TV's Watershed Moment, with TVSquared

In 2020, as the world was on lockdown, consumers reignited an old relationship – with their TV, that is. Today, we’re joined by Bob Ivins and Jo Kinsella of TVSquared to discuss the rebirth of television, and what it means to advertisers. Bob and Jo explained why Direct-to-Consumer brands are turning to TV in droves and gave their opinions on when we might finally see fully-addressable TV ads.

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Marketing 2021: Trends and Predictions for the New Year

Now that 2020 has officially come to a close, marketers are hoping to move beyond the necessary survival mode tactics that challenged the world in the past year. Looking to the future is no easy task, however – despite the arrival of a new year, the lingering effects of 2020 will need to be taken into account as brands pivot to new strategies and tactics. Though planning for post-COVID-19 marketing has begun, the actual pandemic hasn’t ceased, and a continuing focus on digital will be necessary both now and later in the year. Likewise, the social justice and awareness initiatives that arose as direct responses to the unrest in 2020 must now become part and parcel of every successful marketer’s overall branding. The resources collected in this issue of Pulse share where marketers should focus their energies and advise how they can continue to adapt to the world’s present challenges.

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Pulse Issue 5

C&C Retail Factory: Inside Click & Collect Retail Tactics

May 2019

There have been a number of innovations in online retailing – free shipping, sponsored auction listings, exclusive membership privileges, bundling, etc. – but because of this, traditional retailers have suffered a hemorrhage of store closings, bankruptcies, and decreased sales (despite increasing omnichannel tactics). Hope remains on the horizon, however, as many retails are now adopting a new tactic – the Buy Online and Pickup In-Store (BOPIS/BOPUS/BOSS/BORIS…) method, AKA Click and Collect. Read on to see how retailers are using it, and how marketers can adopt this innovation.
The option to buy online and pick up purchases in store has stopped being a nice-if-you-have-time-for-it frill and become all but a competitive necessity. 27% of consumers who visited a store during 2018’s Black Friday weekend were there to pick up a purchase already made online. Almost two-thirds of BOPIS customers — 64% — made one or more additional purchases while they were in the store.
In 2018, locations offering, “buy online, pick up in-store” nearly doubled. Walmart, Target, Kroger, Ahold, and Albertsons all brought their collective number of click-and-collect locations from 2,451 to 5,800. In-store and curbside pickup has filled a key need for flexible fulfillment: consumers are always looking to save time. However, they may feel more comfortable picking up items in person, whether for security or because they need that order today.
The emergence of buying online and picking up in store, as well as in-store returns for online purchases, is driving shopping expectations. Practical Ecommerce put together key factors for retailers looking to implementing BOPIS.
This discusses a study that evaluated shopping experiences from beginning-to-end across 10 of the largest retailers. It looked at BOPIS through the lens of customer experience, and from these omnichannel journeys shared key learnings.
Nearly 67% of shoppers in the U.S. have used BOPIS in the past six months and 10% of all sales will be fulfilled by Click and Collect by 2025. Check out this infographic to learn more about the evolution of BOPIS and the latest statistics and trends.
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About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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