Retail Observer

RETAILOBSERVER.COM SEPTEMBER 2015 60 B U Y I N G G R O U P N E W S T he verdict is in – every retailer needs to be online, but Big Boxes are continually raising the digital marketing bar. The foundation of it all is a professionally designed, product rich website. But they're no longer stopping there. • Go to wayfair.com and you're immediately presented with a pop up: enter your email address to "save on everything home!" • Leave something in your cart at BestBuy.com? You'll get an email the very next day reminding you what you left behind. • When you're ready to check out at Sleepys.com, you're presented with two convenient options: sign in to create an account or checkout as a guest; creating an account is better. • Don't be surprised if you browse some bathing suits on Nordstroms. com and two days later, you get an email about their Swimwear Sale. But, just how are these Big Boxes doing all this? Is it: a. A well-timed coincidence b. Hard working interns c. Possible only with a marketing department dozens of employees deep? d. None of the above (The answer is d, none of the above. They are all using the latest advance in digital marketing–Marketing Automation. ) Marketing Automation is sophisticated software that integrates multiple forms of digital marketing—like websites, email and social media—to work together and more effectively market and remarket to prospects. Interaction with one type of digital marketing, like viewing certain products on your website, triggers other types to deploy automatically–such as sending an email about a promotion related to those products. It's well timed, laser targeted, and uses several types of digital formats. Marketing Automation is being used by all the biggest retailers in the world and there's no doubt it works! You've definitely experienced it as a consumer–but how do you harness the power of Marketing Automation for your business? Until recently, the only way independent retailers could use Marketing Automation was to buy the same software the big guys use–programs like Pardot, Markedo and SilverPop. These programs cost 5 or 6 figures each year, and these fees do not include integrating it with your website, creating the HTML email templates, setting up your automation rules or adding any content to your website or social media. That's still on you, the small business owner. The high price, deep technical sophistication and the burden of creating all your own content has kept almost all independent retailers from using Marketing Automation so far. But, all that has changed. At the Fall Convention in Louisville KY, MEGA Group USA was proud to introduce their members to the next great advance in digital marketing–WebFronts Level 4. WebFronts Level 4 is the latest release from Retailer Web Services, MEGA's preferred technology partner. This new program builds on MEGA's long standing commitment to their members' digital marketing success that began in 2007 when MEGA purchased a unique domain name and website for every individual member. MEGA's new WebFronts Level 4 harnesses the power of Marketing Automation and does everything durable goods retailers need to do online all through one central program. This new program includes a customized website with pre-loaded product data for 1,000 plus brands, Search Engine Optimization (SEO), automatic email remarketing, social media integration, Search Engine Marketing (SEM), and the MEGA Digital Package–exclusive and automated turnkey promotions for only MEGA dealers. MEGA knew right away WebFronts Level 4 was a home run for their members. There's no content creation burden; it's all professionally pre-prepared and ready to go. No technical expertise is required because controlling it is easy with an intuitive App and Dedicated Account Manager assigned to every retailer. And it's flexible – members can use the recommended default settings to get up and running fast or tailor it to their specific needs. For those MEGA members that aren't quite ready for the sophistication of WebFronts Level 4, MEGA has also debuted new options and lower price points with WebFronts Levels 1, 2 and 3. MEGA's goal is to provide effective, cutting-edge resources dedicated to the success of each member retailer. This extension of the incredibly successful MEGA WebFronts platform now provides a digital marketing solution for every member no matter their experience or budget, furthering MEGA's commitment to their members. WINNING THE CONSUM ER ENGAGEM ENT BATTLE WITH MARKETING TECH RO

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