MarketingSherpa Blog

I think it goes without saying that online shopping is no longer just a convenient option for consumers. It’s a retail mainstay, and a key to holiday marketing success.

Wasting no time in supporting this point once again, IBM has just unveiled the findings of its fourth annual Cyber Monday Benchmark, revealing that online spending for Cyber Monday 2011 eclipsed the previous year’s sales  by 33%, and even this year’s Black Friday sales by 29.3%.

As crazy as it can be for consumers, holiday retail is like bacon-flavored manna for marketers. While the online opportunity is huge, it’s crucial to stand out from the crowd, by remembering those who make up the crowd.

You must offer shoppers a thorough, convenient, enjoyable online experience, and promote your shopping experience as part of the holiday solution, not a digital extension of the traditional holiday hassle.

With the growth of e-commerce as a viable alternative to in-store retail, aided by more Web-exclusive discounts, free shipping offers, and the like, you can help boost business by providing an efficient, but personal online shopping experience that ensures your customers will never again long for crowded malls and crazed deal-hunters.

Here are three tips to help make the holidays happy, for your customers and your bottom line.

– Read more…

The holiday shopping season is upon us – the proverbial golden goose for consumer marketers. I’m sure you’ve planned thoroughly throughout the year, and just have to focus on how to execute, execute, execute in these last remaining days before December 25 rolls around.

But, it’s too late to make impactful changes to your plans, right?

Right?

Well, I’ve been listening to one of those “challenge the model” books on tape (you know, the ones that tell you, “Burn the status quo! The only rules that exist are the ones we impose on ourselves!”). So, I’m understandably pretty worked up. All the same, I say we take on this beast. Let’s try to make a few last-minute shifts and move that needle.

If you can spare a minute away from your daily transactional data, let’s brainstorm a few last-minute ideas to help you get an extra bump in sales this holiday season (and I’d love to hear your ideas in the comments section, as well). After all, anything’s possible. As long as you commit.

– Read more…

Black Friday and Cyber Monday have come and gone. The holiday crunch has arrived.

As I mentioned previously, consumers are looking for deals this season. That poses a challenge for premium brands that don’t want to discount. One brand, Zappos.com, sells shoes at a discount through its other brand, 6PM.com, to maintain its premier image.

I sent a comment request to Zappos, but did not get a reply in time for the previous post. However, Graham McCulloch, Senior Buyer, Zappos.com, did get back to me last week and elaborated on the topic. Here’s what he had to say:

“Zappos.com is a premier brand and customers choose to shop on Zappos for the premier service. Price is a secondary consideration. In order to maintain the integrity of our brand, we chose to funnel the vast majority of our markdowns through 6PM.com.

6PM.com is price and selection driven. To offer these prices to our customers, we have shorter customer service hours, a $6.95 flat rate ground shipping, and a 30-day return policy.”

On the other hand, Zappos has 24/7, 365 days-a-year live customer service, a 365-day return policy, free overnight shipping and free return shipping. (That is astounding!)

McCulloch further mentions that 6PM.com customers want value, while Zappos’ customers want the newest, most diverse assortment of footwear, apparel, and accessories on the Web.

As you can see, the difference between the two brands goes beyond pricing. Zappos and 6PM have two completely different online strategies, and that give its marketers far more reach than either brand could alone.