Tag Archives: B2C e-commerce

Mariposa launches direct-to-consumer website

Mariposa, wholesaler of tableware and gifts handcrafted from recycled aluminum and glass, has launched a new direct-to-consumer website at mariposa-gift.com.

“We truly have a gift for every occasion, so be sure to visit the new Mariposa website for all your holiday gift-giving needs,” said Founder and Creative Director Livia Cowan.

Mariposa-gift.com offers an interactive way to experience the brand, as well as an opportunity to browse and shop the entire Mariposa collection, from serving pieces to frames, napkin boxes and glassware.

If a customer wishes to experience the product firsthand, according to a release, Mariposa continues to be sold by specialty retailers and department stores nationwide including select Bloomingdale’s and Neiman Marcus locations. Retailers and stores are listed on the store locator on the Mariposa website.

Marketing automation tip: Responsys lookbook

BrooksBrothers-longBack in August, Responsys Inc published their 2012 Look Book, highlighting their favorite email creative from the past year. The choices were excellent, including thought-provoking fundraising emails (Royal National Institute of Blind People), entertainment emails populated with dynamic content (Sky), personalized + event-triggered e-commerce emails (Pizza Express), and many more.

We found ourselves particularly drawn to one of the emails, which had actually made the rounds here at Whereoware back when it was originally sent to subscribers in April 2012. The email came from Brooks Brothers and was part of an effort to promote a new line of polo shirts. While the topic in and of itself might have been take-or-leave-it, Brooks Brothers went above and beyond with a creative concept which teased readers with the idea of a $2000 polo shirt that in fact turned out to be a little something more.

In this blog post, we’re breaking down the Brooks Brothers email, figuring out what works, what could be improved, and why it merited inclusion in the Responsys 2012 Look Book.

About the email: subject line

The subject line for this email was just one ‘word’: “$2,000.00?” The brevity of this subject offered no suggestion as to what the content of the email might be, placing a rather large burden on the body (text and image) to get the message across.

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Web tip: 3 reasons to keep your website content fresh

Consumers get excited as movies cycle in and out of theaters, new items are added to restaurant menus, and the latest generations of gadgets premiere. All of these things spur excitement by providing something new for consumer consumption.

NEW StampThis ‘excitement’ can be translated right to your website. In fact, SEOmoz shares that some SEO practices recommend adding between 20-30% new pages to your site each year, in an effort to maintain ‘freshness’. Need more of an excuse? These three factors should encourage you to switch up your web pages:

  1. Seasons
  2. Sales & Bestsellers
  3. SEO

Think that your company is unaffected by these three issues? Think again.

Seasons change

The seasons change, and holidays with them – so why doesn’t your site?
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Marketing automation tip: getting the most out of your offline leads

Get the most out of your offline leads –
learn how with our free whitepaper!

Were you a pro at ‘Go Fish’ as a child? The game is a great model for sales: after all, when a tradeshow is over, you want to be the one left holding the most business cards. But if you don’t have time to turn all those cards into prospects, racking up contacts won’t put you any closer to securing sales.

Marketing automation provides a solution. It streamlines sales activity, allowing reps to focus their time on only the most promising leads. But how effective is marketing automation at converting these leads into customers? This question was at the heart of the World Market Center (WMC) Campaign, executed by Whereoware on behalf of Evergreen Enterprises. Using automated data collection and email, the leads that entered Evergreen’s WMC showroom were sent a series of follow-up emails. This whitepaper assesses whether the WMC campaign was successful in converting Evergreen’s leads into customers.

Get the whitepaper and learn how to get the most out of your offline leads!

Web tip: make your website easier to navigate

People navigate the web in different ways. Some may be accustomed to typing out the full URL of a desired site, while others may navigate entirely via Google at this point. Similarly, on websites, some people may be more comfortable using drop-down menus; others may scan sidebars for clues as to where their desired products are located. Still others are drawn automatically to the search bar, no matter where it’s located.

Customers are going to come to your website in many different mindsets, from many different angles, and it’s important that you’re ready to direct them regardless. One way to do this is to ensure you have multiple access points to important areas of your website.

What does this mean?

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Google Analytics tip: identify top product categories for top profit

At its core, e-commerce is about maximizing profit. Knowing which products are most profitable and/or most popular can help you to make more informed decisions about both your website and product lines. The new version of Google Analytics makes it simple to find the information you need.

GA-OrderByRevHow to:

  1. Log in to Google Analytics.
  2. On the left hand side, select ‘Conversions’.
  3. Click on ‘Ecommerce’.
  4. Select ‘Product Performance’ from the drop-down menu.

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Web tip: 5 e-commerce trends to try out

While they may differ in sales process and website format, the dirty little secret of e-commerce companies is that those on the B2B and B2C sides are becoming more and more alike every year. And why shouldn’t they? After all, the people behind purchasing decisions are all human, and are equally susceptible the same marketing strategies, so it’s a smart move to take advantage of sales practices from the ‘other’ side. Why invent the wheel if it’s already been invented? There are great tips and tricks from B2B that you can employ in B2C, and vice versa.However, if you’re still treating every company and individual the same, you’re missing out on some prime sales opportunities…and likely a large amount of revenue. That’s why it’s important to take your cues from the other side of the aisle, but ensure that the end result is personalized to your user above all else.

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Web tip: embracing tablet shoppers

By now, it should be a well-established practice to design for mobile. We’ve said before that mobile web traffic is growing at an alarming rate – almost 160% in 2010! But is all mobile the same? Or do you need to pay a bit more attention to tablet shoppers?

Large-iPad-commerce-(half)Let’s take a look

The burgeoning field of tablet shoppers is certainly unique. While only 3% of all online revenue comes from mobile devices, and only 21% of that comes from tablets, tablet users on a whole convert at a 33-66% higher rate than shoppers using PCs (WSJ, 2011; Vertic, 2011). In addition, tablet users spend more money on their purchases than other shoppers! Some reports cite tablet users as spending 10-20% more per order (Vertic, 2011) than those on other platforms.
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Marketing automation tip: timing is everything

Color O Clock“What is the best time to send emails?”

“How do you know?”

The internet is peppered with blog posts all attempting to answer these same questions. One company may think the prime time for email sends is 8 am, while another may say it’s 11 pm.

So which is it?

The problem is that all of these companies have different types of audiences, so it is difficult to nail down the optimal time based upon another company’s successes.

Factors to consider

Consider your demographic and adjust sends and promotions accordingly:
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Google Analytics tip: tracking e-commerce for maximum ROI

By now, you know that Google Analytics can be used for many types of analyses, from pinpointing referral sources to uncovering which keywords your customers are looking for. But if you’re an e-commerce site, you may be missing out on one of the most important features – Google Analytics’ ability to take stock of revenue stats using e-commerce tracking. Sounds great, but how?

First, you’ll need to let Google Analytics know that your site is e-commerce-focused.

  1. GA-ecommerce siteSign into Google Analytics and select your profile.
  2. Click on the orange gear icon on the right of the horizontal orange nav bar.
  3. Click on the “Profile Settings” sub-tab under the “Profile” tab.
  4. Choose “Yes, an E-Commerce Site” from the drop-down menu found next to ‘E-Commerce tracking’.

Continue reading.