Lean Merchandising: What Flash-Sale Websites Can Teach Online Retailers
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Transcript of Lean Merchandising: What Flash-Sale Websites Can Teach Online Retailers
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Lean Merchandising
How Flash-Sale Websites
Learn Fast
Prepared by Bill Carrier March 2014
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Casting Seeds in the
Gardening Category
Prepared by Bill Carrier March 2014
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• Collection Visuals and Taglines
• Day of Week
• Product Mix
• Product Sequencing
• Pricing
Launching Repeated Sales in a Category:
Discerning the Variables of a Successful Campaign
Prepared by Bill Carrier March 2014
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Sunday, February 9th
Landing Page HeadersCreate Visually Distinct
Collections
Prepared by Bill Carrier March 2014
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Saturday, February 22nd
Measure the Effect of TaglinesMotivating
Calls-to-Action
Wednesday, February 26th
Monday, March 3rd
Prepared by Bill Carrier March 2014
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Friday, March 7th
Evocative
Measure the Effect of Taglines
Friday, February 14th
Prepared by Bill Carrier March 2014
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Saturday, March 15th
Measure the Effect of Taglines
Sunday, February 16th
Descriptive
Prepared by Bill Carrier March 2014
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Scheduling: Launch Repeated Sales
Prepared by Bill Carrier
One Kings Lane launched sales on these dates
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Scheduling: Launch Repeated Sales
Prepared by Bill Carrier
One Kings Lane launched sales on these dates
![Page 10: Lean Merchandising: What Flash-Sale Websites Can Teach Online Retailers](https://reader033.fdocuments.in/reader033/viewer/2022061104/53ffbe468d7f724c088b4820/html5/thumbnails/10.jpg)
1. Test
2. Measure
3. Refine
4. Measure (again)
Iterative Sales Process
Prepared by Bill Carrier March 2014
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Product Imagery Promotes Repurposing
Prepared by Bill Carrier March 2014
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Dialing-in the Product Mix: The Basics
Prepared by Bill Carrier March 2014
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Dialing-in the Product Mix: The Decorative
Prepared by Bill Carrier March 2014
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Most Popular Relisted Items
Prepared by Bill Carrier March 2014
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Price Points: Sweet Spot $15 to $75
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Successfully Tests Higher Price Points
Prepared by Bill Carrier March 2014
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Pricing
Saturday, March 15th Saturday, February 22nd
Test price receptivity but be cautious in your “retail / list price” comparisons.
One Kings Lane risks credibility claiming retail price fluctuated from $33 to $48.
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Pricing
Saturday, March 15th Wednesday, February 26th
Again, One Kings Lane risks credibility claiming retail price fluctuated from $30 to $40.
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Lessons for Catalogers & Online Retailers Consider running flash sales as a way to
de-risk your business:
•Test multiple presentation variables in less disruptive way than A/B testing
•Create a process for new products to earn their way into your main product offering
•Maximize profitability by testing pricing in distinct markets before setting nationally
Prepared by Bill Carrier March 2014