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Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
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Insight Presentation: "How to Move the Needle in eCommerce"

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  • 1. @RichardCohene Richard Cohene Director of Marketing & Business Development Insight Presentation “How to Move the Needle in eCommerce” Beyond the Rack
  • 2. How to Move the Needle in eCommerce
  • 3.  Members-only access  Distinct sales events start every day  Limited-time (48 to 36 hours)  Limited-quantity  Deep discounts (40% to 85% off retail)  First-come / first-served  Selection refreshed daily WHAT WE DO
  • 4. IT’S A MARKETPLACE… A WIN-WIN SCENARIO It’s what consumers want  Value-conscious shopping  Convenience  Entertainment It’s what brands need  Convert excess / idle inventory into cash  Discreet, brand-enhancing clearance channel  Brand exposure
  • 5. Over 5,000 Brands and 12 Merchandise Categories Fashion, Accessories, Footwear, Home, Jewelry, Beauty, Kids, Men’s, Consumer Electronics, Travel, Lingerie, Swim 20 Events – 8,000 Items Every Day
  • 6. Operations in Montreal, New York, Las Vegas and Toronto Ship 30K shipments per day  #3 fastest growing company Canada for 2012 (Profit Magazine)  #1 fastest growing online retailer for 2011 (Internet Retailer)
  • 7. How We Did It In 6 Easy-to-Follow Steps
  • 8. 1. ESTABLISH BRAND EQUITY Ever-evolving On-trend Seasonality Real time KEEPING PACE
  • 9. Featuring magazine editors, famed TV hosts, and much more! 2. BUILD A COMMUNITY OF ADVOCATES
  • 10. Facebook – Twitter – Pinterest – Google+ – Instagram
  • 11. “Thank you for your quick and prompt replies and for your great customer service! You greatly made up for this error in shipping in a fast and fair manner. Thanks again and looking forward to do some more shopping on BTR!” “Customer service is one of the best that I have come across. The company is eager to satisfied its customers.” “Customer service was top notch. Their willingness to go out of their way to satisfy my shopping experience just makes me want to return as a customer.” 4. SATISFACTION. PERIOD.
  • 12. 4. CORPORATE CULTURE Responsibility is taken not given Merchandising, Marketing, Creative Services, Photography, Production, Imaging, Styling…
  • 13. 5. EMBRACE FAILURE
  • 14. 6. IT’S ALL ABOUT THE DATA
  • 15. It’s All About The Underlying Equation Build The Business Model One Assumption at a Time
  • 16. The Bottom Line is if You Aren’t TESTING…. MEASURE & TEST EVERYTHING
  • 17. YOU ARE GUESSING
  • 18. CONFIDENTIAL 21 CONFIDENTIAL 21 $- $5.00 $10.00 $15.00 $20.00 $25.00 $30.00 $35.00 $40.00 $45.00 $50.00 Cost of Acquiring a BUYER From the cost of acquiring a buyer – in $ and time
  • 19. 22 CONFIDENTIAL 22 6% 13% 11% 11% 10% 17% 11% 14% 19% 24% 17% 21% 26% 21% 17% 15% 11% 15% 16% 14% 16% 16% 17% 18% 16% 19% 19% 16% 16% 27% 24% 26% 27% 27% 22% 22% 17% 23% 20% 29% 39% 22% 20% 22% 41% 24% 21% 21% 15% 16% 6% 9% 7% 9% 8% 8% 7% 8% 8% 7% 9% 15% 12% 68% 66% 61% 61% 60% 65% 67% 73% 67% 67% 55% 50% 64% 61% 54% 42% 55% 53% 58% 68% 69% 83% 76% 78% 77% 76% 76% 76% 74% 76% 74% 72% 69% 72% Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Direct Navigation Invitations Paid Channel To the impact of social media on our marketing budget
  • 20. 23 CONFIDENTIAL 23 94% 82% 76%76% 72%73%73% 68%69% 64% 59%58%57% 50%49%50%49%47%44%44%42%40%38%39%39%38%35%32%33%34%33%30%28% 24%27%25% 30% 26%22% 26% 30% 26% 22% 26% 6% 18% 24%24% 28%27%27% 32%31% 36% 41%42%43% 50%51%50%51%53%56%56%58%60%62%61%61%62%65%68%67%66%67%70%72% 76%73%75% 70% 74%78% 74% 70% 74% 78% 74% Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 First time buyers Repeat buyers REVENUE FROM CLASS OF BUYERS
  • 21. 1-time buyers 3% multi buyers 2% LOA 0-3 42% LOA 4+ 53% What type of customers are unsubscribing from our emails? 24 CONFIDENTIAL
  • 22.  Build Brand  Create Advocates  Satisfaction = Loyalty  Team  Fail & Innovate  Test & Measure SUMMARY

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