CALAMEO MAG #4 - DECEMBER 2019

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#4 mag THE SHOPPING ISSUE How ecommerce and digital publishing are growing together NEWS DECEMBER 2019 STATISTICS & MORE 1

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CHEERS TO YOU OUR READERS As holiday cheer is filling our offices here at Calaméo, we’ve started to take a look back on 2019. When we began the year, we could not have imagined just how much fun it would be to create CALAMEO Magazine and share it with you. We launched our first issue with a lot of excitement and the hope that readers would join us to learn more about digital publishing, online trends and our company. So we Photo by freepik were thrilled to see many of you stop by to meet our team, brush up on digital lessons for education and pre- pare for travel take off. And we’re delighted to be able to offer you an issue packed with surprises to finish up the year of CALAMEO Magazine: the Shopping issue. No matter where you are in the world, the end of the year is an occasion for gathering together, celebrating— and a little bit of shopping. To match this festive spirit, our Shopping issue focuses on the promise and poten- tial of ecommcerce. You’ll find all-new holiday shopping stats, a practical take on key trends for online retail and, of course, our latest news, most helpful tips and more. Thank you to all of our readers for being a part of this great adventure. We’re grateful for your support and we look forward to being right here again with you in 2020, for the next edition of CALAMEO Magazine! HAPPY READING! 3

TABLE OF CONTENTS Rodolfo Marques 5 6 Negative Space STATISTICS Focus on Holiday Shopping NEWS 8 HIGHLIGHTS RoseBox Ecommerce Unwrapped 16 TIPS 18 EDITORS’ PICKS Annie Spratt Mara Ket Wish List Merry and bright 4

STATS FOCUS ON HOLIDAY SHOPPING Big end-of-year celebrations bring with them big end-of- year spending. What makes this the most wonderful time of the year for business—especially online? We sorted through the stats to give you key facts and figures for digital publishers this holiday season. 61 $707.5B HOLIDAY SHOPPING SALES (2018, US) www.marketingcharts.com DAYS IN SHOPPING PERIOD nrf.com 2005 FIRST CYBER MONDAY www.thebalance.com 57% ONLINE PURCHASE Rodolfo Marques SHARE (2018, US) www.deloitte.com 5

NEWS @Jackteagle UNDER THE SEA We love the eye-catching illustrations in @eyeyahmag’s Discover why Illustrated Guide to the Sea. Plus, it’s full of amazing Calaméo is tailor-made facts about this unique environment. for artists 6

Freepik ATTENTION ALL SHOPPERS! Don’t miss out on the best way to buy from publications on Calaméo. Our new Shopping links make it easy to find the products available Emma Matthews to purchase in your favorite magazines, catalogs and guides. Just click the cart button and shop— you don’t even need to leave the publication you’re reading. For publishers, Shopping links do more than offer you a seamless connection between your online shop and your digital content. You also get advanced stats that show you which Shopping links interest your audience most, with the CTR FROM THE BLOG calculated automatically for you. Find out how to get started Ready to shop? Get all of the analyzing data for your digital details about this great new publications with our quick feature in our Help Center. guide to the most important KPIs to follow. Learn more 7

ECOMMER UNWRAPP If there’s one thing you need to know about ecommerce in 2020, it’s the number 4.206. Trillion. $4.206 trillion is the total volume of retail sales projected to take place 8

RCE PED online next year worldwide. That’s nearly double since just 2017 and three years from now, ecommerce will David Franklin represent one-fifth of the global retail market. 9

HIGHLIGHTS ONLINE SALES ARE HUGE—AND ONLY GETTING MORE IMPORTANT FOR MODERN BUSINESS In other words, online sales are huge—and only getting more important for modern business. But the explosion of ecommerce has led to big changes in the ways that customers and companies interact. Not limited to the aisles of a store, shoppers invest significant time in learning about SHOPPING WITHOUT brands and products online before making BORDERS a purchase. Connecting with customers Thanks to the internet, people all over now means standing out among the the world are able to connect. 67% of the infinite options available on the internet. global population is now online and users Sound like a challenge? Luckily, a smart everywhere log on to chat, share and shop. approach to online sales can bring It’s easier than ever for today’s customers great opportunities for your business to to discover products from faraway places grow. Keep reading for three essential and order in just a few clicks. ecommerce trends to watch as well as More important, they don’t hesitate our look at the best ways to adapt in to buy internationally. According to 2020 and beyond. Shopify, 57% of online shoppers make purchases from overseas sellers. An ecommerce presence can allow businesses to access a new, global base of potential customers. But first you’ll need to analyze your audience. If you have a digital catalog, for example, who is already browsing it? Do your 10

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HIGHLIGHTS 57% OF ONLINE SHOPPERS ARE ALREADY MAKING PURCHASES FROM INTERNATIONAL SELLERS international visitors signal interest in HYBRID CUSTOMER your products by clicking Shopping JOURNEYS links? Are there sales to match or Although ecommerce has been growing is there a disconnect between your fast, there is strong evidence that it is overseas audience and your customers? most effective when combined with other The answers to these questions will channels. For example, Google has found help you determine where to start that 61% of shoppers prefer to buy from optimizing your ecommerce activity for brands that have an offline retail outlet in international buyers. This might be as addition to an online store. Even more mix simple as providing sales and marketing online and offline to shop: over 80% cross content in a polished translation. Or it between digital and physical channels could involve adjusting the payment as they research and purchase products. and delivery options that you offer. No B2B research includes an online search matter what you do to develop global 90% of the time and outreach often sales, don’t overlook the B2B category. happens only once the buyer’s decision- Worldwide B2B online revenue has making process is halfway finished. reached $10.6 trillion, compared to just Since customers who interact with a $2.8 trillion for the B2C market. company in these different ways also spend more, maximizing your business’s assets for online and offline use is key. The online discoverability of your products should be a priority, but traditional marketing material still has serious value. While 35% of online product searches begin with Google, 82% of all shoppers 12

have started a purchase with a catalog. In fact, catalogs rank alongside store visits and browsing online as favorite way for people of all ages to interact with brands. Digitizing your catalog allows you to make this offline channel searchable and shoppable online. By being a part of Dóra Kalmár both experiences, your catalog can meet the needs of today’s customers and become a point where ecommerce and traditional shopping intersect. THE EXPERIENCE FACTOR As shoppers spend more time deciding what to purchase, businesses are increasingly attentive to the complete customer experience. Instead of beginning when a potential buyer walks into your store, that experience now might start online with your company’s name appearing in search results. It can span online and offline research, orders and service, touching everything from reading your blog to navigating a product exchange. 13

HIGHLIGHTS THERE IS STRONG EVIDENCE THAT ECOMMERCE IS MOST EFFECTIVE WHEN COMBINED WITH OTHER CHANNELS Because there are so many different and offline experience. You can start elements to take into account, customer small with a simple step, like adding your experience can be difficult to manage. company branding to digital assets, or One area that brands are focusing think bigger by optimizing how customers improvements on is the creating a shop your site. There are dozens of UX consistent experience for customers, changes you can test to produce a better digitally and in stores. Over half of experience for your clients—and hopefully retailers worldwide called it their top boost your sales, too. priority in 2019. The stakes are high: up to 75% of US shoppers say that ADD TO BASKET customer experience matters to them All three of these trends are well worth when considering a purchase. incorporating into your business’s To make the most out of ecommerce, look digital sales strategy for 2020. Freepik for innovative ways to connect the online Taking advantage of international shoppers, customers’ varied paths to purchase and the customer experience opportunity can help you move forward in market that is still developing fast. Trends that will shape the future of ecommerce are already starting to emerge, like omnichannel an enm personalization and frictionless nH ga Kea payment. Embrace the challenge of modern ecommerce and get ready to shop for the next big thing. 14

INTERVIEW C - What are your main professional challenges for this year? BB - 2019 was a big year for our platform, full of exciting upgrades and innovations like Shopping links and an improved publishing experience. In 2020, we’ll be unveiling new content designed to help you make the most out of digital publishing. It’s my job to BRIDGET BEHRMANN ensure that content is the best possible Communications Project Lead quality for our audience to enjoy! C - In a few words, how would you C - Finally, can you tell us which describe your role at Calaméo? publication on Calaméo is your favorite? BB - As Communications Project BB - I love paging through the beautiful Lead, I oversee all of the ways that we fine art catalogs published by New York communicate with our audience. That gallery Senior Shopmaker on Calaméo. includes everything from our Calaméo And I regularly check out the ultra-stylish blog to the Help Center—and of course, Mixte magazine for fashion, design and the CALAMEO Magazine! I work closely travel news straight from Montréal! with colleagues across different teams to develop content that empowers people to share great digital publications. C - What is your favorite part about your job? BB - One of the things I like most about my role is how varied it is: depending on the day, I might pitch in on writing text for a new feature, do research for an infographic, create a tutorial or collaborate with our social media manager. No matter what I find myself writing, I’m always happy to be a part of such a lively and Catch up on culture with publications from dedicated team here at Calaméo. Senior Shopmaker and Mixte magazine 15

TIPS WISH LIST Holiday shopping is underway and customers expect great online experiences. Help your publications stand out with these tips! CURATED COLLECTION Love the publication you’re browsing? Create your own Favorites list and add reads to save, shop and share. Learn more POP-UP LOCATION Get audience feedback directly from your publication. Embed a form to take a survey, ask for email sign-ups and more. Learn more 16

FRESH LOOK Never miss a chance to make a good first impression. Choose a custom background to show off your publications right. Learn more COVER STARS Join the #calameocoversclub e and nominate your publication for our homepage. All it takes to enter is a Tweet! Learn more 17

EDITORS’ PICKS MERRY AND BRIGHT In the Shopping issue, we wanted to highlight a selection of catalogs that shine as digital publications. And to celebrate our Parisian roots, each of our festive picks are French. Dive in for shopping inspiration! L’AUTRE MONDE The cheerful Christmas DALLOYAU characters on the cover of Famous pastry specialists this holiday catalog prove and gourmet caterers that businesses of every Dalloyau have presented size can create great digital all of their holiday publications. Bookshop menus in this delicious L’Autre Monde rounds up publication. Page through books, board games, craft mouth-watering photos kits and more for shoppers of Parisian treats, or use everywhere to discover. the search feature and Read now go straight to the éclairs. Bon appétit! Read now MOULIN ROTY Irresistible stuffed animals, charming LE BON MARCHÉ wooden toys, even This holiday gift guide musical instruments—the is just like the iconic Moulin Roty 2019 gift Parisian department guide is full of ideas that store that publishes little ones will love. What’s it: elegant, stylish and more, handy Shopping totally luxe. Browse high- links help you know just end treasures, brands where to click when you’re to discover and quirky ready to purchase. illustrations. And if you see Read now something you love, hit share and let Santa know. Read now 18

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