E-Commerce, Generation Z, and the future of marketplaces were all at the centre of attention at the Connect – Digital Commerce Conference on 23 May in Zurich this year. The conference “for exchanging experiences” is typically Swiss, totally neutral. The goal? Learn from others and not be sold a single idea for success!
Silver Surfers & Gen Z
As brands focus on winning over certain target groups, at the end of the day, customers seem to have similar preferences when it comes to how they shop, regardless of their age. However, executives from Skate.ch and Madeleine-Mode.ch showed how they reach different groups through different channels. Skate.ch focuses on younger customers and typically gets their reach from channels like Instagram and Google AdWords. Madeleine focuses on building pop-up shops, advertising in catalogues, and Facebook posts. Although the two groups may frequent different channels, they want the same thing at the end of the day, an easy, breezy shopping experience. Customers in both groups expressed that they were more likely to purchase from a modern, easy to use website or dedicated app, rather than using a mobile browser or an out of date website.
Apps are here to stay
For almost anything you can think of, there’s an app for that. Jeannine Pilloud from SBB (the Swiss national rail company) reiterated this fact. While, as previously mentioned, an intuitive interface is extremely important to create a sale in an app, having accurate information displayed about products is just as important. A PIM solution makes sure this happens.
As local transport companies like SBB and multinational companies like Citymapper are also growing, the most important thing is that the information presented in the apps is 100 percent correct, regardless of where the product is displayed because at the end of the day a customer is only going to use the app if it looks nice and it works. And in this use-case, a customer won’t be so happy if they miss their train.
Tell your story
Switzerland is one of the few markets where Amazon doesn’t have a unique presence in the country, instead, Swiss companies need to sell through their own or Swiss-owned marketplaces or in physical retail branches. Reps like those from companies such as MyMüsli and Casper shared their stories of success with their exceptional customer service and reliable e-commerce sites, but what differs them is how they can reach a larger market outside of their own environment. MyMüsli, for example, has found success through building physical retail locations.
Casper has formed partnerships with Amazon and other businesses, where customers can test their products and purchase their products online later. But at the end of the day what grabs customers’ attention is the story each company can tell, Casper says, “we sell dreams” and MyMüsli lets you create the perfect start to your day, right from your own home.
After the conference, came an awards show to honour to digital commerce companies from all over Switzerland. 17 judges evaluated the nominees. Over 165 different companies applied, large and small, but one company stood out and won five different awards!
That was Galaxus.ch, who has also recently expanded into Germany. They were also awarded the main prize, Digital Commerce Champion 2018.
Digitec Galaxus AG had their online shop given this award for the second year in a row as the sixth Digital Commerce Champion.
Their main reason for winning? Their website helps guides customers through stories, consulting, an excellent UI, a large range of products, and a unique social commerce strategy.
The secret to creating an amazing digital experience
What can we take away from all these experiences we had at DCC Zurich? No matter where products where being sold or marketed, consistency is key. But how can you choose the best solution for all the options? Is a PIM the best for you or an MDM? What’s the difference between all the providers?
Our updated white paper, »Selecting Product Data Management Software: Comparing PIM and MDM Systems« is a guide that helps merchants and manufacturers make their decisions.
This white paper provides an overview of the relevant competitors adapted to the German-speaking market and compares these with 23 criteria based on who the provider is, software, technology, and functionalities.
Download now for free!
Our whitepaper »Selecting Product Data Management Software« is available to download for free. In addition to a detailed look at the vendors on the market, including the brand new dotSource Vendor Matrix PIM, the white paper contains all the information on system evaluation and selection and provides the necessary food for thought before a launch.