eRetail Europe 2015 - Martin Smeding - Interflora
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Martin Smeding Online/eCommerce Manager
Transcript of eRetail Europe 2015 - Martin Smeding - Interflora
Martin SmedingOnline/eCommerce Manager
Background:Founded 1923eCommerce 1995
Orders:58% online42% shops (730 shops)
wholesale Interflora Sweden
• Selling• Executing shop• Delivery• HQ
• AOV: 41 EUR• Every 3rd order
additional product
12 months
09.00
16.00
Zzz20.00
21.00
24h
2023-05-01
DECISION MOTIVATION ACT
HOW?
BPCS
Target audience
CHANNEL MIX
VISIONBRAND
PROMISE
International Marketing MeetingParis, 16-17 September 2014
International Marketing Meeting,Presentations 16 September 2014
Best Marketing Practice in ……. /Guest Speaker
Best Marketing Practice
Women that love flowers– Interflora’s core groupYounger spontaneous womenRomantic men
Cherishedqualitydelight
knowledgeableInspireExpression
LifestylePrice Sensitive Easy
Romantic occasionalcelebratory
Interflora - Target audience
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MOTTO OF THE EVENTInternational Marketing MeetingParis, 16-17 September 2014
International Marketing Meeting,Presentations 16 September 2014
Best Marketing Practice in ……. /Guest Speaker
Best Marketing PracticeContent marketing – sales funnel
TOFUMOFUZMOTBOFU
Not in the market
Responsive group
Curious to know more
Willing to buy now
Become selectableBanner, TV, Outdoor, PR
Context Be attractiveBanner, DM, Magazine, blog,Social media, affiliates
Conversation EngageSEM, interflora.se “best flower service?”
Close the deal Simplify and respondInterflora.se (UX, GUI, SEO, PSP)
New customerExisting/loyal customer
Service, after sales, additional sales Maintain and confirmCRM
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MOTTO OF THE EVENTInternational Marketing MeetingParis, 16-17 September 2014
International Marketing Meeting,Presentations 16 September 2014Best Marketing Practice
2011 2012 2013 2014
Trend analysis SEM interflora.se
Revenue Cost
30% of total revenue
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International Marketing MeetingParis, 16-17 September 2014
International Marketing Meeting,Presentations 16 September 2014
Best Marketing Practice in ……. /Guest Speaker
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MOTTO OF THE EVENTInternational Marketing MeetingParis, 16-17 September 2014
International Marketing Meeting,Presentations 16 September 2014
Secure and measure QS Mobile friendly solution (URL
m.interflora.xx) Call extension Site links Call outs Win the pixel war PLA Google Shoping Fixed monthly budget or variable
budget/cost Understand your margins CPA target (indicates max CPA and not all
orders will hit the CPA roof)
mCommerce & drive traffic to stores - omnichannel
4 863 ”Find a store”708 ”Click-to-call a store”143 Contact customer service via form138 Mail tol customer serviceSum leads: 5 852
”ROPO-model”(Research Online Purchase Offline)
5 852 interactions * 2% = 117 order117 order * 41EUR = 4 797 EUR
Trafic to stores/ Shop contacts
CRM – customer journey & customer dialogue
Company information
Communications
Segmentation
Statistics
Customer information
Trust pilot
Orders
Customer issues
Customer relation
Marketing
CRM
Newsletter
Loyalty program
Customer informationInterflora.se
Social media
Flower club
Member: 3,31Non Member: 1,22CVR…
A/B testResultatA - Original 3002 visitors (without colored input fields)B - Variant 2927 visitors (with colored input fields)
The winner is B . Version B +13% better CVR!
Test setup:20 minTestperiod: 7 days
![[KEYADE CASE STUDY] Interflora: managing the brand through operational attribution](https://static.fdocuments.in/doc/165x107/559674341a28ab24618b47f3/keyade-case-study-interflora-managing-the-brand-through-operational-attribution.jpg)
