Winter 2019 - Inside Outdoor Magazine

Inside Outdoor | WINTER 2019 8 Numbers Worth Noting DATA POINTS 290 Million Number of visitors attracted to public lands in the Western U.S. each year, according to a report from the Center for Western Priorities. This is more than the amount of people who watched the Super Bowl, visited zoos and aquariums and attended every NBA, NFL and MLB game combined last season. Feeling Ignored? Email marketing is a tough game. As we explain in “Personal Touch” (p36), getting customers to open messages requires understanding what makes them tick. As the folks at Yes Marketing discovered, though, there are any number of reasons why consumers ignore incoming messages. Keep It Simple Retailers should aim for simplicity when building websites, a new report from SMART ASSISTANT suggests. The re- port revealed that 54% of shop- pers have stopped purchasing from a particular site because it was too hard to find the right product. The study also shed light on public perception to- ward customer service options. Helpfulness of Customer Service Options (Among customers who reported to have switched to easier site; very plus completely helpful) Source: SMARTASSISTANT Why do you ignore emails from retailers? Source: Yes Marketing s during g apps 38% 6% 4% % 10% 13% 3% 0% 0% 0% 1% 2% 2% 2% 3% 3% 2% 1% 0% 12% 13% 19% 12% 27% 13% 30% 15% 16% 24% 30% Digital sales assistant/Digital advisors Live chat Get support at a local store Phone support Product filters (options to filter by feature specifications) Email the help desk Chatbot (online chat with an automated virtual agent) Searchable knowledgebase FAQ (list of frequently asked questions, with answers) 72% 68% 64% 64% 56% 56% 56% 43% 41% 80% 60% 68% 56% 51% 47% 17% 21% 55% avg. 17% avg. 50% avg. 11% avg. 12% avg. 12% avg. 33% avg. 41% avg. 9% avg. 16% 14% 45% 43% 48% 51% 12% 17% 10% 4% 15% 9% 9% 14% 12% 16% 6% 12% 32% 37% 29% 32% 38% 37% 30% 38% 6% 8% 9% 11% 40% 20% 0% Centennials I get too many emails I got it at the wrong time Irrelevant product recommendations Lack of personalization Over - personalization creeps me out Difficult to navigate Does not offer a discount or free shipping Content isn’t helpful or interesting I don’t ignore emails from retailers Millennials Generation X Baby Boomers Helpfulness of Customer Service Options (Among customers who reported to have switched to easier site; very plus completely helpful) Source: SMARTASSISTANT % 3% 0% 0% 0% 1% 2% 2% 2% 3% 3% 2% 1% 0% % % Digital sales assistant/Digital advisors Live chat Get support at a local store Phone support Product filters (options to filter by feature specifications) Email the help desk Chatbot (online chat with an automated virtual agent) Searchable knowledgebase FAQ (list of frequently asked questions, with answers) 72% 68% 64% 64% 56% 56% 56% 43% 41%