Amazon Wins Best Returns!

Hey there scroller, Happy Thanksgiving! 🤳

Welcome to today’s edition of Marketing Scroll, bringing you the latest marketing & retail stories in 60-word value bombs.

If your pal sent this to you, then subscribe to be the savviest marketer in the room😉

E- Commerce 

🛍️ Amazon's Hassle-Free Return Policy Wins Consumer Approval

Upgraded Points' survey reveals that 72% of American online shoppers appreciate Amazon's return policy, particularly baby boomers, shaping retail standards. Primary reasons for returns are defective or damaged items, with a notable increase in January and after the holidays. Women are more active in returning items. Moreover, 87% of shoppers avoid returns with shipping fees, a trend compelling competitors to adopt streamlined, customer-friendly return policies.

🛍️ Mastercard Unveils Shopping Muse AI for Ideal Gift Selections - ecomm

Mastercard has unveiled Shopping Muse, utilizing Dynamic Yield, a personalization technology platform to provide AI-driven, personalized gift recommendations via chatbot interactions, utilizing consumer data and purchase history. This innovation enhances retail efficiency and customer satisfaction while addressing key ethical issues like privacy and bias. Notably, Shopping Muse is a further step in Dynamic Yield's ongoing journey into consumer-centric AI applications.

ANALYTICS

🔒 Firefox Enhances Privacy by Removing URL Tracking - Sign of an Emerging Trend?

Firefox 120.0 allows users to copy URLs with or without tracking parameters, reflecting a growing privacy trend in browsers. Industry experts like Kenny Hyder suggest shifting to pixel-based tracking as alternatives like UTM tags may become obsolete while Jonathan Cairo notes that while some tracking is curtailed, a complete removal is unlikely due to essential web functionalities. Marketers are encouraged to prioritize first-party data collection and consent-based approaches.

🔍 Google Merchant Center to Discontinue Four Conversion Tracking Attribution Models

Google Merchant Center will drop First-click, Linear, Time decay, and Position-based attribution models in 2024, shifting to data-driven attribution. This follows their removal from Google Ads and Analytics due to "increasingly low" adoption rates. Marketers can opt for the last-click model. This significant change aids in better-evaluating channels and strategies, with data-driven models seen to boost conversions by 6%.

OUTLOOK

📈 Consumer Confidence Recovers Strongly

In November, U.S. consumer confidence rose to 102.0, buoyed by improved short-term economic outlooks, with the Expectations Index reaching 77.8. Despite this optimism, concerns over inflation and a likely recession persist among two-thirds of consumers. Confidence varied across age groups, notably increasing among older householders. The survey highlighted a nuanced shift in consumer sentiment, with average 12-month inflation expectations settling at 5.7%.

Thanks for scrolling with us😉

We'd love to hear your feedback on today's issue of Marketing Scroll! Simply reply to this email and share your thoughts on how we can improve our content and format.

Have a weekwnd, and see you on Monday🕺