Influencer marketing isn't new; using celebrities to sell products is an age-old practice. However, a new type of influencer marketing — using regular customers as brand spokespeople — is on the rise. Highlighted in a National Retail Federation (NRF) article, “Customers Are the New Celebrities,” this trend of curating a group of select social media…
Choosing how and when to scale their e-commerce operations is an increasingly important, and difficult, decision for retailers. While more consumers are shopping online, not every retailer should be swept up in the excitement. In a classic Goldilocks scenario, some growth opportunities are too hot while some are too cold. Brands must understand their customer and…
For a while now, retailers have been betting big on bits and bytes as they invest in retail technology. Overall, retailer IT spend was estimated at $60 billion in 2013. Although e-commerce platform spending gets much of the press, it’s only a small portion, $1.2 billion, of the overall retail tech budget. So where's the…
Having spent last week at the Internet Retailer Conference & Exhibition in Chicago, I came away with three key takeaways: One, if you're an online retailer not selling internationally, particularly in Australia, what are you waiting for? You're missing out on a potential growth opportunity for your brand. Two, brick-and mortar retailers must develop a strategy to deal with "showrooming," — i.e., consumers using stores as showrooms to check out products, then buying those products online at a lower price (with free shipping, of course). Three, online marketplaces are proliferating — it's not just Amazon.com and eBay anymore — and becoming another viable channel for retailers to engage consumers and sell their products.
I like this question. I also like the related question, “If you had to reduce your marketing spend by $100K, where would you cut?”
To answer either of these questions it’s necessary to have a good understanding of the incremental return on investment (ROI) on each of your marketing activities. I’m always surprised how often that starts with “I think … ” It makes me worry and, as a consultant, probe deeper to see what’s really known vs. what’s just “felt.”
The sad reality is that most B-to-B direct marketers today aren’t working from hard facts in this area. They’re operating from
Plain and simple, Canada is booming. If your year-to-year sales to Canada aren’t up more than 100 percent, you’re missing out.
A couple of months ago, I discussed the meteoric rise of the Canadian dollar and the opportunities this presented for U.S. catalogers. Having just returned from a trip to Canada, I’m pleased to report the Canadian market is showing even more potential than I’d previously thought. The strength of the loonie, the Canadian dollar, is a matter of national pride these days. Everyone in Canada is talking about cross-border shopping and travel. I’ve never known the focus on “what you can buy for