Zenith Study: Brands Must Reorganise To Maximise E-Commerce Growth

Zenith Study: Brands Must Reorganise To Maximise E-Commerce Growth

Many brands are missing out on driving growth through new commerce platforms as their marketing and sales teams are not structured to leverage these opportunities.

This is the key finding from Zenith’s latest research called Five Commerce Imperatives for Marketers. Traditionally, brands have had separate sales and marketing teams, often with different objectives.

Marketing teams need to reach the right customer at the right moment and are measured by awareness and reach metrics. Sales teams on the other hand need to meet ‘sell-through’ targets and are often assessed on short-term sales metrics.

As part of the digital transformation process to enable them to embrace end-to-end consumer journey planning, brands need to close the gap between sales and marketing in order to maximise returns from e-commerce. Working with a group of specialist research partners, Zenith has put together five key areas of focus that will help brands maximise ROI from commerce:

Break down silos

The growth of online and digital platforms has meant that no two consumer journeys are the same. In order to connect consumer experiences all the way through to sales, brands must break down their silos and understand category differences in journey planning. Specialists from a brand’s marketing and sales functions must inform commerce strategies, and cross- functional models must be developed to ensure the right strategic and investment decisions are made.

Leverage the retail experience

Retailers are now acting more like publishers, so brands must approach retail in the way they would media, working collaboratively to plan and activate all the right placements. Consumers expect seamless, connected shopping experiences, so brands must work on joint plans with their retail partners in line with consumer expectations.

Identify sources of growth

As e-commerce ‘pure players’, such as Amazon, gain share and grow their customer base, brands to need to rethink the distribution of their products. Shoppers are notoriously loyal to where they purchase, so brands need to focus their partnerships on a core set of retailers that offer the most growth potential.

Exploit retailer media

Amazon has been effective in creating self-serve marketing solutions to help brands promote their products on its platform. Many traditional retailers are behind the curve on this and so brands need to push them to quickly develop digital marketing solutions. It is important that digital trade investments are optimised in a similar way to digital marketing.

Enhance partnerships

Advances in data and technology solutions present an opportunity for seamless integration between brands and retailers. In order to leverage these opportunities brands need to connect communications to commerce. One way of doing this is to use retail e-commerce data to optimise a brand’s digital marketing.

Commenting on the research, Zenith Australia CEO, Nickie Scriven (pictured above) said: “In Australia, e- commerce is really just starting to gain the broader attention of marketers, with the long anticipated arrival of Amazon on our shores.

“Organisations that move to integrate marketing, sales and service functions and truly adopt an end-to-end consumer and customer experience approach will be the ones that position themselves for long term business growth.

“This requires the right balance of brand building and retail focused messaging in order to build brand appeal and relevance with consumers, as well as incentives to move them along the path to purchase. E-commerce provides the potential to connect the consumer and customer experience and gain invaluable data and insight along the way.”




Please login with linkedin to comment

E-commerce Nickie Scriven Zenith Australia

Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

It’s December 1st! So don your best Christmas hat and gather around the office tree because party season is well and truly in full swing – BUT- who’s bringing the drinks? If you’re lucky, it could be B&T! Have you been paying attention this week? Take a shot at this week’s trivia, and the drinks […]

Innocent Bystander Wines Challenge The Boring With New Campaign
  • Campaigns

Innocent Bystander Wines Challenge The Boring With New Campaign

Yarra Valley Winery Innocent Bystander has launched a new masterbrand media campaign that will sweep across the eastern seaboard. ‘Come Play in the Shadows’ is a bridge between the serious aspects of winemaking and the bright, social world of wine enthusiasts. It aims to challenge the normal, the boring and the same-same. Innocent Bystander prides itself on […]

Apple Enlists None Other Than Taika Waititi For Gorgeous (& Not Christmas) New Work!
  • Campaigns

Apple Enlists None Other Than Taika Waititi For Gorgeous (& Not Christmas) New Work!

Everyone’s favourite tech brand, Apple, has stymied the current rush of Christmas ads with cute new work promoting the Personal Voice feature of its latest operating system iOS 17. And no expense has been spared either, with none other than Academy award winning director and the world’s most famous New Zealander, Taika Waititi, drafted in […]

by B&T Magazine

B&T Magazine
Clean Up Australia Unveils Brand Refresh Via uberbrand
  • Campaigns

Clean Up Australia Unveils Brand Refresh Via uberbrand

Clean Up Australia today reveals a refreshed brand identity to coincide with registrations opening for Clean Up Australia Day 2024. The work was created by Sydney creative agency, uberbrand, and is in the market from this week across TV, radio, outdoor, print and digital platforms. “We are one of the nation’s longest-running environmental charities continuing […]

Musk: Advertisers “Go Fuck Yourselves”
  • Technology

Musk: Advertisers “Go Fuck Yourselves”

Elon Musk has told advertisers who are considering pulling their spend from X to “Go fuck yourselves” in an on-stage interview. It’s a pretty frank statement for the company’s owner and chief technology officer which, until recently, received 90 per cent of its revenue from advertising partners. Musk was chatting to journalist Andrew Ross Sorkin […]

Triple M Puts The Gold Back In The Gold Coast
  • Media

Triple M Puts The Gold Back In The Gold Coast

It’s the station the Gold Coast grew up with, and in a local nod to its heritage, Triple M today has been officially renamed to 92.5 Triple M Gold. 92.5 Triple M Gold has brought the good times and greatest hits back to the Gold Coast with Flan, Ali & Spida for Breakfast, South East Queensland’s very own […]

Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

Nova Shakes Off Swift Mania With Dedicated Station
  • Media

Nova Shakes Off Swift Mania With Dedicated Station

As Australia counts down to the launch of Taylor Swift’s much anticipated The Eras Tour in February 2024, Nova Entertainment Network has launched a new station dedicated to the pop superstar. Nova (Taylor’s Version) will be available to stream 24/7 on the Nova Player App or on novafm.com.au up until February 2024. The dedicated station […]

QMS CEO John O’Neill On His Plans To Get OOH Spend Up To 20% (Watchout TV!)
  • Media

QMS CEO John O’Neill On His Plans To Get OOH Spend Up To 20% (Watchout TV!)

Out-of-home (OOH) advertising has seen a meteoric rise in recent years – rising from 4-5 per cent of ad spend to 10-11 per cent of ad spend. Speaking to B&T, QMS CEO John O’Neill outlines his plans to move this up to 20 per cent.    Picking Up A Percentage Of Revenue From TV One […]

AANA’s New Code Means Stricter Rules Apply To Advertising To Children
  • Advertising

AANA’s New Code Means Stricter Rules Apply To Advertising To Children

The new Children’s Advertising Code comes into effect today following the completion of a wide-ranging public review by Australian Association of National Advertisers (AANA). The new Children’s Advertising Code extends safeguards to all advertising directed at children, addressing concerns from the community, government and industry. AANA CEO Josh Faulks said the new Code recognises the […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]

realestate.com.au Extends Major Partnership With Sydney Swans
  • Marketing

realestate.com.au Extends Major Partnership With Sydney Swans

Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]