"There is considerable suspicion of unlawful advertising with percentage discounts and crossed-out prices as well as repeated advertising with offers below cost price and misleading information about the availability of the offers", said association director Dagmar Jenni at the request of AWP. For this reason, a complaint has been filed against the low-cost online retailer for unfair business practices.

The Tamedia newspapers were the first to report on this. The Swiss Retail Federation told them that on Temu's website and app, "even new offers are usually marked as almost sold out or with remaining quantities such as only 5 left etc.". However, Temu must be able to prove that this information is correct. According to Tamedia, a legal opinion is available to which the association refers in its complaint.

Numerous other organizations and associations have joined the complaint, including ASMAS Sportfachhandel Schweiz, Spielwaren Verband Schweiz SVS, Swiss Textiles, Handel Schweiz, Schweizerisches Konsumentenforum KF, Verband Schweizer Papeterien VSP and Verband Schweizer Spielwarenendetaillisten VSSD, Jenni said.

There is "a general public interest, both on the part of consumers and competitors in Switzerland, that Seco quickly clarifies, in the same way as the authorities abroad, whether Temu complies with the rules of fair competition in accordance with the Federal Act against Unfair Competition and the requirements for advertising with discounts in accordance with the Price Disclosure Ordinance", Jenni continued. If this is not the case, the association expects the authorities to "enforce the relevant regulations and penalties against Temu in accordance with the aforementioned legal texts". (SDA)

Back in 2009, the Widmer brothers started Beliani in Switzerland and grew the company with dedication. Today Beliani delivers to 17 European countries with a wide range of indoor and outdoor furniture.

Last year, the brothers decided on a new brand identity that reflects the outstanding customer service, stylish range and unbeatable prices to the outside world. Working with FOUNDRY, the essence of Beliani was crafted to create a new positioning that focuses on the company's core competencies: good service, convenient delivery, 365-day return policy and the right selection. A home should not be a compromise, but a place of happiness - this is embodied in the new motto: "Delivering Happiness".

Michael Widmer: "We wanted a new brand look that communicates our brand identity and our aspirations in an approachable and open way. Our new appearance fits the DNA of our company. This is, as a result, due to the professional cooperation with our partner agency FOUNDRY. 'Delivering Happiness' is not just a tagline, but unifies our self-image as a company and our promise to our customers."

Stephan Widmer: "While furniture store customers wait 6 weeks for their furniture order, Beliani delivers. And that's the new furniture & happiness. Headlines like 'Click, Click, Hooray!" or "Find the style that makes you smile" represent the new Brand Voice. Beliani speaks clearly, confidently, solution-oriented and is always open to positive surprises."

"Being able to experience this all-around satisfaction, very directly, has literally become the heart of the brand identity" says Sacha Moser, Foundry Founder and Creative Lead. The "B" of the new logo forms both a heart and the profile of a couch - Love, Happiness and the perfect piece of furniture for the home. The new tagline sums it up succinctly: "Delivering Happiness."

Responsible at Beliani: Michael Widmer (CEO & Founder), Stephan Widmer (CEO). Responsible at Foundry: Fieke Clinckemalie, Ruben Mata Lopez, Gustavo Frazão (Design & Art Direction), Nitin George (Concept & Strategy), Alexander Brown (Chief Strategist), Leon Marenbach (Copywriter), Gregor Wollenweber, (Production), Hugo Bosio (Account Management), Sacha Moser (Lead Creative Direction).

The appearance and lengths of the spots were all optimized specifically for the viewing habits and attention span of the respective platform. So whether it's a YouTube financial guru, a TikTok yoga queen, or an Insta-model, all the spots are produced in such a way that the break catches the viewers' attention in a way that is appropriate for the channel, and they always end up hard in real life, along with the supposed Internet stars.

The current campaign can be seen from Tuesday until mid-May throughout German-speaking countries on YouTube, Instagram, Facebook and TikTok.

Responsible at Digitec Galaxus: Martin Walthert (Chief Marketing Officer), Flurin Spring (Creative Director, Art Director), Ursina Grimm (Head of Brand Management), Eva Lipecki (Project Management, Brand Management) Julian Stauffer (Art Direction), Luca Giugliano (Digital Marketing & Media Planning), Cédric Feusi (Digital Marketing & Media Planning). Responsible at Plan B Film (Film Production): Jessica Sonderegger (Producer), Chris Niemeyer, Niels Vije, Ali Tseme (Concept), Chris Niemeyer, Jessica Sonderegger (Script), Chris Niemeyer (Direction), Nico Drechsel (Camera), Christoph Menzi (Editing), Patrischa Freuler (Colorgrading), Frederik Bauer (Visual Effects / Graphic Animation), UKO - The Audio Suite (Audio Postproduction).

Galaxus.ch now offers more than five million products. To show this enormous selection in a striking way, the in-house creation of Galaxus has once again counted in numerous product categories.

The inspiration for the reduced but typographically playful implementation of the subjects always comes from the idea of the product shown: Letters become leaves for a rake. Or a wind instrument blows the headline with a wry sound. A total of 28 subjects were created.

The current subjects can be seen from Monday to mid-April in DOOH, OOH, print and online throughout German- and French-speaking Switzerland.

Responsible at Digitec Galaxus: Martin Walthert (Chief Marketing Officer), Flurin Spring (Creative Director), Ursina Grimm (Head of Brand Management), Annina Müggler (Teamlead Creation), Madeleine Bello, Branko Nastic (Project Management, Brand Management), Ali Tseme (Concept), Severin Keller (Senior Digital Media Designer, Motion Design), Maggie Blaser (Junior Digital Media Designer), Sven Mathis (Senior Graphic Designer), Daniel Kobi (Art Director), Bastian Otter (Senior Copywriter), Christian Walker (Content Creator), Cédric Feusi (Digital Marketing), Luca Giugliano (Digital Marketing & Media Planning), Gesine Hauder (Senior Media Planner), Claudio Candinas (Teamleader Social Media & Community). External partners:inside: Cathrin Schön (photography), Detail (image editing), Nadim Elhady, Ozelot Studios (motion design).

Older customers wait longer

The analysis shows that age has a major influence on ordering behavior: 18- to 24-year-olds only allow the logistics crew a little more time for every tenth purchase, while the rate is almost twice as high for 55- to 64-year-olds. Older consumers are therefore more relaxed when shopping online than young people. There are also differences between the sexes: While women allow "slower delivery" for an average of 16 out of 100 orders, the figure for men is only 14.

Another finding: the higher the value of the order, the less often customers choose the snail mail option. There is a correlation with the product ordered: we like to wait less long for high-priced IT equipment and consumer electronics than for other things.

With the new marketplace solution, Globus wants to take another important strategic step in its expansion as a leading Swiss online and offline provider in the premium and luxury segment. From favorite pieces of hip brands to elegant jewelry, beauty products and decorative accessories for the home, but also the right wine for an occasion, everything is to be ordered conveniently online via globus.ch, even products that are not available stationary.

The partners include renowned brands "that fit the Globus positioning and meet Globus' high quality standards," the company says. With this assortment expansion, Globus aims to bring together a variety of popular premium and luxury brands on a single platform.

Synergies at Group level

Globus is also leveraging synergies at Group level in the process. In addition, Globus intends to harmonize its offline business even more closely with the online market and drive forward digitization.

Globus will remain the contractual partner and point of contact for its customers. They can continue to count on the Globus service. Only shipping is handled directly by the partners, free of charge for orders over 150 Swiss francs. Returns are also free of charge.

Rafael Schenker, Head of E-Commerce at Globus, says: "The Globus world is inspiring and elegant. Anyone who visits our stores with over 2,000 brands experiences a touch of luxury and always finds surprising and exciting new things. With the new platform, we are expanding our offering and providing our customers with real added value, convenience, fast deliveries and first-class service."

The (marketplace) offer on globus.ch is now continuously supplemented with new top brands and luxury brands.

In addition to its political and social components, the war in Ukraine is also changing much in the area of business - in supply chains that are already under pressure, through interrupted business activity in Russia, and not least through the financial uncertainty of a large proportion of consumers, who are vacillating between hoarding purchases and reluctance to buy. This critical economic situation with slowed growth has created new challenges for many marketers.

Smarketer, the largest pure-play Google Ads agency in the DACH region, has now used figures from its own clients to analyze the changes currently facing companies and how these may affect their advertising activities in general and performance campaigns in particular. "The decisive factor here," explains Eric Hinzpeter, content marketing expert at Smarketer, "is how strongly companies will be affected by supply chain problems at present and in the future, and what stocks they can rely on in the process. However, retailers should keep an eye on the inflation rate and individual inventory costs. However, there is no patent remedy here."

Those who combine online and offline win

Particularly in view of the ending Corona measures, it is to be expected that the pendulum will swing back somewhat more in favor of face-to-face commerce and that more spending will again be made on services (gastronomy, culture). "Advertisers should therefore adjust their advertising spend accordingly, invest more in performance channels and adapt advertising campaigns to the new situation," advises Hinzpeter. "Those who can optimally dovetail online and offline channels in marketing and customer loyalty will profit in the current situation."

The crisis is also clearly noticeable in the context of performance marketing, as internal evaluations by Smarketer analysts show, based on the more than one thousand advertising accounts of Smarketer customers. While 3.2 percent fewer impressions were measured, the analysts determined 24.4 percent higher cost-per-click values (CPCs). The first 60 days since the start of the war on February 24 were considered in comparison to the identical period of the previous year (YoY comparison).

No consistent picture for impressions and CPCs

However, the current situation varies depending on the industry: In the hobby & leisure segments, there were 20.6 percent more impressions, but 27.2 percent higher CPCs compared to the previous year, while 50.4 percent more impressions were measured in tourism & gastronomy, with 7.4 percent higher CPCs. Finance, Insurance & Real Estate, on the other hand, saw 51.1 percent fewer impressions and 18.7 percent higher CPCs (probably due to a reduced propensity to invest and growing uncertainty).

Smarketer therefore advises its own advertising customers to adjust their SEA strategies during the crisis and to react agilely to the situation by careful daily monitoring. "Companies should increase their budgets in the event of rising conversion rates and/or falling impression shares in order to ensure optimal positioning vis-à-vis competitors," advises Eric Hinzpeter. When inventory levels are sufficient, he adds, dynamic remarketing in particular can be used to boost product sales opportunities. When inventory levels are low, retailers should focus primarily on Google Shopping and Search.

Communicate inventory to the customer

However, it is also important to optimize communication. "As was the case at the beginning of the pandemic, availability is coming to the fore for many potential buyers. Tell your customers on the website and in your ads whether products are on stock or when they can be expected - and notify them as soon as goods are available again."

In addition to slower economic growth, rising inflation could be a problem in this context. The consequences of inflation, scarcity of resources and disrupted supply chains will probably be felt in all retail segments, albeit to very different degrees. "Companies should therefore thoroughly analyze their own situation now and take appropriate measures to spend advertising budgets wisely, especially in the coming months, and not to unnecessarily reduce the conversion rate," advises Hinzpeter.

The 30-page Smarketer Guide on "Impact of the Ukraine Conflict: How to Assess and Mitigate the Economic Impact on Your Business" can be downloaded here for free be

Founded in 2011, Smarketer says it is now the largest pure Google Ads agency in the DACH region and, with 200 employees, supports around 900 customers from various industries in their digital growth. Smarketer is one of the most important partners of Google and Microsoft in Europe and maintains a close exchange with both companies. Its customers include brands such as PIN AG, Walbusch, Schuhe24 and Audible.

In the wake of the Corona pandemic, digitec and Galaxus have gained almost one million private customers in Switzerland. Many young people in particular have bought something online for the first time in the last two years, but the middle-aged groups are looser in the wallet. The older generation, meanwhile, is only slowly changing its habits.

But the number of customers per age segment is only half the story; after all, the German e-commerce association mentioned above is talking about sales. And here, there is indeed growth among silver surfers - albeit only a small one, especially at a low level: between 2019 and 2021, the share of sales accounted for by the over-60s increased by 0.4 percentage points to 7.6 percent. However, this is even further away from the 31 percent proclaimed in Germany than the 12 percent share of the customer base mentioned above. At the grocery retailer Migros Online, the share of seniors in the total customer base is also 12 percent.

"In the last two years, many older consumers have indeed become accustomed to shopping online, for example because of the convenience of home delivery," says Martin Walthert, who is responsible for marketing at Digitec Galaxus.

In principle, shopping on the Internet is safe, he said. Card processors and banks invest heavily to keep debit and credit card security systems up to date and stay one step ahead of fraudsters. "Unfortunately, despite many warnings and prevention measures, we find that debit and credit card users are careless with their personal information every time fraud occurs. Often, payments are confirmed without cardholders even reading what they are confirming. They simply press okay or continue," explains Captain Rolf Nägeli, head of prevention at the Zurich City Police. "Or cardholders pass on personal data or even confirmation codes without a second thought."

Arouse concern

This is precisely where the police's "#ufpasse" campaign comes in. "Our goal is to use concrete examples to wake up card users and show that caution is also required when shopping online," Rolf Nägeli explains further.

The national campaign was first launched in the fall of 2021 and met with great interest. "We received a lot of positive feedback. Our videos in which victims of card misuse tell what happened to them were viewed very often," Nägeli said. "Within five weeks, we were able to reach around five million Swiss people with the campaign. And almost 40,000 people signed up during the campaign on the website card-security.ch informed more precisely." The aim of the police is to raise more awareness of the issue among the population and thus be able to prevent such crimes in the future.

New nasty scam with false additional payment

Towards the spring of 2022, the campaign website was card-security.ch and the campaign videos were expanded to include a current scam that has become more explosive over the past few months.

This new scam makes it clear that the fraudsters spare no effort to steal money from their unsuspecting victims. In doing so, they exploit the gullibility or carelessness of the victims. Specifically, this is a case of a young woman being asked to make an additional payment for a package she is expecting these days. Since she has actually been waiting for a delivery for a while, she quickly follows the instructions she receives and enters the confirmation code - but without reading what she has actually confirmed. The scammers have cleverly set up the whole thing so that the young woman activates a mobile payment system instead of making an additional payment. This now gives the scammers a free hand to make further purchases without her victim noticing. The rude awakening comes much later when the bill is settled. 

"We have encountered this new case several times in recent months. It makes it clear how unsuspecting some card users are and how brazen the fraudsters are," says Rolf Nägeli. "Fortunately, however, many mistakes can be avoided by following a few precautionary measures."

Videos to the Campaign
Knowledge Test : https://www.card-security.ch/ufpasse .

What does purchasing behavior look like after the relaxation of Corona measures in Switzerland? Profital, the app for digital brochures and mobile retail marketing, conducted a study with almost 2,000 people. There is a slight trend back toward stationary retail, with consumers primarily obtaining information online before making a purchase.

Cross-channel purchasing takes place

Shopping planning remains important and is even increasing slightly: A full 82 percent of respondents said they find out about promotions and discounts in advance. Last year, the figure was 72 percent (survey February 2021) and in 2020 only 49 percent (survey April 2020). The ROPO effect (Research Online, Purchase Offline) can be observed here. The majority of respondents first research online and then make their purchase in a brick-and-mortar store.

"The entire shopping journey is becoming more and more cross-media, and consumers usually start their product research online," says Profital CEO Raphael Thommen, "which shows how important digital offer communication is. For example, 56 percent of respondents find out about groceries online, and then buy them offline later. However, this trend is not only evident when buying groceries, but also when purchasing furniture and home furnishings (54 percent) and electronics (48 percent).

After Covid: slight trend back to stationary retailing

Around half of all respondents (52 percent) are continuing with their shopping habits in 2020 and 2021 compared with the Corona years. However, one-third of participants said they would again shop more frequently in stores in 2022. In this context, men in particular (35 percent) have shifted their shopping behavior more to stationary retail again, compared with 27 percent of women. 18 percent of respondents currently store more frequently in online stores.

Corona, however, is hardly a concern for the respondents when shopping: Only 9 percent said they were afraid of infection, for example. Consumers are much more concerned about delivery delays (20 percent) and product origin (37 percent). However, it is the price that is of most concern: A full 69% of all respondents said they were worried about rising prices when shopping.

Sustainability and delivery time also important

Despite rising prices, quality comes first when buying a product: The most important purchase criterion for consumers is quality, with an average rating of "fairly important" to "very important. Price follows in second place. Issues such as sustainability, availability and delivery time are also considered important. Regionality, packaging and product presentation are perceived as less important, and the brand of the product is in last place.

The Profital study examines purchasing behavior in March 2022, after the Covid measures have been relaxed. 1,935 users of the Profital app were surveyed. The online survey took place between March 19 and 22, 2022. Profital is a provider of digital brochures and mobile retail marketing. The app connects over 450,000 shopping-savvy consumers with offers from over 100 retailers and brands at the time of purchase. Profital was founded in 2017 as a startup of Swiss Post. At the beginning of 2022, it merged with Europe's largest shopping list app Bring! The two apps have been accompanying each other as Bring! Labs AG, the two apps have since accompanied millions of users through the entire shopping process - from inspiration to joint planning to purchase.

The entire study is available here.

Once again, the spots are based on real reviews from the community and provide a humorous insight into the lives of customers from the perspective of the products.

The films have been on TV, in cinemas and on the usual social media channels since Monday.

Responsible at Digitec Galaxus AG: Martin Walthert (Chief Marketing Officer), Flurin Spring (Creative Director), Daniel Kobi (Art Director), Ursina Grimm (Head of Brand Management), Mariya Alipieva (Project Management & Brand Management), Alessandro Thüler (Digital Media Design), Roberto de Bonis (Digital Marketing), Luca Giugliano (Media Planning), Anne Chapuis (French Translation). Responsible at Plan B: Chris Niemeyer (Director), HC Vogel (Producer), Jessica Sonderegger (Producer), Filip Zumbrunn (DoP), Ioannis Sochorakis (Equipment), Christoph Menzi (Edit). Adriel Pfister (Grading), Sound post production: UKO - The Audio Suite.

To show that the Brack.ch team can also provide answers to complex questions, the online retailer launched a film and 13 new posters as part of its fall campaign. The measures were designed and implemented by Compresso and Zimmermann Communications.

The fall campaign is complemented by two new short commercials promoting selected services. The measures can be seen on TV and posters as well as in various digital media.

Responsible at Brack.ch: Simon Thoma (Head of Marketing), Sandrine Knechtli (Head of Marketing Communications), Franziska Heimberg (Head of Marketing Communications), Michael Otto (Marketing Manager Brand). Responsible at Compresso: Fridolin Stauffacher (overall responsibility), Michelle Müller (project management), Sean Dünki (art direction), Yannick Vogel (graphics). Responsible at Zimmermann Communications: Rolf Zimmermann (Strategy/Art Buying), Christoff Strukamp (Creative Direction), Ramon Alder (Art Direction), Florian Bieniek (Project Management).Responsible at Markenfilm Switzerland: Lars Timmermann (director), Pierre Castillo Bernard' Enz (cinematographer). Photo production: Detail AG, Fabienne Wheeler (Photography). Realization posters: Corina Buchelé, Flora Frick (Atelier Brack.ch).