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Buy Online Pick-up in Store

Buy Online Pick Up in Store - Increases In-Store Sales?

Recently the Kellogg School of Management published an article about the surprising effect on sales of Buying Online and Picking Up in Store (BOPS) eCommerce functionality. The article titled Shop Online, Pick Up in Store? analyzed online and in-store sales data for a B2C retailer of housewares, home accessories and furniture to see how BOPS changed purchasing habits.

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Posted by AZ Staff

Importance of Customer Lifetime Value in eCommerce

Customer Lifetime Value (CLV) is one of the most important concepts in marketing. Forrester, in their paper titled, Executive Q&A: Customer Lifetime Value, provides the best definition of Customer Lifetime Value for eCommerce and an equation to measure it. Their definition is: A customer's potential monetary worth through the course of his or her relationship with a business.

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Posted by AZ Staff

B2B eCommerce Business Models - Part 4

In my previous posts, we reviewed the first two B2B eCommerce business models: the High Transaction Volume Model and the High Touch, Customer Relationship Model. In this post, we will discuss the Hybrid Model.

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Posted by AZ Staff

B2B eCommerce Business Models - Part 3

The High Touch, Customer Relationship Model is used by eCommerce businesses to drive leads to their sales team who then follow up. These businesses tend to be manufacturers and distributors of specialized equipment and replacement parts. The sales cycles are long for the initial sale and customers require a significant amount of education before they make a purchase decision.

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Posted by AZ Staff

B2B eCommerce Business Models - Part 1

B2B eCommerce is coming of age. Consumers have been trained by leading B2C eCommerce sites such as Amazon.com to expect a certain user experience when shopping online. They now want the same level of experience in their business lives. Forrester wrote an excellent paper on this called “Key Trends in B2B eCommerce for 2013” that we feel outlines the challenges quite well.

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Posted by AZ Staff

Don't Overlook Your About Page

The goal of most B2B and B2C web sites is to communicate your value propositions and ultimately get the company’s products and services to market. Ideally those products and services are well positioned to their potential customer, but what we sometimes overlook is the fact that these potential customers want to know not only what you offer, but also who you are - as a company.

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Posted by Erin Creaney

Digital Marketing Ecosystem Part 1: Personalization - More Than a Welcome Message

Few things are more important than personalization when it comes to building customer relationships. We know what has to be done, the trick is finding a solution that can deliver.

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Posted by Erin Creaney

How to select an eCommerce platform

As an interactive agency specializing in B2B and B2C eCommerce, we are frequently asked by clients to assess their eCommerce platforms needs. To do this, we ask a series of questions that focus on business needs and goals, customers, business processes, legacy systems, marketing and merchandising needs and system scalability. The purpose of these questions is to highlight the business issues, aspirations and constraints that will determine the success of the new platform.

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Posted by Michael Davies

Content & Commerce: Guidelines for Managing Your eCommerce Site For Success

Why is content important to an eCommerce site? It takes a lot of content to run an engaging eCommerce site. Depending on what you are selling, the site will contain some, if not all, of the following types of content: product descriptions (short and long), product images, how-to videos, ratings, reviews, product blogs, pricing information, product SKUs, multi-lingual versions of content, landing pages, customer service pages, mobile sites, micro-sites and much more.

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Posted by Erin Creaney

Customer Segmentation is Dead - Long Live Segments of One

One of the pillars of classical marketing is the segmentation, targeting and positioning (STP) framework. In marketing classes in undergraduate and graduate schools all over the country, professors stress this principle as a way to improve the efficiency of your marketing spend and build a defensible brand.

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Posted by AZ Staff

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