The Candidate Round Up of The Fashion Network's Fashion eCommerce Summit 2018

Danni Bramhall from Jet Design and Marketing talked about The Importance of Building a Brand Identity.

Important key nuggets from the talk were:

• You need a unique selling point and to build a community. It is your customer and community that will form and develop your brand.

• She did a test…‘If I put my hand over the logo, can I tell the image is that brand?’ Make your brand front of mind so people can identify it from font and images that aren’t necessarily the logo.

• Brand association: the use of product placement and partnerships, for example, Missguided the way they have associated themselves with Love Island and sent in all their clothes for them to freely wear. This is great advertising and a way to speak directly to your customers. 

• Remember brand positioning= where you are at? You need a brand strategy in place and here is the formula

Strategy

Evaluate- Identify- Research- Proposition- Create- Launch = live the brand

Matthew McClelland, Partnership Manager from Dotmailer. His slot was on ‘Hitting the Mark 2018’.

Notable points he covered where:

• 66% of brands are not segmenting
• You need loyalty prizes for your customers
• The personalisation of emails – names/ birthdays
• People need a unique experience – it’s not just about selling
•  “Retailers with a shopping app generate 44% of their sales on mobile devices”
• How do you rate our service? Makes people’s opinions matter
• Countdown timers to sales are great

We heard from Stephen Tucker, Director and CEO of Bunting, on ‘The hidden opportunities that will turn your visitors into customers’ He shared advice on products, customers and positioning as follows.

Advertising language

• Using prompts such as “Only 10 left in stock”, “Only … hours left for next day delivery”,“162 views today” – All these created a 32% increase in average order

Product recommendations:

• “Content is King” – Bill Gates 1996 – “Context is King” Stephen Tucker regarding product
• Cross-sells can damage sales when adding to cart = go to cart straight away don’t block a sale taking people to other pages to buy more
• A cross-sell should be after item is added to cart – e.g. pop up with why not try these?

Targeting customers:

• Targeting new vs. returning customers separately
• New: Get them to checkout asap
• Returning: They have trust now, can get value from them

Position on Page:

They did a test, listing products on a page with two variations.

Variation A = Row of 5 Products

Variation B = Row of 6 Products

The 6 products worked better.

The key learning is that testing is always key! No one way works for a particular company.