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.
Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.
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