Rethink the Internet

 

We're Yeoman Technology Group, and we cut through the hype to help manufacturers and publishers optimize their online presence as part of a multi-channel business model. Our services focus on consulting, analytics, research, and execution.

Latest News

Is Amazon Launchpad Right for a Start-up?

Amazon recently announced Launchpad a custom program that helps start-ups “launch, market and distribute” new products on Amazon.  The program is really a re-skinned version of Amazon's Vendor Express, but it's goal is to let smaller manufacturers sell directly to Amazon.  The reason for the re-branding?  Simple - it's cooler and let's them position it as an option for business that were funded by Kickstarter, Circle up, or just an old fashion invention.

Their pitch is that you get to tap into Amazon's massive presence to quickly build your brand leveraging their platform to grow. They are correct - Amazon is the largest online retailer with over 1.4 billion sessions…

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Yeoman is often asked by clients to help identify 'gaps' in their teams' abilities to be more digitally focused.  Most companies we work with often have great sales teams, a solid marketing group, and good business analysts but they still struggle with the best way to support their sales and distribution efforts online. 
 
Over the years, Yeoman has found most organizations have gaps in 3 key areas:
 

1. Online Product Merchandising:  The actual creation of product details online is often relegated to a junior buyer, marketing associate, (or worse) an intern. The thought of what product details will be often comes last and is rushed out as the product is shipping.  Big mistake.  Building up your internal content skills…

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Amazon had 900 million visits Christmas 2014 and over 1.3 billion last year. Let that number sink in. That’s 3x the population of the United States. The giant of retail, Wal-Mart only had 240 million visits. Target? 140 million. Grainger (for you B2B manufacturers)? 7 million. And Amazon visitors are buying. Amazon holiday sales will likely be up 20-25% over Q4 last year. That’s a decade of double digit YoY holiday sales growth (in case anyone’s counting :)

What's their secret?  They key for any manufacturer or publisher to understand, is that Amazon’s success IS NOT simply due to the products Amazon buys and sells online. That’s only one part of it.

They succeed because Amazon.com is really a system that pits 4 competing divisions against each other to drive overall sales…

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According to a recent report put together by the Baymard Institute, an independent web research company, 67% of online shopping carts are abandoned. That means that 67% of web shoppers looked around your site, picked out one or more things they liked enough to save into a cart, and then just...didn't buy them. Why not?

 

The four main reasons online browsers don't make that online purchase include:

1. Taxes and Shipping. Shipping just bumped a $29.99 purchase up to $41.50. The total price is too much. Bye-bye, customer.

2. Buyer’s Remorse. Shopping around and putting things in your cart is a guilt-free pleasure. But once you see everything you picked out, a sense…

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What if, as a manufacturer, publisher or IT company, you could predict the future? You’d probably start off by predicting how much inventory you need to carry, followed closely by predicting the next products your customers are going to want to buy, so you can have them ready and waiting the next time they hit “search.”

 

Magic? Not really. Impossible? No. Mining the data you already have access to about your customers and web visitors can give you amazing insight into their future behavior and preferences – but only if you capture it and use it.

 

Case in point: Netflix cashes in on…

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Black Friday and Cyber Monday have come and gone, so most manufacturers have 'checked out' on the holiday season.  If you walk around a manufacturer's or publisher's office this time of year, you wouldn't think it's the busiest time of the year. Most organizations are focused on 2016 budgets, new product plans, and 2016 forecasts, with the occasional glance at the POS reports. 

To quote one manufacturer: "all of our heavy activity is leading up to the holidays; our partners take it from there. We don't sell direct." That may have been true in years, past, but original manufacturers have a major impact on holiday sales - regardless of whether or not you sell direct.

A recent study of 5,000 shoppers found that 65% of have visited a manufacturer's website as part…

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