Global Digital Marketing & Retail by Alex 38
Global Digital Marketing & Retail by Alex 38
Inspiration from across the world for retail enthusiasts, e-commerce professionals, marketing lovers and technology fans. Welcome back! I summarized some great links again, I stumbled upon this week.
Good morning, welcome to another edition of the 'Cross Border Alex' newsletter. In this issue, we explore Facebook’s advertising possibilities and feature an innovative AI application from Saudia Airlines. We'll also delve into a unique trend in Asia where vending machines allow you to purchase and return gold. Additionally, we include an insightful excerpt from a book on the Customer Effort Score, which I believe should take precedence over NPS and CSAT. Check out all this and more in our latest newsletter.
📖The Customer Effort Score: A Timeless Metric and an Essential Starting Point
This is a picture from a book called “The Effortless Experience”. Sometimes I like to grab some older books to see if what’s inside is still relevant. In this case, it for sure is. The Customer Effort Score. I always liked the Customer Effort Score because if you measure it, and deal with it, you make a much more intuitive product and in that case CES can be an indicator of future buying behaviors and overall satisfaction. If users find the app or website easy to use, they are more likely to return, and they spread WoM (word of mouth). I am 200% certain the research as you see in this page is still valid and can and must be used in today’s product development.
What’s the difference with NPS or CSAT, you might ask. Well, NPS and CSAT provide insights into loyalty and satisfaction, CES offers a focused view on the operational effectiveness and user-friendliness of digital platforms. In my opinion, it starts with CES and then NPS and CSAT follow.
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📘Facebook AD test structure explained by an expert (with bad sound quality though)
The sound is terrible, but the video gives a good explanation of testing Facebook ads.
Always test the creative first (image or video) FB says it has a 56% impact on the performance.
Usually broad target or interest.
Exclude existing buyers.
All tests are in a ABO (Ad set budget optimization) campaign, each new test is a new asset.
Details in the video below (sound off, captions on)
🛍️Everyone a marketplace: Nordstrom launching a marketplace
Everyone is launching marketplaces nowadays, but Nordstrom is worth mentioning. I have followed Nordstrom already for a long time, as traditionally they focus on customer experience, an area I like. Maintaining good Customer Experience when you launch a marketplace can be a challenge. So it is worth understanding what Nordstrom’s plans are and how they try to differ from other marketplaces.
Consumers perceive online marketplaces as offering better online features compared to brand websites and retailer sites, including fast delivery, free shipping, and a broad product variety, according to “The Online Features Driving Consumers to Shop With Brands, Retailers or Marketplaces,” a PYMNTS Intelligence and Adobe collaboration.
By blending its traditional strengths in customer service and luxury retailing with the broader selection and operational efficiency of a digital marketplace, Nordstrom is positioning itself to meet contemporary consumer demands while maintaining its brand integrity.
Nordstrom's marketplace is designed to maintain the high level of customer service and loyalty benefits that shoppers expect from the brand. This includes personalized recommendations and enhanced search features that improve product discoverability
Nordstrom's marketplace differs from other online platforms like Amazon or eBay primarily in its curated approach. Unlike the broader marketplaces that focus on volume and variety, Nordstrom focuses on a tailored selection that aligns with its luxury branding and customer base. Additionally, the emphasis on integrating the marketplace seamlessly with existing customer loyalty and service frameworks helps preserve the premium shopping experience that Nordstrom customers expect
https://retailwire.com/discussion/how-can-nordstrom-stand-out-with-its-online-marketplace/
🔍Product Manager vs Product Designer
Many people find it challenging to distinguish between these two critical roles, and this diagram provides a clear and comprehensive breakdown. Personally, I feel that the "Personas" element might be more accurately positioned slightly to the left, in the area between the two roles. Apart from that minor tweak, I find this visual to be an useful resource for understanding how both positions contribute uniquely to product development.
🧪Alternatives to Facilitated Usability Testing
Usability testing and qualitative feedback intrigues me already for a long time. I have had usability sessions in many forms, but nowadays getting qualitative feedback is much easier than before. The barrier to testing is much lower. Paul Boag wrote a good article on it which I encourage everyone to read.
Facilitated usability testing is a great chance to get to know users and ask in-depth questions. But, I use it less and less due to the downsides. Most of the time, I test to answer a specific question. Traditional usability testing is rarely the best way to get my answer.
https://boagworld.com/emails/traditional-usability-testing-might-be-causing-you-problems/
🇸🇦 Travel companion app : Saudia Airlines
Now this is nice, an airline that innovates with an AI personal assistant app. Saudia, the national airline of Saudi Arabia, has launched a beta version of a digital platform called “Travel Companion”. The app can boost customer/passenger satisfaction as they are completely integrated into the airlines’ ecosystem. I can imagine in the future this all works in your native language as well. Makes me consider taking this airline my next trip, just to test it!
Additionally, considering the recent severe disruptions at Dubai Airport, tools like these could be invaluable. They not only enhance communication during irregular operations but also provide real-time updates and assistance, potentially smoothing out some of the chaos. It's an intriguing development that could redefine traveler experience in challenging situations.
https://www.timesaerospace.aero/news/events/atm-saudia-showcasing-its-digital-capabilities
https://www.saudia.com/en-TH/Companion
🤓Download the error messages decision tree
This diagram might be useful for product managers and developers. Unclear error messages are still a big frustration for us all and a huge conversion and experience blocker. Creating a diagram might improve the quality of the product.
The best advice I can give is to look at Japanese error messages, they are much better than those in the West as they think along with the user.
🇰🇷 🇨🇳 Meanwhile, in the East: Vending machines with Gold Bars
While inflation is soaring due to money printing, many consumers flock to gold. In Asia, there are vending machines for almost everything. Korea now has vending machines that sell gold bars. Impossible in the West due to security reasons, but very popular (placed in convenience stores) in the East.
In China, they even have a vending machine that analyzes and then exchanges your golden jewelry into fiat money:
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🧐Lynn Alden explains how money and banking work
A must-see explanation video for everyone who likes Fintech. Lynn Alden did a great job explaining the money and banking system. Must have been a lot of (research) work assembling this video. Great job. At the end of the video, open-source money is explained.
With open-sourced money, anyone can hold it, anyone can send it, anyone can bring it with them, anyone can build new technology’s that makes it better and everyone across borders can be connected by it.
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That’s it for this edition, thank you for reading!
Greetings,