Upcoming Webcast: Shopper Typologies for Ecommerce

Coming up Wednesday, April 25, at 1 pm (EDT), Eric Paquette, SVP at Copernicus, will give the next installment of our continuing series of webcasts on shopper marketing strategy. His area of focus: shoppers in a brand’s ecommerce channel.

More and more brands that primarily sell through retail, use their websites as a secondary channel to sell direct to customers. Ecommerce is an attractive option for brands for many reasons. Among other things, they break down geographic and retail distribution barriers; they typically drive high margin revenues; and a brand’s ecommerce site can deliver a unique brand experience that’s near impossible to replicate at retail.

Marketers, of course, recognize a brand’s ecommerce shoppers not only differ in important ways from their retail targets, but also from each other. Understanding these distinctions is critical to optimizing site effectiveness.

In this webcast, Eric Paquette will describe tools to identify, size, and profile a brand’s ecommerce shoppers and develop strategies to drive increased sales. He will demonstrate how to identify the most valuable ecommerce shoppers for your brand, understand their needs from the brand’s ecommerce site, and measure how your site delivers against those needs.

He will also describe how to ensure the end results of this kind of strategic research help drive:

  • Site design and available shopping tools
  • The user experience
  • Social, mobile and search strategies
  • The role of branded content on the site
  • Merchandising, pricing and promotion strategies
  • Direct marketing activities to drive ecommerce sales


Register now!

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Catch Copernicus at the Art of Marketing Conference

If you’re in the greater San Diego/Orange County California-area on or about May 17, you should catch Eric Paquette’s presentation on using market segmentation—one of the most powerful strategic research tools available today—to build a digitally savvy marketing strategy at the Art of Marketing 2012 Conference.

The San Diego chapter of the American Marketing Association is bringing together speakers from a variety of organizations, “to illuminate, educate, and paint the varied yet blended picture we call marketing.”

“Answering the call for relevant, timely insights and actionable take-aways in a one-day, fun, intensive learning environment, the Art of Marketing 2012 promises to deliver real-world solutions in a lively forum,” conference organizers explain.

For more information about the conference and to register, visit sdama.org/2011/11/05/art-of-marketing-2012.

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Live Webcast May 23: Jeff Maloy Talks Channel Typologies

On Wednesday, May 23, at 1 pm (EDT), Copernicus’ resident consumer packaged goods maven Jeff Maloy will explore the topic of shopping occasions in part 3 of our continuing webcast series on developing and launching transformational shopper marketing strategies and programs.

To register visit copernicusmarketing.com/our-thinking/webcasts.

Retailers and manufacturers want to drive traffic and increase market baskets with their shopper marketing efforts. In order to give their brands an edge vs. the many competitors retailers also carry, manufacturers need to dive deeper into the reasons shoppers have for visiting a bricks-and-mortar or online store.

“The ‘trip mission’ greatly influences the choice of channel, and the types of marketing and promotional tactics that are effective in driving sales,” explains Jeff. “By fully understanding the different types of shopping occasions, shopper marketers can deliver retailer- and channel-specific planning guidance to improve turns.”

Jeff will describe an approach to classifying consumer buying occasions and develop a richly-descriptive typology for the channels and “media” they use.

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