Pocket Square
A fashion & lifestyle focused creative agency


Pocket Square is Australasia's only fashion focused digital agency. Read our blog for our take on the business of fashion.

Dynamic Remarketing: If you're not doing it already, start it now.

Dynamic Remarketing should be one of your most powerful and cost effective channels for engaging existing site traffic and encouraging them to come back and purchase from you. If you don't already have it, get it set up now.

We've leveraged social media advertising for years now and it's always seen one of the best ROIs for new and return traffic acquisition, however for a while there was a real gap when it came to remarketing.

Lance O'Grady
Shopify vs Magento: Part 3 - Backend Usability

Shopify and Magento are very different platforms when it comes to backend usability and by this I mean how the store owner manages products, orders, customers and not how the customer uses the site.

Shopify's backend is developed by Shopify and has very little to no flexibility (apart from through Apps). Magento's backend is developed by Magento, however can be completely customised by your development partner to meet your exact needs. With that flexibility comes complexity, which isn't necessarily a bad thing, but it does depend what you're looking for.

Shopify vs Magento: Part 2 - Hosting & Infrastructure

Any brand in the fashion space knows just how important a new collection launch or mid-season flash sale is to their business.

A new season launch is an opportunity to make a large portion of the entire collection's revenue in the first few days, so it's critical the site is responsive, quick and above all, does not go down. This is where Shopify has come in handy time and time again.

With over 29,000 CPU cores on their cloud infrastructure, Shopify boasts 99.99% uptime. 

Lance O'Grady
Shopify vs Magento. Part 1

There was a time, not that long ago, where I would regularly declare there was no competition between Shopify and Magento. Boy have things changed, and boy was I wrong.

Shopify have experienced some phenomenal growth over the last few years. Going public certainly helped, as did the thousands and thousands of monthly paying and happy customers. With this growth, they have been able to move from strength to strength, quickly catching up to Magento in terms of global interest and usage. 

Lance O'Grady
SEO: Not our future

Search Engine Optimisation, or SEO, is one of those phrases that causes me to have an involuntary shake when I hear it. It’s become something of a taboo term, and it’s about time we all moved on to a different acronym.

Many years ago, marketers would spend hours and hours updating page titles, descriptions and keywords of websites, then spend more time trying to get the website linked on every website they could possibly find.

This might have been a reputable source like DMoz, or something more relevant to the website’s vertical. Or, in many cases, something completely irrelevant that actually had no link to the website at all. The point? If there were more incoming links, the search engines would think that that page is important and put it at the top.

Lance O'Grady
Creating a seamless checkout experience

Now, more than ever, brands need to take a good hard look at their checkout process and make sure it’s as seamless as it can possibly be. Customers are increasingly getting exposed to great customer experiences in almost every area of their lives. Think about how Uber has changed how you get from A to B? You create an account, load up your credit card and other details once, then get in and out of cars without even taking your wallet out.

Customers are coming to expect similar experiences in all aspects of their day-to-day life, and e-commerce is a big one. Why should customers who shop at the same sites regularly be forced to enter their credit card details every single time? The checkout is arguably the most important part of any website, and an area that not nearly enough people are trying to improve regularly.

Lance O'Grady
Conversion rate in measuring success

Much has been written about how retailers can increase their conversion rate to drive more revenue. That’s definitely a strategy to increase revenue, and it does work, but in an increasingly competitive marketplace, increasing conversion rate dramatically is no longer possible.

In 2010 I was working with plenty of brands that had conversion rates of over five per cent, with one brand in particular boasting a 17 per cent conversion rate. That set the scene for most brands – that the best way to increase revenue was to drive conversion. But what happens now when most brands with a reasonable traffic figure are sitting around 0.8 per cent to 2.00 per cent? Should you spend your energy trying to drive conversion a fraction of a per cent higher?

Lance O'Grady
Kiwi retailers brace for Internationals

New Zealand, brace yourself. We’re about to go through a disruptive time in the retail market with international heavy hitters such as Zara, David Jones, H&M and Tiffany & Co all reported to be touching down in New Zealand imminently. This is great for the customer, but what does this mean for New Zealand designers and retailers?

Physical retail will see a big shape up. Consumers will have a greater choice when they are out shopping, with the ability to pop in and out of local versus international stores. New Zealand brands will need to work hard to ensure they don’t lose too much market share when these large international players enter the market.

Lance O'Grady
Marketing to an international audience.

Last week I discussed the key considerations any brand should think about before pushing into the international market. The one component I left off was how to grow into new international markets. It’s a big topic, and there’s no easy answer, but there are a few strategies that retailers can start with when marketing to an international audience.

Location is important. When you open a retail store, you’re associating your brand with that area. Those associations tie to the type of people that live or shop there. Are they right for your brand? High-end stores tend to be in high-end places, because they know their customer base is going to be there. There’s no point launching a high-end retail store in a ‘bad area’, because you’ll be painting a completely incorrect picture of your brand.

Lance O'Grady
Getting on the global state.

Growing internationally is a great goal for retailers. When the entire world is out there, why wouldn’t you try and get a bigger piece of the pie by simply increasing your market size? But pushing into an international market comes with its challenges, many of which brands tend not to consider before making the leap.Growing internationally is a great goal for retailers. When the entire world is out there, why wouldn’t you try and get a bigger piece of the pie by simply increasing your market size? But pushing into an international market comes with its challenges, many of which brands tend not to consider before making the leap.

Here are some key considerations to work through before deciding if launching into international markets is right for your business.

Lance O'Grady
Online is here to stay.

Online is here to stay. No one worries the internet is going to stop being a thing, and yet many retailers are approaching the entire digital space with a level of trepidation that suggests they think one day it’s all going to vanish in a puff of smoke.

Brands that embrace digital, and invest time and energy into areas that will help grow their business by keeping it relevant in an increasingly digital world are the ones nailing it.

As a simple test, think about a few brands you know that are ‘killing it’. It’s a safe bet that they all have the most seamless online experience, or at the very least you can see they are investing time, energy and money into their online presence. Some names that come to mind for me are I love ugly, Superette, Lonely Lingerie, Lewis Road Creamery. These brands have been very clever in the way they’ve positioned themselves and where they’ve spent money.

Lance O'Grady
Does Live Chat Work?

Short answer, yes.

Live chat is a great sales and customer service tool for fashion designers and retailers. It allows customers to have their questions asked and answered quickly so they can get on with the purchase without waiting to hear back via email.

Imagine going into a retail store, browsing around, asking the retail assistant if the top you're looking at comes in any other colours, then having to wait 2 days to hear back.  That's basically what email does to the purchase experience. You're ready to buy, but want a few quick questions answered, and now you have to wait a day or so to hear back.

Another Fashion Week Down

NZFW 2015 was another year to remember. It's always a busy time for us between working with NZFW, key clients that are showing, and other clients who still want things done!

We managed to get through and boy, what a week. Here's some photos. 

Lance O'Grady