QUALTRICS SALES CASE TreadMade is a growing eCommerce company based in Manhattan’s Meatpacking District founded in 2012 by two former J Crew employees. As former Head of Digital Marketing and Senior Apparel Designer, Mark and Sarah left J Crew with the dream of bringing stylish, high quality clothes to the lower-middle income consumer by eliminating the cost of brick and mortar retail locations. After partnering with a California based manufacturer and a few mishaps setting up their eCommerce website, by winter 2013 TreadMade was finally a reality.

Mark’s specialty at J Crew was in running large teams full of technical, creative and analytical resources – he had no idea the amount of front line expertise required to actually set up and run all of the programs, campaign. While adept at making decisions with the right recommendations, Mark is now faced with the reality that a lot of work goes into making even a single recommendation. Sarah on the other hand is in paradise. She’s no longer constrained by a corporate agenda, no longer beholden to shareholder value. She can work with a boutique manufacturer to see her vision come to life. Due simply to professional connections, social media and word of mouth TreadMade started seeing sales in early 2014. Growth was slow but steady throughout the most of 2014 until a massive spike in holiday related orders caught Mark and Sarah by surprise.

With no expertise in supply chain, inventories were insufficient to meet demand. Orders were placed that couldn’t be filled. While return rate wasn’t higher than normal, due to simple volume the team was ill prepared to process them in a timely fashion. The TreadMade team was hit with the ultimate entrepreneurial disaster: success in sales was about to destroy the company. Something had to be done. In a complete 180 from their initial bootstrapping strategy Mark and Sarah decided to raise capital in order to build a stronger team to support and grow the business. Raising capital was yet another endeavor with which the TreadMade team had little experience. Tons of questions from eCommerce experts were asked Mark and Sarah simply didn’t know the answers to. While they knew how many units shipped, how much revenue that generated, they had a hard time answering core eCommerce metrics such as average order value, repeat purchases, time on site, source of traffic, pages per visit, shopping cart abandonment, customer satisfaction, return rates and on and on. After some digging they found that many of the key drivers for a standard eCommerce business were woefully low for TreadMade.

Customers making repeat purchases: 9%

Average order value $51

Average order value for repeat customers $41

Growth rate: 6%

Mobile purchases: 9% of business

Customer satisfaction (measured by online reviews): Poor – Average Luckily, with consistent revenue growth, averaging $130,000 month over month they were able to secure private equity to hire a team.

Paul, a freshly graduated supply chain major was added to help demand planning and forecasting.

Kate, a seasoned technical lead was brought on to bring in house and stabilize web development.

John, a former colleague from the finance team at J Crew was lured to the team as well. Now in early 2016 the rebirth of TreadMade was complete and the newly assembled team is planning 2016 and beyond.

Qualtrics Solution Recommendation Site Intercept is a solution that provides access to website visitor intelligence allowing a company to better target, promote, and convert with great speed and flexibility. Key features include:

· Speed – Quick set up and implementation

· Flexibility — Greater options to engage site visitors at every touchpoint

· Targeting — Engage the site visitors you want exactly when you want

· Control — Launch solutions and make changes without IT (or our) approval

· Branding — Use your brand and match the look and feel of your site

· Focus — Get answers to the questions you care about

· Ease of Use — Drag and drop interface that is both simple and highly sophisticated

· Survey Sophistication — Superior survey functionality vs. any other vendor

Impacts of Site Intercept:

· Higher site ad traffic conversion

· Increase in NPS

· Increase in brand awareness

Case Objectives You and your sales team represent Qualtrics. Your team will have one eight minute scheduled appointment with TreadMade to discuss how your products could be an asset to their struggling business. Your time is limited so being prepared will be essential. Your objectives are: 1) Confirm understanding of the TreadMade business. 2) Present a potential solution including expected business impact. 3) Set a time to meet with Mark & Sarah to review a Site Intercept implementation plan.

Judging Criteria

I. Approach & Intro a. Professional introduction b. Define attendees purpose and roles c. Defined objective and agenda d. Appropriate confidence and enthusiasm

II. Discovery a. Confirm/ discover relevant facts b. Asked effective questions to gain deeper understanding c. Identified business issues d. Determined individuals goals and priorities e. Gained permission to explore a solution

III. Solution Presentation a. Effective verbal communication b. Established and maintained two-way dialogue c. Linked solution to clients needs d. Articulated quantifiable business impact e. Ensured agreement and understanding

IV. Confirm Next Steps a. Established expectations b. Confirmed interest in possible solution c. Confirmed roles in purchasing decision and process

ECOMMERCE BENCHMARK ANALYSIS

ECOMMERCE BUYER BEHAVIOR