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How digital got me off the streets!
A Startup’s Perspective
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What is Four Eyes ?
Home Try-On
Virtually Try-On Glasses
Try On up to 5 pairs from the comfort of your home with free shipping nationwide
Premium Eyewear at Affordable Prices – PhP 1,995 for frame lens and shipping
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Visit pigeonhole.at!Enter DIG0422 as pass code!
“How did you purchase your latest pair of eyewear?”!
TIME FOR A POLL!!
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• No distribution Channels
• Low capital for infrastructure
• Less than 2 employees
• Low marketing budget
• Powerful retail giants as competition
How we started
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Why we decided to go digital
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Digital boosts customer experience
Low Setup Costs
Better Brand Engagement
Personalized User Experience
Nationwide access for lead
generation
Customer Success
(measurable)
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Our Growth We currently have 400+ SKUs of spectacles and sunglasses.
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Our Growth
Start of Digital Marketing (Facebook, Google and Mobile)
30% Growth every Quarter
5000+ glasses sold
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How we challenged the
giants
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Digital gave us the advantage How can we WOW our
customers ? • Consumer feedback KPI – Net
Promoter Score, Avg. time spent by customer on product pages
• Brand Story, theme and Experience
• Personalization of shopping
• Virality through Social Sharing of content
Conversation
User Experience
Engagement
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Landing pages for lead generation
Unified Customer Experience Social Media
Customer Support
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Mobile Overview
11% of Filipinos bought something online from a mobile recently
43% of Four Eyes customers are mobile & 18% are on tablet
9.2 Million active Social Media Accounts
42% of the mobile connections have
either 3G or 4G
Source: Digital, Social & Mobile in 2015 by Simon Kemp!
Average Daily Use of internet Via a mobile Phone – 3H 19M
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Campaign: “Visit our mobile store to find the perfect pair of glasses for you at affordable prices #foureyesph”
• UTM Tags were included to track customer activity
• Increased mobile engagement by 50% from the previous month
• Reduced user acquisition cost by 20%
SMS Marketing Campaign Our Focus – Awareness, Acquisition & Engagement
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• Have a digital marketing strategy
• Know your customers and your competitors
• Set the objectives (Signups, Enquiries, Visitors, Calls, etc.)
• Measure the success and failure or channels/campaigns
Grow like a startup on steroids
Has the channel been successful ?
Yes
Add more budget to this channel
No
Stop funding this channel & look for a
better converting channel
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• Newsletters (No Cost)
• Social Media Content (No Cost)
• Targeted SMS campaigns
• Re-Marketing with Google
Best Converting Channels
Content is still King