A WHOLESALERS WINNING FORMULA FOR YEAR-AFTER-YEAR E-COMMERCE GROWTH - PowerPoint PPT Presentation

A WHOLESALER’S WINNING FORMULA FOR YEAR-AFTER-YEAR E-COMMERCE GROWTH Private and Confidential. Property of Whereoware, LLC. 1

TODAY’S SPEAKERS ERIC DEAN, CEO FRED PANNEK, PRESIDENT WHEREOWARE MUD PIE 2

ABOUT WHEREOWARE Digital Agency since 1999 • E-commerce and Services Clients • Automation and Personalization Experts • Websites, Email, Mobile, SEO/PPC, Analytics • SAAS Products • 30+ Awards Won in 5 Years • 3

FOUNDED IN 1988, Mud Pie is a B2B and B2C lifestyle brand that creates delightful gifts to inspire all of life’s sparkling moments. 4

MORE ON MUD PIE • B2B and B2C • Main channel is independent retailers • Wholesale audience spans 14,000 retailers • Product line spans 8,000 SKUs • 80 sales reps 5

MUD PIE’S E-COMMERCE EVOLUTION

THROUGH THE YEARS Deeper Focus on Data + Digital, but Manual Efforts Using Technology To Humanize E-commerce Building a Successful Online Brand Automation + Personalization 7

GETTING S NG STARTED: D: BUILDING A B2B ONLINE BRAND 8

Manufacturers are more likely to emerge in a position of strength from the economic downturn if they put in place an effective B2B e-commerce strategy. Manufacturing Insights, an IDC Company, “Key Strategic Challenges in B2B e-Commerce,” May 2010.

MARKETING: EMAIL, SOCIAL, ADS No Segmenting Social Media PPC 20% PPC traffic 10

B2B E-COMMERCE WEBSITE 11

B2B E-COMMERCE WEBSITE 21% INCREASE IN AOV 22% INCREASE IN CONVERSION RATE 12

SIMPLE RETAILER PORTAL • Track Orders • See inventory • Order history • Basic reordering Retailer Tools 13

DEEP EEPER ER F FOCUS O ON DATA AND EMAIL 14

Start tracking simple digital behaviors + customer preferences, but it’s very MANUAL

ASK FOR PREFERENCES 16

Website data – SIMPLE AUTOMATED EMAIL Abandoned cart date is within last three days, number of items in cart, total cart value Back office data – Last purchase date 17

SIMPLE AUTOMATED EMAIL 97% INCREASE IN EMAIL REVENUE 18

ACCE CCELERATING: AUTOMATION AND PERSONALIZATION 19

There is little customer loyalty associated with just filling orders and taking transactions. B2B eCommerce organizations need to design experiences that internalize and deliver on the high customer experience standards that B2C has already set. B2B eCommerce: A Trillion Dollars For The Taking, Forrester, 2015

WHAT AT’S A A PERSONA Fictional representations of large or important segments of your customers 21

PERSONA-DRIVEN PERSONALIZATION FASHION PERSONA BABY PERSONA LIVING PERSONA Visited baby page Visited living page Visited fashion page Purchased baby bib Purchased candlestick sets Purchased dress Opened baby email Opened living email Opened fashion email 22

2015 REDESIGN – PERSONA-DRIVEN PERSONALIZATION 23

2015 REDESIGN – PERSONA-DRIVEN PERSONALIZATION 44% OF WEBSITE TRAFFIC FROM MOBILE 25% INCREASE IN MOBILE CONVERSION RATE 24

PERSONALIZED WEBSITE – PRODUCT INTEREST Home - Baby Home - Living Home - Fashion 25

PERSONALIZED WEBSITE – PRODUCT RECOMMENDATIONS Sale - Baby Sale - Living Sale - Fashion 26

LEVELING U NG UP – USING TECHNOLOGY TO HUMANIZE INTERACTIONS 27

B2B BUYERS AR ARE B2C CONSUMERS WHE HEN T THE HEY GO GO HO HOME 28

EXTENDING THE SINGLE CUSTOMER VIEW TO OUR FIELD SALES. Retailer Tools 29

Real-Time Inventory THE INSIGHTS THEY NEED, WHEN THEY NEED IT – IN FRONT OF THE CUSTOMER Full Product Detail + Video Alternative Product Imagery 30

DATA THEY NEED, WHEN THEY NEED IT – IN THE SALES MEETING 31

EMAILS REFLECTING BEHAVIOR Dynamic Content [location] Personalized with Cart Products 32

MEETING CUSTOMERS WHERE THEY ARE 33

OPTIMIZED PRODUCT MANAGEMENT Zulily 34

RETAINING RELATIONSHIPS FIELD AND INSIDE SALES REPS WEBSITE PROMOTIONS EMAIL DATA ! + BEHAVIOR % OFF WEBSITE DATA SOCIAL MEDIA + BEHAVIOR METRICS DATA PREDICTIVE MODELS PUSHED TO $ TRADESHOW POS + ERP DATA BEHAVIOR IN-PERSON BEHAVIOR REAL-TIME REPORTS EMAIL OFFERS 35

DOMO PREDICTIVE ANALYTICS PREDICTIVE DASHBOARD Churn Rate Forecast | Geo At Risk Retailers: Sam’s Goods 85% more info Sam’s Goods Blue Lake Inc. 70% more info East Elm 76% more info Higher Living 72% more info Golden Garden 67% more info Blue Lake Inc. H&K Homes 53% more info

DOMO PREDICTIVE ANALYTICS 20% PREDICTED TO CHURN RE-ENGAGED PREDICTIVE DASHBOARD Churn Rate Forecast | Geo At Risk Retailers: Sam’s Goods 85% more info Sam’s Goods Blue Lake Inc. 70% more info East Elm 76% more info Higher Living 72% more info Golden Garden 67% more info Blue Lake Inc. H&K Homes 53% more info

FOLLOWING MUD PIE’S LEAD

EVOLVING YOUR DIGITAL STRATEGY • Don’t be afraid to try new tactics • Benchmark your success – what’s working? What’s not? • Determine important customer behaviors • Identify actionable data sources • Map out campaigns across channels • Focus on quick wins + build upon success 39

QUESTIONS? THANKS FOR WATCHING! ERIC DEAN, CEO FRED PANNEK, PRESIDENT WHEREOWARE MUD PIE edean@whereoware.com fpannek@mudpie.com wholesale.mudpie.com www.whereoware.com www.mudpie.com 40