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Webinar
How to Wrap Up
2013 With
A Successful
Holiday Season
Photo Courtesy Huzza
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Who is Gorilla
We’re striving to be the
go-to ecommerce agency
for mid-size businesses.
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Awards
4X
8X
3X
Partner of the Year &
Partner Excellence Awards
3X
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2X
Presenters
Alessandra Barrutia
Jacob Bradley
Account Executive
E-commerce Consultant
John Budz
Jason Wankovsky
E-commerce Consultant
Director of Managed Services
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Summary
++ Complete Your Marketing Calendar
•• Magento merchant spotlight: Moissanite
++ Evaluate Your Planned Enhancements
•• Magento merchant spotlight: Newton Running
++ Prep Your Hosting and Bandwidth Needs
•• Magento merchant spotlight: Third Man Store
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“
Complete Your Marketing Calendar
30 percent of retailers will begin promotions prior to Oct. 1,
while over 40 percent wait until early November.
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M O B I L E CO M M E R C E P O I S E D TO B R E A K R ECO R D S AG A I N T H I S H O L I DAY S E A S O N
M O B I L E CO M M E R C E DA I LY, AU G U S T 2 0 1 3
Complete Your Marketing Calendar
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Complete Your Marketing Calendar
++ Determine site merchandising tactics
•• Banners and content blocks
-- Feature top marketing events, universal locations guarantee exposure
•• Category and product ranking
-- Rank to feature a diverse product mix, best on top
•• Cross sells, up-sells, and related items
-- Healthy mix of top sellers and relevant products
•• Marketing landing pages
-- Mirror site and marketing messaging (email, PPC, etc)
•• Search term redirects
-- Improve user experience for queries with weak results
•• Product, customer, and event specific merchandising
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Complete Your Marketing Calendar
++ Promotions for specific products
++ Conduct a merchandising analysis
•• High margin
-- Most profitable per unit sold
-- Understand trade-offs between revenue and profit
-- Biggest wins will maximize margin dollars
•• High visibility
-- Move the highest number of units
-- Drive order count and higher new customer
acquisition
-- Easier to bundle or use as up-sells
•• High volume
-- Attention grabbing items
-- Generate buzz and intrigue loyal customers
-- Represents brand well
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Complete Your Marketing Calendar
++ Customer specific merchandising
•• RFM + anniversary
-- Analyze customers based on RFM
-- Strong indicators of customer loyalty and repeat purchasers
-- Anniversaries, target holiday shoppers
•• Customer groups and segments
-- Silo promotions for different customers
-- Customer groups; catalog pricing rules
-- Customer segments; dynamically display content
•• Use sales strategically
-- Measure ROI of every promotion
»» Traffic driven
»» Incremental revenue gains
»» Cost per order/product/customer.
•• Understand your customers
•• Make progressive improvements
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Complete Your Marketing Calendar
++ Event specific merchandising
•• Biggest shopping holidays - Black Friday, Cyber Monday, Green Monday
-- Use product/customer analysis to determine effective offers
-- Promote early and send reminders
-- Send private sale invitation, avoid impulse shopping
•• December 23rd (shipping cut-offs)
-- Don’t forget about shipping cut-off dates
-- Encourage last minute orders
-- Create a sense of urgency
•• December 26th (returns and gift cards)
-- Shopping season is not over on December 25th
-- Gift card users
-- Promote exchanges
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Moissanite
Producing some of the world’s finest gemstones,
Moissanite.com, a division of Charles & Colvard, is
the exclusive worldwide marketer and distributor of
created moissanite jewels.
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Moissanite
++ Business driver: allow early stage
users to browse common gift
products
•• Implementation: merchandising analysis &
Magento categorization and promotion
•• Success: targeted promotions that drive
focused sales to key categories
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Evaluate Planned Enhancements
++ Typical enhancements
•• Upgrade to latest Magento version
•• Interactive gift guides
•• Module installation
•• Redesign/mobile optimization
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Evaluate Planned Enhancements
++ Code audit
•• Determine core code strength
•• Evaluate front end modifications
•• Investigate 3rd party integrations and extensions installed
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Evaluate Planned Enhancements
++ Interactive gift guides
•• Murray’s Cheese
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Evaluate Planned Enhancements
++ Module integration
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Evaluate Planned Enhancements
++ Mobile optimization
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“
Evaluate Planned Enhancements
Right now, we are seeing 17.7 percent in terms of percent
of transactions coming from the mobile device. We believe
that not only are we going to break records again this
holiday season but we could crack 20 percent.
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DAV E H AU C K E , S T R AT EG I S T I B M E N T E R P R I S E M A R K E T I N G
ARMONK, NY
Enhancements
“We love running. We eat, dream and sleep running.
Where there’s a running event, there’s a Newton
employee. Marathons, ultramarathons, 5Ks,
triathlons – you name it, we’re there.”
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Newton Running
++ Mobile optimization
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Newton Running
++ Business driver: increase in mobile
and tablet “couch shoppers”
•• Implementation: evaluation of mobile traffic
analytics, combined with purchase path only
responsive design
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Prep Your Hosting and Bandwidth Needs
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Prep Your Hosting and Bandwidth Needs
++ Traffic — what to analyze
•• Review current traffic YOY stats
•• Order activity and spikes
•• Variances in conversion rates
•• Planned PR and promos
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Prep Your Hosting and Bandwidth Needs
++ Pages views PVS
•• Traffic exponential due to increased
visitors that are providing more page
views per second
•• Shopping for multiple people,
multiple ideas for a single person
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Prep Your Hosting and Bandwidth Needs
++ Sandbagging
•• Current resource utilization (EG, Memory, CPU,
Bandwidth) anticipated increased need
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Prep Your Hosting and Bandwidth Needs
Third Man Records was originally founded by Jack
White in Detroit, MI in 2001. In March of 2009 a
physical location was established in Nashville, TN.
Third Man Records in its current state contains a
record store, record label offices, photo studio, dark
room and live venue with analog recording booth.
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Third Man Store
++ Business driver: Third Man Store
•• New business channel: selling subscriptions
•• Marketing through email and word-of-mouth
•• Received 3-5 times more traffic
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Third Man Store
++ Implementation: Third Man Store
•• Integration of subscription functionality in Magento
•• Success
-- Realized viable business channel
-- Expecting thriving 2013 holiday season
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Wrapping It Up
++ Complete Your Marketing Calendar
++ Evaluate Planned Enhancements
++ Prep Your Hosting and Bandwidth Needs
++ Q & A
gorillagroup.com/gems
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sales@gorillagroup.com
888.601.2091
Thank You
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