How to sell online – with British brand icon John Smedley
Wednesday evening saw Bruce Slater, eCommerce manager of luxury knitwear manufacturer John Smedley as the guest speaker at the Connect Derby Event held at Friar Gate Studios.
John Smedley was founded in 1784 and still manufacturing in Derbyshire today, they are a quintessentially British brand whose products sell in boutiques and department stores in over 40 countries worldwide.
During his talk Bruce highlighted some of his experiences in the industry from his beginnings at Paul Smith, brand management and eCommerce at Pentland Brands, through to his current role as eCommerce Manager at John Smedley.
He gave us valuable insights for anyone interested in selling their own products over the Internet, and touched on the importance of product photography quality and consistency and how this directly impacts your brand and ultimately how your customers perceive your brand quality.
Product photography on a pure white background may be perfect for many uses including ecommerce, brochures and even advertising material. But you don't have to stick with simple packshots. If you want to really sell off the page then evoking an emotional response from the viewer will definitely bring them one step closer to being a customer. Colours, view points, associations, shadows and reflections will help create the drama and atmosphere to really pull the viewer in and create the desire needed to convert their thoughts from 'quite like' to 'must have' moving them further along the sales cycle to purchase.
See you next time...
There is somewhat rather a lot more to e-commerce than just good photography but it is still a very important element to have present and correct if you are to compete online.
Bruce continued to cover many other aspect including:
- How eCommerce is developing– what the future holds
- Using customer data to drive sales
- How making small incremental changes can make a big difference
- Marketing an eCommerce website – SEO, Pay Per Click, affiliate schemes and social media
- Analysing performance
- Managing the sales process through to delivery
- Building a brand over the long term
and to say that it was informative would be pretty accurate.
We are looking forward to the next Derby Connect Event and hope you can join us there too.