Retail Column

Here’s how brand marketers can use immersive technology to build an effective retail experience

It’s your typical overcast Saturday in downtown Portland, Oregon, and I’m heading out to the park to walk my dog, Betty. What I find this particular evening is anything but typical as instead of a few homeless guys sleeping on benches and fellow dog walkers, I encounter hundreds of people of all ages walking through …

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Time to leave last touch attribution in the dust? Answer these 4 questions first

Retail marketers have debated the end of last touch attribution for over a decade now. In today’s omnichannel marketing world, where consumers shop across a variety of devices and channels, attributing a sale wholly to the last interaction before purchase is outdated and inefficient. That’s because you can overly emphasize low-funnel activities at the risk …

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3 ways consumer shopping is changing in 2019

One year ago, I wrote how survey data showed that consumer preferences around more images, receptiveness to personalization, and trust in retailers presented unique challenges and opportunities for brands to succeed. After conducting a similar survey one year later, the desires of consumers around the online shopping experience have grown once again, and noticeably so. …

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How strong is your Amazon ‘health?’

To secure a mortgage, prospective homeowners need to prove their creditworthiness and financial health with a strong FICO score. A FICO score is the three-digit number based on one’s credit reports that help creditors assess how likely one can repay debt. E-commerce could learn a thing or two about ratings to determine one’s success — …

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3 lessons learned from 89,000 Amazon fashion product pages

For select consumer product categories, Amazon, while imposing, isn’t the kind of category dominator that makes or breaks a brand’s e-commerce fortunes by themselves. Fashion is one such category. Despite 27.4 percent of U.S. apparel being purchased online in 2017, an array of niche retailers (e.g., The Children’s Place) and D2C companies (e.g., MeUndies) are …

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How does an omnichannel vision increase sales?

With the digitization of consumption patterns, being present on all channels is no longer enough to capture the attention of consumers. Multichannel strategy needs to be redesigned to benefit from an omnichannel strategy, which is essential today to support consumers throughout their purchasing journey. Which steps does the customers take before making their final purchase? …

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3 powerful ways to maximize data to grow your e-commerce business

Those on the outside think the e-commerce game is an easy way to make some quick cash. But, operating an e-commerce company is no effortless endeavor and building a profitable brand is even more challenging. Transforming new visitors into loyal customers can sometimes seem to be a difficult feat, and a costly one at that. …

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Everything is e-commerce: Big takeaways from CES

CES is not what it used to be. What was once a showcase for buyers to fill shelves has been completely turned on its head. The event, which took place in Las Vegas for the past week, is now much more than a tradeshow. It’s an ode to today’s direct-to-consumer marketplace and technology providers, with …

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3 ways customer data drives more impactful brand experiences

As marketers, we love to talk about consumers as if they are another species — unique, complicated, demanding and fickle creatures we spend our days (and budgets) trying to understand, engage and delight. But, hey, we’re all human. We all shop. We all have experiences with brands — and when we view those experiences through the …

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The 5-step approach to driving retail growth

Most retail marketers are familiar with the concept of the retail apocalypse. Legacy retailers are increasingly losing ground to the one-click convenience, price transparency, and the endless assortment offered by Amazon and similar disruptors. But it’s not all doom and gloom. Brick-and-mortar retailers like Sephora, Zara, and Nike are bucking the trend. So are e-commerce …

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