Hi

I am...

Annelie

My mom wonders how no one has realized that I’m sometimes lazy, my boyfriend sometimes thinks I’m too social and I believe that they know me too well.

I’ve lead one of Sweden’s telecom carriers to become number 1 online, taken a web security company to market and launched 5 new e-commerce sites. Because I love to create memorable customer experiences online. Today I split my time between my developing digital services and consulting to create more great experiences online. I also speak about digital strategy, mobile commerce and entrepreneurship.

I’m based in Stockholm, Sweden but both work and travel a lot, so don’t hesitate to reach out if you want to join forces, no matter where you are.

In the summer of 2012 I launched Sweden’s first (and still only?!) completely responsive telecom site. Shortly before I learned that there was another company who had launched two responsive e-commerce sites before that; Young Skilled. And it was not long until I had joined their team. Today I run my own company focusing on customer experiences. Regardless of web genre; we do e-commerce, digital product, customer service with the goal of studying and improving customer experiences.

Internetworld articles in Swedish:

Därför ska e-butiken satsa på responsiv design [SV]
Tre frågor om responsiv design [SV]

Video: Intervju med InternetWorld [SV]

My guest posts

Social business author [SV]

specialist

I would humbly

consider myself being an...

Are seasonal ecommerce sites an unexplored opportunity?

With a quick Google search you can quickly conclude that seasonal commerce is not yet a thing, either it might not work or it is still an unexplored opportunity. I started contemplating the subject after a quick chat with @dan_nilsson on twitter. I questioned the lack of a good ‘outdoor-decoration-ecommerce’ in Sweden. The obvious question was: what do they do in the winter?

In Sweden seasons are mostly connected to the season of the year, winter and summer (and yes, spring and fall). Where I’m from it’s a 60C difference between Jan and July. But there are many other seasons as well:
– Christmas season
– School start season
– Easter season

Depending on which field you’re in you probably have seasons were you sell less or more. In Sweden the alp stations close at summer and the flower markets at winter. No questions asked there. However, when it comes to ecommerce we are so focused on availability that we do not only make it 24/7, we also make it 365 days a year. Is that really necessary?

If we take the 80/20 rule, there are probably many ecommerce stores make 80 % of their profit in 20 % of the time (of a year). Ecommerce businesses usually have smaller margins but tend to have their storage in the suburbs to save money. Meaning that even thought it might be difficult to shut down from a cash-flow perspective, they could do it from a location perspective. So why don’t you close your ecommerce site when your products are not needed?

Obviously the question with the actually website comes up: what should we do with that? Here is an idea: if you direct the traffic to other sources that are open and selling, you could keep the site open for visitors, but closed for purchases. Then you would still rank on Google and built reputation as helpful. But you would not have to waste people time with administration of few and sporadic orders. Here you might argue about the customer experience, but as long as I got help finding what I was looking for, that should be good. Thus, I would remember the website and the reaction.

Depending on how long the ‘peak’ season is it might not be ideal to start a seasonal store only, however, with the right product and seasonal length I think it could be possible and lucrative. But if we would apply the concept on existing stores as a way to boost sales in some areas during some seasons I think the opportunities are gigantic.

Jesper made a good point the other day – categories are something that we build to make sense of our content, while visitors and especially Google look at each page on the website as a start page. This is definitely how I use the web, I rarely go to a site and sort my self to the product via categories, no, I Google.

Applying this onto seasonal stores, we could change our traditional concept of ‘an ecommerce store (website) – with a many products in many categories’ and instead see it as an ecommerce store (business) with many sites, one for each category. This might not be the best solution for all stores because you have to do many check-outs. But for any store where most customers (80%) only buy one product, this might be a better solution. Niched sites will immediate reassure the customer that they are in the right place, because they make It obvious, which would increase the transactions amount, compensating from perhaps reducing cross-sell opportunities.

Then seasonal stores could really become a thing, for example; sell electric heaters and blankets in a store on the winter on one site and electric fans and water bottles on the summer on another site.

What do you think? Could seasonal e-stores be a thing and can it be done for an individual business or does it have to be part of something bigger?

  1. But this already exists if I am not wrong . Most of the large e-commerce sites cater to special events / holidays / product launches and so on by using a sub-url of their own site or by redesigning their original site. 

    The big problem in my mind of having seasonal sites is that users will forget or not know which site to go to. 

    I mean do I go to Christmas.xyz.com or newyearsday.xyz.com or so on and on. 

    Also the purpose of an ecommerce site is to be always there. If you are an impulse buyer and at 3 am you decide that you need that new game’s expansion pack right away then you will go ahead and buy it and download it or maybe wait for it to be delivered to you 🙂 

    Comment by Mostofa Azad on 2012/06/08 at 13:44

  2. But this already exists if I am not wrong . Most of the large e-commerce sites cater to special events / holidays / product launches and so on by using a sub-url of their own site or by redesigning their original site. 
    The big problem in my mind of having seasonal sites is that users will forget or not know which site to go to. 

    I mean do I go to Christmas.xyz.com or newyearsday.xyz.com or so on and on. 

    Also the purpose of an ecommerce site is to be always there. If you are an impulse buyer and at 3 am you decide that you need that new game’s expansion pack right away then you will go ahead and buy it and download it or maybe wait for it to be delivered to you 🙂 

    Comment by Mostofa Azad on 2012/06/08 at 12:44

public

is one of my

hidden talents.

I was born on stage, or at least that is what I am told. As a child I was the lead in every play, today there is less drama and more facts. I’ve been hired to speak for smaller group at major events such as the Conversion jam and Guldnyckeln. I’m also a toastmasters member since 4 years back.

I speak about what I love doing:

  • Digital strategies
  • Entrepreneurship
  • Digital customer experiences
  • Mobile commerce and E-commerce
  • Web and conversion optimization
  • Web analysis (Mostly google analytics)

Here are the slides from my presentation at Conversion Jam.

And the presentation

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