We’ll release this year’s MarTech report – the fourth of its kind – during a webinar (Martech - lessons learned and challenges) hosted by Swedma on Friday 24th of September 09.00-10.00am. The webinar is free of charge and we’ve invited interested keynote speakers that will tell us about their MarTech journey. Get the report before anyone else.
On our 13th CMO goes TECH event; ‘The shopping malls of the future; Online Marketplaces?’, we explored how marketplaces could offer ambitious business owners unique opportunities that traditional retail can't match. The keynote speaker was Jelle Sybesma, Senior Marketplace Consultant at Emakina - one of Europe's leading digital communication agencies specialized in e-commerce. His talk is summarised below.
Start small and always create a business case before.
Think like a consumer, but keep an eye on your margin.
Chose the right marketplaces. There are hundreds to chose from. The winners are going to the brands that are leveraging the right channels.
Decide on your fulfilment, pick the right assortment and optimize the content. Then think about automating things.
Then it was time for a fireside chat with Pierre Norberg, head of marketing and sales at Tradera.
User experience is still king.
It’s important to think circularly when scaling up your business. Marketing money is just not enough.
We ended the webinar with a longer panel discussion where Matilda Svensson, Technical Partner Manager, CDON Marketplace, and Jorrit Steinz, Founder and CEO of the marketplace-integrator ChannelEngine discussed challenges and success factors.
It’s ever so important to meet the consumer early in the buying journey. If that’s on the marketplaces, then that’s where you should be.
Brands need to be in control of their assortment, prices, and availability
GREAT OFFERS TO OUR MEMBERS
Emakina and ChannelEngine
Thinking about entering Marketplaces? Emakina invites you to a 45-minutes 1-on-1 knowledge session where you can ask all the questions you might have about Marketplaces and learn more about what entering them could mean for your brand. All for free. How do you sign up? Just send an email to alexander@emakina.se
Tradera
Want to get circular? Contact Pierre Norberg at Tradera! pnorberg@paypal.com
CDON
€300 to use on CDON Ads if new sellers connect to CDON before June 30th. Please contact for more details: matilda.svensson@cdon.com
It’s time for our 13th CMO goes Tech event – and as usual, we’ll make sure to invite passionate thought-leaders and interesting speakers on stage - this time it’s Tradera and Emakina.
The topic is ”The shopping malls of the future; online marketplaces?”
Jelle Sybesma - Senior marketplaces consultant at Emakina will guide you in the world of Marketplaces that are the shopping streets of today. Entering them, or even going international, comes with a lot of challenges and potential pitfalls, but is also within your reach.
Pierre Norberg - Head of Sales & Marketing at Tradera will share his thoughts on the circular economy and marketplaces both for now and the future. He will also touch upon what it takes to succeed in this fast-moving business.
Joining in for the panel discussion with the speakers are Matilda Svensson, Partner Manager, CDON Marketplace and Jorrit Steinz, Founder & CEO at Channel Engine.
See you on June 10th!
The CMO goes TECH team
Gül, Ulf & Alexander.
In the 12th CMO goes Tech event that we named “Loyalty Is Dead, Long Live Loyalty”, we deep-dived into the world of loyalty and talked about how brands invest in loyalty programs and a sense of belonging - the community. We went into the event with the perspective that loyalty is a whole business game, not just a program and that loyalty perhaps is rather about a broader construct, one which, at a fundamental level, is about some very simple and very human things: consistency, value, reliability, and a sense of belonging - the community. And it seemed we were not too far off from the truth, judging from the discussion.
Elsa Bernadotte, co-founder and COO of the food waste startup Karma kickstarted the event by talking about the challenges we face when it comes to food waste, Karma’s unique solution and the importance of building a loyal community when your ambition is to change the world. She passionately explained how customer retention and loyalty is extremely important in maximizing the average lifetime value and building a strong business model. She told us about how building a movement of loyal customers, not only helps them grow organically through word of mouth - which Karma has done fairly successfully but also how it strengthens their positions as a brand against competitors. By building a community through three different avenues; personalisation through data, reward via gamification and a sense of belonging: storytelling & purpose, it was clear that Karma has done an excellent job in creating loyal customers.
Åsa Leckner Tham, Client Director and Head of CRM & Loyalty, Kaplan, Part of Accenture Interactive, continued the discussion by sharing the latest and the greatest when it comes to loyalty trends and more specifically in regards to loyalty programs. We, the listeners, got to take part in seven (7) very interesting trends that they had identified around the world. To summarize, Åsa argued that most loyalty programs today are transaction-based which might not be enough, as it’s not building an emotional connection. We should instead focus on everyday interactions; delivering on customer needs that go beyond the product and the traditional customer journey. The best loyalty interactions put people first, aiming to delight, challenge, inspire, motivate and ultimately, produce tangible results.
We ended the night with a panel debate, which also included data and privacy lawyer Ceyhun N. Pehlivan, Managing Associate - Linklaters, and Mattias Olsson, CEO & Partner - Apegroup. They discussed relevant topics such as loyalty, communities and the international transfer of data which is important due to Schrems II ruling and its broader implications.
Many thanks to our great speakers and panel members.
Key takeaways from the evening:
Loyalty programs
Most transaction-based loyalty programs today are not building an emotional connection. We should instead focus on everyday interactions; delivering on customer needs that go beyond the product and the traditional customer journey.
Deliver on customer needs that go beyond the product and traditional customer journey, to provide the customer with meaningful value in their everyday life. By extending the customer experience beyond the core offering, the member will have more ways to interact and engage with the brand
Instead of rewarding loyal customers’ behaviour with rational benefits and cost-savings, give them something that truly drives engagement and long-term loyalty; experiences to remember. Loyalty is nurtured by meaningful and engaging experiences.
Experience-based loyalty is created on the notion that meaningful, emotional experiences are more engaging and better than relational cost-savings and the occasional discount. Much better.
Community
Building a community is a key aspect and a key strategy to build loyal users.
Building a movement of loyal customers could help in growing organically through word of mouth and also strengthen our positions as a brand.
A community could be built through three different avenues; personalization through data, reward via gamification, and belonging: storytelling & purpose.
It’s important to have a strong purpose and having a brand story that speaks to the purpose. Something people believe in and that makes them want to follow you as a brand and as a company.
Data Protection
When drafting the terms and conditions of your loyalty program make sure that they’re as comprehensive and clear as possible and that you’re not misleadingly promoting loyalty programs.
With loyalty programs increasingly being linked to price promotions companies need to be aware that this might trigger regulatory, gambling, or lottery issues. It could even be problematic requiring points to buy entry into a promotion. Companies should offer a free method of entry into these promotions to ensure that there are no consideration issues.
Loyalty programs are one of the key ways that companies can collect personal data. However, the collection of personal data may trigger privacy issues. Companies need to be very transparent about their data collection and explain clearly how and what it is being used for.
Recording of the event will be made available during the weekend of February 20th-21st.
