The effect of the new
“tabs” in Google’s Gmail has been a hot topic in the e-commerce world this
week. If you’re unfamiliar, Gmail now automatically sorts users’ inboxes
into three separate tabs: Primary, Social, Promotions. The Primary tab is
your “person-to-person” communication, Social encompasses emails from Facebook,
LinkedIn, Twitter and other social networks and Promotions is where all
marketing emails now land.
The last tab is what has
most retailers concerned, as they are losing a place of prominence in shoppers’
inboxes. Don't stand by and take this on the chin! You can win that revenue
back -- and then some -- with an aggressive multichannel diversification
strategy. We always recommend that retailers diversify so that they aren’t
overly reliant on any one channel since the one constant about the e-commerce
landscape is that it’s always changing.
Strategies to Diversify:
1. Implement Google
Shopping/Product Listing Ads
Last year when Google
announced the replacement of the free Google Product Search program with the
commercially based Google Shopping, there was a similar panic amongst retailers
over the sunset of a free source of revenue.
In response to this new
solution, ChannelAdvisor released the industry’s first holistic offering to
solve the challenge of managing and optimizing Google’s Product Listing Ads for
Google Shopping, combining the power of its industry-leading feed management
software with reporting and optimization tools specific to PLAs.
2. Expand to More Marketplaces
Amazon, eBay and other
third-party marketplaces such as Newegg, Sears and Rakuten Shopping.com account
for 27% of all online retail sales*, and that number continues to grow.
Why not consider making your products available to a new audience by
selling through marketplaces?
extended support for new marketplaces such as Newegg, Sears, OneStopPlus, Best
Buy and more presents retailers with access to more channels of demand to drive
Read about how ChannelAdvisor customer 3 Kings
Sales increased marketplaces sales by more than 820% on Cyber Monday by diversifying to multiple marketplaces.
3. Market to Mobile
According to eMarketer,
mobile e-commerce will reach $86.86 billion** by 2016. That is a
huge opportunity for retailers to get in front of the anytime, anywhere mobile
If you are using
Google’s Adwords for PPC, you are now subject to Enhanced Campaigns, which means that you should be bidding differently on mobile
campaigns. Check out this blog for details on our suggested mobile bid multiplier featured below:
Paid Search customer Budget Golf has enjoyed success since ChannelAdvisor began
managing its Enhanced Campaigns
“Since 2011 our mobile traffic has
increased from 10.5 percent to more than 30 percent of our total traffic, and
with the help of Enhanced Campaigns we are hoping to increase mobile traffic to
50 percent in the next 18-24 months,” said Budget Golf Budget Golf co-founder,
4. Grab Shoppers Who are
Ready to Buy
When buyers are out of
discovery mode and further down the purchase path, they are more likely to use
long tail keywords. For example, instead of a search for “running shoes,”
they may search for “women’s new balance 1400 size 8.” Not only are long tail
keywords less expensive, they also tend to have higher conversions.
ChannelAdvisor has a
feature within its Paid Search solution called Inventory Driven Search (IDS),
which enables retailers to create unique ads, keywords and ad groups for each
product. IDS ensures that only in-stock products are being advertised, so
retailers can advertise their entire inventory using long tail keywords.
We recommend that when thinking of long tail keywords retailers
experiment with misspellings, product reference numbers or manufacturer part
numbers and closely associated keywords.
Inventory Driven Search, our paid search non-brand revenue has grown by 62
percent and our overall paid search revenue has increased by 25 percent.”
Matthew Heeb, Paid Search Manager, PoorFish Outdoor
5. Check out the
New programs like eBay’s Global Shipping Program and Amazon’s FBA Export allow retailers to make their products available to a global
audience with little risk or investment.
With eBay’s GSP,
retailers ship to a domestic warehouse in the US, which receives the package
and then handles the international leg of the shipment including delivery and
customs (which are paid for by the buyer, so there is no additional cost for
the retailer). This relieves the retailer of the additional work involved
with international shipments. Furthermore, sellers’ shipping-related Detailed
Seller Ratings are protected, and sellers will not be responsible for loss or
damage during international transit.
When retailers enroll in
Amazon’s FBA Export, all of their qualifying listings will be eligible for
international orders on Amazon.com, and there is currently no extra charge for
this service. While this program in the US is, currently, mostly for media
products, eligible non-media products can also apply.
6. Perfect Your Paid
You can’t afford for any
e-commerce details to be sloppy, especially not your pay per click strategy.
Make sure you filter out window shoppers by using negative keywords like
“free,” “review” and “photo,” so you’re not spending your CPC budget on
shoppers using those keywords for browsing, not buying.
Paid Search Actionable Retail Insights you can access the Negative Keyword
Suggestions feature, which pulls up to 100 words daily that cost more than they
convert, so you can bid them down in bulk. Find out more about our
revamped Paid Search solution here.
7. Consider Social
Discovery Tools like Pinterest
One of the benefits of
email marketing is that it gives you the opportunity to make your products or
offer top of mind with your audience, even when they aren’t necessarily
“looking” for your products.
channels like Pinterest are great ways to help shoppers “stumble” upon your
products. Check out this blog for helpful tips on how retailers should use Pinterest.
Don’t let your company
be the victim of any e-commerce changes; diversify and spread out your risk and
your reward. If you'd like more
information on how you could be putting these tools into action for your
company, reach out at info (at) channeladvisor.com or 866-264-8594.
*Source: Public reports
from eBay, Amazon, Google, Shopping.com and ChannelAdvisor estimates based on
our transactional data.