In todays competitive consumer retail market an integrated digital strategy is critical, but where do you start and what channels should you prioritize? Simon Goodrich and Andrew Apostola, the co-founders behind Portable Studios, give their top tips for retailers wishing to make the move to online, as an overview for their recently released book, Taking Back Retail. Taking Back Retail outlines in further depth how retailers can take their brand online and capitalise on the growth of e-commerce. Using fashion as a case study, the book explores diverse themes including: -Creating an online retail experience -Developing a social media strategy -Creating and distributing video content and expanding your digital presence In creating a conclusive introduction to online commerce, Simon and Andrew have drawn on a vast array of interviews (and their own experience in creating the Portable Shops platform) to provide readers with an engaging and comprehensive guide to establishing a digital brand identity. Taking Back Retail is now available to purchase in print – $24.95 and digital (eBook) $9.95. Purchase here; www.portable.tv/book

1. TAKING BACK RETAIL
Simon Goodrich & Andrew Apostola
Founders, Portable

2. This presentation is a summary of Portables recently released book
Available for purchase: portable.tv/book

3. WHAT WE WILL BE COVERING TODAY
- Creating an Online Retail Experience
- Social Media
- Making and Growing an Online Store
Image: Lucas Dawson - L’Oreal Melbourne Fashion Festival 2013 - Josh Goot

4. CREDENTIALS
- Portable is an Australian technology company that combines intelligent thinking and
-
inspiring design to create groundbreaking products.
Established in 2005 with offices in Melbourne, Sydney and New York
Portable built and operated a fashion e-commerce platform used by
Akira, Therese Rawsthorne, Josh Goot, Gail Sorronda and Arnsdorf
National President of AIMIA for three years, the digital peak body
Australian Ambassador for the New York based Webby Awards, the Oscars for online

5. CREATING AN ONLINE
RETAIL EXPERIENCE
Image: Lucas Dawson - L’Oreal Melbourne Fashion Festival 2013 - Tony Maticevski

6. DEFINING A DIGITAL STRATEGY
A digital strategy describes how you will use technology
and the internet to reach your customers and drive sales.
Creating an Online Retail Experience
Image: Lucas Dawson - L’Oreal Melbourne Fashion Festival 2013 - Mary Katrantzou

7. A DIGITAL STRATEGY INCLUDES…
- content
- e-commerce
- social media
- online marketing
Creating an Online Retail Experience

8. QUESTIONS TO HELP DEFINE YOUR DIGITAL STRATEGY
- What do you want to achieve?
- What are the metrics for measuring success?
- What technologies are you going to use?
- What are the milestones and review points?
- How will you drive visitors to your products?
- What tools will you use to convert visitors to customers?
Creating an Online Retail Experience

9. TACKLING TECHNOLOGY
The technology used to launch your brand should dovetail into
your overall digital strategy, and ideally be simple and scalable.
Creating an Online Retail Experience

10. TIPS FOR TACKLING TECHNOLOGY
- Don’t try to be innovative
- Don’t flash or splash
- Don’t use animation
- Use simple navigation
- If starting-out use a pre-designed template
- Use a CMS such as Wordpress, Blogger or Portable Shops – It’s cheaper.
- Set up a newsletter/subscriber list
- Focus on promoting and marketing
Creating an Online Retail Experience

11. CREATING A CONTENT STRATEGY
Defining your audience and the types of content they find addictive
will help you create a distinct voice.
Ask yourself:
- What online publications would your customer read?
- What 10 individuals embody your brand?
- What would your customer do on the weekend?
- What are your customers 5 favourite films?
Creating a Content Strategy

12. CONTENT STRATEGY TIPS
- Define audience
- Continually create and post content
- Publish important news via blog and newsletter
- Ensure you “tag”
- Post events and news as it happens
Creating a Content Strategy

13. SOCIAL MEDIA
Film: Emma Mulholland 12/13, Alex Goddard 2012

14. SOCIAL MEDIA TIPS FOR SUCCESS
- Create a Facebook fan page & store
- Follow, they’ll follow back
- Update content regularly
- Follow those following your competitors
- Automate responses
- Collect email addresses
- Have conversations
- Be engaging
- Include re-tweet/tumblr/like buttons on
-
products and content
Measure your growth
Social Media & the Fashion Video

15. SPECIFYING A SOCIAL MEDIA STRATEGY
Define the strategic goal you want to achieve through your social media strategy.
Social Media & the Fashion Video
Image: Lucas Dawson - L’Oreal Melbourne Fashion Festival 2013

16. SOCIAL MEDIA STRATEGY TIPS
- Pick one platform and own the conversation
- Be active and be timely
- Amplify your content
- Create relationships with influencers
- Run competitions
- Analyse, analyse, analyse
Social Media & the Fashion Video

17. MANAGING & GROWING
AN ONLINE STORE

18. In today's competitive retail market it is imperative that the development
of an e-commerce profile is part of your short to middle-term strategy.
Managing and Growing an Online Store

19. TIPS FOR EMBRACING E-COMMERCE
- Choose a platform
- Use simple design principles
- Make check-out the goal
- Optimise your content
- Work out the logistics
- Be a good communicator
- Work on it every single day
Managing and Growing an Online Store

20. MARKETING A BRAND ONLINE
Growing the sales of your online business
Managing and Growing an Online Store

21. MARKETING TIPS
- Measure ROI
- Invest in growing your sales
- Grow your newsletter database
- Use coupons, vouchers and discounts to motivate shoppers
- Invest in SEO and Google Adwords
- Use Traditional Marketing
- Engage with the blogisphere
Managing and Growing an Online Store

22. STAFF RESOURCING
Setting up and maintaining an e-commerce site means commitment to
implementing your strategy and having the resources to see it through.
Managing and Growing an Online Store
Image: Lucas Dawson - L’Oreal Melbourne Fashion Festival 2013

23. TASKS FOR YOUR DIGITAL CO-ORDINATOR
- Defining a consistent voice across all channels
- Setting up and managing your online profiles
- Developing and implementing your content schedule
- Responding to questions, comments and requests via social media
Managing and Growing an Online Store

24. SOME KEY TAKE AWAYS
-
The longer you are out online the more people will find you.
Use social media to amplify your message, don’t be afraid to communicate often.
Develop your own voice.
There are many elements to a digital strategy, you don’t need to do all of them, just
do what you do consistently and with passion
Managing and Growing an Online Store

25. Available for purchase: portable.tv/book
RRP: $9.95 e-book / $24.95 hardcopy.