Z gallerie
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This document outlines a strategic plan to drive growth across Z Gallerie's entire business through an integrated brand platform. Key elements include strengthening the brand positioning, developing a comprehensive business plan, and implementing coordinated strategies across merchandising, operations, e-commerce, marketing, and messaging. A focus on the e-commerce opportunity includes improving customer acquisition, retention, search engine optimization, email marketing, and leveraging social media and loyalty programs. The goal is to achieve multi-channel synergy across the physical stores, website, and direct selling to customers.
Z gallerie
- 1. Brand Platform Drives the Entire Business, Not Just Marketing Vision What is Z Gallerie? Brand Platform Competitor and Consumer Insights; Brand Position Business Plan What do we want to accomplish? Key Strategies What will we do to accomplish this? Merchandising Ops./Store Experience E-Commerce Marketing 1
- 2. Competitive Landscape Messaging/Perceived Positioning Unique, Authentic and Always Affordable Contemporary, Affordable Housewares With a Twist Distinct Home Furnishings, D辿cor From Across the Globe Expertly Crafted Furnishings for the Modern Home Timeless and Updated Classics for a Luxury Lifestyle Uncover your style. Discover Z Gallerie. 2
- 3. E-Commerce Opportunity Online sales of furniture, for example, now more than $10b annually But still less than 10% of $100b+ market Many analysts expect that number to increase to 12-15%, which means that there is a $2b - $5b opportunity out there Further, while the furniture bricks and mortar category has shown little to no growth for several years, online sales of furniture have grown more by more than 200% Accessories and home d辿cor items are even lower-hanging fruit, given the cheaper shipping costs and less price sensitivity Mobile commerce still in infancy; debate as to how big a market it will be, especially for big-ticket, visually driven purchases But Mobile, Location-Based Search is growing rapidly 3 Sources: US. Dept. of Commerce, Forrester
- 4. E-Commerce Opportunity Consumer Acquisition (qualified traffic = incremental revenue) 60 70% traffic comes from search engines Google, Yahoo, Bing Build database through aggressive sign-up on sites (tiles on multiple pages) and in store Online-only exclusives to drive traffic and online purchase trial Offline Basics: bag stuffers; continual URL tagging on packaging, receipts, advertising Consumer Retention/Repeat Purchase (CRM) Reveal and target best customers; maximize LTV of all customers (through Recency, Frequency, Monetary Value) Loyalists: most profitable segment Newbies: 1 purchase in past 12 months; getting them to 2nd purchase is key then they become loyal Lapsed: At least 1 purchase but more than 12 months ago; make some efforts at re-activation E-Mail Sign-up incentive/reward (free shipping or discount); ongoing exclusives, pre-ordering Almost polar opposite of home page principle give them many option and shopping links (template) Frequency is sensitive generally 1 per week maximum; begin to customize for different segments Executed properly, can directly drive 15% or more of a retailers total online sales Site Analytics Key Metric Dashboard Conversion Rate (2-5% is considered good); Overall and via E-mail Total Visits and Share of Visits vs. Competitors Sell-through A.O.S. Website and Cart Abandonment (pain points -- goes to usability) Return % Website Enhancements To Consider As Budgets Allow Much more SEO copy, alt. tags, etc. to improve Google organic rankings Customer Reviews (gives confidence that can significantly improve conversion) 4 Trend stories, presented in a shopable e-zine
- 5. Search Engine Marketing (SEO/CPC) 70% of all traffic comes from search engines; ROI-based Z Gallerie could drive much more traffic to its website by adding copy that search engines find and cheaply buying keywords that consumers use to search with. In this example, smaller competitors are appearing on the first page of results for modern furniture and accessories. 5
- 6. E-Mail Could directly drive 15%+ of online revenue; low CPA Down the road, segmentation will allow you to send different messages to different consumers. But for now, an e-mail needs to appeal to a broad swath so instead of a single story like fall art, the e-mail should message a lead story and 2-4 secondary stories, still represented by artwork/imagery, to increase chances of one of the stories resonating during the few seconds the consumer looks at it. 6
- 7. Shoes.com Example - E-Mail Plan By Segment Segment Priority Avg. Total Avg. Objective Message/Offer Frequency House File 1 692,000 3x month Awareness/Relevancy; Sat. Sale x 2; Seasonal New Purchase Campaigns; Discount Coupons Multi-category Purchasers 1 325,000 est* 2x month Awareness/Relevancy; New Arrivals; Most Popular; * e-mail clickers New Purchase Featured Products and Brands Womens-only Purchasers 1 238,000* 2x month Awareness/Relevancy; New Arrivals; Most Popular; New Purchase Featured Products and Brands Mens-only purchasers 1 61,000* 1x month Awareness/Relevancy; New Arrivals; Most Popular; New Purchase Featured Products and Brands Thank you bounce-back 1 80,000 est 1x month Retention New Arrivals and/or exclusive promo code TBD 13-mo. Lapsed 1 300,000 1x month Re-activation We Want You Back exclusive ** Fulton report est** promo code (deeper discount) 6-month lapsed 2 400,000 est 1x month Retention See Whats New at Shoes.com Best Customers: 3 purchases 2 20,000 est Quarterly Loyalty Exclusive promo code TBD; or in 12 months free shipping upgrade 2x sale-only purchasers 2 TBD Quarterly New purchase New arrivals in sale and clearance 1-yr.-ago seasonal purchase 2 100,000 est Quarterly New purchase New Boots/Sandals/Athletic/BTS Luxury only (brand/price) 3 TBD Quarterly New purchase Shop luxury new arrivals/sale Athletic only 3 TBD 2x year New purchase New Arrivals; Brands Kids only 3 TBD 2x year New purchase Most Popular; Brands Goal #1: 10-14 unique e-mails created and sent monthly (compared to 6-8 currently) Goal: #2: 1-2 e-mails received by each person weekly (not including Sat. sale e-mails); no more than 7 monthly
- 8. Social Media and Loyalty With more than 30,000 Facebook fans and 4,000 Twitter followers, you have the beginnings of a solid foundation in social media. Its not a separate channel, but rather a medium that should be closely integrated with e-commerce, e-mail and loyalty initiatives to drive traffic and sales. Key moving forward is to monetize your fans and followers, by using the social relationship you have with them to drive more repeat and impulse purchases, and to exponentially grow fans by leveraging their own social networks (sharing), particularly on Facebook A key strategy in an emotionally driven category like yours is to create a sense of mass exclusivity making the fans and followers feel like opinion leaders, as the first to know about new styles and trends, and obviously, to be rewarded with specials not available to the general public (like a one-hour early shopping pass, online) 8
- 9. Proposed Marketing Plan - Overview Navigation Shopping Ease Bricks and Clicks Enhanced Imaging Multi-Channel In-store web search Customer Reviews Synergy Website/Direct Selling Virtual Showroom CPC Consumer SEO/SEM Profiles Research and CPA Website Usability Analytics Online Marketing Metric Dashboard Increase Signups Advertising, Segmentation Promotions & Frequency Partnerships CRM/E-Mail Call to Action Hyper-Local Ads Contests Partnerships Social Media PR/Grassroots (HGTV Show, & Mobile etc.) Product Placement Editorial Mentions Facebook, Twitter Lifestyle PR Foursquare, Yelp 9 Opt-in Text Messages Mobile Search