Lifestyle ecommerce platform for the world's leading thread company.

 

The DMC Corporation saw a business need to re-position themselves as innovative and appealing to the emerging younger consumer and hired me to create a new ecommerce selling channel. Market research revealed the opportunity for DMC to create a lifestyle brand so they could broaden their product offering and increase revenue by selling consumer project kits, and launching a new direct to consumer marketing strategy. Commonthread was born and I lead the entire project from concept to execution and management. I started with working with a branding team to create brand messaging and content including new product photography, editorial content and social content. I opened the New York office and hired a five person team. I lead the website development project to bring the small DMC yahoo website onto a Magento Enterprise platform. I spearheaded the digital marketing including search, shopping and social channel performance, email marketing. influencer marketing and SEO. 

Key Results

  • Commonthread launched August ‘15   
  • Revenue increase of 60%
  • Increased conversion rates by 35%
  • Grew new visitor traffic by 20%, referral traffic by 75%
  • Monthly unique visits increased by 215%
  • Increased average order value by 42%
  • Lead the buying process for all categories of business represented on the site maintaining appropriate sell through and merchandising, forecasting of new product launches and seasonal launches
  • Launched over 80,000 new SKU’s on website within the arts and crafts CPG category
  • Hired five new permanent employees
  • Secured press mentions in Martha Stewart Living, Better Homes & Garden
  • Became a Martha Stewart Content Contributor 
 
To attract new customers to the brand and grow email list we partnered with key DIY influencers to create appealing patterns that were sold as project kits and offered free gated content downloads that our customers loved. 

To attract new customers to the brand and grow email list we partnered with key DIY influencers to create appealing patterns that were sold as project kits and offered free gated content downloads that our customers loved. 

Pinterest and Instagram drove 30% of referral web traffic where we focused on DIY project tutorials and community generated content with a call to action to share projects through our hashtag #ModernMaker. 

Pinterest and Instagram drove 30% of referral web traffic where we focused on DIY project tutorials and community generated content with a call to action to share projects through our hashtag #ModernMaker. 

I worked with my development team to develop the new ecommerce website on Magento Enterprise with over 80,000 product SKU's. The site was built mobile first with a unique 80/20 focus of meeting the needs of the current DMC consumer (female, age 60+) while making modern features and mobile accessibility enhancements for the new target demographic; female 18 - 35. We implemented an optimization strategy where we conducted on-going A/B testing analysis and sales conversion analysis on the website to ensure that once customers got to the website, they converted. 

I worked with my development team to develop the new ecommerce website on Magento Enterprise with over 80,000 product SKU's. The site was built mobile first with a unique 80/20 focus of meeting the needs of the current DMC consumer (female, age 60+) while making modern features and mobile accessibility enhancements for the new target demographic; female 18 - 35. We implemented an optimization strategy where we conducted on-going A/B testing analysis and sales conversion analysis on the website to ensure that once customers got to the website, they converted. 

Performance Marketing

Our performance marketing strategy included paid advertising on Pinterest, Google, Facebook and Instagram. Our advertisements were creative DIY tutorials or embedded videos that linked over to our blog so we could cookie the visitor and re-target them with offers or additional ads based on where they were in our sales funnel. 

Kit Program

Commonthread needed a new product line that would make the DMC threads applicable to at home DIY projects and appeal to a younger audience. I worked with my team and partnered with a fabrication studio called Collab, to create a packaging system that would fit into a larger packaging functional echo system. Laser cut corrugated cardboard trays of threads and accessory holders fit into the boxes so that customers could have a place to stash their threads and supplies. We partnered with artist influencers to create projects and marketed the kits as Instagram bait to snap selfies of your progress creating the kit project.