International Women’s Day: Interview with the Women of Pattern Australia

Kate Ryan

March 2, 2022

With International Women’s Day just around the corner, it’s an important time to celebrate the achievements of the women around us and the path that was forged by the women before us. It’s about challenging the status quo within the industry and bringing awareness to important issues faced by women around the world.

In this article, we’re shedding some light on a few of the amazing, #GameChanger women here at Pattern Australia, who strive for greatness every day and whose stories continue to build the foundation for the next generation of women in the workplace.

Tania Knight

Tania Knight | Principal Consultant

Fun Fact: I’m a new gardener, learning a lot about growing food at home and at the local community garden.

What Does International Women’s Day Mean to You?

It’s a wonderful opportunity to celebrate and shine a light on the achievements of women and the bravery of those who give women a voice when they don’t have one and demand change.

Why Do You Think Diversity in The Workplace is So Important?

Everyone has something to offer, and diversity inspires us to think and approach things in different ways which is what innovation is all about.

What is the Most Important Piece of Advice You Have Been Given?

This advice has been given to me in one way or another via several mentors and teachers and can be applied to anything, “The only difference between you and the people who are doing it is that they are doing it.”

Joanna Slater

Joanna Slater | Senior Consultant

Fun Fact: During lockdown I cleared out my shoe collection - donated 34 pairs to charity, now I only have enough to wear a different pair each day for 15 weeks

What Does International Women’s Day Mean to You?

It’s a day where we can take some time to acknowledge and celebrate the incredible role that women play in the world today – their contribution to the social, economic and cultural strength of our society. It’s also a time when the plight of women in many parts of the world, where they are treated as second class citizens simply based on their gender, can be highlighted internationally.

Why Do You Think Diversity in The Workplace is So Important?

Diversity can produce a wider range of skills, competencies and new ways to approach a problem. It increases a company’s skill set and base of knowledge while fostering creativity and innovation.

What is the Most Important Piece of Advice You Have Been Given?

The absolute importance of women having economic independence. Never, ever lose your ability to earn an income and provide for yourself and your family. Giving away your economic power means losing your freedoms. A man is not a financial plan!

Stefanie Carniato

Stefanie Carniato | Client Partner

Fun Fact: When I was turning 30, I embarked on a little adventure where I travelled the world knocking on 30 doors, that were the number 30 before I turned 30. I collected stories of the people behind each door, from Bali to my family’s village in Italy, Turkey, Ireland and more.

I was blown away by people’s kindness and trust in me, a stranger, being welcomed into their homes and hearing about their life. One of the greatest adventures I’ve ever been on, and there’s certainly been a few!

What Does International Women’s Day Mean to You?

IWD to me is an amazing time to celebrate the strong women that have paved the way for our growth, allowing us the space to step up and lead, and do so courageously whilst also understanding there is a way to go in building the future for the women who follow in our footsteps.

I come from a family of strong, remarkable women and have been mentored by incredible female leaders. I dedicate my success to them and hope that I too can inspire future generations of female leaders.

Why Do You Think Diversity in The Workplace is So Important?

Everyone has a special something to add to every workplace and every occasion. Diversity in the workplace allows for the curiosity of thought and innovation to continue moving forward in all aspects.

What is the Most Important Piece of Advice You Have Been Given?

I’ve received so much incredible advice over the years. I think one that really stands out is “Trust your gut, believe in yourself and go for it.” To believe in yourself and trust your instincts is so important in both a professional and personal sense. It doesn’t always come easy, but I think reminding yourself that you are more capable than you will ever know helps to remove those little niggles of fear that we can often feel and just keep moving forward. It doesn’t have to be perfect; it just has to be progress.

Kathryn Coleman

Kathryn Coleman | Head of Customer Marketing

Fun Fact: I’m real estate obsessed! Reading the Domain Magazine in the Saturday paper with a coffee in hand is my favourite thing to do.

What Does International Women’s Day Mean to You?

Taking a moment to stop and think about the women in your life, and the impact they make or have made on who you are as a person. This might involve mother figures, siblings and family members who support you through the hard times, your girlfriends who are always wine ready or the inspirational women in your workplace who motivate and encourage you to celebrate your successes, fight for your voice or develop you into better professionals.

IWD shows us how important it is to support women in everything they want to/need to do these days. Pattern (and Merline) are phenomenal at supporting working mums and trying to be flexible to allow us to ‘have it all.’ I never understood, until I had kids, how difficult it is, and that there is never downtime and you’re constantly trying to keep your family and career afloat and your mental health in check – it’s a lot - and I think International Women’s Day is a reflection on what we’re all trying to do these days.

Why Do You Think Diversity in The Workplace is So Important?

I’ve always worked in retail and fashion lead businesses and so have been fortunate enough to work with some incredible women along the way who make up gender-diverse workplaces. Diversity in a workplace looks like a lot of different things – but having women sitting at the top table brings a different perspective across all areas of business.

Although I have experienced gender discrimination in the past, I cannot recall ever feeling like this in a workplace which I’m thankful for. I believe we’ve come a long way in society where this is happening less and less, but also, women are feeling more empowered to stand up for what they believe in and are passionate about – and they’re being heard. We’re not 100% of the way there, but I do like to think it’s improving.

What is the Most Important Piece of Advice You Have Been Given?

I’m sure I’ve received a lot of advice over the years, and I cannot recall one line that stands out. Instead, I’ve learned from those around me by observing, being managed and mentored which has shaped the professional person I am today. My advice would be around taking the time to be interested, learn about everything you can and learn about people – how to get the most out of them both personally and professionally and adapt your approach to everyone.

Simran Kaur

Simran Kaur | Social Media Department Manager

Fun Fact: When the weather forecast says 30% rain, it doesn’t mean that there is a 30% chance of rain, but that 30% of the area will see rain. So technically it will 100% rain.

What Does International Women’s Day Mean to You?

It’s a step in the right direction to recognise equality and bring forward change. I don’t think we’re 100% there yet, but we’ve made leaps and bounds. Slow and steady wins the race!

Why Do You Think Diversity in The Workplace is So Important?

The world is a diverse place, and we live in it, so the workplace shouldn’t be an exception to that. The more exposure you get to diversity the more you learn, grow, and develop as a person.

What is the Most Important Piece of Advice You Have Been Given?

One piece of advice someone gave me was “have confidence in my worth and my work”. That completely changed my outlook at work and made a huge difference in my development and progression.

Katie Mckelvie

Katie Mckelvie | SEO & Analytics Department Director

Fun Fact: I play competitive dodgeball!

What Does International Women’s Day Mean to You?

It’s a day to celebrate the women in our lives as well as take stock of where we are culturally. Looking at issues, like how we can better support women in the workplace and make it easier for working parents to get that work-life balance.

Why Do You Think Diversity in The Workplace is So Important?

Diversity brings new perspectives and experiences to the table that can help make our insights more nuanced. Diversity is also broader than gender alone, encompassing other aspects, like ability, race and class. As Australia continues to become a more diverse place, we can benefit from all these different lived experiences.

What is the Most Important Piece of Advice You Have Been Given?

I always remember someone telling me the Maya Angelou quote “people will forget what you said, people will forget what you did, but people will never forget how you made them feel”. It resonated with me and it’s something I try to keep in mind when I’m interacting with people in the workplace and beyond!

Discover more about what we do here at Pattern Australia or contact us to find out how we can assist your business.

Explore Our Ecommerce Resource Library

Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.

Oct 4, 2022

What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

Utilizing Amazon sponsored ads can be a smart way for a brand to drive greater traffic to a product listing and start increasing sales. While many brands still struggle to manage their advertising strategies, 30% of Amazon brand sellers increased their advertising budgets in 2022. As ecommerce executives (or even on the nose with VPs of ecommerce?)  approve their 2023 advertising budgets, it may be worth it to take a look at Amazon’s advertising products and the benefit they may have on increasing conversions. 

​​Pattern is the premier ecommerce accelerator with all of the expertise, data-driven insights, and technology brands need to gain control on Amazon and maintain their competitive niche. We know the high value of and how to utilize Amazon’s advertising products to drive the most traffic and conversions to benefit and accelerate your brand.

Here are Amazon’s three main advertising products you should know about in order to drive listing traffic to your products and increase conversions: 

For a brand executive who is selling their product on Amazon, you may not already know the differences between campaign type, so we will walk you through the differences and uses for each of these three ad campaigns.

Sponsored Product Ads

Sponsored Products are a mid-funnel advertising strategy that gives visibility to products above the top organic listings (see example below). This strategy uses custom keywords to get products in front of the consumers who are searching for them, however it can be used to capture new audiences as well.These cost-per-click (CPC) ads require no additional copy or images, but usually receive the most interaction of the campaigns and need to be monitored closely.

As you can see, these ads look just like an organic listing, however they say, “Sponsored,” on them. These types of ads can be especially effective forms of advertising because they tend to blend in with the organic results around them. With Sponsored Products, you can get your products in front of qualified customers who are searching for your product in such a way that doesn’t make them feel like they are being served an advertisement.

Sponsored Brand Ads

Sponsored Brand Ads are a top-of-funnel brand awareness tool and function on keywords. This ad format helps show a customer what they may be in need of and where to get it.  Commonly used to promote product lines or best sellers, a Sponsored Brand ad shows up as a banner above the search results (see example below). This type of ad requires that the brand showcase at least three separate products.

Unlike other campaigns used on the Amazon platform, Sponsored Brand ads require ad copy and a unique logo. These ads also can take customers to a custom landing page, or a page on the brand store, that way they get a clear and overall picture about who your brand is, what other products you sell, and why they can trust your brand

Sponsored Display Ads

Sponsored Display ads can be a tactic for top, middle, or bottom of the advertising funnel due to its varying targeting abilities. Although most commonly found under the bullet points of a detail page, these ads can also show in emails, newsletters, and even more locations off platform.

Unlike the previous ad campaigns discussed, sponsored display ads can target shopping behaviors, like repeat purchasers, similar product purchasers, and even people who viewed the detail page but did not buy. Sponsored Display ads help customers discover your brand, drive awareness, and create loyalty. 

The example above shows just one of the many placements Sponsored Display has.

Accelerate Your Sponsored Products With Pattern 

Rather than competing with each other, each of the three sponsored ad products focus on a different section of the sales funnel, allowing you to target your customers and hit your sales numbers, all while edging out possible competitors. When brands use these advertising campaigns, they can better optimize their ad budget to improve ROAS and build revenue. 

At Pattern, we have all the resources to help your brand build successful advertising and digital marketing campaigns on Amazon so you can increase traffic and conversions, which will in turn increase your revenue

Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 26, 2022

Top 5 Ways to Prepare for Peak with Google Ads

Peak season is almost upon us and with all signs pointing to it starting earlier than ever, with Christmas gifting searches now ramping up in August and September, it’s time to start preparing for peak. In this article, we’re sharing our top five tips for planning and preparing for peak season with Google Ads and the strategies required to get your Paid Search ready so you can drive success over this crucial period.

1. Go Early

In 2021, gifting search terms started increasing in popularity in August. The general trend is that people are looking, researching and weighing their options early, so it’s best to start your Paid activity early to ensure that you’re capturing that early research traffic. This will help drive revenue alongside aiding those consumers who are in their research phase.

From 2020 to 2021, spend during Cyber Week actually only rose 2% but in the weeks leading up to it, it increased by 16%. However, Cyber Week is still the biggest period during the latter half of the year, accounting for 23% of all online spend by consumers over peak. Being prepared and starting early will help you to maximise your time during this period.

2. Get Ready for Privacy Changes

 According to Google, 48% of global consumers have stopped buying or using a service due to privacy concerns. Privacy is front of mind when consumers are shopping online and we know that Google is phasing out 3rd party cookies in 2023. This is going to make it much harder to track users online and it’s something that brands need to think about this now – waiting isn’t an option.

From a Google Ads point of view, you want to ensure you have set up the Google Ads tag across your site and have enabled ‘Enhanced Conversions’, which ensures all conversions are tracked and allows you to monitor other actions such as ‘Add to Cart.’ This is relatively easy to set up, especially if you use ‘Google Tag Manager’.

It’s also vitally important that you build up your first-party data during this time as this is data you own and it can be used when targeting consumers that have provided your brand with their email address. Pattern’s own experience shows that by segmenting and using first-party data, you can see a 10% improvement in revenue and ROI.

3. Ensure Consumers Can Discover your Brand

A full-funnel approach is now more important than ever as consumers become more discerning and have more choices than ever of where to shop.

Pattern has seen success with Google Ads’ ‘Discovery Campaigns’ (image-based ads that appear on Google platforms such as Gmail and the Google app), which have driven success both from a traffic and revenue perspective.

The performance of these campaigns is significantly enhanced by adopting a segmented and nuanced approach to first-party data and incorporating these into your campaigns. Other options for a full-funnel approach include YouTube and testing bidding on keywords that are more representative of the research phase. (e.g. ‘best baby clothes’ for a baby clothes brand)

4. Get Moving with Performance Max

Earlier this year, Google announced that they were moving away from Smart Shopping and launched Performance Max. This is a new campaign type that incorporates features and placements from Smart Shopping but expands them onto other platforms such as Gmail but also alternative creative options, such as images and videos.

Since Google has already started automatically upgrading Smart Shopping campaigns to Performance Max, expect to see some fluctuations in the first 2 weeks following the switch over but results generally seem positive. We recommend upgrading sooner rather than later to limit any potential impact to peak period.

5. Flight Budgets Accordingly

Peak period will be even more competitive than in 2021 and you’ll need your budgets to support this period, we recommend boosting budgets in October to start capturing that early peak traffic. As we enter November and the Cyber Period, start early and make sure you are capturing those consumers looking for early bargains, ensuring you are being nimble in your optimisations and reacting to the data that you are seeing.

Overall, peak period is vital to help drive your sales and by preparing early, you will see strong results and drive success for your brand. If you want to discuss how your brand can navigate this next peak period, contact us to discuss your options with our performance team now.