#17: Iskra Velichkova, Head of Brand at Kleinanzeigen, on the power of second-hand, recent rebranding, and sustainability

Welcome to the E-commerce Germany News Podcast powered by the E-commerce Berlin Expo.Join Efe von Thenen as he engages in a thought-provoking conversation with Iskra Velichkova - Head of Brand at Kleinanzeigen.With over 36 million monthly visitors and a staggering 95% brand awareness, Kleinanzeigen has redefined the German landscape of buying and selling. Discover how the platform's unique approach to local and second-hand purchasing behaviors has not only transformed consumer habits but also contributed to a significant societal shift towards sustainability.Delve into the heart of Kleinanzeigen's rebranding journey, uncover the challenges faced and the lessons learned as the platform navigated this monumental transformation, leaving a mark on its customers, stakeholders, and the wider public.But sustainability isn't just a buzzword for Kleinanzeigen; it's a way of life. Learn firsthand how the company translates its vision of "Bringing the joy of sustainable trade to everyone" into tangible actions, weaving sustainability seamlessly into its marketing communications while maintaining its unique brand identity.Gain valuable insights into how companies like Kleinanzeigen continue to lead the charge in sustainability, offering practical steps and strategies for e-commerce professionals looking to follow suit.Join us for an engaging conversation on sustainability, rebranding, and the transformative power of commerce, as we uncover the secrets behind Kleinanzeigen's success and its vision for a greener, more sustainable future.🟠 Interested in being a guest on our podcast? Reach out to us at [email protected] out more on:■ ⁠Linkedin⁠■ ⁠Instagram⁠■ ⁠Facebook⁠■ ⁠Twitter⁠The timetable:(00:00:00) Introduction(00:01:26) Iskra Velichkova: The Creative Mind of Kleinanzeigen(00:05:23) Exploring Kleinanzeigen: Germany's Online Powerhouse(00:11:37) Building Relationships: The Heart of the Platform(00:14:51) Revenue Insights(00:19:26) Navigating Competition(00:21:10) Into the Future: Recommerce as the First Choice(00:27:58) Ensuring Trust: Safety Measures on Kleinanzeigen(00:31:25) Understanding Demographics: Who's on Kleinanzeigen?(00:34:56) The Rebranding Journey(00:50:38) Introducing the New Name & Logo(00:53:15) Key Learnings from the Rebranding Process(01:00:33) Key Takeaways for Sustainable Commerce(01:07:29) Closing Remarks

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