Crain’s Chicago Business Magazine interviews AIS Media, Inc., CEO, Thomas Harpointner, on the offers that online retailers will market in the upcoming holiday shopping season. Harpointner explains that the term “Christmas in July” is popular because retailers begin to change their marketing strategies for the holidays in the month of July–officially kicking off online and offline holiday marketing plans. His comments included:
“The single biggest incentive that customers look for on the internet above anything else is free shipping – it’s by far the biggest thing consumers are aware of,” said Harpointner. “If you can get free shipping, avoid sales tax, and find the product a little bit cheaper then at the local retail store, that is incentive enough for consumers to let their fingers do the walking and avoid the mall crowds altogether.”
Key points included:
- Over 10,000 retail stores closed their doors in the last 12-15 months
- Retail last year was absolutely flat, with no growth at all, however online sales grew over 4%
- A multi-channel marketing strategy that incorporates the internet this year is absolutely key for retail stores – for many its do or die
- At less than a penny per email sent (compared to $.44 a stamp), email marketing gives retailers the ability to track delivery, open, and click rates–intelligence that is available as it happens allowing marketers to make smart, cost-effective, and in many cases instant sales campaign decisions
- Gathering online shopping intelligence in July gives retailers the opportunity to have a very thought out and refined strategy by the time the holiday shopping season is in full swing
