eCommerce Marketing - Army and Air Force Exchange Service · New Website – Homepage Design...
Transcript of eCommerce Marketing - Army and Air Force Exchange Service · New Website – Homepage Design...
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eCommerce Marketing
Shane Binion
eCommerce Marketing Manager
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New Website – Key Initiatives
Goals: Develop a state-of-the-art, industry best
practice eCommerce website that positioned The Exchange to be the best online retailer serving:
o Active Military
o Reserve
o Guard
o Retirees
o Associates
o Family & Spouses
Ensure website emphasizes our company “Voice” including the following benefits:
o No Tax
o Discounted Savings over Other Retailers
o Worldwide Shipping
o MilStar Credit Benefits
o Earnings for FMWRC
Emphasize Exchange “By The Numbers”
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Customer Experience – Before
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Physical Stores eCommerce Mobile
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Omni-Channel Customer Experience
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Physical Stores eCommerce Mobile
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New Website – Homepage
Design Tenants: Maintain best practice competitive,
creative, layout and design:
o Main website and store message, links to categories, strong ‘Call to Action’
o Key benefits, Who Can Shop
o Super Daily Special “Flash Sale”
o Trending events / themes
o Brand focus
o Online promotion of store print vehicles
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New Website – Navigation
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Navigation - Mega-Menu Mobile
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New Website – Guided Navigation
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Channels – Brand and Category Merchandising Left Nav Filtering
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New Website – Landing Pages
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Themed Environments Specific Expanded Assortment For Online
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New Website – Landing Pages
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Content + Product Opportunties
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New Website – Landing Pages
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Category Dominance
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New Website – Landing Pages
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High Profile Fashion Brand Experience
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What’s Been Built For Online in 2015
Softlines Consumables Hardlines
January 24 Cases
206 Skus
February 15 Cases
308 Skus
March 29 Cases
265 Skus
Total 779 SKUS
January 110 Cases
506 Skus
February 61 Cases
499 Skus
March 82 Cases
519 Skus
Total 1,524 SKUS
January 247 Cases
6554 Skus
February 122 Cases
3073 Skus
March 110 Cases
3696 Skus
Total 13,323 SKUS
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New Website – Selling Tools
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Extended Colors Extended Sizes
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New Website – Selling Tools
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Suggestive Add-On Selling Robust Product Specs
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New Website – Checkout / Stores
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Checkout Store Locator