But Macy’s is still bullish on Pinterest this holiday season—in particular, its video ads.
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The next progression
Scene7 charges full-service customers on a per-page basis that typically amounts to $2,000 to $3,000 per catalog, Mack says. The cost is lower for those who host their own catalogs. “Previously, we provided only full-service options, but we found that did not work for everyone,” Mack says. The decision on whether to outsource or keep the technology in-house varies by retailers and it is not a matter of big companies wanting to do it in-house while smaller companies go the outsource route, he adds. “It depends on what each retailer is most comfortable with,” Mack says.
Scene7 also allows customers to move pages or limit the pages they e-mail or post, but it typically does not get a lot of requests from retailers to change prices or products. “You can signal something is out of stock and highlight an item, but changing information is more complicated than most retailers want to get involved with,” Mack says.
Yet more complexity is what retailers are most likely to get in the future. Whether that means segmenting e-catalog offerings, updating and changing information on a regular basis or trying different approaches to presenting their products and text, each retailer is likely to try unique approaches to differentiate its e-catalog from the competition’s.
Lauri Giesen is a Libertyville, Ill.-based freelance business writer.
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