Presentation to Collectif to address 3 key challenges for them and how I would approach the challenge

1. NOW - What is your current assessment of the Collectif Brand/Company in it's current
format from information that you have received and what is available through your own
research across Social Media, Online, Website, Image, Direction etc
SHORT - How would you approach your first 6 months at the company? What would be
your main focus, objectives etc for the advertised role
MEDIUM/LONG - Where do you see us going Medium-Long Term and a business and
brand and what do you feel we need to do in order to get there?
Presentation to Collectif
May 2017
Dominic Smith

2. Summary
The Brand – Great brand and real potential to grow into something greater
Growth in retro fashion and fashion sub genres more competitive with Lindybop etc
Website needs some key areas addressed to bring up to speed with competition
Investment in new channels – big opportunity to grow the brand UK / International
Imagery – some issues and needs reviewed – style issues / lack of variety
Font / Style – needs more variety / colour / mix it up in terms of look / feel
Social – very engaged social presence but underused
NOW

3. Offer – No next day offer – uncompetitive and a priority – at least offer similar to
competition. Click and Collect – in general delivery t/cs quite restricitive
Checkout / functionality needs full E2E testing as order processing issues – lost
sales
Top navigation – standard template with VS – usability issues when on desktop
Video – great use of video but invest more – very relevant to brand
New Arrivals – need to push and trade a bit more on site and address styling
issues with the imagery
Testimonials – great opportunity to use customer testimonials to push brand
message – get from customer services
Customer reviews – not many on site – how are these being added and who are
you working with – opportunity for Feefo to push ratings into ppc ads
Google Verified Store – If confident in delivery turnaround then add Google
Verified Store as a conversion driver
NOW

4. Site Search - I would be looking at the conversion rates of Site Search and looking
to increase or change message – make it more direct (2% v 6% Conv Rate)
Anchor text – need more anchor text and content within the main body copy to help
fix SEO issues
Sign up offer / Email capture is needed to drive increased / more engaged email
address capture
Lookbook – dont bury this – great content and need to be doing more with it
especialy for such visually engaging product
Blog – again dont bury this content – and cannot see latest posts being pushed out
to Social channels – need to sync up great content with all Social channels
USPs – what are the USP straps? Lets get these embedded throughout the site /
brand
Customers – what do we know about them, who are they what do they want, get
involved, in store events, more social events etc customer surveys
NOW

5. NOW

6. Delivery options / information need reviewed – too restrictive at present for customers vs
competition ….

7. NOW

8. NOW

9. NOW

10. NOW

11. Quick Wins – define, agree and action rollout – mostly based on much of this PPT
– what would need to be spend / bring in line with competition
Database – review customer database and agree / rollout customer growth strategy
– in store collection, on site collection, social competitions and PR events
Visualsoft – review full capability and recommend way forward – this would be part
of overall growth strategy (VS vs Magento etc)
ECRM – review and implement an ECRM program for all new customers and look at
reactivation, 2nd
, 3rd
order etc – key to database growth / mobile optimised
Channels – full channel review and identify new channels for customer acquisition –
Affiliate is key plus consider Feed / Onefeed and limited display. Facebook custom
audiences – growing opportunity
Reports – what do we need to measure KPIS moving forward and ensure growth –
essential that we have database growth reports / new customers / repeat etc
Delivery – how can we improve delivery offer? How / where does this fit in action
plan to improve the brand offering?
Short term - How would you approach your first 6 months
at the company? What would be your main focus, objectives
etc for the advertised role?

12. Some ideas …
Mens style / same eras (20th
century chap.com / rise of the hipster)
Sponsorship / retro festivals / goodwood revival etc Pop up stands
New stores / vibrant cultural hotspots / retro / Manchester
Older eras – more 30s / 30s inspired?
In store data capture – get as many of those leads as possible
Croudsourced clothing – what do YOUR customers want to see / sourced
UGC – get more customers interacting with the webiste / build the brand
Affiliate network – great opportunity for brand outreach / (Lindybop TD)
Display / retargetting – target abandoners and non pucrahers
Facebook Custom Audiences
Marketplace – Tigerlilly have their own vintage marketplace
Content Bloggers – huge opportunity to drive growth and develop relationships
Short term - How would you approach your first 6 months
at the company? What would be your main focus, objectives
etc for the advertised role?

13. Short term - How would you approach your first 6 months
at the company? What would be your main focus, objectives
etc for the advertised role

14. Short term - How would you approach your first 6 months
at the company? What would be your main focus, objectives
etc for the advertised role

15. Short term - How would you approach your first 6 months
at the company? What would be your main focus, objectives
etc for the advertised role
Review reporting metrics top model up new opportunities – CPA, CPM,
CPO, LTV and how affecting EBITDA on P/L
Budget and plan out for seasonal growth using waterfall models to
anticipate the growth in acquisition and retention metrics

16. Short term - How would you approach your first 6 months
at the company? What would be your main focus, objectives
etc for the advertised role
Waterfall approach used to plan for and adjust business growth seasonally

17. Medium term – I see a lot of work in the first 6 months to get all aspects of the brand up
to a point where it is competitive with rivals – first 6 months is about identifying
everything needing fixed.
Some of this will be relatively easy – setting up new recruitment channels etc however
other areas such as reporting from VS or VS development may be more challenging
Once the platform / site / offer is up to this level, I see the company investing more time
and effort in looking at the brand overall and defining exactly what it's customers want –
this is key and will define future growth
Long term – Once site is reviewed and functionality / channels reviewed etc,
Brand review – what do our customers feel our brand is and what do we do to adapt?
Recruitment model – from 1st
6 months, what learnings can we rollout to channels?
Range extensions – what new ranges are we introducing?
New markets – what apetitie do new markets have for Collectif?
Distribution deals – Modcloth etc in other retro focused fashion countries
MEDIUM/LONG - Where do you see us going Medium-Long
Term and a business and brand and what do you feel we need
to do in order to get there?y

18. MEDIUM/LONG - Where do you see us going Medium-Long
Term and a business and brand and what do you feel we need
to do in order to get there?y

19. MEDIUM/LONG - Where do you see us going Medium-Long
Term and a business and brand and what do you feel we need
to do in order to get there?y

20. MEDIUM/LONG - Where do you see us going Medium-Long
Term and a business and brand and what do you feel we need
to do in order to get there?
5 year growth plan to drive 40% YOY growth over 5 years – 9m to 48m
Tactical Growth Plan based on reviewing and improving all aspects of
trading model:
Traffic – Trade – Convert – Retain (plus Stores – Mobile – Platform
Strategic Growth Plan would focus on a combination of:
Stores / Geo growth – International growth – Range Expansion – Efficiencies

21. MEDIUM/LONG - Where do you see us going Medium-Long
Term and a business and brand and what do you feel we need
to do in order to get there?
What do you need to get there?
Website which delivers excellence – no glitches, no issues seamless UX /
Magento
Customer USPs which deliver – from delivery overhaul to social to channels
Customer Service which delivers excellence – right first time, track issues etc
Digital Marketing Investment – in channels, in technology, in ensuring customer
comes back
Audience Reach – UK wide / not London centric / International opportunities
PR investment – events , in store, online, sponsorship, YOUtube, display etc
Test and learn approach – budget for testing / not everything will work but need to
test

22. MERCHANDISE SYSTEMS – for fashion and relevant
experience
12 years experience in Ecommerce – primarily customer acquisition and traditional
Head of Ecomm role – working WITH B/M to drive new ranges per season
Review process – work with B/M to undertake pre season review of performance –
identify opportunities and issues (Notcutts)
Second part of this process was typically normalising – ironing out any anomalies in
the process
These would fit into a 5 year plan (rolling) – sales, margin, stock etc
Next would be a channel sales budget – channels, stores, margin etc with input from
individual merchandisers etc
These would be signed off and fed into a range plan with stock intake dates etc
In all my previous roles the above has been a very manual process with only NBrown
using a cloud based merchandising system
How is this done currently at Collectif?