By MarketLive, Inc.
The economy is weak, gas prices are
soaring, and consumers are belt-tightening – not the best landscape
heading into the 4th quarter. Fortunately eCommerce is poised to
benefit from this scenario as shoppers turn to the web to research,
price match, and purchase gifts without driving all over town. To capture
your share of this bounty, now is the time to take a good hard look
at your website and customer communication to be sure you are
delivering the best possible shopping experience factoring into account
any time and resource constraints.
MarketLive and the e-tailing group developed this field guide for peak
season performance to aid you in that task. From gifting to promotional
merchandising we have identified the essentials based on feature
presence among the 100 websites in the e-tailing group 10th Annual
Mystery Shopping Study (EG100), conducted in 4Q 2007. These are
the techniques and tools customers have come to expect and should
be the first ones you examine and tune up.
Be sure that you are up to the minute on industry best practices
and winning strategies by reviewing examples culled from our 2007
holiday season repository. Along with additional supporting research
from the e-tailing group and other industry sources, this Guide
showcases 41 site and email examples of best-in-class execution
to serve as a springboard for your team.
Try new approaches with a twist on tried-and-true tactics to kickstart
sales. Do you have the tools in place that can help extend the
selling season to the very last moment? It will be imperative that
you react close to season so evaluation and embellishment of last
minute techniques will be more important than ever before. Get
tactical to ensure that standards are in place before your tackle the
"bells and whistles." Once the basics are in place, move on to elevate
merchandising through imagination and innovation.