Google

Even in an age of Twitter posts and Instagram photos, email is still the way marketers reach the hearts — and wallets — of consumers. And that's why retailers are up in arms about Google's latest tweak to Gmail. Over the summer, the internet behemoth gradually introduced a new inbox with an assortment of folders for different types of messages, including a main inbox and ones for social networking alerts, e-commerce promotions, updates from businesses like banks and mailing list messages.

The strongest promotion in this spotlight comes from Ray-Ban, in large part due to its branding. Ray-Ban is hosting "Envision the Possibilities," encouraging consumers around the world to contribute their visions to the #EnvisionSeries gallery. Ray-Ban has two Facebook apps working for the promotion. The first app is for "Never Hide Films," which right now is featuring "insanely talented people who are changing the way we view creativity in social media." The second, called "Social Visionaries," scans public Facebook data to create personalized videos: "The Social Brilliance of [Facebook Username]."

There are so many different shopping cart providers today, how do you know what to look for when selecting one? The answer ultimately lies in knowing which software will adapt and grow with your business best. As I see it, there are five absolutely critical things that must be considered when setting up an online store and selecting an online shopping cart:

Google FedEx SmartPost or UPS SurePost and plenty of hits show up in the search results. Some reviews are positive, extolling benefits that include cost effectiveness and fewer surcharges over air/ground alternatives, end-to-end package visibility, free Saturday delivery, and more. However, your search results will include complaints ranging from transit times that were too lengthy to crushed/damaged packages. One thing is for sure: With the meteoric growth of e-commerce and consumers’ demand for free or low cost shipping, these services are here to stay.

Online office supply retailer Business Supply saw increases in revenue, conversions, return on investment and customer acquisition thanks to a newly managed Google Product Listing Ad (PLA) program it launched this past spring.

Buying an engagement ring ranks as one of the biggest purchases a consumer will ever make, both in terms of a sentimental and financial investment. Now imagine going through this entire process online — browsing a website to create the exact ring your future spouse will love, making sure it's sized just right and then paying for it via an e-commerce checkout page. Ritani is trying to make this experience the norm rather than the exception … with a healthy assist from traditional brick-and-mortar storefronts. Leading Ritani's efforts at transforming the traditional retail jewelry store model is Brian Watkins, the company's president.

Being found on the web is a whole different problem from being found physically. A physical storefront depends on things like curb appeal and location. But what happens when your location is the amorphous web, and being found means manipulating several variables that all have to work together so prospects can find you? Online retailers have to be experts in far more than just the merchandise they're selling. They need to be connoisseurs of search engine optimization, application programming interfaces, marketing and website performance monitoring. So what does it mean to get "on the map" in cyberspace, and how do you stay there?

In the final part of this two-part series on the “20-Plus Things to Watch in Retail” section of JWT’s Retail Rebooted report, I discuss

Consumer expectations have changed significantly in recent years; the advent of mobile, online and social channels have seen to that. Rakuten has grown from a niche e-commerce player to a global online marketplace in just 16 years. In that time we've learned a few things about how to ensure online success for retailers in an ever-competitive climate. Consider the following five steps:

Google's recent decision to pre-sort Gmail users’ messages by "primary," "social" and "promotions" tabs threw a lot of fashion brands for a loop. Email messaging is a strong mode of communication for online retailers, and now their messages are filed away immediately, relegated to third-most-important in the Gmail tab hierarchy, falling only one notch above spam. At the time of the change, a Google representative told Racked, "Gmail's new inbox is designed to help you manage email overload and take back control of your inbox."