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How digital got me off the streets! A Startup’s Perspective
How digital got me off the streets!
A Startup’s Perspective
What is Four Eyes ?
Home Try-On
Virtually Try-On Glasses
Try On up to 5 pairs from the comfort of your home with free shipping nationwide
Premium Eyewear at Affordable Prices – PhP 1,995 for frame lens and shipping
Visit pigeonhole.at!Enter DIG0422 as pass code!
“How did you purchase your latest pair of eyewear?”!
TIME FOR A POLL!!
• No distribution Channels
• Low capital for infrastructure
• Less than 2 employees
• Low marketing budget
• Powerful retail giants as competition
How we started
Why we decided to go digital
Digital boosts customer experience
Low Setup Costs
Better Brand Engagement
Personalized User Experience
Nationwide access for lead
generation
Customer Success
(measurable)
Our Growth We currently have 400+ SKUs of spectacles and sunglasses.
Our Growth
Start of Digital Marketing (Facebook, Google and Mobile)
30% Growth every Quarter
5000+ glasses sold
How we challenged the
giants
Digital gave us the advantage How can we WOW our
customers ? • Consumer feedback KPI – Net
Promoter Score, Avg. time spent by customer on product pages
• Brand Story, theme and Experience
• Personalization of shopping
• Virality through Social Sharing of content
Conversation
User Experience
Engagement
Landing pages for lead generation
Unified Customer Experience Social Media
Customer Support
Mobile Overview
11% of Filipinos bought something online from a mobile recently
43% of Four Eyes customers are mobile & 18% are on tablet
9.2 Million active Social Media Accounts
42% of the mobile connections have
either 3G or 4G
Source: Digital, Social & Mobile in 2015 by Simon Kemp!
Average Daily Use of internet Via a mobile Phone – 3H 19M
Campaign: “Visit our mobile store to find the perfect pair of glasses for you at affordable prices #foureyesph”
• UTM Tags were included to track customer activity
• Increased mobile engagement by 50% from the previous month
• Reduced user acquisition cost by 20%
SMS Marketing Campaign Our Focus – Awareness, Acquisition & Engagement
• Have a digital marketing strategy
• Know your customers and your competitors
• Set the objectives (Signups, Enquiries, Visitors, Calls, etc.)
• Measure the success and failure or channels/campaigns
Grow like a startup on steroids
Has the channel been successful ?
Yes
Add more budget to this channel
No
Stop funding this channel & look for a
better converting channel
• Newsletters (No Cost)
• Social Media Content (No Cost)
• Targeted SMS campaigns
• Re-Marketing with Google
Best Converting Channels
Content is still King
