shoppers a Black Friday deal, including special offers on food and home essentials to holiday décor, gifts, furniture and more. Bargain shoppers won’t want to miss Fridays at Big Lots this holiday season.”

Customers who would like to be among the first to know about each week’s Friday deal, can sign up for free to be a BIG Rewards member and receive the latest bargains in their email inboxes at biglots.com/rewards. Ranked by Newsweek as among America’s Best Loyalty Programs of 2022, BIG Rewards members receive a reward for every three trips, a birthday surprise, and other special offers throughout the year at Big Lots stores and online at biglots.com.

At Big Lots, shoppers will discover a variety of surprising finds and amazing deals on everything for the home, including Big Lots exclusive brands such as Broyhill furniture and home décor items, plus a variety of products from national brands and an assortment of private labels all under one roof.

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HSN brings its live video commerce (“vCommerce”) programming, featuring a variety of product categories, to Sling Freestream. HSN presents a curated assortment of exclusive products and top brand names in health and beauty, jewelry, home/lifestyle, fashion/accessories, and electronics and incorporates entertainment, personalities and industry experts to provide a unique shopping experience. Top destination programs have included “Gotta See G by Giuliana Rancic” and “The List with Debbie D.”

“HSN offers a fun and engaging livestream video shopping experience to Sling Freestream, an entertaining new FAST service created by one of the leaders in streaming TV,” said David Apostolico, SVP, Streaming Experience & Distribution, vCommerce Ventures at Qurate Retail Group^SM. “We look forward to welcoming new customers to HSN via Sling Freestream, while providing our existing customers with yet another convenient way to access their favorite HSN personalities, products and programming.”

Sling Freestream brings viewers an exciting line-up of 400+ free Live TV channels and access to over 40,000 on-demand shows and movies. The service is available free to anyone with an internet connection via major streaming devices, smart televisions, tablets, game consoles, computers and smartphones.

This launch reflects HSN’s continued strategic expansion of its vCommerce experiences through partnerships and collaborations with new media and digital platforms. HSN engages millions of customers across the U.S. via two linear channels, a website and mobile app, a shoppable streaming service (HSN+), and social pages. HSN’s linear channels are widely available on cable/satellite TV, free over-the-air TV, and digital livestreaming TV. 

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To kick off this upcoming holiday season, Macy’s and Toys“R”Us® have unveiled Geoffrey’s Hot Toy List for 2023 to make every gift giver the star of the holidays by offering top toys for every age and interest. This year’s list of hot toys features the most coveted toys for the ‘Toys R Us’ kid in all of us, from favorite brands like Barbie, Hot Wheels, Pokémon, LEGO, Nerf & more. Geoffrey’s curated list will also feature a Toys“R”Us® global exclusive Geoffrey with a Globe FUNKO, and a selection of popular brands created by Toys“R”Us including Fast Lane, You & Me, True Heroes and more.

Toys“R”Us is now open all year long in every Macy’s-branded store nationwide. Customers can shop toys off the Hot Toy List and thousands more, arriving now through October in-store and online at macys.com and toysrus.com, as well as on the Macy’s app. We’ve also curated special online gift guides to get the kids in your life exactly what they want – featuring toys in categories by age, interest, the shows they watch, the movies they can’t wait to see and things they do.

“We are thrilled to bring Geoffrey’s Hot Toy List for the 2023 holiday season to our customers with unique Toys“R”Us experiences for kids of all ages to explore and discover all of these fun toys at Macy’s stores across the country,” said Adeline Trento, resident toy expert at Macy’s. “We have the most coveted toys on everyone’s holiday list, guaranteed to make you the star of the season.”

Geoffrey’s Top Toys List

This year’s must-have toys take the guesswork out of holiday shopping. Discover unique ways to play with the toys featured on Geoffrey’s list.

Check out Geoffrey’s top 10 toys of 2023:

• Sharper Image Team Battle Laser Tag Set
• MINTiD Dog-E Interactive Robot Dog
• Pokémon Scarlet & Violet Series 3 Obsidian Flames Elite Trainer Box
• Fingerlings Interactive Baby Unicorn Lulu
• PAW Patrol Chase Mighty Transforming Cruiser
• Fisher-Price DJ Bouncin’ Star
• Barbie Make & Sell Boutique Playset
• Marvel Spidey and His Amazing Friends Web Spinners Playset
• Furby Interactive Toy
• Hot Wheels Ultimate T-Rex Transporter

Geoffrey’s Sweepstakes

In celebration of the launch of Geoffrey’s Hot Toys List, Toys“R”Us will be hosting a sweepstakes for U.S. residents to enter for a chance to win items from this year’s Hot Toy List. Starting on September 26^th, and ending on October 6^th at 3:00pm ET, participants can enter by interacting with the Toys“R”Us Hot Toy posts on Instagram. Each day of the sweepstakes, one toy from the Top 10 Toys of the Hot Toy List will be awarded to one winner. Plus, one grand prize winner will receive all ten toys! Winners will be announced starting on or around October 13^th. No purchase is required to enter the sweepstakes and the rules are available on Toysrus.com.

Geoffrey’s Birthday In-Store Celebrations

Starting October 13^th, the Toys“R”Us experience comes to life with a variety of themed events in Toys“R”Us shops at all Macy’s-branded stores. To celebrate Geoffrey’s birthday, visit your local store for free giveaways and activities from favorite brands such as Pokémon, Marvel, Fisher Price, Hot Wheels, L.O.L Surprise! and more! Each Toys“R”Us shop features colorful fixtures, play areas and “Geoffrey on a Bench” photo opportunity for families to explore and discover.

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WH Smith North America (WHSNA), incorporating Marshall Retail Group—America’s leading specialty retailer in airport and casino-resort marketplaces—has partnered with global branded payments provider Blackhawk Network (BHN) to launch Gift Card Malls^® in airport and top casino resorts and shopping centers across the country. Through the partnership, WHSNA will become one of the first retailers in the U.S. to offer Gift Card Malls in airports through its chain of over 300 unique-banner airport stores. WHSNA also will offer Gift Card Malls in select casino resort gift, apparel and shopping areas.

“WHSNA is known for providing a specialized and carefully curated in-store shopping experience, which will now extend to hundreds of available gift card options,” said Steve Dekker, managing director, Americas, BHN. “BHN disrupted the industry when we pioneered Gift Card Malls in high-traffic retail locations, like grocery stores. Today, we are continuously improving upon existing offerings and further expanding our already vast network of retailers. As a leader in innovative gift card solutions, we’re excited to be partnering with WHSNA to help the group become the first U.S. airport retailer to offer third-party gift cards.”

Simplifying shoppers’ experiences, the centralized Gift Card Malls bring the convenience of hundreds of gifting and shopping options to WHSNA shoppers, including Visa^® and Mastercard^® prepaid cards, BHN’s award-winning and exclusive Original Content, such as Happy Cards^®, Local and Choice multi-store gift cards. By partnering with BHN, WHSNA has a dedicated team to optimize product mix and manage marketing promotions.

“Our partnership with Blackhawk Network has been a great success, and we are excited to add Gift Card Malls to our product assortment,” said Toby Keir, CEO of WHSNA. “Our teams at WH Smith North America work hard to streamline the overall customer experience, and we believe these convenient gift card offerings will be a helpful solution to travelers and shoppers in these locations. Blackhawk Network’s assortment of gift cards offer a wide range of options for any shopper, including those looking for prepaid cards to be used with airlines that no longer allow cash.”

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PowerReviews, also based in Chicago, helps over 1,000 global brands and retailers collect and syndicate user-generated content (UGC) and feedback—including ratings and reviews, Q&As, videos and social-media content—giving shoppers the confidence to make purchases. Additionally, the solution delivers actionable insights to brands and retailers to drive more traffic, increase sales and improve products and services.

1WorldSync is the leader in “product content orchestration” technology that helps brands and retailers manage and standardize critical, behind-the-scenes and consumer-facing content, including product descriptions and data, to boost sales online and in brick-and-mortar stores. Customers include Albertsons, Kroger, Walmart and Amazon, among others.

“Adding PowerReviews to our suite of technology and solutions makes 1WorldSync the only provider that can help brands and retailers orchestrate all areas of the content you see on an online product detail page (PDP),” said Steve Sivitter, CEO of 1WorldSync. “User-generated content, whether ratings and reviews, Q&A, images or videos are critical to the e-commerce shopping and buying experience. Our ability to now offer these capabilities to our more than 17,000 customers is a key addition to our capability set.”

According to PowerReviews, consumers who interact with online ratings and reviews convert to purchase (buy a product) at 108% the rate of those who don’t. Those who interact with user-generated, Q&A content convert at more than 194% the rate of those who do not.

Specifically, PowerReviews enables organizations, such as Post Consumer Brands, L’Oreal, Albertsons Companies, Target, and Walmart to generate better-quality customer product ratings and reviews in larger volumes and then analyze and benchmark the data to optimize their UGC programs for conversion, while improving product quality and customer experience.

“The PowerReviews team is always proactive in helping us explore new ways to reach and connect with customers,” said Whitney Conner, Director of Customer Support, Mizuno USA. “With their ease of use, fantastic support and valuable insights, PowerReviews has been critical in improving how we provide customers with the information they need to guide them through the purchasing journey.”

The presence of ample, quality reviews is a significant driver of e-commerce and retail sales. The 2022 1WorldSync Product Content Benchmark report found that nearly half of online shoppers will leave a PDP if the product has poor or too few reviews. The same study also found that 46% of consumers read customer reviews on their smartphone while shopping in brick-and-mortar stores.

“Brands and retailers must constantly ask themselves if they are providing consumers the most impactful content to guide their purchasing decisions,” said Randy Mercer, Chief Product Officer at 1WorldSync. “The addition of PowerReviews to our integrated suite of capabilities is yet another way we help our customers drive higher conversions and lower returns.”

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Quantela, an urban infrastructure and data analytics provider, and Starlite Media, a leading retail media network, continue their path of innovation and growth. Building on their strategic partnership announcement in March, the two companies are now leveraging T-Mobile’s nationwide network and IoT solutions to propel Starlite’s digital retail media network into a new era of innovation.

By leveraging T-Mobile’s network, Starlite can confidently provide its customers with a superior user experience, reinforcing its position as a leader in the industry. The integration of T-Mobile’s network technology will help enhance the speed and reliability of Starlite’s delivery of full-motion video capabilities that will captivate audiences like never before.

“This collaboration between Quantela, Starlite Media, and T-Mobile marks an important milestone in the advancement of the retail media network. By combining Quantela’s advanced analytics capabilities, T-Mobile’s network, and Starlite’s expertise in retail media, the partnership sets the stage for unprecedented innovation and growth,” said Amr Salem, Quantela CEO.”We are not only shaping the future of the industry but also serving as key enablers in Starlite’s transformation into a technology-driven powerhouse and we are immensely proud to be part of this journey,” Amr added.

“In its rapid expansion of its digital signage footprint in top US markets, Starlite Media is extremely pleased to team up with T-Mobile whose network will provide enhanced capabilities for Starlite’s targeted messaging. Known for the best visual impact in the industry through the size and brightness of its displays, Starlite will be able to offer expanded capabilities to advertisers for richer and more targeted customer ads utilizing T-Mobile’s network. Our digital displays will soon be viewed not only as the brightest and boldest, but as the smartest as well,” said Starlite President Oscar Martinez.

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While retail marketers continue operating in an uncertain economic landscape, last year’s Q4 holiday shopping season, which saw more in-app purchases by consumers compared to Q4 in 2021, should provide a glimmer of hope. Consumer spend in shopping apps climbed 37% in Q4 2022 compared to Q3 2022, 30% higher than the rise in 2021 over the same period. On average, retail apps generated 10% more revenue in the peak shopping month of November 2022 compared to November 2021. Additionally, In-app purchases (IAP) remained high throughout the entire holiday season, suggesting that retailers focused on attracting customers with early discounts and continuous holiday season incentives, leading to shoppers making return visits to their favorite shopping apps and also making repeated purchases, which drove shopping’s economic engine.

“Shopping spend that increased 81% on Apple’s iOS and increased 61% on Google Android on Black Friday of last year compared to the daily average in November highlights how critical this period is for eCommerce apps,” said Sue Azari, Industry Lead for eCommerce, AppsFlyer. “Marketers looking to capitalize on the critical shopping days in November should start planning now. This includes organizing user acquisition campaigns in the months leading up to Black Friday to benefit from the more affordable costs during this timeframe, and using remarketing strategies to guide users to the app to keep them engaged until those peak sale days.”

Key Global insights from the 2023 State of eCommerce:

• In-app consumer spend increased 81% on Black Friday 2022 compared to the daily average in the month of November, with Android averaging 61% higher.
• eCommerce marketers spent $4.9 Billion on attracting app users worldwide in 2022, with the economic downturn leading to a 25% drop in spend in H2 2022.
• Apple iOS apps had a 85% higher share of paying users compared to Android, and November conversion rates were 15% higher compared to the monthly average on both iOS and Android platforms.
• Cost of Media in the eCommerce vertical has significantly dropped 30% YoY when comparing Q1 of 2023 to Q1 of 2022.
• Marketers’ customer acquisition costs, measured in Cost Per app Installs (CPIs), peaked in November 2022 and dropped 30% when comparing Q1 of 2023 to Q1 2022 – more specifically, decreasing 33% on iOS and 11% on Android.
• Marketing-driven non-organic installs (NOIs) rose 19% on iOS thanks to a drop in CPIs and increased confidence in measurement in the post iOS 14.5 app environment.
• Marketers are focusing on remarketing as it remains a vital and cost-effective component of the global marketing landscape, consistently boasting a share of over 40% monthly.

Key United States insights from the 2023 State of eCommerce:

• The United States led in user acquisition iOS spending with $325 million, which totaled around ~25% of the $4.9 Billion global app marketing budget spend.
• Marketing-driven (non-organic) installs for iOS in the United States surged 81% Year-over-Year (YoY) in Q1 2023, whereas Android rose 45% YoY.
• The share of purchases made by shoppers that showed initial intent in making an in-app purchase and eventually did as a result of marketing activity swelled in the United States in particular: Remarketing conversions rose 55% YoY among all app marketing conversions in the U.S., outperforming the global average.
• App user retention dropped in the United States, with 2023 rates on Android 16% lower and iOS 6% lower than the 2022 average.

“The impact of the downturn on ad spend as seen during the first quarter of 2023 has been significant with marketers cutting budgets, but the success of the 2022 holiday season, even amidst the prevailing financial slowdown worldwide, should instill greater confidence in marketers as they plan for the upcoming holiday season,” said Shani Rosenfelder, Director of Content Strategy & Market Insights, AppsFlyer. “Emotional marketing offers a greater resonance now more than ever, so marketers should stay attuned to the needs and sentiments of their audience to connect with them on a deeper level.”

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“Just like first responders, convenience stores and their workers provide essential services, while also acting as a reliable and safe hub for members of their community to connect, socialize and share,” said Stephanie Sikorski, Executive Director of the NACS Foundation. “So much of the work that both first responders and convenience store workers do is not seen by the public. This celebration was created to shine a bright light on their service, showing them that we see how much they do and saluting them for their incredible efforts.”

This is an event all first responders can take part in as 93% of Americans live within just 10 minutes of a convenience store, including 86% of rural Americans. This year, Anheuser-Busch, with the support of its brands Budweiser and Bud Light, is also joining as a key supplier partner. From July 1 through August 31, Anheuser-Busch will donate for every Budweiser and Bud Light case sold^* to Folds of Honor. A partner of Anheuser-Busch for 13 years, Folds of Honor recently extended their scholarship program to include the families of America’s first responders including police, fire, EMTs, and paramedics.

Convenience stores are an integral part of everyday life across the United States. There are more than 150,000-plus convenience stores and they conduct 160 million transactions a day across every community in the country. This year, more than 30,000 convenience stores are participating in the 24/7 Day celebration including: 1 Stop, 7-Eleven^** and DK, Admiral, Allsup’s, Apple Market, Au Energy, LLC – Loop Neighborhood Stores, Bread & Butter Shop, BreadBox, Casey’s, Certified Oil, CFCA, Corner Mart, Cumberland Farms, Dixie Mart, Enmarket, Express Stop, ExtraMile, E-Z Mart, Fas mart, fastmarket, Fastrac, Flash Market, Garrett’s Family Market and Rapid Refill Convenience Stores, G&M Food Mart, Handy Mart, High’s, Jaco Oil – Fastrip, JBDewar Inc – Pride Pacific, Jetz, Jiffi Stop, Jiffy Stop Food Marts, Kum and Go, KwikShop, Lemmen, Li’l Cricket, Loaf N’ Jug, Loop Neighborhood Markets, Market Express, Minit Mart^**, Next Door Store, OnCue^**, Pride, Quarles, Quik Stop, R Store, RaceTrac, Roadrunner Markets, Rose Mart, Rutter’s, Scotchman, Sheetz, shore stop, Sprint, St. Romain Oil Co./Y-Not Stop, The Convenience Group, The Hub Convenience Stores, The Markets of Tiger Fuel Company, Tom Thumb, Town Star, TXB, Turkey Hill, Uncle’s, Village Pantry, Yesway and Young’s.

Participating retailers each support 24/7 Day in their own unique way, from offering free coffee, fountain and frozen drinks to a free breakfast and free bottled water for first responders in uniform or with a badge. A full list of participants, as well as what each store is offering, is available at 247Day.org.

“We hope you will join us in supporting the incredible community heroes who work tirelessly to lift up and help others during disasters and other crises,” said Nathan Measom, Director of Cause Marketing for the American Red Cross. “We are grateful for this continued partnership, which is a unique celebration of those on the front line and the stores that support them. Along with the NACS Foundation, we look forward to giving a much deserved and well-earned high five to so many people on this fifth 24/7 Day.”

In addition to visiting a convenience store on 24/7 Day, the NACS Foundation invites the public to also take part by:

• Donating to the American Red Cross directly to support the work they do in communities
• Use the hashtag #247Day to show how you support your hometown heroes
• Share stories of appreciation for first responders, medical personnel, 9-1-1 professionals, Red Cross volunteers and other local heroes in their community on social media, tagging #247Day

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