Can you sense the smell of Atelier Rebul?

This post is sponsored by a delightful scent, thanks to Atelier Rebul. Atelier Rebul was founded in 1895 in Istanbul, by Jean Cesar Reboul. Since then, the brand has become a huge success and preserves its legacy and quality, leading to high customer trust to this day.

Understanding customer experience

Atelier Rebul’s product portfolio includes perfumes, eau de colognes, pharmacy, home, bath & body, skincare, hair care and gift products. The brand mixes pharmaceutical expertise of the past with minimal designs and elegance. Atelier Rebul’s products do not contain any paraben, mineral oil or other harmful chemicals, and products and raw materials are not tested on animals. Their philosophy is that each ingredient has a purpose.

After we started working together, we were very careful about protecting the deep-rooted Turkish brand essence along the process. We explored Atelier Rebul’s customer personas and created a suitable UI & UX design fitting for their needs. Taking the global design trends and the brand’s signature elegance into account, we created a simple yet beautiful design.

Looking for ways to optimize customer experience

Atelier Rebul’s new online store, atelierrebul.com.tr, offers a fast and convenient omnichannel shopping experience for customers. With the robust and adaptive platform, customers now have frictionless shopping journeys. Soon, customers will be able to create online product reservations at physical stores.

Thanks to the Inveon and Atelier Rebul team for their hard work in completing this project. We look forward to announcing more of our success stories soon, tune in! 

The 3rd Deloitte Technology Fast 50 Award in a row!

We are delighted to announce that Inveon was once again one of the 50 fastest growing technology companies in Turkey for the 3rd time this year.

The 14th Deloitte Technology Fast 50 Award Ceremony was held in collaboration with Facebook, on the 14th of January at Kolektif House Maslak. Our Partner Moris Kastro received the award on our behalf, and thanked our customers and our team mates who have always worked with the principle of achieving results beyond expectations.

The Deloitte Technology Fast 50 Program can only be entered by the companies operating in Turkey, active for at least four years, have more than €1 million of operating revenue and invest a high percentage of their revenue in their R&D initiatives.

Click here to download the Deloitte Technology Fast 50 Turkey 2019 report.

The Exciting Future of Digital Commerce Retail Trends

Previously we defined the 5 most critical digital retail trends and shared some tips on how to prepare for them. In this article, we discuss our expectations regarding the future of these trends.

1. Omnichannel

The omnichannel customer experience will evolve mostly through one of the most important trends today: voice assistants. In 2022, the value of purchases made by voice assistants is estimated to increase by 1900% and reach a value of $40 billion.

We will not only place orders from the comfort of our homes via voice assistants but also receive product recommendations and stock information. Thus, voice assistants will replace today’s sales assistants. Connected devices in our homes will complete most of our groceries orders and washing machines will have their favorite detergents. All these innovations will have different marketing and bidding strategies, which will carry digital marketing we know today to a whole different level. 

2. Hyper-personalization

Today, it is an undeniable reality that customers want a personalized shopping experience. Customized pricing is going to be one of the most important developments in personalization technologies. It will completely change how retail companies operate.  

Another important factor will be emotional data collection. Communication can be studied according to the facial expression of the customers entering the store. Customer needs will be determined according to eye movements and DNA analysis. 

Among the numerous product options available, companies will no longer expect customers to seek out their brands. They will reach customers through push notifications and other communication methods at the right moment. Retail sector will witness a transition from pull to push at the right time.

3. Social Commerce

Social media and e-commerce provide companies a vehicle to simplify the purchase process and make use of social media advertising for their brands. 55% of the global online population is affected by social media, and the main concern is to increase brand awareness in the enormous pool of social media platforms and accounts. 

After Instagram, WhatsApp followed by adding a new shopping catalogue feature. Social commerce will spread to many other applications as well. Payment systems will be added to social platforms and will change the entire e-commerce flow. Social platforms will become marketplaces in the future and we will be able to shop for anything and everything we see online. 

4. Marketplaces vs Brands

Last year, consumers spent a total of $1.66 trillion on the world’s top 100 online marketplaces. Currently, Internet users are increasingly searching for products on Amazon rather than Google. In order to protect its competitive edge, Google took a counter action through Google Shopping.

While the number of new marketplaces is multiplying, some well-known brands are deciding their efforts to quit marketplaces. For example, Nike has recently quit Amazon, planning to continue its online sales through its own online stores. We expect that these kinds of break-offs between marketplaces and brands will be more common in the future. 

5. App-commerce

Retail apps are one of the 4 most commonly used applications on users’ devices. Today, smartphone users mostly use mobile apps for purchases.

With the help of augmented reality, app-commerce is going to change like never before. Customers can try products, decide on their size and color within their mobile applications in the near future. We will be able to order products via smart wearables and the applications they offer. There will also be a rapid increase in app-only retailers. The growth of retail companies without brick-and-mortar stores and websites will force the others to strategically reposition themselves.

adL upped its game with Inveon’s inCommerce platform!

Founded in 1992, adL has become one of the most successful fashion brands in Turkey with its continuously growing loyal customer base. Since opening its first store abroad in 2002, adL has continued to expand globally. Today, there are more than 150 adL stores worldwide.

adL and Inveon have been digital commerce partners since 2014. This year, they teamed up again to transfer adl.com.tr’s infrastructure to the inCommerce platform in order to align its digital commerce capabilities with the brand’s growing online customers. 

Now with its faster and more flexible infrastructure, adL’s digital commerce channel offers users a more convenient and seamless experience. The platform’s one-page-checkout feature enables customers to fill in their information such as addresses and payment without having to move further to another page.

Moreover, with the aim of providing a better customer experience to adL clients, the UI&UX design of the website was completely renewed. adL and Inveon team’s combined efforts have already presented a positive impact on customer satisfaction, conversion rate and revenue generated.

How to prepare for the 5 most critical trends that digitalize retail?

After defining the 5 most critical digital retail trends here, we sorted out tips on how to get prepared for them.

Adopting the omnichannel DNA

In the age of connected devices, omnichannel become a standard in digital retail. Our main interest here is how to use this trend for our benefit. So, what can we do to prepare for an omnichannel experience, regardless of the category? 

To get ready: Firstly, get to know your consumers in a data-driven way. In this manner, there are some steps to follow up: interiorize deep retailing and get to know your customers better; strengthen your data collection, analysis tools and human resources accordingly. Secondly, increase corporate maturity in your technology infrastructure and customer processes. Clarify your omnichannel strategy and define criteria for measurement. Apply your strategy to departments and employees according to your measurement criteria. Make sure that employees in all departments know the meaning and importance of your omnichannel strategy.

Are you ready for the one step ahead of personalization?

Today, there is an undeniable reality that customers want a personalized shopping experience. How can we manage this with ease?

To get ready: First things first, prioritize personal data protection and be in line with GDPR. Being trustworthy is the key to maintaining reputation. Secondly, build a customer-oriented organizational structure. Make sure that a customer-oriented approach is interiorized within the organization while using artificial intelligence tools to collect customer data.

Introduce social commerce

Social media and e-commerce provide companies with a vehicle to simplify the purchasing process and make use of social media advertisement for their brands. 55% of the global online population is influenced by social media but the main goal is to stand out among this huge data.

To get ready: Try out different social media channel shopping features by creating high quality content and organising campaigns for social media. Do not forget to collaborate with influencers: measure their impact by segment and be creative in your campaigns. 

Choose your side on Marketplace vs Brand Competition

The competition between brands’ online stores and marketplaces are inevitable. Their impacts on each other must be closely monitored, as the stronger one might have a very negative impact on the other. Would marketplaces affect the brand positively or negatively? The answer is clear, they do not create an adverse affect when implementing the right strategy. 

To get ready: Find the right answers to these questions according to your brand: Should we invest in our online channels or in marketplaces? It depends on your brand DNA. If we choose to enter marketplaces, should we be selective or should we reach as many customers as possible by entering them all? You should definitely be selective.

The actions you will take here should not lose the perspective of co-opetition.

App-commerce: Yes or no

Retail apps are one of the four most commonly used applications on users’ devices today. Data for the first half of 2019 shows that smartphone users mostly use mobile apps for purchases.

The most important thing you can do today is to take the necessary steps to achieve infrastructural maturity. One of the main reasons why mobile applications create such a difference is that they offer personalization. Personalization drives the success of applications and creates a tangible difference.

To get ready: Should we invest in app-commerce? While making this decision, you have to consider three factors: Frequency of use, brand loyalty, and if your brand can produce meaningful content for the app. If you can, invest in it. You can create a much better interaction with the data you will collect, such as location and app usage hours. Better interaction means creating better leads and increasing conversion rates.

Here are Inveon’s Epic Friday & Cyber Monday results!

The retail industry has recently experienced a long campaign period where the Epic Friday and Cyber Monday campaigns were combined. As the digital commerce partner of more than 55 retail companies, we would like to wrap up our November campaign results.

The brands we have created digital commerce partnerships with have achieved an enormous increase in revenue. The lowest increase in revenue generated was by 2.4 times, while the largest increase in revenue realized was by 86.4 times, compared to the previous period.

On the other hand, the highest omnichannel revenue ratio generated by customers who selected products in-store and paid online was 9.7 %. In other words, 1 out of every 10 products sold by the brand were purchased through omnichannel.

60,364 TL worth of shopping basket!

Throughout the campaign period, a customer bought 60,364 TL worth of products in a single basket! Moreover, 71 items were added to a single basket by another brand’s customer. During the campaign period, the highest conversion rate reached was 3.3 %.

23 times more products sold!

The number of online visitors of brands using Inveon’s inCommerce platform increased by 7.6 times compared to the previous period. Moreover, the number of products sold increased by 23.3 times.

4 out of 5 visitors came from mobile

Mobile visitors constituted of 81 % of the online traffic. 65 % of total revenue generated was obtained through mobile. The total number of transactions increased by almost 5 times.

The page-load time of the brands using the inCommerce platform was 2.9 seconds on average. The uptime ratio was 100 %, providing a seamless and uninterrupted shopping experience for customers.

FutureCommerce360: Shaping the Future of Commerce

The fastest-growing technologies are influencing the way consumers behave, companies position themselves to adapt and shape the future. In order to better understand what’s next and help create a better future for digital commerce, we decided to become the main sponsor of the Future Commerce 360 Conference.

We organized a session, with the moderation of our CEO Yomi Kastro and the participation of Andre Jordao, the CEO and Founder of Barkyn, Şervan Adar Avşar, the Head of E-Commerce at Watsons, Ozan Bektaş, Head of E-commerce at Coca-Cola CCI and Serdar Ersoy, the COO of DeFacto, where they shared their insights and practices in digital commerce.

Check out the recaps from this session.

Barkyn: Human connection is the next e-commerce

Barkyn is an all-included subscription company for dogs, headquartered in Portugal and active in Italy and Spain. It is also featured among Wired Magazine’s Europe’s 100 Hottest Startups 2019 list and has recently raised €1,7 million in investment. 

Barkyn is different from many startups we know today with its incredibly innovative business model. They provide hyper-personalized services with each box, connection and communication with a vet. Andre Jordao stated that the recipe for success in subscription-based models are solving convenience issues, diversifying offerings, providing brand engagement and good user experience.

Jordao mentioned that providing an omnichannel experience through web and mobile devices, supporting a 360° experience with their products, such as personalized recipes, pharmacy and supplements are going to be their next actions for growth. He stated that commerce experiences with human connection, serving individuals and products that are combined with services are the future of digital commerce.

Watsons: A global case

In 2017, Watsons Turkey started its journey as the first major online store of cosmetics in Turkey. In a very short period of time, it became a global case-study with the huge growth in brand endorsement and digital customers. As of November, they reached a total of 1 million online customers.

Şervan Adar Avşar, Head of E-commerce at Watsons, outlined several reasons for this success; building a correct team structure, creating online based promotions, developing an annual e-commerce plan with suppliers and effective team coordination. Practices like “-1 TL Shipping” and “Surprise Box” and their effect on sales were also discussed.

Avşar talked about the success of the 11.11 Online Shopping Festival 2019 which resulted in the sale of more than 165,000 products in a single day. Avşar also mentioned their future plans by discussing a personalized journey’s correlation with online-offline integration. 

Coca-Cola CCI: Online-only is the next

Coca-Cola CCI is one of the largest and most established companies in the world with more than 400 million consumers. In such established companies long processes and adaptation problems are common, but Coca-Cola CCI is not one of them. They realized the pioneering CCINEXT Project in digital transformation. Such that the CCINEXT Project received a Stevie Award in the Supply Chain Management category. 

Ozan Bektaş shared the award-winning CCINEXT project’s results:

  • 20,000 online orders placed from CCINext customers
  • 15 million in sales
  • Users scored 9 million TL in rewards
  • Operational costs decreased

DeFacto: the first comprehensive smart store

DeFacto recently pioneered the first comprehensive smart store in Turkey. Serdar Ersoy shared the story behind the Smart Store and presented their striking video. 

DeFacto offers smart mirrors, product reviews with VR glasses and automatic check-out at their digital store. The combination of these technologies benefit customers in creating a better shopping experience and benefit the environment with zero paper consumption.

Moreover, they have lowered loss of sales by 90% through this store, while gaining 100% accuracy in their stock management. Ersoy also discussed his insights on the future of digital transformation and how it affects the retail sector.

Inveon and Watsons celebrated 11.11 Online Shopping Fest by raising the bar once again!

Watsons, the world’s leading beauty and personal care products chain, and Inveon, the digital commerce partner that provides high customer satisfaction through its powerful products and quality services, shared the results of the 11.11 Online Shopping Festival. Every year, there are discounts worldwide on 11.11. Singles’ Day, which was first celebrated by China, spread to the world reaching Turkey with rapidly increasing online shoppers.

The previous campaign conducted in 2018 earned Watsons Turkey the “Online Marketing Campaign of the Year” Stevies Award. This year, the number of total products sold were multiplied by 2,2 in comparison to the previous campaign, raising the bar even higher.

165,000+ products sold throughout the campaign!

Watsons customers bought more than 165,000 products at the 11.11 Online Shopping Festival. While the number of visitors were multiplied by around 5, the page to session ratio increased by 67% compared to the last 30 days. This led to a significant increase in the conversion rate, reaching a value of 8%. Furthermore, Watsons gained 9.4 times more new members than the last 30 days’ daily average.

78% of the total revenue was generated by mobile.

Mobile revenue constituted of around four-fifths of the total revenue generated throughout the online festival. While mobile users accounted for 90% of all traffic, 1 in 4 visitors came from social media. The online campaign was managed in real time by the Watsons and Inveon team who interpret the data and take instant marketing actions.

111 products in a single basket!

One of the shopping enthusiasts, who showed great interest in Watsons campaign, added 111 products to their basket. The number of products sold in 1 minute reached 217 at peak moments. The interest shown in the eyeshadow palettes surprised everyone. The total number of the eyeshadow palettes sold reached 12 Eiffel Towers in length!

Watsons 11.11 Online Shopping Festival proved Inveon’s incredible success again this year with a 100% uptime ratio.

The results show the marvelous impact of the agile digital campaign management conducted by the Watsons and Inveon team who have scheduled the digital marketing efforts according to real time data results.

 

We won two International Stevie Awards with our clients!

As digital technology improves, the e-commerce industry is also developing. To steer into the future and keep up with the change, we are preparing our brands for the future by making a difference in the retail and FMCG sectors. Based on this strategy, we are glad to announce that we have received two awards from the 2019 International Stevie Awards, which is known as one of the most respected awards in the business world, together with the brands we provide service to.

We obtained two International Stevie Awards by creating exceptional success stories with our customers. At Inveon, we build reliable partnerships by bringing customer satisfaction to the highest level possible with powerful products and premium services.

We believe that the first condition of being successful is to achieve sustainable growth for the brands we serve on every medium. With this mindset and working spirit, the “11.11 Online Shopping Festival” campaign we carried out with Watsons Turkey was awarded a Gold Award as the “Online Marketing Campaign of the Year”. Moreover, the “CCINEXT Project” which we developed together with Coca-Cola CCI’s e-commerce team, won the Bronze Award in the “Supply Chain Management Solution” category.

Many thanks to Watsons Turkey and Coca-Cola CCI for trusting us in their digital commerce success.

The 5 Most Critical Trends That Digitalize Retail 

The rise of mobile technologies and digital disruption have changed the retail business as well as the implementation of the levers of retail mix and the behavior of shoppers. As one of Turkey’s largest and most deep-rooted digital commerce solutions companies, we discussed 5 critical digital transformation trends in retail.

1. Omnichannel DNA

While omnichannel may have been considered a buzzword at one point, this approach is now the new normal for today’s merchants. According to a McKinsey & Company report, omnichannel shoppers now represent one in every three shopping journeys. More than 60% of shopping journeys now have a digital component for either research or transaction—a share that is projected to grow at a rate three times that of in-store sales. 

The future of omnichannel shopping journey relies on voice assisted shopping, set to grow over the next four years to a value of US$40 billion by 2022. Most smart speakers depend on assistants from existing e-commerce giants – which opens up new doors into consumers’ homes for retailers.

2. Hyper-personalization

Hyper-personalization may be summarized as the use of behavioral and real-time data to create highly contextual products, services and communication strategies relevant to a specific individual in a particular situation. AI, image recognition and mood analyses provide a deep and detailed understanding of consumer attitudes, reactions and patterns.

There is an undeniable reality that customers want and expect a personalized shopping experience. Today 91% of customers prefer retail brands that offer personalized recommendations and 3 out of 4 customers are ready to actively share their personal data in exchange for more personalized campaigns.

Whilst the importance for deep retail (to generate hyper-personalization) continues to grow, some major players have already mastered the importance of tailoring their offerings to their customers.

3. Social Commerce

As the use of digital technology for businesses becomes increasingly popular, this convergence of social media and e-commerce provides companies with a vehicle to simplify the purchase process and make effective use of social media advertising for their brands.

There are some key important figures that must be taken into consideration:

  • 43% of consumers research products online via social network platforms
  • 55% of the global online population is affected by social media

4. Marketplace vs Brand Competition

Marketplaces are popular online shopping platforms, since customers are attracted to the large number of products offered, typically at lower prices. The top online marketplaces in the world amounted to $1.66 trillion in sales in 2018. Sales on marketplace websites, like those operated by Alibaba, Amazon, eBay and others, accounted for more than 50% of global online sales in 2018, according to Internet Retailer’s analysis. The growth of these e-commerce websites is one of the reasons why many large brick-and-mortar retailers, including sportswear e-retailer Fanatics Inc. recently began selling on marketplaces.

5. App-commerce

Despite what you might have heard, brick-and-mortar retail isn’t dead. In fact, 61% of shoppers would rather shop with brands who also have a physical location than ones that are only available online. Nearly 80% of shoppers will visit an offline store to purchase an item they need or want immediately.

On the other hand, retail apps are one of the 4 most commonly used applications on users’ devices. Data for the first half of 2019 show that smartphone users mostly use mobile apps for purchases.

Briefly, taking these trends into account, do you think your company is prepared to stand out in the future of the digital commerce industry?