ONLINE SPECIALIST

HOW TO INCREASE REVENUE & MARGIN WITH UNMANAGED ACCOUNTS

• STRATEGIES RELATED TO RETENTION - INCREASING AVERAGE ONLINE ORDERS PER YEAR FROM 1.5 TO 2

• STRATEGIES RELATED TO ACQUISITION - ATTRACTING MORE MULTI-BUY CUSTOMERS THROUGH NETWORKING, PC’S AND COMPONENTS

RETENTION STRATEGIES

1. DATA MANAGEMENT2. WHITESPACE ONLINE3. ABANDONED BASKET4. CUSTOMERS WHO BOUGHT THIS ALSO BOUGHT5. ONLINE ORDERING FOR MANAGED ACCOUNTS

1. DATA MANAGEMENT

• WORK BETTER WITH MORE2 TO ENSURE THE ACCURACY OF OUR DATA AND THAT WE’RE USING IT TO THE BEST OF OUR ABILITY

• CURRENTLY HAVE APPROXIMATELY 10% OPEN RATE ON OUR EMAILS• HIGHLY LIKELY THAT THIS IS THE SAME 10% OFF PEOPLE OPENING THE

EMAILS EACH WEEK• IMPROVE ENGAGEMENT THROUGH NEW OFFERINGS AND BETTER

COMMUNICATIONS• IMPROVE OPEN RATES & CONVERSION RATES BY DISTINGUISHING DEAD

EMAIL DATA THEN TARGETING THROUGH A SEPARATE RE-ENGAGEMENT CAMPAIGN

2. WHITESPACE ONLINE

• BUILD ON THE SUCCESS OF THE WHITESPACE CAMPAIGN IN AN ONLINE CAPACITY

• THROUGH EMAIL AND A CUSTOMISABLE WEB-EXPERIENCE• E.G “DID YOU KNOW WE CAN ALSO SUPPLY SOFTWARE FOR YOUR

RECENT PC/LAPTOP PURCHASE?”• DID YOU ALSO KNOW BT BUSINESS DIRECT CAN HELP WITH?• PUSH ON SKU’S THAT CUSTOMERS MAY NOT ASSUME WE SELL. E.G – INK

& TONER, EXTENDED WARRANTIES, CABLES & COMPONENTS

3. ABANDONED BASKET

• ITS ESTIMATED THAT MOST E-COMMERCE WEBSITES HAVE A 60% BASKET ABANDONMENT RATE

• THIS IS REVENUE THAT THE COMPANY IS NARROWLY MISSING OUT ON AS CUSTOMER IS NEARING THE END OF THEIR DECISION JOURNEY

• WE SHOULD BE CAPITALISING ON THE CUSTOMERS EXPRESSED INTEREST IN THESE PRODUCTS AND REMINDING THEM TO PURCHASE THROUGH A TRIGGED EMAIL CAMPAIGN

• COULD HAVE BEEN ABANDONED BECAUSE THE TIMING WASN’T RIGHT OR THE SHIPPING COSTS WERE TO HIGH, IN THIS INSTANCE WE COULD OFFER A FREE DELIVERY VOUCHER TO SECURE THE SALE

4. CUSTOMERS WHO BOUGHT THIS ALSO BOUGHT

• BASED ON THE FREQUENCY THAT CUSTOMERS BUY PARTICULAR ITEMS THEN WE SHOULD BE ABLE TO COME UP WITH RECOMMENDATIONS FOR ADDITIONAL ITEMS WHEN AN ITEM IS ADDED TO THE BASKET

• E.G INK & TONER WITH PRINTER PURCHASES, CABLES AND COMPONENTS WITH HARDWARE PURCHASES

5. ONLINE ORDERING FOR MANAGED ACCOUNTS

• IF WE CAN GET MANAGED CUSTOMERS ORDERING ONLINE THIS CAN FREE UP THE SALES TEAMS TIME TO CONCENTRATE ON ACQUIRING NEW CUSTOMERS

• PERHAPS A TUTORIAL VIDEO COULD SHOW HOW SIMPLE AND EASY THE PROCESS IS

• AN ASSOCIATED EMAIL CAMPAIGN HIGHLIGHTING THE BENEFITS OF ONLINE ORDERING WITH A DISCOUNT VOUCHER TO TRULY INCENTIVISE THIS AND GET THE BALL ROLLING

ACQUISITION STRATEGIES

1. EMAIL CAMPAIGN SENT TO NEWLY PURCHASED DATA OPPORTUNITIES2. SOCIAL MEDIA MARKETING CAMPAIGNS3. REVISION OF AD-GROUPS AND KEYWORDS4. WEBSITE INTERACTIVITY5. LEAD FORENSICS SOFTWARE

1. EMAIL CAMPAIGN SENT TO NEWLY PURCHASED DATA OPPORTUNITIES

• PURCHASE A FRESH SET OF NEW DATA FOR AN ACQUISITION EMAIL CAMPAIGN

• IMPORTANT TO MAKE A STRONG FIRST IMPRESSION AND THE USP’S OF BT BUSINESS DIRECT SHOULD TAKE CENTRE STAGE IN TERMS OF CONTENT

• THE CONTENT OF THE EMAIL SHOULD BE GEARED AROUND NETWORKING, PC’S, CABLES AND COMPONENTS DUE TO THEIR PROVEN SUCCESS RATES IN ATTRACTING MULTI-BUY CUSTOMERS

• IF THIS CAMPAIGN NEEDS AN EXTRA PUSH PERHAPS WE COULD SEND ANOTHER EMAIL AT A LATER DATE OFFERING A DISCOUNT OFF THE FIRST ORDER

2. SOCIAL MEDIA CAMPAIGNS

• FACEBOOK, TWITTER AND LINKED IN OFFER A FORMS OF PAID ADVERTISING WHICH WE CAN UTILISE TO ACQUIRE NEW CUSTOMERS.

• WE HAVE ALREADY TRIALLED LINKED IN PAID ADVERTISING DUE TO ITS ABILITY TO TARGET ADS TO POTENTIAL CUSTOMERS IN SPECIFIC JOB ROLES, DEPARTMENTS AND INDUSTRIES

• FACEBOOK AND TWITTER OFFER SIMILAR FUNCTIONALITY WITH TWITTER EVEN BEING ABLE TO TARGET ADS THROUGH SPECIFIC KEYWORDS BEING SEARCHED WITHIN THEIR WEBSITE

• REFERRER ID’S CAN BE USED TO TRACK SALES AND SET SOCIAL MEDIA EXCLUSIVE PRICES • ADS SHOWCASING NETWORKING, PC’S, CABLES AND COMPONENTS SHOULD BE FEATURED DUE

TO THEIR PROVEN SUCCESS RATES IN ATTRACTING MULTI-BUY CUSTOMERS

3. REVISION OF AD-GROUPS AND KEYWORDS

• 71% OF BUSINESS PURCHASING DECISIONS START ONLINE WITH SEARCH• THEREFORE ITS INCREDIBLY IMPORTANT TO DEDICATE SUFFICIENT TIME

AND RESOURCES TO PPC AND SEO• ACQUISITION BASED PPC CAMPAIGNS BASED ON NETWORKING, PC’S,

CABLES AND COMPONENTS DUE TO THEIR PROVEN SUCCESS RATES IN ATTRACTING MULTI-BUY CUSTOMERS

• LANDING PAGES FEATURING RICH CONTENT ON THE ABOVE CATEGORIES COULD ALSO IMPROVE SEO. E.G WHICH TYPE OF PC IS RIGHT FOR YOUR BUSINESS

4. WEBSITE INTERACTIVITY

• LIVE CHAT – INSTANT ANSWERS• REQUEST A CALL BACK – SAVE MONEY ON PHONE BILL• MARKETING SIGN UP FORMS – ACQUISITION EMAIL CAMPAIGNS TAILORED

TOWARDS PEOPLE WHO HAVE ALREADY BEEN TO THE SITE THEREFORE CAN BE CONSIDERED AS WARM LEADS

• THESE SIMPLE WEBSITE ADDITIONS HAVE BECOME THE NORM ON MOST E-COMMERCE SITES AND GIVE OUR CUSTOMERS AND POTENTIAL CUSTOMERS MORE CHOICE WHEN IT COMES TO HOW THEY COMMUNICATE WITH US.

5. LEAD FORENSICS

DABS4WORK.IEADAM ROSS, CEO FOR AFFILIATE WINDOW SAYS:

“SHOPPERS WILL SPEND €5.7 BILLION ONLINE IN 2016 AND CBRE RATES IRELAND AS THE 5TH MOST DEVELOPED ONLINE MARKET

GLOBALLY.”

• WHERE POSSIBLE THESE STRATEGIES SHOULD ALSO BE IMPLEMENTED FOR DABS4WORK.IE

• DESPITE ITS LACK OF MARKETING ACTIVITY DABS4WORK.IE STILL TOOK JUST OVER £2 MILLION OF REVENUE

• AOV FOR DABS4WORK.IE IN 2013 FOR £274.51, QUITE A SUBSTANTIAL DIFFERENCE TO THE AOV OF £207.95 FOR BT BUSINESS DIRECT

CONCLUSION

• STRATEGIES FIT IN WITH THE LONG TERM STRATEGIC VISION ON THE COMPANY

• CAN BE FULLY MEASURED AND ACCOUNTED FOR USING GOOGLE ANALYTICS AND CONSEQUENTLY SHOW A DEFINITIVE ROI AND JUSTIFY THE CREATION OF THIS ROLE

• MARKETING SHOULD FOCUS ON THE STRENGTH OF OUR BRAND AS THAT IS WHAT TRULY DIFFERENTIATES US FROM OUR COMPETITORS (4TH

MOST VALUABLE IN THE UK & 64TH GLOBALLY)• MARKETING ACTIVITY SHOULD ALSO FOCUS ON BUSINESS SOLUTIONS

NOT JUST PRODUCTS THAT ARE APPLICABLE TO DIFFERENT VERTICALS AND BUSINESS SIZES