try it

In a study organized by the Word-of-Mouth Marketing Association (WOMMA), analysts found that offline word-of-
mouth impressions drive at least 5x more sales than paid ad impressions, and up to 100x for highly planned purchases.

Further, consumer conversations drive action immediately—within 2 weeks of purchase—much  closer to the purchase point than conventional media.

Together, online and offline word-of-mouth account for 13% of consumer sales, which represents $6 trillion in annual consumer spending.

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Categories: Branding, Online, Social | Tags: , | 3 Comments


hurray single

Singles Day falls on November 11, cleverly playing on the four “single” digits of 11/11. It’s hailed as the opposite of Valentine’s Day and a guilt free excuse to treat yourself. Maybe you missed it. I sure did.

As George Anderson notes in RetailWire, this solo occasion is racking up multi-billions. In 2014, it surpassed $9B globally, exceeding Black Friday and Cyber Monday combined.

Most interesting is its origin. A popular Chinese holiday since the late 90s, it has been exported by Alibaba (NYSE: BABA) on its AliExpress US marketplace and imported by other large sites like and As the largest global IPO ever, Alibaba carries some clout these days.

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Categories: In-store, Online, Social | Tags: , , , | 5 Comments


After a decade, Google Product Search is transitioning from a free organic search tool into a paid inclusion service called Google Shopping. This new pay-for-placement has generated its share of detractors:

Google is compromising its objectiveness by moving towards a pay-for-placement service. This change has the potential to hurt small retailers if they cannot afford to pay for placement.

–Max Goldberg, The Radical Clarity Group (courtesy RetailWire)

What burns me the most is without us, Google would have no business. They use our content to make money as they have no original content to contribute. And now they want to charge us a fee. Do no evil my arse.


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Categories: Local, Online, Promotions, Uncategorized | Tags: , , | 2 Comments


Written by ERP Analyst, Software Advice

The holidays are a make-or-break season for many retailers. This season is expected to bring in up to $877 billion in sales, including as much as $37 billionfrom e-commerce. But consumers are tightening their belts. A recent Northwestern Mutual poll found that 52 percent of consumers are creating holiday spending plans this year.

To help retailers ensure they’re part of those spending plans and keep point of sale systems humming, I’ve put together five straightforward strategies to increase traffic, revenue and conversions this holiday season, while building customer loyalty to encourage continued spending into 2012.

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Categories: In-store, Mobile, Online, Uncategorized | Tags: , , , | Leave a comment


Marshall McLuhan, who was born 100 years ago today (July 21, 1911), authored “the medium is the message” in 1964. He explained that the nature of media influences how messages are received without receivers realizing it. For example, motion pictures require less interpretation by viewers than radio.

Digital marketing validates the same point in a completely new way. Current day technologies spawned by the internet allow messages to be fleeting, even expendable, as media platforms test and refine them.

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Categories: Analytics, In-store, Online | Tags: , , | 2 Comments


Retail and CPG marketers are scratching their heads about measuring social media. The main reasons are that it comes so many forms and we know so little about them.

It can be an ad network. Facebook is now the #1 display ad network, delivering 31% of impressions.

It can be a PR vehicle. The number of PR firms receiving more than 15% of their revenues from social media activities is up 50%+.

It can be a market research source. Over 75% of respondents to a survey by Valued Opinions said they use social media to share thoughts on a product or service. Continue reading

Categories: Analytics, Branding, Online, Pre-store, Social | Tags: , , | 1 Comment


What was General Mills thinking?

The marketer offered a $40 sampler kit and coupon book for $20 to consumers in Minneapolis/St. Paul and San Francisco. The offer included delivery of product to consumers’ homes.

Let’s look at that again: a 50% discount, plus up to 50% of the net revenue shared with Groupon, plus free shipping.

At first glance, this would be a nonstarter in most CPG marketing plans. But taking a second look at the idea, General Mills did 8 things right:

1. Being creative about “value.” Continue reading

Categories: Online, Pre-store, Promotions | Tags: , , , | 2 Comments


I’ve attended the Shopper Marketing Summit (formerly In-store Marketing Summit) for the last 3 years. Each year I find that shopper marketing is looking less like trade and more like media. Here are 5 observations:

1. Shopper marketing is growing. Shopper marketing is the fastest growing category of marketing, according to Ad Age figures quoted by Greg Murtaugh of Triad.

2. Stores are powerful reach vehicles. Pete LaFond of Walmart noted reaches 53MM uniques per month and Smart Network reaches 150MM per week. Together they reach 1/3 to 1/2 of US shoppers each week. Continue reading

Categories: In-store, Online, Pre-store, Promotions | Tags: , , , | 2 Comments


Today, 90% of Americans between 18 and 64 have a mobile phone, according to Arc Worldwide. Half of those are using their phones to shop. Of this half, 20% are driving the majority of mobile shopping behavior.

Translation: 10% of US adults are the mobile shopping heavies.

How do you compel more consumers to join this base of heavies? Arc looked at segments of shopper activity and suggests 5% of the 40% of casual users may be convinced to be heavy. Continue reading

Categories: Mobile, Online, Pre-store | Tags: , , , | Leave a comment


To know the road ahead, ask those on the way back. That’s a proverb worth heeding by retailers and manufacturers engaged in social media marketing.

Doug Stephens of Retail Prophet recently asked a full auditorium of marketers how many were engaged in social media.  Most of the hands went up.  Then he asked how many were disappointed. The hands stayed raised.

Many social media marketers have been disappointed because they lacked clarity in two areas: (1) purpose for their brands and (2) expectations about their audience. Continue reading

Categories: Branding, Online, Pre-store, Social | Tags: , , , | Leave a comment

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