DMNews talks with Steve August, operational VP of customer marketing, Brookstone

Share this article:
DMNews talks with Steve August, operational VP of customer marketing, Brookstone
DMNews talks with Steve August, operational VP of customer marketing, Brookstone

Steve August, operational VP of customer marketing at Brook­stone, discusses how it worked with Mercent to drive results across several shopping engines

Q What caused Brookstone to turn its focus to shopping engine data feeds?

A We're getting ready to launch a new Web site, and we wanted to have a sense of how our new system would interact with flows of data. One of the major concerns that surfaced once we started taking a look at this area was our feeds to Amazon, because we weren't seeing the growth that we wanted to see. We knew that Amazon could be a lot more powerful for us.

Q How did you address this issue?

A By August of 2008, we had launched with Mercent's on-demand platform Mercent Retail to maximize sales and merchandising control through Amazon and, soon after, started rolling it out to other shopping sites as well.

Q How was this platform different from what you had done in the past?

A The Mercent interface enables our marketing department to easily lay down business rules and dynamically control data. We can change one item or hun­dreds of items, even pricing and shipping options, giving us a lot more flexibility in the shopping engine environment. In the past, we had to work with the IT department a lot to manage the data feeds and, because we wanted to be respectful of their resources, we weren't always able to move as quickly as we would have liked. As a result, we had been pretty static in terms of what we were sending over the data feeds.

Q What was the result for consumers?

A We were able to map our SKUs to all of the categories that Brookstone is able to sell in, which put us in between eight and 10 categories on Amazon. Prior to that, we were showing up in only three categories. We also were able to clean up our data. As a result, all 3,300 SKUs that we were feeding Amazon started getting picked up. In the past, only about 1,800 out of the 3,300 SKUs would show up on Amazon because of problems with the data.

Q Has the program worked as well for other shopping sites?

A With Mercent's tool, we can create a customized optimization strategy for each shopping engine, modifying the data to meet the needs of a particular engine.

Q What are some results?

A In the channels that we are managing in partnership with Mercent, we saw more than 20% growth during the holiday sea­son. Plus, our Amazon sales are positive and outpacing our expectations for the first quarter.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Complexity's What Marketers Got, Simplicity's What They Want

Complexity's What Marketers Got, Simplicity's What They Want

Customer insights managers want campaign management tools to remain easy to use, even as they up their games with multi-layered campaigns.

Wine.com Uncorks New Digital Marketing Opportunities

Wine.com Uncorks New Digital Marketing Opportunities

The online wine retailer's strategy incorporates different flavors and depths.

93% of Companies Are Ineffective at Cross-Channel Marketing

93% of Companies Are Ineffective at Cross-Channel Marketing ...

Companies point to a lack of resources as the most common reason for lackluster marketing integration, a study says.