Exclusive interview with Kip: One of the world’s leading adhesive tape manufacturers

The team at Helumium is curious by nature and therefore we contacted several brands that have a decent presence in the e-commerce industry. Why? As we are creating the world’s first and free e-commerce conversion kit – it is our desire to know what challenges real e-commerce brands face these days, especially now in the middle of the crisis. The knowledge and extra pair of eyes help us to make better decisions and we hope it will share some light on your thoughts as well. 

By the way, if you haven’t already watched our free webinar on Coronavirus, recession, and e-commerce (How to be wise and profitable?). You can easily do it from this link.

Meet Thomas from Kip

Thomas is the eCommerce manager from Kip, the leading supplier of adhesive tapes, and has been operating successfully for almost 50 years now. Having been a pioneer in this market segment Kip turned adhesive tape into an indispensable tool for professionals. 

Buckle up and let’s go! 

Questions and answers 

1) Can you tell us a little bit about yourself and the business?

I am responsible for the eCommerce part of the company and a part of the digital marketing team. We try to find the best digital way for an old fashion market.

2) How are you currently handling the e-store UX/CRO growth optimization process?

We have an agency on board. We are sparring each other with ideas and try to find the best ways through intense testing, testing, and testing.

3) How are you measuring the success of your e-store improvements?

We don´t have a real e-store. We have brand-websites with referral to our partner shops. But we count the clicks to the dealer and try to get the information and conversion from our partners.

4) How many designs or improvements have you made in the last years?

In short, 4 re-designs in the last 2 years.

5) Can you tell us a little bit about your biggest wins and failures?

The biggest fail is time. Testing new stuff takes too much time.

6) What’s your process of working with designers and developers?

We work with Teams and Mail with our partner agency. We are sparring each other in workshops. Then take the filtered ideas and implement them in iterations. 

7) What do you think about the importance of good user experience and a solid value proposition?

That is priority #1, the first impression is the most important. The customer doesn´t come back again if you fail the first time, so make sure you leave a good first impression. Users will find a good solution fast and forget your bad experience.

8) What keeps you going and inspires you the most?

Daily work and network. Next to them I read a lot of blogs and listen to podcasts.

9) What are your expectations for Helumium Free Kit?

Great insights and some tips for everyday work.


As you can see we live in interesting times and we all face challenges. This was the first interview and we can give a hint that there will be more and soon 🙂 

We hope you enjoyed the interview and look forward to your feedback. If you are running an e-commerce business or not, don’t hesitate to reach out and have a chat with us. 

Thank you for your time and don’t forget to breathe some Helumium and reach new heights

And thank you Thomas for all the time and insights, pure pleasure! 

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