The Blurring Line Between Online and Offline Commerce Experiences
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This document discusses several case studies and lessons learned from digital marketing campaigns. It describes a digital product studio that helps businesses design and grow profitable digital strategies. Several campaigns are summarized that aimed to increase online and offline sales through innovative digital initiatives like live streaming fashion events and sleep tracking competitions. Key lessons include the importance of considering how ideas can scale, using digital to drive offline traffic, celebrating successes internally, and putting real people at the center of marketing personas and data.
![AH Beard results.
● 26k unique entries to 6WSC.
● 9% purchased an AH Beard mattress
since joining.
● 61% are ‘Likely’ or ‘Very Likely’ to
purchase an A.H. Beard mattress
next purchase.
● 70% of those who participated in the
6WSC were new to the AH Beard
brand (had never purchased or heard
of brand prior to entry).
“I couldn't wait to see
if I would win this
competition, I just had
to have this mattress
[the AH Beard Domino
Dream Elite] and lucky
for us there was a sale
on. So we ordered the
mattress and I should
be sleeping on it in 2
weeks, I can't wait.”](https://image.slidesharecdn.com/retailinnovationpresentationjt-151102165600-lva1-app6892/85/The-Blurring-Line-Between-Online-and-Offline-Commerce-Experiences-19-320.jpg)
The Blurring Line Between Online and Offline Commerce Experiences
- 1. A digital product studio— We help design and grow profitable digital businesses. The blurring line between online and offline commerce experiences.
- 2. Hi, I’m Joel Turner. ● Strategy Director at MF London. ● Wealth of experience in retail. ● Marketing Manager for youth fashion retailer Live Clothing. ● International Marketing Manager for Nobody Denim. ● Worked on range of retail brands at MF including Westfield, Schwarzkopf and Soho House Group.
- 3. “I feel like my boutique is being turned into a fitting room for Amazon...”
- 4. John Nick
- 5. Jon Nick
- 7. Grand Social learnings. ● Conversion is cheap! ● Online selling is a service. ● If you only exist online, you don’t really exist at all.
- 8. Problem: How do we connect the on with the offline, converting foot traffic into online sales?
- 10. #StyleStream results. ● More than 20,000 unique entries ● Over 40,000 Facebook shares of content generated. ● #StyleStream was the in top 3 Twitter AU trending topics each night of the stream. ● 120,000+ unique visitors over 3 days. ● Most importantly resulted in a 45% increase in sales in 3 months following on from the campaign.
- 11. #StyleStream learnings. ● Innovation is risky! ● Digital was just one part of an overall campaign strategy. ● When innovating, always consider how the idea will scale… plan for both amazing success, and terrible failure.
- 12. Problem: How can we build online brand awareness to help drive offline sales?
- 13. “You could pay $1,300 for a mattress in store A when store B sells what is basically the same model by the same manufacturer for less than $700!” mattressscam.com
- 14. AH Beard research. ● In 2012 a study of 13,089 people conducted by Central Queensland University revealed that 96% of respondents woke up feeling tired. Simply, Australians were not getting enough quality sleep. ● Specifically interesting to us was that depression, energy levels, food cravings and weight loss are all linked to sleep and are all topics that our audience are passionate about.
- 15. AH Beard research. ● An AdWords campaign, 'Get better sleep and lose weight', was run to gauge online interest in the topic and identify specific sleep-pain points. ● 157% more click-throughs than the product-feature-based AdWords that were already running.
- 19. AH Beard results. ● 26k unique entries to 6WSC. ● 9% purchased an AH Beard mattress since joining. ● 61% are ‘Likely’ or ‘Very Likely’ to purchase an A.H. Beard mattress next purchase. ● 70% of those who participated in the 6WSC were new to the AH Beard brand (had never purchased or heard of brand prior to entry). “I couldn't wait to see if I would win this competition, I just had to have this mattress [the AH Beard Domino Dream Elite] and lucky for us there was a sale on. So we ordered the mattress and I should be sleeping on it in 2 weeks, I can't wait.”
- 20. AH Beard learnings. ● Celebrate your success internally, not just externally! ● “The failure of a product comes more from a need that isn’t real, rather than a product that isn’t perfect.” ● Content might be king, but context is God!
- 21. Problem: How can we use online to motivate customers to visit offline sites, more often?
- 23. Eat Drink Nap trial learnings. ● Mobile is intimate. ● Data > Sales. ● Less personas, more real people! ● Single customer view. ● Closing the sale with in-app payment.
- 24. "Where the transaction happens is not the big prize - it's how you influence that transaction using digital.” Martin Gill, Forresters
- 25. A digital product studio— We help design and grow profitable digital businesses. Thanks! Questions?