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Transcript of 2014
Launch of new website platform with Hybris – planned launch date – May 2014 - Mobile Optimised
Beginning of Investment of €950k in new platform over 5 years
20% increase in visitors and 65% growth in sales in the first year
Present the IRFU brand in a professional and cutting edge way
Plans/Aims for 2014
Key benefits to Elverys and IRFU of new Hybris platform:
Working on one of the top 4 e-commerce platforms in the world
Customer personalisation - you see the site you want to see (e.g. Ireland fan living in Ireland, living abroad...)
Control to easily add store fronts/pop-up shops
A design that focuses on the customer - creating an environment that encourages sales and reduces drop off rates
Multi-currency / multi language
Interactive features such as apps and lookbooks will be integrated into the site
Hybris - Benefits
Examples of other companies using Hybris:
Increased use of video
Interactive Apps on Homepage
New proposal including the marketing plan
Web Team 2013
Elverys will have a dedicated SEO copywriter working closely with both marketing/communication teams. (Last year 30% of traffic to the IRFU web shop site was from search)
New Proposed Agreement (a)
To manage IRFU site within new Elverys.ie platform and act as master licensee:
€60k fixed fee
10% royalty on Ireland Rugby sales from IRFU referrals (approx. €100k)
15% royalty on total sales of licensed product (approx. €150k)
New Proposed Agreement (b)
To manage IRFU stand-alone site and act as master licensee:
Royalty 12% of sales online (€200k)
+ 2% of Ireland Rugby sales in-store (€2m)
Click and Collect functionality
Develop jointly a new Supporters ‘pack’ and retail in-store and online
10% off all purchases in-store and online to supporters club members (until we have a loyalty programme, which will allow us to offer members much more)
Master licensee and improved range of merchandise
IRFU Product Range
Marketing Support Budget €30-50k
In-store activation: events, windows, etc
Ongoing promotion: Newsletters, Social Media, homepage banners, etc
1) Create awareness and drive traffic
2) Incentivise conversion.
1) Biggest range
2) The official web shop
3) Re-invest in grass roots
To generate excitement and build awareness, produce a viral video featuring ambassadors (players/former players) acting as staff fulfilling orders/deliveries to customers’ homes.
Promote viral video
Videology (various players, you tube channels and other sites)
Partner with JOE.ie or similar
1.75m unique visitors per year – 25% of which are international
Launch Media Plan
DM and/or e-shot to all subscribers and clubs with a request to share the announcement and promote digitally
Launch with a promotion 20% off your first order
Objective: To provide ongoing reasons for people to visit the site
Improved homepage presence
IRFU to use facebook and twitter pages to promote web shop activity
Newsletter banners or dedicated, bespoke e-shots to the database with targeted promotions e.g.
Refer a friend
% off your next purchase
Advertising on the screen throughout the year
Advertising in match programmes throughout the year
1) Main goal = Build awareness
Photo Competition: Send us your favourite photo featuring an old/vintage (official) rugby jersey and win! The best entry wins
Entry via Facebook
Promote digitally or media partner
Tell us about how the rugby coach/player/other who has been a positive influence for you. Best story wins…
How much does Irish Rugby mean to you/your life? Tell us your story. Best story wins....
Invite Clubs to set a record ... most members in club jersey/colours in a photo wins.....
Alternative Competition Mechanics
A book of short stories
A calendar or coffee-table book of photographs
For sale exclusively on web shop
Competition Entries will go on to...
2) Main goal = Increase conversion
Entry with purchase.
20 pairs of tickets to be won
Everyone’s a winner - €15 off your next purchase
Advertise and promote online
Launch in May with a Design Competition - design a training jersey for the world cup in conjunction with Canterbury (App)
Feature new/topical product every month x 10
Other Key Times
Other Key Times