Dwell.co.uk web review

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Review of Dwell.co.uk eCommerce operation

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  • "For many purchases, shoppers find the best advice comes not from family and close friends but from strangers who have similar interests or who embody a lifestyle the shopper aspires to achieve."
  • "For many purchases, shoppers find the best advice comes not from family and close friends but from strangers who have similar interests or who embody a lifestyle the shopper aspires to achieve."
  • Dwell.co.uk web review

    1. 1. Saj Bhojani The brief: Grow demand Grow the database Agenda: Situation Approach Appendix Site, social & store review
    2. 2. The situation 1. Low brand awareness vs market leaders – – 2. Small store portfolio (still learning how to drive stores eg POS, store planning ? etc) Competitive, crowded market place. (Dwell starting from low cost base?) Cross channel marketing not developed...Where is the international shop? – – 3. Store to web...Store to mobile....Catalogue to web...Kiosks..... Offline material does not push cross channel Digital marketing under developed – – – 4. Signs of an SEO programme, PPC under exploited (evidence of brand bidding) Active in affiliate – other channels appear unused eg retargeting, Google shopping Social channels behind market and customer use Internal Web platform is easy to browse with stock focus. Web = 30% of business – – – 5. Lacks customer reviews and effective searchandising Barriers to purchase inc NO reserve & collect, NO range/bundle pages – Ltd home delivery offer Site not “traded”, lacks up sell and cross sell Customer database needs constant fuel (mail order heritage) – – – Database 2.5m, Active customers 200k, Total customers 300k Clear focus on mass email and sms, although collection not aggressive online/instore Customer loyalty ladder is key in driving repeat purchase – BOP, AOF of profitable contacts 2
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    5. 5. Poor signage not a great start for customer journey. In store experience lacking flow and POS Nottingham Birmingham 5
    6. 6. App allows barcodes to be scanned in-store to access product information, reviews and the catalogue. Out of stock products can be ordered for collection or delivery using the app...Dwell approach not optimal 6
    7. 7. In store wifi drives investment in m-commerce but also DATABSE BUILD 7
    8. 8. Digital marketing is a science but needs to be profitable with clear objectives – is PPC not delivering an ROI........How is it measured? • Limited PPC spend – Brand bidding..... • No sign of free Google shopping • Attribution modelling or last click 8
    9. 9. Evidence of some SEO work, suggesting link building programme is in place 9
    10. 10. Customer product reviews – undeniably influential. Drives community proximity and product development 10
    11. 11. Searchandising is about delivering search results that drive sales Search = 5 results Browse = 12 results Customers shop by colour Customers shop by product (What about Dwell Kitchens?) Colour option too late in journey, Mega Menu’s under used Taxonomy needs review 11
    12. 12. Quick up sell and ATV limited through lack of bundling...... Easy buying/add to basket for products in a range 12
    13. 13. Delivery charges should at least be upfront... Collect options..lacking. Reserve allows customers to touch and feel & guarantees stock = warm lead for database 13
    14. 14. No sign up on home page.. How important is an email address really? 14
    15. 15. Store competition/incentive not promoted online.... Also not best placed in store- would the till be more appropriate 15
    16. 16. CRM approach is dependent on great customer service Data approach can then develop a loyalty ladder to drive lifetime value AOF & BOP = average order frequency and breadth of purchase Sofa Kitchen Loyal (B3) Bought 2 Bedding Bed Rug Bought 1 Chair Contact – not Bought Lapsed 16
    17. 17. International development is now much less risky and requires less investment. Payment options enable multi currency approaches with delivery abroad 17
    18. 18. 1. Proposition = in stock, contemporary, affordable furniture Dwell exhibits typical challenges of a fast growing business... . Low brand awareness vs market leaders – – 2. Small store portfolio (still learning how to drive stores eg POS, store planning ? etc) Competitive, crowded market place. (Dwell starting from low cost base?) Cross channel marketing not developed...Where is the international shop? – – 3. Store to web...Store to mobile....Catalogue to web...Kiosks..... Offline material does not push cross channel Digital marketing under developed – – – 4. Signs of an SEO programme, PPC under exploited (evidence of brand bidding) Active in affiliate – other channels appear unused eg retargeting, Google shopping Social channels behind market and customer use Internal Web platform is easy to browse with stock focus. Web = 30% of business – – – 5. Lacks customer reviews and effective searchandising Barriers to purchase inc NO reserve & collect, NO range/bundle pages – Ltd home delivery offer Site not “traded”, lacks up sell and cross sell Customer database needs constant fuel (mail order heritage) – – – Database 2.5m, Active customers 200k, Total customers 300k Clear focus on mass email and sms, although collection not aggressive online/instore Customer loyalty ladder is key in driving repeat purchase – BOP, AOF of profitable contacts 18
    19. 19. The brief: Grow demand Grow the database Agenda: Situation Approach Appendix Site Review Social Review Store review Saj Bhojani
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    24. 24. Saj Bhojani The brief: Grow demand Grow the database Agenda: Situation Approach Appendix Site, social & store review
    25. 25. Dwell have a small presence on Facebook and Twitter. FB in particular appears unmanaged and lacks database collection Facebook Twitter Dwell 3,727 1,872 Dunelm Mill 20,104 1,456 25
    26. 26. Many of the posts and threads on Dwell’s Facebook and Twitter are relating to customer service issues: 26
    27. 27. Dwell category landing pages are very basic and just feature the sub-categories Dunelm category pages have promotional category carousels and merchandise zones 27
    28. 28. Dwell don’t have bundle pages – they have an ‘Also in this range’ merchandise zone on the relevant PDP pages. 28
    29. 29. Product description pages feature basic zoom functionality. 29
    30. 30. Dwell does not offer a customer review functionality. 30
    31. 31. Limited cross selling functionality. ‘Recently viewed’ on every PDP. No YML or YMN. Current offer button in website header. Recently viewed items with scrolling function. 31
    32. 32. Visible estimated back in stock date for out of stock items. Email when back in stock request functionality on PDP. Email when back in stock request functionality on PDP. Estimated due back in stock date on category page. 32
    33. 33. Messaging should be updated in line with promotional activity Urgency does drive call to action and end of promotions are strong relevant messages Messaging is the same on the 12th and 13th of March..now mid week 33
    34. 34. Dwell make use of a catalogue to drive sales. There is currently a prize draw incentive to encourage customers to request a catalogue 34
    35. 35. Dwell are doing well from natural search - performing above their weight when it comes to SEO and this is giving them a disproportionately large share of traffic in the online market 35
    36. 36. It appears Dwell have deployed an SEO campaign that is developing significant backlink activity – expected to be taking a decent share of non-branded natural search traffic as a result The most important measures are Domain Authority & Linking Root Domains – Dwell currently have a DA 30% higher than Dunelm Dwell Dunelm Mill 36
    37. 37. Affiliate channel is traded with up to date offers 37

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