mydeco story - david kelly
TRANSCRIPT
Hundreds of home stores. One home
Life as a Start-Up in Affiliate Marketing
• Presentation (40 mins)– Why the home market?
– What is mydeco?
– The Retail Network
– The ecosystem
• Q&A (15 mins)
2
The inefficient, inconvenient experience of buying home design & furnishing products and services1
Lack of opportunity for online engagement around home despite there being a buoyant TV and publishing market
3
The enormous growth of online retailing (+ online advertising)
3
Why the home market?Market Context
Highly fragmented UK furniture market with three key players with 6.2%, 5,6% and 5,5% market share respectively [Verdict 2006]
2007 the US home furnishing and furniture market was worth $121 bn and expected to grow by 55% by 2015 (15% online)
Why the home market?Market Opportunity
UK online sales for homewares, furniture and floorcoverings for 2006 were thought to represent 5% of the total £14bn market
Why the home market?ecommerce trends
• Pureplays growing• Bricks getting online• Category killers emerging• Consumer as producer• Private shopping sites• Social shopping sites• Discount / Cashback sites• The emerging Network
mydeco ExperienceEnd to End Process
• Over 700 UK retailers, 1.6 million unique products, and a curated DesignBoutique of exclusive products
• Multi views e.g. comparison, product only, images only, panoramic
• Search by colour room dimension price, style, discount, retailer, designer
mydeco ExperienceSophisticated shopping experience
• Easy to use• No download required
(built in flash)• Largest 3D model database
of furniture• Continuously updated with
new collections
mydeco ExperienceUsers design rooms with real products
9
mydeco ExperienceManipulate photos to create new designs
Use the price slider to find the look for your budget
Select individual products at the price for you, shortlist, or click to buy
mydeco ExperienceBuy the Look (to suit all budgets)
• Updated daily• Broad range of content from
property advice to interiors• Links to products available to
buy online• Global news feed on relevant
designers and brands• Unique design index to show
who and what is ‘hot’ in the industry
mydeco ExperienceRead aspirational editorial from in-house expert team
With 46% of homeowners choosing to make structural, interior design or decorating improvements to their homes, data from RICS Building Cost Information Service, provides users with up-to-date, instant prices for all types of home renovation work
Users get specific costs for jobs, taking into account size of the job and where the customer lives, a great starting point when considering options
mydeco ExperienceBudget for home improvement jobs
Designerpaints.co.uk
wallpaperdirect.co.uk
Retailer Network140+ Charter Partners
• biasing and branded logo display in search
• Onsite Merchandising
• 3D modelling / appearance in visualisation tool
• Leading e-commerce tools on your site: bookmarklet, white label 3D functionality
• personal account management
Retailer NetworkCurrent mydeco Charter benefits:
• PR
• The online design marketplace for unique products
• mydeco Design Boutique - Giving British Designers an online storefront to sell their work on mydeco
• Unique product ranges and exclusive mydeco designs
• Design competitions to find new British and European talent
Retailer Network80 design boutique
Retailer Network560 Affiliates
Users
News Aggregators
MediaCompanies
Bloggers & Niche Publishers
Media CompaniesSocial NetworksBloggers &
Niche publishersRetailers
ecosystem
White LabelRoom Planner
White LabelSearch
Magazine &Content
Bookmarklet
Content Widget
How mydeco fits
ecosystemSyndicated Articles
ecosystemSyndicated Press
Flash/Java widget with integrated, contextual RSS flows to provide greater depth of engagement in the brand content
The widget will be placed as an rich media unit (MPU) on high traffic contextual sites.
This enables drive to site from multiple sources - wherever the widget is published.
The widget and integrated RSS flows have been designed to optimise natural search rankings (SERPs)
ecosystemContent widget
ecosystemPowering Design Tools
Next Steps
• Enhancing functionality
• Growing affiliate programme
• Extending mydeco reach in the ecosystem
• Growing marketing programmes & impact
