From Concept to the Inbox Behind the Scenes Secrets That Drive Retail Revenue
Welcome Patrick Gill Co-Founder & CEO eCommerce Outdoors
About eCommerce Outdoors
- Started in 1997 as TackleDirect.com
- Sell 50,000 Outdoor Products
- 500 Brands
- We Ship to 150 Countries & 50 States
- 7 Niche Websites, 1 eBay Store
- 2 Physical Retail Stores & Warehouses
- 40 Employees
- Bronto Client Since 2010
Planning From Paper to Design
Planning
- Develop a Retail Promotional Calendar
- Be Niche Specific, Find Target Events
- Plan 6 -12 Months Out, Remain Flexible
- Leverage Email for Timely Info
- Have Templates Staged for Certain Types of Promotions
- Group Emails Into Logical Promotional Buckets
New Products Shipping Offers Sales & Promotions Holidays & Events Seasonal Offers Product Videos Private Sales
Key Tactics
That Are Often Overlooked By Big Box Retailers Specialty Retailers Begin Where Big Box Merchants Fall Off
- Special Orders - Integration with Print - Customizations - Pre-Orders - First to Introduce New Products - Expert Staff / Training - Highly Flexible - Unique Niche Products - Speed & Agility
Leverage Reps & Manufacturers
Often our best promotions are developed while brainstorming product options and offers with suppliers. - Free Items - Buy One Get One - Blowout Sales - Bundles & Kits - New Products - Shipping Offers - Rebates - Exclusive Items - Expert Product Videos - Events - Included Services
Build Text Outlines, Then Graphics
We template emails in text with relative links to products, images, etc. - Getting email content correct in text form saves time and resources - Leverage Excel and a project management tool , like Basecamp
Mock-ups in Image Form for Review
Finally Coding, Test, Test, Test
Examples What Works & What Failed
New Year New Gear
New Year New Gear Results
Cyber Monday
Cyber Monday Results
Cart Abandonment 1 of 3
Cart Abandonment 1 of 3 Results
Private Sale
Private Sale
Private Sale
Private Sale
Private Sale - Email
Private Sale – Landing Page
Private Sale – Results
Conclusion
3 Take Aways
- Begin where big box retailers end
- Leverage your manufacturers/reps
- Compete with world-class service
