3 main points from Internet Retailer Conference & Exhibition
Last month I had the pleasure of attending Internet Retailer Conference & Exhibition (IRCE) in Chicago. The workshops, key note and social media sessions were so very helpful. I learned a lot from the case studies presented.
The main ideas I took away from the conference were:
- Personalization is key – From dynamic remarketing to social media outreach and from e-mail marketing to key word searches – the best activities that bring the most ROI are highly personalized to the individual shopper.
- Video matters – I listened to a lot of great statistics from the video workshop (which I will share in a later post) that support the idea that videos influence people to purchase. Also, people are watching more videos than ever before. To identify what videos to create, we must look at specialty (HERO) products, as well as trends in customer service requests and activities in the returns department (if brands can address popular FAQs or focus on special product components, this can enhance sales and reduce the amount of returns because someone doesn’t understand the product).
- Change is coming – According to John Donahoe, president and CEO of eBay, how people shop and pay for items will change more over the next three to five years than it has in the last 20 years. (Data is the next frontier of how we can offer personalized service – people purchase 22% more when we can personalize the experience!)
I’m looking forward to sharing more details from the conference in future posts. What trends are you seeing when it comes to online purchasing for retail brands?