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Create Demand Everywhere and Let the Customer Buy Anywhere
Working collaboratively with its partners, GSI Commerce's Marketing Services team develops a plan that focuses on the partner's brand and seeks to maximize return on investment. Through its marketing initiatives, GSI Commerce generates demand for partners' brands and products, leading to purchase transactions at partners' Web stores, third-party Web stores, and at the physical stores. GSI Commerce's marketing team generates demand through online marketing, CRM and database marketing strategies. Online Marketing
The Online Marketing team implements integrated interactive marketing strategies that coordinate media programs and promotions across online and offline channels. These efforts support GSI Commerce's partner brands, heighten consumer awareness of the offerings in all channels, and drive more qualified customers to all of the stores. Through its position in the marketplace and relationships with third-party vendors, GSI Commerce is able to provide attractive marketing opportunities for its partners.
Search
Search has become a significant way in which consumers locate products and is a key focus within the GSI Marketing organization. GSI Commerce coordinates campaigns to include partner brands in relevant keyword searches, by utilizing proprietary search engine optimization techniques for natural/organic search and efficiently managing paid listings to maximize return on marketing investments. Partnering with leading search companies, GSI Commerce Marketing delivers effective combinations of keyword, paid inclusion, and organic search solutions.
Portals
Destinations like Yahoo and MSN are gateways for shoppers where they can find an aggregated view of products of interest. Leveraging its buying power and expertise, GSI Marketing negotiates agreements on behalf of its partners to secure brand and product placements on key portals. GSI Commerce Marketing manages and tracks campaign performance and identifies potential strategic opportunities. GSI Commerce links participating partner product pages to these portals and manages the advertisements and product listings to best support new products/promotion.
Affiliate programs
Affiliate programs provide a virtual sales force that is a cost-effective method of driving qualified leads to specific partner Web sites. The higher return typically offered by affiliate programs makes it an attractive option for partners. GSI Commerce Marketing implements and manages a full-service affiliate program that includes competitive program evaluation, program set-up, site-mix determination, commission structure negotiation, performance review, new site recruitment, and relationship management. GSI Marketing currently manages more than 35 affiliate programs with a total of 125,000 participating affiliate sites.
Comparison Shopping Engines
Comparison Shopping Engines (CSE) are online destinations that gather various price and product information from numerous e-commerce sites. GSI Commerce optimizes product category and SKU-level positioning for leading comparison shopping sites. This data is compiled and presented to the shopper within the CSE.
Customer Relationship Management
GSI Commerce's CRM team focuses on improving loyalty and lifetime value through strong customer relationships across multiple channels. This team executes campaigns across multiple touch points through sophisticated database management, integrated online analytical processing, predictive analytics, campaign management and closed-loop reporting tools.
Email marketing
GSI Commerce's CRM team develops and delivers fully integrated email marketing campaigns. The team uses query and filtering functionality of the CRM/data analysis tools to define targeted lists and select the right customers for each marketing campaign. GSI Commerce captures data across the campaign, including messages sent, delivered, opened, bounced back, opted out, and clicked through to measure effectiveness and improve the performance of future campaigns.
Event-triggered marketing
The CRM team looks beyond email to the Web, customer care center and direct mail to effectively deliver event-triggered marketing campaigns that span visits, registrations, queries, cart abandonment, purchase and service incidents. Examples include automated but personalized emails on cart abandonment, optimized offers by the customer care representative during a contact and follow up mailing on warranties for high-value purchases.
Direct mail marketing
GSI Commerce's CRM team supports multichannel direct mail initiatives as well as the promotion of products and special offers in weekly newspaper advertising circulars. Supported by reporting and analytics capability, GSI Commerce's integrated e-commerce platform generates robust business intelligence and provides marketing segmentation features to proactively manage direct mail campaigns.
Offline data integration
GSI Marketing's CRM team works with partners to integrate online and offline data in a phased approach. Data management capabilities include importing of offline data, augmenting purchase behaviors and generating improved target lists. The CRM team also collaborates with external data providers to export online data and import enriched data/target lists. GSI Commerce plans to continually expand capabilities in this area to meet partners' emerging needs.
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