Introducing
Your new presentation assistant.
Refine, enhance, and tailor your content, source relevant images, and edit visuals quicker than ever before.
Trending searches
1,614
Strategy Planning
Retail Strategy
Company
Date
SUMMARY
Casetify online presense is great. SWOT analysis is done based on elements I observed. The marketing plan broke down into three parts:
1. User behaviour ( while user is buying )
2. Owned channel ( after sales happen )
3. Traffic ( before sales happen )
Depends on each stage of the sales cycle should have different stragties to optimize results.
SUMMARY
SWOT ANALYSIS
SWOT
ANALYSIS
S
W
HC
O
STRENGTHS
STRENGTHS
Strong Brand Image
- Unify brand image across all channels
- Promote in-house designer
Great presense on different social media
- Segmented IG Accounts
- Creative FB post to drive engagment
Utilize Owned Channel Maketing
- Referreal program
- On-site deal to create sense of urgency
- newsletter
- product recommendation to upsale
WEAKNESSES
WEAKNESSES
- Get a check on localization
- Further segentation on social media
- App for Android when product is for Apple devices
- The app has not updated for a while
OPPORTUNITIES
OPPORTUNITIES
- Content Marketing Campaign
- Retargetting Campaign
- Partnership
- Extend Online Marketplace
Health Check
Health Check
- New user / logged in user behaviour
- Owned chanel marketing KPI
- Social Media KPI
- Paid marketing KPI
User Behaviour
Users Behaviour
Goals
1.Increase ROI and lower Cancel Rate by putting right resource on best converting referral site/portal/chanel
2. Best time/place/device to do different promotions
3. Encourage frequent buyers to convert
Goals
Check
1. How long does it take from first visit to make purchase (how many visit?) and why
2. What step drop off? Basket but not purchase?
3. When/where to make purchase (time, date, web,mobile, app)?
4. Referral site
5. Repeated customer, how often?
6. Cancellation rate and why?
Check
PLAN
1. Cost of aquiring new buyer to determine ROI for paid marketing chanel
2. Create loyalty program
3. Create retargetting campaigns for those didn't convert
PLAN
Owned Channel
Owned Channel
Goals
1. Bring signed up users visit Casetify
2. Reduce Cancel Rate/Return Rate
3. Increase average order price
4. Drive conversion
Goals
Check
1. Newsletter segments, frequency, open rate, content engagement
2. On-site promo code usage
3. Referral programe usage
4. Product recommendation
5. On-site visit path
6. After sales feedback (cancel rate)
Check
PLAN
1. Create segments for each group of past buyers (newsletter)
2. A/B Test to figure out what on-site promotion/recommendation will work better to drive conversion
3. Reason for cancel/return to improve
PLAN
Traffic
Check
1. Each social media channel demographics
2. Each chanel engagment (content/time/where)
3. Cost of running each channel (Operational)
4. SEO ?
5. Paid ads? ROI ? CTR?
Check
PLAN
PLAN
1. Futher segment Social Media, create content specifically for each segments
2. Work with different KOL to promote brand ( ex. product review)
3. Events
4. Partnerships
5. Market Place
TIMELINE
1. Right content to drive traffice to Casetify
2. Increase CTR / Engagement
Goals
Projects
Additional Retargeter
Retargetting
Facebook Custome Audience, Google Dydnamic Remarketing, Pefect Audience, and Retention Science are all great.
FB/Google > only on their own media/publishers
Science retention > not enough knowledge for it, seems like its for new users (lookalike, AI bidding)
Perfect Audience > CPM model, manual set up, additional retargeter might have different algorithm to bid, retargter usually charge on cpa/cps model, so additional cost (but operational cost) to max ROI
The return
Loyalty program
1. Gather user's special occasions (Birthday, friend's birthday) , recommend products for occasions
2. Create trends for each segments people to follow, change with fashion
3. Annual packages ? Bundles ?
Contents
For New Users:
For Returning Users:
Content marketing
A/B Test Examples
1. The cancel rate is high because the check out process is not cleared
2. On-site promo code appears on different spots
3. Referral program button/flows change up a bit
4. Log in UI vs Not-log in UI
A/B Test
KOL
1. Free samples for KOL's from different regions to gain exposures
2. Get KOL to write content for casetify
3. Get KOL to write reviews for casetify
Need to carefully select KOLS
KOL
Market Place
Market Place
1. Different market place offers various promotion tool to promote on their platform
2. Some users are heavily rely on a certain market place
3. Can set target for market place to promote our produts, fixed cost to sell via market place
Global presense:
Amazon, Tmall, Esty, Rakuten, We-chat shop
HK Locals: HKTV Mall
TW Locals: ETMall, UMall, UDN Shopping
Events
Events
Partnerships
Partnership
Online Shops
Feature our products on our site that match Casetify brand image
Build up afiliate networks
Offline Shops
Feature our products at different shops that match Casetify brand image
EX: HMV, Bestbuy, Mark and Spenser
Kiosk at shopping Mall