Mercari UK
Copywriting / TOV / UX Copy
BACKGROUND
mercari are the japanese ebay. When they launched in the UK, their copy was badly translated and had no tone. as part of their relaunch and rebrand into the western market, i created their new tone of voice, and rolled this out fully across their apps.
Mercari was all about FEELING GOOD
When people stumble across a hidden gem on Mercari they get an almighty sense of surprise and delight. We wanted to bring this feeling out through their copy.
Playful
Buying & selling online should be fun, not a slog. Just like people crave a shopping spree on the high-street, we wanted to inject fun into all of Mercari’s copy, from the onboarding, to error messages, to app updates copy.
SMART
One of the things that set Mercari apart was the great amount of data they had to help customers sell & buy more effectively. We wanted to make sure this ‘smart’ trait ran through all of Mercari’s comms. It was a little geeky, but we were fine with that. We called it geek-chic.
Optimistic
Buying online from a marketplace can be scary. There’s the risk of buying counterfeit, items arriving not as described, or just not turning up at all. But we wanted to reassure customers than not matter what happened, we had their back. From notifications in the app, to customer service replies.
