Chisolm Hunter asked me to look at their current online retail offering and provide some background as to how I would look at campaign management with them - these slides show my approach but also highlight the challenges they face to drive the online offering forward.

1. 1 – Prepare a Campaign Strategy for Chisolm Hunter
2 – Illustrate a portfolio of your E-Commerce work to date
Presentation to Chisolm Hunter
May 2017
Dominic Smith

2. Pre – Campaign Review
Culture
Channels
Conversion
Reports
Trading
Stores
Business Model
Customers
Database
Understand what Is being done currently and what is missing / needs fixed

3. Pre – Campaign Review

4. NOW
Pre – Campaign Review

5. NOW
Pre – Campaign Review

6. Pre – Campaign Review

7. What sells high end Jewellery online?
1 – Stores / Online relationship
2 – Need to build Trust !
3 – Plenty of Video
4 – Plenty of Content
5 – Social Proofing
6 – Stores pages
7 – In store relationship
8 – Testimonials / Reviews
9 – High profile clients
10 – Celebrity placements
11 – Strong Guarantee
12 – Visual / Photography /
13 – Heritage
14 – Being available
15 – Web driving stores
16 – ECRM - Communicate
Pre – Campaign Review
Who are competition?
How do we compare?
What is missing?
Development matrix

8. The Pillars – what is the strategy built on?

Understanding your business and what makes you unique in your industry.

Determining whether your website capabilities and positioning are in sync with your
marketing goals.

Building online awareness for your brand, products, and services.

Driving traffic to your website, through SEO, Local Search Optimization, Google
Shopping, online advertising, referrals, social media, and other online resources.

Converting visitors to paying customers by identifying the target audience that will be
interested in what you have to offer, and optimizing the experience for them.

Analyzing at the results and continuously looking for ways to improve the campaign.

Understanding the offline / online dynamic

9. 1 - Setting the Marketing Goals
What are we looking to achieve? How will we know when it is acheived?
Review past performance campaigns – what can improve / change / do differently?
Do we accommodate new marketing channels? Do we need to implement Dev?
How much will stores play part in campaign?
What would typical plan look like for Chisolm Hunter?

Boost monthly revenues by 20% over the course of 3 months from X to Y

Acquiring 1000 new customers – online and in store

Improving active (engaged) customer rate to 20%

Growing overall social channel following by 20%

Improving the conversion rate for new visitors to 2%

10. 2 - Target Market / Personas
Who is the target market? What do they look like? What sub groups exist?
What research do you have on current candidates? Behaviours? Interests?
Possible target market – Chisolm Hunter

Younger, affluent, 20s – 40s, considering event, wedding market etc,

Average income over £40,000/year

Key markets are young professionals, business owners and socialites

Mid / later years – possibly retired, investment opportunities,

Mid later years – wealthy overseas visitors / tourist market

11. 2 - Target Market / Personas / Customer Profiles
Where do they hang out? What do they do? How do we reach them?
Influencer Map
Klout / Buzzsumo / Peerindex / Content Strategy generator

12. 3 - Traffic Plan Online / In store
Ongoing – what channels are we using? Budget considerations
One Off – how these feed into promo calendar

13. 3 - Traffic Plan Online / In store
Dependent on budgets available and built from bottom up with most effective
channels in terms of CPA

SEO – longer term focus but still pre empting campaign 3 / 4 months ahead

PPC – brand campaigns, search campaigns, PLA campaigns – impact of
latter?

Affiliates – why no affiliate channel? Opportunity for brand reach etc

Feeds – cant see any use – opportunity for brand plus direct sales

Display – either branded or feed bast retargetting – careful with some (adroll)

Paid Social – branded or Facebook custom audiences (opportunity) tracking

Social – build engagement during campaign outside normal activity

Stores – data capture opportunities / ODICCI / get those emails
Attribution – across online channels working to CPA
Attribution – in store reward for customer conversion?

14. 4 - Conversion Plan
How are we continually improving conversion? What can be done to help?
How do CH customers use the site? How do we integrate Offline with Online?
How do we AB test and how do we ensure
Some thoughts re CH site for conversion improvement

Full competitor evaluation – what is missing? (slide 7)

Site search – immediate improvement / how many using?

Design – bit clunky, old fashioned, look and feel, colours, brand

Attributes – limited and feels a lot to use them

Buying guides / Video / content / more imagery / UGC

Testimonials – where are they? Need to re-assure customers

3rd
part conversion partners – GVS / Feefo

Customer Surveys / Feedback – best feedback possible

Stores – use in store knowledge – incentivised exit surveys etc

Product pages – whats missing re content etc

Why should CH customers give details? Incentives?

Define main conversion paths – how many typical customers?

15. 5 - Retention Plan
Customer Database, Health, 1st
, 2nd
order, anniversary emails, Long term
relationship development, Life moments, Lifetime value, CPA, CPO etc

16. Total revenue
# customers acquired
CR - Home page visit to product page
New visitor CR to customer
Category page CR to product page
Active customer %
How do we define campaign success? How do we measure campaign
success? How do we improve on previous campaigns?
6 – Success metrics

17. Portfolio / Credentials – Businesses

18. Portfolio / Credentials – Recent Partners

19. Portfolio / Credentials – Platforms

20. 
66% YOY sales growth with luxury retailer

35% YOY channel growth with jewellery retailer

45% YOY sales growth with home and garden retailer

30% YOY conversion improvement with home and garden retailer

Brought homewares retailer into profitability from budgeted -£200k loss

Launched affiliate program to eventually drive £300k pw with NBrown group

Launched comparison search program to drive £150k pw with NBrown group

21% YOY sales growth with plus size clothing retailer

36% YOY growth in website visits with plus size retailer

26% increase in Paid Search sales with plus size retailer

106% growth in Affiliate sales for NBrown group

177% growth in Ebay sales for plus size retailer

175% growth in Amazon sales for plus size retailer

Introduced ECRM program (2 companies) leading to 25% increase on second orders

Conversion improvement of 45% in 1 year after considerable CRO testing

SEO strategy overhaul saving plus size retailer £36k p annum / improving conversion by
50%
Portfolio / Credentials - Achievements