Category: Retail Column

How to get the most out of your purchase of ads on Amazon

Forty percent of Amazon shoppers never scroll past the first page, according to a 2018 Feedvisor study. That’s why, with millions upon millions of products on Amazon, brands are increasingly turning to Amazon Marketing Services (AMS) like Headline Search Ads...

/ May 23, 2018

3 lessons learned from 365,000 Amazon furniture & home goods product pages

As in many markets, the tactics to successfully sell home goods and furniture on Amazon differ slightly depending on the price point. But after analyzing more than 365,000 furniture and home goods product pages on Amazon as part of my...

/ April 25, 2018

Closing the deal with in-store customers

One of the most fundamental goals a brand marketer has is to lead consumers to the point of sale (POS) — that is, a location or moment during the customer journey in which a retail transaction can occur. Guiding shoppers...

/ April 11, 2018

4 ways brands can win the digital shelf in 2018

What drives shoppers to buy in the current retail environment? To find out, my company surveyed more than 1,000 US consumers who shopped online at least once in 2017, and some clear lessons for brands emerged from the results. 1....

/ March 28, 2018

How brands can engage with customers after checkout

Display advertisements, coupons, shopper samples and in-store promotions are some of the more traditional approaches marketers have taken when trying to catch a shopper’s attention and influence his or her purchasing decision. Today, some forward-thinking brands are investing in new...

/ March 21, 2018

The death of the mass market and why consumers couldn’t be happier

Think back to the late 1990s – Friends was the biggest TV show in America with between 15-20% of all households tuning in. Nothing comes close on a percentage basis now, not even Game of Thrones, one of the biggest...

/ March 2, 2018

Busting e-commerce myths that lead to bad marketing decisions

Even the smartest marketer can make a terrible marketing decision if that decision is based on an outright falsehood. Myths about the e-commerce industry and the marketing surrounding it abound. Here are seven ways to help you avoid these traps....

/ February 15, 2018

Data is a tough topic for businesses, especially for retailers

Capturing data isn’t hard, but figuring out how to use it is. Data is a tough topic for businesses, especially for retailers. It is one of the biggest initiatives in the industry. While some retailers are stilling playing catch-up to...

/ February 5, 2018

Big companies are treating Amazon like a branding channel

Big brands have been talking for an awfully long time about “acting nimbly” and instilling a “startup culture.” There’s a recognition that being data-focused and able to act quickly will help spur short- and long-term success. But one of the...

/ January 31, 2018

From transaction to companion: Engaging at each level of the consumer journey

Unbeknownst to many, the shopping experience doesn’t begin with the purchase of an item. Rather, it begins when a consumer has a need or desire for a certain item. Successful brands may prevail at being part of the shopping experience...

/ January 19, 2018