An executive from Rainbow Shops discusses email marketing tactics and results at Shop.org.
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Whether adding a new feature or application for the first time, working to integrate what have become a site’s multiple applications, or moving to an entirely new platform, technology upgrades are an unavoidable part of retailing online for sites that are alive and growing. The retailer’s challenge is in making the choices that best support business objectives, and timing them for the best return with the least interruption.
“Changing the enterprise software and the web site is not something that you want to do any more than is necessary,” Link says. “You make the financial calculation of how much it costs to add people to do certain things manually versus how much it costs to upgrade. Over a period of several months, you come to the point of saying, it’s time now.”