Orvis E-commerce VP Spills Merchandising Secrets
From Multichannel Merchant:
Secrets that sell more product online? According to [Brad] Wolansky [Orvis vice president of global e-commerce], here’s how to get IT and management support for projects. “Identify an opportunity to drive more sales online. Create a clear and succinct statement that lays out the goal and describes how the idea will increase sales and/or reduce costs.” This is what Orvis refers to as IFB, or an “I firmly believe” statement.
...
Wolansky said some examples of recent projects that increased online conversion rates included a private Labor Day Sale event, like item substitutions, personalization previews, and a catalog quick order overhaul. The private Labor Day sale was an e-mail campaign inviting customers to take advantage of a sale offered only to e-mail customers. If they spent $150 or more, they would receive a free watch. Order conversion for this e-mail campaign was 41% higher than the company’s e-mail average.
Comments