ETD: 858 Do you upsell?; E-tail-retail resources; Affluent
Insights Group
E-Tailer's Digest
etd_post at gapent.com
Tue Feb 8 12:36:02 GMT 2005
E-Tailer's Digest --- Everything for the Retailer
Issue #0858 February 8, 2005
George Matyjewicz, Moderator mailto:georgem at gapent.com
Published by: GAP Enterprises, Ltd. http://www.etailersdigest.com
----------------------------------------------------------------
CONTENTS
[1] Greetings
[2] Do you upsell?
[3] E-tail-retail resources
[4] Affluent Insights Group
----------------------------------------------------------------
[1] Greetings.
----------------------------------------------------------------
Hi All:
Do you upsell? For years I have been explaining to clients the importance
of upselling an planting the seed in the customer's mind. Today with
e-tailing it is much easier. If you aren't doing so, you should.
List member John Schulte has some excellent resources for sourcing
products. John is President and Chairman of the National Mail Order
Association (NMOA), which is an excellent resource for all of us.
If you don't sell in the upscale market, you should consider doing
so. And, you should consider Affluent Insights Group being hosted by the
Consumer Research Center of The Conference Board March through June 2005 in
New York City. List member, and affluent marketing guru Pam Danziger will
be a co-leader for these sessions.
Tell us about your business, which will remain for posterity at
our "Members: Who Are You?" site. This is a courtesy to our members who
contribute to our forum, and not merely a way to advertise for
free. Anything to do with the retail world, i.e., supplier, retailer,
consulting, etc. http://etailersdigest.com/resources/members/index.htm And
we have a form there for you to tell us about you. As I said when I first
proposed this idea, we have "known" each other for a long time, yet we
often don't know anything about each other. So, tell us who you are and
what you do.
Now, let's get to everything for the retailer.
Sincerely
George Matyjewicz, PhD
Chief Global Strategist, GAP Enterprises, Ltd.
mailto:georgem at gapent.com
http://www.etailersdigest.com
----------------------------------------------------------------
[2] Do you upsell?
----------------------------------------------------------------
Do you use related products and upsale items to help increase sales? These
time-tested sales techniques of suggestive selling and upselling are used
by all successful retailers or etailers. For example, when you buy a book
at Amazon, they will present you with a list of additional books that
others purchased who also purchased your book. And, of course, there is a
discount if you buy more - a double gotcha!
I hate it when I go to Home Depot or Staples and buy a product and have to
travel across the store to buy a related product, e.g., buy a file cabinet
and go to another area to buy the file folders. Our local supermarket just
got smart and now has mozzarella cheese next to the tomatoes.
With e-tailing, it's much easier. Shoppers appreciate it when you let them
know about products they would likely want, and they may add an item or two
to their order. Some of your products probably "go with" others. Perhaps
you sell memory cards, cases, and batteries that work with the digital
camera your customer is considering.
When a shopper has already decided to make a purchase, they may be happy to
hear about additional alternative products they might like.
Let's say your customer has selected a memory card for a digital camera.
When they check out, you might like to offer them an additional card, or
card holder, at a special price.
Upsale products can be linked to specific items being purchased, the total
sale amount, or other criteria.
So, do you upsell?
George
----------------------------------------------------------------
[3] E-tail-retail resources
----------------------------------------------------------------
Here is an interesting use of retail Kiosks for selling music that I
thought your readers would like to read. The press release is
here: http://www.marketwire.com/mw/iwpr?id=80229&cat=CUST
If it's not already being done, I will bet books will be sold similar to
this soon too. Maybe out of print books. I can see bookstores equipped with
a printer/binding machine on the side, or built right into the Kiosk.
FYI, the 2005 Directory of Mail Order Catalogs is now available, both
consumer catalogs and business catalogs. See these respective links.
Consumer: http://www.nmoa.org/catalog/mailorderdir.htm
BtoB: http://www.nmoa.org/catalog/dirb2bcat.htm
And for any of your retailers that are on the lookout for Hot New Products
to sell, they can sign up to receive our New Product Alert service for
free. Just follow this link:
http://www.nmoa.org/alert/index.asp
--
Best regards,
John Schulte
President and Chairman
National Mail Order Association (NMOA)
http://www.nmoa.org
Email: schulte at nmoa.org
Tel: 612-788-1673
http://www.nmoa.org/schulte
----------------------------------------------------------------
[4] Affluent Insights Group
----------------------------------------------------------------
There is a paradigm shift in today’s consumer economy. Affluent consumers,
defined as households earning over $100,000, are moving from
necessity-driven spending to seeking experiences they perceive will enhance
the quality of their lives.
The Consumer Research Center of The Conference Board invites you to
participate in the Affluent Insights Group, to be held over several
sessions from March through June 2005 in New York City. The date for the
first meeting will be Wednesday, March 9, 2005.
Pam Danziger, president of Unity Marketing and author of Let Them Eat
Cake: Marketing Luxury to the Masses — as well as the Classes will
participate as co-leader of the Affluent Insights Group.
If you are engaged in the retail, automotive, financial services,
entertainment and consumer goods industries, the new consumer preferences
of the affluent will directly impact your company’s business. As a senior
executive responsible for marketing, product development, branding,
consumer relations or strategic planning in your company, you need to
understand the implications in the way you design for and market to
affluent consumers.
The 2005 Affluent Insights Group will allow you to exchange ideas with your
colleagues, participate in the design of an online survey that will poll
1,000 affluent customers and receive the top-line and detailed report that
will be generated by this survey.
Together, we will address such critical issues as:
o How you can prepare your division or company to design and produce
for the experiential marketplace
o What are the implications in the way you market and advertise when
consumers change their values?
o What are the implications for store and catalog design as consumers
pursue experiential indulgences?
o What are the implications for Customer Service in meeting new
requirements?
o What new goods and services will affluent consumers desire?
We invite you to join us for this valuable workshop. Please note that in
order to optimize participation and feedback, enrollment will be limited;
so register early to insure your place.
To register for this seminal Group, visit us at
http://www.conference-board.org/economics/affluentReg.cfm
or call The Conference Board at 212-339-0345
We look forward to collaborating with you on the Affluent Insights Group.
Lynn Franco, Director
Consumer Research Center
----------------------------------------------------------------
Links to follow
----------------------------------------------------------------
GAP Enterprises, Ltd. http://www.gapent.com/
E-Tailer's Digest http://www.etailersdigest.com
Interim Help http://interimhelp.com
Marketing Your Web http://www.gapent.com/myweb/
Automated Press Releases http://www.automatedpr.com
More information about the ETD
mailing list