The holiday may not have been full of cheer for many e-retailers, but there are lessons merchants can take away from the less than sparkling season, says consultant Lauren Freedman.
Paul Demery , Chief Technology Editor
The holiday may not have been full of cheer for many e-retailers, but there are lessons merchant can take away from the less than sparkling season, says Lauren Freedman, president of retail consultancy The E-tailing Group.
Freedman will look back at Holiday 2008 in her session at the Internet Retailer Web Design 2009 Conference entitled "Design and merchandising lessons from Holiday 2008" and pull out tips that merchants can take away and apply to their business-or conversely, make sure they do not apply. For example, because many retailers are cutting customer service, that presents a prime opportunity for merchants to use it as a differentiator, Freedman says.
Freedman also will reveal ways merchants can creatively prompt shoppers to pull out their pocketbooks beyond the traditional price discounts and promotions that were perhaps too frequently used over the Holiday season.
Many merchants did things right this holiday season, and merchants can learn from them as well, she says. The most innovative e-retailers used savvy technology such as advancements in search, customization and Web 2.0 strategies to help time-conscious consumers quickly find what they want. Freedman also will discuss ways to appeal to the price sensitive consumer, a segment she says will be sure to grow in the upcoming year.