Development of Digital Communication and Social Media Strategy for Jumbo

1. E-Jumbo Campaign
Development of Digital Communication and Social Media Strategy
Group: Mayowa Aderinto
Elena Katsara
Vicky Prokopi
Periklis Skoulaxenos
Instructor: Georgia Miliopoulou
Strategy, Planning and Design of Digital & Social Media Campaigns – CN 6041
MA in Digital Communication & Social Media

2. Table of Contents
Executive Summary ............................................................................................................................3
Jumbo is a toy store originally created in 1986......................................................................................3
Step 1: Situation Analysis....................................................................................................................4
The company..................................................................................................................................4
Products.........................................................................................................................................4
Unique Value Proposition................................................................................................................5
The industry ...................................................................................................................................6
Business Environment.....................................................................................................................7
Key Political Factors ...................................................................................................................7
Key Economic Factors.................................................................................................................7
Key Socio-Cultural Factors..........................................................................................................7
Key Technological factors ...........................................................................................................7
Opportunities and threats.................................................................................................................7
Opportunities ..............................................................................................................................7
Threats.......................................................................................................................................8
Key Success Factors........................................................................................................................8
Distribution.................................................................................................................................8
Marketing ...................................................................................................................................8
Competition analysis.......................................................................................................................9
Direct.........................................................................................................................................9
Indirect.......................................................................................................................................9
Key Competitors .........................................................................................................................9
Target market...............................................................................................................................11
Step 2: Setting Goals and Objectives..................................................................................................12
Objectives:...................................................................................................................................12
Measurement Strategy:.................................................................................................................12
Marketing Tasks:.......................................................................................................................14
Step 3: Strategies and Tactics to achieve our objectives......................................................................15
Site Design and Usability Factors:...............................................................................................15
Getting Customers Interest, Desire and Action – Driving Traffic to the Site.......................................20
Positioning................................................................................................................................22
E-mail marketing campaigns (transactional e-mails) ....................................................................22
Ad Banners ...............................................................................................................................22

3. Integrated social media campaign..............................................................................................23
Step 4: Customer Service, Relationship and Loyalty Plan.....................................................................26
Customer Service and Loyalty........................................................................................................27
Strategy: Online is about service....................................................................................................28
Social Media tools used for research..............................................................................................28
Step 5: Time Line for Promotion Strategies.........................................................................................30
Summer Contest...........................................................................................................................31
Christmas Contest.........................................................................................................................31
Newsletters..................................................................................................................................31
Step 6: The Future............................................................................................................................31
References.......................................................................................................................................33

4. Executive Summary
Jumbo is a toy store originally created in 1986.
Jumbo’s merchandising is consisted of 6 main product categories.
1. Toys
2. Baby products
3. Stationary products
4. Seasonal products
5. Home products
6. Impulse buying products
Jumbo’s Unique Value Proposition is projected by the company itself and is shown as “The
leading Toy retailer in Greece”.
The proposed campaign is concentrated in promoting the online shop of the stores which is
called e-Jumbo.
The desired outcomes of the campaign are:
● Build awareness
● Increase website traffic
● Increase sales
● Increase of conversion rate(revenue,profit)
The above objectives will be achieved through:
● E-marketing (newsletter)
● Integrated Social media
● Ad banners
Five years from now, we want e-Jumbo to become the first in its category.

5. Step 1: Situation Analysis
The company
Company name: Jumbo
Jumbo is a toy store originally created in 1986.
URL: http://www.jumbo.gr/ E-Store: http://www.e-Jumbo.gr/
Jumbo according to their annual presentation have already established their presence in 4
countries, in Greece which is the main part of the stores chain with 53 stores, 8 stores in
Bulgaria, 4 stores in Cyprus and 2 stores in Romania. The company states that Greece and
Cyprus could reach 64 stores and the network in Romania will eventually reach from 12 to 18
stores in the future. An agreement for more Jumbo stores has already been signed; two stores in
FYROM, two in Albania and one in Kosovo are part of this agreement.
The business scope of the company is regional in the Balkan Peninsula and in Cyprus, as a
continuation of the Greek state.
Products
Jumbo’s merchandising is consisted of 6 main product categories.
7. Toys
8. Baby products
9. Stationary products
10. Seasonal products
11. Home products
12. Impulse buying products
The first 3 types of products contribute the 47% of core business products as they name it and the
other three types the other 53% of non-core products sold by the company.
The analogy of branded and non-branded products sold from the company is 45 to 55 %, and
approximately more than 70% of them are imported from Asian countries.
Considering the e-Jumbo.gr the products offered are:
1. Seasonal products
2. Party products
3. Home products

6. 4. School products
5. Outdoor equipment products
Unique Value Proposition
Jumbo’s Unique Value Proposition is projected by the company itself and is shown as “The
leading Toy retailer in Greece”.
This proposition and competitive advantage is tried to be achieved through:
● Hyper Market stores
● Presence in 4 countries
● 67 stores in total and still expanding
● The largest modern warehouse in Balkans
● Huge variety of low priced products
● Further expansion in Greece the other countries.
Revenue through http://www.e-Jumbo.gr/ will be generated only with selling content online and
offline. It is an exclusive e-shop of the store and does not involve any other kind of revenue
options for now. For that reason awareness and attention is needed for the company and
especially for the traffic of the e-shop.

7. The industry
Jumbo company belongs to toy retail industry. According to the Toy Industries of Europe
association “The toy market in Europe is the largest in the world, meeting the diverse and
evolving demands of the European Union’s (EU) 78 million children.” Also Jumbo by launching
www.e-Jumbo.gr online shop joined the e-commerce industry.
Some of the key facts of toy retail industry in Europe are the following:
● Number of companies: almost 5,000
● Employment: 220,000 jobs
● Production value: €5.6 billion
● Sales: €16.5 billion
● Import and exports: €5.5 billion
● and €1.1 billion respectively
● Value added: €8.1 billion
● National governments revenues: €7.3 billion
● Spending on goods and services: €3.1 billion
As Toy Industries of Europe association mentions “The European toy market has continued to
grow over the past years by 3-6%, despite a decline in some southern European countries.
However, the European market as a whole seems to have stagnated in 2012.”
Customer satisfaction needs are strongly connected with the success of the toy sector the analysis
contributes. Also it mentions that “The toy industry is one of the most dynamic business sectors
in Europe: In 2011, more than 90% of toy companies operating in Europe put new products on
the market. This compares to less than 40% in other industry sectors.”
Although the industry rises there are some key factors that challenge the companies, those are:
• The economic crisis
• Increasing safety and environmental legislation
Intensified competition from illegal and fake products

8. Business Environment
Key Political Factors
According to Piraeus Bank research analysis, early national elections of December take a toll on
Jumbo sales on the beginning of 2015. Jumbo and any kind of retail companies can be negatively
affected by the political risk and crisis. Greece undertakes a period of adjustment from a political
party to another, so customers may be waiting for the situation to be clearer in order to continue
for further purchases. Taxation on retail goods can directly influence the situation of the industry
and Jumbo stores too.
Key Economic Factors
Jumbo as a company has an average number of employees 4.098. Unemployment is a key factor
contributing to the sales of the retail industry and stores like Jumbo. The bigger the
unemployment rates, the lower sales can be achieved. The same case lays on the case of wage
rates. Minimum wage has been lowered since the last 10 years; this situation seems to threat the
stores with lower sales.
Key Socio-Cultural Factors
Change of attitudes against imported products could harm the company by affecting its brand
image. If people change attitude on low cost imported items, most of the products in the store
would be affected and will be left in stock by the customers. Lifestyle can also affect the sales of
the products; people beliefs against low cost items may affect immediately the sales. An
ecological crisis within the company, a bad plastic product scandal can affect the whole image of
the company.
Key Technological factors
Technological adoption has always been a key factor for any kind of stores. Key factors that may
help the industry expand are e-shops. In Greece e-shops started expanding the last 5 years, so
Jumbo adopted this technology and create e-Jumbo.gr. The customers’ adoption of the
technology may be a problem on the first stage. So the further advertising and promotion of the
e-shop is needed.
Opportunities and threats
Opportunities
● Low cost items

9. In some cases low cost items can create more sales than other type of products. Jumbo in the
recent years adopted this strategy by selling tons of low cost, house and seasonal product
expanding the type of Jumbo stores from toy stores to retail stores.
● E-shop
New technologies are most of the times an opportunity for stores. Expanding the sales just from
offline store sales to online sales can help the company raise the sales and revenues.
● International expansion
Jumbo has already expanded the chain of stores outside Greece and especially in Balkans.
Further expansion on those countries would help the company further expand.
Threats
● Economic situation of the country
The financial crisis occurring in Greece is strongly connected and affects all retail stores but they
can do little things about it. Sales are connected to unemployment and wage rates. Jumbo by
keeping low cost on lots of products would try to keep away from that threat.
● Changing attitude for low cost products
In case of attitude change against low cost product Jumbo would suffer a big loss in customers
and sales. Jumbo should try keep their low cost products on as good quality as possible.
Key Success Factors
Distribution
With a total of 67 stores in 4 countries, distribution is one of the key success factors of the
company. Customers are able to purchase the goods they want from their closest store. Selected
store locations help the customers easily find a store near there town. Also e-Jumbo.gr had made
it even easier for everyone to purchase products from the ease of their home.
Marketing
Company has built brand image through their specifically kind of advertising. Also products
offered from the store are connected mostly with Jumbo stores and any other big store in Greece.

10. Competition analysis
Competition is analyzed and presented only for the type of products and features of Jumbo
Company that www.e-Jumbo.gr offers to the users. E-shops and physical stores are considered as
a competitor by considering the type of products they offer and how they are related to those that
e-Jumbo offers.
Direct
● Moustakas online shop
● Skroutz.gr/Bestprice.gr promoted local shops
● Foreign retail e-shops importing in Greece
● Praktiker stores and e-store
Indirect
● Bookshops
● Local seasonal stores
● Bazaar/open market places
● Big supermarket chains
Key Competitors
● Skroutz.gr/Bestprice.gr promoted local shops
Skroutz.gr and Bestprice.gr promoted shops are key competitors to the e-Jumbo website and the
products offered by it. This type of shop search engine websites can compete with Jumbo’s
online store because of the:
1. Variety of products offered
2. Easy comparison between products
3. Many affiliate e-shops
On the other hand those types of websites have some weaknesses in terms of:
1. Local unknown stores promoted
2. Difference in costs between stores
3. Many people do not trust those websites

11. ● Praktiker stores and e-store
Praktiker stores are well known retail chain store that has stores around Greece. Because of its
fame it is one of the key competitors of e-Jumbo stores regarding the home and outdoor
equipment that both shops offer. Some of the advantages of these stores are:
1. People trust them because of fame
2. Huge variety of online and offline products
3. More famous in older ages
But on the other hand Praktiker’s weaknesses are:
1. Higher cost products
2. It competes only in home and outdoor products
3. Only credit card purchase option
● Foreign retail e-shops importing in Greece
When it comes to the internet, online shopping does not have borders and users buy from abroad.
Retail stores like Amazon are quite famous in Greece too. Some of the key advantages of those
stores are:
1. Huge variety of products
2. Daily Discounts
3. Low prices
But when it comes to foreign online shopping there are some disadvantages:
1. Shipping costs
2. Only credit card purchase option
3. Some products do not ship in Greece

12. Target market
Geographically the customers on e-Jumbo.gr are located and live in Greece because the shop
ships only in Greek territory.
Demographically the age space is from young kids until elderly people. Both genders are
targeted; lower income people are is commonly targeted because of the low cost products offered
by the shop.
Young couples starting their life together and married people needing equipment and accessories
for their home are one of the target markets.
School products are attracting students in school or college level and also teachers who need
equipment for their work.
Also B2B purchases can benefit the businesses obtain low cost accessories and decoration
considering their needs.
Considering the above criteria the following target markets were developed:
● Parents
● Bachelors
● Couples
● Kids & Students
● College Students
● Teachers
● Businesses

13. Step 2: Setting Goals and Objectives
Objectives:
Despite the fact that Jumbo is well known in Greece because of its low prices products and the
large variety of products, e-Jumbo site is less known and used in the market. According to
Alexa.com most of the visitors to the site came from search engines and more specifically 41.8%
from google.gr, 9.5% from the official site of jumbo and 3.3% from the Facebook page of the
company. Also the key word for the search engines is jumbo with 49.81% and e-Jumbo with
3.82%. The percentage of visitors entering as a key word e-Jumbo is very low, and this is what we
want to achieve with our campaign, to increase brand awareness of the web site.
Our campaign will run for approximately for 1 year. The two most significant qualitative
objectives which are brand awareness and traffic increase match our quantitative objectives. The
winner of our online contest will receive a 50 Euros gift card from e-Jumbo. The contests will be
posted on the Facebook page and the Instagram account of the e-Jumbo site. Through different
contests we will increase the brand awareness of the site and the site traffic.
With our qualitative objectives we are going to achieve are quantitative objectives. We have set
our quantitative objectives according to the SMART model. They are Specific, Measurable,
Achievable, Relevant and within a specific Time Frame. Our first goal is to increase sales of e-
Jumbo up to 15%-20% in the period of the duration of our campaign which is 1 year. As a result
our second goal is to increase revenues up to 15% - 20%. More specifically to increase the amount
of money that e-Jumbo will actually receive during a specific period, including discounts and
deductions for returned merchandise. Our third goal is to increase profits also to 10%-15%. More
specifically to increase the financial benefits that are realized when the amount of revenue gained
had exceeded the expenses, costs and taxes. The above percentages depending the specific time
frame which is 1 year are achievable.
Measurement Strategy:
In order to see if we have achieved our objectives and goals we have to measure our success and
results. First of all, we are going to measure the engagement of e-Jumbo from the beginning of our
campaign until the end.
We are going to observe firstly the site traffic, hits, page views, visits and number of visitors. All
of the above are connected and if one parameter increases for example site traffic then also the
other parameters will. From increasing brand awareness the above parameters will increase.

14. Also we are going to see and measure the results everyday and see the day of week visitors
enters the site, time and the average time that visitors spent in the e-Jumbo site. In addition, since
the ultimate purpose of our e-shop is to attract buyers, the conversion rate of the site is an very
important measure. Another factor which is significant is the key word in the search engines. The
percentage of “e-Jumbo” as a key word is very low and we are going to increase it by e-Jumbo will
be the first choice in the search engine when someone presses the letter “J”.
Most of the visitors come from search engines and the percentages of visitors from the official
site and Facebook page are very low. We are going to change that with our linking strategy. In the
official site, visitors will be able to see banner ads of the e-Jumbo site and also banner ads will be
placed to sites that our customers visits also for example scroutz.gr. At the e-Jumbo sites visitors
will see at the bottom of the page a link to the Facebook page of the site and a link of the Instagram
account. At the Facebook page, at all posts links from the e-Jumbo will be visible in order visitors
to be directed instantly in the site.
Another major parameter that we have to measure is the social media engagement. How many
“likes” the page has and how much, the percentages of likes increases every day. Monitor the
insights of the Facebook page to observe the engagement of each post and the engagement of the
page every day. Also post likes, clicks, comments and shares will be measured every day.
For the Instagram account followers, likes, comments, use of our campaign hashtags and
references to our accounts will be measured every day. For both social media interaction between
the visitors and with the pages plays an important role. More specifically how many of the
followers participate and are engaged with our contest. This will be measured from the number of
visitors that send a picture and want to take part in order to win the price. Also the metrics of the
site that shows what time of the day and which days most visitors visit e-Jumbo will help us for the
social media. As for example, if visitors enter most often our site at 7 p.m. we will boost our post
at that time.
Except from the campaigns on the Facebook page of post engagement and page likes campaigns,
emails will be sent to the customers of Jumbo and the members of social media, informing them
about our contest and special offers of products that customers can find in the e-Jumbo.
These Factors will be monitored with software analytics from the marketing department of the
company. But also some of the professional services that will employ for our campaign depending
on our needs are: web site design for improvements to our site, search engine positioning and
operation assistance, content providers, public relationship specialists and specialists for social
media interaction and engagement. These actions will be taken every day in order to be able to

15. improve our strategy depending on the everyday results so, to be able to achieve our goals and
objectives in the specific time frame that we have set.
Marketing Tasks:
The basic marketing tasks that will be done in-house are:
1. The creation of the Facebook page and Instagram account of the e-Jumbo. Both accounts
will be created mainly to promote our campaign strategy for the contests. Each contest will
last approximately to 2-3 weeks it depends on the theme for example the summer contest
will last up to two months. In each contests customers of the company and prospect
customers must send to the Facebook page or Instagram account for Easter Holidays will be
a selfie with the most crazy eggs or handmade candles with accessories from Jumbo. The
best selfie will win a 50 Euro gift card for purchases from the e-Jumbo.
2. The newsletters that we will send to every customer of Jumbo and also followers on our
social media, informing them about our contests and the special offers that e-Jumbo
provides.

16. Step 3: Strategies and Tactics to achieve our objectives
Site Design and Usability Factors:

17. The above snapshots are from the home page of the existing site. At the menu bar you can
find the main categories of the products. Below you can find a slide show with the top products
and as you scroll down you can find some small description, which includes photo and price, of
top selling, hot and new products. On the right side on the top of the page visitors can find the
search option and the select country option. Below visitors can find the sign in or sign up option.
The Facebook and YouTube button visitors can observe them at the bottom of the page.
The existing site has not changed at all since 2013. It is updated only for changes in
seasonable categories. We decided to make some small changes to the existing site. First at the
menu bar we are going to rename the category with home products from Home to «Είδη
Σπιτιού». We made this change because some visitors may confuse the Home (home products)
category with the Home page. The Facebook and Instagram buttons will be placed below the
sign in or sign up option, because there are more obvious for visitors than at the bottom of the
page. Again the home page will have a lot of information but their necessary as the site is an e-
shop and users must get as much information as possible for the various products from the home
page. Also as a company Jumbo has a variety of products with different prices.

18. Mock up sample

19. Importance
Features & functionality
1 Features and functionality meet common user goals and objectives
Key and common user goals and objectives (e.g. carry out some transaction, find some information, carry
out some research etc…) should have been identified and addressed. Ideally the site or application should
allow users to meet all of their key goals and objectives.
Very high
2 Features and functionality support users desired workflows
The site or application should support or at least be compatible with the way that users wish to work. For
example, users might want to be able to carry out bulk transactions or be able to save and return to their
Very high
3 Frequently-used tasks are readily available (e.g. easily accessible from the homepage) and well
supported
For example short cuts and a login to retrieve details might be provided to speed up the completion of
Very high
4 Calls to action (e.g. register, add to basket, submit) are clear, well labelled and appear clickable
Possible actions should always be clear and the primary call to action (i.e. the most common or desirable
user action) should stand out on the page or screen.
Medium
Homepage / starting page
1 The Homepage / starting page provides a clear snapshot and overview of the content, features and
functionality available
For example, an introduction and overview of the site is provided together with section snapshots and
High
2 The homepage / starting page is effective in orienting and directing users to their desired information
and tasks
Users should be able to work out where they need to go to complete a given task (e.g. carry out some
research, complete a transaction).
Very high
3 The homepage / starting page layout is clear and uncluttered with sufficient 'white space'
Users should be able to quickly scan the homepage and make sense of both the content available and of
how the site is structured.
Medium
Navigation
1 Users can easily access the site or application
For example, the URL is predictable and is returned by search engines. If a user attempts to find the site via
a search engine, it should ideally be returned on the first page of search results for likely queries.
High
2 The navigation has sufficient flexibility to allow users to navigate by their desired means
For example a user might want to be able to search for an item or browse by size, name or type. Although
not all user preferences can or indeed should be addressed, the most useful and common navigational
High
3 Links are clear, descriptive and well labelled
Links should be clearly 'clickable' (e.g. underlined or colourised) and it should be clear to users where any
given link goes to. Non-descriptive links such as 'click here' should be avoided and any links going to an
external website or opening a new window should be identified as such.
Medium
4 Browser standard functions (e.g. 'back', 'forward', 'bookmark') are supported
Users should be able to bookmark a page (or be presented with a URL to use) and go back and forth without
breaking the site or losing any information they have entered.
High
5 The current location is clearly indicated (e.g. breadcrumb, highlighted menu item)
Users should always know where they are in the site or application.
Medium
6 Users can easily get back to the homepage or a relevant start point
For example, a homepage link might be part of the breadcrumb or a home link might be available as part of
Medium
Search
1 A consistent, easy to find and easy to use search function is available throughout
The search function (where required) should be directly available from most pages on the site or application
and should be consistently positioned (e.g. top left, top right or top centre).
High
2 Search results are relevant, comprehensive, precise, and well displayed
It should be easy for users to see what has been returned, to work out why something has been returned
and to determine how many results there are.
High
Usability guidelines

20. Control & feedback
1 Prompt and appropriate feedback is given
For example, a confirmation message is shown following a successful transaction, input errors are
promptly highlighted and it's made clear to users when a page has been updated.
High
2 Users can easily undo, go back and change, or cancel actions
If an action can not be undo then users should at least be given the chance to confirm an action
before committing (e.g. before placing an order). For example, users can return to a step and change
their options or dynamically change a value without having to start again. Where an action can't be
undone (e.g. a deletion), this should be made clear to users.
High
Forms
1 Complex forms and processes are broken up into readily understood steps and sections
For example, a checkout process might be broken up in to 'address', 'delivery options', 'payment' and
'confirmation'. Where a process is used a progress indicator is present with clear numbers or named
stages.
Very High
2 Help and instructions (e.g. examples, information required) are provided where necessary
Where input is non trivial or is likely to require some explanation this should be provided. Where a-lot
of explanation is necessary a link to a page outlining what is required should be provided.
High
Content & text
1 Content available (e.g. text, images, video, audio) is appropriate and sufficiently relevant,
and detailed to meet user goals
Content should also be appropriately formatted, so for example videos and audio should be directly
playable (i.e. shouldn't need to be downloaded to be played) and images should be of a sufficient
quality.
Very high
2 Language, terminology and tone used is appropriate and readily understood by the target
audience
Jargon should be kept to a minimum and plain language should be used where ever possible.
High
3 Text and content is legible and scanable, with good typography and visual contrast
Users should be able to quickly scan headers and body text, in order to get an overview of what's
available.
Medium

21. Getting Customers Interest, Desire and Action – Driving Traffic to the Site
Our site has to be structured in a way that search engines understand. We have to create links
between the user needs and our site mapping. The key to increasing the site traffic seems to be
the linking part. Search engines are the answering machines. You basically ask what you need.
So relevance and popularity of the topic may lead to high ranking. In Greece according to
alexa.com the top engine machine is google.com and on the 6th place is to be yahoo.com. We
conclude that using google adwords would be the best practice because our main goal is to be
where our target audience is. In Greece our target market asks google to find relevance to their
keywords. Extra lift will be caused on the site ranking but up to this point we have to mention the
content. Google seems to like specific content and we have to keep topics clear and to the point.
For example if our potential user asks for a costume, e-Jumbo should appear on top.
The above strategy will be achieved by:
● Keyword optimization
“Jumbo”, “Παιχνίδια”, “Δώρα για παιδιά” are some of the words that can be used on website
tags that will lead users access the website through search engines.
● Correct name product categories
Seasonal, Part, Home and School product categories would be used to have instant access from
search engine results.
● Optimization of product images
Product images’ names will be named with correct keywords in order to be accessible by google
images.
● Use keywords in URLs
Product types, categories and product names will be used as keywords on the corresponding urls.
● Evident description in products and categories
Product and category names should be in a way that users and search engines will understand
and find them.

22. a) As previously was stated (see STEP 1 – Industry/Market Review and Analysis) the target
markets of the e-Jumbo online store are the following:
● Parents
● Bachelors
● Couples
● Kids & Students
● College Students
● Teachers
● Business
In addition, the branding values of the “Jumbo” brand are concentrated in the table below:
Who are we?
Core Values
Creativity Consistency
Innovation Aspirational
Distinctiveness Customer focus
What do we
plan to achieve
and how?
Mission Statement
The main goal always remains the maintenance and
further strengthening of Jumbo’s leading position in the
market and of course the group’s reinforcement at the retail
sector of toys, baby care items, gifts, stationary and other
relevant goods.
What does
this mean for the
customer
Extremely competitive prices
Very wide range of toys for children and adults, including
well-known brands.
Accessibility/Ease of access for every customer – More
than 100 sell points.
Extended range of products – Only with one visit in the
store and/or site one can choose among a wide variety of
very diverse products.
The essence
of our customer
promise
Mission Priorities
● the expansion and improvement of Jumbo’s network
● the enrichment of our products variety, according to
the market’s trends
● the best customer service the exceptionally

23. competitive prices of our products
● The continuous improvement of the “e-Jumbo” e-
store with respect to usability, content, functionality and
design.
Positioning
Jumbo S.A. is a Greek based retail company whose principal activity is the distribution of
well-known brands as well as imported children's toys, baby care items, stationery, seasonal
products, decoration and various home items.
b) Among the various online promotion strategies that were carefully examined, the following
were chosen:
E-mail marketing campaigns (transactional e-mails)
Various e-mail campaigns will run through the year. The campaigns are going to be triggered by
the visitors’ choice to subscribe on the newsletter in the “e-Jumbo” website. The campaigns will
be seasonal, one per each seasonal product category in order to promote the various seasonal
products e-shop offers. The following 6 will be scheduled: i) Easter, ii) Christmas, iii) beginning
of the new school year (beginning of September) and iv) Summer.
One more category is going to be used with a general description of the site’s products presented
in a creative way. This will be sent 4 times in the year.
The newsletter’s content is going to be creatively presented trying to think out of the box of the
common boring newsletters that are being ignored or have a great bounce rate.
The email marketing campaign is chosen because of its effectiveness, as well as because it helps
achieve the goals we have set for the “e-Jumbo portal”.
It will help to increase the awareness of the website; having people learn about its existence and
as a consequence increasing the number of visitors and probably increasing the revenue levels.
It is also the fastest and cheapest way to promote our brand online and our products as it can help
advertise what is the e-shop’s main product category, the seasonal products.
Finally, a link of the newsletter will exist on the website as well as in the Facebook page.
Ad Banners
In order to increase awareness as well as the conversion rate for the site, we will design 3-4
banners (through the year) that will be embedded in various content provider sites some related
to entertainment The size will be “Leaderboard” (728x90) or “Pop-under” (720x300).

24. The “Jumbo” brand is known as the biggest Toy retailer in Greece, as well as it concentrates on
middle and lower income audiences. These are the reasons why the whole graphical approach is
simple, intense and colorful.
“Google AdWords” is going to be used for the Banner Ad Campaign in order to create banners
that are displayed next to Google search results and on websites that are part of Google's
AdSense network. The “CPC” pricing model will be chosen. CPC bids will beging at 0.01 euros
and rise up to 100 per click and only require you to pay when someone clicks on your ad.
Integrated social media campaign
First of all, a Facebook and Instagram accounts will be created for the “e-Jumbo” site.
The whole campaign is based on the integration and interactivity of the various platforms in
order to reach engagement and therefore awareness and increase in visitors.
The core idea of the social media campaign is to create various contests via interactivity with and
among users, and promote offers and/or new products of the “e-Jumbo” site. Most of the contests
will have a seasonal concept. Each contest will last approximately to 2-3 weeks it depends on the
theme for example the summer contest will last up to two months.
Our social media strategy includes the following scenarios:
Scenario 1: Invite users on Facebook to participate in our contest by uploading a selfie in the
Instagram with hash tags #jumbomaskarades and #e-Jumbo wearing their Halloween costume
(“Apokriatiko koustoumi”) and also motivate them to “like” their favorite costume. They winner
will enjoy a 50 euro gift for purchases from e-Jumbo.
Scenario 2: A little before Easter time, invite users on Facebook to participate in the contest by
uploading a selfie in the Instagram with their handmade Easter candle. The best picture will
receive a 50 euros gift card from Jumbo. The winner will be announced on Easter day.
Scenario 3: At the beginning of the school year invite children and their parents on Facebook to
upload pictures on Instagram with their old school bag painted, drawn and decorated with colors
and/or crafts. Hash tags #vapsetinpaliasousaka. The kid with the bag that receives the most
“likes”, will win a new bag for the new school year.
Scenario 4: In August, during summer, we will ask customers to send their “summer view”.
Again, the best summer picture will awarded a 50 euros gift card from e-Jumbo.
Scenario 5: During Christmas holidays, users will be asked to upload pictures of their Christmas
tree and use the following hashtags #Ejumbo #Xmascompetition. The best Xmas tree will win a
gift card from e-Jumbo.

25. c) Units
1) One of the banners that will be used is presented below:
2) Here is the section of the website where visitors are being driven to subscribe:
3) The existing e-mail accounts are:
faq@ejumbo.gr and returns@jumbo.gr
4) Copy of the first e-mail on the newsletter: (Easter)

26. Easter is coming…!! And you have to buy Easter gifts for your godchildren, you know that!
How does it sound to relax in your cozy apartment and buy the gifts without moving an inch?
Do you think that is possible?
Let me tell you a secret. Of course it is! In e-Jumbo, the electronic shop of the best toys retail
store in Greece, you can browse between a huge collection of “lampades”, cute Easter baskets
and many other fantastic gifts that your little beloved ones will get thrilled. And of course there
are so many things for your personal use to see; from bathroom and kitchen equipment to
gardening equipment and pet accessories. So, be our guest and come to the site. A single visit
will dissolve any doubts you have!
5) Social Media Planning
The key points of the social media plan in order to gain traffic and engagement is concentrated
below:
● Careful scheduling of each social media activity via a calendar created in the end of each
month for the next, This will contain the frequency of the posts per media, and will
elaborate for each day of the month (if there is a daily post plan decided) the content of
the post with its accompanied media (photo/video/app, etc.) Moreover, approximately 2
posts per week will posted on e-Jumbo’s Facebook page about some special, top or new
products. When the seasonal contests run, we will have posts-reminders per week about
the contests. Finally, 2-3 posts from the Jumbo Facebook account will be used in our e-
Jumbo account.
● Frequent monitoring of the interaction and relationship with the users. This contains the
detailed documentation of the new followers and new friends per week, as well the
engagement (likes and comments) as well as the reaches.
● Replying in a proper way to comments in an engaging and polite way, sometimes using a
humorous and playful tone, even to negative ones when appropriate. This processing is
all about listening constantly to the users’ voice and encouraging them to interact with
each other and communicate. In addition, a very good way to engage them is “liking”
their media (photos and videos) and be the first to make a nice comment.
● And always above all, constant monitoring and listening using the proper tools (Facebook
analytics, Twitter analytics, Icon square, etc.)
Deciding how many paid posts we will have, for which posts and how many long they will run.

27. Step 4: Customer Service, Relationship and Loyalty Plan
First of all we have to take into consideration that we are talking about a B2C organization.
Electronic relationship with consumers seems to be the key success factor for a brand new online
store. Our potential users-buyers need to have a sense of response, we have to create a long term
value not only to make them come back for more but also to create loyalty an increase sales
through our online channel as well. We said before our main objectives and for customer service
seems to be briefly:
➢ Enhanced customer
➢ Satisfaction
➢ Improved long-term relationships
➢ Reduced costs
➢ Increased revenue
➢ Add value
➢ Loyalty

28. Customer service and CRM strategy are the building blocks for the objectives we have already
pinpointed. The main reason why we use CRMs is because we need to know our target audience,
and be able to profile them through previous actions and orders. CRM systems are after all
customer relationship management platforms. The goal of the system is to track, record, store in
databases, and then determine the information in a way that increases customer relations but as
we implement eCRM process, there are three steps life cycle:
Data collection: About customers preference information for actively (answer knowledge) and
passively (surfing record) ways via website, email, questionnaire.
Data aggregation: Filter and analysis for firm’s specific needs to fulfill their customers.
Customer interaction: According to customer’s need, company provide the proper feedback to
them.
Customer Service and Loyalty
In order to encourage online customer loyalty we firstly have to deliver our promises. Our
customers must have a great online experience on e-Jumbo because in that case they will
probably come back to us or will recommend our products to their friend. After all the media era
is based on EWOM. Furthermore, automated confirmation answers will be sent after an online
order along with a thank you message. The email will include useful information about the
delivery and payment etc. By doing so, we keep the clients informed on every step and we
make it even personal. Every email will be signed by an agent from the customer service
department that will ask them to contact if a problem occurs. We have to be able to offer our
clients a multiple channel customer support (telephone, online chat, emails etc). The next step is
to be fresh for them, on regular basis we have to inform our main site and e-store. Fresh offers,
news, seasonal arrivals and information have to be updated so the visitor won’t get bored.Its
totally reasonable if we approach this matter as individuals. We visit the same web page every
time in order to order online so we have to include visuals that are fresh to the eye, that the
official web site is updated on regular bases and we have to visit and check not only to be
informed but to learn what is new not only online but also offline. The most important feature on
loyalty is to give them a reason to come back to you. A loyalty reward program is the most
useful tool. Through a combination with social media loyalty program will be used on every
order.

29. Strategy: Online is about service
We will use a combination of online and offline world.
● Offline: An inbound call center team will handle or help on problematic ordering
and at the same time will offer information
● online:
1. Newsletters /emails that will inform customers for online offers and new arrivals. E-
Jumbo is a seasonal market and of course on every season(Easter, Christmas etc) we
have new oriented products. Of course we will include click through and links for the
official web page.
2. A tab named «frequently asked questions” will be created and users will be asked to
participate by creating new questions for this special tab(how do you pay? Can you
deliver a gift? etc).
3. Live online chat that will be like an online call center. These agents will be able to
ask questions and to help users-clients on a live chat (like the old msn chat powered
by e-Jumbo).
4. Social CRM strategies. According to Cloud Sherpas for B2C online stores there are 5
trends and we will use many of them exempt from using the CEO of our company.
The first one is to stay visible and in our case we will try to post things on social
media and ask people to interact. Track marketing is the second one and in our case
we will use cookies to profile our users and to be able to segment them. Then make
deals through social media, we will give them a reason to participate and to come
back through social media as a conversion campaign, we will make it even personal
by a discount for example. Last but not least we will build social apps we might
create games that in the end will reward the users. Also research from Google shows
that 136% of Greek population uses smart phones, and of course there is an app for
everything. So it would be also useful to create an app in general for e-Jumbo that
will give the participants the opportunity to log in through their facebook account.
Social Media tools used for research
Marketers find social media analytics tools most valuable for helping with campaign tracking,
brand analysis, and competitive intelligence. In our case two well known social media tools will

30. be used in order to know better how to interact with our potential users. Socialbakers and Google
Analytics will provide us social media resources about the trends on social media. Also we will
be able to specify the clicks and what our target audience is interested in. These tools will give us
information about the response time or the response rate, engagement, interaction etc. Through
the use of the tools we will have the chance to implement special features for our target market.
After all, in order to approach our audience we need to know who they are, where can we find
them and how much time they spent on every possible channel-site. In social media we have a
two sided conversation between the brand and the consumer. We not only to listen our target
market but we have to find the right touch point to them.

31. Step 5: Time Line for Promotion Strategies
Contests Month Duration
Carnival Contest - Best Costume
February 2 weeks
Easter Contest – Extreme Egg Painting
April 2 weeks
Summer Contest – Best Summer View
August 3 weeks
School Bag Contest – Best School Bag
September 2 weeks
Christmas Contest - Best Xmas Tree
December
3 weeks
Within one year we want to raise e-Jumbo’s brand awareness and maximize profits through the
e-store. This objective will be achieved through the creation of social media channels (Facebook,
Instagram) and contests that will draw people’s attention, thus, increase online traffic. The
contest participant with the most likes will receive a gift card.
Easter Contest

32. The Facebook page will be launched in March a month before Easter, in order to start the page
running before the contests. Two weeks before the Easter we will ask our customers to get
prepared for the contest and upload selfies with their handmade Easter candle. Our customers’
pictures will be uploaded on e-jumbo’s Facebook and Instagram. The best picture will receive a
50 euros gift card from Jumbo. The winner will be announced on Easter day.
Summer Contest
The second contest of the year will start in August and last for three weeks. We will ask
customers to send their “summer view”. Again, the best summer picture will awarded a 50 euros
gift card from e-Jumbo.
School Bag Contest
At the beginning of the school year invite children and their parents on Facebook to
upload pictures on Instagram with their old school bag painted, drawn and decorated with colors
and/or crafts. Hashtags #vapsetinpaliasousaka. The kid with the bag that receives the most
“likes”, will win a new bag for the new school year. This contest will start in September and last
for two weeks.
Christmas Contest
This will be the last contest of the year and it will be about Christmas. This contest will start in
December and end on Christmas day. Customers will be asked to upload pictures of their
Christmas tree and use the following hashtags #Ejumbo #Xmascompetition. The best Xmas tree
will win a gift card from e-Jumbo.
Newsletters
Twice a month a newsletter will be sent to all our registered customers. This newsletter will
include good offers and discounts available only on e-Jumbo.
Step 6: The Future
The features we may add to the website in the future are invoice online order and online
customers service chat. These new features have at their heart the customer. Meaning that these
features will used to ease customers into buying products. User experience is essential in the
online world, and if we could make it simple for customers to purchase the products through

33. invoice online order, then we will have a happy customer. A satisfied customer will definitely
come back or even spread the word about the website.
Now, online customer service, in which a customer will get his/her questions answered right
away is the key to keeping e-Jumbo’s customer happy, engaged and connected. It’s also a way to
build a trust relationship between the brand and customer. The online chat shows that we care for
our customers concerns and the store is willing to attend to them. Finally, an e-jumbo
app(android & iphone) will be created for easy and quick online shopping.
In five years we want e-Jumbo to become the first in its category. The first online store a
customer will visit when he/she wants to purchase a cheap but of relatively good quality item.
Our online media channels will be tactfully used for this purpose. Moreover, e-Jumbo will
become synonyms of happy and friendly. It will be brand that gives its customers the best user
experience and loves to connect with each customer. Emotional connection will be created
through compelling and emotive storytelling video that center on happiness. These video will
aim to connect the brand with the customers.

34. References
Dave Chaffey,PRSmithOctober2012,EmarketingExcellence:PlanningandOptimizingyourDigital
Marketing,Chapter8
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f/the_european_toy_industry_-_facts_and_figures_-_january_2013-4.pdf>
PiraeusBank,January23, 2015. GreekEquityResearch| Retail.[online]Retrieved
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Jan_2015.pdf>
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Jumbo,February3, 2015. Downgrade to ‘Hold’oncurrencyheadwindsandpolitical uncertaintyinthe
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f>
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AdamHonig,28 February2013,5 social CRM strategiescapture more B2Ccustomers[online] Retrieved
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customers/>
JenniferKirby,May2002 MovingfromDisillusionmenttoreal value,page 27[online] Retrievedfrom
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AyazNanji,13 March 2013,Why marketersuse social mediaanalyticstools[online] Retrievedfrom
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Otheron-line sources/toolsused
http://www.alexa.com/
http://www.socialbakers.com/
http://www.google.com/analytics/