Retail Column

  • 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- 20 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- 15 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- 18 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- 17 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- 18 readers -
  • Shopping centers reinvented: 2017 and beyond

    … of merchandising and marketing to stay relevant in 2017 and beyond. Forward-thinking shopping centers are responding by reinventing the brick-and-mortar shopping experience with innovations aimed at mobile-enabled, experience-driven shoppers — including incorporating non-traditional anchor stores, introducing new open-air mall formats with park-like…

    Marketing Land- 14 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- 19 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- 21 readers -
  • It’s time to replace mobile-friendly with mobile-first

    …-inch canvas, all design must be mobile-first. 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 Liad Agmon is CEO of Dynamic Yield, whose advanced machine-learning engine builds actionable customer segments in real time, enabling marketers to increase revenue via personalization, recommendations, automatic optimization & 1:1 messaging. …

    Marketing Land- 13 readers -
  • How to drive mobile purchases this holiday season

    … Q4 is the busiest shopping season of the year, both online and off. Mobile commerce is on the rise, but there is still a gap between how much time people spend shopping on their devices and how much and how often they actually buy. Online sales account for less than 10 percent of the total global retail market. But trends may be shifting…

    Marketing Landin How To's- 21 readers -
  • For online retailers, second time’s the charm

    …. Unfortunately, their efforts consist largely of lumping first-time buyers in with everyone else in a one-size-fits-all email retargeting campaign. Given all the options available, including expanding to other marketing channels, there’s no excuse not to try every avenue to re-engage first-time buyers. As online retailers ring in the new year…

    Marketing Land- 13 readers -
  • Lessons learned from Black Friday and Cyber Monday: Retailers must be open to change

    … Jet allows the company to compete head-to-head with Amazon. To keep up and meet consumers on the platforms and channels they prefer, other brands should make their online shopping experiences as seamless and user-friendly as possible. In many ways, Amazon’s rise has changed the retail game. The growing number of people opting to shop online…

    Marketing Land- 15 readers -
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