O2O Gains Steam
The CardLinx 2017 Card-Linking and O2O Industry Survey was released today. Data shows 50% growth surge in card-linking, loyalty rewards see gains and commerce bots poised to drive new offline sales. Just as the CardLinx survey indicates continued rapid growth for card-linking and the online-to-offline industry, Google turbocharged the industry with Google Attribution and a revamped Store Visits.
Announced yesterday at their annual conference for advertisers, Google Attribution allows marketers to follow consumers across devices and Google’s properties and Store Visits is a store-sales measurement tool that calculates how many people view online ads then make a purchase at a brick-and-mortar store.
Some insights from the CardLinx Card-Linking & O2O Industry Survey include:
- Card-Linking Goes Mainstream
98% of survey respondents will continue to use card-linked marketing or loyalty campaigns in the next 12 months and 95% will use card-linking as their key online-to-offline commerce strategy
- Loyalty Rewards Surge in Popularity
Compared to last year’s survey, twice the percentage of respondents now offer loyalty rewards in their card-linking programs versus cash back offers. Increased use of loyalty rewards signals an industry that is moving beyond customer acquisition to drive increased engagement and loyalty.
- The Killer App for AI: Shopping
Participants indicated that artificial intelligence (AI) assistants will be the most promising new digital advertising platform.
Click here to download the survey.