Prosperity For Online Fashion Retailers: Flash Sales + Efficient Logistics

For online fashion retailers, having a flash sales business model and an effective distribution strategy are critical for success.  As a graduate student in Northwestern University Medill’s Integrated Marketing Communications Masters program, with a focus on digital and interactive marketing, I have discovered two articles on how to be continuously profitable in today’s digital era that are highly relevant for your businesses.

Deal-of-the-day

Offering flash deals at reduced prices turn out to have a significant demand—who doesn’t like buying high-end products at more reasonable prices.  According to an article by Matthew DeLuca, reporter at NBC News, on Inc. Magazine, what consumers really love about flash sales sites is “the mixture of exclusivity, reduced prices, and carefully curated products.”  The timing frame that characterizes these businesses is the essential element that makes them lucrative.  There are a couple of features that differentiate these online fashion retailers from the rest: the exclusivity of becoming a member in order to shop, the fact that they know who is their customer audience, offering carefully curated products and keeping their low price philosophy. When it comes to exclusivity, it is important to let your customers know the benefits they gain by becoming a member.  Companies are very careful about privacy issues, and when a member registers they are asked to opt-in to receive emails and they pair this information with historical purchasing preferences in order to make each member’s experience unique on the site.

Source: Netonomy.net

Supply Chain Logistics

Free and faster shipping is key to continuously refresh the customer loyalty loop. According to an article by Annie Jie Xu, US General Manager at Alibaba.com, on Huffington Post’s Blog, in today’s highly competitive e-commerce environment it is a must to offer better shipping options.  The delivery side of the purchasing experience seems to be highly relevant for online consumers.  In order to be successful with this approach, there has to be an effective distribution strategy that allows the company to implement it. Additionally, another important aspect mentioned by Xu is the consideration of global expansion.  Companies today are evaluating their immersion in the Asian market, but a lot of opportunities also exist in the Latin American market.  Companies should consider the option of joint ventures with local businesses that already have consumer insights and the cultural know-how of the business’s nature.

After reviewing these articles, there are three action items you should immediately consider for your businesses:

1. Know your target audience: Companies are able to get to know their customers better through the exclusivity of customers becoming members in order to shop at their sites.  This enables companies to carefully choose curated products that appeal to them.
2. Free and faster shipping: Developing an effective distribution strategy will allow companies to make faster and on-time deliveries that will satisfy customers.
3. Business without borders: Companies should consider expanding their operations worldwide, evaluating both options: immersing into new markets by themselves or through joint ventures with local businesses.

As the e-commerce industry evolves and more fashion retailers join in, it is important for companies to innovate and expand in their field because competition is rapidly increasing.  It is essential to implement integrated solutions that focus on satisfying their savvy customers as well as implementing continuous improvements in the delivery end of the purchasing experience.

Sofia Capra is highly captivated by the e-commerce fashion industry of today’s digital environment.  Her personal passion for style and fashion have deepened her interest in online fashion retailers primarily focused on flash sales.  She previously worked as a Communications Specialist in the energy and infrastructure industry in Central America. Capra is currently pursuing an M.S. in Integrated Marketing Communications at Northwestern University and completed her B.A. at American University in Washington, D.C. in 2010.

Follow her on Twitter @sofcapra

LinkedIn: Sofia Capra

Retail professionals: unleash the potential of the Middle East’s eCommerce market

Fashion retailers are arriving in hoards to take advantage of the Middle East’s booming eCommerce market. As a retail-marketing manager and graduate student in Northwestern University’s IMC program I have learnt that success in this market calls for a deep understanding of regional shopping habits and have found two key research papers that identify the key factors that must be considered.

 In an eCommerce study commissioned by Visa Middle East, Edouard Dayan (Director General, UPU), Ayaz Maqbool (Managing Director Tejuri.com) and John Andrews (CEO, IORMA) highlight that the Middle East region is the fastest growing eCommerce market worldwide. Noting that this is still a very underdeveloped market the article discusses the opportunities and barriers to e-commerce adoption in the region. According to the study mobile shopping has a bigger role to play than PC based shopping with 29 percent of local users buying goods and services through smartphones, bucking the global trend of 26 percent.  The issue of trust in payment gateways was also highlighted as a major factor in adoption rates, which although improving, still poses an issue for local consumer, banks in the region are addressing this challenge through increased security measures for online payments. 

The value and growth potential of the Middle East retail market is further reinforced in a summary report by the European Travel Commission who predict the value of the eCommerce market to reach and estimated 15 billion by 2015.  The report provides profile of who is shopping online and how they are shopping. An important highlight of the article is the ranking of the top eCommerce sites  which places online giant Amazon only third, after local offerings Souq.com and Cobone.com. This ranking shows that although Middle Eastern consumers are warming up to the idea of eCommerce, they still prefer locally focused sites as opposed to regular international giants. The article also cites a key barrier of eCommerce site as online payment systems. 46% of Middle Eastern Internet users say lack of trust in payment options as a substantial barrier to engaging in eCommerce.  In line with this attitude is the finding that Cash on Delivery is still the preferred payment method when shopping online, which compared to western adoption rates might seem relatively primitive.

Taking into account the insights presented in these reports, I suggest the following 3 action items and e-tailer must take into account when considering the Middle East market:

1. Localize your content. Arabicized e-commerce websites still perform better in the region then global giants such as E-bay and Amazon. Middle Eastern consumers are slowly adopting to  eCommerce but they need it on their terms. Brands that have defined the online landscape in other regions are not necessarily held in the same regard in this region. In order to gain the trust of the local consumer and help them on their eCommerce journey you must speak their language.

2.  Your content must be mobile enabled. M-commerce in the Middle East is already surpassing global trends. Local consumers are not only used to this channel but are experts in it. While m-commerce is often an afterthought in  eCommerce strategy, when moving into this region is must be a fully functional component of your operations or you will be one step behind your target.

3. Be flexible on payment gateways. Lack of trust in payment options is the biggest barrier to online business in the Middle East. Cash on delivery and prepaid cards, although seemingly primitive, remain the most common form of payment in the region. E-tailers must build credibility and trust by meeting the consumers on their terms before imposing their own procedures.

The Middle East e-commerce market is underdeveloped and one the fastest growing in the world, holding significant opportunities for both new and established players. Incorporating the above three insights into your strategy is a positive step forward in building a meaningful and valuable relationship with these consumers. Good luck!

Professional summary:

Ruthie Fischer is a retail marketing professional with 8 years experience developing and implementing a 360 communications strategy in competitive retail markets. Having spent 6 years working with some of the worlds leading luxury fashion brands and implementing their international marketing strategies in the UAE and GCC region, Ruthie is well versed in the complexities of the retail industry and consumer in the Middle East. Ruthie is currently undertaking a Masters of Science in Integrated Marketing Communications at Northwestern University’s Medill School. Contact Ruthie on @RuthieMFischer