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.

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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 22, 2022

How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.

Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)