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A beacon of innovation shines bright as Harmanis proudly unveils its newest venture: the new E-Shop. Developed in collaboration with Lighthouse, this cutting-edge platform redefines the beauty retail experience, offering a seamless fusion of style, convenience, and functionality.

Designed with the modern consumer in mind, the e-shop boasts a contemporary aesthetic and user-friendly interface, ensuring effortless navigation for visitors. Whether you're a beauty enthusiast browsing for makeup essentials or a salon professional seeking premium equipment, Harmanis.gr has you covered.

One of the standout features of the e-shop is its comprehensive product range, showcasing the diverse offerings available. From makeup and hairstyling tools to professional-grade equipment and household cleaning supplies, customers can explore an extensive selection tailored to their needs.

Moreover, the e-shop seamlessly integrates both B2C and B2B features, catering to individual shoppers and industry professionals alike. Specialized pricing options for professionals are available, allowing salon owners and beauty professionals to access exclusive discounts and streamline their purchasing process directly through the platform.

A key focus during the development phase was the seamless integration of the e-shop with Harmanis' existing ERP system. This ensures optimal product presentation, efficient order processing, and real-time inventory management, enhancing the overall shopping experience for customers.

In addition to its core features, the e-shop offers a range of supplementary services to enhance customer engagement. From discount promotions to interactive contests and dedicated call center support, the platform goes above and beyond to provide a holistic shopping experience.

For added convenience, customers can also purchase gift vouchers directly through the e-shop, making it easier than ever to share the gift of beauty with their loved ones.

As Lighthouse and Harmanis join forces to illuminate the path forward in online beauty retail, the launch of the new e-shop marks a significant milestone in the industry. With its sleek design, user-friendly interface, and comprehensive features, the Harmanis E-Shop sets a new standard for excellence in digital commerce, inviting customers to explore, indulge, and experience the beauty of innovation firsthand.

With the deadline of March 31st, 2024, fast approaching, EEA retailers are mandated to adopt Google Consent Mode V2. This pivotal update is designed to bolster user privacy and clarify data collection processes in digital advertising. For retailers operating within the EEA, comprehension and compliance with these changes are vital to maintain data collection for Google Analytics, Ads, and other services.

Mandatory Compliance by March 2024

By the end of March 2024, all EEA websites using Google tags are required to implement Consent Mode V2. Non-compliance could lead to limitations in data collection functionalities for Google's suite of services.

Enhanced User Privacy

Consent Mode V2 mandates explicit communication of user consent regarding data collection to Google, ensuring respect for user privacy and adherence to evolving regulations.

Implementation Options: Advanced vs. Basic Mode

Advanced Mode: Facilitates data collection based on user consent (yes, no, maybe), allowing for nuanced data analysis but necessitating careful consent signal management.

Basic Mode: Halts data collection until user engagement with a consent banner, emphasizing privacy but potentially limiting data insights.

Choosing the Right Mode for Your Business

The choice between Advanced and Basic Modes hinges on your data requirements and risk appetite. Advanced Mode provides deeper insights but requires stringent consent management, while Basic Mode underscores privacy at the expense of data richness. Consult with privacy professionals to identify the most suitable option for your site.

Expert Guidance for Smooth Transition

Navigating the intricacies of Consent Mode V2 demands a thorough understanding of both legal and technical domains. Collaborating with seasoned professionals well-versed in data privacy regulations and Consent Mode V2 can facilitate a seamless adaptation and compliance process.

Valuable Resources for Preparation

Google Consent Mode V2 Documentation:

https://support.google.com/tagmanager/answer/10718549?hl=en)

Conclusion

The introduction of Google Consent Mode V2 marks a significant evolution in EEA data collection norms. Retailers must stay informed about the impending deadlines, key amendments, and implementation avenues to ensure regulatory compliance and uninterrupted access to critical data insights. Engaging with experts can further streamline the transition and bolster your data privacy frameworks.

Note: This article is informational and should not be taken as legal advice. For specific legal counsel related to data privacy and compliance, consult with legal professionals.

VICKO, Greece's leading homeware and décor company, has partnered with Lighthouse, a renowned digital agency, to launch a revamped e-commerce platform. This new platform aims to offer a seamless and user-friendly online shopping experience, seamlessly integrating with VICKO's 180 physical stores across the country.

Developed on Lighthouse's award-winning Vendallion platform, the new e-shop boasts several key features:

Simplified Checkout Process: Streamlined purchasing for quicker and easier transactions.

Shop The Look: Recreate inspiring looks from VICKO's catalogs with curated product suggestions.

Room-by-Room Inspiration: Visualize how VICKO's products can transform different spaces in your home.

Interactive Catalogs: Browse and purchase products directly from the online catalog for added convenience.

Fast Delivery Times: Receive your purchases efficiently to enjoy your new homeware upgrades sooner.

This collaboration underscores VICKO's commitment to omnichannel retailing, enabling customers to seamlessly transition between online and in-store experiences.

"We're excited to partner with Lighthouse on this project," said VICKO's CEO. "The new platform reflects our dedication to providing a convenient and enjoyable shopping experience for our customers, both online and offline."

Lighthouse's CEO echoed the sentiment: "We're proud to develop this innovative platform for VICKO, further strengthening their digital presence and catering to the evolving needs of modern consumers."

The launch of this new e-commerce platform marks a significant step for VICKO's digital transformation, offering a more efficient and engaging shopping experience for its customers.

 

The third-party cookie crumbles. Browsers like Safari and Firefox have already banished them, and Google Chrome, the behemoth of the internet, casts a long shadow as it phases them out by late 2024. For marketers heavily invested in Google Ads, this shift feels like an oncoming storm, threatening the very foundation of their targeting strategies. But fear not, intrepid advertisers! This isn't a doomsday scenario; it's an opportunity to evolve, adapt, and build stronger, more sustainable connections with your audience.

Understanding the Shifting Sands:

Let's be clear: Google isn't abandoning the advertising game. Their Privacy Sandbox initiative acknowledges the changing landscape and proposes alternative solutions that balance user privacy with targeted advertising. Think Topics API, grouping users based on broad interests without individual tracking. Imagine Federated Learning of Cohorts (FLoC), creating privacy-preserving audience segments on-device for targeted ad delivery without sharing raw data. And then there's the Privacy Budget Auction, allocating ad impressions based on campaign value and privacy-preserving signals, aiming for fairness and user control.

While these solutions are still evolving, understanding their development and potential is crucial for Google Ads users. Consider participating in beta programs to gain early insights and stay ahead of the curve. But remember, the future isn't just about Google's sandbox.

Adapting Your Google Ads Strategy:

While you explore the new, don't neglect the old. Here's how to adapt your Google Ads strategy for the cookieless future:

• First-Party Data is Your Goldmine: Utilize tools like Google Customer Match to target users based on your own data – email lists, website visitors, loyalty programs. Focus on collecting valuable customer insights through website interactions, opt-in forms, and loyalty programs. Remember, first-party data offers invaluable insights and builds trust.

• Context is King: Google Ads offers contextual targeting options, allowing you to place ads based on the content of a web page or app. This helps reach relevant audiences without relying on individual tracking. Imagine your ad seamlessly integrated into a relevant article, resonating with the reader's current interest.

• Conversion Modeling to the Rescue: With limited tracking data, accurately measuring conversions becomes more challenging. Utilize conversion modeling tools within Google Ads to estimate conversions and optimize your campaigns effectively. Don't let limited data hinder your campaign performance.

• Embrace Automation: Google Ads' automated bidding strategies can be your secret weapon. They adapt to changing signals and optimize campaigns for specific goals, making the most of limited data. Let the machines do the heavy lifting while you focus on creative brilliance.

Beyond Google Ads: Diversifying Your Arsenal:

Remember, Google Ads is a powerful tool, but the future of advertising isn't confined to a single platform. Explore new battlegrounds:

• Contextual Intelligence Platforms: These platforms go beyond keywords, analyzing the sentiment and context of web pages to deliver highly relevant ad placements. Imagine your ad appearing alongside content that naturally complements your message, creating a seamless user experience.

• Zero-Party Data: Transparency is the New Currency: Offer incentives for users to share their preferences and demographics directly. This builds a rich pool of opt-in data and fosters trust with your audience. Remember, transparency is key in the privacy-driven future.

• Alternative Advertising Channels: Explore non-cookie-based channels like social media advertising, native advertising, and influencer marketing to reach your target audience. Remember, diversification is key to navigating a changing landscape.

The Secret Ingredient: Building Trust in a Privacy-Driven World:

In this new era, building trust with your audience is paramount. Be transparent about data collection and usage, offer clear opt-out options, and prioritize user privacy in all your advertising efforts. This not only aligns with regulations but fosters stronger, more sustainable relationships with your customers.

Remember, happy customers are loyal customers.

The cookieless future may seem daunting, especially for Google Ads users, but it's also an opportunity for innovation and growth. By understanding the changing landscape, adapting your strategies, diversifying your approach, and prioritizing user privacy, you can navigate this shift with confidence and continue to connect with your target audience in meaningful ways. Remember, our team of Performance Marketing Experts is here to help you bake delicious success in this new era. So, don't hesitate to reach out!

Embrace the change, marketers! The cookieless future is not a dark alley, but a path to stronger relationships, innovative strategies, and ultimately, delicious marketing success.

Additional Info:

Building an Unbreakable Data Supply Chain in a Cookieless World: https://adage.com/article/cookieless-advertising/building-unbreakable-data-supply-chain-cookieless-world/2531716

Google Privacy Sandbox: https://developers.google.com/privacy-sandbox

You know it's a bright day in the world of digital energy when innovation meets ease, and that's precisely what Lighthouse has unveiled in its latest collaboration with Elpedison. Picture this: a revamped digital presence for one of Greece's leading energy providers. Enter the new, groundbreaking Elpedison Portal!

What's the buzz about? Well, Lighthouse has turbocharged Elpedison's digital game, crafting a sleek, modern, and innovative portal that's not just a pretty face. It's a goldmine of well-organized information, boasting navigation so smooth, you'll glide through it like a seasoned sailor on calm waters.

Lighthouse have truly committed themselves and provided a comprehensive solution. They deep dived into our discussions, addressing our needs and delivered a tangible and effective solution! Through their dedication and expertise Lighthouse has provided exceptional results!

 Stathis Vovos, Commercial Director , ELPEDISON S.A.

This isn't your run-of-the-mill portal. Nope. It's tailor-made for Elpedison, focusing on the retail market and loaded with Lighthouse's trademark innovations, setting Elpedison leagues apart from its competition.

What's under the hood, you ask? Hold onto your seats because this portal packs a punch! With features like the Energy Plan Wizard, E-contracts, Online Payments, and an array of other interactive tools, it's not just about enhancing customer experiences; it's about revolutionizing how Elpedison communicates and generates leads.

But hey, it's not all about tech wizardry. This digital facelift reflects Elpedison's commitment to being more than just an energy provider. It's a nod to their customer-centric ethos, their social responsibility endeavors, and their unwavering support, all aligned with their motto, "ELPEDISON | Right by your side with all our energy."

As Anna Vrettou, Communications Manager at Elpedison S.A., puts it: "The creation of the new Elpedison Portal by Lighthouse sparked the beginning of an exceptional collaboration."

 

In the realm of e-commerce, social media has emerged as a formidable force, enabling businesses to connect with their audience, promote their products, and drive sales. However, this digital landscape is not without its pitfalls, and one of the most prevalent traps is the obsession with follower counts.

The allure of a large follower base can be intoxicating, tempting businesses to engage in aggressive tactics to inflate their numbers. They may resort to paid advertising, spammy content, or even fake accounts, all in the pursuit of a higher follower count. While these tactics may generate short-term gains, they often come at the expense of genuine engagement and long-term success.

The Illusion of Growth

A substantial follower count, while seemingly impressive, doesn't necessarily translate to business growth. A vast network of disengaged followers who never interact with your brand or make purchases offers little value. These followers are unlikely to contribute to your bottom line or foster brand loyalty.

A study conducted by SproutSocial revealed that only 1.7% of followers typically engage with a brand's content on social media. This staggeringly low engagement rate highlights the disconnect between follower counts and actual impact.

Moving Beyond Vanity Metrics

To truly harness the power of social media, businesses need to move beyond the allure of vanity metrics and focus on building meaningful relationships with their audience. This requires a shift in mindset from quantity to quality, from chasing followers to creating value.

Quality Content: The Cornerstone of Engagement

Prioritize the creation of high-quality content that genuinely resonates with your target audience. Share informative blog posts, insightful industry trends, behind-the-scenes glimpses, and user-generated content that showcases your products in action. This content will attract a more engaged and interested audience, who are more likely to become loyal customers.

Data-Driven Strategies: The Path to Insights

Leverage social media analytics to gather valuable insights into your audience's preferences, interests, and behaviors. Identify the content that resonates most with your followers and tailor your strategy accordingly. This data-driven approach will ensure that your efforts are focused on reaching the right audience with the right content.

Customer Service at the Heart of Social Media

Social media provides a direct channel for customers to interact with your brand. Embrace this opportunity to provide exceptional customer service by promptly addressing inquiries, resolving issues, and demonstrating empathy. A positive customer service experience can significantly impact brand perception and loyalty.

The Path to Sustainable Growth

By prioritizing meaningful engagement, valuable content creation, and exceptional customer service, e-commerce businesses can break free from the vanity metric trap and achieve sustainable growth. By focusing on genuine connections and driving tangible results, businesses can build a loyal customer base that fuels their success.

Remember, true social media success is measured not by follower counts but by the impact you have on your audience and the tangible results you achieve. It's time to move beyond the fleeting allure of vanity metrics and focus on building a thriving online community that drives long-term business growth.

Partner with Lighthouse for Social Media Success

At Lighthouse, we understand the importance of genuine engagement and meaningful connections in the digital landscape. We provide comprehensive social media management services that go beyond chasing followers to focus on creating a loyal and engaged audience. Our team of experts will develop a tailored strategy that aligns with your business goals and target audience, ensuring that your social media presence drives tangible results.

Contact us today to explore how we can help you achieve social media success and unlock the true potential of your online presence.

Buy Now, Pay Later (BNPL) has revolutionized the way consumers shop and pay for their purchases, offering a flexible and convenient alternative to traditional payment options. In Europe, BNPL adoption has surged significantly in recent years, and Greece is no exception. By 2025, BNPL usage in Greece is projected to reach €2.5 billion*, representing a massive growth opportunity for ecommerce businesses.

The Rise of BNPL in Europe and Greece

Europe has witnessed a remarkable surge in BNPL adoption, with Greece leading the charge. According to a recent study, BNPL usage in Greece is projected to reach an astonishing €2.5 billion by 2025. This staggering figure signifies a golden opportunity for ecommerce businesses seeking to expand their reach, redefine their customer experiences, and reap substantial rewards.

Appealing to Modern Consumer Preferences

The allure of BNPL lies in its ability to resonate deeply with the evolving preferences of today's consumers. With BNPL, shoppers can indulge in instant gratification, acquiring the desired items without the immediate financial strain. This flexibility aligns perfectly with their aspirations to manage their finances wisely and avoid overspending.

Harnessing the Power of BNPL for Ecommerce Success

Ecommerce businesses that embrace BNPL can unlock a wealth of benefits that can transform their businesses and propel them to new heights:

Boosting Conversions and Sales

BNPL options serve as a powerful conversion booster, encouraging hesitant shoppers to finalize their purchases with ease. Studies indicate that BNPL-integrated websites can witness a remarkable conversion rate uplift of up to 50%. This surge in conversions can dramatically increase sales and drive business growth.

Enhancing Revenue Potential with Higher AOVs

BNPL can unlock a surge in average order values, as shoppers become more inclined to invest in larger purchases when they can spread out the payments over time. This increase in average order value can significantly boost revenue and profitability.

Expanding Customer Reach and Market Opportunities

BNPL broadens the potential customer base, appealing to a broader spectrum of individuals beyond those with established credit histories or a preference for traditional payment methods. This expanded customer base can open up new markets and fuel business growth.

Nurturing Customer Loyalty Through Seamless Experiences

BNPL fosters customer loyalty by providing a seamless and convenient shopping experience that sets businesses apart from the competition. This enhanced customer experience can strengthen customer relationships and encourage repeat business.

Partnering with Leading BNPL Providers

Europe and Greece boast a vibrant ecosystem of BNPL providers, offering a diverse range of flexible payment solutions to suit diverse consumer preferences and business needs. Some of the leading BNPL providers in this region include:

Affirm: Offering fixed-term installment plans with interest-free options and late fees, Affirm caters to various payment preferences.

Afterpay: Revolutionizing the BNPL landscape, Afterpay allows customers to split their purchases into four equal installments, eliminating any interest or hidden charges.

Klarna: Providing a comprehensive suite of payment solutions, Klarna includes Pay Later, Slice It, and Financing options, catering to a wide range of customer needs.

Effortless Integration for Seamless Checkout Experience

Ecommerce businesses can effortlessly integrate BNPL options into their websites or mobile apps through partnerships with leading BNPL providers. The integration process typically involves technical integrations with the merchant's e-commerce platform and the setup of merchant accounts.

Measuring the Impact of BNPL for Strategic Growth

To accurately gauge the impact of BNPL integration, ecommerce businesses should track key metrics such as conversion rates, average order values, and customer lifetime value. Data analytics platforms can provide valuable insights into the specific impact of BNPL on different product categories, customer segments, and campaign strategies.

Embracing Responsible BNPL Usage for Sustainable Growth

While BNPL offers numerous benefits, it's crucial to acknowledge potential risks associated with its usage. Businesses must provide clear and transparent information about BNPL terms and conditions, including late fees, interest charges, and responsible borrowing practices. Emphasizing responsible BNPL usage and promoting financial literacy resources for customers can help mitigate risks.

*Digital Wallets and Buy Now, Pay Later (BNPL) Use in E-commerce: A Global Market Size and Forecast, 2022-2027 by Juniper Research

Attention, visionary companies on the hunt for the ultimate marketing virtuosos! In a digital world that moves faster than a caffeine-fueled cheetah, finding the perfect performance marketer can feel like searching for a mythical creature. But fear not, dear adventurers, for we hold the key to unraveling the enigma. Join us on a quest to discover the essential skills that will guide you to the marketing maestro your business deserves.

Data Wizardry: Unleashing Insights

Data is the lifeblood of digital marketing, and your performance marketer should possess wizard-like skills to unveil its secrets. Look for individuals who have a strong command of analytics and can leverage enhanced data signals to drive informed decisions. A data-driven marketer will optimize campaigns, uncover hidden insights, and propel your business towards success with confidence.

Creative Innovation: Marketing Magic at Its Finest

While numbers and analytics are vital, don't underestimate the power of creative innovation. Seek out performance marketers who can think outside the box and inject imagination into your campaigns. A perfect blend of data-driven strategies and captivating storytelling will make your brand stand out from the crowd. Find someone who can mesmerize your audience, turning them into loyal customers.

Adaptability: Your Marketing Chameleon

In today's fast-paced world, where performance marketing platforms' algorithms shift faster than light, you need a marketer who can adapt like a chameleon. Look for candidates who stay updated with the latest trends and technologies, and embrace the power of AI-driven platforms. Their ability to navigate algorithmic changes will keep your campaigns optimized and your ROI soaring.

Consolidation Mastery: The Puzzle Solver

Campaign types are like puzzles waiting to be pieced together for marketing success. The puzzle solver is a performance marketer who can consolidate various campaign types seamlessly. Whether it's search, DSA, Pmax, social, or video campaigns, a masterful marketer can strategically align them to achieve maximum impact. Their knack for campaign consolidation will save you time, effort, and resources, resulting in a harmonious marketing symphony.

Now that you know the qualities to seek in a performance marketer, it's time to find the right partner to propel your marketing efforts to new heights.

Our suggestion? Look no further than an agency with expertise in performance marketing. Specialized agencies possess a pool of talented marketing experts, with combined talents that can compose the perfect digital performance symphony. So, save yourself the headache of the search and partner with an agency that can deliver marketing magic tailored to your needs.

Are you in search of your performance marketing partner for your business? Contact Lighthouse’s experienced sales team, to learn more about our Performance Marketing Services.