Eighty-eight percent of online retailers list e-mail as a high priority this year, largely as a tool to retain customers. This was a key finding from The State of Retailing Online 2009: Marketing Report, the first of a three-part series of reports based on the State of Retailing Online 2009, the 12th annual Shop.org study conducted by Forrester Research.
As e-commerce continues to be the bright spot in an otherwise clouded retail landscape, successful multichannel merchants will take advantage of consumers looking to shop more online due to the convenience, cost savings in gas and the opportunity to deal-hunt this holiday season. By implementing the following five proven tactics, you will be able to turn browsers into buyers, increase the amount shoppers spend and convert first-time shoppers into long-term, brand-loyal customers.
As consumers begin to move more fluidly from channel to channel for research, purchase and customer service activities, direct marketers are increasingly hard-pressed to keep up. According to The State of Retailing Online 7.0, a 2004 study conducted by Forrester Research on behalf of Shop.org, 74 percent of respondents listed the ability to integrate data across channels and understanding their customers' behavior as their greatest challenges. To gain insight on the importance of developing a database to support multichannel marketing initiativesas well as to discuss the pitfalls to avoid in such an undertakingInside Direct Mail Editor in Chief Hallie Mummert talked to Dan