Bronto Slides

Onward! Moving forward into 2014

Kestrel Lemen

Marketing Strategist

@KestrelBird

Kestrel@Bronto.com

Jonathan Dicks

Ecommerce Director

Hudson shoes

Bronto.co.uk Hudsonshoes.com

Online sales £91 billion in the UK

UK population currently at 64 million

Roughly £1421 per person in online sales

Growth in online sales 17%

1 in 5 people in the UK used a smartphone to

make a purchase

Fun Facts from 2013:

Source: IMRG.com

• Increased Options

• Higher Expectations

• Technology Savvy

• Multiple Channels

Used Simultaneously

• More Sophisticated

About Finding Deals

The rise of the savvy shopper

But you can be just as savvy….

Segmenting your audience

Send smarter messages

Behavioral Data

• Data found based on how people interact with you

Lapsed Purchaser

Purchase Behavior

• What do their orders tell us?

• RFM, RPE, AOV, TLV

• Products purchased

• Date of first and last order

Lapsed Purchaser

A message to match the segment

Big Spenders

LapsedMums

Increase Automation

It’s time to work smart

Customer ‘Touches’

First impression

Personalized

Timing

Utilizes data

Adds value

Welcome Messages

Proper

header

Value

statement

& CTA

Abandoned Baskets

Customer

support

Call to

action

Unique Value Add - UVA

Stand out from the

pack!

Lapsed Purchaser

How do I stand out?

Lapsed Purchaser

Summing up

Keys to success in 2014

• Segmentation

• Automation

• Unique Value Add

Jonathan Dicks

Ecommerce Director

Hudson shoes

Onward! Moving forward into 2014

The story of Hudson

A brand for the savvy

shoe lover

Customer type: Fashion conscious,

aged 25-45

Average order value: £120

5% of Revenue brought in through email in

2012, 2013

Email Marketing: Email blasts with basic

segmentation – “the shotgun approach”

Hudson Shoes

Building up to 2014

Steps towards success

Branding through email

Christmas/Boxing day Success

183% uplift in

revenue YOY in

October

Highest ROI from

Women

AOV uplift of 12%

segmentation

Q4 saw a 53% uplift in revenue

Responsive Design

120% Conversion

Rate Increase

(0.62% to 1.32%)

37% increase in

mobile traffic from

responsive emails

Onward to 2014!

What’s next for Hudson

Pain points as an online retailer

Compete with stores

Have a small team

Can’t do incentives with %/£ off items

Priorities for 2014

Automate automate automate!

Welcome series

Abandoned basket series

Post purchase series

Lapsed purchase series

Optimized transactional messages

List growth engine

Consistent optimized sign up across the site

Sign up in packaging

Pop ups

Summing it all up

• What can you automate?

• How can you improve on seasonal sales?

• Can your audience read your messages anytime

anywhere?

Kestrel Lemen

Marketing Strategist

@KestrelBird

Kestrel@Bronto.com

Questions?

Jonathan Dicks

Ecommerce Director,

Hudson shoes

Bronto.co.uk Hudsonshoes.com