Digital Marketing Strategy. To d d C ro s s #DGM29

Digital Marketing Strategy To d d C ro s s #DGM29

Digital Marketing Strategy A R C Business Overview E-Commerce Opportunities Marketing Initiatives Acquisition Conversion Retention

For culinary enthusiasts who want to feel a more authentic, personal connection to their food Bedford Cheese Shop is the specialty food store to experience the best artisanal cheeses. Unlike mass cheese stores and premium food retailers, Bedford is dedicated to exploring and enjoying the craft of cheese. You become part of their relationship with family farmers and cheesemakers from around the world and around the corner in Brooklyn.

Firmly established in Brooklyn and NYC

Modest social presence; primarily on Instagram and Facebook 4,738 followers 2,278 likes 1,823 0 followers

Website designed to address all aspects of the business E-commerce Daily menu Classes Catering Private events Wholesale Consumer engagement Store information

Website is not achieving its main goal: incremental sales through e-commerce

Analytics identified 3 opportunities to build online revenue 1 Awareness of the stores drives online traffic 2 Gift giving occasions trigger online purchases 3 Fundamental steps can improve performance along the consumer journey

People who know BCS go directly to the site or search specifically for it 90% Channel!Contribution (Jan!'15!- Jun!'15) 1200 Organic!Search!Queries (Jan!'15!- Jun!'15) 30% 80% 1000 25% 70% 800 20% 60% Clicks 600 15% CTR 50% 400 10% 40% 200 5% 30% 20% 10% 0% Direct Organic!Search Referral Social %!Sessions %!Revenue 0 bedford!cheese!shop bedford!cheese bedford!cheese!shop!classes brooklyn! cheese cheese!shop cheese!gift!baskets cheese cheese!shop!williamsburg brooklyn! sklep the!cheese!shop!williamsburg 0% Source: Google Analytics Source: Google Analytics

Online sales originate in NY and >75% are shipped to another address 70% %!$!Sales!by!State (Jul!'14!- June!'15) 80% Zip!Codes!!Billing!&!Shipping (Jul!'14!- June!'15) 60% 50% 40% 30% 20% 10% 0% NY NJ CA CT MA TX PA FL VA IL 70% 60% 50% 40% 30% 20% 10% 0% Bill!Zip!!Ship!Zip Bill!Zip!=!Ship!Zip Source: Google Analytics Source: Shopify

Online sales are driven by December holidays and gift products $!Revenue (Jan!2012!- Jun!2015) %!$!Sales!by!Product (Jul!'14!- June!'15) 25% 20% 15% 10% 5% note:!$!values intentionally!hidden Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 0% Gift!Certificate Cheese!of!the!Month!- 3!Months Regional!Box Cheese!of!the!Month!- 6!Months The!Big!B. The!Snack The!Board The!Sweet!Bag Farmstead!Cheese! Platter The!Paddle Revenue Linear!!(Revenue) Source:!Google!Analytics Source: Google Analytics

Gift giving opportunities beyond the December holiday season Source: Shopify

Weak performance at all 3 fundamental stages of our consumer journey Current Performance ACQUISITION 2,024 = average monthly sessions 58% = bounce rate RETENTION 0.5 = average # of repeat customers per month A R C CONVERSION Lose 75% of customers in the last stages of the purchase funnel Added to cart = 2.82% Reached checkout = 1.11% Completed Purchase Rate = 0.66% Time Period: Jan Jun 15 Sources: Shopify, Google Analytics

KPIs are aligned with digital marketing objectives at each stage ACQUISITION 3,000 = average monthly sessions (+50%) decreased bounce rate from 58% (1H 15 monthly average) RETENTION multiple repeat customers per month (average is only 6 per year) A R KPIs C CONVERSION completed purchase rate greater than 1% Time Period: Jan Jun 15 Sources: Shopify, Google Analytics

Recommended initiatives at each stage Initiatives ACQUISITION Targeted Facebook advertising Targeted Google PPC RETENTION Execute email campaigns deep links, retargeting and lite content testing A R C CONVERSION Optimize website design, navigation and checkout Time Period: Jan Jun 15 Sources: Shopify, Google Analytics

A R C Facebook Test HYPOTHESIS Paid advertising on social platforms can rapidly drive incremental visits OBJECTIVE(S) Drive acquisition KPI(S) Weekly website sessions significantly above 500. Track e-commerce conversions and sales. STRATEGY Leverage FB s targeting capability and BCS s page likes; utilize the platform s ability to incorporate (tasty) photography TACTICS Ran 14 ads across mobile and desktop over 4 days, continuously optimizing executions and targeting; budget $275 RESULTS Rapid optimization increased ad effectiveness and efficiency Friends and family of BCS fans most responsive audience Generated 65K targeted impressions with $275, resulting in 316 clicks to BCS.com Campaign did not result in direct sales (0% e-commerce conversion)

A R C Facebook Test RESULTS Doubled the number of site sessions during the testing week although it cannot be attributed to FB. Weekly!Sessions 1,200 160% 1,000 972 145% 140% 120% 800 113% 116% 100% 600 400 94% 500 396 456 450 80% 60% 40% 200 20% 0 TEST!w/ o! 07/27/15 KPI!Goal PREVIOUS! PERIOD!w/ o! 07/20/15 PREVIOUS!YEAR! AVERAGE!Jan-Jun! w/o!07/28/14 2015 0% Sessions %!Change Source: Google Analytics

A R C Google PPC Test HYPOTHESIS 2008 PPC campaign failed due to lack of NYC geo-targeting; targeted effort to NYC can drive incremental traffic to BCS.com STRATEGY Capture searches against branded (BCS), category and competitive (Murray s) keywords in NY DMA TACTICS Running 1 execution with 3 ad extensions all driving to BCS.com, continuously optimizing executions and targeting; budget $100 RESULTS $98 cost only generated 4K impressions and 43 clicks CTR higher than Facebook at double the cost Bidding against competitive category keywords is prohibitively expensive SEO should be a higher priority

A R C Recommendation: Optimize website for e-commerce Lose 75% of customers in the last stages of the purchase funnel Completed Purchase Rate = 0.66%

A R C Website redesign

A R C Recommendation: Email campaigns against distinct consumer segments Order Confirmations Customers who abandon items during checkout All customers who have opted in to marketing Include deep links back to BCS.com for key products / sections Enhance Shopify s automated email notification / retargeting Test impact of offers to complete We have 100 s of email addresses captured in-store and on Shopify. Email inviting them to the new website with an offer of 10% off their first order (up to $x). Test response to lite content marketing on a range of topics including cheesemaker profiles, new or limited products, tips from training classes, upcoming events, seasonal pairing suggestions, etc.

Summary ACQUISITION 3,000 = average monthly sessions (+50%) decreased bounce rate from 58% (1H 15 monthly average) RETENTION multiple repeat customers per month (average is only 6 per year) A R CONVERSION completed purchase rate greater than 1% C

thank you toddbcross@gmail.com