The 50 Best Tips
— David Silver, entrepreneur and author, “Online Communities Offer Myriad Opportunities for Marketers,” July 10, Catalog Success Idea Factory
✱ Build your business on repeat customers.
The e-commerce business is built on repeat customers. “When we first started, we did what every other dot-com did: Spent a lot of money on ad campaigns to acquire as many customers as possible. This is a good idea if your goal is to lose as much money as possible. Instead, we started focusing on repeat customer behavior.” Zappos.com increased the percentage of customers who buy again within the next 12 months from 20.5 percent in 2001 to 51.3 percent in 2006.
— Tony Hsieh, CEO, Zappos.com “What Any Catalog Success Reader Can Learn From Zappos,” Aug. 10, Catalog Success’ The Corner View
✱ Reduce “zero results” searches.
Rather than have searches come up empty, simply say “failed search result.” The Bloomingdale’s site directs customers to similar products if they’re searching for something the company doesn’t stock. It reduces the number of zero results returned. And it also can say that the brands or products not in stock are “coming soon; check back with us for an expanded assortment.”
— Sonja Kristofferson, Bloomingdale’s, “How Bloomie’s Revamped Site Reaped Rewards,” Aug. 21, Catalog Success Idea Factory
✱ Dig deeper on references.
Skip over the vendor’s marquis-name references and ask for names of companies that aren’t called as often. Don’t just talk to companies in your field. Rather, seek companies with an e-mail volume, level or type of service similar to yours. Try to speak with one client who has worked with the vendor two or more years, one who has been a client six to 12 months and one who has worked with the firm less than six months.
— Silverpop Systems, “Effective Ways to Select an E-mail Marketing Vendor,” June 5, Catalog Success Idea Factory