Meet Your Customers: The Parent Shopper

The categories of customers in e-commerce are accumulative: a buyer may be local, digital and international at the same time, even though each one of these facets show different behaviours.

Is there a circumstance in which a customer imposes the same behavioural trend in all categories and sales channels? Yes, and that good new one is… to be a parent! To stay attentive of raising children (and the finances) supposes that human beings move to a life of chaos where there is just one guide stone: is this in my interest for my role as a parent?


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How to Create Quality Content for Your Website (with Google Seal of Approval)

Those who work closely with the public are usually highly concerned about the image of the texts on their website and for their business, making sure that there are no spelling mistakes, that the best keywords for SEO have been included, and that the message is clear and concise… (you don’t worry about these things? Then we don’t know what you’re doing here; or rather, you should start to find out why these things are important).

We feel satisfied when we look at our content, catalogues and product information, like when we see the recently-tiled work on a facade, and whisper: “That’s real quality…!


But… are you sure your content is really good quality? It may seem so, especially after so much effort. Turn around… although you won’t see anyone, some experts have leaned on your shoulder at some point and just decided if your content is good quality or not. They appear silently without any notice, and determine the destiny of the online positioning of your business.

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Meet Your Clients: The International Shopper

Online shopping has abolished any borders: you no longer have to sigh about Paris fashion if you live in a provincial village, or sighing for provincial artisan cheese if you live in Paris.


However, most users still prefer to buy in their national area, as for international shopping they expect high shipping costs, longer shipping times, difficulties in changes and returns, customs retentions, as well as the maintenance of prejudices against some countries.

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Meet Your Clients: The Local Shopper (or Visit-In-Person)

Although this is a type of contemporary consumer, in fact the local customer is the oldest one of all. Traces of the old days still persist, when acquiring a product or service meant to rely on the recommendations of others, to inspect the business and merchandise in person, and to discover if the seller inspires or not some almost magical confidence.

Some time ago, Google replaced the local term with visit-in-person, referring to those users who make an online consultation with the intention of making a subsequent visit in person. Among the keywords to determine when a search is local, or visit-in-person, Google includes near me, gas stations, restaurant, cafeteria, bar, class (eg yoga), cinema / billboard, dentist, workshop or ATM. The SEO for this category of user must be considered, especially if your business depends more on physical visits than on final online sales.


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Meet Your Clients: The Smart Shopper

In recent years, the use of electronic devices for buying products and services has skyrocketed, with an average of three devices per citizen. But that does not mean that all users use their smartphones, tablets, and computers efficiently or even confidently.

The smart shopper is the ideal customer type… but also a fussy one and pretty difficult to impress. These clients use all available channels and sources to gather the most valuable information before making a purchase.

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How to Design a Perfect Landing Page

In July 1937, during her attempt to go round the world on-board the plane Electra, Amelia Earhart should have arrived to Howland Island from Lae, in the middle of the Pacific archipelago, but she didn’t make it. Electra had disappeared at some point over the ocean without leaving a trace, and among a spatter of islands, which practically no one could name, let alone point out on a map. Was it a technical error, an insufficient fuel level, or a navigational mistake between confusing radio directions?

Amelia Earhart never landed and we can only speculate without a solid foundation, but the disappearances that occur day-to-day in your online shop do have an obvious explanation. While planning on the internet, potential customers discover the sign of a business in the distance like the remarkable silhouette of a Hawaiian island. Then, if they decide to approach, the fog starts to surround them and they suddenly don’t find themselves in the place that they expected to go to. What happened? Where is the gain, the promised sale?

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Autonomous Cars and The New Possibilities for eCommerce

In Hanna-Barbera’s cartoon series The Jetsons, which is set in a future full of gadgets, the most impressive of all was the one used to make cars disappear. The eternal problem of parking in the morning was resolved by a little gun that made the neighbour’s car vanish, in order to get a space.


It’s a curious thing that, despite getting ahead of many technological desires that are a reality nowadays, science fiction keeps considering vehicles as a nuisance. And they really are, due to the volume and space they take up while they’re not in use. That’s why the answer of the future (or our present) isn’t in the little gun that makes objects vanish, it’s in giving cars even more importance in our day-to-day lives.

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Los mejores marketplaces para e-commerce de 2017

Un buen día, un hombre alemán se pasaba la mañana de sábado rebuscando ediciones en una librería de viejo. Pensó entonces en que no le apetecía nada patearse todo Múnich preguntando si en alguna parte vendían El origen de las especies de 1859. Prefería con mucho sentarse directamente en una terraza a tomar una cerveza y hojear el libro en sus manos.


Corría el año 1999 y este buen amante de la literatura fue (con licencias creativas) Boris Wertz, el creador de uno de los primeros marketplaces que, además, hoy en día sigue con su trayectoria. Nos referimos a JustBooks, después adquirido por Abebooks en 2002 y, finalmente, por el gigante Amazon en 2008. ¿Por qué no reunir en un solo lugar el catálogo de todas las librerías de una misma ciudad, ¡no!, de un mismo país, ¡no!, del mundo entero? El hombre se ahorraría muchas caminatas y ganaría muchas calorías de cerveza. La evolución de las especies.

Otros bibliófilos mirarían a Boris por encima del hombro: ¿dónde queda entonces la emoción de la búsqueda? Bueno, hubiese dicho Boris, nadie quiere dejar de buscar, sino de invertir esfuerzo vano en ese proceso. Y, por muy fácil que nos lo pongan las tiendas online de grandes marcas y pequeños comercios a la hora de revisar su catálogo y stock, no son cómodas si queremos comparar precios y productos entre ellas.

Con este objetivo en mente nacieron los primeros marketplaces digitales.

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Does Your Business Need a Paper Catalogue? Printed and Digital Catalogues in Ecommerce

I want this! I want this! I-WANT-THIS!

How many times did you shout out that as a child, while you were marking your favourite toys in the Christmas catalogue with a pen? Some brochure made up by a designer with so much love was then suddenly turned into a drawing and writing platform for young children. But the catalogue had fulfilled its purpose: to reach its target market and encourage a wish that Santa (pssst: the parents) would take care of for it to come true.

A very dangerous factor intervenes here, and it’s the number one enemy of any online business: nostalgia. If there’s somewhere we have to look towards, it’s the future, and not the past.  Not even childhood bliss. But despite all the new tools and technologies that we talk about, paper catalogues are still appearing in letterboxes, on doormats and among piles of publicity at shop entrances. How is this possible? What is this waste all about during a time of needed ecological awareness? Did you make a good decision when you stopped printing your catalogues, or was it a very bad decision?


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Las tendencias en cross-selling del retail y el e-commerce para 2017

Es viernes noche. Has encargado comida hindú, pero durante la espera se te antoja una cerveza y un cuenco de anacardos (pelados), y no estás seguro de si te queda nada de eso en la nevera o la despensa. Estás muy cómodo envuelto en una manta (aunque te gustaría otra de un tejido más suave) y ya tuviste que levantarte antes para llamar al restaurante. Golpeas los cojines del sofá: ¿por qué no podrían llegar las cosas rápidamente a nosotros en cuanto las queremos, un viernes noche?


Después de descargar tu frustración contra los cojines, miras a tu alrededor: no, no hay ningún mayordomo que aparezca atraído por el escándalo y con una bandeja de cerveza y frutos secos. Tu único mayordomo particular continúa en la mesa donde lo dejaste, tras encapricharte de pollo Tandoori: el teléfono móvil. Ni gatos cósmicos, ni escalofriantes inteligencias artificiales. De momento, lo más parecido al futuro se ilumina y vibra de vez en cuando, invitándonos a abrir vídeos de gatitos.

Y es que, en realidad, los smartphones no han suscitado ningún comportamiento nuevo y nocivo entre la población usuaria. El e-commerce tampoco ha supuesto una traición para el porvenir de la raza humana, al convencerla de que consuma más y más rápido. La razón de que el smartphone y el e-commerce se hayan fundido tan fácilmente con nuestra esencia diaria es que de entrada ya éramos seres caprichosos. Al individuo le gusta la inmediatez y satisfacer los impulsos con un chasquido: le gusta la magia. Y si la ciencia (o la tecnología) termina siendo indiferenciable de la magia, los mejores trucos acabarán sirviendo al gusto de la mayoría (o de la mayoría con dinero y smartphones).

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