Groupon says its focus is on the bottom line, rather than top-line growth.
The multichannel retailer sees gains after engaging ChannelAdvisor to manage its data feeds.
Plow & Hearth, an online retailer of home and garden products, says its revenue from comparison shopping engines increased 87% in 2010’s fourth quarter compared with the same period a year earlier. The growth came, the retailer says, after it hired ChannelAdvisor Corp. to help manage its online marketing efforts.
ChannelAdvisor, an e-commerce services provider, began providing comparison shopping and paid search services to the retailer prior to the fourth quarter.
ChannelAdvisor set up 54 inventory data feeds that enable Plow & Hearth to market and update its products on comparison shopping engines. “Staying up to date and competitive in the e-commerce world is an important factor in the continued growth of Plow & Hearth,” says Jessica Baines, the retailer’s senior online marketing manager.
The multichannel retailer, which launched its e-commerce site in 1998, also uses ChannelAdvisor software to update its promotions on comparison shopping sites.
For paid search, ChannelAdvisor helps Plow & Hearth select the most profitable keywords for its products, categories and brands, and to manage bidding on the phrases that shoppers tend to type into search engines to search for the retailer’s products.
Scot Wingo, ChannelAdvisor CEO, will speak at the Internet Retailer Conference & Exhibition 2011 in a session entitled "How does Amazon do it? An in-depth look at e-retailing's pacesetter."