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Brand Platform Drives the Entire Business, Not Just Marketing                                    Vision                   ...
Competitive Landscape                Messaging/Perceived Positioning     Unique, Authentic and Always Affordable     Conte...
E-Commerce Opportunity• Online sales of furniture, for example, now more than $10b annually• But still less than 10% of $1...
E-Commerce OpportunityConsumer Acquisition (qualified traffic = incremental revenue)•   60 – 70% traffic comes from search...
Search Engine Marketing (SEO/CPC)       70% of all traffic comes from search engines; ROI-basedZ Gallerie could drivemuch ...
E-MailCould directly drive 15%+ of online revenue; low CPADown the road, segmentation will allow you to send different mes...
Shoes.com Example - E-Mail Plan – By Segment             Segment              Priority    Avg. Total        Avg.          ...
Social Media and Loyalty•   With more than 30,000 Facebook fans and 4,000 Twitter followers, you have the beginnings of a ...
Proposed Marketing Plan - Overview                                                                                        ...
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Z gallerie

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Z gallerie

  1. 1. Brand Platform Drives the Entire Business, Not Just Marketing Vision What is Z Gallerie? Brand Platform Competitor and Consumer Insights; Brand Position Business Plan What do we want to accomplish? Key Strategies What will we do to accomplish this? Merchandising Ops./Store Experience E-Commerce Marketing 1
  2. 2. Competitive Landscape Messaging/Perceived Positioning Unique, Authentic and Always Affordable Contemporary, Affordable Housewares With a Twist Distinct Home Furnishings, Décor From Across the Globe Expertly Crafted Furnishings for the Modern Home Timeless and Updated Classics for a Luxury Lifestyle Uncover your style. Discover Z Gallerie. 2
  3. 3. E-Commerce Opportunity• Online sales of furniture, for example, now more than $10b annually• But still less than 10% of $100b+ market• Many analysts expect that number to increase to 12-15%, which means that there is a $2b - $5b opportunity out there• Further, while the furniture bricks and mortar category has shown little to no growth for several years, online sales of furniture have grown more by more than 200%• Accessories and home décor items are “even lower-hanging fruit,” given the cheaper shipping costs and less price sensitivity• Mobile commerce still in infancy; debate as to how big a market it will be, especially for big-ticket, visually driven purchases – But Mobile, Location-Based Search is growing rapidly 3 Sources: US. Dept. of Commerce, Forrester
  4. 4. E-Commerce OpportunityConsumer Acquisition (qualified traffic = incremental revenue)• 60 – 70% traffic comes from search engines – Google, Yahoo, Bing• Build database through aggressive sign-up – on sites (tiles on multiple pages) and in store• Online-only exclusives to drive traffic and online purchase trial• Offline Basics: bag stuffers; continual URL tagging on packaging, receipts, advertisingConsumer Retention/Repeat Purchase (CRM)• Reveal and target best customers; maximize LTV of all customers (through Recency, Frequency, Monetary Value) – Loyalists: most profitable segment – Newbies: 1 purchase in past 12 months; getting them to 2nd purchase is key – then they become loyal – Lapsed: At least 1 purchase but more than 12 months ago; make some efforts at re-activationE-Mail• Sign-up incentive/reward (free shipping or discount); ongoing exclusives, pre-ordering• Almost polar opposite of home page principle – give them many option and shopping links (template)• Frequency is sensitive – generally 1 per week maximum; begin to customize for different segments• Executed properly, can directly drive 15% or more of a retailer’s total online salesSite Analytics – Key Metric Dashboard• Conversion Rate (2-5% is considered good); Overall and via E-mail• Total Visits and Share of Visits vs. Competitors• Sell-through• A.O.S.• Website and Cart Abandonment (pain points -- goes to usability)• Return %Website Enhancements To Consider As Budgets Allow• Much more SEO copy, alt. tags, etc. to improve Google organic rankings• Customer Reviews (gives confidence that can significantly improve conversion) 4• Trend stories, presented in a shopable e-zine
  5. 5. Search Engine Marketing (SEO/CPC) 70% of all traffic comes from search engines; ROI-basedZ Gallerie could drivemuch more traffic toits website by addingcopy that searchengines find andcheaply buyingkeywords thatconsumers use tosearch with.In this example,smaller competitorsare appearing on thefirst page of resultsfor “modern furnitureand accessories.” 5
  6. 6. E-MailCould directly drive 15%+ of online revenue; low CPADown the road, segmentation will allow you to send different messages to different consumers.But for now, an e-mail needs to appeal to a broad swath – so instead of a single story like fallart, the e-mail should message a lead story and 2-4 secondary stories, still represented byartwork/imagery, to increase chances of one of the stories resonating during the few secondsthe consumer looks at it. 6
  7. 7. Shoes.com Example - E-Mail Plan – By Segment Segment Priority Avg. Total Avg. Objective Message/Offer FrequencyHouse File 1 692,000 3x month Awareness/Relevancy; Sat. Sale x 2; Seasonal New Purchase Campaigns; Discount CouponsMulti-category Purchasers 1 325,000 est* 2x month Awareness/Relevancy; New Arrivals; Most Popular;* e-mail clickers New Purchase Featured Products and BrandsWomen’s-only Purchasers 1 238,000* 2x month Awareness/Relevancy; New Arrivals; Most Popular; New Purchase Featured Products and BrandsMen’s-only purchasers 1 61,000* 1x month Awareness/Relevancy; New Arrivals; Most Popular; New Purchase Featured Products and BrandsThank you bounce-back 1 80,000 est 1x month Retention New Arrivals and/or exclusive promo code TBD13-mo. Lapsed 1 300,000 1x month Re-activation We Want You Back exclusive** Fulton report est** promo code (deeper discount)6-month lapsed 2 400,000 est 1x month Retention See What’s New at Shoes.comBest Customers: 3 purchases 2 20,000 est Quarterly Loyalty Exclusive promo code TBD; orin 12 months free shipping upgrade2x sale-only purchasers 2 TBD Quarterly New purchase New arrivals in sale and clearance1-yr.-ago seasonal purchase 2 100,000 est Quarterly New purchase New Boots/Sandals/Athletic/BTSLuxury only (brand/price) 3 TBD Quarterly New purchase Shop luxury new arrivals/saleAthletic only 3 TBD 2x year New purchase New Arrivals; BrandsKid’s only 3 TBD 2x year New purchase Most Popular; Brands • Goal #1: 10-14 unique e-mails created and sent monthly (compared to 6-8 currently) • Goal: #2: 1-2 e-mails received by each person weekly (not including Sat. sale e-mails); no more than 7 monthly
  8. 8. Social Media and Loyalty• With more than 30,000 Facebook fans and 4,000 Twitter followers, you have the beginnings of a solid foundation in social media. It’s not a separate channel, but rather a medium that should be closely integrated with e-commerce, e-mail and loyalty initiatives to drive traffic and sales.• Key moving forward is to monetize your fans and followers, by using the social relationship you have with them to drive more repeat and impulse purchases, and to exponentially grow fans by leveraging their own social networks (“sharing”), particularly on Facebook• A key strategy in an emotionally driven category like yours is to create a sense of “mass exclusivity” – making the fans and followers feel like opinion leaders, as the first to know about new styles and trends, and obviously, to be rewarded with specials not available to the general public (like a one-hour early shopping pass, online) 8
  9. 9. Proposed Marketing Plan - Overview • Navigation • Shopping Ease • Bricks and Clicks • Enhanced Imaging Multi-Channel • In-store web search • Customer Reviews Synergy Website/Direct Selling • “Virtual Showroom” • CPC• Consumer • SEO/SEM Profiles Research and • CPA• Website Usability Analytics Online Marketing• Metric Dashboard • Increase Signups Advertising, • Segmentation Promotions & • Frequency Partnerships CRM/E-Mail • Call to Action • Hyper-Local Ads • Contests • Partnerships Social Media PR/Grassroots (HGTV Show, & Mobile etc.) • Product Placement • Editorial Mentions • Facebook, Twitter • “Lifestyle” PR • Foursquare, Yelp 9 • Opt-in Text Messages • Mobile Search

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