Boxed.com campaign

1. BOXED
#BoxedTime
Presentation Designed By
Team Five
Kim Andrew
Melanie Gallardo
Baldemar Gonzales
Joshua Snyder

2. BOXED.COM
Delivering Joy Everyday
Boxed.com was founded in 2013 and specializes in the selling of wholesale household products
online.
Benefits included with purchasing from Boxed.com
● No subscription fee
● Ease of shopping online or via mobile app
● No shipping costs for orders over $49
● Two day shipping
● Group orerings
● Easy and secure pay options
○ Google Pay
○ PayPal
○ Amex Express
○ All major card carriers

3. Boxed Up
Rewards Program
● Optional to join
● Free priority shipping
● 2% cash rewards
● Exclusive personal perks
● $49/year membership
● Free 30 day trial

4. 2018 campaign for *new area*
“To deliver joy across the country with every order, and they are on a mission
to accomplishing this by making shopping for bulk easy, convenient and
fun, so people can focus on the things that really matter “
Boxed commitment to customers
Purpose
● Allow more time at home
● Take burden away from store shopping
● Make customers feel appreciated
#BoxedTime

5. Developing A New Market Area
Attract new customers
Increase brand awareness
Increase revenues
Increase market share

6. Offer rewards points for positive reviews
Build positive review incentives
Create an incentives program for sharing on social media pages
Offer exclusive coupons for social media tags
Developing A New Market Area

7. ● Average Household Income, 2018 $
152,726
● # Households (HHs), 2018
1,894,659
● % Single Mom with Children Under 18
12.34%
● # Single Mom with Children Under 18
147,362
● % Families, Single Female Householder
20.94%
● # Families, Single Female Householder
250,093
● % Families, Single Parents with Children, 2018
Washington, DC Demographics

8. Target Audience
Millennial Moms
● 24-34 years old
● Lives within a 20-mile radius of
Washington, DC
● Has one or more children
● College educated with a bachelor’s
degree
● Social media users

9. Situational Analysis
Strengths
● Sales and Profit volumes are increasing
● Named Emerging E-Retailer of the Year in 2016
● Premium quality brand label
● Competitive product positioning and pricing
● Continuous development in R&D research in new
customer behaviour developments
● Experienced management team
● Machine learning platform that studies customer
behavioural patterns
Weaknesses
● No brick and mortar locations
in the city
● Lacks to continuously create
new and interactive
experiences on social media
● Lack of brand awareness

10. Situational Analysis
Opportunities
● Although competitors exist
in the market, no one
competitor meets the needs of the millennial
mom, leaving lots of
opportunities and market
share for new market
entrants
● Provides a business model that appeals to the
needs of target audience
Threats
● Retail products being made
available by competitors

11. Competition
Sam’s Club
Whole Foods
Capital SuperMarket Costco Wholesale
BJs’ Wholesale Club
Amazon.com
Safeway
Instacart
Peapod

12. Millennial Mothers
Millennial women are those born from 1981 to 1996
Over 17 million new American mothers of this
generation
2016
● 1.2 million gave birth for the first time
● Accounted for 82% of U.S. births
● Made up 29% of U.S. adult population
● 35% of U.S. workforce
● 48% were mothers (ages 20 - 35)
(Denman-Underhill, "New Millennial Moms Top Over One
Million | coParenter", 2017)

13. Understanding the Millennial Mom
Millennial Moms account for $200 billion in spending power. They are an educated, working
class, tech-savvy market that marketers can easily overlook.
● 42% believe that most advertising and marketing is not geared towards “women like me.”
● Millennial Moms value life management assistance
○ 36% lack time/busy schedule, but would do it themselves if they could
○ 30% are trying to simplify their lives
○ 28% lack time/busy schedule and would rather not do it themselves
(KRC, Research, 2012)
● Spend 25 hours a week (on average) online
○ 59% on smartphones
○ 35% on tablets
○ 70% on laptops
(McCann, 2018)

14. Total Budget: $250,000.00
Promotions
● Facebook line item - $70,000.00
● Instagram - $45,000.00
● Twitter - $35,000.00
● Pinterest - $25,000.00
● Printed Advertisement - $30,000.00
● Giveaways - $20,000.00
● Influencers - $25,000.00
Total $250,000.00
Campaign Budget

15. Campaign Budget

16. Facebook
● $70K divided among Cost Per Like, Cost Per
Action, and Cost Per View
Instagram
● $45K for a set budget for CPM and CPC costs
Twitter
● $35K limit set for when users follow, retweet,
like, reply, or click on a Promoted Tweet.
Pinterest
● Cap set at $25K
● CPM - $30 to $40
● CPC - $0.50 to $1.50
Campaign Summary
Printed Advertisements
● Local newspaper
● Mailers
Giveaways
● Instant win drawings for customers
● Surveys
● Polls
Influencers
● New member recommended by customer
● Social media contests
● #BoxedSelfie competition

17. Stay mobile friendly
● 50% of all Google searches come from mobile
devices
● Web specials for users
● Allow video advertisements for mobile
devices
Be customer centric
● Stay relevant to what customers want and
need
● Make correspondence personalized
● Have algorithms in place to know customer
shopping patterns
● Continue hand-written thank you notes with
each order
(Agrawal, "8 Steps For Developing
A Strong Marketing Strategy", 2016)
Marketing Objectives
Continue to understand competition
● Know their audience and how they target
them
● How can Boxed.com draw their attention
away?
○ Further improve reputation
○ Unique niche and traits for the
market
○ Continuously improved customer
relations
Encourage social media sharing
● Competitions
● Giveaways as rewards for posts
● Share experiences - positive AND negative
○ Allows for feedback
○ Makes communication more personal

18. References
About us. (2018). Retrieved from https://www.boxed.com/about-us/
Boxed: Love that Bulk! (2018). [Blog]. Retrieved from https://rctom.hbs.org/submission/boxed-love-that-bulk/
Boxed closes $25 million in series B funding. (2015, Jan 14). Business WireRetrieved from
https://manowar.tamucc.edu/login?url=https://search.proquest.com/docview/1645296603?accountid=7084
Luna, N. (2018, Jan 15). Boxed: Costco for millennials adds booze to its bulk delivery options in California. TCA Regional News Retrieved from
https://manowar.tamucc.edu/login?url=https://search.proquest.com/docview/1987724666?accountid=7084
Agrawal, A. (2016, June 27). 8 Steps For Developing A Strong Marketing Strategy. Retrieved November 23, 2018, from
https://www.forbes.com/sites/ajagrawal/2016/06/25/8-steps-for-developing-a-strong-marketing-strategy/
Denman-Underhill, L. (2017, July 02). New Millennial Moms Top Over One Million | coParenter. Retrieved November 23, 2018, from
https://coparenter.com/new-millennial-moms-top-over-one-million/

19. Honan, B. (2014, August). Digital Women Influencers: Millennial Moms[PDF]. KRC Research Weber Shandwick
Livingston, G. (2018, May 04). More than a million Millennials are becoming moms each year. Retrieved November 25, 2018, from
http://www.pewresearch.org/fact-tank/2018/05/04/more-than-a-million-millennials-are-becoming-moms-each-year/
McCann, N. (2018). Fast Facts. Retrieved November 22, 2018, from https://www.m2moms.com/fast-facts/
References

20. Team Five
Baldemar
Gonzales
Joshua
Snyder
Melanie
Gallardo
Kim
Andrew