What's Next: How brands can capture value, mindset and experiences on their own terms by successfully selling direct
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Brands have long considered the value and prospects of selling directly to consumers. In some instances, marketplaces tampered with those considerations providing quick and efficient ways to reach consumers and sell products with a lower level of effort and barriers to entry. While serving a need to some, marketplaces present their own set of challenges that can be solved by going direct leading companies to either diversify their current channel mix by launching their own DTC or shift their strategy to just DTC which has been supercharged by COVID-19.
What's Next: How brands can capture value, mindset and experiences on their own terms by successfully selling direct
- 1. Powered by What’s Next: How brands can capture value, mindset and experiences on their own terms by successfully selling direct
- 2. Welcome Pierre Kremer Director Commerce Lead UK & EMEA Amanda Gagliardi Global Consulting Partner Experience Design Antonis Kocheilas Executive Partner Global Brand Strategy Lead Dayoán Daumont Consulting Partner EMEA Ed Kim Managing Partner Global Commerce Lead
- 3. Tell us where you are dialing in from! What’s the weather like in your city?
- 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
- 7. Sources: Statista, Scalefast, Nielsen Increase in E-Commerce Sales from 2015 to 2020 2014 2020 $1.68T Projected DTC sales worldwide in 2020 40% CG companies have gone DTC as of 2019 74% DTC online sales increase YoY $8.5B U.S. CPG sales increase in the last 2 weeks of March 2020 223%
- 8. Why Go DTC
- 9. The Value Exchange Eric The Boutique Shop Eric.F
- 11. How to Win at D2C
- 12. eCommerce Accelerators Part 1: Selling Direct
- 13. Established e-commerce and DTC companies are eating up market share 2 E-commerce sales are skyrocketing and consumers say they are shopping more online now than ever before. Meanwhile, Amazon and Walmart are each hiring 100,000 new workers to deal with the surge in demand and prioritizing sale of only essential items. Consumers agree they are shopping more online now than before, due to Covid-1960% YoY US online branded DTC sales are surging Amazon sales in US, and struggle to keep up with demands across all product categories *Research conducted by CommerceNext, Forbes Sources: The Independent, Protocol.com + 10% + 65-74%
- 14. Getting in the game, and staying in for the win 3 Fast, efficient, and pragmatic DTC deployment Sell where your customers are: Social media flattens the purchase funnel A DTC solution that will scale with you everywhere and when you need to Think Digital Media. Gone are the days of “build and they will come” Being Customer Focused means delivering great branded customer experiences
- 15. Why Now? 6 No matter the difficulty of the circumstances, no matter how dangerous the situation, at the heart of each crisis lies a tremendous opportunity. Inacrisisthereisalways theseedofopportunity Businessesfoundedinthe depthsofthe2008recession VALUATION ~$100B VALUATION ~$19B VALUATION ~$54B VALUATION ~$35B VALUATION ~$7B VALUATION ~$17B
- 16. 7 Conversion Consideration Awareness Transactional Lifecycle Promotional MEDIA CRM PURCHASE Prospects Customers We leverage our deep understanding of the holistic consumer's journey to to deliver Integrated Performance that grow your business. REPURCHASE
- 17. With our understanding of how customers purchase your Brand, we deliver Multi-Channel Solutions that profitably scale with your business. 8 Potential Customer Retail Store .com Social Selling Call Center Customer Order Management System (OMS) Buy Online, Pick-Up in Store (BOPIS) Media Warehouse
- 19. Goals for 30-, 60-, 100- Accelerators 10 30-DAYS 60 DAYS 100 DAYS PERFORMANCE GOAL SETTING • Acquisition • Sales GMV • Customer Database • Conversion • SEO Visibility/Rank • ROAS • Margin • Acquisition • Sales GMV • Customer Database • Acquisition • Sales GMV • Customer Database • Conversion • SEO Visibility/Rank • Content Performance Standup Commerce Channel Platforms Create marketing pipeline Drive meaningful traffic
- 20. Holistic Performance Solutions Ogilvy Consulting 30-DAY SOLUTION 60-DAY SOLUTION 100-DAY SOLUTION Capture Revenue Build Engagement Scale Growth & Lifetime Value Three options to launch and support a DTC website and a social commerce experience in 30, 60, or 100 days, all of which can be scaled once in-market. DTC Website Social Commerce (Shop Now) Email (Transactional) SEO Paid Search (Branded) DTC Website Social Commerce (Shoppable Post) Email (Transactional & Lifecycle) SEO Paid Search (Branded & Unbranded) Paid Social DTC Website Social Commerce (Shoppable Post) Email (Transactional, Lifecycle & Promotional) SEO Paid Search (Branded & Unbranded) Paid Social + Display Scale Marketing & Commerce channels Conversion Consideration Awareness Transactional Lifecycle Promotional MEDIA CRM COMMERCE Prospects Customers Media driving Conversion CRM supporting Transactions Media also driving Consideration CRM also supporting Repurchase Media also driving Awareness CRM also supporting Promotions
- 21. 30-Day RAPID COMMERCE SOLUTION 12 PLAN Week 1 2 3 4 5 6 DTC SITE EMAIL SOCIAL SHOP SEM/PAID SEARCH BACK OFFICE • Minimal site copy creation (ie: Homepage) • Minimal image adjustments • Minimum categories & products • Website customization limited to color palette & typography • Standard SFCC SFRA features and functionality configuration • Existing active FB & IG accounts • Rapid SFMC Implementation or Existing email CRM system • Back office operations are setup by the client in time for launch • Minimum budget exists for paid media support KEY ASSUMPTIONS SCOPE Responsive Site • Desktop • Mobile • Tablet • SEO friendly site (indexable) CRM • Transactional • Messaging Social Commerce • ~15-20 Creative Assets • Facebook & Instagram Posts (“Shop Now”) SEM • Branded Paid Search Delivery • Plan development • Delivery management • Back office coordination • CRM & Media management • Goal alignment
- 22. 60-Day RAPID COMMERCE SOLUTION 13 PLAN Week 1 2 3 4 5 6 7 8 9 10 11 12 DTC SITE EMAIL SEO SOCIAL SHOP SEM/PAID SEARCH BACK OFFICE • Moderate site copy creation (ie: Homepage, Product page) • Moderate image adjustments • Moderate categories & products • Website customization limited to color palette & typography • Standard SFCC SFRA features and functionality configuration • Existing active FB & IG accounts • Rapid SFMC Implementation or Existing email CRM system • Backoffice operations are setup by the client in time for launch • Moderate budget exists for paid media support KEY ASSUMPTIONS SCOPE SEO • Market Snapshot • Optimized Product Page Content Responsive Site • Desktop • Mobile • Tablet • SEO friendly site (indexable) CRM • Transactional • Lifecycle • Messaging Social Commerce • ~30 Creative Assets • Facebook & Instagram Posts (“Shop Now”) • Shoppable Instagram & Pinterest Pages SEM • Branded Paid Search • Unbranded Paid Search Delivery • Plan development • Delivery management • Back office coordination • CRM & Media management • Goal alignment
- 23. 100-Day RAPID COMMERCE SOLUTION 14 SCOPE PLAN • Incremental site copy creation (ie: Homepage, Product page) • Incremental image adjustments • Incremental categories & products • Website customization limited to color palette & typography • Standard SFCC SFRA features and functionality configuration • Existing active FB & IG accounts • Rapid SFMC Implementation or Existing email CRM system • Backoffice operations are setup by the client in time for launch • Sizable budget exists for paid media support KEY ASSUMPTIONSWeek 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 WEBSITE EMAIL SOCIAL SHOP SEO SEM/PAID SEARCH SEM/DISPLAY BACK OFFICE SEM • Branded Paid Search • Unbranded Paid Support • Google Merchant Product Catalogue Setup Display • Creative Asset • Media Plan • Buy Plan SEO • Market Snapshot • Optimized Product Content • Optimized Editorial Content Responsive Site • Desktop • Mobile • Tablet • SEO friendly site (indexable) CRM • Transactional • Lifecycle • Promotional • Messaging Social Commerce • ~50-80 Creative Assets • Facebook & Instagram Posts • Shoppable Instagram & Pinterest Pages Delivery • Plan development • Delivery management • Back office coordination • CRM & Media management • Goal alignment
- 24. 15 eCommerce for every digital touchpoint DTC website plus Social Commerce experience with your 30, 60, or 100 days solution option, each scalable and customizable. 18” Ayoka Cultured Pearl Stran… $3,240 View Products 18” Ayoka Cultured Pearl Strand Necklace - 18K White Gold Clasp $3,240 Mikimoto Shop Mikimoto Followed by kyoungling, lynnhait, + 4
- 26. WPP & our Strategic Partners Bringing this to life…. 17 WPP OPEN PARTNERS MARTECH CENTER OF EXCELLENCE AT
- 27. Our Team 18 BENJAMIN SNYERS Social Commerce BRIAN RIEDLINGER Technology DAVID MACKAY Customer Engagement & Commerce MIKE MCFADDEN Digital Transformation, US ED KIM Global Commerce Team Lead DAN SALTZMAN Experience Design IRIKA MOSKOWITZ Digital Delivery ADAM FERRARO Social DAN BRENIKOV Customer Engagement VANESSA PERRY Enterprise Digital Platform Sales PIERRE KREMER Commerce, UK & EMEA CARLA HENDRA Chief Digital Officer
- 29. Thank you.