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A WHOLESALER’S WINNING FORMULA FOR YEAR-AFTER-YEAR E-COMMERCE GROWTH
Private and Confidential. Property of Whereoware, LLC.
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TODAY’S SPEAKERS
ERIC DEAN, CEO WHEREOWARE FRED PANNEK, PRESIDENT MUD PIE
A WHOLESALERS WINNING FORMULA FOR YEAR-AFTER-YEAR E-COMMERCE GROWTH - - PowerPoint PPT Presentation
A WHOLESALERS WINNING FORMULA FOR YEAR-AFTER-YEAR E-COMMERCE GROWTH - - PowerPoint PPT Presentation
A WHOLESALERS WINNING FORMULA FOR YEAR-AFTER-YEAR E-COMMERCE GROWTH Private and Confidential. Property of Whereoware, LLC. 1 TODAYS SPEAKERS ERIC DEAN, CEO FRED PANNEK, PRESIDENT WHEREOWARE MUD PIE 2 ABOUT WHEREOWARE Digital Agency
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ABOUT WHEREOWARE
- Digital Agency since 1999
- E-commerce and Services Clients
- Automation and Personalization Experts
- Websites, Email, Mobile, SEO/PPC, Analytics
- SAAS Products
- 30+ Awards Won in 5 Years
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FOUNDED IN 1988,
Mud Pie is a B2B and B2C lifestyle brand that creates delightful gifts to inspire all of life’s sparkling moments.
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MORE ON MUD PIE
- B2B and B2C
- Main channel is independent retailers
- Wholesale audience spans 14,000 retailers
- Product line spans 8,000 SKUs
- 80 sales reps
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MUD PIE’S E-COMMERCE EVOLUTION
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THROUGH THE YEARS
Building a Successful Online Brand Deeper Focus on Data + Digital, but Manual Efforts Automation + Personalization Using Technology To Humanize E-commerce
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GETTING S NG STARTED: D: BUILDING A B2B ONLINE BRAND
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Manufacturers are more likely to emerge in a position
- f strength from the economic downturn if they put in place
an effective B2B e-commerce strategy.
Manufacturing Insights, an IDC Company, “Key Strategic Challenges in B2B e-Commerce,” May 2010.
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MARKETING: EMAIL, SOCIAL, ADS
20% PPC traffic
Social Media PPC No Segmenting
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B2B E-COMMERCE WEBSITE
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B2B E-COMMERCE WEBSITE
INCREASE IN AOV
21%
INCREASE IN CONVERSION RATE
22%
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SIMPLE RETAILER PORTAL
- Track Orders
- See inventory
- Order history
- Basic reordering
Retailer Tools
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DEEP EEPER ER F FOCUS O ON DATA AND EMAIL
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Start tracking simple digital behaviors + customer preferences, but it’s very MANUAL
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ASK FOR PREFERENCES
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SIMPLE AUTOMATED EMAIL
Back office data – Last purchase date Website data – Abandoned cart date is within last three days, number of items in cart, total cart value
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SIMPLE AUTOMATED EMAIL
INCREASE IN EMAIL REVENUE
97%
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ACCE CCELERATING: AUTOMATION AND PERSONALIZATION
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There is little customer loyalty associated with just filling orders and taking transactions. B2B eCommerce organizations need to design experiences that internalize and deliver on the high customer experience standards that B2C has already set.
B2B eCommerce: A Trillion Dollars For The Taking, Forrester, 2015
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WHAT AT’S A A PERSONA
Fictional representations of large or important segments of your customers
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PERSONA-DRIVEN PERSONALIZATION
Visited baby page Purchased baby bib Opened baby email Visited living page Purchased candlestick sets Opened living email Visited fashion page Purchased dress Opened fashion email BABY PERSONA LIVING PERSONA FASHION PERSONA
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2015 REDESIGN – PERSONA-DRIVEN PERSONALIZATION
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2015 REDESIGN – PERSONA-DRIVEN PERSONALIZATION
INCREASE IN MOBILE CONVERSION RATE
25%
OF WEBSITE TRAFFIC FROM MOBILE
44%
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Home - Fashion Home - Living Home - Baby
PERSONALIZED WEBSITE – PRODUCT INTEREST
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Sale - Fashion Sale - Living Sale - Baby
PERSONALIZED WEBSITE – PRODUCT RECOMMENDATIONS
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LEVELING U NG UP – USING TECHNOLOGY TO HUMANIZE INTERACTIONS
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B2B BUYERS AR ARE B2C CONSUMERS WHE HEN T THE HEY GO GO HO HOME
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Retailer Tools
EXTENDING THE SINGLE CUSTOMER VIEW TO OUR FIELD SALES.
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Alternative Product Imagery Real-Time Inventory Full Product Detail + Video
THE INSIGHTS THEY NEED, WHEN THEY NEED IT – IN FRONT OF THE CUSTOMER
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DATA THEY NEED, WHEN THEY NEED IT – IN THE SALES MEETING
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EMAILS REFLECTING BEHAVIOR
Personalized with Cart Products Dynamic Content [location]
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MEETING CUSTOMERS WHERE THEY ARE
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OPTIMIZED PRODUCT MANAGEMENT
Zulily
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PREDICTIVE MODELS DATA PUSHED TO
REAL-TIME REPORTS EMAIL OFFERS FIELD AND INSIDE SALES REPS WEBSITE PROMOTIONS POS + ERP DATA TRADESHOW BEHAVIOR IN-PERSON BEHAVIOR WEBSITE DATA + BEHAVIOR SOCIAL MEDIA METRICS EMAIL DATA + BEHAVIOR
% OFF
$ !
RETAINING RELATIONSHIPS
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Churn Rate Forecast | Geo
DOMO PREDICTIVE ANALYTICS
At Risk Retailers:
Sam’s Goods 85% more info Blue Lake Inc. 70% more info East Elm 76% more info Higher Living 72% more info Golden Garden 67% more info H&K Homes 53% more info
PREDICTIVE DASHBOARD
Sam’s Goods Blue Lake Inc.
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Churn Rate Forecast | Geo
DOMO PREDICTIVE ANALYTICS
At Risk Retailers:
Sam’s Goods 85% more info Blue Lake Inc. 70% more info East Elm 76% more info Higher Living 72% more info Golden Garden 67% more info H&K Homes 53% more info
PREDICTIVE DASHBOARD
Sam’s Goods Blue Lake Inc. PREDICTED TO CHURN
RE-ENGAGED
20%
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FOLLOWING MUD PIE’S LEAD
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EVOLVING YOUR DIGITAL STRATEGY
- Don’t be afraid to try new tactics
- Benchmark your success – what’s working? What’s not?
- Determine important customer behaviors
- Identify actionable data sources
- Map out campaigns across channels
- Focus on quick wins + build
upon success
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QUESTIONS? THANKS FOR WATCHING!
ERIC DEAN, CEO WHEREOWARE FRED PANNEK, PRESIDENT MUD PIE
edean@whereoware.com www.whereoware.com fpannek@mudpie.com wholesale.mudpie.com www.mudpie.com