MFM 13-14: Thesis: The Future of Fashion Retail- Omni Channel Marketing

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The Future of Fashion Retail-

Omni Channel Marketing

Author: Shreya Bhardwaj Final Master Thesis Masters Fashion Management 2013-2014 Course Leader: Marie Pierre Schickel Project Mentor: Stefania Boleso


Contents

3.Omni Channel Marketing

1.Evolution of Marketing

2.Changing Consumer Behaviour

7.Conclusion

5. Best Practices

4. Omni Channel Mechanism

6.Trussardi Development Plan


Evolution of Marketing

Customer experiences a single type of touch-point. Only one channel is oered.

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Customer experiences multiple channels.
 There is a single customer view but the channels do not deliver the same brand experience, by acting separately

Customer experiences a brand, not a channel.
 There is a single view on the customer and he is serviced consistently across all channels.


Changing Consumer Behaviour

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1 2 3 4 5

‘Digital’ is the new way of life Influenced purchase: Social Media, Peer. Family, Technological advancement Customers’ expect: Engagement + Interaction Consumers’ are more: Informed, Focused, Discerning Seek bespoke information


Changing Consumer Behaviour

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“Omni” means “ALL.” “Channel,” in this context, is a “means of communication.”


Omni Channel Marketing

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Is a seamless approach to the consumers across all available channel It implies to an unrestricted and infinite access the brand’s information, products and services irrespective of the time or geography, in all possible brands’s communication channels Consumer Insights Online Channels

Offline Channels Technological Advancements

An Interactive Engaging Consumer Experience


Key Elements

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Technological Development #2

Social Media #1

Omni Channel Marketing is the integration of the all possible touch points at which consumers can access information, an excellent and seamless experience of the brand. For the consumer of today, is strictly connected to the development of possibilities and advancements in the web and digital technologies

Online Channels #4

Oine Channels #5

Big Data #3


Omni Channel Mechanism

Integrate & Comprehend Data at all touch points

Analyse& Derive value of Data

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Optimize Marketing Operation

Discover & Innovate Attributes

Invent & Execute (repeat)


Omni Channel Mechanism Offline Touch-points

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Omni Channel Mechanism

9 Online Touch-points


Omni Channel Mechanism Offline Touch-points

10 Online Touch-points


Omni Channel Mechanism Offline Touch-points

11 Online Touch-points

ŠFashionBi


Best Practices

Offline Touch-points

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Online Touch-points


Best Practices

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Store window of Diesel, Milan

#DIESELREBOOT

Store window of Diesel, Shanghai

Print Advertisement


Best Practices

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dieselreboot.tumblr.com

#dieselreboot on Weibo

evapapamargariti.tumblr

dieselreboot.tumblr.com


Best Practices

Online Advertising/Promotion

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Merchandise

Print Advertisement

Pop-Up Store

Adidas Stan Smith Re-launch Project #TRUMANBREWERY Outdoor Event

In-Store Technology


Brand Profile:Trussardi

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Recognised all over the world Trussardi is lifestyle brand of an Italian family that oers an exclusive experience based on Fashion, Art, Food and Design. !

Brand Portfolio: Trussardi Tru Trussardi Trussardi Jeans

Trussardi inspires dream and seduction through leather goods (DNA of the brand), contemporary clothing and the world of denim that allows to create atonal look characterised by an eortless elegance.


Existing Communication Channels:Trussardi OFFLINE CHANNELS Store

Store Window

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ONLINE CHANNELS Trussardi Website

E-Commerce

Events Online Advertisement/Promotion Merchandise

Social Media

Oine Advertisement/ Promotion


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OFFLINE CHANNELS Store

Store Window

Events

ONLINE CHANNELS Trussardi Website

E-Commerce

Trussardi currently has a Multichannel MarketingOnlineapproach Advertisement/Promotion

Merchandise

Social Media

Oine Advertisement/ Promotion


Development Plan:Tru Trussardi

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Digital Panels

Website

QR Codes

Augmented Reality

Proximity Marketing

Brand Application

Brand Application

ONLINE CHANNELS

OFFLINE CHANNELS

Website & Social Media


Development Plan:Tru Trussardi

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Digital Panels

Website

QR Codes

Augmented Reality

Proximity Marketing

Brand Application

Brand Application

ONLINE CHANNELS

OFFLINE CHANNELS

Website & Social Media


Website & Social Media www.trussardi.com

QR Code specific to Tru Trussardi

Giving consumers experiential value at the store window

ONLINE CHANNELS

OFFLINE CHANNELS

Development Plan:Tru Trussardi

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Digital Panels

Proximity Marketing

Brand Application

+ Merchandise

Download Brand Content

Personalised CustomersQR Codes based on Tru Trussardi’s App

Geo-Location for Merchandise In-store

ONLINE CHANNELS

OFFLINE CHANNELS

Development Plan:Tru Trussardi

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Development Plan:Tru Trussardi

Brand Application

ONLINE CHANNELS

OFFLINE CHANNELS

Website

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Interactive Trial room mirror

Trial Options Delivery Services

In-store Customer Service

Consumer Wish-list


Conclusion Benefits: An enhanced and consistent experience across all devices A compelling brand story that promises a distinctive experience Customised oers based on personal preferences and information which are totally protected To maximise the value of mobile shopping, both store apps and mobile sites must improve Transparency and real time information into a retailer’s inventory Two-way social media engagement

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