Yotpo：2019年直销品牌(D2C)营销状况报告（英文版）(72页).pdf

1、The State of D2C Marketing 2019 eCommerce and Marketing Benchmarks Presented by in partnership with Table of Contents 01 / Overall Findings 02 / Findings by Company Size Introduction About the Report Small Brands Medium Brands Large Brands D2C eCommerce KPIs, Teams, high rate of loyalty program impl

2、ementation Highest ranking of brand awareness and more emphasis on CLTV than industry average Entertainment & Media Fashion & Accessories Food, Beverage, & Tobacco eCommerce Sales eCommerce Sales eCommerce Sales 103 03 / Findings by Vertical UGC Experiences by Vertical Given the highly visual nature

3、 of travel, it comes as a surprise that the Travel & Hospitality vertical is below industry average for all three types of UGC: reviews, photos, and videos. Meanwhile, there is a high implementation of customer photos by Fashion companies and the Food vertical posted the highest number of deployment

4、s for user- generated videos. AutoFashion & Accessories Electronics & Telecom Entertainment & Media Business & Services 70% 41% 10% 61% 18% 6% 71% 18% 7% 64% 39% 17% 80% 36% 16% PhotosReviewsVideos Av. 73% Av. 36% Av. 16% 102 Top Performances ReviewsCustomer PhotosCustomer Videos Food, Beverage, & T

5、obacco 78% 37% 12% 77% 40% 12% 82% 36% 11% 79% 38% 16% 78% 35% 18% 58% 35% 12% Hobbies, Toys, & Kids Home, Garden, & Pets Sports & Outdoors Travel & Hospitality Health & Beauty yHobbies, Toys, & Kids yAutomotive yHealth & Beauty yFashion & Accessories yHome, Garden, & Pets yBusiness & Services yFood

6、, Beverage, & Tobacco yBusiness & Services yHealth & Beauty 103 105 Referral Programs by Vertical 03 / Findings by Vertical Referral programs convert shoppers into advocates and can be an efficient way to acquire more customers. These are most highly implemented within the Sports, Travel, and Busine