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.

      Marketing Land- 19 readers -
    • Event-oriented vs. always-on: The campaign tactics that work

      Photo by LendingMemo and used here via the Creative Commons license E-commerce-focused advertisers can be segmented into two categories based on their strategic goal — whether they’re focused on maximizing returns during specific periods (e.g., a chocolatier during Valentine’s Day, Easter or Mother’s Day) or looking to drive purchases at a more consistent rate throughout the year (e.g.

      Andrew Waber/ Marketing Land- 13 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- 16 readers -
  • Shopping centers reinvented: 2017 and beyond

    …. 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 Allan Haims, president and CEO of StepsAway, has more than twenty five years of executive and start- up experience in the retail and technology industry. He has been responsible…

    Marketing Land- 13 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- 18 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- 20 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- 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

    …, they should try singing a different tune. Should new acquaintances be forgot? No! Keep them top of mind Online retailers need to treat holiday sales the same way merchants have long regarded sales and promotions during the rest of the year. The idea isn’t just to make a sale today. It’s to build a base of loyal customers who will return tomorrow…

    Marketing Land- 12 readers -
  • Lessons learned from Black Friday and Cyber Monday: Retailers must be open to change

    …, although many brands have pivoted from the Black Friday strategies of the past, the day is still a mainstay and requires consideration for every retail marketer. How do consumers really feel about Black Friday, and how should marketers respond this holiday season? Below are three takeaways from a report my company (Crimson Hexagon) put together…

    Marketing Land- 14 readers -
  • 3 coupon affiliate myths it’s time to stop blindly believing

    … published by Deloitte (PDF), one in three transactions will involve a coupon or promotion this holiday season. Should the myths associated with coupons stop brands from using them, potentially prompting them to miss out on business from the many customers who do use coupons? The answer is to let the data make the decisions. Across the Rakuten Marketing…

    Marketing Landin Affiliate- 24 readers -
  • Simple steps to addressing your one-time buyer problem

    … After months of planning your marketing strategy for Black Friday and beyond, the holiday shopping season is finally here in full swing. Breathe a sigh of relief, but don’t get too comfortable — now it’s time to tackle the next challenge: what to do with all of those shiny new holiday shoppers. Some of your new customers might join the ranks…

    Jordan Elkind/ Marketing Landin EMail- 13 readers -
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