Presentation on Key trends impacting the multi-channel retail environment

1. ENSURING YOUR SITE
SUPPORTS DIRECT MAIL
Sarah Willocks, CEO Screen Pages Ltd

2. Screen Pages | A Magento Professional Partner
Agenda
 Introduction to Screen Pages Ltd
 Why direct mail is important in eCommerce
 What you need to do to make the customer journey seamless

3. Screen Pages | A Magento Professional Partner
Screen Pages
key facts
UK based, privately owned, profitable business
Proven track record in lifestyle, fashion, charity and B2B verticals
All staff are certified on Magento 1 and trained on Magento 2
300+ e-commerce websites since 1997
Substantial collective eCommerce website experience (ca. 100 yrs.)

4. Screen Pages | A Magento Professional Partner

5. WHY IS DIRECT MAIL
SO IMPORTANT?

6. Screen Pages | A Magento Professional Partner
Customer
engagement
Offline engagement drives online engagement
A beautiful catalogue or insert achieves the following:-
 Tells a story – who doesn’t like a good story?
 Print engages more of the senses – touch ensures customers
associate tactile memories with your brand
 Presents your products and brand in a different light
 Makes your customers feel valued
 Sets you apart from others and makes your brand more
personable
 Builds credibility in your brand and shows that you are
serious, especially if you are online only
 Encourages loyalty

7. Screen Pages | A Magento Professional Partner

8. KEY INITIATIVES FOR
YOUR SITE

9. Screen Pages | A Magento Professional Partner
Design
considerations
 Consider how well your visual design translates across
different media.
 Ensure your logo and colours look great on a monitor, as well
as on paper and ink.
 Is your product categorisation the same?
 Is it easy to find things customers have seen in the catalogue
– ensure you have excellent search capabilities on your site.

10. Screen Pages | A Magento Professional Partner

11. Screen Pages | A Magento Professional Partner

12. Screen Pages | A Magento Professional Partner
Functional
considerations
 Do you have a catalogue request page?
 Consider including a quick order page on the site
 Promote your online presence through print media
– Use landing pages in your print campaign with specific urls
so you can measure the return
(http://www.donaldrussell.com/saga1804)
– consider including QR codes in your print catalogues as they
are mobile friendly
 Include calls to action with a seamless customer journey from
print to web – competitions, social media campaigns, etc.

13. Screen Pages | A Magento Professional Partner

14. Screen Pages | A Magento Professional Partner

15. Screen Pages | A Magento Professional Partner

16. Screen Pages | A Magento Professional Partner

17. Screen Pages | A Magento Professional Partner
Summary
 Print continues to have a place in the marketing mix - because it works.
Four-fifths (79%) of consumers will act on direct mail immediately
compared to only 45% who say they deal with email straightaway.
 Targeted directed mail boasts a 4.4% response rate, compared to email’s
rate of 0.12%.
 That is why online brands like Airbnb launch print magazines to reach
important stakeholder.
“The catalogue is an amazing way of showing our customer curated product imagery, which is hard to replicate online
or in email form. We are also able to give our ranges an editorial viewpoint, which is becoming increasingly
important. The challenge we face is finding the right mix of relevant printed material to excite and engage the
customer whilst complementing the digital experience”. “We really value the tactile experience it gives our
customers. We know it’s a powerful tool and is particularly loved by our best customers who really engage with it.”
Matthew Hiscock, director of global marketing at Boden

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