ETD: 840 For Holiday Shopping, the Customer Calls the Shots;
Advertising Auction; 8 Things Every Marketer Needs to Know about the
Luxury Market
E-Tailer's Digest
etd_post at gapent.com
Tue Dec 7 12:27:31 GMT 2004
E-Tailer's Digest --- Everything for the Retailer
Issue #0840 December 7, 2004
George Matyjewicz, Moderator mailto:georgem at gapent.com
Published by: GAP Enterprises, Ltd. http://www.etailersdigest.com
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CONTENTS
[1] Greetings
[2] For Holiday Shopping, the Customer Calls the Shots
[3] Advertising Auction
[4] 8 Things Every Marketer Needs to Know about the Luxury Market
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[1] Greetings.
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Hi All:
Thank you for the kudos on the Special Report - "Strategic Planning." We
will have more on it, since we did get some questions.
How's the holiday season doing for you? As we all know, online shopping is
increasing. And in a recent survey it was learned that online looking is
also on the rise. Shoppers search for products/services then go to the
store to buy. Then again, this is nothing new. I looked in our archives
and found an article reporting on the Dallas gift show in January 1998,
where I was a keynote speaker. One shop owner in the audience confirmed
local shopping when she told how a shopper came to her store and picked up
specific merchandise and went right to the register. Since the shopper was
new, the shop owner asked where she had heard about the store. "I found
your site on the Internet, saw what you sold, made a list and hear I
am." http://www.gapent.com/media/seminars/dallas.htm
So, if you don't have your merchandise displayed in your online catalog,
you better do so.
List member John Schulte, who is also President and Chairman of National
Mail Order Association (NMOA) reports on a new auction type site for buying
advertising in newspapers and magazines at a discount. That sounds like a
winner. We all need advertising, now here's a way to get it at a
reasonable price - sort of like Priceline for advertising.
List member Pam Danziger will be a speaker next week at the Retail
Marketing Society’s luncheon meeting in NYC. If you haven't heard Pam
speak, you should attend. She does a great job. Actually, that's how we
first met - at a conference in Atlanta six years ago.
18 days until Christmas - 2 1/2 weeks! Are you ready? What are you doing
this year to increase business?
Tell us about your business which will remain for posterity at
our "Members: Who Are You?" site. Anything to do with the retail world,
i.e., supplier, retailer, consulting,
etc. http://etailersdigest.com/resources/members/index.htm And we have a
form there for you to tell us about you. As I said when I first proposed
this idea, we have "known" each other for a long time, yet we often don't
know anything about each other. So, tell us who you are and what you do.
Now, let's get to everything for the retailer.
Sincerely
George Matyjewicz, PhD
Chief Global Strategist, GAP Enterprises, Ltd.
mailto:georgem at gapent.com
http://www.etailersdigest.com
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[2] For Holiday Shopping, the Customer Calls the Shots
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According to the Annenberg Center for the Digital Future, 75 percent of
online shoppers research on the Internet before visiting a store. The
interaction doesn't stop there: Jupiter Research says 43 percent of
Internet users buy products in a store after seeing them on the seller's
Web site -- and more and more shoppers purchase items online but pick them
up in a store.
The Internet has given us a new approach to shopping, forcing fundamental
changes in the relationship between customer and merchant.
Ten years ago, the first Internet transaction took place. There's some
dispute over if it was a sale of a Sting album by the fledgling NetMarket
or a computer-equipment transaction by the Internet Shopping Network.
What's certain is that the face of shopping -- and marketing -- changed
forever.
Early Internet shoppers faced considerable challenges, ranging from an
absence of security to crashing computers. We've come a long way in a
short time. According to Forrester Research, American shoppers will spend
about US$144 billion online this year -- up 27 percent from last year --
much of that generated between Thanksgiving and Christmas.
Online shopping constitutes about 6.6 percent of total retail sales, a
number that's expected to almost double by 2010, despite lingering fears
about the security of Internet transactions. Outside the U.S., online
shoppers will spend about $100 billion this year.
Details at...
http://www.ecommercetimes.com/story/38518.html
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[3] Advertising Auction
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There is a new web site that I think your readers would be interested in
knowing about. It's called www.MediaBids.com. It's an auction type site for
buying advertising in newspapers and magazines at a discount.
So far, the NMOA people that have used it have saved between 40-67% off the
published rate card price.
It works very simply, you post (for free) the specifics of your ad, size,
area you want it to run, price you want to pay, etc. and the publications
bid to get your business. It's very cool. So far there are over 2,000
publications participating with more signing up each day.
Registration to use the site is free, and there is no obligation to buy
anything, even when you make a posting, you can turn down everyone's offer
if you want. There is no risk or obligation at all.
I also wrote a special report on how to create good display advertisements
that Mediabids is giving free to NMOA people that register, it's not
advertised anywhere, but if your readers would like a copy of it, they can
get it by mentioning NMOA on the www.Mediabids.com registration form.
--
Best regards,
John Schulte, President and Chairman
National Mail Order Association (NMOA)
http://www.nmoa.org
Email: schulte at nmoa.org
Tel: 612-788-1673
http://www.nmoa.org/schulte
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[4] 8 Things Every Marketer Needs to Know about the Luxury Market
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Pamela Danziger, President, Unity Marketing will be a keynote speaker at
the Retail Marketing Society’s luncheon meeting on Wednesday, December 15,
2004 at the Williams Club, 24 East 39th Street (between Park & Madison) in NYC.
In retailing the 80s was the decade of the mall and the 90s was the decade
of the discounters. This first decade of 21st century is the decade of
luxury, which is ushering in changes of paradigm-shifting proportions at
retail. The gigantic Baby Boom generation (born 1946-1964) has reached the
empty-nesting life stage, freeing up vast stores of discretionary spending
as boomers indulge in the luxury lifestyle to which they have always
aspired. Because of the rising tide of affluence across the board,
empowered middle-income consumers are shopping for more luxuries to enhance
the quality of their lives. And consumers at all income levels with their
homes, closets, attics and basements stuffed full of things, are turning
away from a pursuit of more materialism toward an experiential consumerism.
In this session attendees will learn the eight essential things they need
to understand about the luxury market to win in the new decade of luxury
retail. Backed up by a two-year longitudinal research study of luxury
consumers defined as the top 25 percent of U.S. households (incomes of
$75,000 and above), Pam Danziger draws on 20 years of research experience
to offer a new direction for luxury marketers. She discovered a totally new
type of luxury consumers that she identifies as ‘butterflies’ — the
affluent consumers who have emerged from their cocoons to reconnect with
the outside world and who respond strongly to luxury goods and services
that connect with their dreams, desires, passions and value system.
For reservations and more information, contact Retail Marketing Society at
201-692-8087 or via e-mail ams_assoc at prodigy.net. Reservations due not
later than December 14th.
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