According to Dotdigital’s latest global ranking, UK fashion brands Matchesfashion, Boohoo, Gymshark, and Holland & Barrett are leading the way in omnichannel marketing excellence. The ranking also includes Australian brand The Iconic in the top five positions. While these brands have been recognized for their exceptional marketing efforts, Dotdigital warns that UK retailers are missing out on key opportunities to optimize their e-commerce operations, resulting in potential revenue losses.
In the Hitting the Mark report, UK retailers scored significantly higher at 31% against success metrics compared to the global benchmark of 18%. Despite this, the report indicates that there are still areas where UK brands are falling short. With the surge in online shopping, particularly during the COVID-19 pandemic, it is crucial for brands to ensure that their marketing strategies are effectively engaging customers.
One of the main areas for improvement highlighted in the report is abandoned cart emails. While the industry average for cart abandonment is 70%, only 40% of UK brands surveyed are sending follow-up emails. In comparison, brands in the Asia Pacific region are more proactive with 60% sending cart recovery emails. Matchesfashion and Boohoo are applauded for their personalized and timely abandoned cart emails.
Moreover, UK retailers are excelling in SMS communications with customers. Despite the temporary shift to desktop sales during the lockdown, the long-term trend shows an increase in mobile traffic and transactions. Brands like Gymshark and Boohoo are effectively using SMS as a communication channel, catering to Gen Z and Millennial audiences who prefer brands to be accessible on their preferred platforms. However, the report suggests that there is still room for improvement in maximizing the potential of SMS, as the majority of messages sent by UK retailers are transactional.
In conclusion, while UK fashion brands are making progress in omnichannel marketing, there is still a need for further optimization to fully leverage e-commerce potential and effectively connect with customers across different channels. As the popularity of online shopping continues to grow, brands must remain proactive and adapt their marketing strategies to capitalize on this trend.
For more information on omnichannel marketing strategies, you can visit Matchesfashion and Boohoo.
