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SUMMER INTERNSHIP PROJECTPresented By: Shannon Greenbaum5 July 2016
Identify a digital marketing strategy for owned channels (email, social, text, mobile app) for the Licensed business that will keep us competitive, increase engagement and drive traffic and sales in the hopes of reaching our $100M goal this year.
PROJECT OVERVIEW
2
3
CURRENT STRATEGY
Licensed Web Only
Q1 This YearVisits % to TTL Orders Gross Sales % to TTL *Conversion CVR Index
Sales Var to Total Site [bps]
CSE 168,219 7.5% 5,946 $256,921 5.2% 3.53% 0.78 257 Direct 645,444 28.8% 26,076 $1,274,837 25.9% 4.04% 0.89 (213) Email 166,214 7.4% 12,742 $592,996 12.0% 7.67% 1.69 (582) Natural Search 704,062 31.4% 32,384 $1,582,914 32.1% 4.60% 1.01 650 Other Channels 308,164 13.7% 10,764 $517,425 10.5% 3.49% 0.77 121 Paid Search 249,539 11.1% 13,917 $698,832 14.2% 5.58% 1.23 (234)
TOTAL 2,241,642 100% 101,829 $4,923,926 100% 4.54% 1.00 -
• Email: 1 weekly licensed emails, frequently targeted, hot market focus, provides the biggest opportunity for growth within the Licensed business
• Mobile App/SMS: 1.4M app users with push notifications turned on, still working with wrapped site and no mobile texting; team working through timeline of updates, no current licensed benefits
• Social: Relevant posts typically within hot market, improving customer loyalty, licensed one of best campaigns (#squadcolors)
*Reference Appendix A for more information on current licensed trend
4
LICENSED SALES BY LEAGUE
Other:SPECIAL EVENTS MENS LICENSED KIDS LICENSEDWOMENS WORLD CUPHARDGOODS/OTHER LICENSEDMLSHIGH SCHOOLLICENSED COMMODITIESCLUB SOCCERINT. SOCCEROLYMPICS
*Reference Appendix A for more licensed statistics
NFL; 30%
NCAA; 31%
MLB; 18%
NHL; 11%
NBA; 6%
Other; 4%
6
COMPETITOR ANALYSISData collected by:• Daily visits to competitor websites to record sales/promotions/advertising
techniques• Signing up for competitor emails and recording frequency of messages
received • Highlight and screenshot useful information
• Researching social media techniques as well as investigating app platforms
Zeta Analysis
• Analysis done on read rate, peak sending and themes• Personalization
Frequency Audience Promotion
*Reference Appendix B for a complete list of competitors
7
FANATICS
Email• Partnerships with major leagues: NFL, MLB, NBA,
UFC, MLS, PGA, NASCAR• Frequent and relevant emails sent out DAILY• Customer outreach (Celebrate Fan sales)
App• Fast and easy to use app
• Push notifications• Native experience
Social media presence• Big three: Twitter, Facebook, Instagram
• 1:4 tweet/follower ratio• Double Instagram Handle
• Fan inspired• Product/event inspired
• Snapchat, Pinterest, Google Plus
8
FANATICS
Personalized based on past engagement: “picks just for
you”
Personalized based on your “my favs” settings
9
MAJOR LEAGUESNHL, NBA, MLB, NFL, MLS
Emails• Range from frequently changing
promotions to no promotions• Attempt to specifically focus on
women in emails• Nike promotion on apparel during
MAP break • NFL was most effective with
customer outreach as well as emailsApps• All have effective apps but majority
are more focused on news and score updates
Social Media• Mainly covers players, scores and
news instead of publicizing promotions
10
MAJOR LEAGUESNFL
Use of personalized settings to send out
relevant sport merchandise updates
*Reference Appendix C,D and E for a more in-depth competitive analysis
12
Understanding the Licensed
Consumer
Survey Market Basket Analysis
Penetration Analysis
13
CUSTOMER SURVEY
First survey run related to licensed customer due to lack of information about a typical licensed consumer
• Audience: 200k DSG Scorecard members (100k licensed purchases, 100k non-purchasers)
• 14 Questions • Multiple select/open ended
• Sent out: June 14, 2016• Data Received: June 21, 2016• Total Respondents: 1,329
14
CONSUMER SURVEYKey Findings
General• 75% of consumers surveyed had purchased license material in the last 12 months• 53% prefer to shop exclusively in-storeGender• Both men and women preferred licensed apparel to the alternative non-licensed option• Both men and women preferred to receive emails as their primary from of communication
with DICK’s• Women were more likely to buy merchandise for others rather than themselves• Overall, women were 25% less likely to purchase licensed apparel Age• People from the ages of 18-54 were more likely to purchase licensed material• 18-24 year olds are far more likely to buy merchandise for themselves• 24-34 are more likely to buy merchandise for another adult
*Reference Appendix F and G for more information
15
SURVEY RESULTS:COMPETITOR INFORMATION
Department stores and Big Box stores were a surprising 44% and 43%
Who Have You Purchased Licensed Products from in the Last 12 Months?
22.%
9%
21%
4%
3%
6%
15%
44%
43%21%
89%
18%
16
MARKET BASKET ANALYSIS
• Table depicts ONLY top 3 categories that fell into the top percentages of lift AND attachment rates
• Typical licensed customer is 2.16 times more likely to purchase boys athletic apparel
Blended Department - Top 40% Attached Customers & Top 30% lift
Dept Name Average of Attach Customer Cnt
Average of Attach Basket Cnt
Sum of Attach Sls $ Lift ↓ Sum of attached $
per custSum of attached $
per trnx
BOYS ATHLETIC APPAREL 505,853 1,108,761 $52,959,338 2.16 $104.69 $47.76
MENS GOLF APPAREL 292,466 437,805 $26,254,410 2.01 $89.77 $59.97
WOMENS OUTERWEAR 254,586 349,573 $18,805,288 1.99 $73.87 $53.80
*Reference Appendix H for more information
17
• With a lift of 1.90, basketball is the team sport that most correlates with the purchase of licensed products
• Opportunity for future promotions/licensed/basketball marketing campaigns
MARKET BASKET ANALYSIS
Blended Class - Top 5% Attached customers & Top 20% lift
Dept - SubDept - Class Average of Attach Customer Cnt
Average of Attach Basket Cnt
Sum of Attach Sls $ Lift ↓ Sum of $ Attached
Per CustSum of Attached $
Per Trnx
BOYS ATHLETIC APPAREL- UNDER ARMOUR- BASKETBALL 50,224 60,725 $1,922,664 3.03 $38.28 $31.66
YOUTH GOLF APPAREL- UNDER ARMOUR- UNDER ARMOUR BOYS 49,892 65,185 $3,083,993 2.96 $61.81 $47.31
BOYS ATHLETIC APPAREL- NIKE- FLEECE 52,822 62,360 $2,453,485 2.88 $46.45 $39.34
BOYS ATHLETIC APPAREL- UNDER ARMOUR- COLD COMPRESSION 41,441 47,445 $2,132,508 2.83 $51.46 $44.95
BOYS ATHLETIC APPAREL- NIKE- BASKETBALL 148,283 241,139 $10,158,882 2.81 $68.51 $42.13
*Reference Appendix I and J for more information
18
SCORECARD PENETRATION ANALYSIS
Total Online Scorecard Penetration Rate: 48%Total Online Scorecard Penetration Rate for Licensed: 42%
Total Chain Brick and Mortar Penetration Rate: 81%Total Licensed Brick and Mortar Penetration Rate: 71%
• What does this mean?• Opportunity to increase penetration through
specific scorecard/licensed deals
*Reference Appendix K for more information
19
LICENSED DIGITAL CHANNELS: SWOT ANALYSIS
SWOT ANALYSIS: EMAIL
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Strengths:-Shift from bi-weekly to weekly email-Smaller league visibility (i.e. COPA)-Hot market updates
Weaknesses:- Eye catching, rich content current unavailable- Inability to react to sports updates- Lack of licensed promotions
Opportunities:- Partnership with company for
creative/interactive email designs- Partnership with ESPN- Personally relate to consumers (particularly females) with more frequent, targeted emails
Threats:- Insufficient resources to keep up with competitors who
have adapted to react to sports updates- Competitor partnerships with key leagues
SWOT ANALYSIS: SOCIAL
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Strengths:- Fast updates- Fan interaction/one of more engaging campaigns
Weaknesses:- Lack of creative for independent licensed channel - Legal limitations with players and teams - Lack of budget for partnerships with key players and teams
Opportunities:- Leveraging ESPN partnership to get content- Use of snapchat at sporting events- Dedicated creative resources - Increase engagement through separate handle
Threats:- Fanatics partnerships with teams/athletes
SWOT ANALYSIS: MOBILE
22
Opportunities:- Process for deep linking in My Offer- Licensed specific scorecard points- Developing a Native Shop Experience- New text provider - Ability to search specific store for product- Push notifications in-store
Threats:- Not able to compare with competitive apps
(Target, Fanatics, Walmart)- Resources (i.e. time) - No current iPad app
Strengths: Weaknesses:- Shopping experience currently wrapped
(not native)- Not able to search specific store for product
23
LICENSED DIGITAL STRATEGY RECOMMENDATIONS
24
RECOMMENDATIONSEMAIL
1. Increased frequency of licensed emails (need based)2. Develop more personalized emails
• Versioning out • Targeting
3. Increased effort to target the licensed female customer• Gender specific research• Increase use of females in licensed advertising
campaigns4. Leverage ESPN partnership
• Develop ranking system for top 5 events
5. Focus on licensed promotions pairing low selling item with high selling market basket items
6. Licensed acquisition campaign• Increase promotions encouraging more licensed
customers to sign up for scorecard
25
RECOMMENDATIONSSOCIAL MEDIA
1. Dedicate resources• Jerseys on models• Leveraging existing partnerships
• ESPN• Steelers, Pirates
3. Separate licensed “fan" channel• Creative coming from fan base• Similar to Fanatics double handle
4. Use of snapchat• Snapchatting fans/in-store reactions
26
RECOMMENDATIONSMOBILE/SMS
1. Imperative to switch to native experience in order to keep up with competitors
2. Opportunity for licensed promotions related to Scorecard points
3. New SMS provider will be key to improvement and development of text 4. Develop timeline for all app updates that can be shared with all involved parties5. Continue to improve sections within App to create a more enjoyable user interface experience
27
SPECIAL THANKS TO…
Kari DeGori Erin Mcintyre Greg Smith Matt Utz Matt Langton
And everyone else who helped me along the way…
APPENDIX A
29
YTD total Rtl Sales $ YTD total eComm Dmnd Rtl Sales $
Licensed has accounted for $2.8M of the business thus far this year. Last year, at this point, it was only $2.6M.
TY YTD: $ 61,320,791
LY YTD: $50,297,594
TY YTD: $10,287,370
LY YTD: $8,269,852
APPENDIX B
Main licensed competitor due to frequency/relevancy of emails as well as major partnerships
31
APPENDIX C
ACADEMY
Email• Weekly overarching emails similar to DICK’s tab support• Infrequent attention to hot market/current eventsWeb• Unchanging deals App• No App (only coupon apps)Social Media• Limited licensed posts
• Instagram: large and small licensed events• Twitter: Staying up to date on current events/fan
events• NO snapchat
32
APPENDIX D FANSEDGE
Email• Constant and varied site/email
promotions with huge amount of attention on major leagues
• Infrequent emailsApp• No AppSocial Media• Instagram: promoting new
products/trends• Twitter: Sporadic posting about
new trends/seasonal• No Snapchat
33
APPENDIX E
TARGET/MACY’S
Email• No specific email marketing strategy for
license material• Reliant on site wide discounts and low prices
to attract customer base• Danger coming from in-store cheap
licensed/unlicensed apparel salesApps• Well developed, popular apps with
embedded discounts and native experiences
34
APPENDIX F
74%
26%
Have you bought a licensed product within the last 12 months from any
retailer?
Yes No
54%
13%
34%
Did You Buy Merchandise at a DICK's Sporting Goods Store or
Online
In Store Online Both
35
APPENDIX G
32%
37%
31%
Purchasing Power: Females
SelfAdultYouth
NFL NCAA MLB NHL NBA0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
2015 Men2015 Women
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APPENDIX HBlended Department - Top 40% Attached Customers & Top 30% lift
Dept Name Average of Attach Customer Cnt
Average of Attach Basket Cnt Sum of Attach Sls $ Lift ↓ Sum of attached $
per custSum of attached $
per trnx
BOYS ATHLETIC APPAREL 505,853 1,108,761 $52,959,338 2.16 $104.69 $47.76
MENS GOLF APPAREL 292,466 437,805 $26,254,410 2.01 $89.77 $59.97
WOMENS OUTERWEAR 254,586 349,573 $18,805,288 1.99 $73.87 $53.80
KIDS ATHLETIC FOOTWEAR 277,140 491,650 $17,696,048 1.99 $63.85 $35.99
ELECTRONICS 295,386 470,472 $33,086,555 1.99 $112.01 $70.33
MENS OUTERWEAR 168,636 206,189 $20,855,560 1.91 $123.67 $101.15
BASKETBALL 295,578 367,141 $17,847,701 1.90 $60.38 $48.61
FOOTBALL 224,546 290,049 $29,452,244 1.88 $131.16 $101.54
BAGS 464,943 655,843 $14,785,114 1.88 $31.80 $22.54
GIRLS ATHLETIC APPAREL 186,588 241,589 $25,566,802 1.86 $137.02 $105.83
OUTERWEAR ACCESSORIES 305,898 398,566 $16,856,435 1.85 $55.10 $42.29
SPORT GAMES 276,215 456,458 $18,723,216 1.85 $67.78 $41.02
Grand Total 295,653 456,175 $292,888,712 1.94 $82.55 $53.50
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APPENDIX IBlended SubDept - Top 20% Attached Customers & Top 30% lift
Dept - Sub Dept Average of Attach Customer Cnt
Average of Attach Basket Cnt
Sum of Attach Sls $ Lift ↓ Sum of attached $
per custSum of attached $
per trnx
BOYS ATHLETIC APPAREL- NIKE 253,854 456,322 $19,640,317 2.58 $77.37 $43.04BOYS ATHLETIC APPAREL- UNDER ARMOUR 319,851 603,139 $27,357,854 2.42 $85.53 $45.36FOOTBALL- FOOTBALLS 108,214 123,149 $3,311,507 2.27 $30.60 $26.89MENS GOLF APPAREL- NIKE 100,794 130,218 $8,860,869 2.23 $87.91 $68.05MENS GOLF APPAREL- UNDER ARMOUR 107,691 146,624 $11,063,383 2.23 $102.73 $75.45GIRLS ATHLETIC APPAREL- UNDER ARMOUR 144,407 217,827 $7,497,510 2.20 $51.92 $34.42GIRLS ATHLETIC APPAREL- NIKE 139,158 204,037 $6,396,823 2.19 $45.97 $31.35MENS OUTDOOR APPAREL- MENS TOPS 123,483 157,482 $7,041,857 2.17 $57.03 $44.72BOYS ATHLETIC APPAREL- DSG 160,630 207,946 $3,898,869 2.17 $24.27 $18.75BASKETBALL- BASKETBALLS 181,754 220,851 $6,686,688 2.12 $36.79 $30.28SPORT GAMES- INDOOR GAMES 154,292 185,861 $5,925,626 2.11 $38.41 $31.88GIRLS ATHLETIC APPAREL- DSG 118,690 160,165 $3,532,878 2.07 $29.77 $22.06SOCKS- SEASONAL 251,897 331,198 $5,124,640 2.06 $20.34 $15.47CLEATS- SLIDES/SANDALS 269,525 337,123 $11,890,853 2.05 $44.12 $35.27BASEBALL- BATTING GLOVES 204,626 259,568 $7,088,500 2.04 $34.64 $27.31OUTERWEAR ACCESSORIES- WOMENS OUTERWEAR ACCESS 121,165 141,465 $5,670,341 2.03 $46.80 $40.08KIDS ATHLETIC FOOTWEAR- KIDS ATHLETIC FOOTWEAR 292,466 437,804 $26,254,395 2.01 $89.77 $59.97TOTAL 179,559 254,163 $167,242,912 2.17 $54.79 $38.71
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APPENDIX JBlended Class - Top 5% Attached customers & Top 20% lift
Dept - SubDept - Class Average of Attach Customer Cnt
Average of Attach Basket Cnt
Sum of Attach Sls $ Lift ↓ Sum of $
Attached Per CustSum of Attached
$ Per Trnx
BOYS ATHLETIC APPAREL- UNDER ARMOUR- BASKETBALL 50,224 60,725 $1,922,664 3.03 $38.28 $31.66YOUTH GOLF APPAREL- UNDER ARMOUR- UNDER ARMOUR BOYS 49,892 65,185 $3,083,993 2.96 $61.81 $47.31BOYS ATHLETIC APPAREL- NIKE- FLEECE 52,822 62,360 $2,453,485 2.88 $46.45 $39.34BOYS ATHLETIC APPAREL- UNDER ARMOUR- COLD COMPRESSION 41,441 47,445 $2,132,508 2.83 $51.46 $44.95BOYS ATHLETIC APPAREL- NIKE- BASKETBALL 148,283 241,139 $10,158,882 2.81 $68.51 $42.13BOYS ATHLETIC APPAREL- NIKE- TRAINING 124,167 169,555 $4,341,804 2.78 $34.97 $25.61BOYS ATHLETIC APPAREL- NIKE- CORE COMPRESSION 48,096 58,809 $1,738,472 2.75 $36.15 $29.56BOYS ATHLETIC APPAREL- UNDER ARMOUR- FLEECE 93,351 118,697 $5,846,794 2.74 $62.63 $49.26HOCKEY- STREET HOCKEY- STREET HOCKEY ACCESSORIES 37,786 46,951 $766,460 2.72 $20.28 $16.32BOYS ATHLETIC APPAREL- UNDER ARMOUR- TRAINING 209,155 345,092 $12,548,467 2.62 $60.00 $36.36GENERAL ACCESSORIES- SUNGLASSES- BASEBALL SUNGLASSES 33,368 36,908 $1,062,992 2.58 $31.86 $28.80BOYS ATHLETIC APPAREL- UNDER ARMOUR- CORE COMPRESSION 88,566 111,385 $3,256,320 2.57 $36.77 $29.23BOYS ATHLETIC APPAREL- UNDER ARMOUR- ACCESSORIES 36,239 40,297 $860,060 2.52 $23.73 $21.34SPORT GAMES- INDOOR GAMES- MINI GAMES 98,155 110,319 $1,913,020 2.51 $19.49 $17.34BAGS- ACCESSORIES- LUNCH BAGS 57,990 62,664 $1,183,756 2.51 $20.41 $18.89CLEATS- SLIDES/SANDALS- KIDS 56,182 62,164 $1,490,030 2.48 $26.52 $23.97TOTAL 76,607 102,481 $54,759,705 2.71 $44.68 $33.40
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APPENDIX KSales Score Card Penetration - Licensed Online
Ecomm Analysis - Loyalty Sls when Customer Matches Name and Address with an Existing Scorecard Account
YearEcomm
Licensed Loyalty Sales
Ecomm Licensed
Total Sales
Ecomm Licensed Loyalty
Penetration
Ecomm Total
Loyalty Penetration
2013 10,752,541 25,478,400 42% 48%
2014 16,091,208 42,240,068 38% 44%
2015 22,076,016 52,466,037 42% 48%
2016 1,570,216 4,077,814 39% 47%