Ana Bibikova, a Head of Marketing at Aimondo

Ana Bibikova, a Head of Marketing at Aimondo

Ana is a rare breed: T-shaped marketer with a wide experience in eCommerce, B2B, B2C and B2B2B marketing. Writes about unconventional strategies for exceptional growth.


Competitive edge
Pricing strategy
Pricing solution

Ana has 15+ years of experience in B2B, B2C, SaaS and eCommerce products marketing. Her personal motto is:

— Action over procrastination.

— Build over wait.

— A/B tests over “best practices”.

Ana has been in charge of growing small and medium-sized businesses all over Europe. She considers her personal strength a meticulous data-driven approach to customer journeys, attribution models and content marketing. She's proficient in market segmentation techniques, email marketing, and everything related to growth: from SEO to CRO (conversion rate optimisation).

For Aimondo, Ana covers the following topics:
— Competitive strategies

— Customer segmentation and personalisation

— eCommerce best practices

— Consumer behaviour

To get more content from Ana follow her on social media.

More from this author:

A Secret Weapon of an eCommerce Manager: Price Monitoring and Dynamic Pricing

Using competition-based dynamic pricing to fight high inflation rate, small average basket size and a dead stock problem.

Unhappy Customers? Maybe You Price Your Products Too Low. Price Perception Biases Explained

The hunt for the perfect price can be as elusive as a unicorn for those in the e-commerce world. Set it too high and you risk losing sales; too low, and you might just be undermining customer satisfaction. Surprising? Indeed, but recent research indicates that pricing your products too low might be damaging your brand more than you think.

The Art of Persuasion: How Data People Can Champion for Advanced Analytical Tools

If you're a data professional, you might, like many of your peers, find it increasingly challenging to secure budgets for advanced analytical and data tools. Undoubtedly, budget cuts are a significant hurdle. However, there seems to be an underlying issue as well: a mismatch in communication styles. Learn how to effectively address and overcome these challenges.

Price Leadership — Is it really important to offer the lowest prices all the time?

Here's a hands-on guide on how to keep the right prices low while capturing all the profit margin that's there to capture.

Customer Segmentation for eCommerce: Models, Examples, Guidelines

Ever wondered how LinkedIn serves you content you're genuinely interested in, while Audible sends out emails with highly relevant book recommendations? The cornerstone of these activities is customer segmentation. Here's how you can implement something similar in your eCommerce business.

Competition-based pricing: How to Grow your eCommerce Business by Monitoring Competitor Prices

When is it the right time to keep your prices lower than your competitors? When to price higher? When to keep them on par? An easy and explainer of how and when monitoring your competitor pricing might help you boost your sales or capture more profit margin.

Dynamic pricing 101: what you need to know in 2024. Real-life examples and benefits

2023 can be dubbed the year of dynamic pricing. It first gained attention in summer when Stonegate pubs publicized the term. In November Halfords introduced dynamic pricing in a very unexpected environment of its workshops. If you’re curious about what all the fuss is about and how it might benefit your company, here’s a comprehensive overview of the concept, its various types, and the expected outcomes.

How to Mitigate Stock Discrepancies

Retail and especially ecommerce success depends on effective inventory management. Stock discrepancies, that include overstocking or running out of stock, can significantly impact a retailer's profitability. Inventory management systems that used to work wonders just 10-15 years ago seem so inefficient and outdated now. The good news is there are still ways to overcome this threat. If not completely, then mitigate the existing scope of disaster you might be facing.

Dynamic Volume Or Scaled Pricing: A Winning Strategy for eCommerce Amid Rising Competition

What is volume pricing? Where is it mostly used? What is the difference between volume pricing and scaled pricing? And how can you win 99% of the deals in a highly competitive environment using volume or scaled pricing?

Discount pricing strategy: how to prevent overstocks and stay profitable in 2024

Discounts have always been efficiently used by eCommerce businesses to increase sales velocity, clear dead stock, and gain a larger market share. That was until they ceased to be efficient recently. How should discounts be managed in the new post-pandemic reality with economic growth slowing down?

Price Scraping: What is it? How to use it to grow your eCommerce business?

Price scraping is the automated process of collecting price data from online sources. While the fundamental idea is similar to the old-fashioned method of checking prices by visiting websites (eye-balling), automation is a game-changer. Here's how you can use it:

Price optimisation for controlled stock velocity

How to use price optimisation to exit stock at a predictable pace without offering huge discounts and leaving a lot of money on the table.

Personalised pricing: myth or reality?

Personalisation has been the Holy Grail of Marketing for years. But we've looked at it from the wrong angle, trying to personalise user experience, messaging, onboarding. Now, customers signal that the only personalisation they want is price personalisation. But is it even feasible? And if yes, how to implement it?

How to Manage and Prevent eCommerce Returns — 5 Min Guide To Out-Of-The-Box Solutions

Did you know that for online purchases the starts on returns are x4 bigger than for offline shopping? On average, around 30% of products purchased online are returned, while for offline this parameter equals 8% only. The good news is there are way to make this number lower. Using advanced technology and a little out-of-the box thinking.

Dynamic Pricing: The Exact Impact On Retail Business (2024 Update)

Most retail companies realize that dynamic pricing is good for business. But what is the exact impact it might have, in numbers? And what processes and workflows does it influence? All important data and studies in one place.

Decoding the New Google Shopping Matrix: A Seller’s Guide 2024

In the whirlwind of Google November 2023 update, the familiar terrain has morphed into a surreal landscape. It's no longer just pianos when you search for a piano; it's an eclectic mix of shoes, helmets, and tech. In this bizarre bazaar, how do sellers adapt to the change, find their footing and stay competitive? Let's unravel the strategies.

TikTok in the UK: The New Frontier of Social Commerce in 2024

TikTok was crowned the major social selling platform in the UK in 2023. Furthermore, nearly every seller who started on the platform has reported tremendous success. The following figures clearly illustrate the platform's 'magic' and explain why an increasing number of e-commerce businesses are eager to establish their presence there.

Why Customers Buy? Never Trust Those Marketers!

“The most efficient way to impact your buyers' behavior is to...” Beware of this kind of certainty in marketing. When you hear it from a marketer, a Head of eCommerce, or a growth specialist, it's a sign to look deeper. Because in the ever-evolving world of why people buy, we've swung from loyalty to price sensitivity and back again. Let's explore what current research tells us.

Beyond Opens and Clicks: Crafting Email Content That Resonates with Each Segment

Your emails stopped converting and customers are switching to other sellers? Well, maybe there's a key component missing in your email marketing strategy: proper, really deep customer segmentation that enables the creation and delivery of truly personalised content that resonates. Here is a detailed guide on how to implement it.

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