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Both a logical evolution of use and digital revolution, virtual reality and augmented reality unleash passions and speculations. One after the other, the giants of the web embark on the adventure carrying in their wakes a slow, but constant democratization. Prices are falling and development platforms are becoming more accessible to agencies and studios.

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How to Increase the Volume of Sales on your Website this Summer? Ah, summer: the beach, the sound of the cicadas, the sun, evenings with friends, total relaxation… It all feels a long way from the noisy, fast-paced business world, doesn’t it? But this period no longer necessarily means people disconnecting and slow sales. Consumers still buy at this time of year and businesses should be investing to reach their goals. Some sectors like sport, wellness, tourism, training and individual and business services continue to operate in summer. Although the pace may drop off a little, this is the perfect time to make yourself heard, win back market share and reach new clients who could become loyal ambassadors in time. Let’s explore this further.

Sales in summer: a must

July is always an intense month. With clearance, new mark-downs and wary individuals who want to avoid the crowds already preparing for the back-to-school period in September, July is a good month for business and for increasing sales on your site. And preparation for this period can also be done online with special offers for digital pure-play companies and online vendors using an omnichannel strategy to boost their sales.

Then there is the never-ending stream of current events for newsjackers. Music festivals, Wimbledon, the Tour de France, exam results, The Proms, Notting Hill Carnival and other events all provide an opportunity for you to mobilise your community during the Sales period by providing tailored content.

Go digital and adapt what you’re offering

It’s often said that clients are hard to reach during the holidays. But the truth is that, just like the rest of the year, they are never off their phones – even at the beach. So, this is the time to use digital campaigns to make yourself known: on social media, via affiliate and influencer marketing, SEA, etc. There are various different ways to reach mobile users who are on holiday to increase sales.

You can use geolocation to carefully target individuals in a particular region. You can tailor your marketing to prospect location. For local traders, it’s the perfect time to bring tourists into store using drive-to-store campaigns.

Then, if you have a well-designed website, users can place an order from their phones in just a few seconds. Payment is even going digital with solutions like Apple Pay. Meanwhile, mobile apps are key catalysts that facilitate the customer journey, wherever clients are located. You could even go further by offering deliveries to your clients’ holiday accommodation…

B2B is slow…or not

It’s true that companies can see business slow in the summer…but this isn’t the case for managers and decision-makers. Although they can rest, they can never truly switch off. They can relax, but use their holiday time to catch up on the reading they didn’t have time for during the year. It’s a good idea to coordinate your marketing and offer ‘summer edition’ content with B2B messages sent out in white papers, magazines, and even paper-based content. If you educate, evangelise and share good ideas, your hard work will pay off come September and even increase sales on your site in summer.

Automate and pre-plan your campaigns

By working with an agency, your ads will still be put out even when you’re on holiday. This means clients will continue to pour in, even if you send your marketing and sales teams away for a break. You can also plan and schedule campaigns in advance so you’re not completely out of the picture or giving your competitors free rein. Although customer services staff must always be contactable to deal with client requests and questions, marketing colleagues can have time off to recharge ready to start off on the right foot come September. With Kwanko, you can pre-plan and schedule online ad campaigns! Learn more by filling in a contact request here!

Plan your September campaigns

People sometimes prepare very early for September, especially if they have children. So, it’s a good opportunity to look ahead, work out what you want to offer, think about your campaigns and prepare for website updates. September often marks the start of a new phase that can be even more significant than January. Lots of brands make the most of this. For sectors as diverse as beauty, sport, lifestyle, decor, travel, health, tourism, and even insurance and financial products, it’s a good time to take stock of needs and get acts together.

Summer is a transitional period that often marks a return to form between two seasons. But, despite appearances, it’s also a time that can be busy for opportunists: the second you decide to take your foot off the pedal, your competitors will take advantage. So, it’s time to drive more sales than them with the help of the Kwanko Team!

Although written content is certainly important online, visual material is paramount. From images and infographics to photos and animations, the right amount of care always needs to be taken when preparing every online visual. And if there’s one place where this care is particularly crucial for success, it’s in online advertising.  Banner ads are still very relevant tools for branding, lead generation, and affiliate marketing. But you can’t just throw together the perfect banner. It must hit the right notes in both form and content to grab the reader’s attention, present the brand and build trust while being as unobtrusive as possible.  We’ll take you through how it’s done.

Create a design that stands out from the crowd

Your banner must reflect your brand’s image and attract attention at the same time. To do this, we recommend using unique, high-quality images and photos. As often as possible, please try to limit the use of images from your database that are too standardised and easy to identify. The more the banner aligns with your corporate identity, your values, and your position, the more effective it is going to be. This means that while it must include your logo, you are free to play around a little with the color scheme.

The right balance must also be found between quality and technical features. The banner must load quickly in order to be effective, but must not be pixelated or vague in any way.

Your banners can be either static or animated. If you choose to animate, err on the side of restraint: the era of ‘Christmas tree’ webpages has long since passed.

Sculpt your text

A banner must say a lot with just a few words. The text must be both clear and concise. On Facebook, for example, the text must take up no more than 20% of a particular post’s space. This advice can be applied to all banners.  No long-winded speeches; the text must get straight to the point.

You can also adapt your text to fit the context of the banner. The content of a social media post, for example, should be different from that of a blog or a major company’s website. The text portion can also be adjusted according to which stage of the sales cycle the prospect is in. The approach could be more general in nature at the beginning of the cycle, but more specific when displayed on specialist sites.

And, one final thing to keep in mind: always proofread! Spelling mistakes are unforgivable on banners, as they will discredit your brand. Make sure your message is completely clear. If you wish to be humorous or provocative, test your message in advance, as not everybody has the same cultural frame of reference.

Optimise your CTA

 Call-to-action is the button that must make people want to click on your banner. These buttons can help measure the impact of your campaign. The aim is not necessarily to encourage people to buy: it’s to get them interested in your brand. So you can change or experiment with the ‘discover’, ‘register’, ‘free trial’ or ‘more information’ CTA structures.

You could also adapt your CTA according to the kind of interaction you have had or wish to have with a prospect. When addressing a prospect for the first time, for example, a different CTA should be used to when retargeting a prospect or conducting a performance ad campaign.

Every link should be measurable, so the performance of the banner can be properly evaluated. This is an important KPI as it assesses the relevance of the banner. By tracking clicks, you learn which CTA is most effective. A/B testing can be a very powerful tool for remedying uncertainty, optimising your banners and trying out new messages.

Adapt your banner to different formats.

There is no one-size-fits-all approach to making banners. They can be vertical, square or horizontal. This means taking time to re-frame banner content according to requirements. In some cases, pre-prepared visual content could perhaps not work from a new layout perspective. You must, therefore, be flexible enough to start again from scratch, rather than trying to forcefully hold everything together to the detriment of the final product.

Creating perfect banners for an ad campaign is a precise job that should not be underestimated. Every detail counts. Plus, if there are templates available online, it’s very difficult to completely customize them to your brand. This is the reason why it is always more worthwhile to work with professional designers (internal or external to your organization) who can offer a fresh perspective on the challenges you face. We would, therefore, like to offer you the services of our graphics studio. If you need to overhaul or create new banners from scratch, please don’t hesitate to get in touch !

Summer sales mark a turning point in advertisers’ business calendars. Originally limited to textiles and ready-to-wear, they have now been extended to encompass much of the economy for many years. From bank loans to software, household goods, interior decor, wellness products and cars, every brand uses sales as a promotional tool. The aim? To attract new customers, retain existing customer loyalty and increase average spend, while clearing out stock.

Update and monitor your product catalogue

The catalogue tells you what to sell, when and at what price. It should be right up-to-date as it will provide all the key information that goes out to publishers. You can also edit it in real time depending on how sales go. If one product is proving harder to sell than another, you can invest a bit more for a limited period. Take the time to check the quality of your catalogue: images, descriptions, titles, references and everything else should be as clear as possible with unique data and no duplication or errors.

Create and share appropriate and effective visuals

Working with publishers should be a win-win situation. For this to be the case, you need to make your publishers‘ lives easier so they can concentrate on their work and try to bring you new customers. This is why you should send them data and content that are easy to manage and add in. These can include email kits, banners, specific wording, sales strategies, etc. What matters is taking care with the style and content. The design serves the message. Time spent preparing will soon pay off once the campaign has been launched.

Manage different mark-downs

Prices fluctuate hugely during sales. Reductions can start at 20% and increase to 30% or 40% two weeks later. This means you have to be agile, react fast and anticipate all the situations that may arise. Stock management needs to be precise and effective. Your advertising campaigns should get underway immediately and your in-house validation process must be smooth to avoid wasting time. You can also use promotional codes for extra services. These are added to ongoing promotions (free delivery, free returns, insurance included, etc.).

Optimise your email kits

Email is still the preferred way for affiliates to communicate with their communities. This is why affiliates should be sent elements that are ready to use. Choose visuals carefully, be inspiring, test the results on all platforms, check all the links and monitor email campaign performance in real time. You could send through an HTML file with images hosted on your server to optimise load time. Your email kits should be suitable for mobile devices so they work on all platforms. Finally, you can encourage A/B testing to optimise campaigns.

Find the right partner

Managing your own affiliate campaigns can be time-consuming and tiring. It is more efficient to pass this work on to an agency who does it day in, day out. When deciding which agency to choose, you need to ask the right questions: how many publishers do they have in their network? Which countries are they in? Do they already have experience in your business sector? Do they have reliable campaign management technology? Would you have proper support? You can use the answers to these questions to choose the right trusted partner.

Summer sales do not only happen in stores. The online battleground can be the toughest because of the strong competition and real-time element. You should, therefore, see your publishers as business partners. They represent your brand on the (virtual) ground and the more convinced they are by your offering and brand, the more effective they will be.  Consult our team of experts for assistance with your projects!

The QSP Summit 2019 was (again), one of the most successful Marketing Events to attend to. More than 2 300 high business profiles attended to a first time 2 days event.

QSP Summit is on its 13th season and is growing every single year. This year is all about the convergence between technology and marketing/management. We live in challenging times with revolutionary mixes between technology, work methods and marketing to our audiences. All the speakers focused on this main keyword: Convergence.

And what a convergence it is: Online-Offline; Voice-Data; Humans-Robots; Technology-Workplace; Creativity-Management; People-Culture; Product-Branding; Marketing-Technology

All of this was discussed during these 2 days from an array of speakers like Daniel Pink to Spencer Harrison, or Stanley Hainsworth to Barbara Kahn. There were a lot of interesting keynotes, but the WorkLabs are very well known for deep insights on a specific subject.

How to Keep your Workforce Motivated?

One of the most difficult things any company will have is to keep the employees on focus and giving their best effort every day. So, it’s important to have these kinds of insights:

“If-Then rewards are effective for simple and short-term tasks, however, not so much for complex or long-term ones”.Daniel Pink at #qspsummit

 Higher pay doesn't mean higher motivation in cognitive skills - Daniel Pink

“As long as the task involved only mechanical skill, bonuses worked as they would be expected: the higher the pay, the better the performance.” – Daniel Pink at #qspsummit

In simple terms and to decode the most we can of an extensive yet super enlightened speech in just a few words: Giving bonuses for productivity and motivation can only get you so far.

What you need to do is use the “Why” concept more. Tell your people WHY they’re doing what they do. Tell them the bigger picture. What their contribution will do for the brand. For the customer… For the team.

Autonomy as an Empowerment Tool

Autonomy is paramount for people to feel engaged with their tasks and the company. Hummm, weird concept. 😉

“Create small islands of non-commissioned work to have more innovation on your company” – Daniel Pink

As you can check on our Careers Page, it’s within our culture to encourage our people to have their own initiatives. An Agile mentality is key to evolve. Our very own motto says it all: Get up and Disrupt!

QSP Summit stage

Even Spencer Harrison said that “it’s important to have the hopers and doubters on your team to fuel new information and then innovation”. Our multicultural environment with people from tens of nationalities and cultures is one of our biggest assets. Each one has its own personality and background which brings a different approach to each project which is key for a great result.

 “It’s a challenge for every organization to cope with what each person is more likely to better perform according to the time of the day and their biorhythm” – Daniel Pink.

We understood that we needed a different approach over the years. That’s why we’ve created Wook (Wook Office & Organisation at Kwanko): a 2017 project upheld by the Group’s employees for more transversely and flexible work environment.

The Future of Retail… and Kwanko

If you’re not in a cave somewhere or becoming a hermit, you may know that retail is on a revolution. Maybe on the biggest one since we started to have brick & mortar stores.

It’s no longer enough to have a store in every corner to beat the competition.

If you don’t exist on the customer’s “handheld” device you don’t matter. He might even right pass in front of your store in the street and will not enter your doors. That’s an amazing concept.

On the other hand, we see original digital brands like Amazon coming to the physical space.

It was important to see what specialists like Howard Saunders (@retailfuturist), Gerald Storch (former Toys R’ Us and HBC CEO) and Barbara Kahn, to name a few, could tell us about this disruption. To where retail is going to succeed TODAY and in the future?

It’s kind of hard to summarize everything we’ve learned that day in just a few words, as you can imagine. The secret for success is not something that you can make a prescription and expect to work for everyone in the same way.

However, we can Highlight some of those Lessons for you

As this year’s conference already brought to your attention, Convergence is the key. You need to provide a singular unified experience to your customer whatever the channel they’re using to reach you.

Customer: “Buy something they value from someone they trust” by Barbara Kahn at #QSPSUMMIT2019

Barbara Kahn Retail Success Matrix

Barbara Kahn Retail Success Matrix

Quite basically, we can talk about differentiators like Low Price, Brand, Experiential, Frictionless like in this chart. It’s all valid, important points on how people see our brand against the competition.

But what makes us at Kwanko so very happy is to know how much of our performance marketing solutions can help your sales thrive.

E-commerce and Affiliate Marketing solutions where you only pay a small percentage of your real sales generated by our huge Publisher network. No risks involved.

Lead Generation solution to open new customer acquisition flow within your targets.

Drive-to-Store campaigns to bring the digital experience to a real brick & mortar store and close the circle.

Huge Mobile Network to spread your brand communication as targeted and geo-localized as it can be.

Cross-device tracking for a seamless and frictionless experience.

Quite basically, Kwanko is your best performance marketing partner to succeed in 2019 and beyond.

Do you want to win over your competition?

Be everywhere on a consistent brand wise way. We are very pleased to say that we can help you with that.

Reach out to our team to find the perfect solution for your needs.

In July, Brazil will be in the limelight. Kwanko Brazil looks forward to seeing you on July 6 at the Digital Marketing Forum and on July 25 – 27 at the E-Commerce Forum in Rio.  

Digitalks Digital Marketing Forum with Kwanko Brazil

On july 6, the 8th edition of the Digitalks digital marketing forum takes place in Rio. Kwanko Brazil and its teams look forward to seeing you at their stand. The opportunity for local and international professionals to discuss the latest trends and innovations in digital technology.

Kwanko Brazil will take advantage of this trade fair to host a conference called “Influencers, branding and performance”. Also featured on the program: speakers such as Claudia Gurfinkel and Felipe Kozlowski from Facebook, Elizabeth Almeida from Coca Cola and Fernando Ranieri from Google.

E-commerce forum with Kwanko Brazil

With over 13,000 participants, 150 exhibitors and a hundred speakers, the e-commerce forum of Brazil has definitively become the largest e-commerce event in Latin America and the 3rd most important trade fair worldwide.

For 3 days, on July 25 – 27, Kwanko will take advantage of this event to present its performance marketing offers. But also develop new partnerships. John Panighel, the digital marketing manager at Adidas Canada, Roberto Iervolina, the country manager at Riot Games and Fabio Pereira, the e-commerce director at Sephora will also be present to host a conference.   

Find out more:

Digitalks digital marketing forum: https://digitalks.com.br/eventos/forum-de-marketing-digital-riodejaneiro-2017/

E-commerce forum of Brazil: https://eventos.ecommercebrasil.com.br/forum

As an e-merchant, a successful e-commerce sales season is very important. It allows you to reduce your stocks, gain new users and present your new collection. To succeed the seasonal sales with marketing, there’s no secret: you need to be prepared and to have thought of everything.

Rule 1: Be ready on the first day for your e-commerce seasonal sales

For the seasonal sales, the first day represents a period of high affluence: you, therefore, need to be ready before it starts! Preparing the launch of your e-commerce seasonal sales in advance is important and decisive for the duration of this period of rock-bottom prices.

77% of the French make purchases online or offline during the seasonal sales. Moreover, e-merchants benefit every year from an increase in household spending. In 2016, there was a 40% increase in purchases compared to 2015 which were made on e-commerce websites during the sales!

Rule 2: Pay attention to the loading time of your website

If you want successful seasonal sales, it is absolutely imperative that your website loads quickly. The loading time has an immediate impact on the turnover that you can get during the seasonal sales. Indeed, all the additional seconds for loading make you lose approximately 7% of the visitors who clicked on your ad or on the search engine result. It is not only your website conversion rate which is affected, but also your brand image. Indeed, every additional second for loading represents a 16 point decrease in customer satisfaction.

57% of website users will leave a website if it has not loaded in less than three seconds. This means that if your images are too heavy, if the HTML, CSS or JS code is not optimized, your bounce rate will explode and your sales will drop. In addition to this, and among the 57% of potential customers that you have lost, 80% will never return to your website…an utter fiasco for your e-commerce seasonal sales!

Rule 3: Keep a close eye on your delivery times

It is not particularly pleasant when you are an e-merchant, but delivery costs are so important for optimizing your purchase funnel that everyone should think about it. Indeed, given that 90% of buyers consider that free delivery is a major criterion for purchasing online, it cannot be neglected.

The important thing with delivery costs, if they are not free, is to be very clear starting on the first page of the purchase funnel. This clarity will potentially avoid having 44% of your visitors, who have added products to their shopping cart, leave your online store after a bad surprise concerning the delivery fees.

And what if your delivery fees are not free or the available solutions are not interesting for the customer? It is a common scenario and you can expect to lose even more turnover because between 60 and 70% of your visitors will go elsewhere, to another website, in order to find either a solution that meets their expectations (often their availability to receive or pick up the delivered parcel) or free delivery.

Find all our key figures and our tips for successful seasonal sales on an infographic!

Successful Sales for E-commerce Infographic

Year after year, the online tourism sector confirms its progression and becomes the leading sector of e-commerce in France. On-line agencies, buying journeys, traveller reviews … Find at a glance all the key figures of online tourism.

Online Tourism Infographic

Online Tourism: WHAT YOU NEED TO REMEMBER

Online Tourism led the e-commerce sector in 2015: With a turnover estimated at 18.3 billion euros, online tourism represents 32% of the overall e-commerce volume in France. In constant progression, e-tourism is expected to reach 20.8 billion euros in 2017. Dominated by the airlines with 44% of the online reservations, the train and hotels also occupy a significant share with respectively 25% and 15% of the sales.

Toward democratization of the sector: In 2016, 77% of the French consumers who went on vacation prepared their trip online. 49% of them reserved all their trips online. Concerning m-tourism, preparations or reservations are done from a smartphone or a tablet in 39% of the cases.

Booking.com at the top of the OTAs: Booking confirms its position as the leader in the sector of online travel agencies with 44% of the sales on its website. At the top for hotel reservations, Booking accrues two times more sales than its main competitor (eDreams/Odigeo). The progressive uberization for temporary accommodation as can be seen by the million French consumers who have used Airbnb since 2008 is also noteworthy.

Internet users looking for good deals: Social networks also play an important role in reserving trips. Indeed, 20% of the French consumers consult them in order to prepare their trip. As for special offers, they are on the rise: 21% of the travellers choose their destination based on them.

A purchase path of nearly two months: 55.8 days: This is the average delay observed between the first searches and the act of purchasing in order to reserve a vacation for the French Internet user. He or she consults approximately eight websites and spends over two hours on them.

Internet users’ behaviour: In search of good deals, the Internet user seeks the best quality/price ratio and compares the offers. Photos play an important role in reserving vacations. Indeed, the Internet user wants to view the places in order to imagine their next holiday.

The future traveller also wants to be well informed. Indeed, they want to know all the information that might be practical and prepare increasingly specific itineraries: they want to know how to go to the place of their stay, the transportation available on the site, the costs…

Sources:

With the rapid increase in the number of screens available, internet users are developing new purchasing habits. While e-commerce is gaining momentum on mobile devices, tracking users’ browsing paths across all devices as in cross-device is a major challenge for both advertisers and publishers.

Waking up to read the latest news on a smartphone, relaxing on a computer at work over lunch, spending the evening looking at social networks on a tablet… Juggling devices has become a habit! With an average of 6.4 screens per household1, French access to the internet is increasingly mobile.

E-commerce players have taken heed of these new browsing trends: they’re constantly optimising their digital platforms, offering responsive sites and dedicated applications and paying particular attention to the cross-device user experience to increase their conversion rate.

A Rapid Democratisation of M-Commerce

Another notable and lasting phenomenon: consumers are increasingly keen to make purchases via their smartphones. As such, in the last six months of 2016, 28% of e-commerce transactions carried out in France were carried out on mobile. A year-on-year increase, but well below the figures in the United Kingdom or Japan where more than one of every two sales is carried out on a mobile or a tablet.

The value of purchases made on mobile in France is growing! At the end of 2016, for every €100 spent using a desktop, €90 was spent using a smartphone. An increase of more than €2 over the course of the year. Fashion, luxury and sports products are the most popular with French online customers.2

As you might imagine, this new method of purchase has also become more popular across the Atlantic. As such, Black Friday 2016 saw mobile sales in the US surpass the $1 billion mark3, representing nearly one in three online transactions. A year earlier, tablet and mobile traffic surpassed computer traffic for the first time.4

Cross-Device at The Heart of the E-Commerce Process

With the increasing popularity of m-commerce, cross-device purchases are multiplying. As a result, it’s not uncommon to see an internet user opening an email in the morning on his/her smartphone on the way to work, comparing prices in the evening on his/her tablet at home and completing his/her purchase the next day on a work PC.

Purchases made on a computer tend to occur during the day, between 6am and 8pm. Those made on mobile peak overnight between midnight and 8am, while transactions on a tablet tend to occur either in the morning or in the evening.

In 2016, 45% of e-commerce transactions involved two or more devices and an estimated 40% of purchases via a computer were made after an initial mobile visit.4 As a result, the linear advertising model, which has dominated until now, has lost legitimacy because internet users are making fewer purchases from a single screen.

Offer Optimum Tracking on all Devices

Tracking and understanding the fragmented browsing paths of users on all devices has become a major issue for both publishers and advertisers. The former want to be sure that they’ll be paid for all the sales made on their site or application, while the latter need to be able to send their consumers the right message at the right time and on the right device.

Kwanko offers cross-device tracking to better understand the role of each device in the purchasing process to ensure optimum monitoring of internet users throughout their digital day. By closely studying the browsing and consumer habits as part of its campaigns, Kwanko is able to collect a significant amount of data which is essential both to optimise its advertisers’ communication strategy and to adapt their message according to users’ behaviour.

Another key point: it’s now possible to create a single web and mobile campaign with customised media, adapted to each device. Lastly, a better understanding of the conversion funnel makes it possible to identify and reward the best performing publishers. There’s plenty to do!

Sources:
  1.  https://www.kwanko.comwww.lsa-conso.fr/plus-de-6-ecrans-en-moyenne-dans-les-foyers-francais-etude,226680
  2.  https://viuz.com/2017/02/28/etude-criteo-letat-du-commerce-cross-device-en-france-8-tendances-majeures/
  3.  https://www.kwanko.comnews.adobe.com/press-release/marketing-cloud/media-alert-adobe-data-shows-black-friday-breaks-online-sales-record-3
  4.  https://appinstitute.com/black-friday-2016-mobile-vs-desktop-sales/

With 72 billion euros spent online in 2016, the French e-commerce industry is doing well. It has become a major purchasing lever in the hexagon.

In order to make the most of it, it is essential for e-merchants to anticipate seasonality.

By offering special operations, specific product launches, promotions, etc. Thus, chocolates are important for Valentine’s Day or Easter. Jewellery and flowers during Mother’s Day or toys during the holiday season ……

So e-merchants, to your agendas!
Follow the guide to boost your online sales in 2017!
French E-commerce Industry in 2017