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JC Penney, Forever 21 “Haul” In User-Generated Videos For Back to School Promos
Cross-Channel Strategies
Written by Amanda Ferrante   
Thursday, 29 July 2010 08:22


haul_screen-capIn an age where consumer-generated content reigns, tech-savvy consumers have found a new way to support their shopping habits — by broadcasting their latest finds on YouTube for the social sphere to see.

The videos, known as “hauls,” have made an impressive impact on YouTube, as more than 159,000 have been posted to the user-generated site. Retailers have taken notice, and several are now integrating the concept into their overall marketing strategy.

JC Penney, Forever 21 and American Eagle have all tapped hauls to get a bigger bite of market share, as the National Retail Federation predicts back to school shopping for grades K-12 to reach $21.35 billion. JC Penny recently announced plans to give gift cards to teens who create haul videos after shopping at the store.

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New Research Reaffirms More Consumers Starting Their Shopping Path Online
Cross-Channel Strategies
Wednesday, 28 July 2010 16:47


In an effort to track how shoppers are using retail web sites and define premium position within site search results new research found that 94% of shoppers click between one and 10 products, and from there, they look for price, product features and preferred brands as key differentiators.

Searchandise Commerce yesterday announced the results of an in-depth research study titled “The Value of Retail Search and Position,” which was conducted by comScore and co-sponsored by iProspect.

The study revealed that two-thirds of consumers begin the shopping process online, and that half convert offline. The path to purchase, in most cases, starts with a combination of search engine and site search on retail web sites for price, brand and feature information, as shoppers surveyed consult an average of 4.1 information sources during the process.  The study further highlights that rankings matter in site search much like they do in search engine marketing: shoppers associate relevance and quality with products on the first page of search results.

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6 Ways to Boost Conversions Via A/B Testing of Product Videos
In-Store Insights
Wednesday, 28 July 2010 15:22

By Tal Rubenczyk, CEO, Treepodia

tal10It will come as no surprise to you when I say that retailers everywhere are incorporating product videos on their e-commerce sites to boost sales and conversions. Research shows that when product videos are featured, visitors are 85% more likely to convert. That’s a pretty compelling argument.

But did you also know that there are ways to enhance your videos to boost their conversion value even more? Things like adding appropriate background music, voice-overs, and text can all generate more clicks to purchase among visitors to your web site. The key to knowing what’s appropriate and what enhancements perform the best is to A/B test.

For example, you can create two different versions of the same product video and have them rotate on your site so they’re viewed in random fashion by your customers. One version might be just the video itself with no enhancements – the other version can include the addition of background music and text. After just a couple of days, you can see which version gets clicked on the most and the conversions they each generate, to determine which will be most impactful.

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Murphy's Test New Location-Based Rewards Program
Retail CRM
Monday, 26 July 2010 12:57


Murphy's USA is testing a new rewards program with Whrrl, a location-based service designed to enable consumers to earn points leading to a wide variety of prizes, including a digital coupon for $50 in free gas, when they check in at the chain's roughly 1,100 stations. Whrrl is a social loyalty program designed to close the gap between a brand's online social media presence and real-world physical presence. Whrrl Society Rewards is the first program to tie together word-of-mouth influence and real world visits, rewarding people for motivating others to visit a business.

"Traditional loyalty programs can create the wrong expectations with customers, because discounts based on transactions don't always lead to a deeper relationship," Casey Petersen, Murphy USA’s Social Media Marketing Manager, said in a press release. "We love our customers not only for their business, but positive word-of-mouth and influence on others to try Murphy USA gas. Whrrl's Society Rewards program is the perfect way to reward them for their loyalty."

 
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