 |
| |
 |
 |
| |
October 2, 2008 |
| |
| Online Marketing Channels Comentary |
Mobile..."IZE" Your E-Commerce Storefront
by Chip Arndt
 Miami, FL (October 2, 2008) – Many ecommerce merchants have asked MerchantAdvantage about the benefits of having their ecommerce storefront accessible on mobile devices. MerchantAdvantage believes that every ecommerce merchant should list their products on mobile devices because of:
• the advent of improved mobile interfaces and devices to accommodate shopping
• trends in consumer behavior patterns, and
• flat pricing by mobile technology providers to surf the Web.
Apple's iPhone led the way to providing a user friendly shopping experience on a small mobile device. This included being able to locate products, compare prices of products, and buy products. Because Apple's iPhone appealed primarily to a 15-35 year old demographic, this led to a pattern of increased usage by "younger" people to "mobile shop." An article from USA Today, titled Shop By Phone Gets New Meaning, confirmed these findings. And here is another article, First Data's McCarthy Examines MCommerce Trends, from industry experts Mobile Banker, August 2008, which speaks to why they believe that "...everything is in place...finally..." for mobile commerce to explode in 2009.
Just this week, Practical E-Commerce wrote an article on new open source mobile commerce platforms referencing Nielson's, which stated that 9 million Americans have already made a purchase from a mobile device and that 50% of the 250 million odd mobile handset users in the USA are willing to make a purchase. Can you feel the trend?
While the mobile shopping experience is far from perfect, youth today expect to be able to "do it all" from their mobile device including buying anything at any time they want. And the marketplace is catching up because this is the demographic whom all companies and ecommerce merchants must reach to drive sales and increase brand exposure into the future.
Soon after the iPhone release in 2007, every major mobile device company upgraded their interfaces to compete with Apple to ensure that customers can virtually do whatever they want using their mobile devices. The most recent announcement came from T-Mobile and Google. For November 2008, T-Mobile and Google are launching a new 3G/JavaFX mobile device to compete directly with Apple. This new mobile device's shopping experience will be powered by Amazon and offer consumers a complete shopping experience from one of the best and largest e-retailers in the USA. Information on this new launch can be found by <<<CLICKING HERE>>>.
T-Mobile and Google had a soft launch of the product in New York two weeks ago and are launching their new offering first in Europe, where adoption of such technologies is quicker than the USA. Introduction of the new "Google/T-Mobile Andoid, JavaFX Phone" will reach the USA 1st quarter 2009. MerchantAdvantage believes that all ecommerce merchants should realize that mobile shopping is becoming a part of our culture and stay ahead of this trend so they can be more competitive.
These mobile shopping experiences include the ability to instantly buy a gift or product, compare prices while shopping at one store or anywhere where they want, download coupons, take a picture of a product - share it with a friend - and then purchase it, and receive special offers from companies they like shopping from and trust.
Further evidence of the proliferation of mobile shopping is evidenceed by wireless carriers building out the national infrastructure for mobile commerce and their continued flat pricing to surf the Web. Internet Retailer reports that, by the end of 2009, 51.9% of merchants expect to operate their own m-commerce site for users of wireless devices and 57.1% also expect to design and maintain pages on social networks that give shoppers options to download digital coupons, upload videos, and participate in blogs or forums. These m-commerce sites would be in addtion to working with shopping portals as Amazon, which also can get an ecommerce merchants products in front of consumers.
“We are seeing a fundamental shift in how retailers are deploying new web technology and that trend is going to accelerate over the next year,” says Evan Gerber, principal consultant, user experience, with Molecular Inc., an e-commerce consulting and web design firm.
“Web shopping isn’t about creating the best desktop experience on a hard-wired personal computer any more. The retailers that make best use of emerging technologies such as mobile commerce and social networking are the ones that will build the best brand recognition and create the most diverse means for shoppers to complete a transaction.”
The whole concept of mobile shopping is intuitive but the execution can be complicated. For instance:
- How does an ecommerce merchant list/feed their products to Amazon easily so there products can subsequently get listed on the new T-Mobile/Google mobile device?
- How does an e-commerce merchant list their product catalog into other supported mobile shopping networks and syndicated comparison shopping engines to ensure that a consumer can find their products and brand on any mobile device?
- How does an ecommerce merchant create their own user-friendly, mobile Web Store that a consumer can go to directly and navigate through easily, and finally...
- How does an ecommerce merchant update their product catalog and inventory management across all of these channels when a sale on a mobile device occurs?
There are answers to help ecommerce merchants "Mobile...IZE" their ecommerce storefront and excellent companies to initiate an mcommerce (mobile commerce) strategy. MerchantAdvantage is one company that helps by:
- supporting mobile shopping technologies that set up mobile commerce storefronts
- supporting Amazon, and
- feeding product catalog feeds, cost-effectively to over 150 comparison shopping engines, coupon sites, and other maketing channels that support both online ecommerce and mobile commerce
mShopper and mPoria are examples of excellent companies, whom MerchantAdvantage works with, to set up a mobile storefront in less than 24 hours from a clean data feed. MerchantAdvantage also is glad to put any ecommerce merchant in touch with a myriad of other companies to accomplish all that an ecommerce merchant needs to leverage the growing mobile commerce space and we recommend that you start today to stay competitive.
While I disagree with Bill Mirabito below who says that "mobile technology is not ready for actual transactions/mobile checkout", because I find it is and getting better every month, I do encourage all readers of this post to check out the following Webinar hosted by eTaildTail friends at ElasticPath.
The Webinar is free and will give you valuable insights into the best use of mobile shopping technology for the holidays. And, when you are done with the Webinar, give me a call and I would me more than happy to go into further details of how MerchantAdvantage and our many mobile strategic relationships can help you reach customers this holiday season via their mobile devices.
Holiday Wish List for Mobile Commerce:
Free Webinar: October 23rd, 2008 @ 9am PT/12pm ET
Guest Panelist: Bill Mirabito, Founder & Principal Consultant, B2C Partners
<<CLICK HERE
>> to register for this free Webinar from our friends at ElasticPath.
Retailers love growing store traffic and improving the brand experience, but mobile devices are rarely part of the equation. Present-day technology isn’t ready for mobile checkout. However, today’s cell phones can be used by in-store consumers as an effective “kiosk on the hip.” In this session, Bill Mirabito will outline how mobile technology can help retailers drive cross-channel sales this holiday season.
In this webinar, you will learn how to:
- Engage in-store consumers and get them to register their device
- Deliver enhanced product information to consumers in the aisle
- Direct shoppers to alternate store locations with available inventory
- Create wish lists in store and share gift registries for holiday shopping
- Personalize recommendations and promotions for cross-channel consumers
|
| |
| Advice, Tips & Tricks |
First, Second…Third Party Tools
by Michael Lambert
 Miami, FL (October 2, 2008)— Over the past three years at MerchantAdvantage we have seen some very successful merchants with very little in house technology, and some super savvy merchants that seem to be constantly struggling with every little technology issue. It would seem that some of the more savvy and technology aware merchants are extremely attached to the idea that they must CREATE all of their own technologies. I believe that decision is based much more on ego than a prudent business sense. No matter how strong your in house programming team is, and no matter how many developers or technologists that you have, there are always projects that must remain in house, and your people should "PERFECT" and maintain those projects.
If you haven’t heard the term Service Oriented Architecture – well don’t worry about it. But the concept in general is that one piece of software, or hardware software combination should be able to interface with other systems. If your core technology can not do that…well that’s another article. But, wisely using third party software and services is an incredible way to increase your company's technology girth and performance without incurring upfront development costs, and while maintaining control on monthly costs as well. Below are some third party functions that are often successfully outsourced:
- Virtual Storefront (Shopping Cart Software)
- Order Management
- Comprehensive Search Utilities
- Data Feed/Marketing
- Search Engine Marketing
- Fraud Detection
- Card Processing
- Technical support and Support Ticket Systems
- Telecommunications Efforts
- Video, Chat and other Site Sales/Support tools
- mCommerce Functionalities
- Well there is more, but you get the idea.
By no means am I suggesting that a merchant outsource all technology matters (although some do), but rather to consider a third party alternative for a project that is already in the research phase. As the pricing is often so reasonable, and the functionality so much more robust than you might create, a “Buy vs Build” analysis is often a matter of a quick discussion with the appropriate in house personnel and the third party to have a clear understanding of the various benefits of each. Some of our smallest and largest merchants outsource all kinds of functionality and are extremely successful doing so. So, don’t be afraid of getting into mCommerce because your “guys” aren’t familiar with mobile technologies – outsource. Don’t wonder why your pay per click consumers don’t seem to be finding what they want on your site….get some “Search” help. The reason so many successful merchants are outsourcing is not because they are lazy – but because it is profitable to do so – Happy Third Partying!
|
| |
| Webinars & White Papers |
Webinar:
How to Gain Customers and Customer Loyalty During the Holidays
Reserve Your Seat >>
Webinar:
The Blueprint for Multichannel Success
View Webinar >>
Webinar:
7 Steps to Reach More Customers Before and During the Holidays
View Webinar >>
Webinar:
How to Afford Comparison Shopping Engines
View Webinar >>
Webinar:
3 Steps to Extend Your Online Consumer Awareness Footprint
View Webinar >>
White Paper:
2 Steps to Increase Return on CSE Ad Spend
Download >> |
| |
| Industry News |
Grinches Beware: Cyber Monday Decline Exaggerated
Starting an Online Business in a Down Economy
The Customer Shopping Experience Online Report Analyzes the New Trends, Tactics and Tools That Are Reshaping the Way Retailers Do Business, Online
SHOP.com™ Announces Newest Additions to Rapidly-Growing Merchant Roster
buySAFE Launches Shopping Advisor for Firefox |
| |
| Merchant of the Month |
RacksForAll.com
 "Racks for All (www.RacksforAll.com), the online retailer of vehicle racks and accessories, serves sports enthusiasts who need convenient racks to help tow their outdoor gear. Cyclists, skiers, snowboarders and kayakers, especially those between the ages of 25-40 years old, make up the company’s core demographic. As the cost of travel increases, outdoor enthusiasts need improved fuel efficiency. Aerodynamically tuned exterior racks and cargo carriers can help.
Since signing up for the MerchantAdvantage service in 2007, the company’s marketing reach has grown significantly and sales have increased by more than 30% year over year, feeding 14 CSEs and 1 marketplace. In addition to strong sales growth, the MerchantAdvantage service saves nearly a full day of work every 1-2 weeks. Instead of using spreadsheet macros, scripted FTP transfers, and database programming, our staff can now focus on adding new product lines and improving customer service.
Racks for All now publishes a feed to Amazon... In addition the company feeds these CSEs: Google Products, Yahoo! Product Submit, MSN Live!, Become.com, Ciao, NexTag, PriceGrabber, PriceRunner, Pronto, Shopping.com, Shopzilla, Smarter.com, Sortprice, and TheFind. PriceGrabber and NexTag have been most effective after Google Products, and Amazon now supplies approximately 15% of the company’s sales.
Lex Crosett, RacksForAll.com
Get Your Channel Management Fee Waived Plus Receive a Complimentary Companion Airline Ticket!
We're thrilled and inspired by all the Channel Management success stories you share with us. Now we want to turn the spotlight on you! Send us your best Channel Management success story and you could be selected as our Merchant of the Month.
If chosen, your company will be exclusively showcased in an edition of our monthly newsletter, eTail dTail.
Best of all, your monthly MerchantAdvantage fee will be waived in the month you are selected and you will receive a complimentary Companion Airline Ticket. Submit your Channel Management success story today to stories@merchantadvantage.com. We look forward to hearing from you!
(Note: MerchantAdvantage reserves the right to use any or all of your story, whether or not your article is selected as the winning entry.) |
|
About MerchantAdvantage
MerchantAdvantage (www.MerchantAdvantage.com) is an ecommerce software solutions company committed to championing and helping the small to midsized online merchant address complicated online and mobile commerce issues. MerchantAdvantage takes a systematic, controlled and proactive approach to online product marketing by providing long-term, cost effective, Web-based software tools that enable an online business to grow by reaching the widest audience possible via online, broadband, and wireless devices.
MerchantAdvantage's applications are designed to connect the online retailer to their marketplace partners in a seamless motion of communication, allowing online merchants to take control of their e-Commerce and m-Commerce channels, marketing strategies and IT solutions. MerchantAdvantage currently markets over $2.3 billion worth of product value daily, representing over 650 online storefronts and is changing the macrocosm of ecommerce by staying ahead of the curve in providing business solutions to the growing online retail marketplace. They are here because your commerce future is online and wireless. For more information, please visit MerchantAdvantage.com, e-mail us at sales@MerchantAdvantage.com or call us at 1.800.550.9466.
MerchantAdvantage – Take Control of Your Marketing Channels! |
PAGE TOP |
| |
|
|
|
|
|
 |
| Industry Events |
• Search Marketing Expo East
October 6-8, 2008, New York, NY
Learn More >>
• Shop.org and EMOTA Global
E-Commerce Summit
October 27-29, 2008, Amsterdam,
The Netherlands
Learn More >>
• Ad Tech
November 4 - 6, 2008, New York, NY
Learn More >>
• Internet Retailer Web Design '09
January 19-22, 2008, Miami, FL
Learn More >>
• Shop.org Strategy & Innovation Forum '09
February 2-4, 2008, Orlando, FL
Learn More >>
|
|
| Subscribe to eTail dTail |
|
|
| Partner Spotlight |
 |
|
Your customers are ready for mobile shopping. Are you? mShopper (www.mShopper.com) is a leading mobile commerce site which allows any online merchant to set up a mobile storefront and begin selling through wireless devices seamlessly. mShopper offers the first comprehensive, universal mobile shopping tool. Partnering with major U.S. carriers, and available on most handsets to more than 110 million U.S. subscribers, mShopper lets your customers find you wherever, whenever. Find out how mShop, mStore, and mPower can empower thousands of online merchants in mobile commerce to reach millions of new potential customers. mShopper offers:
• Your Own Branded Mobile Destination: http://yourstore.mshopper.com. Market your new mobile storefront to loyal customers, so they can find you whether they're shopping in the store, or just having fun.
• Distribution: Available to more than 110 million U.S. subscribers, and promoted jointly with major U.S. carriers.
• Ease of Use: mShopper works! Try it to search by keyword or browse to products. mShopper also provides universal call center support to make mobile shopping a snap.
Fore more information about mShopper go to: mShopper.com
|
|
| Give Us Your Feedback |
Do you have any issues, concerns or interests you would like to share?
Email us at:
tip@etaildtail.com
|
|
| Online Marketing Channels |
 |
|
| Integrated Partners |
 |
|
| Associations |
 |
| |
| |
|
|
|
|
