Electronic Retailer - June 2011 - (Page 46)

MANAGING AN ORDER FROM START TO FINISH network, market or website that ran the advertisement. The system was built to integrate information from media agencies, fulfillment centers, customer service centers, payment processors and websites in order to give comprehensive data back to clients. Data Collection Although how a product will get from the warehouse to the customer is an important part of the order process, collecting data on the purchase itself is vital to the survival of marketers and their clients. Now, more than ever, clients demand a vast amount of information from their marketers – and quickly – so that campaigns can be adjusted to maximize return on investment. Clients of Digital Element leverage both historical and real-time data for online marketing strategies. “From a historical standpoint, geo-location data allows retailers to gain new insights into the makeup of their online channel,” Friedman says. “By understanding where their customer base is located, and then overlaying this data on top of sales data, they [clients] can then move from analysis to action in order to better stock their virtual shelves, identify areas where sales are weak, and thus run campaigns such as coupon offers or promotions to visitors from poorperforming areas.” Friedman says there has been a major shift in the last five years in what the client is looking for. Previously, the ability to target by state or region was sufficient, but today, clients want increasing granularity in order to target users even closer to where they live. For example, a major hardware retailer with independently-owned retail locations was able to increased foot traffic in local franchises by as much as 30 to 40 percent by tracking and leveraging ZIP and postal code data. at GSI Commerce, clients are looking for ease of data availability and access to data systems. In other words, GSI is tasked with interpreting the data for the client and then posting it on a site for the client to access. “Most clients want daily or weekly reports,” Johnson says. Marty Fahey, CEO of OrderMotion, Inc., says the keys to reporting data are timeliness and usability. All of the information available now makes it easy for customers to test offers and campaigns and review the results in real time so that they can move quickly to identify what works and what doesn’t. “Additionally, by understanding repeat buyer behavior and then targeting them with specific offers and campaigns, you can dramatically leverage your initial cost of acquisition over multiple orders to drive your profitability,” Fahey adds. The difference in analytics reporting today versus five years ago is speed and reach. According to Fahey, modern coding techniques encourage open systems that can talk to each other. This allows for an easier consolidation of data. Also, with systems like those at OrderMotion, which are delivered via the web, it is now easier and faster to offer that consolidated information to the client. “We find our customers get very comfortable with any new technology that makes it easier for them to drive growth,” Fahey says. LookSmart is pay-per-click search advertising agency that provides analytics to advertising clients and integrates reporting based on customers coming to client sites and purchasing. “Whatever an advertiser wants to track, we track,” says Michael Campbell, vice president of product at LookSmart. “Whether they incorporate that information into their site or share with their customers is up to them.” What’s Hot, What’s Not Data Reporting Once collected, analytics need to be reported to clients – the faster, the better. According to Kris Johnson, vice president of business development 46 While a large portion of orders today are being placed over the Internet, there is still an audience for shopping over the phone and in brick-and-mortar stores. The balance between selling online and offline is one that each marketer must work on with individual clients in order to compete in today’s retail environment. Shopatron is an e-commerce platform that helps large companies to sell on the web. The company has been around for 10 years and now has thousands of brands and stores on its platform. “We allow them to sell on the web and not compete with their retailers,” describes Mark Grondin, senior vice president of marketing at Shopatron. Often, web sales are in direct competition with sales made at brick-and-mortar stores. The idea behind Shopatron is to take orders and award them to the closest stocking retailer if it has the product. The company does not fulfill any orders, which means no packing or shipping, but is instead an online order-management system that helps clients outsource to retail. “We can manage from 12,000 retail locations around the world,” Grondin says. “There is a ton of complexity to order management. That’s one of the things that we are constantly innovating is how to leverage it.” Another growing trend is in-store pick up, which is up between 300 and 400 percent from last year for Shopatron’s clients. For the consumer, this move is about saving on shipping costs and getting the product almost instantly. Plus, it’s convenient. If the size or style of the product isn’t to the customer’s liking, the buyer can exchange it right then and there. “Now that taxation on the Internet orders is just about there – and then add shipping costs – picking up at a retail location is starting to seem a lot more sexy than it did,” Grondin says. LookSmart’s Campbell notes the rise in the ROBO effect, which stands for research online, buy off line. In this rising trend, consumers go to the website to look into the product, but they actually enter a store to touch, feel and see it in person before making the purchase. It’s driving consumers to the store, especially those purchasing at a higher price point or making a more considered buy. electronicRETAILER | June 2011

Table of Contents for the Digital Edition of Electronic Retailer - June 2011

Electronic Retailer - June 2011
Contents
Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
The Evolution of a Global Business
UK Home Shopping Finds Its Niche
Guest Viewpoint
Brendan Condon Wants it All
Managing an Order from Start to Finish
Radio
Legal
Support Services
Fulfillment
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry

Electronic Retailer - June 2011

Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page Cover1)
Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page Cover2)
Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page 3)
Electronic Retailer - June 2011 - Contents (Page 4)
Electronic Retailer - June 2011 - Contents (Page 5)
Electronic Retailer - June 2011 - Contents (Page 6)
Electronic Retailer - June 2011 - Calendar of Events (Page 7)
Electronic Retailer - June 2011 - Your Association, Your Bottom Line (Page 8)
Electronic Retailer - June 2011 - Your Association, Your Bottom Line (Page 9)
Electronic Retailer - June 2011 - Industry Reports (Page 10)
Electronic Retailer - June 2011 - Industry Reports (Page 11)
Electronic Retailer - June 2011 - Industry Reports (Page 12)
Electronic Retailer - June 2011 - Industry Reports (Page 13)
Electronic Retailer - June 2011 - FTC Forum (Page 14)
Electronic Retailer - June 2011 - FTC Forum (Page 15)
Electronic Retailer - June 2011 - eMarketer Research (Page 16)
Electronic Retailer - June 2011 - eMarketer Research (Page 17)
Electronic Retailer - June 2011 - IMS Retail Rankings (Page 18)
Electronic Retailer - June 2011 - IMS Retail Rankings (Page 19)
Electronic Retailer - June 2011 - Jordan Whitney’s Top Categories (Page 20)
Electronic Retailer - June 2011 - Jordan Whitney’s Top Categories (Page 21)
Electronic Retailer - June 2011 - Lockard & Wechsler’s Clearance & Price Index (Page 22)
Electronic Retailer - June 2011 - Lockard & Wechsler’s Clearance & Price Index (Page 23)
Electronic Retailer - June 2011 - Ask the Expert (Page 24)
Electronic Retailer - June 2011 - Ask the Expert (Page 25)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 26)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 27)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 28)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 29)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 30)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 31)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 32)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 33)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 34)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 35)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 36)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 37)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 38)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 39)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 40)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 41)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 42)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 43)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 44)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 45)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 46)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 47)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 48)
Electronic Retailer - June 2011 - Radio (Page 49)
Electronic Retailer - June 2011 - Legal (Page 50)
Electronic Retailer - June 2011 - Legal (Page 51)
Electronic Retailer - June 2011 - Support Services (Page 52)
Electronic Retailer - June 2011 - Support Services (Page 53)
Electronic Retailer - June 2011 - Fulfillment (Page 54)
Electronic Retailer - June 2011 - Fulfillment (Page 55)
Electronic Retailer - June 2011 - Member Spotlight (Page 56)
Electronic Retailer - June 2011 - Member Spotlight (Page 57)
Electronic Retailer - June 2011 - Advertiser Spotlight (Page 58)
Electronic Retailer - June 2011 - Advertiser Index (Page 59)
Electronic Retailer - June 2011 - Classifieds (Page 60)
Electronic Retailer - June 2011 - Classifieds (Page 61)
Electronic Retailer - June 2011 - Rick Petry (Page 62)
Electronic Retailer - June 2011 - Rick Petry (Page Cover3)
Electronic Retailer - June 2011 - Rick Petry (Page Cover4)
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