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