TCS: Success Strategies Of The Fastest Growing Internet Retailers
- 3. This is a sample of bold
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Innovative Model
#tcs2017 LinkedIn.com/in/RolandFrasier
- 4. Re-Inventing Models + Markets
• Leesa.com: Avoid mattress shopping awkwardness. Cut out middle-men + lower cost.
• Pharmapacks: Buy 50,000 products from 16 diverters, list on Amazon, win the buy box.
• NakedWines.com: Overcome distributor monopoly, crowdfund new winemakers +
provide wine lovers with high-quality, deep discounted wines.
• Harrys.com: Own manufacturing, eliminate inconvenience + expense of drugstore razor
shopping. Subscription razors + related products.
• Wayfair.com: Long-tail furniture shopping, try-before-you-buy tech + marketplace.
#tcs2017 LinkedIn.com/in/RolandFrasier
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What To Do Now…#tcs2017 LinkedIn.com/in/RolandFrasier
- 6. Disruption = Applying Different Business Models To Your Industry
• Landlord (Physical/IP)
• Affiliate
• Pay As You Go
• Publisher
• Franchise
• Manufacturer/Sales Rep
• Wholesaler
• Broker
• Reseller/VAR
• Retailer
• Network Marketing
• All you can eat
• Direct Seller
• Subscription
#tcs2017 LinkedIn.com/in/RolandFrasier
- 7. Experiment With Different Pricing Models
• Free (Ad Supported)
• Freemium
• Value Based
• Tiered/Volume
• Feature + Add-Ons
• Low Price
• MSRP/MAP
• Free + Paid Support
• “Cost +” or “x Cost”
• Portfolio/Suite
• Commodity
• Razor + Blade
• Premium/Luxury
• Discount
#tcs2017 LinkedIn.com/in/RolandFrasier
- 8. Naked Wines Product Innovation Mapping
Business Model
Primary Secondary Tertiary
PricingModels
PrimarySecondaryTertiary
Publisher: Winemaker
Pitches NW On New Wine
Paid Support: Winemaker
Receives Advance + Support
Subscription: Crowdfunding
Via “Wine Angels”
Volume: Based On Sales
Value Based: £6 Per Order +
£60 Wine Credit
Discount: “Angels” Pay 40-
60% Less Than Retail
#tcs2017 LinkedIn.com/in/RolandFrasier
“Wine Bond”Interest @ 7%
or 10% Wine Credits
Direct Seller: Disrupt old
wine distributor model
$40/Month Wine Box
Affiliate
- 9. Leesa Product Innovation Mapping
Business Model
Primary Secondary Tertiary
PricingModels
PrimarySecondaryTertiary
Direct Seller: Mattresses Affiliate
“Refer A Friend”
Publisher
Better Sleep Blog
Low Price
Value Based
Give $75/Get $50
Free
Cost + or X Cost: Upsells
to blankets, covers, etc.
#tcs2017 LinkedIn.com/in/RolandFrasier
List Rentals?
Affiliate Offers?
- 10. New Product Innovation Mapping
Business Model
Primary Secondary Tertiary
PricingModels
PrimarySecondaryTertiary
#tcs2017 LinkedIn.com/in/RolandFrasier
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Chatbots +
Smart Speakers
#tcs2017 LinkedIn.com/in/RolandFrasier
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What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
- 20. This is a sample of bold
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dividers,etc.Partner With
Influencers #tcs2017 LinkedIn.com/in/RolandFrasier
- 25. This is a sample of bold
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What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
- 27. This is a sample of bold
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Marketplaces #tcs2017 LinkedIn.com/in/RolandFrasier
- 30. This is a sample of bold
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What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
- 31. Sell Your Products On Additional Marketplaces
#tcs2017 LinkedIn.com/in/RolandFrasier Source: Internet Retailer 2016 Online Marketplaces Report
- 38. This is a sample of bold
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dividers,etc.Make Or Source
More Product #tcs2017 LinkedIn.com/in/RolandFrasier
- 39. Ipsy’s Em Cosmetics
#tcs2017 LinkedIn.com/in/RolandFrasier
• Recently repurchased
from L’Oreal
• Plan to offer through
Ipsy
• Provide higher margins
and greater creative
control
- 44. Create,Source & Sell Owned Branded Products
• GreenChef.com: Grower Contracts To Retail Web
• Leesa.com: Owned Manufacturing To Retail Web
• USAutoParts.com: Sourced Manufacturing To Retail Web
• Honest.com: Sourced Manufacturing To Retail Web + Retail
• Harrys.com: Owned Manufacturing To Retail Web
#tcs2017 LinkedIn.com/in/RolandFrasier
- 45. Selling Your Own Products Improves Margin Measurably
• Our average margin on drop-shipped + branded products is
20% - 30%.
• Our average margin on products we manufacture is between
50% - 70%.
• Vertical integration allows data-driven product development
+ short dev time
#tcs2017 LinkedIn.com/in/RolandFrasier
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What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
- 47. How can you use this in your business?
• Own or get exclusives on your raw materials like NakedWines.com
or GreenChef.com
• Source or own manufacturing of your products vs. drop-shipping
like Harrys.com (owned), DollarShaveClub.com (sourced) or make
arrangements with diverters like Pharmapacks.com did
• Create + own your house brand like Honest.com + Wayfair.com
#tcs2017 LinkedIn.com/in/RolandFrasier
- 48. Fill Product Mix Gaps With Your Own Branded
Products
Product Mix Width: # of different product lines carried by the company
Product Mix Depth: # of versions of each product offered in the line
Product Mix Consistency: How closely related are the different product lines
Product Line: Closely related group of products
Product Line Length: # of items in the product line
#tcs2017 LinkedIn.com/in/RolandFrasier
- 51. The Product Mix Canvas
PRODUCT MIX WIDTH
PRODUCT LINE 1
PRODUCT
MIX
DEPTH
PRODUCT LINE 2
Product
Category 1
Product
Category 2
Product
Category 3
Product
Category 1
Product
Category 2
Product
Category 3
Product
Category 4
Product
Name 1
Product
Name 2
Product
Name 3
Product
Name 4
PRODUCT MIX WIDTH
PRODUCT LINE LENGTH PRODUCT LINE LENGTH
PRODUCT CONSISTENCY
#tcs2017 LinkedIn.com/in/RolandFrasier
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Risk-Reversal #tcs2017 LinkedIn.com/in/RolandFrasier
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What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
- 58. Create Risk-Reversing Offers + Add Risk
Reversing Tech To Your Marketing
Try-Before-You-Buy Programs:
X Days Free Trial (e.g. Warby Parker Try 5 Paris For 5 Days)
Mixed Reality Tech (e.g. Wayfair View, L’Oreal Makeup Genius)
Total Satisfaction Guarantees
Easy Returns
Free Shipping
#tcs2017 LinkedIn.com/in/RolandFrasier
- 59. This is a sample of bold
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Personalization #tcs2017 facebook.com/RolandFrasierPage
- 61. Use Personalization To Increase Conversions + Retention
Ipsy.com
visitors take a
survey to help
personalize
their monthly
Glam Bag
offering
#tcs2017 LinkedIn.com/in/RolandFrasier
- 62. Use Personalization To Increase Conversions + Retention
Ipsy.com subscribers can
personalize their monthly
Glam Bag offering
#tcs2017 LinkedIn.com/in/RolandFrasier
- 66. #tcs2017 linkedin.com/in/RolandFrasier
Wayfair has custom software that
personalizes your online experience
based on behavior + analytics.
• 15 –25 A/B split and multi-
variant tests per month
• Increased LTV,repeat buying
• Reduced churn
• Orignally used Sitespect.com
tool for this
http://engineering.wayfair.com
- 67. Custom software sends
1 million + different
variations of the daily
email
$64 CAC / $342 LTV
#tcs2017 linkedin.com/in/RolandFrasier
- 69. This is a sample of bold
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What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
- 70. What Personalized Experience Can You Deliver?
• Survey your market to learn more about them and deliver
personalized experiences based on their answers.
• Allow customers to create their own customized version of your
product. (Rayban did this and it now composes 40% of sales.)
• Use on-site behavior, buying history or aggregated data to serve the
most relevant offers, content and experience to your customers.
(Wayfair did this with SiteSpect before going custom.)
#tcs2017 LinkedIn.com/in/RolandFrasier
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O2O #tcs2017 LinkedIn.com/in/RolandFrasier
- 72. O2O: Use Pop-up Stores To Test + Connect
• MichaelKors.com: Multiple pop-up stores.
• Casper.com: Pop-up store mobile truck with beds
• Amazon launch of 100 pop-up stores
• Honest.com: Pop-up stores, stands, kiosks.
#tcs2017 LinkedIn.com/in/RolandFrasier
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What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
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Transparency #tcs2017 LinkedIn.com/in/RolandFrasier
- 82. This is a sample of bold
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What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
- 83. Add Transparency In Your Marketing + Site
• Provide a list of raw materials + sources
• Showcase manufacturer and their processes
• Share your product create costs
• Provide competitor price comparisons
Source: Pixlee.com | boast.io |3DCart #tcs2017 LinkedIn.com/in/RolandFrasier
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Social #tcs2017 facebook.com/RolandFrasierPage
- 85. Social Commerce + UGC = Higher Conversions
Shoppers who interact with a UGC photo are 2x more likely to
purchase.
UGC photos get 4X higher CTR than branded ads.
UGC photos raise on-site conversion by 74%
71% of respondents say they trust UGC more than those taken by a
manufacturer or seller
Source: Pixlee.com | boast.io |3DCart #tcs2017 LinkedIn.com/in/RolandFrasier
- 86. BlueApron.com customers
post pics of their creations
on BA’s Facebook page
Encourages customers to post
meals they made using BA kits
with hashtag #blueapron.
UGC photos increase engagement
+ amplify your brand.
UGC photos raise on-site
conversion by 12%.
tcs2017 LinkedIn.com/in/RolandFrasier
- 87. BlueApron.com holds
multiple user photo
contests to build UGC
First contest began in
2013.
Contests span multiple
social media platforms
including Facebook +
Instagram
tcs2017 LinkedIn.com/in/RolandFrasier
- 88. Ipsy.com provides
vloggers OpenStudio to
build UGC
Free use of the Santa Monica
studio’s equipment.
Photo shoots and earned
media opportunities
Wants to own 100% of beauty
vlogger market
tcs2017 LinkedIn.com/in/RolandFrasier
- 89. MichaelKors.com builds
UGC with Social Media
Hashtag Campaigns
#SidewalkSpotted with links to
product on MK site
Consistently creates social
campaigns lending themselves
to UGC, from #JetSetSelma to
#WhatsInYourKors
tcs2017 LinkedIn.com/in/RolandFrasier
- 90. Shop For Cosmetics With Snapchat Shoppable Stories
#tcs2017 LinkedIn.com/in/RolandFrasier
- 91. Fastest Growing E-Retailers Drive Traffic With Social
• BlueApron.com: 7% Of Total Traffic From Social
• DollarShaveClub.com: 9.3% Of Total Traffic From Social
• Casper.com: 11% Of Total Trafic From Social
• Everlane.com: 11.73% Of Total Traffic From Social
#tcs2017 LinkedIn.com/in/RolandFrasier
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What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
- 97. Source: Jay Baer #tcs2017 LinkedIn.com/in/RolandFrasier
Direct Your Ad Spend To Channels
Convert Best For Your Offers + Products
- 100. Twitter: Tweet a URLTo Take Users To Your Product Page Or
Collection
#tcs2017 LinkedIn.com/in/RolandFrasier
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Search
#tcs2017 facebook.com/RolandFrasierPage
- 104. The 25 Fastest Growing Retailers
Spend 4x More On Paid Search
#tcs2017 LinkedIn.com/in/RolandFrasierSource: InternetRetailer/AdGooroo
- 105. Top Retailers Are Increasing Paid
Search Spending + The Amount Of
Paid Search Traffic To Their Sites
#tcs2017 LinkedIn.com/in/RolandFrasier
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What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
- 107. How Do Small Retailers Compete With Top IR’s Spend?
• Use long-tail keyword research with content + paid ads to
own keywords the big companies miss (SEONick.com)
• Go where they are not (pop-ups, print ads, trade shows)
• Create unique, compelling content they are not
• Focus on your story and sell products they are not
#tcs2017 LinkedIn.com/in/RolandFrasier
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Recurring Revenue#tcs2017 facebook.com/RolandFrasierPage
- 110. Fastest Growing Companies With Subscription Revenue
• BlueApron.com: Food/Recipe Bundles
• DollarShaveClub.com: Razors + Other Bathroom Products
• Ipsy.com: Make-up
• Honest.com: Diapers + Other Bundles
• NakedWines.com: Wine boxes
#tcs2017 LinkedIn.com/in/RolandFrasier
- 111. Subscription Revenue
• Predictable cash flow
• Predictable inventory needs
• Higher valuation multiples
• Biggest Challenge = Churn
Use Welcome, Consumption + Win-back Campaigns
#tcs2017 LinkedIn.com/in/RolandFrasier
- 112. This is a sample of bold
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What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
- 113. What Is Your Recurring Revenue Plan
• Do you have a recurring revenue component to your business
model?
• What can you do to incorporate recurring revenue and
encourage retention to reduce voluntary churn?
• Can you start a subscription box? Ttwo good resources are…
SubscriptionCommerceInsider.com + CrateJoy.com/Box-Insider
#tcs2017 LinkedIn.com/in/RolandFrasier
- 114. This is a sample of bold
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Be On-Trend#tcs2017LinkedIn.com/in/RolandFrasier
- 115. Are You Riding Current Trends
• Leesa.com, Casper.com + Saatva.com: Mattress market disruption
• Honest.com: Natural products + Monthly boxes
• Etailz.com: Eco-Responsible products
• GreenChef + BlueApron: Cooking/Chef TV shows + Monthly boxes
• Trendwatching.com: Track trends
#tcs2017 LinkedIn.com/in/RolandFrasier
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What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
- 117. Is Your Business Model“On Trend?”
• What are the major trends are taking place in your current
market? See TrendWatching.com / TrendHunter.com
• What major trends apply to your target audience?
• Does your current business model and product lineup
match up to one or more of these trends?
#tcs2017 LinkedIn.com/in/RolandFrasier
- 118. This is a sample of bold
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Customer
Focused#tcs2017 LinkedIn.com/in/RolandFrasier
- 119. Pharmapcks.com: Provide Value + Get Valuable Feedback
• 284,000 Customer Reviews: With a 4.9 star average rating on Amazon
• Micro-Advocacy With Amazon Seller-Support Group (“ASSG”): 16
dedicated customer service reps monitor customer complaints and write
back within 24 hours (key metric for Amazon). Resolve all customer
complaints then appeal to ASSG to remove reviews. Over 3,300 removed
in a single year.
• Software To Monitor Poor Reviews: TrustPilot scans through all 1 to 3 star
reviews and elevates to 2 CSRs for resolution.
#tcs2017 LinkedIn.com/in/RolandFrasierSource: Inc.Magazine Interview
- 120. Continually Iterating Data-Driven Products
• Pharmapacks.com: “Master Brain” identifies products
customers want + custom pricing algorithm identifies
pricing to win the Amazon Buy Box.
• Wayfair.com: Custom analytics software watches customer
behavior and delivers content + offers tailored per buyer.
• SurvivalLife.com: Knives sell better than most products
#tcs2017 LinkedIn.com/in/RolandFrasier
- 121. This is a sample of bold
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What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
- 124. How Is Your Customer Feedback Loop?
• Let customers update account info, post reviews, leave
opinions.
• Offer live chat, telephone support and a help-desk?
• Monitoring customer feedback on the web?
• Building customer preference/taste profiles to personalize
the app + web experience?
#tcs2017 LinkedIn.com/in/RolandFrasier
- 125. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.Bundling
#tcs2017 LinkedIn.com/in/RolandFrasier
- 130. The Benefits Of Bundling…
• Personalized customer experience (choose your adventure).
• Avoid decision fatigue and increase conversion rates.
• Valuable customer data + feedback for future product dev.
• Increase immediate average order value and Lifetime
Customer Value by increasing order size + price.
#tcs2017 LinkedIn.com/in/RolandFrasier
- 131. This is a sample of bold
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What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
- 132. What product and/or service bundles can you create?
• Products that go together like DollarShaveClub.com does
with razors and shave butters and gels?
• Products that complement one another like Honest.com
does with diapers and baby wipes
• Increasing quantity + selection like TouchOfModern.com
does.
#tcs2017 LinkedIn.com/in/RolandFrasier
- 133. This is a sample of bold
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Strong Referral
Program
#tcs2017 LinkedIn.com/in/RolandFrasier
- 137. Referral Programs
• Drive 5% - 30% of total acquisition
• Average CPA is $3
• Display + PPC CPA averages $40
• Retargeting CPA averages $10
Source: FriendBuy.com #tcs2017 LinkedIn.com/in/RolandFrasier
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What To Do Now…#tcs2017 facebook.com/RolandFrasierPage
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This is good for quotes,stats,
dividers,etc.Unified Commerce
Vs.Omni-Channel #tcs2017 LinkedIn.com/in/RolandFrasier
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#tcs2017 facebook.com/RolandFrasierPage
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#tcs2017 facebook.com/RolandFrasierPage
Thank You
Slideshare.com/RolandFrasier
#tcs2017 LinkedIn.com/in/RolandFrasier