Walking the show floor today at the Internet Retailer Conference & Exhibition (IRCE), I’m amazed at the number of vendor options presented to online retailers from site security to SEO to payment options to mobile apps. Being an online retailer today means myriad of options for you as a business, but also for your customer who can shop from you, from one of your affiliates, from a social site and on it goes. And being a multichannel retailer means ensuring your offline and online components synch.
Gian Fulgoni, chairman and cofounder of comScore, spoke today about understanding today’s consumer in order to effectively create an online marketing plan. One of the points he made was that too many companies are “too siloed in the way they run” their online and offline efforts. Fulgoni also pointed to a general lack in investment on social media marketing by retailers despite the fact that this audience spends more money buying items online than the average customer. (Tip: Look for a DMNews video with Fulgoni soon.)
Like social, many here are discussing what to do with their mobile strategies and all its implications from m-commerce to texting campaigns to when the mobile-driven conversion rate will improve. Regardless of their stance, though, mobile platforms are clearly on everyone’s mind at IRCE. The iPad is easily the most popular booth giveaway prize!