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Comverse by Ginkgo Retail 

Comverse is an e-commerce platform built for businesses with more complex commerce needs, from multiple storefronts and marketplaces to integrations, multi-currency commerce and customized digital experiences.
  • Marketing · Product Marketing · Creative · Brand Communication
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Client

Comverse by Ginkgo Retail

industry

E-commerce · Technology

services

Marketing Strategy · Product Marketing · Content · Creative

DELIVERABLES

Social Media · Campaigns · Product Communication · Creative Content

The Challenge

MAKING A COMPLEX PRODUCT EASY TO UNDERSTAND.

Comverse was built to solve problems that standard e-commerce platforms can struggle with as businesses become more complex.
The challenge was that the more capabilities a platform offers, the harder it can become to communicate its value simply.
Multiple storefronts. Marketplaces. Multi-currency commerce. Integrations. Custom business requirements.
The marketing needed to turn those technical capabilities into a story that business leaders could understand without having to understand the technology behind it.
The goal was to position Comverse around one clear idea:

The Objective

STOP MAKING BUSINESSES FIT THE PLATFORM.
START BUILDING COMMERCE AROUND THE BUSINESS.

Our communication strategy focused on making flexibility and control the center of the Comverse story.
Rather than competing only on features, we positioned Comverse around the freedom to build commerce around the way a business actually works.
This gave the brand a stronger point of view and created a foundation for communicating different capabilities without losing the larger story.

Our Approach

01 — POSITIONING AROUND THE PROBLEM

We shifted the conversation away from simply listing platform features.

Instead, we started with the limitations businesses experience when their commerce platform cannot keep up with their model.

  • Complex marketplaces.
  • Multiple storefronts.
  • Third-party dependencies.
  • Different payment requirements.
  • Global commerce.

These became the starting points for the content and communication.

02 — PRODUCT STORIES THAT MAKE SENSE

Complex product capabilities were turned into simple marketing stories.

Instead of saying what a feature does, the communication focused on why a business would need it.

  • Multi-currency became a story about giving customers a more familiar shopping experience.
  • Multiple storefronts became a story about managing different experiences from one platform.
  • Marketplace capabilities became a story about scaling sellers, checkout and operations without rebuilding the entire system.

This approach made product communication more relatable and easier to understand.

03 — A STRONGER POINT OF VIEW

We also built communication around stronger opinions about the future of e-commerce.

Instead of only saying:

“Comverse has this feature.”

The content asked:

  • “Should your business have to depend on 25 plugins?”
  • “Should your platform limit how your marketplace works?”
  • “Should businesses adapt their model to their software?”

This helped Comverse communicate as a challenger to conventional e-commerce setups rather than simply another platform.

Comverse’s current public communication continues to use this positioning, emphasizing control, customization and building commerce around the business rather than forcing businesses into a standard setup.

CAPABILITIES

CAPABILITIES BROUGHT TOGETHER AROUND THE PRODUCT.

  • Product Marketing
  • E-commerce Positioning
  • Content Strategy
  • Social Media
  • Creative Campaigns
  • Product Communication
  • Video & Motion
  • Brand Communication

The Impact

FROM PRODUCT FEATURES TO A CLEARER PRODUCT STORY.

The work was designed to make Comverse easier to understand and give the product a stronger voice in a crowded e-commerce technology market.

The communication moved toward a more problem-led approach, connecting product capabilities with the real challenges faced by growing commerce businesses.

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The Result

A CLEARER STORY FOR A MORE COMPLEX PRODUCT.

The result was a more focused marketing narrative for Comverse.

Instead of competing through a long list of features, the brand could communicate around a much simpler idea:

Your business shouldn’t have to fit your platform.

That idea gave the product a stronger point of view and created a more consistent way to communicate its capabilities across marketing and content.

FROM FEATURES TO FLEXIBILITY.

FROM COMPLEXITY TO CLARITY.

FROM ONE-SIZE-FITS-ALL TO COMMERCE BUILT AROUND THE BUSINESS.

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