Can you spot the most relevant rubber boots amongst Galaxus’s wallflowers? Spoiler alert – it’s not this one.
2.5.2023
Translation: Jessica Johnson-Ferguson
On the one hand, you have stars and starlets. On the other, you have the bench players. And in the Galaxus product range, it’s no different. Some items live out a shadowy existence, unnoticed by the public. Such as the Blizzard wellies by Dunlop.
In the 1960s, Andy Warhol coined the expression «15 minutes of fame», thus suggesting that in a future world, everyone would be world famous for a little while. Anyone and everyone? Not quite. There are some who never make it into the limelight. Not even for fifteen minutes. Such as the Blizzard wellies by Dunlop. But that’s going to change now, at least for a few minutes. It’s not like it has to be 15.
Try making sense of this
At Galaxus, every product group features a category for trending items. The products in our sports range include picnic blankets, pool floats and rubber boots, to name but a few. In other words, these products are currently selling well. But what have they to do with sports? Take rubber boots used for gardening or maybe a stroll along the shore of a lake. Not much, if you ask me.
But hey, what about fishing? Even though I wouldn’t say this was a sport, fishing enthusiasts do like to wear rubber around their feet. But to be fair, I don’t have a clue about fishing:
Unlike my coworker Lorenz Keller. He knows the ins and outs of it:
What I get even less are rubber boots that aren’t made of the material that gives them their name. The product type Rubber Boots includes a smorgasbord of shoes ranging from classic Chelsea boots to kids’ sneakers to winter boots. Oh, and then the odd pair of real wellies will pop up every now and again.
No wonder everyone’s waddling past them
If you type «rubber boot» into the search bar of the German version of our shop, you’ll get 6,000 products to choose from (at the time of writing). These are generally sorted according to relevance. In other words, you’ll see the most relevant wellies first and then it goes steadily downhill, all the way down to number 6,288. You can find out how products are sorted and displayed here. Simply put, it all comes down to:
- search query accuracy
- users’ search and shopping habits
- availability and estimated delivery time
- popularity and novelty
- attractiveness and price
After taking all these criteria into consideration, the Blizzard by Dunlop is floating around in no-man’s land. Or, to put it another way, no one seems to give a toss about the real rubber boot, which is even more irrelevant compared to all those fake «Rubber Boots».
The Galaxus range is home to products that nobody sees, nobody knows and nobody wants. But even these bench players deserve a little attention. That’s why I’ve taken it upon myself to showcase our Galaxus wallflowers from time to time.
Header image: Shutterstock
Patrick Bardelli
Senior Editor
Patrick.Bardelli@digitecgalaxus.chFrom radio journalist to product tester and storyteller, jogger to gravel bike novice and fitness enthusiast with barbells and dumbbells. I'm excited to see where the journey'll take me next.
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