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Manchester City Digital and E-commerce Strategy

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Website has a best navigation structure and design, especially header, with a lot of content. Great Highlights categorization hierarchy. Make good use of the club's visual identity. With a mobile or responsive site, this impacts on the Bounce Rate number.

The e-commerce with design focused on brand experience, uses the identity of the club. Usability and navigation starting by categories, with less focus on sku, offers a variety of product categories, and the aim of navigation and design. The platform owns the team. It benefits of free shipping, delivery up to eight hours in England. Works with language in English only. Major failure by the site not be responsive or mobile.

Publié dans : Sports

Manchester City Digital and E-commerce Strategy

  1. 1. Converting passions into new customers
  2. 2. VS
  3. 3. 3º Man City Compared to the sites of rivals like Man United and Chelsea, Man City has the worst access number, with bad index of bounce rate (57%), visit in pages and time of visit. Similar Werb: 12/2016 Man United Chelsea
  4. 4. 3º Man City Compared to the sites of rivals like Man United and Chelsea, Man City has the medium access number, with good index of bounce rate (57%), visit in pages and time of visit. Similar Werb: 12/2016 Man United Chelsea
  5. 5. 4º MAN CITY Compared to the websites of rivals in England, Man City has the fourth highest score in SEO, far from the Man United, Arsenal and Chelsea. Tools: neilpatel.com/
  6. 6. 4º MAN CITY Compared to the websites of rivals in England, Man City has the third highest score in SEO, very close from the Man United, Arsenal, better than Chelsea. Tools: neilpatel.com/
  7. 7. Tools: neilpatel.com/
  8. 8. Undisclosed button for converting access to e- commerce. In the central part of the site the conversion strategy for e- commerce of the team is evident. HOTMEDIUM Focus on news content, with carousel header, one e-commerce slide with product advertising. Big website with many article and blocks content.
  9. 9. 1º Click Brand Site 2º Click E-commerce WEBSITE HAS AN OBJECTIVE NAVIGATION AND THAT FACILITATES THE CONVERSION TO E-COMMERCE, has up to three ways to reach the virtual store. It’s complies well with the aspect of linking and pagination, present a design and a differentiated navigation experience. Its follow the same visual identity between brandsite and e-commerce.
  10. 10. Website has a best navigation structure and design, especially header, with a lot of content. Great Highlights categorization hierarchy. Make good use of the club's visual identity. With a mobile or responsive site, this impacts on the Bounce Rate number. The e-commerce with design focused on brand experience, uses the identity of the club. Usability and navigation starting by categories, with less focus on sku, offers a variety of product categories, and the aim of navigation and design. The platform owns the team. It benefits of free shipping, delivery up to eight hours in England. Works with language in English only. Major failure by the site not be responsive or mobile. AVAREGE VISITS BOUNCE RATE Not a mobile or responsive site Not a mobile or responsive site
  11. 11. 1.4 M MOUNTH USERS DESKTOP AND MOBILE +16 Million UVS/YEAR AVERAGE 86% 14% 17% OF THE AUDIENCE OF THE REAL SOCIETY IS ADVISED OF SOCIAL NETWORKS +29M USERS +29M +3.9M +4.3M+812Mil +29M +16MYear followers
  12. 12. 2 Takeaways CREATE A NEW WEBSITE AND E-COMMERCE PLATFORM Man City Website Man City Shop www.MANCITY.com
  13. 13. 602K 148K Conversion To Shop Bounce Rate Conversion 103K Conversion To Shop (-Bounce) 1.4M Website Ticket Avarege 80,00 Conversion Sales Avarege 7% Sales Final Avarege (mounth) 560000 7K Conversion Final % Bounce Rate (57%) very high, with conversion to e-commerce medium, with 10% of total access. This impacts the final outcome of sales. % Bounce Rate (30%) medium, access number can be improved according to investment media (19%) and website conversion for e-commerce. Website E-commerce
  14. 14. New fan Buyer Fan supporter, punctual buyer of tickets and products Buyer Frequent Conversion Website, Stadium Awareness Knowledge Frequency Loyalty and Recurrence Clusters Involvement
  15. 15. 2016-02-22 Key Strategy Digital Media Develop: • Reforce the Digital and Website Strategy • Target understanding (digital social listening and behavior) • Investment requirements (Metrics, KPIs & Optmization). Develop: • Improve a social media strategy for e-commerce conversion. • Increase conversion contact points for e-commerce. Extend: • Digital Brand metrics to increase category & Brand awareness (penetration through digital football). • New Digital Social Media Strategy, need to increase the followers number. E-commerce & E-retail Brand Equity
  16. 16. 4. HOW TO BRING TRAFFIC TO THE SITE STRATEGY Brand Awareness Media Performance 3. EVOLVING TOOL MAINTENANCE Tools + intelligence Business = Results Planning Development Action Check
  17. 17. Consumer Experience Content Football Product Finder News Club Tickets Match Online Purchase 1 Awareness 2 Experience 3 Engagement 4 Loyalty Website Mobile AppCall Center Shop Online / Call Center Marketing Communication Customer Info / Insight Call to Action Call to Action Repurchase 4 Purchase Stages in E-Commerce ManCity.com +29M +16MYEAR FOLLOWERS
  18. 18. Automated Purchase Process 2016-02-22 Convenience experience Consumer loyalty and purchase guaranteed
  19. 19. Resume Experience in the Digital Marketing and communication • 8 years experience in Marketing, with leading innovation projects, business and marketing strategy, brand awareness, product launches, advertising campaigns (brand awareness) and management e-retail channels and e-commerce. • Solid knowledge and experience in managing digital projects, communication and marketing planning, participation in the corporate strategies and responsible for evaluating digital return, digital funnil routine, join the brand awareness with convertion sales. • Manage in the implementation of other digital marketing activities such as SEO/SEM, email marketing, digital media campaigns and social media. • Solid knowledge and experience with analytcs in digital projects and business inteligence, domain the KPIs with Google Analytcs, Google Adwords, Facebook Ads, Programatic Media, DoubleClick, Social Mantic and Scup. • Experience with social media planning: activation, promotion, communication, CRM, user attendance, analytic behaviour (Scup). • Digital marketing strategy management with advertising agency, Google, Facebook and Scup. • Management of the marketing budget, P&L and Finance Cost. • Responsible for the implementation of E-commerce (e-business) and Market Place (e-retail), from the initial stage of detailing services, P&L, KPIs, contract SLAs with partners (fullfilment, backend, frontend, SAC, ERP). Responsible for supporting and supporting the planning and development of strategic accounts in the online channel, with growth potential in the sales área. Experience in Sports: • Organized Volvo Ocean Race 2015 Team SCA in Brazil. • Work with marketing actions: Palmeiras, Santos and Coritiba. • First Elderly Run in Brazil 2014 - Copacabana. • Sponsorship team ABC Football (RN) 2010 - Brand Biofral. • Owner of the first social media with focus in sports 2015: Sportt. 29 anos São Paulo Digital Marketing and Communication
  20. 20. www.digitalsportt.com

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