WineAccess.com - Buying wine online

I've had some big changes in recent months. I'm working for an online wine seller called WineAccess.com. The company is in high growth mode as we expand our Winery Direct and Wine Club programs. I'm extremely excited about the opportunity to work with a start up with such a great management team and unique business model.

I'll be heading up the marketing effort as the Director of Marketing. We're looking to grow our network of stores as well as the customer base, which to date has been extremely loyal to our superb wine selection. To find out more about WineAccess.com and the ability to buy wine online, please contact me.

Interactive Marketing Update

Definitely need to update this...no longer fresh content. Sorry!

I'm Back -- in Philly

Wow, it's been quite some time since my last post. I've upgraded my marketing portfolio by moving to the East Coast. There seems to be many more companies on the East that require a good working knowledge of interactive marketing. The exciting part is that things are always changing in this space.

E-Marketing Tactics: Focus on Retail

Advertising:

• Search marketing is critical to driving traffic to your site, but monitor average cost per conversion compared to average sale value (depending on margins, try to keep a 1:3 ratio)
• Treat affiliates as true marketing partners and strategically assess the relationships. They can bring 10 to 20% of your online sales. Although, keep in mind that 5% of your affiliates may generate 95% of your sales. These relationships require refining and measurement on a weekly basis.
• Email relationship programs offer an opportunity to increase sales, especially if the messages are highly personal on a targeted marketing basis.
• Email-to-a-friend options for products provide quality-leads to your site for little to no cost.

Site Design: Functionality, Product displays and Shopping Cart

• The quality of your site, specifically the internal search capabilities, can dramatically affect conversion rates.
  ---- Offer “sounds like” or “close matches”
  ---- Eliminate harsh error messages
• Using exit pop-ups can provide you with valuable information or defense against cart abandonment.
• Two viable marketing expenses:
  ---- $5 gift for filling out a survey
  ---- Free shipping for gifts over $25
• Remembering previous shopping cart purchases and up-selling within the site can build your average sales figures.
• Bestseller lists help customers feel confident in a purchase and reduces the need for a lot of comparison research.
• In-house written copy can benefit the site by relating to customers in your store’s own style, as opposed to the boring manufacturer’s information.
• Provide an enlarge image feature for customers to become more familiar with your product.
• Include inventory quantities so that customers can feel comfortable with their purchase.
• Handhold customers through a flexible shopping process.
  --- Allow them to keep a panel on the side displaying the items in their cart so far.
  --- Display shipping costs before they get to the final page.
  
  
  

Web Analytics: Converting the Masses

Monitoring website visitor and customer activity in detail, you can make rational business decisions that increase success. Some crucial things you should know before spending another dollar in marketing are where visitors are coming from, what keywords your visitors use to find your site, how they navigate through the site, which visitors are good customers, and what actions those customers took along the way.

The ways you allow customers to interact with various online products and features directly provokes customer conversions. So how do you know what is working and what is not?

In terms of web analysis, there are generally two types of information: 1) measures of e-commerce, 2) measures of customer interaction with content. For example, if you find out that the average customer from Google views 6 pages with more conversions, while the average viewer from Yahoo stays only two (less likely to buy), you can alter your advertising focus due to these customer interaction trends. Or if you find out that customers are leaving the checkout very late in the process, even after they’ve entered their information, you can extrapolate the duration of your checkout process is probably too long, or the final steps include a prohibitive policy or cost.

Three fundamental categories for customer interaction are: 1) Qualified Traffic – the visitors intend to be on your site (some don't); 2) Qualified Intent – they find and leave with information, or they want information for future purchase, or they want to purchase now; 3) Qualified Confidence in Purchase – they are repeat customers, or they have brand confidence prior to checking out, or you must instill a sense of security in them via your site and brand.

A variety of fundamental lessons can be learned from the visitor interaction with your site. For example, if you acknowledge your best customers, who bring you the most value, your referral base could increase. If you narrow your keyword analysis for customers who only seek purchase, you could lower your cost per acquisition.

There are more and more resources becoming available to the e-marketer for the purpose of analyzing user data. For example, the book “Marketer's Guide to E-Metrics” by Bryan Eisenberg & Jim Novo can provide some insight into the metrics you use to better your business. Meanwhile for a competitive analysis or benchmarking data, refer to comScore, Nielsen//NetRatings, and Hitwise. These companies do not measure your website server statistics, but use panel and ISP based analysis to compare many sites.


Resources for Analyzing Ads and Web Metrics:

Wordtracker - $265/yr membership, keyword analysis
Hitwise.com – comprehensive video explaining measurement techniques
Nielsen/Net Ratings – panel based, top-level industry analysis
Urchin Analytics – web server
Clicktracks – web server
LiveStats – Deepmetrix – web server
WebTrends Analysis – web server
Coremetrics Online Analytics – complex web server
Omniture SiteCatalyst – complex web server

Intervet: Internet Marketing

"Research Makes the Difference"

Strategic planning and implementation of websites and online advertising:

1. Setting Goals and Positioning Websites

• Intervet.com
• Product websites - Axilur, Vetsulin, etc.
• Disease/disorder websites - Foot-and-mouth-disease.com, cats-at-risk.com, etc.

Evaluate current website metrics and develop recommendations and summary conclusions based on targets and objectives. Redesign components of your site(s) based on the above analysis for cohesive message, strategic goals and professional/trustworthy appeal. What is the target audiences’ perception of the website? Is all information up-to-date? -- issue with the Vetsulin launch date....

2. Interactive Advertising Plan and Budget

• Domain names
• Keyword analysis
• Banner Ad campaign
  - found on www.thepoultrysite.com
  - additional targeted marketing
• Graphics, Tile and Banner development
• Additional Multimedia?
• Explore Google and Overture directory listings
  - Sample budget with keyword bid costs
• Affiliate sites:
  --Professional Associations/Magazines Online
  ----Design promotional messages, target links, etc.
  ----Work with marketing team to build comprehensive list of client resources and publications for advertising opportunities

Competition is advertising to owner audience using PPC campaigns. For vet audience, consider e-newsletter and article sponsorship on highly targeted websites, i.e., American Veterinary Medical Association's Pet Health. For poultry industry, consider DPI (Delmarva) sponsorships and listing under "poultry links", The Poultry Industry Council, ThePoultrysite.com, International Poultry Expo.

3. Search Engine Optimization

• HTML, meta tags, alt tags
• Keyword population in content
• Web analytics: Where are customers moving on the site?
• Expand branding for additional search terms
• Dmoz, Inktomi, AOL, Google, MSN, Ask Jeeves, Teoma, AltaVista
• Link building, between sites and with articles
• RSS Feeds and Article Composition – grassroots marketing
  

4. Customer Communication

• Identify and cherish your good customers,
• Increase customer retention and referral base
• E-postcards
• E-newsletters
  

Burlington Coat Factory E-marketing Plan

Online Positioning Strategy
Keyword/Domain Analysis
Optimize Website
Interactive Advertising and Affiliates
Search Engine Optimization
Customer Communication

I. Positioning – 15% of budget
a. Evaluate current website metrics and develop summary conclusions
b. Redesign components of your site(s) based on the above analysis for cohesive message, strategic goals and professional/trustworthy appeal
----It is critical that the visual presentation of BCF be not only graphically stimulating and appealing, but also aesthetically appropriate for the target retail market
c. Evaluate long term focus of brand and short term sales/discounts objectives
d. Where does the company want to compete?
---- US retail chain offering high-quality merchandise at prices up to 60% less than competitors (for Burlington brand)
---- Cohoes and other brands are differentiated – should remain separate
----Outerwear, apparel, shoes, baby items, toys, linens, bath and home décor
---->325 stores in 42 states
----Burlington Coat Factory, Baby Depot, Cohoes Fashions, Luxury Linens,
MJM Designer Shoes, and Totally 4 Kids
----Cutting-edge technology philosophy
----Low – middle income, highly female, 25-54
e. What is the consumers’ perception of the product line?
----Coats - More than great coats?
----Competition – Ross, TJMaxx, Linens n Things, Bed Bath and Beyond
----School uniforms – differentiated from retail image

II. Keyword/Domain Analysis – 10% of the budget
a. What popular keywords/phrases are searched
b. Domain names – additional focus required here

---- http://www.coat.com/ - redirect
----http://www.bcdirect.com/ - redirect
---- http://www.babydepot.com/ - redirect – should it be unique domain?
---- http://www.luxurylinens.com/ - redirect – but it should be unique domain
---- http://www.cohoesfashions.com/ - unique domain – even more professional/upscale? – coherent and consistent message and image
----http://www.totally4kids.com/ - not owned? – school uniform focus?


III. Optimize Website – additional focus in line with (I) and (II) above – 5% of budget
a. HTML, meta tags, alt tags
b. Keyword population in content
c. Web analytics: Where are customers moving on the site?
----Shopping cart abandonment rates
----Page views and popular paths
----Promotional pages and results


IV. Interactive Advertising – major emphasis – 55% of budget
a. Graphics, Tile and Banner development
b. Multimedia?
c. Explore Google and Overture directory listings
--Sample budget with keyword bid costs
d. Affiliate sites: (Maintenance $4000-$10000 per year)
-----Link Share
-----Performics.com
-----Commission Junction
e. Magazines Online:
----Design promotional messages, target links, etc.
----I-village
----Modern Woman
----Shopping Guides
--Target Market Websites (Oprah, etc)
---- Design promotional message, target links, etc.
f. Business and YP listings


V. Search Engine Optimization – 10% of budget
a. Expand branding for additional search terms
b. Dmoz – free
c. AOL, Google, MSN, Ask Jeeves, Teoma, AltaVista
d. Link building, between sites and with articles
e. RSS Feeds and Article Composition – grassroots marketing
----Submit articles to the RSS
----Press release development for “positive news”


VI. Customer communication – 10% of budget
a. Identify and cherish your good customers, increase customer retention and
referral base (think Pier 1 newsletter)
b. E-postcards
c. E-flyers

E-commerce Stats: Reduce Shopping Cart Abandonment

According to a study from Dieringer Research Group, Inc. (DRG), 114.1 million adults searched for product information online in 2003, and 98.9 million of this group went on to make purchases. In comparison, 106.7 million adults made purchases through the traditional mail-order catalogs, telemarketing, and direct mail channels.

Despite capturing purchases via this new channel, websites saw an increase in shopping cart abandonment over the previous year as a percentage of converted sales in the second and third quarters of 2004. Some sources claim the rate of abandonment is as high as 50-75%. So what can you do to reduce abandonment? Understanding your customers' behavior helps determine where your checkout process could use improvement. Cart abandonment is a natural occurrence in online stores, much different than in physical locations.


Some suggestions for reducing abandonment:

• Make the checkout progression short and easy to follow (large icons for "continue to payment")
• Provide explanation for any unusual information you collect
• Make the checkout process as easy for new customers as returning customers
• Provide a link back to the product, to open in a new window
• Illustrate security measures (secure shopping icons, https://)
• Add pictures inside the basket
• Provide shipping costs early in the process, avoid surprises that deter purchasing
• Make editing the shopping cart easy
• Provide complete contact information and appear approachable
• Track your site activity throughout the purchase or non-purchase of items – from the time a customer leaves a shopping cart to the return. With more detailed information, you can see areas for improvement, helping you turn more shoppers into buyers.

Studies suggest that shopping cart abandonment is more often tied to website design issues rather than technological or other problems. According to a December 2003 survey by NetIQ, the main reasons for abandonment:

1. surprise costs (such as shipping and handling)
2. requests for too much information from the user
3. lack of information about the product

Black Friday: Internet Infiltration

Well, if you're anything like my husband, Black Friday began at 9 am on Thursday, Thanksgiving Day, 2004. Why? Perhaps not the reasons you would expect....

Jeff, my husband, is a deal-getter. He researches, evaluates and compares products online prior to making any purchase, be it a fancy Motorola cell phone or a simple memory card. And this year, we both benefited from his type-A-ness.

As always, I (also a deal getter) wanted to take advantage of some of the Thanksgiving deals in the newspaper on Black Friday (like everyone else in the US). This, however, requires waking up at 5:00 am...ahhh the joys of the holidays. When I asked Jeff if he was ready to wake up early, to my surprise, he said, "I may not have to." This was quite out of character for Jeff, you see, because he is an electronics freak. He has to have the latest and greatest, fastest and thinnest models of whatever. This usually mandates Jeff join me at 5:00 am, not to Kohl's or Sears, but Best Buy and CompUSA.

Jeff explained that two things were happening online that night....1) Two major deal sites (FatWallet and BF2004) were distributing information, as they have come to be known/sued for, on both retail and online discounts and specials, 2) His electronic stores were encouraging shopping at home on Black Friday by offering discounts (if not lower, the same) beginning at 1 am, often with free shipping. His shopping process was streamlined, organized and mayhem free! He would not join me in the ravages of the 2 hour waiting lines and frenzy of competing shoppers.... he was done.

I came to realize that the Internet has revolutionized Black Friday for some people. If your Black Friday isn't at least easier because of the world wide web, it should for sure be more organized because of the information you have available.

Take Borders for instance. One of Borders' sites, http://www.bordersstores.com/, gives customers the opportunity to reserve an item online and pick it up at a store. A computer program takes inventory information from stores and loads it on the Web site. Meanwhile, the consumers can still be met with all the point of purchase products that they would have had they gone to the store on Black Friday.

Perhaps more online stores need to capitalize on this infiltration. We're talking less overhead (in terms of personnel and utilities), less supply chain/inventory issues, and probably less customer dissatisfaction. Clearly, some of the benefits of the "loss leader" will be diminished online, but with new checkout techniques, like the upsell, "you may also like", basket bundling, "may we suggest"-type pitches, it's possible to capture the additional sales from consumers by letting your website work for you.

Granted, I still showed up at Kohl's this morning at 6:00 am for my diamond earrings at $50, but that's because I wanted to see the product. For items that don't require discrimination, I stuck to the web and minimized my exposure to the masses. And honestly, I watched at least 25 people at the jewelry counter walk off in frustration.

A ComputerWorld article indicates, "The share of Internet traffic going to shopping sites already has surpassed last year's high, set on Thanksgiving Day, according to Internet traffic monitoring company Hitwise Pty. Ltd."

According to a National Retail Federation shopper survey, 38 percent of shoppers say they will buy holiday items online. Another survey conducted by the retail federation shows that more shoppers plan to browse and comparison shop online this year compared to last.