The document provides an omnichannel marketing report for Lacoste as they launch a new online shop in Europe. It includes an analysis of Lacoste's target audiences, competitors, competitor website performance, a comparison of old vs new retail business models, Lacoste's customer journey, recommended online marketing tactics, and the importance of an integrated multi-channel and supply chain strategy. The report aims to provide Lacoste with an online marketing strategy to promote their new website and establish a long-term omnichannel approach.
Stella McCartney Trend Research and Design ConceptsTanise Edwards
The combination of Stella McCartney's corporate research, customer research, color and trend research, and a new concept and fashion board for a possible upcoming Stella McCartney line.
Stella McCartney Trend Research and Design ConceptsTanise Edwards
The combination of Stella McCartney's corporate research, customer research, color and trend research, and a new concept and fashion board for a possible upcoming Stella McCartney line.
ouis Vuitton Malletier – commonly referred to as Louis Vuitton (French: [lwi vɥitɔ̃], commonly /ˈluːiː viːˈtɒn/), or shortened to LV – is a French fashion house founded in 1854 by Louis Vuitton. The label is well known for its LV monogram, which is featured on most of its products - this ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches, jewellery, accessories, sunglasses, and books. Louis Vuitton is one of the world's leading international fashion houses; it sells its products through standalone boutiques, lease departments in high-end department stores, and through the e-commerce section of its website.[2][3]
Describe Burberry business Model with the brand management highlights based on the paper "The Burberry business model: creating an international luxury fashion brand by:Christopher M. Moore and Grete Birtwistle"
To increase the Jo Malone London presence in Asia, Pan Wang and Shaniya Shabrach-Ortiz created a pop up store for Jo Malone London in Shanghai. The mission behind the Jo Malone London pop up store concept is to educate potential customers and also reaching the younger generation to leave a lasting impact that will increase the penetration of our brand in China.
Usage and behavioral habits of Brazilian internet users in social mediaElife Brasil
The aim of the study Usage and behavioral habits of Brazilian internet users in social media was to find out what are the habits of Brazilians when using the Internet and social media combined with other media.
In social networks, the following was analyzed: places and support for access, time of use, most used apps and the tendency of growth of some networks to the detriment of others, as well as their specific use.
The influence of social networks as a source of information for the purchase decision process was also analyzed.
ouis Vuitton Malletier – commonly referred to as Louis Vuitton (French: [lwi vɥitɔ̃], commonly /ˈluːiː viːˈtɒn/), or shortened to LV – is a French fashion house founded in 1854 by Louis Vuitton. The label is well known for its LV monogram, which is featured on most of its products - this ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches, jewellery, accessories, sunglasses, and books. Louis Vuitton is one of the world's leading international fashion houses; it sells its products through standalone boutiques, lease departments in high-end department stores, and through the e-commerce section of its website.[2][3]
Describe Burberry business Model with the brand management highlights based on the paper "The Burberry business model: creating an international luxury fashion brand by:Christopher M. Moore and Grete Birtwistle"
To increase the Jo Malone London presence in Asia, Pan Wang and Shaniya Shabrach-Ortiz created a pop up store for Jo Malone London in Shanghai. The mission behind the Jo Malone London pop up store concept is to educate potential customers and also reaching the younger generation to leave a lasting impact that will increase the penetration of our brand in China.
Usage and behavioral habits of Brazilian internet users in social mediaElife Brasil
The aim of the study Usage and behavioral habits of Brazilian internet users in social media was to find out what are the habits of Brazilians when using the Internet and social media combined with other media.
In social networks, the following was analyzed: places and support for access, time of use, most used apps and the tendency of growth of some networks to the detriment of others, as well as their specific use.
The influence of social networks as a source of information for the purchase decision process was also analyzed.
Insights of Brazilian Luxury Market is a presentation of some characteristics of the Luxury Market in Brazil. Besides, it presents an explanation of the Fashion Luxury.
In the last part of the presentation, you can find an explanation about marketing and finance interface in luxury market, as well as an explanation about the main characteristics a CFO must have in order to work in a luxury company. Actually, it is the subject of my Phd thesis.
Omnichannel Marketing: What it means and how to accomplish itParadyszPMDigital
Omnichannel has been buzzing for over a year and still hasn’t lost its ring. Yet, despite the fact that we are surrounded with omnichannel references every day, the concept still seems slightly out of reach. What really is omnichannel? How do we achieve it? What’s holding us back? What about our audiences?
Converging the customer experience across channels has never been more important. In fact, in a recent Retail Systems Research (RSR) study, more retailers report that they operate online/e-Commerce channels (92%) compared to traditional stores (89%). And, 100% of retailers surveyed consider “a single brand identity across channels” as important.
In order to move forward on the road toward a successful omnichannel experience, retailers need to take a step back and consider their current strategies, as well as hardware and software capabilities.
In this upcoming webinar, Nikki Baird from RSR will share insights from the June 2012 survey titled: Omni-Channel 2012: Cross-Channel Comes Of Age. Some of the topics she will cover include:
The new rules of cross-channel retail
The value of cross-channel shoppers
The Digital-Physical connection
The role of Marketing in the strategy mix
NCR will join the discussion by outlining the steps toward cross-channel success, illuminated through real-world case studies. Once merchants commit to a compelling and consistent cross-channel experience, they must follow through with superior data analysis and promotion optimization, facilitated with best-in-class point of sale (POS) solutions. With all the proper components in place, retailers will improve loyalty and profits by delighting customers, no matter which channel they choose.
This presentation provides a comprehensive overview of the current retail industry. It begins with a look into the four primary types of retailers: department stores, specialty retailers, big box retailers and discount retailers. From there, the deck explores the topic of overall channel expansion, which leads into a discussion on two omni-channel trends for 2013. The presentation wraps up with a discussion on technology companies that are partnering with retailers and a summary of opportunities for retail companies.
Group work in International Trade (March 2015):
PESTLE model should help us to evaluate the country Brazil in terms of its attractiveness as a trade partner country. My part: "Future Development" of Brazil (Slide p. 35)
In course of the presentation, you get familiar with Brazil's politics, its economical situation, social environment, legal issues and shortly with its external environment. The research was conducted in March 2015.
What is Omnichannel Retail? Past. Present. Future.Mihai Dragan
Omnichannel retail allows traditional retailers to connect their existing channels such as brick and mortar or call centers to digital channels - online store, mobile app, social shopping channels and others.
This presentation focuses on how this came to be, what are the bottlenecks in implementing omnichannel retail and why should retailers switch to this new approach.
Probably the most compelling reasons to adapt to omnichannel retailing are today's customer demands. The customer wants 24/7 service and the same experience on all sales channels, whether it is the offline store, the mobile app or the brick and mortar outlet.
Retailers need to understand how to target customers in the right way and customers need retailers to understand them and offer them something at value all the time. OmniChannel retailing is the ultimate solution for retailer to connect with their customers and provide them with outstanding customized experience.
Join our Social Learning Network:
http://www.openthinking.ae
From bricks to clicks - Generating global growth through eCommerce expansionJoerg Strotmann
Given the current growth trends and rising importance of eCommerce globally, retailers should consider making eCommerce a cornerstone of their international expansion strategies.Generating global growth through eCommerce expansion.
Lecture on Marketing Strategy for the course CE 405 by Dr. Raquibul Hossainnazifa tabassum
These slides give an insight on marketing and the different strategies for successful marketing as a part of the course CE 405 (Business and Career Development).
A talk at E-commerce North Show from Dave Chaffey of Smart Insights covering 15 questions to ask about the latest trends including AI and machine learning and user experience.
E-Commerce: 4 Steps to Start Selling OnlineSnapRetail
In this webinar, you'll learn the four steps to get started with e-commerce (on a small or large scale) and selling options beyond the typical website store. Consumers demand shopping options. Small businesses must consider selling online to complement their in-store offering.
The Future of Retail - Marketing and Merchandising Trend ReportNurun
Nurun's Toronto office has created a Marketing and Merchandising report that offers a thought-provoking look at six key trends:
Social Product Discovery, Consideration and Evaluation
Product Placement Morphs into Content + Commerce
The Integrated Expansion of the Omni-Channel Storefront
The New Geography of Merchandising
I’ll Trade My Privacy for a $5 Coupon
Sophisticated Frugality
This is the first of five trend reports. The culmination of trend scanning and subsequent phases will inform future scenarios in our final strategic foresight report, to be released in 2013.
Drivers of Customer Engagement in Online Brand CommunitiesMarie Talak
Drivers of Customer Engagement in Online Brand Communities
მომხმარებლის ჩართულობის გამომწვევი მიზეზები ბრენდის ონლაინ თემში (community).
სამაგისტრო ნაშრომის დაცვისთვის მომზადებული პრეზენტაცია.
კავკასიის უნივერსიტეტი
მედიის სკოლა
სოციალური მეცნიერებების სამაგისტრო პროგრამა
Brief overview: Usage of Social Media in GamblingMarie Talak
The slides for my speech at Georgia Gaming Congress 2016.
Feel free to contact me if you have any questions, or if you find an error that needs to be corrected. Thanks!
გაიგე რით სჯობს პირადი ბლოგები თემატურს, რა ძალას ფლობენ პირადი ბლოგების ავტორები, როგორ შევქმნათ საუკეთესო პირადი ბლოგი. დაესწარი საქართველოში ყველაზე პოპულარული პირადი ბლოგის ავტორის პრეზენტაციას და გაიგე მეტი ე.წ. ”პერსონალკებზე”.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Marketing as a Primary Revenue Driver - Lee Levitt
Lacoste - Case Study Report
1. +
Omni-channel Marketing Report
Bianka Apostolova (S2710714)
Maria Djigovska (S2695146)
Mariam Talakhadze (S2818353)
Weixiang Wang (S2509652)
University of Groningen, Retail Marketing, Tutorial Group 3B4
Lacoste: The
Crocodile
Sells Online!
24/09/14
2. +
Table of Content
n Introduction
n Target Audience Overview
n Competitors
n Analysis of Competitor Websites
n Old vs. New Retail Business Models
n Customer Journey
n Online Marketing Tactics
n Multi Channel & Supply Chain
n Communication for Long Tail
n Measuring
n Sources
University of Groningen, Retail Marketing, Tutorial Group 3B4
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24/09/14
3
4
5
6
7
8
9
24
25
26
27
3. +
Introduction
n Problem #1: Lacoste has just launched a new online shop in Europe and top managers
need an online marketing strategy that will promote the website within its target
audiences; in the long run, it is also necessary to establish a multi-channel approach to
optimize synergies online and offline;
n Problem #2: Lacoste does not have a reputation of a modern and young brand, the
brand is considered as a “men only”. The brand is associated with sports, golf and tennis
in particular. Only loyal fans and sportsmen (in tennis and golf) affiliate Lacoste as a
sports brand;
n This report will start analyzing external factors (e.g. customers, competitors),
followed by an innovative online marketing strategy, along with detailed
explanations.
n This report also proposes an omni-channel strategy integrated between physical
stores and online shop in order to stimulate significant dual sales and strengthen
brand values in customers’ perceptions.
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4. +
Target Audience Overview
n Lacoste’s Primary target audience would be
young adults (F/M) at the age of 25-34. A lot of
their casual wear is designed with this age range
and style in mind.
n On the other hand, it also aims for the people
that are higher up the socio-economic who have
social status and more money to spend.
n Secondary target audience for Lacoste would be
tennis and golf players and generally, people who
are interested in sports;
n Lacoste have recently released their Live! brand,
which is aimed at a slightly younger audience of
18-24 years.
n Market positioning: Luxury, sportive.
24/09/14University of Groningen, Retail Marketing, Tutorial Group 3B4
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5%
15%
25%
20%
20%
15%
Target Customers
18-24
25-34
35-44
45-54
55-65
65+
5. +
Competitors
Founded 1933;
Rich history;
Revolution in men’s
fashion: the classic
Lacoste polo shirt;
”lifestyle brand
combining elegance
and comfort”;
Crocodile -
trademark,
incarnates the
elegance of the
champion Rene
Lacoste.
Channels:
boutiques, retail
corners, online shop.
Founded 1967;
one of the innovators
of lifestyle
advertising that
narrates stories;
Focuses on luxury
classic American
style clothing,
balance between
“timeless and
modern” feeling
Slightly higher
prices;
Channels:
boutiques, retail
corners, successful
e-shop.
Founded Late
1940s;
“more rebellious
luxury brand”, British
style
Price range:
between Lacoste
and Ralph Lauren;
Channels:
boutiques, retail
corners, successful
online shop.
Founded 1985;
Relatively young
brand compared to
the others;
“blending the country
casual look with a
streetwise urban
edge”
”Classic American
cool style, featuring
preppy with a twist
designs”
Perceived as a
modern brand;
Similar distribution
channel network.
Founded 1924;
Premium and luxury
segment of the
global apparel
market;
Combination of
modern and
sophisticated casual
look, edgy, urban
attitude, urban
casualwear and
dynamic look;
Similar distribution
channel network.
Founded 1856;
“Iconic British luxury
brand”
Similar distribution
channels and
campaigns featuring
celebrities;
Advantage: “creating
customer delight
through innovation in
technology and
providing best-in-
class customer
experience, both
online and in its
boutique stores”
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DATA TAKEN FROM:
lacoste.com/library/contents/press/pdf/LACOSTE_presskit_en.pdf
group.hugoboss.com/en/corporate_profile.htm
global.tommy.com/int/en/about/overview/14
adbrands.net/us/tommyhilfiger_us.htm
group.hugoboss.com/en/brand_profiles.htm
businesstoday.intoday.in/story/innovation-burberry/1/20187.html
sites.google.com/site/lacosteproject/strategic-analysis
burberry.com
LOGOS TAKEN FROM:
lacoste.com, raulphlauren.com, fredperry.com, tommy.com,
hugoboss.com, burberry.com
6. +
Analysis of Competitor Websites
0
10
20
30
40
Bounce Rate (%)
Lacoste.com
RalphLauren.com
fredperry.com
usa.Tommy.com
HugoBoss.com
Burberry.com
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Alexa Rank* PV/Visitor** Time***
Lacoste.com 14611 4.59 3:39
RalphLauren.com 4542 8.20 5:35
Usa.Tommy.com 9541 6.20 4:14
HugoBoss.com 11372 4.72 3:58
Burberry.com 10350 5.17 3:48
FredPerry.com 64796 5.30 3:53
n The most popular website is Ralph Lauren;
n Lacoste’s website performance is the poorest after
Fred Perry;
n Lacoste (29.80%) - highest bounce rate means the
worst performance;
n Daily pageviews/visitor: Ralph Lauren – highest
rank (8.2), Lacoste – lowest (4.59);
n Daily time on site: Ralph Lauren - highest score
(5:35), Lacoste – lowest (3.39);
The data is takes from the database of Alexa.com on 24/09/2014.
*Alexa Traffic Rank is calculated daily using a combination of average daily
visitors to this site and pageviews on this site over the past 3 months. The site
with the highest combination of visitors and pageviews is ranked #1.
** Estimated daily unique PageViews per Visitor on the site.
*** Estimated daily time on site (mm:ss) per visitor to the site.
Bounce Rate is a percentage of visits to the site that consist of a single pageview.
7. +
Old vs. New Retail Business Models
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Traditional RBM Innovative RBM
Retailing format
(structures for
retail activities)
• Physical store as customer interface
with limited assortment
• Selective location and standard design
• Sales/revenue depend on customer
visit frequency/coverage
• Normal pricing strategy
• Multichannel such as “click and mortar”
• Adequate assortment, easy to search by engines
• Location information available online
• Virtual and convenient customer interface
• Complement effects of omni-channel on sales
• More information and price comparison on e-shop
• Easier to compute mass customer data
Retailing activities
(acquiring,
stocking,
displaying,
exchange product &
services)
• TV, newspaper, magazine
advertisement
• Sales representative
• Model/window display in stores
• Huge stock stream between stores
• Simple desk services
• Social media and digital acquisition by e-advertisement, link share and word-of-
mouth
• Spacious stocking/product line and depth
• Diverse Home Page show/website mobile advertisement
• Online stock check and home delivery or pickup service
• Facilitate the purchase by mobile apps
• More efficient ways to engage online customers by website forum and self-design
Retailing
governance
(motivate to
repurchase)
• Price promotion
• Membership card
• Recommendation system
• Limited awareness of long tail products
• Fast self-checkout
• Co-design with buyers through style chooser for example
• Superior and extra services fulfill higher level of satisfaction
• Explore their unmet needs by continuously reinforce the relationship with
customer. (e.g. social media, E-mail marketing, blog, content marketing etc.)
Sources:
1. Sorescu, A., R.T. Frambach, J. Singh, A. Rangaswamy and C. Bridges (2011), "Innovations in Retail Business Models", Journal of Retailing, 87 Supplement 1, July, S3-S16
2. New Retail Business Model (Sorescu A. et al 2011)
8. +
Customer Journey (Service Blueprint3)
University of Groningen, Retail Marketing, Tutorial Group 3B4
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24/09/14
Identifies
the Need
Online
Search
Calls
Friend
Browses
the
website
Makes a
Decision
Goes to
the store Tries on
Chooses
another
thing
Makes
the
purchase
Goes
Home
Ads and
Review
Online
Blogger
Relations
Website
Features
Delivery
Options
Social
Media
Trying
Room
Touch
screen
Displays
Mobile
App
Glossy
Magazine
Greeting Consult Suggest Payment
Physical
Evidences
Customer
Actions
Frontstage
Backstage
Support
Processese
Full version of the Service Blueprint is accessible at the following link: http://bit.ly/1r6GrWw
Order
Processed
Tablet
Software
9. +
Online Marketing Tactics
n Website Features
n Website Promotion in Offline space
n Blog
n Email Newsletter
n Social Networking Platforms
n Niche Social Networking Platforms
n Content Marketing
n Social Media Posting Plan
n Online Advertising Platforms
n Online Word of Mouth
n Search Engine Optimization
n Mobile App
Following tools and tactics will be used in
order to increase traffic on the website and
engage customers with Lacoste’s brand on
daily basis.
24/09/14University of Groningen, Retail Marketing, Tutorial Group 3B4
10. +
Website Features
n Website will sell all products that Lacoste
produces (Big Head + Long Tail).
n It will make suggestions and
recommendations of Long Tale while
consumer is browsing the website.
n Store traffic will be minimally affected as
the website will be primarily targeted to
new younger audiences who already
have habits of online shopping;
n It does not mean that old customers
cannot buy from the website, but it is
less likely that they will change their
buying habits.
n Overall sales will increase with the help
of online store;
24/09/14University of Groningen, Retail Marketing, Tutorial Group 3B4
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Website
features
Broader
selection than
physical store
Richer
product /
brand
information
(photos/
videos)
Customer
reviews, tips
and
comments
Share buttons
for Facebook,
Twitter,
Pinterest, etc
Home
delivery and
Pickup
Services
Comparison
of Products
Style Chooser
Stock Check
Membership
and gift
giving
services
Information
about the
company
11. +
Website Promotion in Offline space
n Website will be promoted online and offline (through stores):
n Brand Cards with QR codes (that contain link to website) could be handed to the
customers upon purchases;
n Website address should be printed on shopping bags, posters, desks, labels, etc.;
n Monitors should promote website by video and photo content;
n A touch screen monitors can be installed with an opportunity to order from the
website directly from the store (i.e. if the are out of stock or color or size)
24/09/14University of Groningen, Retail Marketing, Tutorial Group 3B4
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12. +
Blog
n participation in discussions on Lacoste
brand
n direct contact with the consumers
n contact with opinion leaders fans of
Lacoste
n gain better understanding of how
customers feel about the brand -
impressions, associations
n Better understand the customer needs
n History behind the brand, evolution
n News about fashion industry, fashion trends
n News about Lacoste, achievements of the company
n Recent and future events that the company organizes or
participates in
n Newest collection, fashion shows
n News about outlet stores
n Articles about fashion, fashion shows
n Discussion on how the brand is perceived by the customers
n What they like/do not like about the products, stores, online
shop?
n Discussion on favorite products
n Ideas, recommendations by customers
n how products are being produced, what materials are being
used - explained in an interesting way (with pictures, a cartoon
for example)
University of Groningen, Retail Marketing, Tutorial Group 3B4
12
Why is this important? Topics for the Blog
24/09/14
A corporate blog must be created on Lacoste’s website which will provide interesting content
and prolong the time users spend on the website.
13. +
Email Newsletter
n regular contact with the customer
n develop a distinct impression in
customer’s mind
n By communicating the brand values,
traditions, innovations
n History of the brand and company, evolution
n News about the company, recent achievements, events
n News about fashion industry, fashion trends
n Newest collection - photos, why is it new - materials,
manufacturing innovation, etc.
n Product line of the week - pages with a focus on different
product category - sports wear, casual clothing for men,
women, children, accessories, etc.
n Lacoste’s quote of the week - associated with Lacoste
brand and its values
n Announcement of Lacoste events - connected to Lacoste’s
corporate social responsibility
n Brief customer online survey about the brand, products,
store, etc. And the results - published in the next
newsletter
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Newsletter Creation Newsletter – topics:
The newsletter - providing direct access to the
website, online store and blog
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14. +
Social Networking Platforms
n Facebook Page – It is going to be the largest traffic generator to the website
and/or other social media platforms. Pictures of Lacoste products and Videos of
new marketing campaigns will be posted daily. Fun infographics and statistics
will be reposted from Tumblr.
n Google Plus – This channel is important for Google Search and Search Engine
Optimization. Facebook efforts will be duplicated to this channel.
n Twitter – 271m people use Twitter every month around the world. 78% of
them are on mobile and 77% are outside the U.S. It is an appealing global
communication channel for Lacoste, especially for connecting with young
audiences.
n Youtube – Lacoste’s advertisements and video materials will be hosted on this
channel and distributed through other social networks.
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Content Marketing is the most recent emerging marketing tactic. Lacoste is going to create
interesting content (photo/video/graphic) and distribute throughout all its digital channels.
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SOURCE: twitter.com
15. +
Niche Social Networking Platforms
n Instagram – Daily photo updates from Lacoste Stores, Offices and
Runways will be posted to young mobile users.
n Pinterest – Photos of Lacoste’s fashion products, collages and
fashion tips will be Pinned to Lacoste Pinterest boards. Pinterest
works as an effective traffic generator to fashion blogs and apparel
web shops.
n Tumblr – Cool product photos, memes, infographics and ad
campaign graphics will be posted daily. Hashtags will be used
excessively.
n Polyvore – Fashion bloggers and stylists use Polyvore as a tool for
making fashion collages. Lacoste is going to add its fashion items to
the Polyvore’s product catalogue.
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Niche social networks are very popular among young internet and smartphone users.
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SOURCE:polyvore.com
16. +
Content Marketing
n To gain more visitors, it is preferable to make memorable, fun content and
share through different online channels.
n Examples:
n Infographics will consist of information about the brand, the new collections, the
history and interesting facts. They may result in more shares, likes and
comments on Facebook, Twitter, Pinterest and the other Social networks. The
purpose is to show to people information about the brand in an interesting and
capturing way;
n Weekly Meme – “Man in a Polo” – fun stories of a man with a supernatural
powers who wears Polo as his costume.
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17. +
Topics for Content
Marketing:
n The fun figures about sales of Lacoste polo
around the world;
n “For every Lacoste Polo there is a…” - Strange
correlations between sold Polos and the world;
n Fun ways to use Lacoste App – push on the
amazing features of Augmented Reality;
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18. +
Social Media Posting Plan
Content Piece
Examples
Format Platform Frequency Comment
Quotes about
Lacoste’s Brand
Text + Picture Twitter, Facebook,
Google Plus
Weekly
Quote associated
with Lacoste values,
traditions, history
Text on the Picture Instagram, Newsletter
Product of the week Text + photo Twitter, Facebook,
Google Plus, Instagram
Weekly
-
Text (more detailed information) +
gallery
Newsletter More detailed information
Announcement of
Lacoste events
Text, photo, advertising Twitter, Facebook,
Google Plus, Instagram Once/twice per
month
depending on
event frequency
Main information about the event
Text, photo, advertisements,
interviews
Newsletter More detailed information about
the event, organisers, participants,
partners
Newest collection Text, photos, advertisements,
comments concerning the new
collection by famous people
Twitter, Facebook,
Google Plus, Instagram
Whenever there
is new
collection
Main information about the newest
collection
Test, photos, comments concerning
the new collection by famous
people, interviews
Newsletter more photos, information,
interviews
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19. +
Online Advertising Platforms
n Facebook Ads – will be used for promoting Lacoste’s Facebook Page and
its important updates (Boost Post).
n Google Adwords – Can be used to promote Lacoste’s new e-commerce
website for specific keywords, i.e. ‘Polo shirt’.
n Adroll Retargeting– Retargeting will keep track of people who visit
Lacoste’s site once and displaying its retargeting ads to them as they visit
other sites online, i.e. blogs and fashion websites.
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20. +
Online ‘Word of Mouth’
n A few of the famous bloggers, video bloggers and online celebrities from
the field of fashion and style should be invited to Lacoste’s special
gatherings, store openings, presentations and runways.
n Lacoste should assign a PR representative, serving as a direct Contact
Person for selected ‘bloglebrities’, so they get response to all of their
questions and feel special and cared.
n Lacoste can give out goodie bags and small gifts to these people to create
excitement around the brand.
n In no circumstances should Online Magazines, Youtube video series and
other types of publications about fashion and style be forgotten while
selecting the key people from the field.
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Lacoste needs to reach new target audiences through internet opinion leaders and fashion
bloggers, so they start mentioning Lacoste in their updates.
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21. +
Search Engine Optimization
n If you conduct a Google search for ‘Polo Shirts’,
neither Lacoste’s website, nor the brand name
mentions and social channels are found.
n Being on the front page of search results will
add credibility and value to Lacoste’s brand.
n In order to reach SEO objectives, Lacoste’s
website should be technically optimized for
several strategic keywords, i.e. ‘polo shirts’.
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Young target segments often conduct Google search while shopping online or before making
purchase decisions. First links in the organic search results are considered of the highest
quality and credibility.
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22. +
Example keyword: “the Best Polo Shirt”
n The article from Telegraph called
10 of the Best Polo Shirts for Men
does not include Lacoste’s Polo;
n The article from Esquire called
Six Of The Best Polo Shirts (because
you're about to start wearing them a
lot) does not include Lacoste’s Polo;
n The article from Esquire called
15 Polo Shirts Under $100 includes
Lacoste’s classic Polo (Is this a good
message?!);
n The article from the Richest called
The Top 10 Most Sold High End Polo
Shirt Brands puts Lacoste’s Polo on
the first place;
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Bad News Good news
Problems and highlights have been identified by search result analysis of the first page for this
particular keyword.
n Lacoste can optimize not only its own website, but place ads and articles on all the
other websites which already appear on the first page in the top search results .
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Search Results: http://bit.ly/1ukwfLh
23. +
Mobile App
n The app will have for main features:
n Shopping Cart – browse Lacoste product gallery, add to cart and checkout.
n Shop locator / opening hours
n About the company / blog updates
n “Lacoste Reader” – special barcode scanner for scanning product labels
n Lacoste introduces a new kind of labeling for its products and presents augmented
reality in its stores!
n Every piece of clothing and accessory will have a special label for mobile scanning. Customer can
scan the piece and use mobile style chooser to find other complementary products or
personalized recommendations.
n Every stand, poster or marketing material could be scanned and they contain coded information
to release in the augmented reality, such as videos, shop tours, product care information, etc.
n Example: www.layar.com technology;
n Customers can share the links to the products by scanning the label and sharing to social
networks.
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24. +
Multi Channel & Supply Chain
n For stimulating the visit of both online and offline
shops different promotions must be conducted;
n Example: if you order over 250 Euros you get
free express delivery to home or nearby pickup
point (delivery within 4 hours).
n For costumers who ordered products and are
coming to pick them up at Lacoste store there
must be parking space available and a fixed spot
for the customers, making the visit faster and
more enjoyable.
n Lacoste’s online shop will have home delivery as
well as pickup service at the store; The latter will
encourage them to visit the stores;
n “Store-only” events and promotions can be
conducted to support store traffic;
n Pickup service should work 2 or three
days a week, while delivery service
should work everyday (except
weekends);
n 5 business days should be maximum
waiting time for ordered products;
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Supply Chain Management
25. +
Communication for the Long Tail
n There is no way that every product can
be displayed in the store as the space is
limited;
n Innovative touch screen monitors can
be installed in the stores; Long tail
products can be displayed on these
monitors next to the Big Head products
and can be browsed and ordered right
form the spot from the website
database;
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26. +
Measuring
n Traffic goals
n Conversion Rate
n Repeat Customer Count
n Profit from the online sales
n Profit from the offline sales
n App downloads
n Facebook Likes, Facebook Engagement,
Ad performances,
n Google Plus +1s, Google Adwords
performance
n Instagram Followers, engagement
n Twitter Followers, engagement
n Newsletter Subscribers
n Blog comments
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Operational and Financial figures Online Figures
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27. +
Sources: References:
n lacoste.com/library/contents/press/pdf/
LACOSTE_presskit_en.pdf
n group.hugoboss.com/en/corporate_profile.htm
n global.tommy.com/int/en/about/overview/14
n adbrands.net/us/tommyhilfiger_us.htm
n group.hugoboss.com/en/brand_profiles.htm
n businesstoday.intoday.in/story/innovation-burberry/
1/20187.html
n sites.google.com/site/lacosteproject/strategic-analysis
n burberry.com
n global.lacoste.com/
n www.ralphlauren.com
n brandlacoste.wordpress.com/2012/01/30/competitor-
analysis
n twitter.com
n adroll.com
n layar.com
1. Sorescu, A., R.T. Frambach, J.
Singh, A. Rangaswamy and C.
Bridges (2011), “Innovations in
Retail Business Models”, Journal
of Retailing, 87 Supplement 1,
July, S3-S16
2. Sorescu A. et al, “New Retail
Business Model” (2011);
3. Mary Jo Bitner, Amy L. Ostrom,
Felicia N. Morgan, “Service
Blueprinting: A Practical
Technique For Service
Innovation” (2008);
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28. +
Bianka Apostolova (S2710714)
Maria Djigovska (S2695146)
Mariam Talakhadze (S2818353)
Weixiang Wang (S2509652)
Omni-channel Strategy
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