University of Illinois at Urbana-Champaign Digital Marketing Capstone Project

2020 Olesia Russianova

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Table of contents

1. Client Analysis………………………………………………….3 Grainger………………………………………………………..3 Bosch…………………………………………………………..7

2. Problem Statement……………………………………………103. Consumer Decision Journey…………………………………104. Data Collection and Analysis…………………………………135. Channel Strategy……………………………………………….196. Test and Control Plan…………………………………………..257. References……………………………………………………….28

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Client analysis

Grainger

W. W. Grainger, Inc. is an American Fortune 500 industrial supply company founded in 1927 in Chicago by William W. Grainger. Company has a well functioning online store and over 250 physical stores in the USA and some in Europe and Asia. “W.W. Grainger, Inc. is a broad line, B2B distributor of maintenance, repair and operating (MRO) supplies and other related products and services. More than 3.5 million businesses and institutions worldwide rely on Grainger for products in categories such as safety, material handling and metalworking, along with services like inventory management and technical support. These customers represent a broad collection of industries, including commercial, government, healthcare and manufacturing. They place orders online, on mobile devices, through sales representatives, over the phone and at local branches. Approximately 5,000 suppliers provide Grainger with 1.5 million products stocked in the company’s distribution centers (DCs) and branches worldwide. Grainger employs 25,000 team members across the globe.”

Business model:● Over 1.5 million products available online - customers have no need to look somewhere else● Same day shipping on most of the in-stock products - useful especially in case of emergency and repair● 24/7 customer service● Easy to use paper catalog - free print copy available to order online● 250 branches nationwide

Strategy for growth:● Expansion on the international scale - especially European and Asian Markets● Developing both online and physical store collaboration to better meet customersneeds● Partnership with new brands

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Online presence:

● Main website and e-commerce store: www.grainger.com

Based on similarweb.com info:Global rank: 3 966Country rank USA: 728Category rank - Heavy Industry and Engineering > Construction and Maintenance: 1Total visits: 9.28 M

● Social media:Facebook: 218,509 people like this Twitter: 26.7 K followersYouTube: 6 060 subscribers LinkedIn: 139 793 followers

Customers:

There is a lot of categories of clients: large, medium and small companies, installers, buyers, DIY home owners, people who were recommended the company by a friend.

According to alexa.com most of the customers are males with some sort of college degree.Most of the website traffic (94.38%) comes from the USA, and then from Canada (1.52%), India (0.50% ) and Mexico (0.47%).

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Trends in customer’s purchasing patterns:

The beginning of 2020 was influenced by the pandemic of Covid-19 and because of that customer’s purchasing patterns were changed. Still, companies offering MRO seem to be doing good. Grainger’s customers were focused mostly on Home and Garden, Construction and Maintenance and Vehicle parts departments.Based on information from similarweb.com Greinger’s website visits between February and April 2020 rose over a million users per month. Regional lockdowns and spring time caused customers to make more raipars around their houses. With the coronavirus restrictions being slowly lifted but people still self isolating and having more free time this trend will slowly change but a lot of customers will still spend more money on MRO than in previous years.

The Maintenance, Repair, and Operation (MRO) industry in the North American region:

The Maintenance, Repair, and Operation (MRO) industry in the USA and Canada in2018 was estimated at USD 156.80 billion.Based on the report “North America Maintenance, Repair & Overhaul (MRO) Distribution Market Size Report By End Use, By Product (Power Transmission, Automation, Hand Tools), And Segment Forecasts, 2019 - 2025” published on www.grandviewresearch.com the market will be slowly growing.

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MRO companies will try to focus their efforts on e-commerce and fast shipping and save money on physical stores. More and more customers are using mobile apps to quickly order needed items. Building highly efficient apps is an important part of a company's digital success. Part of that process is also moving from paper-based ads and catalogs to paper less.

Main competitors:

● Wesco International Greybar● Anixter● Ingram Micro● Arrow Electronics

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Bosch

“Robert Bosch Tool Corporation in North America was formed in January 2003 when Robert Bosch GmbH combined its North American power tool and power tool accessory divisions into one organisation. As a manufacturing pioneer with more than a century’s worth of experience, the Bosch name has become synonymous with engineering excellence. Robert Bosch Tool Corporation is a world leader in the design, manufacture and sale of power tools, rotary and oscillating tools, power tool accessories, laser and optical leveling devices, and range finding tools.”

Some of the brands owned by Bosch power tools:

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Primary and Secondary Customers:

The primary audience are those who will be directly using the product and the marketing efforts are focused on them. Examples are general contractors, electricians, carpenters etc.

The needs of primary audience:1. Specifications of the product.2. Quality of the product3. Usage of the productFeatures of the product

The secondary audience is a group of individuals that influence the purchase of the products. Examples are finance manager, purchase manager etc.

The needs of secondary audience:1. Price of the product.2. Usefulness of the product3. Time of delivery

Trends between Primary and Secondary Customers:

In the medium or large companies the main decision about the purchase is made by secondary customers. However it is based on the recommendations of the primary customers who will be using the products. Primary customers are usually individuals with a lot of experience and knowledge on the subject and can recognize quality products. Companies prefer to invest more in high quality products lasting longer than pay less and replace them more often.

Perception of Bosch power tools: Bosch is generally perceived as a good, solid brand. Its products seem to be a good quality and most of the customers are happy with their purchase. The company has established history and is the first choice of many first time buyers. Bosch is slightly more popular in Europe than North America mostly because of the smaller competition.

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SWOT

Online Presence:

Website: www.bosch.com, www.boschtools.comFacebook: 1.3 M people like itBosch Power Tools talk group on Facebook: 7.8 K members Instagram: Bosch Power Tools account - 294 K followers LinkedIn: 705 K followersYouTube: Bosch Power Tools channel - 14.4 K subscribers

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Problem Statement:

Grainger and Bosch Tools are partnering together to explore ways to increase sales of power tools. They would like to increase sales by 10% by working more closely to sell more products to existing customers, find new customers, and sell across product categories as well. Boschtools.com is itself a consumer-facing website and has data on customer behaviour, and Bosch is sharing this data with Grainger.

CONSUMER DECISION JOURNEY

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Scenario 1.Audiences that visit Boschtools.com, look at a power tool (for example a drill), but do not visit Grainger.com.Grainger does not make it to the Initial Consideration Set which can be caused by lack of brand awareness. Possibly the customer is not familiar with the Greinger brand at all. In this scenario the main concern is that it is not clear for potential customers, which websites have the tools available to purchase. There is not enough information about Grainger.com on Boschtools.com.The brand needs to improve sales process to make it easy for their customers to make a quick purchase. Websites analysis can help determine what was the problem.

Scenario 2.Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com, log in to Grainger.com, and visit the power tools category.

Consumer is looking for a specific product and is interested in purchasing it (logging in). He is probably comparing prices and specifications. Product on Grainger.com might be more expensive than on other websites (like Amazon.com) or the tool might not fulfill the customer needs. Customer and competition analysis can determine where was the problem and how to encourage the customer to make a purchase.

Scenario 3.Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com, log in to Grainger.com, and visit the plumbing category but not power tools.

Something on the Boshtools.com or more possible, Grainger.com websites distracted customer and triggered him/her to look at different tool category. Wide testing should show what could cause a distraction. This kind of customer behavior could also be caused my customer being in the Loyalty Loop, when using certain websites for specific purchases is a habit. Customer experience survey should help understand it.

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Scenario CDJ Problem Analysis

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DATA COLLECTION AND ANALYSIS

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Data Collection and Analysis - MAP

The first and second stage in the MAP - Marketing Analytic Process, includes planning and data collection. Tools are used to acquire data that is needed to answer key questions and assemble them into a data management program for analysis.

Key sources of data:1. Sales data.2. Customer data.3. Competitor data.4. Brand positioning data.

Scenario 1Audiences that visit Boschtools.com, look at a power tool (for example a drill), but do not visit Grainger.com.

Scenario 2Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com, log in to Grainger.com, and visit the power tools category.

Scenario 3Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com, log in to Grainger.com, and visit the plumbing category but not power tools.

Business Objectives identified for Grainger are:

1. Building Brand Awareness2. Influence Consideration3. Improve Sales Process

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KPI - a performance indicator or Key Performance Indicator is a type of performance measurement. KPIs evaluate the success of an organisation or of a particular activity in which it engages.Marketing campaigns are using KPI’s and Digital Marketing Metrics to measure and track their performance. By using specific digital marketing KPI’s it is easy to discover and focus on goals and targets of the campaigns.

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Bias in Data Collection and Analysis

Five most common types of bias:

1. Confirmation bias - Occurs when the person performing the data analysis wants to prove a predetermined assumption.2. Selection bias - This occurs when data is selected subjectively. As a result, the sample used is not a good reflection of the population. This error is often made in surveys.3. Outliers - An outlier is an extreme data value. It is necessary to inspect the data closely, and particularly at the distribution of values. Values that are much higher, or much lower, then the region of almost all the other values.4. Overfitting and under-fitting - Under-fitting means when a model gives an over simplistic picture of reality. Overfitting is the opposite: i.e. when the model is overcomplicated. Overfitting risks causing a certain assumption to be treated as the truth whereas in practice it is actually not the case.5. Confounding variableness - A confounding variable is a variable that is outside the scope of the existing analytical model but that does influence both the explanatory variable and the dependent variable.

Bias examples and how to avoid them:

1. Response Bias:● No implications in questions● Appropriate language● Good research and enough answers● Targeting the right audience

2. Sampling Bias:● Simple random sampling● Use Stratified random sampling● Avoid asking wrong questions

3. Interpretation Bias:● Use multiple people to code the data● Have participants review your results● Verify with more data sources● Check for alternative explanations● Review findings with peers

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Categories of Marketing Data Analysis

Inferential - commonly the goal of surveys. Uses a small set of data to say something about a larger set. Allows to make predictions (“inferences”) from the data. With inferential statistics, you take data from samples and make generalisations about a population. Results depend heavily on population and sample.

In the case of this project we can use inferential analysis in the form of customer survey analysis and competitive intelligence.

Descriptive - first kind of analysis performed. Commonly applied to raw data. Generalisations are typically not possible without modelling. Used to describe the basic features of the data in the study. They provide simple summaries about the sample and the measures. Together with simple graphical analysis, they form the basic virtual of any quantitative analysis of data.

In the case of this project we can use descriptive analysis in the web traffic analysis, CTR, CPA, bounce rate etc.

Exploratory - an approach to analyzing data sets to summarize their main characteristics, often with visual methods. A statistical model can be used or not, but primarily EDA is for seeing what the data can tell us beyond the formal modeling or hypothesis testing task. Good for defining future studies. Seeks to discover connections and patterns in the data. Should not be used alone for generalizing and predicting.

In the case of this project we can use exploratory data analysis as ClickStream Analysis.

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Other categories not used in this project:

Predictive - predictive models exploit patterns found in historical and transactional data to identify risks and opportunities. Models capture relationships among many factors to allow assessment of risk or potential associated with a particular set of conditions, guiding decision-making for candidate transactions. Depends on having the right data and data quality. Uses data on some object to predict the future value of others. Must remember that if X predicts Y, X does not cause Y.

Causal - usually the “gold standard” for data analysis. Seeks to determine what happens to one variable when a change is made to another. Usually seen as average effects.

Benchmarks we can use:

- Increase the engagement rate, average page visit duration, control bounce rate, control users experience- More engagement on Social Media- Identify the best days to introduce new campaigns (brand awareness)- E-mail and display ad campaigns- Focus should be on -Grainger and Bosch Visitor and Purchase- targeting tactics- CPA at Grainger Power Tools Category - should be optimized and monitored

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CHANNEL STRATEGY

Tools in a brand-customer relationship.

Source:https://www.semrush.com/webinars/advanced-ppc-7-4-elements-of-a-winning-ppc-strategy/

Online advertising steps

1. Determine your goals.2. Identify your KPIs.3. Find your target audience.4. Research potential websites.5. Set a budget.6. Create your ads.7. Choose/create a landing page.8. Run your ads.9. Truck, measure and optimize.

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Audience Category 1:

New users landing on Grainger.com directly.

Email Channel: Since the new users are not logging in and using their email addresses, it is not possible to include them in our email marketing campaign. The best idea should be, designing CTAs in a way to collect email addresses at the moment of purchase or by influencing them to sign up for our newsletter (include information about deals, discounts, new tools etc.).

Display Channel: We can make use of banner ads on the website related to Bosch power tools. The ads will be shown to visitors who landed on our website directly or through another source. The page should be themed according to the brand image of Bosch power tools, to portray the authenticity of the product and show strong bond between Bosch power tools and Grainger.

Current Grainger customers

Email Channel: These customers are already in our database, with their respective emails and other contact information. These customers would also be targeted for Alpha and Beta testing of new products.

Display Channel: Retargeting techniques can be used to target our existing customers on our website, influencing their decision of purchase, and building up brand loyalty. The landing page will be similar to the one for new users.

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Audience Category 2: Users landing on Boschtools.com first.

We may have 3 scenarios, as mentioned previously. Under the audience category statement, it would be difficult for us to assess the scenario that the customer has fallen into, when they visit Bosch website first, therefore our strategies for both Email and Display Ads would be similar for all 3 scenarios.

Upon arrival of a customer, on Bosch’s website, the ad displayed would be relevant, and the relevancy would be assessed by obtaining the source of the visitor. For example if the source is social media, the ad displayed would be relevant to the content of the source. Similarly, if the source is through Search Engine, the ad displayed would be related to the keywords used for the search, and if the person directly lands of the Firm’s website, then the ad displayed would be related to the page.

Scenario 1: Audiences that visit Boschtools.com, but do not visit Grainger.com.Display Channel: By the help of cookies, we will show pertinent ads on different sites, to this category, so we could pull them in for a purchase.Email Channel: By successful conversion of these customers, we would be having their email and other contact information in our database, and then we would be using the same strategy, which was developed before, and send the customers relevant information through email.

Scenario 2: Audiences that visit Boschtools.com, then visit Grainger.com, and visit the power tools category .Display Channel: Those are the visitors which are most likely to be potential customers. We will no longer want any special effort unless they do not make the final action. We should just focus on developing our landing pages and the visitor flow will grow.Email Channel: Reminders if the purchase was not finalized and items are still in the cart.

Scenario 3: Audiences that visit Boschtools.com, then visit Grainger.com, and visit the plumbing category but not power tools.

Display Channel: Similar to the first scenario, cookies will be used to obtain data and show display ads that are relevant to the customers’ interests, which in this case are the plumbing category.Email Channel: In this scenario, the customers would have to create an account, in order to assess the products, hence we would have the customers email address in our database, and we would then include them in our email campaign, by sending them information related to their interests, through email

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Content Strategy

To create appropriate, attention grabbing content we have to ask the right questions about the audience we are targeting.

Audience Category 1: Users landing on Grainger.com directly.

Email content:Both new and already existing customers visiting Grainger.com are people who are busy working or need immediate repair and because of that need a specialised tool. Emails to both groups should be short and to the point. Quick presentation of the products and they're specifications. These products can be new to the market or it can be something a customer was looking at while visiting Grainger.com.The goal is to make Grainger the ultimate choice in the Active Evaluation/ Assessment stage of the CDJ. To encourage potential customers to make a purchase the content of the emails should be personalised if possible. Another idea is to include real customers testimonials and reviews of the tool and Greinger.com.In 2019, 93% of consumers said online reviews impact their purchasing decisions.Based on the information that our customers or potential customers do not have much free time, the numbers of the promotional emails should not be higher than 3-4 a month.

Display ads:The focus should be information than Grainger.com sells Bosch power tools. Ads should include pictures of Bosch power tools and be presented on the Grainger.com main page and its social media - especially Facebook. Ad should not only present a tool itself but also a person using it and “getting things done”.

Source: http://stepankiskin.info/bosch-power-tools-ads-8b35c0a1/ 22

Source: https://beltsandboxes.com/bosch-bulldog-sds-plus-hammer-now-18v-cordless/

Audience Category 2: Users landing on Boschtools.com first.

Email content:Promotional emails may be utilised in multiple ways. We can create a discount campaign, in order to inform our customers regarding the new products that the firm has launched. This also includes, having Alpha and Beta testing for a product, for which preference would be given to already existing customers. Other than this, special incentives can also be offered, in order to maintain the customer’s brand loyalty.

Display ads:Similar to Audience category one or dependent on specific scenario.

Scenario 1: Audiences that visit Boschtools.com, look at a power tool (for example a drill), but do not visit grainger.com.Objective here was Building Brand Awareness. Customers might not know that Grainger.com sells Bosch power tools. If customers are not sharing their email addresses with Boschtools.com the best way to inform them about Grainger and Bosch collaboration are display ads.

Scenario 2: Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com, login to Grainger.com, and visit the power tools category.Objective here was to Influence Consideration. Both emails and display ads should focus on perks of getting this specific tool from Grainger.com. Emails should

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include information about discounts, testimonials etc. Display ads should show at least the tools from this specific category.

Scenario 3: Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com, login to Grainger.com, and visit the plumbing category but not power tools.

Objectives in this scenario were to Improve Sales Process and staying in the Loyalty Loop. Similar to Scenario 2, emails and ads should focus on the specific discounts. Based on the results of testing what could have distracted potential customers, it might be important to remove plumbing category ads and replace them with Bosch power tool ads.

Recommendations keep the content aligned with Bosch’s brand essence and its product positioning in the marketplace.

In order to make sure the message being delivered through the marketing channels is compatible and aligned with Bosch brand, it is necessary to establish guidelines on how Grainger and Bosch collaborate together in order to increase the positive effects and to avoid any inconsistencies between the channels and the values of Bosch. The core value of Bosch should resonate in every ad, especially quality that Bosch is famous for and takes pride in. This does not mean that the rules of standards imposed by Bosch should coerce Grainger to stay within them but rather they should be a foundation element.

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TEST AND CONTROL PLAN

Research Objectives

The criteria for effective objectives are sometimes defined as SMART objectives.

Source: https://www.toolshero.com/personal-development/smart-goals/

Research objectives should be connected to KPI and relevant to the main campaign goal. In this case the goal was to increase sales of Bosch power tools on Grainger by 10%. Grainger should perform a series of surveys, questionnaires and advanced online monitoring to have a better understanding of the customers and their behaviour.

In this case the main research objectives will be:

1. Improving brand awareness. Survey - Does the customer know the brand?Does the customer know that Grainger sells Bosch power tools?Surveys should be created to collect primary data. Increasing importance of social media in Grainger’s Digital marketing mix, social media surveys are a great way to see which social media channels are more relevant at the moment.2. Influencing consideration. Google Analytics - Is the customer satisfied with the products? Focus Groups - flexible to design, easy way to talk to customers, inputs from the customers.3. Improving Sales Process. Do the sales efforts pay off?

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Online monitoring should be implemented. Analyzing internet presence, customers comments and general feeling about the brand can be used in future marketing planning.

Primary and Secondary Research

The following is the primary and secondary research needed for achieving the above research objectives:

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The research shouldn’t have an impact on the user experience. Most of this data is being captured behind the scenes. The one customer survey that is being sent out shouldn’t be a nuisance to the end user.

Test and Evaluation

To test the recommendations from the previous model, we can start out with a small segment of the total audience for the email campaign. Use the CRM system to capture a list of users who have previously purchased multiple products from Grainger. Depending on the CRM system being used by Grainger, this list could be different. With this list, we can segment out by product category interest.. The emails sent to these particular users will contain highlighted information pertaining to Bosch products. For the display campaign, we can capture a few of the top selling Bosch Power Tools products. This can be determined by the CRM system, Google Analytics and any insight from Bosch. With these products, we’ll create a shopping campaign on Google Ads.

This shopping campaign will be focused around keywords captured from the research strategies above. Since there could be a large audience around these particular keywords, we’ll allocate a small budget to this at the start. Depending on the cost per click, we can test this for a month or two at a total cost of $500-$1,000 per month. This should provide enough data to make an accurate assumption on performance. When testing these two campaigns, we’ll have to review previous year’s history and seasonality. We want to make sure that when these tests are launched, we’re not launching them when there’s a natural seasonality decline in purchases.

After a month of data, we can hopefully determine if the methods above should be expanded or if adjustments need to be made in order to improve performance and reach the end goal.

WORDS: 4582

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