Download - 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
• Industry Overview & Consumers trends
• CompeGGve Landscape
• SWOT
• SituaGonal Analysis/Key Issues
• Strategic RecommendaGon (IntegraGon of online and offline)
• 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+).
Consumer Trend Consumers adtudes towards shopping for beauty product online ( top 3) • Gives them access to hard to find products • Saves Gme • More convenient
Source: online beauty research 2013
Consumer Trend
Source: online beauty research 2013
Why Consumers do not buy beauty product online • Prefer in-‐store experience • Shipping fee • Afraid to pick the wrong product • Return hassle
Consumer Trend
Source: online beauty research 2013
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
Source: online beauty research 2013
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
• Industry Overview & Consumers trends
• CompeGGve Landscape
• SWOT
• SituaGon Analysis/Key Issues
• Strategic RecommendaGon (IntegraGon of online and offline)
• Performance EvaluaGon Metrics
• 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
• Industry Overview & Consumers trends
• CompeGGve Landscape
• SWOT
• SituaGonal Analysis/Key Issues
• Strategic RecommendaGon (IntegraGon of online and offline)
• Performance EvaluaGon Metrics
• 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
• Industry Overview & Consumers trends
• CompeGGve Landscape
• SWOT
• SituaGon Analysis/Key Issues
• Strategic RecommendaGon (IntegraGon of online and offline)
• Performance EvaluaGon Metrics
• 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
• Industry Overview & Consumers trends
• CompeGGve Landscape
• SWOT
• SituaGonal Analysis/Key Issues
• Strategic RecommendaGon (IntegraGon of online and offline)
• Performance EvaluaGon Metrics
• Q&A
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
BRAND STRATEGY • Perceived image: Luxurious organic lifestyle product • Brand image/message must be consistent in all channels
ONLINE • Brand website re-‐design strategy • Product offer strategy (Personalized/limited/
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)
CAMPAIGN OBJECTIVES: • Enhance brand image • Increase brand awareness & acquire new customers • Increase engagement & Sales • Retain customers
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 – 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
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)
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
Agenda
• Industry Overview & Consumers trends
• CompeGGve Landscape
• SWOT
• SituaGonal Analysis/Key Issues
• Strategic RecommendaGon (IntegraGon of online and offline)
• Performance EvaluaGon Metrics
• 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
• Industry Overview & Consumers trends
• CompeGGve Landscape
• SWOT
• SituaGonal Analysis/Key Issues
• Strategic RecommendaGon (IntegraGon of online and offline)
• Performance EvaluaGon Metrics
• Q&A