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MARKETING
How Web Surfers Find Retailers
TYPING THE URL of a retailer Consumers reached ecom-
into a browser window, search and merce sites through a variety of
email marketing continue to be the other methods. Customers who
top methods consumers use to get originated their web buys via
to retail websites, according to the catalogs and direct mail pieces
Etailing Group 8th Annual Mer- accounted for 10 percent of Inter-
chant Survey. Customers typing net sales. Customers who came
in the URL of a retailer accounted from affi liate sites accounted for
for 27 percent of the average re- four percent of sales; compari-
to retail websites. For 2009, 62
tailer’s ecommerce sales in 2008, son shopping engines for three
percent of retailers responding to
the survey found. percent; offl ine advertising for
the survey said Email A Friend
Paid search accounted for 17 two percent, and other methods
is a somewhat to very valuable
percent of sales that year, while represented 10 percent. Retail-
tool for bringing customers to
natural search accounted for ers reported uncertainty for the
their websites. In all 44 percent
13 percent, and email market- remaining two percent.
of the retailers cited blogs; 41
ing accounted for 12 percent. On another front, retailers
percent attributed sales to chats
This is based on a survey of are looking to viral marketing
and bulletin boards, and 34 per-
192 retailers. methods to attract consumers
cent cited social networks. ■
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MENTION WHEN YOU CALL OR EMAIL! www.covermag.com June 2009 37
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