01-12-2016 project updates
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Marketing ProjectsKRISTINE MARSHALL
JANUARY 2016
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Daily Deal: RetentionExtreme bounce increase correlates to heavy featuring of expiring SKUs
Bounce decrease correlates to start of 3 deals per daySessions increase (equally
new & old visitors) leads up to Black Friday peak
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Daily Deal: Conversions
Seasonal low correlates to overall site traffic & conversion lows around Christmas
Consistently high conversion rates lead to 1% growth in 12-week average
1% growth over previous period
Similar to previous period
Similar to previous period
Similar to previous period
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Daily Deal: House ProductsComparative performance: 0.06 sales of other deals
If deals sell 100/day, a day featuring a house product will sell 6. On average, lower house product pricing does not increase sales.
Possible causes:● Lack of brand awareness● Perception of low value● Poor previous experience
Product lines featured:1. BONIES2. Joint Treats3. Chickles4. Duckles5. Ora-Clens6. Otis & Claude7. Resvive8. ChloraSeb9. Shed-Pro
10. TranQuil-Tabs11. Urinaise12. PHS First Aid Kit
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Fanplayr: PerformanceClosely matched revenue & transactions mean consistent AOV
Less affected by seasonal lows around Christmas than other upsell strategies
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Fanplayr: New StuffImprovements:
● Excluding affiliate-driven conversion from monthly invoices
New developments:● Modals● Content insertion● Customized experiences
Plans coming up:● Free shipping to California (may be product-specific, e.g. food)● Valentine’s Day offer (if no conflict with Newsletter)
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Short Expiration: Management Improvements
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Short Expiration: Management ImprovementsAdded:
● 50% of formulas now auto-populate, saving time & reducing error● Sales forecasts based on demand● Loss forecasts based on demand● Adaptive forecasts based on changes in demand after expiration promotion
Next step:● Create action recommendation to address SKUs with demand loss
Wish:● Create “intelligent” formula to correctly manage sales of SKUs with multiple expiration dates● Create new discount levels based on customer behavior data from Daily Deal & stores● Differentiate discounts by product type to account for value perceptions
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Short Expiration: Reporting Improvements
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New Year Store: Holiday-only ItemsConsiderations:
● All SKUs marked down to 20-30% margin
Observations:● Holiday loofas & hedgehogs popular
despite seasonal design● Holiday plushes & stockings unpopular● Holiday whimzees & candycane rawhides
very popular
Recommendations:1. Continue selling holiday treat SKUs at
regular pricing
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New Year Store: Overstock & Normal ItemsConsiderations:
● Heavy markdown on overstock only
Observations:● SKUs with demand increase match SKUs
with decrease or no change
Recommendations:1. Lower sale price for SKUs with large
performance increase2. Test SKUs with decreased sales as
features with no promotion3. Investigate trends (e.g. type, size, color
brand) for each grouping
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New Year Store: Short Expiration ItemsConsiderations:
● No extra markdown applied● Short expiration already has its own
feature page
Observations:● Demand increase across the board● Store differs from short exp page layout
Recommendations:1. Test different page layout for short exp2. Decrease markdown on popular SKUs
already projected to sell out
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ReviewDaily Deal
● Expansion correlates to decreased bounce rates● Growth continues steadily
Fanplayr● Consistent performance● Opportunities to try new things
Short expiration● Improving management & reporting● Laying foundation for more intelligent management
New Year Store● Customer behavior data gives insight into how to improve performance● Sales data will apply to improve sales during future promotions