Virtual Fitting Rooms Solve the Online Fashion Industry’s Returns Problem

One of the online fashion industries problem zones is the rate of returns. Doesn’t fit, don’t like it, looks different from the picture – in order to save time and nerves, and to raise the hit rate, customers often order the same piece of clothing in multiple sizes. The rest is then sent back, or even all of it, if it isn’t liked. No one wins here, it costs the retailers and the extra effort does not make the customer happy. Zalando is the most obvious example of the problem of returns.

In the past, the mail order business had already heightened the attractiveness of their online shop through customer service, better descriptions, photos, and sometime also with videos and customer reviews. However, this didn’t do much about the basic problem.

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ebay’s multichannel hopes cool – will Paypal jump ship?

Ebay Logo

In 2013 mobile brought both eBay and PayPal more turn-over than expected. Rather than 20 billion, eBay generated 22 billion US and PayPal made it to 27, rather than 20 billion. So far so good, but it could be better.

Investments in mobile and stationary trade are developing sluggishly and are becoming a milestone around the neck of fast growing company PayPal. After eBay successfully realigned itself with a focus on mobile three years ago, it was thought that the company’s future would lie here.

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Disappointment – The Dark Side of Emotionalisation

brandeins Verführung zum Kaufen

Marriage scam instead of true love – this is how modern advertising is compared to classic advertising in the article “Die Bemühung” (The Endeavour) on brandeins.de. While we used to court each other as though we were at a dance in the 50s, today we’re bombarded with messages like at a techno parade.

But it isn’t the associated penetrance and noise which are considered to be of critical importance, but that its messages bore deeply into our consciousness. To this end, brands build up relationships and above all, trust. This is how they cultivate their image. The topics emotionalisation is not without reason fashionable at the moment, it is part of our current evolutionary stage in marketing and advertising.

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Fab Buries European Business – Apart from Customised Furniture

Fab LogoFab have once again dared a change in business model, which has been declared a new beginning. This can now be seen in their shop: gone is the trendy kitsch, along with the funny home accessories. Instead, a “partner for sophisticated tailored furniture solutions” awaits the visitor.

Their competence for shelving and table systems is all that remains.

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Gender Commerce: Top Brands Excite Men and Women

Gender Marketing
Photo: D. Sharon Pruitt

Female, or rather gender commerce, is more than just a trendy topic. Online shops, which focus on a specific target group, also have to be optimised for gender specific requirements. For instance, it behoves a company where 90 percent of the turnover comes from women, to concentrate on the needs of female customers as part of customer orientation.

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Internationalisation in e-commerce – reasons to turn your back on Germany

Gründe für Internationalisierung im E-Commerce
Photo: _tar0_ via flickr

Internationalisation is one of the biggest key words in e-commerce and will determine development in the following years. On the one hand, from our perspective competition e.g. from Alibab and Rakuten, comes onto the German market and heightens the competition even more. On the other hand, start-ups are begining to internationalise earlier than ever.

Where to expand to? Even established players have not only been asking themselves this question since the Samwer brothers exported their business model to all corners of the world. A survey in 2012, conducted under decision makers showed that Russia was leading the list of expansion targets with 31%, followed by Brazil (24%), China (23%), India (22%) and Japan (22%). In Europe Germany and Britain attract 21% and 16% respectively.

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Young people on shopping: will multichannel soon be reality?

Multichannel kommt bei Jugendlichen gut an
Photo: Milena Mihaylova

Multichannel is controversial, to put it mildly. Everyone who has dealt with online trade knows this. The taz column which came out recently, The next big thing im WTF-Marketing brings the concerns of critics to a point with a sharp tongue.

US magazine “The Atlantic” deals with tech future trends and was happy to take sides with multichannel advocates in the framework of the series Kids these days, which drew on the perspective of young people on shopping habits.

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Brands on Facebook don’t have a coverage problem, they have a relevance problem

The coverage of business pages on Facebook has been perceptibly sinking for some time. Why this is the case should be discussed elsewhere. What is more interesting is what businesses can do to become more relevant.

Statista Facebook-Reichweite von Unternehmen
Grafik: Statista

(Enterprises lose reach on Facebook: The organic reach of contents of Facebook business sites (in % of fans)

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More than a USP: Emotionalisation in E-Commerce

Emotional Shopping
Photo: Bert Kaufmann

When it comes to animating customers, the key word ‘emotionalisation’ is often heard in e-commerce. Whenever it is about conjuring a smile to the customer’s lips, the buzz word comes up most often by pure players, such as Fab (“smiles guaranteed”). But why? It is because we want to get rid of the image of the tech orientated e-commerce enterprise? Naturally an emotional shop provides higher recognition value, awakens enthusiasm and the desire to browse, and raises conversion. Identification and customer connection may even come out of it.

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