Marketing ProjectsSEPTEMBER - OCTOBER 2015

Fanplayr$40,000 attributed revenue* (30 days) $101 average order value 4% usage (conversion) rate

*How much more revenue we’ve made than we would without this service (inc. commission fee)

● Best fit with older Gen X● Connects well with Baby Boomer● Not big converter for Millennials + younger Gen X

Next step: Complete 90-day test period, compare performance to Upsellit on HP.

millennials gen x baby boomers

DARK = FANPLAYR CODE USE LIGHT = SHOPPER TRAFFIC

● Featured products sell 9x more inventory, on average● Rapid daily visitor growth in last 90 days● 3% of each week’s new visitors start returning regularly● Affiliate & referral sources send most high-quality traffic

Next step: Expand daily item features to dog & cat.

Daily Deal$45,000 associated revenue (30 days) $88 average order value 20% conversion rate

NORMAL DAY DAILY DEAL DAY

VS

Daily Deal

MULTIPET KATZ

KICKERZ

SIMPLY WILD

SALMON BISCUIT

OTIS & CLAUDE

SMALL FETCH TOYS

ORACLENS

ANGELS’ EYES

DERMAPET

SKIN & COAT

CATNIP TOYS

NATURVET QUIET

MOMENTS

PLUSH PUPPIES

ALLIGATOR

problem children: products in these groups usually don’t sell well on deal

star performers: products in these groups generally sell well on deal

question marks: these product types need to be featured more for data

cash cows: these products sell exceptionally well on deal

Next step: Continue DD as testing ground, use data to maximize featured sale revenue.

KONG

MULTI-PET DENTAL

PRODUCTS

MULTI-PET CALMING TREATS

Halloween Store$99,500 direct revenue $555,000 associated rev. (EP) $78,000 associated rev. (HP)

Next step: Analyze customer buying trends, use data to increase sales through this year’s holiday season.

50%COSTUMES

40%HEALTH ESSENTIALS

10%TOYS & TREATS

Revenue

30%increase over 2014

40%NEW

60%RETURNING

Shoppers

255%increase over 2014

84%DOG

6%BOTH10%

CAT

95%products to sales prediction matchup

Holiday Store$59,500 direct revenue [to date] $188,000 associated rev. (EP) $22,000 associated rev. (HP)

Desktop Store● No-publish inventory updates● New navigation & sorting features● Reduced product name size & improved consistency

Mobile Store● Randomized featured items (hand-picked list of 18)● New navigation & sorting features● New visual assets & improved dimensions

Next step: Take improvements even further for Black Friday/Cyber Monday store.

95%products to sales prediction matchup [to date]

13%CAT

11%BOTH

1%OTHER

75%DOG

Research Core● Last year’s product & sales performance● Keyword trends● Pet product trends

Product Balance● CO-OP → Requests / requirements● Overstock → Coordinated with Purchasing● Wishlist → Surveyed customers directly● Trending → Consumer research● Popular → From our database

Next step: Launch store.

Black Friday/Cyber MondayGoal: 5% revenue increase this year.

Recap1. Fanplayr2. Daily Deal3. Halloween Store4. Holiday Store5. Black Friday/Cyber MondayMarketing Projects

SEPTEMBER - OCTOBER 2015