In a session on the future of online retailing that he delivered during the recent Internet Retailer Conference in San Jose, Calif., Gary Briggs, chief marketing officer at eBay, outlined several key challenges to attendees, some of which his company has been acting on, some not. Below are some of his key points. 1. โAre we challenging each other to truly innovate, as opposed to mostly copying each other,โ he asked. โAt eBay, we need to drive more innovation in the auction platform to make the eBay brand stronger. Sameness doesnโt drive consumer demand.โ 2. โAre we listening to consumers and the new ways
E-Commerce
Online shoppers are more likely to return to Web sites and shop in stores of retailers that provide their complete product information online, according to a survey of online consumer product research habits released on June 5 by content integration services provider WebCollage. Below are some of the most noteworthy findings from the survey. * 91 percent of online shoppers polled said they felt itโs important or very important for retailers to provide complete product information online * 44 percent of respondents said they felt retail Web sites donโt have the most complete product information * 33 percent said theyโre concerned that retailer product
Whether youโre an established cataloger needing to tweak your online presence or a relative newcomer, todayโs Web holds nearly limitless potential for marketing and selling. In many respects, smaller companies are no longer dwarfed by their bigger counterparts when they effectively use todayโs powerful Web 2.0 applications. Such tools as videos, podcasts, rich graphical presentations and other content-rich media applications help level the playing field by infusing fresh content to your site and in turn, feed search engines. Before jumping on the Web 2.0 bandwagon, though, itโs helpful to take a step back and plan an online strategy. Here are some guidelines we use in
Speed is an often-overlooked component of Web site usability. Users perceive faster sites as more functional. Usable Web sites sell more. If a site responds quickly, users are less likely to abandon ship if they get confused. Case closed. Read on! Best-of-class organizations, such as Google, Craigslist and Amazon.com, deliberately strive for site speed. Regardless of your size, your Web team can and should do the same. Thereโs no โmagic bulletโ to speed up your site, however. Speed comes from implementing many simple changes. Here are four broad strategies and 24 tactics to speed up your site. Strategy 1: Manage for Speed
Catalogersโ Updates PetSmart: The multichannel pet supplies retailer in late April sold its State Line Tack equine assets to PetsUnited, a holding company for a Web-based marketer of pet and equine products, including Dog.com, Fish.com and Horse.com. PetsUnited plans to move the State Line Tack online and catalog business from Brockport, N.Y., to its Hazelton, Pa., facility by July. Cutter & Buck: This apparel cataloger/designer in April agreed to be acquired by the Sweden-based New Wave Group AB, a designer/marketer of assorted apparel lines for the corporate promotional and consumer retail markets in Europe. Under New Wave Groupโs ownership, Cutter & Buck
For many years, the recency/frequency/monetary value (RFM) formula has been the cornerstone of catalog circulation plan segmentation. But what if this is no longer true? What if recent customers actually respond to your catalog mailings at a lower rate than older customers, frequent customers at an even lower rate, and higher spending customers even lower? No, Iโm not kidding. This is happening right now and you may not be aware of it. A brief review of the age-old formula is in order. First, recency. Itโs been the most powerful predictor of the likelihood of a customer placing another order. For example, for one typical
An impromptu trip from Denmark to England started it all. It was the summer of 1973, and while traveling in Denmark, Grant Dowse and Pegge Kirschner decided to take a road trip to England. To make the car comfortable enough to camp in, they bought, among other things, a cotton flannel sheet. They eventually brought the sheet home with them, and later ordered a similar item from an American mail order company. But it wound up being a synthetic version of the English flannel sheet theyโd purchased in Europe. That transaction inspired them to launch their own mail order business. Married three years
Throughout my years covering this business, Iโve often had to elaborate to friends or family members on just what market I cover โ or for that matter, what I do for a living. Iโd try to explain and it would take them a little while to understand both what the catalog market is and what I do. โCatalog what? Whatโs yer catalog?โ โNo, no. Iโm with a magazine that follows the catalog business. Yโknow, L.L. Bean or Landsโ End. Or, surely youโve heard of the old Sears Wish Book?โ โOhhhh! You work for Sears. Nice! Are you in the appliance department?โ โUghhh โฆโ In the past, it wasnโt always
โCustomer 2.0โ has revolutionized the way that companies are doing business. Customers are more in control of their transactions than ever before and can be in multiple places at multiple times, all thanks to the Internet. At a session I led during last weekโs ACCM conference in Boston, the panel and I discussed ways multichannel marketers can get to know such customers better. For instance, when companies use online surveying methods to find out what their Web customers want, they should be aware that misinformation is often more dangerous than no information at all. Itโs critical that companies gather โvoice of customerโ information that provides
During a session at last weekโs ACCM conference in Boston, Anne Vargo, e-commerce supervisor for B-to-B computer products cataloger CDW, and I both concluded that many of the best practices for B-to-B search are the same as consumer. These include comprehensive term lists, smart bidding, focused copy and landing pages, strong tracking and ongoing testing. But we described several unique challenges specific to large scale paid search. We discussed the $6.8 billion CDWโs search program of more than 100,000 active search ads and the โlong tailโ of search terms, noting that the 100,000 active ads are the โsurvivorsโ after testing more than 500,000. Vargo noted