2018 -

Online Offline

2014 -

The 5TH

General Manager
2017 - 2018


Freelance web design


Freelance web design


Digital Marketing
2015 - 2017

Barney Cools

Digital Marketing
2015 - 2017

Subtype Store

Digital Marketing
2015 - 2017

Online Store Guys

2013 - 2015


2013 - 2017

Plan Lab

Sold 2013

The (alarmingly) simple key to successful online retail

It’s scary how many established brands that do well at a retail level still struggle online. Walk down the street and you’ll be walking past brands that are doing millions per store in brick & mortar, but would be lucky to make a thousand dollars a week online.

There’s a simple common thread between consumer brands that sell well online and those that don’t. Its so simple in fact, that you dismiss it at first.

Good online retailers respect online.

Good online retailers:

  • View a $20,000 online store as an investment, not an expense
  • Are usually addicted online shoppers themselves
  • Understand the value of data and know that looking the part is only 10% of the battle
  • Tinker with every tool and channel, seeking to learn all that they can
  • Constantly keep their site fresh to give you a reason to come back
  • Are 100x better at hiring than traditional retail

When I decided to move on from Online Store Guys and seek a fresh challenge, I looked around at traditionally powerful brands that were showing signs of going stale and that were shit online.

I liked the challenge of reinvigorating one of these brands and safeguarding them in an age of disruption. I looked at their career pages. None of them were hiring for eCommerce roles. I reached out to over half a dozen of them. Not one responded.

These are the same brands that spend $600k on a shop fit-out amid declining sales.

To do well online, you need to respect online.

eCommerce doesn’t have to be boring

Ad comes on. Brand tries to make you laugh. Between agents and actors, tens of thousands of dollars are handed over in the hope that you'll smile and feel good about the brand.  The ad will of course finish directing to you shop online. 'Click and collect' and all that.

You hit the site and if you're lucky, the home page has that same personality. More often than not the creative will carry on from the campaign and give you a clear direction on where to go. All is fine up until this point.

Now click through to the promotion that you just read about or to a category that catches your eye. Find the product that you're after.

Things start to go downhill.

The adidas Originals Trefoil Tank is cut from premium cotton jersey and stamped with a snake-patterned Trefoil logo.

No shit. Thats a product description from Aussie eCommerce darling 'The Iconic'. It's sitting next to a photo of a sexy model wearing a fashionable singlet that is nice enough to wear with a pair of jeans but still tough enough for the gym.

Honestly, that’s a waste of a sentence.

There are so many touch points that most of us ignore

  • Product descriptions
  • Product category descriptions
  • Size guide 
  • Cart & checkout pages
  • Order thank you page
  • Email confirmation

They're all opportunities to inject personality and warmth into shopping with your brand online, yet so few eCommerce sites give them any attention.

Mix it up with great micro-copy, branded icons and timely creative.

Your purchasing experience doesn't have to be the same as the generic template or status quo.

If you're feeling a little guilty and want some inspiration, check out VinoMofo and Hunting For George – two of my favourites, mixing creative copy and timely creative to maximise their online shopping experiences.

Full of inspiration, get onto your developer. I promise you that this stuff is quick and cheap to get right.

You'll create happier customers, improve your conversion rate and customer retention will skyrocket.

eCommerce doesn't have to be boring.

Oh, and check out Barney Cools – a brand that I’m doing this stuff with right now.