Bricks to Clicks Why Some Brands Will Thrive in E Commerce and Others Won’t 1st Edition by David Feinleib 1484228050 9781484228050

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ISBN-10 :  1484228050 

ISBN-13 :  9781484228050

Author: David Feinleib 

Learn how to sell online. Real-world case studies and market insights from the world’s largest brands reveal what the best brands are doing right to win online. Gain knowledge of best practices that enable brands and retailers to survive and thrive in the dynamic, fast-paced, and highly competitive world of e-commerce. Leveraging his first-hand knowledge as founder and CEO of Content Analytics, serial entrepreneur and author David Feinleib examines the threats and immense opportunity facing today’s most valuable brands. He demonstrates how brands that want to succeed in the fiercely competitive environment of e-commerce must understand and embrace the four key elements that control how much is sold and by whom: algorithms, content, convenience, and execution. What You’ll Learn Learn the best practices in e-commerce of the world’s leading brands and how to: Make the transition from selling in-store to selling (and winning) online Conduct online brand audits to pinpoint opportunities for improvement Increase brand equity through high-quality content Maximize onine sales by understanding the key metrics you need to measure and optimize Who This Book Is For Brand managers, shopper marketing professionals, e-commerce managers, and sales professionals at brands and manufacturers; buyers, category managers, and merchants at retailers; and agency and search engine marketing professionals looking to develop expertise in e-commerce so they can expand the work they do with their brand and retailer clients

Bricks to Clicks: Why Some Brands Will Thrive in E-Commerce and Others Won’t 1st table of contents:

Chapter 1: Transforming the Organization
The Bricks-to-Clicks Companies
Partnering with the World’s Largest Company
Expanding Our Reach
Reducing Risk in Technology Adoption
Customer-Driven Development Model
Operating at Web Speed
Stop the Meeting
Summary
Chapter 2: Regaining Control
The Rise of Content
Findability and Shopability
A Generational Change
Marketplaces
A Focus on Scale
Business Dashboard
Competitive Insight
Product Information Management
High-Quality Content: What to Look For
Sponsored Products
Summary
Chapter 3: First Insight, Then Action
Dashboard Overview—SPARCS
Your Content Analytics Score
Sales Reporting
Pricing
MAP Violations
Authorized Resellers Report
Price Visibility
Availability
Out of Stock
Buy Box Ownership
Assortment
Ratings and Reviews
Content Health
Share of Shelf
Share of Search
Taxonomy
Custom Dashboards
Global View
Heatmaps
External Reporting
Summary
Chapter 4: Confront the New Path to Purchase
Supplier Case Study
Improving Content Health
Improving Out-of-Stock Rates
Owning the Buy Box
Futures
Retailer Case Study
Leadership Opportunities
Steps to E-commerce Leadership
Be Present Online
Use Metrics to Drive Rapid, Continuous Improvement Cycles
Adopt an MVP Approach
Embrace the New Path to Purchase
Summary
Chapter 5: Activate Your Brand Content
Bringing In a New PIM System
Product Information Management for E-commerce
Existing Approaches—and Why They’re Doomed to Fail
Limited or No E-commerce Brand Assets
No Systematized Approach
Legacy and Custom Systems
Product Information Management Done Right
Summary
Chapter 6: Using the Master Catalog
The Master Catalog
The Tension: Brand Integrity vs. Content Uniqueness
Our Approach
Supplier Engagement
Editing Existing Items
Content Feeds
Content Upload
List Management
Modifying an Item
Edit Content
Manage Media
Attributes
Compare with Live
SmartLabel Support
Options
Image Conversion and Resizing
Video Support
Content Health
Content Syndication
Edit History
Mobile Catalog
Brand Audit
Google Manufacturer Center
Content Futures
Summary
Chapter 7: The Retailer Challenge (and Opportunity)
Partnering to Win in E-commerce
Supplier Portals
From Actionable Data to Organizational Action
Pricing and Inventory
Assortment
Item Setup
Search Engine Optimization
A/B Testing and Personalization
Ratings and Reviews
Connecting with the Shopper
Membership and Subscription Models
Mobile Apps
The Omnichannel Experience
Grocery: The Next E-commerce Frontier
Competitive Insight
Specialty Independent Retailers
Delivery and Drones
Summary
Chapter 8: The E-commerce Flywheel
“Priming” the Flywheel
Step 1: Product Presence—Comprehensive Product Setup
Step 2: Demand Generation
Search Engine Marketing
Search Engine Optimization
E-mail Marketing
Social Media
Targeted Banner Advertising
Retailer Online Trade Promotions
Retailer-Brand Showcases
Direct
Step 3: Metrics and Analytics
Web Site Analytics
SEO Analytics
Retailer-Specific Analysis
Cross-Retailer Analysis
Competitive Analysis
Making Adjustments
The E-commerce Flywheel in Action
The Omnichannel Challenge
From Store Shelf to Digital Shelf
The Evolving Shopping Model
The Smaller Brand Advantage
Summary
Chapter 9: From Bricks to Clicks to Omnichannel
E-commerce and AI
E-commerce Playbook for Brands
Be Present Online (Item Setup)
Be in Stock (Inventory)
Have Best-in-Class Product Presence (Content Health)
Be Priced Right (Pricing)
Implement Ongoing Operational Visibility (Dashboard)
Implement Centralized Content Management and Syndication (Master Catalog)
Implement an Agile Methodology + MVP
Looking Ahead

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Tags: Bricks, Clicks, Brands, E Commerce, David Feinleib