Direct Line Blog

E-commerce adapts marketing strategies to recession

Share this article:
It should come as no surprise that online retailers, buffeted by the recession, are changing their marketing strategies to include more e-mail outreach and social networking in order to acquire and retain customers, according to a study out today by Shop.org and Forrester Research Inc.



E-mail, largely to retain customers, is a high priority for the year, say 88% of retailers, while 71% say they expect to send segmented e-mails based on stated customer preferences or purchasing data.



Online retailers say they also will use e-mails to highlight new product availability (55%), extend invitations to join in surveys or to solicit customer feedback (55%), or to feature online-only promotions (53%), according to the 12th annual State of Retailing Online study, which measured 117 online retailers.



With print catalogs continuing to decrease and brick-and-mortar retail sales remaining soft, many retailers have turned to online to boost their sales. A story in the current DMNews looks at how teen focused brand Vans is building on its earlier social media efforts to now directly incorporate e-commerce and social networking capabilities.

More than half of respondents (54%) say they expect overall retail growth to slow over the next year but despite that, four out of five retailers think the Web remains better suited to withstand the recession, according to the study.
Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week


Concerned about growth? With over 25 years experience in the industry, the list experts at Fairfield Marketing Group possess the know-how to help immediately improve any domestic or international direct marketing effort. First-time and well-established mailers can rely on Fairfield Marketing Group's expertise to help launch campaigns into positive and profitable ventures.

Find out more here »

More in Direct Line Blog

In a World of Technological Novelty, Execution Prevails

In a World of Technological Novelty, Execution Prevails

A successful business and marketing strategy needn't rely on unique ideas so much as exceptional execution of any idea, a marketing expert says.

Is 5-Day Delivery USPS's Way of Saying It's Giving Up on Mail?

Is 5-Day Delivery USPS's Way of Saying It's ...

The head of the PRC and a noted union leader think so. They wonder why such an exclusive business isn't 24/7 instead.

Président Replaces Cheesy TV Spots with Digital

Président Replaces Cheesy TV Spots with Digital

Marketing + Cheese: What more could you want?