Alan Fulmer

Way before any stockings are hung by the chimney with care, online retailers should map out a strategy that will provide a competitive edge during the tough holiday selling season. These tips for winning in the fourth quarter can be employed at any time. However they have particular significance during the holidays when performance can make or break the year.

Ever since the first e-commerce website appeared, manufacturers have been smitten with the idea of transacting directly with consumers in the digital realm. However, some of their early attempts at online retailing offered poor customer experiences and didn't support their relationships with retailers. These days it's a different story.