Transcription
Online Promotions& Content
Agenda1The Importance of thecustomer journey2Improvement of thecustomer journey3Impact on onlinepromotional programs4Summary
The Importance of the Customer Journey1. Supported by LCBO brand pillars to deliver onour promise2. Fully understand customer experience througheach stage of interacting with LCBO3. Identify strategic opportunities to optimizecustomer experience innovatively
LCBO Customer JourneyRevisit online or in-storeCreate an AccountOn-site SearchSurveyRatings & ReviewsOpt-in EmailVirtual, Tasting EventVideoAeroplan LoyaltyProduct Page InfoAWARENESSPaid SearchFood & DrinkCONSIDERATIONPURCHASEMobile AppSocial MediaStore ExperienceStoreVendor AdCustomer CareWord of MouthReviewShareRecommendOn-Demand Delivery PlatformRadio Ad, MagazineADVOCACYRETENTIONWebsiteOrganic SearchFollow Social Media
To drivecustomerengagementthrough dataOptimizing CustomerJourney Through InsightsData Driven Business lyticsCustomerInsightsBeyond customerconversionPost-purchasesurvey & analysis
Improvementof thecustomerjourney
E-commerceRenewalPhase #1Key Issues IdentifiedIn phase #1, we focused on the following key tProductContent
AI-Driven Search36% of visits use on-site searchNew e-commerce Platform offers: AI driven search for more relevant resultsOpportunities for Trade Partners: Accurate product attributes for search engineoptimization and easy product findability
Enhanced Product Detail Page (PDP)60% of LCBO Web purchasers visited PDP firstNew e-commerce Platform offers: Taste Profile Badges (e.g. New, On Sale, Vintages, etc.)Opportunities for Trade Partners: Rich content, including product details, badges, awards,images and video (future) Ability to tell the brand story with more information
Split Cart Function55% Same-day Pickup21% Ship to Store13% Ship to HomeNew e-commerce Platform offers: Multiple Fulfillment Options on Cart Page(reducing abandoned carts & cancelled orders)Opportunities for Trade Partners: Ability to create omni-channel campaigns with ease ofpurchase
Inventory Accuracy57.3% of visits viewed Product Detail PageNew e-commerce Platform offers: No Stock? No problem – Get a NotificationOpportunities for Trade Partners: More visibility to where products actually are andvisibility to how quickly they are selling
Impact ononlinepromotionalprograms
Pivotal role of LCBOe-commerce PlatformeCommerce plays various roles in the customerjourney, with most customers browsing onlineand then shopping in-store.Site VisitsLCBO e-commerce platform can help tradepartners:1. Build strong brand awareness2. Exposure products3. Seamless omni-channel experience toinspire purchases online or in-storeCheck online,purchase in store2% Purchaseonline
Traffic OpportunitiesTraffic Sources0.0%1M Visits / Week(Web Mobile App)10.0%20.0%30.0%40.0%50.0%Search Engines(Paid & Organic)53.9%Success of SEO and SEMOpportunities for Trade:1. Tracking campaigns Drive Traffic to LCBO site2. Promotions LCBO managede-commerce programsTyped /Bookmarked40.0%Brand AwarenessOtherEmail Marketingand ReferrersSocial MediaMarketing SocialMedia Push60.0%3.0%3.0%
LCBO Managed e-Commerce ProgramsLCBO offers various e-commerce programs to help our trade partners to build brand awareness andto grow their business, online or in-storeSimplified, integrated promotions that motivatePre-LaunchProgramNew ramOmniChannelProgramOne-DaySalesProgram
1Pre-Launch ProgramOne of our successful stories 85% more sales generated during the Pre-launch periodPre-Launch vs Post-Launch Online SalesFeatures of the Program Two week launch online prior to store releaseSocial posts (Instagram, Facebook or Twitter)& EmailWebsite feature (on multiple high trafficpages)BlancoReposadoOnline Sales Goal of the program To generate Buzz and build anticipation04-Mar10-Mar16-Mar22-MarDate28-Mar
2Key successes vs. averageProduct Page Page ViewsNew Arrivals ProgramFeatures of the Program Featured product placement on site Mobile App tile promotion CRM program supports12 P5P6Stel MarP7P8New Products (Non- Base Package)e-Commerce Sales Comparison (Selected Program Products vs nonprogram Products)Goal of the program To support New product launches11 P5P6Stel MarP7New Products (Non- Base Package)P8
3Feature Page ProgramFeatures of the Program A templated Feature Page for your Products/Brand Image Box on Homepage and Category Page Promotion in Social Media and CRMGoal of the program To Showcase your product and brand inan LCBO-endorsed collectionOne of our successful storiesProduct Page View Share (%) vs. ampaignPost CampaignCampaignShare of Sales in Category (e-commerce Pre-campaignCampaignPost Campaign
4One of our successful storiesOnline Exclusive Programs55 Features of the Program eCommerce Exclusive (Value-Adds or Curated boxes) Featured on LCBO.com’s Collections Page Dedicated CRM EmailGoal of the program Two types of Online Exclusives drivingbrand discovery and sales:Daily Units SoldDaily SalesShare of Sales in Australia Wines (e-Commerce OrderAmount)16%14%12%10%8%1. WineWednesday2. Kits /Gift withPurchase6%4%2%0%13123456Period789101112
Omni-Channel Offers Sold out within hours of each online release on one day Additional 2,000 units could have been sold online withmore e-commerce allocationFeatures of the Program Product is available for purchase both in storeand online Ecommerce allocation Social post and web featuresUnit SoldGoal of the program Maximize province-wide brand sales700Product Views600Potential Sold Units500Acutal Sold 89 10 11 12 13 14 15 16 17 18 19 20 21 22 23Hour-Units Sold5One of our success stories
6One-Day Sales PromotionProgramFeatures of the Program Additional sales day (Stores are closed) Separate feature page, banners, category page Targeted Marketing EmailGoal of the program To drive incremental LTO and Product sell-throughOne of our successful storiesEaster Monday31Canada Day37August Civic Holiday34Labour Day29Thanksgiving21Boxing Day20Family Day3305101520253035One Day Sales Uplift (vs average Daily Sales)One Day Super Sales vs Avg Sales**29 Average SalesEcomm Super Sales40
Summary New ecommerce website will increase customerengagement, retention and conversion to bothonline and retail store sales Enhanced online analytics will maximize marketingexecution and performance Participation in any of the online promotionalprograms boosts overall product sales Online exclusive product launches increasesproduct exposure while driving sales
Thank You!
New ecommerce website will increase customer engagement, retention and conversion to both online and retail store sales Enhanced online analytics will maximize marketing execution and performance Participation in any of the online promotional programs boosts overall product sales Online exclusive product launches increases
