Super Bowl Ad Shows how Segmentation is “sorta you”

The esurance “sorta you” campaign during the Super Bowl did a fabulous job of capturing just how bad marketing segmentation can be. Three ads show different examples of how incredibly offensive (and hilarious) it can be for individuals when they are thrown into overly broad buckets that are “sorta” designed… Read More

The high value customer or the unidentified anonymous user?

Behind door number one is a high-value customer. Behind door number two are ten anonymous visitors to your site who you know nothing about. Which room holds more opportunity? Which is more deserving of your attention, resources, and marketing budget? As an eCommerce marketer, should you dedicate your resources towards… Read More

Overall eCommerce grew in 2014, but a close look at the leaders suggest that results can be far better

The Census Bureau recently announced very positive retail sales numbers across the industry as the US economic recovery progresses. eCommerce sales continue to grow faster than stores. What we found at Reflektion this year is that leading retailers and brands focusing on the shifts in digital consumer behavior outperformed their… Read More

Lessons from Retail Peers: Integrating Brick and Mortar into the 1 to 1 Omni-channel Shopping Experience

“The only real mistake is the one from which we learn nothing.” – Henry Ford Why didn’t the Sears mygofer experiment succeed? If you read last week’s Wall Street Journal article about it, you may be left with the impression that mismanagement, poor execution, and failure to identify with shoppers… Read More

The Key to Mobile Success for the 2014 Holidays

In a Q&A with Kristina Knight from BizReport, our CMO Kurt Heinemann discussed what success for eCommerce will look like during the 2014 holidays and how it can be measured. Some of the questions addressed: – Which holiday metrics online retailers should be tracking – Factors that will drive online… Read More

Why Smartphones and Tablets Should be Separated

It’s easy to understand why people lump smartphones and tablets into the same strategy. But it’s not always as easy to understand why conversion rates are so much higher on smartphones than tablets. In an article published in CMO Magazine today, our CMO Kurt Heineman addresses this issue and shares… Read More

The Holiday Season and eCommerce

In a recent roundtable discussion on NBC’s Press:Here, our CEO Sean Moran was asked to share his insights into what the holiday season means for eCommerce. Here are some of the key points Sean raised: – What a longer buying season (starting at Halloween, rather than Thanksgiving) means to both… Read More

Overcoming the Smartphone Conversion Problem

  No one in eCommerce is immune to the challenges of smartphone conversion rates, which on average are only about ⅓ of desktops and tablets. In our talks with leaders in the industry, some common threads resound. Consumers are visiting eCommerce sites from their smartphones in growing numbers, increasing the… Read More

To Understand One-to-One Engagement, You Have to First Know What it Isn’t

It is great to hear so many marketers talking about one-to-one engagement. It is unquestionably the next wave in eCommerce. Engaging directly with each consumer online at the individual level is proving to yield double digit revenue lifts and conversion rate increases for those who are getting it right. As… Read More

From Wetsuits to Online Personalization: How O’Neill Keeps Pioneering

Since they opened the world’s first surf shop in 1952, O’Neill Clothing has always been a company of “firsts”. Founder Jack O’Neill was among the first to produce wetsuits, foam surfboards, and surfboard leashes. To people who follow the company, it is no surprise that they are one of the… Read More

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