I was invited back to DHL 18 months after the original assignment to deliver the low-hanging fruit from the eCommerce strategy. Following a review and reprioritisation it was agreed to focus the digital elements. I set up a programme of small projects that would deliver benefits and ROI back into the business in the minimum time-frame. These projects were all funded out of revenue spend, so the ROI had to be visible each quarter.
1) DHL’s first Mobile optimized website (design, build and launch). Analytics captured during the launch period confirmed spectacular increases in visitors to the site with a healthy monthly conversion and a return on investment within a month. We tracked performance and usage and confirmed that KPIs for business case had been achieved through the mobile channel. Combined EBIT benefits in the first month alone were roughly equivalent to twice the total development cost.
2) Online marketing: I managed a small marketing programme, working with a digital agency on search engine marketing/PPC, affiliate networks, ad inventory and campaign management. This proved highly successful and profitable with ROI targets being exceeded.
3) eCommerce journey optimisation: Using analytics and session replay to identify, quantify and resolve customer struggle. MVT tools implemented make the necessary improvements to website design. Expecting short term uplift in revenue to be eclipsed by a substantial return over the year when the optimised website design combines with SEO and extended digital marketing.
4) DHL Social Media monitoring: I established (UK, global, competitors) and framework for monitoring, analysing, reporting and engagement.