irce 2013 gorilla group and young america
DESCRIPTION
Gorilla Group and Young America co-presented at IRCE 2013TRANSCRIPT
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BORROW THIS, LOSE THATLessons From the Competition
Ethan Smith
Creative Director Gorilla
David Petersen
V.P. Retail and Brand Development Stanley Furniture Co., Inc.
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What’s happening today?
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What's Different About You?
Dyson
Tom’s Shoes
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What's Your Story?
American MuscleLush Cosmetics
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Set Purchase Expectations in Advance
Northern Tool
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Engaging the Ever-Connected Consumer
gorillagroup.comConfidential Material | Brought to you by Gorilla
Active Evaluation
Loyalty Loop
Post-Purchase Experience
USE
TRUST
EVANGELIZE
FRIEND
GET HELP
SHARE
PERSONALIZE
SEARCH RESEARCH
COMPARE
DECIDE
PURCHASE
DISCOVER
Forrester
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Creating a stronger digital presence and melting it into the overall omnichannel experience are key components for future retail growth, and the winners will be the ones that focus more on customers and less on channels.
M I K I B E R A R D E L L I , TO RY B U RCH CM O
N E W YO R K FA S H I O N W E E K 20 13
“
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gorillagroup.comConfidential Material | Brought to you by Gorilla
Design for Context | Common Business Model
PRODUCTTAXONOMY
RETURNS
RETURNS
WEB STORE
MOBILE SITE
/ APP
RETAIL STORE
USERS
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gorillagroup.comConfidential Material | Brought to you by Gorilla
Design for Context | Aligned Business Model
A B C
RESPONSIVE WEBSITE USER PERSONAS STORE LOCATOR RETAIL STORE
RETURNS
PRODUCTTAXONOMY
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Allow People to Purchase on Their Terms
Trek Bikes
Sonos
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Conversion isn't always Add to Cart
Subzero/Wolf
Shure Axient
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Conversion isn't always Add to Cart
The Federal Savings Bank Stihl
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Facilitate Post Purchase Action Online
Britax Zappos
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Background•Young America needed web presence
to NOT sell online
•Independent retailers need online presence to reach prospects
•Target consumer considers offer online, concludes purchase in-store
•Independent retailers presume the worst of a manufacturer’s website
•Retailers equate online retailing with price competition
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Background
•Very few retailer distributed brands in home furnishings online
•No closely allied brand examples to borrow from
•Principal competitors have vertical models
•Verticals are more transactional with broader merchandise assortment
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Background•Challenges to making the website
the center of the universe - from scratch
•Furniture manufacturer established in 1924
•Previously pure B-to-B marketing – retailer responsible for consumer engagement
•No organizational experience with online marketing/ retailing
•Consumer brand story not previously told – strong trade brand history
•Retailers and field sales organization are very skeptical
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Background•Imagined a website as the principal brand
medium for Young America
•First consumer contact with brand online through search/ referral
•Products intensively researched
•Relatively short purchase cycle for capital
•Extended family involvement in purchase
•Participate in event purchase – with retailer acceptance
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BORROW this
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Involve the retailer upfront in the website centric strategy
•Get permission to take charge of front end of purchase process
•Take responsibility for pain points - building store traffic
•Leverage website to give retailer access to online presence
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Proactively manage retailer concerns of channel conflict •Ask for permission and get involvement
of retailer
•Show them project in process – give them a visual
•Create price incentives for consumers to buy through retailers
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Celebrate the retailer through dealer locator
•Make the locator prominent
•Make locator decisions important – think about the prospect
•Create over-the-top referrals to retailers Celebrate the retailer through dealer locator•Make the locator prominent
•Make locator decisions important – think about the prospect
•Create over-the-top referrals to retailers
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Involve the retailer•Put the website in the retailer’s store
•Create co-operative web-based marketing - online advertising
•Share creative content with retailer for their banner campaigns and website
•Build trust and commitment by making the brand website invaluable to them
•Encourage retailers to develop their own website strategies
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Look to Allied Industries for Inspiration - Consumer Capital•Companies face many of the same challenges
•Consumer behavior is similar
•Distribution issues are similar
•Allows for a sober appraisal of challenge and opportunity
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LOSE thAT
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Emulate transactional strategies of verticals•Imagine Internet can’t support alternative strategies
•Chase typical website strategies
•Race into broader merchandise strategy
•Lose sight of supporting principal distribution channel/revenue streams
•Resist temptation to ask consumer to order
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Make big plans for immediate direct-to-consumer revenues•Opportunities to expand direct business will come
later
•Online retail takes time to develop
•Early traffic exists because of your retailer’s activities