Final project for NMDL on American Eagle Outfitters.

1. Digital Strategy Proposal
Brandon Ventimiglia

2. Challenges
• Competing with other clothing and
apparel stores such as Hollister and
Abercrombie and Fitch
• Remaining stylish and trendy and not
too expensive
• Retaining previous customers

3. Target Market
• 16 – 34 year olds
• Stylish
• Middle-to-upper class

4. Big Ideas/Goals
• Increase revenue by initiating a digital
strategy that aims to:
– Create awareness
– Stimulate brand loyalty within target market
– Design interactive contests to encourage
consumer engagement
– Highlight product quality

5. Tools & Tactics – Social Media
• Fans can “share” pics of
their personal style
• Fans can “like” the page or
pics to receive updates
• “Invite” fans to special
contests and promotional
events
• Display new products, linking
to website for purchase
• Fans can “retweet” to enter
contests
• Fans can “favorite” to earn
discounts
• AEO can tweet pics of new
styles and trends
• Tweet links to contest entry
sites

6. Tools & Tactics – Mobile App
• 20% off if you “check in” at any location using the
mobile app
• Ability to scan barcodes and find complementing
products
• “Recently Viewed” or “You May Also Like”
capabilities
• Location services to help you find the nearest store

7. Tools & Tactics – Internet
Marketing
• Website redesign to
promote easier
purchasing process
and receive traffic
from social media
• Promote discounts
and contests for new
products
• Display current
products
• Log in to receive
recommendations
and reward points

8. Tools & Tactics – Internet
Marketing Continued
• Search Engine
Optimization
– Using keywords to
increase traffic to
the website
– Easily align brand
with product types
and categories
– “men’s clothes”;
“women’s jeans”
• Non-loyal
consumers
• New consumers
• Returning
consumers

9. Budget
• $90 million last year
• Increase in $5 million
– $1 million: Google AdWords
– $12,500 agency rate ($250/hr, 50hrs/week)
– $3 million for contests/prizes
– $987,500 mobile app/website

10. Key Performance Indicators
• Can be measured by:
– Fans/followers on social media
– Page visits and visitors on website (Google Analytics)
– Online purchases
– Mobile downloads
– Revenue
– Returning customers