— Xela Creative Studio - Online marketplace
“Xela Creative Studio” is the shop name for the digital art illustrations set up by Oystercatcher, Alex Ware on Etsy, a 3rd party marketplace. The idea began with connecting Kiwis and Aussies to their homeland or favourite locations during the pandemic and lockdowns. This has become a great side hustle business with paintings sent throughout Australia and New Zealand, but also the UK, Europe, Canada and the USA. It’s also a window for her personalised commission pieces, sold directly.
— THE APPROACH
Insights
The first step was to assess the competitive market and establish what makes a shop successful on Etsy.
A visually strong shop window with multiple products for sale, positive testimonials, carefully planned price points, regular updating of the site and ongoing promotions were all essential.
As with most 3rd party marketplaces, site generated customer reviews and star rankings become a critical guide for future customers. Continued excellence in the product and responsive customer service are a must.
Strategy
A set of paintings was developed before launch to give the site gravitas. The print sizes were standardised to fit generic frames. World wide drop-shopping was set up and a local printer identified for hand-signed pieces on quality paper.
Two distinct price offerings were established: a premium limited edition hand-signed offering, and a travel poster range. This targeted both higher-end customers who would frame to suit their home decor, while students and those wanting a different price point could stick the poster onto a wall or into a standard frame. fit theirs straight into a standard frame.
Marketing campaign
Xela used her own Facebook and instagram following to communicate the shop, as well as took advantage of some Etsy promotional tools.
Gifting times such as Mother’s Day, Father’s Day and Christmas were ideal for promoting the paintings as personal gifts.
Price discounts promotions were used, as they result in higher rankings by Etsy on the site, as does regular activity uploading and changing images. Creating poster sets or bundles were used to take advantage of this.
Prompts to leave a review are automatically given, and Xela would communiCate persOnally to encourage this. High ratings have supported her sales.
Xela Creative Studio - Creating poster sets met a need and create more sales.
Xela Creative Studio - Showing the image at life size and in situ is essential for an online shop.