Close
  • Latest News
  • Artificial Intelligence
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
Read Down
Sign in
Close
Welcome!Log into your account
Forgot your password?
Read Down
Password recovery
Recover your password
Close
Search
Logo
Logo
  • Latest News
  • Artificial Intelligence
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
More
    Home Latest News

      Retail Adversaries Seek Common Web Ground

      By
      eWEEK EDITORS
      -
      July 23, 2001
      Share
      Facebook
      Twitter
      Linkedin

        An old battle between retailers and consumer goods manufacturers about who owns the customer has gotten in the way of shared Internet marketing initiatives.

        While retailers and manufacturers continue to tussle over control of customer information, new Web initiatives such as FamilyTime.com may benefit both sides — as well as customers.

        Makers of consumer goods want access to customer data from retailers so they can design more focused campaigns. But retailers are wary about sharing data, fearing the manufacturers will use the information to steal customers.

        “Theres really a brand war going on,” said Steve Smith, vice president of the business innovation service group of IBM, where he works on programs trying to bring retailers and manufacturers together to do more effective marketing.

        So far, no one has found a business model that uses shared data to simultaneously increase brand loyalty, store sales and customer convenience.

        “In the marketing, they havent gotten together,” said Gartner analyst Lora Cecere. “They dont have a win-win value proposition.”

        But recent efforts show Internet technology may provide these traditional adversaries with a new incentive to work together.

        “More and more, both retailers and manufacturers want to understand their customers better in the context of customer relationship management,” said Gartner analyst Walt Janowski.

        Working together would enable companies to roll out new products, reduce promotional costs and run more effective campaigns, he said.

        Competitors Cooperate

        One web site, FamilyTime, acts as a proving ground for consumer goods makers to test new marketing and promotional tactics alongside competitors. Its developers want to reach out to retailers.

        A busy parent can go to the sites recipe section to find quick meals to prepare, bumping into ingredients from sponsoring companies such as Campbell Soup, Frenchs, McCormick & Co., The Procter & Gamble Co. and Tupperware Worldwide.

        Behind the scenes, FamilyTime tracks the most popular recipes. Another part of the site will add the products to a shoppers list.

        These manufacturers learn who wants to buy what kind of products, because each user has to register. They track which recipes are e-mailed to friends.

        While FamilyTime currently caters only to manufacturers, company managers will build Web sites or portions of what they offer for other companies, including retailers.

        “Were definitely showing evidence of increasing brand loyalty,” said Pat OBrien, CEO of FamilyTime, a private company. “The next horizon is into relationship marketing,” where consumer goods makers market through retailers all the way up to the cash register, he said. “The win-win is when retailers are rewarded with loyal customers.”

        FamilyTime is working with IBM on ways to help consumer goods makers and retailers work together, he said.

        And spice distributor McCormick is pursuing partnerships with retailers, said Ginny Maycock, director of Internet marketing. “Were at the early stages of this. We try to find a mutually beneficial program that doesnt violate privacy,” Maycock said.

        eWEEK EDITORS
        eWeek editors publish top thought leaders and leading experts in emerging technology across a wide variety of Enterprise B2B sectors. Our focus is providing actionable information for today’s technology decision makers.
        Get the Free Newsletter!
        Subscribe to Daily Tech Insider for top news, trends & analysis
        This email address is invalid.
        Get the Free Newsletter!
        Subscribe to Daily Tech Insider for top news, trends & analysis
        This email address is invalid.

        MOST POPULAR ARTICLES

        Latest News

        Zeus Kerravala on Networking: Multicloud, 5G, and...

        James Maguire - December 16, 2022 0
        I spoke with Zeus Kerravala, industry analyst at ZK Research, about the rapid changes in enterprise networking, as tech advances and digital transformation prompt...
        Read more
        Applications

        Datadog President Amit Agarwal on Trends in...

        James Maguire - November 11, 2022 0
        I spoke with Amit Agarwal, President of Datadog, about infrastructure observability, from current trends to key challenges to the future of this rapidly growing...
        Read more
        IT Management

        Intuit’s Nhung Ho on AI for the...

        James Maguire - May 13, 2022 0
        I spoke with Nhung Ho, Vice President of AI at Intuit, about adoption of AI in the small and medium-sized business market, and how...
        Read more
        Cloud

        IGEL CEO Jed Ayres on Edge and...

        James Maguire - June 14, 2022 0
        I spoke with Jed Ayres, CEO of IGEL, about the endpoint sector, and an open source OS for the cloud; we also spoke about...
        Read more
        Applications

        Kyndryl’s Nicolas Sekkaki on Handling AI and...

        James Maguire - November 9, 2022 0
        I spoke with Nicolas Sekkaki, Group Practice Leader for Applications, Data and AI at Kyndryl, about how companies can boost both their AI and...
        Read more
        Logo

        eWeek has the latest technology news and analysis, buying guides, and product reviews for IT professionals and technology buyers. The site’s focus is on innovative solutions and covering in-depth technical content. eWeek stays on the cutting edge of technology news and IT trends through interviews and expert analysis. Gain insight from top innovators and thought leaders in the fields of IT, business, enterprise software, startups, and more.

        Facebook
        Linkedin
        RSS
        Twitter
        Youtube

        Advertisers

        Advertise with TechnologyAdvice on eWeek and our other IT-focused platforms.

        Advertise with Us

        Menu

        • About eWeek
        • Subscribe to our Newsletter
        • Latest News

        Our Brands

        • Privacy Policy
        • Terms
        • About
        • Contact
        • Advertise
        • Sitemap
        • California – Do Not Sell My Information

        Property of TechnologyAdvice.
        © 2022 TechnologyAdvice. All Rights Reserved

        Advertiser Disclosure: Some of the products that appear on this site are from companies from which TechnologyAdvice receives compensation. This compensation may impact how and where products appear on this site including, for example, the order in which they appear. TechnologyAdvice does not include all companies or all types of products available in the marketplace.

        ×