Superdry presentation 23.06.10


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Website Critique and Digital Strategy Presentation for Cult Fashion brand Superdry

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Superdry presentation 23.06.10

  1. 1. 23 rd June 2010
  2. 2. <ul><li>Determined, focused & ambitious </li></ul><ul><li>Over 5 years agency & 1yr client side exp. </li></ul><ul><li>Passionate about digital </li></ul><ul><li>Full breadth of digital communication exp. </li></ul><ul><li>Work for blue chip clients inc. Land Rover, Eveden Lingerie, Hyundai & BSKYB </li></ul>
  3. 3. <ul><li>Marketing proposal </li></ul><ul><li>Website critique </li></ul><ul><li>Digital strategy </li></ul>
  4. 4. <ul><li>Summary </li></ul><ul><li>Key part of SuperGroup’s business along with the Cult retail arm, 77Breed & Surf Co California </li></ul><ul><li>Offers a range of Men & Women's apparel & accessories </li></ul><ul><li>Preppy, streetwear, vintage American and Japanese elements with wide appeal </li></ul><ul><li>Recent growth seen sales of £139 million, profits up 83% on the previous year & company valued at £395m. </li></ul><ul><li>New ecommerce site – resulted in increased visitors and sales of over 10% </li></ul>
  5. 5. The Market
  6. 6. Critique <ul><li>Design & Layout </li></ul><ul><li>Pros – clean & clear, in-sync with brand values </li></ul><ul><li>Cons – font choice, static imagery, utilise drop down menus & space, make why shop & store locater more prominent </li></ul><ul><li>Usability </li></ul><ul><li>Pros – clean & simple to use </li></ul><ul><li>Cons – no search box, ‘sign up to our newsletter’ box, media page slow </li></ul>
  7. 7. Critique cont. <ul><li>Functionality </li></ul><ul><li>Pros – product are well showcased, option to see available colours & video </li></ul><ul><li>Cons – no option to refine filtered products by colour, price, style/type, fit, in </li></ul><ul><li> stock or view all on one page </li></ul><ul><li>- pause video / zoom in to images or share </li></ul><ul><li>SEO </li></ul><ul><li>Pros – Over 8,000 backlinks, H1 headings, robots.txt, meta data keywords. Blog </li></ul><ul><li>Cons – sitemap.xml, H2 headings, keywords in meta title, height & width alt tags missing, poor keyword density, page loading times. Social media integration </li></ul>
  8. 8. Proposal <ul><li>Monitor & enhance ROI </li></ul><ul><ul><li>Optimised online user experience </li></ul></ul><ul><ul><li>Enhanced e-CRM programme / payday email </li></ul></ul><ul><li>Customer acquisition & lead generation </li></ul><ul><ul><li>Innovative rich media campaigns </li></ul></ul><ul><ul><li>Data capture initiatives/promotions </li></ul></ul><ul><li>Conversion & retention (contact/loyalty programmes) </li></ul><ul><ul><li>Segment database / dynamic content / update profile </li></ul></ul><ul><ul><li>Automated communications (welcome/birthdays/update your profile) </li></ul></ul><ul><li>Improve existing and drive new sales channel growth opportunities </li></ul><ul><ul><li>Focused on achieving maximum ROI </li></ul></ul>
  9. 9. Recommendations <ul><li>Up-sell! ‘Other customers bought / complete the look’ on product pages </li></ul><ul><li>Let visitors share the sites content (retweet this etc.) </li></ul><ul><li>Introduce a ‘give us your feedback / what do you want to see’ option </li></ul><ul><li>Target gift market (offer vouchers online/gift packaging) </li></ul><ul><li>Revolutionise – trial a click & collect/reserve in store/return in store schemes </li></ul><ul><li>Accept Paypal payments & archive newsletters </li></ul>
  10. 10. My Vision
  11. 11. Digital Strategy <ul><li>Optimise current activity, processes & ROI </li></ul><ul><li>Identify & implement growth channels & strategic opportunities </li></ul><ul><li>Push boundaries & raise brand awareness even further through innovative & effective digital communications </li></ul>
  12. 12. Growth Opportunities <ul><li>Search - Google Base, Social Search </li></ul><ul><li> & HTML5 video </li></ul><ul><li>Multilingual sites & campaigns </li></ul><ul><ul><li>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 </li></ul></ul>
  13. 13. Growth Opportunities <ul><li>Mobile friendly site </li></ul><ul><ul><li>Ocado’s mobile app generates nearly 5% of orders, equal to £15m of orders (available on 20 platforms) </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>Twitter – Dell over 1.5m followers, sales of more than $2m since 2007 </li></ul></ul><ul><ul><li>Data capture Facebook Tab & initiatives / F-ecommerce </li></ul></ul><ul><ul><li>Foursquare is a mobile phone app that allows consumers to &quot;check-in&quot; at various retailers in order to get loyalty points and special offers. Take-up of the app in the last month grew 109% - Drapers </li></ul></ul><ul><ul><li>Aggregator / MySuperDry microsite </li></ul></ul>Downloaded 107,000 times since launch July 2009
  14. 14. Growth Opportunities <ul><li>Integrated offline & in-store digital strategy </li></ul><ul><ul><li>Data capture at till </li></ul></ul><ul><ul><li>Instant show & tell for peer approval </li></ul></ul>
  15. 15. Push Boundaries <ul><li>Innovative campaigns </li></ul><ul><ul><li>Make all communications work harder </li></ul></ul><ul><ul><li>Engage customers/fans with communications (search for a designer/design your own tee/hood competition) </li></ul></ul><ul><ul><li>Raise brand awareness </li></ul></ul>
  16. 16. Digital Strategy <ul><li>Optimise current activity, processes & ROI </li></ul><ul><li>Identify & implement growth channels & strategic opportunities </li></ul><ul><li>Push boundaries & raise brand awareness even further through innovative & effective digital communications </li></ul>
  17. 17. How do you track and monitor all areas of e-commerce and e-commerce marketing?
  18. 18. <ul><li>Combination of reports, alerts and tools including: </li></ul><ul><ul><li>Site analytics (Google etc.) </li></ul></ul><ul><ul><li>On-site search logs </li></ul></ul><ul><ul><li>Usability testing / heat mapping </li></ul></ul><ul><ul><li>Email, PPC & campaign performance reports </li></ul></ul><ul><ul><li>Sales data (Current & historical) </li></ul></ul><ul><ul><li>Google webmaster & optimiser tools </li></ul></ul><ul><ul><li>Monitor trends </li></ul></ul><ul><ul><li>Google alerts </li></ul></ul><ul><ul><li>Social media monitoring (Social radar etc.) </li></ul></ul><ul><ul><li>RSS aggregators for Industry news/developments </li></ul></ul><ul><li>Report meaningful numbers back to the board/stakeholders & ensure budgets are being spent effectively </li></ul>
  19. 19. Are there any questions? Thank you