Top 2023 resources on strategy
Best strategy resource in 2023.
Learn more about strategy to improve your e-commerce strategy.
10 AI Tools to Streamline Your Social Media Strategy
As algorithms and trends evolve, managing social platforms effectively has become one of the biggest challenges for marketers.
Topics: streamline, post, social, strategy, posts, help, marketing, software, ai, content, media, tools.
10 Key Components All Great B2B2C Commerce Strategies Need
In the world of commerce, the B2B2C model has been gaining momentum in recent years. More and more brands are considering a B2B2C strategy to keep up with customer demand and outstrip the competition. But what does it really take for brands to succeed in this space?
As the lines between B2B and DTC commerce continue to blur, brands recognize the value of selling directly to end consumers through their brand partners. However, there are several moving parts involved in a successful B2B2C strategy, and brands need to have a clear understanding of what they are doing and why.
No matter the size of your brand, you can propel your organization to greater success with a strong B2B2C commerce strategy. In this blog, we'll explore 10 crucial steps to take to maximize your brand’s B2B2C commerce strategy and keep revenue growth strong.
The Rise of B2B2C
The B2B2C business model, which involves two brands partnering together in a joint venture or in a supplier/reseller relationship to bring complementary groups of products to clients, is on the rise across a wide variety of industries. B2B2C eCommerce evolved from a combination of traditional B2B and B2C models and involves working with other brands to reach end consumers online.
The continuing evolution of commerce platforms and consumer demand for personalized experiences have both contributed to the popularity of B2B2C. This model allows brands to simultaneously provide more actual and perceived value to consumers while also reaching a wider target audience. eCommerce brands also have the opportunity to form new and renewed relationships with brand partners and suppliers using a B2B2C model, forging mutually beneficial bonds for the future.
According to one report, almost 40% of manufacturers are currently making efforts to adopt the B2B2C model. With this in mind, companies should expect ever-increasing adoption and further development of the B2B2C model, making it crucial for forward-thinking brands to optimize their B2B2C strategy as soon as possible.
10 Top B2B2C eCommerce Strategies
While there are many B2B2C optimization techniques, there are some strategies that are essential to B2B2C success. Learn 10 key B2B2C commerce strategies that can help your business grow.
1. Provide a Seamless User Experience
When brands focus on creating a seamless user experience, convenience and simplicity has customers flocking. Easy navigation, smooth transactions, and satisfied customers helps you earn increased loyalty, more repeat sales, and greater revenue growth, making strong user experience a B2B2C strategy that pays off over time.
Prioritizing user experience is a surefire way to attract and retain customers in a constantly-changing online landscape. After all, people avoid actions that feel hard. Don’t make buying a hassle. Invest in an intuitive user experience that makes it easy for your customers to complete a purchase.
2. Streamline Your Supply Chain Management System
With strong supply chain management practices, brands can cut costs, streamline processes, and enhance supplier relationships. Streamlining the supply chain lowers the possibility of mishaps, delays, and cost overruns, ensuring a smoother purchasing process, higher consumer satisfaction, more revenue, and higher total profits.
Thanks to supply chain management, brands can better manage risk by identifying potential disruptions and implementing contingency plans. Ultimately, a well-designed supply chain management system is vital for brands hoping to succeed in the complex and competitive world of B2B2C commerce.
3. Create Strong Relationships with Partners and Suppliers
Establishing solid relationships with suppliers, distributors, and retailers is key to ensuring a steady flow of products and services for both brand partners and customers. By building trust and open communication, your brands can gain valuable insights into stakeholder needs and preferences, negotiate favorable terms, and deliver top-notch goods and services that exceed expectations.
Plus, by forging and maintaining close links with brand partners and suppliers, organizations can streamline their supply chain, lower costs, boost efficiency, and increase their competitive edge in the market.
4. Beef Up Your Data Analytics System
Implementing data analytics systems empowers your brand to make accurate, informed decisions based on real-time data. By tracking customer behavior, preferences, and trends, you can tailor products and services that meet customers’ needs and deploy marketing strategies to bring those products and services to your customers faster than ever.
Data analytics can also identify areas of improvement, such as materials costs, brand reputation issues, or supply chain hiccups, that could be tripping up your growth plans without your knowledge. Embracing a detailed data analytics system is a surefire way to outclass the competition and boost your bottom line with data-driven decisions.
5. Enhance Mobile Responsiveness
With most consumers using their smartphones and tablets for online shopping, mobile responsiveness is no longer a nice-to-have: it’s now a necessity. By ensuring that your website or platform is mobile-responsive, you make your brand relevant to the millions of consumers worldwide who might never bother to scroll through your site if it doesn’t look good and render smoothly on their mobile device.
This is especially important in the B2B2C commerce model, as mobile responsiveness helps speed up the sales process and create a smoother customer experience. Additionally, mobile responsiveness can improve search engine rankings, leading to more traffic and boosting revenue growth.
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6. Liven Up Personalized Product Recommendations
Personalized product recommendations make B2B2C commerce more effective by suggesting products that fit a consumer's needs and preferences. Thanks to algorithms, brands can analyze important data points such as purchasing history and browsing behavior to predict what a customer is most likely to buy next and dial up the personalization of search results, ads, and more to make that sale faster.
Examples of personalized recommendations include "customers who bought this also bought..." and "recommended for you." These suggestions improve the shopping experience for the customer and make the sales process frictionless for both you and your B2B2C brand partners.
7. Strengthen Data Security Measures
In modern times, strong data security measures can be the lynchpin of your brand’s reputation. A robust data security strategy can prevent data breaches and help build trust with customers and partners, leading to increased sales and strong long-term relationships.
Examples of effective data security measures include firewalls, encryption, antivirus software, and multi-factor authentication throughout your site and sales process. Backing up important data regularly and storing it in a secure location is also essential in case of a security breach. Additionally, implementing strict access controls and providing employee training on data security best practices can help prevent human errors that may lead to data breaches.
8. Build a Versatile and Unified Platform
Having a unified platform makes taking advantage of modern marketing must-haves such as omnichannel marketing and attribution simpler. Integrating all aspects of your business, such as marketing, sales, customer service, and inventory management on a single platform, ensures a more unified brand appearance on the front end and saves administrative time and resources on the back end.
Outdated legacy software or complicated clusters of tools that don’t work seamlessly together are the enemies of smooth and efficient operations, both for your brand partners and for you. By integrating a fully-unified and high-functioning eCommerce platform into every aspect of your business, you’ll preempt the problems that come with obsolete technology while also paving the way for faster future growth.
9. Promote Both Cross-Selling and Upselling
Cross-selling and upselling are highly effective dual strategies for B2B2C brands. Cross-selling and upselling enable brands like yours to offer more comprehensive products and services to potential or current customers. These techniques work especially well for B2B2C commerce companies and their brand partners that offer a range of related or complementary products, as it allows them to leverage their existing customer base to generate more sales.
According to data, cross-selling alone can increase sales by up to 20%, all with no additional marketing or promotion spend needed! Also, customers who are cross-sold are more likely to return and make future purchases. In fact, research shows that repeat customers are responsible for up to 40% of a company's revenue. So, if you don’t have a cohesive cross-selling and upselling plan in place, get one. If you have one, ramp it up as fast as possible.
10. Create More Robust Localization
Localization is a powerful tool for helping you connect with your customers on a deeper level. By catering to local needs and preferences for everything from language to colors to specific promotions, you can create a B2B2C strategy that not only better serves your brand partners, but also helps your customers feel heard and understood.
Your brand can achieve localization by taking into account cultural, linguistic, and regulatory differences in each market, as well as ensuring that shipping and tax settings for your platform are accurate for each market served. Localization is a key component of the growing trend for personalization in every aspect of commerce, so make sure your brand is doing it.
Examples of B2B2C Brands
The B2B2C commerce approach has become increasingly popular in recent years, as it allows brands to tap into new markets and expand their reach. Here are three leading B2B2C examples across different industries:
1. Amazon Business
Amazon Business, the B2B arm of Amazon, is a prime example of a B2B2C brand. It acts as an intermediary between businesses and consumers, making it easier for brands to provide products and services while ensuring a seamless buying experience for end users. With features like multi-user accounts and customizable approval workflows, Amazon Business caters to the unique needs of corporate buyers while leveraging the vast product selection and logistics capabilities of Amazon.
2. Google Ads
Google is one of the most famous brands in the world. It’s also a strong, clear example of a B2B2C brand.
Google’s most noteworthy function is providing search results to people seeking information online. But Google’s advertising engine, Google Ads, is one of the world’s most popular advertising platforms. Google Ads allows businesses to advertise their services on Google Search and on non-search properties, such as YouTube.
Consumers – and potential customers – turn to one business, Google, for information. Another business, like yours, can pay Google to display your brand’s products on those searches. Google is an intermediary between your product and consumers’ searches – making Google ads a clear B2B2C example.
3. Uber for Business
Uber for Business is a B2B2C brand that manages employee transportation needs. It is a cost-effective solution for brands with frequent travelers. Companies can set up a corporate account, manage ride policies and budgets, and track expenses easily with Uber for Business. It offers a smooth experience for end-users and employees who can easily book rides using the app, and payment is automatically charged to the company's account. Uber for Business is an ideal B2B2C brand that benefits all parties involved.
Maximize Your B2B2C Commerce Strategy with Elastic Path
Stymied by the complexity of preparing your brand to take on the world of B2B2C commerce? Never fear - Elastic Path is here! With our suite of headless commerce solutions and eCommerce tools, you’ll never have to worry about wrestling with subpar software or byzantine back-end systems again.
Get in touch with one of our experts today to learn more about how we can help your brand conquer the world of B2B2C commerce - and find a whole new level of success in the process.
Topics: strategies, strategy, business, partners, components, data, commerce, key, great, brands, products, b2b2c, need, brand, customers.
101 Blog Post Ideas to Refresh Your Content Marketing Strategy
When you have an active website, consistently coming up with blog ideas can be a challenge. So, what do you do when it feels like you’ve written about everything under the sun?
Topics: content, blog, share, industry, write, posts, refresh, post, strategy, explain, ideas, marketing, team, company.
11 Talent Acquisition Strategies to Find the Best Employees
It can be difficult to find the ideal candidate for a specific position — in fact, in 2021, 69% of companies have reported talent shortages and difficulty hiring – a 15-year high.
Topics: youll, strategies, job, social, candidates, work, acquisition, company, best, employees, talent, strategy.
16 Landing Page Statistics For Businesses in 2023
Are you eager to uncover the latest insights into landing page statistics? Well, you're in for a treat.
Topics: rate, statistics, using, landing, conversion, signup, pages, marketers, strategy, increase, businesses, page.
19 SEO Tips Straight From the Mouths of HubSpot's SEO Team
HubSpot's monthly blog traffic flattened in 2017, and the culprit was relying on our intuition to determine our audience's preferences. We pivoted to organic search, which generated most of our traffic and propelled us past the plateau.
In this post, we’ll outline the organic strategy that fueled our traffic boost and essential research insight and tips from SEO experts.
Topics: page, tips, team, pages, traffic, strategy, hubspots, site, keywords, mouths, straight, seo, blog, content, search.
20 Social Media Marketing Myths to Leave Behind in 2022
Like any major marketing strategy of the past decade, social media has had plenty of time to accumulate some big myths.
Topics: content, strategy, marketing, myths, social, leave, audience, tiktok, users, platforms, brand, media.
21 Data-Backed Reasons That Point to Why you Should Consider an Omnichannel Strategy in 2022
Connecting with shoppers has never been as easy, or as difficult, as it is today. There are any number of channels businesses can use to market and sell their products, ranging from their own website or third-party marketplaces, to brick-and-mortar stores or even the traditional sales team.
While you could probably find a buyer through any of these channels, connecting and converting the right buyers will depend on you reaching your customers when and where they are. That could be on Instagram, in their email inbox, on Amazon, or over the phone.
While it can be daunting to try and strategize across a variety of different platforms, apps, mediums, and devices, recent buyer data has never been clearer – the single-channel shopper is dying.
Taking an omnichannel approach to your commerce strategy will become core for your business to meet modern consumer demands, improve your customer experience and ultimately, your bottom line. Businesses like Stance, Bank of America, and Starbucks, are all great examples of businesses with omnichannel experiences.
But, there is a catch. And it isn’t just budget.
The key to an omnichannel commerce strategy (and how it differs from a multichannel strategy) lies not only in the mix of channels your business is leveraging, but in how those channels integrate and connect the customer’s journey.
Buyers today expect their shopping experience to be as convenient and personalized as possible. If they’re researching online, they might want to know the nearest in-store location they can pick up their desired products up at. If they order online, they might want to return in store. While customer preferences will vary based on your business (the products you sell, your ecommerce business model, industry, and location), the same underlying behaviors impact everyone – and the answer is omnichannel.
Here’s a few compelling statistics to help convince you that you should pivot to an omnichannel strategy if you’re not thinking about it already:
Customer buying habits are already multichannel...
15 years ago the average consumer typically used two touch-points when buying an item and only 7% regularly used more than four. Today consumers use an average of almost six touch-points with nearly 50% regularly using more than four. (Marketing Week)
59% of shoppers surveyed say they research online before they buy to ensure they are making the best possible choice. (Google)
98% of Americans switch between devices in the same day. (Google Research)
56% of consumers have used their mobile device to research products at home with 38% having used their mobile device to check inventory availability while on their way to a store and 34% who have used their mobile device to research products while in a store. (Forrester)
...And rapidly moving towards omnichannel
50% of shoppers expect that they will be able to make a purchase online and pick up in-store. (Forrester)
The number of orders placed online and picked up at bricks-and-mortar stores by customers grew 208% during the pandemic. (Adobe Analytics, 2020)
71% of shoppers agree that it is important or very important to be able to view inventory information for in-store products. (Forrester)
45% of shoppers in-store expect sales associates to be knowledgeable about online-only products. (Forrester)
Over 35% of customers expect to be able to contact the same customer service representative on any channel. (Zendesk)
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Omnichannel ecommerce will increase revenue...
Companies with extremely strong omnichannel customer engagement see a 9.5% year-over-year increase in annual revenue, compared to 3.4% for weak omnichannel companies. Similarly, strong omnichannel companies see a 7.5% year-over-year decrease in cost per contact, compared to a 0.2% year-over-year decrease for weak companies. (Aberdeen Group)
Omnichannel shoppers have a 30% higher lifetime value than those who shop using only one channel. (Google)
Omnichannel customers spend 4% more in-store and 10% more online than single-channel customers. For every additional channel they use, customers spend more money. (Harvard Business Review)
Customers that also used 4 or more channels, spent 9% more in-store when compared to just one channel (Harvard Business Review)
Marketers using three or more channels in any one campaign earned a 250% higher purchase rate than those using a single-channel campaign. (Omnisend)
...And improve customer retention
Companies with omnichannel customer engagement strategies retain on average 89% of their customers, compared to 33% for companies with weak omnichannel customer engagement. (Invesp)
74% of consumers are willing to abandon a brand if the purchasing process isn't easy to navigate. (Source)
An omnichannel strategy will make it easier to deliver consistent, personalized, and seamless the shopping experiences:
91% of consumers say they are more likely to shop with brands that provide offers and recommendations that are relevant to them.(Accenture)
67% of consumers think it’s important for brands to automatically adjust content based on current context. When brands don't adjust accordingly, 42% of consumers will "get annoyed" that content isn’t personalized. (Adobe)
71% of consumers feel frustrated when a shopping experience is impersonal. (Segment)
About 73% of consumers will ghost a brand after three or fewer negative customer service experiences (Coveo)
74% of consumers would find “living profiles” valuable if they could be used to curate the experiences, offers, and products they receive. (Accenture)
Building a unified customer experience that can be delivered seamlessly across any touchpoint is the path to a future-proofed business. Buyers can either be fickle or have a deep affiliation for your brand and how you engage with them will make or break that bond. Positive experiences will mean less abandoned shopping carts, better reviews and in the end, expanded sales and less churn for your business.
If you’re looking to get started with omnichannel ecommerce, or have already implemented the approach, Elastic Path can help you bring your vision to life and simplify the process with a flexible omnichannel commerce solutions. Chat with an expert today to get started.
Topics: products, reasons, online, strategy, point, shoppers, used, consider, databacked, omnichannel, consumers, business, customer, customers.
25 Nonprofit Marketing Statistics for 2023
It’s tricky being a nonprofit marketer. You’re often left wondering if it’s okay to spend part of the money on marketing your fundraisers, or if you should just spend it all on the cause itself.
Topics: marketing, nonprofits, spend, media, statistics, nonprofit, email, social, donors, strategy, trends.
3 Ways Entrepreneurs Can Tailor Their Ecommerce Strategy for Maximum Growth
Ecommerce continues to grow. Here are three things that entrepreneurs need to do in order to find success with it.
Topics: free, strategy, sellers, tailor, growth, ecommerce, online, smbs, consumers, maximum, customers, platforms, shipping, entrepreneurs, shopping, ways.
41 Types of Marketing Your Brand Should Invest In
Like many of the people who currently work in the industry, digital marketing was born in the 1990s. Since then, the industry has evolved at breakneck speed, sprouting many more types of marketing.
Topics: types, invest, product, brands, marketing, brand, marketers, customers, email, strategy, audience, social.
5 Steps to Level Up Your Social-Commerce Strategy
A dynamic synergy of ecommerce and social media platforms, social commerce is proving to be a dependable sales driver: How to make it pay for you.
Topics: socialcommerce, marketing, media, steps, ecommerce, customer, level, commerce, sales, million, shopping, strategy, brands, social.
5 Ways to Drive Native Mobile Sales with Shop
Consumers are spending more time in fewer apps, meaning brands need to have a mobile shopping strategy in order to remain competitive and relevant. Here's how brands can drive mobile sales with Shop.More
Topics: shopping, shop, buyers, drive, native, customers, store, strategy, mobile, ways, sales, merchants, pay.
50 Ideas for Your 2023 Small Business Marketing Strategy
Whether you’re launching a new business or already have one, having a small business marketing strategy that includes a strong online presence for your brand is essential.
Topics: ideas, content, business, social, small, strategy, website, media, marketing, help, free, customers, google.
50 Video Marketing Statistics to Inform Your 2022 Strategy [New Data]
As marketers find more innovative ways to attract audiences, video has become a meaningful part of the strategic conversation.
Video marketing is no longer an "up-and-coming" content strategy. It's here, and it's an increasingly powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects.
Topics: marketers, statistics, companies, inform, content, data, videos, marketing, creating, video, media, say, effective, strategy.
6 Steps Bloggers are Taking to Prepare for AI in Search [New Data]
Picture this: What if search engines could understand user intent, personalize search results, and even predict what users are looking for? How would that change the way we approach SEO and content creation? Well, prepare yourselves because artificial intelligence is making its way into the world of search.
Topics: ai, content, bloggers, engines, data, work, blog, search, strategy, taking, prepare, steps, theyre, team.
8 Data-Backed Recommendations for Social Media Marketers in 2023 [Insights from 1,000+ Professionals]
Social media trends change fast.
Topics: video, service, media, databacked, consumers, content, recommendations, insights, strategy, social, customer, marketers, professionals.
8 Steps to Create a Complete Marketing Strategy in 2023
Creating a marketing strategy is essential to effectively nurture your customers, improve your business’s bottom line, and increase the ROI of your efforts.
Topics: goals, complete, content, steps, strategy, brand, audience, marketing, target, plan, create, media.
A Quick Seller Snap Review (Jan 2022)
Are you an Amazon seller trying to optimize your pricing strategy? If that's you, perhaps, you want to see what Seller Snap can offer your business? Well, rest assured, you're in the right place. In this review, we’ll cover everything…
Continue reading A Quick Seller Snap Review (Jan 2022)
Topics: seller, strategy, repricing, competitors, jan, quick, sellers, price, product, review, snap, pricing, amazon.
An inclusive new DTC beauty platform secures $3 million in funding — and a supercharged offline strategy
Earlier this week, Thirteen Lune, a direct-to-consumer beauty platform that was launched last year in LA with $1 million in seed funding from Diddy, Gwyneth Paltrow and Beautycounter founder Gregg Renfrew, announced $3 million in additional seed funding. We might not normally pause on this kind of development, especially in a market where dozens of […]
Topics: supercharged, platform, funding, techcrunch, inclusive, offline, million, beauty, hair, skin, brands, jcpenney, strategy, lune, products, brand, dtc, founder, secures, thirteen.
B2B & B2C Instagram Marketing Trends of 2022 [Data from 500 Marketers]
When it comes to social media, there are a lot of differences in which channels B2C and B2B brands prioritize.
Topics: marketing, data, trends, strategy, instagram, marketers, say, b2b, roi, content, plan, b2c, compared, brands.
Black Friday Checklist: How to Prep Your eCommerce Store
Black Friday Checklist: How to Prep your eCommerce Store
Black Friday is the official kickoff of the chaotic holiday season. And with heavier traffic in recent years to a digital experience, it’s key for you to prep your eCommerce store for the spike - just as any physical store preps their floor and staff for the holiday wave. Before we dive in on how to best prepare your site, let’s look at a few stats regarding the busiest shopping day of the year.
What the Numbers Tell Us
After pandemic restrictions were lifted and in-person shopping was greenlit for most of the world, the predictions gravitated towards a shift back to the physical store. However, that’s not exactly how it all played out. eCommerce shopping behavior studies show the needle would not sway dramatically back to the in-store experience. Across global markets, there are accelerated patterns towards post-pandemic shopping behaviors towards the following trends:
Buying online for home delivery
More time in research/discovery online BEFORE going to a store
Buying online for store pickup
Black Friday Deals Trend Earlier
Retailers are choosing to offer deals ahead of Black Friday, as shopping behavior trends shift to starting the process earlier to “beat the rush,” or perhaps get an exclusive deal. A recent poll tells us as many as 22% of shoppers start as early as October to cross items off their list, with early bird shoppers spending on average $460 more than those who wait until after Thanksgiving. If you offer the deals, your shoppers will come.
Follow the data and the demands of your customers. If the data tells you customers are looking for Black Friday deals in October, then set up a plan to have special promotions and marketing campaigns in place to support an early start. This may look like a deeply discounted 3-day early bird sale, or perhaps a special Black Friday sneak peek for loyalty customers with special pricing.
Here is a checklist to keep top-of-mind as we enter the busiest shopping season all year long:
1. Set the Course for an Easy Checkout Process
2. Draft & Review Cart Abandonment Emails
3. Check Your Site Performance
4. Be Mobile Friendly
5. Be Promo Ready
6. Glean from Data Analytics
7. Beef up your Social Commerce Strategy
8. Cater to Loyal Customers
9. Beef up your Holiday Merchandising
10. Determine On Call Schedules for Support Teams
Black Friday Prep: A Digital To Do List
1. Set the Course for an Easy Checkout Process. The less friction from discovery to checkout the better.
Don’t require shoppers to create an account to checkout. Allow for a guest checkout option. While some shoppers prefer having payment methods or loyalty rewards at a glance available to them at checkout, there are significant numbers of shoppers who want speed and convenience.
Meet your shoppers where they are and allow for both. Keep the cart icon front and center at every click through your site. Even better, have a constant numeric reminder of what is currently in cart. It’s important to have a visual cue to the shopper whether it’s empty, full of “maybes” or items that are a sure thing.
Allow customers to pay in the way they prefer. That means well beyond traditional credit/debit cards. Offer a range of payment methods to include PayPal, Venmo, digital wallets (Google, Samsung, ApplePay), and an increasingly popular BNPL (Buy Now Pay Later) option like Klarna or Afterpay. Some European markets allow for bank drafts as a method of payment, but this largely depends on what the demand is of your consumer in your geographic locale.
2. Draft & Review Cart Abandonment Emails. As shopping cart abandonment statistics for 2022 reveal, the average cart abandonment rate ranges from 59.2% to 79.8%. Clearly too much revenue left on the table to ignore as a retailer. Here is where personalization becomes your ally. Using auto-generated, targeted emails to customers with abandoned carts is a proven strategy for conversion. Examples include offering a customer additional reward for purchasing such as a percentage, or flat amount with a cutoff date. Some shoppers change their mind about items. Offer alternatives based on their shopping history; sometimes offering a different style or brand, or perhaps accessories to support the category they were shopping such as camping or gaming.
3. Check Your Site Performance. If your site isn’t performing at peak speed, you stand to lose everything you’ve worked hard for as a brand. What is the importance of site performance? You have as little as 50 milliseconds (or .05 seconds), to make an impression on your site visitors. If pages take too long to load, or there is a delay in the checkout process, that is a customer gone for good.
Fifty milliseconds sounds daunting, but there are web performance and speed testing tools at your disposal to gauge this critical metric your customers’ experience relies so heavily upon. Let’s take a look at some of the criteria for site speed/performance:
How to Test Your Site’s Performance. Programs such as Pingdom Speed Test, GTmetrix, and Google PageSpeed Insights (see a Top 10 list here) help you diagnose problem areas you may not have known existed so you can fix the issue quickly. You’ll be able to see how your site is measuring up across devices, and also geographic locations. Also key to performance is how well your site is ranking in user experience. Does your site load quickly? But also is your site easily navigated? Can your customer find what they’re looking for quickly through your menu or search function?
Dynamic vs. Static Content Management. The difference between the two is dynamic content is anything subject to change based on user input such as product, pricing, or descriptions. This content is stored in a database and is fetched when the user engages with it, otherwise known as async communication. Static content on the other hand is anything remaining the same in the experience such as the navigation menu. Both types of content have distinct yet crucial functions on a site but are managed differently. Load speed is generally case by case so we recommend an API-first/ best-of-breed approach that gives you the flexibility to deliver quick speeds and dynamic content. As you edit dynamic content you want to avoid editing the HTML code as this will cause breaks in your site. Additionally when managing dynamic content, use proper caching and Content Delivery Networks (CDN) to bridge the gaps between dynamic and static content.
Image Optimization. No surprise that visual content engages users. However, high quality imagery means larger files that eat up load time. Using resized and compressed files is a lighter lift for the server to load the image. Within imagery you’ll want to pay attention to the file format. There are four file types: PNG, JPEG, GIF, WebP, and SVG. A general rule of thumb is to avoid GIFs since they do drag on site speed. When choosing between PNGs and JPEGs, PNGs work well for graphics and screenshots, while JPEGs are ideal for photographs. The newcomer is the SVG file format, or scalable vector graphic that renders well in web applications and across other use cases. Lazy load plugins are also useful to only render photos where the user is browsing.
Reduce HTTP Requests. HTTP requests occur when the browser sends a request to the server for information. The fewer requests a website must make the faster the site can load. The amount and the size of the requested files affects load times, however most engaging sites have both multiple and larger files. The best way to address this issue is to run a full report on your site and assess what images are taking the longest to load and if in fact you need them. After you assess what’s needed, you can reduce the file size.
4. Be Mobile Friendly. Having a site optimized for mobile is mission-critical to your site’s performance. If a customer doesn’t have the same flawless experience from laptop, to tablet, to smartphone, you stand to lose. Consider this: 70% of web traffic comes from mobile phones, and 80% of the top-ranked websites are mobile-friendly. The great news is that site performance tools help identify mobile optimization deficits and fixes. As you gear up for the holiday shopping season, it’s an opportunity for cross-collaboration between business and IT teams to address the issue head on given how much it affects user experience and bounce rates. As much as 60% of shoppers won’t return to a site that is not mobile-friendly. Nearly 43% of Black Friday sales in 2021 happened through mobile phones.
You’ll want to lean into your developer team to fully optimize your site for mobile. The end goal is to have the exact , flawless experience from desktop to tablet to smartphone. This involves a few tactics such as image optimization as I’ve mentioned above, ensuring your site has a responsive design, and optimizing the above-the-fold content to engage shoppers quicker and for a longer period of time. Additionally, avoid intrusive ads that will hinder your shopper from engaging with your site, especially if they are on a mobile device.
Recent studies have found that 96% of eCommerce businesses in North America and 94% in Europe have at least five basic errors in their checkouts. Watch the Webinar to make sure your business is not making them.
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5. Be Promo Ready. Are you prepared to manage the deep deals the holiday season brings? As I mentioned above, if the data shows your customers want the deals and they want them early, are you set up to provide them? Is your site prepped for sales banners front and center on your site driving shoppers to the deals you’ve carefully curated?
Is your Order Management System (OMS) prepped with a clear view of inventory and a plan for backorders or pre orders for items that sell out quickly? An OMS can help automate these functions which gives your operations teams more flexibility to handle holiday shopping issues while still satisfying the customer with clear communication and a timeline as to when to expect delivery.
6. Glean from Data Analytics. In the same vein as Always Be Testing, take a look at data from the year before. What drove revenue and what might have fallen flat? What can you tweak from last year’s holiday season? You have customer gold in the numbers. Take a look at what product categories and pages saw the highest volume of traffic. What days of the week saw a spike in traffic? If you had an early bird special or flash sale, analytics and your OMS will tell you how many eyes were on it, and how well it performed revenue-wise.
7. Beef up your Social Commerce Strategy. Selling products through social media channels is currently estimated at $45 billion and expected to triple in the next few years. This figure equates to more than half of U.S. adults alone purchasing through social media.
Platforms like Facebook, Pinterest, Twitter, TikTok, and Instagram allow brands to create another channel through curated content and influencer marketing. Perhaps the biggest advantage to social commerce is its power within the discovery phase of the buying journey.
Instagram reports 60% of its users discover new products on their platform. When paired with word-of-mouth reviews from people you trust, (or at least share similar tastes) and the ability to tag and highlight products in both Story and Feed, you've got a highly versatile, perpetual sales engine. The path to purchase is expertly laid out from discovery, research, review, one-click purchase, and delivery.
As you dive into this holiday season, it’s critical to use social media to your advantage. You’ll be missing out on a significant shopper segment, many of whom will be looking for new products to fit the people on their list. You may consider using live shopping feeds to fully tell your brand’s story and what’s new in your product line, and always make sure products can be purchased within the app using personal information already stored within a profile. In app links easily navigate shoppers to products and one click checkout.
Additionally you may consider the power of social proof. As you market your products through a social media shop, offer your shoppers a way to interact with products and share them across the platform. Through the use of hashtags you create, empower your customers to use the hashtag and create their own posts. A two-fold benefit is that your customers peer review your products and have a voice, while enabling customer confidence for the shoppers new to your brand. On the flip side if a shopper is dissatisfied, you as a brand have the opportunity to address the issue.
Prior to Black Friday, you may consider having a campaign for your loyal shoppers to share product reviews with a coupon reward or offer like a free gift. Peer reviews increase both customer confidence and conversion.
8. Cater to Loyal Customers. The unicorn of customer personas! Here are a few eye-opening stats on what Lifetime Customer Value (LTCV) or what is often referred to as Customer Acquisition vs. Retention:
The probability of selling to an existing customer is 60-70%, while the probability of selling to a new prospect is only 5% to 20%.
It costs up to 7x more to acquire a new customer than to retain an old one.
Sixty-five percent of a company’s business comes from existing customers.
What does that mean? You have a treasure trove of information on your loyal customers; you know their shopping habits, their product preferences, and even their payment preferences. Take full advantage of these habits by giving them an exceptional customer experience. In the realm of holiday shopping, what can you offer? Plenty.
Double the points or rewards on all holiday shopping.
Free gifts for loyalty members.
A Black Friday “sneak peek” sale exclusive to loyalty members with special pricing.
Free holiday wrapping and gift options.
A portion of holiday proceeds goes to charity.
9. Beef up your Holiday Merchandising. You have more shoppers now than any other time of year. How will you stand out among the competition? Convenience. Many holiday shoppers find themselves frustrated with what to buy for the loved one/receiver who has everything. Enter gift sets or bundles. If you can afford the cost to offer this type of merchandise, it’s a solution for many harried shoppers trying to check off people on their list. Think of spa baskets, grooming products for men, kids’ items like themed candy and holiday stockings, wine and cheese assortments, or teacher gifts.
Additionally for the shopper who is looking for a gift for themselves, you may see dynamic bundling as an offering. This allows the shopper to pick and choose from a selection within the bundle. An example is for the gamers or sports enthusiasts in your customer base. For the gamers, maybe you offer a choice between a headset or an additional monitor, or maybe for the skier, your options include goggles or a choice of gloves. An all-in-one gift option with more selection and control on the user experience side, but with the convenience of a single price point.
10. Determine On Call Schedules for Support Teams. Determine on call schedule for each department. It's not just IT, for example a promo may be broken, or products not published to the catalog. Elastic Path similarly has a plan and schedule in place to offer support for our customers during peak holiday traffic.
Food for thought as you think about future holiday shopping experiences that drive revenue and are meaningful to your customer while optimizing your team’s time. Gartner tells us to look for a trend in how brands interact with products. According to the analyst, companies should invest in more robust product experience management (PXM) solutions. Gartner outlines this shift in their 2022 Strategic Roadmap for Digital Commerce in Direct (D2C) and Indirect Channel report.
What does that mean? Brands will fare well who broaden their geographic and channel reach, and do more on the customer experience side. How will they do it? As you think about each of these strategies and tactics to optimize the holiday shopping experience, there are options to streamline it and empower people to solve customer pain points, especially in the role of merchandiser who is pulled in several directions as it is.
Eager to talk about what’s next for your eCommerce strategy and how we can help? Reach out to us.
Topics: holiday, customer, checklist, shoppers, site, experience, black, customers, products, content, strategy, shopping, ecommerce, offer.
Brand Strategy 101: 7 Important Elements of a Company Branding Plan
Just as an architect draws out a building plan before they start building, you need to develop a brand strategy for your business.
Topics: elements, business, plan, strategy, branding, important, brands, customer, purpose, brand, product, old, customers, company.
Consumer Behavior Statistics You Should Know in 2022 [New Data]
How consumers make purchasing decisions has changed greatly in just a few months. For instance, the pandemic has shifted some buyers more online.
Topics: statistics, consumers, content, brands, know, report, social, gwi, data, z, gen, behavior, consumer, strategy.
Creating a Channel Strategy: The Complete Guide
There are many ways customers can receive your product — online, at a storefront, or delivered directly to their home. Building the right channel strategy can help you focus your efforts on the channels that align with your goals.
Topics: tasked, solutions, work, ober, marketing, channel, strategy, guide, complete, explains, thats, creating, marketers.
Customer Personas: What Are They and Why You Should Care About Them
This blog was originally published on June 6th, 2011 and has been updated for context and relevance on November 18th, 2022.
When you think of “personas” – what comes to mind? Are personas profiles of hypothetical customers that marketing invented? Or, are personas developed from customer surveys asking what they want and don’t want from your website? Are they segments of your web visitors?
The answer to all the above is a resounding no.
What are Customer Personas?
Personas are fictional characters based on actual observed behaviors of real users that a UX (User Experience) professional experiences in the field, talking one-on-one with users. These customer profiles are a composite of this qualitative research, and are typically presented as 1-2 page documents.
How To Identify a Good Customer Persona
A good persona description is not a list of tasks or duties. It's a narrative that describes the flow of someone's day, as well as their skills, attitudes, environment, and goals. A persona answers critical questions that a job description or task list doesn't, such as:
Which pieces of information are required at what points in the day?
Do users focus on one thing at a time, carrying it through to completion, or are there a lot of interruptions?
Why are they using this product in the first place?
Where are they hanging out on the Internet? Instagram? Reddit? TikTok?
How are they spending their free time?
What are their common frustrations?
What a Customer Persona is NOT
A persona is not a demographic profile, a market segment or a summation of survey data. Rather, a persona is a combination of data modeled from ethnographic and behavioral user research, as well as narrative.
The term persona often gets clumped together with market research (surveys, focus groups, etc), and though they are not the same thing, market research can certainly complement persona studies.
Ethnographic Research 101
Ethnography is a qualitative method for collecting data often used in the social and behavioral sciences. Data is collected through observations and interviews, which are then used to draw conclusions about how societies and individuals function.
Ethnographic research is looking at behaviors in order to understand the "whys" and build around them. Observation is key, because what people do and say can be entirely different things. For example, a small business owner may report that she does not use paper anymore - all her record keeping is electronic. But if you look at her home office, you may find binders full of printouts of Excel reports and invoices.
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Ethnography: The Cure for the Common Customer
This is why ethnography, or fieldwork is a powerful tool. Think of Dr. Jane Goodall, famed English primatologist who was the first to observe chimpanzees making and using tools; a trait or behavior up until that point was thought of as distinctly human. Great insight comes from interaction and observation.
There are three primary techniques for gathering data for persona development:
Interviews - think less Jimmy Fallon and more Larry King, Oprah, or a client relationship with a healthcare professional. These sessions are one-on-one, and are more like in-depth conversations full of probing questions.
Fly on the Wall - more observational, where the interviewer may accompany the interviewee for a “day in the life” and ask questions.
Master & Apprentice - where the interviewee teaches the interviewer a system they use or common tasks they perform.
The Benefits of Customer Personas
Personas can be really helpful for design and development planning. We’re often so focused on requirements we forget who's actually using the system.
Identify opportunities and product gaps to drive strategy
Provide a quick and cheap way to test, validate and prioritize ideas throughout development.
Give focus to projects by building a common understanding of customers across teams.
Help development teams empathize with users, including their behaviors, goals, and expectations.
Serve as a reference tool that can be used from strategy through to implementation
When Should You Create Customer Personas?
Persona development should ideally start prior to any strategy. They are most effective when used to inform a strategy, that is, to hone in on specific opportunities to improve, innovate on, or fill other gaps, and are critical to have before making any significant changes to an existing project, or kicking off any innovation projects.
Q: What does the persona research and development process look like?
A: You begin with a research process that includes:
Participant and research requirements gathering
Recruiting and planning the study
Conducting user research interviews
Analysis and synthesis of interviews
Creation of the persona profile
How Should Customer Personas be Applied?
Personas are primarily developed to help determine where there are opportunities and areas for improvement in a website or application's experience. This can guide the feature set and validate your UI design decisions. You may also find value in sharing your persona data with web marketing teams to apply to A/B tests and email campaigns, your web analytics team, customer service / sales organization and even to guide your personalization strategy.
Topics: development, care, persona, personas, users, experience, customer, strategy, data, used, research.
Ecommerce Design Is Critical (but Misunderstood)
Done correctly, ecommerce design conveys trust and drives conversions. Its value is much more than being good on the eye. Longtime designer Barbara Carnerio cites three critical rules.
Topics: ecommerce, misunderstood, age, strategy, audience, site, ideal, generation, font, page, pages, critical, design.
Essential Ecommerce Statistics To Strengthen Your Strategy in 2023 (with Infographic)
Ecommerce statistics: we all love them. Whether it's to motivate our urge to start a new business, marvel at the rapid growth of the ecommerce industry, or to find little tidbits of information that may help our own stores, these…
Continue reading Essential Ecommerce Statistics To Strengthen Your Strategy in 2023 (with Infographic)
Topics: infographic, store, customers, strategy, strengthen, stores, sales, business, statistics, essential, ecommerce, retail, shopping, online.
Essential Email Marketing Statistics To Strengthen Your Strategy in 2023 (With Infographic)
Email marketing statistics constantly show that emails are one of the best ways to reach your audience. Here are some of the most valuable email marketing stats to check out in 2022 Looking at email marketing statistics gives us a…
Continue reading Essential Email Marketing Statistics To Strengthen Your Strategy in 2023 (With Infographic)
Topics: infographic, messages, marketers, open, according, email, customers, strategy, emails, marketing, statistics, mobile, essential, strengthen, companies.
Everything You Need to Know About Marketing Operations in One Place
One of my favorite movies is "School of Rock," which also happens to be one of 2003's best films. In the movie, Jack Black poses as a substitute teacher at a private school, and, after noticing the students are musically talented, he turns the 10-year-olds into a fully-fledged rock band.
Topics: strategy, teams, marketing, operations, know, team, technology, stakeholders, processes, place, ops, email, need.
H&M expands its marketplace offering
H&M’s marketplace strategy is bearing fruit, according to CEO Helena Helmersson. The Swedish fashion giant is opening its doors to include more third-party brands.Helmersson shared this information with Reuters after the publication of new figures. H&M’s revenue is on the rise, with a growth of 9 percent compared to the…
Topics: marketplace, hm, fashion, swedish, brands, strategy, slightly, profitable, offering, including, hms, thirdparty, expands.
How Implementing Unified Carts Can Enhance Your eCommerce Strategy
In a world where consumers are easily distracted and utilize many different touch points prior to completing a purchase, it is imperative that brands ensure consumers’ checkout process is as seamless as possible. According to Baynard Institute, shoppers are already quickly abandoning their carts for a variety of reasons such as, “too complicated/ long checkout process”, and “the site wanted me to create an account.”
Now if we couple this with an ever growing population of distracted shoppers across many devices, brands stand to lose shoppers faster than they gained them. One such way that brands have begun to combat this issue is by investing more into their unified shopping experiences like unified carts. In the post, we’ll discuss what unified carts are, how they can enhance your customer experiences and how Elastic Path helps you to achieve it.
What is a Unified Cart ?
When we speak of unified carts, we are referring to a cart checkout process that allows customers to seamlessly add, remove, modify or purchase items, across as many touch points available to them, from both the brand, and even their subsequent sub-brands.
For example, let’s take a look at the GAP. When you enter their website, GAP has 3 other subsequent brands available for their customers to also shop from. Rather than creating silos that make it hard for their customers to complete their purchase, they have begun to enhance their unified commerce experiences, by allowing customers to populate a universal cart across all 4 brands and also allow their customers to complete their purchase on their device of choice. Creating a cohesive checkout experience is an integral part of the puzzle as a retailer; and if done correctly, you will quickly reap the benefits.
What are the benefits of implementing a unified cart checkout process?
Increased Conversion Rate
By offering one centralized checkout process, brands eliminate the need for shoppers to jump from site to site, create individual carts, and start over every time they switch to a new device. Therefore, by making their checkout process less complicated, it will also help to reduce cart abandonment and increase conversion rates.
Personalized Shopping Experiences
With a more streamlined checkout process, brands will gain a better ability to follow and track their customers across all of their devices with more targeted and tailored to their interest.
Single Data Channel
With a unified cart, brands can create a single data channel that provides access to on-demand customer-centric data about where, when, why and how their customers shop. With this timely data, brands now have the opportunity to become more strategic in their marketing and invest in it more efficiently to match their customers.
Optimal media mix
Similarly to the aforementioned benefit, this data can also be used to inform brands about the optimal channel mix, offers, promotions, and recommendations that best serve the customers for a more unique experience that keeps them engaged.
By addressing and monitoring customer preferences and adjusting your eCommerce strategy to embrace a unified commerce experience, brands stand to increase their average order value, which in turn helps to propel revenue growth.
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How Can I Get Started with Unified Carts?
Deploying a unified cart may not be as simple as it sounds. Most legacy eCommerce platforms are most times rigid and tightly coupled, which makes it difficult to leverage your product, catalog, and price data across multiple channels and stores. Therefore, most times, brands have to end up creating multiple individual instances leaving customers with a disjointed experience.
At Elastic Path, customers can leverage the API-First, Headless, Microservices solution that allows them to unify the data and create multiple instances across channels with just one solution. As such, it becomes easy to create a unified cart that spans across their eCommerce strategy. Take a look at the demonstration below to see how the brand BelleVie is able to deploy their unified cart.
If you're interested in seeing more or have any questions, feel free to reach out us!
Topics: data, checkout, carts, strategy, brands, customers, create, shoppers, enhance, unified, cart, implementing, process, ecommerce.
How One Instagram Influencer Went From 0 to 45K on Reels (And How You Can, Too)
Over the past few years, TikTok has seen explosive growth, and it shows no signs of slowing down. In fact, by the end of 2022, TikTok is predicted to reach 1.5 billion monthly active users.
Topics: brand, brulhart, video, strategy, influencer, 45k, create, content, tiktok, instagram, reels, told, went.
How Private AI Tools Will Help You Supercharge Your Advertising Strategy, According to Experts at Mekansim
While AI is a hot topic as of late, it's been around for a long time.
Topics: advertising, help, mekansim, privacy, experts, information, unsubscribe, hubspot, tools, similar, private, supercharge, according, provide, policy, strategy, uses, 10webs, communications, ai.
How the Nike and Tiffany & Co. Collaboration Was Overshadowed by AI
Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team.
Topics: marketing, strategy, overshadowed, blue, collaboration, tiffany, product, shoe, brands, ai, nike.
How to Automate Your Account-Based Marketing Strategy
Today, marketing is all about personalization.
Topics: automate, accounts, software, tools, marketing, automation, strategy, sales, accountbased, content, target, abm.
How to Build a Market Development Strategy [Free Planning Templates]
Your business is getting by just fine – but still, the questions remain: Could you be selling more? Is there an opportunity to increase market share? Is there any way you could further your product diversification efforts?
Topics: build, product, company, templates, way, existing, strategy, development, marketing, products, planning, business, market, free.
How to Build a Sales Channel Strategy Around Your Online Store Without Losing Customers
We take a deep look into the different types of sales channels and how you can set your business up to be more resilient in the long term.More
Topics: customers, strategy, channels, business, store, build, marketplaces, brand, sales, online, channel, losing, shopify.
How to Craft a Successful Customer-Centric Marketing Strategy
When was the last time a business fully addressed your wants and needs as a customer? For me, it was around the holidays, while searching for the perfect gift to give a friend who is a huge fan of the video game series "The Legend of Zelda."
Topics: social, customer, value, website, successful, ocarinas, craft, customers, company, customercentric, strategy, marketing, starbucks.
How to Create An Effective Facebook Ad Strategy in 2022
When it comes to spending your advertising budget, you may be unsure how to get the most bang for your buck. After all, there are so many different advertising and marketing options out there. How do you know which will best suit your business, reach your desired audience, and give you the biggest return on your investment?
Topics: customers, offers, content, audience, strategy, create, effective, ad, understand, know, customer, ads, facebook.
How to Create a Great Social Media Strategy Plan in 2023
Many businesses find creating social media strategies overwhelming. So many channels are available, and each platform constantly adds new features you need to learn and integrate into your marketing plan.
Topics: products, great, content, audience, media, channels, customer, search, create, strategy, business, plan, social.
How to Create an SEO Strategy for 2023 [Template Included]
Here's a cliche among digital marketers: search engine optimization (SEO) isn't what it used to be.
Topics: google, page, template, blog, content, keyword, information, included, strategy, create, rank, search, seo.
How to Develop a Content Strategy in 7 Steps: A Start-to-Finish Guide
Whether you're just starting out with content marketing or you've been using the same approach for a while, it never hurts to revisit your content strategy plan and make sure it's up-to-date, innovative, and engaging for your prospects and customers — no matter when or how they intend to buy.
Topics: blog, strategy, steps, ideas, audience, help, content, marketing, create, develop, starttofinish, guide, business, social.
How to Do PR: The Ultimate Guide to Public Relations in 2022
Public relations walks a tightrope between creativity, persuasion, and strategy. If you know how to do PR you can impact every part of a business or brand.
Topics: public, ultimate, social, pr, relations, media, strategy, guide, help, brand, marketing, business.
How to Find, Choose, & Hire the Best B2B Marketing Consultant or Agency
Marketing is an umbrella term for a wide variety of methods and strategies meant to benefit your business.
Topics: b2b, budget, choose, best, consultant, strategy, marketing, outcomes, agency, business, help, hire.
How to Fit AI Into Your Content Marketing Strategy [+ Its Biggest Pitfalls], According to Jasper's Head of Enterprise Marketing
In a new commercial for Mint Mobile, co-founder Ryan Reynolds reads from a script written entirely by ChatGPT.
Topics: ai, fit, enterprise, marketing, samyutha, work, pitfalls, piece, jaspers, head, content, biggest, generative, different, marketers, strategy.
How to Implement a Brand Activation Strategy [+Examples]
Did you know that it takes 5 to 7 impressions for people to remember a brand? With branding, the goal is to continue making those positive impressions on an ongoing basis. One way to do that is through brand activations.
Topics: activation, campaign, marketing, goal, event, media, way, awareness, suicide, brand, strategy, implement, examples.
How to Make Your Marketing Work Harder for You During Challenging Times
Stuck in a rut with your targeting strategy? We get it — it's easy to stick with what you know. But if you don't adapt and evolve, you could lose out on budget, headcount, and your goals.
Topics: channels, results, abm, targeted, lead, challenging, work, marketing, strategy, times, leads, achieve, harder, target.
How to Optimize Your Instagram Strategy for Search Discoverability
On social media platforms, the more exposure you can get, the better. Like many others, Instagram has a search and explore page to help users discover new content.
Topics: location, discoverability, search, optimize, post, term, posts, add, explore, instagram, tab, users, hashtags, strategy.
How to Pivot Your Content Plan According to HubSpot Marketers
Imagine this: as a content marketer, things are going pretty well for you — you're confident about your upcoming campaign, the ROI from your last couple were stellar, and projections for the new one looked just as good, if not better, than ever before.
And then something happened, and you need to pivot your content.
Topics: strategy, plan, hubspot, according, needs, content, audience, customers, pivot, customer, need, marketers.
How to Recruit Top Talent Using an Inbound Framework
Inbound marketing is all about building a relationship with prospects before they make a purchase. So what is inbound recruitment?
Topics: candidates, framework, recruiting, using, recruit, talent, strategy, inbound, marketing, job, company, create, content.
How to Understand Market Penetration and Create a Strategy With STP Marketing
Everyone wants their business to grow. This seems pretty intuitive considering effective and successful growth means your business is experiencing boosts in revenue, brand awareness, brand loyalty, and more — and we know this to be true by looking at the most successful and well-known companies today (e.g. Apple, Amazon, etc.).
The question is: What do these highly-successful companies do to ensure they put themselves in a position for strong and consistent growth?
Topics: market, product, dunkin, customers, marketing, company, brand, understand, create, business, high, penetration, stp, strategy.
How to Use Affiliate Marketing to Level Up Your Ecommerce Strategy
Leverage affiliate marketing as an ecommerce merchant, vendor or advertiser looking to increase your conversions and sales.
Topics: affiliate, right, level, ecommerce, online, marketing, offer, strategy, promotion, products, ads, marketers.
How to Write a Blog Post Outline: A Simple Formula to Follow [+Tips from Our Blog Team]
What makes a blog post bad? The most pervasive problem we find is poor flow. The post jumps from one idea to the next or the post reads like a stream of consciousness – except it’s not a stylistic choice.
Topics: write, tips, twitter, blog, team, image, outline, strategy, post, gen, generate, images, create, simple, follow, formula, lead.
How to evolve your DTC startup’s data strategy and identify critical metrics
We’re generally big fans of plug-and-play business intelligence tools, but they won’t scale with your business. Don’t rely on them after you’ve outgrown them.
Topics: evolve, techcrunch, companies, dont, big, tools, offtheshelf, critical, founders, identify, data, dtc, intelligence, startups, strategy, metrics, business.
How to set up volume pricing with Elastic Path
In the eCommerce industry, we’re always looking for ways to increase conversion rate, maximize average order value, and maintain brand loyalty. One such way that eCommerce merchandisers entice their customers to purchase a larger quantity of their products, is to employ a volume pricing strategy. In this article, we will be discussing what volume pricing is, the benefits of employing a volume pricing strategy, and how to set it up in Elastic Path Commerce Cloud.
What is Volume Pricing?
Volume pricing refers to the pricing structure that creates discounts for large quantity purchases. In this type of strategy, specific unit prices are assigned to a quantity range for a product. So this means a customer will get a discounted price per unit, based on the quantity range their purchase falls in. This essentially leads to overall higher discounts for the customer when their purchase falls in a higher quantity range. Let’s take a look at an example to better demonstrate this strategy.
Let’s say you run a home improvement business, and you have decided to apply a volume pricing strategy with the following ranges:
A customer who chooses to buy 85 units of tiles will only pay 85 x $35 = $2975; compared to 85 x $50 = $4250 that they would have been subjected to pay if volume pricing wasn’t deployed. By deploying this strategy you get the opportunity to clean out some of your inventory and make way for new products, while your customer saves $1275.
Benefits of Using Volume Pricing
Deploying a volume pricing strategy for products in your catalog can be beneficial for your business.
It encourages customers to buy more.
When you offer volume pricing for products, it usually motivates customers to purchase higher quantities so they can receive the discount. This in turn leads to higher sales for your business.
It helps to move out inventory.
If your store still contains products that didn’t have a high demand during the season, you can deploy a volume pricing strategy to clear our expiring products or simply make way for new ones. This allows you to minimize inventory and at the same time minimize overall shipping cost as well. This type of strategy becomes specifically handy during holiday seasons like Christmas, Easter and Halloween.
It could help with converting new customers.
Offering volume pricing to new customers, could cause your business to convert more new customers compared to your competitor. As the strategy has initiated a customer’s first purchase, you will now have the opportunity to gain their regular price sales, as well as potential sales for other products as well.
It could help with maintaining customers.
Similarly to converting customers, you could also deploy the same strategy to only allow volume pricing to loyal customers. This sense of exclusivity could compel them to shop with your business rather than shopping with your competitor.
It could increase your customer base.
By offering this type of value to your customers, you could create affinity towards your brand. This could lead to more customer loyalty, as well as word of mouth marketing to your customers’ friends, enticing them to also shop at your store.
How Do I Set Up Volume Pricing With Elastic Path?
Setting up volume pricing in Elastic Path is quite simple. Here is a short demo below:
We hope this was helpful. Visit our demo library to explore other features with Elastic Path Commerce Cloud
Topics: purchase, set, quantity, products, pricing, higher, elastic, strategy, path, customers, volume, customer.
Integrated Media Planning: What It Is and How to Adopt it In Your Marketing Strategy
A few months ago, while I was driving to the airport, I saw a billboard for Kim Kardashian’s company, SKIMS. A week later, I saw ads on Instagram, then a SKIMS segment on “Keeping Up With the Kardashians.”
I had one of those moments where I thought "SKIMS is showing up everywhere!" That’s because the company has an integrated media planning strategy.
Topics: content, planning, media, marketing, adopt, audience, plan, youre, target, instagram, channels, integrated, strategy.
International SEO: How to Optimize Your Website for Other Countries
You might think that you have mastered the art of SEO already, but international SEO is a completely different ball game. You’ll need to master this skill if you plan to turn your business from a domestic powerhouse to a global player.
Topics: engines, international, content, countries, language, target, search, keywords, strategy, website, local, optimize, seo.
Is Your Brand Missing Out on Extra Income? How to Harness the Game-Changing Benefits of Affiliate Marketing
As brands continue to realize the benefits of this marketing strategy, it is likely to remain a prominent fixture in the marketing landscape.
Topics: online, affiliate, brands, successful, businesses, strategy, products, improve, shopping, rise, embrace, affiliates, marketing.
Marketing for Startups: A Three-Step Guide to Creating Your Strategy
Marketing for your new startup is exciting. You’ve put time and effort into creating your product or service, and now you need to make sure your market is as hyped about it as you are.
Topics: creating, social, guide, content, threestep, youre, startup, startups, build, strategy, helping, start, product, media, marketing.
Maximizing Your Social Media Strategy: The Top Aggregator Tools to Use
Creating and managing content is more challenging than ever. With so many channels, keeping track of all of your posts can be cumbersome. Enter social media aggregators.
Topics: aggregator, offers, strategy, social, content, maximizing, brand, tools, aggregators, share, posts, media.
Nexi, the Italian payments giant, buys Germany’s Orderbird for $140-150M to expand its SMB strategy
More consolidation is apace in the world of payments: Nexi, the Italian fintech that scooped up rivals Danish-based Nets and then Italy’s SIA to create a $12.5 billion European payments giant, has made another acquisition, this time to dig deeper into financial services for small and medium businesses in the region. It has fully acquired […]
Topics: nets, nexi, smb, company, services, italian, point, techcrunch, orderbird, expand, million, sale, strategy, germanys, giant, businesses, payments.
NextSmartShip’s expansion into Europe
NextSmartShip, a thriving Chinese fulfillment company, has taken a significant step into the European market by establishing a key office in the Netherlands. This marks the company’s inaugural presence in Europe, embodying the initial phase of their ambitious global strategy, with a planned expansion into the United States on the…
Topics: supply, launch, expansion, step, europe, services, office, nextsmartship, nextsmartships, european, strategy, sourcing.
Nonprofit Email Marketing: The Ultimate Guide To A Successful NPO Email Strategy
Effective email and newsletter marketing is crucial for a nonprofit organization’s (NPO) success. With scarce resources, limited staffing, and divided leadership attention, investing in marketing efforts can often take a backseat to more urgent matters.
Topics: newsletter, subject, strategy, npo, tip, ultimate, guide, successful, organization, nonprofit, sure, youre, emails, email, marketing.
Product Launch Checklist: How to Launch a Product, According to HubSpot's Experts
Like a tree falling in the woods, if you plan a product launch without spreading the word — will anyone use it? Will anyone even want it?
Topics: launching, hubspots, strategy, launch, create, youll, according, experts, need, team, youre, marketing, product, checklist.
Ryan Reynolds Offers A Glimpse Into AI-powered Marketing
Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team.
Topics: mint, marketers, marketing, latest, media, aipowered, reynolds, offers, ad, video, strategy, chatgpt, glimpse, ryan.
Snapple Invites Customers to Generate Real Facts with AI
Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team.
Topics: real, invites, customers, strategy, latest, snapple, ai, caps, ads, marketing, tool, generate, facts, bottle.
Social Media Marketing: The Ultimate Guide
When it comes to social media, marketers' top goals are advertising their products/services and increasing their brand awareness, according to 2021 HubSpot Blog Research.
Topics: youre, content, audience, platform, guide, users, followers, marketing, social, media, strategy, ultimate.
Splendid Spoon stirs its strategy to get you to love plant-based foods
For every dollar invested in Splendid Spoon in recent years, the company generated $15 in revenue.
Topics: centeno, splendid, plantbased, team, love, foods, food, strategy, really, stirs, company, delivery, techcrunch, densborn, meal, spoon.
TechCrunch+ roundup: 3 views on Epic-Bandcamp deal, SPAC letdown, CIO sales strategy
You are more likely to close a sale if you have actionable insights into your prospective customer’s needs. But for enterprise software startups, this presents a special problem.
Topics: alex, roundup, spac, epicbandcamp, venture, tax, money, wilhelm, techcrunch, strategy, sales, writes, companies, letdown, deal, public, tech, cio, views.
TechCrunch+ roundup: DTC data strategy, starting up solo, insuretech growth versus risk
Fundraising is only one part of the journey. If you can't connect with an investor who'll help you find and fill in your gaps with regard to talent or expertise, you can't build a sustainable company.
Topics: work, techcrunch, versus, growth, underwriting, risk, end, insuretech, solo, starting, insurtech, founders, roundup, data, dtc, customer, startups, strategy, metrics.
The 4 Biggest Misconceptions About Selling On Amazon
Like it or not, it's the king of ecommerce. Here's how to win selling on Amazon.
Topics: amazon, youll, biggest, search, advertising, brand, amazons, misconceptions, strategy, selling, sales, marketplace.
The 4 Things You Need to Do to Get (and Keep) Ecommerce Customers
The goal is to show your customers that you are invested in building real bonds with them every step of the way.
Topics: shopping, strategy, products, customers, things, need, platforms, ecommerce, online, service, product.
The 9 Goals to Consider When Creating a Marketing Strategy
If someone asks you to list a few marketing goal examples, could you?
Topics: audience, business, consider, awareness, goals, content, leads, youre, strategy, customer, brand, marketing, goal, creating.
The Beginner’s Guide to Offering Click and Collect for Your Ecommerce Store
Offer Click and Collect services to see your profits and revenue grow! Check out these businesses' click and collect strategies for ideas.
Topics: pickup, businesses, collect, customer, ecommerce, right, click, customers, drive, orders, getting, store, sales, order, strategy.
The Complete Guide to Real Estate SEO
Think about the last time you were considering buying something. Your journey probably started in the same place as everyone else: a quick Google search.
Topics: search, website, strategy, complete, pages, estate, engines, results, buyers, seo, guide, real.
The Good End comes more digital than ever, your business cannot be left behind
Do you remember your reaction the last time you tried to buy something online and the page did not allow you to see all the options, or did not accept the payment method you were planning to use?
Topics: social, customers, comes, products, left, business, online, digital, entrepreneurs, experience, sales, strategy, good, end.
The HubSpot Blog's 2022 Social Media Marketing Report: Data from 310 Marketers
In our recent Marketing Trends survey, we learned that social media is the most effective channel marketers leverage, as well as the channel they use most.
Topics: media, strategy, social, platforms, data, report, blogs, platform, content, marketers, marketing, hubspot, plan, leverage.
The HubSpot Blog's 2023 Marketing Strategy & Trends Report: Data from 1,200+ Global Marketers
If the last few years taught us anything, the real test of a marketer’s skill is how well they adapt to change.
Topics: media, content, strategy, roi, trends, marketers, report, hubspot, data, blogs, social, global, marketing.
The HubSpot Blog’s 2022 Content & Media Strategy Report [Data]
Benjamin Franklin once said “Failing to plan is planning to fail,” and when it comes to content and media, truer words have never been spoken.
Topics: blogs, content, media, data, effective, marketing, planning, say, planners, plan, strategy, report, hubspot.
The Price Is Right: 14 Strategies for Finding the Ideal Price for Your Products
Setting prices for your products is a balancing act. If a small business prices products too low, it might see a healthy stream of sales without turning any profit (and we all like to eat and pay our bills, right?). But when products are priced too high, a retailer will likely see fewer sales and “price out” more budget-conscious customers. So, what options do you have?More
Topics: pricing, product, finding, price, strategy, prices, right, customers, products, higher, retailers, strategies, ideal, costs.
The Top Challenges Marketing Leaders Expect to Face in 2023 & How You Can Solve For Them [Expert Insights & Data]
Every marketer faces different challenges.
Topics: expert, face, challenges, crm, strategy, trends, insights, marketing, expect, social, content, help, leaders, data, youll, solve.
The Ultimate Guide to Building a Website Redesign Strategy
So, you want to start a website redesign. Maybe you just finished a brand overhaul or your product was recently updated. Whatever your reason, a redesign can be a huge success — or not. It can also be a long and tedious undertaking, which is why every redesign needs to start with a clear vision and/or problem to solve.
Topics: marketing, strategy, websites, guide, page, pages, website, youre, traffic, building, design, ultimate, redesign, site.
The Ultimate Guide to Content Distribution
Year after year, hundreds of marketers report increased efforts and spending on content marketing — or the intention to do so.
Topics: strategy, media, backlinks, social, tool, distribution, help, content, email, blog, guide, ultimate.
The Ultimate Guide to Content Marketing in 2023
Your customers, leads, and audience members want valuable content from your business. And that content needs to reach audience members in a way that feels natural and organic versus being disruptive. Content marketing helps businesses do this, and it describes the process of attracting, engaging with, and delighting your target markets.
Topics: blog, strategy, audience, content, customers, marketing, media, create, ultimate, guide, brand, social.
The Ultimate Guide to Marketing Strategies & How to Improve Your Digital Presence
Would it be correct to assume a major part of your marketing strategy today is digital? Probably.
Topics: presence, paid, marketing, strategy, help, content, audience, digital, website, brand, strategies, guide, media, improve, ultimate.
The Ultimate Guide to Product Marketing in 2023
Product marketing is essential, even if you only sell one or two products at your organization.
Topics: guide, audience, market, strategy, marketing, product, positioning, ultimate, customers, content, products, target.
The Who, What, Why, & How of Digital Marketing
With how accessible the internet is today, would you believe me if I told you the number of people who go online every day is still increasing?
Topics: marketing, strategy, search, channels, audience, website, social, content, media, digital.
This Founder Launched an Ecommerce Company After a Frustrating College Experience. Now, Its Shipping Times Rival Amazon Prime's — and It's Dominating This Key Area Jeff Bezos Never Did.
When Alex Zhou moved from China to the U.S. to attend Kansas State University in 2007, he couldn't find his favorite foods from home — and it inspired him to start online Asian marketplace Yami.
Topics: products, yamis, founder, zhou, yami, strategy, amazon, sustains, space, growth, asian, customer, ecommerce, customers.
Twitter Communities: How Marketers Can Leverage It in Their Strategy
According to a 2019 Sprout Social Index survey, 40% of marketers believe private community groups are becoming more important. And 23% of consumers agree with them.
Topics: communities, strategy, groups, brands, marketers, twitters, leverage, target, connect, community, members, users, twitter.
Video Marketing: Build a Winning Video Strategy in 2023
Discover how your brand can benefit from a video marketing strategy, and how to use video to improve brand awareness and make sales.More
Topics: brand, product, social, marketing, youtube, platform, strategy, video, content, build, brands, winning, videos.
Want Better Internet Sales? Use This Overlooked Strategy
The employment of this service eliminates the need to hire, train and manage an in-house team, an endeavor that can drain substantial resources in terms of time and money.
Topics: ecommerce, overlooked, dfy, customer, digital, service, business, data, services, businesses, operational, strategy, transforming.
What Is Content Intelligence?
The way businesses collect data is changing. But data is essential to great content strategy. That's why content intelligence is coming into the conversation.
Topics: help, platform, tools, marketing, content, intelligence, strategy, tool, create, data.
What is Global Marketing? See 13 Businesses with Brilliant Strategies
Global marketing is no longer reserved for brands with deep pockets, nor is it a hassle for marketing managers who handle all marketing efforts.
Topics: strategies, businesses, marketing, brilliant, international, countries, different, brands, regions, strategy, imitate, global, brand.
What is a Marketing Plan & How to Write One [+Examples]
For a while now, you‘ve been spearheading your organization’s content marketing efforts. Your team's performance has convinced management to adopt the content marketing strategies you’ve suggested.
Topics: write, examples, team, plans, business, plan, strategy, strategies, content, mission, marketing, youll.
What's a Marketing Audit? [+ How To Do One]
As marketers, we're always looking for ways to improve our game plan. But with so many tactics and channels available, knowing where to focus our efforts can be challenging.
Topics: marketing, audit, whats, best, data, social, opportunities, strategy, goals, objective.
When should your B2C startup enter a new market?
The toughest questions most entrepreneurs face will involve international expansion. Whether to, when to, where to and how to expand all involve a wealth of complex considerations.
Topics: b2c, market, strategy, business, startups, international, sales, enter, youre, techcrunch, demand, expansion, customer, startup.
Which Social Media Metrics Are Marketers Tracking? [New Research]
Social media metrics are imperative to social strategy. They give you an inside look at your channels' performance and how your target audience perceives you. They can also provide you with ways to improve upon your strategy.
Topics: track, content, tracking, strategy, media, metrics, traffic, measure, marketers, web, social, research.
Why E-Commerce Businesses Need to Rethink Their Channel Strategy
The growth of the e-commerce industry has resulted in the need for ever-evolving marketing strategies. Now, without a strong channel strategy, storefronts will fall behind their competitors.
Topics: need, strategies, amazon, traffic, businesses, channel, channels, strategy, ecommerce, multiple, rethink, data.
Zalando is delisting brands from platform
Ecommerce giant Zalando is streamlining its range. As a result, it will remove products of brands on June 30. After that, the brand will be completely deleted from the platform’s data. Earlier this month, Zalando released its annual numbers for 2022. Its earnings before interest have decreased 60 percent last…
Topics: delisted, brands, company, strategy, delisting, products, zalando, selection, announced, platform, zalandos.