E-commerce Insights: Multichannel Planning Is a Complex Endeavor

In paid search, the traditional catalog paradigm of acquisition vs. retention is replaced by non-brand vs. brand search. When searchers find you online using your brand name (e.g., “Lands’ End shirt,” “Harry and David,” “Chase credit card”), they’re using the search engine like a White Pages. For this search, they’ve exhibited enough loyalty to find your site by name — regardless of whether they’re on your active buyer file or not. In contrast, searchers who find you online though nonbrand search (e.g., “men’s oxford shirt,” “fruit basket gift,” “rewards credit card”) are using the search engine like a Yellow Pages. They’re comparing you to your competitors. This order is “in play” regardless of whether that customer is or isn’t on your active buyer file.