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