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The Art of Successful Multi-Channeling in Retail Sector

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The Art of Successful Multi-Channeling in Retail Sector

Headlines seem to be nothing but doom and gloom for the retail industry. Footfall on the UK high street was down 40% in July. Thousands of staff have been laid off by companies many would have considered unbreakable. Major high street names are closing stores by the score, and many others have started administration procedures. And yet, in the worst retail crisis of a generation, there are those that see an opportunity for the future – and that opportunity is e-commerce. While it can be tempting to adopt a “wait until this is all over” attitude (particularly when it comes to investing in new projects when budgets are already tight) the businesses that are leading the field in these difficult times are those that are making the most of this time to rethink and reboot their online portfolio.

It’s clear that in the current climate it’s vital for any retailer to have their own online store, but with more than half of B2C e-commerce transactions taking place on marketplaces, any successful e-tail strategy will need to involve multi-channeling. But it’s not as simple as listing on as many marketplaces and possible and just expecting buyers to start appearing – in order to gain the most benefits, retailers need to dedicate as much time and effort to multi-channeling as they do with their own e-commerce store. This may seem like too much hard work, but when you look at the benefits of marketplaces you may want to re-evaluate your priorities.

No matter how high your website appears on Google rankings, if you don’t offer your products on marketplaces you may be missing out on potential customers. Based on a recent 2019 survey, up to 49% of users start their search for products on Amazon compared with just 22% on Google. Many of these go on to make their purchase straight away – even if they’ve never come across a brand before, the level off trust provided by the marketplace itself gives consumers the confidence to try brands that they may otherwise not have considered. Other users search for products on Amazon before researching brands off the platform and may often decide to purchase from the brand page directly, so this sense Amazon can also work as an extra marketing channel to raise awareness of your brand.

But despite its apparent monopoly over the e-commerce sector, it’s important to remember that Amazon may not be for everyone. Particularly in the fashion industry, many retailers believe selling on Amazon may cheapen their product image due to the fact that so many Amazon retailers are from the low cost, super-fast fashion sector. Which brings us to one of the most important parts of your e-commerce strategy – choosing the right marketplaces for you.

When sales are struggling it can be tempting to sign up to as many platforms as possible, to go for the most well-known sites or the largest potential audiences. However, this tactic will only result in spreading your portfolio too thin and it’s all too easy to neglect under-performing sites. More effective use of your time and effort is to first analyze which marketplaces are best for your brand. Think of them as a department store – your products might be a great fit for John Lewis, but you wouldn’t necessarily want them displayed in a Walmart. And vice versa – Walmart brands are unlikely to enjoy much success by stocking in John Lewis stores. There are also a number of niche marketplaces that might be a perfect fit for your brand and allow you to access your ideal audience without the excess competition of the major players. Research each platform, look at what type of brands use them, consider online reviews and check customer testimonials. Investigate their terms – are they compatible with your own? Do they offer advertising options and detailed analytics? Finally, if looking at the attractive expansion possibilities of the international market, bear in mind local legislation.

While it may be tempting to access the huge potential of the Chinese e-commerce scene (worth an estimated $1.94 trillion USD), export laws and duties are much more complicated (and regional rather than national in some cases), so unless you have a native Chinese speaking e-commerce expert on your team you may want to leave this on the back burner.

Once you’ve chosen your selected marketplaces it’s time to optimize your listings. Bear in mind that it shouldn’t be a case of simply copying and pasting the same product descriptions for every site – this can have a negative effect on your SEO and you’ll be competing against your own online store. While it’s time-consuming, it’s highly recommended to create SEO optimized product descriptions for each marketplace you use. Look at your top competitors – what keywords are they using? How are they pitching their product? Where can your products stand out from theirs? It’s not a case of simply listing as many keywords as you can, try to create an attractive product description that will entice potential customers, but also provide enough detailed information so that there are no unexpected surprises (this should also help you reduce the rate of returns).

Where possible, you may want to dedicate some of your marketing budgets to platform-specific advertising to make sure your products are seen first, particularly when you’re new and there is a lot of competition to deal with. Many of the larger marketplaces offer assistance in setting up campaigns to make sure that your advertising budget is well-targeted, so you may even see more success than with traditional SEM.

So you’ve set up your listings, created advertising campaigns and you’re waiting for orders to start flooding in. But that’s not the end of the story. Maintenance of your channels needs to be a top priority, and the ability to react quickly to trends is the key to success. You’re unlikely to create the perfect listing straight away, but by looking at trends and reviewing your search analytics you can make small amendments to increase visibility, bring more consumers to your products, and convert more sales.

Rather than attempting to improve all of your products at once, it may be worth testing an update on one or two products and checking it’s a success before moving onto the rest. You don’t want to waste time and energy updating your whole portfolio only to find that your update actually has a negative result! As with all marketing, it’s important to be open to trial and error and to stay abreast of changes in the market and how they may affect you.

With so much preparatory work involved, it may sometimes seem like an impossible task to keep your marketplace portfolio under control. But one of the benefits of working with marketplaces is that there are a number of time-saving services that they offer which can reduce your in-house logistics and offset the time you invest in your listings. Many of the major marketplaces offer warehousing and fulfillment options, while even low-cost marketplaces like eBay provide centralized shipping solutions that can take the hassle out of pricing, particularly for international orders. With logistics being one of the most time-consuming and costly parts of the e-commerce process, having access to some of the most advanced shipment and logistics solutions available can quickly improve your customer experience and protect your investment.

With an ever-growing proliferation of e-tail stores online, the centralized accessibility provided by marketplaces is gaining ever more traction and is estimated to grow to up to 65% of the e-commerce market by 2022. And with the simple set up and low investment required to start out, they provide an invaluable service to retailers of all types looking to expand their reach. The current crisis has adversely affected sales throughout the industry as never before, but perhaps we can use this lull to our advantage and give our retail businesses the opportunity to reach a wider audience than ever before?

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TradeGala – the B2B online marketplace has taken the user-friendly marketplace platform and reimagined it for the wholesale industry. Brands and retailers can now connect online with the same ease as ordering a weekly shop. TradeGala – the future of the wholesale fashion industry.

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Fashion Retailers & Brands will need to Adapt As the Industry Emerges from the Pandemic 

The coronavirus pandemic has thrown the entire industry into crisis. Beyond its tragic human cost, the disruption inflicted on businesses has been unprecedented. Footfall has disappeared from the high street as people practice social distancing, while demand for non-essential products such as fashion has dwindled.

With international flights grounded and much of Europe and the United States on lockdown, boutiques are concerned about how they will shift this season’s summer dresses and beachwear. Likewise, small independent fashion brands are apprehensive about retail sell-through and how their stockist partners will be able to pay their invoices.

For many businesses, innovation will be key to getting through this extremely challenging time. The government has laid out plans to help businesses with schemes such as loans and grants. However, this type of aid will only stretch so far.

Some boutiques are taking drastic measures to reach their customers. Several closed their bricks-and-mortar stores early on, deciding to concentrate on their online offering to ride out the storm. Meanwhile, those retailers without an online presence have been thinking outside of the box. Some have locked their doors for one-to-one appointments while others are conducting telephone consultations on FaceTime and personal shopping sessions via WhatsApp.

But selling to customers is just one part of retailing. Buying for the store and its shoppers is just as critical for sustaining a profitable business. Trade shows, buying trips and fashion shows are a fundamental part of the chain – and we have already seen many cancellations since the outbreak began to take hold. Will the pandemic be over when brands re-open their order books for SS21?

Forward ordering is another concern for many small independent retailers right now. With sales of SS20 season stock now under threat, many are worried about AW20 orders written just weeks ago arriving in July and August. If they decide to cancel now, what happens if sales begin to pick up and they’re left with empty rails? Likewise, if they don’t cancel, will they end up with surplus stock that they can’t pay for?

For many, using budgets to buy in-season offers a straightforward solution. Because when the panic subsides and sales begin to pick up – which they inevitably will – ensuring that stores have the right stock in place for shoppers will once again be paramount.

B2B fashion marketplaces such as TradeGala will become increasingly important for retailers. Effectively removing the need to travel or visit trade shows and showrooms, buyers can browse multiple brands online and place orders directly. The brands on the site offer in-season delivery, meaning retailers can order what they need as and when they need it. Plus, it’s easy to check live stock at a glance so buyers can see exactly what’s available with just a few clicks – minimizing any concern surrounding supply chains.

For brands, TradeGala is offering free registration during this crisis period to offer time to prepare for when the market revives. The marketplace is also building its international following of buyers, allowing labels to reach buyers in markets that are less affected by the crisis to help minimize the drop in sales.

The coronavirus pandemic has changed the world and the retail sector needs to adapt in order to survive. There is a challenging time ahead, but retailers and brands are working together in new and effective ways. More than ever before, it’s time to support each other. And if there’s one thing this industry is good at it’s triumphing over adversity.

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TradeGala Set to Revolutionize Wholesale Fashion

TradeGala is the brainchild of Mina Melikova and Kuganeswaran Thangarajan, built to support the ever-changing wholesale market, and provide fashion suppliers the chance to meet new heights at a click of a button, especially through these more challenging times in retail.

TradeGala is a simple concept, a seamless service that connects wholesale fashion vendors and buyers from all over the world. It is an online marketplace that helps retailers find innovative styles at competitive prices from the best suppliers in the business while helping sellers expand their reach and increase sales.

Companies no longer need to invest the time, money and resource in traveling to appointments or attending trade fairs in order to make new business connections. The advance of technology has allowed TradeGala to create a cutting-edge platform which in turn allows brands to showcase their products, analyze trends and adapt to maximize business growth; while introducing a huge range of international fashion brands and suppliers to buyers, with products constantly updated to reflect the latest in fashion.

The site launches with 24 brands across accessories, activewear, casual dress, evening wear, and footwear, including Goddiva, City Goddess, Marc Angelo, KDK London, Gypsy Clothing, Conquista Fashion, Gold Lunar, Haus of Deck, Hugz Jeans, Lindy Bop, Looking Glam, Geniris Paris, Glitz Shoes and Versa Forma.

This sophisticated platform has a dedicated web platform and app to ensure orders or new content can be updated even when you are on the move.

How it works? Suppliers simply sign up to TradeGala and register online, then choose a platform that suits their needs. They have the option to choose one of the three plans – basic, premium or exclusive, and once registered upload their products and list them for sale. The quickest process to sell yet.

Our wholesale buyers place orders via the website and app, and receive order notifications via SMS, app alerts and email. The order is then packed and shipped directly from the seller, saving on time and shipping costs.

The TradeGala.com platform offers new suppliers the chance to reach 40,000 sales leads and 3,000 registered wholesale buyers immediately in over 90 countries.

Each buyer is 100% pre-screened and the team behind this platform already boasts an 87% customer satisfaction rating. With over 15 years of B2B experience in fashion and a network that is extensive and continuously growing, this platform is one of the best new opportunities for brands to establish a new business in the UK and internationally through a simple registration process and stock upload.

Other benefits include extensive marketing budgets, international SEO campaigns, heavy pay per click investment both nationally and internationally, presence at trade shows, tailored marketing campaigns, and seasonal photo shoots and fashion shows featuring your products. Plus, weekly and monthly newsletters, popular products and featured suppliers, not forgetting educational blog and vlog posts for wholesalers and retailers.

This is a new wave business tool that helps both young and well-established suppliers reach clients and markets beyond their means, it improves and fast-tracks their visibility to market and supports steady brand growth, taking away much of the traditional overhead costs.

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For further information on working with TradeGala please contact:
Yathu Kanagaratham – Yathu@citygoddess.co.uk
New Business Development Manager

Amber Domenech Patey – Amber@Citygoddess.co.uk
Project Manager