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Digital @Core - New case studies

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Digital @Core - New case studies

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leveraging digital capabilities to drive growth. 2 new case studies: ThirdLove bras and Peloton bike, demonstrate how using social commerce, content and data is much more than a marketing tactic - it is at the core of differentiation and business model.

leveraging digital capabilities to drive growth. 2 new case studies: ThirdLove bras and Peloton bike, demonstrate how using social commerce, content and data is much more than a marketing tactic - it is at the core of differentiation and business model.

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Digital @Core - New case studies

  1. 1. on Bikes, Brason Bikes, Brason Bikes, Brason Bikes, Bras and changingand changingand changingand changing business modelsbusiness modelsbusiness modelsbusiness models Digital @ Core
  2. 2. What's This All About?What's This All About?What's This All About?What's This All About? • 2 new case studies are joining our DISRUPTION series, to demonstrate how incorporating a Digital Core can change the story, build market share, and provide a DIFFERENTIATED SOURCE OF GROWTH for new / existing entrants
  3. 3. this presentation features a bra and a bike, demonstrating a clever use of 3 digital / Shoppability principles: social, direct to consumer, on-demand.
  4. 4. GamingGamingGamingGaming ---- ContentContentContentContent –––– SocialSocialSocialSocial ---- OnOnOnOn----demanddemanddemanddemand (1) Leveraging Digital to ReinventReinventReinventReinvent BIKESBIKESBIKESBIKES from Gym Equipment - to
  5. 5. 20202020----something consumerssomething consumerssomething consumerssomething consumers have: time || don't have: space, money yetyetyetyet,,,, 35353535----65656565 year olds (sometimes)year olds (sometimes)year olds (sometimes)year olds (sometimes) have: space, money but hardly feel like they have: timetimetimetime. cc: Ms. Phoenix - https://www.flickr.com/photos/32020964@N08 The NeedThe NeedThe NeedThe Need
  6. 6. equipment maker Peloton targeted these exact consumers with a disruptive digital-based solution: stationary bike with a built-in tablet for live-streaming cycling classes - a contenta contenta contenta content----based modelbased modelbased modelbased model
  7. 7. the result: $ 50 million in 2015, 20,000 bikes sold 2014 - 2015 with a solid, content-based, revenue stream
  8. 8. in addition,in addition,in addition,in addition, datadatadatadata accumulated as to timing;accumulated as to timing;accumulated as to timing;accumulated as to timing; length; preferences; age;length; preferences; age;length; preferences; age;length; preferences; age; performance; class choices;performance; class choices;performance; class choices;performance; class choices; and moreand moreand moreand more ---- could help thecould help thecould help thecould help the company design innovativecompany design innovativecompany design innovativecompany design innovative products and servicesproducts and servicesproducts and servicesproducts and services,,,, whether in equipment,whether in equipment,whether in equipment,whether in equipment, content, retail, training,content, retail, training,content, retail, training,content, retail, training, lifestyle or connected gadget.lifestyle or connected gadget.lifestyle or connected gadget.lifestyle or connected gadget. cc: Camil Tulcan - https://www.flickr.com/photos/75771006@N00
  9. 9. To SocialTo SocialTo SocialTo Social Commerce ExcellenceCommerce ExcellenceCommerce ExcellenceCommerce Excellence (2) Leveraging Digital to ReinventReinventReinventReinvent BrasBrasBrasBras From a Technological focus
  10. 10. the multi-billion lingerie industry has had its share of inventors in the past few years, trying to solve the e- commerce measuring-barrier. One such competitor is "ThirdLove", which has been offering a patented measuring app.
  11. 11. yet, technology alone will rarely tackle consumer distrust at early adoption stages. therefore, the company decided to pursuit the simple "Warby Parker" strategy: Try before you buy.
  12. 12. ShoppabilityShoppabilityShoppabilityShoppability - relying on accurate time, place and message to drive an immediate purchase - is excellent, with emphasis on consumer reviewsconsumer reviewsconsumer reviewsconsumer reviews to drive conversion. the company uses the datadatadatadata accumulated from its online & physical sales, as well as from the measuring app, to make personalizedpersonalizedpersonalizedpersonalized, accurate, accurate, accurate, accurate offers to consumers via social media.
  13. 13. trust is built via a trial offer, includingtrust is built via a trial offer, includingtrust is built via a trial offer, includingtrust is built via a trial offer, including an invitation to wear and wash.an invitation to wear and wash.an invitation to wear and wash.an invitation to wear and wash.
  14. 14. once TRUST hasonce TRUST hasonce TRUST hasonce TRUST has been establishedbeen establishedbeen establishedbeen established ---- the brand offersthe brand offersthe brand offersthe brand offers complementarycomplementarycomplementarycomplementary productsproductsproductsproducts....
  15. 15. then, a connection is established through personal emails.
  16. 16. The start up has managed to raise $ 13.5 million in funding, leaning on its core technology. However, we believe that it is a continuous focus on social commerce, and commencing of a smart referral program, that will fuel growth for this brand.
  17. 17. 2 case studies // 3 conclusions
  18. 18. marketmarketmarketmarket research,research,research,research, lectures andlectures andlectures andlectures and presentationspresentationspresentationspresentations (NYC) //(NYC) //(NYC) //(NYC) // 201201201201----9706335970633597063359706335

Hinweis der Redaktion

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