Bronto Slides
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Onward! Moving forward into 2014 Kestrel Lemen Marketing Strategist @KestrelBird [email protected] Jonathan Dicks Ecommerce Director Hudson shoes Bronto.co.uk Hudsonshoes.com
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Transcript of Bronto Slides
Onward! Moving forward into 2014
Kestrel Lemen
Marketing Strategist
@KestrelBird
Jonathan Dicks
Ecommerce Director
Hudson shoes
Bronto.co.uk Hudsonshoes.com
Online sales £91 billion in the UK
UK population currently at 64 million
Roughly £1421 per person in online sales
Growth in online sales 17%
1 in 5 people in the UK used a smartphone to
make a purchase
Fun Facts from 2013:
Source: IMRG.com
• Increased Options
• Higher Expectations
• Technology Savvy
• Multiple Channels
Used Simultaneously
• More Sophisticated
About Finding Deals
The rise of the savvy shopper
But you can be just as savvy….
Segmenting your audience
Send smarter messages
Behavioral Data
• Data found based on how people interact with you
Lapsed Purchaser
Purchase Behavior
• What do their orders tell us?
• RFM, RPE, AOV, TLV
• Products purchased
• Date of first and last order
Lapsed Purchaser
A message to match the segment
Big Spenders
LapsedMums
Increase Automation
It’s time to work smart
Customer ‘Touches’
First impression
Personalized
Timing
Utilizes data
Adds value
Welcome Messages
Proper
header
Value
statement
& CTA
Abandoned Baskets
Customer
support
Call to
action
Unique Value Add - UVA
Stand out from the
pack!
Lapsed Purchaser
How do I stand out?
Lapsed Purchaser
Summing up
Keys to success in 2014
• Segmentation
• Automation
• Unique Value Add
Jonathan Dicks
Ecommerce Director
Hudson shoes
Onward! Moving forward into 2014
The story of Hudson
A brand for the savvy
shoe lover
Customer type: Fashion conscious,
aged 25-45
Average order value: £120
5% of Revenue brought in through email in
2012, 2013
Email Marketing: Email blasts with basic
segmentation – “the shotgun approach”
Hudson Shoes
Building up to 2014
Steps towards success
Branding through email
Christmas/Boxing day Success
183% uplift in
revenue YOY in
October
Highest ROI from
Women
AOV uplift of 12%
segmentation
Q4 saw a 53% uplift in revenue
Responsive Design
120% Conversion
Rate Increase
(0.62% to 1.32%)
37% increase in
mobile traffic from
responsive emails
Onward to 2014!
What’s next for Hudson
Pain points as an online retailer
Compete with stores
Have a small team
Can’t do incentives with %/£ off items
Priorities for 2014
Automate automate automate!
Welcome series
Abandoned basket series
Post purchase series
Lapsed purchase series
Optimized transactional messages
List growth engine
Consistent optimized sign up across the site
Sign up in packaging
Pop ups
Summing it all up
• What can you automate?
• How can you improve on seasonal sales?
• Can your audience read your messages anytime
anywhere?
Kestrel Lemen
Marketing Strategist
@KestrelBird
Questions?
Jonathan Dicks
Ecommerce Director,
Hudson shoes
Bronto.co.uk Hudsonshoes.com
