Retailers spend enormous amounts of time and money trying to attract more website visitors. They invest in paid advertising, search engine optimization, social media, influencers, email campaigns, content, public relations, and promotions, all designed to bring potential customers into the ecommerce environment. Yet traffic alone does not create a successful retail business. The website still…
A first purchase can make a marketing campaign look successful. It does not necessarily make the customer profitable.That distinction matters enormously in skin care. Brands invest in skin care marketing campaigns, paid advertising, influencers, search engine optimization, social media, sampling, promotions, content, public relations, and retail distribution to acquire customers. Yet the financial return from…
Retail businesses rarely stop growing because they suddenly run out of marketing ideas. More often, growth slows because one part of the business can no longer support the next stage. Traffic increases, but conversion does not. Advertising generates customers, but acquisition costs become too expensive. Ecommerce website sales improve, but repeat purchases remain weak. New…
