Dwell.co.uk web review

The Grow demandbrief: Grow the database

Agenda: SituationApproach

AppendixSite, social & store review

Saj Bhojani

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1. Low brand awareness vs market leaders– Small store portfolio (still learning how to drive stores eg POS, store planning ? etc)– Competitive, crowded market place. (Dwell starting from low cost base?)

2. Cross channel marketing not developed...Where is the international shop?– Store to web...Store to mobile....Catalogue to web...Kiosks.....– Offline material does not push cross channel

3. Digital marketing under developed– Signs of an SEO programme, PPC under exploited (evidence of brand bidding)– Active in affiliate – other channels appear unused eg retargeting, Google shopping– Social channels behind market and customer use

4. Internal Web platform is easy to browse with stock focus. Web = 30% of business– Lacks customer reviews and effective searchandising– Barriers to purchase inc NO reserve & collect, NO range/bundle pages – Ltd home delivery offer– Site not “traded”, lacks up sell and cross sell

5. Customer database needs constant fuel (mail order heritage)– Database 2.5m, Active customers 200k, Total customers 300k– Clear focus on mass email and sms, although collection not aggressive online/instore– Customer loyalty ladder is key in driving repeat purchase – BOP, AOF of profitable contacts

The situation

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Poor signage not a great start for customer journey.In store experience lacking flow and POS

Nottingham Birmingham

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App allows barcodes to be scanned in-store to access product information, reviews and the catalogue. Out of stock products can be ordered for collection or delivery

using the app...Dwell approach not optimal

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In store wifi drives investment in m-commerce but also DATABSE BUILD

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Digital marketing is a science but needs to be profitable with clear objectives – is PPC not delivering an ROI........How is it measured?

• Limited PPC spend– Brand bidding.....

• No sign of free Google shopping

• Attribution modelling or last click

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Evidence of some SEO work, suggesting link building programme is in place

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Customer product reviews – undeniably influential. Drives community proximity and product development

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Searchandising is about delivering search results that drive sales

Search = 5 resultsBrowse = 12 results

Customers shop by colourCustomers shop by product

(What about Dwell Kitchens?)

Colour option too late in journey, Mega Menu’s under used Taxonomy needs review

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Quick up sell and ATV limited through lack of bundling......Easy buying/add to basket for products in a range

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Delivery charges should at least be upfront...Collect options..lacking. Reserve allows customers to touch and feel &

guarantees stock = warm lead for database

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No sign up on home page.. How important is an email address really?

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Store competition/incentive not promoted online....Also not best placed in store- would the till be more appropriate

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Sofa

Kitchen

Bedding

Bed

Rug

Chair

CRM approach is dependent on great customer serviceData approach can then develop a loyalty ladder to drive lifetime value

AOF & BOP = average order frequency and breadth of purchase

Loyal (B3)

Bought 2

Bought 1

Contact – not Bought

Lapsed

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International development is now much less risky and requires less investment.Payment options enable multi currency approaches with delivery abroad

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1. Low brand awareness vs market leaders– Small store portfolio (still learning how to drive stores eg POS, store planning ? etc)– Competitive, crowded market place. (Dwell starting from low cost base?)

2. Cross channel marketing not developed...Where is the international shop?– Store to web...Store to mobile....Catalogue to web...Kiosks.....– Offline material does not push cross channel

3. Digital marketing under developed– Signs of an SEO programme, PPC under exploited (evidence of brand bidding)– Active in affiliate – other channels appear unused eg retargeting, Google shopping– Social channels behind market and customer use

4. Internal Web platform is easy to browse with stock focus. Web = 30% of business– Lacks customer reviews and effective searchandising– Barriers to purchase inc NO reserve & collect, NO range/bundle pages – Ltd home delivery offer– Site not “traded”, lacks up sell and cross sell

5. Customer database needs constant fuel (mail order heritage)– Database 2.5m, Active customers 200k, Total customers 300k– Clear focus on mass email and sms, although collection not aggressive online/instore– Customer loyalty ladder is key in driving repeat purchase – BOP, AOF of profitable contacts

Proposition = in stock, contemporary, affordable furnitureDwell exhibits typical challenges of a fast growing business...

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The Grow demandbrief: Grow the database

Agenda: SituationApproachAppendix

Site ReviewSocial ReviewStore review

Saj Bhojani

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The Grow demandbrief: Grow the database

Agenda: SituationApproach

AppendixSite, social & store review

Saj Bhojani

25

Dwell have a small presence on Facebook and Twitter. FB in particular appears unmanaged and lacks database collection

Facebook Twitter

Dwell 3,727 1,872

Dunelm Mill 20,104 1,456

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Many of the posts and threads on Dwell’s Facebook and Twitter are relating to customer service issues:

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Dwell category landing pages are very basic and just feature the sub-categories

Dunelm category pages have promotional category carousels and merchandise zones

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Dwell don’t have bundle pages – they have an ‘Also in this range’ merchandise zone on the relevant PDP pages.

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Product description pages feature basic zoom functionality.

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Dwell does not offer a customer review functionality.

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Limited cross selling functionality. ‘Recently viewed’ on every PDP. No YML or YMN.

Recently viewed items with scrolling function.

Current offer button in website header.

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Visible estimated back in stock date for out of stock items. Email when back in stock request functionality on PDP.

Estimated due back in stock date on category page.

Email when back in stock request functionality on PDP.

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Messaging should be updated in line with promotional activity

Messaging is the same on the 12th and 13th of March..now mid week

Urgency does drive call to action and end of promotions are strong relevant messages

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Dwell make use of a catalogue to drive sales. There is currently a prize draw incentive to encourage customers to request a catalogue

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Dwell are doing well from natural search - performing above their weight when it comes to SEO and this is giving them a disproportionately large share of traffic in the online market

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It appears Dwell have deployed an SEO campaign that is developing significant backlink activity – expected to be taking a decent share of non-branded natural search traffic as a result

The most important measures are Domain Authority & Linking Root Domains – Dwell currently have a DA 30% higher than Dunelm

Dwell

Dunelm Mill

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Affiliate channel is traded with up to date offers