Superdry presentation 23.06.10

23 rd June 2010

Determined, focused & ambitious
Over 5 years agency & 1yr client side exp.
Passionate about digital
Full breadth of digital communication exp.
Work for blue chip clients inc. Land Rover, Eveden Lingerie, Hyundai & BSKYB

Marketing proposal
Website critique
Digital strategy

Superdry.com
Summary
Key part of SuperGroup’s business along with the Cult retail arm, 77Breed & Surf Co California
Offers a range of Men & Women's apparel & accessories
Preppy, streetwear, vintage American and Japanese elements with wide appeal
Recent growth seen sales of £139 million, profits up 83% on the previous year & company valued at £395m.
New ecommerce site – resulted in increased visitors and sales of over 10%

The Market

Superdry.com Critique
Design & Layout
Pros – clean & clear, in-sync with brand values
Cons – font choice, static imagery, utilise drop down menus & space, make why shop & store locater more prominent
Usability
Pros – clean & simple to use
Cons – no search box, ‘sign up to our newsletter’ box, media page slow

Superdry.com Critique cont.
Functionality
Pros – product are well showcased, option to see available colours & video
Cons – no option to refine filtered products by colour, price, style/type, fit, in
stock or view all on one page
- pause video / zoom in to images or share
SEO
Pros – Over 8,000 backlinks, H1 headings, robots.txt, meta data keywords. Blog
Cons – sitemap.xml, H2 headings, keywords in meta title, height & width alt tags missing, poor keyword density, page loading times. Social media integration

Superdry.com Proposal
Monitor & enhance ROI
Optimised online user experience
Enhanced e-CRM programme / payday email
Customer acquisition & lead generation
Innovative rich media campaigns
Data capture initiatives/promotions
Conversion & retention (contact/loyalty programmes)
Segment database / dynamic content / update profile
Automated communications (welcome/birthdays/update your profile)
Improve existing and drive new sales channel growth opportunities
Focused on achieving maximum ROI

Superdry.com Recommendations
Up-sell! ‘Other customers bought / complete the look’ on product pages
Let visitors share the sites content (retweet this etc.)
Introduce a ‘give us your feedback / what do you want to see’ option
Target gift market (offer vouchers online/gift packaging)
Revolutionise – trial a click & collect/reserve in store/return in store schemes
Accept Paypal payments & archive newsletters

My Vision

Digital Strategy
Optimise current activity, processes & ROI
Identify & implement growth channels & strategic opportunities
Push boundaries & raise brand awareness even further through innovative & effective digital communications

Growth Opportunities
Search - Google Base, Social Search
& HTML5 video
Multilingual sites & campaigns
Over 70% of internet users don’t speak English as a first language, representing over 900 million users who have hugely different search behaviours to us

Mobile friendly site
Ocado’s mobile app generates nearly 5% of orders, equal to £15m of orders (available on 20 platforms)
Social Media
Twitter – Dell over 1.5m followers, sales of more than $2m since 2007
Data capture Facebook Tab & initiatives / F-ecommerce
Foursquare is a mobile phone app that allows consumers to "check-in" at various retailers in order to get loyalty points and special offers. Take-up of the app in the last month grew 109% - Drapers
Aggregator / MySuperDry microsite
Downloaded 107,000 times since launch July 2009

Integrated offline & in-store digital strategy
Data capture at till
Instant show & tell for peer approval

Push Boundaries
Innovative campaigns
Make all communications work harder
Engage customers/fans with communications (search for a designer/design your own tee/hood competition)
Raise brand awareness

Digital Strategy
Optimise current activity, processes & ROI
Identify & implement growth channels & strategic opportunities
Push boundaries & raise brand awareness even further through innovative & effective digital communications

How do you track and monitor all areas of e-commerce and e-commerce marketing?

Combination of reports, alerts and tools including:
Site analytics (Google etc.)
On-site search logs
Usability testing / heat mapping
Email, PPC & campaign performance reports
Sales data (Current & historical)
Google webmaster & optimiser tools
Monitor trends
Google alerts
Social media monitoring (Social radar etc.)
RSS aggregators for Industry news/developments
Report meaningful numbers back to the board/stakeholders & ensure budgets are being spent effectively

Are there any questions? www.Twitter.com/JodyLeon www.JodyLeon.co.uk www.facebook.com/jody.leon Thank you

Superdry presentation 23.06.10

by Jody Leon on Jul 25, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

Statistics

Superdry presentation 23.06.10 — Presentation Transcript

Get analytics right now with SlideShare PRO

An effective way to find out who is viewing your content

Remove ads from all your pages with SlideShare PRO

Your viewers will engage with your content, not ads