ETD: 722 Who's your competition?; The Passionate Postcarder;
Who are you?; E-Tailing up 27.8% 2nd Quarter 2003; Watch your PayPal
account
E-Tailer's Digest
etd_post@gapent.com
Thu, 18 Sep 2003 06:42:43 -0400
E-Tailer's Digest --- Everything for the Retailer
Issue #0722 September 18, 2003
George Matyjewicz, Moderator mailto:georgem@gapent.com
Published by: GAP Enterprises, Ltd. http://www.etailersdigest.com
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CONTENTS
[1] Greetings
[2] Who's your competition?
[3] The Passionate Postcarder
[4] Who are you?
[5] E-Tailing up 27.8% 2nd Quarter 2003
[6] Watch your PayPal account
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[1] Greetings.
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Hi All:
Next week I will be in London all week. We have one special report for
Tuesday and a promise for another. So, even though I may not be able to
get mail, I can still get our beloved digest out.
"To compete or not to compete? -- Should we even ask the question?" That's
the report on knowing your competition from mail order/e-commerce guru Jim
Straw. A must read - great stuff.
And we have a couple of interesting member profiles. It always amazes me
as to the depth of our membership. Today further emphasizes that with
these profiles. BTW, all profiles submitted will reside on our resources
site forever. So, if you haven't done so, send us a note about your
organization. Issue 720 has the details.
It's nice to see that e-tailing is on the rise according to the US Census
Bureau. Up 27.8%. Are you getting your share?
I show the mechanics of another scam where they try to get your PayPal
funds. Of course, because of our diligence and knowing what to look for,
our list members don't get sucked in. Right? Heed this warning
folks. They look for any way possible to separate you from your money!
BTW, we have a couple of seminars and meetings planned for the next couple
of months, all dealing with risk management. It's a hot topic and a
significant issue, today for publicly-traded companies, later for all
companies IMHO. The first will be a user conference in Boston on October
21. For more details, send an email to
mailto:georgem@gapent.com?Subject=Risk_seminars?Body=I_am_interested_in_(please_complete)
And, if you are interested in subscribing to a newsletter on this subject,
"The Practice of Corporate Governance" may be of interest to you. Visit
http://www.darcangelosoftwareservices.com/media/newsletter/subscribe.htm
Now, let's get to everything for the retailer.
Sincerely
George Matyjewicz, PhD
Chief Global Strategist, GAP Enterprises, Ltd.
mailto:georgem@gapent.com
http://www.etailersdigest.com
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[2] Who's your competition?
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To compete or not to compete? -- Should we even ask the question?
To compete or not to compete, that is the question. Whether it be nobler in
the minds of men to accept the challenges and rewards of competition, or
turning away from competition, endure the apathetic indolence of a
non-competitive society.
The United States of America was founded and grew upon competition; the
struggle to survive, achieve, and accomplish. Yet, at this juncture in our
history, we are faced with the possible destruction of our existence by our
own hands. We are, more and more, becoming a nation of people who demand
all of the rewards of competition, without the challenges and struggles.
Trade Unions demand higher wages, more benefits, and guaranteed jobs;
without the challenges of increased production, job responsibility, or
elimination of non-essential or redundant work units. - Big business
demands sanctions, restrictions and limitations on their competition;
rather than accepting the challenge of the market place. - Welfare
recipients demand higher paychecks for not working; without competition in
the job market.
In days gone by, if a business was confronted by a competitor who could
produce and sell a comparable product at a lower price, the business
scrutinized its production and attempted to meet the challenge in the
market place. Today, the business contacts one of the many and various
governmental agencies, bureaus or commissions; or one of the trade,
consumer or special interest organizations, and attempts to eliminate the
competitions ability to compete. If they can incite a Trade Union to
organize the competitors work force; or enjoin the competitors from doing
business under the thousands of fair trade regulations; or limit the
competitors ability to compete by enacting restrictive legislation or trade
limitations, the business need not compete.
Remember when you could buy a "brand new" American-made automobile (less
than 20 years ago) for under $3,000? - Then, the American automobile makers
waged war against the Japanese automobile makers; but not in the
marketplace. Rather than trying to compete with the Japanese, the American
automobile industry lobbied for import restrictions and limitations levied
against that competition.
Unfortunately, this attitude of gaining an unwarranted, non-competitive
edge has permeated our society. - Students can no longer "fail" in school;
as evidenced by a 60% functional illiteracy rate among high school
graduates. They are "passed" because requiring them to toe-the-mark and
earn a passing grade would violate their human rights (it is their human
right to remain ignorant and unlearned). - People want to receive a
paycheck without working; get rich without effort; lose weight without
dieting; live forever by taking a pill; and be a winner without playing the
game (Monday-morning quarterbacks are the rule, not the exception).
Competition forced this nation to be great. To compete, we have developed
new technologies, advanced methods, and diverse approaches to production.
Without competition, we would still be riding horses (or walking), firing
muzzle loaded muskets, and tilling the soil with our bare hands. - If
necessity is the Mother of invention, competition is the Mother of necessity.
A business, nation, or person, that accepts, embraces, and relishes the
challenges of competition has the opportunity to succeed. Those that strive
only to eliminate the challenges of competition are doomed to
self-destruction at the hands of the self-same methods they use to
eliminate their competitors.
J.F. (Jim) Straw
http://www.businesslyceum.com
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[3] The Passionate Postcarder
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Martha Retallick, "The Passionate Postcarder"
Since so many small business people struggle with marketing, and have few
promotional options that are affordable, I published an e-book called
Postcard Marketing Secrets. This downloadable PDF manual offers a
step-by-step system for marketing a small business with postcards.
Postcard Marketing Secrets was released in September 2002, and has just
gone into its second edition. I'm going to be publishing more e-books on
postcard marketing in the coming months. The product line will also expand
to include a printed manual and a CD-ROM.
The Top 10 Advantages of Using Postcards
1. Postcard marketing is affordable, even for the smallest of businesses
2. When you're marketing with postcards, your competition doesn't know it.
But they'll sure know it if you're advertising in the newspaper!
3. It's easy to track your results. Your card can tell recipients to bring
the card into your store for a special discount. Or it can ask them to use
a special ordering code when purchasing from your website.
4. Postcards are versatile. In a single mailing, you can seek business from
prospective customers, and solicit repeat business from existing customers.
Better yet, a postcard isn't just something to send through the mail. You
can use postcards as oversized business cards, hang tags for your products
and mini-information sheets.
5. Your postcards can "brand" you and your business in ways that most
marketing materials cannot. If you start and stick to a regular postcard
mailing program, you and your business will gain quite a reputation,
perhaps even a little notoriety.
6. Testing an offer with postcards is easy. Just send your card to a small
group of people and see how many of them respond. If you're satisfied with
the results, then roll out a bigger mailing!
7. Postcards don't waste people's time -- they don't even have to open an
envelope to read your message.
8. Postcards don't take up a lot of space. Your customers can carry them in
their pockets, or carry them in their pocketbooks, for that matter. Hey,
some of them might even create a postcard display on their refrigerator door!
9. Postcards are inexpensive to print. You could design what's called a
"four-up" card -- four cards on one 8 1/2 x 11 sheet of paper, print the
design onto card stock, then cut the sheet into four cards. Want to do
something fancier? The Postcard Marketing Secrets manual is filled with
leads to inexpensive color postcard printers.
10. Postcards are easy to redeem. If you're asking your customers to bring
your postcard into your store for a special discount, all they have to do
is show up with the card.
Or you could include a special tracking code with each card mailing. Just
ask recipients to enter that code into the order form on your website, or
give it to the operator when they place a telephone order.
The idea behind "Bring this card for a discount!" or "Use this code and get
an additional 10% off on your order!" is to give people an incentive to do
business with you.
The Passionate Postcarder Advantage
While there are many "how-to" information products available to business
owners, mine are unique in that they offer a step-by-step,
paint-by-the-numbers approach to doing things.
For example, Postcard Marketing Secrets doesn't just include admonitions to
send postcards on a regular basis. It offers a template for planning a
year's worth of postcard marketing campaigns. And it doesn't just implore
people to proofread their postcard copy. It shows them exactly how to do it.
And, unlike many of my competitors, I take a global perspective on postcard
marketing. That's why Postcard Marketing Secrets includes an international
listing of companies that print postcards.
Marketing a Postcard Marketing Manual
I market my information product line via:
1. My website.
2. My e-zine, which is also called Postcard Marketing Secrets
3. Word-of-mouth.
4. Participating in online discussion groups like this one.
5. If someone asks for my card at a networking meeting, I give them a postcard.
6. Seeking media reviews and customer testimonials.
7. Submitting articles to highly trafficked websites that cover marketing.
Postcard Marketing Secrets retails for US $49.95, and is available for
purchase at:
http://www.PostcardMarketingSecrets.com
Martha Retallick, "The Passionate Postcarder"
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[4] Who are you?
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Since June 2002, Laura Atkinson has been the Proprietor/Owner of
Magickalystics Metaphysical Online Store. We sell Metaphysical books and
giftware.
My products are geared towards the "New Age" market niche, which includes
Wiccans, Neo-Pagans, and other practitioners of Earth-based
religions. These consumers look for items generally categorized as
"occult" (books tarot decks and other divination tools, amulets, gemstones,
etc.) or "alternative" (Feng Shui paraphernalia, chakra reference charts,
etc.) to aid them in their spiritual growth. They also want clothing and
accessories, jewelry, artwork, and other items that allow them to express
their religious beliefs and practices.
Right now there's a glut of "new age resellers", affiliates, and "store in
a box" e-tailers, all using the same one or two wholesale suppliers as drop
shippers for their business. Being a practicing Wiccan myself, I am a
consumer in this market niche and am generally turned off by such
sites. While I do carry some of those same products and use drop shipping
for them, I also seek out unique items to stock my in-house inventory that
other stores aren't offering and similar product lines that are higher
quality. Even then, I try to keep my prices competitive, if not lower, and
my shipping/handling charges reasonable. Finally, in designing my own
webstore rather than relying on a prefabricated e-storefront, I've
concentrated on keeping the website simple and easy for my customers to
navigate (which has also allowed me to really work on "branding" my web
pages with my company's identity).
For years I'd been frustrated at the lack of Pagan and Pagan-friendly shops
in my part of the DC area (the closest is a 30-40 minute drive). Finally,
I decided that if I wanted a store, I'd have to open one. So I started the
online store as a way to get started in retailing and test the waters
without high start up costs. I've learned a lot so far and am continuing
to learn. Between my initial start up and now, I got married, which is
causing me to review my earlier plans and make some changes, but a
"brick-and-mortar" store is still a goal within the next few years.
I use banner ad exchanges, reciprocal links, search engine submissions,
word of mouth, and business cards to promote my store. I also now have a
presence on eBay with links back to my main store. Plans for 2004 include
a newsletter, a brochure, a catalog on CD, vending at local crafts fairs
and pagan gatherings/festivals, and .
I carry items that range from 0.75 (small taper candles) to $450 USD (for
my largest lead crystal ball), but the largest part of my
inventory--probably about 75%--is made up of items between $1 and $50 USD.
You can buy my merchandise through the online catalog and shopping cart,
through my eBay auctions and store, or via mail order.
Laura Atkinson
--------------------------
Magickalystics
Online Metaphysical Store
www.magickalystics.com
amalthea@magickalystics.com
--------------------------
+++ [Moderator's Comments] +++
I have to admit that I have no idea what this is all about except for Feng
Shui. In a recent experience with Feng Shui a lady came to a condo we have
for sale, asked which direction it faced, and quickly decided it wouldn't
work because of Feng Shui. And a company I worked for set up a new office
with 50 people all based on Feng Shui. It must work.
Good luck.
George
+++ Next Post +++
I am Frances Kwan, Senior Merchandise Planning Manager of Blockbuster, Inc.
We are an entertainment retailer selling DVDs, VHS, Game Software, Game
Hardware, Game Accessories, Consumer Electronics, Confection, Licensed
Merchandise, General Accessories
Whey are we are better than the competition? Convenient, Broad Assortment,
Hours of Business.
Blockbuster began in 1985 as a rental video business - providing
affordability to the consumer. I came to work with the company a year ago
after 10 years of experience in traditional retailing/wholesale environment
(Levi Strauss & Co., Clorox, Williams-Sonoma, Bluelight.com, JCPenney).
We market our products through subscription membership, mailers and
radio/TV advertising.
We have over 4400 domestic and 8.000 locations worldwide or log onto
Blockbuster.com where you can subscribe.
Frances Kwan
Frances.Kwan@blockbuster.com
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[5] E-Tailing up 27.8% 2nd Quarter 2003
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The Census Bureau of the Department of Commerce announced that the estimate
of U.S. retail e-commerce sales for the second quarter of 2003, not
adjusted for seasonal, holiday, and trading-day differences, was $12.477
billion, an increase of 27.8 percent (±4.3%) from the second quarter of
2002. Total retail sales for the second quarter of 2003 were estimated at
$858.8 billion, an increase of 4.9 percent (±0.3%) from the same period a
year ago.
The second quarter 2003 e-commerce estimate increased 4.6 percent (±1.1%)
from the first quarter of 2003 while total retail sales increased 11.2
percent (±0.5%) from the prior quarter.
E-commerce sales in the second quarter of 2003 accounted for 1.5 percent of
total sales, while in the second quarter of 2002 e-commerce sales were 1.2
percent of total sales. In the first quarter of 2003 e-commerce sales were
1.5 percent of total sales.
http://www.census.gov/mrts/www/current.html
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[6] Watch your PayPal account
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Watch your PayPal account. The latest scam has a well-written e-mail, on
PayPal stationery that states you account has been randomly selected and
needs to be updated. In the post below, when you click on the "click here"
you think you are going to PayPal
http://www.paypal.com/@211.113.186.42/pp/processing.htm Of course our
list members know they will be directed to 211.113.186.42/pp/processing.htm
(the link after the @ in the first link). Watch out!
Here's the content:
---
Please verify your information today!
Dear Paypal Member.
Your account has been randomly flagged in our system as a part of our
routine security measures. This is a must to ensure that only you have
access and use of your paypal account and to ensure a safe Paypal
experience.
We require all flagged accounts to verify their information on file with
us. To verify your information, click here and enter the details
requested. After you verify your information, your account shall be
returned to good standing and you will continue to have full use of your
account.
---
George
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Links to follow
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GAP Enterprises, Ltd. http://www.gapent.com/
Sarbanes-Oxley 2002 http://www.sarbanes-oxley2002.com
E-Tailer's Digest http://www.etailersdigest.com
ETD Archives: http://topica.com/lists/etailer/read
Prior to 29 Dec
1999 http://etailersdigest.com/archives/index.htm
Marketing Your Web http://www.gapent.com/myweb/
Automated Press Releases http://www.automatedpr.com