Dale Traxler

Articles by: Dale Traxler

Dale Traxler

Dale Traxler is a contributing editor for Practical Ecommerce. He is an ecommerce veteran with hands-on experience — since 2002 — as co-founder and C.E.O. of an online jewelry supply distributor that was successfully sold in 2012.

Dale is now V.P. Commerce Solutions for Rightpoint, a digital agency, where he focuses on delivering world-class digital commerce solutions for enterprise companies in manufacturing, distribution, healthcare, and retail.

Email Dale at dale@practicalecommerce.com.

Marketing & Advertising
For Quick Sales, Target Top PPC Ad Placements

June 26, 2012 • Dale Traxler

For many retail businesses, summers can be a challenging time to maintain steady revenue. This week, I’m going to focus on a strategy that could bring quick revenue into your business. A lot of the marketing buzz for ecommerce businesses has been around using social media to build you...
Business
Adapting To Business Lifecycles

June 20, 2012 • Dale Traxler

Businesses have a lifecycles. They can be summarized as follows. Humble beginnings to survival. This is the period from the conceptualization of the business to actually receiving sales. You can pay your employees and your vendors. You have revenue coming in, and the makings of a sust...
Business
How to Evaluate Ecommerce Risks

June 14, 2012 • Dale Traxler

Ecommerce business owners face risks. Some may keep you awake at night. Others are routine and you really don’t think about them. The ones that keep you awake at night are most likely the least understood — or outside of your control. A key to business success is to mitigate your risk...
Business
Achieving Your Ecommerce Business Goals

June 8, 2012 • Dale Traxler

In my recent series of articles, I examined six different elements of a business model: customers, products and services, channels, profit, people, and infrastructure. A well-planned business model and a well-executed strategy to support it should allow you to achieve your business goal...
Business
Is Your Ecommerce Model Profitable and Sustainable?

June 4, 2012 • Dale Traxler

Are your profits better or worse than you projected 12 months ago? If you don't know — or if you didn't do a projection — you may be missing a key component of your business model: finance. This article continues my series on the managerial, operational, and financial aspects of runn...
Business
Building the Right Ecommerce Team for Success

May 23, 2012 • Dale Traxler

Think you have a killer idea for an ecommerce business? Whether you are a product manufacturer or a reseller, it’s pretty difficult to come up with a truly unique business idea. In most cases, you’ll find someone who has done it, already doing it, or planning it. You will likely be able...
Business
7 Key Ecommerce Infrastructure Decisions

May 18, 2012 • Dale Traxler

Every business requires an infrastructure to support its customers and operations. This includes facilities, equipment, and processes to support all the functional areas of your business. Choosing the correct infrastructure to match your business strategies enables your operations to ru...
Conversion
Choosing Sales Channels to Reach Target Consumers

May 9, 2012 • Dale Traxler

In my previous three articles, I explored the importance of developing effective strategies for your ecommerce business. This starts with knowing who your customers are and what products and services they buy from you, and why. Those three articles are: Who Needs an Ecommerce Strate...
Business
What’s the Value Proposition of Your Ecommerce Company?

May 3, 2012 • Dale Traxler

Your company's value proposition is the reason consumers buy your products or services. You may have more than one value proposition, as every customer segment you serve may derive value from different aspects of your offer. You should be able to explain it in 30 seconds — the so-called...
Conversion
7 Things to Know about Your Customers

April 26, 2012 • Dale Traxler

Whether you are planning to launch a new online store, new product lines, or an entirely new business, you need to know who your target consumers are and how to reach them. These seven questions will help with that understanding. Why do customers buy from you and not a competitor? ...
Business
Who Needs an Ecommerce Strategy, Anyway?

April 23, 2012 • Dale Traxler

Editor's Note: We welcome Dale Traxler as our newest contributing editor. He's a former owner of an ecommerce business — having purchased, grown and then sold Beaded Impressions, a family of jewelry-related sites. He's now an advisor and consultant to small businesses. Ten years ago...