Bridge has something that every store needs, but doesn’t really want: product data. We get stores to trust us that they need our product data for 64,000 products from 109 brands. They really don’t want the data—they want the sales from it. The data itself is worthless, but the sales from it are invaluable. Do you know who also has this issue? Funeral directors. Last week's Wall Street Journal shares that mortuaries are leveraging bonsai trees, setting up bouncy castles, ...
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August 3, 2017
August 3, 2017
How important are reviews to your business? It turns out, very important. Read my latest column from Tableware Today magazine on the importance of reviews.
Turning Reviews Into Sales
Does this sound like you...You need a hedge trimmer so you click on Google, read a few reviews, head to Home Depot, and make a purchase. Youโre on a favorite clothing storeโs website. The pants youโre interested in have poor fit comments so you choose something else. The reviews for the family theme park say itโs dirty...
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November 2, 2015
November 2, 2015
Zappos wants more people to call it, according to today's WSJ. Its phone number is on each web page. In contrast, Amazon (which owns Zappos) doesn't list its phone number. How does your business view customer service? If it's "Call Me Maybe," it may be time to reconsider.
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In the fall of 2010, the company did a test. It showed its products two waysโwith the video and without the videoโto track shoppers' behavior. It found purchases increased about 10% when a product included a video description, says Laurie Williams, video and photo products manager at Zappos. The company is still testing to figure out what components affect sales the...
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October 24, 2009
October 24, 2009
Advertising Age article about how e-mail is a cheap way to make good money
How E-mail Became a Direct-Marketing Rock Star in Recession
As Search Gets Cut, Retention-Focused Retailers Find Value in Channel's Cost-Effectiveness and Trackability
By Natalie Zmuda Published: May 11, 2009
NEW YORK (AdAge.com) -- It's likely the least sexy tool in your marketing arsenal, but it could be the one that delivers real results.
E-mail has emerged as a recession darling, as retailers look to proven programs that ...
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October 21, 2009
October 21, 2009
Should you offer free shipping on your website?
Please see below. This article from today's Wall St. Journal explores the expectation for free shipping when buying online. My advice to clients: - Let's better promote our free shipping offer for orders made online. - Let's e-mail a coupon to past customers either for an amount off the purchase, or something about free shipping. - Can we lower our free shipping baseline, or offer a free upgrade to quicker shipping? aka: 2 day shipping?
Online Shoe Seller Can Help Luxury Home Goods Get Leg Up
The article below about Zappos.com offers ideas to help online stores increase their sales. These strategies include: - free shipping - free returns - a more generous return policy - free upgrades on shipping
Do these services above cost $ to offer? Yes, however, for a $1 spent, they may give back $5 in sales. That is how Zappos.com sees it. And they do almost $1 billion in sales. Also, check out their website: http://www.zappos.com/ The design is...
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