GLAMOREDIAS OFFICIAL

GLAMOREDIAS OFFICIAL

Client Summary:

GLAMOREDIAS OFFICIAL is home to one of Asia’s up and coming boutique women’s fashion labels, boasting sales across 3 continents and a successful business model that has led the trend of pushing Instagram and Influencer marketing leads to their physical store in one of the continent’s leading fashion stores in central Bangkok.

After a successful launch in late 2018 with more than 12 high quality designs taking full advantage of the emerging Asian market, the founder of GLAMOREDIAS OFFICIAL contracted JJB Marketing & Consulting to produce and execute a strategy that would see their online presence moved from a buckling Shopify system to a custom and semi-automated WordPress/WooCommerce platform that would not only streamline product launches, provide complete integrations for marketing automation – as well as third party payment platforms – but also provide for a more effective user experience, a higher conversion rate and a more efficient content marketing strategy.

A successful revamp of the overall business strategy would form the foundation for incredible growth through 2019 and provide significant overhead reductions including the ability to out-compete other brands in this crowded space.

Homepage Design:

Detailed Product Page:

Product Categories:

Strategic Outline:

Taking a new brand to market requires an incredibly complicated approach to building out the technical side of the company whilst also being agile enough to take into account future expansions and budget constraints.

In order to ensure the highest chance of success the project should attack three key areas of weakness; marketing integration and automation, cost reduction through reduced reliance on paid third parties and an attractive yet extensible redesign which allows lay staff to import and edit new and existing products without technical oversight.

Marketing Integration:

So far GLAMOREDIAS OFFICIAL had been incredibly successful through word-of-mouth and influencer marketing on social media platforms, however they had been unable to take full advantage of the potential for upsells and automated marketing updates to a mailing list due to a lack of technical expertise.

In order to work around this, the company needs a marketing platform integration (ActiveCampaign is our preferred partner) which allows for the automated import of customer sales and behavioral data.

The major complication here is the lack of streamlined sales systems due to the nature of cardless transactions in Asia including payment via social wallets such as Alipay and LINEpay which do not offer fully exposed APIs for automation and integration.

Third Party Cost Reductions:

With the reduced budget expected from any business looking to bootstrap themselves to success, GLAMOREDIAS OFFICIAL was in dire need of reduction of the increasingly burdensome monthly overheads with their previous integration with Shopify who charged a significantly higher 2.9% transaction fee whilst providing very little flexibility in platform types.

The lack of flexibility provided by the Shopify platform also means that expensive technical staff are needed to be constantly contracted in order to make even small changes to the system or range of products – another incredible overhead reduction opportunity.

Whilst the product prices are above market rates, any ability to remove unnecessary fees means more money in the founders’ pocket for investment into marketing campaigns and expansion including the ability to absorb shipping costs and dedicate a monthly ad spend to growing the store.

In order to do this, the new platform must use open source software that does not operate on a monthly cost basis whilst also taking advantage of Amazon AWS optimisation to operate with a DevOps strategy that is sufficient to handle aggressive growth without the expense of a traditional enterprise system.

A reduction in transaction fees must also be taken into account with new and existing clients moved towards cardless fee-free transactions via a semi-automated system whilst the existing credit card facility should be moved to a direct integration with a full-service merchant bank.

Reducing Staff Reliance:

With the area of expertise being fashion it’s unreasonable to assume that GLAMOREDIAS OFFICIAL could continue to invest into additional tech resources simply to deal with inefficient systems design – most of their staff are or would be dedicated to the customer service and sales floor sections of the business and reducing the reliance on IT personnel is of utmost importance in order to ensure smooth running of the day-to-day business.

The strategy here is to build an all-in-one WordPress/WooCommerce integration alongside various extra plugins and custom work to hide the confusing side of the system by removing extraneous administrative access and providing extensive training to the staff on the handful of tasks (price changes, image updates, new products, product retirement etc.) that they are expected to be able to deal with.

A key aspect of executing on this strategy is the use of dynamic modules that bring in products and updates basic on an MVC style framework and which fully utilise categories and custom fields to determine the correct placement of products across the website with non-technical users simply in charge of changing categories and tags whilst the system handles the rest.

Tech Stack Used:

Optimised Spot Instance on AWS

A custom Amazon AWS server was spun up in the Sydney data-center overseen by a set of custom scripts which constantly ping the Amazon API to check bid amount against the market price and then automatically provision/decommission/roll-over servers as needed. This approach to DevOps sees an 80-90% reduction in monthly server costs over a typical on-demand approach and access to latest generation server hardware that far outperforms the shared hardware provided by their current system.

WordPress and WooCommerce (PHP/CSS/JS/SQL NGINX stack):

Open source copies of WordPress and WooCommerce were installed on an NGINX stack using an optimised and cache-ready Ubuntu server with pagespeed installed. The installation was connected to an optimised WordPress ready database with PHPMyAdmin as the administrative interface.

ActiveCampaign Marketing Platform:

A custom plugin was used to connect the WooCommerce purchasing and customer data alongside the native ActiveCampaign “deep data” integration with WooCommerce. This allows for two-way communication between the systems and a unique encrypted authentication method that allows for secure data and logins to be handled automatically via the CRM.

LinePay/AliPay API Integration:

With the official plugins for both of these Asian-centric payment processors being incredibly difficult to work with, a customised version has been produced specifically to help connect LINE and offline payments to the CRM and WooCommerce backend so that all sales go through a single system for ease of reporting.

Google Analytics:

All customer purchase and action events have been connected to the Google Analytics platform allowing for enterprise-level analysis of purchasing and activity data.

Facebook/Instagram/Twitter Pixels:

All major social media pixels have been integrated with a custom script to provide eCommerce feedback and easily trackable ROI on marketing spend.

Results:

80% Reduction In Hardware Costs

Using a cohort and machine driven algorithm approach to optimised spot market bidding across the AWS platform combined with automated roll-over and health monitoring has allowed GLAMOREDIAS OFFICIAL to take full advantage of excess hardware across AWS resulting in 80%+ reductions in latest generation dedicated server hardware cost.

Channel-Allocated Revenue Tracking

Instead of making guesswork and counting all sales as equal, the system now allows for complete tracking of all product purchases and an allocation of an ROI metric to different channels including Referral, Organic, Social Media and Physical/Word-of-mouth.

This allows for data-driven, facts-based marketing analytics and reporting; meaning that admin staff at GLAMOREDIAS OFFICIAL can make informed decisions on allocation of marketing budget and staff resources rather than relying on assumptions and information that is not backed up with facts.

Increased System Speed

Operating off a dedicated enterprise level DevOps strategy and utilising the AWS Datacenters as well as the ability to provide platform specific optimisations has allowed GLAMOREDIAS OFFICIAL to significantly increase the speed of the website – now serving content within 822ms of load prior to full caching integration.

This is a significant speed-up to the system – a metric which is incredibly important for determining eCommerce conversion rates and has a direct effect on total store revenue – compared to the low-resource shared server environment provided by Shopify which saw loading times in excess of 5.8 seconds!

The ability to use a full suite of caching and optimisation plugins and server-side strategies which are not available to users at Shopify will further allow for reduced overhead and bandwidth requirements and additional speed savings.

Non-Technical Dashboard & Edits

The simplified user dashboard combined with custom user roles means that important store information and admin control is not given to sales or non-essential admin staff.

All important aspects of store and inventory management including price changes, product uploads, image updates etc. are accessible and each staff member can be provided with a separate login that provides them exactly the access they need – and nothing more, meaning no more expensive technical contractors are required to manage the day to day processes of the store.

Segment Driven EDMs:

All customer and sales data is now synced with ActiveCampaign, allowing for the automation segmentation of customer marketing strategies by metrics such as location, lifetime value, time since last purchase and cart abandonment.

This opens the door for significant increases in revenue off the basis of automated and semi-automated marketing strategies including newsletter integrations and triggered checkout abandonment campaigns.

LinePay/AliPay API Integration:

With the official plugins for both of these Asian-centric payment processors being incredibly difficult to work with, a customised version has been produced specifically to help connect LINE and offline payments to the CRM and WooCommerce backend so that all sales go through a single system for ease of reporting.

Google Analytics:

All customer purchase and action events have been connected to the Google Analytics platform allowing for enterprise-level analysis of purchasing and activity data.

Facebook/Instagram/Twitter Pixels:

All major social media pixels have been integrated with a custom script to provide eCommerce feedback and easily trackable ROI on marketing spend.

Custom Order Notification Emails:

New and more effective notification emails provide an additional opportunity to streamline the customer experience by reducing the required overhead of manually chasing up customers and providing updates on orders.

Notification emails are now tied to custom order statuses which allow for different types to be sent out in context-sensitive situations and utilising server-side variables such as user cart tokens, a custom auto-authentication URL, payment details (card number and expiry) and other flexible data-points that improve communication between GLAMOREDIAS OFFICIAL and their customers.

Next Steps:

Official Website Relaunch

As the staff at GLAMOREDIAS OFFICIAL complete the new photography and product requirements and finish migrating customer and purchase data over to the new system, the official website will be ready for re-launch to their clients.

This will include a slight rebranding of the social media channels as well as updating clients about the new site and features.

On the technical side this will involve activating an enterprise level CDN to handle data caching and distribution across datacenters as well as full activation of the Varnish server-side caching modules to lock down server speed and further help to reduce bandwidth and server costs.

Dedicated Social Media Budget

Taking full advantage of the increased conversion rate and sales platforms will require a marketing strategy that appeals to the Asian market with a dedicated marketing budget of at least $10,000 per month targeting a variety of segments and campaigns.

This will primarily involve the creation of social media specific content such as photograph and shareable videos combined with paid campaigns across Facebook, Twitter and Instagram with a strong follow up on organic broadcasts across the LINE platform in order to interact with and attract new customers.

CRM Based Sales Pitch

As the social media marketing budget brings views to the website and funnels leads into the CRM, a series of “onboarding” emails for pre-purchase will be sent to help convert from warm to hot leads.

The use of industry-standard content like lookbooks, cross-sells and discounts combined with high quality photography and consistent branding will help to elevate GLAMOREDIAS OFFICIAL above the competition who generally use ineffective fragmented marketing strategies.

As low-hanging fruit convert into easy sales, the team will need to expand to include dedicated social media marketing and customer service representatives to better deal with the expected volume of clientele as well as to actively reach out to the mailing list and provide additional and consistent updates on offers and new products.