The story of clothes vendor who wants to start using the internet as a sales platform for increased profit.

1. Omar Clothes Store
The story of a clothes vendor who wants to start
using the internet as a sales platform for
increased profit.
By: Mohammad Irshaid
Digital Marketing Specialist
mohdirshaid@gmail.com
http://linkedin.com/in/irshaid

2. Omar is a clothes vendor who runs a clothing store. Having decided that
the expansion of the sales and marketing process of his goods should
take place on the internet, he started to think of the main and necessary
steps to implement this process of creating an online store and using
online marketing thus gaining more profit!

3. Before We Start
You must have at least a basic background on the
terminology that we're talking about today.
As you go through the presentation you will find out that it's
an interactive one. Words in this color will be linked to
online pages that will give you more information.
For any questions or inquiries you can contact me at
mohdirshaid@gmail.com
Thanks! :)

4. PS. this presentation will introduce you the online section of
creating this project. Don't forget that Omar has to also
arrange the acquiring of the products and the shipment
process to the customers.

5. Lets Start

6. Idea!
PRD
Development
& Design
Digital
Marketing
Monitoring &
Evaluation
Market
Analysis
1
2
3
4
5
6

7. At first, Omar must gather information about the market that
he wants to target!
He can do so by answering these questions:
1- How much is the number of web users in the targeted
area?
2- How many within the targeted area have smart phones?
3- How many within the targeted area do their purchases
via the Internet?

8. All this information must be collected to reach the
conclusion of the size of the market that Omar wants to
target. This information can be collected through tools
offered by big companies like Google and SEOmoz.
such as: Google Trends, Google Keyword.

9. After having determined the size of the target market Omar
now reaches the construction phase of the project.
Before construction, Omar needs to create a PRD which
will later be given to the developer to start building the
website.

10. For his website Omar's needs are:
Clean, fast and secure pages.
So that customers can browse the site easily, without
waiting for the go between pages and having a secure
purchasing process with no risks for the customers bank
accounts.

11. Are these requirements enough?
Of course not!
Omar wants to manage procurement by himself, to
introduce new goods and items, to edit selling rates and
offers!
For this Omar needs the website with CMS so he can
manage his website easily.

12. Omar knows that the nature of his business needs trust as
the basis between the customer and company in order to
succeed and flourish, so he wants to communicate this
trust to his online customers as well.

13. For that Omar decides to add pages that explain the history
of the company and give out information. One of the pages
communicates how to contact the company via e-mail or
over the phone, it may also have a map of the
headquarters of his company and its subsidiaries.
Omar also wants to add a simple form so that customers
can send suggestions for him to develop his project.

14. At this stage, Omar senses that his project still lacks some
development.
He thought of a few scenarios his customers might face.
What if a customer could not complete the purchasing
process? What if they did not know how to confirm the
purchase? He found it essential to create a page that
solves such problems by answering frequently asked
questions. This page is called FAQ.

15. Adding a blog section to his website creates an added
value by providing the customers with an active page with
information and regular updates.

16. Source: DribbbleSource: Dribbble

17. Omar used 'Call to Action' words and phrases that
encourage people to purchase.
Source: Dribbble

18. Of course Omar never forgot that the home page is the first
impression and more or less like the facade of his shop. He
thought that he could have a slider that introduced the
business, latest offers and a preview of the products,
maybe even an area that previews the latest blog post.
A footer that has a subscribe button to the newsletter,
contact information and social media icons.

19. So the result so far is as follows:
- Home
- About
- Goods Gallery
- Blog
- FAQ
- Contact

20. Omar didn't want to end the experience within his website
by the end of the purchase, he thought of creating a mailing
list to stay in touch with new offers and discounts.
To be able to gather the emails of the customers he had to
create a simple form in which customers can fill in their
information and start receiving updates immediately.

21. Omar decided to use Mailchimp to manage his mailing
list. He also that he could collect the addresses and
email them himself but Omar didn't want to risk his
emails going to spam.
Source: Dribbble

22. Speaking of mailing lists that are part of e-marketing, Omar
remembered the importance of social networks and sharing
the offers and products on such platforms.
Since he knows the vast amount of users of social
networks at the present time, Omar decided to have
customers sign in on his website through their social media
accounts making it all that much practical and easy to track
the customers.

23. Adding social media plugins and sharing buttons of his
website and its products was also a step to enhance his
marketing plan.

24. During the market analysis, it was found that the number of
mobile phone users is increasing dramatically in his target
area, and the numbers of those who buy on the web using
mobile phones is also great!
Omar is an intelligent man and is able to use every
opportunity for maximum benefit. He learned that there is a
big difference between browsing a website through a
mobile or a desktop interface!

25. For that Omar decides to create two interfaces, the desktop
interface and another for mobiles. The mobile interface of
the website is a simpler one with clear and large buttons
and a bigger list for easier browsing. This way the
customers will not need to zoom in or out to see the text,
buttons or products.

26. Dubbizle An example of a good mobile interface.

27. As a conclusion of his brainstorming and research results
Omar specified the needs and requirements of the project.
He explained it all in detail in the PRD and handed it over to
the web developer to commence working on the website.

28. The PRD includes the following key points:
1- e-Commerce website with CMS.
2- Desktop and Mobile versions.
2- Clean, fast and secure pages
3- 'Home, Product Gallery, About, FAQ, Contact, Blog' Pages.
4- Social Media integration.
5- Mailing list registration form.
6- Suggestions form.

29. Omar alongside the developer have to determine a plan of
action which is divided into milestones and sub tasks with
times and dates.
One of Omar's tasks include constant following up on the
construction of the project according to aforementioned
plan so that the project is delivered on time.

30. MS Project is a good application for managing such
projects and its tasks and tracking milestones and time
management. For Mac users Merlin is an excellent
alternative.
Source: Dribbble

31. The building phase is now completed, the results were
great!
Now Omar will begin the phase of writing and filling the
website's content, there are a lot of pages that must be
written as well as the goods that must be added to the
store.

32. The process of adding content should not be undertaken
randomly, first Omar has to identify a group of words
directly related to the services he provides.
Omar can do so by using 'Google keyword tool' and
compiling the best words in the GEO target.
The selected words will be used within the website title, the
website description and the pages' content. Omar made
use of the services of a professional copywriter to help him
with this content.

33. What Omar just did with the selected keywords is part of an
important process called On-Page SEO.
The use of keywords within the content in a concentrated
manner results in search engines showing Omar's website
in the top search results when someone looks up these
keywords.

34. Omar has now completed the website fully, added all
needed SEO friendly content, configured the website and
connected it to social media networks. As part of having an
SEO friendly website, the url links have to be clear and
communicate the content of that page or post.

35. It was brought to Omar's attention that it's always a plus
sign to add the physical location of his shop to the web by
using Google Places.

36. He will now write his first blog post which will be entitled
'Hello World' and will explain about the site and what
services they provide to attract visitors.

37. The website is now launched but the work is still not over. A
marketing plan and campaign is needed. Omar started off
by communicating with local fashion magazines that will
create the base of his customers. Afterwards he began
targeting television channels to spread the announcement
during fashion shows. He also contacted newspapers, radio
channels and the media in general. Omar also used the
blog section by covering local fashion shows and related
events for a wider audience.

38. Omar also thought of utilizing his original customers from
his shop. He printed the web address on the shopping bags
and on business cards as well as putting up banners
around his shop to promote the online business.

39. With regards to online marketing, Omar's business is
directly related to goods and images of goods. He realized
that pictures are an integral part of the purchasing process
and his primary focus on social networks should
concentrate around platforms that display images and
therefore attract a wide range of potential customers.
His social media platforms of choice were:
Facebook, Twitter, Pinterest and Instagram.

40. His social media management approach was to write and
share related and relevant content, to constantly interact
with customers, to update the blog section, to ask
questions, share quotes and facts and latest news. All to be
shared in specific appropriate times and quantities. Omar
always welcomed feedback and new suggestions to further
develop his business and website.

41. Omar used online advertisements on important occasions
such as holidays and vacations to gain more customers. He
has many options such as Google Adwords and Facebook
Ads.
He also targeted online magazines and related websites for
further advertisements for his business. He would always
pick the websites with most visits traffic to make most use
of these ads. He also added his website to related
directories online under fashion and clothing categories.

42. One more thing should be considered by Omar at this
stage, it is monitoring the behavior of customers on the
website after the launch: the number of visitors, the
regions, and even devices used to check the website.
By using Google Analytics, a free tool, Omar can start
monitoring and analysing his website traffic.

43. To measure success with his website, Omar had to make
clear what his KPI's are.
- A certain amount of purchased items.
- A certain number of monthly website visits.
- A certain number of social media fans.
- A certain number of contacts in the mailing list.

44. Omar is very pleased with the progress he has achieved.
His project is up and running and gaining increased
income. The journey was not an easy one but he planned
his project well and eventually reached the stage he had
aimed for with his action plan.

45. Omar has future plans of doing different things to stay
developed and up to date with the world such as:
Creating a mobile App, doing an FAQ video instead of
written text. Adding the option of different languages and
currencies to eventually target a wider audience and maybe
even the global market. Another option he thought of was
creating social media campaigns.

46. The End