疫情期间也保持高专业度，这个营销公司再获客户好评

RTB House中国区负责人Oliwia Jankowska与服装在线零售商Lovelywholesale的Lesley Wang进行了一次深入的对话，就疫情封锁对消费者行为产生的影响、新的大环境下公司工作方式的转变以及如何针对当下爆火的电商方向做出业务调整进行了探讨。探讨过程中，Lovelywholesale透露了其在疫情期间持续盈利的“秘密武器”。

探讨过程记录如下：

Oliwia：疫情封锁对贵司消费者购物习惯产生了哪些影响？可以从品类选择、流量、购物设备以及购物模式这些方面详细说说吗？

Lesley：受疫情隔离影响，Lovelywholesale消费者的购买趋势已向运动装、家居服和睡衣这些居家类产品转变。相关数据也表明这些品类有着更高的浏览量和转化率，而泳衣和其他户外产品的销量则有所下降。另外，我们还发现消费者已趋向线上购物的消费模式。尽管现在每天的日活量和转化率并不稳定，但我们现在反而更愿意花时间去研究这些改变是因何缘故，并根据此及时做出策略调整。

Oliwia:疫情封锁期间，贵司的运作模式有何改变？受影响大吗？贵司给员工提供了哪些支持？

Lesley:疫情封锁期间，我们采用的是更为灵活的居家办公。但其实我们并没有受很大影响，因为疫情爆发前，我司主要的办公模式也是线上办公，许多工作在线上就能完成。但我们确实采用了一些类似zoom的办公软件来辅助办公。

Oliwia:此种状况给贵司带来了哪些利好？从过去几个月的运作中，贵司学到了什么？

Lesley:这种状况让我们对产品品类产生了一定思考，例如我们新增的睡衣和内衣品类。当然，我们也新增了别的品类来适应当下消费者们新的生活方式。

Oliwia:贵司下一阶段的目标是什么？打算如何实现？

Lesley: 我们的主要目标是在ROI的基础上增加流量，推动销售，实现业务增长。我们与RTB House合作的营销推广结果喜人，这有助于我们实现目标。此外，RTB House团队很专业，能及时响应我们的市场需求，在市场营销方面也经常给我们提供很好的建议。总的来说，我们对此次合作的结果是非常满意的。

Oliwia:贵司对此次和RTB House的合作满意吗?为什么？

Lesley: 满意的，因为ROI和销售额都达到了我们的预期值。

Oliwia:贵司对此次合作最满意的部分是？

Lesley: 最满意的部分非ROAS率莫属，毕竟我们对高转化率和流量是抱有期待的。

Oliwia:贵司与RTB House展开合作时，最认可RTB House的哪一点？

Lesley: RTB House是专注跨境电商卖家店铺营销推广和广告推送工具的公司，合作过程中，我们最认可的是其给我们公司带来的出色的广告效果。

Oliwia:在如此多变的局势之下，贵司对RTB House提供的技术支持作何评价？

Lesley: 尽管当下局势多变，RTB House也总是能很快对我们提出的问题做出反馈，并给出很好的建议和专业的支持，我们非常欣赏这一点。

Oliwia:您会向其他人推荐RTB House吗？为什么会？

Lesley: 我会向别人推荐RTB House，因为其有专业且负责的团队来帮助我们实现提额目标。哪怕是在疫情期间，我们也能得到其有力的支持、快速的市场反应和与我们有效的沟通来为我司控制成本，从而为我司实现业务增长。

Oliwia Jankowska, Business Development Manager at  RTB House speaks with Lesley Wang from Lovelywholesale about the impact of the current lockdown on consumer behaviour, ways in which adjusting work habits have allowed the company to transition to the new status quo, and how retargeting supports this popular ecommerce website in achieving their goals.

Oliwia: Have you noticed any specific changes in your consumers’ behavior during the pandemic, e.g. changes in product categories, traffic, types of devices, or shopping patterns?

Lesley：Consumers have been buying more activewear, sleepwear and various home products. These categories have seen higher traffic and conversions.  We [have also]  observed a drop in purchases of swimwear and other outdoor products.  Overall, we have seen that more people are buying online, although daily traffic and conversion rates are more unstable than usual and we have been spending more time analyzing these changing patterns.

Oliwia: How did your company adjust to the lockdown? How did you support your employees during this time?

Lesley:   We started working from home during the lockdown and adopted a more flexible approach. We didn’t have too many adjustments to make because we are used to online work. Most tasks can be done quite well online. We did introduce some new tools or started to use others more frequently, such as Zoom for online conferences.

Oliwia: Have you noticed any benefits to this situation? What did you learn over the past few months?

Lesley: It has driven us to think more about expanding the range of our products, such as sleepwear or underwear. We also added some extra categories associated with this new lifestyle.

Oliwia: What are your business goals? How do we help you achieve them?

Lesley: Our main goals are focused on generating traffic and driving sales with a good level of return on investment (ROI). The results of the marketing campaigns that we launched with RTB House have been good and are helping us reach our goals. Furthermore, the RTB House team is professional and responsive to our marketing needs. We communicate often with them, and they give us good suggestions. Altogether, we are very satisfied with the revenue generated from such campaigns.

Oliwia: Are you satisfied with the results? If yes, why?

Lesley: Yes, I’m satisfied with the results because both the sales and ROI are, in most cases, in line with expectations.

Oliwia: Which campaign’s metrics satisfied you the most?

Lesley: Definitely the return on advertising spend (ROAS). We are also hoping for a better conversion rate (CR) and higher traffic

Oliwia: What do you value most in your company’s cooperation with RTB House?

Lesley:  As RTB House is a company that provides knowledge and tools focused on performance, we definitely appreciate the results of our advertising performance.

Oliwia: How do you assess the support provided by RTB House, especially in the context of the recent situation?

Lesley: We can always count on good and professional support. Given the dynamically changing situation, we also appreciate that they are always very responsive to our questions and needs.

Oliwia: Would you recommend us? If yes, why?

Lesley: Yes, I would recommend RTB House, because the team is professional and we always reach our goals.  Even during these challenging times, we can count on their stable performance, the way they keep control over our budgets, their quick responsiveness and mutual feedback.

（编译/雨果网 揭易熹）

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