Shopping.com Improves Its Consumer Shopping Engine To Help Online Merchants Reach More Customers

eTaildTail strives to keep online merchants up to date on changes and upgrades at all consumer shopping engines, affectionately known as CSEs, or comparison shopping engines.

Yesterday, Shopping.com announced some improvements and enhancements to their comparison shopping engine navigation features that should help online merchants better reach customers and customers better reach online merchant listings.

All online merchants, please incorporate these important changes to improve performance when using the Shopping.com CSE.

I hope this information helps. Please read Shopping.com's helpful advice, understand it, and make adjustments accordingly.

If you are a MerchantAdvantage client, please consult with your technical representative and they will help you leverage this new feature immediately.

 

From Shopping.com Merchant Support Team:
October 28, 2008

"In an effort to improve the end-user experience, we are starting to require that merchants supply product condition in its own separate field. 

The Condition field should hold only the key words "New," "Used," or "Refurbished." This information is not currently visible on product listings, but will be used to focus the search process. The special projects mentioned above will ensure that functionality will be built into the user interface of Shopping.com so that we will make use of this information in a much more viable fashion.

The indication of product condition on top of stock description will help your conversion to sale by reducing cart abandonment due to the consumer having too little information, pre-checkout.

When you make use of the stock description as well as product condition fields in your feed, you ensure that the consumer has the highest amount of information needed to intelligently make a purchase."

Happy Halloween Week!

- Chip Arndt

Consumer Spending and What Online Merchants Can Expect This Holiday Shopping Season

eTaildTail sometimes relies on its friends, in the ecommerce and mobile commerce industries, to provide expert commentary on the ins-and-outs of the ecommerce and mcommerce industries, as these friends often have excellent analysis for us all. 

Yesterday, eTaildTail friend at Get Elastic, Linda Bustos, posted an excellent analysis and roundup of Holiday 2008 Consumer Trends with numerous references to other industry experts, statistics, and trend analysis which, collectively, surmized what we can all expect from the Holiday Shopping Season for 2008.

I post some of Linda's commentary here followed by a hyper link to Get Elastic's excellent overview.  It is a thorough read which gives us all insights on what to expect this holiday shopping season -- and much of it is good news, despite a difficult economy.

Bottom line: no one really knows what to expect but all of us do expect people to still shop online as it is easier, cost-effective, and all of us still like to buy people presents.  Some research suggests that online Holiday Shopping for 2008 will increase 12% from the 2007 Holiday Shopping Season.Not bad!

From Get Elastic
by Linda Bustos

October 27, 2008

How Will the Uncertain Economy Affect Consumer Spending this Holiday Season?

"Today’s post is a roundup of recent consumer research and forecasts on how much consumers expect to spend, what they’re looking for and where they plan to get it. It’s interesting but not surprising how some results really vary and even contradict each other (e.g. gift cards are hot, gift cards are not).

This research can’t make decisions for you but it might help you think through your customer segments (and personas) and consider how different types of consumers (what motivates them in a tough economy) experience your site/email offers and messaging.

For example, if you are Musician’s Friend and your customer typically buys music supplies for themselves — if gift givers love to give apparel and gift cards, you might market to your existing customer pushing those items along with an incentive like a gift card rebate to use for themselves in the new year.

Will shoppers spend more or less this year? ..."

<<<CLICK HERE>>> to read full analysis. 

I could not have written this analysis any better than eTaildTail friends at Get Elastic, so please read their summary in full of what to expect over the next 60 days for the Holiday Shopping season. 

It is an excellent and very thorough read and prepares online merchants for the Holiday Shopping Season to increase their return in ad spend when using comparison shopping sites and better understand other marketing efforts to drive traffic to their Web Storefront.

Have a wonderful Halloween Week!

- Chip Arndt

Shopzilla Cost-Per-Click Rate Increases for The Holiday Shopping Season

eTaildTail strives to inform online merchants of relevant information to help grow their online business everyday.

Last week, eTaildTail friends at Shopzilla let us know that they are implementing new Cost-Per-Click rate increases of 25% across the board for online merchants using Shopzilla's comparison shopping engine for the Holiday Shopping Season.  These rate increases are effective from November 20-December 31, 2008. (see below)

These increases are a bit hefty, so please ensure that you adjust your marketing and SKU level bidding strategies, as they are appropriate per marketing channel, accordingly.

As I have said many times before, it is useful and cost-effective for online merchants to have a Web-Based application that helps them:

• Set-up, optimize, and feed their product catalog from one application to any marketing channel
• Monitor and adjust SKU level bidding to maximize return on ad spend
• Analyze the performance of marketing strategies using comparison shopping engines, and
• Adjust marketing feeds immediately

Here is the cost-per-click news from Shopzilla:

"Dear Valued Shopzilla Merchant,

In advance of the 2008 holiday season, we are writing to communicate a seasonal adjustment to our cost-per-click rates. From November 20 through December 31, 2008, we will increase the cost per lead by 25% in all categories. This adjustment reflects the increased conversion to sale that occurs during the holiday shopping season.

These changes will automatically take effect on November 20 and end on December 31. You will not need to make changes to your account before or after this period.

We are committed to helping you maximize your sales during the 2008 Holiday season. If you have any questions, please contact your Shopzilla Account Manager."

If any online merchant needs help managing their Shopzilla feed, or 150+ other marketing channels, MerchantAdvantage, which I am a Co-Founder of, is the only application in the marketplace that allows online merchants to do all of the named functions above and:

• Allows a merchant to feed to 150+ marketing channels for one price
• Charges ONLY a flat per month rate with no long-term contracts
• Supports unlimited SKUs
• Supports unlimited storefronts
• Does NOT charge revenue share
• Does NOT charge transaction fees
• Does NOT charge listing fees
• Does NOT charge set-up fees
• Immediately sets up an online merchant to utilize 4 FREE comparison shopping engines
• Supports SKU level bidding
• Allows online merchants to analyze and react to their marketing campaigns in real time, and 
• Provides free, weekly educational Webinars to maximize their channel marketing efforts 

So if you are interested to learn more about how to maximize your marketing strategy, just go to MerchantAdvantage and ask for a free online demonstration and see what MerchantAdvantage is doing for Callaway Golf, ProFlowers, Birkenstock and hundreds of other US and European clients to maximize their return on ad spend.

The Holidays are upon us and, yes, you can make money in this "recessionary economy" with intelligent marketing strategies, as people are still shopping online.

In addition, if you want to learn more on how to make money during the Holiday Shopping Season, check out this free Webinar MerchantAdvantage and buySAFE gave last week -- it is definately a "treat" and not a "trick"....promise.  Full slides and audio! 

How to Gain Customers and Customer Loyalty During the Holidays

Happy Halloween Week!

-- Chip Arndt

Survey Says: Site Search, SEO and Email Marketing are Key for E-tailing Success

eTaildTail and MerchantAdvantage are proud to offer insights from our friends in the ecommerce and mobile commerce industries to help online merchants improve their online maketing efforts and increase sales and return on ad spend.

This week, Geoff Brash of SLI Systems, the industry leader in intelligent storefront site search solutions, provides an insightful look into those technologies that help online merchants most effectively.

The study, and Geoff's subsequent commentary, covers what technologies online merchants found the most important to implement today to improve onsite conversions and build trust in the marketplace of their storefront and brand.

Thank you Geoff for participating in the eTaildTail community and helping us all learn a little bit more on how to be effective etailers!

Guest Commentary from Geoff Brash, SLI Systems:

"Are you giving top priority – and adequate resources – to making the most of site search, SEO, and e-mail marketing? 

We recently polled more than 300 U.S. retailers about what e-commerce technologies matter the most when promoting their online businesses, and these three e-commerce technologies scored the highest among several others, including user-generated content, static and dynamic ads, social media and more.  In fact, 90% of the survey participants said that search is a “critical,” “very important” or “important” factor in the success of their business. 

Those surveyed also said that the effectiveness of site search and SEO will continue to get better over the next three years.  Meanwhile, 40% of the retailer respondents are testing out new online tools as a way to strengthen their marketing efforts, by starting company blogs and podcasts. 

Almost the same number (38%) said that user-generated content – for example, ratings and reviews – is also gaining in popularity.  Have you incorporated any of these innovative approaches into your marketing efforts? 

What have your experiences been?

There are many more interesting findings from our survey, including the fact that about 90% of the retailers who tracked results said that after adding site search, sales increased or conversion rates improved.   

With the holiday season just around the corner, now is the perfect time to incorporate some of these important technologies if you’re not already.

If you’re interested in seeing the full results of our survey, please visit www.sli-systems.com."

Thank you Geoff and onward we charge to make our online storefronts the most productive that they can be for the Holiday shopping season -- even in a touch economy.

-- Chip Arndt

NexTag Says: "Economic Woes Won't Spook Smart Halloween Shoppers"

Is the following synopsis, by the highly successful comparison shopping site NexTag, a "Trick or Treat"?

Some analysts are "bearish" and see this announcement about Halloween Shopping as a "trick", especially when one considers that the USA is experiencing some hard financial times - even with the biggest one day gain of the New York Stock Exchange in history registered today.

But, if it means anything, I see NexTag's synopsis as a "treat"!!!

I do believe that we will see an overall decrease in all retail shopping 4Q 2008, due to general tough economic times and Americans deciding to live more within their means, but this does not mean that online shopping will see a decline from last year.

Actually, I see more and more people going online to shop because:

1. of several assumptions based on my prior post titled: Credit Crunch Sends Shoppers Online for Cheaper Holiday Presents
2. Americans find shopping online cost-effective and easy
3. consumers are becoming more and more comfortable with online shopping and with mobile commerce ("mcommerce"), and
4. month-to-month growth rate of 15-35 year olds shopping online is growing faster than ever before

So here is NexTag's analysis, which is a "little" bias as they want people to shop with them, but I believe it is accurate, especially when I see statistics on shopping across over 150 other comparison shopping engines ("CSEs").

Economic Woes Won't Spook Smart Halloween Shoppers
NexTag offers users the tools they need to save this holiday season.

From NexTag, October 13, 2008

The economic outlook may be grim for many Americans, but that doesn't mean Americans will skimp when it comes to costumes, candy and decorations this Halloween.

The latest report from the National Retail Federation shows that despite a slowing economy, Americans will be celebrating the holiday this year in greater numbers than ever before (64.5%, up from the previous year's high of 58.7%). Average spending is also on the rise at $66.54 per person, an increase of more than $20 in the past seven years alone. And it's not just parents and children who are getting into the spirit of the season, seniors, singles and even pets will be donning costumes and strutting their stuff.

However, while shoppers are spending more they're also spending smarter. Increasing numbers are turning to the internet, and specifically to price comparison shopping to find the best deals. NexTag offers consumers the information they need to find the best value for their money as well as access to hundreds of quality sellers.

It's Trick-or-Treat Time: By far the most popular Halloween activity...

<<<CLICK HERE>> to read full article, it is a good read!

-- Chip Arndt

Credit Crunch Sends Shoppers Online for Cheaper Holiday Presents

It is nice to look at the cup half full, even in gloomy economic times. 

Or maybe it is just smart business to see that the collective world repsonse to the recent credit crunch market collapse, the stock market recovery today worldwide, and America's endless desire to consume may actually drive more shoppers to the internet to look for bargains and products for the Holidays.  We still "need" presents!

I don't believe that the online Holiday shopping season will be as robust as we have seen in the past, and it definately will not grow significantly beyond 5-7% over last year's performance, but online and mobile shopping will maintain itself and ecommerce merchants should be able to have an "okay" Holiday shopping season as:

1. people are used to shopping on line more and more
2. people are looking for bargains to save money and doing it online is easier, and
3. Americans are addicted to consumption

So here is the silver lining for the Holiday Shopping Season and how ecommerce merchants can prepare, as reported by eTaildTail friends at Tech Central.ie.

October 13, 2008

E-retailers Urged to Prepare For Christmas
Credit crunch sending shoppers online for cheaper presents

Businesses are being urged to ensure that their online stores are up-to-date and competitive as a growing number of shoppers turn to the internet for bargains.

A recent survey for ISP Eclipse Internet found that, with the credit crunch biting down, 54 per cent of respondents will be spending less this year on presents, and one in 10 are expected to buy more online thanks to lower prices and greater variety.

Around one in five now buy more than half of all Christmas presents online, jumping to nearly a third for 25 to 44 year-olds.

"The rising importance of online shopping has been accelerated by the current climate of economic uncertainty, with people looking to reduce the cost of Christmas without compromising too much on the overall event," said Mark Thomas, head of sales and marketing at Eclipse Internet.

Price and convenience are the two biggest factors driving shoppers off the high street and onto their PCs, according to the survey....

<<<CLICK HERE>>> to read full story

-- Chip Arndt

Gain Customers and Customer Loyalty During the Holidays: MerchantAdvantage and buySAFE Webinar

Hi eTaildTail community. I hope you can attend this free webinar on:

"Gaining Customers and Customer Loyalty During the Holidays."

Webinar Details: <<<CLICK HERE>>> to register
Date: Thursday, October 16, 2008
Time: 2:00 PM-2:30 PM Eastern / 11:00 AM-11:30 AM Pacific

Even during difficult economic times, consumers still shop online.

In fact, that will probably be the place they will shop most in an effort to save money rather than going to the “brick and mortar” stores.

Therefore, it is important to reach these customers cost-effectively and then build long-term relationships with them so that you maximize the ROI on your marketing spend.

During this 45 minute Webinar, buySAFE and MerchantAdvantage will provide precise steps any online retailer can take to reach and convert those consumers that are most likely to become a repeat customer during the Holiday season and beyond.

Online shopping, whether on a laptop or mobile device, continues to be the preferred way to reach new customers, build your brand, and gain customer loyalty.

As part of MerchantAdvantage’s A.M.M.O for 2008 series, October’s Webinar with co-host buySAFE will:

1. Show online retailers how to stay ahead of the competition by identifying, targeting and converting the most valuable Internet shoppers
2. Outline 4 phases using the "right" marketing channels to reach high-value shoppers during the Holidays to increase sales
3. Show online retailers how they can present their e-commerce products in front of millions of shoppers
4. Prove and show how any online retailer can afford to implement alternative, multi-channel marketing methods
5. Highlight a Case Study by buySAFE: "How buySAFE Increases Sales, Order Size , and Profitability"

Join us for this insightful 45 minute MerchantAdvantage Webinar presented by:

Chip Arndt, EVP & Co-founder of MerchantAdvantage with guest Tim Woda, Vice President, Business Development & Sales of buySAFE.

This Webinar will arm you with information you need to make smart, cost-effective marketing decisions in the online retail and mobile commerce world for the Holidays -- even during very diffiicult market conditions.

We look forward to seeing you online!

Webinar Details: <<<CLICK HERE>>> to register
Date: Thursday, October 16, 2008
Time: 2:00 PM-2:30 PM Eastern / 11:00 AM-11:30 AM Pacific

Have a great weekend!

- Chip Arndt

MerchantAdvantage Helps Increase The Return on CSE Spending

It is always nice when the marketplace takes notice of our hard work at MerchantAdvantage to help ecommerce merchants work cost-effectively with over 150 consumer shopping engines and comparison shopping engines ("CSE"), including Amazon, buySAFE, eBay, Cooking.com, Greenzer, HGTV, Like.com, PriceGrabber, Pronto. Shop.com, Shopzilla, Smarter.com, and a myriad of other CSEs.

Today, BizReport reported on the importance of using a robust analytic tool to:

• measure how marketing campaigns are working across CSEs, and
• gauge and calculate return on ad spend ("ROAS") when using these marketing channels. 

In the article, BizReport highlighted MerchantAdvantage, and our "Chanalytics" reporting tool, as an important element to providing essential, easy to understand metrics for an ecommerce merchant.  These metrics are provided in a user friendly report which empowers a merchant to be proactive in adjusting marketing campaigns using CSEs to increase ROAS quickly and easily. 

The "Chanalytics" product is available to any ecommerce merchant, as a stand alone product, to measure and compare all marketing campaigns in one user-friendly interface.

"Chanalytics" is also incorporated into other MerchantAdvantage tool-based products that help ecommerce merchants feed their product catalog data to over 150 CSEs or marketing channels seamlessly.

In addition to the free white paper report on "Chanalytics", identified by BizReport, MerchantAdvantage also offers several other helpful resources free. <<<CLICK HERE>>> to access that library of information.

I hope these additional reports and resources prove helpful to all ecommerce merchants to grow sales going into the holiday shopping months.

<<<CLICK HERE>>> to access that library of information.

- Chip Arndt

BizReport
by Kristina Knight
October 3, 2008

How to Increase the Return on CSE Spending

"Consumer shopping engines (CSE) are becoming much more integral to ecommerce but many etailers are still unsure how to ensure the best return on their spending. While nothing beats the tried and true "try it and adjust" philosophy, here are two ways to increase the ROI of CSE spending from the start.

First, don't go it alone. Marketers can spend all day tracking down the metrics of a campaign. Instead of doing this yourself, consider using an analytics program, like Chanalytics from MerchantAdvantage, to offer technical support. Chanalytics regularly feeds the data merchants need as they need it; it can also process any technical issues that face the marketer before those issues become huge, time consuming matters. Managing the CSE channel from the beginning can free up time so that etailers can focus on selling more products.

Second, don't stop reviewing the information sent from feeds and the responses received directly from consumers. Consumers feelings can change in an instant. Most want a simple shopping experience, fast shipping and a good product;..."

<<<CLICK HERE>>> to read full article by Kristina Knight and BizReport.

Will Consumers Be Shopping Online in a "Challenging" Retail Holiday Season?

Experts way in on this very precarious topic for all of us in the ecommerce and mobile commerce (mcommerce) industry for the holiday season.

Business Wire, a Berkshire Hathaway company, which is owned by the great investor Warren Buffet, shares their valuable insights with us.  The article is an excellent overview of where we are and what to expect for online retail shopping during the Holiday shopping season. 

It is not as bleak as you might think, although it is not as optimisitic as I had hoped either.  We are definately in tough economic times but people are still shopping online more and more.

Here are some excerpts from the article and links to the whole article.  I suggesting reading it all; it's excellent and easy to digest.

Business Wire, October 1, 2008

Consumers Will Be Online in a Challenging Retail Holiday Season

"To understand consumers’ online research and spending plans this holiday season, Burst Media surveyed over 3,000 Internet users ages 18 and older in late August 2008 about their expected use of the Web for the upcoming holiday season.

With economic woes pervasive in news headlines, Burst fielded the survey again between September 21- 23, 2008 (n=1,247) to ascertain whether there had been a change in consumers’ planned holiday spending in the four weeks from the first survey. The number of consumers who plan to spend less this holiday season has increased since late August. While we cannot correlate this change with the economic climate, September data shows a significant shift from our earlier reading.

Among Important Demographic Segments – Moms, Men, and Higher Income Households – Spending Will..."

<<<CLICK HERE>>> to read full article.

-- Chip Arndt