Category: Retail Column

I’m a customer. Please get to know me.

I’m a customer. Please get to know me.

By admin 3 0

Marketers are data-obsessed; we want to know everything we possibly can about our customers. We invade their lives to leverage some of the most personal and important information. Yet the experience for the customer is often underwhelmingly generic and provides no obvious value. Data collection is an issue right now — not because customers don’t […]

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How to get the most out of your purchase of ads on Amazon

How to get the most out of your purchase of ads on Amazon

By admin 3 0

Forty percent of Amazon shoppers never scroll past the first page, according to a 2018 Feedvisor study. That’s why, with millions upon millions of products on Amazon, brands are increasingly turning to Amazon Marketing Services (AMS) like Headline Search Ads and Sponsored Products as a way to jump-start performance on the retail site. As a […]

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Consumers don't want to think anymore

Consumers don’t want to think anymore

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Customer expectations are changing drastically. With every new medium, technology or innovation, they already expect the next level of service. Expectations are moving so quickly that they’re outpacing the same technologies that are keeping retailers on their toes. At the customer’s core, he or she simply doesn’t want to think anymore. The customer doesn’t want […]

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How brands can engage with customers after checkout

How brands can engage with customers after checkout

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Display advertisements, coupons, shopper samples and in-store promotions are some of the more traditional approaches marketers have taken when trying to catch a shopper’s attention and influence his or her purchasing decision. Today, some forward-thinking brands are investing in new technologies like image recognition and augmented reality (AR) to build omnichannel retail experiences that target […]

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The death of the mass market and why consumers couldn't be happier

The death of the mass market and why consumers couldn’t be happier

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Think back to the late 1990s – Friends was the biggest TV show in America with between 15-20% of all households tuning in. Nothing comes close on a percentage basis now, not even Game of Thrones, one of the biggest hits in the past 10 years. Oprah, at her height, had 48 million viewers per week. Now, […]

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Busting e-commerce myths that lead to bad marketing decisions

Busting e-commerce myths that lead to bad marketing decisions

By admin 2 0

Even the smartest marketer can make a terrible marketing decision if that decision is based on an outright falsehood. Myths about the e-commerce industry and the marketing surrounding it abound. Here are seven ways to help you avoid these traps. 1. ‘Revenue and profit are the only KPIs that matter’ Early web marketers tended to […]

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Engaging at each level of the consumer journey

Engaging at each level of the consumer journey

By admin 5 0

Unbeknownst to many, the shopping experience doesn’t begin with the purchase of an item. Rather, it begins when a consumer has a need or desire for a certain item. Successful brands may prevail at being part of the shopping experience up until they get buyers into stores and, ultimately, in line at the cash register. […]

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Why launching -- or revamping -- a customer loyalty program should be a top priority for retailers in 2018

Why launching — or revamping — a customer loyalty program should be a top priority for retailers in 2018

By admin 3 0

Customer loyalty programs have been around in some form or another for decades. But in today’s world, where people are flitting between online and physical stores and chasing the best deal possible, brands are constantly competing for consumer attention, in addition to brand loyalty. Creating a customer loyalty program that is useful to both the […]

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The top Walmart and Amazon product page experiences of 2017

The top Walmart and Amazon product page experiences of 2017

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There isn’t “one thing” separating a great product page from a terrible one. Instead, brands in 2018 should think holistically about how they are crafting a positive consumer experience on their product pages — even on third-party retailer sites. At a very high level, brands can boil this concept down to execution across eight product […]

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Assessing the impact of poor data on retail: The 1-10-100 rule

Assessing the impact of poor data on retail: The 1-10-100 rule

By admin 5 0

As we approach the holidays, and particularly the new year, our thoughts turn to how we can make improvements to our personal life — for example, clean living with better food and more exercise. But how many of us are planning to make improvements to our business? Maybe we should be thinking about our New […]

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