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Moving Mindfully Into E-Commerce
Stacy Kriedeman, Director of Marketing Communications, Branding and Design
Pennsylvania Liquor Control Board
Moving Mindfully Into E-Commerce
E-Commerce Background
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Launched the first e-commerce site in late 2002
The site started with 525 wine products with a focus on super-premium and hard-to-find products
In 2003, spirits were added and the product selection was expanded to more than 1500
Rebranded the site in 2010 to mimic the
store rebrand
The focus remained on high end and hard-to-find products
Added additional educational content such as wine and food pairing suggestions, a party planning calculator and home entertaining tips
Currently in Phase One of a complete redesign of the site with new functionality
Website vs. Apps
Mobile
Since our e-commerce site
was not mobile friendly,
we launched two mobile
apps in 2012, one for
iPhone and one for
Android devices
Some unique functionality
such as “Scan Bottle”
Moving Mindfully into E-Commerce
Focus on improving the consumer experience and convenience Started shipping to homes and/or businesses in PA in late
2011
Added Live Chat functionality in 2011
Continued focus on search functionality
Added lotteries for highly allocated items that are in really high demand
Developed one product catalog
Recently, added the ability to order Special Order products online and we’ve started expanding our online product catalog
Search Improvements
BEFORE AFTER
Search Improvements
Earlier this year, we created
one catalog with e-commerce
products, in store products and
special order products
Added filters for brand, size
and promotion among others
filters to more easily find
product
Modified the search to make it
a fuzzy search so it would
bring back more results
Expanding Online Product Catalog
Special Order
Online Sales
FISCAL
YEAR
TOTAL
SALES
TOTAL
NUMBER
OF ORDERS
YEAR OVER
YEAR
REVENUE
GROWTH
AVG.
ORDER
VALUE
2016-17 $2,520,301 16,009 11.4% $157
2015-16 $2,263,393 17,319 5.0% $130
The “Amazon Effect”
E-commerce represents about 10% of all U.S. retail
Amazon has about a 43% share of that business
Consumer expectations Free shipping
Same day or next day delivery
Competitive pricing
Quick and easy checkout
E-Commerce Goals
Goals when thinking of e-commerce Create an engaging experience that balances relevant content
based on people’s entertaining needs and interest with products that help support that lifestyle
Provide a responsive, mobile first design
Create an easy shopping and frictionless check-out process
Create a true omni-channel shopping experience with better integration of back-end systems of online and brick and mortar stores
Allow consumers the ability to place orders online and pick up at a set time in store
Provide delivery service of products ordered online
Deploy content management tools to increase Marketing’s ability to quickly and efficiently modify content
Important Information To Know As We Move Forward
What do we know about our customers so far
What are they coming to our site to do
Why are they leaving, abandoning carts
How long are they spending on the site
Where are they coming from prior to visiting
our site
What device are they using to access the site
(desktop, mobile or tablet)
Who Are Our E-Commerce Customers
What Are They Coming To Our Site To Do
September 2017
Dynamic Pages & Forms
Page Views % of Total
Visits
1 http:// www.finewineandgoodspirits.com/webapp/wcs/stores/ servlet/ProductDisplay
1,549,178 34.83% 255,542 Product Detail
2 http:// www.finewineandgoodspirits.com/webapp/wcs/stores/ servlet/StoreCatalogDisplay
316,502 7.11% 180,568 Home Page
3 http:// www.finewineandgoodspirits.com/webapp/wcs/stores/ servlet/SearchResultsView
388,770 8.74% 99,422 Search results
4 http:// www.finewineandgoodspirits.com/webapp/wcs/stores/ WineandSpirits/ShoppingArea/ CatalogSection/SearchSubsection/ AutoComplete.jsp
421,503 9.47% 79,010 Keyword
Search bar
5 http:// www.finewineandgoodspirits.com/webapp/wcs/stores/ servlet/CatalogSearchResultView
246,376 5.54% 72,106 Search
from navigation
6 http:// www.finewineandgoodspirits.com/webapp/wcs/stores/ servlet/ CategoryProductsListingView
445,788 10.02% 66,540
7 http:// www.finewineandgoodspirits.com/webapp/wcs/stores/ servlet/FindStoreView
135,483 3.04% 62,529 Store Locator
8 http:// www.finewineandgoodspirits.com/webapp/wcs/stores/ servlet/ProductDetailInStore
194,431 4.37% 34,980 Locate
store for a product
9 http:// www.finewineandgoodspirits.com/webapp/wcs/stores/ servlet/MonthlyInstore
38,811 0.87% 31,711 Monthly
Stores Sales
10 http:// www.finewineandgoodspirits.com/webapp/wcs/stores/ servlet/StoreStateSearch
115,784 2.60% 28,053 Locate all
stores that carry a product
What Are They Coming To Our Site To Do
Most Downloaded Files
File No. of
Downloads % of Total Downloads
Visits
1 http:// www.finewineandgoodspirits.com/static/pdf/ monthlyInStoreSale/FWGS_201709.pdf
29,008 12.28% 19,348
2 http:// www.finewineandgoodspirits.com/static/pdf/ Sep2017_FWGScoupons_eSpot.pdf 140,220 59.37% 18,603 3 http:// www.finewineandgoodspirits.com/static/pdf/ FWGScoupons.pdf 29,445 12.46% 17,287
4 http:// www.finewineandgoodspirits.com/static/pdf/ monthlyInStoreSale/FWGS_201710.pdf
14,089 5.96% 7,098
5 http:// www.finewineandgoodspirits.com/static/pdf/ Sep_2017_Sweeps.pdf 3,855 1.63% 1,366 6 http:// www.finewineandgoodspirits.com/static/pdf/ Sep2017_Fall_into_Gin.pdf 3,029 1.28% 1,184 7 http:// www.finewineandgoodspirits.com/static/pdf/ Sep2017_Oktoberfest.pdf 2,193 0.92% 878
8 http:// www.finewineandgoodspirits.com/Stores.war/ WineandSpirits/ATTACHMENT/ HolidayCocktails_2011.pdf
823 0.34% 742
9 http:// www.finewineandgoodspirits.com/static/pdf/Recipes/ Sep2017_Cocktail_Recipes.pdf
1,021 0.43% 702
10 http:// www.finewineandgoodspirits.com/static/pdf/Recipes/ Mar2017_Cocktail_Recipes.pdf
469 0.19% 417
Why Are They Leaving
We continue to look at why people are leaving
Shipping costs
Out-of-state
Too cumbersome
How Are They Getting To Our Site
Majority of traffic to FW&GS is direct, followed by organic search and
paid search. There is opportunity to diversify the types of traffic driving to
the site.
How Are They Getting To The Site
The large percentage of
consumers using a mobile
device to engage with
FW&GS indicates purchases
and site consumption are done
on the go, while doing
something else, or as an
afterthought.
The high volume of mobile
access indicates a strong
mindset of purchasing on
the go with the need for a
strong smartphone app and
responsive site.
Driving E-Commerce Traffic
Banner ads promoting
online only products
Social media ads
Email blasts promoting
online promotions such
as First Taste
Paid search
Driving E-Commerce Traffic
We added a pop up to
encourage email sign up
Since April of 2017, we
have added nearly 28,000
email subscribers
Currently, we have
approximately 94,000
people signed up
We are adding about 4600
a week
Driving E-Commerce Traffic – Email Blasts
75,378 visits since
April
1400 sales
conversions
Average Order =
$138.01
Driving E-Commerce Traffic – In Store Promotion
How Long Are They Staying
The vast majority (47%) of site sessions last between 0-10 seconds, followed by
15% of sessions lasting 61-180 seconds (1-3 mins).
Moving Mindfully into E-Commerce
Phase one of a complete e-commerce redesign
We’re developing our digital experience strategy
inclusive of the following steps: A high level analytics review
Competitive/Best in Class Audit
Internal stakeholder surveys, current e-commerce consumer surveys
and potential consumer surveys
A technical audit
The creation of six personas and consumer journey maps for both
licensees and retail consumers
Creative brief to inspire the work
Mobile Strategy
Mobile Strategy
According to eMarketer, mobile is a key driver of e-commerce growth in North America.
In 2017, m-commerce will account for 34% of e-commerce sales in the U.S.
Consumers increasingly feel comfortable using a mobile device
For example, during Amazon’s Prime Day in 2016, mobile app orders more than doubled from 2015
Mobile Strategy
Providing useful information to consumers
where and when they need it
Adding coupons to our mobile app
“Scan Bottle” functionality
Searchable recipes
We will be doing a mobile assessment at the
same time
Moving Mindfully into E-Commerce