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S H O P B O P ’ S O N E Y E A R M A R K E T I N G P L A N ----------------------------------------------------------------------------------------
EUGENIA ANJIRACH JAIWONGRITIKA JAYASWAL
SOCIAL COMMERCE - SPRING 2015
COMPANYHISTORY
C O M PA N Y H I S T O RY----------------------------------• Opened as a brick-and-mortar boutique named Bop in 1999• Initially sold designer clothes and hard-to-find denims in Madison, Wisconsin• Launched an e-commerce website named Shopbop in 2000 and experienced
a quick success• In 2006, Bop LLC was acquired by Amazon in 2006. Leveraging the
experiences and innovative technological expertise of Amazon, which is the world’s largest internet retailer, Shopbop was able to expand on its existing services and product offerings.
BRANDIDENTITY
B RA N D I D E N T I T Y-----------------------------------------------------------------------• Premier online shopping destination for what's
new and what's next in fashion with platforms easy to navigate
• Offers a curated assortment of high, medium, and low, runway designers, emerging designers, and premium brands (runway inspired designs)
• Offers women around the world the best selections from both established and emerging designers
• Delivers authentic and quality products at competitive prices
COMPANYOVERVIEW
C O M PA N Y OV E RV I E W
----------------------------• Premier e-commerce fashion business• Operates on both web and mobile platforms• User-friendly web tools and easy-to-browse merchandising
make it easy for modern women on the go to make purchases quickly wherever they are.
TARGET MARKET DEMOGRAPHICS
TA R G E T M A R K E T - D E M O G R A P H I C S------------------------------------------------------------
• Mix of women in their 20s and 30s• Fashion-savvy and technologically savvy to shop online and through mobile
devices• Likely to have bachelor’s degrees or higher• Because of higher than average price points, the target segments have full
time jobs and are in median to high income brackets
TARGET MARKET – PSYCHOGRAPH ICS-------------------------------------------------------------------
• Trend followers and trend setters• Meticulous dressers for both work and social functions• Women needing chic and modern options for all aspects of their lives• Women who want to and do stand out among their peers
POSIT IONING
P O S I T I O N I N G & D I F F E R E N T I AT I N G FA C T O R S---------------------------------------------------------------------------• Recognized as a trend-setting company
• Shopbop leverages the team in suggesting each customer a mix of products based on his/her previous purchases and saved products providing a highly personalized, boutique-esque online shopping experience.
• Major distinguisher - Item pages include videos of models wearing the items to show what they would look like and how they fit and look when moving – Compensates for in-person shopping experience
BRAND IMAGE
BRAND IMAGE-----------------------
Shopbop’s target market perceives the brand image to be transparent, light-hearted, colorful, fun, and fresh.
COMPET ITORS
C O M P E T I T O R S------------------------
Premier online luxury retailer founded by Natalie Massenet in 2000. Merchandise are carefully curated into magazine-like editorials, prompting customers to purchase trending high-end pieces. Keeping in line with its luxurious brand image, Net-A-Porter provides its consumers with sleek elegant packaging available for same day delivery.
Online boutique founded in 2008 with merchandise from over 1000 brands around the world promoting cultural diversity and independent designers. From niche labels to well-known luxury brands, Farfetch provides it all to satiate today’s fashion-savvy consumers that like to mix and match.
C O M P E T I T O R S-------------------------
Founded in 1998, Bluefly.com was one of the first online boutiques to offer on-trend designer brands. Based in New York, Bluefly prides itself in its eclectic offerings of clothes and accessories for men, women, and kids as well as home goods.
Carrying over 500 brands for both men and women, Revolve Clothing considers itself the "virtual home” offering designer apparels, shoes, and accessories. With a 30 day price matching policy and free 2-3 day shipping, Revolve offers a high-quality customer service and an online shopping experience.
Price
Brand Equity
OBJECT IVES TO MAKE THE CATEGORY MORE DYNAMIC
O B J E C T I V E S-----------------------------------------------------------------------• Using under-recognized new and experienced
designers and accomplishing strategic partnerships for exclusive offering
• Increasing synergic efforts with designers with top-selling collaborations in previous years
• Enhance strong presence on social media platforms by providing engaging and attractive contents
O B J E C T I V E S-----------------------------------------------------------------------• Creating strong editorials, web, and mobile
contents• Providing more personalized and emotionally
positive customer service experiences• Providing more products with customization
options • Keeping our existing customers satisfied and
attract new customers• Engaging our customers on a more emotional and
personal manner through providing strong marketing content, offerings, and customer service
STRATEGIES TO MAKE THE S ITE MORE DYNAMIC
S T RAT E G I E S-----------------------------------------------------------------------• New strategic partnerships: To keep the brand
fresh and relevant through product assortments • Strengthen existing strategic partnerships: To
tailor to the pallets of our trend-conscious customers
• Quality: Consistently and frequently updating assortments, services, the web and mobile platform, content, merchandising, and landing pages
• Increase Personalization/customization: To provide engaging customer service experiences
• Promotions and Campaigns: Creating synergy among promotions/campaigns/ partnerships to support our goals
S T RAT E G I E S-----------------------------------------------------------------------• Rewards: Incentives provided to repeat
customers (VIP previews and presales)• Leverage latest technology and growing social
media trends: search engine optimization (Google/Pinterest AdWords & Pay-Per-Click), blogging, expanding the existing daily lookbooks into an online magazine content, creating strong visuals attract more clicks
• Events: Providing in-store shopping experiences through pop-up stores and connecting with local customers on a more personal level
• Going back-to-the-Basics: Running traditional print ads, sending out post-card advertisements to mail subscribes, and partnering with brands that have been in business for decades with strong core products
ANNUAL PROMOTIONAL CALENDAR
JANUARYFriend & Family Event
& End-of-Year Sale
FEBRUARYValentine’s day Promotion
& End-of-Year Sale
MARCHShopbop New Girl
(Strategic Partnership Promotion)
APRILBreast Cancer Promotion
MAYCoachella – Ready Promotion
JUNEMara Hoffman X Pamela Love
(Lifestyle Campaign)& End of season sale***
JULYKnock Knock!
(Video Email Promotion) & End of season sale
AUGUSTSummer Sale
(Sale Promotion)
SEPTEMBERFall-Winter Collections
(Banner Ads Campaign)
OCTOBERFall-Winter Collections
(Banner Ads Campaign)
NOVEMBERBlack Friday Sale
DECEMBEREnd-of-Year Sale
A N N U A L P R O M O T I O N A L C A L E N D A R-----------------------------------------------------------------
A N N U A L P R O M O T I O N A L C A L E N D A R-----------------------------------------------------------------
JANUARY:FR IENDS & FAMILY SALETO START OFF THE YEAR!
J A N U A R Y:F R I E N D S & F A M I LY S A L ET O S TA R T O F F T H E Y E A R !-----------------------------------------------------------• PROMOTION OBJECTIVE:
• To offer friends & family sale to the discount-driven target market to start off the year by gaining traction to the site and using reminder marketing to propel customers to get in the habit of shopping with us throughout the year
• TARGET AUDIENCE:• All existing customers to reward them
for being loyal to Shopbop• All network of friends and family to
capture new customers with similar demographic and psychographic characteristics
• PROMOTED MERCHANDISE:All current merchandise sold through Shopbop
• CROSS MARKETING/INTEGRATED MARKETING ELEMENTS:• Email blasts to email subscribers• Personalized email to be forwarded to the employees’ networks• Post cards sent to mail subscribers• Mobile application alerts• Social media posts (Facebook, Twitter, Pinterest, Instagram, and Weibo)
• E-MAIL SUBJECT LINE:• 3 DAYS ONLY! TAKE 25% OFF YOUR ORDER – WITH CODE FAMILY 25
• DATA CAPTURED: • New members registered• New email subscribers• Purchases made during the 3 day period, social media activities (brand hijacking activities – qualitative)
FEBRUARY:VALENT INE ’S DAY PROMOTION
F E B R U A RY:VA L N E T I N E ’ S D AY P R O M O T I O N-----------------------------------------------------------------------• PROMOTION OBJECTIVE
• Promote sales by attracting shoppers with the discount
• Use code LOVESTRUCK to get 20% off• TARGET AUDIENCE
• Men & women buying gifts for their girlfriends/wives
• Women shopping for themselves to wear on Valentine’s Day
• EMAIL SUBJECT LINE• Show Your Love… With ShopBop!
F E B R U A RY:VA L N E T I N E ’ S D AY P R O M O T I O N-----------------------------------------------------------------------• CROSS MARKETING/INTEGRATED MARKETING
ELEMENTS:• Use ShopBop’s Blog ShopTalk and all social
media platforms to suggest gift ideas• Specialized Email blasts• Use #ShopBopLoveStruck to share gift
photos• Banner Advertising for a week before Feb
14th• PROMOTIONAL MERCHANDISE:
• Intimate Lingerie• Make Up• Fashion Jewelry• Accessories – Cell phone covers, clutches
• DATA CAPTURED:• Email addresses of male shoppers and new
female shoppers• Social Media activities of
members/followers
MARCH: STRATEGIC PARTNERSHIP
M A RC H :S T RAT E G I C PA RT N E R S H I P-----------------------------------------------------------• PROMOTION OBJECTIVE:
• Inform and sell merchandise seen on the Fox TV series - New Girl
• Capitalize on the buzz surrounding the wardrobe on New Girl
• Establishing a successful marketing partnerships that lead to potential customer
• TARGET AUDIENCE: • TV audience and young fashion conscious
American women • EMAIL SUBJECT LINE:
• Shop the merchandise seen on New Girl, only available at Shopbop
M A RC H :S T RAT E G I C PA RT N E R S H I P-----------------------------------------------------------• CROSS MARKETING/INTEGRATED MARKETING
ELEMENTS:• Using existing social media tools such as
Twitter, Pinterest, Facebook, Weibo, Instagram, and Youtube channel
• Pictorial advertisement and a link to the video
• Hashtag: #NewGirlonShopbop• PROMOTIONAL MERCHANDISE:
• Spring/Summer Collections from select Designers
• DATA CAPTURED:• New subscribers purchasing in
Merchandise shown• Social Media activities of
members/followers• BUDGET: $ 75,000
“FIND YOUR
NEW LOOKTHROUGH
NEW GIRL’SWARDROBE
ONLY ATSHOPBOP”
APRIL :BREAST CANCER AWARENESS
A P R I L :B R E A S T C A N C E R AWA R E N E S S-----------------------------------------------------------------------• PROMOTION OBJECTIVES:
• Collaborate with Mara Hoffman• 50% of all sales from the collection will go
to the Ogaan Cancer foundation in India• Spread awareness about breast cancer
• TARGET AUDIENCE:• Philanthropic women who want to shop for
a cause• Mara Hoffman fans
• EMAIL SUBJECT LINE:• Mara Hoffman x ShopBop
Collection to Raise Awareness for Breast Cancer
FIGHTFOR
BREASTCANCER
A P R I L :B R E A S T C A N C E R AWA R E N E S S-----------------------------------------------------------------------• CROSS MARKETING:
• Email blasts to ShopBop and Mara Hoffman members
• Postcard communications to select members
• Informational print ad on fashion & health magazines like Us Weekly, the Breast Cancer Wellness Magazine http://www.breastcancerwellness.org/ Health & Fitness, and SELF Magazine
• Digital ads on the front pages of ShopBop and Mara Hoffman’s websites and to be used by other fashion websites like Racked.com
• Pay Per Click (Google AdWords, Pinterest and Facebook Ads.), Reviews by Bloggers
• Press release to the media• Website: Special webpage for people to
learn more about our campaign (Showing raised amount in real time)
• Video: Creating a series of videos by using a storytelling technique to emotionally trigger viewers to participate
A P R I L :B R E A S T C A N C E R AWA R E N E S S-----------------------------------------------------------------------• PROMOTION MERCHANDISE:
• Collection from Mara Hoffman collaboration
• DATA CAPTURED:• New philanthropic shoppers who may
continue to shop on ShopBop even after the campaign
MAY:COACHELLA-READY PROMOTION
M AY:C O A C H E L L A - R E A DY P R O M O T I O N-----------------------------------------------------------------------• PROMOTION OBJECTIVE:
• Promoting music-festival inspired clothing like crop tops, distressed denim shorts, trendy accessories etc.
• Use code COACHELLAREADY to get 20% off• TARGET AUDIENCE:
• Young fashionable women who are also music festival enthusiasts
• EMAIL SUBJECT LINE• Be COACHELLA-READY with ShopBop
M AY:C O A C H E L L A - R E A DY P R O M O T I O N-----------------------------------------------------------------------• CROSS MARKETING:
• Use Facebook, Pinterest and Instagram to promote festival fashion ideas
• Produce a YouTube video showing glimpses of the festival and the fashion out there
• Email blasts• Banner Advertising for a week before the
event• PROMOTIONAL MERCHANDISE:
• Hippie-chic merchandise• DATA CAPTURED:
• Email addresses of music enthusiasts• Social Media sharing activities of
members/followers
Only at
JUNE: L IFESTYLE CAMPAIGN
J U N E :L I F E S T Y L E C A M PA I G N-----------------------------------------------------------• PROMOTION OBJECTIVE:
• Increase traffic, sales, and customer loyalty• Offering new customized product to get
our shopper excited with the new collaboration in limited time and quantity
• Gain potential for future purchases for the brands and similar merchandise offered at Shopbop
• TARGET MARKET: • Designers’ fan and royal customer base• Young professional women who regularly
shop at Shopbop • EMAIL SUBJECT LINE:
• EXCLUSIVE SALE: Shop Pamela Love X Mara Hoffman Only at Shopbop
J U N E :L I F E S T Y L E C A M PA I G N-----------------------------------------------------------• CROSS MARKETING:
• Using existing social media tools to spread the news about the event such as Twitter, Pinterest, Facebook, and instagram
• Editorial on fashion blogs • Email alerting • Self promoting by Designers and
celebrities through their social media accounts
• Bloggers and other influencers • Hashtag: #MaraxPamela
• PROMOTIONAL MERCHANDISE: • Mara Hoffman x Pamela Love
Collaboration• DATA CAPTURED
• New subscribers purchasing the collection• Social Media activities of
members/followers
JUNE – AUGUST:END -OF-SEASON SALES – ADDIT IONAL 25% OFF
J U N E – AU G U S T:E N D - O F- S E A S O N S A L E S – A D D I T I O N A L 2 5 % O F F-----------------------------------------------------------
• PROMOTION OBJECTIVE:To offer end-of-season sales (beginning on to get rid of unsold merchandise and inventory for the spring and summer merchandise
• TARGET AUDIENCE:• Customers that are
price-sensitive and make purchasing decisions driven by deep discounts
• PROMOTED MERCHANDISE:
All merchandise sold through Shopbop with sell-through %s lower than 60% with tiered discount %s, offering additional incentive of 25$ of all discounted merchandise
• CROSS MARKETING/INTEGRATED MARKETING ELEMENTS:
Email blasts to email subscribers, post cards sent to mail subscribers, mobile application alerts, social media (Facebook, Twitter, Pinterest, Instagram, and Weibo), fashion blogs and newsletters (racked.com ) to inform potential customers in posts on end-of-season sales, and ebates to include higher % cash rebate incentives.
• E-MAIL SUBJECT LINE: END-OF-SEASON SALES! ADDITIONAL 25% OFF ALL SALES MERCHANDISE
• DATA CAPTURED: New customers registered, site, mobile, and social traffic data, sales data on discounted merchandise during the period
JULY: V IDEO EMAIL
J U LY:V I D E O E M A I L P R O M O T I O N -----------------------------------------------------------• PROMOTION OBJECTIVE:
• Expand the customer base and gain potential purchases at Shopbop by starring designers and fashion influencers in the email video
• Offering free shipping and return• TARGET AUDIENCE:
• Fashion savvy who regularly shop online• EMAIL SUBJECT LINE:
• Delivering Top Designers to Your Door!
DELIVERY TOP DESIGNERS TO YOUR DOOR!!!!
J U LY:V I D E O E M A I L P R O M O T I O N -----------------------------------------------------------• CROSS MARKETING:
• Sending out the email promotion to our existing describers and potential customer from our new email acquisition
• Adding a visual indication with the play button in promotion email
• Social media advertising• Forwarding and sharing
• PROMOTIONAL MERCHANDISE: • Spring/Summer Collections from select
Designers featuring in the video• DATA CAPTURED:
• Viewing, and tracking CPC• Shipping audit report• Social Media activities of
members/followers• BUDGET: $ 15,000
2015
shop Pre Fall/Winter
AUGUST:Adidas x Vivienne Westwood/Abi Ferrin Pop-Up in Tokyo and Dallas
AU G U S T:Adidas x Vivienne Westwood/Abi Ferrin Pop-Up in Tokyo and Dallas-----------------------------------------------------------
• PROMOTION OBJECTIVE:To offer the summer 2015 collection for Adidas x Vivienne Westwood and bring the collection to the 7-day pop-up shop in Tokyo and summer 2015 collection for Adidas x Abi Ferrin in Dallas
• TARGET AUDIENCE:• Local fashion-savvy
segments in Tokyo and Dallas
• PROMOTED MERCHANDISE:
The product offerings will include athleisure tops and bottoms incorporating innovative wicking technologies and accessories including sneakers.
• CROSS MARKETING/INTEGRATED MARKETING ELEMENTS:
• Email blasts to local customers and fashion insiders• Social media (Facebook, Twitter, Pinterest, and Instagram) with
hashtag #shopboppopup • Local fashion blogs (Dallas: The Parental Style, Sea of Shoes; Love
You,Mean It; Krystak Schlegel, and One Small Blonde. Tokyo: Tokyo Dandy, Tokyo Fashion Diary, Style From Tokyo)
• Local newspapers, websites, and print-ads to inform potential customers of the pop-up stores.
• E-MAIL SUBJECT LINE: ADIDAS x ABI FERRIN/VIVIENNE WESTWOOD 7 DAY POP-UP STORE COMING TO YOU
• DATA CAPTURED: New customers registered, site, mobile, and social traffic data, sales data on the collections
SEPTEMBER - OCTOBER: FALL /WINTER AD CAMPAIGN
S E P T E M B E R - O C T O B E R:FA L L / W I N T E R A D C A M PA I G N-----------------------------------------------------------• PROMOTION OBJECTIVE:
• Presenting new Fall/Winter collections featuring celebrities and designers as model
• Presenting the Ad in organic way and effective
• Gaining buzz, revenue, engagement, and sense of freshness
• Emphasizing the brand image as the leader of e-retailer
• TARGET AUDIENCE: • Young professional women who is savvy in
fashion and love to stay ahead of fashion trends
• EMAIL SUBJECT LINE: • What’s in Victoria’s shopping bag!?• NEW IN: Fall/Winter Collections
S E P T E M B E R- O C T O B E R:FA L L / W I N T E R A D C A M PA I G N-----------------------------------------------------------• CROSS MARKETING:
• Using existing social media tools to spread the news about the ad campaign
• Email alerting to subscribers• Social Media Advertising• Bloggers and other influencers• Billboard in major fashion cities• Print ad in leading fashion magazines • Hashtag: #Shopbopshopbag
• PROMOTIONAL MERCHANDISE: • Fall/Winter Collections
• DATA CAPTURED:• Social Media activities of member,
followers, and audience• New subscriber during the campaign
period• Tracking CPC
OCTOBER:Adidas x Barbour Pop-Up in NYC
O C T O B E R :Adidas x Barbour Pop-Up in NYC-----------------------------------------------------------
• PROMOTION OBJECTIVE:To offer the Fall/winter 2015 collection for Adidas x Barbour and bring the collection to the 7-day pop-up shop in NYC
• TARGET AUDIENCE:• Fashion Savvy Target
Customers
• PROMOTED MERCHANDISE:
The product offerings will include athleisure tops and bottoms incorporating innovative wicking technologies and accessories including sneakers.
• CROSS MARKETING/INTEGRATED MARKETING ELEMENTS:
• Email blasts to local customers and fashion insiders• Social media (Facebook, Twitter, Pinterest, and Instagram) with
hashtag #shopboppopup • Local newspapers, websites, and print-ads to inform potential
customers of the pop-up store in NYC
• E-MAIL SUBJECT LINE: ADIDAS x BARBOUR 7 DAY POP-UP STORE COMING TO YOU
• DATA CAPTURED: New customers registered, site, mobile, and social traffic data, sales data on the collections
NOVEMBER:SPEND MORE –SAVE MORE PROMOTION
N O V E M B E R :S P E N D M O R E - S AV E M O R E P R O M O T I O N-----------------------------------------------------------------------• PROMOTION OBJECTIVES:
• Black Friday starts early for ShopBop members!
• Spend More & Save MoreSpend $250+ and Save $50Spend $500+ and Save $100Spend $750+ and Save $150 Spend $1000+ and Save $250
• Enter Code IWANTMORE at Checkout• Promotion starts 5 days before Black Friday,
exclusively for ShopBop members • TARGET AUDIENCE:
• Fashionable women who love to shop at discounts
• ShopBop’s aspirational consumers who want to take advantage of this great offer
• EMAIL SUBJECT LINE:• ShopBop’s Spend More - Save More Sale
N O V E M B E R :S P E N D M O R E - S AV E M O R E P R O M O T I O N-----------------------------------------------------------------------• CROSS MARKETING:
• Use Facebook, Pinterest, Instagram and all other social media platforms to announce the sale
• Promotional email blasts• Banner Advertising for a week before the
event• PROMOTIONAL MERCHANDISE:
• Includes all full priced and sale items at ShopBop
• DATA CAPTURED:• New aspirational women shoppers• Men who want to buy gifts for women for
Thanksgiving and the Holiday season
DECEMBER - FEBRUARY:END -OF-YEAR SALES
D E C E M B E R - F E B R UA RY:E N D - O F-Y E A R S A L E S-----------------------------------------------------------• PROMOTION OBJECTIVE:To offer end-of-year sales (beginning on 12/26) to get rid of unsold merchandise and inventory
• TARGET AUDIENCE:• Customers that are price-sensitive
and make purchasing decisions driven by deep discounts
• PROMOTED MERCHANDISE:All merchandise sold through Shopbop with sell-through %s lower than 60%
• CROSS MARKETING/INTEGRATED MARKETING ELEMENTS:Email blasts to email subscribers, post cards sent to mail subscribers, mobile application alerts, social media (Facebook, Twitter, Pinterest, Instagram, and Weibo), fashion blogs and newsletters (racked.com ) to inform potential customers in posts on year-end-sales, and ebates to include higher % cash rebate incentives.
• E-MAIL SUBJECT LINE: END-OF-YEAR SALES! OUR BEST SALES YET!
• MONTHLY BUDGET: $6,000
• DATA CAPTURED: New customers registered, site, mobile, and social traffic data, sales data on discounted merchandise during the period
ANNUAL BUDGET
MONTH PROMOTION END OF SEASON SALE BUDGET
MONTHLY PROMOTIONAL
BUDGETTOTAL BUDGET
JANUARYFriend & Family Event
& End-of-Year Sale $5,000.00 $5,000.00 $10,000.00
FEBRUARYValentine’s day Promotion
& End-of-Year Sale $5,000.00 $5,000.00 $10,000.00
MARCHShopbop New Girl
(Strategic Partnership Promotion) $200,000.00 $200,000.00
APRIL Breast Cancer Promotion $8,000.00 $8,000.00
MAY Coachella – Ready Promotion $8,000.00 $8,000.00
JUNEMara Hoffman X Pamela Love
(Lifestyle Campaign)& End-of-Season Sale
$5,000.00 $50,000.00 $55,000.00
JULYKnock Knock!
(Video Email Promotion) & End-of-Season Sale $5,000.00 $20,000.00 $25,000.00
AUGUST Adidas x Vivienne Westwood/Abi Ferrin Pop-Up in Tokyo and Dallas & End-of-Season Sale $5,000.00 $80,000.00 $85,000.00
SEPTEMBERFall-Winter Collections(Banner Ads Campaign) $40,000.00 $40,000.00
OCTOBER Adidas X Barbour - Pop-Up in NYC $40,000.00 $40,000.00
NOVEMBER Black Friday Sale $5,000.00 $5,000.00
DECEMBER End-of-Year Sale $5,000.00 $1,000.00 $6,000.00
SUM $30,000.00 $462,000.00 $492,000.00
M E A S U R I N GS U C C E S S
M E A S U R I N G S U C C E S S-----------------------------------------------------------------------Using Key Performance Indicators (KPIs) to measure our success• Sale: Comparing by hour, day, week, month,
season, and annual• Customers: New customer and returning
customer• Site Traffic: Site visiting and promotion page
visiting• Time Spending: average time our customers
spend on site• Newsletter Subscribers• Social Media Followers and Buzz Created:
Facebook, Twitter, Pinterest, Weibo, and Instagram,
• Customer Services: Feedbacks received through surveys and customer service interactions and reviews
