Review of Dwell.co.uk eCommerce operation

1. Saj Bhojani
The
brief:
Grow demand
Grow the database
Agenda:
Situation
Approach
Appendix
Site, social & store review

2. The situation
1.
Low brand awareness vs market leaders
–
–
2.
Small store portfolio (still learning how to drive stores eg POS, store planning ? etc)
Competitive, crowded market place. (Dwell starting from low cost base?)
Cross channel marketing not developed...Where is the international shop?
–
–
3.
Store to web...Store to mobile....Catalogue to web...Kiosks.....
Offline material does not push cross channel
Digital marketing under developed
–
–
–
4.
Signs of an SEO programme, PPC under exploited (evidence of brand bidding)
Active in affiliate – other channels appear unused eg retargeting, Google shopping
Social channels behind market and customer use
Internal Web platform is easy to browse with stock focus. Web = 30% of business
–
–
–
5.
Lacks customer reviews and effective searchandising
Barriers to purchase inc NO reserve & collect, NO range/bundle pages – Ltd home delivery offer
Site not “traded”, lacks up sell and cross sell
Customer database needs constant fuel (mail order heritage)
–
–
–
Database 2.5m, Active customers 200k, Total customers 300k
Clear focus on mass email and sms, although collection not aggressive online/instore
Customer loyalty ladder is key in driving repeat purchase – BOP, AOF of profitable contacts
2

3. 3

4. 4

5. Poor signage not a great start for customer journey.
In store experience lacking flow and POS
Nottingham
Birmingham
5

6. App allows barcodes to be scanned in-store to access product information, reviews
and the catalogue. Out of stock products can be ordered for collection or delivery
using the app...Dwell approach not optimal
6

7. In store wifi drives investment in m-commerce but also DATABSE BUILD
7

8. Digital marketing is a science but needs to be profitable with clear
objectives – is PPC not delivering an ROI........How is it measured?
•
Limited PPC spend
–
Brand bidding.....
•
No sign of free
Google shopping
•
Attribution
modelling or last
click
8

9. Evidence of some SEO work, suggesting link building programme is in place
9

10. Customer product reviews – undeniably influential.
Drives community proximity and product development
10

11. Searchandising is about delivering
search results that drive sales
Search = 5 results
Browse = 12 results
Customers shop by colour
Customers shop by product
(What about Dwell Kitchens?)
Colour option too late in journey, Mega Menu’s under
used Taxonomy needs review
11

12. Quick up sell and ATV limited through lack of bundling......
Easy buying/add to basket for products in a range
12

13. Delivery charges should at least be upfront...
Collect options..lacking. Reserve allows customers to touch and feel &
guarantees stock = warm lead for database
13

14. No sign up on home page..
How important is an email address really?
14

15. Store competition/incentive not promoted online....
Also not best placed in store- would the till be more appropriate
15

16. CRM approach is dependent on great customer service
Data approach can then develop a loyalty ladder to drive lifetime value
AOF & BOP = average order frequency and breadth of purchase
Sofa
Kitchen
Loyal (B3)
Bought 2
Bedding
Bed
Rug
Bought 1
Chair
Contact –
not Bought
Lapsed
16

17. International development is now much less risky and requires less investment.
Payment options enable multi currency approaches with delivery abroad
17

18. 1.
Proposition = in stock, contemporary, affordable furniture
Dwell exhibits typical challenges of a fast growing business...
.
Low brand awareness vs market leaders
–
–
2.
Small store portfolio (still learning how to drive stores eg POS, store planning ? etc)
Competitive, crowded market place. (Dwell starting from low cost base?)
Cross channel marketing not developed...Where is the international shop?
–
–
3.
Store to web...Store to mobile....Catalogue to web...Kiosks.....
Offline material does not push cross channel
Digital marketing under developed
–
–
–
4.
Signs of an SEO programme, PPC under exploited (evidence of brand bidding)
Active in affiliate – other channels appear unused eg retargeting, Google shopping
Social channels behind market and customer use
Internal Web platform is easy to browse with stock focus. Web = 30% of business
–
–
–
5.
Lacks customer reviews and effective searchandising
Barriers to purchase inc NO reserve & collect, NO range/bundle pages – Ltd home delivery offer
Site not “traded”, lacks up sell and cross sell
Customer database needs constant fuel (mail order heritage)
–
–
–
Database 2.5m, Active customers 200k, Total customers 300k
Clear focus on mass email and sms, although collection not aggressive online/instore
Customer loyalty ladder is key in driving repeat purchase – BOP, AOF of profitable contacts
18

19. The
brief:
Grow demand
Grow the database
Agenda:
Situation
Approach
Appendix
Site Review
Social Review
Store review
Saj Bhojani

20. 20

21. 21

22. 22

23. 23

24. Saj Bhojani
The
brief:
Grow demand
Grow the database
Agenda:
Situation
Approach
Appendix
Site, social & store review

25. Dwell have a small presence on Facebook and Twitter. FB in
particular appears unmanaged and lacks database collection
Facebook
Twitter
Dwell
3,727
1,872
Dunelm Mill
20,104
1,456
25

26. Many of the posts and threads on Dwell’s Facebook and Twitter are
relating to customer service issues:
26

27. Dwell category landing pages are very basic and just feature the
sub-categories
Dunelm category pages have promotional category carousels and
merchandise zones
27

28. Dwell don’t have bundle pages – they have an ‘Also in this range’
merchandise zone on the relevant PDP pages.
28

29. Product description pages feature basic zoom functionality.
29

30. Dwell does not offer a customer review functionality.
30

31. Limited cross selling functionality. ‘Recently viewed’ on every PDP.
No YML or YMN.
Current offer
button in website
header.
Recently viewed
items with
scrolling function.
31

32. Visible estimated back in stock date for out of stock items. Email
when back in stock request functionality on PDP.
Email when back in stock
request functionality on
PDP.
Estimated due back
in stock date on
category page.
32

33. Messaging should be updated in line with promotional activity
Urgency does drive call to
action and end of
promotions are strong
relevant messages
Messaging is the same on the 12th
and 13th of March..now mid week
33

34. Dwell make use of a catalogue to drive sales. There is currently a
prize draw incentive to encourage customers to request a catalogue
34

35. Dwell are doing well from natural search - performing above their
weight when it comes to SEO and this is giving them a
disproportionately large share of traffic in the online market
35

36. It appears Dwell have deployed an SEO campaign that is developing
significant backlink activity – expected to be taking a decent share
of non-branded natural search traffic as a result
The most important measures are Domain Authority & Linking Root
Domains – Dwell currently have a DA 30% higher than Dunelm
Dwell
Dunelm Mill
36

37. Affiliate channel is traded with up to date offers
37