A lot of merchants often think that once they have their datafeed ready and once they are shown on several shopping engines their work is done. But that is actually the starting point. Now you can start playing with all kinds of metrics, like price, delivery time, payment services, quality and after sales.
If a merchant wants to be perceived as a quality player, it is not really necessary to be the cheapest. From experience I can say that people tend to look at price, but they are always looking for the best deal (which means all metrics!) at a certain time. So, a good deal today does not have be a good deal tomorrow. Maybe I just bought the “Nintendo wii” off-line because nobody on the Internet could guarantee delivery within three days. And I really needed the thing because of the birthday of a friend of mine… In that case price was less important for me than availability.
But lets focus on campaigning. Some merchants really now how this works. I will briefly disclose some success factors and hopefully it will also work for you! (more…)