VMLY&R COMMERCE UK
Thu, 20 Jul 2017 08:04:59 GMT
Geometry Global has announced the launch of eCommerce Accelerator: a proprietary program to help brands optimise eCommerce for rapid sales uplift and increased ROI. Clients will be able to leverage Geometry’s global network to execute highly relevant eCommerce campaigns designed to suit the shape and speed of different markets.
Led by Geometry’s Global Chief Digital Officer, Fadi Shuman, eCommerce Accelerator will immediately enable clients to audit their digital shelf, define the size of the opportunity, prioritise activities and channels. They will also optimise digital to be mobile-first and shopper friendly.
Fadi Shuman explained: “eCommerce Accelerator fast-tracks go-to-market plans by driving purchase in selective, relevant online channels to grow the customer base. We cover a lot of ground in a short space of time and achieve quick results by focusing on key foundational elements.
“For example, as part of our eCommerce Accelerator work, we've seen products lingering at the bottom of page three of an Amazon search results page shoot up to the number one spot simply by fine-tuning the product detail page copy and optimising areas we know will impact Amazon’s search algorithm most.
He commented that driving increased visibility in eCommerce search across an entire SKU portfolio and across eRetailers in markets worldwide will really start to move the needle for clients.
The initiative will be led regionally by three Geometry Digital Centres of Excellence, Debbie Ellison, Head of Digital at Geometry UK, will led the regional charge in Europe. Todd Szahun, Head of Digital leads from North America and Gareth Ellen, Chief of Strategy Officer APAC from China.
The Centers of Excellence provide strategy and support grounded in local digital ecosystems. For example, in the US dominant players are Google for search, Amazon and Walmart for shopping, and Facebook/Instagram/WhatsApp for communications and sharing. In China major players include: Baidu for search; Tmall and JD.com for shopping, and WeChat for communication and sharing.
How eCommerce Accelerator works
The eCommerce Accelerator focuses on three pillars: Be Easy to Find, Address User Needs and Make it Simple to Buy. To achieve this, Geometry delivers tailored eCommerce guidelines for brands from category placement, search and keyword optimisation, product title recommendations, to, mobile friendly product shots, easy-to-read descriptions and enhanced (or Amazon A+) content.
Geometry’s eCommerce Accelerator includes bespoke training sessions to help marketers continue the program in-house for additional SKUs and brands.
Supporting Geometry’s Digital Centers of Excellence are three regional digital production hubs in Mexico, Germany and Malaysia. These produce relevant digital assets for global markets, and act as an extension to the client team, offering cost and time efficiencies in this increasingly competitive space.
Fadi Shuman concluded: “When we layer Geometry’s traditional shopper skills with our expertise in eCommerce, we find ourselves in a fantastic position to have meaningful conversations about the digital shopper, and, more importantly to help clients inspire people to buy their products, anytime, anywhere”
The announcement follows Geometry’s recent news of partnership with Augmented Reality specialist Blippar as part of Geometry’s strategy to help brands forge a link between digital content, eCommerce and physical retail environments.view more - Hires, Wins & BusinessVMLY&R COMMERCE UK, Thu, 20 Jul 2017 08:04:59 GMT