Wrap Up 2014 with Success on the Magento Platform

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Wrap Up 2014 With Success on the Magento Platform

Photo Courtesy Huzza


Success Tips

+ Complete Your Marketing Calendar • Magento merchant spotlight: Moissanite

+ Evaluate Your Planned Enhancements • Magento merchant spotlight: Newton Running

+ Prep Your Hosting and Bandwidth Needs • Magento merchant spotlight: Third Man Store


Complete Your Marketing Calendar

30 percent of retailers will begin promotions prior to Oct. 1, while over 40 percent wait until early November.

M O B I L E COM M E RCE P O IS E D TO B R E A K R ECO R DS AG AI N T H IS H O L I DAY S E A S O N

M O B I L E COM M E RCE DAI LY, AU G U S T 20 13“





+ Determine site merchandising tactics • Banners and content blocks

- Feature top marketing events, universal locations guarantee exposure

• Category and product ranking

- Rank to feature a diverse product mix, best on top

• Cross sells, up-sells, and related items

- Healthy mix of top sellers and relevant products

• Marketing landing pages

- Mirror site and marketing messaging (email, PPC, etc)

• Search term redirects

- Improve user experience for queries with weak results

• Product, customer, and event specific merchandising



+ Promotions for specific products

+ Conduct a merchandising analysis • High margin

- Most profitable per unit sold

- Understand trade-offs between revenue and profit

- Biggest wins will maximize margin dollars

• High visibility

- Move the highest number of units

- Drive order count and higher new customer acquisition

- Easier to bundle or use as up-sells

• High volume

- Attention grabbing items

- Generate buzz and intrigue loyal customers

- Represents brand well



+ Customer specific merchandising • RFM + anniversary

- Analyze customers based on RFM

- Strong indicators of customer loyalty and repeat purchasers

- Anniversaries, target holiday shoppers

• Customer groups and segments

- Silo promotions for different customers

- Customer groups; catalog pricing rules

- Customer segments; dynamically display content

• Use sales strategically

- Measure ROI of every promotion

» Traffic driven

» Incremental revenue gains

» Cost per order/product/customer.

• Understand your customers

• Make progressive improvements



+ Event specific merchandising • Biggest shopping holidays - Black Friday, Cyber Monday, Green Monday

- Use product/customer analysis to determine effective offers

- Promote early and send reminders

- Send private sale invitation, avoid impulse shopping

• December 23rd (shipping cut-offs)

- Don’t forget about shipping cut-off dates

- Encourage last minute orders

- Create a sense of urgency

• December 26th (returns and gift cards)

- Shopping season is not over on December 25th

- Gift card users

- Promote exchanges


Moissanite

Producing some of the world’s finest gemstones, Moissanite.com, a division of Charles & Colvard, is the exclusive worldwide marketer and distributor of created moissanite jewels.


Moissanite

+ Business driver: allow early stage users to browse common gift products

• Implementation: merchandising analysis & Magento categorization and promotion

• Success: targeted promotions that drive focused sales to key categories


Evaluate Planned Enhancements

+ Typical enhancements • Upgrade to latest Magento version

• Interactive gift guides

• Module installation

• Redesign/mobile optimization



+ Code audit • Determine core code strength

• Evaluate front end modifications

• Investigate 3rd party integrations and extensions installed



+ Interactive gift guides • Murray’s Cheese



+ Module integration



+ Mobile optimization



Right now, we are seeing 17.7 percent in terms of percent of transactions coming from the mobile device. We believe that not only are we going to break records again this holiday season but we could crack 20 percent.

DAV E H AU CK E , S T R AT EG IS T I B M E N T E R PR IS E M A R K E T I N G

A R M O N K , N Y

“


Enhancements

“We love running. We eat, dream and sleep running. Where there’s a running event, there’s a Newton employee. Marathons, ultramarathons, 5Ks, triathlons – you name it, we’re there.”


Newton Running

+ Mobile optimization


Newton Running

+ Business driver: increase in mobile and tablet “couch shoppers”

• Implementation: evaluation of mobile traffic analytics, combined with purchase path only responsive design


Prep Your Hosting and Bandwidth Needs



+ Traffic — what to analyze • Review current traffic YOY stats

• Order activity and spikes

• Variances in conversion rates

• Planned PR and promos



+ Pages views PVS • Traffic exponential due to increased

visitors that are providing more page views per second

• Shopping for multiple people, multiple ideas for a single person



+ Sandbagging • Current resource utilization (EG, Memory, CPU,

Bandwidth) anticipated increased need


Prep Your Hosting and Bandwidth NeedsThird Man Records was originally founded by Jack White in Detroit, MI in 2001. In March of 2009 a physical location was established in Nashville, TN. Third Man Records in its current state contains a record store, record label offices, photo studio, dark room and live venue with analog recording booth.


Third Man Store

+ Business driver: Third Man Store • New business channel: selling subscriptions

• Marketing through email and word-of-mouth

• Received 3-5 times more traffic


Third Man Store

+ Implementation: Third Man Store • Integration of subscription functionality in Magento

• Success

- Realized viable business channel

- Expecting thriving 2013 holiday season


Wrapping It Up

+ Complete Your Marketing Calendar

+ Evaluate Planned Enhancements

+ Prep Your Hosting and Bandwidth Needs

gorillagroup.com/gems [email protected] 888.601.2091


Thank You

Technology

Wrap Up 2014 with Success on the Magento Platform