Kwanko has a completely new platform. Check it out

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, Kwanko Brazil and its teams look forward to seeing you at their stand for the 8th edition of the Digitalks digital marketing forum in Rio. 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 and 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