Marketplace Best Practices

How Mirakl Customers Are Using Video to Promote Their Marketplaces

Julie Delazyn
March 16, 2020
How Mirakl Customers Are Using Video to Promote Their Marketplaces
Back to blog

Mirakl-powered marketplaces aren’t a one-size fits all solution. And while companies implement marketplaces to boost their e-commerce platforms so they can sell more, offer more and learn more, the individual strategy can vary widely from company to vertical. From curation to range extension, marketing your marketplace needs to tell the story of who you are; it needs to reflect your brand DNA and solidify your place at the center of your ecosystem.

Here are 4 examples of Mirakl-powered marketplaces and how our customers have promoted them to their stakeholders:

Announcing Astore by AccorHotels - the procurement marketplace for hospitality

B2B users have high standards when it comes to the way their order online. They want the B2C experience. AccorHotels is revolutionizing procurement by leveraging a marketplace to sell everything from sheets to food for hotel kitchens. By speaking to their buyers and illustrating the buyer experience, their video is able to show how Astore by AccorHotels enables more suppliers to meet hotels expectations by offering: more choices and a better customized customer experience.

AFOUND Marketplace - a style and deal hunting marketplace

AFOUND’s Feel the Deal video focuses on what their marketplace offers customers: endless aisles of bargains and deals. By offering discounted fashion and lifestyle goods, AFOUND’s fashion marketplace showcases both external brands and the H&M Group own labels such as COS, Weekday, Cheap Monday, and & Other Stories. Short and to the point, the video focuses on brand voice:

Friends of Joules - a curated marketplace for lifestyle brands

Friends of Joules is the curated marketplace of UK lifestyle-brand Joules. By partnering with 100s of creative people and local businesses, they have created a marketplace that brings in 1000s of products  -- extending their range into items like local honey and handcrafted jewelry. This separate marketplace is a branch of their e-commerce efforts and focuses on giving their customers everything they need within the “contemporary country lifestyle” aesthetic.  By truly understanding their customer and having a grasp on their brand, they’ve produced a whimsical video that is true to their style:

BUT Marketplace - the new reference for home furnishing

BUT - the French home furnishing retailer - has set out to become a one-stop-shop for everything you need to equip your home. Tangibly, what does that mean? 100 000 referenced products from towels to chairs. BUT reached their audience via a social media campaign with short comedy-driven videos. Speaking directly to their customer base, they highlighted range extension as the primary focus with an emphasis on more choice:

Written by
Julie Delazyn
Julie has worked in communications and marketing with tech companies and big corporations for the past 10 years. As a former NYTimes journalist in Paris, she is a passionate advocate of storytelling.

Get weekly insights and strategy for your online marketplace