SWIPE UP TO EXPLORE ONE-YEAR COMMUNICATION PLAN BY: GLORIA YASEIN (N0753203)
!!! ERROR 404 Differentiation NOT FOUND.
PRIMARY AND SECONDARY RESEARCH
rational loyalty intense competition conflict with vision
“There’s a lack of differentiation now and Boohoo hasn’t quite made its mark.”
(Ormrod, see Faull, 2015)
STYLISH
#1
Survey
POOR PERCEPTIONS
CHEAP
NO DIGITAL INNOVATION Interviews annoyed- “With
BLAND
out product reviews or fit techno logy I have no way of knowing if so mething will fit like the picture.” -interviewee 2
(Attention) POOR ASF
NEVER NOT CONNECTED AUTHENTICITY IS COOL VALUES FIRST
ONLY 1%!!!
INCLUSIVE
3. Decision Customer
VALUE-LESS
SOCIAL MEDIA CREATURE
Journey
I'M (NOT) LOYAL, BABE VIP TREATMENT (Boohoo, 2018)
Focus Group
#2
58% phewwww
GEN Z BEHAVIOURS
A GUIDE TO SUCCESS
YEAR 1 IMPROVE CUSTOMER LOYALTY
4. To make boohoo the preferred online fast-fashion retailer for1624-year-old females in the UK by February 2022.
91% of Gen Z interested. (Bond, 2018)
2
LOYALTY SCHEME
+10
PH
Points For Engagement (CrowdTwist, 2018) Customised Touchpoints and Rewards
P
their customers by driving emotional loyalty.
3. To enrich the digital shopping experience with the integration of innovative technologies, increasing website conversion rates from 4.3% to 5.3% by February 2021.
E
lasting relationship between boohoo and
Reinforce Boohoo’s Identity
PHASE PH AS E
,
Build a strong
2. To enhance customer loyalty of existing customers, increasing order frequency by 30%, between September 2019 and February 2020.
Embed Clear Messaging (7 P’s)
SE HA
AIM:
“
“
1. To change perceptions towards boohoo by reinforcing its core values, increasing sales by 20% between March 2019 and August 2019.
CONSISTENT BRANDING
S
overall
objectives
smart
1
A
HASE PHAS EP
HA
P SE
E
1
H A SE P H A S EP
Phase 1:
7P’s Revamp. PHASE PHA SE A PH H SE P
A SE P H A S
EP
HA
1
SE
SE P
A SE
COMMUNICATION PLAN
S HA
P
RECRUIT STUDENTS (February 2019)
• fresh insights from demographic- 5 interns • competition across Instagram, Facebook and Twitter
STEP 1 product reviews
product videos
(March 2019)
INTRODUCE NEW WEBSITE FEATURES • introduce e-commerce staples • featured on website homepage
(March 2019)
Meet the Team
STUDENT AMBASSADOR BLOG facilitate boohoo-customer connections promote via Instagram stories KPI: # of swipes/reads/increase in sales social proof onsite- link to product page
micro-influencers for the win! (Pierucci, 2018)
Follow your favourite Babe and shop their #OOTDs.
STEP 3 (May 2019)
SWIPE UP TO SHOP SWIPE UP TO SHOP ^
ONLINE VIDEO CAMPAIGN • real-life moments • raw and unfiltered (Zaczkiewicz, 2018)
YOUTUBE VLOGS
PH
THE FESTIVAL EDIT STEP 4 E
SWIPE UP TO SHOP
• involvement of consumers in product development (instagram/blog polls)
A PH
NO MODELS. NO PHOTOSHOP. JUST REGULAR BABES. DOING THEIR THING.
SE PHASE PHA SE
THE FESTIVAL EDIT
YES NO
• behind the scenes- content marketing
AS
• • • •
STEP 2
A
HASE PHAS EP
HA
2
H A SE P H A S E P
Phase 2:
PHASE PHA SE A PH H SE P
A SE P H A S
EP
2
SE HA
A SE
Boohoo Babe Loyalty Scheme.
SE P
P SE
EP
S
H
HA
COMMUNICATION PLAN
HA
P
(September 2019)
LAUNCH “BOOHOO BABE” LOYALTY SCHEME
STEP 5
• • • •
UPDATE STATUS scan me to see a step-by-step guide on the blog!
all social channels guerilla marketing- 80 taxis in strategic locations AIDA model -QR code- call to action KPI: # of scans
(November 2019)
INTRODUCE PREMIUM FEATURES
STEP 6 (January 202o)
VIP “BOOHOO BABE” EVENT • • • •
STEP 7
instagraamable and boohoofied enviroment Instagram draw- win 1 out of 100 invites reinforce exclusivity and create FOMO KPI: # of new BB members
BOOHOO BABE AMBASSADORS • Instagram and Snapchat takeovers • boost awareness and likeability
• limited edition Christmas feature • shared wishlist- outfit inspo/friendship goals
BOOHOO BABES BOOHOO BABES BOOHOO BABES BOOHOO BABES Venue: The Drawing Room, London.
budget spend:
£662,398 for contingencies:
£337,602
KEY FINANCIALS
KEY FINANCIALS
KEY FINANCIALS
>>>>>>>>
“Facilitating connections and creating unique spaces where communities can be built is the next stage in cultivating customer loyalty.� (Moriarty, see Turk, 2018)
!!! CONCLUSION Emotional Differentiation is crucial.
p. 1
IMAGE REFERENCES
•
Boohoo, 2018. Boohoo Logo. [digital image]. Boohoo. Available at: <https://beeinthecitymcr.co.uk/sponsors/boohoo/> [Accessed 2 January 2019].
•
PatsPeak, 2015. Glitter Background. [digital image]. PatsPeak. Available at: <https://patspeak.wordpress.com/2016/01/06/2016-wedding-trends/10709281-silver-backgroundstock-photo-glitter/> [Accessed 4 January 2019].
p.2 (both images) •
Boohoo, 2019. Valentine’s Campaign. [digital image]. Boohoo. Available at: <https://thefix.boohoo.com/story/introducing-in-a-relationship-with> [Accessed 25 January 2019].
p.3 •
Istock, n.d. Heart Emoji. [digital image]. Istock. Available at: <https://www.istockphoto.com/gb/videos/heart-icons> [Accessed 23 January 2019].
p.4 •
(Author’s own drawing of image) CrowdTwist. 2018. Points for engagement. [digital image]. CrowdTwist. Available at: https://resource-center.crowdtwist.com/i/965856-giving-customer-what-they-want-personalized-and-predictive-brand-experiences/5?. [Accessed 10 December 2018].
p.6 • • • • • • • •
Boohoo, n.d. Calling All Students. [digital image]. Boohoo. Available at: <https://www.websta.org/BOOHOO> [Accessed 4 January 2019]. Twitter, n.d. Twitter Logo. [digital image]. Mashable. Available at: <https://mashable.com/2012/03/02/twitter-bird-name/?europe=true#cskQwIb5ukqI> [Accessed 1 January 2019]. Pngmart, n.d. Play Button. [digital image]. Pngmart. Available at: <http://www.pngmart.com/files/3/Play-Button-Transparent-Background.png> [Accessed 17 January 2019]. Sealevel, 2013. Product Reviews. [digital image]. Sealevel. Available at: <https://www.sealevel.com/2013/12/13/reviewing-the-review/> [Accessed 24 January 2019]. Boohoo, n.d. The Fix Logo. [digital image]. Boohoo. Available at: <https://thefix.boohoo.com/> [Accessed 3 January 2019]. Boohoo, 2018. Boohoo Festival Feed Girls. [digital image]. Boohoo. Available at: <https://www.websta.org/BOOHOO> [Accessed 4 January 2019]. Instagram, n.d. Instagram Logo. [digital image]. Instagram. Available at: <https://www.pngkey.com/pngs/instagram-logo/> [Accessed 3 January 2019]. Boohoo, 2018. The Headliners. [digital image]. Boohoo. Available at: <https://thefix.boohoo.com/story/theheadliners> [Accessed 6 January 2019].
p.8 • • • •
Wikipedia, n.d. QR Code. [digital image]. Wikipedia. Available at: <https://en.wikipedia.org/wiki/QR_code> [Accessed 26 January 2019]. Flaticon, n.d. Wish List Icon. [digital image]. Flaticon. Available at: <https://www.flaticon.com/premium-icon/wish-list_14558> [Accessed 24 January 2019]. Canstock, n.d. Christmas Special Sticker. [digital image]. Canstock. Available at: <https://www.canstockphoto.co.uk/christmas-special-sign-or-stamp-43083033.html> [Accessed 1 December 2019]. Headbox, n.d. The Drawing Room. [digital image]. Headbox. Available at: <https://www.headbox.com/spaces/3477-book-the-drawing-edinburgh-rooms-de-vere-grand-connaught-rooms-london> [Accessed 26 January 2019].
p.10 • •
Boohoo, 2019. Valentine’s Campaign. [digital image]. Boohoo. Available at: <https://thefix.boohoo.com/story/introducing-in-a-relationship-with> [Accessed 25 January 2019]. Yasein, G., 2018. Boohoo Instagram Story [photograph].
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BIBLIOGRAPHY AND APPENDIX A comprehensive list of sources and findings can be found in the main report.