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.
Daily news and blogs along with live webcams tug at alumni and fans.
The University Co-op’s smartphone app seeks to give students, alumni and fans a sense of home and school wherever they may be. The retailer packages RSS feeds of Austin and campus newspapers and a University of Texas sports blog together with campus webcams into its app. It hopes shoppers’ responses to that content might tug on their emotions enough to buy a T-shirt or other product.“It is important to have relevant and changing content,” says Brian Jewell, vice president of marketing. “The RSS feeds we have for news constantly update with the ever-changing headlines of the day, and our app users love the cams, which allow them to pull up a live shot of a Co-op event. Having all these features in one app creates a one-stop user experience for our customers.”
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