Meet Our Exhibitors: Dorota Wróbel, Chief R&D Officer at G2A
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As the excitement builds for this year’s eCommerce Expo and Technology for Marketing, we spoke to Dorota Wróbel, Chief R&D at digital marketplace G2A on what she’s looking forward to most about the show and the importance of bringing the community together at the event.
What industry trends are you looking forward to seeing at this year’s eCommerce Expo and Technology for Marketing?
The one trend I am most looking forward to is the implementation of AI solutions in the eCommerce and marketing fields. At G2A.COM, we are already using AI tools in many areas - from cybersecurity, where it’s used for monitoring and analysing patterns of user behaviour, predicting the outcomes of unusual behaviour, preventing fraudulent activity and its outcomes, to creative design and marketing, connecting the digital and physical worlds in an innovative approach to campaigns, where we use Augmented Reality and AI to present interactive advertisements, to copywriting and customer support. I am sure there are new areas we didn’t think of and new solutions we could find use for presented at the expo this year.
What are the biggest challenges facing eCommerce retailers heading into Q4 and peak season?
For online marketplaces like G2A.COM, I would point three challenges here for Q4: grabbing the user’s attention and helping them pick the offer that will give them the most satisfaction, which we are achieving through using new technologies in our marketing activities, both in real life and in digital; securing the availability of the offers and making sure our sellers will have enough stock to cover the peak season interest of the buyers; and making sure we are hiring the best people – which in connection with the really active changes in the industry taking place right now opened new opportunities to find people with extensive experience from leading companies actively looking for a job.
What is most exciting to you about the eCommerce and digital marketing industry right now?
Since the beginning of G2A.COM we have been primarily focused on gaming and our marketing was directed at the gamers as our target audience. A few years ago, the COVID-19 pandemic led to an increase of digital business in general and widened a new group of audience – casuals. That led to an enhancing focus on non-gaming categories – e-learning, gift cards, software and more. It also allowed us to expand our marketing activities outside of gaming, opening us to partnerships in such areas as sports – with Robert Lewandowski (one of the world’s top football players) and Aleksandra Mirosław (world record holder and Olympic gold medallist in speed climbing) as our ambassadors – or the food industry – partnering up with Dr. Oetker in Poland and Burger King in Spain.
Why is it important to bring the industry together at events like eCommerce Expo and Technology for Marketing?
Sharing knowledge within the industry is very important, especially in the era of the ever-increasing speed of technological advancement. It’s important to be able to see the newest developments in the eCommerce and marketing industries and to have the chance to get inspired by other people. It’s at least equally important to see other specialists in the field in person and network in real life – the post-covid times often leave us without this opportunity and it feels good to be able to see other people face-to-face again.
What’s the best piece of advice you would give to new people joining the industry?
Don’t be afraid to speak your mind and speak up. It is often a mistake of new people in the industry or even in a team that they don’t come forward with their ideas. In such cases, many innovative ways to approach a challenge can be overlooked and the ideas will remain unrealised. If you have an idea that you believe in and could improve the workflow, efficiency, or results of you and your team, present it and be ready to convince others to it. That’s how we do it in G2A.COM – we don’t vote, we convince each other of our solutions.
Do you have anything special going on at the Expo?
Presentation: Local Approach to Global Business: The Secret Sauce of the Global Marketplace
Speaker Dorota Wróbel, Chief R&D Officer, G2A.COM
Date: 19 Sept. 2024
Stage: Future of Digital Commerce Theatre
Time: 3 p.m. - 3:25 p.m.
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