E-commerce firms should not be discouraged by roadblocks while trying to innovate as it is the only way to learn about the industry, avers Portland SEO's Augusto Beato. He was reacting to comments by Jägermeister innovation controller Tim Hawley that if a company is not failing, it probably is not trying hard enough or doing anything very innovative.
Beato noted that as the e-commerce industry seeks to identify emerging technologies that can successfully transform their business, there is a push to pilot and experiment with new solutions, particularly in areas where the application is evident.
"E-commerce companies must position themselves for future mainstream adoption by testing and proving tech’s role in their businesses," said Beato, who is the CEO of Portland SEO.
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In the case of Jägermeister, it is looking to innovative new ways to make its brand more accessible online, including a tie-up with age verification app Yoti that means customers will be able to pay with a debit card for the first time.
The brand launched its online shop in 2017, and it is becoming an increasingly important part of the business. Sales have doubled year on year, and the brand has used it as a test bed for product innovation and to reach different consumers.
The drinks brand has just introduced third-party age verification on its e-commerce website, jaegershop.co.uk, to ensure it isn’t selling alcohol to under-18s. Before the collaboration, Jägermeister was unable to accept debit card payments on its online shop as there was no way to verify age.
"As e-commerce ventures into more complex territories like IoT and blockchain, there should be more collaboration to maximize what technology has to offer," exclaimed Beato.
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