Publishers have shifted from building scalable audiences to seeking consumer loyalty in the pursuit of non-advertising revenue streams, and they’re trying to convert that consumer loyalty into consumer revenue.
For publishers like Clique and PopSugar, commerce revenue has become increasingly important, with over 40 percent of publishers previously surveyed by Digiday relying on e-commerce as a revenue source. If publishers want sustainable non-affiliate commerce operations, then developing shopper loyalty among their customers is critical. According to a survey of 53 publishers at the Digiday Hot Topic: Commerce for Publishers event, 77 percent said it’s important for publishers to develop shopper loyalty. (This survey did not count subscriptions as a component of shopper loyalty.)
Publishers have good reason to encourage shopper loyalty. Research from Stitch Labs found that repeat shoppers spend more than double what first-time shoppers do. To that end, PopSugar is developing a text-based system to turn readers into repeat shoppers by encouraging its mobile audience to make impulse purchases.
Despite the importance publishers place on building shopper loyalty, getting consumers to make a second purchase is challenging. Sixty-two percent of the publishers in Digiday’s survey reported that less than 25 percent of their customers were repeat shoppers. But the opportunities for publishers to have repeat shoppers are limited, given the newness of some of their commerce operations.
Bleacher Report, for instance, sold out of sweatshirts featuring NBA player Carmelo Anthony almost instantly in its commerce test. Similarly, Highsnobiety sold an array of products to mark its 10-year anniversary and was inundated with 16,000 people trying to make purchases within two hours. It has since shifted to an affiliate sales model.
There are diminishing returns for high-cost products like BuzzFeed’s $149 Tasty One Top or Tastemade’s $180 skillet. As the 14 percent of publishers that have turned at least 75 percent of their audiences into returning customers shows, publishers should be able to grow their number of repeat customers as they expand their branded product offerings beyond one-off sales, develop full-fledged online stores like The New York Times and promote their commerce operations.
Media Briefing: The case for and against monthly and annual subscriptions in the battle for retention
There are no one-size-fits-all solutions for improving retention in a subscriptions business. While annual subscribers might stick around longer for some, other publishers will have better luck with monthly plans.
Digiday+ Research: The economy will hit the media and marketing industries this year, but differently
The economy will plague both the media and marketing industries in 2023, but the hit will be uneven between publishers and agencies.
Podcast ad buyers have yet to see a slowdown
Ad buyers have yet to see clients cut their podcast budgets – though the time of podcasts as the shiny new medium may be coming to an end.
SponsoredWhy Best Buy Ads sees retail media as integral to its customer-centric purpose
Sponsored by Best Buy Ads Retail media networks have become critical for marketers, with retailers investing in ways that enable advertisers to engage consumers across online and offline channels. Given the wealth of retailers’ first-party customer data and measurement capabilities, retail media networks have become a natural fit for augmenting performance marketing programs. Alongside the […]
The programmatic open marketplace is faltering, but publishers see a bright spot in private programmatic deals
Publishers are coming to terms with their open programmatic marketplace RPMs being 20-55% lower than they were this time last year, but the hope is that programmatic guaranteed deals will make up the deficit.
Marketers weigh the cons of working with Google Ad Manager amid Justice Department’s new lawsuit
When is it time to back away?