Global Digital Marketing & Retail by Alex 42
Global Digital Marketing & Retail by Alex 42
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.
Welcome to a new edition of my newsletter. I am sure you will like it, many take aways from a conference, a look at new AI-Jobs, a report on European search & social and much more. Check it out below.
🇳🇱Emerce E-commerce Live: a summary of useful talks/slides
Last week I was at Emerce E-commerce live, a conference in Amsterdam.
A few pictures I made from interesting slides that were presented. Let’s start with Coollblue, an iconic brand from the Netherlands, I wrote about earlier. I have seen quite a few presentations from Coolblue over the past decade, and the nice thing is, they stick to their promises, it’s almost always the same story in basics. A customer first approach.
The presentation discussed the added value of a physical store in the customer journey, which I strongly believe in, making the presentation very motivating to me.
Everything Coolblue does is related to only two goals: NPS & EBITDA
They focus on a product journey. If people buy a washing machine, the most annoying part is to remove the old one, transport and connect the new one, so that problem has Coolblue solved by providing this service. If people buy an iPhone, they want it fast, real fast, be sure they are the first, they solved that part by pre-registering and early bird events in stores.
Every location they open a store, they see an increase in online turnover.
When you visit a store there is a self-developed “pole” or “ticket system” where you select the product you want advice for, the ticket system makes sure the best specialist for that type of product helps you.
Shop customers (or omnichannel customers) are more satisfied than online only customers.
When you visit a store for advice, and you decide to not directly buy a product, but think about it (f.e. an expensive TV), Coolblue sends an e-mail to you, with the information you discussed with the store employee including links to the online store about the products discussed. Very nicely done, so the product journey then continues at home.
They presented lots of examples of why omnichannel visitors are more satisfied and spend more.
A few more pictures of the conference
There was a presentation on customer service where they explained the "Service Recovery Paradox". They explained that customers who experience a problem (service failure) and then receive excellent service recovery can end up more satisfied and loyal than customers who never experienced a problem in the first place.
To achieve that, customer service must be at the heart of your organization.
There was a presentation on IKEA’s global payment pages, the presenter is continuously testing and optimizing just a tiny part of IKEA’s payment page. Although a very nice topic, very international, I think for me, just to be responsible for such a tiny part of a page, would be not so encouraging. The presenter gave various examples of tests, that you can do even at such a tiny part of a page.
When I lived in Shanghai back in 2018, there was already live shopping, and it was very easy to video call with sellers on platforms. Fast forward, China is way, way ahead on live commerce and a company called https://sprii.io/ has dug into that field and now provides a tool to set up live commerce in Europe as well. It seems to go quite well. Great cases including from Dutch founded company “Pink Gellac”. I am 100% sure live commerce in Europe/US will get a huge boost, but I doubt we catch up with what is happening in China.
Boerenbond Welkoop, a Dutch retailer, made steps from multichannel to omnichannel. Giving freedom to the customer to choose whatever channel they prefer, instead of pushing to one channel. It is essential to integrate all channels in a way that offers freedom, maintains consistency, and ensures synchronization. This integration shapes the customer’s perception and ultimately impacts their satisfaction and loyalty. Very nice presentation, seems Welkoop is doing well and seems like a great place to work at.
This leaves me to thank “Code.NL, a Shopify partner” for providing me the free tickets to this conference.
🧐Data Driven vs Data Informed
In many companies, the term "data-driven" is frequently used to emphasize the importance of making decisions based on data. Often management ONLY wants to look at data, however, true decision-making often involves more than just raw figures. I'm glad I found this picture as it clearly shows that being "data-informed" is a superior strategy for making decisions.
🇮🇱 WOW, The spacetop G1 a laptop without a monitor with a 100 inch view
OMG, look at this. A laptop without a monitor, just put on glasses and you have a 100-inch screen. It is not focused on gaming or mixed realities, like with Apple or Meta’s headset, but on productivity. I am sure developers would love this!
Soon available for around $ 1,900.
https://www.ynetnews.com/business/article/sk6ryd8nr
⚡On Viral Marketing
👩⚕️Psychological principles for product managers
Here's a handy cheat sheet of psychological principles to inspire your next product feature ideas.
🌍WebCertain: new report on European Search and Social
WebCertain regularly publishes reports and findings on global e-commerce. Quite a few are free to download, such as this one. Discover things like:
Austrians prioritize online privacy, with 57% declining cookies and 24% using VPNs.
Belgium: Multilingualism is key; content should be localized into Dutch, French, and German.
Bulgaria: Internet penetration is lower at 70%, indicating growth potential.
Facebook and WhatsApp are widely used, emphasizing the need for strong social media strategies
Download at WebCertain (free after registration) : https://webcertain.com/insights/insights/kbdetails/type/kb/id/5778/kb/webcertain-search-and-social-report-2024-europe
👨💼Align your SEO KPI’s to business KPI’s
Found this infographic on aligning SEO KPI’s to business KPI’s. I think it can be useful, especially if you have to explain SEO in your company, so I would like to share it.
🇨🇳New AI-related jobs: take advantage and prepare
China has released a list of 19 newly recognized AI-related job professions. A useful list to see in which direction things are going on the AI job market. China is one of the first or maybe the first country to embed comprehensive legislation to AI. They really look ahead, I think this list can be taken seriously.
Here is a full list of the 13 new tech jobs, with descriptions of the more complex ones:
AI engineering technicians
IoT engineering technicians
Big data engineering technicians
Cloud computing engineering technicians
Digitalization manager – people who manage corporate structure through digital platforms, among other things
Architecture modeling technicians
E-sports operators – people who organize e-sports events or produce e-sports content, among other things
E-sports players
Drone pilots – people who fly drones via remote controllers
Agricultural agents – people who analyze data and provide technical support for farmers, among other things
IoT installation commissioners
Industrial robotics operators
Industrial robotics maintenance staff
Details:
https://english.www.gov.cn/news/202405/25/content_WS665121c8c6d0868f4e8e7709.html
That’s it for this edition, thank you for reading,
I am Alex Baar,