@RichardCohene
Richard Cohene
Director of Marketing &
Business Development
Insight Presentation
“How to Move the Needle in...
How to Move the Needle in eCommerce
 Members-only access
 Distinct sales events start every
day
 Limited-time (48 to 36 hours)
 Limited-quantity
 Deep di...
IT’S A MARKETPLACE…
A WIN-WIN SCENARIO
It’s what consumers want
 Value-conscious shopping
 Convenience
 Entertainment
I...
Over 5,000 Brands and 12 Merchandise Categories
Fashion, Accessories, Footwear, Home, Jewelry, Beauty, Kids, Men’s, Consum...
Operations in Montreal, New York, Las Vegas and Toronto
Ship 30K shipments per day
 #3 fastest growing company Canada f...
How We Did It
In 6 Easy-to-Follow Steps
1. ESTABLISH BRAND EQUITY
Ever-evolving
On-trend
Seasonality
Real time
KEEPING PACE
Featuring magazine editors, famed TV
hosts, and much more!
2. BUILD A COMMUNITY OF ADVOCATES
Facebook – Twitter – Pinterest – Google+ – Instagram
“Thank you for your quick and prompt replies
and for your great customer service! You
greatly made up for this error in sh...
4. CORPORATE CULTURE
Responsibility
is taken
not given
Merchandising, Marketing, Creative Services, Photography, Productio...
5. EMBRACE FAILURE
6. IT’S ALL ABOUT THE DATA
It’s All About The Underlying Equation
Build The Business Model One Assumption at a Time
The Bottom Line is
if You Aren’t TESTING….
MEASURE & TEST EVERYTHING
YOU
ARE
GUESSING
CONFIDENTIAL 21
CONFIDENTIAL 21
$-
$5.00
$10.00
$15.00
$20.00
$25.00
$30.00
$35.00
$40.00
$45.00
$50.00 Cost of Acquiring ...
22
CONFIDENTIAL 22
6%
13% 11% 11% 10%
17%
11% 14%
19%
24%
17% 21%
26%
21% 17% 15% 11% 15% 16% 14% 16% 16% 17% 18% 16% 19% ...
23
CONFIDENTIAL 23
94%
82%
76%76%
72%73%73%
68%69%
64%
59%58%57%
50%49%50%49%47%44%44%42%40%38%39%39%38%35%32%33%34%33%30%...
1-time buyers
3%
multi buyers
2%
LOA 0-3
42%
LOA 4+
53%
What type of customers are unsubscribing from our emails?
24
CONFI...
 Build Brand
 Create Advocates
 Satisfaction = Loyalty
 Team
 Fail & Innovate
 Test & Measure
SUMMARY
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
Insight Presentation: "How to Move the Needle in eCommerce"
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Insight Presentation: "How to Move the Needle in eCommerce"

  1. 1. @RichardCohene Richard Cohene Director of Marketing & Business Development Insight Presentation “How to Move the Needle in eCommerce” Beyond the Rack
  2. 2. How to Move the Needle in eCommerce
  3. 3.  Members-only access  Distinct sales events start every day  Limited-time (48 to 36 hours)  Limited-quantity  Deep discounts (40% to 85% off retail)  First-come / first-served  Selection refreshed daily WHAT WE DO
  4. 4. IT’S A MARKETPLACE… A WIN-WIN SCENARIO It’s what consumers want  Value-conscious shopping  Convenience  Entertainment It’s what brands need  Convert excess / idle inventory into cash  Discreet, brand-enhancing clearance channel  Brand exposure
  5. 5. Over 5,000 Brands and 12 Merchandise Categories Fashion, Accessories, Footwear, Home, Jewelry, Beauty, Kids, Men’s, Consumer Electronics, Travel, Lingerie, Swim 20 Events – 8,000 Items Every Day
  6. 6. Operations in Montreal, New York, Las Vegas and Toronto Ship 30K shipments per day  #3 fastest growing company Canada for 2012 (Profit Magazine)  #1 fastest growing online retailer for 2011 (Internet Retailer)
  7. 7. How We Did It In 6 Easy-to-Follow Steps
  8. 8. 1. ESTABLISH BRAND EQUITY Ever-evolving On-trend Seasonality Real time KEEPING PACE
  9. 9. Featuring magazine editors, famed TV hosts, and much more! 2. BUILD A COMMUNITY OF ADVOCATES
  10. 10. Facebook – Twitter – Pinterest – Google+ – Instagram
  11. 11. “Thank you for your quick and prompt replies and for your great customer service! You greatly made up for this error in shipping in a fast and fair manner. Thanks again and looking forward to do some more shopping on BTR!” “Customer service is one of the best that I have come across. The company is eager to satisfied its customers.” “Customer service was top notch. Their willingness to go out of their way to satisfy my shopping experience just makes me want to return as a customer.” 4. SATISFACTION. PERIOD.
  12. 12. 4. CORPORATE CULTURE Responsibility is taken not given Merchandising, Marketing, Creative Services, Photography, Production, Imaging, Styling…
  13. 13. 5. EMBRACE FAILURE
  14. 14. 6. IT’S ALL ABOUT THE DATA
  15. 15. It’s All About The Underlying Equation Build The Business Model One Assumption at a Time
  16. 16. The Bottom Line is if You Aren’t TESTING…. MEASURE & TEST EVERYTHING
  17. 17. YOU ARE GUESSING
  18. 18. CONFIDENTIAL 21 CONFIDENTIAL 21 $- $5.00 $10.00 $15.00 $20.00 $25.00 $30.00 $35.00 $40.00 $45.00 $50.00 Cost of Acquiring a BUYER From the cost of acquiring a buyer – in $ and time
  19. 19. 22 CONFIDENTIAL 22 6% 13% 11% 11% 10% 17% 11% 14% 19% 24% 17% 21% 26% 21% 17% 15% 11% 15% 16% 14% 16% 16% 17% 18% 16% 19% 19% 16% 16% 27% 24% 26% 27% 27% 22% 22% 17% 23% 20% 29% 39% 22% 20% 22% 41% 24% 21% 21% 15% 16% 6% 9% 7% 9% 8% 8% 7% 8% 8% 7% 9% 15% 12% 68% 66% 61% 61% 60% 65% 67% 73% 67% 67% 55% 50% 64% 61% 54% 42% 55% 53% 58% 68% 69% 83% 76% 78% 77% 76% 76% 76% 74% 76% 74% 72% 69% 72% Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Direct Navigation Invitations Paid Channel To the impact of social media on our marketing budget
  20. 20. 23 CONFIDENTIAL 23 94% 82% 76%76% 72%73%73% 68%69% 64% 59%58%57% 50%49%50%49%47%44%44%42%40%38%39%39%38%35%32%33%34%33%30%28% 24%27%25% 30% 26%22% 26% 30% 26% 22% 26% 6% 18% 24%24% 28%27%27% 32%31% 36% 41%42%43% 50%51%50%51%53%56%56%58%60%62%61%61%62%65%68%67%66%67%70%72% 76%73%75% 70% 74%78% 74% 70% 74% 78% 74% Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 First time buyers Repeat buyers REVENUE FROM CLASS OF BUYERS
  21. 21. 1-time buyers 3% multi buyers 2% LOA 0-3 42% LOA 4+ 53% What type of customers are unsubscribing from our emails? 24 CONFIDENTIAL
  22. 22.  Build Brand  Create Advocates  Satisfaction = Loyalty  Team  Fail & Innovate  Test & Measure SUMMARY

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