All About ROI February 2010
PROBLEM: Room & Board, a multichannel furniture retailer, needed an image-serving platform for its website that could provide dynamic images and deploy images of its latest merchandise. SOLUTION: Partnered with an image server software provider. RESULTS: In the year-plus since the image-serving platform was launched, online revenues are up 251 percent, overall company revenues are up 98 percent and it's realized an annual return on investment of 1,340 percent across all channels.
The jury will be out for some time on just how much money can be made directly from social media. But retailers rooted in stores, catalogs and the web have worked diligently to explore ways they can squeeze incremental revenue from this emerging channel.
Cross-channel retail integration can mean many different things to many different people. It can refer to integrating a brand across a variety of channels, such as retail store, website and catalog, for example, which Brent Niemuth discusses in "The Integrated Shopper," beginning on page 13. Niemuth explains that for consumers to really connect with a brand, they must have the same brand experience online, in-store or with its catalog.
Pop-up Stores Attract New Shoppers for Target; Staples' Goal-Setting Program Brings Retailer Prospects; Untapped Networks.
Q: "We've been using Google Ad Manager to serve our internal promotional banners, but unfortunately, the benefits of scheduling, tracking, testing and inventory control can't outweigh the cost of the painfully slow load times it's created. Are there any other solutions out there? Any suggestions or research would be gratefully accepted!"
In both consumer and B-to-B direct marketing, one of the most misunderstood processes is creating effective lead generation efforts — whether they take place on the web, in email or by mail.
Such is the hype surrounding Limelight Marketplace, a 25,000 square foot facility housed in a 163-year-old Episcopal church most famous for being the raucous Limelight nightclub in the late '80s/early '90s.
Retailers must make a concerted effort to get consumers' attention in today's fast-paced environment, where prospects are subjected to hundreds of adverting messages a day. When it comes to brand recognition, integration is the name of the game. For consumers to really connect with a brand, they must have the same brand experience online, in-store or with the catalog.
When it comes to cross-channel marketing, PETCO is at the top of its game. The specialty pet products retailer sells its merchandise in more than 1,000 brick-and-mortar stores across the country and an e-commerce website, regularly using its online channel to bring customers into its stores and vice versa. But the buck stops in the e-commerce department.
Cross-channel marketers who have historically left postal matters in the hands of their service providers may find that the rapidly changing postal landscape requires more hands-on knowledge and involvement than ever before.