Marketing ProjectsKRISTINE MARSHALL
JANUARY 2016
Daily Deal: RetentionExtreme bounce increase correlates to heavy featuring of expiring SKUs
Bounce decrease correlates to start of 3 deals per daySessions increase (equally
new & old visitors) leads up to Black Friday peak
Daily Deal: Conversions
Seasonal low correlates to overall site traffic & conversion lows around Christmas
Consistently high conversion rates lead to 1% growth in 12-week average
1% growth over previous period
Similar to previous period
Similar to previous period
Similar to previous period
Daily Deal: House ProductsComparative performance: 0.06 sales of other deals
If deals sell 100/day, a day featuring a house product will sell 6. On average, lower house product pricing does not increase sales.
Possible causes:● Lack of brand awareness● Perception of low value● Poor previous experience
Product lines featured:1. BONIES2. Joint Treats3. Chickles4. Duckles5. Ora-Clens6. Otis & Claude7. Resvive8. ChloraSeb9. Shed-Pro
10. TranQuil-Tabs11. Urinaise12. PHS First Aid Kit
Fanplayr: PerformanceClosely matched revenue & transactions mean consistent AOV
Less affected by seasonal lows around Christmas than other upsell strategies
Fanplayr: New StuffImprovements:
● Excluding affiliate-driven conversion from monthly invoices
New developments:● Modals● Content insertion● Customized experiences
Plans coming up:● Free shipping to California (may be product-specific, e.g. food)● Valentine’s Day offer (if no conflict with Newsletter)
Short Expiration: Management Improvements
Short Expiration: Management ImprovementsAdded:
● 50% of formulas now auto-populate, saving time & reducing error● Sales forecasts based on demand● Loss forecasts based on demand● Adaptive forecasts based on changes in demand after expiration promotion
Next step:● Create action recommendation to address SKUs with demand loss
Wish:● Create “intelligent” formula to correctly manage sales of SKUs with multiple expiration dates● Create new discount levels based on customer behavior data from Daily Deal & stores● Differentiate discounts by product type to account for value perceptions
Short Expiration: Reporting Improvements
New Year Store: Holiday-only ItemsConsiderations:
● All SKUs marked down to 20-30% margin
Observations:● Holiday loofas & hedgehogs popular
despite seasonal design● Holiday plushes & stockings unpopular● Holiday whimzees & candycane rawhides
very popular
Recommendations:1. Continue selling holiday treat SKUs at
regular pricing
New Year Store: Overstock & Normal ItemsConsiderations:
● Heavy markdown on overstock only
Observations:● SKUs with demand increase match SKUs
with decrease or no change
Recommendations:1. Lower sale price for SKUs with large
performance increase2. Test SKUs with decreased sales as
features with no promotion3. Investigate trends (e.g. type, size, color
brand) for each grouping
New Year Store: Short Expiration ItemsConsiderations:
● No extra markdown applied● Short expiration already has its own
feature page
Observations:● Demand increase across the board● Store differs from short exp page layout
Recommendations:1. Test different page layout for short exp2. Decrease markdown on popular SKUs
already projected to sell out
ReviewDaily Deal
● Expansion correlates to decreased bounce rates● Growth continues steadily
Fanplayr● Consistent performance● Opportunities to try new things
Short expiration● Improving management & reporting● Laying foundation for more intelligent management
New Year Store● Customer behavior data gives insight into how to improve performance● Sales data will apply to improve sales during future promotions