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We are multi-channeled consumers. More and more we live in a multi-channel world. How many purchases do you research online ahead of the actual purchase transaction? If you are like me then your research involves multiple retailer sites, a search for promotional offers, and reading customer reviews. Digital media makes it all possible. It’s fast and you can do it from the comfort of your own home.
But sales channels are a marketer mindset. Consumers don’t think about channels when they are going about their daily routine ( and that’s a good thing for consumers). It allows consumers to be educated on not only the product they are purchasing, but …Continue reading >>
Each week I capture, mark, and comment on blog posts and news articles around the internet. This is a short-list of three links that I think others will find valuable for their thought lives.
6 ways to Increase Prices on Your ECommerce Site by Gagan Mehra of Practical eCommerce. Pricing of products to maximize profits is an important topic and can lead to complex financial analysis. In this post, Mehra does a good job of reviewing some practical tips and ideas that could help eCommerce operators increase their average cart values. Is the Digital Wallet Going Analog? by Demitri Kalogeropoulos of the Motley Fool. Lots of companies are trying …Continue reading >>
Jeb Cashin New Tail PayPal gives Home Depot the finger. (A good thing.)
I don’t like clutter in my car. So after a family trip, a penny in my cup holder stood out along with a straw wrapper. Kelly’s milkshake.
I did not recognize the tail-side design. The familiar Lincoln memorial had been replaced by a thirteen stripe shield bearing “E Pluribus Unum.” Out of many, one.
I missed the change. (Get it?)
I think I missed the change (circa 2010) because I have gotten away from change. The two places where I used change most were the office lunch room cafeteria and the office vending machines. The former takes cash …Continue reading >>
Reaching customers after they abandon a shopping cart, or even if they just browse your on-line catalog, is a piece of eCommerce operations that most businesses don’t do. InternetRetailer.com reports that only around 13% of eCommerce sites attempt to contact customers after they abandon a shopping cart. I like to call this retargeting and we most often see this in the form of a follow-up email or through suggested catalog items on a return visit to the on-line store.
Common situations that cause customers to abandon a cart or session include:
Price is too high Shipping price is to high Comparison shopping Research shopping
The basis for retargeting marketing efforts …Continue reading >>
Marketers love loyal customers. They are the customers that return to the brand without further considerations or market research. They are repeat customers and may develop a deeper relationship with brand associates which will keep them loyal.
I was thinking about brand loyalists in the context of social media sharing last week because of how easy it is now to share information digitally with our connections. Similar to my thoughts on how the news media has been transformed by social media, the same concept also applies to all businesses.
The idea is that the customer becomes a brand advocate to the extent that they also become a brand marketer. Before …Continue reading >>
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