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Combining Brick With Clicks Proves Profitable Among Retailers (Internet Evolution)
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Posted: 10/14/2010
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Bricks-plus-clicks is an emergent marketing strategy that combines online sales with storefront initiatives to boost sales. National brands including Gap and Nordstrom are using the tactic with success. For instance, Gap recently launched a “Universality” initiative in both Canada and the UK for consumers to simultaneously shop Gap, Old Navy and Banana Republic merchandise in a “three-in-one” online store. The universality platform brings brands together online with global navigation and a universal shopping cart while the “bricks” includes new fulfillment centers to save shoppers the expense and hassle of import duties and fees and delays at customs. Showing solid sales improvements, Nordstrom is 11 months in to a fluid inventory plan that uses the Internet to connect its traditional-store inventory to its online sales site to make sure that merchandise is never overlooked on store shelves. The company’s new website also incorporates popular social media features.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Content Strategy,
E-Commerce,
Experience & Interaction
Region:
Global,
North America,
Europe
Audience:
Business to Consumer
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Connecting with a Hispanic Market (BusinessWeek)
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Posted: 06/05/2009
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The Hispanic population is the fastest growing segment in the United States, meaning some marketers are missing more than 40 million new customers. Savvy companies like Procter and Gamble, Verizon and General Mills are funneling more marketing dollars into the Hispanic market, a segment proven to purchase products and services from brands advertised on TV. "Hispanic consumers appreciate when you speak to them in their own language," says Edward Gold, advertising director at State Farm Insurance. The approach is paying huge dividends for companies like General Mills, which has seen double-digit sales gains. Taking product integration to the next level, Telemundo and Vidal Partnerships (Client include Home Depot, Kraft Foods and Wendy’s) have formed a strategic alliance to promote an online contest in which viewers will choose the ending for one of the networks telenovelas.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Content Strategy,
Creative & Design,
Experience & Interaction,
Marketing Communications
Region:
North America,
South-Central America
Audience:
Business to Consumer
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Contemporary Fashion Fills The “White Space” At The Bay (Strategy Magazine)
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Posted: 05/13/2010
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Toronto’s Bay recently launched the “White Space," a contemporary designer section at the Queen Street location, with a swanky, invite-only soiree attended by local fashionistas and tastemakers. The high-profile, high-fashion event, co-hosted by Fashion Magazine, followed a similar strategic path that unveiled its couture sister-counterpart, The Room, last fall. VP of marketing, Patrick Dickinson said, “We know Fashion Magazine readers are interested in this kind of shopping destination; they're interested in this kind of experience.” To rollout the launch, the Bay ran full-page black and white print ads in both the Globe and Mail and National Post, in addition to eight full-color ads showcasing Canadian supermodel Daria Werbowy that will continue to run after White Space’s debut. The launch party also featured laptop stations where guests could login and tweet about the event while sipping cocktails and browsing White Space’s contemporary line-up of designers.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Experience & Interaction,
Marketing Communications
Region:
North America
Audience:
Business to Consumer,
Peer Groups & Communities
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Conversation Sells: Using Twitter to Boost Your Sales (Practical eCommerce)
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Posted: 03/31/2009
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In a virtual world that often lacks a personal touch, Twitter offers retailers a unique opportunity to make meaningful connections with customers online. Whether you’re quirky or serious, you can customize conversations directly with your customers that authentically reflect the personality of your business while giving you the tools to grow, manage and reward a loyal customer base. Tony Hsieh, CEO of Zappos, raves about Twitter's usefulness in building personal connections with customers and employees and Dell's Twitter success led to the creation of the Dell Outlet to offers exclusive discounts to its Twitter supporters. Learn how you, too, can turn conversation into conversion by incorporating Twitter into your online marketing arsenal today.
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Industry:
Retail & Products
Topic:
Content Strategy,
E-Commerce,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Business,
Business to Consumer,
Peer Groups & Communities
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Creating Intelligent Hyperlocal Campaigns (BrandWeek)
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Posted: 03/31/2011
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You’ve heard it before: to be an effective marketer you have to reach your audience with the right message at the right place at the right time. With this most basic of marketing principles in mind, more and more businesses are turning their attention to hyperlocal advertising and marketing. As technology continues to evolve, it is easier than ever to pinpoint a customer’s exact location. Pair that with the consumer’s growing interest in being tapped for local marketing and you have a powerful combination. The Mobile Marketing Association found that most mobile users are “interested in allowing their phone to automatically share their location in exchange for perks, such as free use of mobile applications and mobile coupons.” The key is to tap into your current customer base and make your move before your competitors to ensure the most success.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products,
Telecommunications
Topic:
Business Intelligence,
Content Strategy,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Consumer
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Creating One-To-One Conversations: Customer Data Required (BtoB Online)
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Posted: 08/05/2010
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E-mail marketers are keeping costs low and continuing to invest in e-mail, according to interactive agency Razorfish’s “2010 Outlook Report”, released on May 24. E-mail marketing use is changing; said Joe Mele, Razorfish’s managing director of media and marketing, “We’re definitely seeing a move to one-to-one marketing. Marketers are using the channel as a personalization space to do quite a bit of targeted advertising.” To accomplish such personalization and expand e-mail marketing, Mele suggests texting and reaching out to salespeople for specific data to customize ads down to the offers, messaging, images and design. “Texting is as addressable as e-mail but able to take on a more intimate feel,” Mele said.
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Industry:
Marketing, Design, & Interactive Communications
Topic:
Business Intelligence,
Content Strategy,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Business
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Crutchfield Optimizes First Impression (MarketingVOX)
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Posted: 05/13/2009
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This case study explores how online retailers can turn the average welcome email into a powerful conversion driving tool. A Retail Welcome Email Benchmark study estimates that only 76% of the biggest online retailers are even utilizing a welcome email—which is not to assume that the ones being sent are effective. The welcome email can be used to educate the recipient about your brand and what benefits they receive as a subscriber. In the case of Crutchfield, an online electronics retailer, they transformed their welcome email from a text only email to one that highlighted the differentiating factors of their brand. The redesign added images and was more consistent with the look of the newsletters recipients would receive. Crutchfield’s approach represents a changing trend with up to 89% of retailers sending HTML welcome emails, up 11% from 2007.
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Industry:
Retail & Products
Topic:
Content Strategy,
Creative & Design,
E-Commerce,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Consumer
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Delivering Real Business Value… Fast with webMethods 8.0 (eWeek)
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Posted: 07/31/2009
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Companies looking to reduce time and cost to improve processes, deploy new services and applications, and integrate new systems can now do so even faster… up to 25% or more says Software AG. The latest release of Software AG’s webMethods 8.0 delivers new functionality to satisfy customer demand and innovation to hone the brand’s competitive advantage. New features include CentraSite ActiveSOA, an integrated Business Service Repository to tie business process management (BPM) to service-oriented architecture (SOA), and webMethods Mediator, a new service succedding webMethods X-Broker. A wealth of other features include a unified, Eclipse-based management and administration across SOA, BPM, and Integration and embedded Business Intelligence for document management to deliver real value faster in an ever-changing business climate.
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Industry:
Technology, Consulting, & Professional Services
Topic:
Business Intelligence,
Experience & Interaction,
Technology Implementation
Region:
Global
Audience:
Business to Business,
Business to Consumer
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Developers Build Native Mobile Web Applications With Titanium 1.0 (Info World)
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Posted: 04/29/2010
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Appcelerator recently released Titanium 1.0, a cross-platform development system for mobile and desktop applications. The open source system is compatible with JavaScript, PHP, and Ruby, which eliminates the need for mobile application builders to learn the Objective-C language for iPhone or Google's Java language for Android systems. A translator enables building mobile and desktop applications that will run natively on different systems. The system supports development for PCs, Macintosh, and Linux while mobile platforms include Apple iPhone and Google Android. Plans include Research In Motion Blackberry support within the year. Scott Schwarzhoff, vice president of marketing for Appcelerator attributes Titanium’s competitive advantage over other cross-platform development frameworks to its ability to “offer native performance as well as native UI (user interface) and access to device capabilities.” Eliminating the barrier of learning Objective-C makes Titanium highly attractive to developers. Appcelerator will also develop a version of Titanium for Apple's new iPad.
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Industry:
Technology, Consulting, & Professional Services,
Telecommunications
Topic:
Creative & Design,
Experience & Interaction,
Technology Implementation
Region:
Global
Audience:
Business to Business,
Business to Consumer
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Developers Welcome Apple’s In-App Purchases with Open Arms (Info World)
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Posted: 12/03/2009
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Apple’s change to allow in-application purchasing for free IPhone apps comes as good news for application developers. Developers can say goodbye to the days when in-app purchasing was only available in apps that cost money. Apple’s newly-enabled in-app purchase feature for free iPhone apps allows developers to include the option to upgrade to the premium level and fulfill transactions within the free applications themselves. The new feature means the Apple App Store won't be flooded with similar versions of the same application and it could also help prevent software piracy, according to Apple. It also relieves redundancy for developers by eliminating the need to create teaser versions of paid applications. The pricing model will remain the same, with Apple fulfilling backend billing and taking a percentage of the in-app purchase price.
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Industry:
Telecommunications
Topic:
E-Commerce,
Experience & Interaction
Region:
Global
Audience:
Business to Consumer
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We cut through the clutter of the web to highlight innovation and forward-thinking. The best stories from leading publications – hand selected and organized to provide you a single point of access.
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