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WEB MARKETING
Hiking Sticks!
Web Sellers Use
Social Media
THE ECONOMY is not only im- “Retailers know that times are
pacting shoppers, it’s affecting tough, so they have created pro-
online retailers, too. According motions and incentives to help
to results of Shop.org’s eHoliday Americans save money this holi-
Study, conducted by BIGresearch, day season,” said Scott Silverman,
shoppers will see changes in re- executive director of
Shop.org.
tail marketing and promotions “From free shipping to Facebook,
this holiday season, in response online retailers are combining new
to economic uncertainty. With initiatives with tried and true tac-
an understanding that many of tics to make their companies stand
today’s shoppers use Facebook out.” Online retailers are also
and Twitter regularly, and because compensating for the economy
these tools are more cost effective by making operational changes
than traditional advertising, 47.1 to help them protect their prof-
percent of retailers surveyed will its. According to the survey, 41.4
be increasing their use of social percent of retailers have scaled
media this holiday season. back on inventory levels, and 22.9
More than half of retailers percent have hired fewer people in
surveyed said they have added their stores.
or improved their Facebook page While online growth is expect-
and Twitter pages this year, ac- ed to slow this holiday season,
cording to 60.3 and 58.7 percent of it remains a bright spot in retail.
retailers. Two thirds said they have According to the survey, 45.8 per-
added or enhanced blogs and RSS cent of web retailers expect their
ONE VERY PROFITABLE
feeds. In addition, to provide con- holiday sales to increase at least
SQUARE FOOT…
sumers with an extra incentive to 15 percent over last year, while
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start shopping, one third of retail- one third expect sales to grow up
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ers said they would offer holiday to 14 percent. As a testament to
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deals earlier this year, a forecast the economy and the maturity
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that has already been born out. of online retail, just one in fi ve
As another sign of the times, free online retailers expect sales to
shipping offers abound this holi- be fl at or decline. In addition to
day season. Four out of fi ve online a strong focus on sales and free
retailers said they would offer free shipping, many web retailers have
shipping with conditions, at some revamped their websites this holi-
point during the holiday season. day season to make it easier for
More than half said they planned people to shop. 45.2 percent have
to offer free shipping without con- added or revamped their sites’
& - ditions. More than a third said shopping cart; 44.3 percent have
) * ) ( "
their budgets for free shipping are enhanced their search capabili-
970-586-7310
higher than last year, and 30 per- ties; 42.9 percent added suggested
& ( , ! ) * # ( " & $
cent expect free shipping offers to items to their site; 40.6 percent
www.whistlecreek.com
start earlier than a year ago.
continued on page 103
102 December 2009
www.covermag.com
MENTION
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