Boohoo Marketing and Communication Plan Proposal

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SWIPE UP TO EXPLORE MARKETING AND COMMUNICATION PLAN BY: GLORIA YASEIN


!!! ATTENTION THIS IS NOT A DRILL

THIS PRESENTATION WILL COVER........

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WHERE ARE WE NOW?

WHERE DO WE WANT TO BE?

HOW WILL WE GET THERE?


MARKET AND COMPETITOR ANALYSIS

“Clothing and footwear spend via online-only retailers is set to soar 67.4% over the next five years reaching £7.5bn in 2023.” (GlobalData Retail, 2018)

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RESEARCH FINDINGS: BOOHOO'S USP IS LOW PRICES.

*48% of survey respondents and all focus group participants claimed that it is essentially boohoo’s low prices that are driving their usage. *All focus group participants unanimously agreed that boohoo is different to competitors because it is cheaper.

Average time to shelf (in weeks)

6 5

2 1 Traditional

ASOS

Zara

Boohoo

Missguided


ERROR 404 Differentiation NOT FOUND.

#1

#2

POOR PERCEPTIONS

“ BLAND

NO DIGITAL INNOVATION

CHEAP

U L A V

S S E E-L

E NOT-INCLUSIV

3. Decision 2. Co

ion t a r e nsid

Customer

Journey

4.

cacy o v d A and y t l a y Lo


TREND ANALYSIS

“Customer experience [will be] overtaking price and product as the key brand differentiator by 2020.” (CXM, 2018)

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RATEGIE ST

O

M

L

ELLING

2

ATION IS

T RY

1

M

H A NN C I E N

S

CUSTO

AMIC ST N O DY


YOUNG AND BROKE

NEVER NOT CONNECTED AUTHENTICITY IS COOL GIRL POWER SOCIAL MEDIA CREATURE I'M (NOT) LOYAL, BABE TREND AND BARGAIN HUNTER

BOOHOO CONSUMER

A GUIDE TO SUCCESS


let’s set some goals

1. To change perceptions towards boohoo by reinforcing its core values, increasing sales by 20% between March 2019 and August 2019. 2. To enhance customer loyalty of existing customers, increasing order frequency by 30%, between September 2019 and February 2020.

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. 4. To make boohoo the preferred online fast-fashion retailer for1624-year-old females in the UK by February 2022.

and crush them

.

Year 1 Improve Customer Loyalty VALUES OR THANK U, NEXT

Year 2 Focus on Digital Innovation NEVER NOT CONNECTED

Year 3 Ensure a Unified Customer Experience EMOTIONAL CONNECTIONS


YEAR 1 IMPROVE CUSTOMER LOYALTY

BFF 1

CONSISTENT BRANDING

91% of Gen Z interested. (Bond, 2018)

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+10

BB LOYALTY SCHEME

Embed Clear Messaging (7 P’s)

Points For Engagement (CrowdTwist, 2018)

Reinforce Boohoo’s Identity

Customised Touchpoints and Rewards


YEAR 2 FOCUS ON DIGITAL INNOVATION

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WEBSITE AND APP DEVELOPMENT

EMERGING TECHNOLOGIES

Add missing e-commerce staples (e.g. live chat)

Innovate Digital Platforms

Roll out changes on app- omnichannel experience

AR Outfit Builder


YEAR 3 ENSURE A UNIFIED CUSTOMER EXPERIENCE

MOBILE

UNIFIED COMMERCE

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Dynamic Storytelling Techniques

Continuous Digital Innovation

Pop-up Retail and Sample Sale Tours

E

PHYSICAL

PH

P

Add premium features (e.g. AfterPay)

PHASE PH AS E

PHYSICAL RETAIL

SE HA

LOYALTY SCHEME DEVELOPMENT

WEB

S

SOCIAL

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

• fresh insights from demographic- 5 interns • competition across Instagram, Facebook and Twitter

STEP 1 product reviews product videos

43% of Gen Z write them. (Forbes, 2018)

INTRODUCE NEW WEBSITE FEATURES • introduce e-commerce staples • featured on website homepage • KPI: % increase in conversion rates

STEP 2

STUDENT AMBASSADOR BLOG • • • •

Check out more on

facilitate boohoo-customer connections promote via Instagram stories- favourite Gen Z ad format KPI: # of swipes/reads/increase in sales social proof onsite- link to product page

Meet the Team

SWIPE UP TO READ

Follow your favourite Babe and shop their #OOTDs.

SWIPE UP TO READ SWIPE UP TO READ ^

STEP 3


THE FESTIVAL EDIT DEVELOPMENT • involvement of consumers in product development (instagram/blog polls)

SOCIAL MEDIA CAMPAIGN

67% of Gen Z prefer real people.

ONLINE VIDEO CAMPAIGN

(Media Kix, 2018)

• • • •

real-life moments raw and unfiltered micro-influencers for the win! 60% higher engagement rates (Pierucci, 2018)

• inclusive and authentic message:

NO MODELS. NO PHOTOSHOP. JUST REGULAR BABES. DOING THEIR THING.

(Kobalt, 2017)

95% of Gen Z use this.

STEP 4

YOUTUBE VLOGS • vlog series • behind the scenes- content marketing The Festival Edit boohoo

This is Us

VLOG #1

Summer State of Mind

VLOG #2


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


H

STEP 2

STEP 5

UPDATE STATUS

STEP 3 HOW IT WORKS

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HASE EP AS

STEP 1

A GUIDE TO BECOMING A BABE.

LAUNCH “BOOHOO BABE” LOYALTY SCHEME • • • •

all social channels- including witty emails! guerilla marketing- 80 taxis in strategic locations AIDA model -QR code- call to action KPI: # of scans/reads/increase in BB members /increase in member/customer acquisition

1. Every pound our babes spend, they will earn 5 points. But, referring a friend or reading a new blog post can earn you up to 10 points! 2. Either way you choose to engage with us, you will be rewarded. A total of 5000 points will get you a customised goodie! 3. Join now or you’ll regret it later (*hint* *hint*).

To get the full deets, swipe up! STEP 5

UPDATE STATUS scan me to see a step-by-step guide on the blog!

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INTRODUCE PREMIUM FEATURES • limited edition Christmas feature • shared wishlist- outfit inspo/friendship goals NYE

STEP 6 VIP “BOOHOO BABE” EVENT • • • • (Benson, 2018)

72% of Gen Z want to connect with ephemeral content.

STEP 7

instagrammable and boohoofied enviroment Instagram draw- win 1 out of 100 invites reinforce exclusivity and create FOMO KPI: boost in engagement rates/# of new BB members-converts acquired

BOOHOO BABE AMBASSADORS • Instagram and Snapchat takeovers/live stream • boost awareness and likeability

Venue: The Drawing Room, London.

BOOHOO BABES BOOHOO BABES BOOHOO BABES BOOHOO BABES


the boring bit...

Key Cost: Loyalty Scheme (£200,000) Reward?

budget spend:

£662,398 for contingencies:

£337,602

phase 1 total: £417, 804

Key Cost: Taxi Advertising (£200,000) Reward? phase 2 total: £244, 594


>>>>>>>> !!! CONCLUSION Emotional Differentiation is crucial.

ANY QUESTIONS?


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