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A case study of One Kings Lane repeated sales in a single product category over several weeks. Repeated sales enable rapid testing and metrics on everything from presentation elements, to product mix, to pricing. Over several weeks One Kings Lane demonstrates how flash sales are really nothing more than small market tests that can be used to de-risk decisions if applied by traditional catalog and online retailers.
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Lean Merchandising
How Flash-Sale Websites
Learn Fast
Prepared by Bill Carrier March 2014
Casting Seeds in the
Gardening Category
Prepared by Bill Carrier March 2014
• Collection Visuals and Taglines
• Day of Week
• Product Mix
• Product Sequencing
• Pricing
Launching Repeated Sales in a Category:
Discerning the Variables of a Successful Campaign
Prepared by Bill Carrier March 2014
Sunday, February 9th
Landing Page HeadersCreate Visually Distinct
Collections
Prepared by Bill Carrier March 2014
Saturday, February 22nd
Measure the Effect of TaglinesMotivating
Calls-to-Action
Wednesday, February 26th
Monday, March 3rd
Prepared by Bill Carrier March 2014
Friday, March 7th
Evocative
Measure the Effect of Taglines
Friday, February 14th
Prepared by Bill Carrier March 2014
Saturday, March 15th
Measure the Effect of Taglines
Sunday, February 16th
Descriptive
Prepared by Bill Carrier March 2014
Scheduling: Launch Repeated Sales
Prepared by Bill Carrier
One Kings Lane launched sales on these dates
Scheduling: Launch Repeated Sales
Prepared by Bill Carrier
One Kings Lane launched sales on these dates
1. Test
2. Measure
3. Refine
4. Measure (again)
Iterative Sales Process
Prepared by Bill Carrier March 2014
Product Imagery Promotes Repurposing
Prepared by Bill Carrier March 2014
Dialing-in the Product Mix: The Basics
Prepared by Bill Carrier March 2014
Dialing-in the Product Mix: The Decorative
Prepared by Bill Carrier March 2014
Most Popular Relisted Items
Prepared by Bill Carrier March 2014
Price Points: Sweet Spot $15 to $75
Successfully Tests Higher Price Points
Prepared by Bill Carrier March 2014
Pricing
Saturday, March 15th Saturday, February 22nd
Test price receptivity but be cautious in your “retail / list price” comparisons.
One Kings Lane risks credibility claiming retail price fluctuated from $33 to $48.
Pricing
Saturday, March 15th Wednesday, February 26th
Again, One Kings Lane risks credibility claiming retail price fluctuated from $30 to $40.
Lessons for Catalogers & Online Retailers Consider running flash sales as a way to
de-risk your business:
•Test multiple presentation variables in less disruptive way than A/B testing
•Create a process for new products to earn their way into your main product offering
•Maximize profitability by testing pricing in distinct markets before setting nationally
Prepared by Bill Carrier March 2014