How do I leverage Analytics for sales and retailer conversations?

You've been driving sales to retailers from your marketing activities, and someone asks you to put together a presentation to explain the value of what you're driving and how it can be leveraged for sales or retailer conversations.

You now have a few choices,

• You can provide this information based on a singular campaign (link) or Listing-level, or
• You can build the report based on the aggregate data of all your campaigns (links) and Listings at the Brand-level
• • Tip: This is where the power of driving all your 3T or conversion-focused marketing activities really pays off!

Let's say you opt to show the impact of all the marketing activities you've been spearheading, from replacing the old retail locator on the website, to the organic social media posts, to the paid ad experiments that didn't quite work as intended, but still drove some GMV into the market.

You navigate to Brand, then to Analytics, filter the dates, then scroll down to see the full results.

Here are some of the key points to call out:

• Views = The number of times you showed that retailer to high-purchase-intent shoppers in their local market, essentially promoting their brand alongside yours
• Clicks = The cost-savings your marketing generated for that retailer by sending them shoppers they would otherwise need to acquire with their own ad dollars
• • Calculating the value of the cost savings is as simple as multiplying the clicks by an average customer acquisition cost. In AlcBev e-commerce, that average CAC is ~$50.
• GMV = The total dollar value of sales you sent directly to that retailer for them to:
• • convert at full margin (by making the choice to consciously avoid marketplace intermediation), and
  • capture the lifetime value of that shopper.

Let's imagine that...

Your sales team is preparing for a conversation with Total Wine and needs to demonstrate how you're supporting them in the market. You're prepared to show them the numbers, leveraging Pour Now's Brand Analytics. You pass this narrative and data back to your sales team to empower them in this conversation:

During this time period, our brand's marketing efforts drove nearly $8K in GMV directly to Total Wine locations. We showed Total Wine's brand 85K times to high-purchase-intent shoppers, clearly demonstrating the value of our partnership. Plus, we saved Total Wine nearly $41K (772 clicks * $53 CAC) in customer acquisition costs that they would have otherwise needed to spend from their marketing budgets to acquire those shoppers.

Final thoughts: As you continue to layer in pieces of your marketing mix (using Pour Now listings as the "final mile" to drive your shoppers to purchase), the direct benefits of those marketing activities for your retailer partners will become increasingly tangible.