What's the base of it? Greener grass for the cattle
Point and Shoot cameras challenged to survive the Smartphones Sales decreased from $2.4 billion in 2008 to just $1.9 billion in 2011* Big brands are facing this challenge and coming out with new solutions *Market Research NPD group
Worldwide Digital Camera Market focusing on DSLR Cameras
Sales of DSLRs Cameras in the UK
Sustained steady growth in shipments of SLR's accesories
Demand for Digital cameras and SLR demand increased specially emerging markets, due to the rise in internet usage.
Shipments to European continent expected to mantain.
That’s when no discount will be deep enough, which is a hard lesson that many retailers
have already learned.”
*Brand Keys Customer Loyalty Engagement
STEP 1: Setting up a new cow Proposition Brand image Channel logistics New idea Inventory management
New Proposition Various, diversified products to non segmented customer Focus on an specific range of cameras and equipment for a particular segmented target. Jessops has a established position in the UK market Exclusive offer only from Jessops Technical advice reputation
Target: Young professionals 21- 35 years old, who are looking for a camera better than their mobile phone. Online : Campaign Offline: -Newspapers -Tube (touristy stations)
Changing logistics Centralise to flagship store in London to optimize volume traffic in both online/offiline shop Online customer In-Store customer
Marketing Jessop's image will transform from a simple retailer to the bridge between customer and brands. Making the customers to visit the flagship store to touch and feel the product (experience).
1. By reducing number of the stores and centralizing inventory to the warehouse.
2. The storage cost per product at the store is higher
than the storage cost per product at the warehouse.
Traffic trend change from off-store purchase
to online store purchase.
Different customer engaging functions.
Other channels Trade - in platform channel 1. A seller bring in the item to sell to the store. 2. Receive cash credit to purchase from Jessops products. Jessop’s role: Product Assessment Provide warranty - 2nd hand buyer (2 years).
Beginner Professional Start. By taking a picture with a camera (mobile/digital) and upload it. Progress . 1. Purchases at Jessops 2. Measure photographic activity online: pictures uploaded on social networks, comments. 3. Get points 4. Progress: Jessops unlock content. Offers additional equipments 5. Developing skills in photography. Professional Photographer path’s life
Cross Selling -Offering accessories, new filters at each level. -Star products. Deal with brand-islands. -Kits to get next level game. Discounts.
Sales relates Awareness Measurement KPI’s Actions Business Performance Average order value Sales per channel (value & volume) Profitability (% of operational sales) Days of Inventory No. of out of stocks Order Conversion rate per online campaign Traffic from offline to online Jessops market share UK DECREASING Find out problems and review segmentation strategy accordingly . Segmentation Performance DSLR share of sales (value & volume) Jessops DSLR market share UK Target Demographic (% of total customers) ON TRACK Continue with plans and use KPI’s to spot business oportunities Customer Engagement K factor (viral factor) Monthly and daily active users for the website and game New to returning users ratio Average monthly revenue per customer ABOVE EXPECTATIONS Consider extra investment to accelerate expansion and capture quick win opportunities.