What’s The Difference Between Catalogers and Pure-Play Internet Retailers?
When it comes to e-commerce, it’s got to be the business model.
The reminder came up a few weeks back at the Lenser Summit. Lenser partner Al Bessin started discussing the difference between the excitement at ACCM vs. that at Internet Retailer’s show.
Attendees of both shows have e-commerce channels. But the ones at IRCE were more excited and upbeat. Those attendees had a full grasp on what online retail was all about, while ACCM attendees were more concerned with the catalog, and how to use it to drive people to the Web.
It’s true. Our attendees (ACCM is a joint produce of Multichannel Merchant and the DMA) are a little behind when it comes to e-commerce. They can learn a lot from the pure-plays who attend the IRCE, and find out how to convert traffic, boost their SEO rankings, and basically be the go-to merchant year round instead of the holiday season.
But at the same time, these pure plays can learn from the traditional merchants, that a direct mail channel – even if it’s just a postcard mailing – can help drive their traffic. Yeah, right now they have an advantage by focusing on the functionality of their sites, but eventually they’ll need offline avenues to prospect.
We’re beefing up our e-commerce content at Multichannel Merchant very soon (I don’t know if I’m allowed to talk about something to do with that franchise here), and we’ve been talking a lot about improving your Internet franchise at Chief Marketer. So Catalogers, watch for more stuff soon, and while you’re at it, keep your eye on Chief Marketer, too.
