Survey by Economic Intelligence Unit sponsored by Lyris to gain insights into the trends in digital marketing for retail along with key findings and opportunities for retail marketers. Download the complete email marketing guide for retailers http://landing.lyris.com/mind-the-digital-marketing-gap-detail-report-on-the-retail-sector-US?source=70170000000izmC

1. Digital Marketing Brief
Survey Reveals Email
Marketing Insights for the
Retail Industry
Download the Full Guide
For the retail industry in particular, colossal revenue opportunities are at stake
when it comes to integrated digital marketing practices. This is the one industry
where revenue can be directly tied back to digital marketing campaigns and
virtually the entire consumer buying cycle can happen online.
Factors contributing to an increasingly difficult digital landscape for retail
marketers to navigate, and to find and convert customers, include the shift from
store to online sales, the competition between manufacturers and retailers for
online sales, and the fickle behavior of comparison-shopping digital consumers.
For these reasons, having a deep understanding of consumer online behaviors
and preferences across digital marketing channels, and examining your digital
marketing programs and the capabilities of your email marketing software
against these expectations will produce positive business results.

2. Summary
Lyris recently sponsored a survey by The Economist Intelligence Unit (EIU) to examine trends in digital marketing
and identify any gaps in understanding between consumers and marketing executives in various industries. Some key
findings and opportunities for retail marketers include the following:
Key Opportunity #1: Stratify Channel Content and Segmentation Strategy
Based on Buying Stage
The EIU study clearly outlines a pattern for what information consumers require from which channel at what stage of
their buying journey. Product information, pricing, and promotions are expected on company websites – indicating
that this channel is most effective for driving initial product awareness and supports consumers in the initial stages of
their buying journey. On the other hand, email is designated as consumers’ most preferred channel for post-purchase
brand exchanges.
Key Opportunity #2: Win Consumer Attention with Personalization that
Makes an Impact
Consistently reported across all industries is the high level of consumer frustration over superficial personalization in
email. In retail, this is a tremendous risk, as consumers who are able to toggle between brands quickly and easily can
decide in an instant to buy from someone else.
Key Opportunity #3: Collect Data for Actionable Insight
According to the survey, consumers have a heighten sensitivity around data collection and privacy. So why do they
continue to provide brands with data? It’s because they expect a value exchange with the brand – but data collection
efforts should be focused and transparent.
To be equipped to compete and increase conversions across all customer touch points, retailers need digital solutions
that cover all the bases – whether you are increasing your email list marketing to prospects, re-engaging online
browsers, retargeting shoppers who have abandoned carts, managing order confirmations, or providing personalized
product recommendations and promotions that keep customers coming back into your stores. Lyris solutions can
support it all, enhanced by the best email marketing software and customer-centric services and support in the
industry. To learn more, visit www.lyris.com/solutions.
Download the Full Guide
About Lyris Inc:
Lyris (@Lyris ) is a leading global provider of digital marketing solutions that help companies engage with customers
in more meaningful ways. Lyris products and services empower marketers to design, automate, and optimize datadriven interactive marketing campaigns that facilitate superior engagement, increase conversions, and deliver
measurable business value. Lyris’ high-performance, secure, and flexible digital marketing platforms improve
marketing efficiency by providing automated digital message delivery, robust segmentation, and real-time digital
channel analytics. The Lyris solutions portfolio is comprised of both in-the-cloud and on-premises offerings – Lyris HQ
and Lyris LM – combined with customer-focused services and support. More than 5,000 companies worldwide partner
with Lyris to manage and execute sophisticated digital marketing campaigns across email, social, Web, and mobile
channels. Learn more at www.lyris.com.
Copyright © 2013 Lyris, Inc. All rights reserved.
lyris.com