the blurring line between online and offline commerce experiences
TRANSCRIPT
![Page 1: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/1.jpg)
A digital product studio—We help design and grow profitable digital businesses.
The blurring line between online and offline commerce experiences.
![Page 2: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/2.jpg)
Hi, I’m Joel Turner.
● Strategy Director at MF London.● Wealth of experience in retail.● Marketing Manager for youth fashion
retailer Live Clothing.● International Marketing Manager for
Nobody Denim.● Worked on range of retail brands at
MF including Westfield, Schwarzkopf and Soho House Group.
![Page 3: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/3.jpg)
“I feel like my boutique is being turned into a fitting room for Amazon...”
![Page 4: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/4.jpg)
John
Nick
![Page 5: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/5.jpg)
Jon
Nick
![Page 6: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/6.jpg)
![Page 7: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/7.jpg)
Grand Social learnings.● Conversion is cheap!● Online selling is a service.● If you only exist online, you don’t
really exist at all.
![Page 8: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/8.jpg)
Problem:How do we connect the on with the offline, converting foot traffic into online sales?
![Page 9: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/9.jpg)
![Page 10: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/10.jpg)
#StyleStreamresults.● More than 20,000 unique entries● Over 40,000 Facebook shares of
content generated.● #StyleStream was the in top 3
Twitter AU trending topics each night of the stream.
● 120,000+ unique visitors over 3 days.● Most importantly resulted in a 45%
increase in sales in 3 months following on from the campaign.
![Page 11: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/11.jpg)
#StyleStreamlearnings.● Innovation is risky!● Digital was just one part of an overall
campaign strategy. ● When innovating, always consider
how the idea will scale… plan for both amazing success, and terrible failure.
![Page 12: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/12.jpg)
Problem:How can we build online brand awareness to help drive offline sales?
![Page 13: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/13.jpg)
“You could pay $1,300 for a mattress in store A when store B sells what is basically the same model by the same manufacturer for less than $700!”
mattressscam.com
![Page 14: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/14.jpg)
AH Beard research.● In 2012 a study of 13,089 people
conducted by Central Queensland University revealed that 96% of respondents woke up feeling tired. Simply, Australians were not getting enough quality sleep.
● Specifically interesting to us was that depression, energy levels, food cravings and weight loss are all linked to sleep and are all topics that our audience are passionate about.
![Page 15: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/15.jpg)
AH Beard research.● An AdWords campaign, 'Get better
sleep and lose weight', was run to gauge online interest in the topic and identify specific sleep-pain points.
● 157% more click-throughs than the product-feature-based AdWords that were already running.
![Page 16: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/16.jpg)
![Page 17: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/17.jpg)
![Page 18: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/18.jpg)
![Page 19: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/19.jpg)
AH Beard results.
● 26k unique entries to 6WSC.● 9% purchased an AH Beard mattress
since joining.● 61% are ‘Likely’ or ‘Very Likely’ to
purchase an A.H. Beard mattress next purchase.
● 70% of those who participated in the 6WSC were new to the AH Beard brand (had never purchased or heard of brand prior to entry).
“I couldn't wait to see if I would win this competition, I just had to have this mattress [the AH Beard Domino Dream Elite] and lucky for us there was a sale on. So we ordered the mattress and I should be sleeping on it in 2 weeks, I can't wait.”
![Page 20: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/20.jpg)
AH Beard learnings.● Celebrate your success internally,
not just externally!● “The failure of a product comes more
from a need that isn’t real, rather than a product that isn’t perfect.”
● Content might be king, but context is God!
![Page 21: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/21.jpg)
Problem:How can we use online to motivate customers to visit offline sites, more often?
![Page 22: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/22.jpg)
![Page 23: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/23.jpg)
Eat Drink Nap trial learnings.● Mobile is intimate.● Data > Sales.● Less personas, more real people!● Single customer view. ● Closing the sale with in-app
payment.
![Page 24: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/24.jpg)
"Where the transaction happens is not the big prize - it's how you influence that transaction using digital.”
Martin Gill, Forresters
![Page 25: The Blurring Line Between Online and Offline Commerce Experiences](https://reader031.vdocument.in/reader031/viewer/2022021919/58854e091a28abb5368b76c7/html5/thumbnails/25.jpg)
A digital product studio—We help design and grow profitable digital businesses.
Thanks! Questions?