 | News about digital retail commerce |  |
- AmEx aims to turn reward points into social currency
American Express has launched a multichannel ad campaign that aims to reposition its rewards points as "social currency" and get customers thinking of more unusual ways to redeem their points. The campaign launched with a new Facebook tag that lets users share the stories of how they used their points, as well as weekly deals that allow customers to buy select items for fewer points. Advertising Age (tiered subscription model) (3/16)        | Can print media survive in the digital era?
As online sources draw more consumers and advertising revenue, traditional publications are scrambling to remain competitive. Pre-register now to receive the revealing consumer research study "The Future of Newspapers and Magazines in the Digital Era" and learn to navigate this rapidly changing landscape. | - Employees make the pitch in Zappos' videos
Zappos began using employees to make videos to accompany some of its product listings two years ago, and quickly found that the effort helped boost product sales and reduce returns. The Amazon-owned online merchant now has a team of 11 dedicated staffers that created 58,000 of the spots last year, and a few other merchants including J. Crew are now experimenting with similar efforts. The Wall Street Journal (3/17) - U.K. online retailers name Nigeria, Ghana and U.S. as top fraud spots
Some online retailers in the U.K. are fighting back against fraud by refusing orders from countries with high rates of fraudulent orders. Nigeria, Ghana and the U.S. were the top three countries singled out in an annual fraud analysis from CyberSource. Digital-only companies -- those that sell downloadable goods -- are refusing orders at a higher rate, the report found, most likely because they have much less time to check on the authenticity of orders than merchants shipping physical goods. Techworld (U.K.) (3/15) - Don't double down on social media content
Too many brands focus all their energies on a single social media platform, and use other social outlets simply to rebroadcast content that has appeared elsewhere. That's a quick way to annoy and alienate your followers, warns Caroline Chen, who thinks marketers need to develop an understanding of the strengths and weaknesses of each platform. ClickZ (3/10)  | Personalization Webinar — Join Netshoes and Ecommerce experts for a case study of business success through delivery of a more personalized customer experience. You'll get the whole story; from investment justification to execution for a complete understanding of what it takes to build a best-in-class personalized experience and where to start. Register | - Why paying attention to customer complaints online can pay off
Consumers who have bad experiences with online merchants aren't likely to return to those companies' websites, but retailers have a chance to turn that around by responding promptly to consumer complaints aired on social sites, according to a survey. About 68% of consumers said they heard from companies after posting negative reviews, and 18% of them said the response was enough to turn them into loyal customers. MediaPost Communications/Research Brief (3/16) - QR codes offer consumers messaging in the moment
A growing number of merchants and product manufacturers are including quick-response codes on packaging, ads and point-of-sale materials, to enable smartphone users to access additional information, website links and marketing videos at the time they're making buying decisions. "You are in that sort of purchase window with the customer, and you don't want to lose them," said Mike Gatti, executive director of NRF's Retail Advertising and Marketing Association. The Post-Star (Glens Falls, N.Y.) (3/16)  | Akamai - The Right Partner with the Right Solution
Are you failing to to satisfy user expectations for an outstanding online shopping experience? Do you need to accelerate your dynamic content? Do you strive to be a retailer that pushes the envelope with site technology and offerings? Learn why the Akamai Dynamic Site Accelerator is the right solution for those issues and more. |
 - Visa will take on PayPal with a personal-payment service
Visa plans to launch a service this year that lets U.S. consumers send and receive funds to and from any Visa account using an account number, an e-mail address or a phone number. The move will put the credit card giant in direct competition with online-payment company PayPal, which reported 94.4 million active accounts at the end of last quarter. VentureBeat (3/16)  | A Strategic Overview for Multi-Channel Retailers
E-commerce growth has significantly impacted the retail industry. Mail and phone orders will continue to exist, but are increasingly ceding ground to e-commerce. Download this white paper to learn more about the retail trends and strategies needed to thrive in the retail industry. |
| Legislative & Regulatory |  | | | - Major brick-and-mortar chains back Amazon sales tax shift
Major U.S. retail chains, including Target and Wal-Mart, are supporting efforts by the Alliance for Main Street Fairness to force Amazon to collect sales taxes. The big chains are increasingly getting involved in lobbying efforts on the issue, a shift retailers say is part of growing push to level the playing field between online stores and brick-and-mortar merchants. The Wall Street Journal (3/17) | Shop.org Spotlight | | | | - How to create emotional ties with your customer
Recent research shows that consumers believe they share similar personalities with their favorite retail brands. In a recent Q&A on Retail's BIG Blog, Amy Klaris, retail strategist at Kurt Salmon, explores three key elements of a successful customer experience strategy and details how to create a consumer relationship that leads to exceptional results. Learn more. - Shop.org SmartStat: March 17, 2011
 One quarter of retailers surveyed deemed Facebook "very cost effective" during the 2010 holiday season. Source: Shop.org 2010 eHoliday survey. - Smaller marketing budget? Focus on relevancy
How relevant are your marketing communications? Studies reveal that up to 63% of consumers have or will consider abandoning a brand altogether because of irrelevant communications. In a recent white paper made available at NRF's Retail Reference Center, Connie Hill of VeraCentra shares how relevancy, executed well, "can prevent customer defection, improve customer satisfaction and increase customer spending while reducing marketing costs." Read more.
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