Words of Wisdom from…The Company Store’s Rebecca Ackerman

Rebecca Ackerman, vice president of marketing for home décor cataloger The Company Store, was among the panelists participating in last week’s Multichannel Marketing Day. The half-day event was produced by MULTICHANNEL MERCHANT and sister magazine “Direct” and sponsored by marketing services provider Experian. Among the advice that Ackerman shared:

  • The Company Store had found that 40%-50% of online buyers who had come to the Website directly from a search engine had also received a catalog within the past three months. When allocating sales to search engine marketing, therefore, Ackerman said that “you need to consider the synergy” between the media. For The Company Store such consideration is especially important, as more than 40% of its demand is from the Web.
  • “If a customer gives you their change of address,” said Ackerman, “mail them a lot, because they obviously care a lot about you.”
  • “Just having an e-mail from a person may make them a better buyer from you, since they cared enough to give their e-mail address to you in the first place.”

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.