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Article | February 25, 2020
In the retail industry, holiday shopping accounts for about 20 percent of annual sales. In the final few weeks of the year, it’s easy for retailers to feel overwhelmed with not only an influx of shoppers but the added pressure of needing to tie up loose ends before January 1st. These weeks can make or break the year and creating a positive customer experience that’s memorable is essential for continued success. For this reason, retailers need to strive for 100 percent Brand Uptime in order to meet customer expectations, maximize sales and revenue, and deliver a positive customer experience. The preparation must have an omnichannel focus. It starts with digital realms such as ensuring your website can handle the influx of visitors in the weeks leading up to the new year as well as the months following. But for most retailers, the key factor will be how well they prepare brick-and-mortar stores for increased inventory and foot traffic.
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Gap is the latest retailer to dip its toes into the secondhand apparel market, following the lead of Macy’s, Nordstrom and others, in a bid to stay relevant in an industry shaken by changing consumer tastes. The company announced last week that it has partnered with resale platform thredUP, which bills itself as the largest online consignment and thrift store. In select Gap, Banana Republic, Athleta, and Janie and Jack stores, thredUP bags and labels will now be available for customers to mail in their clothes, in exchange for credits to use at Gap’s portfolio of stores. Macy’s, J.C. Penney and J.Crew’s Madewell brand have also partnered with thredUP in recent months.
Product detail pages on Amazon rank for roughly 34 million keywords in Google in the U.S. In this post, I’ll address three tips for optimizing the product pages on your own ecommerce site using lessons from Amazon. The name of a product greatly influences organic search rankings. Product names are typically in title tags, heading tags (H1, H2), and other metadata. Search engines use product names for relevance signals, and shoppers use them to scan search-result pages. Product names are important for Amazon’s site search. Thus merchants tend to go overboard there. The principle, however, is the same for optimizing search on Google or Amazon. Highly descriptive product names such as “Deck Plus #10 x 3-in Ceramic Deck Screws” leave little doubt both to searchers scanning the results page and to search engine algorithms. However, when a product name is more general, such as “Cuisinart Electric Cordless Tea Kettle,” neither searchers nor engines know with certainty what’s on the page. Which Cuisinart electric kettle is it? Stainless steel or plastic? Big or small?
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