[ITW] Supporting SMEs in their e-commerce strategy and activity
Quetschup and its 3 partners (Régis CHOURAQUI, Marie WHITE and Jean-François
ROCHER) support SMEs in their digital marketing strategy and their e-commerce activity.
Can you introduce yourself and tell us how Quetschup was born, what is its role?
Quetschup was born out of an analysis of the need for SMEs to be supported in their e-commerce and digital marketing strategy by experienced senior consultants with a true 360° e-commerce vision, but above all an entrepreneurial spirit with a long-term approach that assumes its decisions through operational support.
To put it simply, SMEs are often fed up with consultants who make recommendations that seem easy to explain but turn out to be complicated or even unprofitable to implement.
We were three independent consultants who sometimes worked together and, faced with this common observation, we decided to combine our complementarities and offer our clients a true 360° and senior vision of e-commerce.
The three of us do not work together on the operational side of the business, but together we make strategic decisions for our clients and can replace each other if necessary, thus offering the client a security that they do not necessarily have with a single e-commerce director.
We are not only involved in e-commerce consulting, but also in e-commerce transition management. The position of experienced e-commerce director is in high demand. This poses two problems for SMEs: the time it takes to find the right candidate and the management of a high turnover where good profiles do not hesitate to multiply employers. So when an e-commerce director resigns, we can intervene to secure the business and ensure the transition until the right candidate is recruited.
What types of companies apply to Quetschup?
There is no real sector of activity. Rather, they are B2B or B2C companies, or both, and they project a turnover of between 2 and 10 million euros in e-commerce.
Beyond that, the e-commerce activity becomes strategic and companies are looking to internalise. In this case, we do not intervene by delegation, but rather through more traditional consulting missions in e-commerce strategy and e-commerce redesign project management.
So the SMEs are completely autonomous after having accompanied them?
When we provide interim management or delegated e-commerce management, we organise an increase in the skills of the teams so as not to make ourselves indispensable and to allow the SME to internalise the function if necessary.
In concrete terms, how does Quetschup help SMEs to make a digital transition?
We are not positioned on the digital transition in general, but only around e-commerce. We do not take charge of the evolution of the IS as a whole (CRM, ERP, etc.). On the other hand, we integrate e-commerce into the overall information system around the client's needs.
Our approach is very often strategic in nature, starting with a long-term vision and taking into account the client's market analysis. We determine its strengths and weaknesses, to which we add an in-depth analysis of digital marketing performance and conversion in order to determine an action plan that we will then manage or implement.
How do digital tools like PIM Quable reinforce the launch of an e-commerce company?
The PIM is the backbone of the entire product offering. Indeed, we chose PIM Quable for this reason: it has everything; texts, media, characteristics... everything is included. It is the guarantee of a non-duplicated content and media, more easily updated and the possibility of transmitting very quickly this product information on all the vectors of communication of the company.
From an e-commerce point of view, PIM allows much more than the simple centralization of the information related to the products: it feeds all the distribution channels. The PIM allows to react quickly to take a new market and to choose to attack such or such platform, marketplaces, resellers... The PIM Quable answers best to all these problems in e-commerce.
In the context of an e-commerce strategy; what is the classic scheme implemented by Quetschup?
We will carry out a very pragmatic analysis at the e-commerce strategy level, generally based on an AARRR (Acquisition, Activation, Retention, Referral, Revenue) growth hacking approach.
This method, in addition to being very well adapted to e-commerce, allows us to quickly see where we need to concentrate our efforts with our clients to obtain rapid results and sustainable growth.
It is also a good way to have KPIs to monitor regularly with a complete view of all aspects: technical, traffic, e-commerce, SEO ... which allows us to have a very sharp approach that can be integrated into a strategic marketing approach fairly classic business management.
Can this strategy be made to evolve according to e-commerce or other trends?
The strategic approach, but above all the marketing approach, must take into account the perpetual evolution of e-commerce and digital marketing trends. We are constantly monitoring these developments and adapting our approaches. That said, the most important thing in adapting our methods is the customer context, his needs and his market. We have no preconceived ideas and always define our methodological framework at the beginning of the mission according to the client's challenges.
When an SME chooses to be accompanied by Quetschup, what is the advantage for it to distance itself from the operational side?
Working with Quetschup means choosing to entrust the steering and/or operational management of e-commerce to concentrate on your core business (merchant, company manager...) while watching your objectives being achieved.
The company's main interest is to have an experienced contact person who knows what to do externally with specialists and what to internalize to gain efficiency or economically.
The company often underestimates the numerous skills required in e-commerce. Beyond the website, the list is long: product online (skills related to PIM), merchandising, natural referencing, graphic design, social networks, web writing, logistics, conversion analysis, live shopping (recently amplified by the Covid crisis), customer service...
What are the 4 criteria for choosing a good digital solution provider like PIM ?
Among the criteria that we defined with my colleagues, several are
● The strength of the publisher, both financial and technical. The latter must be adapted to the client's needs. Security is also extremely important; since data is the backbone of the company, it must be ensured that it is in a secure cocoon.
● The quality and functions offered in line with the customer's needs.
●Ease of implementation anduse by the customer, in other words, a flawless UX and this is what we find with Quable. In the same way, it is important that the publisher offers online help in the customer's language, so that the customer is fully autonomous.
● A network of partners andintegrators trained and certified by the editor.
Why do you recommend PIM Quable for B2B companies that want to improve their distribution network?
We recommend Quable in particular for 3 main reasons:
● The quality of the solution: ease of use and reliability.
● Ease of implementation, which is particularly appreciated by industrialists, as otherwise too much time is spent on training key users and not enough on filling in the PIM.
● The ability to connect PIM to other solutions : either via connectors made by partners, or via the portal simply.
Why What is the interest for a small business to start its e-commerce strategy by setting up a PIM like Quable's?
The PIM first, in reality, is rarely the case. There is always something; an ERP, a site.... On the other hand, we strongly advise to start with the PIM site in the context of the creation or redesign of an e-commerce site . This allows us to have all the product information up to date in the new site, whether it is texts, technical characteristics, media, or translations.
Everything must start from PIM, which is a kind of base. At Quable, we really appreciate the completeness of the system, which allows us to know right away which products can be sent.
It is also the possibility of implementing an e-commerce strategy for the distribution of the client's offer very quickly, by offering the cleanest possible visibility of its products on all distribution channels.