Tag Archives: online

Click And Regret: Brits Wasting Over Half A Billion Pounds Every Year Shopping Online

ERT Blog

A new survey from marketing agency, Gekko, has revealed the shocking waste now involved with online shopping. According to the ‘Click and Regret’ report, £641m is the astonishing figure consumers are wasting online every year buying goods they don’t want and failing to return them.

The survey of 2,000 UK adults conducted by One Poll on behalf of Gekko revealed that 27 per cent of respondents (equating to 12.4m UK adults) order goods online they regret buying but fail to return. The average amount wasted every year is £51.90 per person, equating to £641m overall. Nearly a third of UK adults (31 per cent) also confess to being lured into buying items they don’t want or need and 70 per cent regularly regret buying things online so send them back.

Despite people seemingly unable to resist the temptation of spending money online, nearly half felt that the ease of shopping online fuels extensive shopping habits and 43 per cent said they also spend more money online than they originally intended.

Although internet shopping is meant to be time efficient, a whopping 65 per cent said they spent more time shopping online than they expected because there’s too much choice 69 per cent, they want to hunt for the best prices 54 per cent and they feel compelled to shop around 34 per cent.

However, respondents also claim to be concerned about the environmental impact of online shopping, with 75 per cent worried about the excessive use of packaging and single use plastics. Meanwhile, 70 per cent said they were concerned about the societal impact on the high street and local economy of increasing online shopping.

Daniel Todaro, MD at Gekko, commented: “It’s clear from this research that online shopping can be a false economy. Although in theory we can return the goods we buy, many of us are too busy to bother, so what starts as convenient soon becomes costly and inconvenient. This results in unwanted goods cluttering cupboards, gathering dust in wardrobes or heading for landfill at an alarming rate.

“With our high street suffering and many people still enjoying its benefits such as try before you buy, excellent customer service and immediate purchasing experience, people should be more mindful before they click and get out and support their local businesses, help the environment and their pockets.”

To read the full article please visit ERT.

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Will Rugby World Cup sponsorship reap the benefits for brands?

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As the dust settles on the Fifa scandals, meaning sponsors can keep a low profile for now, the attention now turns to the Rugby World Cup which is being held in the UK. Yes that’s correct, here at home, not that many have noticed.

It’s interesting to hear that Heineken is to push 50% of its marketing budget into Rugby World Cup sponsorship in an effort to ‘maintain its recent sales momentum and continue its association with ‘world class events’.

With the tournament starting on 17 September to the 31 October, will supporters – whether die hard or casual – be captivated for a full six weeks? More importantly, will sponsors reap the benefits before viewer apathy possibly settles in?

Statistics have shown that 20.6 million Brits tuned into the Football World Cup final in 2014, compared to just six million for the previous Rugby World Cup final in 2011. So with a longer period to keep a global audience engaged and fewer viewers, the challenge for sponsors is how do you engage with consumers to reap the rewards of sponsorship? That’s a lot of beer over and above that would have been sold to balance the 50% investment.

To keep consumers interested throughout, brands need to involve consumers in the sport, not just the tournament itself. Dedicated fans will stay interest regardless, but to keep non-fans interested there needs to be a connection to the actual sport. Using an omni-channel experience to guide consumers between online and in store is the best way for brands to create this engagement.

As part of its online strategy for the tournament, Coca-Cola is running an on-pack giveaway where consumers can enter a code online to potentially win a Coca-Cola branded, World Cup Gilbert Rugby ball. As with many past sporting events sponsored by the brand, Coca-Cola is encouraging consumers to enjoy their products whilst watching the tournament, but also to get involved and play the game itself.

By creating this engagement, the brand is ensuring continued consumer interest in the sport, and as a result the larger tournament.

Many other sponsors are yet to reveal their online strategies for the tournament, or how they will create this important engagement with fans. With just over a month until the opening ceremony, brands need to start building the hype. Only time will tell if the sponsors can reap the benefits by keeping fans engaged throughout.

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