Inchoo, Silver Sponsor MM17ES

We interview Zrinka Antolović, Event Coordinator, and Dunja Vorkapić, Office Manager.


Zrinka Antolović

Zrinka works as an Event Coordinator at Inchoo. Her job description varies depending on which event she’s working at. Her last endeavour included working as a part of organising committee of Developers Paradise, conference dedicated solely to Magento developers.

Her next adventure? Who knows! It could be a talk, a lecture, or even a forum. Maybe another conference? But what we do know is that she’ll definitely get a chance of applying her professional skills she got at Faculty of Economics and while volunteering as Alumni Manager at AIESEC.

Even though she has no habit of making longterm plans, she fancies the idea of travelling all through Croatian coast some time in her life (and a bit further, too!)

Outcome of her love for books and philosophy is the belief that when you want something hard enough, it will eventually happen ’cause the Universe conspires to help you.

Dunja Vorkapić

Planning and executing office procedures is a perfect job position for an organized and detail oriented person as Dunja. While analyzing results and maintaining office efficiency, her desk is always in perfect order and drawers filled with interesting office supplies.

Like a true follower of self-learning and skill progression movement, she is constantly adding one new finished class on her Coursera account. With her degree from Faculty of Economics, it’s natural that most of her classes cover fields of entrepreneurship, psychology, and finances. But also – animals, especially dogs that she loves so much.

Her batteries are filled with enjoying diverse types of activities, as solving crosswords, stacking retro puzzles, reading Dan Brown books, playing volleyball or cooking her favorites, like tomato soup. She can eat homemade tomato soup every day, that’s how much she loves it! With her joyful personality, it’s no wonder Dunja can spend a whole day in the amusement park and forget the world around her.

What does Inchoo offer? 

Inchoo was founded in Osijek, Croatia with a strong focus on providing solutions for eCommerce businesses. Although we have experience with various platforms, Magento was our only choice since version 1.0 emerged.

We are passionate about sharing our experiences with the development community via our blog. This was recognised throughout the community and we’re happy to see many of the visitors come back and leave their comments on this website. We enrolled in Magento Solution Partner program when it was introduced in 2010.

Magento Solution Partners are experienced and successful providers of eCommerce solutions. They deliver complete solutions and support the customer after the sale. They also play an important role in the continued growth and adoption of Magento. Our expertise with Magento has been further tested and proven as we are actively involved in the official Magento certification programs.

At this moment we have the total of 28 Magento Certified Developers and 22 Certified Solution Specialists, which is among the highest in the Magento world. Our work doesn’t stop with the launch of the website. We strive to establish long term relationships with our clients by helping them to achieve their goals. We combine feature innovation with online marketing strategies using several different channels like search engines, social media, eMail, offline campaigns and many more.

As a Silver sponsor of MM17ES, What do you think about the event? Any Points to highlight? Why would you repeat next year?

We were happy to sponsor such an event. The venue was great and the agenda was diverse. The sponsor stands were visible and easy to distignuish. It’s a great way to promote company’s work. Maybe next year we’ll be having one too! 🙂

What do you think about the future of the e-commerce sector?

eCommerce sector will completely lose the “e” from its name – this has been happening gradually over the past several years. We anticipate that in the near future we will see more and more of those “omnichannel” experiences being pushed by even smaller companies and brands as they try to keep up with the demands of the customers. Machine learning and its applications (segmentation, personalization, fraud prevention, prediction models, you name it) is definitely something that will make a huge impact in 2018 and beyond as we move closer to the “real AI”, whatever this will include.

Does your company have some improvements or new opportunities next year?

We have invested quite a lot in our internal processes this year, introducing a standalone PM team and further improvements across the board. We plan to continue in this direction, and we are also diversifying our eCommerce offer a bit. Magento will continue to be our bread and butter and our main focus will be on its ecosystem, but we are also introducing other services, including Shopify, to merchants who would not be a perfect match for Magento (and vice versa).

Some words of Dunja Vorkapić regarding “Lay(wo)man’s scan of key web shop features”:

At least once a month I shop online. The web shops I visit the most are related to fashion and beauty (Missguided, ASOS, Beauty Bay, Feelunique etc.) and there are many factors that affect my purchase decisions.

When it comes to choosing a shop, the main criterion is that it has a European warehouse (and, of course, the assortment of products that satisfy my needs). Even though there is a detailed explanation of Croatia’s customs procedures in postal traffic, and there is a “de minimis value” below which no duty or tax is charged, and clearance procedures are minimal – I experienced unexpected costs. Therefore, I avoid shopping outside the EU.

After quite a number of web shops visited and online purchases made, there are some features that made my purchase decisions easier, and shopping experience merrier.

A generous entrée

When I visit a web shop, what I love to see first is the window “Register and get a discount on your first order!” or “Free shipping on your first order!” – that immediately cheers me up and lures me to continue. While I’m registering, it thrills me when I see the “Date of Birth” box – I know I’m getting something for my birthday.

“No sweat” navigation

I glance at the upper corners to scan if and where the “Menu”, “Search”, “My Account” and “Shopping Cart” buttons are. This is the first step where I discern the shop’s usability, subjectively – of course. Below is an example of navigation that allows me to easily find what I’m looking for; I can choose a category that I’m interested in, shop by occasion, by brand etc.

Scopious filters

When shops have several thousands of products in each category (and you have limited time for shopping), different filters are essential. The ones by brand, purpose, size, colour, collection for e.g. clothing, or by concern, product type, ingredient preference, customers review grades for e.g. cosmetics make my rummage a lot easier. The more filters – the better.

Profound ABC’s

I like to read a really detailed description of the product I’m interested in: brand, size (with an easy understanding size guide), ingredients, directions, additional tips etc. The photos displayed should be of superior quality and zoomable from all corners. It’s great if there’s a video of a model wearing a product or a “how to use” video (great way of estimating fabric quality, fit or colour).

Besides the above mentioned features, customer reviews (those who e.g. have similar skin type to mine, when I’m buying a moisturizer) are something I read regularly and sometimes even end up abandoning my shopping cart.

Additional allurements

A classic call to action elements, banners: “30% off work wear”, “Buy the look”, “You might also like”, “Girls on Instagram wear it like this” etc. work on me too. Sometimes a girl needs some inspiration

The web shops I’m registered to often send me newsletters, information about upcoming sales and coupon codes – they’re another call to action I rarely turn down (I sometimes do some clicking even when I’m working :O)

Child’s play check out

Several times I was in a situation where check-out made me leave and not make a purchase because there were too many steps, it was very slow, a valid coupon code got refused, some items I put in a bag were suddenly out of stock or the shipping costs were unexpectedly high. I want to know the price I’m paying and terms on my first step of the check out. The variety of ways of payment is also very important (PayPal, debit and credit cards).

To most web shop owners the profit is the main goal. To achieve this goal, they need to satisfy the customers and adapt to their wishes. They should focus on carefully listening and constantly adapting to their customers’ needs.

Web shops are created in order to make life easier for everyone. We don’t say it for no reason: “Life’s too short to buy offline”.

Dunja Vorkapić, Office Manager Inchoo-