| Armenia joined forces with her daughter and other family members to make her dream come true, and Novica was created. eBay provides the perfect global market structure for their business.
The Novica approach to business
Armenia wanted to establish a fair trade bridge between global artisans and collectors. All around the world, brilliant artists and artisans have struggled to earn fair compensation for their talent and labor because they lack access to the global market. With few other options, they have had to rely on tourist sales or international art dealers who often pay poorly and then resell the goods at huge markups. Novica gives more of the profits to the artist and offers greater value to the consumer.
With Armenia's international contacts, Novica established sourcing offices in Ghana, Mexico, Peru, Brazil, India, Indonesia, and Thailand. Today, all of Novica's listings are
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Novica uses the Email Marketing feature to send out biweekly marketing emails. Each email focuses on featured items and popular products, and despite the frequency of their emails, the company has an excellent open rate of 25%.
Armenia Nercessian de Oliveira |
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posted from the U.S., but are shipped directly from the overseas offices.
Novica gets a boost from eBay
In 2001, after a couple years of listing on eBay, Novica opened their first eBay Store. Sales jumped almost immediately from a couple hundred items a month to thousands of items per month! In March 2006, Novica started listing in the Store Inventory format and ramped up listings even higher. Within a month, they decided they needed an Anchor-level Store to achieve higher visibility on the eBay site. They now have over 15,000 items for sale, including paintings, masks, rugs, tapestries, jewelry, sculptures, and other handicrafts. Representing the artwork of over 2,000 artists, Novica brings some of the world's best indigenous talent directly to eager buyers.
Novica's secrets to success on eBay
Novica uses Store Traffic Reports and eBay Sales Reports to optimize their listings and sales strategies. These tools help them determine the best listing times, end dates, and categories to use, and help inform their global inventory-sourcing decisions. They use Cross-Promotions to encourage buyers to purchase multiple items within and across categories, and combined shipping discounts to further encourage buyers to purchase more than one item at a time. More >> |
