If you want to be online, be really online!”, “Never change your agency in the fall, before Christmas!”, “Communicate. Communicate!”. There were many similar slogans at this year’s 9th annual ShopCamp.
The community e-commerce conference brought trends and news in online marketing, successes and fuckups of e-shop owners. And thanks to case studies, there was also a glimpse under the hood of the work of colleagues from the industry.
E-shop owners were treated to great workshops, where they learned everything from communication with customers, through technical tricks, logistics to legal issues.
“And yet it is possible to win!”
Marek Vaniš from PENTA CZ sro presented his seven-year journey as a marketing manager, during which he learned not to viber database smash phones against the wall, but also to communicate correctly across the company and admit his mistakes and concerns.
The company’s name is identical to a Slovak group known for its mafia activities. They thought about rebranding for a long time because of this. It was impossible for them to expand to Slovakia.
When a comment appeared in a review: “They are mafia members, but they delivered the goods on time.”, they used the dark part of their namesake in their communication and the face of Don Penta was created, played by actor Pavel Novotný from the TV series Ulice.
It was interesting to note from Mark that the new face was not just a figment of the marketing department’s imagination.
It was preceded by a list of Mark’s concerns, which he sent across the company to get internal feedback. After previous experiences, when they came up with some super discount promotion.
But the warehouses and logistics identifying the layout and publishing it were not ready and colleagues in the customer service department stuttered to customers on the phone, or when they entrusted a marketing agency with 200 professional articles on smoothie blenders.
Which they did not check and within a few days they appeared on the show Rozum v troubě, where Vaněk and Havlíček offered them an anti-cocotonic, he already knew very well how important it is to have a connected marketing department with all other colleagues.
By the way, you can find the whole story on their blog under the search query ” morons “.
“Alza, Mall, Allegro, Kaufland, Eureka, but also Amazon, Aliexpress… They’re all grinding their teeth.”
David Cikánek showed us how he divides marketplace sellers into two groups.
Marathoners are those who build facebook users a strong brand and bring a unique product to the market. They have a chance to succeed in the marketplace.
When they occupy a position, have something extra compared to the competition – better quality, lower price. They will not succeed if they do not have sufficient investment, demand and endurance.
Sprinters are those who go for speed and quantity. They will succeed if they have the usual products in sufficient quantities in stock and are competitive in price.
For example, these are e-shops with a turnover of over 2 million / month. They will not succeed if they have a small margin on products, poorly designed logistics or are limited by suppliers, e.g. in the form of dropshipping.