We started our work with the development of a business plan and strategy for launching a BLACK+DECKER monobrand store on the market. Three months after the start of work, the store should have been open. According to the business plan, we had to reach the break-even point in 6 months after the start of work. We implemented the plan and within 6 months the store covered all of its costs, including our services.
BLACK+DECKER - OFFICIAL SALES PARTNER OF THE MONO-BRAND STORE
BLACK+DECKER - OFFICIAL SALES PARTNER OF THE MONO-BRAND STORE
BLACK+DECKER - OFFICIAL SALES PARTNER OF THE MONO-BRAND STORE
BLACK+DECKER - OFFICIAL SALES PARTNER OF THE MONO-BRAND STORE
OFFICIAL BLACK+DECKER PARTNER ON THE UKRAINIAN MARKET
We created a business plan and strategy for a BLACK+DECKER monobrand store in Ukraine. According to the strategy, the following works were performed: was created an online store & content, launched promotion and trade marketing, was created our own sales department that worked with our CRM to process orders. In 6 months, they brought the store to the break-even point, now it is a profitable online business.
One of the most important indicators for the store that we calculate is the conversion rate from the site to the purchase. By purchase we mean an order that the client made on the website, paid for, received and then did not return. We have such an indicator of 1.2%, which is very high in our niche as a whole in the market.
All work was performed by the internal resource of the IT-marketing studio PLESA, without outsourcing. We will talk about this case in more detail below.
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BLACK+DECKER
Ecommerce partner
Now The Store is Closed Because of War
client
BLACK+DECKER
Project
Ecommerce partner
link
Now The Store is Closed Because of War
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DEVELOPMENT OF Business Plan & E-COMMERCE STRATEGY
Creation OF THE INTERNET STORE
We created the design according to the client’s brand book. After agreement, we moved on to frontend and content creation. We built the backend, the heart of our site, on CMS WordPress + Wocommerce. This solution was perfect for our situation. Since we could quickly develop a store with all the necessary functionality and integrations.
Інтеграція сервісів з інтернет-магазином
We have integrated the «1C» warehouse accounting system. From the system, we received current product availability and prices. The database was updated once every five minutes. As a CRM, we used AMO CRM, in this system we collected all customers data (orders, repeat orders, chat, phone conversations), this allowed us to optimize advertising, work with the client base and increase the percentage of repeat sales.
Currently, as a company, we refused to cooperate with Russian software, and after the war, when we restart the store, we will use another warehouse accounting and CRM system.
We have integrated the site with the «Nova Poshta» delivery service. When ordering, the client chooses his region, settlement and the desired department or address delivery directly in the order window.
We integrated the store with the «prom.ua» marketplace. When new products or content to existing products are added to the site, this is automatically displayed on «prom.ua». Product availability, prices and promotions are also automatically displayed. New orders are automatically entered into the CRM system.
Online payments, credit and payment in installments from the leading banks of Ukraine are installed on the site.
Google Tag Manager is installed on the site and all the necessary conversions are configured, which helps to properly invest in advertising and carry out optimization.
PROMOTION OF THE STORE THROUGH PAID CHANNELS
The BLACK+DECKER brand is known all over the world and in Ukraine also. Therefore, to begin with, we chose a strategy of working with already existing demand and people who know the brand. We later expanded our advertising to category competitors.
Key channels we used:
Google – search, remarketing, shopping campaigns (we set up the integration with automatic updates, so we always showed the current balances and prices)
Price aggregators hotline.ua, price.ua, e-katalog.ua. For each of the price aggregators, integration is set up with automatic updating of product availability, prices and promotions.
Advertising in social networks with promotions.
SEO PROMOTION OF THE STORE
After the launch of the store, we began immediately to engage in its SEO promotion to receive organic traffic.
The first steps we took:
Since BLACK+DECKER is a global brand, we had a lot of content from the client and online. We collected the semantic core and rewrote the content to have a unique text on the site.
Most Google queries in Ukraine are made in russian language, so we have translated the site into Russian. At the same time, the main language of the site is Ukrainian.
After that, technical SEO optimization of the site was performed.
Already these first steps brought us about 5,000 thousand unique organic users per month and organic sales.
Next, according to the plan, there was SEO research and the purchase of links.
E-mail та web push MARKETING
With the help of e-mail newsletters, we work with an existing base that is constantly growing. We segment our customer base so that mailings don’t look like SPAM, but like individual messages. The main types of mailings to customers are: general promotions in the store, gift coupons, notifications about unspent personal bonuses, information about abandoned baskets, an offer to buy consumables for already purchased goods.
According to our analytics from the CRM system, we see that e-mail mailings work well for repeat purchases.
We also actively use web push messages. And if e-mail marketing works mainly for repeat purchases, then web push works more for the first one. These are the users who visited the site and did not buy anything, but we forced them to return and make a repeat purchase by sending a web push with promotions or coupons.
Trade marketing and maintenance
The store is based completely at our marketing and technical service.
Trade marketing in the online store is responsible for having the necessary products in prominent places. In this case the season plays an important role, because few people need a lawnmower in winter, so keeping this product on the first screen or even the first page in winter is not effective, it is the same applies to the order placement of categories. It is also very important to offer customers additional products together with the product. In the first place we have consumables.
When a customer buys a jigsaw, the store should immediately offer him saws for it. When a customer buys a car compressor, you need to offer a discount on a car vacuum cleaner, provided the customer buys it right away, and so on. Correct trade marketing significantly increases the average check in the store and the overall probability of a purchase.
We invent promotions, calculate their profitability, make creatives for them and are responsible for the result.
From a technical point of view, we make sure that everything works, find bugs and eliminate them, update plugins in the store, make constant backups, add new functionality.
Processing of customer orders
On the basis of PLESA IT-marketing studio, we created the sales department of the official BLACK+DECKER online store. The sales department performed the following functions:
Call center – reception of incoming calls, advising customers on the product and operation of the store, selling the product (as the main KPI of the incoming call).
Online chats (viber, telegram) + chat in the social network Facebook are installed on the site. The task of managers is also to communicate with store customers in chat and sell goods.
Management of the CRM system, initiation of repeat sales.
After a successful order, we transfer the customer’s data to the warehouse for shipment.
The results of our partnership with BLACK+DECKER
One of the most important indicators for the store that we calculate is the conversion rate from the site to the purchase. By purchase we mean an order that the client made on the website, paid for, received and then did not return. We have such an indicator of 1.2%, which is very high in our niche as a whole in the market.
We created a profitable e-commerce business from scratch, having gone through all the stages of creating an online store.
We perform all work with our internal resource, without outsourcing.
We work with the client as partners, receiving a percentage of the net profit for our work. Which one we cannot disclose, but it is a profitable partnership for both parties.
Currently, the store is closed due to the war in Ukraine, we will open it immediately after the end of hostilities and continue our work.
