Marketing

Dynamic pricing isn't something completely new. Lots of ecommerce website change the price of an item, based on variables such as the weather, website traffic, actual demand et cetera. But what if a consumer that visits an online store via Google Shopping needs to pay less than a visitor who shops at the website directly? It happens at German online lens retailers Lensbest and Mister Spex.

Europe is a very complex entity. Similarly, in the area of ecommerce. There are many differences between the nationalities that are spread across the continent. And that's something Zalando, Europe's biggest online fashion retailer, loves to utilize. Now they've shared what they think are the differences between online shoppers in Europe.

A survey among several European countries shows that it's especially the Dutch and Irish consumers who are interested in fashion deals. Italians on the other hand, aren't that keen on such deals. Of all 17 discount categories, coupon codes for women's clothing didn't make into the top 5 of most used discount codes for this country.

This year, 19.2% of online sales in France will be carried out on a smartphone, still many retailers don't have a mobile strategy in place. But mobile is the top priority for investments in the next 12 to 18 months. eTail France interviewed dozens of retailers to discover what they do to respond to the several big challenges in the market today.

Catalogs were a very important marketing tool during the mail order era. But now with the success of ecommerce and the almost extinction of the mail order business, catalogs are however still being sent to millions of consumers. How could it be that such an old-fashioned looking medium is still being used by lots of retailers?

One of the hardest parts of making an online business successful is getting the marketing right. The most well-known and easy-to-reach channel is probably Google Adwords. However, due to its character the competition is high and thus the channel might be expensive as well. What online stores in Sweden spend a lot on Google Adwords?

When you want to onboard a customer to your online store, app or online community, you want them to register. But that's something not every customer likes to do. Difficult forms with too many mandatory fields push people away. Social logins however are convenient and easy to use. More companies should embrace social logins, says the CEO of Veridu.

Digital retail group Shop Direct has turned one of its brands into a fully-personalized shopping experience. Online customers who visit the homepage of Very.co.uk will not only see their name turn up in a carousel image, but they will also see their interests reflected in the different parts of the homepage.

Retailers in the United Kingdom could be missing out on 94 million euros in additional revenue as they are failing to personalize the shopping experience. More than half of British consumers said they are more willing to choose for a retailer if it offered them a good personalized experience.

After an online and offline debate over the color of a dress, British womenswear retailer Roman Originals made some good money off it. Unintentionally at first, because their black and blue (or what is gold and white?) dress went viral without them doing anything about it.

Companies with a Facebook Page are now able to add a call-to-action button, for example "Shop now" with a link to a product,  to the top of their page. This feature was introduced in the US at the end of last year, but now it's also available for companies in Europe.

Email marketing service provider Soundest had added some new automated features to its service. These features should help online retailers with developing customer relationships and growing sales. The company now has more than 5,000 customers from 115 countries.

Online shoppers gather research at more than ten different sources before they purchase something. And at the same time, online retail stores generate more page views than news sites. Online retailers should market this reach. That's what Google said during the biggest ecommerce event in the Netherlands.

Lengow, a European feed management tool, has written a free white paper about how Google Shopping can be mastered to increase sales. The company's first English-written white paper contains tips, market data, as well as expert advice, and frequently asked questions.

Compare Group, a Dutch holding company consisting of five price comparison services in four different countries, wants to welcome 50% more visitors in 2015 than it had last year. And in terms of clicks it thinks it could achieve even much more growth. We interviewed CEO Ben Kerkhof, who explained to us why the company mostly thinks about a girl named Lisa these days…