| “Banner advertising is not as successful as email and traditional advertising” Full story available to members only | This report examines the differences between online and traditional advertising and looks at other aspects of eRetail marketing. Six recommendations on eRetail marketing based on the experiences of The Sharper Image are provided by ConsultERN. The Sharper Image created a new division this year to focus on the Internet, Sharperimage.com. Heading up the new division, Meredith Medland brings with her a marketing background and a thirst for technology knowledge.
The division has five teams: marketing, creative services, media, web site and auction. This new structure has meant cultural change for this traditional retailer.
“Creative Services is where we experienced the biggest cultural change,” says Medland. “There are special offers needed that are very unlike the catalog or store business.” Everything from images to copy to promoted product differs in the online world.
The Sharper Image is using the Internet as a medium to bring the company’s products to a wider audience, creating “The Sharper Image for everyone” as a concept that underlines their drive for broader appeal.
To reach a wider audience the company has created its own auction site, which, according to Medland, reaches a much more Internet savvy generation – the eGeneration.
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