Ep. 053: Marketing to Different Customer Segments & Against Larger Retailers

The Commerce Marketer Podcast: Talking eCommerce, Email Marketing, Retail, and More

Jennifer O’Connor of The University of Kansas Bookstore describes the bookstore industry’s evolution (4:30) and how they drive in-store traffic with social media (6:18). She details ways to overcome email segmentation challenges by using other digital marketing channels (13:40) and compete with larger retailers, who can offer larger selections and discounts (17:25). She also shares ways to integrate social media with email marketing campaigns (20:00) and lessons from their first Facebook Live event (22:30). In the final segment, O’Connor shares their six-month email marketing roadmap (24:23) and marketing strategies for the busy season (27:00), closing with the rationale behind their delivery program expansion over BOPIS (28:40).

For More:
Greg Zakowicz
Twitter: https://twitter.com/WhatsGregDoing
LinkedIn: https://www.linkedin.com/in/gregzakowicz

KU Bookstore
Website: https://www.kubookstore.com/
LinkedIn: https://www.linkedin.com/in/jen-o-connor-a65b9434/

Oracle Bronto
LinkedIn: https://www.linkedin.com/company/oracle-bronto/
Twitter: https://twitter.com/Bronto
Website: https://bronto.com/

Don’t forget to rate, review, and subscribe.