Merchant activation in Delivery Experience area
In the rapidly changing world of e-commerce, it is crucial to provide new and optimized solutions for online sellers that allow them to scale their businesses and remain competitive.
Currently, Allegro offers nearly 300 different delivery methods for domestic and international sellers across various markets. This extensive range is designed to meet every need, enabling customers to order anything from toys, books, sports equipment, and clothing to groceries, plants, pet food, furniture, automotive parts, and art.
This diversity allows our sellers to scale their businesses and provides a wide product selection for Allegro buyers. However, navigating this complex delivery methods system can be a daunting task, especially for smaller companies.
"The group of sellers on Allegro differs a lot. We have small sellers, sending out a few packages a week and very large ones, shipping hundreds or thousands of items. Addressing the varied needs and explaining solutions to such a diverse audience is a challenge. We tailor our communication based on these differences, giving more platform guidance to smaller sellers and integration advice to larger ones. This segmentation ensures our messages resonate with each group's unique challenges"
- says Marta Wójcicka
Manager, Method Promotion
At DEX (Delivery Experience), we focus on optimizing delivery solutions for both buyers and sellers, providing tailor-made support for the latter. To achieve this, we analyze vast amounts of data regarding carriers and sellers' performance, buyers' preferences, geospatial information, and more.
As a B2B communication team focused on deliveries, we not only send direct communication and support educational materials for sellers but also participate in product adjustments and new product implementations.
"Typically, marketing works with a finished product, but here, it's different. We get involved early in the process, participating in the planning and creation of the product itself."
Our proactive approach involves listening to merchants through webinars, workshops, and direct interactions, ensuring that feedback is actively used in designing subsequent services and solutions.
"When designing a product, we always keep business goals in mind, but we actively listen to our customers - for example - during workshops. We strive to tailor our products to genuinely solve the issues they report."
This unique perspective, created by the fact that we are a communication unit based in the business structure, offers several advantages:
- We know our services and products from scratch because we take an active role in introducing and developing them.
- We closely cooperate with carriers and our CX units in product design and communication matters, providing coherent and multichannel support for sellers.
- We can truly implement data-driven and evidence-based marketing, as we have direct access to data, can plan product pilots and experiments with the Tech team, and co-create reporting metrics with Analytical teams.
- Most importantly, we aim for business, not just marketing goals, avoiding vanity metrics.
Consumer trends are evolving, new regulations come into force, and the platform itself changes to meet new market challenges. Our logistics solutions and communication strategies must adapt to continually provide the best support for our sellers. The work and satisfaction from it are never-ending!
“Every new challenge and project reveals so much more to discover, develop, and improve. You finish a big project thinking you’ve optimized everything, only to realize the market, carriers, or business concepts have changed. There’s always another peak to climb. It’s a fantastic place for growth, where you never rest on your laurels, and there’s always a new project or challenge ahead.”
The DEX team not only shapes logistical solutions but fosters a dynamic and responsive environment to ensure that both buyer and seller experiences on Allegro continually evolve and improve.