ecommerce & digital marketing strategy presentation (no notes) by rick wingender
TRANSCRIPT
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.
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.
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
Amazon / eBay Merchandiser
2016
Agencies – All functions & positions are performed and/or augmented by external agencies until internal positions are filled.
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.
Tactic #1 Build Up The Ecommerce Team 2018 NEW 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.
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
Email MktgManager
2018
Web Merchandising Manager
2018
Web Developer
2018
Web DB Developer
2018
Web Designer
2018
REEDS.com Merchandiser
2018
Web Designer
2018
See Speaker Notes.
Tactic #1 Build Up The Ecommerce Team 2019 NEW 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.
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
Promotions Manager
2019
Amazon / eBay Merchandiser
2019
Search / Taxonomy Analyst
2019
Jet / RakutenMerchandiser
2019
REEDS.com Merchandiser
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
REEDS.com Merchandiser
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.
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.
Tactic #4 Improve The Social Media Strategy & Tactics
However, there
doesn’t seem to be much community
enthusiasm or engagement.
The posts are boring,
and too product-centric.
See Speaker Notes.
Tactic #4 Improve The Social Media Strategy & Tactics
Tactic #5 Improve The Website
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.