The Retail Email blog has a roundup of this morning’s e-commerce email blasts with attention being paid to today’s email from Saks. The e-mail, entited “8 Great Reasons to Shop Saks.com“, calls attention to some of the new and improved functionality that the retailer has added to their site. Great way to call attention to improvements on the site that may have been implemented over a period of time or that the users may not have realized are there. I think it gets them to explore new areas of the store that they may not have been aware of before.
StorefrontBacktalk has some of the early numbers from this year’s National Retail Federation annual show. Registration and exhibitors are down from last year, but international vendors who will be at the show.
In more NRF news, PredictiveRetailer has a recap of Day 1’s social media happenings. It’s a great review of blog posts and tweets referencing the day’s different sessions. Looking foward to seeing the recap for the rest of the sessions!
For those not attending the NRF Big Show, don’t forget you can use Twitter search to follow the NRF keyword to keep up to date with what’s going in in New York this week. There’s a bunch of attendees who are on Twitter and there’s been some good ideas and comments being posted there. I’ll be Tweeting from the Expo Hall tomorrow.
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I was having a conversation with a colleague of mine who suggested that it would be interesting to see a list of all retailers’ Twitter accounts on one page. We agreed that it would be interesting to see how different retailers are using the same medium – are they promoting sales, offering ideas for their market, reaching out to customers?
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Wednesday
November 26, 2008
JCPenney has unveiled an intriguing viral marketing campaign called “Beware of the Doghouse”. The concept is simple: Men should get the “right” gifts for their spouses in order to avoid being put in the doghouse. There’s a website and a four minute video out there supporting this campaign.
The campaign is also supported by a Facebook tie-in that some feel is a poorly executed social media strategy. I tend to agree on this one – I’d rather see retailers put their effort into making lasting relationships with their customers, rather than gimicky Facebook apps.
However, I can’t completely fault JCPenney for their social media efforts as the retailer has also unveiled a Twitter account that, so far, seems to be a very effective use of the service. The account (@askJCP) was started last week and there seems to be a real person behind it (rather than a marketing script). Yesterday, there were a lot of Tweets about the Doghouse viral video, which does seem a bit forced and contrived. But there’s also some helpful information about the retailer and I hope they continue to engage people on Twitter and attempt to make solid relationships.
I should also point out that JCPenney uses Youtube to broadcast a weekly run down of the hot items and promotions in-store. Their channel is updated weekly and the commercials are well produced and informative. I believe the retailer started these broadcasts with the Back to School season.
I’m interested to see how the viral video plays out. I personally found it funny and remarkable well produced. So far, it’s getting some reaction on Twitter but people generally see the humor in the video. But frankly, I wonder if JCPenney had any second thoughts about rolling out their campaign so shortly after another major brand has such a nightmare on their hands last week.
Last week, the people being the ibuprofen Motrin unveiled a viral video campaign that most people agreed missed the mark. Reaction was quick and fierce and turned into a PR nightmare for the company.
I am enthused by JCPenney’s use of social media, social networks, and other available web applications. I hope that marks a long term commitment on behalf of the retailer and all of this doesn’t disappear after Christmas.
Here’s hoping other retailers continue to hop on the social media bandwagon and aim to connect with their customers online.
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Results from the 2008 eHoliday Survey, conducted by Shop.org and Shopzilla, have been released. The results offer an intriguing look into the state of online retail as we enter the heart of the Holiday season. Seeking Alpha has all of the results of the survey, which is a very good read for anyone involved in the industry right now. The survey paints a picture of an industry that may have worry about the economic downturn and knows it is not immune from pain.
Among the items that interested me: it appears that retailers will continue to offer free shipping promotions, but either increase the requirements to trigger the promotion or cut promotions in other areas. Free shipping is still a big deal.
When it comes to site usability and features:
Many retailers have rolled out new website features to improve the customer experience. Features like improved site search, which 42.9% of retailers added or improved since last holiday season, will help customers navigate sites more easily.
Other features, like product video (42.6%) and customer reviews (32.7%) can give shoppers more information to make buying decisions.
For price-focused shoppers, retailers have added and enhanced both clearance-sale pages (27.1%) and featured-sale pages (31.3%).
In addition, retailers continue to experiment with social networking: Nearly one-fourth (25.0%) of online retailers added a Facebook page this year.
This season will see a lot of experimenting with social media and non-traditional product detail and category pages. I’m really eager to see what retailers roll out in 2009 if these limited engagement tests pay off during the holiday season.
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Handbag Planet is a new store that is launching tomorrow and they are using social media to promote their site launch. They’re giving away 24 handbags over the course of the launch day and entries to the contest are gained through posting about the site to blogs, Twitter, Facebook, and other social networks.
The contest and social media campaign must be working as word of mouth seems to be strong on various networks. A search on Twitter returns 6 pages of results while a Google blog search returns close to 3,000 mentions. I’d assume that the positive word of mouth could lead into positive first day sales. If they also offer good customer service and a strong product, they can hopefully convert some of the first day customers into repeat customers.
I’m very interested to see how this plays out, how the website looks, and how their long term prospects look. I’ll sure be looking at the site tomorrow to check it out and, of course, with this blog post I wil hpefully win my fiancee a new handbag. It’s a win-win for all of us.
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