1. e-Dealya
Intention to Enterprise Action
2010
Buying Intention to Business Action
| e-Dealya Inc.| 41 Madison Ave. New York | Phone: 917 267 8853 | info@e-dealya.com |
e-Dealya
CASE STUDY
How Shiree Odiz, a leading online jeweler, used e-Dealya Business Direct™ to find and engage with social media leads, achieving 23% Click Through Rate, 17% conversion rate leading to 11% increase in sales.
2. The Customer
Shiree Odiz is a leading online supplier of diamond engagement rings, diamond earrings, bands, necklaces.
The Challenges
Over 90% of the revenues are generated from selling engagement rings
Shiree Odiz was eager to expand its business into new market segments.
Following a thorough market analysis, two new market segments were identified:
• Men buying jewelry on their girlfriend's/wife’s birthday.
• Men buying jewelry on their couple/wedding anniversary.
The main challenges the Shiree Odiz was facing were:
• How can these segments be identified?
• How and when should these segments be targeted?
Analysis of Alternatives
Shiree Odiz used the following marketing methods to reach new market segments:
• E-mail marketing
• Newsletter
• Facebook Ads
• Google AdWords
These alternatives did not yield the desired results due to the following reasons:
• These market segments could not be targeted efficiently as none of these methods provides a good way to detect the relevant groups of potential customers (men looking for anniversary/birthday presents).
• Promotions and discounts advertised through these channels yielded ~1% CTR at best, (most of the time the CTR was lower than 0.5%).
e-Dealya
Buying Intention to Business Action
| e-Dealya Inc.| 41 Madison Ave. New York | Phone: 917 267 8853 | info@e-dealya.com |
3. Recommended Solution & Implementation
When evaluating e-Dealya Business Direct, Shiree Odiz management set for e-Dealya the following goal:
“Target only the desired market. Generate quality leads with a high CTR thus increase significantly our non engagement business”
e-Dealya took the following steps to accomplish the mission using e-Dealya Business Direct.
Define Market Segmentation
Together with the company’s marketing team the following business triggers were defined:
• Men who’s girlfriend's/ wife’s birthday is coming up
• Men who’s couple/wedding anniversary is coming up
• In both cases: these men, most likely, are looking to buy a present for the occasion.
Define the Social Media Reach:
• Facebook fans of the company and their Facebook friends.
• The company Twitter followers and their followers.
Define the Responding Marketing message:
The following feedback format was defined by the company marketing team:
• Short personal greeting on the occasion.
• Link to the online anniversary/birthday dedicated jewelry page.
• Coupon for a special “social fan” discount.
The marketing team carried out all these activities using e-Dealya Business Direct.
e-Dealya
Buying Intention to Business Action
4. Results
• The campaign lasted 3 months.
10,000 people were identified as
Potential leads
• The marketing offering send by
e-Dealya Business Direct to the
relevant leads yielded
23% Click through Rate
• Out of the people who clicked and
Responded to the offering 17%
completed the purchase transaction
• Campaign resulted in
11% increase in sales of
non-engagment rings
Summary
“Our ability to reach potential customers with the right offer at the right time – just when they were about to make a purchase, has led to a phenomenal 23% Click Through Rate and 17% conversion rate for our offers resulted in 11% increase of our non-engagement sales.”
“e-Dealya has helped us to deliver a unique customer experience, truly differentiating us from our competitors”
“e-Dealya Business Direct has enabled us for the first time monetize our social media strategy and have a real ROI for our social media investment.”
DANIEL SEATON
CEO | SHIREE ODIZ
| e-Dealya Inc.| 41 Madison Ave. New York | Phone: 917 267 8853 | info@e-dealya.com |
e-Dealya
Buying Intention to Business Action
