Interview of Felicia Kron, Lengow’s Country Manager Scandinavia

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It has been a while we haven’t interviewed a member of Lengow’s team… So let’s keep on what we usually do! Let us introduce Felicia Kron, Lengow’s Country Manager Scandinavia (Sweden and Denmark).

 

Hi Felicia, can you introduce yourself in a few words?

Hello! I am Swedish with a love for Internet shopping, horseback riding and sunny weather! I was one of the first persons at the International Lengow office in Paris and started in the end of February 2012.

What about your career before Lengow?

I have always been persuaded to live abroad and since a little girl I have loved the French language which I also studied for many years. Starting off at Tetra Pak in Sweden working with their International clients, I decided in 2010 to try my luck in France and began my International career as a Business Development Manager for Sweden at Mediastay, an Internet company within Performance Marketing. After a while I also took over the UK market but the gaming industry did not suit me very well and in February 2012 I decided to change focus and work within e-commerce at Lengow instead!

Can you tell us more about your missions at Lengow?

My first mission was to launch Lengow in the Scandinavian market with Sweden and Denmark as a main focus and thereafter, continuously building up and developing the activities within these markets which is my main focus today.

How would you define the Swedish market?

The Swedish e-commerce market is relatively new and still in growth in comparison to other mature markets in Europe. Nevertheless, it is not less interesting! It is very easy to start an e-commerce business today; the difficulty is to keep it profitable which is why many smaller companies use agencies to build up their marketing activities. Swedish companies also seem technically skilled and therefore seem to take an interest in technical products. Even though it might seem as a small market, it has plenty to give and I am looking forward to follow the continuous development of Swedish e-commerce, hopefully with Lengow as a strong player on the market.

Why did you choose to join Lengow?

I have always been very interested in e-commerce and with Lengow I am not limited to one category or one merchant only. Instead, I am given the possibility to see e-commerce as a whole on the market with daily interactions with different e-merchants which is really interesting.

What would you advise to merchants who begin in e-commerce?

To explore the Scandinavian markets and to generate traffic I would give the following advice:

  • Make sure to use the proper marketing channel. You will be faced with plenty of channels; CSEs, affiliate networks, sponsored links, retargeting… Choose your channels based on the amount of time you can spend and the budget that you have!
  • Constantly work on optimizing your visibility. If possible, make sure to choose a channel within your category, make sure to adapt your information to be shown in the ad space of your partner and regularly update this information.
  • Follow up the results. Follow up the results on a daily basis all the way down to product level and act directly upon the results. If you notice that there is a category or a product that is not profitable, remove it from the channel. This is probably the hardest advice to follow as it could be pretty time consuming when having plenty of products….

Fortunately there is Lengow to help with this, in order for e-merchants to save time and control every single penny spent. Big company or small company doesn’t matter, Lengow fits all!



 



 

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Mickael Froger

CEO @ lengow