Not too long ago, 11 November was just Singles’ Day, a day for the unattached to celebrate being single. Thanks to the E-Commerce boom and some smart marketing moves by Chinese businesses, “Double-Eleven” has turned into the nation’s biggest online shopping day. As Jebsen’s E-commerce and Digital Marketing Manager looking after the J SELECT online business, I have played a key role in managing J SELECT’s Double-Eleven promotion for three years running.
As the Double-Eleven fever grows each year, my job is also becoming more complex. There are more risks to take and more difficult decisions to make. In last year’s promotion, we started planning in September and pinpointed some potential issues: we had to make sure that our inventory was consistent with sales forecasts. We needed to prepare for a spike in site traffic, and busier logistics operations resulting from more transactions. Luckily, we worked through these issues successfully and in fact, we are feeling confident about future Double-Eleven events, which will only get bigger!
I attribute our success to two key factors, the first being our Jebsen-style teamwork. It is impossible to pull off a blockbuster event like this without trust and seamless collaboration. During the Double-Eleven craze, we were supported by our rock star colleagues: the marketing team, who managed traffic trends and conversions in real time, making immediate payment adjustments where needed. The merchandising and brand teams worked together to continuously enhance policies and to respond quickly to product issues.
The other success factor was the way the company empowers us to be creative. We were encouraged to try different ways to tackle anticipated issues during Double-Eleven. For example, we temporarily restructured our shipping and delivery process so that all orders could be shipped out within three days. We also tried pre-packing some of the bundled products, beefing up warehouse manpower, as well as staggering the traffic flow with pre-event promotions as a way to lower costs and maintain a high ROI.
Beyond Double-Eleven, empowerment has also been an important driver of my job satisfaction and development. In my role, I am encouraged to explore new network marketing strategies, and to use site traffic and conversion data to identify issues and opportunities. I am given the freedom to optimise marketing strategies and programmes, and come up with better ways to respond to market trends.
Another part of empowerment is learning. At Jebsen, we have many opportunities to sharpen our existing skills and develop new ones. Through on-the-job training, access to area experts and some trial and error, I learned to be quicker in adapting to new ideas and technology. I learned to balance my sales and brand mentalities so that my E-Commerce strategies make sense for the business. I have also learned about SEO, SEM and customer relationship management practices – skills I need to take my job to the next level. I am always learning something new.
In just a few months, the Double-Eleven cycle will begin again. I am very excited to see what this year’s event will bring, and I am looking forward to the new skills and insights that I will surely acquire afterwards!