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E-commerce 2.0 – The Next Wave

Tuesday, March 22, 2011 by
Excerpts from Lazard Capital Markets  Tech and Media Conference
March, 13, 2011; Boston, MA

Blueport Commerce executives recently participated in a panel presentation titled “E-Commerce 2.0: The Next Wave” at Lazard Capital Markets Annual Technology & Media Conference. Held in Boston, on March 14 and 15. This conference brought together industry executives in a fireside chat format, with presentations from more than 50 leading technology, media and Internet companies. 

Drawing on his deep expertise developing online strategies for leading big-ticket retailers, President and Chief Executive Officer Carl Prindle, discussed the next e-commerce frontier and what brands need to do to capitalize on its growth.  Below are some key excerpts from his presentation:


Colin Sebastian – Lazard Capital Markets:  Carl, please take a minute to introduce Blueport.

Blueport is the only managed e-commerce provider focused on localized, big ticket commerce.

Think of us as GSI Commerce (GSIC) for players that need to involve local stores in their online efforts and whose products don’t fit in a UPS box.

Our clients range from a $250M furniture chain in Chicago, a $1B appliance, electronics and furniture superstore chain in Canada, a $4B flooring retailer with 1,100 independent dealers, to Sears (SHLD).

We provide each with a managed e-commerce solution – a localized, cross-channel commerce platform and the managed services to make their unique businesses work online.

CS: The pace of innovation in e-commerce is accelerating.  This is also driving another step forward in the shift of commerce and advertising from offline to online channels.  Given this overall trend, in your own businesses and markets, can you specify what are the 2 or 3 most important drivers of growth today?

Well, this session is definitely aptly named.  We’re at an inflection point – the start of a second wave of e-commerce.

The first wave of ecommerce was characterized by the Amazon model – online shopping for relatively simple, understood products shipped via UPS. 

There’s very little local store involvement in this model.  Customers buy things on their lunch break, and a guy in a brown shirt delivers it. 

A massive eco-system has grown supporting this model in last 15 years – advertising, merchandising, technology and so on. And, it works great – we see 45% penetration in some categories like PCs.

But, the e-com 1.0 model is bounded in a couple of ways.  One boundary is size – this model probably only works for less than half of all retail, less if you include services. 

The other boundary is profitability – e-com 1.0 was first because it’s easier.  Because it’s easy, it’s prone to commoditization, price pressure…it’s an efficient market, with all of the margin pressure that it entails.

What we’re seeing now is a second wave that pushes past these boundaries, engages the rest of the retail economy, and can be more profitable.

What’s driving it? Consumers looking to apply the habits learned via the Amazon model to new areas.  Companies that that have for a long time been on the sidelines because they DIDN’T fit that model – are now heading to the internet to meet them. 

The energy, the growth, is in the technology connecting the two – whether it is mobile, social, coupon sites, etc. – new technologies are giving new players access to new customers.

And Blueport is providing the multi-channel solutions for these new players to do something meaningful with that traffic.

CS:  You mention mobile. How big a factor is mobile becoming, for example as a percentage of your own transactions or volume, or as a lead generation tool?


Mobile is a huge factor, but different depending on whether you are an e-com 1 or e-com 2 player.

For e-com 1 players, mobile’s increased convenience is arguably driving new volume.  It’s also increasing price transparency, which accelerates the commoditization of some of these categories.

For an e-com 2 player, it’s a huge factor in a different way:  local.  Where e-com 1 was national, e-com 2 is local – local businesses, local services, huge retail chains were their offering is fundamentally local.

Take appliances as an example – I don’t think we’ll see refrigerators transacted via phone any time soon, but mobile can drive customers to local stores, critical for retailers trying to gain a slice of precious weekend “in-store” shopping minutes.

The game changer that starts to blend the two is the tablet…increased use of big screen browsing plus local is intriguing.

CS: There is a fairly rapid increase in merchant and enterprise use of Facebook, not only as a tool to reach out and communicate with consumers, but also to drive transactions.  Similar to the mobile question, how quickly is social becoming a meaningful part of real lead generation and driving online sales?

Well, Facebook, at its most powerful, is a personal network of friends.  A company interrupting that conversation can be pretty cringe worthy.  A company trying to be your friend doesn’t really work.

At the same time, along with apps, Facebook has become the “other” Internet, and retailers have to be there. 

We’ve seen it work in three ways:
  1. Brand Building: in high engagement categories, brands can interact with their customers on topics they are passionate about.
  2. Deals: Facebook can replace email as a way to distribute deals.
  3. As a Platform: we look at Facebook as an emerging platform/operating system that can host online stores with built in traffic.
CS:  Blueport appears to be in a sweet-spot helping merchants in challenging product categories figure out their e-commerce strategies.  Can you talk about the multi-channel environment, how the pace of that shift online may be changing?

It’s a phenomenal time to be where we are.  As we’ve talked about, there’s a seismic change from e-com 1 to e-com 2, and we’re in the middle of it.

You asked about the multi-channel environment.  The term multi-channel has been around a while, but its meaning is changing. 

In e-com 1, multichannel meant exactly/only that – more than one channel.  Retailers in categories that work well via direct ship built drop ship e-com systems, often entirely separate from their store business.

In e-com 2 today, we see true multi-channel, or cross-channel commerce (or just “commerce”).  Retailers are using the internet to drive their core business, not build a separate one.

Companies that were on the sidelines are now investing in solutions that reflect their businesses.  They look to online to drive customers to local stores, sell their local inventory and services, reflect their local pricing and local deals – to drive their core business.

A client, CarpetOne, is one of my favorite examples of this.  They are a $4B flooring retailer in 1,100 local markets.  They didn’t want to be Lumber Liquidators and drop-ship cheap boxes of hardwood.  They wanted to drive their core business – local installation of quality flooring. We enable that – their site reflects each market’s local product, pricing – pictures of owner’s dog, whatever makes that local market work.  It’s a seamless online experience that connects online to local store.

Sears (SHLD) – is a company taking another innovative approach.  They are reentering the furniture category via a unique cross-channel strategy.  They’re putting small footprint galleries in their stores, that drives traffic to a dedicated furniture website that we run for them, http://sears.furniture.com.  The site taps into local inventory, and Sears customers can get a sofa delivered tomorrow for $79.  Blueport powers the whole thing.

So, we’re seeing massive change in these categories, the evolution of true cross-channel categories, and it has accelerated dramatically in last 18 month. 

CS:  What are the key attributes that a bricks-and-mortar retailer or supplier of goods look for in an e-commerce vendor?

When looking at vendors, look at what experience they have in YOUR vertical.  Are you looking for an e-com 1 solution, or e-com 2?  Do you want a direct ship, separate enterprise, or do you want your local markets involved? 

Make sure the vendor has experience in your markets and your vision of what you want ecommerce to do for your core business. 

You can make some disastrous mistakes trying to sell appliances or furniture like you do shoes & apparel.

CS:  What would it cost a retailer or brand to build and maintain a state of the art e-commerce site from scratch, versus using a service provider such as Blueport?

Here again, it depends on what you’re selling. 

If you’re looking for an e-com 1 solution – you can put up a Yahoo! store up for next to nothing.  My 10 year old has one.

For e-com 2 – it’s more complex, requiring far more integration with your local stores’ existing systems and operations.  There’s no Yahoo! store or ready-made platform for that (but Blueport is close).

If you try to build an e-com 2 solution yourself, you have to look at three costs:  the cost to build it, the cost to run it, and the opportunity cost of screwing it up. 

We have a current client who first tried to build it themselves.  They spent $3M, and it never got off the ground.  It was two years of lost opportunity. 

With Blueport, they pay a monthly platform fee and a revenue share.  We’ve done major redesigns of their sites three times in the last two years, and added countless new features.  And they pay only their share of the overall platform and hosting costs.

We also help run the business for them from a marketing, merchandising and services perspective.  This is paid through the revenue share, so they get a turnkey, expert staff on a pay for performance basis.

This story has repeated itself a number of times – people trying it themselves, then deciding to work with us.  At the other end of our contracts, we’ve never lost a renewal, so people see the value of what we do (and would prefer not to have to do it themselves).

Part of the story is that the categories we’re in are a good fit for outsourcing.  They are challenging, don’t match the internal expertise of the players in them, and ultimately, they’re not like PC’s or software, where online is 45%-65% or more of volume. Stores are still key, so our clients get to focus on that part of their business, while we port and drive that business online.

CS:  Can you talk about the competitive nature of your business, who do you see as the most successful competitors and what are trends in pricing for these e-commerce services?

Sure, we segment the market on two dimensions. 

One dimension is e-com 1 versus e-com 2.  Is the customer in a market that will be a simple drop ship model, or do they need a cross-channel solution involving local stores?

The other dimension is platform versus managed solution.  Does the customer just want a technology solution, or are they looking for a partner to help them manage their online business?

On the e-com 1 side of the market, e-com 1 platforms are increasingly commoditized and under a lot of price pressure.  It’s a pure customer acquisition game.  Yahoo stores again.

For e-com 1 managed solutions, GSI Commerce (GSIC) is dominant with a huge lead in infrastructure and increasingly in services, where they’ve made some great strategic acquisitions.  While Amazon (AMZN) keeps looking at this space, GSI is the clear leader.

On the e-com 2 side of the market, e-com 2 platforms are mainly custom builds from players like IBM, and ATG (ORCL).  These are big dollar projects with two commas in the total cost, and they leave the customer to manage the solution - there’s no marketing, management, etc. And, they don’t have a ton of experience in these e-com 2 categories.

For e-com 2 managed solutions, where Blueport plays, we’ve yet to run up against a true competitor. 

I guess we really have two competitors: a customer doing nothing, which is less and less of a factor, and a customer trying to do it themselves, which with our case studies, is an easier and easier argument to overcome.  In a lot of cases, people are coming to us now who tried themselves, and now want out.

We expect competition to evolve, but we have a technology platform and service staff with a lot of specific functionality and experience in these markets, which makes it easy to talk to prospective clients, most of whom have been on the sidelines waiting for a provider that understands their business.

CS: That’s time – thanks to everyone for their participation.

Copyright 2010, Official Blog of Blueport Commerce

Retail E-Commerce Trends to Watch in 2011

Friday, February 4, 2011 by
In her latest report entitled “Five Retail E-Commerce Trends to Watch in 2011”, Forrester Research analyst Sucharita Mulpuru has outlined several main areas that retailers should focus on when trying to boost their ecommerce store sales this year. Here are a few highlights that I think are particularly of note for retailers in less traditional ecommerce categories:

Retailers must boost their multi channel offerings: Consumer shopping behavior is changing, and in 2011 retailers will need to continue to ensure they are offering a seamless experience, online and in- store.  Mulpuru encourages retailers to deploy kiosks inside bricks and mortar stores to help customers do product research in store, as well as offering more buy online, pick up in store options.  According to Forrester, only 12% of retailers have kiosks and 10% have in-store pickup.

Tablet commerce: Forrester says retailers must cater to a growing legion of customers shopping via their tablet computer or smartphones. These tools are enabling consumers to shop, whenever and wherever they please, and as such retailers need to ensure their sites are optimized across all these digital channels.

Integrating mobile into the in-store shopping experience: While not every customer is comfortable purchasing products via their mobile phone, Mulpuru encourages retailers to use the mobile channel to provide information to customers on the go that will help draw them in to the store and supplement their shopping experience.  For example, providing store locations and hours or using geolocation apps to reward customers for visiting your store.

You can read about the rest of the ecommerce trends outlined by Forrester here.



Copyright 2010, Official Blog of Blueport Commerce


Arhaus Furniture's Custom iPad App Aims to Drive Cross Channel Sales

Thursday, August 19, 2010 by
Arhaus Furniture, a high-end furniture multi channel retailer with stores in 13 states in addition to a print catalog and an e-commerce site at Arhaus.com, will soon arm their entire delivery team with an iPad application aimed at not only enhancing the product delivery experience, but also driving repeat and incremental purchases from their customer base.

The application is designed primarily for customer use: customers will be handed the iPad at the start of the delivery, which will include a welcome and thank you message from the retailer, will be able to look at different furniture setup options and even browse the entire Arhaus ecommerce catalog. Customers will also sign off on deliveries using their fingers on the touch screen and will also be able to fill out a post delivery survey on site.

While the iPad application will certainly result in efficiencies in the retailer’s fulfillment and delivery systems, what is interesting here is how the company is adding another level to their customer service experience through a true cross channel retail strategy. For example, while a customer is having a sofa delivered that they purchased at their local store, they will be able to browse the Arhaus.com ecommerce catalog through the iPad app for the matching chair they recall seeing during their shopping trip. 

No doubt that we will continue to see more and more retailers integrate these type of mobile and tablet products into their multi channel strategy to enhance their customers' retail shopping experience, be it in-store or on the go.  And as retail channels become increasingly blurred and intertwined, the importance of having consistent content and product information for your customer no matter where they are shopping will be imperative and essential to driving sales.

How are your stores or franchises integrating technologies such as the iPad into their sales or customer service process?


Copyright 2010, Official Blog of Blueport Commerce



e-Dialog Acquires MBS and M3 – Gains Targeting Insight Across Channels

Wednesday, May 12, 2010 by
Last week e-Dialog, a division of GSI Commerce and a Blueport partner, announced the acquisition of database marketing firm MBS for approximately $22.5 million cash. This announcement follows closely on the heels of last month’s acquisition of mobile services company M3.

What does this mean for e-Dialog?


These acquisitions are all about the data. e-Dialog not only gains a wealth of data acquisition and integration technology, it also leverages interesting consumer behavioral insights and patterns. This technology will help the company to better collect, analyze and act on customer data across channels. We believe this will only strengthen e-Dialog’s already great targetingimpressive data segmentation capabilities.

What does this mean for the industry?

John Rizzi, CEO of e-Dialog noted that the average multichannel retailer does about 7% of revenue online and 93% in stores – yet most retailers do not tie those customer activities together or create strategies that are truly cross-channel.   The missed opportunities resulting from this lack of integration are glaring.

As consumers’ shopping behavior (be it for mass products or high-ticket items) becomes increasingly cross-channel, retailers must be ready to meet them where they shop – be it in the store, online or through mobile – or risk losing the sale.  That means that it’s increasingly essential for companies to be able to integrate their databases across channels to create a ‘single view’ of each customer. 

e-Dialog’s ability to integrate email, point of sale, mobile, social media and online databases will prove to be a competitive differentiator which will push others in the industry to further innovate to keep up. 

We look forward to continuing working with e-Dialog to provide our clients with the very best in multi channel marketing services. 



Copyright 2010, Official Blog of Blueport Commerce



Blueport Commerce Is a Different Kind of E-commerce Company

Sunday, March 14, 2010 by

At Blueport, we pride ourselves on being different from other e-commerce companies. We’re more than simply a back-end system that retailers can plug into. We believe that technology and integration only opens your online store. Expertise in managing that store is what drives results.

Blueport's e-commerce services team ensures you get the benefit of our ten years of experience in big-ticket retail when marketing, merchandising and operating your online store. We know the unique aspects of these considered purchases, from imaging to marketing to customer support, and we'll work with you to develop those programs for your e-commerce efforts.

Our mission is to help you capture the e-commerce opportunity as part of an integrated multi-channel strategy. At Blueport Commerce, we're a turnkey solution specialized for big ticket that ensures your transition to e-commerce is easy, worry-free and profitable. By combining the industry's most advanced technology platform for localized, big-ticket retail, dedicated integration services and personalized service packages, Blueport Commerce can port your unique business to a ready and willing online marketplace.

We like to think we’re the complete e-commerce package. Let's talk.

 

Logistically speaking, Ecommerce Should Be Integrated

Thursday, March 25, 2010 by

Many retailers believe that in order to implement successful online commerce solutions, they need to build them from the ground up, which can be a logistical nightmare. That’s not necessarily the case, as some solutions have the ability to easily integrate into your existing infrastructure, simplifying the entire process. 

Blueport Commerce knows big-ticket businesses are, by definition, complex and unique. We strive to match our technology platform and services to your particular business model, rather than trying to fit it into a commodity-focused, inflexible platform that doesn't meet your needs. At Blueport, we aim to simplify ecommerce logistics and integrate your e-commerce with a complete multi-channel strategy.

Our platform is the beginning, not the end, of bringing your unique business online. As a comprehensive solution, it allows us to focus on what we do best — tailoring it to your unique needs, processes and peculiarities. Each of our integrations is a structured process, designed to marry our online technology and expertise with your understanding of your market and your business.


B2C E-Commerce Development: Why Retailers Should Not Take this On In-House

Friday, March 19, 2010 by
Whenever I speak with a big-ticket B2C retailer about expanding their store online, a recurrent question inevitably arises: "Why not handle e-commerce development in-house?"

Many of these retailers have been considering the online marketplace for some time and are wondering how they can participate without overburdening their current staff and technology.  Their big-ticket businesses are complex and a standard platform won't accomodate them, and the addition burden of taking on B2C e-commerce development in-house is a daunting and resource-intensive task that many retailers just can't handle.  In developing their multi-channel strategy, using a hosted ecommerce software solution starts to look like the best option.

At Blueport Commerce we have one focus — helping customers exactly like these retailers.  We focus on what makes their business unique, so they can focus on what matters most — growing their new ecommerce online store.

Whether they have products that are unbranded, have a higher price point or are highly customizable, Blueport Commerce helps retailers connect with buyers worldwide. Complex delivery requirements a problem? We can help and ensure that a retailer's customers receive the white glove treatment they deserve, and more importantly, expect.

We match e-commerce development and services to address every retailer's unique business needs, not squeeze them into a commodity-focused, inflexible platform that doesn't address the intricacies of their business. 

At Blueport Commerce, we're a turnkey solution specialized for big ticket that ensures the transition to e-commerce is easy, worry-free and profitable. By combining the industry's most advanced technology platform for localized, big-ticket retail, dedicated integration services and personalized B2C e-commerece development, Blueport Commerce can port every retailer's unique business to a ready and willing online marketplace

Channel Surfing: Engaging the Online Customer

Friday, March 5, 2010 by
Old habits die hard, but not when it comes to how we shop.

Several years ago the idea of purchasing a piece of furniture online made many shoppers nervous.  Today, shoppers make these types of purchases effortlessly cutting across multiple channels to do their research, familiarize themselves with the product and finally to buy.

A recent survey from PriceGrabber.com pointed to a growing trend that we here at Blueport have seen coming for some time now:

  • 80 percent of online consumers indicated they will likely research their next kitchen appliance online, and 30 percent said they will likely make their purchase online as well
  • 77 percent of online consumers will likely research online their next laundry home appliance and 26 percent will likely purchase that appliance online
  • Overall, 65 percent of consumers will research big-ticket home furniture purchases online as well

A typical shopper may start off researching and comparing prices at a retailer's ecommerce store. They may then visit a local store to get more information and finally may go back to the ecommerce store to make the purchase.   Their decision process may involve any number of physical visits or online clicks.  To the consumer, there is no difference between the online and physical stores – they expect to get the same type of information, to see the same products and to have the same level of service no matter their preferred shopping channel.

It’s important to note that this behavior is particularly important in big-ticket retail.  For smaller ticket items, an isolated online channel can thrive (anyone expect Amazon to open stores?)  In big ticket on the other hand, stores play a critical role and cross-channel sales represent the primary online opportunity.

Yet, too often I see a disconnect from this reality in the approaches of retailers, especially larger retail chains.  Many still view (and operate) their physical stores as separate from their ecommerce offering and vice versa.  A few years ago, some chains thought their ecommerce offering might undercut bricks and mortar sales. Today it's clear that the opposite is true - that the two channels drive each other’s sales.  We also recognize that a multi channel offering is a significant competitive advantage, and that an integrated multi channel strategy is at the heart of this approach. 

Just like today’s consumer, retailers must consider their online and bricks and mortar channels one unified offering, and they must synchronize pricing, promotions, product offerings, delivery options and branding across channels. This cohesive, integrated, multi channel approach will undoubtedly be a recurring theme in our discussions as it’s central to the work we do with many of our clients.

I’m interested in hearing your perspective on the changing consumer, how do you think this new ‘channel surfing’ shopping behavior can best be leveraged by retail chains?

Copyright 2010, Official Blog of Blueport Commerce


Will a Multi Channel Retail Strategy Hurt In-Store Sales?

Thursday, February 25, 2010 by

If you're in charge of store operations, you may not know what to think about ecommerce integration, or how to present it to your commissioned sales team.

You may ask yourself, ‘Won't my sales staff lose customers to the web?’

This is a common concern, and one that sales managers should address with their teams prior to implementing a multi channel e-commerce strategy. The reality is that for many retail categories, especially big-ticket, the greatest benefits of going online happen in stores. This may sound counterintuitive, but because big-ticket retail is fundamentally local and stores play a critical role. E-commerce stores become a powerful tool to help stores compete in their local markets rather than a national channel that bypasses them.

Online efforts serve to drive store traffic, generate leads and consummate online transactions — cost effectively and measurably. Many retailers have found that this to be true. Specifically, for every online order, 5 or 6 directly trackable orders are placed in stores by people who first registered online. And these are only the customers who provided us with their names online — the real impact in your stores will actually be an order of magnitude larger.

With a managed ecommerce solution, your stores gain customers of the best kind — educated consumers who have found exactly what they want online, and simply want to see the item in person in your stores and complete the transaction with a live person.

 

Going Beyond Your Standard Ecommerce Platform: A Big-Ticket Retailer's Wishlist

Thursday, February 25, 2010 by
Unlike most retailers looking to sell their products online, big-ticket retailers need an ecommerce platform that is specifically designed to address the "big-ticket" barriers that have prevented them from going online.

Unlike their mass merchandise counterparts, big-ticket retailers need a platform that will help them overcome challenges such as:

  • Merchandising products that are challenging to sell online because they are expensive, unbranded, not well understood or highly customizable
  • Managing shipping requirements and costs for products that have complex delivery requirements that can't be met by standard parcel services
  • Integrating franchise or co-op models where brand, product offering and distribution is controlled locally by independent dealers
  • Greater emphasis on cross-channel shopping

These retailers need a system that goes beyond just a standard ecommerce platform.  They need a business solution that integrates their ecommerce store into a seamless multi-channel strategy offering. 

Key ecommerce platform requirements for big-ticket retailers include:

  • Localization
  • Custom System Integration
  • Online Merchandising
  • Online Marketing
  • E-Commerce
  • Order Tracking
  • Franchise/Co-op Extranet
  • Store Intranet
  • CRM & Email Marketing
  • Inventory Management
The Blueport platform represents a decade of big-ticket learning in a specialize, comprehensive, hosted solution used by retailers representing billions in big-ticket sales. 



Multi Channel Marketing for the Big-Ticket Retailer

Friday, February 19, 2010 by
A coordinated and integrated multi channel marketing strategy is an integral component of driving sales of big-ticket items both online and in-store. 

As part of their multi channel marketing strategy, big ticket retailers should start by integrating their e-commerce store with the local marketing and promotional programs in place in their stores. 

A key aspect of multi channel marketing is aligning your e-commerce site with your promotional calendars and displaying online and in-store events, promotions, sales, coupons and finance offers – right down to each individual store.  Try to repurpose promotional materials throughout your multi channel marketing efforts.  For example, use print material artwork on your site, extending the value of materials created for in-store customers, across your entire multi channel marketing campaign.

Below are some points to consider when developing a dynamic multi channel marketing strategy for big-ticket retailers:
  • Multi channel Sales – Allow customers to view branded sales events, including promotional pricing and event materials that coordinate with TV, print and store visuals.
  • Dynamic Fliers – Feature your print fliers and catalogs online, with complete multi channel marketing integration.
  • Multi channel Coupons – Allow customers to use coupons to receive discounts, bonus items, free shipping or other custom offers online.
  • Financing – Allow customers to finance their orders with the same deferred payments offered in stores.
  • Custom Pages – Provide your customers with pages promoting retailer store events and allow them to enter in-store contests online.

A Multi Channel Strategy Is Key for Big-Ticket Retail Online

Friday, February 19, 2010 by
A comprehensive multi channel strategy is essential to selling big-ticket items online. With the multiple touch points that occur in a big-ticket purchase experience, multi channel integration is the most important area of alignment.

To be successful online, retailers MUST integrate their e-commerce store with their physical store network as part of a multi channel strategy that harnesses the resources and strengths of your existing infrastructure. 

A true multi channel strategy will integrate the local marketing and promotional programs in place in your stores.  Launch your e-commerce operation as a synchronized, multi channel selling effort, ideally with the head of e-commerce having a seat at the management table.  This structure allows e-commerce to become what it should be in big-ticket categories – a force multiplier for chain-wide initiatives – and optimizes online results.

Integrate existing people and their retail expertise wherever possible.  Use the same information and procedures as the rest of the chain, simplifying coordination.  Once you’ve identified existing assets, then (and only then) evaluate and augment these assets, adding resources only as needed to fill e-commerce-specific gaps.  Multichannel communication is the key to success here, and ideally your ecommerce website software should support these efforts.

Finally, align your e-commerce site with your promotional calendars and display online and in-store events, promotions, sales, coupons and finance offers – right down to each individual store.