When Mumzworld launched in 2011, the goal wasn’t to just sell products to mothers. The mission was to create a community while providing curated content that mothers were in dire need of, and selling products at the back of it. There were big gaps in the market that Mumzworld resorted to filling and not just blindly add more goods that customers can buy.
“I think it’s important to ask yourself ‘what are we delivering?’ We are very clear on what we are known for. We are here to solve a problem. We are not here to sell more apparel or diapers. Our solution is content, product, and community. Mothercare isn’t relevant anymore as they churning out more apparel and not asking if this is solving anything for the consumer. Competition comes and goes. As long as you are one with your consumers, you are okay,” she said.
Collaboration between pure-play e-commerce operators and big retailers will result in the success of both parties. Traditional retailers have been on edge with the surge in e-commerce adaptation and changing consumer habits that are inclined towards convenience and technology. Adding to that, the direct access to data that e-commerce enjoys has put them in an advantageous situation. On the other hand, e-commerce operators that are entering the market are intimidated by the mega-retailers who’ve got a foothold on the customers, have build trust over time, and have massive control over the market.
“Many big retailers have collaborated with us. And they see results that they don’t see anywhere else. After Covid, retailers are in a panic mode where they are saying that they need to be on every outlet and platform. But they have seen that the results, revenue and reach they get are more valuable than any other platform so they hold on to it,” she said.
The first two days of the 25th edition of Beautyworld Middle EastOctober 6, 2021 | By RetailME Bureau
Words by Farimah Moeini, Snapchat Head of Industry – Retail and Travel TheJuly 5, 2021 | By RetailME Bureau
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