CEO Sharon Price John says Build-A-Bear’s old e-commerce system is a big reason for disappointing online sales in December.
An IRCE speaker will discuss how those touchpoints are changing web retailing.
As more consumers use mobile devices and social networks to communicate and shop, retailers must finds ways not only to reach those shoppers but also to track how campaigns work across those two channels, says Aaron Mandelbaum, CEO of fashion search engine StyleQuest.com. He will speak next month at the Internet Retailer Conference and Exhibition 2012 during a session entitled “SoMo technologies: Powering up the social and mobile revolutions.”
During the session, Mandelbaum will talk about how the latest social media marketing and mobile technologies are changing e-retail. He also will talk about how online retailers can measure the impact of changes to their mobile sites and track their social campaigns. “What’s happening with mobile and social is it’s affecting the way we communicate,” he says. “It’s not like we have to go home so we can get on our computers and be social.”
But retailers are still figuring out how to effectively reach consumers via social and mobile. For example, some retailers become frustrated with Facebook promotions after posting coupons on their fan pages and not being able to measure results, he says. He suggests they create a unique coupon code for offers that appear on the social network, so they can see which consumers are coming from Facebook versus elsewhere on the web.
During the session, Mandelbaum also will talk about formatting sites so they automatically adjust to the screens of various mobile devices. Other topics he’ll cover include location-based mobile marketing and mobile payments.
Internet Retailer’s editors asked Mandelbaum to speak because he also was web marketing manager for Big M Inc., which operates women’s fashion brands. While there, he was responsible for social media and online marketing. Mandelbaum plans to launch two versions of StyleQuest and is beginning to expand internationally.