Veien til en bedre nettbutikk

I dag vil jeg se nærmere på nettbutikken til elektronikkjeden POWER, og vurdere den etter 9 kriterier som er inspirert av Karl Philip Lund. Innlegget er en del av eksamen i faget Digital Markedsføring på Høyskolen Kristiania.

Kriteriene jeg skal måle nettbutikken opp mot er:

  1. Førsteinntrykk og brukervennlighet
  2. Søkefunksjon
  3. Leveringsalternativer, -tid og -kostnader
  4. Synlighet
  5. Teknologi og hastighet
  6. Kundetilfredshet
  7. Trygghet
  8. Priser og utmerkelser
  9. Konsept og strategi
  1. Førsteinntrykk og brukervennlighet

    Førsteinntrykket av en nettbutikk er utrolig viktig. Det er nesten likt som førsteinntrykket man får i en fysisk butikk. Om en fysisk butikk ser rotete ut er det ikke så veldig mye mer til før du snur og går. Slik er det på nettbutikk også. Om nettsiden er ryddig og oversiktlig, da ar det mer sannsynlig at man får lyst til å handle der.

    For å vurdere førsteinntrykket skal jeg se om viktig informasjon kommer tydelig frem, nettsiden er ryddig og enkel å bruke til å finne frem ting.
Hjemmeside.

Når jeg går inn på nettbutikken til POWER, det første jeg legger merke til er at nettsiden er ikke veldig ryddig. POWER er kjent til å være en billigere kjede sammenlignet med konkurrenter, men alle disse små bildene ser smakløs og litt for billig ut. Det kommer alt for mye informasjon med en gang og jeg vil nesten forlate siden med en gang. For å sammenligne Power med Elkjøp, ville jeg gjerne valgt å bruke Elkjøp nettbutikken til å finne frem ting og lese om produkter, selv om hos Power de fleste produktene er billigere.

Nedover kan dere se hvor minimal er nettbutikken til Elkjøp.

Elkjøp.no

En annen ting er at Meny knappen forsvinner når siden blir åpnet i en stor vindu. Når man gjør vindu til en mindre – knappen kommer tilbake. Som sagt menyen finnes ikke i det hele tatt, siden mennesker naturligvis åpner nettsidene i store vinduer.

‘Meny’ knappen til stedet.

Terningkast: 1

2. Søkefunksjon

Søkemotoren er noe jeg liker veldig godt. Med en gang begynner man å taste inn, kommer det forslag til produkter. Ved å søke ‘airpods’ ser vi at de har både tilbehør til øreproppene, informasjon om det mest populære produktet, i tillegg til det, kommer det opp kategorier, merker og sider.

Søkefunksjon: airpods

Terningkast: 5

3. Leveringsalternativer, -tid og -kostnader

POWER tilbyr 3 leveringsalternativer i hele Norge:
1. Pakkelevering på døren med Bring (144kr)
2. Post i butikk (79kr)
3. Leveres til POWER-butikk og hentes (0kr)

Det var ikke så enkelt å finne leveringsinformasjon på nettbutikken uten å sette inn varen i handlekurven og fullført hele informasjon for å få oversikt over prisene og alternativene. Ved å sammenligne prisene med en av konkurrentene (Elkjøp) fant jeg ut at POWER sin leveranse er dyrere. 2-7 dager leveringstid gir en stor pluss, men 30 dagers åpent kjøp er litt for lite for en butikk som selger elektroniske varer.

Terningkast: 3

4. Synlighet

Dette er det første som kommer opp når man søker på ‘power’ på Google. Det er ingen tvil hvem de er. Man kan se en kort oversikt over hva de har å tilby. POWER er godt synlig i Google og dette er en stor fordel for merkenavnet.

Organisk søk: power

Hvis vi prøver å søke opp ‘elektronikk’, kommer POWER dessverre ikke opp på den første siden i Google. Dette burde de fokusert på: oppdatere SEO slik at de blir mer synlige og ikke forsvinner mellom de andre elektronikk giganter.

Organisk søk: elektronikk

POWER har en stor forbedringspotensiale når det gjelder synlighet på Google.

Terningkast: 2

5. Teknologi og hastighet

Jeg brukte PageSpeed Insights fra Google for å teste hastigheten til power.no både på mobil og datamaskin. I følge tribes.no faller 40% av besøkende fra dersom det tar mer enn fire sekunder å laste opp nettsiden din. POWER laster opp raskere enn det, men det kunne vært enda litt bedre. I forhold til andre sider hastigheten på denne siden er lav.

Hastigheten på mobil.
Hastigheten på datamaskin.

Terningkast: 26. Kundetilfredshet

POWER oppgir ikke mulighet til å skrive reviews eller vurdere de på Facebook dessverre. Vanligvis er det slik når bedriften har mest dårlige vurderinger, derfor blir vurderingene skjult.
For å finne ut at POWER har bare 1/5 vurdering på Trustpilot var uforventet. Dette er noe de burde konsentrere seg om og jobbe med å forbedre resultater, for at de har allerede stengt 704 butikker siden 2009.

Anmeldelser på Trustpilot.

Terningkast: 1

7. Trygghet

POWER er en ganske kjent kjede, som gjør det enklere å stole på. De har sertifisering av Trygg E-handel nederst på hjemmesiden, som bekrefter at siden er sertifisert, stabil finansielt og har ingen kundeklager. Om den siste er jeg litt skeptisk, etter at jeg har lest vurderingene på Trustpilot.

Terningkast: 5

8. Priser og utmerkelser

Nettsiden fronter et par utmerkelser. De har blitt kåret med ”Beste PC-tilbud” på dinside.no og vunnet ”Kundeserviceprisen” 2019.

Terningkast: 5

9. Konsept og strategi

Konseptet til POWER i mine øyner er for dem å være en tilbudsmaskin som XXL. Å tilby prisavslag og litt billigere varer enn konkurrenter tiltrekker kundene og gjør det enklere å selge flere produkter. De har en sterk merkenavn med en klar, kjent og synlig logo som er en stor fordel.

Etter å ha stengt så mange varehus, POWER har målet å øke omsetningen med nær to milliarder kroner på to år og øke antallet butikker igjen (e24.no). Strategien er å være markedsutfordrer. Konsernsjefen til POWER forteller at de skal streve for å stjele markedsandeler fra rivalen Elkjøp som er den største aktør i Norden.

For å være en markedsutfordrer kan være sterkt utfordrende, men ved å kommunisere markedet på en riktig måte og være godt synlig både på Google, sosiale medier og andre mediekanaler kan lønne seg.

Terningast: 4

Konklusjon

Gjennomsnittsterngkast ligger på 3,1. Resultatet er ikke for dårlig, men POWER har et sterkt forbedrigspotensiale.

Hva hadde jeg gjort for å forbedre denne nettbutikken:
– Omgjort hele hjemmesiden på nytt. Ville satt opp bildene og tilbud på en mer ryddig og minimal måte, slik at alt hadde vært mer oversiktlig og enklere å lese.
– Hadde utarbeidet SEO for å stige opp på Google organisk søk. Ville undersøkt nøkkelord og konkurrenter minst en gang i uken.
– Forbedret hastigheten til nettbutikken. De fleste sidene som hjelper med å målet hastigheten gir en gratis og detaljert forslag til forbedring.
– Undersøke anmeldelsene på Trustpilot og andre portaler for å finne ut hvorfor de fleste kunder har blitt misfornøyde og hva kunne vi gjort bedre til å øke total vurdering. Personlig ville jeg ikke kjøpt noe hos de når det er 71% som mener at POWER kundeservice er dårlig.

Kilder:
@ https://e24.no/naeringsliv/i/OnG1W1/power-kjeden-med-kjemperesultat-har-lagt-ned-butikker-hvert-aar-siden-2009-naa-oeker-de-igjen
@ https://stammen.no/e-handel/her-kan-du-trygt-handle-julegaver-pa-nett#kriterier

7 steps to a good Digital Marketing Strategy

Do you want to begin with marketing online, but don’t know where to start? You will need to follow a certain framework to know the benefits of digital marketing and avoid the pitfalls.

Visser, Berend and Berry (2018) talks about a 7 step strategic approach to internet marketing. Let’s take a look at these steps.

  1. Goal
    First, you have to decide what you or your organization wants to accomplish and write down your goals. I recommend using the SMART method. It stands for:

    S – Specific – it has to be clear and sensible: make sure to describe it precisely.
    M – Measurable – make sure you can measure it in time, actions, currency and other units.
    A – Acceptable – the goal has to be acceptable and attractive enough for you and your co-workers.
    R – Relevant – it has to be realistic enough to feel/know that it’s achievable. It’s easy to go out of line and make goals that are hardly achievable.
    T – Time Based – always set time for each and every goal. A SMART goal therefore has a clear starting time and a clear end date. This will keep you focused and motivated.

2. Market analysis
In this step you are going to analyze the market. What is the current and the future situation in the market? To do that, you may use a SWOT analysis. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. To analyze the market, you are going mostly to use Opportunities and Threats, cause these two are external.

Opportunities: New ideas? New product? New market? Make sure to inspect every possibility.

Threats: These may include things that might potentially harm your business. Competitors, financial risks… you name it.

En strukturert prosess for å lage en strategi
Photo: WordStream

3. Organization analysis
In this step you du basically the same as in step 2. Typically, Strengths and Weaknesses are considered internal factors, cause they are the result of organizational decisions, but you may also analyze internal Opportunities and Threats. It’s important to find out if you can improve the technology, resources or competence, or/and if you need to to some changes.

Strengths: What are the things your company does well? It may be an unique product, or your name, norms or your people.

Weakness: What’s holding your business back? Be critical and self-aware.

4. Confrontation
This is the point where you are going to need to be as critical as possible. Go through the results of your SWOT analysis and make a plan for what you need to change.

5. Segmentation, Target Market and Positioning (STP)
You may have already had your segment, but after the SWOT analysis you may have found other relevant target markets for your business. Find your customer.

6. Objectives and Marketing Mix
What do you have to change to reach the customer? Here comes the Marketing Mix (4P’s). Using the SWOT analysis outcome, decide how your 4P’s: Product, Price, Place and Promotion are going to look like. Maybe you just need to do some small changes in Promotion and Price? Maybe you need to upgrade the product? There is no right answer, it depends on your personal business, your customers needs and SWOT.

7. Implementation
The last step: plan for what your business is going to have to go through to reach the goal. You may have to make changes in your technology. You may need to change the amount of resources. You may even need to change some of your organizational methods get to where you want to be.

It’s important to have a plan while striving for success. Clear strategic steps is the only thing that will keep you focused on your goals. There are many other factors that affect online marketing, but learning the 7 step strategy is a good start.

Sources:
Visser, Marjolein, Berend Sikkenga & Mike Berry. 2018. Digital Marketing Fundamentals. Groningen: Noordhoff Uitgevers
SWOT Analysis – WordStream

What I’ve learned from Google Analytics Academy courses

This semester I’m having Digital Marketing. For the last exam we were supposed to take different courses to learn digital secrets to analyzing customer’s behaviour. Here’s what I have learned in the last month:

Photo: Pexels.com

To kickstart my knowledge, first I had to take Fundamentals of Digital Marketing on Google Digital Garage. The course is pretty simple, easy to follow. Mainly, cause it’s for people who basically have no knowledge in digital things. Since I’m finishing the second year of my studies and have had some experience with building my own web shop, advertising on social media platforms before, this course was a ‘piece of cake’ for me. Though, I would definitely recommend it to anyone. You don’t have to have any experience. Take the course and you may change your career in just 40 hours.

Google Analytics Academy was something completely new for me. I knew what are the most basics that this software does, but later on I couldn’t believe how much information you might learn by using it. For example I had heard about retargeting advertisement before, but now I finally know how to use it for my own. I now know that I can analyze almost every single type of data and action that my site visitors create.

I guess my favorite course was Introduction to Data Studio. This is a Google tool which vizualises information you import from different sources, like Google Analytics and Google sheets. I am the girl who likes visualization. Think of having all your data analyzed, arranged in a way you like and put to one place! This is something I’m going to use in the future.

Photo: Pexels.com

Taking these courses was inspiring and motivating. I have learned how to track the sources which link people to my website, which of my pages are helping me to sell products, which products are performing the best and worst on my site, so on and on…

Are you thinking of taking these courses any time soon? Do you have a business which you are ready to take to another level? Or maybe you are just curious how stuff works online? Don’t hesitate and go on! You might be surprised how much you will learn in such a short time. Digital world is both interesting and exciting.

Dreaming of Opening Your Online Store? Here’s Your Checklist

1. Decide what you’re going to sell

Before you start doing anything, think of the concept itself. You have to have a clear image (at least in your head) of what items you are thinking of selling, what prices you are going to offer and who is your ideal customer.

2. Choose if you’re going to hold your own products or use dropshipping

Carefully decide and calculate if you are thinking of buying your goods in advance. Why? Because you may find that it would be more reasonable to choose dropshipping. How does it work? When you sell a product, you purchase the item from a third party and they ship it directly to the customer. In this way you don’t have to manage your stock and handle the merchandise yourself.

3. Brainstorm your business name and buy a domain

It make take you awhile to come up with a unique name for your brand or service. Try to keep it as simple as possible. Customers engage in labels that are easy to type and remember. When you are finally satisfied with the name, you need to buy a domain to make your website look professional. You can find many different providers online (I used Webhuset.no). Take note that it may take up to 24 hours to confirm your domain. After that you can easily connect it to your website.

4. Find a platform to create your website, the one which suits you best

The most popular ones are Shopify, BigCommerce, Weebly, WIX or WooCommerce. I guess Shopify is the most popular one this year, but personally I like WIX the most. It is modern, simple to use, and it has way more tools and plug-ins than the other ones. But feel free to explore and compare your options!

5. Set up the most necessary features

Your main page is going to be judged like the cover of a book. Keep it simple, neat and easy to navigate. Browse your favorite online stores to see how others do it. You might also find inspiration for other features!

Don’t forget to set up your contact form. It’s extremely recommended, since it makes it easier for potential buyers to ask questions and for you to give them an outstanding customer service. You may also use a live chatbox. In that way you can answer questions even faster.

Implement payment methods. Credit card payment is a must have, since it’s still is one of the most used paying methods in the world. For this I recommend using Stripe. Don’t forget to add the popular PayPal or whatever payment method is popular in your country.

6. And last but not least: your marketing plan

It’s time to find out how you are going to bring traffic to your website and turn your visitors into customers. I highly recommend using e-mail marketing. It’s easier to attract someone’s attention by promising them awards. For example offer a discount or a free shipping and in return, ask them to sign up to your mailing list. My advice: do not spam people with e-mails, cause it takes only one click to unsubscribe. Your efforts might go nowhere.

Also, consider writing a blog. It helps boosting SEO. Blog posts that specifically use a variety of SEO tactics can give you more opportunities to rank in search engines and get customers to visit your site.

Congrats! You made it through the checklist. Don’t forget to keep your site up to date. Good luck!

Thank you for reading,

Deimante Kros

3 European Beachwear Brands That Use 100% Recycled Materials

Summer season is just around the corner. Let’s make this season a green one. Wondering how? By investing in sustainable swimwear brands.

I discovered some of the nicest European brands that use recycled material: Econyl. It’s made from recycled fishing nets, plastic bottles and other plastic debris found in the ocean. By recycling, we are not increasing the demand for plastic and are helping to give new life to what otherwise would have to end up in the trash.

These are the top 3 of mine:

  1. ilovebelove
Website: https://en.ilovebelove.com/
Instagram: https://www.instagram.com/ilovebelove/

”We believe in lasting aesthetics, creating timeless and versatile garments, with refined lines, where beauty and comfort converge, with the influence of our Mediterranean roots.
We use natural and sustainable materials in our collections. Our swimwear collection has the highest quality Italian recycled fabrics. We control the entire production process of our garments. All handmade and 100% local production.”

2. COCOTAM

Website: http://www.cocotam.com/
Instagram: https://www.instagram.com/cocotamswim/

”Our swimwear offers a modern approach to feminine silhouettes. The color palette is inspired by earth tones with a hint of fantasy including nude, red and deep rose tones. All garments are handmade in Lithuania using Italian ECONYL Lycra of the best quality. The fabric is produced from discarded fishing nets and other plastic waste found in the ocean. It is long lasting, chlorine and sun resistant, which minimize the waste.”

3. PURA Clothing

Website: https://www.puraclothing.com/
Instagram: https://www.instagram.com/puraclothing/

”Today, textiles are still being produced under inhumane and environmentally damaging conditions. Our goal is to contribute to a more sustainable textile industry. The PURA parts not only look stunning and underline the beauty of every woman, but it is also extremely important to us to focus on sustainable and fair production. All parts are made by hand in Switzerland and Italy using the softest, most beautiful and highest quality Italian fabrics (100% recycled).”

Do you know more sustainable swimwear brands which are based in Europe? Please, let me know in the comments below.

7 reasons to start blogging

Photo by rawpixel on Unsplash
  1. It’s a good way to organize your thoughts, improve your writing skill and learn new things. It may work as a personal journal to clear your mind. As you find yourself thinking about new ideas, the first thing to do is to write it down so you can sit and expand your thoughts later without worrying of forgetting it. Also, by looking for new blog post ideas, you may get to learn things that you probably wouldn’t know without blogging. Don’t forget that you may also become a better writer!
  2. If you have a business or other acitivity, it’s a great way to create content and attract audience. The most important thing is to find a concept for your business blog that engages the readers and makes them want to check out what you or your company is offering or selling.
  3. You might create opportunities for yourself. You may get noticed and get offers to collaborate or even a job! How amazing would it be to earn money from writing without expecting it to happen?
  4. Tell your story or write about something completely made up. Let you creativity flow! Isn’t amazing to have someone to tell about your life? Where you come from, where you grew up, what are you doing with your life or your accomplishments… or just write stories about things that have never happened! Once you get a hang of this, who knows, you might even write your own fiction book!
  5. You will inspire others. Blogging takes your personal time and energy. Once you start posting consistently, you will start getting readers one by one coming back for more, because they will see that you’re dedicated to what you do. It’s an amazing feeling of giving and think of all the positive comments you will get.
  6. You will meet new people. Everybody knows how easy it is to meet people online. The blogging community is friendly and encouraging one another to succeed. Follow, comment, reply and you might make new friends for a lifetime!
  7. You will become more confident. The scariest part of blogging is starting itself. Start by taking baby steps and over time, you’ll reveal more and more of yourself to the world… and eventually you’ll gain confidence in who you truly are and what you do.

Fast fashion means slow death for the planet

We all love a new garment to renew our closets once in a while. Some of us – even more often than that. But before we head out into the sales for those irresistible deals and discounts, we should stop and think a little about how it affects the environment.

Clothing industry is at the forefront of environmental pollution, exploitation of people and low-wage pay. It is the second largest polluter in the world, coming second to oil. There are so many clothing collections presented every season, but not everyone knows how much toxic waste is being released to the nature due to distribution of the garments.

WHAT IS FAST FASHION?

It is the mass-production of clothes, often inspired by recent trends seen on the runway or celebrities sold for an affordable price. The maximum number of times people wear clothes from fashion giants like Zara or H&M are roughly around 20, because the garments wear off fast due to quite poor quality and cheap fabrics. This is the reason a huge amount of clothing is thrown out and new clothes are bought to replace them. Due to social media influencers and fashion marketing it keeps growing and growing. Sadly, where is demand there will always be supply.

Photo by freestocks.org from Pexels

HOW DOES IT AFFECT OUR PLANET?

  • About 70 million trees are cut off to produce such materials as viscose, modal fiber, and sorrel.
  • The cotton growing farms consume the most of pesticides, not to mention water use and contamination.
  • An average american throws out about 30kg of clothing per year.
  • A quarter of the world’s chemicals is used in the textile industry.

One of the most popular fabrics used to make these clothes is polyester. It does not cost much and has wrinkle-free properties. At the same time it is a synthetic petroleum-based fiber, meaning it is made from non-renewable resource. When the garments get thrown out, it takes more than 200 years to decompose causing the growing of landfills.

Soone or later the toxic substances get into the water, also reaches the water that we drink, which means that we are slowly poisoning ourselves. Not to mention inevitably changing climate because of the contaminated coasts and oceans.

The other major problem is the amount of unsold clothing. In 2017 H&M was accused of burning 12 tonnes of garments. A lot of donations have gone to Africa, South America, and some countries in Asia. But in the last couple of years, some African countries, like Uganda and Kenya, have banned the importation of secondhand clothing. The reason for this is they are building their own textile industry and they cannot compete with the very low price of imported goods. Even if it would be for the good of their people.

https://www.independent.co.uk/life-style/fashion/environment-costs-fast-fashion-pollution-waste-sustainability-a8139386.html

IS FAST FASHION SLOWING DOWN?

Sustainable fashion has been growing these last few years. Many people get affected by pictures and articles they see online. They start buying long-lasting, in some cases a little bit more expensive clothes, which are made from recycled materials like for example discarded fishnets and other plastic waste found in the ocean, recycled rubber or organic cotton.

As people become aware of the issues, more brands have started to promise more eco-friendly business practices to keep their customers. Zara has been aiming to stop sending all unused and unsold textiles to landfills by 2020. They have also started using recycled materials and ecologically grown cotton. H&M Conscious (products made using recycled materials) collection takes only 5% of their products, but they are meaning to increase it to 100 percent sustainability by 2040.

In spite of progress being made by brands to minimise their impact on environment, it is still predicted that the industry’s water consumption will grow by 50% and the amount of waste it creates will grow till 148m tonnes by 2030.

Photo by rawpixel.com from Pexels

WHAT YOU CAN DO

Ethical brands believe that the biggest issue is the consumer: it is either their lack of awareness of the issues or unwillingness to pay for sustainable products. The most important thing is to start doing little changes in your everyday life.

Slow fashion clothing production processes are aimed at maximizing the durability and sustainability and stopping misusing of employees and paying them appropriate wages together with maintaining their dignity, rights and security.

Photo by Gem & Lauris RK

Sources:

https://www.businessleader.co.uk/hm-and-zara-the-sustainable-fashion-brands-killing-the-environment/56166/ (Barney Cotton. 28 November, 2018)

https://www.independent.co.uk/life-style/fashion/environment-costs-fast-fashion-pollution-waste-sustainability-a8139386.html (Patsy Perry. 8 Januar, 2018)

https://www.seattletimes.com/business/hm-a-fashion-giant-has-a-problem-4-3-billion-of-unsold-clothes/ (Elizabeth Paton. 27 Mars, 2018)

https://www.greenmatters.com/style/2018/08/28/ybXGX/fast-fashion-impacts-environment (Koty Neelis. 6 September, 2018)

http://theconversation.com/it-may-not-be-possible-to-slow-down-fast-fashion-so-can-the-industry-ever-be-sustainable-82168 (Mark Sumner. 21 September, 2017)

https://fashionunited.uk/news/fashion/h-m-accused-of-burning-12-tonnes-of-new-unsold-clothing-per-year/2017101726341 (Vivian Hendriksz. 17 Oktober, 2017)

https://www.vox.com/the-goods/2018/9/17/17852294/fashion-brands-burning-merchandise-burberry-nike-h-and-m (Chavie Lieber. 17 September, 2018)

Hello boss lady!

Welcome to your go to fashion and business marketing insider blog. My name is Deimante Kros and my plan is to keep you informed with latest marketing news. The main topics I am going to cover are fashion, brand management and developing and digital marketing. So sit comfortably and enjoy!

Photo: Pexels.com