November 3 , 2009

View Points' Pat Reuter with Media Tracks Communications in Des Plaines, Illinois interviews Thomas Harpointner, AIS Media, Inc. CEO, on what retailers can do to drive traffic to their websites and brick-and-mortar locations. Since consumers are still penny-wise coming out of the ‘Great Recession’, retailers’ ability to effectively market their products online will be the key to their success this holiday shopping season. Harpointner's comments included:

"The key flaw with brick-and-mortar stores is that consumers aren't able to educate themselves on a product by just coming into the store," says Thomas Harpointner. "In this ‘Great Recession’, where there's not much money to spend, consumers want to make sure they are spending their money on the right things and avoiding disappointments."

"Lack of content and detail about products and merchandise on retail sites is a major issue. Many retailers are starting to implement video, close-ups on products, and ratings and reviews which are critical for most customers. The tipping point is really whether or not consumers will make the purchase," concludes Harpointner.

Key points Thomas Harpointner covers during the interview:

• This year it’s do or die for retailers. About 143,000 stores closed last year, the highest number since 2001. It's already predicted that 140,000 more stores will close this year and 135,000 will close in 2010. Now is the time for retailers to jump on board with Interactive marketing strategies before it’s too late.

• Since consumers are spending more time online, retailers are shifting budgets away from traditional media towards Interactive media such as websites, search marketing, email marketing, and social networking. Implementing Interactive elements is cost effective, efficient, and provides easily measurable ROI (return on investment).

• Retailers like Macy's and The Gap --despite losses in brick and mortar sales -- have both reported increases in online sales resulting from discounts, online experience improvements, and influx of consumers researching products and incentives online.

• Retailers are investing in their web sites – they’re giving consumers the ability to price shop and have access to more inventory online.

• In the last two years, free shipping has been the most sought after coupon -- consumers love free shipping more than any other type of promotion. Retailers need to drive traffic to sites by offering these types of promotions to brand loyal customers.

AIS Media has been helping businesses cut costs and increase productivity since 1997. With consultants worldwide, AIS Media assists retailers with ecommerce websites and their Internet strategy and development. To contact an AIS Media consultant in your area click here.

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About AIS Media:
AIS Media, Inc., an Interactive marketing and web solutions company, is a leading provider of Internet strategy, award-winning web site development, email and search engine marketing, lead generation, and interactive public relations services. The company has developed a suite of Web-based applications under the proprietary “Excerpo” brand, which focuses on email marketing and e-commerce. AIS Media’s solutions are available directly and through its global network of certified partners. For more information, or to locate a local consultant, visit: www.aismedia.com.

© 2009 AIS Media, Inc.