One kings lane - Marketing Analytics (Hult International Business School)

TEAM 7

MARLEEN SEILHEIMER | MARIAM GIORDAZE | SASHA WRIGHT | CHENGWEI CHAN | FILIPPO DECOTTO

THE COMPANY à Overview à Market segmentation à Products

©2013 Hult interna0onal business school, MIM Lafaye<e Park MARLEEN SEILHEIMER, MARIAM GIORDAZE, SASHA WRIGHT, CHENGWEI CHAN, FILIPPO DECOTTO

Overview


à Sales site to purchase luxury home design pieces at attainable prices à Revenue $100 in 2011, a 300 % increase over 2010

THE COMPANY

Overview Market segmentation


THE COMPANY

Currently selling to: women (35-64), few men Could selling to: interior designers, small brick and mortar boutiques

- Women are a huge target market: women are responsible for 83% of all consumer purchases. - Home furnishings: 94 % by women

Overview Market segmentation Products


THE COMPANY

• Vera Wang Wedgwood (England, UK) • Godinger (New York, US) • Vintage Print Gallery (New York, US) • Legends of Asia (Compton, US) • Oyuna (London, UK)

FINANCIAL ANALYSIS


FINANCIAL ANALYSIS Campaign revenues

$-

$20

$40

$60

$80

$100

$120

2010 2011 2012

One Kings Lane Revenues (in $ mil)


COMPETITOR ANALYSIS


Direct competitors

COMPETITOR ANALYSIS

Joss & Main Web Ranking lower than One Kings Lane Latest traffic 8302 Bounce rate 27% Pg. views 5 Time spent on web 5:47

Z Gallerie Ranking, lower than others Laters Traffic 35602 Bounce rate 23% Time spend on web 4:11 Pg.views 6


Direct competitors Indirect competitors

COMPETITOR ANALYSIS

Gilt Group Bed Bath & Beyond


Direct competitors Indirect competitors Focus

COMPETITOR ANALYSIS


- High Global and U.S. Ranking - Latest traffic 5440 - Bounce rate 36% - Pg. Views 5 - Average time on web 5:22 - First four websites that drive traffic to the web are the ones that people go to from O.K.L. as well - Audience 25-44, access web from work, have college degree, are mostly female. - First ten keywords that drive most traffic to web are all different variations of the name of “One Kings Lane”

- Customer Issues - Search Engine Marketing Issues - Web Presence Issues

PROBLEMS ANALYSIS


à  Customer Issues •  Not enough time for ordering process •  Providing E-Mail address •  No search option •  Insufficient product information •  Shipping too expensive

PROBLEMS ANALYSIS


à Search Engine Marketing Issues Traffic Statistics

PROBLEMS ANALYSIS


! One$Kings$Lane$ Joss$and$Main$

Daily$Traffic$Rank$Trend$ $ $

Daily$Reach$ $ $

Daily$Page$Views$ $ $

Page$View$per$User$ $ $

Bounce$Rate$ 35%$ 23%$

Time$on$Site$ $ $

Search$Visits$ $ $

Average$Load$Time$ 1.5$seconds$ 0.9$seconds$

$

à Search Engine Marketing Issues PPC

PROBLEMS ANALYSIS


$-‐

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

$80,000

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan

Monthly Ad Budget (EsJmated) 2012

One Kings Lane

Joss and Main

à Search Engine Marketing Issues SEO

PROBLEMS ANALYSIS


0

200

400

600

800

1000

1200

1400

1600

1800

One Kings Lane Joss and Main

SEO Keywords

•  Customer problems/complaints •  Email address and email solicitations / Privacy


PROBLEMS ANALYSIS à Web Presence Issues

1) Search box#2) Product directory#3) Matching product suggestions #4) Section for bundle products#5) Favorite designer products button #6) Move sold items into “Inspirations and ideas” #7) Sharing customer product match designs #8) More time for ordering process


RECOMMENDATIONS

TEAM 7

MARLEEN SEILHEIMER | MARIAM GIORDAZE | SASHA WRIGHT | CHENGWEI CHAN | FILIPPO DECOTTO