A Display Ads & Email / Channel & Content Strategy for Grainger.com

CHARLES ROSARIO AUGUST 9, 2017

SEARCHING FOR THE PERFECT DRILL

Grainger's email data shows us its users have expressed interest in the power tools category. We must consider Grainger’s current use of email in order to allow us to transition into a campaign relevant to its audience. What’s the format? Is it conversational? Is it for product release or special?

Audience Category 1: Users landing on Grainger.com directly

New customers: Both Mobile and Desktop search results need to be considered since there are platform inconsistencies. The examples below compare screenshots from the Grainger site on both Desktop and Mobile ending with the Grainger app. It should also be noted that the 1st time a user goes to the Grainger site, they receive a feedback form requested that could use some love. But for now, this is what we currently see when when going to Grainger.com. There is no mention of Bosche at this point so we search their database for drill.

Our search brings us here, where again, Bosch is nowhere in site so we further refine our search by selecting Standard Drills and Drivers

Our search brings us to this page where we have to scroll down to the 7th drill to finally see a Bosch drill.

Mobile Mess

The mobile experience has some problems, The problem isn’t with the site but when searching for a drill and find Bosch buried in the results.

ex:1

ex:2

note: ex:2 Is a link to open the search result in the app.

Notice the app reports back to us that there are “0 Results (0 Products) in BOSCH”

Fix: A bit of back end programming to sort out the confusion. Eg: define

ex:3

ex:4

Current customers: Grainger wants to cross-sell or upsell different categories of Bosch brand products to customers who have purchased Bosch power tools on Grainger.com.

We can use Grainger data to determine which categories are most relevant to cross sell with the data mined from site users search path on the Grainger site.

Audience Category 2: Users landing on Boschtools.com first

Grainger wants to identify an action plan to target users for three scenarios:

  • Scenario 1: Audiences that visit Boschtools.com, look at a power tool (for example a drill), but do not visit Grainger.com

The Bosch site provides a clear way to purchase directly through the website with a list of partners, when I tested multiple products, different drills where had different options for where you could purchase the drill.

Presumably because it was either not available or out of stock with that particular vendor.

With that said, we can target Grainger customers with Google Adwords and Facebook Ads, searching things like drill, and direct them to a Bosch option via a landing page relevant to campaign or the Bosch brand filtered search landing page

Scenario 2: Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com, login to Grainger.com, and visit the power tools category

  • Scenario 3: Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com, login to Grainger.com, and visit the plumbing category but not power tools

Landing Pages: For the audience categories above, there are two landing pages on Grainger.com.

Defining Key Demographics

There is a great deal of data available when considering who you will be targeting.

Let take a look at some sources before I go into the actual plan.

The first source states “Women drive 70–80% of all consumer purchasing, through a combination of their buying power and influence”

1Bridget Brennan (January 21, 2015) Top 10 Things Everyone Should Know About Women Consumers

Next, let’s take a look at the latest trends in Media Consumption.

In the first report, it concludes, “US Adults Now Spend 12 Hours 7 Minutes a Day Consuming Media”

And of that time, the majority of that is Mobile and specifically smartphone.

2eMarketer (Website) May 1 2017

In an article earlier this year, Nielsen Social President shares some insights about their industry and most notable is the data revealing the most active Media Consumer. Females 18+

“Surprisingly, the heavy social media user group isn’t Millennials. In fact, Generation X (ages 35–49) spends the most time on social media: almost 7 hours per week versus Millennials, who come in second, spending just over 6 hours per week. They’re female, 25% of their time online is spent on social media (vs.19% of males), and they reach across cultures. They’re likely to be on Facebook on Sundays via smartphone, while watching primetime.”

3Sean Casey (January 17, 2017) 2016 Nielsen Social Media Report

Google Adwords , Facebook Marketing, MailChimp and Survey Monkey

Display Advertising use behavioral Targeting

Our Recommended Mobile Display Advertising Strategy

We now know that woman drive between 70% and 80% of all consumer purchasing so one campaign will be to target this huge influencer.

Campaign 1: Target Women 18+ appealing to a woman purchasing a gift for a man

Campaign 2: Target Men18+ appealing to Men looking for a drill

Citations

1: Bridget Brennan (January 21, 2015) Top 10 Things Everyone Should Know About Women Consumers

2: eMarketer (Website) May 1 2017

3: Sean Casey (January 17, 2017) 2016 Nielsen Social Media Report

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