“E-commerce Manager - Health & Beauty Retailer - Retail Bulletin” plus 1 more |
| E-commerce Manager - Health & Beauty Retailer - Retail Bulletin Posted: 03 Jun 2010 01:16 AM PDT Message from Five Filters: If you can, please donate to the full-text RSS service so we can continue developing it.
Five Filters featured article: Into the Abyss. Available tools: PDF Newspaper, Full Text RSS, Term Extraction. |
| Women Enjoy Shared Online Shopping Study Shows - Practical Ecommerce Posted: 31 May 2010 12:39 PM PDT Message from Five Filters: If you can, please donate to the full-text RSS service so we can continue developing it. Mobile devices have yet to factor in - Only 10% of women have downloaded any shopping-related applications to their mobile devices, and 62% are not even interested in doing so. Those who have used mobile applications find them very useful, although they have run into a few technical glitches; those who have not are waiting for higher adoption before jumping on the bandwagon. WHAT THIS MEANS FOR ECOMMERCE MERCHANTS To take advantage of these trends, online retailers need to utilize every benefit the Internet has to offer, including consumer rating and reviews, email newsletters, online coupons, and social networks. "Women want advice from other shoppers, but they also want to share their experiences and look for validation before making a purchase," said Jodi Kahn, executive vice-president at iVillage, in response to the study. Another significant finding was that women spend between 6 and 30 minutes preparing for a shopping trip, and that they will "use this time researching sources which will generate the best value from their trip." This suggests that, in addition to the other outlets, emphasis should be placed on optimizing ecommerce sites for search engines. THE ROLE OF FACEBOOK AND TWITTER Even though social networks such as Facebook and Twitter did not fare as well in terms of being primary influencers of buying behavior, that does not mean they should not be used. The study reported that a majority of respondents - some 81% - had visited Facebook in the past month. Not only that, women use these sites to share thoughts and opinions about brands and products. Therefore, having a Fan Page and Twitter account is a must, as is making use of applications such as Facebook Connect and the new "Like" button on your website. Pat Kitano, Internet marketing consultant and CEO of Domus Consulting Group, said recently that "Facebook is primed to evolve into a massive Sunday advertising circular for local businesses." (He also suggested that Twitter could become the new Valpak.) Apps such as those provided by Wildfire and FanAppz make it easy to incorporate online coupons and similar promotional activities. CONCLUSION Reading this report, it should be easy to discern that a combination of online channels used in a coordinated, cross-promotional manner is what's called for. Women "become much more loyal to a brand if you give them the tools to make the correct buying decision," stated Ms. Kahn. Merchants who heed this advice will be the ones best positioned to capture such loyalty in the long-term. What tools are you providing your customers that will enable them to share advice with one another? What other tools would you add to this list? This post is filed under The Social Retailer and has the following keyword tags: online retail, ecommerce, facebook, twitter, trends.  Mallory says:This is a very interesting view on how women use social media to enhance their shopping. As a typical target demographic I would have to say that all of these points ring true to me! "Women spend between 6 and 30 minutes preparing for a shopping trip, and that they will "use this time researching sources which will generate the best value from their trip." This suggests that, in addition to the other outlets, emphasis should be placed on optimizing ecommerce sites for search engines." - absolutely! As an avid shopper I am constantly connecting with my favorite brands over facebook and twitter. I utilize coupon codes on a weekly basis, and always try to rate and review the items I buy, as well as share them on my social networks. I believe that for me and most of my peers being able to share info/purchases via social channels makes us WAY more prone to stay loyal to a company or brand in the long run. Also, "younger women (under 30) are less influenced by newspaper coupons (38%) and more influenced by both at-home mailers (30%) and online coupons (21%)," once again, so true. Companies like Victorias Secret, Express and even Bath and Body are the queens of sending coupons and discount cards to me in the mail. Not only do I regularly use these coupons, but I have also shared them with friends, gotten a credit card from each of these companies, and regularly interact with them on twitter and facebook. Overall, this was a very interesting article and one that retailers should definitely take into account! Bloggers WantedWe're looking for merchants and other ecommerce professionals to share their experiences with our readers. If this interests you, we invite you to contact us. Five Filters featured article: Into the Abyss. Available tools: PDF Newspaper, Full Text RSS, Term Extraction. |
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