[ swarm theory ]

We recently completed the first phase of an ecommerce re-vamp, email launch, new SM channels, and a PPC search marketing campaign for Baekgaard.  The Indiana based company designs colorful leather handbags, luggage, business bags and accessories for men and women.  Connect with Baekgaard on: Facebook / Twitter / Flickr

I went to the Shop.org Strategy and Innovation Forum last week in Orlando, FL. The event was focused on “Opportunity from Adversity”, with insights in delivering on digital retail in the challenging economy. Innovation was the theme, but I think “Incremental” would have been more appropriate. Or perhaps “Doing more with what you have” (but that doesn’t sound nearly as cool as innovation).

“Be mature, but never act your age”

The most entertaining presentation was from Bob Thacker. The SVP, Marketing and Advertising for OfficeMax, presented his “Chewing Gum and Bailing Wire. Big Ideas with Little Budgets” keynote with enthusiasm, and hard driving real world examples - delivered in high quality video format. His consistent message that major opportunities come from depression times, was continually supported with OfficeMax marketing campains like Elf Yourself, Schooled, and Save A Penny. Each of these campaigns were risky, but all delivered huge ROI and insane media mentions - and a measurable increase in brand affinity.

Above: AC and Bob dicussing the “Elf Yourself” campaign (or hairproducts:)

Mr. Thacker’s philosophy was refreshing, and his use of relevant quotes did a good job of supporting his message. Here are a few of my favorites:

“Lean and mean doesn’t have to be trim and grim”
“Why run commercials when you can own the whole store”?
“Look before you leap…THEN LEAP”
“Don’t make ads - make news”
“No pessimist was ever a brilliant marketer”

I hope I can apply some of his philosophies to my client campaigns, and look forward to continued marketing innovation from OfficeMax. “Those who say it can’t be one, shouldn’t interrupt those who are doing it”. Right on Bob, right on.

I was not at the event, but I want to pass along some very useful information from a Shop.org keynote regarding the importance of innovation, and the new rules on-line retail.  In her speech, Sucharita Mulpuru, Senior Retail Analyst from Forrester Research, discusses some key strategies that e-retailers should use for future success.

The new rules of online retail

1. The web is no longer the underdog. Ecommerce now has a significant foothold in several retail categories.
2. Merchants are no longer the taste makers. Social networking has turned the old rules on their head.
3. YouTube is the new Google. Video provides the ability to communicate more emotion and the rich information that consumers want.
4. Green is the new black. 38% of consumers say they are willing to pay more for environmentally sustainable products. 31% of consumers are now shopping online more often due to high gas prices.
5. Cash is still king. Consumers like having options – such as echeck, PayPal and Bill Me Later – in how they pay for products.
6. 3G is the new T3. iPhones are “a religion.” Gen Y is more than twice as likely to go online from somewhere other than home or work than BabyBoomers or Gen X.

Recommendations on how retailers should incorporate these rules into their multichannel marketing strategies.

1. Multichannel retailers need to think big picture. Rather than only trying to grow online sales, think of ways your ecommerce channel and brick and mortar stores can work synergistically for mutual benefit.
2. Pure plays can’t rely on being the cheapest game in town. If web sales taxes grow, sales will suffer. Price point can’t be your only strategy.
3. Embrace social computing. But first, figure out what your objectives are. This will help guide you to the best modes of social networking for your company. For example, if you want to energize your customer base, incorporate customer reviews into your site.
4. Prioritize content creation. Better content is key for increasing conversion. Content is often the last priority for retailers, but Mulpuru recommends rethinking this. Adding embedded zoom or videos are some options.
5. Consider the environment. Some ways to do this are embracing carbon footprint offsets and reducing paper mailings.
6. Embrace mobile. While ROI is still to be seen for the most part from mobile marketing, retailers should embrace this channel now. Some ways to do so include creating a unique mobile interface, making best-sellers easily accessible, incorporating easy-to-use address book integration, GPS capability to locate nearby stores and offering alternative payment options.

View the entire article at the Shop.org Blog

A friend mentioned  Moosejaw today and so I thought I would check in with them to see what they have been up to on their site.  I love the whole Moosejaw vibe - it is a nice break from the traditional approach seen on 95% of the top ecommerce sites.  First off, they are located in Michigan so that makes them kick ass right there.  Second, they really do kick ass.  Multi-channel extravaganzo baby.

Check out some of their social media channels:

Facebook   Myspace   Flickr   Moosejaw Rewards

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Scott Templar is a digital media consultant consultant and can be reached at info@scotttemplar.com