Capitalizing on Tentpole Events with Ash McMullen and Stephanie Grubert - Episode 355
Ecommerce Braintrust
· with Ash McMullen and Stephanie Grubert
· August 20, 2024
· 30 min
Summary
To dominate peak shopping seasons, ecommerce operators must move beyond basic promotions. This episode reveals how strategic planning, real-time competitive analysis, and a focus on long-term customer value—not just immediate ROAS—are crucial for converting tentpole events into sustained growth and brand loyalty.
Key takeaways
Implement a "pod" approach for tentpole planning, involving finance, supply chain, sales, and marketing months in advance to ensure cross-functional alignment and proactive issue resolution.
Shift focus from immediate ROAS during tentpole events to broader KPIs like new-to-brand growth and customer lifetime value; be willing to strategically depress ROAS for long-term gains.
Develop unique promotional mechanics and compelling reasons for consumers to shop with you during high-traffic events, rather than relying solely on discounts.
Establish a clear, limited set of success metrics (1-2 KPIs) like traffic or glance views for event-day monitoring to avoid overreaction and maintain focus amidst intense pressure.
Proactively monitor competitor strategies and market dynamics in real-time during events, but balance this with a predefined purchase cycle understanding to avoid impulsive, detrimental changes.
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. In today's episode, we have two special guests that Julie had the privilege of joining for a discussion panel at eTail East in Boston: Ash McMullen, Head of E-commerce at Advantice, and Stephanie Grubert, Director of E-commerce Sales at Torani. Together, we'll dive into the topic of "tentpole events" and how brands plan, execute, and build their e-commerce strategies around these major shopping events. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Ash, and Stephanie discuss: The necessity of strong client-agency relationships and thorough preparations, including scenario planning, tool implementation, and automated rules. Importance of monitoring user experiences, conducting real-time sales checks, and managing unexpected issues with calmness. Managing stress and staying calm during the execution phase. Real-time analysis and adaptation based on competitor strategies. Utilizing limited real-time sales checks to avoid overreactions. Understanding the purchase cycle and defining success metrics for different product types. Importance of pre-defining success measurements. Goals such as new-to-brand growt
Frequently asked about this episode
What does this episode say about ecommerce strategy?
Implement a "pod" approach for tentpole planning, involving finance, supply chain, sales, and marketing months in advance to ensure cross-functional alignment and proactive issue resolution.
What does this episode say about event planning?
Shift focus from immediate ROAS during tentpole events to broader KPIs like new-to-brand growth and customer lifetime value; be willing to strategically depress ROAS for long-term gains.
What does this episode say about retail marketing?
Develop unique promotional mechanics and compelling reasons for consumers to shop with you during high-traffic events, rather than relying solely on discounts.
What does this episode say about ecommerce strategy?
Establish a clear, limited set of success metrics (1-2 KPIs) like traffic or glance views for event-day monitoring to avoid overreaction and maintain focus amidst intense pressure.
What does this episode say about ecommerce strategy?
Proactively monitor competitor strategies and market dynamics in real-time during events, but balance this with a predefined purchase cycle understanding to avoid impulsive, detrimental changes.
