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About bricksNclicksPROFITS bricksNclicksPROFITS.com is an online forum to share useful information in support of progressive retailers looking to make PROFITABLE use of the Internet to better serve current and new customers. For more information about bricksNclicksPROFITS.com, please click here |
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e-RETAILING NEWS
and OPINION
February 8, 2010
From ClickZ.com:
"12 Ways to Improve and Expand Your Content Marketing"
Assess what content is needed and where. This requires more than just copying offline information online. Five factors to look at...
http://www.clickz.com
February 8, 2010
From MarketingProfs.com:
"Email Delivery: 20% Don't Reach Inboxes"
Protected by email and spam filtering programs, business inboxes are generally more difficult to reach...
http://www.marketingprofs.com
February 8, 2010
From DM News:
"Segmentation for Fun and Profit"
There is a desire to identify natural segments from which we are supposed to infer insights and strategies. However, the best insights come when we are looking for particular items or when we have a specific outcome in mind...
http://www.dmnews.com
February 6, 2010
From eMarketer:
"Mixed Reactions to Product Recommendations"
Online shoppers appreciate personalized product recommendations, and many have made a purchase on an e-tailer's suggestion. But complaints of poor recommendations are on the rise...
http://www.emarketer.com
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VIEWPOINT
"Behavioural Targeting and Herding Cats"
In my view...shopping is much, much more than simply buying something. Shopping is entertainment. Shopping is social interaction. Shopping is discovering something new, something unusual, something that you never thought about buying until you happen to see it.
High touch online: Shopping online can deliver this experience. But it needs to be high-touch shopping, not no-touch shopping. High-touch shopping includes many things, whether online or at your local market. Understanding high-touch in the local marketplace is easy. Smell the fresh peaches, feel the luxurious silk, taste the rich chocolate.
Giving up control: High-touch translates to the web in other ways. Think of it as giving control of the shopping experience to your customer and gaining the relationship you truly want – one built on her appreciation, respect, and loyal patronage.
Behavioural targeting has a place in high-touch multi-channel retailing. But relying on behavioural targeting to be the primary driver for your marketing and customer service, expecting to repeatedly trick your customers into doing what you want them to do is just plain dumb...
To view this entire VIEWPOINT article, click here
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Previous VIEWPOINT Articles Click here to view... "Selling Smarter - Part 2"Click here to view... "Cater To Your Online Customers!" Click here to view... "Walking the Floor of Your Online Store" Click here to view... VIEWPOINT Article Index |