Ecommerce & Digital Marketing Strategy Presentation (No Notes) by Rick Wingender

X522 Digital Marketing

Final Project Rick Wingender

11/22/2016

Please see the Slide Notes © copyright 2016 by Rick Wingender

https://www.linkedin.com/in/misterecommerce/

About REEDS Jewelers

REEDS Jewelers is a family-owned jewelry store chain

headquartered in Wilmington, NC. Founded in 1946, they have 64 stores in 13 states.

REEDS Jewelers is an authorized distributor in its store

locations for many leading designer brands, including David Yurman, Tag Heuer, Omega,

Michele, and others.

They also conduct business on an e-commerce-enabled website, www.reeds.com. Online, they

feature brands such as PANDORA, Alex and Ani, Mikimoto, Scott Kay, Swarovski, and others.

See Speaker Notes.

See Speaker Notes.

Reeds has 60+ physical store locations in these states (in

purple).

Competitors

Blue Nile

KayJared

ZalesAmazon

eBay Helzberg

James AllenRitani

Nieman Marcus Jewelry Television

QVC JC Penney

Nordstrom Macy’s

Local Mom & Pops

See Speaker Notes.

The REEDS Market and Business Objectives

See Speaker Notes.

STRENGTHS

� Strong Industry Expertise� Omnichannel Capability� Established Digital Marketing Channels � Quality Merchandise� Strong Brand� Credit Program � Strong TV ads

OPPORTUNITIES

� Use Social to Build Brand and Grow Awareness� Focus on PPC Program� Expand Amazon, eBay, Google Shopping Channels

for New Customer Acquisition & Revenue � Deepen Existing Categories SKU count� Broaden Product Category Mix, helping SEO� Add Western Distribution Center � Focus on Global as well as National Expansion

WEAKNESSES

� Weak Brand External to Trade Area� No Stores in 37 States� Almost no internal ecomm / DM expertise /

bandwidth� No Int’l Capabilities� Current PPC Program is Lacking � High Return Risk in Digital-only Experience

THREATS

� Bad Pub / Social Media Brand Issues� Constant Threat of New Competition� Gold & Silver Price Fluctuations� Technology & Security Issues� Small Market Staffing Issues

See Speaker Notes.

Tactic 1

Build up the e-commerce team, in order to support the remaining strategies.

Tactic 4

Use social tools to build the brand and grow awareness

Tactic 5

Various improvements to REEDS.com.

The primary business objective for REEDS Jewelers is to significantly improve sales in areas (states)

where there are no REEDS stores. I am recommending SIX primary strategies to REEDS.

Tactic 2

Improve the product mix depth and breadth.

Tactic 3

Re-establish a Google AdWords PPC program, including remarketing. Establish a PPC program on Amazon and Facebook.

Tactic 6

3rd-Party Marketplace Channel, to generate revenue and to serve as New Customer Acquisition (NCA)

See Speaker Notes.

Tactic #1 Build Up The Ecommerce Team EXISTING STAFF

Community Manager

2016

Web Designer

2016

Amazon / eBay Merchandiser

2016

Agencies – All functions & positions are performed and/or augmented by external agencies until internal positions are filled.

See Speaker Notes.

Tactic #1 Build Up The Ecommerce Team 2017 NEW STAFF

Community Manager

2016

Web Designer

2016


2016


Director of Ecommerce

2017

Digital Marketing Manager

2017

PPC / SEM Manager

2017

REEDS.com Merchandiser

2017

Web Design & Development Manager

2017

SEO Analyst

2017

Web Analytics Manager

2017

See Speaker Notes.


Community Manager

2016

Web Designer

2016


2016



2017


2017

PPC / SEM Manager

2017


2017


2017

SEO Analyst

2017


2017

Email MktgManager

2018

Web Merchandising Manager

2018

Web Developer

2018

Web DB Developer

2018

Web Designer

2018


2018

Web Designer

2018

See Speaker Notes.


Community Manager

2016

Web Designer

2016


2016



2017


2017

PPC / SEM Manager

2017


2017


2017

SEO Analyst

2017


2017

Promotions Manager

2019


2019

Search / Taxonomy Analyst

2019

Jet / RakutenMerchandiser

2019


2019

CSE & Affiliates Manager

2019

Web Developer

2019

Email MktgManager

2018

Web Merchandising Manager

2018

Web Developer

2018

Web DB Developer

2018

Web Designer

2018


2018

Web Designer

2018

See Speaker Notes.

Tactic #2 Improve the product mix depth and breadth.

Enhanced product mix:

• Improved SEO (“findability” and awareness)

• Improved RFM performance • Less industry risk (gold/silver pricing)

For example, Hallmark.com has many

categories that would be demographically synergistic with a

REEDS.com visitor.

See Speaker Notes.

See Speaker Notes.

Tactic #3 Improve the PPC Program


See Speaker Notes.



See Speaker Notes.

Tactic #4 Improve The Social Media Strategy & Tactics

� Use social channels to augment traditional advertising

� Build the brand and credibility� Focus on content – news & education

See Speaker Notes.

Reeds has a fairly active presence on Facebook, Pinterest, Instagram, Twitter, and YouTube.


Reeds has a fairly active presence on Facebook,

Pinterest, Instagram, Twitter, and YouTube.

However, there

doesn’t seem to be much community

enthusiasm or engagement.

The posts are boring,

and too product-centric.

See Speaker Notes.


Social Marketing Editorial Content Calendar


Tactic #5 Improve The Website

See Speaker Notes.

REEDS.com

See Speaker Notes.



BazaarVoice Ratings and Reviews

See Speaker Notes.

See Speaker Notes.

BazaarVoice Ratings and Reviews

See Speaker Notes.



Website Imagery

When you sell a product that your customer cannot

pick up and feel, your imagery must be perfect. Perfect images ARE digital marketing. Images can

evoke emotions, or they can cause visitors to look elsewhere.

This is true of home pages, landing / category

pages, or even product detail pages.

The following five slides give examples of immersive, powerful imagery. The last one (fitbit) is a product

detail page. If you were to link to any of these pages from Facebook, or Twitter, or a Google SERP,

or even Google Shopping, you would have a good chance of making a sale. Or at least making a

friend.


Tactic #5 Improve The Website Imagery

Tactic #6 Build Up 3rd-Party Marketplaces

See Speaker Notes.

REEDS sells on Amazon

See Speaker Notes.



See Speaker Notes.

The eBay Marketplace


See Speaker Notes.

The Jet.com Marketplace


See Speaker Notes.

The Rakuten Marketplace


See Speaker Notes.

Scorecard

See Speaker Notes.

Click anywhere on the picture. https://vimeo.com/114903886See Speaker Notes.

© copyright 2016 by Rick Wingender

https://www.linkedin.com/in/misterecommerce/