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BizReport : Ecommerce archives : October 18, 2011

Why etailers need retargeting strategies for holiday campaigns

In just over a month holiday shopping campaigns will be going full-force across the Internet. Many will gain shoppers attention, but will that attention turn to sales? According to one expert including retargeted information is one way to push that attention into conversion.

by Kristina Knight

In a Monday article, Josh McFarland, TellApart's CEO, mentioned that changes within the display space were making it easier for marketers to connect through the ad's formats. He believes basing retargeting campaigns on a brand's or website's customer data can be hugely beneficial - especially during the upcoming holiday season.

"By tapping into the value of their own customer data, retailers can effectively reach their most promising prospects, discerning valuable information on these otherwise anonymous online visitors," said McFarland. "This data allows retailers to uncover clues about their customers' shopping tendencies and intentions, including what products visitors are browsing, how engaged they are in the shopping process and how frequently they purchase."

This type of data, in real-time, can tell a retailer if a customer purchased a winter coat in November of 2010, 2009 and backward in to time. That information, retargeting the consumer during November of 2011 could encourage the purchase of a new coat without 'annoying' consumers who aren't in-market for winter accessories. Meshing a strong data-based retargeting campaign with search could give etailers an even stronger Q4.

"Once shoppers find their way to an e-commerce website, often via a search query, about 95% will leave without making a purchase," said McFarland. "Search is great at funneling directed shoppers to e-commerce sites. A well-executed retargeting campaign can serve as a perfect complement to search by re-engaging lost or latent shoppers and directing them back to the exact products on a retailer's site on which the shopper previously showed interest."

Tags: 2011 holiday season, ecommerce, holiday shopping, retargeted ads, retargeting campaigns, TellApart

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