Black Friday: How To Avoid Ecommerce Disaster - InformationWeek

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Black Friday: How To Avoid Ecommerce Disaster
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D. Henschen
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D. Henschen,
User Rank: Author
9/22/2014 | 12:41:45 PM
Never too early to start planning
Companies that properly prepare for the Christmas selling season need to get started in summer, so it's never too soon to heed this advice. In fact, advice on topics like third-party integrations and having backups (if you don't have them already) might be too late for 2014, but don't throw your hands up and put it off.


I used to cover direct marketing, and I can assure you that all the creative work, list buying, customer segmentation and even mailing for Christmas campaigns is already done by this time of year -- at least where catalogs and other forms or direct mail are concerned. I'm sure the digital campaigns are also scheduled and planned, and the merchandize selection and ordering was all taken care of months ago. Retailers and direct marketers, please tell me if I'm wrong. I covered your business back in the late 1990s, so mabye times have changed, but I doubt it. Is all the holiday camapaign work in the bag (planned if not executed) by this time of year?

 


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