Triggered email systems must be in high demand, given the shopping patterns that have emerged during the COVID-19 pandemic.
Over of a third of consumers expect to shop online more in the future, according to Behind The Rise Of Ecommerce In America, a study by demand-side platform Adelphic.
And of the people who have shopped online more during the pandemic, 82% plan to do so with increased frequency after it’s over.
Since the pandemic began, there has been a 33% increase in the number of consumers shopping online four to six days per week, and a 54% increase in consumers who are shopping two to three days a week.
This has been accompanied by a 39% increase in consumers who are shopping once a week.
The report stresses connected TV and digital out-of-home, but ecommerce brands also need automated email systems to communicate with the new customers and subscribers coming in.
Predictably, people started buying products online that they had not purchased there before. And these percentage plan to continue after the pandemic ends:
Preventative health and wellness products — 54%
Reactive health management products (e.g., masks, hand sanitizers, etc.) — 48%
Shelf-stable pantry items — 44%
Fresh or frozen meats (e.g., beef, pork, chicken) — 33%
One of the anonymous case studies featured in this report concerns a CBD seller. The company “pivoted quickly to an ecommerce strategy by getting cost-per-action and ROAS goals."
After seeing positive results, the firm has extended the campaign for another three months.
Adelphic surveyed 1,005 U.S. consumers, working with the research company Censuswide.