2. Fanplayr
$40,000 attributed revenue* (30 days) $101 average order value 4% usage (conversion) rate
*How much more revenue we’ve made than we would
without this service (inc. commission fee)
● Best fit with older Gen X
● Connects well with Baby Boomer
● Not big converter for Millennials + younger Gen X
Next step: Complete 90-day test period, compare
performance to Upsellit on HP.
millennials gen x baby boomers
DARK = FANPLAYR CODE USE LIGHT = SHOPPER TRAFFIC
3. ● Featured products sell 9x more inventory, on average
● Rapid daily visitor growth in last 90 days
● 3% of each week’s new visitors start returning regularly
● Affiliate & referral sources send most high-quality traffic
Next step: Expand daily item features to dog & cat.
Daily Deal
$45,000 associated revenue (30 days) $88 average order value 20% conversion rate
NORMAL DAY DAILY DEAL DAY
VS
4. Daily Deal
MULTIPET
KATZ
KICKERZ
SIMPLY
WILD
SALMON
BISCUIT
OTIS &
CLAUDE
SMALL
FETCH
TOYS
ORACLENS
ANGELS’
EYES
DERMAPET
SKIN &
COAT
CATNIP
TOYS
NATURVET
QUIET
MOMENTS
PLUSH
PUPPIES
ALLIGATOR
problem children: products in these
groups usually don’t sell well on deal
star performers: products in these
groups generally sell well on deal
question marks: these product types
need to be featured more for data
cash cows: these products sell
exceptionally well on deal
Next step: Continue DD as testing ground, use data to maximize featured sale revenue.
KONG
MULTI-PET
DENTAL
PRODUCTS
MULTI-PET
CALMING
TREATS
5. Halloween Store
$99,500 direct revenue $555,000 associated rev. (EP) $78,000 associated rev. (HP)
Next step: Analyze customer buying trends, use data to increase sales through this year’s holiday season.
50%
COSTUMES
40%
HEALTH
ESSENTIALS
10%
TOYS & TREATS
Revenue
30%
increase over 2014
40%
NEW
60%
RETURNING
Shoppers
255%
increase over 2014
84%
DOG
6%
BOTH10%
CAT
95%
products to sales
prediction matchup
6. Holiday Store
$59,500 direct revenue [to date] $188,000 associated rev. (EP) $22,000 associated rev. (HP)
Desktop Store
● No-publish inventory updates
● New navigation & sorting features
● Reduced product name size & improved consistency
Mobile Store
● Randomized featured items (hand-picked list of 18)
● New navigation & sorting features
● New visual assets & improved dimensions
Next step: Take improvements even further for Black
Friday/Cyber Monday store.
95%
products to sales prediction
matchup [to date]
13%
CAT
11%
BOTH
1%
OTHER
75%
DOG
7. Research Core
● Last year’s product & sales performance
● Keyword trends
● Pet product trends
Product Balance
● CO-OP → Requests / requirements
● Overstock → Coordinated with Purchasing
● Wishlist → Surveyed customers directly
● Trending → Consumer research
● Popular → From our database
Next step: Launch store.
Black Friday/Cyber Monday
Goal: 5% revenue increase this year.
8. Recap
1. Fanplayr
2. Daily Deal
3. Halloween Store
4. Holiday Store
5. Black Friday/Cyber MondayMarketing Projects
SEPTEMBER - OCTOBER 2015
