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What’s Next:
How brands can capture value, mindset and
experiences on their own terms by
successfully selling direct
Welcome
Pierre Kremer
Director
Commerce Lead UK & EMEA
Amanda Gagliardi
Global Consulting Partner
Experience Design
Antonis Kocheilas
Executive Partner
Global Brand Strategy Lead
Dayoán Daumont
Consulting Partner EMEA
Ed Kim
Managing Partner
Global Commerce Lead
Tell us
where you
are dialing
in from!
What’s the weather
like in your city?
Do you
want this
deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
And the recording up on
facebook.com/OgilvyConsulting
Direct To Consumer
Direct To Consumer
Sources: Statista, Scalefast, Nielsen
Increase in E-Commerce Sales
from 2015 to 2020
2014 2020
$1.68T
Projected DTC sales
worldwide in 2020
40%
CG companies have
gone DTC as of 2019
74%
DTC online sales
increase YoY
$8.5B
U.S. CPG sales increase in
the last 2 weeks of March
2020
223%
Why Go
DTC
The Value Exchange
Eric
The Boutique Shop
Eric.F
Great Customer
Experiences
How to Win
at D2C
eCommerce
Accelerators
Part 1: Selling Direct
Established
e-commerce and
DTC companies
are eating up
market share
2
E-commerce sales are
skyrocketing and consumers
say they are shopping more
online now than ever before.
Meanwhile, Amazon and
Walmart are each hiring
100,000 new workers to deal
with the surge in demand and
prioritizing sale of only
essential items.
Consumers agree they are
shopping more online now
than before, due to Covid-1960%
YoY US online branded
DTC sales are surging
Amazon sales in US, and
struggle to keep up with
demands across all product
categories
*Research conducted by CommerceNext, Forbes Sources: The Independent, Protocol.com
+ 10%
+ 65-74%
Getting in the game, and staying in for the win
3
Fast, efficient,
and pragmatic
DTC deployment
Sell where your
customers are:
Social media
flattens the
purchase funnel
A DTC solution
that will scale
with you
everywhere and
when you need to
Think Digital
Media. Gone are
the days of “build
and they will
come”
Being Customer
Focused means
delivering great
branded customer
experiences
Why Now?
6
No matter the difficulty of the
circumstances, no matter how
dangerous the situation,
at the heart of each crisis lies a
tremendous opportunity.
Inacrisisthereisalways
theseedofopportunity
Businessesfoundedinthe
depthsofthe2008recession
VALUATION ~$100B
VALUATION ~$19B
VALUATION ~$54B
VALUATION ~$35B
VALUATION ~$7B
VALUATION ~$17B
7
Conversion
Consideration
Awareness Transactional
Lifecycle
Promotional
MEDIA CRM
PURCHASE
Prospects Customers
We leverage our deep understanding of the holistic consumer's journey to
to deliver Integrated Performance that grow your business.
REPURCHASE
With our understanding of how customers purchase your Brand, we
deliver Multi-Channel Solutions that profitably scale with your business.
8
Potential
Customer
Retail Store
.com
Social
Selling
Call Center
Customer
Order
Management
System (OMS)
Buy Online,
Pick-Up in
Store
(BOPIS)
Media
Warehouse
9Ogilvy Consulting
Rapid Direct
Commerce
Playbook
Goals for 30-, 60-, 100- Accelerators
10
30-DAYS 60 DAYS 100 DAYS
PERFORMANCE GOAL SETTING
• Acquisition
• Sales GMV
• Customer Database
• Conversion
• SEO Visibility/Rank
• ROAS
• Margin
• Acquisition
• Sales GMV
• Customer Database
• Acquisition
• Sales GMV
• Customer Database
• Conversion
• SEO Visibility/Rank
• Content Performance
Standup Commerce
Channel Platforms
Create marketing
pipeline
Drive
meaningful traffic
Holistic
Performance
Solutions
Ogilvy Consulting
30-DAY SOLUTION 60-DAY SOLUTION 100-DAY SOLUTION
Capture Revenue Build Engagement Scale Growth & Lifetime Value
Three options to launch and support a
DTC website and a social commerce
experience in 30, 60, or 100 days, all of
which can be scaled once in-market.
DTC Website
Social Commerce (Shop Now)
Email (Transactional)
SEO
Paid Search (Branded)
DTC Website
Social Commerce (Shoppable Post)
Email (Transactional & Lifecycle)
SEO
Paid Search (Branded & Unbranded)
Paid Social
DTC Website
Social Commerce (Shoppable Post)
Email (Transactional, Lifecycle & Promotional)
SEO
Paid Search (Branded & Unbranded)
Paid Social + Display
Scale Marketing
& Commerce
channels
Conversion
Consideration
Awareness Transactional
Lifecycle
Promotional
MEDIA CRM
COMMERCE
Prospects Customers
Media driving Conversion
CRM supporting Transactions
Media also driving Consideration
CRM also supporting Repurchase
Media also driving Awareness
CRM also supporting Promotions
30-Day
RAPID COMMERCE SOLUTION
12
PLAN Week 1 2 3 4 5 6
DTC SITE
EMAIL
SOCIAL SHOP
SEM/PAID SEARCH
BACK OFFICE
• Minimal site copy creation (ie:
Homepage)
• Minimal image adjustments
• Minimum categories &
products
• Website customization limited
to color palette & typography
• Standard SFCC SFRA features
and functionality configuration
• Existing active FB & IG
accounts
• Rapid SFMC Implementation
or Existing email CRM system
• Back office operations are
setup by the client in time for
launch
• Minimum budget exists for paid
media support
KEY ASSUMPTIONS
SCOPE
Responsive Site
• Desktop
• Mobile
• Tablet
• SEO friendly site
(indexable)
CRM
• Transactional
• Messaging
Social Commerce
• ~15-20 Creative Assets
• Facebook & Instagram
Posts (“Shop Now”)
SEM
• Branded Paid
Search
Delivery
• Plan development
• Delivery management
• Back office coordination
• CRM & Media management
• Goal alignment
60-Day
RAPID COMMERCE SOLUTION
13
PLAN Week 1 2 3 4 5 6 7 8 9 10 11 12
DTC SITE
EMAIL
SEO
SOCIAL SHOP
SEM/PAID SEARCH
BACK OFFICE
• Moderate site copy creation (ie:
Homepage, Product page)
• Moderate image adjustments
• Moderate categories &
products
• Website customization limited
to color palette & typography
• Standard SFCC SFRA features
and functionality configuration
• Existing active FB & IG
accounts
• Rapid SFMC Implementation
or Existing email CRM system
• Backoffice operations are setup
by the client in time for launch
• Moderate budget exists for
paid media support
KEY ASSUMPTIONS
SCOPE
SEO
• Market Snapshot
• Optimized Product
Page Content
Responsive Site
• Desktop
• Mobile
• Tablet
• SEO friendly site
(indexable)
CRM
• Transactional
• Lifecycle
• Messaging
Social Commerce
• ~30 Creative Assets
• Facebook & Instagram
Posts (“Shop Now”)
• Shoppable Instagram &
Pinterest Pages
SEM
• Branded Paid
Search
• Unbranded Paid
Search
Delivery
• Plan development
• Delivery management
• Back office coordination
• CRM & Media management
• Goal alignment
100-Day
RAPID COMMERCE SOLUTION
14
SCOPE
PLAN
• Incremental site copy creation
(ie: Homepage, Product page)
• Incremental image adjustments
• Incremental categories &
products
• Website customization limited
to color palette & typography
• Standard SFCC SFRA features
and functionality configuration
• Existing active FB & IG
accounts
• Rapid SFMC Implementation
or Existing email CRM system
• Backoffice operations are setup
by the client in time for launch
• Sizable budget exists for paid
media support
KEY ASSUMPTIONSWeek 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
WEBSITE
EMAIL
SOCIAL SHOP
SEO
SEM/PAID SEARCH
SEM/DISPLAY
BACK OFFICE
SEM
• Branded Paid
Search
• Unbranded Paid
Support
• Google Merchant
Product Catalogue
Setup
Display
• Creative Asset
• Media Plan
• Buy Plan
SEO
• Market Snapshot
• Optimized Product
Content
• Optimized Editorial
Content
Responsive Site
• Desktop
• Mobile
• Tablet
• SEO friendly site
(indexable)
CRM
• Transactional
• Lifecycle
• Promotional
• Messaging
Social Commerce
• ~50-80 Creative Assets
• Facebook & Instagram
Posts
• Shoppable Instagram &
Pinterest Pages
Delivery
• Plan development
• Delivery management
• Back office coordination
• CRM & Media
management
• Goal alignment
15
eCommerce for
every digital
touchpoint
DTC website plus Social Commerce
experience with your 30, 60, or 100
days solution option, each scalable
and customizable.
18” Ayoka Cultured Pearl
Stran… $3,240
View Products
18” Ayoka Cultured Pearl
Strand Necklace - 18K
White Gold Clasp
$3,240
Mikimoto
Shop Mikimoto
Followed by kyoungling, lynnhait, + 4
16Ogilvy Consulting
Team
WPP & our Strategic Partners
Bringing this to life….
17
WPP OPEN PARTNERS
MARTECH CENTER
OF EXCELLENCE AT
Our Team
18
BENJAMIN SNYERS
Social Commerce
BRIAN RIEDLINGER
Technology
DAVID MACKAY
Customer Engagement &
Commerce
MIKE MCFADDEN
Digital Transformation, US
ED KIM
Global Commerce
Team Lead
DAN SALTZMAN
Experience Design
IRIKA MOSKOWITZ
Digital Delivery
ADAM FERRARO
Social
DAN BRENIKOV
Customer Engagement
VANESSA PERRY
Enterprise Digital Platform
Sales
PIERRE KREMER
Commerce, UK & EMEA
CARLA HENDRA
Chief Digital Officer
Questions?
get in touch
ocontentseries@ogilvy.com
Thank you.

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What's Next: How brands can capture value, mindset and experiences on their own terms by successfully selling direct

  • 1. Powered by What’s Next: How brands can capture value, mindset and experiences on their own terms by successfully selling direct
  • 2. Welcome Pierre Kremer Director Commerce Lead UK & EMEA Amanda Gagliardi Global Consulting Partner Experience Design Antonis Kocheilas Executive Partner Global Brand Strategy Lead Dayoán Daumont Consulting Partner EMEA Ed Kim Managing Partner Global Commerce Lead
  • 3. Tell us where you are dialing in from! What’s the weather like in your city?
  • 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
  • 7. Sources: Statista, Scalefast, Nielsen Increase in E-Commerce Sales from 2015 to 2020 2014 2020 $1.68T Projected DTC sales worldwide in 2020 40% CG companies have gone DTC as of 2019 74% DTC online sales increase YoY $8.5B U.S. CPG sales increase in the last 2 weeks of March 2020 223%
  • 9. The Value Exchange Eric The Boutique Shop Eric.F
  • 13. Established e-commerce and DTC companies are eating up market share 2 E-commerce sales are skyrocketing and consumers say they are shopping more online now than ever before. Meanwhile, Amazon and Walmart are each hiring 100,000 new workers to deal with the surge in demand and prioritizing sale of only essential items. Consumers agree they are shopping more online now than before, due to Covid-1960% YoY US online branded DTC sales are surging Amazon sales in US, and struggle to keep up with demands across all product categories *Research conducted by CommerceNext, Forbes Sources: The Independent, Protocol.com + 10% + 65-74%
  • 14. Getting in the game, and staying in for the win 3 Fast, efficient, and pragmatic DTC deployment Sell where your customers are: Social media flattens the purchase funnel A DTC solution that will scale with you everywhere and when you need to Think Digital Media. Gone are the days of “build and they will come” Being Customer Focused means delivering great branded customer experiences
  • 15. Why Now? 6 No matter the difficulty of the circumstances, no matter how dangerous the situation, at the heart of each crisis lies a tremendous opportunity. Inacrisisthereisalways theseedofopportunity Businessesfoundedinthe depthsofthe2008recession VALUATION ~$100B VALUATION ~$19B VALUATION ~$54B VALUATION ~$35B VALUATION ~$7B VALUATION ~$17B
  • 16. 7 Conversion Consideration Awareness Transactional Lifecycle Promotional MEDIA CRM PURCHASE Prospects Customers We leverage our deep understanding of the holistic consumer's journey to to deliver Integrated Performance that grow your business. REPURCHASE
  • 17. With our understanding of how customers purchase your Brand, we deliver Multi-Channel Solutions that profitably scale with your business. 8 Potential Customer Retail Store .com Social Selling Call Center Customer Order Management System (OMS) Buy Online, Pick-Up in Store (BOPIS) Media Warehouse
  • 19. Goals for 30-, 60-, 100- Accelerators 10 30-DAYS 60 DAYS 100 DAYS PERFORMANCE GOAL SETTING • Acquisition • Sales GMV • Customer Database • Conversion • SEO Visibility/Rank • ROAS • Margin • Acquisition • Sales GMV • Customer Database • Acquisition • Sales GMV • Customer Database • Conversion • SEO Visibility/Rank • Content Performance Standup Commerce Channel Platforms Create marketing pipeline Drive meaningful traffic
  • 20. Holistic Performance Solutions Ogilvy Consulting 30-DAY SOLUTION 60-DAY SOLUTION 100-DAY SOLUTION Capture Revenue Build Engagement Scale Growth & Lifetime Value Three options to launch and support a DTC website and a social commerce experience in 30, 60, or 100 days, all of which can be scaled once in-market. DTC Website Social Commerce (Shop Now) Email (Transactional) SEO Paid Search (Branded) DTC Website Social Commerce (Shoppable Post) Email (Transactional & Lifecycle) SEO Paid Search (Branded & Unbranded) Paid Social DTC Website Social Commerce (Shoppable Post) Email (Transactional, Lifecycle & Promotional) SEO Paid Search (Branded & Unbranded) Paid Social + Display Scale Marketing & Commerce channels Conversion Consideration Awareness Transactional Lifecycle Promotional MEDIA CRM COMMERCE Prospects Customers Media driving Conversion CRM supporting Transactions Media also driving Consideration CRM also supporting Repurchase Media also driving Awareness CRM also supporting Promotions
  • 21. 30-Day RAPID COMMERCE SOLUTION 12 PLAN Week 1 2 3 4 5 6 DTC SITE EMAIL SOCIAL SHOP SEM/PAID SEARCH BACK OFFICE • Minimal site copy creation (ie: Homepage) • Minimal image adjustments • Minimum categories & products • Website customization limited to color palette & typography • Standard SFCC SFRA features and functionality configuration • Existing active FB & IG accounts • Rapid SFMC Implementation or Existing email CRM system • Back office operations are setup by the client in time for launch • Minimum budget exists for paid media support KEY ASSUMPTIONS SCOPE Responsive Site • Desktop • Mobile • Tablet • SEO friendly site (indexable) CRM • Transactional • Messaging Social Commerce • ~15-20 Creative Assets • Facebook & Instagram Posts (“Shop Now”) SEM • Branded Paid Search Delivery • Plan development • Delivery management • Back office coordination • CRM & Media management • Goal alignment
  • 22. 60-Day RAPID COMMERCE SOLUTION 13 PLAN Week 1 2 3 4 5 6 7 8 9 10 11 12 DTC SITE EMAIL SEO SOCIAL SHOP SEM/PAID SEARCH BACK OFFICE • Moderate site copy creation (ie: Homepage, Product page) • Moderate image adjustments • Moderate categories & products • Website customization limited to color palette & typography • Standard SFCC SFRA features and functionality configuration • Existing active FB & IG accounts • Rapid SFMC Implementation or Existing email CRM system • Backoffice operations are setup by the client in time for launch • Moderate budget exists for paid media support KEY ASSUMPTIONS SCOPE SEO • Market Snapshot • Optimized Product Page Content Responsive Site • Desktop • Mobile • Tablet • SEO friendly site (indexable) CRM • Transactional • Lifecycle • Messaging Social Commerce • ~30 Creative Assets • Facebook & Instagram Posts (“Shop Now”) • Shoppable Instagram & Pinterest Pages SEM • Branded Paid Search • Unbranded Paid Search Delivery • Plan development • Delivery management • Back office coordination • CRM & Media management • Goal alignment
  • 23. 100-Day RAPID COMMERCE SOLUTION 14 SCOPE PLAN • Incremental site copy creation (ie: Homepage, Product page) • Incremental image adjustments • Incremental categories & products • Website customization limited to color palette & typography • Standard SFCC SFRA features and functionality configuration • Existing active FB & IG accounts • Rapid SFMC Implementation or Existing email CRM system • Backoffice operations are setup by the client in time for launch • Sizable budget exists for paid media support KEY ASSUMPTIONSWeek 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 WEBSITE EMAIL SOCIAL SHOP SEO SEM/PAID SEARCH SEM/DISPLAY BACK OFFICE SEM • Branded Paid Search • Unbranded Paid Support • Google Merchant Product Catalogue Setup Display • Creative Asset • Media Plan • Buy Plan SEO • Market Snapshot • Optimized Product Content • Optimized Editorial Content Responsive Site • Desktop • Mobile • Tablet • SEO friendly site (indexable) CRM • Transactional • Lifecycle • Promotional • Messaging Social Commerce • ~50-80 Creative Assets • Facebook & Instagram Posts • Shoppable Instagram & Pinterest Pages Delivery • Plan development • Delivery management • Back office coordination • CRM & Media management • Goal alignment
  • 24. 15 eCommerce for every digital touchpoint DTC website plus Social Commerce experience with your 30, 60, or 100 days solution option, each scalable and customizable. 18” Ayoka Cultured Pearl Stran… $3,240 View Products 18” Ayoka Cultured Pearl Strand Necklace - 18K White Gold Clasp $3,240 Mikimoto Shop Mikimoto Followed by kyoungling, lynnhait, + 4
  • 26. WPP & our Strategic Partners Bringing this to life…. 17 WPP OPEN PARTNERS MARTECH CENTER OF EXCELLENCE AT
  • 27. Our Team 18 BENJAMIN SNYERS Social Commerce BRIAN RIEDLINGER Technology DAVID MACKAY Customer Engagement & Commerce MIKE MCFADDEN Digital Transformation, US ED KIM Global Commerce Team Lead DAN SALTZMAN Experience Design IRIKA MOSKOWITZ Digital Delivery ADAM FERRARO Social DAN BRENIKOV Customer Engagement VANESSA PERRY Enterprise Digital Platform Sales PIERRE KREMER Commerce, UK & EMEA CARLA HENDRA Chief Digital Officer