Last week, I introduced a blog series on merchandising. The
first installment focused on the fact that there is a wide range of opinions and emotions across the travel industry regarding this new phenomenon called merchandising. I also pointed out that there is a fair amount of misinformation and misunderstanding on the topic, and this often inhibits effective discussion and debate. So, in the hopes of leading to more fruitful and informed discussions for all of us, this second installment is a short primer on merchandising lingo. The intent here is to give us all a baseline understanding about this powerful movement that is unfolding in our industry.
Web sites and online media are rapidly becoming standard channels for businesses and customers to connect with each other. Your site needs to be both a sales and marketing channel and a customer service front. Even if you don't use social networks or other forms of Internet marketing, you at least need a solid Web site to establish your brand and presence. But how well is your current site doing? Here are five ways to improve your current site.
