Tis the Season for Going Online and Getting Off Lines

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Online retailers are gearing up for what is estimated to be a record-breaking 4th Quarter as the all important holiday shopping season approaches.

Brick and mortar retailers are fearing that online retailers will be the Grinch that stole Christmas. As the all important 4th Quarter begins next week, retailers are clamoring to ratchet up online sales and marketing efforts.

"Online retail sales are estimated to exceed $250 billion in 2006 with the lion's share being transacted during the 4th Quarter," Robert Melillo, President, White Hat Marketing, states. "With so much riding on the holiday shopping season online retailers are starting to invest heavily in online marketing," Melillo explains.

A transit strike in New York during the biggest shopping week in 2005 resulted in a 40% increase in online sales which many industry insiders think will be a continuing trend.

"Consumers are 70% more likely to shop from a website they already bought from and that means all those new online shoppers during the last holiday season will be online shoppers again this holiday season," Ernesto Custodio, President, CompraPR, explains.

Long lines at traditional retail outlets, traffic congestion and frustration over finding good deals has lead many consumers to purchase online where retailers offer everything from free shipping, to price comparisons and consumer reviews to entice consumers.

"We work hard with all of our clients to ensure their websites are user-friendly, and sales-focused," Melillo explains. "We view every aspect of a website as part of an overall integrated online marketing plan that drives sales and maximizes our client's return on investment, by making sure we maximize their customers' return on investment," Melillo concludes.

As online retailers have shifted their focus away from websites with bells and whistles that often frustrate consumers and put their emphasis on enhanced online marketing consumers have rewarded them with sales and loyalty.

"We have seen a big difference in sales since we put more of our budget towards marketing and less on development," Anita Rubio, Pocket-Poet, explains. "We are in the midst of completing our last redesign and putting all our energy and budget behind sales and marketing," Rubio states.

Online retailers may prove to be the Grinch that stole the holiday shopping season from brick and mortar stores. As online sales continue to skyrocket many more retailers are creating an online presence or marketing their existing website in order to make sure their holiday season is a jolly one.


White Hat Marketing (http://www.whitehatfirm.com) is a limited liability corporation in New York concentrating in Internet Marketing and Search Engine Optimization.

Among the services offered by White Hat Marketing are website optimization, pay-per-click campaign creation and marketing, e-mail marketing, optimized press releases and fully integrated e-marketing solutions.

The company focuses on a client's return on investment and builds long-term relationships with clients as they build traffic and increase sales and leads.

Robert Melillo



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