TRU E Commerce Business

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On line Business Strategies

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TRU E Commerce Business

  1. 1. Toys “R” Us Comprehensive Brief E-Commerce Strategies 4Q FY 2008 By Anam Ali
  2. 3. On-Line Strategy Pyramid <ul><li>Constructing TRU Value Proposition </li></ul><ul><li>Measuring Campaign Success </li></ul><ul><li>Implementing interactive marketing strategy with TRU cross functional units </li></ul>
  3. 4. Interactive Channels <ul><li>Email Marketing Strategy & Creative Process </li></ul><ul><li>SEO Optimization </li></ul><ul><li>Driving SEO activities to gain marketing & PR objectives </li></ul><ul><li>Optimization of web related activities, design, & digital marketing efforts </li></ul><ul><li>Visitor traffic, click through by product type & conversion rate </li></ul><ul><li>Campaign development & optimization </li></ul><ul><li>Content for TRU Users not Search Engines </li></ul>
  4. 6. Advanced Action Steps <ul><li>Evaluate at the campaign level </li></ul><ul><li>Planning Customer Experience </li></ul><ul><li>Evaluate at the Product Level </li></ul><ul><li>Using Conversion rate to improve the campaign </li></ul><ul><li>Investing across the buying cycle </li></ul><ul><li>Evaluating & picking most efficient conversion types of Direct, Deferred, Indirect </li></ul>
  5. 7. On-Line Strategy Flow <ul><li>Analyzing TRU site, website design </li></ul><ul><li>Selecting Keywords most relevant to TRU customers </li></ul><ul><li>Review of TRU/BRU offerings using all products & services to generate keywords. </li></ul><ul><li>Utilizing Buying Cycle to increase site traffic & time on site </li></ul><ul><li>Consider what TRU wants customers to do? Better informed about the product or make a purchase? </li></ul><ul><li>URL specific to search </li></ul>
  6. 9. Tracking Conversion <ul><li>Goal Type: Successful Transaction </li></ul><ul><li>- URL Destination </li></ul><ul><li>- Time on Site Pages Visited </li></ul><ul><li>Number of Downloads, sign ups & sales </li></ul><ul><li>Contact Form: Success Page (User lands on Home pg Contact form Fills Submit Success pg) </li></ul>
  7. 10. View Conversion Counter Data <ul><li>Account Summary Page </li></ul><ul><li>Manage Categories Page </li></ul><ul><li>Activate Content Match </li></ul><ul><li>Manage Bids Page </li></ul><ul><li>Manage Listing Page & Reports </li></ul><ul><li>URL Activity Detail </li></ul><ul><li>Search Term Summary </li></ul>
  8. 13. Interactive Marketing Analytics <ul><li>Measuring Campaign Effectiveness </li></ul><ul><li>Interactive Marketing Metrics </li></ul><ul><li>Sales Cycle & Funnel Analysis </li></ul><ul><li>Planning Customer experience by user scenarios </li></ul><ul><li>New vs. Repeated Business </li></ul>
  9. 15. Interactive Marketing Strategy Flow
  10. 16. Campaign Development <ul><li>Form a 4QTR Action Plan </li></ul><ul><li>Create a TRU Program Brief </li></ul><ul><li>Develop Seasonal Timeline & Budget </li></ul><ul><li>Develop Content Plan </li></ul><ul><li>Design Test & Control </li></ul><ul><li>Track Program Performance </li></ul><ul><li>Analyze Campaign Results </li></ul>
  11. 17. Conclusion <ul><li>To optimize on-line marketing strategy, interactive marketing tools coinciding with business goals </li></ul><ul><li>To increase interactive marketing analytics, response, conversions, sales leads through cost effective measures </li></ul><ul><li>Driving SEO activities to achieve marketing & PR objectives </li></ul><ul><li>Focusing on content match, E-mail, Direct </li></ul>

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