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through patterns on the company’s Web
site to find exactly what they are looking
for and what yarn to use, according to
Rabinowitz.
“Customers can be in a store any-
where, and they can download the pat-
tern right then to see what’s needed and
buy that right there in the store,” she says.
“We used to have to print patterns and
spend thousands of dollars doing that, but
now people can walk right down the aisle
looking at their phones and pick the pat-
tern they need.”
Consumer response to Lion Brand
Yarn’s online initiatives has been the
driving force behind its E-commerce suc-
cess, Rabinowitz says.
through E-mail, while 18 percent cited
text messaging as a favorite source of information. Retailers continue to roll out
new mobile apps, many of which allow
consumers to shop and purchase items
directly from their cell phones, and an
increasing number of E-commerce applications are now available, such as Visa’s
Rightcliq technology, which allows users
to compile a wish-list of products and be
notified any time they are on a site that
offers deals for requited items.
In the future, it’s important for retailers to keep an eye on all varying digital
channels as the E-commerce space expands, Shop.org’s Joseloff suggests.
“It’s easy to show what sales come
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Shop.org, the
digital division of
the National Retail
Federation, actively
engages with its
members through its
Web site, blog and
conferences.
E-retailers need to
make the most of
emerging mobile
technology, according
to Vice President of
Content Larry Joseloff.
“We put a lot of energy into social
media, and what we’ve done is create our
own media that provide valuable information to consumers and ways of connecting
with customers on different levels,” she
says. “We now have an audience of people willing to listen to us because we’re
giving them content and value. We don’t
see social media as a hard sell or promotional tool, so that when we do use it to
announce things or show people an offer
or contest, it’s very effective.”
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Personal Path to Success
Research shows a strong future for re-
tail in the digital sector. According to one
CrossView survey, 37 percent of shoppers
preferred to hear about retail promotions
from E-commerce directly,” he says. “The
newest challenge is learning how digital
affects all sales across different channels.
That can be hard to quantify.”
For E-retailers to succeed in sales,
whether online or in-site, new and
emerging technologies are making it
increasingly important to first target and
connect with consumers through effec-
tive DR channels.
