Winning the battle to clean up the ECCO Market Place

Adrian Pritchard

Commanding Our Value Chain

Cow Tannery Design Leather

Finishing

Stitching upper

Injecting Sole Production Warehouse

Shipping Distribution Center

Retail Transport Consumer e-Commerce Packing

Big fan of simplicity for customer

Why Defend the Brand ? Why Defend the Brand?

Why Defend the Brand?

Big Fan of simplicity for Customer www.global.ecco.com

What did my research reveal

What did my research reveal

Who is official. Who is authorised and what about

white listing?

The gap is closing

Wholesale Digital

Advertising and Monitoring Ads

Posting Ads

Monitoring Ads

Search engines allow anyone, even your competitors, to show their ads to people searching for your brand

You can achieve a better conversion rate by removing irrelevant Ads and enforcing on Advertisers that violate

the Google Agreement

Examples of Irrelevant Ads

Irrelevant Ads can take position 1 in

Paid Search

Irrelevant Ads compete with your

Ads

More Advertisers = Higher Cost per

Click for you

By removing Ads you remove unauthorised competitors

A cleaner Paid Search = Better

Customer Experience

What did we do to tackle it?

Mandate from the top

Mandate from the top

Mandate from the top

Mandate from the top

The Focus was in

3 Areas

1. Internet Agreement

2. New Set of Internet Guidelines

3. Engage a third party

We need to get our hands dirty & get out into the market place

What were the effects?

Dropped Ads posted by Enforced Advertisers in the first 3 months

96

102

102

109

114

121

134

137

144

153

160

190

221

227

414

498

601

630

702

1039

0 200 400 600 800 1000 1200

about.com

pricemachine.com

zapmeta.com

alhea.com

healthlane.com

listupp.fr

ebay.com

findsimilar.com

zapmeta.ws

ask.com

valpak.com

guenstiger.de

iherb.com

shoppingcounty.com

sale-fire.com

einkaufen24.de

stylight.se

stylight.no

coupons.com

stylight.fr

0 100 200 300 400 500

stylight.fr

0 50

100 150 200 250

stylight.se

0 200 400 600 800

coupons.com

0 50

100 150 200 250

einkaufen24.de

Results: Aggregate Cost per Click – before and after MM campaign

Last 8.5 months of

2015

First 8.5 months of

2016

1stJan 2016

0,22

0,225

0,23

0,235

0,24

0,245

0,25

11th April 2015 - 31st Dec 2015

1st Jan 2016 - 22nd September 2016

0,25

0,23

Increasing number of clicks •  The number of clicks received by official ECCO Ads is increasing

•  Less “spam Ads”: Paid Search is now cleaner and it’s easier for customers to find your Ads

Enforcement Activity

CPC

Clicks

Clicks received (11th April 2015 - 31st Dec 2015)

• 2,446,961

Clicks received (1st Jan 2016 - 22nd

September 2016)

• 2,995,888

Ads enforced by locale •  Since the start 57760 impressions have been enforced •  Focus on EU locales

0

1000

2000

3000

4000

5000

6000

Impressions enforced Since January 2016

Enforcements achieved on xxx sites

Enforcements achieved on xxx no of sites

Enforcements achieved on xxx no of sites

We are on a mission and this is just the beginning!

Focus moves to whitelisting and our own partner sites

•  What is the plan?

•  How will we deliver this into to the markets

•  Potential Red Flags

THANK YOU