First YearKRISTINE MARSHALL

JUNE 2015 - JUNE 2016

Windsor CircleAgilOneFanplayrBazaarvoice

Daily DealNewslettersOverstockShort ExpirationRed Tag

Pet BoutiqueSummer StoreUpcoming...

Completed:● Flea & tick refill segmentation & campaign launch● Winback segmentation & campaign launch● Welcome series launch

Results:● 100% open rate● 7% clickthrough rate● 22% conversion rate

Future:● A/B test email content to increase clickthrough rate● Refill campaign for hip & joint supplements● New product release automated announcement emails

Windsor CirclePREDICTIVE & RETENTION MARKETING

SERVICE

AgilOneSERVIC

E

Completed: Abandon browse campaign

In progress:● Postcard send to inactive & unsubscribed customers● Hip & joint supplements refill campaign

Future:● New customer welcome series● Replenishment campaigns for dental products● Promote house products with competing product refill

emails● Provide coupon data from Google Analytics to do

matchback on mailers

PREDICTIVE MARKETING

FanplayrCompleted:

● Exit prevention offer● Geo-targeted free shipping offer● Cross-sell house product offer● Device-targeted offer● Affiliate-targeted offers● Behavior-based tiered upsell offers (4 tiers)

Results:● $100,000 associated cart revenue per month● Est. $25,000 revenue from upsell & exit prevention● 3% conversion on exit prevention (i.e. salvaged customers)● 12% redemption on upsell (average all tiers)

Future:● Piggy-back Ora-Clens on cross-sell house product offer● Mobile tracking tag

SERVICE

CUSTOMER UPSELL & WEB ABANDONMENT

Supporting ServicesSERVIC

E

WORKED WITH WEEKLY TO SUPPORT TASKS & PROJECT COMPLETION

BazaarvoiceGoal: Turn customer feedback into actionable data

Actions:● Extracted “rejected” feedback from management system (i.

e. company-related reviews not approved for display)● Identified customer issues on case-by-case basis

○ Assigned $ value to each case○ Determined realistic goals for improvement

● Created executive report to present findings

Results:● Executive summary of top customer concerns● Shared with Warehousing, Purchasing, & Customer Service

departments● Drilldowns available for case-by-case reconciliation

Future:● Expand reporting to measure quarterly improvement

SERVICE

CUSTOMER FEEDBACK MANAGEMENT

PROJECT

Daily DealGoal: Get visitors in the habit of visiting EntirelyPets for deals

Actions:● Expanded to 3 products/day● Quarterly promotion through Newsletter● Category-level SKU performance tracking

Results:● $90 AOV● 20% conversion rate● 3% week-over-week retention for 5 weeks● 0.8% of customers spending 3% of revenue● SKU-level insights applied to Newsletter product features

Future:● Retention offer to extend return period past 5 weeks● Timers to increase sense of urgency

$53,800/mo

3,600/mo

PROJECT

CUSTOMER RETENTION PROGRAM

NewslettersGoal: Retouch customers to remind them we’re here and we have the deals they want

Actions:● Draft content outline based on relevant factors● Direct weekly meetings between Design & Marketing depts.● Handpick product features based on data● Determine promotion & number of products included

Results:● Consistent production process that works● Improved results from both departments● Large sales boost seen on products with informative content● Satisfy COOP vendors, get marketing dollars

Future:● Adjust send rate to be in line with AgilOne recommendations● Test highly segmented targeting

SPECIAL DEALS & PRODUCT-FOCUSED CONTENT FOR EXISTING CUSTOMERS

PROJECT

OverstockGoal: Move quantity for SKUs with more than 6 months of inventory

Actions:● Brought back BOGO & B2G1 features● Donations & giveaways through Social● Box stuffers with exclusive promotions● Exclusive Affiliate channel deals● Projections & pricing managed through advanced algorithms

Results:● Perishables sell out before short dating occurs● Tax break for all donations to 501C3 organizations● Word-of-mouth advertising by community advocates● Promote stickiness of customers from less-involved channels

(i.e. give these people a reason to stay)

Future:● Targeted reptile, fish, & equine sends to liquidate slow-moving

SKUs for these types

PROJECT

NON-PERISHABLES LIQUIDATION

donation box stuffers with exclusive promotionsartwork by Christine Moon (design dpt.)

Short ExpirationGoal: Liquidate 100% of short dated units

Actions:● Designed SKU-level executive reports for full transparency● On-time RMAs to vendors, especially for large quantities*● Exclusive promotions to move house products● Upgraded pricing algorithm:

○ Consider shipping cost○ Respect vendor MAP○ eBay competitive pricing recommendations

● Refined sales projections by designing self-correcting formula

Result:● Moving 65% of short dated units each month (avg.)● Recovering 100% COG of all units sold & unsold● Generating additional profit

Future:● Simplify management interface

*RMA process managed by Nick Querubin in Purchasing dept.

PROJECT

Kristine started managing

PERISHABLES LIQUIDATION

where we were vs. where we are now

Red TagGoal: One-stop best deal shop

Actions:● Consolidated overstock, short expiration, & buy-get stores

to make internal management easier● Replaced left menu store categories with sale categories to

decrease bounce rate

Results:● $93 AOV● 14% new visitor conversion rate● 20% returning visitor conversion rate

Future:● Drop-down filtering instead of left categories● 4-product display instead of 3 to show more at once● Price on buy button to take up less space● Sale percentage displayed to increase sense of urgency

OVERSTOCK + SHORT EXP FRONT END

PROJECT

DECEMBER 2015 (coming) JULY 2016JANUARY 2015

Pet Boutique Goal: Showcase niche products

Actions: Worked with Design and Development teams to create a first-of-its-kind specialty sub-store for EntirelyPets.com.

● Oversaw production timeline● Handpicked products (400+ SKU launch)● Customized displayed product names & images● Tagged specialties (organic, meal-free, new)● Customized hierarchy to enhance browsing experience

Result:● $83 AOV● 21% conversion rate (1 out of 2 are new visitors)

Future:● Expand design to more sub-stores● Consider removing or simplifying landing page

○ Actively monitoring user experience with Fullstory

SPECIAL

PROJECT

HIGH-END & SPECIALTY PRODUCT SHOWCASE

Summer StoreGoal: Create streamlined shopping experience putting most popular seasonal products front-and-center

Actions: Worked with Design and Development teams to take learnings from Boutique and apply them.

● Directed milestone meetings & oversaw production timeline● Created & assigned custom seasonal categories● Handpicked products (2,400+ SKU launch)

Results:● $75 AOV● 9% conversion rate (3 out of 5 are new visitors)

Future: Follow similar structured production timeline for producing Winter, Halloween, Black Friday, and Holiday stores as smoothly as possible.

SPECIAL

PROJECT

NEW & POPULAR SUMMER PRODUCT COLLECTION

Upcoming ProjectsJuly - AugustBlack Friday & Cyber Monday Stores

● Planning meetings already scheduled● Feature product list already exists

○ Update with new● SKU-level demand projection formula already designed

○ Inform Purchasing to restock○ Tie in to discounts and features

● Trend-based sales forecast algorithm designed & proven○ Set goals to perform a step higher than expected○ Inform Warehouse of expected order quantity

Marketing Material Standardization● Begin process to standardize fonts, colors, & exceptions● Strengthen recognizability to customers

September - NovemberWinter & Holiday Stores

● Start with product list from last year● Meet with Design to schedule timeline & check-ins● Request upgrade to store page to apply new store layout

Halloween Store● Start with product list from last year● Meet with Design to schedule timeline & check-ins● Check keyword activity to predict popular costumes● Inform Merchandising to stock / Purchasing to restock

Cyber Week & 12 Days Features● Start with product features & newsletters last year● Run analysis on performance

○ Emails - open & clickthrough○ Sales - by day of week and by SKU

SPECIAL

PROJECT

Future Developments RecapServicesWindsor Circle

● A/B test email content to increase clickthrough rate● Refill campaign for hip & joint supplements● New product release automated announcement emails

AgilOne● New customer welcome series● Replenishment campaigns for dental products● Promote house products with competing product refill

emails● Provide coupon data from Google Analytics to do

matchback on mailers

Fanplayr● Piggy-back Ora-Clens on cross-sell house product offer● Mobile tracking tag

Bazaarvoice● Expand reporting to measure quarterly improvement

ProjectsNewsletters

● Adjust send rate to be in line with AgilOne recommendations

● Test highly segmented targeting

Overstock● Targeted reptile, fish, & equine sends to liquidate slow-

moving SKUs for these types

Short Expiration● Simplify management interface

Red Tag● Drop-down filtering instead of left categories● 4-product display instead of 3 to show more at once● Price on buy button to take up less space● Sale percentage displayed to increase sense of urgency

SERVICE

PROJECT