Shop 'Til You Drop
PM: Have you worked with online retailers such as Zappos.com? How do their promotions differ from storefront retailers?
JH: Online retailers operate in a completely different space than brick-and-mortar stores, so the promotional strategies and tactics will differ. However, the goal always remains the same: connect with customers, deliver a brand experience and help move a prospect toward a sale. Online promotions will oftentimes have a greater reach since these campaigns will be seen in any location that customers connect with that retailer online versus having to be at the physical store to see and redeem the offer. Online campaigns can be very successful in helping retailers create a detailed customer profile due to he nature of the web-based transaction. These profiles allow their marketing departments and promotional partners create segmented campaigns that can spur incremental sales, crossover sales, repeat purchases and even reactivate lapsed.