Date post: | 27-Jun-2015 |
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Business |
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TAKING BACK RETAILSimon Goodrich & Andrew Apostola
Founders, Portable
!is presentation is a summary of Portables recently released bookAvailable for purchase: portable.tv/book
- Creating an Online Retail Experience- Social Media- Making and Growing an Online Store
WHAT WE WILL BE COVERING TODAY
Image: Lucas Dawson - L’Oreal Melbourne Fashion Festival 2013 - Josh Goot
CREDENTIALS- Portable is an Australian technology company that combines intelligent thinking and
inspiring design to create groundbreaking products. - Established in 2005 with o"ces in Melbourne, Sydney and New York- Portable built and operated a fashion e-commerce platform used by
Akira, !erese Rawsthorne, Josh Goot, Gail Sorronda and Arnsdorf- National President of AIMIA for three years, the digital peak body- Australian Ambassador for the New York based Webby Awards, the Oscars for online
CREATING AN ONLINE RETAIL EXPERIENCE
Image: Lucas Dawson - L’Oreal Melbourne Fashion Festival 2013 - Tony Maticevski
DEFINING A DIGITAL STRATEGYA digital strategy describes how you will use technology and the internet to reach your customers and drive sales.
Creating an Online Retail Experience
Image: Lucas Dawson - L’Oreal Melbourne Fashion Festival 2013 - Mary Katrantzou
- content- e-commerce- social media- online marketing
Creating an Online Retail Experience
A DIGITAL STRATEGY INCLUDES…
QUESTIONS TO HELP DEFINE YOUR DIGITAL STRATEGY- What do you want to achieve?- What are the metrics for measuring success?- What technologies are you going to use?- What are the milestones and review points?- How will you drive visitors to your products?- What tools will you use to convert visitors to customers?
Creating an Online Retail Experience
TACKLING TECHNOLOGY!e technology used to launch your brand should dovetail into your overall digital strategy, and ideally be simple and scalable.
Creating an Online Retail Experience
TIPS FOR TACKLING TECHNOLOGY - Don’t try to be innovative- Don’t #ash or splash- Don’t use animation- Use simple navigation- If starting-out use a pre-designed template- Use a CMS such as Wordpress, Blogger or Portable Shops – It’s cheaper.- Set up a newsletter/subscriber list- Focus on promoting and marketing
Creating an Online Retail Experience
CREATING A CONTENT STRATEGYDe$ning your audience and the types of content they $nd addictive will help you create a distinct voice.Ask yourself: - What online publications would your customer read?- What 10 individuals embody your brand?- What would your customer do on the weekend?- What are your customers 5 favourite $lms?
Creating a Content Strategy
CONTENT STRATEGY TIPS- De$ne audience- Continually create and post content- Publish important news via blog and newsletter- Ensure you “tag”- Post events and news as it happens
Creating a Content Strategy
SOCIAL MEDIA
Film: Emma Mulholland 12/13, Alex Goddard 2012
SOCIAL MEDIA TIPS FOR SUCCESS- Create a Facebook fan page & store - Follow, they’ll follow back- Update content regularly- Follow those following your competitors- Automate responses- Collect email addresses
Social Media & the Fashion Video
- Have conversations- Be engaging- Include re-tweet/tumblr/like buttons on
products and content- Measure your growth
SPECIFYING A SOCIAL MEDIA STRATEGYDe$ne the strategic goal you want to achieve through your social media strategy.
Social Media & the Fashion Video
Image: Lucas Dawson - L’Oreal Melbourne Fashion Festival 2013
SOCIAL MEDIA STRATEGY TIPS- Pick one platform and own the conversation- Be active and be timely- Amplify your content- Create relationships with in#uencers- Run competitions- Analyse, analyse, analyse
Social Media & the Fashion Video
MANAGING & GROWING AN ONLINE STORE
In today's competitive retail market it is imperative that the development of an e-commerce pro$le is part of your short to middle-term strategy.
Managing and Growing an Online Store
- Choose a platform- Use simple design principles- Make check-out the goal- Optimise your content- Work out the logistics- Be a good communicator- Work on it every single day
Managing and Growing an Online Store
TIPS FOR EMBRACING E-COMMERCE
Growing the sales of your online business
Managing and Growing an Online Store
MARKETING A BRAND ONLINE
- Measure ROI- Invest in growing your sales- Grow your newsletter database- Use coupons, vouchers and discounts to motivate shoppers- Invest in SEO and Google Adwords- Use Traditional Marketing- Engage with the blogisphere
Managing and Growing an Online Store
MARKETING TIPS
Managing and Growing an Online Store
Setting up and maintaining an e-commerce site means commitment to implementing your strategy and having the resources to see it through.
STAFF RESOURCING
Image: Lucas Dawson - L’Oreal Melbourne Fashion Festival 2013
Managing and Growing an Online Store
- De$ning a consistent voice across all channels- Setting up and managing your online pro$les- Developing and implementing your content schedule- Responding to questions, comments and requests via social media
TASKS FOR YOUR DIGITAL CO-ORDINATOR
Managing and Growing an Online Store
- !e longer you are out online the more people will $nd you.- Use social media to amplify your message, don’t be afraid to communicate often.- Develop your own voice.- !ere are many elements to a digital strategy, you don’t need to do all of them, just do what you do consistently and with passion
SOME KEY TAKE AWAYS
Available for purchase: portable.tv/bookRRP: $9.95 e-book / $24.95 hardcopy.