Customers like the convenience of ordering merchandise online and picking it up at their local stores, says Lauren Freedman, president of the e-tailing group, a Chicago-based consultancy that provides e-commerce merchandising solutions. “As online shopping continues to become more mainstream, we believe that delivering a cohesive, multichannel shopping experience is essential,” she says. To that end, the e-tailing group offers the following checklist to multichannel retailers offering in-store pickup of items ordered on the Internet. 1. Consistently send an e-mail notification when merchandise is available for pickup; include detailed pick-up information. 2. Strive to have merchandise available for pickup within 24 to 48 hours from the order
Omnichannel
With the start of the 2005, the Can Spam Act reaches its one year anniversary. As the year unfolds, it’s especially important to make sure your multichannel business is compliant. Bennie Smith, chief privacy officer at DoubleClick, offers the following tips on how to unify your e-mail campaigns and protect your customers’ privacy. - All e-mail communication to customers should be presented in a clear, consistent and standard fashion. This includes standardizing e-mail subject lines, headers and footers. Your e-mails need to clearly designate they are an advertisement or solicitation, as well as provide functional opt-out mechanisms, says Smith. - Multiple e-mail marketing databases of opt-in
1. When pinpointing your catalog’s target demographic, strive to know everything there is to know about your ideal customer, including gender, age, ethnic background, hobbies/interests, even personal characteristics (e.g., active, curious, intellectual, humorous). “Then find a picture of someone who meets that ideal, and hang it up so your staff knows exactly for whom they’re working,” advises Sarah Fletcher, creative director of Catalog Design Studios, a Charlestown, R.I.-based catalog agency. 2. When deciding how much space to allot for each product in your print catalog, “Don’t picture all merchandise the same size and square inch,” says Fletcher.”You’re losing money that way. If you offer
We are seeing an increase in the growth and financial performance of many specialty catalogs. None of these companies are old-fashioned general catalogers, and all share the following distinct characteristic: most of the new-to-file customers are coming in via the Internet, while most of the sales are being generated by a catalog (even if the order was placed on the Web site). The economics of finding Web-generated customers searching to meet specific interests are often more favorable than those obtained by direct mail prospecting. Shoppers have become more adept at locating products using various Internet capabilities, such as search engines and product syndicators of catalog
Expert integration among your various sales channels can elevate your brand above its competitors, noted Carol Worthington-Levy, director of creative services for LENSER, a San Rafael, Calif.-based catalog consultancy and list brokerage and management firm. Your creative team plays a crucial role in that effort. To generate a unified voice and appearance among your channels, follow these three creative strategies offered by Worthington-Levy during the session “Integrating Your Catalog Channels Into Your Overall Marketing Strategy” held at The Direct Marketing Association’s annual conference in New Orleans last month. 1. Provide templates to your creative personnel. Your Web, retail and catalog creative teams should have brand standards
When looking at your income statement, it’s tempting to cut prospecting to save money. But is that really the right thing to do? You have to invest in converting prospects to buyers. How much to pay for a new buyer depends on what you can afford and how fast you want to grow. Overspending to acquire a new buyer and trying to grow too fast can lead to financial ruin. On the other hand, not investing in housefile growth can have a negative effect on your business. This month I’ll examine how much to spend to acquire a new buyer. Invest to
Only 43 percent of sales attributed to catalog mailings were recorded at catalog call centers, according to the “2004 Abacus Annual Catalog Industry Trend Report.” Of the remaining catalog-driven sales to existing customers, 33 percent were recorded on Web sites and 24 percent in retail stores. These customers are more familiar with the brand and therefore more likely to trust and take advantage of additional sales channels, said Abacus analysts. The study also showed the shift from call centers to Web sites is increasing. Thirty-two percent of direct sales from multichannel merchants were conducted online in 2003, up from 28 percent in 2002.
“Today, consumers are zig-zagging across multiple channels (Web, catalog, phone, store) in order to make a purchase,” says Katie Kean, vice president of WebSphere Commerce and SWG Industry Solutions for IBM Software Group.”And what is important to note is that they may actually access all of these channels in a single purchase stream.” She adds that it’s critical to realize that customers don’t think about their research and purchases as having anything to do with multichannel marketing efforts, but rather as simply having many ways to shop the same brand. And shop they will. A recent study by cataloger REI has shown that dual-channel shoppers
Aaron Montgomery Ward mailed the first catalog in 1872, and catalogers have been working to perfect the art of selling from the printed page ever since. By now, savvy catalogers understand the factors needed for effective print design, including cover imagery, page count, product density, copy, typography, color, paper, trim, etc. The Web, in contrast, is in its infancy. The graphical Internet dates back only to 1991. Leading online firms (e.g., Yahoo!, Amazon, eBay, Google) are no more than 10 years old. It isn’t surprising, then, that many catalogers have more experience creating strong print pages than Web pages. This article offers four suggestions
In years past, automobiles were distinctive. Each model made a statement about itself and its owner. Today, many cars tend to look similar. The handful of exceptions include the Mini Cooper, PT Cruiser, VW Beetle, Bentley, Porsche and, of course, the Corvette. Since first introduced in 1953 by legendary designer Harley J. Earl (1893-1969), about 1.25 million Corvettes have been built, and more than 1 million are still on the road. Every year in late August more than 5,000 of these sleek muscle cars converge on the Carlisle, Pa., fairgrounds to be bought, sold, swapped and ogled by 60,000 enthusiasts, while more than
