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Sears Innovates with Multichannel Strategy (Chief Marketer)
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Posted: 03/18/2010
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Chief Marketer recently spoke with Sears' senior vice president online Imran Jooma to unravel the success behind the brand Sears Holdings Corp’s (Sears and Kmart) aggressive approach to bring merchandise and marketing to online communities (MySears.com) and mobile commerce (Sears2Go). The new campaign, “ShopYourWay”, is a multichannel strategy with new initiatives including Marketplace at Sears.com, which gives online shoppers the opportunity to locate and purchase products from outside retailers. Jooma credits Sears with having a robust fan community at MySears.com, which allows the company to pinpoint and deliver additional categories of interest. To maintain ease-of-use and minimize cumbersome navigation, Sears launched Quick View and ClickSee, which gives customers a quick visual of related and compatible products. The company is in-touch with customer feedback to improve both in-store and online shopping experiences, and recently added an iPhone app to its Sears2Go mobile shopping initiative.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Content Strategy,
E-Commerce,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Consumer,
Peer Groups & Communities
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Tapping Into Customer Life Cycle Via Emails (BtoB Online)
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Posted: 03/04/2010
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Experian Marketing Services’ “The Remarketing Report” recently reported significant findings regarding the efficacy marketers experience when they send targeted emails to their customers based on where they are at in the sales cycle. From responding to new customer sign ups to bringing them back from the brink of abandoning their shopping carts, marketers that send emails when a targeted event occurs expereince as much as double the open rates and quadruple the click-through rates when compared to other email campaigns. Such campaigns not only influence consumer purchasing habits through cross-sells and up-sells, they also help build customer loyalty. The report clearly demonstrates that, when handled with care, marketers benefit from building campaigns around your visitors’ and customers’ life cycle events.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Business Intelligence,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Consumer
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FranchiseOpportunities.com Increases Own Opportunities (BtoB Online)
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Posted: 02/18/2010
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In an effort to increase its leads in finding potential franchise owners, FranchiseOpportunities.com changed its usual e-mail marketing tactics. Rather than sending the standard monthly e-mail newsletter highlighting six or seven franchises to all 100,000 of its prospects, the company now sends out targeted e-blasts. These e-blasts, which are sent to specific, smaller groups of prospects, highlight a single franchise (based on prospects’ industry, geographic location, available liquid capital, and net investment capabilities), and provide a direct link to the franchise owner’s page. E-blast copy is also more action-oriented. “It’s all about semantics—taking an active voice that uses language our prospects use,” said Garth Snider, president of FranchiseOpportunites.com. An increase in leads resulted. “From 2008 to 2009 we have increased the number of leads coming from e-mail campaigns by 50% to 75%,” Snider said.
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Industry:
Marketing, Design, & Interactive Communications
Topic:
Content Strategy,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Business
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Shop Online with Time Inc’s StyleFeeder (Internet Retailer)
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Posted: 02/18/2010
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Time Inc. has announced its acquisition of StyleFeeder.com, a social shopping site. The acquisition is aimed at increasing Time Inc.’s revenue from referring consumers to online retailers, Fran Hauser, who oversees digital strategy for a group of Time Inc. magazines including InStyle and People, tells Internet Retailer. StyleFeeder offers over 14 million products from well-known retailers including Target and Macy’s and provides a customized shopping experience using a shopper’s location, shopping history, and various filters like product price, brand, color, and attributes. Hauser says, “If you look at apparel and accessories, that market is a $26 billion market. We feel that shopping is really an extension to what InStyle does.” While StyleFeeder will improve InStyle’s current shopping engine, Hauser intends to feature StyleFeeder’s use throughout InStyle’s web site, in addition to other Time Inc. magazines.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Business Intelligence,
E-Commerce,
Marketing Communications
Region:
Global
Audience:
Business to Consumer
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Market Intelligence the Smartphone Way (CRM Daily)
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Posted: 02/04/2010
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Context-aware software tries to connect the real world with the vast stores of information about places in a virtual world: the Internet. The technology channels the knowledge amassed to provide useful tools to the smartphone user. Consumers gain more control over their buying experiences and save time when they purchase from vendors who have critical insight into their shopping habits. The software’s diverse industry applications include retail, business management, hospitality, and food and beverage. Research firm Gartner projects the market for this technology will grow to $12 billion by 2012, with Google standing in prime position to address and profit from the new wave of demand. Other companies that stand to benefit are Nokia, Cisco Systems, Avaya, large telcos like China Telecom or potentially even social networks such as Facebook, Gartner says.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products,
Technology, Consulting, & Professional Services,
Telecommunications
Topic:
Business Intelligence,
Experience & Interaction,
Marketing Communications,
Technology Implementation
Region:
Global
Audience:
Business to Business,
Business to Consumer,
Peer Groups & Communities
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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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