Onward!
Moving forward into 2014

Bronto.co.uk
Kestrel Lemen
Marketing Strategist
@KestrelBird
Kestrel@Bronto.com

Hudsons...
Fun Facts from 2013:
Online sales £91 billion in the UK
UK population currently at 64 million
Roughly £1421 per person in ...
The rise of the savvy shopper
•

Increased Options

•

Higher Expectations

•

Technology Savvy

•

•

Multiple Channels
U...
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 fi...
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...
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

...
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 purchas...
Summing it all up
• What can you automate?
• How can you improve on seasonal sales?

• Can your audience read your message...
Kestrel Lemen
Marketing Strategist
@KestrelBird
Kestrel@Bronto.com

Jonathan Dicks
Ecommerce Director,
Hudson shoes

Quest...
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Bronto Slides

  1. 1. Onward! Moving forward into 2014 Bronto.co.uk Kestrel Lemen Marketing Strategist @KestrelBird Kestrel@Bronto.com Hudsonshoes.com Jonathan Dicks Ecommerce Director Hudson shoes
  2. 2. 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: IMRG.com
  3. 3. 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….
  4. 4. Segmenting your audienc Send smarter messages
  5. 5. Behavioral Data • Data found based on how people interact with you
  6. 6. Purchase Behavior • What do their orders tell us? Lapsed Purchaser • RFM, RPE, AOV, TLV • Products purchased • Date of first and last order
  7. 7. A message to match the segment Big Spenders Lapsed Purchaser Mums Lapsed
  8. 8. Increase Automation It’s time to work smart
  9. 9. Customer ‘Touches’ First impression Adds value Personalized Utilizes data Timing
  10. 10. Welcome Messages Proper header Value statement & CTA
  11. 11. Abandoned Baskets Customer support Call to action
  12. 12. Unique Value Add - UVA Stand out from the pack!
  13. 13. How do I stand out? Lapsed Purchaser
  14. 14. Summing up Keys to success in 2014 • Segmentation Lapsed Purchaser • Automation • Unique Value Add
  15. 15. Onward! Moving forward into 2014 Jonathan Dicks Ecommerce Director Hudson shoes
  16. 16. The story of Hudson A brand for the savvy shoe lover
  17. 17. 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”
  18. 18. Building up to 2014 Steps towards success
  19. 19. Branding through email
  20. 20. 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
  21. 21. Responsive Design 120% Conversion Rate Increase (0.62% to 1.32%) 37% increase in mobile traffic from responsive emails
  22. 22. Onward to 2014! What’s next for Hudson
  23. 23. Pain points as an online retailer Compete with stores Have a small team Can’t do incentives with %/£ off items
  24. 24. 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
  25. 25. Summing it all up • What can you automate? • How can you improve on seasonal sales? • Can your audience read your messages anytime anywhere?
  26. 26. Kestrel Lemen Marketing Strategist @KestrelBird Kestrel@Bronto.com Jonathan Dicks Ecommerce Director, Hudson shoes Questions? Bronto.co.uk Hudsonshoes.com

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