The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
Marketing Strategies Revealed in this Episode:
- What are the eCommerce trends in 2021
- How can businesses prepare for these trends?
- What are some of the practices that should be discontinued / continued to adapt to these trends?
- Businesses that have been successful with their change management to keep up with the latest trends
Episode Title: Navigating Changing Consumer Behaviors in E-commerce with David Fletcher
Host: Arlen Robinson
Guest: David Fletcher, Senior Vice President at ClearSale
Summary: In this episode of the Ecommerce Marketing Podcast, Arlen Robinson interviews David Fletcher, Senior Vice President at ClearSale. David shares insights on how changing consumer behaviors, particularly due to the pandemic, have altered the ecommerce landscape in the US. He discusses key trends that retailers should look out for in 2021 and provides practical advice for small to medium-sized ecommerce businesses to adapt and thrive.
Key Takeaways:
- Introduction and Background [00:00]
- David’s journey from software and systems integration to becoming the Senior Vice President at ClearSale [03:00].
- Impact of COVID-19 on E-commerce Trends [05:00]
- The acceleration of existing ecommerce trends due to the pandemic [06:30].
- Increase in mobile buyers from 10% in 2017 to 60% in 2020, expected to reach 80% by 2024 [08:00].
- Mobile Shopping Experience [09:00]
- Importance of creating a seamless mobile shopping experience and effective mobile marketing strategies [10:30].
- Adapting fraud prevention measures for mobile transactions [12:00].
- Buy Online, Pick Up In-Store (BOPIS) [14:00]
- Growth of BOPIS as a response to the pandemic and its implications for fraud prevention [15:30].
- Omnichannel Strategy [17:00]
- Importance of an omnichannel strategy for small to medium-sized businesses [18:00].
- Leveraging different platforms such as Amazon, eBay, and Instagram for increased sales [20:00].
- False Declines [23:00]
- The significance of minimizing false declines to retain customers and increase revenue [24:30].
- Real-world examples of how false declines can affect customer retention [27:00].
- Success Stories and Change Management [30:00]
- Examples of businesses that have successfully pivoted during the pandemic, including big box stores, grocery stores, and fast food establishments [32:00].
- Importance of agility and real-time inventory management for successful BOPIS implementation [34:00].
- Closing Fun Fact and Contact Information [38:00]
- David shares about his upcoming book on building successful ecommerce businesses [39:00].
- Invitation to join a group for receiving sample chapters and providing feedback [40:00].
Guest Info:
- Name: David Fletcher
- Position: Senior Vice President at ClearSale
- Email: [email protected]
- LinkedIn: David Fletcher
- Twitter and Instagram: @FletchEcomGuy
For more insights and to connect with David Fletcher, visit ClearSale.
