Go Back to
www.WebWholesalerMagazine.com
CURRENTS
Retailers Lack Focus
BBOOUT A THIRD of business executives responsible tion.” Th e various groups that interact with customers need to
ffoorr ecommerce and/or channel strategy say their collaborate, and retailers should reward them for doing so, he
company lacks a vision for providing consumers said. “If the web team contributes to a sale at the call center,
a consistent multichannel experience, according to a For- who gets credit for that?” he asked. “It should be shared, but
rester study released during the Forrester Research Consumer I don’t see that in place, in the way it should be.”
Forum in Chicago. Th e survey also found that just 29 percent Harteveldt pointed to Walmart Stores Inc. as an exam-
of respondents said their company has the ability to provide ple of successful multichannel integration. “Walmart.com is
a consistent cross channel experience, according to Forrester focused on how people use technology, not just for shopping,
analyst, Henry Harteveldt. For example, 55 percent of respon- but also for other parts of their life,” he pointed out. “Th ey
dents maintained that their companies off ered eff ective online are focused on what people are buying in their stores, and
customer support, while 64 and 80 percent claimed their call why. Th ey have insight on what’s selling online, and they
centers and stores provided eff ective customer support. Th at use that information to meet consumers’ needs across the
illustrates companies’ lack of consistency between channels, various ways they shop.”
says Harteveldt. If companies fail to improve customers’ multichannel
“While one division may have the responsibility for the experiences, they stand to lose customers, warned Harte-
website, a diff erent group may run the store, a diff erent group veldt. “People are focused on their pocketbook, and there’s an
may run the call center, and the mobile division may be run overabundance of brands and retailers. If one retailer doesn’t
by someone else,” explained Harteveldt. “So because of the make them happy, they’ll look for someone else. Th ey’ll keep
diff erent silos, there is a lack of continuity within the organiza- trying until they fi nd one that pleases them.”
Kohl’s Promotes
Web Sales
campaigns in November, and 30 more throughout Decem-
ber with holiday promotions. On
Kohls.com, the company
expects its newly launched gift fi nder tool to help shoppers
sort through gift ideas. Th e tool allows shoppers to select
K
OHL’S CORP. is charting an aggressive course price points, then select a recipient category such as, “teen
for its holiday season marketing strategy, in an girls.” Also new this year, shoppers can create a, “holiday hint
eff ort to reach cost conscious shoppers. Th e new list,” using the site’s gift registry.
strategy updates its Facebook page, and the company says it Kohl’s is also stepping up its free shipping service, and
anticipates online sales during the holidays will grow by 30 like many of its competitors, it started holiday merchandising
percent. Th e retailer’s Facebook page currently has 700,000 and marketing early, and has been off ering discounts from
fans. Th e holiday campaign off ers a new function to its email the beginning of the season. Th e same is true of Walmart and
promotions that enables recipients to post sales off ers to their Target, online and in stores. Retail market watchers expect
Facebook pages. the impact of social media, which does not have a signifi cant
According to a Kohl’s spokesperson, its email database measure from fourth quarter 2008, to be scrutinized this year,
grew by 50 percent this past year, and the company is plan- and they also expect it will make a signifi cant contribution
ning to leverage that increase by sending 17 separate email to sales success.
16 December 2009
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68