Seeing Beyond the Click

By Chris Petersen

In the digital world of ecommerce, it can be easy for retailers and manufacturers to simply see their online marketing efforts as click drivers. Generally, the more clicks a website receives, the more likely their business will succeed. Just because these transactions take place in the digital realm, it doesn’t mean there aren’t people behind those clicks. That’s the philosophy that’s helped NetElixir, a leading provider of digital marketing, provide solutions for clients worldwide.

As Udayan Bose, CEO of NetElixir explains, NetElixir helps its clients succeed in their online marketing efforts by humanizing every click and providing them with a more complete picture of their customers than a purely numbers-driven approach.

With three offices serving customers worldwide, NetElixir provides a complete suite of digital marketing services that help companies reach consumers. Among these services are paid search advertising, website analytics, search engine optimization (SEO), and social media marketing. Across all of these services, Bose says, NetElixir’s international team of highly motivated and enthusiastic technology experts help clients grow their opportunities through their global perspective and technology savvy.

Advance Packaging

Advance Packaging's Build A Bag™ Program gives formalwear boutiques and national retailers

the opportunity to make their garment bags truly stand out.

By Jim Harris

The garment bag is the unsung hero of the formalwear world; simple in concept, yet brilliant in performance. Without it, dresses, suits and tuxedoes would be more difficult to organize, transport and keep wrinkle free and undamaged. 

While many mistakenly attribute the sole purpose of a garment bag to its functionality, for Advance Packaging’s many customers, garment bags are an exciting, creative and vital part of a much broader merchandising and marketing strategy.



HARIBO of America is continuing to raise consumer awareness of its brand through high-quality products and numerous strategic initiatives.

By Eric Slack

Remember to give thanks to HARIBO the next time you enjoy a gummi candy. The German-based company was founded in 1920 and made the first gummi candy in 1922. Having expanded from its German roots, HARIBO now has a presence in many countries around the world and is among the biggest fruit gum and licorice sweet manufacturers on Earth.

“The company has a long history, and there have been almost 100 years of HARIBO Gold-Bears,” says Rick LaBerge, who has been COO of HARIBO of America since May 2015. “The company strives for quality above all else, providing quality products at reasonable prices to consumers.”


Allegiance Retail Services provides family owned supermarkets with what they need to remain competitive and successful.

By Chris Petersen

For more than 50 years, family owned supermarkets throughout New York, New Jersey and Pennsylvania have counted on the support of the Foodtown Co-Op, and the more recently (2012) formed Allegiance Retail Services. One of the largest retailer-owned co-ops in the region, Allegiance serves 24 members with nearly 100 locations combined. President and COO John Derderian says the co-op has been a stalwart supporter of independent supermarkets throughout its history, and it continues to find new ways to help its members compete in an increasingly crowded marketplace.

With pressures coming from big-box department stores, online retailers and specialty grocers in addition to the traditional chain supermarkets, family owned supermarkets need a support system now more than ever. Allegiance aims to continue being that support system for its current members and new members for a long time to come.

Headquartered in Iselin, N.J., Allegiance offers its members all of the benefits that come with co-op membership, such as increased buying power, marketing resources and technological support. The co-op works with some of the leading suppliers in the area to provide members with access to a wide variety of products at competitive pricing. Allegiance also offers its members more than 1,000 unique SKUs under the respected Foodtown brand.

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Baker & Taylor develops value-added services to connect content producers with customers in addition to developing new programs that lower costs in the supply chain.  

By Janice Hoppe

As one of the world’s leading suppliers of physical and digital books and media, Baker & Taylor prides itself not only on the content it distributes, but also on its ability to offer value-added services that make it easy for content suppliers and customers to do business with each other. “Over the past three years we have invested, on average, $20 million a year in both B2B and B2C platforms,” Executive Vice President of Merchandising David Cully says. “The idea there is to connect our content providers with businesses and the ultimate customers.”

Charlotte, N.C.-based Baker & Taylor was founded in 1828 – the same year literary giants like Leo Tolstoy and Jules Verne were born – to bind and publish books. Later, Baker & Taylor began distributing books, making sure the written word made its way onto library and store shelves, and ultimately into readers’ hands.

Today, Baker & Taylor is one of the world’s largest distributors of books and entertainment products with about 24,000 suppliers. It serves 14,000 retail customers, 10,200 public libraries and 7,500 schools. “I think we are one of the world’s largest suppliers of books and value-added services specifically to retailers,” Cully notes. “One-third of our retail business is international and our international business is growing rapidly based on the proliferation of the English language as a language of professional disciplines, education and consumers.”

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