作品集 red flower

E-‐commerce Marke,ng Strategy

Present by: Pajsalita Horsathi2ham

Xuyan Yan

Chieh-‐En Tsai

Qiuzhe Zheng

Agenda

•  Industry Overview & Consumers trends

•  CompeGGve Landscape

•  SWOT

•  SituaGonal Analysis/Key Issues

•  Strategic RecommendaGon (IntegraGon of online and offline)

•  Campaign EvaluaGon Metrics

•  Q&A

Agenda



•  SWOT



•  Performance EvaluaGon Metrics

•  Q&A

Industry Overview •  Total retail sales of beauty products will reach $37 billion in 2013. 3% growth from 2012) •  The market is expected to reach $40 in 2018. •  Market factors include the growth of female populaGons in the next 5 years and impact

of increase in online and mobile shopping.

Source: online beauty research 2013

Industry Overview •  Income and accessibility impact the online buying decision of the shopper. •  Access to broadband internet become higher as income rises ( 53% in household earning <$25K VS. 77% from household earning $150K+).

Market Issue


Consumer Trend Consumers adtudes towards shopping for beauty product online ( top 3) •  Gives them access to hard to find products •  Saves Gme •  More convenient


Consumer Trend


Why Consumers do not buy beauty product online •  Prefer in-‐store experience •  Shipping fee •  Afraid to pick the wrong product •  Return hassle

Consumer Trend


How consumers get informaGon about beauty products (top 3 sources)   Friends/Family   Visit Stores and test product*   Online reviews

Consumer Trend

Source: Mintel online beauty research 2013

Online informaGon source for beauty product: •  Online review •  Brand’s website •  Retailer’s website •  Beauty blog

Consumer Trend


Beauty shopper behaviors: •  seek informaGon from online sources (online reviews / beauty) blogs) are more likely to purchase online. •  Friends and family are powerful trusted sources/ influencers. •  like to try something new and make purchase on impulse. •  See brand website design as perceived value of products. •  SGll want to try products before they buy •  Connect with brands and request samples through social networks

Consumer find easier to make purchase if online store: •  Help selecGng the right products •  Have interacGve features like live chat. •  Recommend addiGonal purchases or offer free gims once reach a certain

spending level

Agenda



•  SWOT

•  SituaGon Analysis/Key Issues



•  Q&A

CompeGGve Environment •  The market is highly compeGGve due to the high number of brands in the market •  However, there is an opportunity for Red Flower to highlight its organic ingredients to

differenGate from other brands in the clu2ers. •  CompeGtors brand based on product offer/ categories and premium price range

Premium & High-priced Medium-priced

Imported scents brands

& Expertise

International Reputation/ premium natural but not organic-oriented

Skin-‐care focused. No scents products

Spa and bouGque concept with natural ingredients

Luxurious Organics Unique ingredients

Agenda



•  SWOT




•  Q&A

SWOT Analysis Strengths -  High quality product & unique ingredients

-  Exclusive quality control

-  Luxurious partnership/distribuGon channels ( Hotel

& spa)

-  Top ranked organic search

-  Open-‐minded management

-  Brick-‐and-‐mortar store in NYC

Weaknesses -  Low Awareness

-  Limited physical showroom

-  Unclear/confusing brand posiGoning/image

-  Inconsistent brand image in different online

plaqorms ( partner websites/social media)

-  Website navigaGon is not user-‐friendly

-  Less engagement/ incenGve to engage

Threats -  High compeGGon in the market, especially from low-‐

priced products

-  Trust and security issues for online purchase

-  Increasing cost of organic ingredients

OpportuniGes -  More partnership with like-‐minded brands

-  Future product extension (i.e. men-‐specific

products, teenager and anG-‐aging product)

-  Future market extension (i.e. Asia & Europe)

-  Mobile plaqorm to support increased mobile

shopping

Agenda



•  SWOT

•  SituaGon Analysis/Key Issues



•  Q&A

SituaGonal Analysis: Key issues

2. Confusing website layout/design •  Not user-‐friendly •  Hard to navigate/ find the products

1.   Unclear brand image •  Online and physical store do not

reflect luxurious lifestyle •  Inconsistent brand image

3. Low awareness •  Known in niche consumers ( i.e.

those who have experience with products in hotels or spa)

•  Limited experienGal physical store

4. Low engagement •  Less incenGve to engage and share •  Less acGve interacGon with

consumers •  No user-‐friendly mobile web •  Content is not inviGng to interact/

share

Source: Consumers interview ( 15 people), company informa@on by partner, news and business informa@on analysis

18

Key issue:Branding •  Website Presence: Inconsistent in different

website (Barneys VS. Red flower) •  Store reflects organic concepts,

yet less luxurious and lifestyle.

Content is •  Una2racGve •  Low incenGve •  Low engagement

Pushing Strat

egy

Consumer feedback about branding •  How do consumers feel about the brand?

Pricey

Organic

Friendly/Warm

Natural

Unique Health product

Key issue: Website

•  Overwhelming contents

•  Too clu2ering with small pictures and text.

•  Not eye-‐catching •  No lifestyle-‐related

contents/images

•  Too colorful •  Hard to read

Consumer feedback about website •  How do consumers think about the brand?

Source: Consumers interview ( 15 people), company informa@on by partner, news and business informa@on analysis

Confusing Rich informa,on

Too colorful

RepeGGve

Floral

Wordy

Facebook Twi2er Instagram Foursquare

Likes/Followers/Fans

7,046 1,342 738

TAT/Following 244 1,104 311

Check-‐in 160 193

•  Online engagement acGviGes is relaGvely low

Facebook TwiIer Instagram

Posts per day 3-‐4 0-‐3 1

Likes per Post

IntroducGon (Company/AcGviGes/Products)

0-‐7 0-‐5

Share (Scenery/Quote) 12-‐27 0-‐5 11-‐40

Key issue: Engagement

Key issue: Engagement

More photo on product buying on mobile

•  No mobile web plaqorm for mobile device •  Similar design as in current website •  Too clu2ers and hard to navigate on mobile

Agenda



•  SWOT




•  Q&A

Target Audience: Primary

Target Audience: Secondary

Strategic RecommendaGon

BRAND STRATEGY •  Perceived image: Luxurious organic lifestyle product •  Brand image/message must be consistent in all channels

CAMPAIGN OBJECTIVES: •  Enhance brand image •  Increase brand awareness & acquire new customers •  Increase engagement & Sales •  Retain customers

ONLINE •  Brand website re-‐design strategy •  Product offer strategy (Personalized/limited/

bundle) •  Social media strategy •  SEO/SEM strategy •  Mobile plaqorm strategy •  Loyalty program (integrated with offline)

OFFLINE •  Event •  sponsorship •  Partnership •  Print ad with QR codes •  Give away sample •  Loyalty program (integrated with online)

Strategic recommendaGon



bundle/Best deal promoGon of the day) •  Social media strategy •  SEO/SEM strategy •  Mobile plaqorm strategy •  Loyalty program (integrated with offline)

OFFLINE •  Event •  Sponsorship •  Partnership •  Print ad with QR codes •  Give away sample •  Loyalty program (integrated with online)


Website Re-‐design Strategy DESIGN: Re-‐design layout of the website.

•  Improve the design by endorsing more lifestyle elements to enhance and strengthen brand image ( add in target lifestyle visuals)

•  Simple design/ simple categorizaGon/ simple navigaGon

INTERACTIVITY: Add more interac,ve features in the website for more engagement

•  Zoom-‐in/Zoom out, 360 degree view •  Life chat for purchasing assistance

•  CustomizaGon feature •  Personal TesGng & product suggesGon

•  Product sampling

CONTENT: Improve content by adding in lifestyle •  Lifestyle oriented product detail, i.e. injecGng usage occasion in daily life

•  Add more interesGng content in VDO format •  Integrate and link websites with all exisGng social media plaqorm

and encourage sharing •  Red flower’s home try-‐on program

•  Simple & neat •  Reflect luxurious organic lifestyle •  Integrated with all exisGng social media •  Live chat for personal assistance and interacGon

Website Design – Look

Website Design – Look Style references : Inject more lifestyle elements in new layout design

Website Design – Content •  Product Sugges,on ObjecGve: Create engagement, collect data and increase sales Prospect/exisGng customers register and do online test to get recommendaGon for products

Website Design – Content •  Amer finishing the test, customer is encouraged to share result on social media plaqorm in order

to order 2 samples of the personalized products from online home try-‐on (free shipping) •  Consumers feel understood and feel red flower trustworthy

SEM/SEO Google keyword search

Key analysis: •  Organic keyword is not as popular as "Make up” •  Product category such as Shampoo, EssenGal Oil, LoGon are popular keywords. (Ready

to purchase stage) •  Product ingredient search is gedng popular

Source: Good ad words research

Key words Monthly View Compe,,on Bid costs

Beauty 60K Low $1.75

Shampoo 22K High $5.62

EssenGal oils 110K High $1.34

LoGon 15K Medium $4

Candles 50K High $0.99

SEM/SEO Google keyword search

Keyword suggesGon: •  Beauty •  EssenGal oils •  Scented Candles •  Product category key words, i.e. Shampoo, loGon •  Product ingredient related words i.e.Berries Beauty

Source: Good ad words research

Product Offer Strategy – Limited-‐ediGon •  ObjecGve: Increase web engagement and sales •  Limited ediGon product by occasion, i.e. mother’s day, Christmas, available only for

online order •  Limited Gming to create sense of urgency

Product Offer Strategy – Bundled product •  ObjecGve: Increase units/order and revenue/transacGon •  Bundled product for special price available only online (i.e. seasonal gim set) •  Bundled product could be both within the same or cross categories.

Social Media Strategy – Content •  ObjecGve: Increase brand awareness and engagement •  Create two-‐way communicaGon conversaGon and regularly respond on social media •  Include direct link to buy product in social media ( Facebook & Instagram) •  Give incenGve for sharing in social media, i.e. free sample, discount code

Which scent is your favorite? Share your favorite scent and tell us why under the post and win the whole set of them.

How much do you love us? Share everyone your love to Red Flower with a photo of you and our product and #redflowerny to win free sample.

Alexandra Suzanne Greenawalt: A personal stylist and fashion

expert in New York Mike Khakee: Fashion blogger

Chris,me Amorose NYC Lifestyle Blogger

Social Media Strategy – Endorsement •  Endorse lifestyle oriented influencers, i.e. lifestyle and fashion bloggers, in social

media and also product in their blogs. •  Selected lifestyle influencers must have significant number of fanbase and reflect

brand image and target interests.

Social Media Strategy – Endorsement •  Influencers (Primary targets)

h2p://cupcakesandcashmere.com/ •  Thirty-‐year-‐old Emily Schuman •  Life style blogger •  Unique blend of fashion, food and an arqul approach to daily living •  120,000 daily visitors •  Seen as her generaGon's Martha Stewart.

Social Media Strategy – Endorsement •  Influencer (Secondary target)

h2p://fimynoqrumpy.blogspot.com/

•  AcGve talking about fashion, healthy eaGng and lifestyles for women over 50

•  Encourage women 50+ being visible and fabulous

•  700k views

Social Media Strategy – E-‐mail Outreach •  Collect email data from consumer via social media and website events

•  Send email to consumers at least twice a month with promoGon informaGon, product informaGon, and social events.

Mobile Plaqorm •  Build a mobile plaqorm which is more product-oriented •  Keep the content simple, organized, and easy to navigate •  Make it small-screen user-‐friendly (i.e.) easy to scroll •  Avoid too much words

Loyalty Program •  ObjecGve: IncenGve loyalty program to retain consumers •  Point collecGon of purchase from both online and offline channels •  Make it fun and incenGve •  Set silver, golden and plaGnum consumer loyalty card .

-‐ Silver : easy to enter, gain basic benefits like birthday sample gims and encourage them to purchase more to upgrade -‐  Golden: receive surprising 10% discount 3 Gmes a year -‐  PlaGnum: 20% discount, private events, spa discount

.

Strategic RecommendaGon




bundle) •  Social media strategy •  SEO/SEM strategy •  Mobile plaqorm strategy •  Loyalty program (integrated with offline)

OFFLINE •  Event •  Sponsorship •  Partnership •  Print ad with QR codes •  Give away sample •  Loyalty program (integrated with online)

Event: Exclusive Cruise Party ObjecGve:

-‐ Enhance lifestyle brand image -‐ increase consumer engagement -‐ MoGve consumers to enroll loyalty program.

Concept: •  Invite 20 Redflower consumers to join an exclusive

1 day boat party in Summer. •  Consumers have to send applicaGon via Redflower

website. Use all social media plaqorm to promote this event

How to get in: •  10 consumers are selected from Red flower PlaGnum loyal consumers

•  10 consumers are selected with below requirements:

-‐  Purchased products from Redflower in last 3 weeks -‐  Share a picture of Redflower product showing

lifestyle on FB/Twi2er/Instagram Online & Offline AmplificaGon Post-‐event PR on media and social media, i.e. Red flower social media, lifestyle blogs, magazine, press.

Sponsorship ObjecGve: -‐  Increase brand awareness/ buzz and media presence -‐  Enhance lifestyle brand image Proposed sponsorship event : -‐  Sponsor 2014 diner ‘en blanc table candles’ (aka. “dinner in white”) -‐  4,000 out of 45,000 chosen -‐  Place Red Flower’s candle in the dinner event to enhance ambience -‐  Give away sample in this fashion events

Partnership:

Healthy Lifestyle

ObjecGve: Enhance the lifestyle brand image by strategically partnership with healthy living and lifestyle related businesses, i.e. lifestyle yoga studio, chic organic restaurants.

Red flower cares for your health and wellness

Store Discounts

Membership Discount

Print ad with QR code :

Beauty of course is an enigma, an indefinable topic, a highly personal point of view that exists in a field of possibiliGes that range from absolute mundane to deeply profound. I immediately began assembling a short list in my mind of how I define beauty...survival, happiness, truth, health, self-‐expression, strength, power, belief, faith, adtude, style, sensuality, desire, virtue, a2racGon, love, nature, childhood, life, arGfice, symmetry, grace, transformaGon, image, in the eye of the beholder, passion, celebraGon...I hold onto the potenGal of all these words as part of a deeper connecGon to the resonance of beauty. "All water has a perfect memory and is forever trying to get back to where it was."

-‐-‐ Toni Morrison, Beloved To me, beauty is a way of living life. bringing the whole self to every moment. a mulG-‐dimensional, mulG-‐sensual existence where everything is appreciated. beauty is a way of living life more fully, a way of seeing and feeling, ledng go and believing. for me, beauty starts with a bath. a primal act of self-‐care that brings health and purificaGon to the whole body. it’s important to make space in a full-‐day cycle to draw a hot bath, or experience a shower under steaming water -‐-‐ the sensaGon of warmth and water on the skin, the rhythmic sound of water, the quiet of washing skin, and the clean somness that comes from scrubbing. dim the lights and add a sweet scent of a candle flickering, anoinGng the body with warm oil, pause, listen, and relax -‐-‐ find the purity that is residing momentarily in the senses, this is beauty. bathing is a ritual that evolves, it can electrify and inspire.

ObjecGve: -‐  Create brand awareness -‐  Drive traffic from offline to online How -‐  ArGcles introducing philosophy of red flower and

organic product ingredients

Publica,on Reach Against A25-‐44 Path to Purchase Editorial Loca,on

Cosmopolitan 3,832,000 Awareness; Engagement Health & Fitness; Confessions

Marie Claire 45% Awareness; Engagement Health & Fitness; Love & Sex

Glamour 8,562,000 Awareness; Engagement Health & Diet; Sex & Love

Vogue 11,491,000 Awareness; Engagement Fashion/Style content

Elle 5,897,000 Awareness; Engagement Sex & RelaGonships

InStyle 2,207,000 Awareness; Engagement “Summer Steals”/ What to do

Maxim 39.1% Awareness; Engagement Food Fight/100 Supplement

*Source: Individual media kits found online

Print ad with QR code: Suggest magazines

Sample ObjecGve: Increase brand awareness and sales

Friend-‐for-‐friend program: Bring a friend to store or refer a friend online(website/social media) to win samples together

Birchbox.com: Work with Birchbox to give away sample to real beauty lover with spending power •  300,000 subscribers in U.S. •  For a $10 monthly membership, it sends the

subscribers a box of samples of cosmeGcs and beauty products on monthly basis.

Campaign Summary O

bj.

AWARENESS SALE

Dig

ital.

Cha

nnel

s

SUSTAIN

Social Media

Search

Personalization

Website

Loyalty Program

Print with QR Code

Event

Partnership

Give away sample

Mobile

Sponsorship

E-mail

Agenda



•  SWOT




•  Q&A

•  Click through rate •  Conversion rate •  Bounce rate •  Number of engagement in social media ( # of fans, # of talk about, # of

shares) •  Applause rate •  # of new unique visitor •  DuraGon of visit •  # of visitors from QR codes •  Sales per unit •  Unit per transacGon •  Total sales/revenue

Performance EvaluaGon Metrics

Agenda



•  SWOT




•  Q&A

THANK YOU

Present by: Pajsalita Horsathi2ham

Xuyan Yan

Chieh-‐En Tsai

Qiuzhe Zheng

作品集 red flower

Marketing