- Talking Shop take one.
- Talking shop take, yeah sure.
Talking Shop episode two take one.
- Are you ready? (Claps)
- Yeah, go on for it.
(upbeat instrumental music)
- Hi everyone, I'm Marc from EKM.
- And I'm Antony.
- Welcome to episode two of Talking Shop.
It's a little while since episode one.
However, I think that's been,
there's been a few things.
I think the first one was a pile up.
- It was.
- And we wanted to see what sort of
response we got from you guys.
And the response, invariably was really, really good.
We got some good interaction from the comments
on YouTube and that sort of stuff.
- Someone did say to me it was like talking, what is it?
Let's talk flags or whatever, you know?
(laughing)
You know like on Big Bang Theory.
- Okay, yeah yeah, let's talk about flags.
- Let's talk about flags or whatever.
- Okay, who told you you said that?
- One of my friends.
- Really? - Yeah.
- Is that a good thing or a bad thing?
- I don't know.
- Yeah, but the way it's gonna run now is I don't know
if you guys have seen what Shannon's been doing,
who's looking after our social media side of things at EKM.
So Shannon, every two weeks, is releasing ecommerce News
which will be a couple minutes long.
I guess the idea is after that Antony and I are going to go
into a little bit more detail so we've got some topics
to talk about today.
So should we go straight into the first one?
- Yeah, the first one.
- So, it's the option to mute ads on Google.
Now I think it's a pretty neat feature; however, I think
is a bit of a bold move by Google who are--
- Why do you think it's a bold move?
First of all if you've not watched Shannon's previous
news things, so this is when you're browsing the Internet
it's about Google remarketing.
So when you go on a website, you might go on
the EKM website, then as you browse the Internet
you keep seeing adverts for EKM
because it's basically remarketing at ya.
Now, that's really good as an advertiser, but as an end-user
it can get to the point about I'm fed up with seeing these
adverts now.
They're tracking me round, especially if it's a website
that you maybe don't want tracking you around the Internet.
- Yeah (laughs).
- It's a bit annoying everywhere you go,
seeing these adverts.
I remember I once did it years ago for my friend, Paul's,
stag do, we dressed him up as a woman on the stag do.
- Okay, I can see where this is going.
- We went to Iceland and dressed up as a woman.
So obviously so I bought some fake breasts, a dress,
and a wig, and then for months afterwards it was
marketing at me, cross dressing stuff.
- We're gonna have to get a photo of that up.
- Yeah, yeah, but that was one of those things where
in an ideal world I would have like to have muted
those adverts because I bought those products,
I'd moved on.
- Yeah, sure.
- I wasn't planning on coming back to that.
- And the reason I say bold, or not bold, but a bit of
a strange way, because obviously Google they make money
from advertising, that's invariably what they do.
- Yeah.
- And essentially what they're doing is allowing people
to turn off those ads, but when you look into it
a little bit more, I guess it's a smart move really
because advertising things to people who that no longer
want to see that thing is no good for the business
that's advertising because they're getting--
- Well, no, it's a waste. - Yeah it's a total waste.
- That is our post, it's a waste.
That we don't want to see those adverts anymore
and it can get annoying.
It's like if you're in the market for a car.
If Google knows you're in the market for a car,
because of sites you've been looking at.
Yeah, it's great to market a car, but once you've bought
that car, you want to be able to mute those adverts.
- Yeah.
- So it's wasted advert...
If someone wants to mute your advert, you continuing
to market at them is wasting advertising money to a
certain extent.
- And it saves you money as well because of upkeep.
One neat thing with this as well if you mute it,
let's just say on mobile, it'll mute it across everything.
So your tablet devices, your desktop and that sort of thing
as well.
So once you do it once on one device, I guess it's blanket
across your Google accounts.
- I mean as a advertiser remarketing is probably the most
cost effective way of reaching your customers.
- Yeah certainly it is.
- I adamantly say that.
Anyone watching this now, if you do have an online business
and you are not using Facebook remarketing or Google
remarketing.
- You should be.
- You should be doing because it is so cost effective
and the way it works from an advertiser's prospective
is you basically put a little bit of tracking code on
your website.
- And you can see the result.
- Yeah, and then when anyone visits your website,
it can then remarket at them.
And you can even segment that to I want to remarket
this to people who've already bought for me,
this to something else.
So it might be that if you know they've bought
the red version of a product, you might advertise
the blue version of a product.
- Yeah.
- As a advertiser, it is honestly it's so important
you're doing this.
- And from a merchant's point of view as well,
it's good because if the consumer doesn't want to see that
particular product and they mute that particular product
you then just fill it with something that potentially
they might want.
- Yeah, exactly.
Maybe algorithm's got it wrong.
- Exactly.
- Exactly.
- Now this is, they are looking at rolling this out across
YouTube and more in the display network as well.
One thing for me that I really, really wish.
Well it really annoys me, and it would be interesting to
get comments on this and your thoughts as well.
I don't know if you've noticed if you're scrolling through
maybe a news website or something like that,
there's a video half-way down for an advert,
it'll start playing that.
That really winds me up, and sometimes you can't skip it
until it says 29, 28, 27.
- Oh yeah, them sort of our adverts yeah.
The pre-roll stuff.
- Yeah, I think that's something they need to address
as well.
- The fundamental problem though with things like that
is people don't like watching adverts anymore.
We've got accustomed to things like Sky Plus
and things like that in our living rooms.
- Yeah.
- Nobody watches television adverts anymore.
So the one place where they can force you to watch
is that on-demand stuff.
If you try to watch anything on Channel Five on-demand,
they have these pre-roll adverts and it's the same on there,
but they should give you the ability to skip it.
Because it's actually wasting everyone's time.
- It is.
Of course, it is, absolutely.
- You're forced to watch or see an advert that you are not
interested in is a waste of the advertiser's time
and money and your time, and it frustrates ya.
- Yeah, it does.
Certainly I would find it quite handy 'cause I don't mind,
I'm one of those people, apart from the videos,
I don't mind being marketed to as long as it's relevant.
As long as it's relevant I have no issue with it.
- If it's relevant everyone's happy to be marketed to.
If you genuinely are in the market for like a dog
or something, and you're seeing adverts for dogs,
you want to see adverts.
And that's when marketing and advertising gets it
perfectly right when you're actually marketing a product
to someone who wants your product.
That's when it's amazing.
- Yeah, it is.
- You only get annoyed when it's something wrong.
- Yeah, you're right.
It's rubbish to you.
- You want to be marketed at it.
If I'm in the market for a new car, I want to see adverts
for cars and I will engage with it and interact with it,
but if I'm not in the market for a car, I don't want
to see that, and that's when it annoys ya.
- Yeah, of course.
Obviously Instagram have released as well their
shopping ads on Instagram.
So it will be interesting to see if they follow suit
because Facebook or Instagram haven't done anything
like that yet.
So you can't mute ads there.
- But as usual what do you think?
- Yeah, what do you think?
Comments below.
- Let us know in the comments below somewhere below us
and let us know what you think.
- Yeah which brings us on to topic two.
And interesting this, researching this, and I know
it's something internal at EKM that we're looking to do
to sort of refine the whole experience, but many retailers
fail to communicate with their customers post-sale.
And we're just talking about remarketing so I guess
it leads us nicely onto this little bit.
A recent study does so that many people miss that
second sale, that up sale opportunity,
that remarketing opportunity just because they're not
communicating with the customers post the sale.
They put all this effort into getting them to the front door
and then getting them through the front door and
ordering that particular products.
- Yeah, and then they forget.
- And afterwards there's nothing.
I guess there's so much you can be doing, sort of post-sale,
whether it be related products, remarketing.
- But it's like business studies 101 though.
I think it's very easy to forgot
the fundamentals of business especially when you're doing
online and stuff and you get mesmerized with Google
and Facebook and building these fancy whizz-bang websites.
You forget the fundamentals and the easy way to ever to
make a sale is to sell an existing product to an existing
customer.
- Exactly.
- That's like the easy thing to ever do.
And then it gets progressively harder if you're selling
an existing product to a new customer.
Or a new product to a new customer is obviously
the hardest one.
- So other things as well, it's not just the selling.
And this is, certainly with companies like ours,
is the brand loyalty.
And even just putting something out that might be
an information piece with a white label on.
Move away from clothes or other products like
say you sell a laptop.
Other things that can go with that laptop whether it be
antivirus software or whatever you know
and that sort of thing.
- But you want to build that brand advocacy,
that brand loyalty.
- Exactly.
- And so the only way, if you've got--
I mean fair enough if you only have one product that
you sell and when it's sold, it's sold, that's it.
I don't think many companies do.
- No.
- Most companies have a set of products or service
and they want to keep that brand advocacy going because
the customers love everything that they're doing.
And the only way to do that is to keep communicating
with them.
- Exactly.
- Keep them in that ecosystem.
- Whether that be video content.
We know how powerful video content is.
Blogs and that sort of thing.
It's just so vitally important.
I read this recent study sort of, so as I said I don't have
any stats unfortunately, I did struggle finding the recent
study, but it's vitally important that you remarketing.
- It's common sense.
- It's common sense.
- It's common sense.
I mean you see so many times where these companies
that are really successful what they actually do is,
you don't just buy the product or the service,
you buy into a community.
You buy into a lifestyle, don't ya?
You only have to look at Apple and things like that,
but you're buying into a lifestyle.
You're buying into a brand then because they permanently
remarketing at ya.
You buy into it.
How can you buy into it if they're not sending you anything?
- Exactly.
It's just vitally important.
And you should have a schedule of what you're gonna send
when somebody buys something.
Obviously you've got your regular post-sale email.
So, thanks for your order.
Your item's been dispatched.
It will be with you in so many days or it might be
out of stock, or something like that.
That's a basic schedule you should have,
but you should have a bit of a marketing schedule
sort of four weeks after the initial sale,
and then six weeks to make them come back.
- And it's the ecosystem as well that you can build
by doing this.
So what we always say to everyone is yes, you should have
an online shop.
Of course we're gonna say that we're EKM.
But, of course, you should be on other marketplaces.
You should be on Ebay, you should be on Amazon, Etsy,
all of them.
But by having this communication strategy,
this is where people go wrong, they think well I don't need
my own website, I don't need my own online shop because
I sell on Ebay.
But it's like, yeah, but by again messaging these customers
that have bought from ya and getting them to buy into you
as a brand, you can then funnel those sales through
your website.
- Absolutely.
- And save the Ebay fees and things like that.
- Exactly.
- But you building a bit of an ecosystem.
So, again, I don't want to keep using Apple as an example,
but you can buy an Apple product at Dicksons, PC World,
or whatever, Apple, you can buy it from all different places
but you're still buying into that main thing.
And you might then buy from one retailer, or one marketplace
and then go by the other products from direct.
That what it's about.
- One great thing as well.
I think Ebay and PayPal fees now equate to I think it's
11 percent of the sale value, don't quote me on
those figures, I'll double check.
I think it's about that.
But you think about it, somebody buys a product off Ebay.
You are paying those fees.
Ebay's great, it's a ready-made marketplace,
but to funnel traffic through your own website,
why not in a post-sale email send them a five percent off
voucher or something like that if you come and buy from
the website.
Think about things like that and I would also say
make sure you personalize that content as well.
- 100 percent.
- You have to personalize that content.
- I was talking to a customer the other day
and they were worried about this fact that when
they send emails it comes from them and the wife.
I don't know if it's...
That's exactly what you should be doing.
- Yeah, that's right yeah.
- People want the personal brand.
The world is changed.
I think I've say this before on other things,
but it used to be back in the day you'd have companies
like say Coca-Cola, where Coca-Cola was the product,
it was the brand, it was everything.
And even now it's all you ever know about Coca-Cola.
You just know it's Coca-Cola, you don't know nothing else
about them.
- No.
- Then the next evolution was in McDonald's where you knew
about the company and you knew about the products,
Big Mac, Chicken Nuggets, da da da.
And then next evolution that we're in now is this idea like
keeping back to Apple, but let's use Facebook as example,
where you've got Mark Zuckerberg the guy that runs it,
then you've got the company Facebook, and then you've got
all the products that they run like Facebook, Instagram,
WhatsApp, and you buy into the full circle of it.
If you dislike Steve Jobs or Bill Gates
you probably wouldn't use their products and services.
- Yeah, no.
- And that's the way it is with small business now.
The actual way that you can separate yourself more so
than ever from these big multi-
Yeah, everyone's up against Amazon.
- Yeah they are.
- If you're in the online retail, you're up against Amazon.
The way that you can distinguish yourself is
use your one thing that you can do better than anyone else
which is be yourself.
- Yeah.
- No one can be you, better than you can be you.
- People buy from people.
- Yeah, they do.
- People buy from people.
- They really do.
And people don't play on that.
They try to be a generic me too business.
Let's look exactly like all the big ones look faceless,
and you're missing out on the thing that makes you unique.
- Yeah, yeah.
- No one could be you better than you can be you.
- Very true, very true.
- People may try.
- Yeah, people may try which again that leads us nicely into
the next point.
- What you think about that one.
- Give us some tips.
If you're selling online and if you're watching this,
we assume you are.
Hopefully you're an EKM customer and even if you're not,
put some tips and tricks in the comments below.
- Yeah, yeah.
- Get a conversation going 'cause we'll read the comments
and the comments we got on the last one were really, really
good.
So if you can put some comments below, tips and tricks
for the community to look at, that would be awesome.
That'll be really cool.
- Yeah, yeah.
Let us know.
- And maybe we'll mention some of them in the next
Talking Shop.
- Who knows, in about six months' time.
- Hopefully not six months' time (laughs).
- Yeah.
- Which leads us onto our next topic.
So JD.com, not be confused with JD Sports.
- That's what I thought it was when I first heard the
JD.com, that's what I thought it was.
- Plainly speaking JD.com are
the Amazon of sort-of the Eastern part of the world.
They've pledged to sort of move into the UK.
I think it's by 2019 they're hoping to be here.
Direct challenge to Amazon.
That's going to be interesting.
- It needs one, it needs one.
- It does need one.
- I mean competitors are always a good thing.
- They are.
We were having this conversation earlier on when we were
going through some of the notes for this.
And on the chat with one of the guys in the office
and Ebay and Amazon, are they direct competitor?
They're a marketplace, but are they a direct competitor?
- Well it's funny because Ebay used to be, and I don't know
if they've lost the way and maybe should have separated
at some point, but Ebay used to be known for the auctions.
- Yeah, the auction site.
- The auction stuff.
- But you can just buy it now, can't ya.
- Well, yeah.
Everyone knew Ebay as the auction place.
That's where you go and buy second-hand stuff, auctiony type
stuff, and at that it did a really good job.
They then saw Amazon becoming this massive retailer where
everybody buys everything from them and thought we want
a piece of that, and I think Ebay have actually
they've muddied the waters a little bit because
you don't really know what Ebay is these days.
- No, you're right.
I never thought of it like that.
Because it is a marketplace, but I agree with you.
Everyone knows what Amazon is.
Amazon is Amazon.
I guess Amazon now is if you need to buy something,
like a generic thing, you look on Amazon.
I don't know I mean I do.
- Yeah, oh yeah.
- Whereas you're not looking at Ebay.
So if I wanted to buy--
- Depends what you're buying.
If you're buying something cheap.
- Yeah, I suppose, yeah.
- If I were buying say like a tripod for a camera
or something you know is coming potentially from
where JD comes from, or something from China.
I would probably go onto Ebay because I know it'll be
cheaper than probably Amazon.
- Because of? Right, okay, that's interesting.
But is it invariably or is it always cheaper?
- I don't know, but I suppose this why they've tried to
reposition because they probably positioned as a lower end
marketplace.
The auction business is a good business.
- It is, yeah it is.
- And they're muddying it by I don't know if they're being
true to what they are.
I don't know, to be they're better separating it.
- Yeah, right, interesting.
So JD.com, the Chinese, we'll call them the Chinese Amazon,
are investing one billion to move into the EU market
and that sends a clear signal to me.
That there's growth there in the EU ecommerce market.
If these guys are willing to sort of invest one billion
dollars I think it is, one billion dollars into the market
it's big money.
That's big money and it just highlights that if you're not
already selling online, thinking of selling online,
you're not quite sure if there's space in the marketplace
for you and your product.
There is.
Because if these guys are willing to invest the money.
- It's tiny though.
Ecommerce even now is a tiny percentage of the overall
commerce.
It's only going to get bigger and bigger and bigger
and bigger.
And probably actually a billion dollars there is probably
a tiny little investing compared to what could be.
- What could be.
Yeah.
And the other interesting thing as well is looking to
move into the EU, the first place to launch is France.
Now I was thinking why France?
Because obviously you've got the UK which would be the most
I would think natural place to go if you relaunch a product
in Europe.
- Yeah well it's normally UK and then Germany.
They're the biggest two in Europe.
- UK and Germany.
The only thing I could think of France, and again,
I'm speculating at this point.
I don't know, this is my own opinion and it will be
interesting to see what you say as well,
but don't know if you guys know, I used to work in logistics
and Charles De Gaulle Airport in France is sort of the
main European hub for all freight coming into Europe
which makes me wonder is that why they decided to launch
in France first.
- Could it be Brexit as well?
- Could it be Brexit?
But then following the launch in France, they're opening
head office in London and a research center in Cambridge
which will be interesting, and then they're looking to
move into Germany.
One other thing they said they're gonna do as well is,
which is great news for our UK exporters, is a pledge
to sell two billion pounds worth of export into
the Chinese market.
- To me that's more interesting actually than them coming
over here.
- Exactly.
- Because them, yeah, it's great for Amazon to have
a bit of a competitor.
- But it's the opportunity to--
- And an extra marketplace for people's online shops to
push their products onto.
It's this push now that we're seeing in the industry that
China and that part of the market actually wants UK and
English products.
- Yeah, that's right.
- They want our products whereas we've always traditionally
thought of it as well everyone goes and sources the products
from them and sells them into Europe.
They want these products now.
- Yeah they do.
And it'll be interesting to see.
So as you guys know, and a lot of you guys probably
do it yourself, is a lot of people buy more cost effective
electronics products in China and then import them into
the UK.
You just said things like tripods, you go to Amazon and Ebay
and you buy them because they're generally that little bit
more cost effective.
What this is essentially is gonna do is enable
the Chinese guys to sell directly to the UK market.
So I think that might shape things up a little bit.
It might be interesting to see how that goes.
I mean it's a gamble.
I think it's a gamble taking on Amazon.
We'll see how it pans out I guess.
Comments below.
Let us know what you think.
- Yeah, what you think.
- And that sort of thing.
Smart phones and voice assistance driving ecommerce growth.
Interesting one.
So studies show 40 percent of millennials are using
voice assistance and it's set to be the next big device
to influence buying habits and things like that.
Now I know you and I have discussed this before.
And I think a lot of people in general at EKM have discussed
this to sort of see how it's gonna go.
So if you asked to buy a bar of soap, is it gonna go to
the highest bidder type of thing?
How is that gonna work?
- Well this is it.
Say you're like Amazon Alexa and stuff.
It's just gonna just...
You tell it to buy something, it will do it.
I mean we've got one in here, so if I was like--
- Try it.
- Alexa?
Buy some soap.
- [Alexa] The top search result for soap is
Aromas Artisanales De Antigua Floral Orange Blossom
soap 200 grams.
It's three pounds and 95 pence total including tax.
Would you like to buy it?
- No.
- [Alexa] I also found Dettol bath soap.
- She's actually trying to up sell us something else.
- Yeah.
- [Alexa] It's 4 pounds and 14 pence total including tax.
Would you like to buy it?
- No.
- [Alex] That's all I could find for soap right now.
- So to do a demonstration I could have bought something.
- Yeah, yeah, yeah.
- But I don't really want to buy some soap.
But the question is is when Alexa then recommended
those soaps, what's decided which ones she's recommended?
Is it based on my buying habits?
- That's what, yeah.
- I don't think I've ever bought any soap on Amazon.
Or is it based on who's paying the most money to be there?
Is it the most profitable products for Amazon?
What is it?
- Well, that's a good point actually.
A would it be the most profitable product for Amazon?
- In the business sense it would.
- So Google Home for example, I use Google Home.
I know you use Alexa and I use the Google Home device.
You can't actually buy anything off the Google Home device
yet.
- You can't buy anything?
- No, which is very, very--
- Oh, because they don't have their own ecom channel line.
- Because they don't have their own ecom channel.
So I'm interested to see how that pans out.
I don't yet know if they're gonna partner with anybody or
anything like that.
- You would hope that Google would link in with
Google Shopping and then any retailers could use it.
Because that is always the funny thing, and I know it's like
jumping back a little bit on the JD thing,
but the funny thing with Amazon and why Amazon are such
a concern for people is they're a retailer themselves.
- Yeah.
- But that's the problem. (coughs)
You know what I mean?
You start selling something on Amazon's marketplace.
You can use it for soap shops, selling soap.
Amazon at any point can look at that and say
we're going to start selling soap.
- That's interesting.
Sorry I'm just reading an article here,
just looking through.
This article here on Business Insider is saying,
just what we're talking about.
You might think Alexa when you ask it to buy something
it would go to Amazon branded products by default.
That's not the case.
It figures out, using a similar algorithm to one Amazon
using on its website when you search for a product.
- Yeah the product relevant.
- So the most relevant thing I guess.
Do you think it's gonna get to a stage where Amazon
are gonna go okay we'll sell to the highest bidder?
Is that gonna be the next sort of advertising thing or?
- Like I said, the Amazon's a funny one because they sell
their own stuff.
And I've used it a few times I needed to buy things.
Very specific things, I've genuinely used it,
and I think a lot of people have now.
So that is happening now.
Now the more exciting one for most retailers is probably
the Google side of it.
- Yeah.
- Where they could be on there and I think yeah,
it's going to go the same as paid advertising.
- It would have to be wouldn't it?
- It's pay to play these days.
I say it time and time and time again.
These days of organic SEO and all this sort of stuff,
yes it's important, but you can't run your business
based on it anymore.
- No.
- Because, again, if it does go to all voice and I think
that is the way it's gonna go.
- I think it is gonna go that way.
- You're gonna have to pay to make sure you're that one.
So if you are selling dog toys, you want to make sure
if someone's asking for I want a dog toy suitable for
a boxer, that you are there.
And you are gonna have to pay for that.
- Yeah, I guess so.
- You're gonna have to pay for it.
You're gonna have to invest in marketing and this is just
another channel in the same way that you've got
Google, you've got Bing, you've got Amazon, you've got Ebay.
- It's going to get more and more popular though, isn't it?
I think, you know, and Forbes have said.
So have you, I'm assuming you've used Alexa to buy things
before, of course.
- Yeah, oh yeah, yeah.
- As I said I use the Google devices for
no particular reason, they were just the ones that I decided
to buy, and to be honest I was quite disappointed when
you couldn't buy anything from it.
You can add things to a shopping list obviously.
- You can do that with that.
- You can do that with that, but you can't actually
buy things.
I think I was going to tell you a funny story earlier on
with regards to the Google Home device.
So me and my partner Sadie.
I'm very obviously tech savvy working EKM, I'm a tech lover,
Sadie not so tech loverish, even to the point whereas
every time she wants a private conversation in the house
she will throw a tea towel over the Google Home device
thinking he's recording.
- Because Big Brother's watching?
- Because Big Brother's watching. (laughs)
obviously I don't think that.
You don't know do you, but it's an interesting one.
So there's no point.
I don't think there's any chance of her using it
any time soon.
But certainly I will as soon as it's ready
and I'm looking forward to sort of seeing how that pans out.
Let us know what you guys think in the comments below.
It would be great to get every EKM merchant on Google Home
when somebody wants to buy something, but I think that--
- I think it's coming. - But I think that will come.
- I think it will be coming.
I think it will be coming.
- Cool.
- Cool stuff.
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These are things, as I've said, that we've covered in
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If there is anything specific that you would like us
to discuss, leave it in the comments and we certainly
will do.
Thanks very much for watching this one.
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