Retail Case Studies

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Retail Case Studies
Yahoo! Confidential
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RetailBoscovs Upselling A Key Customer

• Identified this customer as a key prospect
• Understood the customers interest in exposure
  across the DMA.
• Understood the importance of getting key
  spenders into a Yahoo package now before they
  reallocate their dollars elsewhere.

• Initial obstacles
• Customer was slow to make a decision. Team was
  persistent. Shared case studies, NPC success
  metrics, and leveraged relationship.

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RetailBoscovs Upselling A Key Customer

• Overcoming a general obstacle
• Phillyburbs has begun to overcome pricing
  objections by re-assessing their prospect list.
  The team has begun to target large print
  spenders. They are encouraging customers to
  renew their print spend by offering the Yahoo!
  component as a new supplement to their existing
  advertising strategy.
• They closed an annual 5-figure Yahoo!
  DMA-targeted RON campaign that was bundled with
  print and Phillyburbs.com. The campaign has only
  been running for 3 weeks and is already seeing a
  double-digit CTR percentage!

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RetailAugusta Bassett Furniture Campaign
Pitch Originally sold and was running an ad unit
that was Monster size (425x600) in DMA targeted
inventory. New campaign included the 300x250 BT
Retail target for an additional 48k. Print and
online rep pitched the program while negotiating
their yearly contract. Objection to
Overcome Price objection was initially a concern
as they wanted to keep online NP and Y! We
bundled both together and ended up with a
2K/month online upsell overall.
Results Closed a 117k campaign to a local
Bassett Furniture Dealer. Yahoo! Campaign Total
was 60K -- 48k Retail BT / 12.6k DMA targeted.
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RetailAugusta Chronicle Bassett Furniture
Both the 425x600 the 300x250 BT targeted ad are
averaging .24 and .27 CTR
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RetailMemphis Commercial Appeal Henco Furniture
Henco Furniture is an Out of Market furniture
retailer (2 hours outside of DMA) that has never
advertised with The Commercial Appeal.
Currently spends 677,000 per year on broadcast
(TV) only. We contacted the client as well as
their agency which led to a direct meeting with
the client. They were very receptive to the idea
of an Online presence.
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RetailMemphis Commercial Appeal Henco Furniture
Availability
Once the BT packages were rolled out, we
immediately contacted the agency and attached a
sense of urgency. By emphasizing the limited
space and the features benefits of the
targeted audience as well as the power of YAHOO!
Consistency
We also emphasized the importance of a 6 month
campaign versus a 3 month as a true test so
that the client would be able to obtain a true
ROI.
They really had no objections. But as expected..
they were concerned about the pricesince this
investment would be drawn from their current TV
buy.
Objections
Result
We got a signed contract for 30,000 over 6
months!
Campaign is seeing a .25 CTR!
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Houston Chronicle
DMA Houston Customer Gallery Furniture Agency
None Customer Type Renewal Category Retail -
Furniture Campaign 3 campaigns BT Finance, BT
Shopping and Run of Network Pitch We pitched
Reach and CPM in the Houston DMA to this huge
furniture retailer. We Also focused on the
Behavioral Targeting capabilities, so he could
target a more affluent buyer for his higher end
furniture lines. Key Considerations By Client
Reach Behavioral Targeting. Objections
Resolutions No major objections Total Revenue
1.2 Million Y! Revenue 431,550 Term 12
months CPM 22.00 BT and 7.65
RON Targeting RON, Finance and Retail
BT Client Feedback Client loved the high click
thru results of the campaign, and the reach in
the market, especially the behavioral targeting.
Renewed for 12 months. Key Takeaway This is a
huge sale for the furniture category in Houston,
with this close, we should be able to get more
retailers on board with Yahoo.
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Creative Details 3 pieces of creative, one for
overall branding promoting their dream deal, one
for Mango Furniture, and one for Kreiss Furniture
their high end furniture line. Performance
Trends Banners average about .25 click thru
rates Sales Team Tactics We were trying to
close a large furniture retailer to get the rest
on board. Competitive Positioning We were
able to pull Gallery Furniture off of some of
their broadcast buys in Houston and moved revenue
over to Online. This was a huge sale for online,
considering the the advertiser spent 30,000 in
online in 2007. Other Comments This sale is
in addition to the 372,900 already closed in
April, so total online spending for this account
will go up to 1,572,900.