Ecommerce Expert Explains Why Simplicity Is More Effective Than You Think — Nicolas Alessandra | Expert Tips to Streamline Your Online Store, The Benefits of Strategic Product Showcasing, How Removing Apps Boosts Performance (#309)

In this podcast episode, we discuss how to rethink your online growth, why less is more, and how you regain control through strategy. Our featured guest on the show is Nicolas Alessandra, Founder at bluedgeusa.com

Topics discussed in this episode:

• Why you need a clear business objective to drive growth 
• How to streamline your online store 
• Why strategically showcase your products 
• Why removing unnecessary apps can improve your store’s performance 
• How focusing on specific, high-margin products can boost your profitability 
• How customizing Shopify apps can enhance your store's functionality and control

Links & Resources

Website: https://bluedgeusa.com
LinkedIn: https://www.linkedin.com/in/bluedge-usa/


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Transcript

Claus Lauter [00:00:00]:
Welcome to episode 309 of the ecommerce Coffee Break podcast. Today we talk about how to rethink your online growth, why less is more, and how to regain control through strategy in your online store. Joining me on the show is Nicolas Alessandra founder of BluEdgeUSA.com. So let's dive right into it.

Voice over [00:00:20]:
This is the e commerce Coffee Break, a top rated Shopify growth podcast dedicated to shopify merchants, business owners looking to grow their online stores. Learn how to survive in the fast changing e commerce world with your host, Claus Lauter. And get marketing advice you can't find on Google. Welcome. Welcome to the hello, welcome to another.

Claus Lauter [00:00:47]:
Episode of Ecommerce Coffee Break podcast. Today we want to talk about why you should rethink your online growth, why less is more, and how you can regain control through strategy. So we'll be a bit all over the place, but it will definitely be helping your business going forward. Joining me on the show is Nicolas Alessandra He's the founder of BluEdgeUSA.com. That's B L U EdgeUSA.com. He's a former IBM employee with a double education in computer science and business administration. He has worked his entire life in the retail industry.

Claus Lauter [00:01:18]:
His experience ranges across all aspects of retail, from manufacturing, quality control, shipping, warehousing go to marketing strategies and inventory management. Nicholas has started back at a time in 1996. That's a long time ago and has never stopped then. Building better ecommerce Solutions is a passion for him, and since 2012, Nicolas has been the owner of Blue Edge USA, a company that started in Europe before moving to the United States in 2017. Blue Edge USA is also a Shopify partner specializing in e commerce solutions. So we have a lot to cover. Let's go ahead and dive in and let's welcome Nicolas to the show. Hi.

Claus Lauter [00:01:52]:
How are you today?

Nicolas Alessandra [00:01:53]:
I'm great, thank you. Thank you for having me on the show.

Claus Lauter [00:01:55]:
We're diving a little bit into what you can do better in your business and what you need to look for. So many online stores chase growth for growth sakes. That's one feeling that I have. It's all about growth, growth, growth. Can you explain to me what you understand by having a precise business objective driving store growth?

Nicolas Alessandra [00:02:14]:
Everyone wants to sell more. You ask any merchant, would you like to sell more? Obviously they won't. But answering that doesn't answer any question what needs to happen behind the curtains? So I guess a better question is, who can we sell better and buy better? It means answering more of your business objectives and also helping your customers better at the end of the day, you are going to sell more. But that's the right way to look at it, identifying what you need to do and having a plan for it, instead of a broad idea of, oh, we want to sell more. You know, it's, it's too vague now.

Claus Lauter [00:02:55]:
The interwebs ecommerce is specifically for marketers like me. It's very easy to fall in the trap of the shiny object syndrome. There's so many tools coming up all the time. AI is coming up. That's fancy. You have a million of different themes and apps and marketing channels. And with all these countless tools and apps, it's sometimes very difficult to find a combination that really works for your business. What would be your approach to sort of clean up the mess?

Nicolas Alessandra [00:03:21]:
So first, you can't blame the merchant for that because obviously they want to sell more, they want to be more successful, have different, maybe a better merchandising on their store. So it's always starting about the strategy, asking your business honestly the right questions. I can give you a few examples like you want to sell more? Okay, more of what? Because you probably don't have the same profit margin on every product. So that is the first question. Do you want to sell more of this product that is in the $500, you sell less of them, but it's a much bigger profit every time. And you have acquired a customer is probably a good quality type of customer versus selling more items, number of items, but maybe with a lower profit margin. Or maybe you want that because you need to get rid of that from your warehouse. You overstocked a little bit this year.

Nicolas Alessandra [00:04:14]:
It's all the question you want to ask. And no app is a bullet, a silver bullet for that. No app is going to answer these questions for you. That's really something you need to do with us, with your business. So if you have installed many, many apps before, the ones you don't use, the one you have never really got any benefit from, get rid of it. Nothing against, you know, developers, we are developers, I'm a developer myself. So there is nothing personal here. It's just the most stuff you put in your store.

Nicolas Alessandra [00:04:48]:
The more time it takes to load, the more different user interface and user experience you are going to put in the same store. It's not good for the customer, it's not good for your branding, it's confusing and it's slow. Slow is not good for SEO, search engine, Google and friends, they hate that. And your customers, they hate to wait to just want what they want. They want to purchase it, click and receive it. So that's the way we look at it. Remove all the shiny objects, all the magic bullets, silver bullet you've installed previously, and go for the requestions. And it's not that difficult.

Nicolas Alessandra [00:05:29]:
Most of the time we guide the discussion so we help them get to the right.

Claus Lauter [00:05:33]:
But for that, in our pre shot, before we started the recording call, you said you have a different approach than probably other agencies when it comes to working with clients. Talk me through it. What's the differences? Or what are the differences there?

Nicolas Alessandra [00:05:48]:
I shouldn't say that publicly, but we like to sit with them without invoicing them and have a conversation like, what is it that you're doing? Where are you coming from? There's a lot of what's happening in the front end of the store for the public comes from where they are coming from. What are the strangling points? Many times you will find some things on the website facing the public that is a little bit concerning or unexpected, and you're like, why is it there? Why are you asking me to do this? I just want to buy the stuff because they have certain constraints in production, warehousing, shipping, or the way they have to bundle the products, or they are suppliers. And this problem naturally gets carried over to the front of the store. So that's why you want to understand where they're coming from. Could be something in their supply chain, could be something in their experience. We have a client, they are very successfully selling kitchens online. The owner used to be a carpenter, so he was not born an online retailer. So it's very interesting to understand where he comes from.

Nicolas Alessandra [00:07:07]:
And then you understand why all the aspect about the quality of what he's doing, because he knows what he's talking about. And then you can have them translate that. So people who want a nice kitchen, but they're obviously not carpenters, they will understand what is the true value of the product they are going to purchase. But it needs a little bit of a translation between the core business aspects and the marketing aspect, I guess. So that's why we like to see it talk and evaluate the project, have a very clear understanding on both hands of how much effort is going to take, how much time, so how much money at the end, and then everyone is on the same field. And then you can have a trustful and relaxed conversation about what really are the objectives and the expectations, and you can move forward from there. And then you can go in any type of lens, whether it's technical, marketing, what have you. But I feel that's the right way to start.

Claus Lauter [00:08:13]:
I think it's a very interesting approach to first understand where they're coming from. And I think that's a lot of an approach that a lot of agency don't do. They just put their services on top, whatever is in there, and just take it from there. Now, for merchants that are just starting or are going to redo their website, what are some strategies or the fundamental principles that you work by to get them from a to b to end up with a better store?

Nicolas Alessandra [00:08:43]:
As funny as it may sound, most companies, they underestimate their inventory in the sense that always your inventory structure, and that's everything. You remove an inventory from any e commerce store, it's empty, there's nothing. You just have white pages, and that's where they should start. What am I trying to sell? Am I trying to sell the entire inventory? Maybe if it's a new vendor online, a new merchant. Yes or no? Where is my bread and butter? Maybe you don't want to fight on something where you make, you know, 5% profit margin, where you could have 25. Identifying where you are going to fight for you can't. You have to pick your battles. You cannot win every possible battle.

Nicolas Alessandra [00:09:33]:
You are won and be successful. You will get overwhelmed. So you need to focus to be strategic about it and maybe decide that this collection will go live only in three months when you gain more experience. Experience is very important. You can't just go online and be successful. It's an iteration process. Whether it's design, the way your brand reflects online, the customer experience, all of that, the different technology you want to use, maybe some stuff don't work for you, or it's not practical for your team to work with. So don't hesitate to start.

Nicolas Alessandra [00:10:13]:
Not too small, but not too big either. And go step by step. It's an iteration process. Don't worry if it's not perfect day one, and just take it from there. And I would say, be careful with all the metrics. People are like, oh, I'd love to have 10% conversion. I don't know, maybe. Maybe you should start one person.

Nicolas Alessandra [00:10:40]:
And if you get 1.2, amazing. How do we get to 1.5? Be gentle with yourself and your own business. Be gentle with your expectations. Structure your. Go to the world through the ecommerce store. You want to do that step by step.

Claus Lauter [00:11:00]:
That makes perfect sense. Obviously, everyone wants to have 10% conversion rate, but I think very few have that. I think the average conversion rate is one to 2% or something like that. And if you add another percent, you double your business, basically.

Nicolas Alessandra [00:11:12]:
That would be amazing, right? If you could do that, just double the business overnight.

Claus Lauter [00:11:16]:
Yep. Hey Claus, here, just a quick one. If you like the content of this episode, subscribe to the weekly newsletter at newsletter Dot e commercecoffeebreak.com. I score and create 50 news sources so you don't have to, saving your hours of research. Grow your revenue with ecommerce news, marketing strategies, tools, podcast, interviews and more, all in a quick three minute read. So head over to newsletter Dot e commercecoffeebreak.com to subscribe. As said, 100% free. Also, you will find the link in the show notes.

Claus Lauter [00:11:42]:
And now back to the show. I want to go a little bit into tools and apps and the magic bullet that a lot of software providers promise there. What's your take on there? How many apps, how many tools do you really need to run a business?

Nicolas Alessandra [00:11:57]:
When we talk Shopify apps, we keep telling to our clients, you have two types of apps. The apps that are back on only, maybe they do some excel file reporting kind of thing. That's fine. You go in your backend, you need to get some numbers. Use that if it does what you want, perfect. Then you have another type which is the front end. So what is going to face your customers buying on your website? You want to keep it to the lowest number possible. To me, five is a maximum and I'm already like four.

Nicolas Alessandra [00:12:33]:
Maybe just because the more stuff you put on the store, the heavier it is, the more time it takes. And remember that these apps, they're not necessarily bad. Some of them are very good and you need to work with them. You need to identify them and make sure you make the most out of it. But many other apps, they are a little bit like the magic bullet. And because of all the different metrics, can you prove that this 5% growth is really from the app? Or maybe it's your last Facebook campaign, or maybe some newspaper mentioned you. So it's really difficult to be sure what it's coming from. Obviously you have tools and you have to wait to track some of it.

Nicolas Alessandra [00:13:19]:
But you know, if you hear about a new website from your wife and you visit the website, maybe your wife learned about this website on Instagram. But I have no way to know that because you came to my website. So it's somewhat limited. There are some very good tools and things out there, but when you look at small improvements, it's really difficult to prove it's one up on or another. So what we say is get rid of everything you can get rid of. If you are not sure it's working, at least turn it off. Turn it on again. Try see a difference.

Nicolas Alessandra [00:13:57]:
And you have to be very careful when you try to understand what's working, what's not. Because if you compare Tuesday to Sunday, it's probably not relevant. So you need to go from Tuesday to another Tuesday at least, and probably a longer period of time, so it's more meaningful from a statistical point of view. So housekeeping, clean the slate first. And then we go back to all these questions we had with this conversation I would say we had with the merchant. What are you trying to achieve now? We're like, okay, you want to sell this more expensive product where you have a big margin. That's why you're interested. Okay, we are going to try to upsell that versus cross selling random stuff with an app that we just pick things from a collection or what have you.

Nicolas Alessandra [00:14:48]:
And we are trying to achieve just that. And we'll develop some tools that basically it's all shopify, but it's something you control from your shopify theme editor, your regular Shopify backend. But just we build it for you inside it. And you can say, okay, I'm in control. I know I want to sell these five products that are quite expensive. But now we have this little banner or this little section on the collection, on the draw cart in the checkout. If you're a plus merchant, we can insert stuff there and you try it and you have control and then you can move, you can merchandise it. You can say, oh, the one that, the gold one, it's working pretty well.

Nicolas Alessandra [00:15:36]:
Let's put it at the top. Or we have a little bit too much of the red model. Let's move it up in the list so people see it more. You are in control and nobody's going to do that better than you. So this is where we start. This is like lowering fruits. Easy to put into place. You know what you want.

Nicolas Alessandra [00:15:56]:
We know what to do to make you achieve that and give you the right control. And then you can go deeper when probably you are a little bit of a bigger enterprise already and you have a little bit of budget for improving your store. We use the Shopify custom app. So the Shopify custom app system, simple. It's like a public app, but it's private. They call it custom, but it used to be called private before, so only you, it's developed just for you. It lives on your server that is connected through Shopify, through security protocols and so on, it's fully integrated. When you look at it in the backend, it looks just like Shopify.

Nicolas Alessandra [00:16:45]:
If I don't tell you, you can't tell the difference. It's just the same loop, same everything. It works the same way, so you don't have to struggle, you don't need any learning curve anything, you just go pick your stuff, do whatever you need to do. And it's obviously all things we have worked together on the design of it or your team is going to use it. So when it's there, it feels like it was always there and then the sky is the limit. Because basically you have Shopify, you have your own server, you can manipulate the data. For instance, for some clients who really run reports every night. Every night, 04:00 a.m.

Nicolas Alessandra [00:17:25]:
We look at all the variants. Some of them, they don't have a weight. And you know what, it's a big problem because it means when you ship this good to your customers, they weigh zero. So you're going to lose on the real price of the shipping, the real cost of the shipping, because maybe you invoice $5 for it, but USP's will at the end wait it and be like, uh, uh, 940 every time you lose money. So we send that to their warehouse department and the department managing the inventory so they know exactly, it's just an email they receive every night. Morning you turn on your computer, you have that, you just click on the link. It brings you directly in the Shopify bulk editing section for this product. With these variants, you just have to enter the weight save and you're not losing money anymore on this product every time you sell them.

Claus Lauter [00:18:21]:
You mentioned before the example with the carpenter. What kind of industries do you work with? Are there specific industries that you work more with than others?

Nicolas Alessandra [00:18:30]:
We have a lot of interior design and it's because it's complicated to sell interior design. For instance, if you want to order doors for your kitchen, there is a good chance some of the doors in your kitchen have a different size. So you need to be able to tell the system. My door is twelve inches by eight and the hinges are a little weird because we had to do this and that initially. And you know, you're not going to push the walls in your kitchen most of the time, so you got to be able to order something very specific. Also, when, when you do this type of website, you really need to understand and work with the merchant, you really need to understand the user experience. Some kitchens, when you take all the drawers, all the doors, the knobs, I mean, you name it. It's a cart with 70 items.

Nicolas Alessandra [00:19:25]:
So if it's not clear, people will just drop the cart and would be just like, did I order this one? Is this one the right size? It would be overwhelming very, very easily. And they dropped the cart. And I mean, you do the math, 70 items. Even if each item is not a lot of money, it's a nice car, you don't want to lose that. So you want to offer automation whenever you can to make things easier for people. You want to present that the design is how it works, really. And here it's always going to happen for your customers. If you mess up the design, it's going to be difficult, it's going to be frustrating for them, and that's not what you want.

Nicolas Alessandra [00:20:08]:
So we have a lot of people in this industry, fashion as well. Obviously, it's. You always have fashion. And I guess when I say fashion is the same, it's not necessarily selling complex product, because, you know, if you buy a t shirt and jean, it's not like technically complex, but it gets complex when you want to merchandise it right on your website and you want to drive the sales by the merchandising, it's like shop window in the street, you know, if you keep a Christmas goods all year long, people will get tired of it, I would say. So you need to merchandise it. That's one of the most overlooked opportunity online, in my opinion today. Obviously some merchants do a great job at it, but many merchants are like, it's okay, it's there. I've put it online.

Nicolas Alessandra [00:20:58]:
I have my collection, my list of products, and then I have the new drop, it's right below. And that's fine, it's great, but it's not enough. Make it interesting. Make me come back. And I would say to some extent, make Google happy. If the search engine changes, something is happening. So probably there is something interesting there for people, so they will drive more traffic to you.

Claus Lauter [00:21:26]:
As you mentioned before, you talk to your clients before they become clients. Walk me through the typical onboarding process for a new client. What steps are involved? How long usually does it take to get up and running?

Nicolas Alessandra [00:21:38]:
Usually we have a first 30 minutes discovery call with the owner or sea level. It's almost like, are we a good match for them and for us? And sometimes we just have to talk about the reality of things like, oh, we would like something like this website in three weeks. I wish that would be very good for us, but it's not going to happen. So some projects need a bit more time. We need to start to get rid of things and make sure they don't start with expectations that are not realistic. So we don't want to disappoint them. I prefer to scare them a little bit and they have a good surprise. Rather than saying something.

Nicolas Alessandra [00:22:23]:
It's really in our GNA, we know no b's. We really say what it is, even if it's not exactly what you wanted to hear at first. But at least we start on a good basis, solid basis together and we can grow together. I guess that's why most of our clients are with us since five, six years and ongoing. So that's the first step, understanding where we stand. Are we a good match? Most of the time we are a good match. But you want to be sure about that. And then there is a second call.

Nicolas Alessandra [00:22:58]:
Usually more people from their team will come and everyone will start to expose, oh, the shipping. We have this problem, we have this marketing department might say we have this new product coming in one year. It's very important for us that it goes live as soon as it gets there in the warehouse. It can be some consultant as well that we join, like the branding or I wish more time, advertising and marketing agencies that are third parties vendors. Because we all work for the clients at the end of the day. So that's usually second meeting. And then we have a very. It's not easy, but it's a simple process.

Nicolas Alessandra [00:23:45]:
Once we start to understand where they are coming from and where they are going, we do the wire framing. So for those who are not familiar with wireframing, it's very simplistic design of the key pages on page, product page, the cart and some collections, or some pages explaining the concepts. If it's a little bit difficult to sell online, it's a wireframe, really simplistic. It's almost a sketch of what it could be. So you decide that you will have a video because your product maybe is a little complex to explain, or you have some great marketing tools and you want to put that in front of people as soon as they land on the website. And then maybe it's very important for you, because you're in fashion, to sell the very last drop of products. So you would want to have some sort of slider or collection, whatever it could be. We define each page conceptually, what they are trying to achieve on the website.

Nicolas Alessandra [00:24:42]:
It's the beginning of the merchandising, but because it's also the beginning of how it's going to work and take place in the estate available on the page. It's also step one of the design. And once everyone agrees on the wireframe, for us it's very important because we start to understand what needs to be developed, technically speaking, to achieve that. Then we move to the design. High definition mobile and desktop. A mobile and a desktop. It's not just like you put things on top of things so you will shove them in a smaller space. Sometimes it's fine, you can stack two things, but you have to be careful about not having very long pages and things like that.

Nicolas Alessandra [00:25:34]:
And understand that on mobile the experience might be a little different. So maybe it would present things a little bit differently. Same goal, same endgame. But you need to adjust to the, to the tools you have. And in that case it's mobile. And in many, for some of our clients it's 98% of the sales, for some of them it's only 60% depending what you sell. But you need to be mindful of that.

Claus Lauter [00:25:56]:
Okay, let me stop there. I want to dive a little bit deeper into how long does the process take. So between a first quantity, what's the average?

Nicolas Alessandra [00:26:05]:
The first two calls, it's, you know, one or two weeks depending on their availability. But it could be in the same way if they have enough time to allow for that, the warrior framing. We usually do a few key pages, present that to them, get the feedback, and then do a second iteration and do some more pages because now we know exactly what they like, what they don't like. So it's probably another month. For some website it's three, four months because they have 100 pages, because it's very, very complicated. But you know, many times one to two months is enough. The design phase could take a little bit longer because everyone has something to say. The branding department, the marketing department, you know, the customer service department, very important to have their input.

Nicolas Alessandra [00:26:54]:
So that might take between a month and two months most of the time, sometimes three months, because you know, you need that and you need to have more input from different people, from different departments. But many times it's their timeline, we follow their timeline. Maybe it's not the only big project they are dealing with at the moment. So we can meet only once a week or every two weeks. And then the development phase, usually the development, we have a pretty good idea because it's the last phase. So after the design you execute, you develop the thing, backend, front end. And the way we present that is for every page, every section has a number of hours of work, hours assigned. So you know exactly how many hours we are going to spend for each section of each page, for the entire website or the entire project, I should say.

Nicolas Alessandra [00:27:48]:
And this document is shared with your entire team. So you know exactly if we've done one person, 5%, 10%, and, you know, many days. So you know that the new website will be developed in one month, two months, three months, or more if it's a huge project.

Claus Lauter [00:28:04]:
Okay. So in other words, if you want to get your website ready for Cyber Monday, Black Friday, you shouldn't come in September. That you should literally start now, today.

Nicolas Alessandra [00:28:15]:
Yes. That reminds me of the brick and mortar retail. I've been working in that industry for a very long time with big, big players. And obviously when they place an order, it's like you're talking millions of units that needs to reach somewhere else at a certain date. And we had this joke every year that surprisingly, this year, Christmas is in December, because every year someone will knock your door and of September and be, you know what? We'd like to do promotion on this for Christmas, like Christmas next year, like this one. So the earlier the better. You don't want to rush it. And every project is unique, but we used to tell our clients in the brick and mortar store at the time, come in August or Christmas.

Nicolas Alessandra [00:29:04]:
That's a good time.

Claus Lauter [00:29:05]:
Okay. I think you gave our listeners a very good overview and a very good feeling, if they have never been through the process of a complete relaunch of an online store, how much work is involved and how complicated it can be and how long it will take. Before we come to the end of our coffee break today, is there anything that you want to share with our listeners that we haven't covered yet?

Nicolas Alessandra [00:29:25]:
Yeah, I think we've got big numbers. So it can be overwhelming and can be a little frightening. Sometimes you don't need to redo everything. Sometimes you just need to adjust some things because you have done a lot of great things before and some stuff are not working the way you want, or you have something new, you know, like in your collection or something. Sometimes it's just a couple weeks of walks, and that's perfectly fine. I think it's about fine tuning every aspect of your online business. And you don't have to win the war tomorrow morning. You can win a little battle today, maybe invest only one week of work or two weeks, and move forward and keep moving forward.

Nicolas Alessandra [00:30:12]:
And that's the way you grow. And the magic about that is even if you put only 10% more effort on your online store or merchandising or whatever, because you're doing a great job and you're doing it right. Time after time, people will tell other people and at the end of the year, you have way more success than the input you've put. So keep improving. It doesn't matter if you have a $20 billion company, you need to keep improving it or if you are just getting started. As long as you want to do it right, you will get the right outcome in the end.

Claus Lauter [00:30:57]:
I think that's a perfect end to the episode. To really summarize, what we were talking about is focus on the key elements. Keep your store clean and don't overboard with apps and shiny objects from Drum and you will grow over time. Where can people find out more about you guys?

Nicolas Alessandra [00:31:13]:
I guess you can just go on our website, blueedgeusa.com. Reach out to us. Send us a little email. There is a very simple form that will open as a draw account, just like in e commerce store. And let's start the conversation and let's see what we can do together.

Claus Lauter [00:31:28]:
Okay, Nicolas, I will put the links in the show notes. Then you're just one click away. And whoever is listening and wants to learn more on how they can optimize their business, their store, their online store, should simply reach out to you. Thanks so much for your time today.

Nicolas Alessandra [00:31:41]:
Thank you very much.

Claus Lauter [00:31:43]:
Hey, Claus here. Thanks for joining me on another episode of the ecommerce Coffee Break podcast. Before you go, I'd like to ask two things from you. First, please help me with the algorithm so I can bring more impactful guests on the show. It will make it also easier for others to discover the podcast, simply like comment and subscribe in the app you're using to listen to the podcast. And even better if you could leave a rating. Thanks again and I catch you in the next episode. Have a good one.