A good content marketing strategy can help increase site traffic for any online retailer, but if the content does not live up to its potential, you won't see the highest possible return on investment. Content marketing can be a great way to gather more information regarding retail customer intelligence, allowing you to hone your strategies even further.

Relevancy
The quality of your content is perhaps the most important area of focus. Having a blog loaded with keywords and links might help you see a boost in unique site visitors, but if the content is not interesting or relevant, the rate of conversion from visits to sales will suffer. It can be effective to blend relevant industry news with product information and brand-specific updates. For instance, an auto parts store can post how-to articles for basic maintenance as well as lists that feature the best tools or parts available through the retailer. It's important to stick to your niche, as trying to cover too many topics can take the steam out of this strategy's sails. 

Design
Your blog should blend seamlessly with the rest of your site. Econsultancy reported that the blog should be easily accessible from the main site and feel integrated with the page. If your blog looks completely different than the rest of the site design, it may be off-putting or appear unprofessional, which will have a negative impact on its effectiveness. You should also ensure that site visitors can easily navigate back to the main site, as the source pointed out that this can be an area of frustration for online shoppers.

Delivery
You need to strike a balance with your content delivery. The amount of content you're creating as well as the time of day it gets posted can make a difference. When it comes to social media platforms such as Facebook and Twitter, most content strategists recommend sticking to two or three posts daily, and pushing them live in the early afternoon and early evening to reach the widest audience. If you go overboard sharing photos and links, your audience may quickly grow tired of the barrage of posts and unfollow your pages or be swayed away from making purchases. Too little content and you'll risk being forgotten.

Engagement
When you engage your audience, you can increase the odds that they will click through to your site and make a purchase. Posting photos and having consumers vote for their favorites or write their own captions, especially if you offer a prize like a discount or coupon, can be a great way to get people talking about your brand.

This entry was posted by Retail Pro on Thursday, May 8th, 2014 at 8:14 am .

Mobile technology has become a major player in recent years, and it has had a lasting impact on the retail sector. However, recent reports have shown that while consumers are using their smartphones and tablets to research purchases frequently, the rate of people actually buying goods with these devices is much lower than many may think. Better understanding how people are interacting with retail stores through various channels can help merchants develop more effective marketing and sales strategies and make it easier to choose the right ecommerce software for their needs.

Mobile purchasing still lagging
A Gallup poll conducted in March 2014 revealed that most consumers prefer to purchase big ticket items worth at least $50 in-store (60 percent) or through a computer (34 percent). Only 4 percent of shoppers who participated in the survey said they had spent $50 or more using their mobile devices, whether through the retailer's website (3 percent) or mobile app (1 percent).

While purchasing through mobile channels may not be the most prominent path to the point of sale, the lower numbers suggest that there is room for improving the mobile shopping experience. For instance, the Gallup poll revealed mobile technology led to more brick-and-mortar shopping for 22 percent of survey participants.

Mobile ecommerce strategies to boost sales
Retailers with physical locations may want to capitalize on this by focusing on multichannel marketing strategies. Retail Week pointed to click-and-collect as a rising trend that retailers may want to explore. This service allows consumers to select and buy items online through their mobile device or computer. The purchase is then made available at a local brick-and-mortar location where the shopper can easily pick it up.

Retailers can also consider developing mobile-friendly websites with secure POS software that could give consumers the confidence to make larger purchases on their phones and tablets. A better mobile site experience could increase brand recognition and loyalty. According to Gallup's survey, when customers are more invested in and engaged by a brand, they tend to spend more with that retailer. Fully engaged shoppers spend about 23 percent more than the average customer. By focusing on the user experience, offering an intuitive mobile site design and increasing security at the point of sale, retailers may see a rise in mobile sales.

The fact of the matter is that mobile technology is here to stay, and while there are still kinks to be worked out in terms of mobile retail, merchants that focus on improving their mobile shopping experience will be able to stay at the forefront of this developing consumer sector.

This entry was posted by Retail Pro on Thursday, May 8th, 2014 at 7:44 am .

Many factors contribute to a business's overall standing, but some retail analytics categories carry more weight than others. Key performance metrics can be applied when developing new marketing strategies, choosing ecommerce software or improving the point of sale experience.

While there are many ways to market to potential and preexisting customers, email campaigns continue to prove useful for retailers. According to Practical Ecommerce, seven different KPIs are major players in developing an effective email marketing strategy – total sales, site traffic, bounces and the rates of conversion, clicks, unsubscribe and unique opens. 

Retailers should determine how much revenue resulted from prior email campaigns, between featured products and general sales increases following an email blast. By examining how many people read the messages and the change in sales, retailers can better align their strategies for the next email campaign to see better results.

For brick-and-mortar operations, Bindo suggested keeping track of how many people come into your stores daily, weekly, monthly and even yearly. This can reveal trends in shopping habits that may help retailers decide when to run sales and promotions. Merchants both on- and offline may also want to pay attention to not just the amount of transactions, but the number of items being purchased by individual consumers. If shoppers tend to buy three items at a time, running a "buy-three, get one free" promotion could effectively drive up sales.

This entry was posted by Retail Pro on Wednesday, May 7th, 2014 at 7:11 am .

There are so many ways to integrate technology into brick-and-mortar stores, but that doesn't mean that every option is appropriate for every business. Your target audience should dictate the approach you take to enhancing the in-store shopping experience. Appealing specifically to your key demographic can strengthen your brand's reputation and encourage shoppers to come through your doors. Whether you're focusing on the point of sale experience, the store layout or customer service offerings, certain technologies could prove more useful than others.

Children
When you provide goods or services for youngsters, you may want to focus on the overall experience of shopping. For instance, you could set up interactive displays that engage children while they are in the store. Parents will also likely appreciate the ability to purchase their items quickly and easily, as maneuvering in a long line with kids in tow can be stressful and may even lead some to abandon their purchases. POS software that can expedite the payment process and help customers get on their way faster could increase sales.

Young adults
The millennial generation, born between 1980 and 2000, is a demographic used to seeing technology in most every facet of life, so incorporating a digital experience into a brick-and-mortar store that caters to this group could prove beneficial. According to SFGate, millennials spend roughly $200 billion annually in retail, and they're also very tech-savvy. Omnichannel strategies, such as retail management software that creates a seamless shopping experience between online and in-store, could encourage shoppers to visit stores and spend more. 

Giving customers access to retail technology, such as tablets that allow them to easily look up product information and reviews, can bring foot traffic through the door. This generation may be more inclined to use digital wallets than pay with cash or credit cards, so POS software that can accept a variety of payment methods could also prove lucrative.

Older adults
Just because millennials may be more comfortable with technology doesn't mean older adults will shy away from it. However, retirees and middle-aged shoppers might appreciate a more human touch in a shopping experience that gives them a personalized experience. Retailers can consider equipping their staff with mobile devices so they can more easily assist shoppers in finding out about various products. 

These examples may not work in every setting, but by trying new online strategies and store merchandising techniques, businesses will be able to get a clearer picture of the best options for their store experience.

This entry was posted by Retail Pro on Tuesday, May 6th, 2014 at 10:24 am .

These days, successful retailers know that they need to appeal to consumers across all channels. Creating a seamless shopping experience can help strengthen a brand's reputation and create a better shopping experience. Retailers in the U.K. are taking this advice to heart, as a recent survey conducted by SLI Systems revealed that a whopping 83 percent of brick-and-mortar as well as online merchants are planning to implement omnichannel strategies within 18 months, and 85 percent of this group will also invest in new technology to make this more possible.

Strategies vary for online-only and brick-and-mortar stores
When it comes to the approach retailers will take, there are variances between ecommerce merchants and retailers with physical locations. For companies operating solely online, omnichannel represents an opportunity to streamline the shopping experience across various devices. While brick-and-mortar businesses need to pay attention to this, they also have to place focus on the in-store experience and how it relates to their mobile and desktop offerings. So, an online store may dedicate its omnichannel budget to upgrading ecommerce software while a retailer with physical locations might benefit more from updating its point of sale. The right POS software can improve the checkout experience, making customers more likely to buy items rather than abandon purchases due to long lines and other holdups.

"Both communities are trying to use omnichannel to play to their strengths," said Tim Callan, SLI Systems' chief marketing officer. "Pure-play e-commerce businesses are seeking to stick with the model that brought them success in the first place – keeping overhead low and focusing on the techniques that drive online business growth. On the other hand, bricks-and-mortar (sic) retailers are trying to exploit the advantages that come with having physical locations in the same neighborhoods where their customers live."

Mobile is key when it comes to omnichannel
When retailers were asked to rate the various channels in order of importance to omnichannel strategies, 100 percent agreed that mobile was the No. 1 driver. Tablets came in at a close second with 97 percent, online stayed close with 95 percent. Brick-and-mortar lagged a bit behind at 61 percent, and kiosks came in last with just 15 percent. Retailers both on- and offline can take advantage of mobile in different ways. Marketing Land reported that big box retailer Macy's would be creating options for shoppers to scan the tags of items with their phones to find more product information and customer reviews. For online-only ecommerce stores, the ability to easily browse and make purchases via mobile could have the potential to bring in more sales.

This entry was posted by Retail Pro on Monday, May 5th, 2014 at 5:24 pm .

Retail analytics can provide useful insights for ecommerce merchants to make improvements and changes that will drive business. By tracking various details about site traffic, retailers can get a better idea of how consumers are interacting with their sites, which may reveal weaknesses that can be addressed. This can also come in handy when it comes to marketing, as ecommerce businesses can track which of their initiatives are more successful than others.

The latest Gartner report indicated that companies are planning to invest more in their digital marketing strategies this year, as 2014 is expected to see a 10 percent increase in spending in this sector. In 2013, digital marketing spending accounted for 3.1 percent of revenue, and more funding will give marketers greater flexibility in what strategies they can implement. Having retail analytics on their side will only strengthen their ability to implement effective marketing tools.

To aid in the quest for improved retail analytics, Google is running a pilot program that allows businesses to see not just which ads customers clicked, but the results of these clicks, according to Retail Wire. If a consumer follows a banner ad to an ecommerce store, the retailer will be able to track whether or not he or she made a purchase. Then, ineffective ads can be eliminated and funding can focus instead on strategies that prove effective.

This entry was posted by Retail Pro on Monday, May 5th, 2014 at 6:43 am .

Revamping the look of your brick-and-mortar store can give consumers a new reason to come through the door. Since your store sign is the first thing most shoppers will see, it's crucial to have the right look that will draw in your target audience. While this may not be all it takes to get customers to the point of sale, it is a strong first step. 

Small Business Trends offered a few tips for ensuring your sign is effective. First, make sure it's clean. After a long winter, your sign may have collected some dirt and grime, but a bit of elbow grease can have it gleaming like new. Replace any light bulbs that may have burned out, and apply a fresh coat of paint if necessary. If you haven't changed your sign in years, this could be the perfect occasion to give your storefront a makeover. A new look could entice shoppers to see what else you've changed.

After shoppers walk through your doors, they may expect to see a modern layout that accompanies your fresh, new sign. Creating a streamlined display that makes it easy for consumers to quickly find what they're looking for can help. According to The Motley Fool, dynamic pricing tools that allow retailers to instantly lower or raise product prices allow them to remain competitive. While this may be easier for ecommerce merchants, retail management systems can be used to adopt similar practices in brick-and-mortar locations.

This entry was posted by Retail Pro on Friday, May 2nd, 2014 at 9:11 am .

Retail analytics can help improve marketing strategies and ensure businesses are following the best paths to secure sales and repeat customers. As more consumers and businesses use a larger variety of electronic devices, it's important to take all these channels into consideration when compiling data.

This network of Internet-enabled devices, often known as "the Internet of Things," holds the potential to influence marketing strategies in many ways. According to Marketing Magazine, there are ecommerce software offerings that allow retailers to collect data about their customers, which could help to personalize the shopping experience. This trend will likely continue upward as technology becomes more connected.

Retail Gazette reported that experts have projected the total number of connected devices in use to reach 75 billion by 2020. At the same time, the Internet of Things is expected to grow 31 percent annually, which means retail management software should be leveraged to take advantage of this trend.

Retailers can track which devices their customers use to browse their ecommerce stores and versus which they use to make purchases. Armed with this data, businesses can determine which channels should emphasize the site experience and which need more attention to be placed on the point of sale.

This entry was posted by Retail Pro on Thursday, May 1st, 2014 at 11:49 am .

It's important to know your target consumer when designing and launching an online retail store, and this can go beyond having an intuitive site layout and point of sale. There are many ways to give your company an edge over the competition, such as investing in new ecommerce software that allows you to streamline your retail store across multiple platforms.

However, a few new trends have been emerging that approach online retail from a different angle, offering customers innovative services that are changing the way people shop online. The majority of consumers prefer a fun shopping experience, according to the findings of a recent study by Compare Metrics and the e-tailing group.

One such trend that has gained traction is virtual shopping assistant{assistance?}. Sites can tailor offerings to consumers based on preset preferences, past purchases and other retail analytics for a personalized experience. According to Multichannel Merchant, this service could lead to increased sales, as consumers will be focusing more on the products than their price tags.

Peer-to-peer currencies like Bitcoin and Dogecoin are becoming more popular among Internet users, so it makes sense that more and more retailers are beginning to accept it. Multichannel Merchant reported that more than 3,000 ecommerce stores now give their customers the ability to pay with these decentralized currencies.

This entry was posted by Retail Pro on Thursday, May 1st, 2014 at 10:39 am .

Canada's online retail sector is growing, and the Canada Post will soon recognize top online merchants in the third annual Canada Post E-commerce Innovation Awards. According to Tech Vibes, the intent of the awards is to recognize ecommerce software ideas and online retail strategies, such as point of sale services, that were developed in Canada

A recent UPS survey revealed that roughly 25.5 million Canadian citizens access the Internet, creating a large pool of potential customers, so the ability for Canadian retailers to learn about the latest innovations in this sector could prove useful to help bolster business.

"As online retail evolves, the awards will evolve and we remain relevant to the ecommerce community," said Rene Desmarais, the senior vice president of parcels at the Canada Post. "Our new categories will help us recognize and reward the creative energy that has raised ecommerce in Canada to an exciting new level this year."

There are 10 categories in this year's awards, including best mobile experience, best community outreach, most innovative startup, and most creative marketing campaign. With CA$1 million in free shipping and marketing prizes, retailers can expect to find out the trade secrets of top competitors in this market when the awards take place Sept. 23.

This entry was posted by Retail Pro on Thursday, May 1st, 2014 at 5:41 am .