Ecommerce strategy

The basics…

I’ve recently started working for LINLEY, and was excited to gain experience of the Venda ecommerce platform. Knowing that it powered some major ecommerce websites (Heals, Wickes, Laura Ashley, Tesco, Monsoon, TK Maxx… in fact £1 out of £50 of non-food online transactions in the UK), and having read about their sophisticated merchandising and Software as a Service solutions,  I was looking forward to a leap forward from the Lynx Internet £50 a month solution (with £2k – 5k launch costs) I had used on previous ecommerce websites (viners.co.uk, oneida.co.uk).

How wrong was I.

Admittedly LINLEY had not managed their design phase particularly well two years ago, and their relationship with Venda had long been difficult, but I was expected great things from their £5k a month service. Instead, I find the platform extremely basic, and the customer service vastly inferior to the £50 a month solution. Some basics I had assumed would be fundamental in an ecommerce platform (being able to download the product catalogue, make bulk changes then upload; being able to report on which customers ordered which products, add meta keywords & descriptions) are just not possible without significant extra costs.

On Election day… two good examples of creative marketing

Two examples I like of using creative and topical themes in online marketing, the first a clever email campaign from Boden, the second a risque Google adwords ad from Ann Summers linking in with the leaders’ debate last week.

I don’t know if Boden and Ann Summers do their email marketing and PPC management in-house or through an agency; they’re either good examples of creative in-house marketers with a great understanding of the brand and customers, or a very well-managed agency relationship.

Collect in store – an elegant example from The Futon Company

This is an elegant example of offering a “collect in store” option. I think all too often “reserve and collect” on an ecommerce site can be overly complex, with too many checkout stages, an unnecessary search to locate your nearest store, and restrictions on which products can be collected from which stores.

The Futon Company admittedly only has 20 or so stores, and probably most orders would be for a single item; the checkout process gets less elegant later on if you want to amend products and delivery options. But I do like the simplicity of presenting the store options on the product page, and how the the benefit (“Collect from Store save £45″) is communicated.

Apr 21, 2010 | Posted by in Ecommerce strategy | 0 comments
© Helen Coupland 2014