Effectively leveraging brand partnerships and managing online traffic are some of the main challenges facing e-retailers this year, according to a panel of e-retailing experts.
“As consumers become more confident in making purchases online, e-retailers need to adapt and continuously fine-tune their e-commerce sites to maintain high levels of scalability and service,” said Mark Fox, CEO of Novator, a Toronto online marketing firm, in a statement.
One trend in e-retailing is creating marketing partnerships among top brands.
“We launched a co-branded program for jcpennyflowers.com, which essentially is a mirror of our site with a co-branded banner,” said Dan Smith, executive vice president, FTD.com. “We see FTD’s conversion rates improve dramatically whenever we engage in this type of co-branding.”
Online marketers must also learn how to cost-effectively manage online traffic during peak and slow demand periods.
The two were panelists at a teleconference workshop last month sponsored by Toronto-based e-commerce services company Novator.
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