Finding New Customers Online (Part 2)

New Customers for Retail BrandsPart 1 of “Finding New Customers” addressed why new customers are important to a brand or retailer.

Part 2 will cover how to find new customers from among the choices of online media programs that are in widespread use.  Note that all of these channels are effective at yielding sales, but some drive more new customers than others.  Here is a rundown:

Comparison Shopping Engines (CSEs):  Consistently one of the top media sources for yielding new customers – often in the 80%+ range.  Continue reading

Same Day Shipping: Google vs. Amazon.

Amazon and Google compete for same-day shippingGoogle’s announcement that they are launching same day shipping is interesting and strategic given the emergence of Amazon as a likely reason for why impressions may be on the decline for some retailers in Google paid search.  This was pronounced in this past 4th Quarter, and it’s most likely due to searchers moving to Amazon and, to a lesser extent, mobile apps to initiate their shopping.

Amazon has been building the infrastructure to offer same day shipping with the goal of eventually making this the norm as a shipping option.  Continue reading