Again this year, PrestaShop Day provided all digital professionals with a comprehensive overview of current trends and best practices in e-commerce. Have a look at the highlights of the day and key industry best practices.
The importance of multi-channel marketing activities
The day opened with a high-profile conference with several e-commerce heavyweights: Mirakl, who specializes in B2B markets, Fnac Darty, and As de Carreaux, who specializes in online tile sales.
Among the main issues highlighted during this conference: People Matter! Julien Le Bescond, Director of Marketing at Fnac Darty, for example, pointed to the importance of in-store sales staff and the challenge of integrating them into web strategies. After more than 20 years of wanting to bring web traffic to physical stores, we now need to bring physical content to the web. This is the case, for example, with tools such as video conferencing with shelf vendors for visitors from home. If he has a question about a product, he can take advantage of the seller’s expertise, without actually going to the store.
The second conference focused on marketing activation to increase repeat purchase. Here again, it was an opportunity to remember some basics but also more specific points to be respected:
- Prepare your sequences well: It is essential to prepare all of your marketing and automation sequences well in advance of the highlights. This requires identifying and preparing for all the highlights and chestnuts of the year, whether in B2B or B2C: Christmas, Black Friday, etc.
- Use a welcome sequence, a basket that adapts to the characters,
- Work on your email databases to free yourself from paying levers like Meta or Google,
- Use the right tools to automatically adapt your email and automation sequences to highlights and chestnuts.
How to internationalize your brand
International development is often a major and sensitive topic for e-commerce merchants. This conference was an opportunity to review good practices but also common mistakes.
The nine and evolutionary group were able to share their observations on the matter. Here are some key points:
- Adapting payment methods to the local culture : Unlike France, Germany and Italy, it is common practice to pay when receiving the package. Hence, linking logistics and payment methods becomes a challenge.
- Adapting product offerings to cultural specifics There is, for example, a real culture of product returns in Germany. They take several sizes to keep the best fit. So you need a very accurate size guide.
- Use the local URL : To enhance reassurance, it is important to use local URLs rather than subdomains: .ch in Switzerland, .de in Germany, etc.
- Do a lot of translation work : Manual translation is of good quality but very expensive. On the contrary, machine translation is very inexpensive, but of poor quality. Hugo Lemarchand of the Evolutive Group therefore recommends looking into the possibilities of hybrid translation: manual translation of the most important pages (home page, categories, important product pages) and machine translations on poor pages.
- Adapting to the local culture : Here again, the importance of adapting to cultural characteristics was emphasized, in terms of UX and UI for example, but also delivery, social media platforms… We must also analyze the maturity of consumers according to the market. A Mexican consumer, for example, will not have the same behavior online as a Swiss or Chinese.
Logistics, a key factor for profitability
Logistics is often seen as a cost, which can turn into a profitability factor for e-commerce merchants, regardless of their size. This is what Tim Domain, BigBlue co-founder said:
Logistics is not a cost but an investment. In the purchase process, customers must have good logistics experience to be loyal. We return to Amazon because the logistics experience is perfect, even if the product is not satisfactory, we can return it.
Lionel Denjean, General Manager France at Mail Box, for his part, points out that commissioning a specialist in their logistics allows e-commerce merchants to grow and focus on what they know how to do: selling.
For an optimal experience, traders should have the ability to offer ETAs (Estimated time of arrival) reliable and accurate. Estimates like “package available in 3-5 days” are detrimental to the experience. The client does not know if he will be in the office or at home, for example. The figure perfectly shows the importance of this topic: the rate of opening a follow-up email is 75%, and it is opened 4 times on average.
Returns must also be taken into account by e-merchants. In some sectors such as fashion, the rate of return is 30%. So there should be a frictionless return process, and an incentive to return to the site, for example, a discount coupon on a future order.
This intervention was also an opportunity to gain a forward-looking view of the future of delivery. The importance will be close to logistics for more speed, and possibly same day deliveries in the very short term.
SEO tips for e-commerce merchants
Another central topic for ecommerce professionals: search engine optimization. PrestaShop Day was an opportunity to evaluate some very specific SEO tips and topics for ecommerce:
- There is no duplicate content in the product sheets : In product sheets, the content shown is often very close to that of the manufacturer for example, or that of competitors. Thanks to artificial intelligence, it is possible to rewrite similar content. SQL like Unique content In particular, these similar contents of product sheets can be rewritten. Also beware of internal duplicates: It’s common to see internal duplicates on product pages with different URLs, but Google clearly acknowledges this.
- Create pages with more products : Pages with few references are less likely to show up on Google, so it’s interesting to double the available references.
- Beware of duplicate images : Google is putting more and more emphasis on the media part. So it is also necessary to optimize the images in SEO: weight, description, tags … It is important to have specific images. This allows you to customize the display on the site, but also to convert better on Google Images.
- Do not de-index seasonal pages or pages that contain out-of-stock products: Some e-commerce merchants de-index pages when the collection is not available (winter/summer), or the product is out of stock. The page then loses all of its SEO, and every re-index starts from scratch. It is therefore best to keep it online and leave the pages indexed by indicating that products are no longer available, or by offering other products.
Set up social commerce activations: TikTok interest
Social commerce is the ability of social networks to trigger the buying process. A powerful opportunity for e-brands and merchants, recall Laurent Delahodde, Head of E-Commerce at TikTok, and Alexandre Dos Santos, CEO of Affiliae. But for social trading to be effective, it must respect some important points:
- Respect the creator’s editing style and line : Instead of corporate communication, it is necessary to exploit the originality of the creators. On TikTok, users want originality, not fancy ads. Content matters much more than form. This strategy is summed up perfectly by TikTok: “ Don’t make ads make TikTok “.
- Adapting its content to its purpose : It is important to choose carefully the creators with whom to work, also which formats to choose, the products we offer … Another tip: use promotional codes to track performance.
- Determine your content creator’s incentive strategy Here, there are several possibilities, such as fixed costs, fixed costs and commissions on sales, or lead generation. Product gift is also very interesting. It allows these products to be included in the daily lives of influencers so that they talk about them as much as possible over time.
- Porous border between entertainment and e-commerce Popularity or brand focused content can also lead to a purchase. Creators are brand-to-buy engagement-oriented, so they can also generate sales and conversion.