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Taking a Chapter from Amazon's Playbook - The Art of the Bounceback

Taking a Chapter from Amazon's Playbook - The Art of the Bounceback

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Article: A smart marketer will seize that opportunity to offer complimenting products, a special price for an upgrade, etc. Don't let that shopper leave without offering a bounceback!
Article: A smart marketer will seize that opportunity to offer complimenting products, a special price for an upgrade, etc. Don't let that shopper leave without offering a bounceback!

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Published by: Traci Hayner Vanover on Apr 02, 2008
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05/08/2014

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Taking a Chapter from Amazon's Playbook - The Art of the Bounceback Much to my husband's dismay, I am no stranger to Amazon.

Between my frequent book and CD purchases, there are some weeks when I think I should have my own dedicated UPS driver. But I digress. If you've ever shopped with Amazon, you've no doubt noticed how they track your purchase history, and provide helpful recommendations as to other products you might like. And, if that weren't enough, that little animated gold treasure chest at the top of the screen beckons to me -- with its caveat that these "special offers" are only good for the next hour after you crack open the chest. No doubt these tactics fare well for Amazon -- they know that consumers are most "warm" to your products and services just after they make a purchase. A smart marketer will seize that opportunity to offer complimenting products, a special price for an upgrade, etc. Don't let that shopper leave without offering a bounceback! And don't even get me started on the sheer marketing brilliance of Amazon's customized email messages that send me a special alert when my favorite authors have released new products, or a similarly-themed product just hit their virtual shelves. Why, I am burning up my keyboard quicker than you can say "upsell!" Another example - Vistaprint. As you are navigating the checkout, you are presented with the opportunity to order mailing labels, custom stamps, business cards, or even increase the quantity on what you just ordered. I myself have taken advantage of these offers -- and, I have even ordered less in the cart, just to see if the bounceback offer will be more cost-effective -- and, in many cases, it is. Take a look at your website, and look for ways to create the bounceback. You may just be surprised by the results. Traci Hayner Vanover, The Promo Diva(R), is the publisher of Create the Dream magazine, http://www.createthedream.com and the president of Market Outside the Box Trade Association, http://www.marketoutsidethebox.com She also works with private clients as a publicist, copywriter and consultant.

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