Fishpond Marketing Strategy
- Fishpond is Australia’s largest online retailer
- Our strategy focused on optimising our use of directly measurable marketing channels like Google Adwords to acquire new prospects and then convert them into life-long customers. This was achieved by prioritising function over form to deliv a remarkable online customer experience. The resulting word-of-mouth exposure delivered perpetual brand value.
- An email database is a key asset for an online retailer to drive recurring revenue. We leveraged this asset by developing a customer lifecycle messaging plan, which now extends to social media channels.
- Targeting new customer segments is a great way to reduce risk and boost revenues. We researched the needs a prospective new niche segment, created a value proposition that was superior to our competitors and now rely on this niche for a significant % of annual sales.
- Adding new product categories to a website is a great way to pull in new visitors and provide cross-promotional opportunities, while reducing inherent business risk. We progressively expanded into new lines and reaped the benefits.
“Kunal is highly Internet savvy. He has an excellent understanding of web trends which is very valuable to many companies in today’s market. Kunal is a self-starter who is capable of seeing an idea through from conception to execution.” Daniel Robertson, CEO, Fishpond
“Kunal was great to work with, very creative knowledgeable, yet always willing to listen to new ideas and learn about other aspects of the business. His online marketing and use of adwords drove Fishpond towards being Australasia’s largest online book store. His increase in sales constantly put pressure on my own role in operations, and I noticed a definite increases in sales when he ran promotional campaigns. I’ve been lucky enough to have worked with him since Fishpond, and look forward to working with him again in the future.”Andrew Hales, Operations Manager, Fishpond
Results: Fishpond won these Awards while I was in charge of their marketing:
- 4th at Deloitte Technology Fast 50. 1230% growth
- 31st at Deloitte Technology Fast 500 Asia Pacific
- Exporter of the Year, Westpac Manukau Business Excellence Awards
