Not so tiny ambitions

tinymeTinyme’s plans for growth are anything but tiny, as the mass customisation e-tailer looks to focus on core international markets, the US and the UK.

Formerly known as Mooo, the e-tailer specialises in customised children’s products, such as personalised clothing, stationery, and bags.

The e-tailer rebranded in 2011 in preparation for expansion to international markets.

“From day one we have been global, but we wanted to have localised websites for the US and UK and there was too much confusion. Tinyme was a better name structurally,” Mike Wilson, founder of Tinyme, said of the company’s rebrand.

Tinyme launched a subsidiary website in the UK in 2011, as well as a local customer service office, followed by US-based website in 2012.

“The US seems to be a tougher market in terms of prices. It’s a lot bigger and more competitive,” Wilson said.

“On the marketing front we’ve found that the strategies [compared to Australia] are very different. There’s a lot more deal-based marketing in the US and UK, but Australia is now becoming more like that.

“Deals are not a good business model for a retailer. I don’t think it’s a good business model full stop. I think, like a lot of retailers, it can attract the type of customer that you don’t want.

“We’ve done them in overseas markets and they haven’t been particularly effective in terms of return customers, but in the markets where we have had to get our brand awareness up, they can help.”

Wilson says the company is pushing its localised online platform overseas through curated content and social media.

“We’re looking to grow the our core international markets, which is UK and US, and on a marketing front we’re starting to move to a lot more content and social media.

“It’s quite a popular strategy, but it also plays to our strengths as we’re quite good on both curated and original content.

“While the majority of sales to date have been Australia-based, we’re seeing a lot of our content marketing efforts disportionately higher than Australia.

“That’s now a key focus for us  – engaging, acquiring, and keeping customers.”

Mike Wilson will present at Inside Retail Academy’s Advanced Email Marketing workshop in Melbourne and Sydney on September 3 and 4 respectively.

Click here for more details.

 

You have 7 articles remaining. Unlock 15 free articles a month, it’s free.