On the Beat - Multichannel
Producing quality online video content is quickly becoming a top priority for marketers.
At the heart of the Justice Department's recent lawsuit against Apple and five other publishers is a difference in sales philosophy.
The advent of smart, constantly-connected handheld devices means customers are more mobile than ever before.
Nick Swinmurn, founder of Zappos.com, discusses his newest venture, Rnkd, and the power of social media commerce.
Chaparral Motorsports, a San Bernardino, Calif.-based retailer of motorcycle parts, helmets, gear and tires, wanted to drive transactions from its Facebook fan page. In addition to an e-commerce site and a brick-and-mortar showroom, the company decided it made sense to provide consumers with a Facebook shopping option that was both social and informative.
Several b-to-b merchants are taking their cue from consumer-oriented e-commerce sites to provide business customers with a friendlier, streamlined online buying experience.
Bill Bass, president of the Charming Direct division of Charming Shoppes, discusses the retailer's digital tactics
Sunglass Warehouse, a division of One Click Internet Ventures, is a Greenwood, Ind.-based retailer of more than 1,000 eyewear products. The online merchant had to devise an email strategy for the 2010 holiday season to more effectively reach and convert shoppers. It previously worked with email marketing and list services company MailChimp, but decided early in 2010 that a new partner was needed.
Ask any marketer what it takes to effectively reach consumers in a digitized, mobilized and socialized shopping environment and undoubtedly he will say you've got to target the right consumers with the right message at the right time. Increasingly, however, marketers are going beyond the notion of "the right time" by attempting to target consumers in real time with personalized and segmented interactions.
The start of November presents great opportunity for online retailers. With Black Friday and Cyber Monday still several weeks away, e-commerce companies can leverage holiday enthusiasm during that time to drive early sales and garner interest among consumers preparing for door-buster and Web-buster deals.
Golfsmith International, an Austin, Texas-based specialty retailer of golf equipment, sought to improve direct mail response rates, data merging costs and campaign response times. With 75 retail stores, an e-commerce site and a direct mail catalog, the company needed to track data across channels to better understand customer behavior and build more targeted, effective campaigns.
Aaron Shockey, VP of advertising and digital marketing at Neiman Marcus, discusses the retailer's online strategy.
Google's new catalog app for the Apple iPad reignited a debate that will likely rage among direct marketers at least for the foreseeable future: are print catalogs a marketing luxury?
ReStockIt.com, an office, cleaning and restaurant supplies retailer, implemented OrderGroove's auto-subscription technology in January to turn one-time customers into returning ones.
NaturallyCurly.com's CMO Christopher Burkhart discusses his new position and the company's e-commerce growth.
Daily deal companies Groupon and LivingSocial both initiated the process to become publicly traded companies in June, moves that could dramatically shift the direct marketing landscape as digital coupon companies gain momentum and marketing agencies evaluate how to leverage their services.
SunSetter Awnings, a retailer of awning products and backyard accessories, wanted to create a direct response TV campaign that would drive consumers to purchase products over the telephone, on the company's e-commerce site, through Costco.com, or from the company's network of 500 authorized dealers.
Bill Brand, HSN's EVP of programming, marketing and business development, discusses DM, e-commerce and CRM.
Multichannel retailers are measuring Web analytics to improve conversion rates among e-commerce shoppers, in addition to pursuing emerging opportunities in mobile and social commerce.
Steuben Glass, the 98-year-old maker of crystal barware, stemware, tabletop accessories and collectables, wanted to refresh its brand image to attract a younger demographic. As the company and its customer base had grown older, Steuben felt the time was right to freshen up its designs and its marketing.
Amy Sullivan, director of e-commerce at Brahmin Handbags, discusses why her brand won't abandon direct mail.
Retailers have sped up implementation of mobile payments in an effort to simplify and drive in-store, online and mobile transactions.
Incipio Technologies, an Irvine, Calif.-based retailer of laptop, smartphone and tablet cases, sells its products online and in more than 35,000 retail locations throughout the US, including all Wal-Mart, Target and Best Buy locations. Despite its impressive reach, the company, which was founded in 2009, understood an opportunity existed on Facebook.
Lynn Gore, VP of marketing at Plow & Hearth, discusses strategy for a uniform brand message across various channels.
Mother's and Father's Day represent important occasions for most multichannel retailers, particularly Mother's Day, which is second only to the Christmas season in spending.
Kelly Mulroney, GameStop's GM and VP of e-commerce discusses the social networking aspects of e-commerce.
Recent data suggests that consumer enthusiasm for the flash sales industry is intensifying. ComScore's February Media Metrix, which measures online traffic, revealed an overall increase in unique visits to these sites compared with the same month last year.
Christa DePoe, the general manager of e-commerce at Keen Footwear, explains its mobile and e-commerce site tactics.
Michael C. Fina, a New York-based retailer of engagement rings, wedding bands and household décor items, has more than 70,000 products on its website and in its retail store. Its e-commerce site, which launched in 1998, was in serious need of search engine marketing enhancements in order to drive online sales and to encourage consumers to schedule in-store appointments.
Women's clothing retailer Juicy Couture launched a mobile commerce site just before the holiday season to satisfy the growing number of consumers who make purchases on their smartphones.
Jason Roussos, president and COO of Living Direct, discusses its decision to move away from full product catalogs.
Paintball-Online.com, a Vancouver, WA-based retailer of paintball equipment and gear, has more than 5,000 products on its website and in its retail location. It wanted a non-text format to quickly describe its products in an appealing manner to customers, so it explored the option of producing online product videos.
Despite industry excitement about local-focused daily deal sites like Groupon and LivingSocial, multichannel retailers have continued to employ search, social and location-based tactics to effectively target by region and location.
Sun & Ski Sports, a winter sports equipment and ski apparel retailer, implemented Baynote's e-commerce service in 2008 to attract potential customers to its website.
Chris Moloney, SVP and head of marketing at Wells Fargo Advisors, discusses his new role and the financial firm's approach to social media
The 2010 holiday season was a merry one for retailers. Consumer spending rebounded 5% compared with last year, the largest increase since 2005, according to MasterCard's SpendingPulse.
Dan Saia, VP of consumer engagement at Dunkin' Donuts, discusses its advertising, social media and interactive strategies
The Navy Exchange is a $2.5 billion retailer with more than 300 stores across the globe that caters to active and retired US sailors and their families. Its merchandise runs the gamut from clothing and food to electronics and home and bath products with brand names, such as Victoria's Secret and Levi's.
A growing number of retailers have released app and digital versions of their printed catalogs, in an effort to reach a wider audience of shoppers.
Edible Arrangements' VP of marketing explains how the fruit franchiser targeted men for the first time last year
The Roku product line isn't new but the company wanted to raise brand awareness, as well as acquire new customers in new areas.
Instead of trying to force some 140 million books into arbitrary genre buckets, Richard Davies, a direct e-mail belletrist for AbeBooks, consults purchase history and composes direct e-mails and landing pages that operate on a theme.
Barry Westrum, CMO of Yum Brands' 640 A&W Restaurants, discusses its recent campaign
A shopper marketing program helped Procter & Gamble drive incremental sales while driving awareness of its Future Friendly platform, which aims to educate consumers on the sustainable use of its existing products
Chris Davis, SVP at Gaia Online, talks about how virtual worlds use digital advertising to reach consumers
Dependable and accessible high-speed wireless has become a critical component of hotel service to guests, but many hotels are still lacking the infrastructure
This holiday season is expected to be the strongest in four years, so it's no wonder retailers are busy preparing their e-commerce sites in order to drive sales.
Tarik Dekkar, VP of online marketing for Americangreetings.com and its online subsidiaries, on changing strategies
New e-commerce brand drives sales by providing live chat customer service on the company's website.
In an e-mail, Harper's Bazaar editor Glenda Bailey describes the spring's hot fashion trends — prints, soft tailoring and bold and pastel colors.
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