Sunday, December 14, 2008

Free Shipping Offers Steady - Week of 12/13/2008

This week the number of companies offering unconditional free shipping held steady at 20% of our top 100 retailers. Overall the number of free shipping offers is down slightly from last week. See chart below (click chart to see bigger version).

We've seen a couple of switches back and forth this week amongst competitors.

Home Depot dropped a conditional free shipping at $149 offer, while competitor Lowes upped their offer from conditional at $49 to unconditional.

Likewise, last week Golfsmith offered free shipping at a $99 threshold, and now offers no shipping offers. But competitor Dick's Sporting Goods who had offered nothing last week now matches Golfsmith's offer from last week - a $99 threshold.

Tuesday, December 9, 2008

Cyber Monday Best Practices - 2008 vs. 2007

Kent Allen from The Research Trust and I have put together an overview of some of the tools and tactics marketers used for Cyber Monday.

Check out the slide show for insights and visuals from 100 top internet retailers, with comparisons to 2007.

If you want to download as a PowerPoint click here then File > Download presentation as > PPT.

Monday, December 8, 2008

Site Down? Bring Them Back with Email

A lot of retail sites experienced problems with high volume on Black Friday and Cyber Monday.

When a site puts up their "temporarily unavailable page" why not capture email? I think consumers would find it very convenient to get notified when you site is available. Sure everyone wishes it was never down in the first place, but at least don't make them keep checking if you're up. Tell them with email.

Of course if you do this, you'll want to be clear whether you are asking permission to notify them when the site is available, or to give them a lifetime subscription to your email. I think most consumers will expect the former.

Sunday, December 7, 2008

Free Shipping Madness

Free shipping has taken hold at many of the top retailers.

In tracking the E-Tailing Group 100 index, the number of sites offering unconditional free shipping hit a seasonal high this week. Other categories of free shipping increased as well this week.

Some of the retailers who have only recently offered unconditional free shipping include:

Ann Taylor
Office Depot

Sephora Launches Customer Intelligence Test

This week Sephora's free shipping offers

1. Unconditional Free Shipping if you type a promo code (on the left of their home page)

2. Free Shipping if you spend over $50, no promo code required (on the right hand side)

I can just imagine the discussions that led to this strategy.

Monday, December 1, 2008

Cyber Monday & Black Friday Roundup

I haven't had much time to analyze the activity this weekend, but here are some snapshots for you all.

The following slide shows show the home pages for the E-Tailing Group's 100 Index.

Note: If you read this in a feed reader or FeedBurner email, you may not see the presentations below, and will need to go the the live site.

CyberMonday 2008

PowerPoint Download - or GoogleDocs below.

CyberMonday 2008

The Picasa Album below has several hundred more sites. (Click on the image to go to the full album.)


CyberMonday - Compare 2008 to 2007

PowerPoint Download - or GoogleDocs below.

Black Friday 2008

PowerPoint Download - or GoogleDocs below.