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Overstock adapts to Google search engine changes
Overstock said that it’s still adjusting to changes Google made to its search engine algorithms, which reduced the online retailer’s ranking in some search results during some periods. As a result, the company has had to emphasize other marketing channels, such as sponsored search.
Although sponsored search has generated revenue growth for the company, Overstock said that the move also incurs higher associated marketing expenses as a percentage of revenue than it had to pay prior to Google making its changes.
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HBC goes digital
As part of its digital strategy, Hudson’s Bay Company has created HBC Digital and appointed Michael Burgess as the newly created group’s president. Burgess will report to the office of the chairman.
HBC Digital will drive the digital commerce and marketing strategy and execution across all channels, in partnership with each of the company’s business units: Saks Fifth Avenue, Lord & Taylor, Hudson’s Bay and HBC Outlets.