Macy's needs to evolve its mobile app and online presence to better compete with online retailers. The team proposes replacing the current Macy's app with "M by Macy's", which would personalize the shopping experience for each customer. They outline three action points: 1) "My Rack" allows ordering items to try on in-store; 2) barcode scanning provides product information and recommendations; 3) "My M.A.P.'s" guides customers to items in-store. They also propose in-store "Trend Racks" and digital displays to promote popular items and the new app features, strengthening customer connections to the Macy's brand.
We were to create an IMC plan in order to execute our strategies for H&M. We created a new campaign with a "home sweet home" theme in order to expand their H&M Home line in other major cities. We also made recommendations for H&M in terms of PR, media, advertising, and etc. This is a PDF version of our IMC plan that also includes designs of our H&M Home Loyalty program cards, advertisement, and screenshot examples of social media. Template/designs by Savannah Kuang and loyalty program design by Mekynzi Sotello.
Gucci is an Italian luxury brand founded in 1921 known for leather goods, fashion, and creativity. It is part of the Kering group and has seen success under creative director Alessandro Michele since 2015. Gucci utilizes a digital-first strategy across its website, social media, mobile apps, and innovative pop-up experiences to engage younger consumers and drive brand awareness.
The beauty company Glossier has gained enormous popularity among millennials and Gen-Z since its launch in October 2014. Glossier celebrates the idea of real beauty in real life, providing its customers with customized affordable luxury beauty products. As a tech-savvy company, Glossier understands the power of social media in terms of product sales and promotion. The company also aims to lay foundation for a beauty movement of real women and real beauty. The recently launched Body Hero campaign is a great example reflecting Glossier’s mission.The global cosmetics industry is led by beauty conglomerates including Chanel, Coty, Estée Lauder, Kao, L’Oréal, LVMH and Shiseido. The growing middle class, product innovation and influencer marketing are listed as the three market drivers in the industry; while affordability, counterfeits, and toxic chemicals are part of the market challenges. This marketing plan aims to help Glossier settle key issues hindering the growth of the company.
This digital marketing strategy targets 15-40 year olds interested in fashion and trends. It aims to increase brand awareness and engagement by 10% and reach 1.6 million people through a Pinterest contest, celebrity endorsements, and sharing behind-the-scenes content on social media. Success will be measured by online engagement and sales metrics from Google Analytics and across both online and physical store platforms.
Burberry is a luxury British fashion house established in 1856 known for its trench coats and distinctive check pattern. While Burberry struggled with negative associations in the 1970s, recent leadership has helped reinvent the brand through selective distribution, celebrity partnerships, and viral marketing that emphasize the brand's luxury quality and exclusivity.
This document provides a marketing plan for Levi's 501 original fit jeans. It begins with an executive summary that outlines the plan's goal of increasing sales by 6% through various tactics. It then gives background on Levi's as a company. The plan establishes smart objectives and tactics related to distribution, promotions, pricing, and changing the product image. It analyzes the market situation, strengths/weaknesses, opportunities/threats, and main competitors. The target market is identified as well. The integrated marketing mix discusses bringing back the classic American look through advertising, promotions, and competitive pricing. Specific tactics are outlined for pricing, product, distribution, and promotion elements. Advertisements, a storyboard, and evaluation methods are also mentioned
We were to create an IMC plan in order to execute our strategies for H&M. We created a new campaign with a "home sweet home" theme in order to expand their H&M Home line in other major cities. We also made recommendations for H&M in terms of PR, media, advertising, and etc. This is a PDF version of our IMC plan that also includes designs of our H&M Home Loyalty program cards, advertisement, and screenshot examples of social media. Template/designs by Savannah Kuang and loyalty program design by Mekynzi Sotello.
Gucci is an Italian luxury brand founded in 1921 known for leather goods, fashion, and creativity. It is part of the Kering group and has seen success under creative director Alessandro Michele since 2015. Gucci utilizes a digital-first strategy across its website, social media, mobile apps, and innovative pop-up experiences to engage younger consumers and drive brand awareness.
The beauty company Glossier has gained enormous popularity among millennials and Gen-Z since its launch in October 2014. Glossier celebrates the idea of real beauty in real life, providing its customers with customized affordable luxury beauty products. As a tech-savvy company, Glossier understands the power of social media in terms of product sales and promotion. The company also aims to lay foundation for a beauty movement of real women and real beauty. The recently launched Body Hero campaign is a great example reflecting Glossier’s mission.The global cosmetics industry is led by beauty conglomerates including Chanel, Coty, Estée Lauder, Kao, L’Oréal, LVMH and Shiseido. The growing middle class, product innovation and influencer marketing are listed as the three market drivers in the industry; while affordability, counterfeits, and toxic chemicals are part of the market challenges. This marketing plan aims to help Glossier settle key issues hindering the growth of the company.
This digital marketing strategy targets 15-40 year olds interested in fashion and trends. It aims to increase brand awareness and engagement by 10% and reach 1.6 million people through a Pinterest contest, celebrity endorsements, and sharing behind-the-scenes content on social media. Success will be measured by online engagement and sales metrics from Google Analytics and across both online and physical store platforms.
Burberry is a luxury British fashion house established in 1856 known for its trench coats and distinctive check pattern. While Burberry struggled with negative associations in the 1970s, recent leadership has helped reinvent the brand through selective distribution, celebrity partnerships, and viral marketing that emphasize the brand's luxury quality and exclusivity.
This document provides a marketing plan for Levi's 501 original fit jeans. It begins with an executive summary that outlines the plan's goal of increasing sales by 6% through various tactics. It then gives background on Levi's as a company. The plan establishes smart objectives and tactics related to distribution, promotions, pricing, and changing the product image. It analyzes the market situation, strengths/weaknesses, opportunities/threats, and main competitors. The target market is identified as well. The integrated marketing mix discusses bringing back the classic American look through advertising, promotions, and competitive pricing. Specific tactics are outlined for pricing, product, distribution, and promotion elements. Advertisements, a storyboard, and evaluation methods are also mentioned
Digital marketing strategy victoria's secretRoshni Rajan
This document provides a digital marketing strategy for Victoria's Secret. It begins with an overview of Victoria's Secret as a brand and analysis showing declining sales. Competitors like Aerie, La Senza and Third Love are growing. The strategy proposes generating more online sales and social media engagement through SEO, Google Shopping campaigns, social media, email marketing and improving the customer experience. Personas of target customers are provided along with goals, metrics and tactics for each channel through 2019 to increase sales and loyalty.
The document provides an overview of industry and company trends for Macy's. Regarding industry trends, it notes that traditional retail shopping is declining while value-oriented stores and online shopping are growing in popularity. For Macy's specifically, it states that while other brands have seen positive sales growth and increased customer traffic, Macy's has experienced declining sales and foot traffic. It also summarizes that Macy's current marketing messages do not tie together well and make the brand feel remote and non-inclusive. Competitive analysis shows that Macy's needs a unique communication strategy to distinguish itself from competitors. The solution proposed focuses a new concept on highlighting Macy's long history and role in consumers' lives from events to sales,
This document provides background information on Drunk Elephant's 2021 integrated marketing campaign. It includes a SWOT analysis, customer and target market profiles, objectives and strategies. The target market is millennial activists aged 23-38 who care about environmental and ethical issues. Objectives are to boost relevance to millennials, increase web traffic and social media following. Strategies include redesigning the website and social media accounts, creating a skin care blog, and subscription savings programs. The creative strategy focuses on protecting both skin and the environment. Promotional strategies include Instagram, TikTok, and magazine advertisements.
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
Hermès is a family-owned luxury goods company founded in 1837 that has diversified its product portfolio over generations from harness and saddlery to include leather goods, clothing, perfumes, watches, and other products. It maintains a long-term strategy focused on craftsmanship and quality over fast growth. While most luxury brands face increased competition, Hermès emphasizes its heritage and positioning as a "prestige" brand. Financially, it has achieved constant growth in revenue, profit, and dividends while remaining majority-owned by the founding family.
Macy's is seeking to become the #1 retailer for weddings and wedding registries. To achieve this, the team conducted research including interviews, surveys, and store observations. Based on a SWOT and competitor analysis, the team developed a campaign called "I do. I always will" to make Macy's a lifelong partner throughout customers' relationships. The campaign includes hosting singles events, expanding product offerings through a Bloomingdale's partnership, increasing social media presence, and launching a charitable foundation. The goal is to appeal to millennial customers and drive brand loyalty.
The document discusses how luxury brands are engaging with consumers online through digital strategies. It provides 10 ways luxury brands are connecting digitally, such as communicating their brand image and stories online, using social media to showcase events and products, and acting as cultural tastemakers by recognizing innovators. Examples are given of how brands like Hermes, Gucci, Cartier, and others are successfully utilizing these digital strategies.
The document discusses brand strategy and provides a case study of K-Ayurveda. It outlines the brand's vision to preserve Ayurvedic wellness practices and its purpose to bring authentic Ayurvedic beauty products to the world. The brand's big idea is presented as "Kama Ayurveda has sought to bring authentic beauty and wellness to the world." The brand's promise, strategy, story, freshness, and experience are defined. Research approaches, business and brand strategy frameworks, and the brand's values, goals and tactics are also summarized. Finally, the document outlines the brand's design strategy including its visual story, identity, architecture, assets and guidelines.
Media Planning for Kiehl's :
- The Media, Advertising, Consumer Relationship
- Brands, Markets and Consumer Understanding
- Objective setting and Budgets
- Media Weights and Scheduling Strategies
- Consumer Engagement and Digital Media
- Principles of Planning Media Strategy
- Media Mix decisions
- Media Plan
Drunk Elephant is developing an IMC campaign to increase web traffic and online sales through efforts like repackaging products and redesigning its website. The campaign also aims to grow its social media following by overhauling account designs and increasing ad presence. As a leader in clean beauty, Drunk Elephant will focus on strengthening customer loyalty among millennial activists by emphasizing its commitment to transparency, natural ingredients, and sustainability.
ColourPop Cosmetics - Social Media Strategy Kristel Shinde
This document provides an analysis and strategic plan for ColourPop Cosmetics' social media marketing. It includes chapters on the company description, target audience personas, business and social media goals, key messaging, voice guidelines, competition analysis, and proposed campaign ideas. The target audience is primarily females aged 20-40 who enjoy beauty, fashion and an affordable price point. Goals include increasing sales, subscribers and engagement. Campaign ideas incorporate hashtags, pillar campaigns, gamification and influencer marketing. The document provides a framework for ColourPop's social media strategy and execution.
H&M is a major Swedish multinational clothing retailer known for fast fashion at low prices. It operates over 3,700 stores in 61 countries and employs around 132,000 people. H&M sells clothing, footwear, accessories and cosmetics for men, women, teenagers and children. Its business concept focuses on offering fashion and quality at the best prices. To expand globally, H&M employs strategies such as opening new stores, focusing on key markets like the US and China, collaborating with designers, and launching related brands at different price points.
This document provides an overview of Chanel as a company and opportunities for brand extension. It discusses the growing streetwear market and popularity of brands like Supreme and Off-White. It proposes that Chanel launch an innovative "Streetwear" collection influenced by 1990s American street style and designed in collaboration with Virgil Abloh. The collection would include ready-to-wear, leather goods, and kids items. A pop-up store strategy and influencer marketing would be used to generate buzz around the launch and bring a "cool" factor to the brand to engage younger consumers. Key performance indicators include social media engagement and sell-out of the pop-up stores. A SWOT analysis identifies strengths in diverse customer base but
Hermes targets high-income customers interested in luxury fashion. It focuses on mature, female customers who value designer brands and status symbols. Specifically, Hermes aims for wealthy individuals, dignitaries, and celebrities who can afford its exclusive, high-priced leather goods and waitlists. While selling in low volumes, Hermes maintains high profit margins. It positions itself through symbolic and experiential marketing that emphasize the brand's values of creativity, uniqueness, and craftsmanship. This strong brand positioning has made Hermes iconic and gained customer loyalty.
ZARA's 6 months social media strategy plan for Social Commerce class at Parsons The New School for Design. Project includes SWOT analysis, strategic plan to improve ZARA's social media, guerrilla marketing, and partnership marketing.
We have mapped out the 7 elements of smart strategic thinking, as a way to guide and challenge you to think strategically. Challenge yourself to take your brand strategy and see how it lines up to our 7 elements of smart strategic thinking. Do you have a vision, are you focused enough, are you taking advantage of some opportunity? You can have this on the brand overall, or any project that you are working on. We will show you how the model works, then provide examples drawn out using Apple, Starbucks and Special K.
Macy's is proposing a new business plan called "Anything, Anytime, Anyplace" to target younger customers who are shopping less. The plan will use social media advertising to promote products and offer discounts. It will allow customers to buy items online and pick them up in stores or have them shipped. The goal is to make Macy's products available anytime and anywhere to these younger customers through an omni-channel approach. The plan aims to better connect with millennials and generation X through social media and provide them maximum convenience in shopping. However, it also must ensure customer privacy and may require more training of sales associates to fully implement the new strategies.
Consumers today are more ‘SoLoMo’ –Social, Local and Mobile. The article discusses about the key global trends and benchmark practices that would help retailers to build seamless consumer experience and long-term profitability in the near future (2020). Using Big-Data for predictive analytics, leveraging technology to create Omnichannel customer experience, implementing effective Supply-Chain, using prompt methods payments, enforcing efficient employee training and other success factors mentioned in the article, will definitely shape the future of a successful retailers to manage the complexity and diversity of retailing in 2020. All topics covered all supported with concrete examples of worldwide benchmark in the industry.
Digital marketing strategy victoria's secretRoshni Rajan
This document provides a digital marketing strategy for Victoria's Secret. It begins with an overview of Victoria's Secret as a brand and analysis showing declining sales. Competitors like Aerie, La Senza and Third Love are growing. The strategy proposes generating more online sales and social media engagement through SEO, Google Shopping campaigns, social media, email marketing and improving the customer experience. Personas of target customers are provided along with goals, metrics and tactics for each channel through 2019 to increase sales and loyalty.
The document provides an overview of industry and company trends for Macy's. Regarding industry trends, it notes that traditional retail shopping is declining while value-oriented stores and online shopping are growing in popularity. For Macy's specifically, it states that while other brands have seen positive sales growth and increased customer traffic, Macy's has experienced declining sales and foot traffic. It also summarizes that Macy's current marketing messages do not tie together well and make the brand feel remote and non-inclusive. Competitive analysis shows that Macy's needs a unique communication strategy to distinguish itself from competitors. The solution proposed focuses a new concept on highlighting Macy's long history and role in consumers' lives from events to sales,
This document provides background information on Drunk Elephant's 2021 integrated marketing campaign. It includes a SWOT analysis, customer and target market profiles, objectives and strategies. The target market is millennial activists aged 23-38 who care about environmental and ethical issues. Objectives are to boost relevance to millennials, increase web traffic and social media following. Strategies include redesigning the website and social media accounts, creating a skin care blog, and subscription savings programs. The creative strategy focuses on protecting both skin and the environment. Promotional strategies include Instagram, TikTok, and magazine advertisements.
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
Hermès is a family-owned luxury goods company founded in 1837 that has diversified its product portfolio over generations from harness and saddlery to include leather goods, clothing, perfumes, watches, and other products. It maintains a long-term strategy focused on craftsmanship and quality over fast growth. While most luxury brands face increased competition, Hermès emphasizes its heritage and positioning as a "prestige" brand. Financially, it has achieved constant growth in revenue, profit, and dividends while remaining majority-owned by the founding family.
Macy's is seeking to become the #1 retailer for weddings and wedding registries. To achieve this, the team conducted research including interviews, surveys, and store observations. Based on a SWOT and competitor analysis, the team developed a campaign called "I do. I always will" to make Macy's a lifelong partner throughout customers' relationships. The campaign includes hosting singles events, expanding product offerings through a Bloomingdale's partnership, increasing social media presence, and launching a charitable foundation. The goal is to appeal to millennial customers and drive brand loyalty.
The document discusses how luxury brands are engaging with consumers online through digital strategies. It provides 10 ways luxury brands are connecting digitally, such as communicating their brand image and stories online, using social media to showcase events and products, and acting as cultural tastemakers by recognizing innovators. Examples are given of how brands like Hermes, Gucci, Cartier, and others are successfully utilizing these digital strategies.
The document discusses brand strategy and provides a case study of K-Ayurveda. It outlines the brand's vision to preserve Ayurvedic wellness practices and its purpose to bring authentic Ayurvedic beauty products to the world. The brand's big idea is presented as "Kama Ayurveda has sought to bring authentic beauty and wellness to the world." The brand's promise, strategy, story, freshness, and experience are defined. Research approaches, business and brand strategy frameworks, and the brand's values, goals and tactics are also summarized. Finally, the document outlines the brand's design strategy including its visual story, identity, architecture, assets and guidelines.
Media Planning for Kiehl's :
- The Media, Advertising, Consumer Relationship
- Brands, Markets and Consumer Understanding
- Objective setting and Budgets
- Media Weights and Scheduling Strategies
- Consumer Engagement and Digital Media
- Principles of Planning Media Strategy
- Media Mix decisions
- Media Plan
Drunk Elephant is developing an IMC campaign to increase web traffic and online sales through efforts like repackaging products and redesigning its website. The campaign also aims to grow its social media following by overhauling account designs and increasing ad presence. As a leader in clean beauty, Drunk Elephant will focus on strengthening customer loyalty among millennial activists by emphasizing its commitment to transparency, natural ingredients, and sustainability.
ColourPop Cosmetics - Social Media Strategy Kristel Shinde
This document provides an analysis and strategic plan for ColourPop Cosmetics' social media marketing. It includes chapters on the company description, target audience personas, business and social media goals, key messaging, voice guidelines, competition analysis, and proposed campaign ideas. The target audience is primarily females aged 20-40 who enjoy beauty, fashion and an affordable price point. Goals include increasing sales, subscribers and engagement. Campaign ideas incorporate hashtags, pillar campaigns, gamification and influencer marketing. The document provides a framework for ColourPop's social media strategy and execution.
H&M is a major Swedish multinational clothing retailer known for fast fashion at low prices. It operates over 3,700 stores in 61 countries and employs around 132,000 people. H&M sells clothing, footwear, accessories and cosmetics for men, women, teenagers and children. Its business concept focuses on offering fashion and quality at the best prices. To expand globally, H&M employs strategies such as opening new stores, focusing on key markets like the US and China, collaborating with designers, and launching related brands at different price points.
This document provides an overview of Chanel as a company and opportunities for brand extension. It discusses the growing streetwear market and popularity of brands like Supreme and Off-White. It proposes that Chanel launch an innovative "Streetwear" collection influenced by 1990s American street style and designed in collaboration with Virgil Abloh. The collection would include ready-to-wear, leather goods, and kids items. A pop-up store strategy and influencer marketing would be used to generate buzz around the launch and bring a "cool" factor to the brand to engage younger consumers. Key performance indicators include social media engagement and sell-out of the pop-up stores. A SWOT analysis identifies strengths in diverse customer base but
Hermes targets high-income customers interested in luxury fashion. It focuses on mature, female customers who value designer brands and status symbols. Specifically, Hermes aims for wealthy individuals, dignitaries, and celebrities who can afford its exclusive, high-priced leather goods and waitlists. While selling in low volumes, Hermes maintains high profit margins. It positions itself through symbolic and experiential marketing that emphasize the brand's values of creativity, uniqueness, and craftsmanship. This strong brand positioning has made Hermes iconic and gained customer loyalty.
ZARA's 6 months social media strategy plan for Social Commerce class at Parsons The New School for Design. Project includes SWOT analysis, strategic plan to improve ZARA's social media, guerrilla marketing, and partnership marketing.
We have mapped out the 7 elements of smart strategic thinking, as a way to guide and challenge you to think strategically. Challenge yourself to take your brand strategy and see how it lines up to our 7 elements of smart strategic thinking. Do you have a vision, are you focused enough, are you taking advantage of some opportunity? You can have this on the brand overall, or any project that you are working on. We will show you how the model works, then provide examples drawn out using Apple, Starbucks and Special K.
Macy's is proposing a new business plan called "Anything, Anytime, Anyplace" to target younger customers who are shopping less. The plan will use social media advertising to promote products and offer discounts. It will allow customers to buy items online and pick them up in stores or have them shipped. The goal is to make Macy's products available anytime and anywhere to these younger customers through an omni-channel approach. The plan aims to better connect with millennials and generation X through social media and provide them maximum convenience in shopping. However, it also must ensure customer privacy and may require more training of sales associates to fully implement the new strategies.
Consumers today are more ‘SoLoMo’ –Social, Local and Mobile. The article discusses about the key global trends and benchmark practices that would help retailers to build seamless consumer experience and long-term profitability in the near future (2020). Using Big-Data for predictive analytics, leveraging technology to create Omnichannel customer experience, implementing effective Supply-Chain, using prompt methods payments, enforcing efficient employee training and other success factors mentioned in the article, will definitely shape the future of a successful retailers to manage the complexity and diversity of retailing in 2020. All topics covered all supported with concrete examples of worldwide benchmark in the industry.
Macy's: The Technological Leader of the CenturyCadie Cochran
This paper explores how Macy's has become a technological leader in the retail industry through various innovations. Through social media promotion, mobile app partnerships like iBeacon, expanding e-commerce capabilities, and renovating stores with digital features, Macy's has adapted to changing consumer preferences and maintained its competitive edge. The author argues that Macy's early adoption of new technologies and focus on enhancing the customer experience online and in-stores demonstrates why it will continue to thrive as retail becomes more digital.
This is the marketing plan my team and I created for a student marketing competition to revitalize the cosmetics department. I chose this to showcase both my marketing knowledge, analysis, and my ability to write professionally and strategically. It\'s a group project, but I functioned as an editor for the entire thing. I had a very heavy hand in writing the strategies section and completely wrote the budget/financial analysis sections. I also did the concept mockup in the appendices.
Amazon has been successful during the pandemic by providing essential supplies. This has challenged even Amazon's supply chain capabilities. The "Amazon effect" refers to how online shopping has impacted traditional retailers due to changes in customer expectations and the competitive landscape. Strategies for retailers to compete include partnering with online platforms, adopting ecommerce, using social media, focusing on product interaction and impulse purchases, and emphasizing local products and employees. Amazon has seen steady revenue growth since 1995 and fluctuating but increasing net income since 1997.
Qudini Samsung KX Future of Retail Leaders Breakfast Presentation by Imogen W...Qudini
On Wednesday 23 October, Qudini hosted a breakfast event for retail leaders alongside Samsung's Customer Experience and Showcase teams at the Samsung KX space in King's Cross.
The Future of Retail event included insights from Qudini's CEO and Co-Founder, Imogen Wethered, who shared some interesting insights into why retailers are transforming "shops" into spaces for brand relationships, community and inspiration.
Read her speech here and let us know what you think. For more information about Qudini, visit our website: www.qudini.com
M.A.C. was founded in 1985 in Toronto as a professional makeup brand. It focused on high quality products that could withstand stage lighting and long wear for models, actors, and performers. The brand developed a unique image through black clothing, extreme employee styles, and counters designed for professional artists. M.A.C. now sells products through partner retailers, company stores, and a 1-800 call center across 15 countries. The target consumer is both professional artists and younger fashion-forward retail customers seeking unique looks.
Creating an Omnichannel Supply Chain for BrandsMichael Hu
Branded manufacturers can take advantage of the unprecedented omnichannel opportunity to get closer to the consumer, if they manage to acquire the requisite fulfilment and supply chain capabilities. European Business Review
This document outlines a business model for an online marketplace that connects sellers of homemade goods to buyers. The key components of the model are:
1. The customer segments are individuals who make crafts, food, or other goods at home but face difficulties selling them.
2. The value proposition is providing these sellers a platform to reach a wider market and sell their goods at a higher price.
3. The main activities are building an easy-to-use website and managing logistics between sellers and buyers.
4. Key resources needed are developing the website and handling delivery logistics. Revenue comes from commissions charged to sellers and buyers for use of the platform.
Retail trends in 2016/2017 will see retailers doubling down on omnichannel strategies and social/mobile integration to bridge online and offline experiences. In 2017, social media will become more shoppable and mobile will play a bigger role in the customer journey including fulfillment and loyalty programs. Retailers will also focus on personalization, localization, curation, and unifying online/offline data to improve the customer experience across all channels.
Brand fashion shop and Its Marketing Strategies in BangladeshNasif Chowdhury
The document discusses marketing strategies of branded fashion shops in Bangladesh. It outlines the methodology used which included interviews and surveys. Key findings include recommendations to create brand differentiation through exclusive segments, implement consumer research to understand needs, and focus target marketing towards specific groups. The conclusion states that leading fashion brands have been successful by prioritizing quality over other factors like variety and price. Their target market is those who value quality clothing.
Consumer Electronic Brand Holiday Campaign Case Study Option 2Jordan Kert
In 2015, a major consumer electronics brand partnered with Retailigence to run a holiday campaign driving foot traffic to their 104 brick-and-mortar stores. The campaign targeted tech shoppers and students/parents to promote two new product launches and analyze in-store traffic. Using Retailigence's platform, customized ads guided viewers to nearby stores with the promoted items in stock, driving over 6,000 clicks to find locations and 38,000 clicks to purchase online. The campaign reached over 4 million unique shoppers and exposed audiences visited the stores 36% more than unexposed groups.
Making retail personalization more relevantBill Bishop
Many retailers are still struggling with what it means to deliver a great, unique in-store experience. This paper contains eight examples that will help retailers visualize personalized experiences and better serve their customers. It also answers the question "Why translate omnichannel personalization into today’s food retail?"
Gap fashion and babywear case study jaco aucamp v5Jaco Aucamp
The document provides guidance on developing an ecommerce strategy for a fashion and babywear brand in the UAE market. It discusses key pillars of discovery, visualization, and engagement. It also outlines a 6 month 3 phase plan including planning, developing/integrating, and executing phases. An organizational structure is proposed, along with addressing business concerns regarding buying, merchandising, stores, sales recording, and cross-channel KPIs. Ways to leverage the principle brand and current customer data are also discussed.
The document proposes an omni-channel retail strategy for Shoppers Stop to address disruptions in the retail industry. It involves enhancing Shoppers Stop's in-store and digital customer experience, creating private label brands, and implementing best HR practices. This includes developing an integrated online and offline shopping experience, mobile features like interactive product information and payments, and digital marketing tools to engage customers. A cost-benefit analysis finds that the omni-channel strategy would increase profits with an 18% CAGR over three years and return on investment of over 4x.
This presentation summarizes Colabination's mission to connect independent fashion designers with millennial shoppers. It outlines the problems designers face in finding customers and the opportunities presented by connecting them. Colabination's solution is an online marketplace that empowers shoppers to curate designer selections. Designers pay a 15% commission and $12 monthly fee for access to customers and insights. The presentation argues Colabination's approach of promoting designer stories will increase engagement over competitors and presents plans to acquire both designers and shoppers and raise $2 million in funding.
How Macy's does Mobile: Deepening Retail Engagement with SalesforceDreamforce
Customer apps are the sharp tip of the spear when it comes to customer engagement. Learn how one of the world's leading retailers, Macy's, provides a personalized and relevant brand experience for consumers across every channel for both Macy's and Bloomingdales' brands. Hear how Salesforce allows Retailers to build engaging customer apps 50% faster with Heroku Enterprise.
Watch the video: http://bit.ly/1KmAgkS
This document discusses various aspects of merchandising, point-of-purchase displays, e-marketing, and customer service. It defines merchandising and point-of-purchase (POP) displays, explaining that POP displays are critical for attracting customers and "selling the product" at the point of purchase. The document also discusses different types of retail displays, merchandising by category and brand, and tips for effective merchandising and signage. It covers challenges and opportunities in e-marketing, including how e-marketing can increase marketing efficiency and add customer value. Finally, it defines customer service and the importance of both material and personal aspects of customer service.
This document discusses distribution management and marketing channels. It provides information on direct and indirect marketing channels as well as one, two, and three level channels. It discusses the importance of marketing channels for market access, strategic distribution, customer reach, competitive advantage and more. An example is provided of how companies like Amazon and Apple leverage various channels for optimized distribution and market impact. The document also covers strategic flows in marketing channels, the functions and benefits of intermediaries, channel and ancillary structures, and behavioral processes in marketing channels.
Marketing in india require drastic change emergence of modern retail and so...
Macy's Case study
1. Macy’s 2016
College Case Study
The University of Arizona’s
Abraham Baca/ Daniela Aguirre/
Mila Hooks/ Vili Langi
2. Challenge Objective
Considering Macy’s company culture, our primary goal is to evolve what Macy’s currently
has and position it as the dominant retail and entertainment giant. In order to do so we will
focus on delivering convenience, valued selection, and innovation. We have seen that virtual
based companies, such as Amazon, have become rising threats to establishments such as
Macy’s. Therefore, our presentation will focus on:
bringing the virtual retail experience to customers
enhancing customer's connection to the Macy’s brand
While maintaining Macy’s culture, and delivering on new experiences by implementing
technology.
“Be everywhere, do everything, and never fail to astonish the
customer”
3. Macy’s Need
Macy’s Company
For nearly 150 years, the
Macy’s brand has
advanced in becoming a
department store with the
broadest selection of
brands at great value,
while creating magical
experiences and values
that drive Macy’s culture.
Current Macy’s App
The current Macy’s app allows users
to:
Browse/purchase current inventory
Access to coupon savings
Store locations
Save items for later use
With Macy’s current app, customers
experience an impersonal interaction
with the company as there is a
defined disconnect from the online
and brick and mortar stores.
How do
we look to
the
future?
4. Our proposal is to replace Macy’s existing app and introduce M by Macy's as the new face of the
mobile application.
What is M by Macy’s?
● M by Macy’s is a new interactive website that has been
made to personalize each customer's shopping
experience.
● M’s initiative is to build the best shopping experience for
customers by allowing them to save products such as
apparel, shoes, and accessories. The more customers
interact with this platform, the more Macy’s is able to
learn about that individual’s style.
● M is uniquely designed for each specific customer, one
person's website and merchandise displayed will look
different than other users due to their own distinct style.
Our presentation will utilize this new developed platform to evolve Macy’s app, while addressing the
disconnection between Macy’s online presence and the physical store.
M by Macy’s
5. Innovation Valued Selection Convenience
Noun
The state of being able to proceed with
something with little effort or difficulty.
With the evolution of technology,
customers have adapted to the
convenience technology offers. To
advance the Macy’s culture and
customer base Macy’s must:
1) Offer a simple and approachable
environment for its customers.
2) Quick access to assistance and
product information
Noun
Offering a wide selection of quality
and fashionable products.
Accessibility is crucial in order for
customers to feel connected and
comfortable with the products at
hand because modern shoppers are
continuously mobile & moving with
evolving technology.
Macy’s must:
1) Familiarize customers with product
inventory.
2) Personalize product selection for
each customer.
Noun
A new method, idea, product, or
application of a better solution.
Millennials and American
customers are continuously
evolving with the newest fads and
trends. In order to acquire the
attention of these customers
Macy’s must:
1) Connect the customers & the
brand on a personalized level.
2) Merge its culture with the fast
evolving technology.
Solution: To target all current and potential shoppers
Therefore we have narrowed down two types of general shoppers.
6. The “Bullseye
Shopper”
Brower Shopper: A shopper who is
shopping at their own leisure.
Most often NOT on a time crunch.
The “Browsing
Shopper”
A Shopper who knows specifically what
they are looking for.
Most often on a time crunch.
In order to cater to all of Macy’s shoppers we have designed
an action plan with three distinctive action points.
OR
9. My Rack
How it works
My Rack- A personalized service that allows M by
Macy’s app users to request clothing they are
interested in to be set aside and ready for them to
try on at any Macy’s location.
Customers would use the following steps:
1. Click “Send to My Rack” for the clothing they
want to try on in their My Rack Fitting room.
2. Select a time frame a My Rack attendant can
expect them to be at their fitting room.
3. Confirm their appointment an hour prior to their
fitting.
*When they arrive to the Macy’s My Rack Fitting Rooms their items would be
waiting for them with the attendant. Clothing will be on hold for 24 hours.
1.
“Send to My Rack”
Button
2.
Confirm Items &
fitting time
10. My Rack
Why it works
Another addition to Macy’s
omnichannel convenience services.
Targets customers who enjoy the
convenience of online shopping but
prefers to try before they buy.
Creates a personal shopping
experience.
Creates a direct connection from
Macy’s online store to the brick and
mortar.
44% of shoppers want the ability to buy
online and pick up their purchases in a
store.
(CMO Adobe. Abramovich, Giselle)
_____________________
84% of store visitors use their mobile
devices before or during a shopping trip.
(CMO Adobe. Abramovich, Giselle)
12. Barcode Enhancement
How it WorksMacy’s current app offers the ability to scan
barcodes to view product reviews and
pricing.
What we’re adding is the ability for
customers to scan an item's barcode which
instantly provides them with:
Merchandise stock information
Similar merchandise to what was
scanned
Option to add scanned items to
favorites in M by Macy’s.
Suggested items to complete your
2. List of items to
complement the item
scanned
1. Scan any clothing
item
13. Barcode Enhancement
Why it Works
Creates a mobile channel for consumers
that provides the information needed
to make the best buying decision.
Customers can easily shift from their
smartphones to the physical store.
This improved feature addresses the
dilemma every customer faces—
completing an outfit.
By providing additional product options
and product information, it increases
the likelihood of customers making
other purchases.
Millennial shoppers lead the way in
smartphone usage in-store, comparing prices,
reading reviews, buying products, and
engaging with brands on social media while in
physical stores.
(CMO adobe)
--------------------------
More than 50% [of shoppers] use their
smartphones to research products or services
while shopping.
(Barkley Studies. Brian Honigman)
15. My M.A.P’s stands for My Macy’s Advanced
Pathfinder. It is another added feature to the
M by Macy’s app that is essentially an in
store Mapquest.
With My M.A.P’s, Customers are directly
guided to the location of any specific
department or SKU specific item.
In My M.A.P’s customers can visually see
STARS on their map locating items in the
brick and mortar store, indicating products
they have favorited through their M by
Macy’s profile.
How it Works
My M.A.P’s
16. My M.A.P’s
Why it Works
My M.A.P’s addresses the issue of
customer convenience, by navigating
customers through the store offering real
time assistance and guidance through
the stores complex layout.
By allowing customers to see favorited
items from their Macy’s app as stars in
the physical stores. My M.A.P’s offers a
bridge to the existing gap between the
brick and mortar and the online stores.
68% of all Millennials demand an integrated,
seamless experience… being able to transition
effortlessly from smartphone to personal computer
to physical store.
(Accenture Retail Research. Donnelly, Christopher)
____________________
18. Trend Rack
How it Works
Trend Rack- Each Macy’s store is fitted with an area within
each department that would be known as the “Trend
Rack”, displaying the items in that specific department that
have been popular within a specific time frame.
a. This method allows the customers to visually
understand the items that are popular within
each department.
i. Each Macy’s would focus on trends that
are gaining ground within each region
of the united states due to the fact that
trends do not remain consistent
throughout all of the U.S.
ii. Places an emphasis on popular items
that Macy’s currently has within
inventory and allows customers to
visually see what's trending.
Trend Rack
Television Monitors:
Promoting the M by
Macy’s and popular
items Television Monitors
Clothing racks that display
trending & top selling
apparel.
Display of trending
and top selling
accessories & shoes.
19. Trend Rack
Why it Works
Customers and the American Culture have
conformed to ACCESSIBILITY and guidance of
products and brands.
With the evolution of the 21st century and visual
media, customers need visual access to new trends.
The Trend Rack plays a vital role in promoting
popular items within each specific department
alongside promoting the improved M by Macy's app
and our added features.
As a result, this will lead to an increase in sales and
a better understanding of what customers demand
and are willing to purchase.
Macy’s has a robust product portfolio
including 20 private label brands… consider:
Maintaining a curated assortment so as not
to overwhelm [the consumer].
(Macy’s 2016 Integrated Marketing
Challenge)
____________________
20. Essentially, our plan is to implement M by Macy’s as the primary mobile app
platform for Macy’s. We foresee that the implementation of our action points
involving technology will strengthen customers connection to the Macy’s brand,
while making them loyal customers.
The time to combine mobility, technology, and retail has passed.
As we enter the digital era, Macy’s must continue to make its presence known
as the dominant retail and entertainment giant by improving the customer's
experience and connection to Macy’s. We believe that these modifications to Macy’s
original app will address the existing disconnect that customers experience
throughout most retail stores, advancing customers experience, convenience, and
making inventory more personal. Simply for these very reason, our action plan and
recommendations will set our presentation above current standards and
expectations as it addresses various business gaps that we found vital to the success
and evolution of the Magic of Macy’s.
Success is in the customer's experience.
Executive Summary
Editor's Notes
(THe Challenge
Fix Last “Innovation” bullet
Connects the customer's online experience to the physical brick & mortar stores.
Bringing in the Virtual Retail Experience.