You’re more likely to survive a plane crash than you are to click a banner ad. And you can research and buy virtually any product, at any time, from any touch point. This fundamental capability overrides the marketing funnel and reorders the priorities of media.
With smartphones conditioning a generation to expect what they want, how and when they want it, omni-channel has become the ante for retailing’s future. Retailers need to move beyond their channels to serve each customer wherever and whenever she wants to be served. Today even retailers with very dynamic inventory like TJMaxx, Saks OFF Fifth […]
One thing hasn’t changed since the dawn of retail: We feel more confident in our choices when we know people like us have made the same choice before us, and had a good outcome.Early carpet and spice merchants would pay confederates to act as customers and make their stands look busy. And the attendant at […]
This quarter, we hit two milestones in retail. Target, Best Buy and Walmart all had 50% or more of their website visitors coming from mobile devices. And the overall time shoppers spent on retail sites using mobile devices crossed the 60% threshold. As mobile initiates more online traffic, though, retailers need to contend with a gap between shopping and buying that could sink their brands.
We used to go shopping; now we are shopping. Smartphone in hand, we start our shopping experience by accessing nearly perfect information – product specs, ratings and reviews, competitive pricing – within moments of considering a need, want or purchase. For all practical purposes, the front door of retail has moved online.
The new Amazon Fire Phone launched yesterday, and the internet is buzzing about whether or not this new device will be a hit or a flop. I believe that the Firefly feature is a significant milestone in the evolution of shopping. Retailers and shopper marketers need to plan for a world of friction free shopping, and perfect product transparency.
When looking to improve performance of an e-commerce site, one of the best places to start looking is at the bottom of your checkout funnel. If a shopper has gone to all the trouble to discover products, put them in their shopping cart, and begin the checkout process, you know they have buying intent. So you […]
The 2013 Super Bowl was more digital than ever. The 71,024 fans in attendance all had access to free wi-fi. Dozens of Super Bowl advertisers launched aggressive digital campaigns in the weeks prior to the game (including, in many cases, pre-releasing their commercials). And the game itself featured a record number of commercial spots with […]
Would you like to escape your daily grind and recharge your e-commerce batteries before the holiday shopping season kicks in to full gear?September offers two e-commerce trade shows that might be just what the doctor ordered.If you are using (or are interested in) the IBM Smarter Commerce platform, you should consider attending the Smarter Commerce […]
Amazon has spend over $14M on new top level domain names from ICANN. What impact will these 1000 new gTLDs have on the e-commerce industry? Will consumers adopt them?