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Report: Retailers achieve six-to-one return on holiday paid search spend

BY Dan Berthiaume

San Francisco — With an average global click-through rate of 2.33% and an average global conversion rate of 4.07%, retailers achieved a six-to-one return on ad spend (ROAS) for paid search during the 2013 holiday season. According to a new report from digital marketing technology provider Kenshoo, during the 2013 holiday season, mobile devices accounted for one of every three paid search clicks, up nearly 28% year-over-year (YoY).

Clicks increased 13% YoY, leading to a 4% lift in online sales revenue and 21% increase in conversions. In the U.S., holiday season retail transactions increased 26%. U.S. retail revenue from paid search increased substantially for some of the most important holiday shopping days, rising 34% on Thanksgiving and 24% on Black Friday.

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American Eagle to pilot Shopkick iBeacon solution

BY Dan Berthiaume

Pittsburgh – American Eagle Outfitters will launch the ShopKick shopBeacon iBeacon solution in 100 top-performing American Eagle Outfitters and Aerie stores across the country. shopBeacon is an Apple iBeacon-based presence signal for retailers that offers customers rewards, in a currency called "kicks," for a variety of actions they take as they go about shopping.

As shoppers enter an American Eagle Outfitters store, shopBeacon will welcome and show them location-specific rewards, deals, discounts and product recommendations – without them even having to remember to open the app. It can also tie at-home browsing behavior to in-store benefits; if the customer "likes" a specific product online, if they so choose, shopBeacon can remind them where in the American Eagle Outfitters store that product is sold.

“AEO has always been an early adopter of cutting edge technology, which is why we are partnering with Shopkick once again, in order to provide our customers with the best mobile shopping experience available today," said Joe Megibow, senior VP of omni-channel e-commerce at American Eagle Outfitters. "Shopkick first launched its app in our Times Square flagship store. Now with shopBeacon, we can deliver a plug and play solution that works to personalize our customers’ shopping experience in an impactful and powerful way."

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GNC selects VeriFone NFC payment device

BY Dan Berthiaume

Pittsburgh – GNC Holdings, Inc. will deploy VeriFone’s newest NFC-enabled multimedia payment device at more than 3,100 of its U.S. retail locations. The payment device will position GNC for potential future endeavors such as EMV (Europay, Mastercard and Visa) payments and customer marketing at the POS.

“As we looked at the future of our business, and how we wanted to leverage our payment infrastructure, it became clear the new payment device provided the functionality we were looking for,” said Bruce Jones, GNC’s IT director. “Selecting VeriFone provides us a partner with the payment system expertise we were looking for.”

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