Category: Retail Column

Crowdsourcing your inventory: Outsource product and empower customers

As retail increasingly moves online and into mobile experiences, consumers are presented with ever-increasing purchasing choices, including fully customizable products that can be ordered on a whim. Today’s consumers have become accustomed to increasingly accurate recommendations as they shop, and...

/ July 2, 2018

Loyalty is more than marketing, it’s a mindset

Marketers think of loyalty as a technology platform or a marketing campaign; they think it’s a demand or a lever to produce higher revenue, but it’s so much more. In its most successful iteration, loyalty is a mindset permeating all...

/ June 25, 2018

The myths that keep you from winning on Amazon

Success on Amazon can best be described as a game of tactics, with brands needing to constantly adjust to the practices of new competitors, consumer behavior or changes within Amazon itself. For companies looking to push their way to the...

/ June 22, 2018

I’m a customer. Please get to know me.

Marketers are data-obsessed; we want to know everything we possibly can about our customers. We invade their lives to leverage some of the most personal and important information. Yet the experience for the customer is often underwhelmingly generic and provides...

/ June 1, 2018

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