Sales of products to existing customers

There three buttons in the center section of the targeted email markting tool. One shows the product sold, the next button sorts the information by customers last name, and the third button simply clears the screen.

Sales by product and what it shows

By sorting the list of monthly sales you can see multiple sales of the same item. If you look carefully at the listing above, you can see that the Coleman arch rock tent was purchased by two customers: Jerry Jones an Bruce Conklin. These two customers can be targeted with the same email advertisement. When you start creating email advertisements your will want to check for sale of multiple items to make your job easier.

Sales of items by Customer

By sorting the list of monthly customers, you can see repeat customers: Alexander Barber, Bert Beany, Johnny Dent and James Denton. You will want to reward them for their loyalty to your company using special promotions or incentives.

Another helpful way to approach email advertising in the sporting goods field, is to know what sport is in season. Football, for example, is in the fall and early winter. Customers may be more apt to buy a football or football items during that period of time. Target your emails by the season as well as previous purchases.

Wikipedia sports by the month

Suggested sales based on products previously purchased

Here is really where you intersect with this targeted marketing email tool. You must decide what the suggested product purchases should be based on a customers' past purchases. Some of the suggestions are quite simple. If you look at the 14 different categories, it would make sense that a person who bought a football might need a hemlut, pads and football cleats. This is what a in-store sales person would suggest to compliment the purchase of the football. These 3 additional items are in the football category. Suggested purchases that cross into other categories need a little more thought. For example, a person who previously purchased snorkling gear from the water sports category, might need a swim suit which in the apparel category. You will need to make some of these decisions and then code the information in the application. There a few suggestions in this script already. In the Apparel section, click on the Nike shorts button, then click Search. The products Nike workout pants, and volleyball shorts are the suggested products. Try clicking on each item in the apparel and outdoor sections to see the sugestions. Now let's see how to code the other ones. The application is listed in the box below. It contains the html main body along with internal scripts. Put it on the clipboard and then load it into a new Notepad++ file and save in your working directory then run it using Chrome. It should look like the image below the box wih the code.

<!DOC TYPE html>
<html lang="en">
<head>
<meta name="viewport" content="width=device-width, initial-scale=1.0">
 

       

<script>
function doSubmitProducts(){
//apparel//
if (suggestions.product[0].checked == true) document.getElementById("suggestedProduct").innerHTML = "Nike workout pants, volleyball shorts";
if (suggestions.product[1].checked == true) document.getElementById("suggestedProduct").innerHTML = "Nike shorts";
if (suggestions.product[2].checked == true) document.getElementById("suggestedProduct").innerHTML = "Pro-Form treadmill";
if (suggestions.product[3].checked == true) document.getElementById("suggestedProduct").innerHTML = "Body Glove full wetsuit, Seaview snorkling mask";
if (suggestions.product[4].checked == true) document.getElementById("suggestedProduct").innerHTML = "Thompson Hill short-sleeve shirt";
if (suggestions.product[5].checked == true) document.getElementById("suggestedProduct").innerHTML = "Nike workout pants";
if (suggestions.product[6].checked == true) document.getElementById("suggestedProduct").innerHTML = "Men's Blitzing cap";
if (suggestions.product[7].checked == true) document.getElementById("suggestedProduct").innerHTML = "Charged cotton socks, Nike shorts";
//outdoors
if (suggestions.product[8].checked == true) document.getElementById("suggestedProduct").innerHTML = "Trailhead folding cot, Glowman flashlight";
if (suggestions.product[9].checked == true) document.getElementById("suggestedProduct").innerHTML = "Trailhead folding cot, Glowman flashlight";
if (suggestions.product[10].checked == true) document.getElementById("suggestedProduct").innerHTML = "Trailhead folding cot, Coleman arch rock tent";
if (suggestions.product[11].checked == true) document.getElementById("suggestedProduct").innerHTML = "Body Glove neoprene ski vest";
if (suggestions.product[12].checked == true) document.getElementById("suggestedProduct").innerHTML = "Rugged Exposure prospector's tent";
if (suggestions.product[13].checked == true) document.getElementById("suggestedProduct").innerHTML = "Lifetime Volt kayak, Precision Point 3.5 inch assisted open folding knife, Body Glove Neoprene ski vest";
if (suggestions.product[14].checked == true) document.getElementById("suggestedProduct").innerHTML = "Coleman arch rock tent";
if (suggestions.product[15].checked == true) document.getElementById("suggestedProduct").innerHTML = "Glowman flashlight";

}

</script>



</head>
<body>
<header>


<center>
<h2>Targeted E-mail Marketing</h2></center>
<br>

</header>

<h3>Products previously purchased from Action Sporting Goods</h3> 
<br>

<br>

<button class="buttons" onClick= "doSubmitProducts()">Search</button>
<br>
<p>Based on your prior purchase, you may be interested in:</p>
<p id= "suggestedProduct"></p>
<form name="suggestions">
<!--apparel-->
<em>Apparel</em>
<br>
<!-- 0 to 7-->
<input type = "RADIO" name="product">Nike shorts
<input type = "RADIO" name="product">Nike workout pants
<input type = "RADIO" name="product">Adidas jacket and pants
<input type = "RADIO" name="product">Nike women's swim suits
<input type = "RADIO" name="product">Nike volleyball shorts
<input type = "RADIO" name="product">Charged cotton socks
<input type = "RADIO" name="product">Blitsing men's cap
<input type = "RADIO" name="product">Thompson Hill short sleve shirts

<br>
<hr>
<em>Outdoors</em>
<br>
<!--8-15-->

<input type = "RADIO" name="product">Rugged Exposure Prospector Tent
<input type = "RADIO" name="product">Coleman arch rock tent
<input type = "RADIO" name="product">Westport slant leg canopy
<input type = "RADIO" name="product">Lifetime volt 101 kayak
<input type = "RADIO" name="product">Trailhead folding cot
<input type = "RADIO" name="product">Shakespeare freshwater fishing set
<input type = "RADIO" name="product">Glowman flashlight
<input type = "RADIO" name="product">Sierra treking pole set
<br>
<hr>
<em>Baseball</em>
<!--16-24-->
<input type = "RADIO" name="product">Rawlings fast pitch glove
<input type = "RADIO" name="product">Wilson 150 series glove
<input type = "RADIO" name="product">Easton youth bat
<input type = "RADIO" name="product">Rawlings mach Youth baseball bat
<input type = "RADIO" name="product">Rip It batting helmut
<input type = "RADIO" name="product">Rawlings baseball glove
<input type = "RADIO" name="product">Easton baseball cleats
<input type = "RADIO" name="product">Rawlings batting gloves
<br>
<hr>
<!--25-33-->
<em>Basketball</em>
<input type = "RADIO" name="product">Lifetime portable basketball systems
<input type = "RADIO" name="product">Lifetime steel framed portable basketball systems
<input type = "RADIO" name="product">Wilson NCAA replica ball 
<input type = "RADIO" name="product">Wilson: pro ball
<input type = "RADIO" name="product">Spaulding: pro ball
<input type = "RADIO" name="product">Steph Curry ball
<input type = "RADIO" name="product">Wilson jet evolution ball
<input type = "RADIO" name="product">Spaulding NBA ball
<br>
<hr>
<!--34-42-->
<em>Football</em>
<input type = "RADIO" name="product">Franklin sports junior footballs
<input type = "RADIO" name="product">Wilson composite football 
<input type = "RADIO" name="product">Rawlings pro5 leather football
<input type = "RADIO" name="product">Shock Dr. mouthgard
<input type = "RADIO" name="product">Nike mouthgard
<input type = "RADIO" name="product">Riddell rib protector
<input type = "RADIO" name="product">Rawlings integrated football pants
<input type = "RADIO" name="product">Tiffrl speed flex helmut
<br>
<hr>
<!--43-51-->
<em>Soccer</em>
<input type = "RADIO" name="product">Adidas world cup soccer ball
<input type = "RADIO" name="product">Goletto soccer cleats 
<input type = "RADIO" name="product">Copa FXG soccer cleats
<input type = "RADIO" name="product">Metro soccer socks
<input type = "RADIO" name="product">Nike goalkeeper gloves
<input type = "RADIO" name="product">Neymar soccer cleats
<input type = "RADIO" name="product">SuperFly soccer cleats
<input type = "RADIO" name="product">Adidas shinguards
<br>
<hr>
<!--52-60-->
<em>Sporting Arms</em>
<input type = "RADIO" name="product">Mosberg 12-guage 8 shot pump shotgun
<input type = "RADIO" name="product">Ruger semi-auto ranch rifle
<input type = "RADIO" name="product">Ruger .22LR semi-auto rifle
<input type = "RADIO" name="product">Howard electronic hearing protection
<input type = "RADIO" name="product">Federal American Eagle .223 Remington Ammo box of 1000
<input type = "RADIO" name="product">USA Forged 9mm box of 150
<input type = "RADIO" name="product">Stack On 22 Gun Security Cabinet
<input type = "RADIO" name="product">Real Avid gun cleaning kit
<br>
<hr>
<!--61-69-->


<em>Fitness</em>
<input type = "RADIO" name="product">Pro-Form treadmill
<input type = "RADIO" name="product">Competition weight bench
<input type = "RADIO" name="product">Champ cardio dual trainer
<input type = "RADIO" name="product">Lab execise ball
<input type = "RADIO" name="product">Everlast heavy bag
<input type = "RADIO" name="product">Pro-style training gloves
<input type = "RADIO" name="product">Marcy utility weight bench
<input type = "RADIO" name="product">GoFit foam massage roller
<br>
<hr>
<!--70--78-->
<em>Roller Sports</em>
<input type = "RADIO" name="product">Razor cruiser skooter
<input type = "RADIO" name="product">Sports Elite skateboards 
<input type = "RADIO" name="product">Kore helmut
<input type = "RADIO" name="product">Bladerunner inline skates
<input type = "RADIO" name="product">Bullet speed skates
<input type = "RADIO" name="product">CRs69 inline skates
<input type = "RADIO" name="product">Moxi suede roller skates
<input type = "RADIO" name="product">Chicago women's rink skates
<br>
<hr>
<!--79-87-->
<em>Air Guns</em>
<input type = "RADIO" name="product">Gamo .177-cal pellet air rifle
<input type = "RADIO" name="product">Benjamin .177 or .22 break-barrel air rifle 
<input type = "RADIO" name="product">Benjamin trail NP break-barrel pellet pistol
<input type = "RADIO" name="product">Rosman C11 semi-automatic CO2 bb pistol
<input type = "RADIO" name="product">CZ sp-01 shadow CO2 bb air pistol
<input type = "RADIO" name="product">Sag Sauer spartan 1911 CO2 bb pistol
<input type = "RADIO" name="product">Gamo whisper Fusion mach 1 .177 caliber air rifle with scope
<input type = "RADIO" name="product">Rosman American classic .177 or .22 pump
<br>
<hr>
<!--88-96-->
<em>Knives</em>
<input type = "RADIO" name="product">Femme Fatale folding Knive
<input type = "RADIO" name="product">Precision Point 3.5 inch assisted open folding knive 
<input type = "RADIO" name="product">Kershaw select fire knive multi-tool
<input type = "RADIO" name="product">Marines survival knife
<input type = "RADIO" name="product">Kershaw select assisted open knives volt
<input type = "RADIO" name="product">Kershaw select assisted open knives zing
<input type = "RADIO" name="product">Kershaw select assisted open knives portal
<input type = "RADIO" name="product">Kershaw select assisted open knives oso
<br>
<hr>
<!--97-105-->
<em>Golf</em>
<input type = "RADIO" name="product">Wilson k-28 + golf package
<input type = "RADIO" name="product">Nike dura feel golf glove 
<input type = "RADIO" name="product">CXR power golf balls box of 12
<input type = "RADIO" name="product">Addidas tech response golf shoes
<input type = "RADIO" name="product">Footloy spikeless golf shoes
<input type = "RADIO" name="product">Nike golf hat
<input type = "RADIO" name="product">Topflite game cart bag
<input type = "RADIO" name="product">Bushnell tour range finder
<br>
<hr>
<!--106-114-->
<em>Tennis</em>
<input type = "RADIO" name="product">Head graphite lite tennis racquet
<input type = "RADIO" name="product">Head rewards tennis racquet 
<input type = "RADIO" name="product">Dunlop championship tennis balls 4-ball tube
<input type = "RADIO" name="product">Wilson hammer 6 hybred tennis racquet
<input type = "RADIO" name="product">Gamma progression II Pro 3 tennis stringer
<input type = "RADIO" name="product">Head cone Pro 3 pack tennis bag
<input type = "RADIO" name="product">Nike swoosh wristband
<input type = "RADIO" name="product">Nike headband
<br>
<hr>
<!--115-123-->
<em>Water Sports</em>
<input type = "RADIO" name="product">Body Glove full wetsuit
<input type = "RADIO" name="product">Lifetime dash junior kayak 
<input type = "RADIO" name="product">Volt kayak
<input type = "RADIO" name="product">Body Glove neoprene ski vest
<input type = "RADIO" name="product">Seaview snorkling mask
<input type = "RADIO" name="product">Peak inflatible stand up paddle board
<input type = "RADIO" name="product">Gold Coast surfboard soft
<input type = "RADIO" name="product">Ronix wakeboard
<br>
<hr>


</form>
</body>
</html>

Remember the items are all called products and they are numbered 0-15. The form name is suggestions If the button is checked then it it true and the suggested product like Nike shorts, pro-Form treadmill, Body Glove wet suit, etc appears where it says <p id="suggestedProduct"> on the html page. When the Search button is pressed the file suggestedProducts doSubmitProducts function is executed. Remember the code is listed in the head section.

Now it is time for you to decide what items to suggest when each of the buttons are clicked. The apparel and outdoor ones I completed. First:

Look at each item in the inventory.
Decide what items you believe would be a good suggestion if a person purchased that item.
Write them down on a piece of paper, or keep track of them in some way.
Add a line for that array numbered product. You will start with #16
Copy the line above changing the array number and the innerHTML product suggestion. There are no correct answers. Use the inventory list for your answers. If you suggest more than one product, separate each suggestion with a comma.
Save your file and run it in Notepad++ and test out your work by checking the button next to the product purchased and pressing the search button. See if your product shows up on your page.
Continue with this process for the rest of the items in your inventory.

Project Overview

The purpose of this unit is help you to design targeted email advertisements to previous customers. You will use an application called Targeted Marketing Application It is composed of four components: an inventory of goods for a sporting goods store called Action Sporting Goods, pictures of all inventory items, sales of products organized by customer and merchandise and a section on creating the targeted emails. The inventory is arranged into 14 different categories:

Apparel
Outdoors
Fitness
Football
Baseball
Basketball
Soccer
Sporting Arms
Air Guns
Knives
Roller Sports
Water Sports
Golf
Tennis

The text box below shows items in the baseball department.

The next part of tool features images of all products sold by Action Sporting Goods. These image shoud be used in the email to customers.

The third section is composed of sales to customers. The monthly list of sales can be sorted by customer or items purchased.

The third section is designed you to help decide what items to suggest in the targeted email advetisement based on products previously purchased by your customers. It involves some decision making on your part and some javaScript coding to link previously purchased items to ones that your customer might be interested in purchasing.

You will want to reward return customers with discounts or special promotional incentives.
First decide who should receive the targeted emails
Next, target your email to segmented groups based on interest in each given category of items.
Create a marketing campaign theme, like special labor day sale, Christmas spectacular, End of season, NBA finals, World Series, Wimbleton or World Cup socceer.
The subject is critical in this ype of email advertising. It should be very clear as to what the email is about.
Create an urgency to reply to the ad. For example, to get this special offer apply by January 12th.
You will want to make a template, to make your job easier to send to multiple customers.
Write the copy for the ad. Use product descriptions and pricing, shipping costs and delivery times.
Make links to your web page and social media.
Add images to the ads.
You will want to send the created ad to yourself first.
Make sure that all links work.
Schedule the times and day that you send the email ads. Tuesday - Thursday in the afternoon have be suggested as the best time.

When you send an email, your goal is have the customer, click on the link to take them to your web page where thay can purchase the item featured in the email advetisement.

Creating the emails

We will focus on three different types of emails targeting different segments of our customer base: repeat customers, regular customers who we suggest additional products to, and brand conscious customers. To see the repeat customers, click the Customers button in the center box of the targeted marketing application. You should see something like this:

The list is alphabetized, so you can see which customers made multiple purchases. Make a list of those customers and their email addresses. These are our repeat customers. As you can see there are four of them who made three or more purchases. These are the ones that we we want to target with a special promotional email. Compose one email and save it as a template. Since our customers are fictitious, just send one email to yourself or your instructor. Make sure that it has a subject line, some type of clip art like a discount logo and a description of the discount and how long the promotion lasts and a link to your company web site. Most email applications have ways to attach pictures and make hyperlinks. An example appears below that was done using Gmail.

For the suggested products emails, we want to include pictures of the suggested items in the email, pricing information and product descriptions. We need a subject line, email address of person and a link to the company web site to facilitate the easy purchase of items. Right-click and use save as a jpg to save the pictues you will use in the advertisement. Make sure that your save them in your working folder. Click on the Merchandise button in the middle column of the application. You should see the following list of products purchased during the month.

We therotically could send an email to everyone, but for this part of the assignment we will concentrate on products purchased multiple times. You should see, as you scroll down through the list, that two customers purchased Nike shorts, two purchased the Coleman arch rock tent, two bought Rawlings pro5 leather footballs, two purchased Shakespeare freshwater fishing sets and three bought Top Flight game carts.

Now let's find out what product suggestions you have for these customers. Click the products previously purchased for each of the items already purchased, then the Search button. Write down the items suggested for purchase for each customer. The G-mail example below is for the two customers: Janey Coy and Clarence Snyder who previously purchased the Shakespeare Freshwater fishing set. Make sure that you include, product descriptions, prices and pictures and a link to the company web site. Remember you have a gallery of pictures for all products in the targeted marketing tool. Right click each picture and use Save As Email it to yourself or your instructor.

Manufacturers have discounts available to retailers on a regular basis. The manufacturers want the retailers to feature their products in their ads. In this section we will create an email about Rawlings baseball products. The example below was done using gmail.

Rawlings baseball ad created by Action Sporting Goods

Our company carries a number of products produced by Rawlings. The ones to be featured in this summer ad are baseball items:

Rawlings baseball gloves
Rawlings batting gloves
Rawlings fast pitch glove

Using the targeted marketing email tool, click the Merchandise button and make a list of all customers and their email addresses who purchased baseball items. These are are the seven targeted consumers for the Rawlings advertisement. Turn this information into your instructor.

Execute Gmail account
Click on the Promotions tab
In the To: box key in the email addresses of 7 of your friends or classmates instead of the made up ones in our assignment.
The Subject is Rawlings Summer Baseball Promotions
To insert the photo of the rawlings logo.
1. Select the image from your computer
2. Scroll down until you see the image in your working folder.
3. Click Open
4. Resize the image if needed.
The text of the ad should read: We here at Rawlings want your summer to be complete. We know that you are a baseball fan based on some of your past purchases from Action Sporting Goods. During the month of July we want to offer you big discounts on some of our best selling products:
- Rawlings baseball gloves $79.99 now only $59.99
  1. Insert photo
  2. Files from computer
  3. rawlingsBaseballGlove.jpg
  4. Open
  5. Resize image if needed
- Rawlings fast pitch glove $34.99 now only $29.99
  1. Insert photo.
  2. Files from computer
  3. rawlingsfastpitchGlove.jpg
  4. Open
  5. Resize if needed
- Rawlings batting gloves $12.99 now only $9.99
  1. Insert photo.
  2. Files from computer
  3. rawlingsBattingGlove.jpg
  4. Open
  5. Resize if needed
- Make a link to your company web site
  1. Click on link icon
  2. Text to display Action Sporting Goods
  3. Web address - use your web site address
  4. Click OK
  5. Proofread and spell check
  6. Click Send