discovery at vinted (new categories case study)

SPEAKERTautvydas Gylys

New categories case study

From problem to idea

to implementation to results

to next steps

Improve business modelProblem

Improve business model

GMV/AU

Problem

KPI

Improve business model

GMV/AU

New categories

Problem

KPI

Idea

Starting point

Vinted Women clothing

Vinted Women lifestyle

Vinted Lifestyle

Jun 1

Brief research

Segmentation

Professionals

Students

Young moms

What categories?

Top categories

Women fashion Home decor Kids Men's clothing DIY / Crafts Beauty Electronics Sports goods Books, magazines

Would buy SH on Vinted

Women fashion Home decor Beauty Men's clothing Kid Electronics Books, magazines Pet supplies  Sports goods

None, leave Vinted as it is

Overall buy SH

Women fashion Home decor Books, magazines Men's clothing Sporting goods Electronics Kids Pets supplies  Beauty

40% 38% 33% 23% 20% 20% 12% 11%

17%

66% 61% 48% 44% 42% 41% 27% 26%

Categories potential

~30%

~200%

External teen spending research

Internal research US

Jun 1

Brief research

Jun 15

Vision

Next step: women lifestyle

Women clothing Women lifestyle

Fashion focused +Top lifestyle categories

Lifestyle

Lifestyle focused +Personalisation +All lifestyle categories

SH marketplace

+Everyday categories

More than clothes define who you are

Help others discover SH for lifestyle

Enjoy more by saving on necessities

Small electronics

Women fashion

Home decor

Beauty

Men fashion

Babies

Browsing experienceWomen fashion as a core

Listing experienceAs easy as selling women fashionUpload form

Transaction experienceAs easy as selling women fashionShipping, return and refund

Product vision:

Branding & Communication vision:

Launch Communication

Explain the story behind new categories

Categories set

Reflect our community and chosen branding positioning

Product Communication

Minimum changes

Branding & Communication vision:

Launch Communication

Explain the story behind new categories

Categories set

Reflect our community and chosen branding positioning

Product Communication

Minimum changes

Jun 1

Brief research

Jun 15

Vision

Jul 1

Brand & Merchandising

Categories fit

Launch phases

Jun 1

Brief research

Jun 15

Vision

Jul 1

Brand & Merchandising

Aug 15

Soft launch

FR launch short term goals

+ 6.9%

0

7500

15000

22500

30000

week 0 week 1 week 2 week 3

Estimate Actual

1750

3500

5250

7000

week 0 week 1 week 2 week 3

Estimated Actual

Listings per category GMV per category

Jun 1

Brief research

Jun 15

Vision

Jul 1

Brand & Merchandising

Aug 15

Soft launch

Sep 1

Launch

Global GMV/AU

0 %

1 %

2 %

3 %

4 %

5 %

6 %

7 %

08-16 08-30 09-13 09-27 10-11 10-25 11-08

New Categories GMV/AU Share % (Forecast) New Categories GMV/AU Share % (Fact)

CZ

FR

US+UK

HOME

VISIBILITY

00,060,120,180,240,3

0,360,420,480,540,6

I love it! Would love it, if content improved Don't care Don't like

4 %

21 %19 %

56 %

2 %

18 %19 %

60 %UK FR

Members love new categories

Jun 1

Brief research

Jun 15

Vision

Jul 1

Brand & Merchandising

Aug 15

Soft launch

Sep 1

Launch

Improved business model by increasing GMV/AU