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    Bronto Slides Bronto Slides Presentation Transcript

    • Onward! Moving forward into 2014 Kestrel Lemen Marketing Strategist @KestrelBird Jonathan Dicks Ecommerce Director Hudson shoes
    • Fun Facts from 2013: Online sales £91 billion in the UK UK population currently at 64 million Roughly £1421 per person in online sales Growth in online sales 17% 1 in 5 people in the UK used a smartphone to make a purchase Source:
    • The rise of the savvy shopper • Increased Options • Higher Expectations • Technology Savvy • • Multiple Channels Used Simultaneously More Sophisticated About Finding Deals But you can be just as savvy….
    • Segmenting your audienc Send smarter messages
    • Behavioral Data • Data found based on how people interact with you
    • Purchase Behavior • What do their orders tell us? Lapsed Purchaser • RFM, RPE, AOV, TLV • Products purchased • Date of first and last order
    • A message to match the segment Big Spenders Lapsed Purchaser Mums Lapsed
    • Increase Automation It’s time to work smart
    • Customer ‘Touches’ First impression Adds value Personalized Utilizes data Timing
    • Welcome Messages Proper header Value statement & CTA
    • Abandoned Baskets Customer support Call to action
    • Unique Value Add - UVA Stand out from the pack!
    • How do I stand out? Lapsed Purchaser
    • Summing up Keys to success in 2014 • Segmentation Lapsed Purchaser • Automation • Unique Value Add
    • Onward! Moving forward into 2014 Jonathan Dicks Ecommerce Director Hudson shoes
    • The story of Hudson A brand for the savvy shoe lover
    • Hudson Shoes Customer type: Fashion conscious, aged 25-45 Average order value: £120 5% of Revenue brought in through email in 2012, 2013 Email Marketing: Email blasts with basic segmentation – “the shotgun approach”
    • Building up to 2014 Steps towards success
    • Branding through email
    • Christmas/Boxing day Success 183% uplift in revenue YOY in October Highest ROI from Women AOV uplift of 12% segmentation Q4 saw a 53% uplift in revenue
    • Responsive Design 120% Conversion Rate Increase (0.62% to 1.32%) 37% increase in mobile traffic from responsive emails
    • Onward to 2014! What’s next for Hudson
    • Pain points as an online retailer Compete with stores Have a small team Can’t do incentives with %/£ off items
    • Priorities for 2014 Automate automate automate! Welcome series Abandoned basket series Post purchase series Lapsed purchase series Optimized transactional messages List growth engine Consistent optimized sign up across the site Sign up in packaging Pop ups
    • Summing it all up • What can you automate? • How can you improve on seasonal sales? • Can your audience read your messages anytime anywhere?
    • Kestrel Lemen Marketing Strategist @KestrelBird Jonathan Dicks Ecommerce Director, Hudson shoes Questions?