discovery at vinted (new categories case study)
TRANSCRIPT
SPEAKERTautvydas Gylys
New categories case study
From problem to idea
to implementation to results
to next steps
Improve business modelProblem
Improve business model
GMV/AU
Problem
KPI
Improve business model
GMV/AU
New categories
Problem
KPI
Idea
Starting point
Vinted Women clothing
Vinted Women lifestyle
Vinted Lifestyle
Jun 1
Brief research
Segmentation
Professionals
Students
Young moms
What categories?
Top categories
Women fashion Home decor Kids Men's clothing DIY / Crafts Beauty Electronics Sports goods Books, magazines
Would buy SH on Vinted
Women fashion Home decor Beauty Men's clothing Kid Electronics Books, magazines Pet supplies Sports goods
None, leave Vinted as it is
Overall buy SH
Women fashion Home decor Books, magazines Men's clothing Sporting goods Electronics Kids Pets supplies Beauty
40% 38% 33% 23% 20% 20% 12% 11%
17%
66% 61% 48% 44% 42% 41% 27% 26%
Categories potential
~30%
~200%
External teen spending research
Internal research US
Jun 1
Brief research
Jun 15
Vision
Next step: women lifestyle
Women clothing Women lifestyle
Fashion focused +Top lifestyle categories
Lifestyle
Lifestyle focused +Personalisation +All lifestyle categories
SH marketplace
+Everyday categories
More than clothes define who you are
Help others discover SH for lifestyle
Enjoy more by saving on necessities
Small electronics
Women fashion
Home decor
Beauty
Men fashion
Babies
Browsing experienceWomen fashion as a core
Listing experienceAs easy as selling women fashionUpload form
Transaction experienceAs easy as selling women fashionShipping, return and refund
Product vision:
Branding & Communication vision:
Launch Communication
Explain the story behind new categories
Categories set
Reflect our community and chosen branding positioning
Product Communication
Minimum changes
Branding & Communication vision:
Launch Communication
Explain the story behind new categories
Categories set
Reflect our community and chosen branding positioning
Product Communication
Minimum changes
Jun 1
Brief research
Jun 15
Vision
Jul 1
Brand & Merchandising
Categories fit
Launch phases
Jun 1
Brief research
Jun 15
Vision
Jul 1
Brand & Merchandising
Aug 15
Soft launch
FR launch short term goals
+ 6.9%
0
7500
15000
22500
30000
week 0 week 1 week 2 week 3
Estimate Actual
1750
3500
5250
7000
week 0 week 1 week 2 week 3
Estimated Actual
Listings per category GMV per category
Jun 1
Brief research
Jun 15
Vision
Jul 1
Brand & Merchandising
Aug 15
Soft launch
Sep 1
Launch
Global GMV/AU
0 %
1 %
2 %
3 %
4 %
5 %
6 %
7 %
08-16 08-30 09-13 09-27 10-11 10-25 11-08
New Categories GMV/AU Share % (Forecast) New Categories GMV/AU Share % (Fact)
CZ
FR
US+UK
HOME
VISIBILITY
00,060,120,180,240,3
0,360,420,480,540,6
I love it! Would love it, if content improved Don't care Don't like
4 %
21 %19 %
56 %
2 %
18 %19 %
60 %UK FR
Members love new categories
Jun 1
Brief research
Jun 15
Vision
Jul 1
Brand & Merchandising
Aug 15
Soft launch
Sep 1
Launch
Improved business model by increasing GMV/AU