Introduction Richard Wainright-Lee Managing Director March 2008 E-Commerce Forum

Since 2000 -: 1 million+ Customers £45 million+ Sales 50 million+ Site visitors 7 million+ Catalogues

Since 2000 -:

1 million+ Customers

£45 million+ Sales

50 million+ Site visitors

7 million+ Catalogues

To establish sustainable differentiation through the reinforcement and promotion of the I Want One Of Those brand inside and outside UK so as to grow shareholder value STRATEGY. “ Remain Special for our Customers”

Fast Secure Reliable Quirky Fun Novel Personal Good Value Surprising Exceeds Expectations UNDERSTAND >>> REINFORCE >>> PROMOTE REINFORCE and PROMOTE BRAND VALUES

To attract and retain more customers to buy more stuff from us more frequently “ Sell more stuff to more people, more often” MARKETING OBJECTIVES

Demographics – I-want-one-of-those.com

Demographics – I-want-one-of-those.com

Demographics – I-want-one-of-those.com

Upstream & Downstream

Alternative Channels of Communication On-line Old media Broadcast (including catalogue)

Alternative Channels of Communication

On-line

Old media

Broadcast (including catalogue)

Manage the mix Changing Exchange Rates

Manage the mix

Changing Exchange Rates

In the beginning… 1 st Jan to 7 th June % all conversions % conversion ratio

2006 Conversion by segment % all conversions % conversion ratio Site average conversion rate: 1.8% UK accounts for 93.8% of Euro visits Accounts for: 18.7 % of All visits 94% of all European Repeat visits 80% of all Repeat visits 42% of all conversions UK Direct conversion rate: 2.9%

Accounts for:

18.7 % of All visits

94% of all European Repeat visits

80% of all Repeat visits

42% of all conversions

Comparative size of segments % of all visits

Visits from ivc.com Traffic Visits to the site: 975 Visits to order complete: 3 Conversion rate: 0.3% Navigation 60% entered on Shark Attack product page : 74% SAR 40% entered on the Home page : 36% SAR Average time spent on site was 9 minutes and 40 seconds compared with 8 mins and 7 seconds site average Pages viewed per visit: 9.4 / 10. Conclusion Raises awareness, generates interest but does not drive revenue Traffic falls away after viral is removed from The Sun. co.uk Does not produce any loyal traffic

Traffic

Visits to the site: 975

Visits to order complete: 3

Conversion rate: 0.3%

Navigation

60% entered on Shark Attack product page : 74% SAR

40% entered on the Home page : 36% SAR

Average time spent on site was 9 minutes and 40 seconds compared with 8 mins and 7 seconds site average

Pages viewed per visit: 9.4 / 10.

Conclusion

Raises awareness, generates interest but does not drive revenue

Traffic falls away after viral is removed from The Sun. co.uk

Does not produce any loyal traffic

Product Sub-Categories Price Points “ Internal Search” “ B 2 B” * Broadcast Promotion * On –Line Promotion SEARCH. AFFILIATES. Banner Management E-MAIL. Second Purchase Product Information and fun Competitions Catalogues PR Media Campaigns Conversion Reminders Wish Lists Special Occasions * International Partners * Indirect Channel Partnerships “ Internationalisation” “ Gift Finder” * RETENTION Customer Service, Catalogue, E-Mail “ More Customers” “More Often” “More Stuff”

SEARCH.

AFFILIATES.

Banner Management

E-MAIL.

Second Purchase

Product

Information and fun

Competitions

Catalogues

PR

Media Campaigns

Conversion

Reminders

Wish Lists

Special Occasions

Thank you. March 2008 E-Commerce Forum