The right way to use calls to action in e-commerce | Key tips for racking up online sales | Tools to optimize your email marketing
June 23, 2017
News for retail entrepreneurs
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Connecting with Customers
The right way to use calls to action in e-commerce
Pages in your online store need calls to action that direct visitors to buy a product, sign up for an email list or take some other step, writes Pamela Hazelton. Fine-tune the color, location and wording of your calls to action for best results.
Practical eCommerce (6/21) 
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Key tips for racking up online sales
Online retailers must learn to think like their customers do in order to provide the convenience and value they're looking for, says e-commerce specialist Katie Melissa. In addition, it's helpful to use an automation tool such as Infusionsoft to generate leads through email lists, says entrepreneur Susan Bradley.
Entrepreneur online (6/21) 
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Tools to optimize your email marketing
Email marketing remains a cost-effective tactic, but low open rates can be frustrating. Christopher Benitez recommends seven tools to get better results by helping you create appealing landing pages, optimize conversion rates and run lead-generation campaigns.
Business 2 Community (6/21) 
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Keeping Shop
Brands and cultures can't stand apart
Company cultures and brands should have "an interdependent and mutually reinforcing relationship" to help increase competitiveness and customer satisfaction while reducing turnover, writes Denise Lee Yohn. Businesses can create a standout brand by having a unified purpose and core values and seeing how closely brand and culture line up.
SmartBrief/Leadership (6/22) 
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Why this apparel business started as a benefit corporation
Davis Smith started the online outdoor apparel business Cotopaxi as a benefit corporation, and the company now commits 2% of its annual revenue to nonprofits focused on the developing world. Investor Kirsten Green notes that millennial are seeking out "brands that have a message that they can connect with."
Fast Company online (6/22) 
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Clarify your business' outlook with a PEST analysis
Performing a PEST analysis can help you understand how political, economic, social and technological factors may affect your business. This approach focuses on external factors, so it makes sense to combine it with other forms of analysis to get a complete picture.
Business News Daily (6/22) 
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Managing the Money
Planning your exit with a sale in mind
There are seven steps to follow to maximize returns on the sale of your business, advises Caroline Belcher, partner at Cavendish Corporate Finance. Among other things, you'll need to develop a plan, get the timing right and be ready for the due diligence process.
Startups.co.uk (U.K.) (6/22) 
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Featured Content
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Why customer service must be personalizedConsumers are increasingly expecting a customized experience from brands, particularly when it comes to customer service. Automation is a key way to personalize service at scale, providing customers with a tailored and seamless solution that addresses their queries efficiently. Read more about the role automation can play in personalizing customer service.

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    Stories from the Street
    Mass. record shop offers "laid-back vibe"
    Mass. record shop offers "laid-back vibe"
    (Johannes Eisele/AFP/Getty Images)
    After relocating to be closer to family, Chris Guttmacher opened Blue Bag Records in Cambridge, Mass., with a goal to fill the small store with interesting vinyl selections. "We let the records speak for themselves and it has a friendly, laid-back vibe," said Guttmacher, explaining the aesthetic of his store.
    Wicked Local (6/20) 
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    NRF News
    219 million Americans to celebrate Fourth of July
    Americans are expected to spend $7.1 billion on cookouts and picnics as they celebrate Independence Day this year, up from $6.8 billion in 2016, according to NRF's annual survey conducted by Prosper Insights. Two-thirds of those surveyed plan to take part in a cookout or picnic, spending an average $73.42. View more survey highlights.
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    SmartStat: June 23, 2017
    About 20% of shrinkage in retail is related to administrative and paperwork errors. Source: NRF's National Retail Security Survey via NRF Retail Library.
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    An entrepreneur's journey to find a better fit
    Like many startups, menswear brand Hugh & Crye was born from a frustrating consumer experience -- in this case, that "dress shirts should be fitting better," says co-founder Phillip Soriano. This week on NRF's Retail Gets Real podcast, Soriano shares his entrepreneurial journey from corporate finance to men's fashion retail and discusses how Hugh & Crye developed its signature line of products. Listen to the episode.
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    I think each shop has its own vibe. Used record stores are personal, kind of like a home-cooked meal in a way.
    Chris Guttmacher, owner of Blue Bag Records, as quoted by Wicked Local
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