from concept to the inbox: behind the scenes secrets that drive retail revenue

From Concept to the Inbox Behind the Scenes Secrets That Drive Retail Revenue

Welcome Patrick Gill Co-Founder & CEO eCommerce Outdoors

About eCommerce Outdoors

- Started in 1997 as TackleDirect.com

- Sell 50,000 Outdoor Products

- 500 Brands

- We Ship to 150 Countries & 50 States

- 7 Niche Websites, 1 eBay Store

- 2 Physical Retail Stores & Warehouses

- 40 Employees

- Bronto Client Since 2010

Planning From Paper to Design

Planning

- Develop a Retail Promotional Calendar

- Be Niche Specific, Find Target Events

- Plan 6 -12 Months Out, Remain Flexible

- Leverage Email for Timely Info

- Have Templates Staged for Certain Types of Promotions

- Group Emails Into Logical Promotional Buckets

New Products Shipping Offers Sales & Promotions Holidays & Events Seasonal Offers Product Videos Private Sales

Key Tactics

That Are Often Overlooked By Big Box Retailers Specialty Retailers Begin Where Big Box Merchants Fall Off

-  Special Orders -  Integration with Print -  Customizations -  Pre-Orders -  First to Introduce New Products -  Expert Staff / Training -  Highly Flexible -  Unique Niche Products -  Speed & Agility

Leverage Reps & Manufacturers

Often our best promotions are developed while brainstorming product options and offers with suppliers. - Free Items -  Buy One Get One -  Blowout Sales - Bundles & Kits -  New Products -  Shipping Offers -  Rebates -  Exclusive Items -  Expert Product Videos -  Events -  Included Services

Build Text Outlines, Then Graphics

We template emails in text with relative links to products, images, etc. -  Getting email content correct in text form saves time and resources - Leverage Excel and a project management tool , like Basecamp

Mock-ups in Image Form for Review

Finally Coding, Test, Test, Test

Examples What Works & What Failed

New Year New Gear

New Year New Gear Results

Cyber Monday

Cyber Monday Results

Cart Abandonment 1 of 3

Cart Abandonment 1 of 3 Results

Private Sale

Private Sale

Private Sale

Private Sale

Private Sale - Email

Private Sale – Landing Page

Private Sale – Results

Conclusion

3 Take Aways

- Begin where big box retailers end

- Leverage your manufacturers/reps

- Compete with world-class service

Thank You & Questions

Patrick Gill

Email: pgill@ecoutdoors.com

Office: 609-788-3822