PrestaShop

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Market context

Scope: Research & Insight > positioning, strategy & TOV > brand system, brand guidelines.
Sector: eCommerce / Tech. 

The future of retail is online with E-commerce software. It manages the online store processes, from inventory (adding or removing products) to calculating tax and fulfilling orders. 
 
In 2021, retail e-commerce sales amounted to approximately $5.2 trillion worldwide. This figure is forecast to grow by 56% to reach about $8.1 trillion by 2026 (Statista).
 
Prestashop operates within this market, offering a flexible and scalable eCommerce platform to launch an online business 100% owned and designed by its customers.

Challenge

In 2015, PrestaShop came to Structure following a successful €10m fundraise. The platform was competing against well-funded platforms, each with a view on global expansion. Prestashop realised it had to discover and leverage its difference to compete. The marketing team asked Structure to: 

• Identify its unique place in the market.
• Help accelerate the adoption of its platform.
• Help build loyalty and keep converts.
   

WeCommerce is better eCommerce

PrestaShop is shaped by its unique community of merchants, developers and agencies. It has the largest and most active community of developers of any of its competitors.

As the community grows and shares knowledge and expertise, the platform improves and develops, this became the key differentiator. From this insight of 'togetherness', Structure built the proposition around the idea of community – WeCommerce is better eCommerce.

The creative response pivoted away from the over-used shopping bag motifs to create a character that appealed to the core audience of developers who were the prime advocates for the system. Structure wanted to create a standout brand in a crowded space based on the idea of community.

Based on this idea of community 'Preston the puffin' was developed and used throughout the comms. Puffins are found all around the world, they gather, build nests together and form long-term bonds. We felt this reflected the relationship PrestaShop has with its community, moving PrestaShop into a richer more distinctive world. 

Structure delivered a toolkit, with an editable character and key marketing materials. At the heart of our output was a vision for the brand to evolve at its own pace.

The team at PrestaShop have created multiple puffins, decorated their office using graffiti artists, and even tagged the office cat! It was voted one of the five coolest places to work in Europe (Inc. magazine.) 

 “ The branding you guys did is the gift that keeps on giving. Every day. #Prestashopday was the number 3 trending topic on Twitter in France on launch day. No one knows all the hard work you did for us to make this possible. Thank you  ”
Leah Anathan, CMO (former) PrestaShop.

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