the blurring line between online and offline commerce experiences

A digital product studio—We help design and grow profitable digital businesses.

The blurring line between online and offline commerce experiences.

Hi, I’m Joel Turner.

● Strategy Director at MF London.● Wealth of experience in retail.● Marketing Manager for youth fashion

retailer Live Clothing.● International Marketing Manager for

Nobody Denim.● Worked on range of retail brands at

MF including Westfield, Schwarzkopf and Soho House Group.

“I feel like my boutique is being turned into a fitting room for Amazon...”

John

Nick

Jon

Nick

Grand Social learnings.● Conversion is cheap!● Online selling is a service.● If you only exist online, you don’t

really exist at all.

Problem:How do we connect the on with the offline, converting foot traffic into online sales?

#StyleStreamresults.● More than 20,000 unique entries● Over 40,000 Facebook shares of

content generated.● #StyleStream was the in top 3

Twitter AU trending topics each night of the stream.

● 120,000+ unique visitors over 3 days.● Most importantly resulted in a 45%

increase in sales in 3 months following on from the campaign.

#StyleStreamlearnings.● Innovation is risky!● Digital was just one part of an overall

campaign strategy. ● When innovating, always consider

how the idea will scale… plan for both amazing success, and terrible failure.

Problem:How can we build online brand awareness to help drive offline sales?

“You could pay $1,300 for a mattress in store A when store B sells what is basically the same model by the same manufacturer for less than $700!”

mattressscam.com

AH Beard research.● In 2012 a study of 13,089 people

conducted by Central Queensland University revealed that 96% of respondents woke up feeling tired. Simply, Australians were not getting enough quality sleep.

● Specifically interesting to us was that depression, energy levels, food cravings and weight loss are all linked to sleep and are all topics that our audience are passionate about.

AH Beard research.● An AdWords campaign, 'Get better

sleep and lose weight', was run to gauge online interest in the topic and identify specific sleep-pain points.

● 157% more click-throughs than the product-feature-based AdWords that were already running.

AH Beard results.

● 26k unique entries to 6WSC.● 9% purchased an AH Beard mattress

since joining.● 61% are ‘Likely’ or ‘Very Likely’ to

purchase an A.H. Beard mattress next purchase.

● 70% of those who participated in the 6WSC were new to the AH Beard brand (had never purchased or heard of brand prior to entry).

“I couldn't wait to see if I would win this competition, I just had to have this mattress [the AH Beard Domino Dream Elite] and lucky for us there was a sale on. So we ordered the mattress and I should be sleeping on it in 2 weeks, I can't wait.”

AH Beard learnings.● Celebrate your success internally,

not just externally!● “The failure of a product comes more

from a need that isn’t real, rather than a product that isn’t perfect.”

● Content might be king, but context is God!

Problem:How can we use online to motivate customers to visit offline sites, more often?

Eat Drink Nap trial learnings.● Mobile is intimate.● Data > Sales.● Less personas, more real people!● Single customer view. ● Closing the sale with in-app

payment.

"Where the transaction happens is not the big prize - it's how you influence that transaction using digital.”

Martin Gill, Forresters

A digital product studio—We help design and grow profitable digital businesses.

Thanks! Questions?