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Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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Digital Acquisition Plan
June 2015
Justin Perkins
IDM NO: CB1572126
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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Contents
Section Page
1. Executive Summary……………………………………………………………………… 3
2. Situation Analysis………………………………………………………………………. 4
2.1 Sector Overview………………………………………………………………………... 4
2.2 Pestle Analysis……………………………………………………………………………… 5
2.3 Current Performance……………………………………………………………………. 6
2.4 Benchmark Analysis……………………………………………………………………… 7
2.5 SWOT Analysis……………………………………………………………………………… 10
2.6 Key Issues…………………………………………………………………..................... 11
3 Objectives………………………………………………………………………………….. 13
3.1 Key Assumptions…………………………………………………………………………… 13
3.2 SMART Objectives………………………………………………………………………… 13
4 Strategy……………………………………………………………………………………… 15
4.1 Audience………………………………………………………………………………………. 14
4.2 Target Personas……………………………………………………………………………. 15
4.3 Benefits & Value Proposition………………………………………………………… 16
4.4 Communication & Touchpoints…………………………………………………….. 17
5 Tactics……………………………………………………………………………………….. 18
5.1 Controls & Ongoing Improvements………………………………………………. 21
5.2 Timing…………………………………………………………………………………………… 22
6 Website Recommendations……………………………………………………….. 23
6.1 Home Page…………………………………………………………………………………… 23
6.2 Product Pages………………………………………………………………………………. 24
6.3 Landing Pages………………………………………………………………………………. 25
6.4 User Survey…………………………………………………………………………………… 25
7 Budget & Forecasting…………………………………………………………………. 26
8 Appendices………………………………………………………………………………… 28
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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1. Executive Summary
The following plan sets out key strategies to grow sales to the end consumer segment from
the current £50m pa to £100m pa in a 5-year timeframe.
The plan makes a number of recommendations to improve the overall effectiveness of
current digital assets, including capitalising on database resources through enhanced e-mail
and mobile communications.
However, the overarching objective of our 12-month strategy is to introduce a more
consumer-friendly brand character, built around the provision of educational marketing
content.
The key aim of the content strategy – entitled Know Your Car - will be to empower
customers with the know-how to carry out vehicle maintenance, whilst at the same time
delivering aligned product recommendations.
Our users will not only buy products from ECP online, they will also engage with our online learning environment to know how to use them.
In this plan, we will demonstrate how Know Your Car will extend the ECP brand to new
audiences, increase browse time, average order value and sales of ECP’s own-brand goods
and, perhaps most importantly, deliver long-term customer retention.
Know Your Car
Microsite & App
Weekly How To…
Videos
Product Promotions
Ask the Mechanic
User Forums
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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2. Situation Analysis
2.1 Sector Overview
According to a recent IBIS report1, the impact of the economic recession has been so
pronounced that the industry has yet to recover to its pre-recession peak, but the market is
now seeing some steady growth. Over the past 5 years, IBIS suggest sector revenue has
grown by a compound annual rate of 3.8%, with 2.8% growth in 2014.
United Aftermarket Network, a buying group for the automotive market, carried out
research in July 2014 and estimated the total value of the automotive aftermarket
distributor turnover at £2.5bn. The research also showed that three companies including
Euro Car Parts, share over 27% of the total market.
One of the greatest challenges to the industry is the strength of new car sales. According to
SMMT2, March 2015 returned the best results in a century, representing the 37th continuous
month of growth. Pressure increases further as the number of manufacturers move to a 5-
year warranty, transferring some work from retail to warranty,
However, the overall impact is a significantly increased UK car parc (32 million according to
SMMT), with the average car age rising from 6.8 years in 2003 to 7.7 years in 2013. Whilst
modern day cars are more robust, the ageing nature of the car parc presents ongoing
opportunities for the aftermarket parts industry.
1 IBIS World Motor Vehicle Parts Retailers Market Research Report | Sep 2014
2 Society of Motor Manufacturers and Traders.
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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2.2 – Pestle Analysis
Table 2.1 Pestle Analysis
POLITICAL
One-party government promises greater continuity.
Continued enforcement of laws related to CO2 emissions.
Impending referendum on membership of EU.
Instability in oil-producing / key emerging markets.
ECONOMIC
UK economy continues to grow: by 0.3% to the end of March 20153 - general improved consumer confidence.
Volatility of crude oil price.
SOCIAL
Ageing and growing population4.
People driving less.
Changing family patterns: single parents; same sex marriages.
TECHNOLOGY
Environmentally-friendly vehicles with alternative fuel systems.
Driverless car technology a reality.
LEGISLATION
Continued enforcement of laws related to CO2 emissions.
Possible changes in the reuse, recycling and recovery of components in end-of-life vehicles (ELVs)5 .
ENVIRONMENTAL
Increasing consumer awareness of the green agenda.
Changes in waste management practices
3 Office for National Statistics (ONS)
4 According to KPMG’s report – ‘How will demographic trends affect the retail sector’ – The UK population is
projected to rise to 73.2m by 2035. 5 European Union directive - Directive 2000/53/EC - the "ELV Directive"
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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2.3 Current Performance
Figure 2.1 ECP’s Marketing Ps
Product
More than 114,000 product lines stocked.
Promise of any part for any car any time.
70% of products OEM; 30% own-brand.
Price
Competitive pricing
Average order value of £45.
Frequent clearance sales events
Place
More than 100 stores nationwide where customers can collect.
Online via www.eurocarparts.com with several delivery options through ECP’s own delivery fleet and third-party delivery firms.
People
4,000 strong workforce.
Comprehensive department structure:
admin, logistics, marketing and sales etc.
Physical
Strong, recognisable brand displayed on
own vehicle fleet and store fronts.
Significant focus on print literature to
trade via direct sales and delivery drivers.
Process
Click & Collect service through its own nationwide store network.
Online ordering via eurocarparts.com
Free Delivery option.
Several additional paid for delivery options, including next day.
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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2.4 Benchmark Analysis
The following analysis6 compares ECP’s digital assets with two direct competitors and a
leading indirect competitor with whom ECP shares a similar target demographic:
Table 2.2 Summary of Benchmark Analysis Results
Euro Car Parts 42 points
GSF Car Parts 38 points
Halfords 49 points
JD Sports 55 points
Table 2.3 Detailed Benchmark Analyses
ACQUISITION
Euro Car Parts GSF Car Parts Halfords JD Sports
Reach 940,000 monthly
visits and 7.9m page views.
120,000 monthly visits and 659,000
page views.
1.8m monthly visits and 11.8m
page views.
2.2m monthly visits and 18.5m
page views.
SCORE 3 2 3 3
Display Advertising
Yes - 4.63% of traffic to site.
Yes - 2.29% of traffic to site.
Yes - 0.7% of traffic to site.
Yes - 3.63% of traffic to site.
SCORE 3 2 1 3
Organic SEO First listing (Google)
under various keywords.
First listing under various keywords
First listing under various keywords
First listing under various keywords
SCORE 3 3 3 3
Paid SEO Yes: extensive list of
keywords.
Yes, but needs refinement on generic terms.
Extensive keyword list reflecting
product range.
First listing under various keyword
searches.
SCORE 3 2 3 3
6 Supporting analysis from www.similarweb.com // correct as of 14/05/15
Key: 3 = Excellent 2 = Good 1 = Needs Improvement 0 = Very Poor / Unknown
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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You Tube
Broad selection of how to… videos.
(1,600 subscribers)
Yes, but only one corporate video
and 7 subscribers
Broad selection of how to / product review videos. (c. 6,000 subscribers)
Wide selection of exclusive videos / reviews. (c. 3,000
subscribers)
SCORE 2 0 3 2
8,000 plus followers.
10k plus tweets.
2,500 plus followers. 4k plus
tweets.
35,000 plus followers. 10k plus
tweets.
65,000 plus followers. 12k plus
tweet.
2 2 3 3
C. 16k Likes. Regular and insightful posts.
C. 16k Likes. Regular and
insightful posts.
70,000 plus like and regular posts.
1m plus likes with regular and
informative posts.
SCORE 2 2 3 3
Customer Reviews
(Trust Pilot)
8.9 / 10
8.7 / 10
7.9 / 10
6.3 / 10
SCORE 2 2 3 3
Mobile Optimised
Yes Yes Yes Yes
SCORE 3 3 3 3
Website-based
Enquiry
Live Chat facility and e-mail address.
Live chat and e-mail form.
E-mail form and question search.
Live Chat, E-mail form and FAQs.
SCORE 3 3 2 3
Blog /
Newsletter
Newsletter, but none received several
weeks after sign-up.
Frequent and relevant posts to
blog.
Frequent blog posts with broad
content.
Frequent blog posts across a
range of subjects.
SCORE 0 2 2 3
Call to Action on Website
Car reg-based product finder and
sales promos
Car reg-based product finder and
sales promos
Car health-check but limited function.
Yes, but not product-led.
SCORE 2 2 1 1
CONVERSION
Quality of Checkout Process
Intuitive but layout could be more user-
friendly.
Intuitive but slightly
cumbersome.
No login-required, but could be more
user-friendly.
User-friendly process, no log-in
required.
SCORE 2 2 2 3
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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Communication of OVP
Snappy and precise Sets out core proposition.
Product-lead with little enticement.
Clear but lacks punch.
SCORE 3 2 1 2
Online Enquiries
Quick response through Live Chat
Quick response through Live Chat
Yes, but no live chat.
Quick response through Live Chat
SCORE 3 3 2 3
RETENTION
Customised Customer Area
Yes Yes Yes Yes
SCORE 3 3 3 3
Apps None None Yes: shop Yes: shop
SCORE 0 0 3 3
Blog / Newsletter
See Acquisition See Acquisition See Acquisition See Acquisition
SCORE 0 2 2 3
Social Media Channels
Good use of several channels
Presence across various channels
but needs improvement
Extensive use with great content
Extensive use with great content
SCORE 2 1 3 3
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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2.5 ECP SWOT Analysis
Table 2.4 Swot Analysis
INTE
RN
AL
STRENGTHS: Digital Marketing
Strong social media platforms with good follower base.
Comprehensive website and online ordering process.
Excellent online customer feedback.
Effective SEO strategy.
General
Well-established brand presence.
Nationwide infrastructure.
Own-brand range offers better margin.
Comprehensive product range, robust delivery promise and competitive pricing.
WEAKNESSES: Digital Marketing
Limited / weak calls to action on website.
No apps.
Blog / newsletter weak.
Current content marketing – together with the overall website content - dry and focused on trade audience.
General
Heavy reliance on B2B sales.
EXTE
RN
AL
OPPORTUNITIES: Digital Marketing
Committed industry bloggers.
High traffic consumer websites.
High use of app and mobile platforms. General
Car technology
CO2 emission standards.
Ageing car parc.
THREATS: Digital Marketing
Increasing competition in aftermarket sector, notably Halfords under the Car Parts Direct brand.
General
Strong new car sales and improving economy may strengthen further.
People driving fewer miles.
POSITIVE NEGATIVE
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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2.6 Key Issues Summary
Brand perception very B2B:
Need to develop a more consumer-facing character beyond the trade sector.
Content marketing lacks strategy and doesn’t exploit lead generation or invite
inbound communications:
Need to develop a more engaging content resource, with social media amplification
and better e-mail marketing.
Current SEO structured for trade customers:
Effective B2B SEO needs to be supported by an equally robust B2C SEO plan, with
relevant keywords and OVP.
Website needs to better engage, lead and convert users:
Landing page optimization, calls to action, self-promotion of satisfied customers very
limited. Checkout process also requires improvement.
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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3. Objectives
The overarching objective of our strategy is to increase sales to the end consumer segment
from the current level of just over £50m per annum to £100m pa within 5 years.
Our expectation is not to deliver a balanced increment of that growth (£10m) in the first 12
months, but instead focus on developing assets that – through promotion in years 2-5 – can
reach the target of £100m annual sales in year 5.
3.1 Key Assumptions
The website generates around 33,000 visits per day / 990,000 per month7
Average order value of £458
Average Gross Profit (after cost of goods sold) of 50% for OEM and 70% for own-
brand.
Of the £140,000 per day sales to the end consumer segment, we assume only 30%
(£42,000) of this is made online9. Equating to 933 buyers per day.
Therefore, there is a current average conversion rate of 2.8%
3.2 SMART Objectives
OBJECTIVE #1: SELL - INCREASE WEBSITE REACH
Attract 55,000 new paying customers and make new sales of £2.5m over 12 months using
earned media, targeting new segments and old users who haven’t made a purchase in the
last 12 months.
OBJECTIVE #2: SELL – INCREASE AVERAGE ORDER VALUE AND SALES OF OWN-BRAND
Also within 12 month, increase AOV to £50 through enhanced product recommendations on
order pages and specific product alignment in Know Your Car features. Through the same
methods, increase the sale of own brand goods to 40%.
OBJECTIVE #3: SELL - INCREASE CONVERSION RATE
Increase conversion rate from the current 2.8% to 5% within 12 months through enhanced
content and improved product suggestions.
7 Based on the 940,000 estimated monthly visits for April 2015 indicated by www.similarweb.com and allowing
for some seasonal increases / decreases. 8 http://www.eurocarparts.com/affiliate-program
9 Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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OBJECTIVE #4: SAVE - MIGRATE CUSTOMERS FROM OFFLINE TO ONLINE TRANSACTIONS
Increase percentage of customers who transact with us online to 40% within 12 months by
offering enhanced engagement options (e.g. Apps) together with supporting offline
incentive programmes e.g. online discount for first order.
OBJECTIVE #5: SIZZLE - EXTEND BRAND VALUE
Develop the foundations of a complimentary learning environment within 3 months – Know
Your Car – that empowers users and increases dwell time by at least 100%.
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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4. Strategy
Our strategy will focus on delivering enhanced content and service standards to two
principal groups:
1. Existing ECP customers.
2. Niche enthusiast groups.
4.1 Audience
According to a 2013 AA / Populous report10, 21% (the highest percentage across six defined
groups) of the survey population were classed as Motorheads, who ‘live and breathe
motoring’ and are ‘quick to lift the bonnet…’
The report also states:
They drive frequently (more than 10,000 miles pa);
Twenty three percent do all or most of the maintenance to their car and;
73% enjoy watching motoring-themed TV shows.
We define the AA’s Motorheads as enthusiasts or hobbyists, within which there are a
number of niche groups that we have identified as key high-value targets.
10
http://www.theaa.com/resources/Documents/pdf/aa-populus-5-year-report.pd
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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4.2 Target Personas
Table 4.1 ECP’s Target Personas11
Hot Hatch Harry Classic Car Charlie
Demographic Male, 25 - 39, C2DE, young children, £125 - £499 pm
disposable income.
Male, 55+, ABC1, children left home, £1000+ monthly disposable
income.
Work Entertainment, Retail, IT. Company employee with increasing responsibility.
Senior management or business owner. Engineer, Architect, etc.
Geography Hotspots in the North West and
Central Scotland but strong representation nationwide.
Strong representation nationwide with hotspots in the North East and
East Anglia.
Hobbies & Interests Motorsports, Football, Video Games, Track Days, Movies.
Motorsports, DIY, Car Restoration, Class / Vintage Cars, Travel, Comedy
Preferred Media Max Power, PistonHeads,
the Sun, Fast & Furious, Top Gear
Daily Telegraph, Top Gear, Wheeler Dealers, Practical Classics magazine,
National Geographic.
Online Behaviour Heavy mobile user, online
for 50+ hrs p/w IT literate. Prefers PC / Tablet,
online for 16.20 hrs p/w
Why buying car parts products, and why
ECP?
Increase car performance & aesthetics / ECP offers good value
and wide selection through a responsive site.
Hobby car restoration project / broad parts selection, quick
delivery.
Potential barriers to purchase?
Possible niche product / brand requirements
Possible perception of a low value brand with inferior parts.
11
Developed with You Gov profiling tool (https://yougov.co.uk/profiler) and Sport England’s market segmentation tool (http://segments.sportengland.org/), amalgamating the key shared characteristics of the two dominant segments: Tim and Philip.
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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4.3 Primary Segment
There are significant shared characteristics across the target personas, ECP’s existing
customer base12 and our wider research to inform the foundations of our primary target
segment. The following summary identifies some of the key profiling elements:
Male;
Aged 26 – 55;
Predominantly White British;
Active interest in sports – both for social engagement and participation - particularly
cycling and football;
Most responsive to internet / e-mail media channels;
Inquiring mind-set, preferring an educational / informative style.
4.4 Benefits & Value Proposition
With an inquisitive and research-friendly core customer, our intention is to create an
educational resource that provides customers with content that informs and provides
product direction. The working title for this resource is Know Your Car. We believe this
approach will also offer a key competitive advantage over competitors.
Figure 4.1 Know Your Car ECP Value Proposition
12
This is an assumption and further profiling of the existing customer database would be required.
SERVICE
Reliable, approachable and
well-supported.
PRODUCT Comprehensive product catalogue and equally robust resource and knowledge pool.
IMAGE
Product experts, friendly and
well-informed.
PERSONNEL Highly trained staff: specialists in their field, with the ability to support an Ask the Mechanic service.
KNOW YOUR CAR
ECP VALUE PROPOSITION
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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4.5 Communication & Touchpoints
Figure 4.2 Customer Journey
AWARENESS
Opt-in e-mail newsletter to current database
SEO / PPC with targeted keywords
Display advertising with key partner sites
Affiliate network development
Social media
Video
CONVERSION
Website / Micro Site
Android / Apple App
Landing Pages
Reviews and customer testimonials
Social media
Mobile
Video
RETENTION
Mobile
Social media
Video
Forums
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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5. Tactics
Table 5.1 Media channels, messages and actions to implement the proposed ECP strategy
REA
CH
/ A
WA
REN
ESS
Channel & Substantiation Message Action & Controls
Google Pay-Per-Click
Campaign
44.84% of all traffic to the ECP website is from search; with
21.11% (of 44.84%) from Google PPC13.
Extend Every Part Every
Model promise to Know Your Car proposition, led by
targeted keywords & OVP e.g. oil change / step by step instructions on how to…
Digital Manager14
Review campaign monthly, evaluating keyword
performance and CTR.
Organic SEO
78.89% of all search
traffic is organic.
As above.
External management by
specialist SEO firm.
Weekly reporting.
Already use e-mail for order confirmation & updates15.
Target segment respond well
to e-mail.
Weekly e-mails to promote Know Your Car theme.
Lesson summary;
Link to How To… video;
Aligned product recommendations.
Web team: organise content,
create editorial calendar.
Template / analytics support of a specialist e-mail
management service e.g. Mail Chimp
A/B test design variations,
with overhaul every 6 months to retain freshness.
Review weekly.
13
www.similarweb.com/website/eurocarparts.com / May 2015 data. 14
With a 4000-strong workforce we have assumed there is an established digital marketing team, including a Digital Manager with support team who can oversee this function as part of their daily activities. 15
Applying the £140k per day sales to the end consumer and AOP of £45, this could extend to 1m + e-mails for end consumers. Assuming some repeat orders and some opt-in refusal, we assume an opt-in e-mail database of 500,000. Needs to be verified and subject to a database cleansing process.
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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Display Advertising
Rich media, right of page, skyscraper above the fold
with high- traffic auto interest websites.
www.pistonheads.co.uk
(2.4m visits pm)
Dual-message design, carrying current product and Know
Your Car proposition.
Design team.
A / B test two designs to
measure CTR.
Rotate adverts across select websites across one-month
campaigns and evaluate.
Affiliate Network
An established affiliate
network and system in place.
Develop messaging through a foundation of high-value
bloggers16
Know Your Car launch.
Blog posts and display ads
Digital team.
Monthly analysis of CTRs from each affiliate.
Mobile
Details collected on ordering.
Target segment is heavy
mobile user.
Weekly Special Offer SMS
Digital team.
External delivery support,
where lists can be integrated across mobile and e-mail
marketing e.g. Mail Chimp / Call Loop.
Review weekly.
Social only provides 0.49% of
all traffic to the website17, with 94% of this traffic split between Facebook & You
Tube. Current follower base offers room for growth and
we believe these channels can deliver significantly more
traffic.
General OVP promotion + Know Your Car-specific
aligned with special offers,
Target identified personas to drive website clicks and by
association Likes to ECP Facebook page.
Social Media Manager.
Weekly reporting of new Likes.
16
http://www.cision.com/uk/social-media-index/top-10-uk-automotive-blogs/ 17
www.similarweb.com/website/eurocarparts.com / May 2015 data.
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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Video
Established You Tube channel and small library of How To…
videos
Development of weekly How To … videos to support Know Your Car. 5-10 minute videos, focusing on relatively simple
tasks at launch.
Use current videos as launch base.
Digital Manager, with new
staff member managing the Know Your Car section.
You Tube-hosted videos.
Weekly review in line with
each lesson.
CO
NV
ERSI
ON
Channel Message Action
Website / Micro Site
See Section 6 for detailed website changes.
New micro site to house key components of Know Your
Car. To include themed lessons comprising:
You Tube-hosted videos;
PDF knowledge sheets;
Further supported by:
Ask The Mechanic section;
User Forums.
Digital Manager lead. New
Know Your Car section manager.
External development of new
micro site and website changes.
Weekly internal updates
through CMS.
Android / Apple App
Heavy Mobile Users
Two core functions: (1) Full Product Catalogue / E-comm function (2) Know Your Car
Content.
External development
Reviews & Customer
Testimonials
Very strong feedback; currently under-used as a
promotional tool.
Integrate into Know Your Car site for feedback on each
individual lesson.
Know Your Car section manager.
Collate and review feedback
/ scores after each lesson (weekly).
Social Media
Established base on Facebook / Twitter
Weekly posts and tweets announcing updates to Know
Your Car.
Social Media Manager.
Weekly review of Retweets, Likes, Shares, feeding into
wider monthly review.
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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Mobile See Reach.
See Reach. See Reach.
Video
See Reach.
Introduce Guest Spots with
popular TV mechanics e.g. Ed China, Wheeler Dealers.
See Reach.
RET
ENTI
ON
Channel Message Action
Continue weekly promotion of Know Your Car, integrate more aligned Special Offers. Promote launch of Forums.
See Reach
Mobile See Reach
See Reach See Reach
Social Media
Established base on Facebook / Twitter
Weekly posts and tweets announcing updates to Know
Your Car.
Social Media Manager.
Weekly review of Retweets, Likes, Shares, feeding into
the wider monthly review to establish lesson popularity.
Video See Conversion / Reach
See Conversion / Reach See Conversion / Reach
Forums
Strong community focus, with anticipated knowledge share
across the forums.
Development of Know Your Car community, inviting
deeper user participation.
Know Your Car section
manager.
Develop core subject discussion points. Daily
mediation to ensure proper use of forum.
5.1 Controls & Ongoing Improvements
Google Analytics, with amendments to ensure we track new key words;
Whilst weekly reviews have been applied for most of the channels, a detailed
monthly report will be compiled contrasting returns across all campaigns;
Sales figures derived from accounting;
All campaigns subject to an ongoing TIMITI18 review process.
18
Try It! Measure It! Tweak It! – Jim Sterne, Web Metrics
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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5.2 Timing
Table 5.2 Gantt Chart
Channel 1 2 3 4 5 6 7 8 9 10 11 12
Web / Know Your Car (KYC) Micro Site
Implement changes to main site
Design (KYC) micro site – month 4 launch
Develop KYC 12-month content calendar
KYC Lesson Production (incl. Videos)
Develop KYC Forum / Ongoing Mediation
PPC – Implement & Track (I/T)
Agree Ad Words and KYC OVP
SEO (I/T)
Identify x3 SEO firms, assess & engage
E-mail (I/T)
x3 e-mail providers: assess, engage one
Develop 12-month content calendar
Template Design - ongoing A/B testing
Display Ads (I/T)
Identify preferred sites – 3 month terms
Ad design - ongoing A/B testing
Mobile (I/T)
x3 SMS providers: assess, engage one
Preliminary 12-month offer schedule
Social (I/T)
Develop Facebook ad campaign
Twitter updates – Specials / KYC content
Month
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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6. Website Recommendations
Website recommendations have two key objectives: (1) General improvements and (2)
Additions to support Know Your Car.
6.1 Home Page
Image 6.1 Home Page Recommendations
1. Need to introduce script on website launch detailing the use of cookies.19
2. Lift the promotion of the Why Shop With Us? bar, including the addition of customer
review Trust Pilot scores.
3. Current call to action, whilst a useful plug-in used by several competing websites, can
deliver defective results. Need to improve accuracy of the tool.
4. Following survey results, consider the introduction of a more dynamic carousel promo
banner (limited to x3 promotions), where more products / services can be positioned.
5. Customer service needs to be better promoted. Whilst traditional design principles
suggest eyes lead bottom right of the page, here it lacks definition.
19
The Privacy and Electronic Communications (EC Directive) Regulations.
FOLD
1
3
5
2
Key: General Improvements New Additions
4 6 7
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
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6. Promotion of the new Know Your Car section, with a direct link to the new micro site
where browsers will find: Ask The Mechanic; Forums and links to weekly How To …
videos.
7. Introduce e-mail sign-up form in conjunction with the Know Your Car promotion.
6.2 Product Page
Image 6.2 Product Page Recommendations
1. Most products currently limited to one image. Certain products e.g. performance and
styling would benefit from alternate views / 360 degree rotation functionality. Several
product pages were also found to have no images. A review and check process needs to
be implemented to ensure all products have images.
2. Upsell – Customer Also Bought… – lost below the fold and very discrete. Several
products have no recommendations. Need to review product affinities and enhance the
promotion of these products.
3. Where possible - if relevant content is available - integrate Know Your Car function to
align with product e.g. for oil filter provide link to How To… change an oil filter video.
FOLD
2
Key: General Improvements New Additions
1
3
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
25
6.3 Landing Page
Image 6.3 Landing Page Recommendations
1. Clear titling and good use of brand logos (conveying trust), but layout could be
improved. Select 4-5 of the highest profile brands and use higher pixel logos.
2. Integrate logos into the promo image, freeing up space below to lift Special Offers,
which are currently below the fold.
3. Integrate call to action. Rather than promoting the KYC function here, (which could
distract), instead offer an opt-in e-mail to promote the current Product Update
newsletter.
6.4 User Survey
Overall we feel the ECP website delivers an efficient and effective online service. The
recommendations here we believe will further enhance the website. However, given the
current high level of customer satisfaction we suggest running a custom pop-up survey
(prior to any changes) for a period of one-month to gather feedback.
FOLD
2
Key: General Improvements New Additions
1
3
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
26
7. Budget & Forecast
Table 7.1 Media Mix Budget & Returns
The table shows delivery of 57,202 sales and an allowable marketing cost (AMC) of £3.80
20
Defined here as the total number across the year. An e-mail database of 500,000 therefore translates to 6,000,000 (12 months x 500,000 addresses). For PPC, Google’s suggested 83k daily impressions equates to 21
Applying the improved conversion rate from 2.8% to 5% conversion 22
According to data from the Mobile Marketing Association
MEDIA BUDGET UNIVERSE20 CTR CLICKS CONV. RATE21
SALES CPS
PPC 55,000 25,000,000 1% 250,000 5% 12,500 £4.40
Search 24,000 n/a n/a 300,000 5% 15,000 £1.60
E-mail £16,640 6,000,000 5% 300,000 5% 15,000 £1.11
Affiliate 30,000 n/a n/a 30,000 5% 1,500 £20
Display
30,000
28,800,000 0.07 20,160 5% 1,008 £29.80
Mobile £38,400 1,200,000 15%22 180,000 5% 9,000 £4.27
Facebook £25,000 12,775,000 0.5% 63,875 5% 3,194 £7.83
TOTAL 219,040 73,775,000 n/a 1,144,035 5% 57,202 £3.80
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
27
Table 7.2 Total budget allocation & ROMI across all campaign components
MEDIA BUDGET ROMI23
Website £3,000 n/a
Micro Site £10,000 n/a
Know Your Car Manager £25,000 n/a
Video (Production) £15,000 n/a
App Development £30,000 n/a
PPC £55,000 £562,500
Search £24,000 £750,000
E-mail £16,640 £750,000
Affiliate £30,000 £75,000
Display £30,000 £50,400
Mobile £38,400 £450,000
Facebook £25,000 £159,700
TOTAL £302,040 £2,797,600
Table 7.3 Gross profit after cost of goods sold but before other operational costs:
Total Sales Sales Breakdown24 Gross Profit
£2,797,600
Own Brand: 40% of sales at 70% margin = £783,328
OEM: 60% of sales at 50%
margin = £839,280
£1,622,608
23
Assuming an increased average order value of £50 24
Assuming the revised sale ratio, with own brand increasing from 30% to 40% of total sales.
Euro Car Parts – Digital Acquisition Plan – June 2015 / Justin Perkins – IDM NO: CB1572126
28
8. Appendices
Marketing Excellence, Routledge, Dave Chaffey & PR Smith, Pages 1-46 / 534 – 576
The SOSTAC Guide to Writing the Perfect Plan, P.R. Smith (2011) Amazon E-book
Google report: Auto Aftermarket, Today’s Digital Driver, November 2013
Mintel Report: Car Aftermarket - UK - November 2014, Neil Mason
AA Populous Report : http://www.theaa.com/resources/Documents/pdf/aa-populus-5-year-report.pdf
Automotive Council UK Report: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/211901/13-975-driving-success-uk-automotive-strategy-for-growth-and-sustainability.pdf
Inside Online Report: http://insideonline.co.uk/wp-content/uploads/2015/03/CarParts-SectorReportDigital.pdf
IBIS: http://www.ibisworld.co.uk/market-research/motor-vehicle-parts-retailers.html
Trend Tracker: http://www.trendtracker.co.uk/blog/2014/07/retail-aftersales-market-value-up-10 http://hedgescompany.com/blog/category/auto-industry-news/
SMMT May Report: http://www.smmt.co.uk/wp-content/uploads/sites/2/SMMT_Facts-Guide_May.pdf
BCA Used Car Market Report: http://www.bca-group.com/~/media/Files/B/BCA/documents/bca-2013-used-car-market-report.pdf
KPMG Retail Report: http://www.kpmg.com/uk/en/issuesandinsights/articlespublications/newsreleases/pages/how-will-demographic-trends-in-the-uk-affect-the-retail-sector.aspx