4 Hot Topics From eTail
Consider Tony Bartel, president of video game retailer GameStop, who spoke at a session titled Navigating the Retail Rapids. Bartel said that while GameStop does have a Facebook store, most of the company's e-commerce transactions take place on Gamestop.com. "We have a lot of interaction with our 1.8 million Facebook followers," he said, "but we've found that when they want to buy something they go to our website."
Bartel wasn't quite sure why that's the case. "Maybe it's because there are only a few items for sale in our Facebook store, and we don't have all the bells and whistles there," he said. "But we've been testing the concept for two months now, and will continue to do so."
3. Retargeting marketing programs are picking up speed. Retargeting, a marketing technique that enables retailers to reach consumers who have visited their sites by serving ads to them post-visit on other content sites across the web, was a heavily discussed subject at the show. Most retailers here believe the tactic is effective because enabling consumers to receive multiple marketing messages from them means their brand can be top of mind.
4. E-commerce media is on the rise. E-commerce media, a form of online media that allows retailers to target shoppers with product-specifc ads on their sites, was another popular theme. HookLogic, a company that creates product and media placements on e-commerce sites, announced that Shoebuy.com will be using its services to offer premium brand and product placements from its partners within its online store.
DiJiPOP, a company that offers "digital shelf space solutions," announced that Wal-Mart Canada has selected it to power the digital shelf space monetization efforts of its Walmart.ca online property. The solution will allow Wal-Mart Canada to offer premium placement to its vendor partners, creating a new high-margin revenue stream. Just as a vendor pays a retailer for prime shelf space in-store to stimulate sales, the acquisition of optimal digital shelf space achieves the same goal.