Wauwaa.com case from DrupalCamp Stockholm 2014

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Wauwaa
Growing Babies – Growing Parents
DrupalCamp Stockholm
15 March 2014

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“Wauwaa is built on the
premise of providing great
content and curated
products for new parents
and growing families.”

3. Why Drupal?
 Drupal was selected as it was fastest to implement
the business case
 Aggregated content mixed with flash sales e-commerce
 Drupal set-up was quick and could be extended
with minimal amount of coding
 Alot of readymade modules, such as payment
gateways, social media integrations, etc.

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The Wauwaa model New parents
Great
products
Genuine
own
content
Medical
advice
Marketing
Revenue
Validation
Comprehensive
selection for all
parenting needs
Parent to parent
videos and blogger
network
NHS partnership
• UK median age 27.8
• Increasingly educated and
affluent
• 810K UK live births per annum -
560K firstborn babies
• Average spend £5,200 in first year
• UK birth rate highest in 40 years
• 2nd highest in Europe
• 2.4% and increasing

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Wauwaa timeline
June 2013
Secured initial
€395K funding
30 Oct 2013
Retail launch
18 Sept 2013
Site released
with content
Nov 2013
The Baby Show
Dec 2013
Further €85K of
shares sold to
current
investors
Dec 2013
Surpassed 50
suppliers
Dec 2013
Passed 2,500
social media
followers
followers
Feb / Mar 2014
Over 12K Social
followers
2,500 reg / users
100+ suppliers
1 day of revenue
In MAR > JAN
Jan 2014
Product and
content expansion,
always on sales added

6. The Major Components
 Drupal + Drupal Commerce
 Major modules: Views, SOLR, Drupal Commerce,
Feeds, Rules, OneAll Social Login,AddThis, Cache
Control
 Varnish
 eZ Marketing automation

7. Architecture
Customers
Tem
Unifornuserexperience
Internal
systems
External
systemsBackendsystems
SoMe
Apache/Nginx
Linux
Content+products
IntegrationsasDrupalmodules
MySQL
Datastorages
System
producedby
Exove
Drupal
Cacheandloadbalancing
SOLR
Varnish
Content
Search
Marketing
automation
Feeds

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Market and how
do we approach
it?

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Humanisation of commerce
We approach and communicate with our users “personally”
Content drives the Wauwaa experience across all mediums – a reason to visit, learn, laugh, share…
and shop!
• Social has less than 5 minute response times to posts or messages
• We Engage with content and products throughout our social media presence
• Product reviews and blogs from the parent community
• Present our brands for what they are – special!
• Proactive customer service communications about the status of your order.
Written by a human, not a script, for the situation and person we are communicating with
• No customer is unimportant!
• We engage the user and do whatever we can / must to make sure they have an amazing
experience. If we fail in any way we own that failure, tell them and make amends proactively!
• We don’t die by the rules, we think on our feet and act as we would want to be treated
One of our competitors claims that they are a part of the customers life. But all they offer is something
to buy - shopping. If that is being part of your customers life, that seems a bit shallow…

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How do we attract the customer?
The “browse and discover” model
• Provide merchandise that delivers value for money, quality and uniqueness
• A constant “freshness” of products mixed with unique and interesting always
available products
• Make wauwaa.com a “HABIT” – Deliver a reason to visit every day, be that
content viewership or shopping. Drive impulse discovery and buying
behaviour. The visitor to the site does not have to be “intent” on buying.
• Wauwaa serves the browse and discover shopper best but also will have a
comprehensive offering across baby, toddler and kids so that the shopper has
confidence that they can get what they need

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Content difference
We create and use great content to add value to the user and open completely unique marketing
opportunities...
Creating or curating great content isn’t easy but it is worthwhile...
Increases our discovery reach – Services like Taboola
Diversifies the marketing message from “BUY” to “Learn”
Gives the user another reason to visit the site and share
Social media engagement is increased through content
We approach content through three main drivers
- Own production “Parents for Parents” talking about their experiences
- Bloggers Diverse topics, reach through their networks, curated by us
- Licensed In our case the NHS Content library of videos

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Combining great blogs, own videos and NHS content
gives us breadth and increased marketing reach
Wauwaa produced video example

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Combining great blogs, own videos and NHS content
gives us breadth and increased marketing reach
NHS Licensed content video example

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Combining great blogs, own videos and NHS content
gives us breadth and increased marketing reach
Wauwaa Blogger content example

15. Encountered Hurdles
 Salesisbasedonshorttermsaleseventwithlimitedstock,thusstockneedsto
alteredwhenmovingitemstoandfrotheshoppingcart
 UsedRulestocreatesystemforstockchangesandhandledvariousedgecases–such
ascartexpiration,logout,productamountchanges
 Customised'AddtoCart'implementation
 Frontpagemustbedynamicandbasedpartiallyonaggregatedcontent
 Systemtofetchalternatecontentusingmultipleviewsresultsets
 Neededdynamicmenusystembasedontaxonomytermusage
 CustommoduleformultitermURLaliasingandforrebuildingthemenustructurewhen
modifyingnodes
 eZMarketingAutomationintegrationdemandedalotofcustomcoding
 DrupalCommercestillabitstiffforourpurposes
 Neededpatchingandsomehacks

16. Successes
 Drupal Commerce integrates with Rules very well
 No need for much custom code for non-typical business case
 Payment system integration was smooth – we use
WorldPay
 Checkout flow is done mostly using Views, easy to modify
to meet the needs
 Blog feeds aggregation was done quickly, very little custom
code needed, used Feeds and Feeds Tamper modules
 Agile project execution -> value to the customer

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Wauwaa in
numbers60,000+
site visits
74% uniques
26% repeats
14,000+ social media
followers
16team members
100+brands sold
16bloggers
under contract
37M+
Content campaign
impressions
EUR470K+
Current funding
45,000+ blogger
impressions
209,000+
nursery industry
PR coverage
26% open rate
for newsletters
0.4% opt-outs

18. 5
4
3
2
1
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Wauwaa is well positioned to succeed:
Multi million € fragmented market
Fresh, innovative and genuine
Proven team with global track record of success
Achievements outperform expectations
Parents must spend on their children

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“Wauwaa – from
parents for all your
parenting needs.”

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Thank You!!!
Ivan Lopez
i@wauwaa.com / +44 7907 798 314