The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
With demand increasing among older consumers for products like walkers and special diet food, Parentgiving.com has been doubling sales month to month since launching last year, CEO Keith Maddox says.
With demand increasing among older consumers for products like walkers and special diet food, Parentgiving.com has been doubling sales month to month since launching last year on the WebAsyst Shop-Script open-source e-commerce platform, CEO Keith Maddox says.
“We haven’t even started marketing the site much yet,” he says.
The rapid growth, however, appeared to be outstripping the capabilities of the WebAsyst platform and Parentgiving considered migrating to a commercially available platform earlier this year, he adds.
But with the uncertainty posed by the economic downturn, the retailer decided after a technology market review with consultants FitForCommerce to hire two software developers and upgrade the WebAsyst platform, Maddox says.
For now, the decision to stick with WebAsyst will save the retailer more than $150,000 this year, Maddox says. “We’ve made the site more scalable from a volume standpoint, but we may not be able to add many bells and whistles like a new shopping cart or rich media,” he adds.
But the retailer expects the upgraded WebAsyst platform to support ongoing rapid growth-at least until a full economic rebound warrants a relook at a new commercial platform, Maddox says.