VIP's ecommerce performance from January to March 2019 was flat compared to the previous year due to reduced promotional activity and discounting. This led to a 17% decrease in conversion rate. Customer acquisition was down 24% year-over-year due to stopped digital marketing campaigns and poor channel management. While revenue stayed flat despite challenges, email revenue decreased over 50% and total leads declined 67% without promotional campaigns and restrictions from the LEX system.

1. Task
ECOMMERCE GROWTH STRATEGIES
SINCE 2008
What is your final assessment of VIP performance before ending contract – what is
good / bad?

3. VIP Performance – Jan-Mar 2019

4. Summary
• Revenue flat YOY
• Discounting pulled back
• Customer acquisition down YOY (24%)
• Customer Retention positive YOY
• Digital Marketing - stopped
• Channel management poor
• Team morale – MK conference

5. Analytics YoY - General

6. Analytics YoY - General

7. Ometria – Ecommerce KPIs
Revenue has stayed relatively flat despite challenges with email, promotion and LEX.
However, as a result of less promotional activity conversion rate has fallen over 17%.
More non brand traffic will also impact conversion negatively – need brand activation campaigns

8. Ometria – Ecommerce Customer Health
Overall customer numbers are down and the lack of promotional activity and incentives is slowing the
uptake of customers converting and placing second orders.
RAF – impact plus poss less new customers from Non Brand SEO?
Affiliates – switched off end this month

9. Analytics – Channel Mix

10. Email
Q1 2018 was not restricted by LEX or promotional guidelines.
The vast difference between then and Q1 2019 is huge with revenues down by over 50%.
Conversion and Rev p email down as no promotional campaigns
Automated emails – 40 segments added £35k onto above (
Month Conversion rate Revenue per email Number of orders Total revenue Difference
Jan-18 0.61% £0.26 2147 £90,222.43
Feb-18 0.57% £0.18 2679 £83,697.92
Mar-18 0.39% £0.17 1793 £79,891.36
Jan-19 0.24% £0.08 1451 £45,946.88 -£44,275.55
Feb-19 0.23% £0.08 1209 £44,593.84 -£39,104.08
Mar-19 0.16% £0.06 660 £23,884.11 -£56,007.25

11. Q1 Good
• Revenue flat despite - numerous challenges.
• AOV in
• Automation Revenue up (20% of email)
• Sessions + Users up (non brand driving)
• Organic Revenue up (SEO)

12. Q1 Bad
• Conversion Rate down – more non brand SEO
• Leads down 67% - LEX no overlay offer
• Customers Gained down 24%
• Email Restrictions – no promotional
• Affiliates – switched off
• SEO – switched off – WHY? When was working?
• RAF – switched off (7% new customers)
• Loyalty – switched off

13. Oustanding
• Amazon – eliquids to be added
• SEO – contract ended with ID
• Revenue targets ?
• Digital Marketing / budget
• Dev roadmap
• Q3-4 plan / fcast
• Team – what is happening?

14. Business
• Poor channel management since move to NGP
• No week to week management of channel
• No clear strategy re Ecomm integration into business
• Internal comms – do not exist (retail / trade plans?)
• No confirmation of budgets (digital, sales, dev etc)
• Poor management of existing team