Page 39 - Cross-Border Magazine Nr.3
P. 39

~ Valmano ~
 May, 23 - Wappenhalle Munich


 Get your ticket now!   Physical retail has a number of factors that we cannot offer   On the Valmano box, it reads ‘Brilliant shopping experi-

                                                              ence’, ‘safe transaction’ and ‘put on your new favourite
            yet- or at least not in the same way. This involves touch and
            feel and the presentation of products in-store, but also services   Valmano jewels and experience our bright-eyes-guaran-
            such as shortening bracelets and change of battery. We need   tee’. To whom are you talking there?
            to grow in that field and break down this distance to physical   “This is directed to the people who see the box, for instance,
            retail. Take for example a Maurice Lacroix watch, which costs   during the process of delivery. These are things all online sellers
            about €2.500. If you want to sell that online, you need to offer   claim to do. We decided that we want this message to be upfront
            a great experience and gain a lot of trust. The customer only   on our box for people to see, even if the box is left empty some-
            sees a picture so they need to feel reassured that it is safe to   where or is tossed in the trash, people can read this.”
            buy online, and need to feel accommodated just as they would
            in a jewellery store. In addition, I feel that in case there are   What are you plans to go international?
            problems, we must make sure that service is offered hassle-free   “We will launch a general dot-com website where customers
            and the whole process is done as fast as possible. If a package   can order from the entire EU. We also would like to expand into
                                                              Switzerland, but there are very specific obstacles to selling jewellery
            disappears, we need to be quick to replace the order and solve
            the problem as smoothly
                                                                                         in Switzerland, so we will
            as possible.”
                                                                                         have to take a bit more time
 2017  ECD    Which role does       “WE WANT THEM TO FEEL                                site will help us to gather
                                                                                         to achieve that. The dot-com
            packaging play for the
                                                                                         insights, which products sell
                                       LIKE ‘OH YEAH, THAT’S
            customer experience?
                                                                                         well, how customers behave,
            “If a customer buys a
                                                                                         and will tell us what future
                                                                                         steps will be.”
            valuable watch or ring, I
                                             WHAT I WANT’.”
            want the customer to have
            a great feeling from the
                                                                                         your internationalisation
            moment of his order to the
                                                                                         process operationally?
            moment he hold his item                                                      How will you support
            in his hands. We decided to use special, outspoken and branded   “We will work with a PSP solution that will offer the inter-
            boxes. First of all, we make sure that the packing ensures that   nationally relevant payment options. This allows us also to be
            the product arrives in exactly the right condition. We opted for   flexible when new options arise, that we can implement more
            the Ranpak’s wrapping product Geami WrapPak, which gives   easily this way. For now, we will not offer particularly localised
            the customer the feeling that he is unwrapping a gift while still   payment options for specific markets. This move is however also
            protecting the jewellery. Inside, the client finds the packaging of   a step to test markets, to see where there is more potential and
            the brand he has bought. For beginning to end, we want them to   where we could step up efforts in future.”
            feel like “Oh yeah, that’s what I want”: that is our goal. The wrap
            we use is much better than bubble plastic or ordinary packing   What are your plans for the future?
            paper. These wrappings do not fit the image of buying a valuable   “We want to become THE jewellery retailer on the internet. We
            item, and do not fit our brand philosophy.  I think the Ranpak   do not want to copy other jewellery sellers or Amazon, we just
            product is quite unique.”                         want to be Valmano and be successful.” ••
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