The Electronic Retailing Association

News & Articles from ERA U.S.A

OYO Fitness is short for On Your Own Fitness

Friday Forecast: How OYO Fitness Raised $659,000 and Crushed it on Kickstarter

by Colleen Ferrier and Rick Petry on Mar 10, 2017

In just six weeks, fitness direct marketer OYO Fitness – short for On Your Own Fitness – raised over $659,000 on Kickstarter, making it the second most successful fitness product in the history of the crowdfunding site. The success is a testimony to the product’s innovation and certainly the campaign itself, but it also speaks to the evolution of Kickstarter in general.

Read more:

The challenge of finding the right payment process

Payments 101 for Merchants: Understanding the Process, Key Terms, Fee Arrangements, and Other Basics

by Stan Feinberg on Mar 23 e-Commerce, Retail

Accepting online payments as a direct response business is appealing for many reasons, but if you are a new business owner with no prior payment processing knowledge, finding the right payment processor for you can seem like a daunting experience.

Let us take you through the basics of everything you need to know about payment processing from the payments ecosystem, understanding rates & fees, and finding the right payment processor for your business.

Read more:

Texts have a 99% open rate compared to 20% for email according to a study by SinglePoint.

Friday Forecast: Text - Direct Marketing's Next Big Thing?

by Colleen Ferrier and Rick Petry on Apr 7, 2017 Digital Marketing, Consumer Behavior, Texting

For many years, direct response advertising has offered consumers two primary ways of reaching out to marketers: the telephone and the web. Now a third, exciting avenue has emerged: text. Why do we think this is such a compelling opportunity?

Read more:

Olaf, the popular character from Disney's Frozen, is a Pillow Pets favorite

Pillow Pets: Staying Ahead of the Curve

By: Rick Petry

Every marketer knows that products have a natural lifespan, perhaps best exemplified by the classic product adoption life cycle that resembles a bell curve. In the simplest terms, this curve breaks consumers into groups within the overall pool of buyers for a given product....

How long this cycle lasts depends upon a multitude of factors, including the uniqueness and innovation of a product, how broad its appeal is, and the degree to which it encounters competition. In the 1980s and 1990s, individual “As Seen On TV” products would experience a cycle ranging from six months to two years, and a window of direct-to-consumer exclusivity would precede retail distribution. Once the product’s life cycle ended, the product would die out, go away, or end up in the bargain bin, only to be replaced by the next big DRTV hit.

As the industry matured and acquiring a customer became far more complicated, however, the product franchise, as opposed to one-off products, has evolved as a more reliable way to build a business by leveraging both product familiarity and brand goodwill.

For an example of how this has been done effectively, one needs to look no further than Pillow Pets.

Read More:

The importance of protecting against cyber attack

Security Sells: Consumers entrust DR marketers and retailers with sensitive personal details, and they count on brands to keep that information safe.

By: Ian P. Murphy and Curtis Kleinman

Cybercrime became big business last year. With large-scale hacks that affected Dropbox, LinkedIn, Yahoo, Oracle, and even the IRS, the problem has reached crisis-level proportions. Add the fact that Russian hackers may have influenced the outcome of the U.S. presidential election by stealing and leaking confidential e-mails, and the problem seems even more sinister.

While no direct response marketer has yet been implicated in a large-scale hack like the one that hit Target in 2013, a report from Dutch cyber- security researcher Willem De Groot says that more than 6,000 online shopping sites were breached using malicious software to tap customer payment information last year alone. And brick-and-mortar and e-commerce storefronts alike are being targeted by credit card “skimming” operations.

For direct response marketers selling goods and services in an omnichannel marketplace, the question is not if a cyberattack will compromise their data, but when and how much.

Read more: