Direct-to-Customer Commerce

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Strategic insights into the direct commerce industry, including ecommerce, direct marketing and related fields

How Seamless Are You?

How Seamless Are You? is a study by Accenture on omni-channel retailing, from the customer’s point-of-view.

In my review, I found nothing earth shattering … because it told me what I expected:  customers want to be able to do business with you on their terms, rather than on yours.

Customers expect uniformity in products, pricing and promotions across all available channels.

So, if your organization is complaining about the negative impact of “show rooming” on your sales, then you should immediately consider the fact that your business may not be competitive in these three areas.

There seems to be some reluctance, among some retailers, to recognize that you win and keep customers by being the best company to buy from.  That may mean the best products, or the best prices, or the most attractive promotions.

But you can’t just sit there doing everything like you’ve always done things and expect to preserve your place in the market.  You must be better at something.

You must be more convenient, have a better selection, more available inventory, lower prices … something that differentiates you.

The principles of success have not changed … only the tactics required to implement those principles in the most effective way.

Filed under: News, Omni-Channel Commerce, Opinion, , , , , , , ,

After all is said and done, it’s still about what you sell

I’m a fan of Kevin Hillstrom’s blog:  MineThatData.  He posted yesterday about the impact of social media on sales, profits and stock prices, and specifically compared HP, Dell and Apple.  The post was entitled, Dell, HP and Apple:  It’s the Merchandise.

In summary,

  • HP has lackluster products, declining sales, declining stock price and no social media presence.
  • Dell has a spectacular social media presence, uninspiring products, pretty flat sales, and less dramatic, but still declining stock price.
  • Apple has products that continue in high demand, growing sales, skyrocketing stock price (even though it’s down over the very short term), and absolutely no social media presence.

Hillstrom concludes that superior products that customers demand still does more to drive business success than most marketing, and certainly more than social media.

Another relevant consideration to keep in mind, as you budget and strategize about your marketing efforts.

Filed under: Direct Commerce, Ideas, , , , , , , , ,

The benefits of an integrated ecommerce system

Dale Traxler has written the first of two parts on a great topic … and I like where he’s going with this.  I see the same problem he does among many of my clients.  Click on Dale’s name to see the article

Filed under: Direct Commerce, Opinion, , , , ,

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