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Maximizing Secondhand Search: Used Item Retailers Can Prosper in Spite of Economic Downturn
Wednesday, August 06, 2008
CARY, N.C., Aug. 6 /PRNewswire-FirstCall/ -- In today's difficult economy
many cost-conscious consumers are searching online for businesses that provide
secondhand goods. In fact, according to the National Association of Resale &
Thrift Shops, more and more consumers turn to small businesses selling used
products during an economic downturn -- making this the perfect time for these
retailers to consider expanding their online advertising.
"As consumers continue to look for ways to stretch their dollars, now is
the time for owners of stores specializing in used items to take advantage and
ramp up their online advertising," said Jeff Porter, vice president,
DexKnows.com(TM), Dex's online local search site. "Whatever type of second-
hand business you may run, consumers are out there looking for your products.
A well-targeted online ad campaign can make sure they know you're out there,
and what you have to offer."
In order to take advantage of this opportunity, retailers should:
-- Consider building or expanding online ad programs. Used goods
businesses that do not currently have an online presence can start by
developing online storefronts or Web sites that can provide a wealth of
information on the business. Used goods businesses that have Web sites should
consider optimizing those sites for search engines or creating paid search
campaigns that will attract more customers.
-- Create ad copy that stresses the benefits of shopping for used items.
Businesses that engage in a paid search campaign or other form of online
advertising should maximize the limited amount of online ad space they have to
work with. They can do this by telling consumers how they can both save money
and purchase quality products.
-- Closely monitor Internet traffic. Review statistics to determine what
Web pages people are visiting, how long they are staying on your site, and
more. Make adjustments to ad copy, landing pages and other aspects of the
campaigns as necessary.
"Recently we've seen an influx of businesses turn to our online products,"
said Porter. "They're looking to attract cost-conscious customers who are
using DexKnows.com or search engines to find local businesses. Online
advertising has proven to be a very effective tool for these businesses."
Dex offers a number of online options for retailers seeking to grow their
business during this critical time. DexKnows.com provides retailers with the
opportunity to show their stuff not only through general business information
but through enhanced features such as ratings and reviews, maps, online videos
and more. Dex also provides comprehensive search marketing services,
including the development and hosting of online storefronts and search engine
optimization and paid search consultation, for companies that wish to increase
awareness of their web sites over popular search engines such as Google(TM)
and Yahoo!(R).
About Dex
Dex is part of R.H. Donnelley (NYSE: RHD), which connects businesses and
consumers through its portfolio of print and interactive marketing solutions.
Small- and medium-sized businesses look to the company's experienced team of
marketing consultants to help them grow their businesses and drive sales
leads. Consumers depend on the company's reliable, trusted, local business
content to deliver the most relevant search results when they are seeking
local goods and services. For more information, visit http://www.DexKnows.com
and http://www.rhd.com.
SOURCE R.H. Donnelley
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