2. History of
Boxed
Founded in August of 2013 by four friends, Boxed.com is an
American online and mobile wholesale retailer. Operating as a membership
fee free wholesaler, Boxed.com offers direct delivery of food items, paper
goods, and other household necessities in bulk-sized packages throughout
the United States.
Boxed.com is headquartered out of New York City, and has
distribution centers situated across the U.S. in New Jersey, Georgia,
Nevada, and Texas, which allows for quick delivery times to most markets.
After experiencing success as a start up operated out of their founder’s
garage, Boxed expanded their operations and created their premium private
brand, Prince and Spring, in order to compete with brick and mortar
wholesale club private labels. In 2018, Boxed.com was valued at $600
million.
3. Situational Analysis
Boxed’s main focus is tailoring towards the large e-commerce movement that was
responsible for 17.5 billion dollars generated in the US last year. They offer
groceries, household, beauty and health care products in bulk. Instead of driving to
the big box wholesaler they offer the same items but with the ease of a simple
delivery. In this market Boxed competes with a few online giants who offer similar
services but they have certain advantages. Boxed offers a zero dollar membership fee
that grants free two-day shipping on orders over $49.
4. SWOT Analysis
*Higher priced goods
than traditional
wholesale clubs
*Brick and mortar stores
*Amazon Delivery
*Small grocery delivery
*Thrive Market
*Focused on niche
market
*No membership fees
and free delivery
*Prince & Spring Private
label
*Lower prices to
compete with traditional
wholesale clubs
5. Target Audience Analysis
● Working affluent moms in San Diego area
● Age group 25 to 45
● Chief Influencers
● Vital decision makers
● Busy lifestyle
● Annual Income over 200k+
6. Boxed Persona Profile
● Work full-time
● Busy Lifestyle
● Family Oriented
● Affluent
● Looking for simplicity
● Direct to door Access
8. Marketing Strategy
The “big idea” will utilize auto-fulfillment technology (to
be developed) called ASHLE.
ASHLE stands for AutoShip & Live Easier.
ASHLE will serve as a brand mascot (either in cartoon
or spokesperson form) to serve the customer by:
1) Automatically fulfilling household consumable
orders in a frequency & time frame determined by
the customer.
2) Providing a relatable personal shopping assistant to
make the brand fun and save time.
9. Zones and Channels to be utilized:
● Social Community: Facebook, Pinterest,
Twitter, and Instagram
● Social Publishing: Blog posts
● Social commerce: Autoship feature and product
sales
10. Experience Strategy
Our experience strategy included engaging the audience at different areas of “the
mom life.” For example, working moms have a number of priorities such as being
organized, household maintenance, hobbies, and self-care. These priorities were
avenues to create content aligned with the objectives of increasing brand awareness,
traffic, conversion rates, and acquire autoship orders via ASHLE.
11. Social Media Strategy
MAP Objectives Social Activity Metrics Impact
Awareness Create awareness and
exposure
Entirely no promotional
posts
Impressions and
engagement rate
Brand awareness and share
of voice
Demand People consider BOXED 30% promotional posts,
responding to
engagements
Engagement and driving
link clicks
Website traffic
Transaction Audience becomes
customer
Customized to audience
and product promotions
Conversion rate and
assisted conversions
Conversions, revenue
Adoption Happy customers Quick responses and
participate with audience
Positive earned
impressions and
interactions
Positive sentiment
Advocacy Inspire more Align all elements Extend reach and increase
impressions and
engagement
Recommendations and
positive influence
13. Channel Plan Explained
The channel plan lays out how our social media strategy will incorporate paid ads,
content, influencers, and ASHLE ads across all paid, earned, and owned channels.
The channel plan is set up to utilize the metrics that social media provides such as
likes, shares, engagement, sentiment, etc. Overall, utilizing and engaging the following
BOXED already holds, we have designed a message strategy to engage moms of all types .
15. $250,000
Our budget for the implementation of this marketing campaign is $250,000. Our
largest cost will be sponsored ads, paid search, and hiring San Francisco area
influencers.
