Retail Column

    • 3 reasons why customer identity should top retailers’ 2017 holiday wish lists

      For all the buzz about creating superior customer experiences, marketers still seem to be falling flat heading into the all-important holiday shopping season. A recent study of global shoppers found that when it comes to brand experience indicators, retailers scored a meager 33 points out of 100, lacking in three key aspects of consumer engagement: in-store integration, mobi ...

      Marketing Land- 14 readers -
    • Brands are facing a whole new world of retail realities

      Once upon a time, brick-and-mortar malls were the center of many people’s lives. Families would go to movies, adolescents would socialize with friends, and there were lots of places to buy everything from groceries to garments. Many of the anchor stores — like Sears, Macy’s or Best Buy — served as aggregators of brand-name products.

      James Green/ Marketing Land- 15 readers -
  • The other side of brick-and-mortar retail: Survival of the fittest

    … The stories about major brick-and-mortar retailers closing physical locations in favor of online-only models are piling on, garnering attention with hyperbolic doom-and-gloom headlines. However, there is a different, more telling side to the story. Clearly, there are too many malls and too many stores, and the internet is impacting the retail…

    Marketing Land- 20 readers -
  • Top mistakes new online retailers make

    … thousands of people before you. Here are five of the top mistakes new online retailers may make: 1. Wrong platform In the early days of e-commerce, you didn’t have many options in regard to your platform and technology. However, this has all changed in today’s world. Now, you have more solutions than ever before. You know your online store, products…

    Steve Olenski/ Marketing Land- 18 readers -
  • Why brick-and-mortar retailers need to go digital with analytics

    … While online shopping continues to grow and meet consumers’ needs for convenience and competitive pricing, brick-and-mortar stores still ultimately bring in the greatest percentage of retail transactions. Why? Many consumers enjoy and prefer the hands-on and face-to-face experience that brick-and-mortar retailers offer. Personal interaction…

    Marketing Land- 27 readers -
  • Event-oriented vs. always-on: The campaign tactics that work

    … at a more consistent rate throughout the year (e.g., an online furniture retailer). Of course, even when operating in one of these larger strategic buckets, all e-commerce advertisers practice some version of a hybrid model. Very event-focused advertisers still will spend modest amounts to attract customers during the “down times,” while advertisers…

    Andrew Waber/ Marketing Land- 22 readers -
  • Why marketers’ approaches to sales shoppers must change

    … in themselves. This lengthening research and consideration phase is a trait common across the profiles we identified. Today, retailers must make sure they deliver a strong multi-channel approach to cater to this extensive period of online research. But how do you know which channels and tactics to use? Having a full view of the user journey…

    Marketing Land- 22 readers -
  • 3 things you can do to stop (or at least slow) customer churn

    … program. 1. Think predictive and preventative A common challenge among retailers is understanding when to reach out to fading customers. Unlike in subscription businesses, traditional retail customers don’t tell you once they’ve churned. So how do we know the right time to reach out? Because many retailers use promotions as an incentive to win back…

    Jordan Elkind/ Marketing Land- 20 readers -
  • Increase the impact of your testing program in 2017

    … Many organizations are still new to the world of testing and optimization. Indeed, our “State of Digital Marketing Analytics in the Top 1000 Online Retailers” report showed that just 18 percent of the retailers ranked number 501 to 1000 in the list of the largest retailers are using testing and optimization tools. For organizations like these…

    Marketing Land- 25 readers -
  • Shopping centers reinvented: 2017 and beyond

    … With the recent swath of retail store closings — The Limited, American Apparel, some Macy’s and Sears locations, and others — it’s clear that the brick-and-mortar mall shopping model is in need of transformation. Heavy reliance on traditional anchor department stores is on the way out, and specialty retailers must go beyond the status quo…

    Marketing Land- 19 readers -
  • Shaping the shopping experience: Our top retail columns for 2016

    … It’s the most wonderful time of the year for retailers and brands — a time when many go from being in the red to being in the black. It’s also a time to look back at the trends that shaped the industry so that you can get your strategies in place for 2017. Our Marketing Land columnists were on hand during the holidays and throughout the year…

    Marketing Land- 24 readers -
  • 5 steps to making ‘SENSE’ of early lifecycle marketing

    … greeted with a well-planned first-time buyer program, which you can read more about here in a previous column. Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author Jordan Elkind heads the product team at Custora, an advanced customer analytics platform for e-commerce retailers. Prior to joining Custora, he earned an MBA from Wharton and worked in marketing analytics at Citi Cards. …

    Jordan Elkind/ Marketing Landin EMail- 23 readers -
  • It’s time to replace mobile-friendly with mobile-first

    … shopping day in US history, with mobile accounting for over a third of all online sales, according to Adobe. Retailers that are “thinking small” are winning the holiday sales season thus far. Recode reported that Fanatics, an online retailer of sports apparel, had over half its Thanksgiving revenue come from mobile devices, capitalizing…

    Marketing Land- 17 readers -
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