Rethink the Internet

 

Welcome to Yeoman!

We’re a unique, client-first firm that specializes in helping brands optimize online and offline sales. Digital Sales (Direct, Amazon, etc) don’t exist in a vaccum. They have a direct impact on your core business. We get that and we know how to strike the right balance. We’re hands-on experts who know B2B and B2C sales channels and know how digital can drive more revenue across every channel.  

Most Popular Articles

3294932091?profile=RESIZE_320x320Thanksgiving comes extra late this year (on the 28th) which means there are only 25 shopping days between Black Friday and Christmas Eve. That’s almost an entire week less than last year, when retailers had a luxurious 30 days to woo shoppers. Now, harried holiday shoppers will have to accomplish all their gift buying in 4 weekends instead of 5.  Last time we had it this short?  2014

That time crunch will put extra pressure on manufacturers and publishers to get products into the pipeline early, and may prompt retailers to start running their holiday ads even earlier than usual. According to an Experian Marketing Services survey of marketing executives’ cross-channel marketing plans, 49% of retailers will launch their holiday campaigns before Halloween.

And this…

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Remember that good old, predictable Christmas sales curve you’ve built your forecasting around for the last five to ten years? Amazon has changed it for good. The old belief was if you didn't have a huge Black Friday, you’re doomed for the holidays.

 Not anymore..

 Used to be, Black Friday was the biggest shopping day of the year. Then Cyber Monday swooped in and changed all that. But for Amazon, online sales now peak the last few days before Prime 2-Day shipping window closes (likely the 21st this year!)

Because of Amazon Prime’s 2-day shipping, consumers can comfortably purchase holiday items much later than ever before. According to Slice Intelligence, Amazon started out with a 25% share of online sales on Black Friday, a figure which increased in a fairly linear fashion until it peaked on Dec. 18, (47.8%), Dec. 19 (49.2%), and Dec. 20 (48.2%).…

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35566607?profile=originalProviding clear options for resellers as well as individuals interested in promoting/supporting your brand is a critical component for any brand.  Traditional resale channels continue to struggle and the classic route of knocking on doors can often be accelerated if a buyer sees a clear communication option.

Both options should be clearly listed in the header and footer and provide a clear set of contact options.

This is especially critical for new brands - even major retail buyers now do the bulk of their new product research online.  Make it easy for them to connect with you.  Existing brands can also take a lesson from the newbies - some of the fast growing B2B and B2C retailers are pure-play online Companies.  They won't be at that traditional tradeshow.....

Brands should also consider leveraging brand ambassadors/social partners who will…

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3565675286?profile=RESIZE_710xThe long standing quesiton about whether or not Amazon will be happy collecting taxes on behave of 3rd party sellers is officially over. Today Amazon proactively announced they will be collecting taxes in 9 more state starting October 1st (AZ, CA, CO, ME, MD, MA, NV, ND, TX, UT)

 

That brings the total to 33 states that Amazon collects and remits taxes for 3rd party sellers.  (38 if you count the 5 states that don't charge sales tax) The bulk of the other Marketplaces like Walmart and eBay have also complied with most of the rules, but not as fast as Amazon.  For Amazon, the logic is easy

  • They have a physical nexus in all 50 states already (so they pay taxes on items they sell direct)
  •  They already have an enterprise level merchant collection system that's been running for year
  • Walmart, EBay and other competing marketplaces are…
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How to Empower Staff with Data

3294932885?profile=originalData, data everywhere, and nary a data scientist in sight. Or at least, not one you can afford. It's a classic Catch-22. To thrive, businesses need to pull financial, sales, predictive, social, and other data into a complete view of the customer. But big data practitioners with fancy degrees who can bring sophisticated analytics chops to bear on that effort start in the six figures, if you can even find one.

Academics and consultants pontificate on the crisis. McKinsey & Co. exclaims that advanced big data analytics, driven partly by the Internet of Things, could increase GDP in retailing and manufacturing by up to $325 billion annually and trim nearly as much from the cost of healthcare and government services by 2020. Too bad most organizations will never be able to hire that expertise. Yep, the world's got big data envy bad, and a data scientist is the silver bullet…

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What’s in a Name?

1060766792.png?width=250What’s in a Name? In online merchandising just about everything.

Data quality online is one of the biggest problems manufacturers face. How good your product “looks” online (including not just clean photos, but also well-written product descriptions and titles) impacts everything from SEO rankings to customer preference to channel relations – so getting it right is important.

There’s a lot that goes into data quality. One critical element is the title. This is often the first and only information your prospect is going to see before making that all important decision to click or not to click. This snippet of text is also weighted heavily by the search engines, meaning a good title will get you in front of more prospects.

 

The biggest mistake we see manufacturers make is using their 'own' terms for items, assuming that everyone knows what they mean. …

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