Recent Retail Advertising Business White Papers, Webcasts and Case Studies - BNET.com

Recent Retail Advertising Business White Papers, Webcasts and Case Studies | ...
Recent Retail Advertising Business White Papers, Webcasts and Case Studies | BNET

The end of advertising as we know it
Based on IBM global surveys of more than 2,400 consumers and 80 advertising experts, IBM sees four change drivers shifting control within the industry. Find out more by downloading this IBM white paper.
Adverts That Work
The marketing golden rules of AIDA mean Attention, Interest, Desire And Action. This is very useful when designing your advertising, think when constructing a piece of work are you fulfilling the rules. When dealing with the headline make sure it is very attractive to the customer, not what you think is relevant but a headline which from market research if possible you know will appeal directly to your customer. So in order to achieve that goal you will be looking at true customer benefits as opposed to just describing the product or service.
E-Retail: More Profitable Websites
The sad truth of being an e-retailer is that one can never rest on the laurels. Even as one improve the site and thrill customers, their expectations will rise to meet the bar one keeps setting higher and higher. One must have the transactional, clickstream and customer satisfaction tools in place to continually measure the progress and make improvements, both minor and major as needed. This paper gives such great tips on delivering a top e-retail site.
How To Extract Value From Consumers - Great Affiliate Marketing For Retailers
This paper explains affiliate marketing like: Return On Investment (ROI) is king; working with your affiliate partners; providing best in class search marketing tools; the right product at the right commission; defending your brand; and content, content, content! Affiliate marketing has been widely adopted by retailers globally - the value of United Kingdom (UK) sales generated from the affiliate channel is estimated to be £2.16 billion in 2006, a growth of 60% year on year.
Gartner's Magic Quadrant for Product Information Management
This report is a must-read if you're an IT strategist who's currently evaluating product information management (PIM) technologies. It explains why the as-yet-immature PIM market is evolving quickly and presents Gartner's Magic Quadrant for this emerging tech sector. There are a variety of differences that separate the companies Gartner classifies as "Visionaries" from those it's termed "Niche Players." Download the report for FREE, compliments of IBM, to learn what those differences are and how they should inform your PIM initiative.
Direct and Indirect Effects of Retail Promotions
In this paper, the authors' measure complementary effects of retail promotions for a large number of product pairs. For this, the authors' make use of market basket analysis. The authors' argue that failing to take these cross effects into consideration, may lead retail managers to severely underestimate the impact of promotional efforts. Moreover, the authors' provide guidelines for optimizing promotional strategies. To this end, the authors' introduce lift, a measure for the strength of a complementary relationship, as a moderator in explaining the variation in complementary effects of retail promotions across product pairs.
Five Steps to Achieving Precise Customer Targeting Online
Today, the online customer touch point is the life's blood for the bulk of consumer-focused companies. In order to maximize a site's conversion performance it is imperative that the most robust, consumer centric analytics be applied to the site to ensure the optimal experience for existing customers, as well as prospective ones. While the seasoned on-line marketer knows that analytics will give them a competitive advantage, the primary challenge with web-analytics is to get them to act on the data. Now, as a growing number of companies return to data-driven marketing, this paper outlines key techniques and principles that need to be incorporated at the start of the web campaign to ensure solid results and sustainable growth.
Dare to Compare
Comparison-shopping websites are a great marketing vehicle for online merchants who want to grow their businesses. These sites let e-tailers display product information in a simple format, allowing web buyers to make comparisons and choose the best product from a list of products from different retailers. The stakes, though, have changed now that an increasing number of large e-tailers have entered the fray, making it more difficult for the smaller players to get noticed and driving up the placement fees that companies pay for better spots in search results.
'Tis the Season for Business Gift-Giving
Gift-giving is an excellent way to make a personal connection with customers or clients, and it can play a strong role in building long-term relationships. The cost of a one's own holiday gift program will vary based on the number of customers or clients the person has and the type of business. But to keep it affordable, one may want to send gifts to the best customers and cards - signed by himself or herself and the staff - to the rest.
Cross-Training
Customers decide where, when and how they want to shop. But unlike the old days, when each marketing channel might take a different approach and in-house groups maintained unique customer databases, now all channels strive to present one point of information for and about customers. Broadcast, direct mail, e-mail and print campaigns are linked. Instead of multiple customer databases, companies view customers as individuals, taking into account their buying activities and preferences to customize offers and increase sales.
RetailÆs Marketing Management Challenge
As retailers strive to touch consumers at every step of the purchase cycle, retail marketing has evolved to become a mosaic of mass-media branding, tactics for driving store traffic, in-store experience, and loyalty programs. Brand-equity TV campaigns are overlaid with local newspaper, radio, and direct mail to get consumers into the store. In-store merchandising programs enhance the customer experience at the point of sale and make the register ring. Frequent-shopper cards and branded credit cards create long-term preference and repeat visits. This paper describes the marketing tactics working on the consumer in different ways, understanding and improving marketing effectiveness which is a particularly vexing challenge.
Changing Food Retail Sector in Korea: Consequences for Consumer, Producer, an...
Traditionally, Korean food market was the wholesalers' market. With huge financial capacity and organizing power, wholesalers have executed dominant power in the food market for more than several decades until recently. At that time the market was suppliers' market where changes in consumer tastes cannot be reflected in production as well as marketing stage. Recent development of Korean food retail sector can be classified into three stages.
Evaluation of the Retail Market Potential for Locally Produced Paper Birch Lu...
An evaluation of the retail market potential for random-width paper birch (Betula papyrifera Marsh.) lumber in Alaska was conducted. Information from lumber manufacturers and retail managers was used to identify current barriers to customer acceptance of locally produced paper birch lumber. Major retail markets and paper birch producing regions throughout Alaska were considered in this study. Results indicated generally favorable retail market potential for Alaska paper birch with strong interest from both lumber producers and retail store managers. Key issues that
Working With Retail Buyers: Information for Farmers Who Are Considering Selli...
This paper provides background information for farmers who are considering selling their products through retail stores. It may also help farmers already working with retail buyers improve their business opportunities. Brokers or representatives of farmers' marketing cooperatives will find this report helps build strong relationships with retail buyers. This paper is based on dozens of interviews with retail food buyers. It pulls together observations about buyers and the world in which they work.
Globalisation in Retailing: The Impact of Culture on Market Entry
Assesses the impact of different cultural elements on retailers' entry into new markets; the paper explains some managerial approaches to culture assessments and how sensitivity to them enables retailers to establish a positive market position in the context of foreign customers' acceptance. Some of the key issues addressed in the paper are: communication effectiveness across cultures and adaptation in merchandising, implemented through research; some applications of Hofstede's theory; explains with examples and data the different interpretations of corporate cultures across selected countries; guidance on how retailers should utilise all these in research and planning market entry and consolidating market positions against new competitors.

Newsfeed display by CaRP