The dog days of summer feel incomplete without a fully functioning Las Vegas Market Summer Market, a glitzy soiree where vendors, buyers, and ecommerce merchants gather to prep for a holiday season and the following year. This marquee event is especially intriguing as an example of West Coast marketing and commerce, and this year’s promises to be equally stellar.
With one exception.
The global Covid-19 pandemic has led to some changes, and understandably so. Gathering thousands in a venue even as large as this takes cautionary planning.
But the organizers of Las Vegas Summer Market 2020 are determined to put on a great show for those who just can’t stay away. Scheduled to kick off on Aug. 30, the event will feature permanent showrooms, as has been tradition. Temporary tradeshow presentations are not on the calendar.
If you haven’t yet attended an annual Summer Market fiesta, you’ve missed out. It creates a meeting point for designers and exhibitors to showcase their best products to buyers on a world-class, state-of-the-art campus in downtown Las Vegas. Cross-category entries in home furnishings, gifts, décor, and more create a delightful, even mesmerizing, experience for ecommerce sellers hoping to shape their inventory choices.
Just over two decades ago an entrepreneur near Seattle embraced the idea of using business owners to help pad the success of another business. He called it “friendship marketing,” and wrote extensively on it as a way to generate leads and brand familiarity.
That was in the pre-eCommerce days. The field now is far wider; the competition much stiffer. But the ideology remains, and it’s now known as “affiliate marketing.” Though not quite as personal, it’s a way to piggyback off of successful businesses to both generate and divert sales. For the most part, it involves allowing other businesses targeting the same audience to receive commissions from their willingness to refer out to you. Sounds simple.
It’s a bit more complex, but the possibilities are plentiful. The obvious big-time affiliates range from Shopify to Amazon Associates; from Ebay Partner Network to Coinbase; and from ClickFunnels Affiliates to Wayfair Affiliate Program. Each offers a varied payout structure and a different set of unique benefits. On the low end, commissions may amount to 5 percent of each sale. That said, individual arrangements may spice up the deal with kickbacks as high as 50 percent. Your mileage will vary.
For newer or smaller online sellers, it’s a way to get established as you are building what hopefully will be a thriving business, and earn revenues in the process.
It may sound counterintuitive to send business away, but consider this: if someone is already signed on to you as a seller, they will buy a product from you unless you don’t carry it. This is where affiliate marketing referrals kick in, earning you a slice of the pie.
Not that you needed more bad news to round out the myriad chaos surrounding the Covid-19 pandemic, but it could throw a curve into your business. And in a very, very bad way.
For a multitude of possible reasons, mail delivery through the United States Post Office has hit a major snag. Formerly a reliable service with on-time deliveries, the mother of all shipping magnates is bogged down with complications from various factors including sheer volume, employee shortages, and political wrangling.
An internal memo leaked to the press reveals that carriers are instructed to avoid overtime and unnecessary delays by leaving some mail at distribution centers if it may cause them to spend more time on their shift. A baffling development for the hundreds-year-old icon of delivery, this new policy follows a series of high-profile changes and concerns.
We’ll leave the messy controversy over this administration’s newly appointed Postmaster General alone for now, saying only that allegations of attempted election suppression are not helping. But the upshot is that mail delivery is increasingly faulty and late, with packages delivered to wrong addresses, delivered late, or not delivered at all. Bad for ecommerce.
The US Post Office experienced a massive $4.5 billion loss in revenues after its second quarter of this year. The reasons for that are complex and varied. The government-contracted agency is forced to find cost-cutting measures. For obvious reasons, this is an unimaginable ecommerce nightmare. Doing your part as a vendor to market, lure, sell, and package merchandise is hard enough. Now knowing that your good faith attempts to get it sent to buyers may be in vain is more than you should have to accept.
Pres. Trump has suggested the USPS triple or quadruple shipping prices. While some don’t take that seriously, it implies an intent to adjust pricing, at very least. That will impact your bottom line.