SHEIN
SHEIN f r. s h e i n . c o m Bui Thi Hoa Cao Minjie Zhang Yujia Wu Qianqian
OUTLINE I. WHAT IS SHEIN DOING? 1. Company Introduction
SHEIN
2. Compensation for one channel II. HOW SHEIN DEVELOPS THE SECOND CHANNEL 3. Impacts of the second channels •
Brand Equity
•
Retailer positioning
4. How SHEIN develops the offline channels •
Design
•
Customer Journey
•
Assortment/Offer
•
Marketing Activities In Stores
1. COMPANY INTRODUCTION
SHEIN
• Market: Europe, North America & Middle East • Turnover in 2019: 2 billion $
MAIN COMPETITORS
• Fast fashion cross-border e-commerce • Fashion for Women, Men and Kids • Focus on fashion & price sensitive consumers • Established in China, 2008
SHEIN
2. COMPENSTATION FOR ONE CHANNEL • Advertise in social media • KOL/influencers in social media • Improve customer satisfaction-use the power of "word of mouth" • Pop-up store • Free delivery policy • 30 days easy return policy
3. STRENGTH/ WEAKNESS
SHEIN
Strengths • Products design • Price strategy • Diversity promotion program • Loyalty program • Top ranking shopping app in France with good score
Weakness • Uncertainty quality of products • Low Brand awareness from offline traditional consumers • Low interaction with offline consumers
II. How SHEIN develops the second channel
SHEIN
Impact of the second channel Brand awareness: Expand the brand influence of SHEIN in France (online & offline shoppers)
Brand Experience Create store customer experience with SHEIN brand (physical touch & engage)
BRAND EQUITY Brand Loyalty: Make a regular customer buy more frequently, Loyalty Program
Perceived Value: Acceptable price to try best sellers and new collections by themes.
Retailer Positioning
SHEIN
High price
Multi Channel
Single Channel
Low price
Design SHEIN
• Concept store
Ø Ø Ø Ø
Clean and simple style also warm light Access to the latest product Display of the window changed by activity and season Increase the customer experience
THE NEW CUSTOMER JOURNEY FROM ONLINE TO OFFLINE
CONSIDERATION
SHEIN
AWARENESS
Existing customers
New customers
Customer knows about the brand SHEIN and the store opening (time, location)
Customer comes to stores and find the favorite items or be curious about stores
• SHEIN website • Email/SMS • Customer Data List • • • Attractive Location • • • Advertising • • WOM • Fashion Magazines
CONVERSION
Customer decide to make a purchase at store
Packaging • Payment Store Concept/Design• Staff Store Activities • Promotion Staff Products
ADVOCACY
Customer comes back the app to buy more or recommend to friends
• • • •
Promotion Customer Services Email (Q&A) Loyalty Program
• Discount for first purchase • Memorable experience
SHEIN
AWARENESS
SHEIN STORE COME & DISCOVER LIMITED & BEST SELLER COLLECTIONS
REGISTER YOUR EMAIL TO RECEIVE EXCLUSIVE DISCOUNT IN STORE (*)
Top banner on website about the store opening
SHEIN will send an exclusive discount for the customer to buy in stores (Limited offers) + Email Invitation to remind to come store
AWARENESS
Customer can see limited & best sellers that will be available in stores - Limited stocks in stores.
SHEIN
AWARENESS
I WILL TRY THIS PRODUCÃ…T AT STORE
SHEIN will know to save stock for displaying and fitting. And save a customer favorite item to remind buy it later
Customers who intend to buy one
Customers who are curious about stores
Shopper who walk by stores and come to check
CONSIDER
BEST SELLER
EASY TO FIND PRODUCT AND PRICE
FITING ZOOMS FOR GUESTS AND
LIMITEED COLLECTIONS
ON STORE
FOR REGISTERED GUESTS
SCAN TO FIND OUT MORE PRODUCT INFORMATION
STAFF AT STORE
PURCHASE
Customer decided to
Available stock at store
SHEIN
buy
Customer make payment immediately at the store and get the products
Not available stock at store
Customer decided not to
Special gifts for customers
buy
and discount code to buy online to explore more product
Staff will guide the customer to order online and wait at home to be delivery (Fast, No need to carry)
SHEIN
ADVOCACY
Share your experiences
Email to receive feedback
with hashtag on social
about your experiences at
media to receive special
stores
Loyalty Program with SHEIN
discount
Customers come back to SHEIN website to buy more Customer come to stores in the next time to discover and try products
ASSORTMENT/OFFERS Product Selection •
Best Sellers: Power assortment from SHEIN website (volume of purchase, acceptable cost, profitable)
•
Exclusive Sellers: Limited collection based on customer interests to attract new customers
Offer •
Offered displayed in both website and stores
•
Same value but if costumers doesn't come to store, purchase at home with small value <50-euro, shipping fee will be included
Assortment Distribution •
Stocks in stores: Calculate based on the number of people who are register online and people will visit randomly
•
Stocks in online website: Delivery in 3-5 days
•
Note: Announcement about limited stocks in stores in advance . In the case of out of stock, customer can come stores to try products then purchase online
•
Daily tracking stocks in stores
MARKETING ACTIVITIES I N S TO R E S l Monthly pop up activity with related brand, offer limited co-design products.
SHEIN
l Member area in the concept store ( QR code get in and pay ) l Big size fitting room special for friends time. l Corporate with Uber eats and put the ads on the cover l Set photograph area and reward customer take pictures on share on social media (Instagram wall) l Education the customer how to match clothes l Charging station next to the fitting room.
SHEIN
THANK YOU
