Here we are just before the start of the holidays - the indulgence, the conversation, the goodies, the family gatherings - and I get an email titled: Swim 2010 is here.  I'm thinking of buckeyes (peanut butter and chocolate treats), cookies, cakes, candies, turkey, meatballs, roasts: and they go and spoil the party.  Images of myself standing at the buffet table with my plate in hand conjure in my mind, and I watch as I skip over items I'd normally enjoy just because I'd read two dreaded words: Swim 2010.  

It's a tease to be sure, as I look outside at the winter wonderland, I can't help but dream of soft sandy beaches and warm waves.  Swim 2010 is here.

As a consumer, I'm conflicted.  Do I look at it, knowing that I have at least 5-6 months before I can even think about donning a bathing suit?  Will it make those months feel so much longer, especially if there's a cute suit I'm interested in?  And yet, I'm tempted.  Maybe it'll give me something to work toward.  Maybe it'll make me think twice about going up for holiday seconds.  Maybe I'll have something to envision while I'm at the gym.

You can bet I know the name of the company that sent out that email.  And you can bet that I'm spending time thinking about whether or not I want to open the email.  I'm curious to say the least.

But then again, it's the holidays.  And they only happen once a year.

What e-commerce strategies are businesses taking during the 2009 holiday season? e-Marketer takes a look; see the full article here.

Tightening personal budgets are not putting a damper on Black Friday shopping this year. In fact, a whopping 134 million people said they will shop on the Friday, Saturday or Sunday following Thanksgiving, up 5% from 128 million people in 2009. About 41% will shop at electronic stores, 36.3% at clothing stores, and 28.8% at grocery stores, according to a survey by the NRF.

How can you maximize your Black Friday revenues? Make sure your doorbuster deals extend to your website as well! 27.6% of consumers said they would shop online this year instead of visiting brick and mortar locations.

A new article in the New York Times talks about online shoppers' propensity to fill up their carts on e-commerce sites and then abandon them, an action which only the most bold of us would do in a non-virtual store. Why do online shoppers fail to make that final step and commit to a purchase? Sometimes distractions prevent them from following through. Oftentimes, shoppers know that they can comparison shop much more easily online than they can in person, and will do so. Worst of all, technical glitches can prevent shoppers from making a purchase. The article tells how the upscale clothing retailer Bluefly discovered last month that some international shoppers were unable to use the site's checkout, a problem that went unreported and undiscovered for a year.

So how can online retailers get shoppers to follow through to purchase? The article offers a number of good ideas, including incentives that call for immediate action, and more convenient checkout processes. The good news? E-commerce makes it easier to track shoppers and encourage them to make a purchase.

A Tortus client recently recommended Jeff Jarvis' book What Would Google Do to the Torti. According to Booklist reviewer Mary Whaley:

Jarvis, columnist and blogger about media, presents his ideas for surviving and prospering in the Internet age, with its new set of rules for emerging technologies as well as industries such as retail, manufacturing, and service. We learn that customers are now in charge, people anywhere can find each other and join forces to support a company’s efforts or oppose them, life and business are more public, conversation has replaced marketing, and openness is the key to success. Jarvis’ other laws include being a platform (help users create products, businesses, communities, and networks of their own); hand over control to anyone; middlemen are doomed; and your worst customer is your best friend, and your best customer is your partner. Jarvis offers thought-provoking observations and valuable examples for individuals and businesses seeking to fully participate in our Internet culture and maximize the opportunities it offers.

Sounds good--I've added it to my reading queue!

What exactly are people looking for when they go online? Who is more likely to spend money while online—men or women? Do senior citizens go online to socialize like their much-younger counterparts, Generation Z (also known as the Internet Generation)? What is the absolute number one reason across the board that people go online? The results of this survey on Internet use by eMarketer are eye-opening!

Economy Raining on Your Parade?

With the economy slowly grinding along, business owners are becoming more aware of how company funds are expended and more wary of new expenditures that cross their desks. This fiscal conservancy is wise in uncertain times as multi-national corporations, once symbols of American ingenuity, are now cast as cautionary tales of fiscal irresponsibility. Despite the fact traditional sales are down, online sales continue to increase in the double digits.

The Silver Lining

Forrester Research Group (Nasdaq: FORR), an independent technology and market research company, forecast that US online retail sales in 2009 would grow by 11 percent to $156 billion. Despite the doom and gloom proponed by the media (whose jobs depend on high ratings, and by proxy, public panic), people are still shopping. More consumers are just choosing to make their purchases online rather than visit a "brick and mortar" store.

Why? Ecommerce websites provide the consumer with the convenience of conducting research as they shop.

In direct response to this trend, agile businesses focused on growth are actually increasing their investments on the web. Businesses are providing more information on their websites; online tutorials or product demos are becoming more popular. In order to retain customers, businesses are using multichannel marketing methods to build a sense of community. Online retailers are taking the guesswork out of shopping by providing product guides right on the product detail pages or sending online newsletters about special features directly to their customer base. Taking the content one step further, smart online retailers are posting the newsletters on their websites to boost search engine placement. Just click around and you will quickly notice how even local grocery stores, career centers and appliance retailers are using social media websites like Facebook and Twitter to build a strong online community.

A Shift in Focus

We know that traditional sales are on the decline. It is not the end of the capitalist world, as we know it. Our focus simply has to shift. Businesses that utilize the web as the driving force behind their businesses are realizing success where most businesses are not. In fact, Forrester found that 24% of retailers will spend more on their online business over the previous year with investments focused primarily on social marketing web-based software (60%), broadcast email (65%) and intuitive search tools (80% of respondents).  Marketing managers have realized that the web is the most cost effective tool for building a stronger consumer community and converting potential consumers to faithful return shoppers.

Marketing and eCommerce managers are not using Twitter because they like the cute bird or because they find writing a promotion in under 140 characters a joyous pastime.  They use Twitter because Twitter is a free and incredibly effective form of viral marketing. Forrester Research principal analyst and author of the report, Sucharita Mulpuru states the facts plainly:

“Because consumers continue to spend online, interactive marketing spent to drive web sales remains a lucrative investment. While other retail channels struggle, eCommerce managers have a unique opportunity to drive more sales and test different tactics that resonate with consumers.” 

At Tortus we recognize that the web is only going to continue to grow. Therefore as efficiency experts, we focus on utilizing methodologies that will increase our clients’ profits and decrease their operating expenses. In this economic climate, you don’t have to panic - you have to focus.  The business climate has been irrevocably changed by this economy, and consumer confidence is shaken as a result. Your online presence should be representative of your experience, longevity and value.

"Tweet" with Vigor, "Friend" the World

Does your website generate trust and confidence through the use of product guides, newsletters and email marketing rich with special promotions? Do you promote your business with an active online community that encourages sales through consumer generated reviews? If not, its time to reevaluate investing in the web. To insert a classic English idiom: Spending money on traditional marketing techniques and neglecting the web is being "penny-wise and pound-foolish." Consumers are still spending money, they are just choosier about which companies they buy from and more aware of the value they are getting for their dollar. Suddenly, the main attraction of Twitter has grown from just trying to be cool and “in the know” to trying to stay afloat and make some dough.