This document discusses site navigation and content marketing strategies used by retailers Debenhams and Marks & Spencer's to develop competitive advantages in e-commerce. It analyzes how each retailer uses search functions, product filtering, images and other tools on their websites. It also assesses the key processes used, how the operations are activated on sites, challenges faced by each retailer, and opportunities for future development. The document concludes that both retailers have activated operations well to help customers navigate and compare products, but that Debenhams could improve search effectiveness and predictive search functions while Marks & Spencer's continues enhancing its site.
This document provides a template for developing a marketing strategy. It includes sections for outlining 2014 highlights and challenges, 2015 marketing goals and a strategy statement, specific tactics, metrics for measuring success, and a proposed marketing budget. The template is intended to help users align their marketing programs with business objectives, obtain executive approval for the strategy, and establish accountability through defined metrics.
MSRTC Maharashtra State Bus Branding - Advertise on MSRTC Maharashtra State B...Organized Outdoor
This document discusses branding options for MSRTC Maharashtra buses, including side panels, back panels, and inside panels as part of a bus display solution from Solus. It provides a phone number to call for more information.
Koovs Digital Marketing Presentation, prepared by Disha Nahata at IIDE - Indian Institute of Digital Education.
About Koovs-KOOVS is the one-stop online fashion destination for all your fashion needs. Inspired by the international runways and the global street scene we offer wearable fashion at pocket-friendly prices, right to your doorstep.
A first for fashion online, our team of dedicated buyers work round the clock from our offices in London and India to curate an exclusive selection of the best British and international high street brands.
About IIDE-The Indian Institute of Digital Education (IIDE) evolved from the need for digitally skilled resources in India. All businesses in India are transitioning to the Digital Space for effective business. This has led to a high rise in demand for digitally skilled resources.
The current Indian Education system ignores this demand and is unable to cater to the needs of new businesses. IIDE is catering to this industry requirement and creating future digital entrepreneurs. To create quality output, educational houses need to have world class mechanisms and IIDE has adopted just that.
Foodgasm | Android App Marketing Plan | Final ProjectManal Shah
This is my Final Project of the online marketing Internship under Prof. Sameer Mathur(IIM Lucknow). I have proposed an idea for android app and prepared its marketing plan.
The Python Cheat Sheet for the Busy MarketerHamlet Batista
What percentage of an Inbound marketer's day doesn't involve working with spreadsheets? How much of this work is time-consuming and repetitive? In this interactive session, you will learn how to manipulate Google Sheets to automate common data analysis workflows using Python, a very easy to use programming language.
The valuation report is for the electric bike company ZERO Motorcycles. It provides details on ZERO such as it produces high-performance electric bikes priced between $10,000-$20,000 with a range up to 223 miles. ZERO has a 14-year history in the e-bike industry and is a market leader with proprietary technology and patents. The global two-wheeler market is projected to grow significantly by 2026 with electric bikes growing the fastest. This presents an opportunity to invest in ZERO as a differentiated leader in the growing electric vehicle industry.
The document discusses subtle techniques retailers use to encourage spending in Dubai stores. Stores use bold entrance colors to draw customers in, then more subdued interior colors so merchandise stands out. Merchandise is well-illuminated with spotlights on expensive and sale items. Major labels and themed areas provide visual interest. Screens advertise and animate the scene. Floors reflect the store's feel. Prominent displays at eye level near entrances draw attention to select items. Bright backlit signs draw customers further into sections.
This document provides a template for developing a marketing strategy. It includes sections for outlining 2014 highlights and challenges, 2015 marketing goals and a strategy statement, specific tactics, metrics for measuring success, and a proposed marketing budget. The template is intended to help users align their marketing programs with business objectives, obtain executive approval for the strategy, and establish accountability through defined metrics.
MSRTC Maharashtra State Bus Branding - Advertise on MSRTC Maharashtra State B...Organized Outdoor
This document discusses branding options for MSRTC Maharashtra buses, including side panels, back panels, and inside panels as part of a bus display solution from Solus. It provides a phone number to call for more information.
Koovs Digital Marketing Presentation, prepared by Disha Nahata at IIDE - Indian Institute of Digital Education.
About Koovs-KOOVS is the one-stop online fashion destination for all your fashion needs. Inspired by the international runways and the global street scene we offer wearable fashion at pocket-friendly prices, right to your doorstep.
A first for fashion online, our team of dedicated buyers work round the clock from our offices in London and India to curate an exclusive selection of the best British and international high street brands.
About IIDE-The Indian Institute of Digital Education (IIDE) evolved from the need for digitally skilled resources in India. All businesses in India are transitioning to the Digital Space for effective business. This has led to a high rise in demand for digitally skilled resources.
The current Indian Education system ignores this demand and is unable to cater to the needs of new businesses. IIDE is catering to this industry requirement and creating future digital entrepreneurs. To create quality output, educational houses need to have world class mechanisms and IIDE has adopted just that.
Foodgasm | Android App Marketing Plan | Final ProjectManal Shah
This is my Final Project of the online marketing Internship under Prof. Sameer Mathur(IIM Lucknow). I have proposed an idea for android app and prepared its marketing plan.
The Python Cheat Sheet for the Busy MarketerHamlet Batista
What percentage of an Inbound marketer's day doesn't involve working with spreadsheets? How much of this work is time-consuming and repetitive? In this interactive session, you will learn how to manipulate Google Sheets to automate common data analysis workflows using Python, a very easy to use programming language.
The valuation report is for the electric bike company ZERO Motorcycles. It provides details on ZERO such as it produces high-performance electric bikes priced between $10,000-$20,000 with a range up to 223 miles. ZERO has a 14-year history in the e-bike industry and is a market leader with proprietary technology and patents. The global two-wheeler market is projected to grow significantly by 2026 with electric bikes growing the fastest. This presents an opportunity to invest in ZERO as a differentiated leader in the growing electric vehicle industry.
The document discusses subtle techniques retailers use to encourage spending in Dubai stores. Stores use bold entrance colors to draw customers in, then more subdued interior colors so merchandise stands out. Merchandise is well-illuminated with spotlights on expensive and sale items. Major labels and themed areas provide visual interest. Screens advertise and animate the scene. Floors reflect the store's feel. Prominent displays at eye level near entrances draw attention to select items. Bright backlit signs draw customers further into sections.
Debenhams Voucher Trial Case Study - Gillian MakepeacePerformanceIN
Debenhams ran a voucher campaign from October 25th to November 12th 2010 with the objectives of increasing store footfall and online traffic using a multi-channel approach. They offered £5 off purchases over £25 in stores or 15% off online through print, email, mobile, and affiliates. Affiliates drove 43% of sales and 70% of new customers, showing the campaign was successful in acquiring new customers through digital channels. Based on this success, Debenhams planned to repeat the campaign and expand it to Germany.
Extending IA past taxonomies - a case study of Debenhams Retail IAMargaret Hanley
This document discusses Debenhams' information architecture project to improve their online shopping experience. It covers:
1) The challenges Debenhams faced with inconsistent categories, navigation, and search that didn't align with customer language.
2) The IA model developed, including a top-down and bottom-up approach to organize content and integrate facets, metadata, and SEO.
3) How the IA project involved collaborating across teams like product, technology, and analytics to govern changes and continuously improve the architecture.
Debenhams Lynsey, Heather And John Mc CullochMarcus McGowan
Debenhams is a leading UK department store retailer founded in 1813. It has over 140 stores across the UK and Ireland and 35 international franchise stores. John Lovering is the Chairman and Rob Templeman is the Chief Executive. Debenhams employs over 21,500 staff in the UK and offers competitive benefits. The company focuses on categories like clothing, homeware, beauty, and uses marketing strategies like promotions and PR to promote its brands and stores. It faces pressures of competition and maintaining high customer service levels while meeting financial targets.
Bni 5 minute presintation the psychology of retailing facts and interesting s...RogerDecs
This is a short presentation of 5 minute presented to the BNI (Business Network International) Legacy chapter on the 12th Feb 2015, as part of the guest speaker program.
Enjoy !
This document provides a case study on Debenhams, a leading UK department store retailer. It details Debenhams' history from its founding in 1778 through its 2003 acquisition by the Baroness Retail Consortium in a leveraged buyout. Prior to the acquisition, Debenhams had grown organically and through acquisitions to become a major retailer in the UK with over 100 stores. The case study examines the acquisition transaction and the subsequent operational improvements implemented by the new owners that increased the company's value and returns.
Marks and Spencer is a major British retailer founded in 1884 and headquartered in London. It has over 1,000 stores worldwide specializing in clothing and food. The company aims to deliver quality products at exceptional value with high customer service standards through innovation. It recruits employees through its website and provides various training programs as well as competitive pay and benefits like pensions, discounts, and bonuses.
1) Debenhams faced barriers to innovation in 2010 as it migrated platforms and had a full year of planned work.
2) They decided to produce an iPhone app through a lightweight agency project that was delivered in 8 weeks and paid for itself.
3) This proved smaller, tactical projects could break the development model, leading them to deliver a mobile website in 3 months through front-end developers and hardware.
Research has shown that the qualities of music played in a retail environment, such as tempo, volume, and genre, can impact customer buying behavior. Slow music leads to customers spending more time in a store and increased sales, while fast music has the opposite effect. Loud music causes customers to spend less time shopping but does not affect purchase amounts. Playing classical music causes customers to spend more money by choosing more expensive wine bottles rather than buying more bottles. Holiday music increases purchases of holiday-related goods. The type of music can signal what kinds of products should be bought.
The unconscious mind drives much of human behavior and decision making. It accounts for approximately 95% of mental activity and is influenced by sensory experiences, social cues, habits, and the seeking of rewards. Marketers aim to understand the unconscious through user testing and by optimizing aspects like quality cues, imagery, speed, and social recognition to guide consumers throughout their journeys.
This document discusses competitor analysis and competitive strategies. It defines key terms like competitive advantage and outlines the process for analyzing competitors, including identifying them, assessing their strategies and strengths/weaknesses, and selecting which to attack or avoid. It also covers Porter's basic winning strategies of cost leadership, differentiation, and focus. Finally, it discusses different competitive positions like market leader, challenger, follower, and nicher. The overall purpose is to help understand competitors and develop effective competitive strategies.
ZARA's external and internal enviroment. This presentation covers the main characteristics of ZARA, a general view of fast fashion indystry, Porters' Five Forces Analysis, competitors' external environment as well as a complete internal analysis regarding:competences, capabilities, resources, competitive advantage,value chain and outsourcing.
Zara is a clothing retailer that uses modern technology in its marketing research and supply chain to quickly deliver fashionable designs at lower prices. It collects frequent customer feedback and uses IT to closely monitor trends. This allows Zara to make production decisions quickly and produce small quantities of many styles. As a result, Zara is able to deliver new fashion designs about twice a month while competitors take 3-5 months. This rapid turnover keeps customers engaged with frequent store visits and purchases.
Zara's value chain is highly integrated and controlled. It sources materials and produces about half of products in Spain and Europe to allow for quick design changes. Products are shipped to stores within 24 hours in Europe. Store managers have autonomy to make replenishment orders based on sales data. Zara uses minimal marketing and focuses on window displays. Its competitive advantage lies in its ability to design, produce, and deliver fashion trends rapidly and at scale through its vertically integrated system.
As part of an assignment for the MA Design, Strategy & Innovation at Brunel University - London, this Design Audit was conducted about Boots Pharmacy by:
Cristina Andrade - Eunsung Kim - Rui Lui - Sami Hmaidan - Jaeho Kim - Tanon Kowongprasert - Yi Fang -
Hui Li
Zara is a Spanish clothing retailer known for its rapid production of new designs to match emerging fashion trends. It operates over 1,700 stores worldwide and launches around 10,000 new designs each year, getting products to stores in just two weeks compared to the industry average of six months. Zara's supply chain and production model allows it to be more responsive to trends and offer a wider variety of fashionable products at affordable prices. It has experienced rapid international expansion and growth over the past few decades to become one of the largest and most profitable clothing retailers globally.
Comparethebazaar is an online price comparison website that helps shoppers search, compare prices, and buy products from various online retailers. It has three main features - search prices across online and offline stores for free, compare prices of products across categories like mobile phones and electronics, and save money through deals, discounts, and price drops. Retailers can promote their products and online stores on Comparethebazaar to gain more traffic and boost sales. There are two promotion options - listing existing online store products or using Comparethebazaar's store builder platform to create a new online store. Advertisers pay only when a customer clicks through to their store.
Next generation e commerce tools for retailersKaizenlogcom
Next generation e-commerce tools can help reduce shopping cart abandonment rates and improve the customer experience. These tools include guided navigation to help customers easily find products, product-specific URLs for improved searchability, geographic load balancing to ensure site speed, rebranded storefronts like microsites tailored to audiences, dynamic coupons generated during searches, and search-relevant articles. Using these tools can engage customers longer and increase the chances of a sale through a simpler, more personalized experience.
Recipe for the Perfect E-commerce Homepagepixelbuilders
This is a simple list of everything you should consider when designing and building an e-commerce platform in order to best suit the end user. To make it easy to follow we've outlined the points as a shopping list so you can follow it through item by item and where we can, we've added in a picture or two, enjoy!
Omnichannel marketing allows businesses to provide customers with a seamless brand experience across multiple touchpoints. As customers now engage with brands through various digital channels, tracking the customer journey has become more complex. An omnichannel approach aims to offer consistency across channels and devices. Effective omnichannel marketing requires analyzing customer behavior data to understand how customers move through different stages from awareness to purchase. Attribution modeling is also important to determine how various channels contribute to goals like conversions at different stages of the customer journey.
Where Did You Go? Why You’re Website’s Not Converting and How to Fix ItNirvana Canada
On the surface, you have a winning website – it’s polished, visually pleasing, and easy to find thanks to some serious digital marketing spend. The only problem is: It’s. Just. Not. Converting.
Tips for eCommerce Web Design & Functionalities that will Drive SalesPixel Crayons
Read the full blog here: https://bit.ly/3hFP4ns
Connect with us through:
Contact us : https://bit.ly/2Ew2GDx
Facebook : https://www.facebook.com/PixelCrayons
Twitter : https://twitter.com/pixelcrayons
LinkedIn : https://www.linkedin.com/company/pixe...
Instagram : https://www.instagram.com/pixelcrayons/
Pinterest : https://in.pinterest.com/pixelcrayons/
Debenhams Voucher Trial Case Study - Gillian MakepeacePerformanceIN
Debenhams ran a voucher campaign from October 25th to November 12th 2010 with the objectives of increasing store footfall and online traffic using a multi-channel approach. They offered £5 off purchases over £25 in stores or 15% off online through print, email, mobile, and affiliates. Affiliates drove 43% of sales and 70% of new customers, showing the campaign was successful in acquiring new customers through digital channels. Based on this success, Debenhams planned to repeat the campaign and expand it to Germany.
Extending IA past taxonomies - a case study of Debenhams Retail IAMargaret Hanley
This document discusses Debenhams' information architecture project to improve their online shopping experience. It covers:
1) The challenges Debenhams faced with inconsistent categories, navigation, and search that didn't align with customer language.
2) The IA model developed, including a top-down and bottom-up approach to organize content and integrate facets, metadata, and SEO.
3) How the IA project involved collaborating across teams like product, technology, and analytics to govern changes and continuously improve the architecture.
Debenhams Lynsey, Heather And John Mc CullochMarcus McGowan
Debenhams is a leading UK department store retailer founded in 1813. It has over 140 stores across the UK and Ireland and 35 international franchise stores. John Lovering is the Chairman and Rob Templeman is the Chief Executive. Debenhams employs over 21,500 staff in the UK and offers competitive benefits. The company focuses on categories like clothing, homeware, beauty, and uses marketing strategies like promotions and PR to promote its brands and stores. It faces pressures of competition and maintaining high customer service levels while meeting financial targets.
Bni 5 minute presintation the psychology of retailing facts and interesting s...RogerDecs
This is a short presentation of 5 minute presented to the BNI (Business Network International) Legacy chapter on the 12th Feb 2015, as part of the guest speaker program.
Enjoy !
This document provides a case study on Debenhams, a leading UK department store retailer. It details Debenhams' history from its founding in 1778 through its 2003 acquisition by the Baroness Retail Consortium in a leveraged buyout. Prior to the acquisition, Debenhams had grown organically and through acquisitions to become a major retailer in the UK with over 100 stores. The case study examines the acquisition transaction and the subsequent operational improvements implemented by the new owners that increased the company's value and returns.
Marks and Spencer is a major British retailer founded in 1884 and headquartered in London. It has over 1,000 stores worldwide specializing in clothing and food. The company aims to deliver quality products at exceptional value with high customer service standards through innovation. It recruits employees through its website and provides various training programs as well as competitive pay and benefits like pensions, discounts, and bonuses.
1) Debenhams faced barriers to innovation in 2010 as it migrated platforms and had a full year of planned work.
2) They decided to produce an iPhone app through a lightweight agency project that was delivered in 8 weeks and paid for itself.
3) This proved smaller, tactical projects could break the development model, leading them to deliver a mobile website in 3 months through front-end developers and hardware.
Research has shown that the qualities of music played in a retail environment, such as tempo, volume, and genre, can impact customer buying behavior. Slow music leads to customers spending more time in a store and increased sales, while fast music has the opposite effect. Loud music causes customers to spend less time shopping but does not affect purchase amounts. Playing classical music causes customers to spend more money by choosing more expensive wine bottles rather than buying more bottles. Holiday music increases purchases of holiday-related goods. The type of music can signal what kinds of products should be bought.
The unconscious mind drives much of human behavior and decision making. It accounts for approximately 95% of mental activity and is influenced by sensory experiences, social cues, habits, and the seeking of rewards. Marketers aim to understand the unconscious through user testing and by optimizing aspects like quality cues, imagery, speed, and social recognition to guide consumers throughout their journeys.
This document discusses competitor analysis and competitive strategies. It defines key terms like competitive advantage and outlines the process for analyzing competitors, including identifying them, assessing their strategies and strengths/weaknesses, and selecting which to attack or avoid. It also covers Porter's basic winning strategies of cost leadership, differentiation, and focus. Finally, it discusses different competitive positions like market leader, challenger, follower, and nicher. The overall purpose is to help understand competitors and develop effective competitive strategies.
ZARA's external and internal enviroment. This presentation covers the main characteristics of ZARA, a general view of fast fashion indystry, Porters' Five Forces Analysis, competitors' external environment as well as a complete internal analysis regarding:competences, capabilities, resources, competitive advantage,value chain and outsourcing.
Zara is a clothing retailer that uses modern technology in its marketing research and supply chain to quickly deliver fashionable designs at lower prices. It collects frequent customer feedback and uses IT to closely monitor trends. This allows Zara to make production decisions quickly and produce small quantities of many styles. As a result, Zara is able to deliver new fashion designs about twice a month while competitors take 3-5 months. This rapid turnover keeps customers engaged with frequent store visits and purchases.
Zara's value chain is highly integrated and controlled. It sources materials and produces about half of products in Spain and Europe to allow for quick design changes. Products are shipped to stores within 24 hours in Europe. Store managers have autonomy to make replenishment orders based on sales data. Zara uses minimal marketing and focuses on window displays. Its competitive advantage lies in its ability to design, produce, and deliver fashion trends rapidly and at scale through its vertically integrated system.
As part of an assignment for the MA Design, Strategy & Innovation at Brunel University - London, this Design Audit was conducted about Boots Pharmacy by:
Cristina Andrade - Eunsung Kim - Rui Lui - Sami Hmaidan - Jaeho Kim - Tanon Kowongprasert - Yi Fang -
Hui Li
Zara is a Spanish clothing retailer known for its rapid production of new designs to match emerging fashion trends. It operates over 1,700 stores worldwide and launches around 10,000 new designs each year, getting products to stores in just two weeks compared to the industry average of six months. Zara's supply chain and production model allows it to be more responsive to trends and offer a wider variety of fashionable products at affordable prices. It has experienced rapid international expansion and growth over the past few decades to become one of the largest and most profitable clothing retailers globally.
Comparethebazaar is an online price comparison website that helps shoppers search, compare prices, and buy products from various online retailers. It has three main features - search prices across online and offline stores for free, compare prices of products across categories like mobile phones and electronics, and save money through deals, discounts, and price drops. Retailers can promote their products and online stores on Comparethebazaar to gain more traffic and boost sales. There are two promotion options - listing existing online store products or using Comparethebazaar's store builder platform to create a new online store. Advertisers pay only when a customer clicks through to their store.
Next generation e commerce tools for retailersKaizenlogcom
Next generation e-commerce tools can help reduce shopping cart abandonment rates and improve the customer experience. These tools include guided navigation to help customers easily find products, product-specific URLs for improved searchability, geographic load balancing to ensure site speed, rebranded storefronts like microsites tailored to audiences, dynamic coupons generated during searches, and search-relevant articles. Using these tools can engage customers longer and increase the chances of a sale through a simpler, more personalized experience.
Recipe for the Perfect E-commerce Homepagepixelbuilders
This is a simple list of everything you should consider when designing and building an e-commerce platform in order to best suit the end user. To make it easy to follow we've outlined the points as a shopping list so you can follow it through item by item and where we can, we've added in a picture or two, enjoy!
Omnichannel marketing allows businesses to provide customers with a seamless brand experience across multiple touchpoints. As customers now engage with brands through various digital channels, tracking the customer journey has become more complex. An omnichannel approach aims to offer consistency across channels and devices. Effective omnichannel marketing requires analyzing customer behavior data to understand how customers move through different stages from awareness to purchase. Attribution modeling is also important to determine how various channels contribute to goals like conversions at different stages of the customer journey.
Where Did You Go? Why You’re Website’s Not Converting and How to Fix ItNirvana Canada
On the surface, you have a winning website – it’s polished, visually pleasing, and easy to find thanks to some serious digital marketing spend. The only problem is: It’s. Just. Not. Converting.
Tips for eCommerce Web Design & Functionalities that will Drive SalesPixel Crayons
Read the full blog here: https://bit.ly/3hFP4ns
Connect with us through:
Contact us : https://bit.ly/2Ew2GDx
Facebook : https://www.facebook.com/PixelCrayons
Twitter : https://twitter.com/pixelcrayons
LinkedIn : https://www.linkedin.com/company/pixe...
Instagram : https://www.instagram.com/pixelcrayons/
Pinterest : https://in.pinterest.com/pixelcrayons/
This document discusses achieving marketing objectives through digital technologies. It outlines key steps in the digital marketing process: setting objectives, defining a strategy, implementing the strategy, and measuring/improving. It also discusses categories of digital marketing channels, assessing the marketplace, defining online value propositions, and implementing and monitoring online marketing plans. The overall process aims to help businesses effectively use digital technologies to meet their marketing and business goals.
This document provides tips on visual merchandising for e-commerce retailers. It discusses five tips: 1) ensuring the site is optimized for mobile, as many consumers shop on mobile; 2) providing clear and interactive tools to aid customer decisions and improve search functions; 3) keeping the checkout process short and simple; 4) using data analytics to inform merchandising decisions; and 5) monitoring competitors to identify gaps in inventory. It then discusses retail store layout, including defining store design and customer flow. Key aspects of store layout planning are identifying customer flow patterns, avoiding clutter in the entrance "decompression zone", and leveraging tendencies for customers to navigate stores in a clockwise direction.
The document discusses developing a mobile app called M-shop for shopping centers. It notes current apps lack advanced search and filtering and are often only for iOS. M-shop would include customer loyalty programs, engaging content, and feedback features. It would improve the customer experience through personalized navigation maps, store information, sales notifications, and a collage builder for planning purchases. Developing such a branded mobile app is presented as the best way for shopping centers to improve customer communication and loyalty.
This document discusses how analyzing website traffic statistics can help improve a website. It explains that statistics about the pages visitors spend the most and least time on can reveal which pages are effective and need improvements. Examining exit pages can show why visitors are leaving before completing tasks. Analyzing the keywords used to find the site provides insight into what visitors are looking for and whether they are finding relevant information. Achieving brand recognition shown by people searching the company name directly is a sign of success.
Locayta Freestyle Merchandising is an online platform designed to improve the user experience on retailers' websites. It enhances site search, product recommendations, and visual merchandising. For site search, it offers spell correction, auto-complete, guided navigation, and search triggered merchandising. For visual merchandising, retailers can manually merchandise products or use rule-based merchandising. Product recommendations are behaviorally or metrics driven and include cross-sell/up-sell options. Locayta allows retailers to fully control product sequencing and placement on pages.
Is your company ready for Christmas? Our free retail guide is full of helpful tips and tricks to make sure that you have your marketing covered from A-Z.
Breaking the Mold: Embracing the Future with eCommercePrisyncCom
What if you don’t know much about eCommerce, though? How are you supposed to analyze new opportunities in order to find what may or may not be perfect for your business?
This document outlines a digital marketing channel strategy that focuses on long-term customer engagement and repeat purchases. It discusses using email, SEO, PPC, social media, affiliate marketing, mobile marketing, and ad placements in a strategic way. The key is to move visitors through the sales funnel using these channels and creative engagement techniques, rather than just focusing on initial traffic and clicks.
This document outlines a digital marketing channel strategy that focuses on long-term customer engagement and repeat purchases. It discusses several key digital marketing channels including email, SEO, PPC, social media, affiliate marketing, mobile marketing, and ad placements. The strategy emphasizes lifecycle development across channels to convert interested visitors into repeat customers through creative engagement techniques.
This document outlines a digital marketing channel strategy that focuses on long-term customer engagement and repeat purchases. It discusses several key digital marketing channels including email, SEO, PPC, social media, affiliate marketing, mobile marketing, and ad placements. The strategy emphasizes lifecycle development across channels to convert interested visitors into repeat customers through creative engagement techniques tailored for each channel.
Conversion optimization : Top 40 tips to improve website conversionsPro Auto Manager
Do you want to improve your website conversions?
Getting thousands of visitors to your website is great; however, in the end, it is all about generating conversions.
This document discusses analyzing website traffic and visitor behavior to optimize a website. Key points include:
- Web traffic stats can identify effective and ineffective pages by seeing which pages visitors spend more or less time on or exit from rapidly.
- Pages with high exit rates or that are deemed important may need improvements to content, links, or design to better engage visitors.
- Analyzing keywords used to find the site provides insight into visitor needs and can identify keywords that misdirect visitors or need adjustment.
- Noticing increased brand searches is a sign of growing success and brand recognition.
E-commerce refers to the online transaction of business through linked computer systems between vendors, hosts, and buyers. Common examples include online retailers like Amazon that allow consumers to electronically exchange goods and services without barriers of time or distance. Electronic commerce has expanded rapidly in recent years and is expected to continue growing as more businesses move parts of their operations online, blurring the line between conventional and electronic commerce.
Powerful features that drive success for health and wellness ecommerce storesTechtic Solutions
Discover the powerful features that drive success for health and wellness ecommerce stores. Learn how leveraging these tools can boost your online business, attract more customers, and increase revenue.
Secrets of a Successful Sale: Optimizing Your Checkout ProcessAggregage
https://www.onlineretailtoday.com/frs/26905197/secrets-of-a-successful-sale--optimizing-your-checkout-process
Once upon a time, in the vast realm of online commerce, there lived a humble checkout button overlooked by many. Yet, within its humble click lay the power to transform a mere visitor into a loyal customer. 🧐 💡
Getting checkout right can mark the difference between a successful sale and an abandoned cart, yet many businesses fail to make payments a part of their commerce strategy even when it has a direct impact on revenue. But payments are just one part of a chain. What’s the next touch point? How do you use the data sitting behind a payment to find the next loyal customer?
In this session you’ll learn:
• The integral relationship between payment experience and customer satisfaction
• Proven methods for optimizing the checkout journey
• Leveraging payments data for personalized marketing and enhanced customer loyalty
• Gain invaluable insights into consumer behavior across online and offline channels through data
2. 1. Describe the E-Commerce Operation and assess how the retailers are using it to
develop a competitive advantage.
SITE NAVIGATION & CONTENT MARKETING
The pull down menu found at the bottom of each page, helping the users in navigating each
and every section of the website without making use of the back button on the browser is
termed as Site Navigation. On the other hand, Content Marketing is a process which involves
distribution of relevant and valuable content for attracting and engaging customers towards
the website of the company.
There are certain factors that will outline a comparison on the use of site navigation and
content marketing by Debenhams and Marks & Spencer’s for competing in the online world
of retailers :-
Factors DEBENHAMS MARKS & SPENCERS
Search Box Design It is in direct contrast with
the colour of the website
which is black and is easily
visible to the visitors without
giving them trouble.
It is on the left hand side of
the page, which is more
typical place to appear and
remains there throughout the
search and expands when
you click on it.
Auto Suggest It does not provide any sort
of predictive suggestions to
the customers, in the context
of the items but, the positive
part is dealing with
misspellings and providing
correct results.
It provides suggestions based
on the popular items
available but, does not
provide correct results on the
misspellings typed in which
troubles the customers.
Presentation Debenhams has a neat and
attractive page, presenting
various models wearing
clothes giving customers an
idea about how they will
look in reality.
Marks & Spencer’s provides
the customers with large
images as well as boldly
highlighted items.
Search Effectiveness While searching items on the
website visitors have to be
more specific other than
usual. So, the search is not
that effective here.
Here the search is very
effective as it provides all the
necessary and possible
results.
Synonym Management It deals with plurals as well
as singulars and effectively
manages the searches
including synonyms
providing satisfactory results
to the customers.
It also effectively manages
the synonym searches and
gives the customers what
they are looking for with
ease.
3. Filter Search Here, the filters are generally
fine, not as much detailed as
on the website of Marks &
Spencer’s but there is one
positive element about the
filters that they are coloured.
This is an attractive part of
the website of Debenhams.
Marks & Spencer’s has
made a wide range of filters
available on its website
having neat column charts
and also the ability to show
those items only that are
available in the stocks. Here
the filters are more detailed.
Conclusion It is lagging behind and
should widen the arena by
providing predictive
suggestions and dynamic
images to flourish in the
market and to increase its
sales.
It has excellent search result
pages and assists the
customers in the best
possible way and provides
easy filter options. It is
somewhere better in
comparison to the
Debenhams website.
4. 2. Describe the key processes and tools associated with it?
Key processes and tools associated with Site navigation and Content Marketing used by
Debenhams and Marks & Spencer’s are as follows:-
DEBENHAMS
Search Box- One of the tools is a search box which is placed on the top of the website
and takes the queries of the customers related to the brand names, products, keywords,
etc, and provides them with relevant results in accordance to their search.
Navigation Bars- There are various departments of Debenhams.com that are under
the top navigation bar. When you click over a department like- Men, you will see a
drop down menu containing other categories within the same department. By clicking
on the category you will be guided to another page where you could see different
products falling in that category.
Refine your Search- Finding a product has become much easier on this website now.
After selecting a category customers can refine their search by colour, size, price,
brand, etc, simultaneously. So, if you want a casual shirt in size 42 and black colour
then the Debenhams site will show you the same.
View the number of products- This option on the website tells the customers about
the number of different products available in the category that has been chosen by
them. This gives the customers a wide range of choices and the customer can pick the
best amongst all and add to the cart to buy it.
Sort by- The products are also categorised under aspects like- bestselling, newest,
price and name. So, the customers can sort the orders of the products on the basis of
above mentioned categories.
5. MARKS & SPENCER’S
Search Box- Marks & Spencer’s website also has a search box that is placed on the
left side of the screen in which customers can type in what they wish to buy and then
certain results will bump on the screen showing what customers want.
Navigation Bar- There are different categories mentioned on the Marks & Spencer’s
website like- Men, Women, Beauty, Furniture, etc, and these have sub- categories as
well like- Men (Clothing, shoes & boots), etc. So, this categorisation of items helps
the customer in finding the relevant and desired product in an easy manner without
troubling them and also serves as an essential tool for the website.
Store Finder- It is a tool which is placed on the top of the Marks & Spencer’s website
that asks the customers to type in their location, postcode, town or city so, that they
can find out the nearest Marks & Spencer’s store where they can go and shop. This
particular tool has been made for the convenience of the customers and to give them
ease in their shopping experience.
Checking Out- It basically refers to the dynamic basket that helps the customers in
reviewing quickly what they are buying, it also provides information about the price,
its delivery as well as it return policy and this information is of great importance for
the customer
6. 3. Assess how the operation has been activated on the retailer’s sites?
Site Navigation and Content Marketing are of utmost importance and needs to be
considered for the betterment of the websites. Below are some points that will explain
how these elements are activated on the websites of Debenhams and Marks &
Spencer’s:-
DEBENHAMS
It makes use of drop down menu that provide ease to access all the categories
on the webpage. In this drop down all the items are listed vertically under the
heading that helps the visitors in finding the relevant items without taking
much time and go through the content of the website without any confusion
and trouble.
Another positive feature of Debenhams website is that they assist the
customers in getting effective results even if the customers misspell the query.
It is again an important element to be considered on the website for better site
navigation as it helps the customer in getting what they are looking for even if
they misspell the word.
The checked out process on the Debenhams website has been made trouble
free by enabling the visitors to fill their billing information before they begin
with their registration. This facilitates great number of sales and helps
Debenhams in fetching huge customers.
In case of International delivery, the visitors are provided with a link to “view
details” of international delivery. This link will open up a URL and provides
all the necessary information related to the price of the products, etc and helps
the users in placing their order conveniently.
It also displays some services on the website to help the customer in shopping.
They also use this for the purpose of marketing so, that they can attract them
the customers and influence their buying behaviour. These services are- Free
standard delivery over 30 Euros, Free click and collect from a selected store,
etc.
7. MARKS & SPENCER’S
The Marks & Spencer’s website has changed and improved a lot to provide a
good experience to the users and the biggest improvement is in the
navigational options. It has reduced the text content to some extent as now a
day’s people don’t have much time to read the entire paragraph and they want
precise material so, they have made the layout clearer to see and navigate. The
images of products on the site now appear to be 50% bigger than the previous
site and featuring either a model wearing clothes or cut-outs making the site
look more attractive for the visitors.
Another important element is the improvement in the function of Store Finder.
Earlier this feature make the customers go away from this website as it was
quite clumsy and was not according to the way and manner in which the
customer wanted it to be. But, now it has improved and appears on every page
keeping in mind the view of customers so, that customers can be satisfied to a
great extent and have a pleasant shopping experience.
Marks & Spencer’s also provides the customers with predictive suggestions on
the popular items available on the website to help them out in finding the
right item, this provides the customer with ease in shopping and also reduces
the time spent on it.
The website provides detailed information about the services that they have
like- Free delivery, Extended returns, Secure payment, Order by phone,
Sustainable business, etc. These options are explained briefly by some
statements to make the customer understand the exact meaning of these. The
basic reason behind displaying these services on the website is marketing their
products and the brand.
“These operations have been activated on the sites of retailers in a great manner and
help as well as assist the customers in understanding the content of the website,
navigate with ease and finally buy products after a great comparison. Both the
retailers are working in the direction of accomplishing the business as well as
customer goals.”
8. 4. Indicate the resources required and challenges for the retailers?
Challenges for Debenhams in the market:-
EMERGANCE OF SMARTPHONES
High usage of smart phones by the customers is a big challenge on the part of
Debenhams and this is putting it into a lot of pressure. So, to overcome this it has to
improve the mobile retail experience and has to get proper balance between desktop
and mobile experience to fetch huge number of customers.
RISE OF 4G NETWORK
Another challenge faced by Debenhams is the rise of 4G network that has made
people use tablets to browse the website. But Debenhams team has created a desktop
oriented website that won’t work properly on tablets. 4 G has an adverse impact
Debenhams and will create issues for the desktop users assessing the site. So,
Debenhams has to figure out the solution to this challenge to give its customers a
better experience.
COMPETITIVE UK MARKET
The UK market is very challenging and competitive having numerous talented and
well- established retailers who posed a great challenge in front of Debenhams. This
affected the performance of Debenhams to a great extent in terms of Clothing sales
that were lower than the expected sales, the Promotional environment which was
quite intense and complicated and lastly, Convenience that had become of great
importance to the customers and they wanted high level of comfort and convenience
in their shopping experience. This made Debenhams face a great challenge in terms of
satisfying the customers in the best possible manner it can to be in the market for a
longer period of time.
PARTNERSHIP WITH KOREAN BRAND DEBEN
Debenhams partnered with a Korean retail outlet ‘Deben’, a well- established and
recognized brand in Korea. So, what Debenhams had to do here was to influence the
consumers in Korea to buy more of its products which was a big challenge on its part
as it was a difficult task for foreign brands to win market share in Korea. The question
here was that whether these European clothes will match Korean sizes, tastes and
preferences of consumers or no as people had a perception that clothes that are
imported to Korea are always overpriced. So, Debenhams has to work a lot in the
direction of attaining market share in Korea and impress the consumers there.
9. Challenges for Marks & Spencer’s in the market:-
INFLUENCING CUSTOMERS TO SHOP ONLINE
Mostly the customers prefer in- store shopping at Marks & Spencer’s store so, the
challenge that pop up here is to persuade the customers to make purchases online
rather than offline to increase the online sales to a great extent.
ENTERING EUROPEAN MARKET
Marks & Spencer’s was almost an unknown brand in Germany and people were not
that much aware of it. So, it was a challenge on the part of Marks & Spencer’s to
develop awareness amongst people when already there were popular and famous
brands existing in the market. Marks & Spencer’s had to compete with these retailers,
communicate policies, packaging and labelling to the consumers to survive as well as
prove that they can be the better brand amongst other brands in the market.
ONLINE SUBSTITUTE SELLING COMPETITORS
There are many retailers available online who are selling same sort of clothes at
affordable prices, for example- Formal suits are quite expensive at Marks & Spencer’s
whereas, they are affordable at other online stores. Consumers has a wide range of
choices in the market and they will select the product which is affordable and
simultaneously, qualitative. So, it is again a challenge on the path of Marks &
Spencer’s and it has to figure out relevant strategies to overcome this challenge.
BAD USER- EXPERIENCE
Marks & Spencer’s website was creating huge trouble for the users, they had to re-
register their details on the website and this annoyed the customers to a great
extent, giving them a bad and frustrating user- experience.
10. 5. Discuss the opportunities for development and potential strategic moves in the operational
area, for the selected retailers.
OPPORTUNITIES AND POTRENTIAL STRATEGIC MOVES OF
DEBENHAMS:-
GLOBALIZATION
There is an increased acceptability of Western wear by the consumers across the
globe so, Debenhams has an opportunity to globalize as well as expand in
different areas of the world and should make use of it in the best possible manner
and provide the consumers with best quality of western clothes at affordable
prices.
CUSTOMIZED GOODS
Debenhams has the opportunity to customize its products in terms of colour,
comfort, size, etc by getting a deep insight about the market trends, tastes and
preferences, demands, desires, etc, of consumers. This will help Debenhams in
capturing the market share, increasing the sales and revenues as well as gaining
more and more popularity.
REAL OPPORTUNITY WITH KEY AGE GROUPS
Debenhams provides clothes for all generation of consumers and it main target is
the consumers between the age group of 15-35. For this age group fashion holds
great importance and they want to look fashionable most of the time. This
particular age group of people in Western Europe are fashion leaders and want to
remain the same, which is a great advantage that can be taken up by Debenhams
by mainly focussing on them.
WORK ATTIRE BECOMING CASUAL
Nowadays it can be noticed that people are more interested in wearing casuals
other than formal dresses even if they are going for work. Debenhams has an
opportunity here as it provides the consumers with best casual wears that are
fashionable as well keeping in view the perception of people. So, it can keep
working in this direction for gaining success and flourishment in the market.
Debenhams are putting efforts in the direction of its expansion and will open 11
new franchise stores in the next few years and will try to be innovative and time-
bound for ensuring future growth in the market.
11. OPPORTUNITIES AND POTENTIAL STRATEGIC MOVES OF
MARKS & SPENCER’S:-
SUCCESS OF ONLINE SHOPPING
Online shopping has become the most convenient and comfortable platform for
the consumers to buy their desired products not only in UK and USA but in other
countries as well. In the coming years consumers will mostly shop online and this
platform will keep on flourishing so, this invents the opportunity for Marks &
Spencer’s. It can make use of this opportunity that will enable Marks & Spencer’s
to fetch great amount of revenues from all the countries across the globe.
EXPANSION
Another opportunity that Marks & Spencer’s has is to expand its chain in the
highly populated countries in the world, India and China. These are the countries
which can bestow great amount of sales and revenues to Marks & Spencer’s
resulting in fastest growing markets.
IMPROVING THE IN- STORE EXPERIENCE
Marks & Spencer’s has an opportunity to improve their in- store shopping
experience by adding up more and helpful services for the consumers like-
assisting them while shopping by giving suggestions, timely answering their
queries with relevant answers, etc. Improvement is always better and can
transform the negative elements into positive and favouring the company to gain
success.
BRAND EQUITY AND QUALITY
Marks & Spencer’s provide the customers with high standard and good quality
product that builds its brand and also serves as an opportunity. It should render
such products to the consumers in every point of time to live up to the
expectations of consumers and also for remaining and surviving in the market for
a longer period of time.
Marks & Spencer’s are building up strategies to improve their infrastructure to be
more competitive in long- run. It also has a team of 200 people who are working
in the direction of improving the website. There is a positive part about the new
site of Marks & Spencer’s that it provides monthly updates, functioning of tablets
is improved and the performance has also become even better in comparison to
previous performance.
12. REFERENCES:-
How John Lewis, M&S and Debenhams handle on-site search | Econsultancy. 2015. How
John Lewis, M&S and Debenhams handle on-site search | Econsultancy. [ONLINE]
Available at:https://econsultancy.com/blog/66082-how-john-lewis-m-s-and-debenhams-
handle-on-site-search/. [Accessed 27 November 2015].
Debenhams UK - Searching for products . 2015. Debenhams UK - Searching for products .
[ONLINE] Available at: http://www.debenhams.com/customer-service/new-
customers/searching-for-products. [Accessed 27 November 2015].
2015. . [ONLINE] Available at: http://www.marksandspencer.com/. [Accessed 27 November
2015].
http://www.digital-tonic.co.uk/digital-tonic-blog/went-wrong-marks-spencer-website-
redesign-made-lose-sales/
http://www.v3.co.uk/v3-uk/news/2272518/debenhams-and-littlewoods-tackle-ecommerce-
challenges-posed-by-tablets-and-4g