Ecommerce Growing Pains
Hosted by true’s Head of Strategy, Dave Jones, true delved into the world of ecommerce platforms, talking to two expert clients and two of true’s senior account handlers on the highs and lows of taking their businesses online.
The line-up:
- Vicky Bibby - Business Development Director, TCMM Shutter Group.
- Saskia Jury – Client AD for TCMM Shutter Group and TikTok champion.
- David Sharman – Chief Commercial Officer, Newmarket Holidays.
Charles Thibault – Client SAD for St Austell. - Newmarket Holidays sells holidays, escorted tours, cruises, and adventure holidays.
- TCMM Shutter Group specialises in selling interior window shutters. They are an innovator in the marketplace and within ecommerce - taking on established players like Thomas Sanderson and Hillarys.
Lets talk e-commerce customers right now
As part of Ecommerce Unchained, Jonathan Gabay, Brand Psychologist, introduced the idea of the consumer ‘skeptical mindset’. So, how does a challenger brand, like TCMM, build trust with its audience?
Vicky Bibby, Business Development Director at TCMM Shutter Group, talked through the challenges of presenting a ‘perceived’ complicated product online and the role of educating consumers on being able to build and install the product themselves. For TCMM, their website and marketing comms need to feel personal, informing and encouraging their audience in a way that installs confidence, as customers don’t have access to a physical store.
For St Austell, the B2B service of ordering wholesale stock was something that already existed through their telesales team. Their challenge was less about a new service and more of a focus on transformational process change and platform. Some of the audience, like publicans, are digitally savvy, but many are not, making it challenging for the customer, business, and platform to adapt to this change.
Newmarket's audience primarily consists of individuals aged 50 and above—a diverse group with varying levels of digital proficiency. Dave Sharman, Chief Commercial Officer of Newmarket Holiday, explained that it is crucial for the businesses to be transparent about their offerings and pricing, with TrustPilot playing a key role in building trust. Effectively communicating their holiday packages and addressing the concerns of skeptical consumers, particularly regarding price promotions, is essential.
How important is socials for building Trust?
Saskia Jury, Client AD and TikTok expert, expanded on the importance of using social media for a brand like TCMM to reach audiences with varying skill levels. She emphasised the value of showcasing social proof, demonstrating that people can easily install DIY shutters. Integrating this content into the website helps educate consumers and provides them with the confidence boosts needed to drive conversions.
How important has Tech been as part of the build?
Vicky Bibby from TCMM acknowledged that her industry hasn't been at the forefront of technology adoption. Many of their partners and suppliers still rely on outdated methods for processing orders, which means TCMM has had to develop solutions to accommodate these systems. The ability to integrate with a variety of platforms is crucial, and Umbraco’s headless, flexible approach has been instrumental in supporting this need.
The Umbraco platform integrates seamlessly with the manufacturer portal, pulling in potential product options that are then configured into a pin and pushed through to the website, with the final orders processed through the CRM system. This setup allows customers to select from a complex range of products presented simply and customised to their needs.
For Newmarket, flexibility is also paramount. The ability to make rapid updates and changes is essential for both B2B and B2C markets. This includes the capacity to perform tests and learn from a website that operates across three different versions: B2C, B2B, and a call center website.
Lessons from re-platforming.
David Sharman suggests that businesses need to be brutally honest with themselves before starting a large-scale build. He advises asking the tough question: Are you truly prepared to succeed in this process? According to him, thorough planning is crucial, with both partners and businesses needing a clear understanding of what they aim to achieve. Being "ready" and actually being prepared are two different things.
Charles, SAD on St Austell, emphasised the importance of having a flexible platform. From an agency perspective, he pointed out that it's not just about delivering something that functions well and meets commercial objectives but also about understanding the possibilities of the site. A flexible platform allows for continuous iteration and improvement.
The conversation also highlighted the importance of evaluating not only what your new platform needs but also which functionalities you can let go of. This often creates opportunities for new and better offerings.
It’s essential to identify what is currently working well on your platform and bring the best of those features into the new one. Don’t overlook the basics, such as clear and effective copywriting. Avoid getting carried away with future possibilities—you don’t have to achieve everything on day one. It’s an ongoing process, and each step should add value.
