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
- Losers
(Old seasons, off season, high returns)
- Goodies
(high belief, big in stock, low speed)
- 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
Banner
New customer acquisition
Manual ranking
Picked deal
Member price
Online offer
Sale
Red prices
- 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
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