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