- What does Noa Noa do?
- What is it that makes Anne’s job the best in the world?
- Which key areas does Anne focus on in her job?
- What have been the greatest challenges over recent years?
- How did you tackle these challenges?
- Which challenges do you see waiting in the future?
- How do you prepare yourself for those future challenges?
- Everyday tips or tricks that you would like to share with us?
- Anne’s three priorities concerning translations.
What does Noa Noa do?
Noa Noa is a company founded in 1981 that designs and manufactures fashion clothing for women, girls and babies. It is sold in its own stores, online shops and franchise stores in more than 25 countries.
What is it that makes your job the best in the world?
My job offers great versatility as there are always loads of exciting things to tackle when working with online sales and marketing. It's a real gift for me!
In addition to the versatility perspective, I am genuinely proud to work for a brand that is based upon values that I can see in myself as a woman – namely honesty and credibility. At Noa Noa, we want to talk to and with our customers and not up or down to them. It’s important to us that we meet women at eye level – and I believe that this is precisely the point where Noa Noa differentiates itself from many other fashion brands. Among other things, this can be seen in the fact that we use ordinary women in our campaigns - women, who other ordinary women can identify with.
Which key areas do you focus on in your job?
Every day I go to work and focus on inspiring women to become part of Noa Noa’s universe - and if I experience feedback and dialogue as a result of my work, then I know that we are doing something right.
My role as Online Manager is also ultimately about sales figures - however boring that may sound.
My key focus areas are therefore:
Traffic and subsequent sales How many visitors do we have? Where do they come from? How to convert the visitors on the website? How do we optimise the conversion?
Loyalty Club engagement How do we use the loyalty group to create a closer relation to the customer? And what does it mean in terms of resales?
The bottom line – discounts and returns. I have to create sales, but the amount of returned goods is also something I focus on - every time an item is returned, it affects the bottom line. It’s important to keep the level of returned goods as low as possible.
What have been your greatest challenges over the last year?
As mentioned above, managing returned goods is something we have been focusing on at Noa Noa - and not only the handling of them, but also the prevention. We have achieved an impressive level on this front, which I’m very proud of, but this doesn’t mean that I can just sit back and ignore this challenge in the future, for there is always room for optimisation.
In addition, it has been a great challenge to create and build a loyalty club. With our club, we are able to create much more than just the mails about VIP sales and news. We want to create something that can give our customers real value and experience in their daily lives- and how on earth do we do that? This is all something I have just started and I’m looking forward to continuing its development.
How did you tackle these challenges?
In relation to the returns issue, we have worked on improving the descriptions of each product, so customers have greater assurance that the clothes will fit and are as they expected. For example, we experience that our customers in Germany are more inclined to buy the same product in two different sizes and subsequently return one of them. It's great that they buy from us, but it costs money if they return each time. This is why it’s so important to help our customers feel confident with their purchase, so we make it easy for them – and for us too.
We can call it a win-win situation when a purchase is made without a return!
What do you see as the greatest challenge in the future?
Many challenges lie ahead of us, and one of the major ones is to get the balance between offline and online worlds to interact and form a synthesis.
Consumers are often way ahead of us in the company and want greater flexibility, so allowing them the possibility to buy online but exchange offline is an issue that we are concentrating on. We already do this in several countries in order to accommodate our customers' needs.
It is important for our customers that they can shop as easily and efficiently as possible, and the needs of our customers are becoming increasingly different. Some want only to shop and return online, others want to buy and reserve online, but collect their items in the store. All in all, it is about creating the smoothest and most flexible customer experience as possible and then create the underlying "systems" that are geared up for it.
In this context, there is also a challenge to ensure that customers experience Noa Noa consistently - no matter where they meet the brand - whether it’s on the website, Facebook, in-store, by e-mail, Instagram, etc.
How do you prepare yourself for these challenges?
The "Customer journey" is in focus – and not just at Noa Noa, I'm sure, but everywhere else too! At Noa Noa, we are primarily concerned with combining the classic retail store with the wide range of technological possibilities.
When customers shop - whether it's offline or online - they want it to be easy, that it’s present and personal, that it inspires, and that the experience can be adapted and therefore flexible.
Customers today want it all - and "it all" might vary from time to time, depending on their mood. That is what we need to learn in order to understand and create solutions based on this knowledge that meet these ever-changing needs.
Do you have any everyday tips or tricks that you would like to share with us?
My three favourite apps:
#Pocket: Makes it possible to read online material, when you’re on the go and offline.
#Flipagram: Brings lovely photos to life
#Dropbox: Save and share holiday memories and company presentations, and take them with you everywhere via your mobile.
When it concerns translations - what are your main priorities?
We look unreliable if our communication material contains errors - so high quality is a "must" for us.
We are also the kind of company that is really appreciative if the translator makes us aware of errors in the source text, because then we can ensure that all languages end up with a perfect result - and not just the language we are translating into.
It is important that our material is published on the set deadlines - for every time a launch misses a day or two, we lose sales. In addition to the more planned launches, it is also important that we can quickly push translations through if/when we are spontaneous and have a good idea. Again, it’s all about time and ultimately sales.
3) Understanding our brand and our message – the creative translation
It must NOT under any circumstances sound translated, because we don’t want our customers in i.e. Germany to think that we aren’t German. It's all about credibility, and this can’t be created with a flawless text alone, but also through using communication that has a good flow and understanding of the market and target audience.
Different industries experience different opportunities; different companies have different needs; and different positions meet different challenges. However, often we actually face the same thing, or at least something very similar, as all markets tend to experience the overall economic, business and lifestyle trends.
With our customer interviews, we like to establish knowledge sharing by giving you a brief insight into the business life of some of our customers.
We hope you’ll benefit from their thoughts and experiences. If you’d like to participate with your own thoughts and experiences, just let us know!