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GS1 Creates Readiness Kit for 2027 2D Barcode Adoption

| Mike O'Brien

Supply chain standards body GS1 has released a readiness test kit to help retailers, brands and manufacturers and solution providers prepare for a 2027 transition to data-rich 2D barcodes. While some retailers have balked at the transition cost of upgrading POS hardware and software, GSI said most are onboard with the program.

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First-Party Data: The Need is Real for Brands

| Pam Erlichman

Brands now have little choice but to build marketing and advertising initiatives around first-party data that consumers freely opt to share. But there are rules – and I’m not referring to GDPR, CCPA, CPRA or any other privacy law. The rules center on establishing trust.

Using Micro Influencers to Target Gen Z in 2022

| Austin Rotter

If the pandemic has taught ecommerce brands and retailers anything, it’s that being flexible in creating new avenues to engage with consumers, especially hard-to-reach demos like Gen Z, is mission critical for survival. For any brands targeting Gen Z shoppers, micro influencers will have to play an extremely important role.

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Customer Journey: Meet Buyers Where They Are

| Bradley Hearn

Whether a consumer goes from product awareness to shopping cart in 10 minutes or 10 months, the psychological journey is the same. Once brands and retailers take the time to understand buying intent at each stage of the customer journey, they can structure better strategies for product and business.

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Retailers Raising Prices Higher Than Costs Dictate

| Mike O'Brien

A new report based on a November survey of 1,000 U.S. retailers found more than half had raised prices beyond the point of simply recouping increased costs based on inflationary pressure, using a variety of tactics including reduced discounts and increased surcharges on shipping.

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5 Basic SEO Principles to Increase Your Website Traffic

| Mary Whitman

Search engine optimization (SEO) is the cornerstone of the modern business. If you are an ecommerce seller, you cannot grow your base of loyal customers if you’re stuck on page 6 in search results. Here are basic SEO principles that will help you increase website traffic going forward.

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Cookie Sunset: Disrupting Booming Retail

| Michele Szabocsik

Money and reputation aren’t the only things at stake when consumer data isn’t collected and managed with a privacy-first approach. Marketing, customer experience and other teams risk losing control of the data and technology they need to improve engagement and drive growth as third-party cookies go away.

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The Benefits of Augmented Reality Marketing

| Daniel Browning

Augmented reality is one of the biggest tech trends in marketing, and experts say it’s only expected to rapidly increase. Augment reality marketing allows brands to give their customers unique experiences that are convenient, smart and accessible. We’ll explore how it works and how it can benefit your merchant business.

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Facebook Remarketing For Beginners

| Melissa Harmon

Facebook remarketing can be effective as your audience already knows you or your brand. With this prior knowledge, you can run ads that show what they want, like the stuff left in their shopping cart. And as you’ll know later on, you can use retargeting on Facebook to recapture your audience’s attention.

Ecommerce Marketers: ROAS Measurement Mistakes

| Darwin Liu

Most ecommerce businesses rely heavily on advertising to draw customers to their websites, and in the case of retargeting, remind them of past visits or past purchase intentions. When it comes to measuring return on ad spend (ROAS), here are four common pitfalls that ecommerce marketers must know how to navigate.