When you view a pair of shoes on a retailer's website, but don't purchase them right away, the shoes follow you around the Internet, showing up on nearly every site you visit. Publishers can learn a lot from these shoe retailers' tactics.
If you do not appreciate the power a pair of shoes can offer, you might want to skip this column. For those of us self-acclaimed shoe aficionados, we understand that shoes make or break us. If you don't have exactly the right pair of shoes on, well, you might as well just stay in bed. Therefore, finding the right pair of shoes takes time, consideration, and lots of looking. The shoe retailers have learned ways to ensure their brand and products stay top of mind throughout our journey and publishers can learn a lot from the strategies and tactics they employ.
This column is actually not about shoes themselves (even though I could write an entire book about the power of shoes); it is about the way that retailers, especially of shoes, have been able to command the online marketing space. And how digital publishers can take a few lessons from these retailers to help increase sales.
It's happened to us all, with shoes, and many other consumer goods. We go online to search for an item. We click on a few images, or product descriptions. We may or may not choose to put something into a cart and/or buy it. We leave the site. And then BOOM, those shoes follow us everywhere. From Promoted Twitter feeds, to Facebook page posts, online banners, and even, in some cases, abandoned cart emails. We can't escape the shoes. It's fashion-stalking at its finest.
Early on, fashion retailers learned that customer relationship management (CRM) doesn't need to be limited to the website or the physical store. Instead, it can be brilliantly integrated into every aspect of our online life. As publishers, we can learn a lot from the fashion industry.
If your CRM program is limited to the website and/or physical location, you could be leaving up to 60 percent of your revenue on the table. To take advantage of your potential revenue, follow the "stalking shoe" and implement these three best practices.
These are just three ways that you can leverage proven best practices from the retailers who have pioneered the industry. For more hints and tips, just visit any shoe website and take note of what happens next.
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Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.
Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.
One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.
Singapore, 5-6 March
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January 29, 2015
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