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How to Compete with Big Ecommerce Brands Online
Here’s the writeup of the latest #EcomChat session, talking about how smaller brands can compete with big brands online. Lots of interesting opinions & examples. Chip in next time on twitter at 1pm UK time, 8am Eastern US time on Twitter.
Storified by dan barker · Mon, Jan 14 2013 08:29:13
"Competing with Big Brands Online" – #EcomChat begins just a couple of minutes. Chip in if you’re interested in #ecommerce. (cc @JamesGurd)dan barker
#EcomChat Q1: What can smaller companies do to compete with big brands online?dan barker
@danbarker Smaller companies tend to be a lot more personable. That comes across in social, customer service, etc #ecomchatKieron Hughes
#EcomChat smaller brands have the ability to provide customer service much more efficiently. Can create real relationshipsBen
#EcomChat They’re also much more agile. Can make releases/introduce new product for much smaller demand.Ben
@EdwinBongo I’d say Zara is the king of that and they’re not small 🙂 #ecomchatSara
@Sharlie_angel yep, it’s definitely not exclusive but there’s much more beaurocracy as a general rule #ecomchatBen
@danbarker Make it easier to buy, lots of small retailers are better placed to employ different solutions due to infrastructure #ecomchatPaul Rogers
@paulnrogers you mean bigger brands are tied up with old software/hardware & find it more difficult to change? #ecomchatdan barker
@danbarker Yes exactly. Also they may takes a long time to get changes approved, which smaller companies wouldn’t #ecomchatPaul Rogers
A1) My starter is attention to detail on customer service – making people feel valued by the business, the personal touch #EcomChatJames Gurd
@jamesgurd definitely agree with customer service – also the added personal touch / personality that some larger co’s lack #EcomChatJocelynKirby
#ecomchat Q1 – Be nimble, especially with technology. The big boys can often only deploy site changes monthly/quarterly. Do it quicker.Chris Dalrymple
@JamesGurd @danbarker #ecomchat Normally better in customer service (going the extra mile in sourcing and delivery) + more unique productsSara
#EcomChat – hard question…I’ve seen a lot of smaller companies provide the personal touch factor that larger companies mostly forget aboutRobert Kent
A1) More personality in terms of products, site design and copywriting. #EcomChatGraham Charlton
A1 Quicker at adopting & adapting new technologies / opportunities #ecomchatAndrew J Baker
@JamesGurd @danbarker I also like to see smaller companies investing in their own photography / video content #ecomchatPaul Rogers
@paulnrogers are you talking niche companies or mass market as well? Often mass market will rely on stock photos from suppliers #EcomChatJames Gurd
@JamesGurd Both. A small company I used to work w/ improved their CR by creating video / imagery, all big companies had the same. #ecomchatPaul Rogers
@JamesGurd Couple it with specialism/expertise. In the world of choice that is online being the expert will create loyal customers #ecomchatPhilip Oakley
@gcharlton I like that one. Easier to use a ‘real’ voice, than to manufacture one across dozens of employees. #ecomchatdan barker
@danbarker #ecomchat accept they probably have less money, so focus on niche search terms instead of generic "head" termsGareth Westhead
I feel increased speed of change in ecommerce (specif. Google) gives small brands an edge. They can be more adaptable and faster. #EcomChatPaul North
Seems that a) customer service and b) agile releases are something everyone agrees small is better for then? #ecomchatBen
Great minds… RT @chrisdalrymple: #ecomchat "Q1 – Be nimble. The big boys can often only deploy site changes monthly/quarterly. Do it quickPaul North
@jocelynkirby yes I think personality important – much harder to maintain with a huge no. of employees #EcomChatJames Gurd
@danbarker Again for service, but be active on Twitter. I discover many new brands through who my friends are tweeting to. #ecomchatPhilip Oakley
@poakley @danbarker In general, I’d say big companies are actually better at social, probably because they have dedicated staff #ecomchatBen
@poakley Yes social media, especially Twitter, Pinterest, Instagram can help a small business. @Accessories_UK great example #EcomChatJames Gurd
@EdwinBongo Yip I would say so Edwin #ecomchatAndrew J Baker
2 themes so far to ‘Compete with big brands’: 1) Able to change tech faster, 2) More personal/more personality. #EcomChatdan barker
@paulnrogers @JamesGurd a lot of small companies are unwilling to invest in something with an immediate ROI #ecomchatBen
@edwinbongo Yes I think so – very hard to be agile in large company with multiple levels of sign-off, committees, politics etc #EcomChatJames Gurd
@misterwesthead so going after the mid to long tail and doing it well, getting the low volumes of high converting traffic. #EcomChatJames Gurd
Test+learn, take advantage of what shld be fewer levels of signoff to innovate. Getting buy-in from top should be easier in theory #ecomchatChris Dalrymple
In social media, engagement can be with business owner rather than brand manager. More attractive to customer. #EcomChatPaul North
I think they care more too – rather than being just an ’employee’ even if that’s what they are + better product knowlege #EcomChatJocelynKirby
#ecomchat Q1 – Smaller product range gives greater opportunity to product GREAT content for each productMike Upton
@EdwinBongo @JamesGurd True, but I think we’re seeing more small companies (especially within niches) that are investing in web. #ecomchatPaul Rogers
@JamesGurd @misterwesthead can mould site to those keywords too so should convert better than bigger counterparts with less focus #ecomchatBen
@SEONorth Do you think that’s about it feeling more genuine, or about feeling any problems can be sorted out easier? #ecomchatdan barker
#ecomchat – Product descriptions, images, dimensions, attributes all need to be perfect. The big players will not do this for all productsMike Upton
#EcomChat A1. Quick decision in terms of site design.Hyderali Shaikh
RT @Magique83: #ecomchat Q1 – Smaller product range gives greater opportunity to product GREAT content for each productHyderali Shaikh
@danbarker Highly personal / top notch customer service. #EcomChatChris Lake
@zigojacko active the wrong word…responsive #ecomchat the likes of ASOS (in early days), Lovehoney, Kiddicare nailed it early on…Philip Oakley
#EcomChat Salient features are far better than big brands.Hyderali Shaikh
@edwinbongo @danbarker better resourced and often more formally ‘trained’, but personality often comes through better for small #EcomChatJames Gurd
#EcomChat personality and brand values likely to be carried out in a smaller company than huge corp.Cranberry Panda
@danbarker I think customer service needs to be at the forefront of any small business. Large companies often do it do badly #EcomChatBen Broadhurst
#EcomChat: I think ‘knowing the customers better’ is a nice advantage for smaller businesses, & something they can deliberately improve.dan barker
@danbarker Both but predominantly genuineness. Hopefully problems only a small area but authenticity is increasingly rare. #EcomChatPaul North
@poakley @zigojacko To an extent that can create a rod for your own back as you grow and can’t/won’t deliver the same #ecomchatBen
@chrisdalrymple is right though it’s time consuming so it’s finding the balance that will be the challenge for a small company #ecomchatPhilip Oakley
RT @danbarker: #EcomChat: I think ‘knowing the customers better’ is a nice advantage for smaller businesses, & something they can deliberately improve.Hyderali Shaikh
@edwinbongo @danbarker of course there examples of big business doing great job conveying personality through social e.g. Innocent #EcomChatJames Gurd
@lakey @danbarker Also seeing more small companies getting better at merchandising #ecomchatPaul Rogers
Loving reading @danbarker’s #ecomchat today. Very insightful!!Claire Lomax
RT @danbarker: #EcomChat: I think ‘knowing the customers better’ is a nice advantage for smaller businesses, & something they can deliberately improve.Paul Rogers
IME smaller brands often get turnaround times to be much quicker than big brands, which can be a huge advantage #ecomchatBen
@hyderali_ I guess ‘fast decision making’ on things other than design helps too, eg. stock decisions, problem resolution, etc? #ecomchatdan barker
@paulnrogers Hi Paul can you expand on your merchandising comment – what are they doing better? #ecomchatJames Gurd
@danbarker @JamesGurd It’s easier for small companies to try new things with design, Get Brandid are a great example (startup) #ecomchatPaul Rogers
#ecomchat Smaller companies can build stronger personal relationships with distributors/suppliers vs faceless big boysMike Upton
A1) #ecomchat I also think that smaller business can take advantage of big business approach to affiliate marketing….James Gurd
@JamesGurd Delivering the right products based on stock, relevance, price etc – I see this more w/ small retailers than big ones #ecomchatPaul Rogers
@zigojacko no problem 🙂 what do you think it is about ‘big brands’ that makes them more likely to fail there? #ecomchatdan barker
RT @JamesGurd: A1) #ecomchat I also think that smaller business can take advantage of big business approach to affiliate marketing….Paul Rogers
A1) Can lack the personal touch that many ‘one person band’ affiliates respond best to – corporate style isn’t always compatible #ecomchatJames Gurd
@poakley Good point. Relationship-building online/on Twitter can be huge for small brands. Be found easier, meet useful contacts. #EcomChatPaul North
@JamesGurd Small businesses benefit from being able to be more agile with affiliate (offers, banners etc). #ecomchatPaul Rogers
#Ecomchat @Magique83 that’s a good thing you added.Hyderali Shaikh
@Magique83 They can’t make the same demands of them though. Buying power can give you a huge advantage with suppliers #ecomchatBen
@hyderali_ Thanks Ii has certainly helped us in many cases #ecomchatMike Upton
@poakley @SEONorth Small companies are also in a far better position to use Twitter for lead generation #ecomchatPaul Rogers
That’s a v good point from @magique83: Smaller companies can build better relationships with suppliers as well as customers. #ecomchatdan barker
#ecomchat I’d also say small companies (with decent budgets) can get latest tech quicker – less process and staff to trainBen
@Magique83 #ecomchat helping us too also. Our purchase dept are talking them regularly like friends which is biggest advntage for us.Hyderali Shaikh
@EdwinBongo #ecomchat Agreed, you can’t make the same demands with stock and pricing but a close relationship can go some way to help thatMike Upton
@JamesGurd long tail has less traffic volume but are usually less competitive, more targeted and offer better quality traffic #ecomchatGareth Westhead
@EdwinBongo I think that’s definitely been the case with responsive, but depends on what’s defined as small. #ecomchatPaul Rogers
Are there any specific things you should do on-site/marketing as a ‘small brand’ to help compete with big, well-known competitors? #ecomchatdan barker
@magique83 customer service is somewhere small businesses have a real opportunity. Good for repeat business. #ecomchatGareth Westhead
@paulnrogers Yeah, definition of small is an issue I guess. I work at an AIM listed company, value around £30m – is that "small2? #ecomchatBen
Of course, the big challenge for these small brands lies with whether the owner/decison maker is savvy/bought in to digital. #EcomChatPaul North
@danbarker I think personal content / story telling, speed, general UX and site architecture are all opportunities #ecomchatPaul Rogers
@danbarker follow their example with site functionalities etc but test and adapt to your particular customers. #ecomchatGareth Westhead
@danbarker I think letting people know you’re small can help if you think your customer base want to support SMEs #ecomchatBen
@edwinbongo @paulnrogers Esp in relation to back-office & 3rd party integration – often key thing that slows down tech projects #ecomchatJames Gurd
@danbarker Specific example that worked well – have a developer report into a marketing/ecommerce head. Can make changes v quickly #ecomchatChris Dalrymple
RT @Magique83: #ecomchat Smaller companies can build stronger personal relationships with distributors/suppliers vs faceless big boysRob Jackson
Damn it, missed #ecomchat again. Sorry guys, will make sure I’m around next week!Ben Potter
Q1: Personal customer service. Here’s an great example of a bad turned great exp. https://bit.ly/SxGWsK #ecomchat @danbarker @JamesGurdEdward Ford
@danbarker We sell to SMEs and micro-businesses and they appreciate the small, UK based aspect #ecomchatBen
@danbarker A2. Make your homepage Unique in design wise. Lots of sites nowadays are copying Amazon, newegg (especially in india) #EcomchatHyderali Shaikh
@paulnrogers @edwinbongo most small biz I’ve worked with can add to the website with less behind the scenes headaches #ecomchatJames Gurd
A2 Straight away there is a huge opportunity for smaller brands to NAIL PLAs / Google Shopping #ecomchatAndrew J Baker
#ecomchat – Small companies should have enthusiasts working for them where possible as this can make great content creation much easierMike Upton
@danbarker attention to detail – big players often have such complex sites that the little things get left behind e.g. copy #ecomchatJames Gurd
@danbarker #ecomchat slick, easy checkout. Love https://www.BeautyBay.com checkout. Offers guest and a one page checkoutPhilip Oakley
@JamesGurd @paulnrogers Yes, exactly what I’ve found – also less people to convince it’s a good idea. Often just the MD #ecomchatBen
#ecomchat – writing beginners guides, product reviews, how to guides etc via enthusiastic employees is a huge advantageMike Upton
@edward_ford I like things like that, did you ever read the ‘Zappos Flowers’ story? #ecomchatdan barker
@EdwinBongo @danbarker the key is knowing which your customers prefer. #sizematters #ecomchatGareth Westhead
@JamesGurd #ecomchat Small etailers should stand out with personal and fast responses to contact. Large companies normally don’t do it wellCraig Williams
@edward_ford thanks Edward, that’s a superb example. Boomarked! #ecomchatJames Gurd
@JamesGurd it’s all in the details these days. Making yourself stand out in ever more saturated markets is key. #ecomchatGareth Westhead
@JamesGurd @EdwinBongo Definitely I would usually enjoy working with a mid-sized / small retailer for that reason #ecomchatPaul Rogers
@paulnrogers Yes – one of our competitors turns over similar but employs 3 or 4 times as many people. Depends how you measure #ecomchatBen
@misterwesthead Absolutely, cus serv and speed of delivery are essential points for repeat business #ecomchatMike Upton
@hyderali_ I have always liked @Accessories_UK homepage – has had many guises but always clear identity https://ht.ly/gN2pm #ecomchatJames Gurd
@JamesGurd take advantage of your size for delivery – can you offer customers a pick-up from your office? If so, do it #ecomchatBen
Small companies should respond to emails and social messages as quickly as they would a phone call #ecomchat Consumers expect this alreadyEoin Kenneally
@JamesGurd of course the simple fact that you pay appropriate levels of tax might differentiate you from some "big boys" 🙂 #ecomchatCraig Williams
.@JamesGurd @hyderali_ I like that. & tiny things too, even as tiny as the spinning mouseover logo on https://wish.co.uk #ecomchatdan barker
@danbarker @edward_ford And the complete opposite from a big company – United Airlines and ‘that’ guitar: https://ht.ly/gN2HD #ecomchatJames Gurd
@CraigWSoftcat I was looking for egs of people using ‘tax’ before Christmas. https://www.morecomputers.co.uk shout about it in their header. #ecomchatdan barker
#Ecomchat @danbarker @JamesGurd Yep, https://wish.co.uk is one of the best site i ever visited.Hyderali Shaikh
#ecomchat A2) Re delivery, @edwinbongo is bang on – find unique ways to make life easier for customers e.g. bike courier in LondonJames Gurd
@danbarker I said it in jest but of course those disenchanted with big players for those reasons will look to smaller equivalents. #ecomchatCraig Williams
@EdwinBongo Why do I want a customer to come & pick-up? I think it’s not good. Its better if we only ship it across. @JamesGurd #ecomchatHyderali Shaikh
@Eoin_Kenneally Yep, doing that frm last year. #ecomchatHyderali Shaikh
RT @ravisodha Prominent phone number on every page,live chat etc. Good "About Us" page explaining "story".Clear returns policy etc #ecomchatdan barker
@hyderali_ @edwinbongo Actually I know a small biz who does that from office in Fulham and it works well. Not for everyone #ecomchatJames Gurd
#ecomchat We try to write entertaining product desc as the big brands won’t risk it https://bit.ly/ZOVmC3 Works with the right audienceMike Upton
@hyderali_ @JamesGurd Because they can get it a day quicker that way. Very useful where time is of the essence #ecomchatBen
RT @Magique83: #ecomchat We try to write entertaining product desc as the big brands won’t risk it https://bit.ly/ZOVmC3 Works with the right audiencePaul Rogers
@zigojacko @danbarker in my experience, smaller companies quicker to invest in online video testing which can really help UX #ecomchatJames Gurd
@Magique83 How do you manage to write Unique Prod Descp for every product? #EcomchatHyderali Shaikh
@edwinbongo @hyderali_ Yep – this client does personalised stationery – perfect when it’s last https://minute.com! #ecomchatJames Gurd
@JamesGurd @hyderali_ Yes – only really relevant if you mainly sell local or are based in centralish London #ecomchatBen
RT @Magique83: #ecomchat We try to write entertaining product desc as the big brands won’t risk it https://bit.ly/ZOVmC3 Ha ha love it!James Gurd
@hyderali_ A lot of hard work! Not everything is unique but anything interesting we make a big effort to write our own #ecomchatMike Upton
RT @Magique83: #ecomchat We try to write entertaining product desc as the big brands won’t risk it https://shrd.by/F6FMBa Works with the r …Hyderali Shaikh
@Magique83 @hyderali_ defo the way to go, totally agree #ecomchatAndrew J Baker
@Magique83 #ecomchat So you do it only on those products which are bestsellers, newly added etc or something else?Hyderali Shaikh
@Magique83 very good point. Can definitely take a few more risks. Brand is easily reparable when you’re small #ecomchatBen
@hyderali_ Yes we rewrite any best sellers and then make a judgement call on new products on how much time to spend on it. #ecomchatMike Upton
@Magique83 Crumpler do this well to stand out in a crowded and boring carry case market. #ecomchat https://www.crumpler.eu/index.cfm?seite=laptop-all&productID=6989&sprache=ENCraig Williams
@hyderali_ I used to manage a 70k sku site. We’d manually rewrite: any on homepage/email + ‘most viewed’ 100 + hand-picks we liked #ecomchatdan barker
@CraigWSoftcat Agreed, I bought a Crumpler bag for my MacBook a couple of years ago and their desc def helped me make the decision #ecomchatMike Upton
@edwinbongo @Magique83 Wish deliberately use a potentially polarising personality/tone for their copy to stand out and generate PR #ecomchatJames Gurd
@EdwinBongo @Magique83 & customers ‘narrow’ enough that you know what you will/won’t resonate? #ecomchatdan barker
@JamesGurd @magique83 obv some big companies do it as well, Paddy Power and Ryanair. Must be an Irish thing #ecomchatBen
@CraigWSoftcat @Magique83 J Peterman one of my favourite examples of stand-out product copy. eg: https://www.jpeterman.com/Womens-Caftans/Istanbul-Caftan-1 #ecomchatdan barker
@Magique83 @hyderali_ also eliminates potential external duplicate content issues. #ecomchatAndrew J Baker
@danbarker @hyderali_ @Magique83 https://Firebox.com are my go to for great product descriptions.Great for link building too! #ecomchatRavi Sodha
#ecomchat Small companies can curate coherent ranges while larger co’s suffer dilution by inferior / irrelevant products…Tom Baldwin
… for great example of small company with coherent product range see Objects of Use https://ow.ly/gN535 #ecomchatTom Baldwin
@ravisodha @danbarker @hyderali_ #ecomchat Agreed Firebox have the best content aroundMike Upton
@ravisodha @danbarker @hyderali_ @Magique83 another vote for @firebox their emails v well written too #ecomchatJocelynKirby
@hyderali_ @JocelynKirby @ravisodha @danbarker @Magique83 Interesting stuff guys! We pride ourselves on 100% original product page content.Firebox.com
@hyderali_ @JocelynKirby @ravisodha @danbarker @Magique83 Helps us maintain our voice, and never hurts to get a few laughs in whenever poss.Firebox.com
@firebox @hyderali_ @JocelynKirby @danbarker @Magique83 and it shows! Must be great for SEO too. #ecomchatRavi Sodha
@ravisodha @hyderali_ @JocelynKirby @danbarker @Magique83 Absolutely! We optimise for SEO, but ultimately, it’s all about the quality & fun.Firebox.com
@Magique83 We are also looking to write unique prodt descp on best sellers but there are millions so we step back. #EcomchatHyderali Shaikh
Wow, #ecomchat hour is nearly up – any last minute comments before we wrap up for this week? @danbakerJames Gurd
@JamesGurd @danbaker Yes. Overall, I much prefer working for a smaller online retailer. Do others agree? #EcomchatBen
@hyderali_ It’s a huge undertaking but can reap rewards long term. Maybe start with top 20/50 products #ecomchatMike Upton
@EdwinBongo @JamesGurd @danbaker Yes, definitely – easier to get buy-in from multiple departments is probably my main reason. #ecomchatPaul Rogers
@paulnrogers @JamesGurd @danbaker I’d say exactly the same. Plus having access to every single part of the business and data. #EcomchatBen
Thanks to everyone who chipped in on #ecomchat today. Write-up to follow as ever, and it will be back again next week.dan barker
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