Purposes for activating our products

STOCK

CLV

Lifecycle activations

App downloads

Cross shopping

Trigger in need period
(weather shift, BTS)

Trigger in want period
(low organic demand, deal period)

PROFIT

  1. Losers
    (Old seasons, off season, high returns)
  1. Goodies
    (high belief, big in stock, low speed)
  1. Short peak
    (quick demand, clear end date)

START CARTS

WHERE

HOW

WHEN

Manual ranking

Content mix in email/push

Product recommendation areas

Content mix in campaign segmentation

Gift giving destinations

Triggered emails (onboarding, notify-me-if-back)

Manual send-outs

Commercial activation

Special occasions

Targeted based on purchases

What is on brand?

When the customers are seeking, but not yet decided

When do we adjust to local differences?

How do we measure success?

Member price

Online offer

Manual ranking

Member/red prices

Email/push

Index page

PLP

PDP

Shipping, returns, delivery
(remove friction, build trust)

Legal requirements

Member recruitment

Pre-access

Member prices

Member days

Deals

Targeted communication

App deals

Pop-up

Email

Banner

New customer acquisition

Manual ranking

Picked deal

Member price

Online offer

Sale

Red prices

  1. Overstock
    (overbought, lower growth)

Deals (GG, type, concept, full house)

App deal

Product reco

Product reco

Convenience

Competitive: deal (ex kids deal)

Wait and discount when in-season

WHAT

Need-driven
(basics, multipacks)

Email, push

Want-driven
(It-items, trend)

Email, push

Inspirational pages

BRAND & FASHION

Build fashion credibility

Inspire

Guide

Business idea

Index
(trend, declutter)

New Arrivals

Trending Now

Email

Heartbeat campaigns

Manual ranking

Value for money

Big deals

Manual ranking

Good prices in campaigns

Campaign timing

Inspiring campaigns

Deals to drive traffic to site

Fashion collaborations

Global collabs

Local (ex Elle, Glamour days in CEU)

Partnerships

Create stickiness with news value

Frequently updated campaigns

Frequently updated New Arrivals

Optimize viewed availability in ranking

Local occasions (ex Diwali, festivals)

Product reco - endless PDP-journeys

eSales ranking

Search & filter optimization

LH desination (ex Holiday)

Increase AOV

Minimum order value for free shipping

Product reco in PDP & cart

Create urgency: few pieces left, countdown timer

Fashion news subscriptions

Triggered communication

$ left to become plus

Bounce back offers

Bundle offers

Minimum order value in a deal

Introduce return fees

Increase cap (deals, shipping)

Free shipping

Fast deliveries

Segmentation based on price sensitivity

Price destinatons ❌

Markers & lables ❌

Order of SBP in LH

Drive top line

Big urgent deals

Countdown timer

Cross-shopping