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
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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
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ATION IS
T RY
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H A NN C I E N
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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
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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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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
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PHYSICAL
PH
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Add premium features (e.g. AfterPay)
PHASE PH AS E
PHYSICAL RETAIL
SE HA
LOYALTY SCHEME DEVELOPMENT
WEB
S
SOCIAL
A
HASE PHAS EP
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P SE
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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
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SE
SE P
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COMMUNICATION PLAN
S HA
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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:
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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
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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
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SE HA
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Boohoo Babe Loyalty Scheme.
SE P
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EP
S
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COMMUNICATION PLAN
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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?