Tag: marketing (Page 1 of 4)

Who’s Steering the Ship? Why Brands Have Less and Less Control Over Ecommerce Customer Touchpoints

July 4, 2025 / Francois Maingret

When I built my first brand, I saw it as my creation, something I would have full control over. But it did not take me long to realize how wrong I was. But I wasn’t the only one making that mistake: either online or offline, many brands aim for maximum control over every customer interaction. However, this model is becoming increasingly outdated.

Historically, a brand’s network of stores, physical locations, and merchant websites was a relatively controlled environment where the company could carefully control the messaging, customer service, and experience. The first touchpoint a customer had with a brand was typically something directly controlled by the brand, like a website, a retail store, or an ad.

In 2025, the e-commerce journey is a lot more complex. The ever-increasing diversity of online sales channels, digital platforms, but also consumer behavior and new technologies completely changed these dynamics. This leaves brands with significantly less direct control over customer touchpoints, and a strong need to adapt their strategies.

Random Ecommerce News Q2 2025

July 2, 2025 / Francois Maingret

I have not been posting as frequently on this blog, for several reasons. One of them being that I am working on different projets, but I will tell you more about it when the time is right.

However I still post frequently on my LinkedIn page, and I wanted to share a couple of recent posts.

Amazon Expands Its Delivery Network

What is better than next day delivery? Same day delivery. And what’s better than same day delivery? Next 3 hours delivery.

The 5 Most Common Ways of Product Discovery in Ecommerce

November 29, 2024 / Francois Maingret

Interview With Leoni Parkinson – Debunking the Top 5 Myths of Digital Marketing

September 26, 2024 / Francois Maingret

From Most Hated Brand to Superstar Retailer: An Overview of Abercrombie & Fitch’s Digital Presence

September 4, 2024 / Francois Maingret

If I had a time machine, I’d go back to just two years ago, Q2 2022, and buy ANF stock when it was still under $20. Now, it’s hovering around $150, and some analysts are calling it the “comeback of the decade.” In 2016, the brand was considered “America’s most hated retail brand” by the American Customer Satisfaction Index. So, how did the company rise from the ashes to become a major success today?

I’m convinced that part of the answer lies in their digital strategy. Samir Desai, Chief Digital and Technology Officer, said, “The Abercrombie and Fitch Company business through COVID saw their business become 50%, almost 60% digital, so a big spike in digital.” As we’ll see in this brief overview, the company is doing a lot of things right. Let’s review their sales channels, policies, and marketing initiatives.

Walmart’s Impressive Q2 Ecommerce Performance: Should Brands Prioritize Walmart or TikTok Shops After Amazon?

August 25, 2024 / Francois Maingret

If there’s one underdog in the ecommerce world, it’s Walmart. Earlier in 2024, all eyes were on TikTok Shops. We also hear a lot about Shein and Temu, and of course, the current king of online sales, Amazon. But seasoned ecommerce professionals always keep an eye on Walmart. The retail titan finally grabbed more attention with its Q2 results, showing over 20% growth in ecommerce YoY.

This raises an important question: How should brands prioritize sales channels? Should they focus on Walmart or TikTok Shops first? Let’s quickly review Walmart’s performance, see how its marketplace compares with Amazon, and explore what brands should do next.

New Flashy Ad Campaigns Won’t Always Fix Your Business – Why Ecomm Entrepreneurs Should Consider All 4Ps of Marketing

August 2, 2024 / Francois Maingret

You’ve probably heard of the “Four Ps of Marketing.” If not, the 4Ps—Product, Price, Place, and Promotion—are the key elements that help businesses strategize how to develop, price, distribute, and promote their offers effectively.

If a company was a house, Price and Place would be how much the house is worth and where it is located—very important elements that are frequently discussed. Promotion would be the fancy cabinets and the fresh coat of paint on the kitchen walls. There are millions of blogs, YouTube channels, and TV shows about home decor, and many homeowners think their house will double in value if they put a fresh coat of beige paint on the walls. Finally, Product is the house itself: the walls, foundations, plumbing, insulation. It is not the “sexy” part of the building, something people even avoid discussing sometimes, but a house with structural issues will be a lot less attractive to buyers.

Transcript Extract – Interview With Abby Schommer – Choosing and Working with an Ad Agency

July 27, 2024 / Francois Maingret

If you missed my interview with Customer Chief Officer at RevScience Abby Schommer, you can find the full video of the interview here.

This interview is packed with so much good advice that I couldn’t resist posting an extract of the transcript below.

Should You Participate in Amazon Prime Days?

June 25, 2024 / Francois Maingret

As we approach July, I bet your LinkedIn feed is packed with guides on how to prepare for Amazon Prime Days. “This is the biggest day of the year!” they say. “Make sure you have enough inventory” or “Here’s how to optimize your listings” they’ll advise. While there is often good advice in these posts, the authors assume you are participating in Prime Days. Many entrepreneurs selling on Amazon believe they MUST discount their products during these few days. But should they really?

In this post, I’ll argue that not every business benefits from participating in Prime Days. Low margins, product positioning, brand image, inventory issues—there are many factors impacting a business’s interest in flash sales. So, let’s explore when a business should NOT participate in this event.

Interview With Abby Schommer – Choosing and Working with an Ad Agency

June 19, 2024 / Francois Maingret