All posts by Whereoware Staff

The Numbers Are In: A Cyber Monday for the Record Books

Despite the significant economic hardships unique to 2020, holiday spending is up nearly 28% from 2019.  

While overall brick-and-mortar retail sales are predictably down due in part to stay-at-home directives, Cyber Monday 2020 set records for the largest online shopping day in U.S. history. Cyber Monday online spending increased 15.1% over last year, totaling $10.8 billion in sales. During Cyber Week (the five days from Thanksgiving to Cyber Monday) shoppers spent $34.36 billion, 21% more than they did last year.

Early shopping was the theme, driven in part by shipping, financial, and logistics concerns. Retailers encouraged holiday spending by offering deals and promotions as early as October. The National Retail Federation reports that 52% of holiday shoppers took advantage of early holiday sales this year.

The 2020 holiday season presented a unique set of opportunities and challenges. Ever resilient, people continued to buy gifts for their friends and family, looking for deals and incentives for both personal and professional purchases. Both B2C and B2B shoppers demonstrated a growing preference for e-commerce, putting the pressure on vendors and retailers to deliver a seamless online experience.

So what’s the key lesson learned from Cyber Week 2020? The influence of digital is only getting bigger.

B2B is beginning to look a lot like B2C in terms of buyer preferences. E-commerce adoption is only going to grow in 2021, so brands need to get on board or risk being left behind. Lastly, don’t underestimate the power of a smart digital strategy to maximize every customer opportunity, regardless of changing sales models, preferences, and trends.

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Local SEO and PPC Increase Conversions 147%

Read the case study to see how McCrea Heating and Air Conditioning Services increased conversions 147% by combining search engine optimization (SEO) and pay-per-click (PPC) advertising.

Solution:

McCrea partnered with Whereoware, a full-service agency driving smart growth for clients through digital marketing strategy and activation. Whereoware first undertook a comprehensive audit of McCrea’s audiences, website, webforms, conversions, content, search, and pay-per-click strategy to identify missed opportunities and areas for optimization.

Whereoware executed a strategic search engine optimization (SEO) and pay-per-click (PPC) advertising plan to drive high quality leads to McCrea’s website and service technicians.

RESULTS:

Read the full case study to see how Whereoware maximized Google’s local search capabilities and optimized their advertising and content strategy, ultimately seeing over a five-month period:

  • 147% increase in form conversion
  • 37% decrease in cost-per-action (CPA) compared to national average 
  • 25% increase in overall paid traffic (without an increase in spend YOY)
  • 10% increase in overall organic traffic YOY

Cuisinart Adds Direct-to-Consumer Sales on New E-commerce Website

Profiled in Digital Commerce360 and MarTech Today.

A division of the Conair Corporation, Cuisinart‘s new e-commerce website was featured in Digital Commerce360 and MarTech Today.

The website, built by Whereoware, offers multiple ways to shop, including easy access to retail partners and direct-to-consumer sales. Built to empower Cuisinart’s internal teams, the website gives Cuisinart’s marketers better control of their product data and search engine optimization, while reducing the manual effort of making updates through extensive data integrations.

Hear from Mary Rodgers, Director of Marketing at Cuisinart, on the decision to add direct-to-consumer sales in Digital Commerce 360.

“This is new territory; this is a new place we’re going to. Is there growth in front of us? Absolutely, there’s growth available. It just depends on what we decide to do and how much we decide to invest in it,” she says.

Cuisinart’s online, direct-to-consumer revenue for 2020 so far is up 103% compared with 2019, Rodgers adds. “The growth is a combination of both organic and horizontal growth attributable to digital marketing programs and expanding product offerings on the site over the past 12 months,” she says. For 2021, Cuisinart expects 14% year-over-year growth, not including added sales that might come from adding new products to the website.

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Whereoware Appointed to Episerver Partner Advisory Board to Help Drive Strategic Growth

The Exclusive Partner Advisory Board Collaborates with Episerver Early and Often  

Episerver Platinum Partner Whereoware has been named to the Partner Advisory Board (PAB) of Episerver™, the customer-centric digital experience company. Episerver’s PAB is an exclusive set of Episerver partners selected to advise Episerver on product strategy, market intelligence and overall go-to-market strategy. Whereoware has been selected based on its extensive knowledge of Episerver’s portfolio, the key market demands driving customer adoption of digital marketing technologies and a broad understanding of the needs of a variety of key industries.

Whereoware offers more than 20 years of experience as a full-service digital agency, driving smart growth for clients through digital marketing strategy and activation. Whereoware is a two-time Episerver Partner of the Year, and five-time award-winner for Episerver Commerce and CMS websites. Whereoware differentiates its Episerver practice through:

  • Full-service solutions from project inception through ongoing strategy, support, optimization, and marketing of a client’s Episerver website – ensuring it successfully and continuously drives business objectives, user needs and expectations, revenue, and conversions.
  • Successful implementations across Episerver’s Digital Experience Platform (DXP), for diverse clients spanning B2B manufacturing, retail, consumer package goods, furniture, financial services, health, insurance, sports and recreation, and more.
  • In-house teams (website and mobile development, marketing, creative design, user experience (UX) optimization, SEO/PPC, analytics, project management)
  • 100% backend developers certified on Episerver Content Cloud
  • Pioneers in multi-channel online personalization

Most recently, Whereoware launched a new website on Episerver’s DXP for long-time customer, Cuisinart, a division of the Conair Corporation, and built and designed two new websites hosted on DXP for Yamaha WaterCraft Group: www.yamahaboats.com and www.yamahawaverunners.com.

“Whereoware is honored to serve on the Episerver Partner Advisory Board, joining our distinguished industry peers,” said Joe Harris, Chief Revenue Officer at Whereoware and their representative on Episerver’s Partner Advisory Board. “We are excited to share our extensive Episerver experience and lessons learned from hundreds of website and marketing projects to drive continued success for Episerver customers.”

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Goodbye Website Window Shoppers: 3 Re-Engagement Campaign Best Practices to Maximize Every Customer

Your marketing team works tirelessly to drive consistent, high-quality traffic to your site. However, according to ReTargeter, only a mere two percent of web traffic converts on the first visit. Do you have a plan in place to recapture the attention of the other 98%?

To foster continued, sustainable growth for your business, it’s vital that you actively nurture new prospects, while motivating existing customers to come back time and time again. In fact, Bain & Company research found that repeat purchasers spend more frequently, generate larger transactions, and are more likely to recommend your brand and motivate new business.

Need help converting your website’s window shoppers into new customers, and nurturing existing buyers into loyal brand fans? A proactive re-engagement plan will raise brand awareness, increase website traffic, cultivate more personalized interactions, and grow sales – ultimately driving long-term customer loyalty and profitability. 

Learn how retargeting and remarketing strategies work and campaign optimization best practices to amplify your customer acquisition, retention, and maximization success. 

Retargeting and Remarketing – What’s the Difference? 

Frequently used interchangeably, retargeting and remarketing are valuable nurturing tactics to target and engage audiences who have already shown interest in your brand.

In both instances, a visitor browses your website, but leaves before converting. When you remarket or retarget, you attempt to bring them back to your website by reminding them of your brand, products, or services at a later moment. The visitor sees your advertisement when they’re browsing a different website or social network, or they’ll receive your email.  

The difference between retargeting and remarketing is in the channels used to accomplish these goals. Retargeting primarily uses paid digital ads to reconnect with visitors interacting on your website or social profiles, such as making a purchase, completing a webform, or leaving items in their shopping cart. Similarly, remarketing uses email to re-engage visitors who have previously taken action on your website.

Continue reading Goodbye Website Window Shoppers: 3 Re-Engagement Campaign Best Practices to Maximize Every Customer

Yamaha Continues Digital Transformation with New Websites and Mobile Apps

Coinciding with their 2021 product launch, Yamaha WaterCraft Group launched redesigned websites for YamahaBoats.com and YamahaWaveRunners.com and two integrated mobile applications, both built by Whereoware, a full-service agency driving smart growth for clients through digital marketing strategy and activation.

The immersive online experiences guide customers through a personalized buying journey, furthering Yamaha’s digital transformation ambition of selling a lifestyle, not just a product.

The new websites, built on the powerful Episerver Digital Experience Platform, feature bold design and an elevated user experience (UX). Streaming video, animations, and high-quality photography show off every angle of the boats and WaveRunners®, helping users visualize themselves out on the water. Streamlined content makes it easy to compare different models within a series and download specs, while selecting the “Share” feature lets users email product pages to friends and family, without leaving the website.

“By partnering with Whereoware, we deliver an engaging online experience that closely connects our customers to Boats and WaveRunners that elevate their on the water lifestyle. With the 2021 WaterCraft launch, the new websites and apps celebrate the phenomenal interest and demand in our products and guide customers down the path to purchase, while streamlining the sale for our dealership partners.” said Andrew Cullen, Sr. Manager, Digital Marketing and Communications, Yamaha WaterCraft Group.

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Cuisinart Embraces Digital Transformation with New E-Commerce Website, Built by Whereoware

New website adds direct-to-consumer e-commerce sales and supports retail partners

Cuisinart, a division of the Conair Corporation, launched the new Cuisinart.com: a data-driven e-commerce website, built by award-winning full-service digital agency Whereoware. (Whereoware is also Cuisinart’s agency for data optimization and email marketing services.)

The website replatform drives business growth for retail partners, while advancing Cuisinart’s long-term goals for digital transformation, customer journey optimization, and direct-to-consumer sales.

“We are so grateful to have partnered with Whereoware on our website launch. The new website is heavily data-driven, with over a dozen complex integrations, and Whereoware successfully completed the project in just six months,” said Mary M. Rodgers, Director of Marketing Communications for Cuisinart.

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B2B Marketers Must Be Nimble for Online Holiday Strategy

Originally published in Digital Commerce 360.

The global COVID-19 crisis has led to dramatic economic shifts and an upheaval of the retail landscape, leading to uncertainty around the 2020 holiday season.

In Digital Commerce 360, Whereoware CEO Michael Mathias shares strategies for B2B marketers to start thinking creatively and prepare for changing tides.

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How to Ensure Your B2B Business is Ready for the 2020 Holiday Season

Originally published in BizReport.

Is your B2B business ready for an unprecedented holiday season?

In an insightful interview with BizReport, Whereoware CEO, Michael Mathias, provides a forecast for a holiday season impacted by COVID-19.

“If you haven’t already, it’s past time to embrace digital in a big way. E-commerce is the fastest growing channel for most B2B manufacturers – the Coronavirus’ impact will only accelerate that trend,” says Mathias.

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4 Social Media Strategies to Generate Holiday Revenue

This holiday season is sure to be unlike any other. In the midst of a turbulent year, marked by a global pandemic that sent consumers dashing to the web due to store closures, public restrictions, and enduring discomfort, more families are shopping from the safety of their homes.

According to a Digital Commerce 360 and Bizrate Insights survey, 77% of shoppers plan to do more than half of their holiday spending online. What’s more, with changing buying behaviors and e-commerce penetration rising faster than ever, Digital Commerce 360 forecasts that “U.S. consumers are poised to spend an unprecedented $198.73 billion with online retailers this holiday season.”

Social media can serve as an impactful channel to stay top-of-mind in the hustle and bustle of the holidays, while fueling traffic to your website, increasing sales, and driving business growth. In fact, 54% of social browsers use social media to discover and research products, and social networking platforms are the among the leading sources of inspiration for purchasing decisions.

It’s time to step up your social media strategy and take advantage of all the different features each platform has to offer to maximize your holiday marketing success. We’re sharing four key social media selling tactics for deepening engagement and enhancing product discovery to ultimately boost online conversions and generate greater revenue during the season-of-giving.

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