E-Commerce Platform Integration | Nature's Products

This presentation was designed to overview the company's current back-office systems and outline a detailed plan for e-commerce platform integration for 5 consumer supplement brands.

Transcript

1. Nature’s  Products:     New  Digital  &    e-­‐Commerce  System  Integra7on  Plan  
2. Macola:   Inventory   Manager   ShipRite:     Fulfillment  Vendor   Order  Logix     Campaigner:   Email  Service   Provider   Your  Customers   Site  built  in  Joomla!  &   VirtueCart  plugin  (PHP)   built  by  Design  B,   maintained  by  Liqui-­‐site   Macola:   Inventory   Manager   Bonded/Mail   InnovaPons:   Fulfillment  Vendor   Campaigner:   Email  Provider   Your  Customers   Site  built  in  Viisual   Studio.NET  with   custom  code  by  Bird   Dog,  maintained   internally   Snapshot:  Our  Current  E-­‐‑Commerce  &  Web  Organization Macola:   Inventory   Manager   Sure  Source:   Fulfillment  Vendor   Constant   Contact:  Email   Provider   Your  Customers   Site  built  in  Drupal  with   SureSource  cart  plug-­‐in,   built  by  Method,  no   ability  to  maintain  
3. Limitations  to  Current  E-­‐‑Commerce  &  Web  Model •  Many  scaUered  databases  holding  individual  pieces  of  informaPon   about  customers  &  orders,  none  communicate  with  each  other   •  Each  brand  website  is  on  a  different  plaXorm,  none  is  very  easy  to   maintain  nor  opPmize  without  reliance  on  mulPple  outside  vendors   •  Significant  human  intervenPon  and  effort  is  required  to  translate  data   from  one  source  to  the  next,  creaPng  room  for  error  and  inefficiency   •  Disjointed  customer  communicaPons  –  no  ability  to  segment  based  on   new  leads,  exisPng  customers,  order  histories,  etc  –  blanket  approach   •  AnalyPcs  and  performance  data  becomes  almost  incomprehensible— various  KPI’s,  metrics,  reporPng  methods—interprePng  data  becomes   overwhelming,  ‘best  guess’  approach  to  translaPon  
4. New  Technology  Footprint:  Iceland  Health ASP.Net   Storefront Orders  (Web  &   Call  Center) Central  Authority: CRM, Knowledgebase  &   Agent  Scripts Five9:  Telephony Qlikview: Analytics  Engine Executive   Dashboards Marketing B  to  B  &  B  to  C (Will  use  Qlikview  and   Central  Authority) Mobile  Users Email  Interface Macola   ERP ShipRite  : Fulfillment   Vendor Call  Center
5. Reality:  This  New  Infrastructure  Impacts  Entire  Enterprise ASP.Net   Storefront Orders  (Web  &   Call  Center) Central  Authority: CRM, Knowledgebase  &   Agent  Scripts Five9:  Telephony Qlikview: Analytics  Engine Executive   Dashboards Marketing B  to  B  &  B  to  C (Will  use  Qlikview  and   Central  Authority) Mobile  Users Email  Interface Macola   ERP ShipRite  : Fulfillment   Vendor Call  Center …in  a  Good  Way
6. Fulfillment:  ShipRite,   Sure  Source,  etc.   CRM  Database   Macola:  ERP,   Inventory  Mgmt.   ASP.NET  StoreFront   MailChimp:     Email  Service   The  Vision:  Technology  Enhances  Collective  Digital  Presence… Qlikview:   Master  AnalyIcs   Dashboard  
7. New  Technology  Vision:  Initial  Concerns •  Individual  brands’  autonomy  and  control  over  creaPve  direcPon  may   be  affected  in  pursuit  of  a  more  “uniform”  collecPve  approach   •  Features  &  funcPonality  for  individual  sites  will  be  limited  based  on   common  site  plaXorm   •  Timelines  for  individual  site  launches  will  be  impeded  based  on  a  single   vendor  and  mulPple  sites  going  concurrently   •  Not  all  brands  share  the  same  business  model  or  go  to  market  strategy   –  is  one  web  plaXorm  soluPon  right  for  all?  
8. The  Vision:  Technology  Enhances  Collective  Digital  Presence Site  Content  &   Maintenance   CreaIve  Design  &   AestheIcs   Site  Features  &   FuncIonality   …While  Maintaining  Individual  Management  &  Autonomy
9. ImplicaIons  of  Technology  on   Digital  MarkeIng  OrganizaIon  
10. Snapshot:  Current  Digital  Marketing/Media  Organization   Search  Media   Search  Media   Social  Media   Print  Media   Print  Media   Social  Media   Site  Promos  &   Maintenance   Site  Promos  &  landing   pages   Display  Ads   Display  Ads   Television   Search  Media   Social  Media   Print  Media   Site  promos  &   landing  pages   Display  Ads   MulPple  AnalyPcs   Reports   MulPple  AnalyPcs   Reports   MulPple  AnalyPcs   Reports  
11. Limitations  to  Current  Digital  Marketing  Model •  Brands  are  using  up  significant  effort  on  vendor  management   •  Each  vendor  has  different  KPI’s,  different  reporPng—impressions,   conversions,  performance,  ROI   •  Difficult  to  coordinate  markePng  messaging  and  promoPons  –   inconsistency  and  lack  of  customer  segmentaPon   •  Difficult  to  ascertain  which  markePng  efforts  are  working,  with  which   demographic,  thru  which  channel   •  Inefficient  media  buying  and  planning  –  guesswork,  not  leveraging   economies  of  scale  
12. Vision:  Media  Planning,  Buying,  and  Measurement  Becomes   More  Efficient  &  Effective Media  Buying   Social  Media   Media  Planning   AnalyIcs  &     OpImizaIon  
13. Brand-­‐Specific:     Current  State  Assessment  &   CompeIIve  Landscape  Analysis  
14. Brand  Snapshot:  Iceland  Health •  Site  traffic  trends   •  Average  Length  of  stay  on  site   •  Top  search  referrals   •  Incoming  link  analysis   •  Site  assessment  
15. Date Unique*Visitors Growth Mar309 9,579 36.35% Apr309 6,993 327.00% May309 17,383 148.58% Jun309 4,706 372.93% Jul309 3,672 321.97% Aug309 3,217 312.39% Sep309 2,099 334.75% Oct309 1,730 317.58% Nov309 2,932 69.48% Dec309 1,007 365.65% Jan310 3,066 204.47% Feb310 2,085 332.00% Mar310 4,607 120.96% Apr310 5,496 19.30% May310 5,869 6.79% Jun310 6,320 7.68% Jul310 8,162 29.15% Aug310 6,642 318.62% Sep310 9,368 41.04% Oct310 18,868 101.41% Nov310 11,787 337.53% Dec310 10,836 38.07% Jan311 7,313 332.51% Feb311 12,881 76.14% Mar311 6,666 348.25% Average*Visitors*over* 2*years 6,931 Unique,Visitors,for,icelandhealth.com,:,from, 03/2009,to,03/2011 Traffic  Trends:  IcelandHealth.com Date Average)Stay Growth Mar109 7:04 41.12% Apr109 8:17 17.23% May109 10:09 22.55% Jun109 7:21 127.57% Jul109 7:44 5.21% Aug109 6:05 121.37% Sep109 14:48 143.07% Oct109 2:14 184.81% Nov109 3:31 57.01% Dec109 3:45 6.35% Jan110 6:38 76.93% Feb110 1:08 182.75% Mar110 2:28 115.43% Apr110 4:58 101.70% May110 8:09 63.85% Jun110 7:53 13.32% Jul110 7:16 17.92% Aug110 6:10 115.13% Sep110 5:16 114.48% Oct110 6:34 24.54% Nov110 4:38 129.34% Dec110 3:17 129.10% Jan111 6:48 106.72% Feb111 6:45 10.55% Mar111 5:44 115.11% Avg.%total%over%2% years 6:11 Average%Stay%for%icelandhealth.com%:%from% 03/2009%to%03/2011
16. Keyword Search'Referrals' Share Average'Time' Index Total'Time' Index iceland'health 21.24% 68.79 100 icelandhealth.com 10.08% 48.61 33.51 what'are'the'safest'and'best'omega'3'to'take' daily 7.83% 2.75 1.47 omega'3 5.71% 0.97 0.38 icelandic'joint'formula 4.74% 47.76 15.48 best'fish'oil'supplement'reviews 4.26% 3.03 0.88 iceland'heathcare'today 4.09% 0.11 0.03 what'is'fish'oil'good'for 3.39% 2.86 0.66 www.icelandhealth.com 3.13% 13.94 2.98 omega'3'fish'oil 2.77% 9.97 1.89 icelandshield.com 2.66% 57.23 10.42 icelandic'health'omega'3 2.32% 17.43 2.76 iceland'issues'in'health 2.15% 0.95 0.14 super'omega'3'epa'dha'high'quality'fish'oil 2.00% 1.35 0.18 iceland'health'fish'oil 1.94% 0.06 0.01 iceland'fish'oil 1.74% 18.83 2.25 best'omega'3 1.65% 4.09 0.46 red'omega'3 1.54% 0.22 0.02 fish'oil'pills 1.52% 5.57 0.58 fish'oil'benefits 1.51% 0.06 0.01 what'is'the'best'omega'3'supplement'with'at' least'600mg'of'dha 1.26% 4.04 0.35 iceland'health'joint'reliefformula 1.18% 47.76 3.87 spectrum'essentials'fish'oil'with'vit'd'1000mg 1.14% 0.22 0.02 iceland'health'joint'relief 1.07% 1.63 0.12 fish'oil'vitamins 1.05% 0.06 0 benefits'from'fish'oil 1.00% 0.95 0.07 vitamin'world 1.00% 28.08 1.92 greek'joint'pain'releif 0.80% 1.29 0.07 ultimate'omega'shield 0.79% 8.63 0.47 is'fish'oil'and'flaxseed'oil'the'same 0.78% 1.07 0.06 taking'fish'oil'vitamins'the'benefits 0.75% 3.03 0.16 what'are'the'benefits'of'taking'omega'3 0.66% 5.61 0.25 what'is'fish'oil'good'for? 0.64% 1.12 0.05 icelandshield 0.62% 15.25 0.65 omega'3'supplements 0.59% 4.2 0.17 "omega'ultimate'shield" 0.39% 100 2.7 36*Terms*referring*to*icelandhealth.com*from*01.19.2011*<*04.19.2011 Top  Search  Referral  Keywords:  IcelandHealth.com
17. Competitive  Analysis:  Purity  Products Date Average)Stay Growth Mar109 1:49 17.98% Apr109 3:42 103.07% May109 5:53 58.65% Jun109 5:45 12.14% Jul109 7:11 24.86% Aug109 6:06 114.96% Sep109 7:02 15.12% Oct109 7:35 7.91% Nov109 6:23 115.77% Dec109 6:54 8.11% Jan110 7:10 3.64% Feb110 7:25 3.66% Mar110 6:51 17.69% Apr110 9:12 34.22% May110 7:28 118.77% Jun110 6:28 113.52% Jul110 8:19 28.73% Aug110 6:00 127.74% Sep110 10:26 73.48% Oct110 6:47 134.87% Nov110 6:13 18.38% Dec110 7:01 12.78% Jan111 7:30 7.02% Feb111 5:57 120.79% Mar111 6:15 5.07% Avg.%total%over% 2%years 6:41 Average)Stay)for)purityproducts.com)1)from) 03/2009)to)03/2011 Date Unique*Visitors Growth Mar309 543,345 5.53% Apr309 194,009 364.29% May309 108,903 343.87% Jun309 153,573 41.02% Jul309 88,000 342.70% Aug309 90,705 3.07% Sep309 119,242 31.46% Oct309 99,658 316.42% Nov309 101,720 2.07% Dec309 86,723 314.74% Jan310 103,903 19.81% Feb310 78,381 324.56% Mar310 93,921 19.83% Apr310 75,584 319.52% May310 83,061 9.89% Jun310 61,658 325.77% Jul310 71,362 15.74% Aug310 77,397 8.46% Sep310 74,961 33.15% Oct310 88,013 17.41% Nov310 101,487 15.31% Dec310 89,460 311.85% Jan311 110,993 24.07% Feb311 79,586 328.30% Mar311 104,301 31.05% Average*Visitors* over*2*years 115,198 Unique,Visitors,for,purityproducts.com,9,from,03/2009,to, 03/2011
18. Competitive  Analysis:  Purity  Products
19. Competitive  Analysis:  Purity  Products
20. Competitive  Analysis:  Purity  Products AutoResponder  from   Purity  Products   Email  NewsleQer:   Purity  Products  Offer  
21. Competitive  Analysis:  Nordic  Naturals
22. Date Unique*Visitors Growth Mar309 23,926 319.38% Apr309 20,424 314.64% May309 26,684 30.65% Jun309 21,734 318.55% Jul309 21,607 30.58% Aug309 28,514 31.97% Sep309 26,845 35.85% Oct309 26,838 30.03% Nov309 17,304 335.52% Dec309 18,025 4.17% Jan310 14,361 320.33% Feb310 15,180 5.70% Mar310 24,818 63.49% Apr310 19,925 319.72% May310 15,426 322.58% Jun310 9,096 341.03% Jul310 16,572 82.19% Aug310 16,551 30.13% Sep310 17,061 3.08% Oct310 15,349 310.03% Nov310 18,358 19.60% Dec310 11,373 338.05% Jan311 113,818 900.77% Feb311 16,284 385.69% Mar311 9,747 340.14% Average*Visitors* over*2*years 22,633 Unique'Visitors'for'nordicnaturals.com'4'from' 03/2009'to'03/2011 Date Average)Stay Growth Mar109 7:45 31.87% Apr109 6:16 119.18% May109 7:36 21.35% Jun109 6:04 120.32% Jul109 7:22 21.46% Aug109 4:25 139.85% Sep109 6:07 38.27% Oct109 6:30 6.13% Nov109 6:41 2.83% Dec109 8:22 25.18% Jan110 8:41 3.84% Feb110 3:40 157.78% Mar110 8:23 128.82% Apr110 7:21 112.49% May110 9:15 25.94% Jun110 3:13 165.20% Jul110 4:46 48.22% Aug110 8:09 70.75% Sep110 7:08 112.39% Oct110 4:32 136.52% Nov110 5:48 27.95% Dec110 7:13 24.44% Jan111 3:22 153.34% Feb111 6:05 80.60% Mar111 5:48 14.43% Avg.%total% over%2%years 6:25 Average%Stay%for%nordicnaturals.com%:%from%03/2009%to% 03/2011 Competitive  Analysis:  Nordic  Naturals
23. Competitive  Analysis:  Nordic  Naturals Keyword Search'Referrals' Share Average'Time' Index Total'Time' Index nordic'naturals 48.56% 22.5 100 noerdic'naturals 3.28% 16.27 4.88 red'yeast'rice'extract'or'powder 2.91% 6.99 1.86 nordic'naturals'krill'oil 2.91% 7.9 2.11 proomega'jr'nordic 2.47% 23.37 5.28 omegabrite 2.00% 16.95 3.1 nordic'naturals'omega'3 1.94% 89.98 16.01 nordic'natural'products 1.78% 14.6 2.37 nordic'omega'3'fish'oil 1.75% 33.22 5.31 the'vitamin'shoppe'lv'nv'89120 1.66% 1.72 0.26 nordic'naturals'ultimate'omega 1.57% 11.09 1.6 nortic'naturals 1.50% 43.81 6.01 vitiamin'd 1.29% 100 11.85 which'b'vitamins'cause'nausea 1.26% 37.63 4.35 fish'oil 1.23% 34.67 3.92 nordic 1.17% 13.29 1.43 taco'bell'lawsuit 1.16% 93.47 9.96 sunflower'shop'in'saginaw,'tx 1.07% 0.97 0.1 nordic'natu 0.97% 5.5 0.49 nordic'naturals'berry 0.97% 89.98 8.01 nordic'natural'fish'oil 0.97% 14.15 1.26 nordic'natural 0.97% 8.08 0.72 nordic'naturals'multivitamin 0.97% 89.98 8.01 nordic'naturals'prodha'strawberry 0.97% 50.92 4.53 nordic'naturals'articLd'cod'liver'oil'gel'caps 0.95% 1.55 0.13 omega'3 0.95% 0.46 0.04 nordic'kids'fish'oil 0.91% 43.93 3.67 best'fish'oil'with'v3 0.89% 17.93 1.46 find'dell'store'near'me 0.86% 0.29 0.02 herb'mart'mesquite'tx 0.84% 1.66 0.13 nordic'naturals'pro'omega 0.80% 15.46 1.13 nordic'naturals'watsonville'ca 0.75% 2.35 0.16 nordic'naturals'arctic'omega 0.73% 11.91 0.8 www.nordic'naturals.com 0.72% 39.69 2.6 children's'dha'chewable'softgels 0.65% 38.49 2.3 nordicnaturals.com 0.65% 64.89 3.86 what'is'the'difference'between'nordic' naturals'and'nordic'naturals'ultimate'omega 0.60% 2.69 0.15 fish'shops'in'watsonville'ca 0.60% 0.17 0.01 cod'liver'oil 0.50% 36.03 1.64 how'does'evening'primrose'oil'help 0.48% 41.47 1.83 krill'oil 0.48% 52.98 2.32 in'which'stores'do'i'find'nordic'natural' products 0.42% 3.67 0.14 prostate 0.38% 21.31 0.74 nordic'naturals'watsonville 0.37% 19.76 0.67 nordicnaturals 0.32% 22.11 0.64 natural'fish'oil'supplements 0.16% 1.72 0.03 47*Terms*referring*to*nordicnaturals.com*from*01.19.2011*<*04.19.2011
24. Competitive  Analysis:  Nordic  Naturals
25. Existing  Site  Assessment:  IcelandHealth.com
27. Brand  Snapshot:  Rainbow  Light •  Site  traffic  trends   •  Average  Length  of  stay  on   site   •  Top  search  referrals   •  Incoming  link  analysis   •  Site  assessment  
28. Traffic  Trends:  RainbowLight.com Date Unique*Visitors Growth Mar309 10,401 36.84% Apr309 13,269 27.57% May309 7,073 346.70% Jun309 7,839 10.83% Jul309 7,822 30.22% Aug309 7,412 35.24% Sep309 10,089 36.12% Oct309 10,428 3.36% Nov309 5,401 348.21% Dec309 8,137 50.66% Jan310 7,301 310.27% Feb310 7,096 32.81% Mar310 9,628 35.68% Apr310 5,632 341.50% May310 11,135 97.71% Jun310 9,021 318.99% Jul310 8,703 33.53% Aug310 9,053 4.02% Sep310 7,488 317.29% Oct310 4,763 336.39% Nov310 8,681 82.26% Dec310 7,750 310.72% Jan311 8,134 4.95% Feb311 5,058 337.82% Mar311 9,434 86.52% Average*Visitors* over*2*years 8,270 Unique,Visitors,for,Rainbow,Light,:,from,03/2009,to,03/2011 Date Average)Stay Growth Mar109 5:11 135.97% Apr109 10:12 96.68% May109 8:16 118.90% Jun109 5:11 137.35% Jul109 6:33 26.41% Aug109 4:22 133.20% Sep109 4:32 3.72% Oct109 9:49 116.21% Nov109 8:47 110.51% Dec109 7:57 19.41% Jan110 4:58 137.53% Feb110 5:38 13.19% Mar110 4:40 117.06% Apr110 3:28 125.69% May110 6:55 99.57% Jun110 5:07 126.03% Jul110 5:35 9.11% Aug110 4:56 111.62% Sep110 7:32 52.46% Oct110 6:46 110.06% Nov110 4:50 128.44% Dec110 3:13 133.33% Jan111 7:48 141.64% Feb111 5:34 128.58% Mar111 6:31 16.83% Avg.%total% over%2%years 6:10 Average%Length%of%Stay%for%rainbowlight.com%=%from% 03/2009%to%03/2011
29. Competitive  Analysis:  New  Chapter
30. Competitive  Analysis:  New  Chapter New  Chapter:  iPhone  App     Social  Media:  Facebook  –  26,884  Fans    
31. Competitive  Analysis:  New  Chapter New  Chapter  PromoPon  Hosted   on     Swanson  Health  Blog    
32. Competitive  Analysis:  Garden  of  Life Product  Pages:  Drive  to  Retailer    
33. Competitive  Analysis:  Garden  of  Life
34. Competitive  Analysis:  Garden  of  Life Product-­‐Specific  Microsite  Strategy    
35. Existing  Site  Assessment:  RainbowLight.com
36. Existing  Site  Assessment:  RainbowLight.com
37. Best  in  Class:  E-­‐Commerce  &  Digital   MarkeIng  Examples