eCommerce Success Case: Gioseppo (2)

Once the business model, product and history of Gioseppo have been analyzed, in the first part of this series of posts, we are going fully into how they have sold their products, which channels have been used and how they work on their marketing strategy.

As we usually say when we deal with eCommerce case studies, this part is as inspiring as the previous one. Taking a look at the way of selling of those who sell the most always leaves us some insights that are worth their weight in gold.

I recommend that you read this article with your business in mind, analyze from your perspective each point and think: “would this work for me?”.

Get inspired and learn from competitors and references from other segments, in the case of such long-standing businesses, they have already made many errors that you could avoid.

As you already know if you have read the first post, Gioseppo is a Spanish footwear brand (from Elche, specifically), that has been in the business for decades, going through different phases, but without abandoning any channel that worked.

Being a brand with a particularly remarkable capacity for adaptability, with an international vocation from its very conception of the business, do not think that they have put all the eggs in eCommerce.

Obviously, the digital channel is a priority for Gioseppo (eCommerce, Marketplaces, app…), but they are also strong in retail, both with their own brands and through multi-brand sellers.

What are Gioseppo stores like? Again, they have evolved a lot. The first own stores they opened were shoe shops almost with a neighborhood appearance. They were functional, practical and brought business, but they had no further aspiration.

Over time, within that integrated strategy they propose, they have been transformed into another much more experiential concept. The decoration is much more cared for, coherent with the values and lifestyle they project in their communication.

They are practically showrooms in which one can buy, but also interact with the product in “reality”.

But if we talk about strategy, in Gioseppo the sale through multi-brand sellers also weighs a lot. They do not stay in their own establishments, they also have presence in:

In this type of stores they make a strong commitment to visual merchandising, with their own furniture and displays, seasonal or campaign graphic elements, recognizable packaging… they are among other brands, but they stand out.

Of course, an eCommerce success case requires that eCommerce be talked about. Gioseppo’s is very interesting because of how they have turned it into that pillar of the strategy that sustains internationalization in more than 80 different countries.

We are probably facing one of the brands that have best understood the potential of eCommerce to sell abroad. Not only because of the ease it represents for penetration into other markets with the agility of an online store and cost reduction (especially if we compare it with opening a retail), also as a test bench and formula to validate markets and products before entering physical stores.

And pay attention to the website, which does not seem at all revolutionary, but has a lot of science behind it, a lot of trial and error, which has led them to have a very well-oiled machinery.

Each implementation of each module, each small decision, each button, the way of showing sizes, the arrangement of the elements, the images with that prominence… all of this is based on CRO work with a lot of testing behind it.

But it is true that sometimes we understand eCommerce only as an online store, although it is a channel that has much more to offer. Sometimes it is an entire digital ecosystem. In the case of Gioseppo, for example, they had a mobile application that worked for them like a real cannon.

What does an app really bring to an online store like Gioseppo? Quite a few things, but above all:

Within that digital ecosystem we are talking about, marketplaces also take their place, which, in the end, is nothing more than an extrapolation of the retail business model of multi-brand sellers, hybridized with local ecommerce.

That phrase that has turned out so powerful may require a somewhat more developed explanation. What I mean is that it provides them with that very interesting capillarity to reach many different markets, products and audiences, but it also serves to validate to what extent it is interesting (or viable) to open online and physical stores in new territories.

Gioseppo sells practically on all the marketplaces you can imagine, both horizontal or generalist, and vertical specific to fashion and footwear.

Gioseppo has a prominent presence in: