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SHOPPING DESTINATION SITES & AFFILIATES

May 09, 2008

Internet Neutrality Issue Heats Up in DC and Wireless Carriers and ISP's Don't Like It

Internet_neutrality_2I have written about internet neutrality and spoke about it in Washington DC in 2006 at the Chamber of Commerce for Business Annual Summit in 2006. It was a big issue back then -- and I got into a heated debate with a lobbyist from Verizon when I mentioned that the wireless carriers cannot be allowed to be gatekeepers of information flow.  He did not like that phrase, "gatekeepers", but that is what they are and it is still a major issue for all of us, who use the internet to access information freely -- and have come to expect it.

Internet neutrality remains an important issue today for online merchants because, "feasibly", without internet neutrality laws in place, wireless and cable carriers could favor one merchant's data getting to consumers before others, ergo those who pay more!  Wireless carriers and cable companies battle to keep control of the argument and say they won't do this, but when precendence is set, it is set.  So we all better be concerned about this and keep an eye on what Congress is doing to resolve issues as they relate to internet neutrality, or as many call it, net neutrality.

And for those who think that this is not a HUGE issue, as it relates to protection of the freedom of flow of information, check out Andree Toonk's article about wireless and cable carriers in Canada experimenting with "tagging" web pages and information before letting the public have access to them. It is scary where all of this could lead.  <<<CLICK HERE>>> for that article.

I would like to share new information with all eTaildTail readers in regard to new legislation proposed by Democrats to protect the freedom of flow of information, as reported by eTaildTail friends over at Online Media Daily and Wendy Davis.

-- Chip Arndt

Online_media_daily

New Net Neutrality Bill Prohibits Blocking, Degrading

by Wendy Davis -- May 9, 2008

"Rep. John Conyers (D-Mich.) introduced a net neutrality bill Wednesday that would prohibit Internet service providers from blocking or degrading access to any "lawful content."

"It shall be unlawful for any broadband network provider ... to block, to impair, to discriminate against, or to interfere with the ability of any person to use a broadband network service," states the proposed measure, The Internet Freedom and Nondiscrimination Act of 2008 (H.R. 5994).

The bill would allow ISPs to manage traffic, provided they don't discriminate between their own content and content by...

<<<CLICK HERE>>> to read full article by Wendy Davis at Online Media Daily after the jump."

May 08, 2008

Google Analytics Webinars and Education: A Must for Online Retailers Looking to Increase Sales

eTaildTail friends over at MoreVisibility are offering training on Google Analytics, which I think you all must explore to see how your website is performing. I am a big fan of analytics. It is the only way to really see how potential customers are interacting with your site and marketing campaigns.

I actually helped introduce "Chanalytics", at my company MerchantAdvantage, to assist online retailers analyze how their product data feed marketing campaigns -- using comparison shopping sites and marketplaces -- perform in conjunction with other marketing efforts.  Chanalytics compliments Google, Yahoo! or proprietary analytic packages and acts as an important "check" to other statistics you are receving on a daily basis.

Google_analytics_2I also think that these webinars (see below) are important to helping online merchants understand how people are interacting with your website in order to improve sales and then act on those findings.

Yahoo_search_marketing_2 You can also check out Yahoo! Analytics, as they are also free, after attending this webinar by MoreVisibility.

There is a cost for the webinars, but I think these costs may be worth it, especially if you are using Google Analytics or are considering using it.

Morevisability_short_logo_2 

The two webinars are offered at these times:

May 13 & 15 @ 1:00 pm: Launching Google Analytics & Integrating with AdWords

May 20 & 22 @ 1:00 pm: Using Google Analytics Beyond Google

<<<CLICK HERE>>> to find out more and register, if you want. I highly suggest checking it out.

-- Chip Arndt

May 07, 2008

MerchantAdvantage Helps Online Merchants Increase Sales Using Comparison Shopping Engines

Each month, I write a newsletter with advice, information and tips to help online, small to mid-sized businesses increase sales using comparison shopping engines, marketplaces and other marketing channels. I work closely with over 100 shopping destination channels, and some of them include:

Amazon, Become, Ciao, Commission Junction, eBay, GolfPricer, Google Product Search, GroupGain, mPoria, mShopper, Like, MyCoupons, PriceForSure, PriceGrabber, PriceRunner, Pronto, Shop.com, Shopping.com, Smarter, SortPrice, Underbid, Yahoo! Shopping, to name just a few.

I encourage all eTaildTail readers to review some of those newsletters to help grow sales and manage your online business more efficiently.  Each newsletter is free to read. 

Ma_stacked_tag_2Here are some of those MerchantAdvantage newsletters with a hyperlink to each of them.  I hope they help; let me know if you have any comments. You can email me at chip at eTaildTail.com and have a great week!

-- Chip Arndt

Some newsletters from MerchantAdvantage and Chip Arndt, Co-Founder:

May 06, 2008

Yahoo! Shopping Launches Bid Supported Marketplace and Updates Product Submit Features

eTaildTail always trys to alert small to mid-sized online merchants to updates and changes at comparison shopping engines and other shopping destination sites and marketplaces, as Amazon, Pronto, Shopzilla (which had some changes I talked about last week), and many others (see here for a comprehensive list) to ensure that online merchants are marketing their product catalog feeds properly to attain the highest return on investment/return on add spend.

Yahoo_shopping_newSo, please note that Yahoo! Shopping has some changes in the works and I suggest contacting your account rep and asking when these changes will occur. Headlines from an email I received yesterday are:

  • Yahoo! Shopping Launching Bid Supported Marketplace (probably July 2008)
  • Important Notification: Upcoming Changes to Product Submit (probably before June 2008)

My team at MerchantAdvantage received the following email, which I share with all of you to ensure that you are updated. 

Ma_stacked_tagIf you are using MerchantAdvantage to manage your product data feeds to any marketing channel, we are keeping track of these new developments at Yahoo! and will be hosting a special, client-side webinar in the next few weeks to go over these changes. 

The Yahoo! changes probably will go into effect in July and new features as SKU level bidding, feed bidding, and hyperlinked ad placed logos will also available as a marketing option probably in June. Check in with your Yahoo! or MerchantAdvantage rep to help you stay one step ahead!

-- Chip Arndt

From Yahooo! Product Submit team:

Yahoo_shopping_new_4

"Dear Product Submit advertiser,

We are pleased to announce the upcoming launch of a bidded marketplace. With this change, there will be modifications to your Master Terms & Conditions and Program Terms, which will be detailed in a future email notice that you'll receive in the next 30 days.

We expect the bidded marketplace to have an impact on your day-to-day business. Therefore, we advise you and your team to begin planning for the transition to a bidded model.

As part of this launch, we are expanding the number of product categories and improving reporting within your Product Submit account.

These changes are designed to help you to:

  1. Better influence the level of traffic you receive from Yahoo! Shopping
  2. Gain more control over optimizing your product listings
  3. Gain better visibility into your category performance

Stay tuned!

The Yahoo Product Submit team"

Bidding on Pay Per Click Keywords

A short and sweet entry and a MUST read if you buy adwords using Google and/or Yahoo! Search. Since we all do it....read onwards.

Google_adwords_logo_3What follows is a great article written by Mark Williams, "Best Syndication News", Science Writer, which will help small to mid-sized buisnesses understand, manage and leverage adword marketing campaigns.  I am happy to share this article with the eTaildTail community.

-- Chip Arndt

by Mark Williams, "Best Syndication News", Science Writer

"Editor’s Note: This is an ongoing series about making money on the Internet. In the last section we gave some background information concerning Pay Per Click (PPC) Advertising. This section discusses bidding on keywords. Here is the article:

Yahoo_search_logoNot all keywords are created equal in Pay Per Click (PPC) advertising. For quite a while, the highest paying keyword was..."

Topics covered in the article are:

  • Where to Look-up Keywords
  • What Determines Advertisement Position
  • How Lower Paying Bids Can Outperform The Higher Bid
  • Choice of Keywords
  • Picking Keywords
  • Trademark Issues

Please <<<CLICK HERE>>> for full article after the jump; it is a great read.

May 05, 2008

Online Shopping, E-Commerce Sales Increase Because of "Perceived" US Recession

eTaildTail friends over at Marketing Vox have an interesting study that mirrors the correlation I hypothesized about 6 months ago of the increase in fuel prices, and the credit crunch, to an increase in internet and mobile shopping. 

PumpinggasIn those comments, I stated that people still like to buy/consume and, while they have less money to spend due to stagnant wages and high gas prices, would turn to internet e-commerce and mobile shopping as a means to buy products to save money and avoid spending money on gas to buy products at brick and mortar stores. Furthermore, I stated that once they start to shop online, or via mobile commerce, they would also be introduced to price savings, and other offers, that they were of unaware of before.  In turn, this would lead to increased loyalty to the online and mobile shopping experience into the future from new online shoppers.

It seems that my thoughts now have some credibility in statistics.  The great news for small to mid-sized e-commerce merchants is that a whole new group of people are learning how powerful, cost-effective, and easy online and mobile shopping is and existing online shoppers are still shopping.

What Does This Mean For the Future of Online and Mobile Shoppping?

My next hypothesis, and you can hold me to this, is that as many new online shoppers will shop online because of:

  1. adverse economic conditions
  2. flat pricing plans to surf online from mobile carriers
  3. better shopping interfaces by e-commerce storefronts,
  4. better "shopping experiences" from shopping destination portals as Amazon, eBay, Like.com, mShopper.com, mPoria.com, PriceGrabber, Shop.com, Shopzilla, and many others, and
  5. ongoing better pricing, special offers, reduced shipping costs, and other incentives from the e-commerce merchant.

New and "old" online shoppers will become more enamored with online and mobile shopping and continue to use these channels/avenues to buy products than ever before, even after the US economy rebounds. 

This, in turn, will result in driving more online sales into the future and help to exceed Wall Street expectations of 13-15% year-over-year growth in online and mobile shopping.  I am still targeting 20% - 25% year-to-year growth into 2015.

We will see!

-- Chip Arndt

Vox From Marketing Vox:

"One-third (33 percent) of online US adults are more likely to shop online, rather than at a store, because of high gas prices, according to a Harris Interactive study conducted for iCongo - writes MarketingCharts.

Some highlights from the study:

Incentives

Consumers give various other reasons they would be more likely to shop online as opposed to a physical store:

  • 57 percent cite free shipping.
  • 55 percent cite lower prices.
  • 61 percent cite the ability to shop at any time.

If a store were..."

Please <<<CLICK HERE>>> to read full article from Marketing Vox.

Optimizing eCommerce Websites (LIVE) Help Session

14eTaildTail friends over at MarketingExperiments are having a webinar that will help small to mid-sized online merchants optimize your e-commerce storefront.

I have attended several MarketingExperiments webinars and they are quite helpful.  Please see below for all details and I hope it helps!

Happy Cinco de Mayo!

-- Chip Arndt

Marketing_experimentsSpecial Clinic: Optimizing eCommerce Websites (LIVE)

Wednesday, May 7, 2008 – 4:00 to 5:00 p.m. EDT

Presenters:

– Dr. Flint McGlaughlin, Director, MarketingExperiments
– Jimmy Ellis, Director of Optimization Research
– Aaron Rosenthal, Director of Channels Research

Here's your chance to experience our optimization experts in
action, breaking down what is – and isn't – working on
eCommerce sites.

Join us for this free one-hour Web Clinic and you'll come away
with several ideas and insights to dramatically improve your
site's results.

The eCommerce websites we'll be optimizing live were submitted
by recent Web Clinic attendees. Don't miss this special
optimization session!

<<<CLICK HERE>>> to sign up for webinar.

We look forward to your participation and feedback on this Clinic.

Thank you for your trust,

Dr. Flint McGlaughlin
Director, MarketingExperiments

April 30, 2008

Bid Goodbye to High Pay Per Click (PPC)

Using comparison shopping engines ("CSEs"), that work on a pay per click ("PPC") business model, can get expensive, if an online merchant does not manage and monitor these marketing campaigns daily. 

I have many clients who get upset when their PPC costs are almost equal to the amount of sales revenues generated from leads from CSEs, or worse, the PPC costs are actually higher each month than sales revenues generated by those PPC leads.

Most of the CSEs, that use a PPC business model, realize that to keep an online merchant as a client they need to make them money by providing a high enough return on investment ("ROI"), often known as return on add send ("ROAS"), or else the online merchant will simply stop working with that CSE.

Shopzilla, Smarter, Nextag, Pronto, PriceGrabber and others, provide online merchants an excellent solution to work with them more effectively by allowing the online merchant to use an "active bidding feature" to manage their PPC bids and get their product catalog listed/ranked higher on their respective CSE. 

I highly encourage all online merchants to take advantage of these features as these CSEs work hard to ensure that all online merchants have a high enough ROI/ROAS to justify working with them. If you are unsure if a particular CSE supports the "active bidding" feature just ask -- many do.

Now, the next step to managing your bids across each CSE, that uses a PPC model, is to ensure that you have a tool which helps you manage these active bids from a simple dashboard solution.  One of my technicians at MerchantAdvantage explains below how and why you should do this. And if you are working with a company that does not support this essential "active bidding" feature ask them why, as it really helps to increase the effectiveness and ROI/ROAS when using a CSE.

I hope his advice helps and if you need a Channel Management, product catalog feed tool with robust analytics, that also supports "active bidding" options on CSEs, please feel to contact Brett, or another MerchantAdvantage technical representative, at 800.550.9466.

I hope this helps!

-- Chip Arndt

Ppc_bidding by Brett, Technical Liaison at MerchantAdvantage

"As more and more shopping destination sites support PPC bids, merchants are utilizing active bidding to lower PPC. When bidding at Comparison Shopping Engines (CSEs), there are two options to define bids.

Bid for Pay Per Click (PPC) on the data-feed, and Bid for PPC in the CSE Dashboard (back office). When editing in the CSE dashboard, you must login, find the screen that edits PPC, and edit each specific category or product each time you want to change your bids. An easier approach to modifying your bids is utilizing a data feed tool like Channel Management, from MerchantAdvantage.

PPC Bidding can be utilized to optimize your product appearance on the CSEs. If there is a high margin product or a product that needs to be moved, the bid can be adjusted to be high for higher ranking on the CSEs.

If a product has a low margin, instead of pulling the product from the feed, the bid can be lowered and it will still appear on the CSE at a lower level in the search result. But what if there aren’t many products like yours in that category? If you bid low your product will appear on the top."

<<<CLICK HERE>>> to see full commentary...scroll to the bottom after the jump

April 29, 2008

Yahoo! Search: New Minimum Bid Factors

eTaildTail friends over at SearchEngineLand posted some valuable information in regard to Yahoo! Search CPC pricing and I thought it was important for readers of eTaildTail to be aware of those changes.

-- Chip Arndt

Paidsearch_logo_from_search_engin_3 From SearchEngineLand:

"Yahoo recently announced that they are moving away from a $0.10 fixed minimum CPC to a variable minimum bid. However, there are some differences in how Yahoo calculates minimum bids tcompared to AdWords. These differences are important to note as you switch between these PPC engines so that each account is properly optimized for each engine according to how the bids are calculated

Yahoo's New Minimum Bid Factors

Yahoo uses two main factors for determining minimum bids:

  • value of the keyword
  • quality

Yahoo_search_logo_2 The value of the keyword factor will frustrate many marketers. This value is calculated by many indicators which include the number of advertisers and those advertisers' bids. This means that for keywords with high competition, the keywords can have higher minimum bids. If there are a few bidders, but they are bidding high amounts, the minimum bids can also be different.

The second factor..."

please <<<CLICK HERE>>> to continue reading entry which continues over at SearchEngineLand.

12 Step Program for Comparison Shopping Engine Management

Every month I write a newsletter for MerchantAdvantage.  The topic covers information, tips and advice, and coverage of other excellent companies that help the small to mid-sized business with their marketing and technology strategies, when working with over 150 shopping destination sites, comparison shopping engines and marketplaces, such as Amazon, eBay, and Underbid.

Cpc_strategyThis month I am very happy to co-write the April newsletter titled: 12 Step Program for Comparison Shopping Engine Management with our good friend Rick Backus and his company CPC StrategyCPC Strategy offers excellent advice and will manage your marketing/channel feed campaigns for you, if you desire a managed solution rather than using Channel Management by MerchantAdvantage yourself.

All newsletters are archived on eTaildTail for all of you to read for free, just click on the link above or <<<here>>> for those newsletters.

Happy reading and I hope this helps.  If you have any questions please contact Rick at rick at cpcstrategy.com or find him at CPC Strategy.

Juggling_cses_2From....April 22, MerchantAdvantage Newsletter, with guest Rick Backus and CPC Strategy

We are proud to co-author this month’s newsletter with our friends at CPC Strategy.

CPC Strategy is based out of San Diego, California and is a full service Comparison Shopping Management Solution. The team at CPC Strategy works directly with online merchants to develop data feed optimization strategies that fit their business model.

When online merchants don’t have the time or personnel available to implement marketing feed strategies on their own using Web-based tools by MerchantAdvantage, we recommend online merchants like CPC Strategy, who execute day-to-day management of comparison shopping engines and marketing campaigns to maximize ROI.

CpcstrategyMerchantAdvantage and CPC Strategy speak with hundreds of online merchants everyday who understand the value of using comparison shopping engines (“CSEs”), but remain frustrated with the technical requirements to manage data feeds and struggle to realize higher return on investment when managing marketing channels available to them cost-effectively.

We hope that the following inside tips and our “12 Step Program” help online merchants:

  • Understand better how to use CSE marketing campaigns efficiently
  • Reduce the cost of working with CSEs, and
  • Improve CSE ROI

So let’s get started and get some inside tips from industry experts at CPC Strategy, with comments from MerchantAdvantage.

1. Admit that you may have a Comparison Shopping Management Problem

Your sales are too low, your costs are too high, you're spending too much time on managing, optimizing, feeding and re-feeding data feeds, and overall performance using CSEs has fallen below expectations.

The very first step to recovery is admitting that you have a problem, only then can we help to restructure your thinking for optimal CSE performance --so say it with us, "Hi, I'm ____, and I have a Comparison Shopping Management Problem." There that wasn’t too bad, now was it?

2. Focus more time and energy on Comparison Shopping Management

Just admitting that you have a problem doesn't mean that it's going to fix itself. We have always said that just feeding your product catalog data to a CSE does not necessarily lead to sales.

<<<CLICK HERE>>> to continue to the other 10 steps....yes it is free to read, fun, and value-add!

:-)

-- Chip Arndt

April 28, 2008

NOTE to ONLINE MERCHANTS: Changes in Taxonomy Feed Structures at Shopzilla

Ma_stacked_tagA technology representative at MerchantAdvantage asked that I post some "reminder" information for the eTaildTail community so that any online merchant feeding to Shopzilla can ensure that they are feeding their product catalog data properly.  These changes to Shopzilla's feed taxonomy structure changed earlier last month, so, if you have not updated your taxonomies properly, please do so immediately so you can ensure that your product catalog feed is performing properly with Shopzilla.

If you need some help, please feel free to contact the technicians at MerchantAdvantage and/or also see this link at Shopzilla for a full overview of their changes.

From MerchantAdvantage's technical team:

Shopzilla_taxonomy_changesShopzilla's taxonomy has changed. The categories with the most changes are:

• Office Supplies,
• Home & Garden,
• Sports Equipment & Outdoor Gear,
• Clothing & Accessories,
• Babies & Kids.

There are also some categories that have been broken down into sub categories.  <<<Click Here>>> for all the details on the latest changes to Shopzilla's taxonomy.

Having the correct taxonomy helps your marketing and also ensures that your products get placed in the category you deem most appropriate.  -- MerchantAdvantage Technical Team

-- Chip Arndt

April 27, 2008

PESA and E-Commerce Merchants Trade Association Wonderful New Orleans Conference

Ecmta_nola_conference_logo_042108_3A special thank you to Professional eBay Seller's Association ("PESA") and e-Commerce Merchants Trade Association ("ECMTA") for inviting my company, MerchantAdvantage, and me to speak at their conference last week in New Orleans. Many wonderful vendors attended as well as over 500 e-commerce/online merchants to learn more about how they can they improve their online business on many fronts.  I have been to several trade shows and it was a wonderful, affordable and value-add trade show for any small to midsized online merchant.

Ma_stacked_tag_3It was an honor to address and answer online merchants' questions at a speaker's session and then help several online merchants over two luncheons.  There were many wonderful questions on how best to work with comparison shopping engines ("CSEs") and other shopping destinations sites as Amazon and eBay; we all had a great time trying to answer their questions.  If you would like to know more about how you too can better manage your product catalog feeds to any marketing channel, shopping destination site, or CSE please give us a call at MerchantAdvantage.

If you would like and update of the ECMTA/PESA conference, which I highly recommend attending next year, as it is affordable and has some great information and expert speakers, please <<<CLICK HERE>>>.  MerchantAdvantage is proud to be a corporate sponsor of ECMTA and I personally look forward to helping ECMTA build and provide the best information and services to its membership on an ongoing basis. 

If you want to take advantage of a special membership offer, via MerchantAdvantage and ECMTA, <<<CLICK HERE>>> and if you just want to know more about ECMTA <<<CLICK HERE>>. Take five minutes to hunt around their site and also check out the companies that are involved and special offers for ECMTA members only to help grow your online business from these vendors.

I think you will be pleasantly surprised at what you can learn and who is involved (hint...Amazon, eBay, Yahoo, Google, Microsoft and many, many others!)

Have a great Sunday!

-- Chip Arndt

April 16, 2008

Will New York Online Sales Tax Legislation Kill E-Commerce?

What better day than today to talk about taxes? :-) :-)

The headline for this entry may be drastic, but the bill that passed in the New York State legislature last week may have huge ramifications to e-commerce/mobile commerce, to how online retailers interact with their clients, and to how consumers shop online into the future. 

The good news, if you are one who does not like online sales taxes, is that this recent move by the state of New York is not new. The Illinois legislature demanded onlines sales tax to be paid in 2003 and some larger retailers actually voluntarily paid these taxes to some states that demanded it. But, overall, there was no logical enforcement policy for all online merchants to pay the online sales tax, so people have simply ignored attempts by several states to enforce their laws and ensure that companies and consumers pay online sales taxes for purchases by residents in their respective state.

Furthermore, there is a lobbying organization representing 30 states that has tried to enforce an online sales tax code, but they started in 2000 and have had little success in passing legislation at the national level or enforcing laws at the state and local level.

We all know that one of the greatest benefits to online shopping is that customers do not pay sales tax for their purchases and that online merchants do not have to "worrry" about dealing with, and setting up, technology infrastructure to ensure that they pay said online sales tax to states.

I am unsure if the "no online sales tax" rule of thumb for purchases is fair to all parties involved, especially the local governments, which rely on sales tax to provide services to their citizens, but we can all agree that the lack of online sales taxes certainly helped grow e-commerce/m-commerce and it "was" a huge benefit to the consumer and the online merchant, who could outprice any brick and mortar store simpy by selling online "sans" a sales tax.

Now what? And why is the New York decision worrisome?

As reported at DMNews.com: "Late last week, New York legislators approved a bill that will require out-of-state online retailers to begin collecting sales taxes on purchases shipped to New York addresses, meaning that companies such as Amazon, which has no employees or operations in New York, will be required to collect state taxes because several of its affiliates live in the state. This will effectively end tax-free online shopping in New York.

While the New York Governor's office was not available for comment, published reports have noted that Governor David Paterson is expected to sign the measure.

At this point, the key question is not whether other states will attempt to copy New York's aptly dubbed Amazon Tax, since it's really too early to tell, but more so, if the measure will avoid a legal challenge..."

<<<CLICK HERE>>> to read the full story, it is a great read and an important read for all online retailers, if for nothing else, to make sure you are obeying the law when selling and shipping products to New York State residents and zip-codes.

Special Note: I tried to find the actual piece of New York legislation, for you all to read, but I could not find it -- my "Google Skills" need honing.  If any of you find it, please let me know and I will post it. In its place, this source outlines succinctly what the online merchant is up against when selling and shipping into New York online. <<<CLICK HERE>>>.

The reason that this particular piece of legislation carries more weight, than prior attempts by other states to enforce an online sales tax policy, is that this is NEW YORK.  It is really that simple. 

Eventhough many states before have tried to collect online sales tax for purchases, the prognosis of a long drawn out court battle over the constitutionality of an online sales tax and the associated costs to implement online sales tax collection was too great a cost for states to incur, so they have not pursued it. New York is New York and they have the resouces and will power to see this piece of legislation through, all the way to the Supreme Court of The United States, if they want.

The silver lining to all of this and the recently passed New York State piece of legisaltion, for those online merchants who would like to see this whole matter disappear, is:

1. The New York online sales tax provision seems only to apply to those companies with more than $10,000 per year of sales sold through affiliates in New York. New York has now changed its tax regulations to say that a retailer with more than $10,000 a year in revenue has "nexus" if it has sales affiliates in the state. Sales affiliates are companies that receive a commission for promoting another company's products and driving customer traffic to its site.

Amazon_logo 2. Amazon, a billion dollar company, is camped out in the state capitol of Albany, New York fighting this piece of legislation with lots of money -- as they are the main target of this piece of legislation.

3. There is legal precedence that favors "no online sales tax" and does not help the new New York online sales tax legislation argument, namely the United States Supreme Court Ruling in Quill v. North Dakota, -- Quill Corp. v. North Dakota (91-0194), 504 U.S. 298 (1992) -- in which the judges said that the arcane web of state and local tax codes puts an unreasonable burden on interstate commerce, and finally

4. Other states have chosen not to follow New York's path in part because of legal uncertainties, the cost of fighting a legal battle, the cost of implementing the process to collect the "owed tax" from online retailers, and an economy that certainly does not need any new tax burdens placed on consumers. 

Would you want to be the legislature that passed a new tax in 2008 or 2009?

Bottom line....

Online retailers should abide by the law and ensure that they are not in conflict with the present ruling by the New York legislature, in regard to paying sales taxes on online sales to New York residents. However, I believe that this piece of legislation will not hold up in court.

In the meantime, abide by the New York law (my advice always), do what is right, and, if this piece of legislation is repealed, online merchants I am sure will be paid back.

-- Chip

April 15, 2008

Online Merchants Can Afford to Work with Comparison Shopping Engines and Shopping Sites

Archived_jellyfish_and_thefind_webiI wanted to thank so many of you in the eTaildTail community for attending the webinar I gave last week and also give special thanks to Joe Schaefer, MSN Product Specialist at JellyFish.com, and Rob Ulveling, Sr. Director of Business Deveopment at theFind.com who hosted the webinar with me.

If you missed it, you can download the webinar presentation for free by clicking on this link. <<<CLICK HERE>>> to download webinar...there are no obligations! Promise!

I think the webinar proved usual in helping online merchants forumulate a good marketing strategy to use shopping destination sites, begin to use comparison shopping engines to market their storefont products cost effectively and start, basically for free, by using theFind.com and JellyFish.com immediately.

Please feel free to download the entire webinar, slides and audio or either/or.

<<<CLICK HERE>>> to download the webinar for free...there are no obligations! Promise!

Have a great week.

-- Chip

April 14, 2008

Marketing Sherpa Helps Us All With Advice on Email

eTaildTail friends over at Marketing Sherpa have some excellent advice and insight on using email as a marketing tool for any online retailer to start the week.

Anne Holland, Content Director at Marketing Sherpa, makes some insightful comments on the importance of the "subject line" of your emails.

Here are the beginning of Anne's comments. Please click on the lick below to read the rest.  It is free and just might help you all get some more opens, click backs to you, and a full read of your email campaigns.

-- Chip

Marketingsherpa_logo_2by Anne Holland, Content Director of Marketing Sherpa

"Have you noticed? Some marketers and email publishers are testing shorter and shorter subject lines.

In the old days, we’d all try to fit in as many descriptive words as possible to increase the chances the inbox skimmer’s eye would land on a word that delighted it, and you’d grab the open. Not any more..."

<<<CLICK HERE>>> to read more after the jump -- Anne writes very well and it is a quick read!

April 11, 2008

Top-Rated Products: An Online Merchant’s New Best Friend

I have a special treat for the eTaildTail community to end the week.

Powerreviews_logoOur friends over at PowerReviews and Buzzilions, most notably Jay Shaffer, have some great insights for online merchants using reviews to power customer trust and loyalty, which leads to sales.

There are some great references to what works and does not work, so I hope this read is helpful.

SPECIAL NOTE TO eTaildTail READERS:

The below commentary is part of eTaildTail's ongoing guest commentary series for 2008. If you would like to share you insights with the eTaildTail community, please email me at (chip at eTaildTail.com) and let's help online merchants grow their business. 

International folks are encouraged to share their thoughts as well!

Have a wonderful weekend and "God Bless" our troops, please remember them in your prayers.

-- Chip

Move over Best Sellers, a More Powerful and Proven Enticement Has Arrived!

Winecom_logo"As a former merchant, (former VP of Marketing at Wine.com) I understand the power of merchandising and the important role that the merchandising of most popular and best selling products play in getting your customer’s attention. 

That’s why I am thrilled to be sharing with the eTaildTail community the latest “hidden gem” that comes from leveraging customer reviews on your websites:

I want you all to meet Top-Rated Products.

The marketing of best sellers, up to now, has probably been the surest and easiest way for merchants to generate quick sales.

Let’s face it, somewhere at the core of our buying public is the notion of “having what everyone else has,” so advertising what is most popular in the form of best selling items is a “no brainer” of sorts.  There are some inherent problems with this approach, however, as a product’s selling popularity can be due to a myriad of reasons, the most often being discount or sale pricing.  So while best sellers can often drive sales, they don’t often drive matching profits!

Mountaingear_2 Now let’s meet Top-Rated, or as my friends at Mountain Gear say, "User-Approved Products" -- you have got to love that one!

These items all have one thing in common – customers rave about their off-the-shelf performance.  And one thing we have heard over and over, and over, again from our clients is that shoppers are willing to pay for guaranteed performance. 

These items, then, are often sold at full price with no need for coupon or discount incentives to drive heightened consumer interest.  They garner attention simply by being rated as standouts by the customers that use them.

ReilogoHere are some interesting data points and/or general trends associated with Top-Rated vs. Best Seller email and website campaigns, as shared by clients including: Brookstone; Staples; REI; Onlineshoes; and Mountain Gear.   

Highlights of top rated merchandising include:

  • Open rates with Top-Rated subject lines outperformed Best Seller campaign and open rates for email Equal and or increased click-thru rates for email campaigns
  • Mountain Gear saw a 50% higher AOV with Top-Rated email campaigns
  • For website merchandising efforts, REI saw their Top-Rated category outperform corresponding Best Sellers by a $20 higher AOV as top-rated items are often sold at full price (yea!)
  • Top Rated as a presentation sort on category pages (dropdown menu choice) is becoming the preferred customer experience

The rate at which our clients are sharing these wins with Powerreviews is all the proof I need to say to the rest of you online merchants out there: "Let me introduce you to your new best friend – Top Rated Products."

I hope this helps get your Q2 ’08 off to a rousing start!"  -- Jay Shaffer

Buzzillions_2If you would like to contact Jay directly for more advice, please do. Also ask him about Buzzillions, a site that lists reviews and works in concert with Powerreviews.

Here is Jay's information and tell him eTaildTail sent you!

Jay Shaffer
VP Sales & Marketing
PowerReviews.com
(jay at powerreviews.com)

April 10, 2008

CyberSource, mPoria Partner To Accelerate M-Commerce

Well as the eTaildTail community knows, I am a big fan of mobile commerce especially as our mobile devices become more user friendly to surfing online and the telephony/wireless companies as T-Mobile, ATT&T, Verizon (Vodafone), Sprint and others provide us with value packages to surf online for as long as we want. I believe this will equate to many more poeople shopping, comparing prices, and recommending products to friends via their mobile devices.

So, if you are an online merchant and want to stay ahead of the curve invest in a mobile storefront. Believe me it is easy, affordable, and you will have a leg up on your compeititon.  If you want more information on my past commentary on the mobile industry and why a mobile commerce storefront is important you can start by reading this short blog entry <<<CLICK HERE>>>.

Our friends over at mPoria are making some good strides in the industry and I wanted to share their latest success with you in partneting with publicly traded CyberSource, a renowned payment solutions provider.

CyberSource offering mPoria's GoMobile!™ M-Commerce Solution to its network of online merchants

Mporia_logo "MOUNTAIN VIEW, Calif. and SEATTLE, Wash. – CyberSource Corporation (NASDAQ: CYBS) and mPoria Inc. have announced a strategic channel partnership in which CyberSource will offer mPoria's GoMobile!™ m-commerce technology to its network of online merchants. 

GoMobile! enables merchants to quickly and cost-effectively build and launch a mobile shopping site, giving retailers access to more than 250 million wireless subscribers nationwide.  Site set-up is simple and requires no in-house development expertise. Once live on the GoMobile! Service, a merchant can offer consumers the ability to shop on the mobile Internet using their cellphone. mPoria's service supports the majority of both feature and smartphones offered by leading U.S. carriers.

“Significant advances have been made in the wireless industry and we believe the time is right for merchants to expand to m-commerce,” said Michael Walsh, CyberSource senior vice president, worldwide sales...." (more) after the jump

<<<CLICK HERE>>> to read the rest of the press release. It is excellent and informative and will help you learn more about mobile commerce and the benefits for online merchants to have a mobile commerce presence.

-- Chip

April 08, 2008

Reminder: Webinar Thursday April 10 with theFind, JellyFish, and MerchantAdvantage: How Online Merchants Can Afford to Work with Comparison Shopping Engines

Just a quick reminder about the free webinar with theFind, JellyFish and MerchantAdvantage this Thursday on April 10, 2008.

<<<CLICK HERE>>> to sign up, yes it is free and no you don't have to buy anything.  Promise. :-)

Thefind_and_jellyfish_webinar0410_2

<<<CLICK HERE>>> to sign up, yes it is free and no you don't have to buy anything.  Promise. :-)

-- Chip

Pay Per Click versus Pay Per Performance Marketing

Hello eTaildTail community.  I have gotten some mails this week about Pay-Per-Click ad/marketing campaigns versus Pay-Per-Transaction/Performance ad/marketing campaigns.  I wrote some thoughts in a newsletter for MerchantAdvantage and I wanted to share those thoughts with you. There is also a free webinar that you can download associated with these thoughts if you prefer to get your information that way.

I hope these thoughts help.

-- Chip

Ppc_vs_ppp "You have an online storefront and you have some customers coming to your storefront but you want more. The first thing most online merchants do is jump on the "adword/keyword search" band wagon to get more traffic using search engines such as Google, Yahoo!, Ask.com, LookSmart and others.

Not a bad idea, since millions of visitors search these sites everyday looking for help. The only problem with this method of marketing is, as an online merchant selling product, you are in the mix with hundreds of thousands of searches that relate to the "keyword" you purchase that may have nothing to do with the actual product search on the product you are trying to sell. Such examples include the history of your product, articles about a product, etc…To get around this, you can always bid higher for a given "keyword" on these search engines to guarantee you are listed on page one, or better yet, you come up at the very top – if you pay enough.

A more effective, or complimentary marketing method, may be to focus on the search engines that only focus on marketing retail products that online merchants sell and also bring in millions of potential customers each day. These are affectionately known as shopping destination sites and include:

1. Marketplaces, such as Amazon.com, Shop.com, JellyFish.com, and Underbid.com
2. Comparison Shopping Engines, such as Pronto.com, PriceRunner.com, PriceGrabber.com, Pronto.com, Shopping.com, Smarter.com, Shopzilla.com, Yahoo! Shopping, and over 100 others. For a complete list please see MerchantAdvantage.com
3. Mobile Commerce Engines, such as mPoria.com and mShopper.com
4. Couparison Shopping Engines, such as MyCoupons.com and CouponMountain.com
5. Product Review Sites, such as PowerReviews.com and Buzzillions.com, and
6. Hybrid Sites: GroupGain.com, NetHaggler.com and other sites, where online shopping occurs but revenue models vary.

These types of sites can be very beneficial to an online merchant, as millions of people come to them everyday looking for products to buy, review, and compare. As with general search engines, these sites do not guarantee sales, but for the most part, when managed correctly, can really help lead potential buyers to your online storefront, which can lead to sales and definitely leads to good branding.

Using Shopping Destination Sites: Choice

Every online merchant should first ask the same question: Which shopping destination site will lead to the most sales?

While an excellent question, it is nearly impossible to say which of over 100 shopping destination sites might work best for your product catalog and lead to the most sales. Everyone usually tries out Amazon, Yahoo! Shopping, Shopping.com, PriceGrabber.com, and Shopzilla.com as they are the best known and have built trust in the marketplace for the customers buying products and the merchants listing products. But these are not your only choices. And, remember, new shopping destination sites with unique business models are popping up every month which can also lead to new sales and branding opportunities.

There are many shopping destination sites from which to choose,..."

Etaildtail_normal_logo_2 <<<CLICK HERE>>> to continue reading the free newsletter written by Chip Arndt for MerchantAdvantage. 

It is a good read and I think the advice in it will help online merchants with their PPC campaigns across the board.  And when you click over, there is nothing else you have to do but to enjoy the article, promise!

And here is a link to the other helpful free newsletters. <<<CLICK HERE>>>.

-- Chip

April 07, 2008

Comparison Shopping Engines Continue to Satisfy Customer Demand: HealthPricer Leading the Way

This morning I read with some joy that comparison shopping engines continue to figure out better methods to work for, and with, online consumers through better site navigation.  The article I read was about a niche comparison shopping engine called HealthPricer, which many of you may know about already.

<<<CLICK HERE>>> for that article, written by Kristina Knight at BizReport, which is excellent and short and to-the-point.

Healthpricer Basically, HealthPricer is improving how customers can find products using their shopping portal by creating a more robust search feature that matches "general search terms" with products as opposed to just hoping that consumers type in the product name correctly.

I indentified this as an issue in a prior blog on how comparison shopping engines will compete with general search engines as Google, MSN Search, and Yahoo! Search to show their value add to online consumers in order to gain loyal customers and differentiate themselves from just "general search engines."  I am happy that HealthPricer.com is leading the way by implementing more intuitive search methods. 

Comparison shopping engines can be valuable to the consumer, as these marketing channels focus on products rather than just listing "any information" related to a product.  But in order to continue to keep and grow market share -- and move customers to use their portals to find products rather than just looking for a product on Google, MSN or Yahoo! general search engines -- the comparison shopping engines have to be fun and easy to work with to help find the products customers want with "very few" clicks, albeit the CSEs have to think more like an online shopper.

I like what HealthPricer.com has done.  Check their site out. I typed in the word "diabetic" and loved their sub menu that came up to help me find what type of "diabetic" product I was looking for within the general category of "diabetic health needs".

I think if the comparison shopping engines ("CSEs") keep on improving how they interact with their potential customers, to make it easier and fun to find the products they are looking for, they will maintain their value-add in the marketplace to consumers and continue to be a good place for online merchants to market their products into the future. 

It is a crowded CSE landscape out their but as I have always said: "Why not list your product catalog on sites that may have customers you are unable to reach through other marketing strategies?"

I went to some other CSEs and did some similar searches as I did on HealthPricer.com, but none were as intuitive as HealthPricers' new methods.  You can bet that other CSEs will follow.

When they do, CSEs should continue to attract online consumers to their site and build marketshare, as it will always be more comprehensive and easy to navigate and find the best products you want from a site focused just on products rather than a general search on Google, or the other general search engines.

Healthpricer_2 Oh, and if you sell medical related products, HealthPricer is a nice CSE to consider listing your product catalog.  Check them out at HealthPricer.com, and if you need any help, let me know!

-- Chip