BORROW THIS,
LOSE THAT
Lessons From the Competition
Ethan Smith
Creative Director
Gorilla
David Petersen
V.P. Retail and B...
What’s happening today?
What's Different About You?
Dyson
Tom’s Shoes
What's Your Story?
American Muscle
Lush Cosmetics
Set Purchase Expectations in Advance
Northern Tool
Engaging the Ever-Connected Consumer
gorillagroup.comConfidential Material | Brought to you by Gorilla
Active Evaluation
L...
Creating a stronger digital presence and melting it into the
overall omnichannel experience are key components for
future ...
gorillagroup.comConfidential Material | Brought to you by Gorilla
Design for Context | Common Business Model
PRODUCT
TAXON...
gorillagroup.comConfidential Material | Brought to you by Gorilla
Design for Context | Aligned Business Model
A B C
RESPON...
Allow People to Purchase on Their Terms
Trek Bikes
Sonos
Conversion isn't always Add to Cart
Subzero/Wolf
Shure Axient
Conversion isn't always Add to Cart
The Federal Savings Bank Stihl
Facilitate Post Purchase Action Online
Britax Zappos
Background
•	Young America needed web presence
to NOT sell online
•	Independent retailers need online
presence to reach pr...
Background
•	Very few retailer distributed brands in
home furnishings online
•	No closely allied brand examples to
borrow ...
Background
•	Challenges to making the website
the center of the universe - from
scratch
•	Furniture manufacturer establish...
Background
•	Imagined a website as the principal brand
medium for Young America
•	First consumer contact with brand online...
BORROW this
Involve the retailer
upfront in the website
centric strategy
•	Get permission to take charge of front
end of purchase proc...
Proactively manage
retailer concerns
of channel conflict
•	Ask for permission and get involvement
of retailer
•	Show them ...
Celebrate the retailer
through dealer locator
•	Make the locator prominent
•	Make locator decisions important – think abou...
Involve the retailer
•	Put the website in the retailer’s store
•	Create co-operative web-based
marketing - online advertis...
Look to Allied Industries for
Inspiration - Consumer Capital
•	Companies face many of the same challenges
•	Consumer behav...
LOSE thAT
Emulate transactional
strategies of verticals
•	Imagine Internet can’t support alternative strategies
•	Chase typical webs...
Make big plans for immediate
direct-to-consumer revenues
•	Opportunities to expand direct business will come
later
•	Onlin...
IRCE 2013 Gorilla Group and Young America
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IRCE 2013 Gorilla Group and Young America

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Gorilla Group and Young America co-presented at IRCE 2013

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IRCE 2013 Gorilla Group and Young America

  1. 1. BORROW THIS, LOSE THAT Lessons From the Competition Ethan Smith Creative Director Gorilla David Petersen V.P. Retail and Brand Development Stanley Furniture Co., Inc.
  2. 2. What’s happening today?
  3. 3. What's Different About You? Dyson Tom’s Shoes
  4. 4. What's Your Story? American Muscle Lush Cosmetics
  5. 5. Set Purchase Expectations in Advance Northern Tool
  6. 6. Engaging the Ever-Connected Consumer gorillagroup.comConfidential Material | Brought to you by Gorilla Active Evaluation Loyalty Loop Post-Purchase Experience USE TRUST EVANGELIZE FRIEND GET HELP SHARE PERSONALIZE SEARCH RESEARCH COMPARE DECIDE PURCHASE DISCOVER Forrester
  7. 7. Creating a stronger digital presence and melting it into the overall omnichannel experience are key components for future retail growth, and the winners will be the ones that focus more on customers and less on channels. MIKI BERARDELLI, TORY BURCH CMO NEW YORK FASHION WEEK 2013 “
  8. 8. gorillagroup.comConfidential Material | Brought to you by Gorilla Design for Context | Common Business Model PRODUCT TAXONOMY RETURNS RETURNS WEB STORE MOBILE SITE / APP RETAIL STORE USERS
  9. 9. gorillagroup.comConfidential Material | Brought to you by Gorilla Design for Context | Aligned Business Model A B C RESPONSIVE WEBSITE USER PERSONAS STORE LOCATOR RETAIL STORE RETURNS PRODUCT TAXONOMY
  10. 10. Allow People to Purchase on Their Terms Trek Bikes Sonos
  11. 11. Conversion isn't always Add to Cart Subzero/Wolf Shure Axient
  12. 12. Conversion isn't always Add to Cart The Federal Savings Bank Stihl
  13. 13. Facilitate Post Purchase Action Online Britax Zappos
  14. 14. Background • Young America needed web presence to NOT sell online • Independent retailers need online presence to reach prospects • Target consumer considers offer online, concludes purchase in-store • Independent retailers presume the worst of a manufacturer’s website • Retailers equate online retailing with price competition
  15. 15. Background • Very few retailer distributed brands in home furnishings online • No closely allied brand examples to borrow from • Principal competitors have vertical models • Verticals are more transactional with broader merchandise assortment
  16. 16. Background • Challenges to making the website the center of the universe - from scratch • Furniture manufacturer established in 1924 • Previously pure B-to-B marketing – retailer responsible for consumer engagement • No organizational experience with online marketing/ retailing • Consumer brand story not previously told – strong trade brand history • Retailers and field sales organization are very skeptical
  17. 17. Background • Imagined a website as the principal brand medium for Young America • First consumer contact with brand online through search/ referral • Products intensively researched • Relatively short purchase cycle for capital • Extended family involvement in purchase • Participate in event purchase – with retailer acceptance
  18. 18. BORROW this
  19. 19. Involve the retailer upfront in the website centric strategy • Get permission to take charge of front end of purchase process • Take responsibility for pain points - building store traffic • Leverage website to give retailer access to online presence
  20. 20. Proactively manage retailer concerns of channel conflict • Ask for permission and get involvement of retailer • Show them project in process – give them a visual • Create price incentives for consumers to buy through retailers
  21. 21. Celebrate the retailer through dealer locator • Make the locator prominent • Make locator decisions important – think about the prospect • Create over-the-top referrals to retailers
  22. 22. Involve the retailer • Put the website in the retailer’s store • Create co-operative web-based marketing - online advertising • Share creative content with retailer for their banner campaigns and website • Build trust and commitment by making the brand website invaluable to them • Encourage retailers to develop their own website strategies
  23. 23. Look to Allied Industries for Inspiration - Consumer Capital • Companies face many of the same challenges • Consumer behavior is similar • Distribution issues are similar • Allows for a sober appraisal of challenge and opportunity
  24. 24. LOSE thAT
  25. 25. Emulate transactional strategies of verticals • Imagine Internet can’t support alternative strategies • Chase typical website strategies • Race into broader merchandise strategy • Lose sight of supporting principal distribution channel/revenue streams • Resist temptation to ask consumer to order
  26. 26. Make big plans for immediate direct-to-consumer revenues • Opportunities to expand direct business will come later • Online retail takes time to develop • Early traffic exists because of your retailer’s activities
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