The holiday season has always been an enormous — and stressful — revenue opportunity for retailers, and the stakes continue to grow higher each year: forecasters predict $142 billion in online sales this season.
Running marketing campaigns based on instinct seems like a thing of the past in this data-driven industry. But as it turns out, modern marketing can make use of instinct — by utilizing behavioral psychology to nudge customers.
Online sales have become more transactional as their frequency increases, and the personal touch shoppers get in physical stores can be a brand differentiator that fosters customer loyalty.
Retailers should make every effort to increase convenience and delivery speed. But if they can’t beat online marketplaces on logistics and margins, they can differentiate themselves by creating consumer experiences and links between products and consumers.
Door County Coffee started as the local coffee shop in Sturgeon Bay, “the Cape Cod of the Midwest.” The rapid surge in gourmet coffee’s popularity helped Door County grow from a local family-owned coffee roaster to a national distributor for retailers, specialty stores, food services, and out-of-state enthusiasts.
Search engine optimization analysts have suffered claims that “SEO is dead” ever since SEO was a thing. The power of paid search, the rise of social media and algorithm changes shake up the industry every few months — but SEO practices have always managed to adapt and overcome.
Dennis Kelly, CEO of the direct mail automation company Postalytics, stops by to discuss how to augment digital marketing channels with direct mail. Dennis explains how direct mail has evolved and why its usage is on the rise, as well as how marketers can begin experimenting with direct mail.
Ikonick, an affordable canvas art business, started as a side hustle and scaled quickly. Two years ago, the co-founders were coming up with content ideas from movie quotes watched on bean bag chairs in their live-work space — now, they’re about to open a Las Vegas store front.
As part of a non-profit associated with the university, the KU Store’s “small but mighty” marketing team is used to working with limited resources. O’Connor shares workarounds they’ve developed to overcome technological limitations, but their main tool has been using social media and email to drive engagement and promotions to exclusive items.
Social media influencer marketing — most marketers have a vague understanding of what is, but not how it works. It’s still in the early stages, and the many unknowns make it intimidating— and potentially risky — for brands looking to try it out.
Bob’s Red Mill has been producing stone-ground grains and cereals for decades, long before it became a leading name in the health food industry. If you’re familiar with the brand, you’ll recognize two things from every product’s package: Founder Bob Moore’s face and the recipe.
Though International Wine Accessories (IWA) can say that it sells “everything for the wine lover”, except for the wine itself, that wasn’t always the case. Ben Argov’s journey from investment banker at Morgan Stanley to IWA’s president might be a unique one, but his story of rapidly growing a company making the most of its resources is familiar.
Amazon already accounts for nearly half of all ecommerce transactions and, with an increasing number of private labels, isn’t slowing down. What are the reasons to get on board with the marketplace, and more importantly, how can your business benefit from it?
Retailers should take time to build emotional connections with customers because it helps maintain customer loyalty, which then turns into additional revenue, says Steve Deckert, the co-founder of Smile.io. And he should know: Smile.io helps businesses create emotional customer connections through loyalty, rewards, VIP, and referral programs.
More retailers are looking to offer buy-online-pick-up-in-store (BOPIS), or “click-and-collect,” to consumers as a way to reduce shipping costs and increase in-store foot traffic, but a recent study by Order Dynamics found that only 27.5% of American retailers offer BOPIS.
Chris Kolbenschlag’s job seems simple, but helping brands ensure their emails get to their subscribers has evolved into an undertaking that can make or break any email marketing campaign – especially when it comes to Gmail addresses.
Kyle Randall and Nate Martin work in a niche industry notorious for email deliverability issues, and they’ve not only overcome these issues, but built an email marketing program that engages their audience in a way that’s impressive to any retailer.
Whether you’re a seasonal business or not, focusing on the customer experience is a key component of driving repeat and loyal customers. But, if you sell high-quality, made-to-last artificial Christmas trees, how do you generate that repeat business? How do you stay relevant and top-of-mind throughout the non-holiday season? Enter post-purchase email marketing.
More than 100 million people watch the Super Bowl each year, but the commercials have become the must-see event within the event. At a price tag of more than $5 million for a 30-second spot, companies are banking on the effectiveness of these ads.
Social media marketing is no longer simply applying a budget and boosting front-facing posts —they’re mostly pay-to-play platforms, and in order to truly get your ROI from your targeted audience, you have to use the right data to implement a deeper strategy.
2018 was a great year for The Commerce Marketer Podcast. We covered a variety of digital marketing topics, including SEO, paid search, email marketing and segmentation, marketplaces, customer experience, IP infringement, and retail and marketing trends — to name a few.
Many B2B companies are making the move into selling direct-to-consumer (D2C). This allows companies to grow revenue, control their branding better, and provide a more personal customer experience. But trying to keep your partners happy while growing your bottom line can be like walking a business tightrope – while difficult, it can be accomplished if planned properly.
Think of the last time you bought flowers online. Chances are it was for a specific occasion. Most retailers selling occasion-based products obsess about driving repeat purchasers while minimizing churn — easier said than done. This is why segmentation and targeting tactics across digital channels is critical for achieving long-term customer loyalty.
Have you ever checked a store’s website to confirm whether an item is in stock, only to get there and find that it wasn’t? Or maybe went to order something online but found it will take more than one week to reach you?
During the 2017 holiday season, paid search drove more than 23% of website traffic. It is an important and, for many, invaluable marketing tactic. But if not done right, it can be costly – too costly! As everything else in digital marketing evolves, paid search is no exception.
Have you ever bought something on Amazon that had a 1-star rating — or no rating at all? Or have you bought something on Amazon that you liked, but did not review it? Customer reviews can be critical to product success, but collecting them can be difficult.
Vat19 has taken a video-first approach to marketing. With over 1,200 YouTube videos and the majority of website traffic and sales originating from the channel, the retailer has become dependent on YouTube videos to drive sales. But what happens when YouTube changes their algorithms, sending site traffic and sales plummeting? What happens when consumers tune out a video after only a few seconds, or when free social marketing turns out to be anything but?
When you think of marketplaces like Amazon, Walmart, and eBay, do you think friend, foe, or frenemy? Selling on marketplaces is no longer as easy as throwing up a product listing and watching it sell. In today’s competitive environment, it takes consideration at every step of the process, from marketing and selling to fulfillment.
Candy may be fun, but business can be hard. Viewers of the TV show The Profit witnessed this during season two when Sweet Pete’s Candy was front and center. Sweet Pete’s was a small candy shop faced with many business challenges, from driving in-store traffic with a less than ideal location to growing customer loyalty and overall business with limited resources.
Consumers love getting things they want, when they want them. The on-demand economy has disrupted traditional consumer services, much like how ecommerce and online marketplaces disrupted traditional retailers. From on-demand grocery delivery to rideshare drivers delivering dinner, the on-demand economy continues to evolve.
Loyalty programs are created to encourage repeat customers, build brand advocates, and drive loyalty. But today, how consumers respond to and engage with retailer loyalty programs is changing. Monetarily incentivizing customers to move from one tier to the next is not a recipe for long-term loyalty. What’s a retailer to do?
In this episode of The Commerce Marketer Podcast, Jamie Schreter, chief strategy officer at the ecommerce agency Diff, engages in a wide-ranging conversation covering topics like conversion rate optimization (CRO), website testing, user experience, email marketing, email list growth, and more.
Something’s brewing on The Commerce Marketer Podcast. In this episode, David Spengler, co-founder and owner of Vagabund Brauerei, discusses how three American ex-pats learned to brew beer by watching YouTube, then started their own brewery in beer’s own backyard – Germany.
SEO, in principle, hasn’t really changed over the past 15 years. But the tactics used to improve SEO continue to evolve. And with the increase of non-traditional “search engines” like Amazon and social media sites, focusing on improving all aspects of your SEO has never been more critical. So while there may be countless strategies for improving website SEO, you have to determine which strategies are worth using.
What do John Lennon, Paul McCartney, Jerry Garcia, Jimi Hendrix, and the Rolling Stones have to do with pop-up shops? They’ve grown in popularity over the years, but one company that focuses on classic rock not only made a business out of it, but did so well that they were asked to “pop-up” on tour with Ringo Starr. And this was all before the pop-up shop came in vogue.
As digital-natives enter the workforce and become the primary B2B buyers, their expectations for convenient ordering processes have accompanied them. B2B companies are now faced with a dilemma: Should they create an Ecommerce site for their B2B customers or go direct-to-consumer (D2C)?.
From email marketing and website imagery to Instagram and Snapchat, we live in an image-driven online world. But while social influencers and user-generated content can help brands with more authentic imagery, they can’t rely on their customers alone to produce content.
Is email or social media the most effective way to reach digitally-native consumers? And what tactics work for those strategies? Noone knows this more than dorm décor brand Dormify. After all, their consumers are digital-native Gen Zers.
For retailers, the holidays and other peak seasons are a critical time for driving revenue. Hiring part-time help is a necessity for many, but it comes with a number of challenges. These seasonal team members quickly become the face of your brand, and the service they provide can truly make or break customer relationships.
Social media is becoming more ingrained into every aspect of retail. Not only is it used to reinforce the brand image and provide content to customers, it’s also a great channel for direct marketing and customer service. At this point, not having an active social media presence can lead to distrust from consumers and even cost sales.
For today’s retailers, protecting their intellectual property (IP) against counterfeiting and knockoffs is a difficult task. And the prevalence of third-party marketplaces like Amazon and eBay, the ability to source products, and the ease of standing up a new website, makes policing IP infringement even tougher. How can brands monitor for it, and how should they respond when it happens?
The Durham Bulls, an iconic baseball club, has come a long way since Nuke and Crash put them on the map in the movie Bull Durham. But like all sports clubs today, they face many of the same challenges as your favorite retailers. How can they drive more sales through digital channels while providing an exceptional consumer experience?
For many marketers, customer lifetime value (CLV) is a primary KPI for identifying their best customers. Jay Dunn, partner and CMO of Chief Outsiders, believes this is a mistake. He says the concept of CLV has changed and warns that marketers must reevaluate what it means to them.
The customer experience matters. Don’t think so? Just ask renowned social marketing strategist Ted Rubin. One store’s online experience and not-so-customer-friendly policies prevented him from becoming a customer.
Enhancing the customer experience is all about personalization. But personalization doesn’t mean the same thing for every marketing channel. Email marketers need to understand how to segment, scale, and improve their personalization program, even with limited resources.
The holiday season generated $108 billion in online sales, which is nearly a 15% year-over-year increase. And mobile accounted for nearly 40% of it. But not everything went according to plan. Whose plan, you ask? Host Greg Zakowicz’ that is.
If your marketing emails have a 40% open rate, then 60% of your subscribers never see it. And that doesn’t include the people who haven’t signed up for your emails. That’s why it’s critical to consistently and clearly convey your message across all channels.Focusing on symmetrical marketing can help you do just that while meeting consumer expectations.
If a millennial eats at a restaurant but doesn’t post a picture of it on Instagram, did it happen? Millennials have started to redefine many consumer culture trends. Some stereotype them as entitled,lazy and unsocial, but that couldn’t be further from the truth. If you want to know what millennials are all about and how to reach them, this episode is for you!
If you search online for a pair of boots, those boots will follow you around the internet for weeks. But is this really what compels consumers to buy? The way people seek and receive information has changed, which has drastically shifted the consumer’s path to purchase. And no one knows this better than today’s guest: John Andrews, CEO and co-founder at Prevailing Path.
When it comes to email, consumers expect personalized, engaging content. But what does that look like? We have technology that delivers personalized emails based on time, device, and even the location of the user. As commerce marketers, knowing how to use real-time contextual marketing to create a more robust email marketing strategy is critical.
SEO is an ingredient, not a recipe. For some marketers, it’s not a traditional part of their day-to-day. But with evolving consumer expectations, mobile dominance, and the rise of voice search, there is a growing overlap between overall marketing strategies and SEO practices.
For many ecommerce retailers, managing an in-house digital team can be challenging. An effective manager must continually motivate employees, provide productive feedback, and encourage professional development, all while holding the team accountable for both individual and company-wide goals.
Consumers want and expect relevance in their email marketing, and retailers know this. Segmentation exists, but the execution is often lacking. So where’s the disconnect?
The ecommerce and retail landscape is changing, which raises a lot of questions for commerce marketers. In this episode of The Commerce Marketer Podcast, three commerce marketers share their thoughts on the state of retail and what’s in store for the future.
Five-year-olds don’t know what life was like before Siri and Alexa, or even smartphones. Touchscreens and voice assistants are simply their “norm.” But many of us are continually trying to adapt to the growing number of technological advancements influencing our day-to-day interactions.
Millennials were once a punchline, but they’ve been credited with changing the way retailers communicate with consumers.
Technology is evolving quickly, and the way consumers interact with retailers is changing just as fast. From mobile browsing to voice commands, retailers need to take stock of the experiences they provide and how well they are meeting consumer expectations.
The retail industry is changing. We all know it. So what can you do about it? How will you keep up?
Not all marketers have the luxury of working with lots of data and large CRM teams to develop client segments and buyer affinities.
Now that consumers are socially connected at every second, it’s more important than ever for retailers to tie that social behavior to their ecommerce efforts.
Mobile is at the center of how people interact with brands. As a former executive with companies such as PacSun and Harbor Freight,Guidance’s Brian Beck has unique insight into how retailers can execute an effective mobile strategy.