Derek Zoolander, the character created by Ben Stiller in 2001, enthusiastically waited to be shown his project for an infant school. What a surprising disappointment when a Playmobil sized model was revealed from under the cover. «What’s this? A school for ants? How are the children going to learn how to read inside there?» Putting aside the fact that Zoolander isn’t the brightest lamp on the street, his reaction is actually repeated in many e-commerce users day after day: how is a shop, or a huge shopping centre going to fit into my little mobile phone?
The technological miracle isn’t difficult to understand, but it is complicated to apply correctly. Before the widespread use of mobile devices, many brands thought the iPhone was a scale model: you just had to enter all the information that was already compiled on web catalogues. The result is just worthy of ants. If we try to collect all the data from a website in a version which has less on-screen space, the elements, text and images are going to group together to the point where it is impossible to see them without the use of a magnifying glass. And we already know that all mobiles have a digital zoom… and that it is not very user-friendly.
Continue reading “The Importante of Mobile Ecommerce: How to Adapt Your Ecommerce to New Screens” »
Let’s say out loud what some salesmen tell us just by their look: they hate the sound of the doorbell and when we go through the doorway to sniff around and ask to be attended, or simply to serve us at the till. We have seen this taken off in many sitcoms where the introverted shop assistant hates all the customers. Moving clichés aside, when you go into a franchise or a small shop, it’s not strange to come across whispering, lack of visual contact, open archives used as little places to hide, or a screen that the aforementioned never stops studying.
The arrival of e-commerce meant a huge advantage for those who didn’t want to sell in person, or to physically deal with customers. Naturally, gigantic chains and large shopping centres kept waging for all the opposite, and for a physical and labyrinthine experience in which customers can easily lose their bearings to find empty information points and unfocused staff in hidden stock rooms. So, why does the TV comic seller hate the business so much if it seems like a videogame?
Ideed, buying is an individual process for the customer and the seller that requires the community’s support from time to time. What do e-commerce customers have to lean back on when everything is made virtual and the shelves, products and shop assistants disappear?
Continue reading “How to Be a 5 Star Ecommerce Business: The Positive and Negative Influence of Reviews” »
Let’s go back for a moment to the Middle Ages, when all the foundations of the socio-economic system were really established that we know and manage nowadays.
In a small village that is well known for its numerous oat fields, a farmer was eating porridge for breakfast while he sorrowfully looked towards his vegetable patch on which only cauliflower used to grow. Suddenly, an idea sprang to his mind: that difference could mean a business opportunity, so he soon started to take boxes of cauliflowers to other villagers in exchange for a certain amount of money. He developed a B2C (Business-to-Consumer) trade model (besides making the first move for the whole modern network of boxes with fresh veggies).
Continue reading “B2B E-Commerce: The Golden Secret of Digital Trade” »
«I don’t do fashion, I AM fashion.» The legendary designer, Coco Chanel, spoke these words with the rotundity of someone with an ambitious character, to put it lightly, but this is also said by someone who knows their profession like the back of their hand.
In the film “The Devil Wears Prada”, when the Vogue editor asks her assistant to get her the manuscript of a Harry Potter book that hasn’t been published, we can see how someone who is used to luxury and power goes beyond the limits of getting things on a whim. But we can also interpret this in another way: to have access to exclusive treatment is part of the editor’s lifestyle; one that doesn’t place her on a superior scale to the rest of the people, but one which she is working and paying for on a daily basis. Deep down, the public thinks the same as Coco Chanel: they don’t want things; they want to feel that these things belong to them in a special way.
To feel special is ultimately the main aim that leads to any user making a purchase, and it is the heart of the majority of advertising strategies since the 1950s. The best fictional expert in psychological consumer mechanisms, Don Draper, has already said this: I’m not selling nylon tights, I’m selling love.
Continue reading “Challenges and Problems in the Luxury Ecommerce Experiencie” »
Following the announcement made by our colleagues, we are pleased to confirm that Sales Layer and Trellis are now partners, and from now on, they will offer a combination of exclusive services for our present client portfolio and for all clients that will be incorporated in the future.
Continue reading “We Announce a New Partnership Between Sales Layer and Trellis” »
“This has to be ready on this day of the month no matter what”, and the words are accompanied by a circle in permanent red ink.
You’ll have heard this terrifying phrase during the preparation of the new spring/summer and autumn/winter seasons, especially if you work in a fashion company, and it’s also heard at special times of the year such as Christmas. They are the most stressful times of the year as a large quantity of tasks accumulate that must be done in a short period of time. The perfection is not a purpose, but rather an obligation which is against the clock for the day of the launch.
But if you look at it in perspective, the same repetitive tasks linked to the catalogue information come round every year, and are needs which have been addressed over many years without method or order. The anxiety of those moments blurs out the obvious, and that is to learn and to anticipate: with a little order and using the appropriate tools, you can simplify the most annoying dates in the year, by cutting the preparation periods of new seasons into less than half the time they usually take. In addition, you will manage to achieve a considerable improvement in the quality of the content that you and your team prepare, just by organising the processes.
Continue reading “How to Prepare a New Season in Ecommerce with a PIM System” »
In one of the episodes in AMC’s series “Halt and Catch Fire”, a father had forgotten to go to buy his daughter a Cabbage Patch Kid. The toy, which is a doll that managed to take over shops in the US, decade after decade, is famous for rapidly selling out, and our character in the series isn’t any luckier: the last Cabbage Patch Kid is displayed behind the shop window of a closed toy shop. So what does a desperate father decide to do? He smashes the glass window with a brick, so he can take the doll.
Needless to say, such reaction is illegal and over the top, but it’s nothing out of the ordinary. We have all experienced the stress of Christmas shopping on either side of the shop window, either as sellers or as customers. So, what is the moral of the Cabbage Patch Kids? Apart from using reminders so we never forget the most important gifts, you also have a responsibility to “smash the glass” from the other side of the window as a business. Make the public aware of your products before it’s too late and investigate their reactions and wish lists to find out which product will be most in demand to cause a shower of bricks (well, metaphorically, we hope).
Continue reading “How to Predict Which Are Your Best-Selling Products Over Christmas” »
Remember we recently brought important additions and improvements to our Sales Layer services? Well, if you are a client or if you’re thinking of adding a PIM system to your business, we are going to put more new features on the table that will help your company to have an increasingly more complete and effective e-commerce experience each day. These are the latest updates that you will find in Sales Layer.
Continue reading “The Latest Changes in Sales Layer With More Functions and More Simplicity” »
Manuel Climent, entrepeneur, co-founder and director at CleverPPC since 2012, the matrix of Clever ecommerce, a software tool for ecommerce with more than 5,000 clients in more than 87 countries.
Remember those gifts that always appear at Christmas: the perfume that you never open, or the tie that you never wear? The campaigns in Google AdWords provoke a similar impression in any business: they are an inevitable step but no one has time to be creative. But you want your customers to feel like children on Christmas morning when they are seated in front of your products or services, so to do this, your business must be the first in transmitting excitement, and to go beyond the typical last-minute ideas.
The main key to an online advertising tool consists of how to personalise your content so that it reaches its suitable audience. Google AdWords may seem like the obvious, quick and simple answer to respond to this need, but it unfortunately requires quite a lot more technique than just those three adjectives.
Continue reading “How to Manage a Google AdWords Campaign for Ecommerce” »
This article is written by Cecilia Zanette, entrepreneur, Organisational Coach, and Regional Director at Sales Layer and ProRetoque for Latin America.
If we take a quick look at the coloured line on the following graph, we can see the rising movement of e-commerce in Argentina over the last three years:
Year 2013 = 48.5%
Year 2014 = 61.7%
Year 2015 = 70.8%
… And rising.
According to the surveys carried out by the Argentina Chamber of Electronic Commerce in 2015, there is a 97% satisfaction rate among Argentinians for purchases that were made online.
Continue reading “An Analysis of Ecommerce in Argentina. Challenges and Opportunities” »