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- 1. Executive Summary NEW SOCIAL MEDIAS • Use social media platforms to promote the company’s ethical practices • IntegrateSnap Chat : allow interaction with users and offer exclusive behind-the-scenes footage of the brand and how it operates. IN-STORE EXPERIENCE • Introduction of iPads and click-and-collect : pre- assembled looks • Brand as the future of retail: digitally orientated E-COMMERCE • Extend its global reach • Amplify brand awareness • Remain competitive • Boost sales • Attract new consumers • Save having to build more physical stores
- 2. Brand Overview Keys Facts • Founded by Arthur Ryan,Ireland, 1969 • Subsidiary of ABF (Associated British Foods) • UK’s second-largest clothing retailer Customer Overview • Target : under-35-year-old • Fashion-conscious market • Price sensible • 6% of people’s income spent on clothing Keys Numbers • #144 in top 250 global retailers in 2015 • Retail revenue : 6.4 bn$ in 2015 • 250 stores accross Europe • US expansion : $10bn by 2024 • +50 000 employees • Average basket : 40-52$ Competitive Advantage • Chic clothing with value for money • Low prices and strong store expansions
- 3. Primark Digital Strategy H&M PRIMARK ZARA Analysis Net Sales Social Media Presence Quality Content Mobile App E-commerce Social Media Strategy 35$ 11.5 bn 11.54 bn6.4 bn Sales SalesBrand Awareness Drive customers to store No e-commerce Branding awareness 2 posts everyday 1.75m followers talking about the brand Target youngs 15-24 drive social networks and recommend the brand Virality Contests and let customers talk No costs No Mobile App No Online Advertising
- 5. Social Media : Over 1 million visitors each week Social Media Country Language Positive ?
- 6. Exclusive conversations Primark gets 1.7m likes in 6 months on Facebook Agile product marketing Go off topic Start a conversation Higlight works Reward for interaction Be trendy Innovate with original designs Improve engagement & reach
- 8. Primark Digital Strategy SWOT SWOT WEAKNESSES Not digitally : competitive : no-ecommerce Online Conversion customerrate : low acquisition THREATS Strong online competitors strategies : H&M, Zara… No presence in emerging markets STRENGHTS Brand awareness : 250 stores in Europe Brand positionning : low prices, good quality Social media strategy : drive customers to store Reduce costs (no online advertising) OPPORTUNITIES Online selling : e-commerce Mobile messaging apps In-store services : personal shopping International expansion to the US Market penetration : Sportwear Bloggers to create community
- 9. Strategic Option : Introduction to e-commerce Encourage multiple purchasing withrelated products Bundling Free Delivery Encourage minimum basket by giving fee delivery after $50 Shop the look Encourage multiple purchasing by showing them influencers looks Modern shopping Mobile-friendly : 96% use their mobile Introduction of Primark’s first transactional website Objectives Acquisition Achieve an increase of 200% online revenue after 5 years Brand Awareness Increase both brand awareness and brand loyalty by 20% after 5 years Retention Online Conversion rate : 10%
- 10. Action Plan Launch E-commerce 49% of adults in the UK have used the internet to buy clothes Social media : Increase retention Promote new website Continue B2C and B2B relationship Launch Bundles Create custom bundles of clothes through our lookbooks and share it with your friends Integrate social apps Snapchat : offers behing scene footage Post everyday on social networks In-store-experience Digital screens – increase customer interactivityand promote website Launch free delivery Click and Collect