Expert: Online retailers must vary promotions

08/30/2007 | E-Commerce Times

Promotions have gone beyond deep discounts, and savvy online retailers should ensure that their promotional offers help them lure new customers, move excess inventory out and keep current customers satisfied, Stephan Schambach writes. Schambach's five steps to promotional success include customer segmentation, testing promotions, being creative with promotions, using search to maximize promotions' relevancy and building a promotional strategy to maintain customer loyalty.

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