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is wide, and this is the reason why the products have many A look into the future
different dimensions and SKUs.’ ‘I think there will be a lot of changes in the future. Small
unprepared online stores will disappear more and more. Online
Offering different payment methods stores will probably become less important for consumers
‘Customer service is a crucial aspect. For example, the payment because most of them are not professional. Social media will
process is very different in each country. Kauf auf Rechnung - become more critical as some social media platforms are
which means payment by invoice - and payment by rate is the already using direct buy buttons. This will eventually change
preferred payment method in Germany. In the Netherlands, the market significantly. At the moment, social media has very
iDeal and PayPal are necessary. However, some payments are high traffic, but sales are low. However, I do think that this will
well accepted all over Europe, such as credit cards and PayPal - grow a lot in the future.
which work well for both the younger and older demographic.
Usually, the younger demographic tends to return products Currently, we have a team of seven people. They look for
more and pay later. The older demographic does the opposite, specific influencers, and they create our posts. A few years
and this ultimately means that the older demographic has more ago, we decided to post all of our available products on our
value. Within our strategy, we mainly target women between social media platforms to create an online catalogue for
40-70. We are not particularly fancy, and we do not claim our customers. The only aspect which is not relevant to our
to be “cool”. Our influencers are mainly between the ages of company is voice ordering because the numbers doing this are
40-50, and that is exactly our target group. When we focus on very low. Also, customers want to see the products and their
our target group, we focus on age, payment preferences and quality before they purchase them.’
behaviour. These aspects are very different in each country.’
Expanding to more industries
The importance of localised customer service ‘At the moment, we are active in four different industries.
‘It is imperative to be able to contact a local customer service However, we want to expand to four more relevant sectors,
agent. Every day, we receive hundreds of calls about clients including home and living, beauty, jewellery and watches. We
who do not have an email address or the availability to pay also want to reach new regional markets and countries. We
online because our target customers are a bit older. They do would like to start with France and Austria and eventually
not have the tools to order something online. Because of this, expand to Benelux and Italy.’ ••
we take orders by phone. For example, on an Amazon page, it
is tough to find a phone number to contact customer service.
Our phone number can be found everywhere on our platform.
We currently offer customer service in German, Dutch and
English. These are our core markets. We are currently also
focusing on France to start up our local customer service and
retailers. We work with Salesupply for that local touch.

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