Iillustrated report · Fashion product Depth product range Women, men, kids wear; accessories and...

Iillustrated report

Name: Szuhan Wang (Celeste)Mudule: Digital Fashion MarketingCourse: Fashion Marketing Level 2

Table of Contents

Part.1 Evaluation of Digital Operations & Customer Experience

............................................................................................................ 1

Part.2 Critically evaluate and analyse the brand

overall digital strategy ......................................................

............................................................................................................ 6Debenhams’ OVP ...................................................................... 6

Website ..................................................................................... 6Mobile site and App ............................................................. 7Social media ............................................................................ 8

Debenhams’ customer segmentation ............................10Customer Relationship Management (CRM) ................10New opportunities/ challenges ........................................10Site improvements ................................................................11

Part.3 The digital creative output ........................................12

Bibliography ................................................................................13

Appendices. I ...............................................................................14

Appendices. II .............................................................................15

Appendices. III ............................................................................16

Szuhan Wang (Celeste)Illustrated report

Digital Fashion Marketing 1

Part.1 Evaluation of Digital Operations & Customer Experience Shopping experience (best 1-5 low) Burberry ASOS Debenhams Very Width product range 3 4 2 1 Depth product range 1 3 3 3 Search 3 1 2 3 Descriptions 2 4 3 3 Photography 1 3 4 2 Emotions 1 3 4 4 Media 2 1 3 2 Recommendations 3 1 3 2 Usability 1 3 3 5 Service 1 2 3 4 SCORE 18 25 30 29 AVERAGE 1.8 2.5 3 2.9

Diagram 1. Shopping experience Shopping quality (best 1-5 low) Burberry ASOS Debenhams Very Payment 2 3 4 4 Check-Out 1 2 3 5 Deliverability 2 1 3 5 Delivery Time 1 4 3 2 Information on Delivery 1 2 2 3 Quality of Delivery 1 4 3 4 Quality of pictures 2 3 2 4 Paperwork 1 2 4 4 Returns 1 3 2 3 Packaging 1 5 4 3 SCORE 13 29 30 37 AVERAGE 1.3 2.9 3 3.7

Diagram 2. Shopping quality Shopping experience Shopping quality Burberry 1.8 1.3 Asos 2.5 2.9 Debenhams 3 3 Very 2.9 3.7

Shopping experience (best 1-5 low) Burberry ASOS Debenhams Very Width product range 3 4 2 1 Depth product range 1 3 3 3 Search 3 1 2 3 Descriptions 2 4 3 3 Photography 1 3 4 2 Emotions 1 3 4 4 Media 2 1 3 2 Recommendations 3 1 3 2 Usability 1 3 3 5 Service 1 2 3 4 SCORE 18 25 30 29 AVERAGE 1.8 2.5 3 2.9

Diagram 1. Shopping experience Shopping quality (best 1-5 low) Burberry ASOS Debenhams Very Payment 2 3 4 4 Check-Out 1 2 3 5 Deliverability 2 1 3 5 Delivery Time 1 4 3 2 Information on Delivery 1 2 2 3 Quality of Delivery 1 4 3 4 Quality of pictures 2 3 2 4 Paperwork 1 2 4 4 Returns 1 3 2 3 Packaging 1 5 4 3 SCORE 13 29 30 37 AVERAGE 1.3 2.9 3 3.7

Diagram 2. Shopping quality Shopping experience Shopping quality Burberry 1.8 1.3 Asos 2.5 2.9 Debenhams 3 3 Very 2.9 3.7

As an increasing number of the online retailers that consumers gain more awareness on the shopping experience and shopping quality. Therefore, it is important to know the customers satisfaction within the e-tailing through the online shopping survey. According to my shopping experience from cus-tomer’s perspective on Burberry, ASOS, Debenhams and Very online website that the first impression of their landing page shows clearly on their targeting market because of the different brand identities and business model.

Burberry Shopping experience Width product range Fashion product Depth product range Women, men, kids wear; accessories and makeup Search Couldn’t define into more detail

Descriptions Price, colour, size, feature care, material and manufacturing country

Photography Modern, high quality Emotions Luxury, British heritage

Media YouTube, social media, catwalk streaming, ad campaign, viral marketing

Recommendations A few, mainly on accessories Usability Easy to navigate, e.g. Site map Service Phone service, online consulting, information in detail Shopping quality Payment Easy, clearly, quick (could login with Facebook ID) Check-Out Secure checkout

Deliverability £7 next day in UK, delivery overseas but with some restriction items

Delivery Time 1-2 day Information on Delivery Corporate with a delivery company "UPS" Quality of Delivery Clearly list on the website Quality of pictures Similar to the product Paperwork Invoice and authenticity card Returns Within 30 days of the shipping date

Packaging Hard box with dustproof bag and could also choose gift packaging

ASOS Shopping experience Width product range Fashion product Depth product range No kids wear Search Could be refined by price, colour, size, brand and style Descriptions Price, colour, size, material, cleaning care, brand Photography Simple, clean, too much gesturing Emotions Youth, stylist, trendy, street style

Media Product catwalk, social media, online magazine, blog, mobile site, App

Recommendations Complete looks, mostly same price and similar product Usability Easy to navigate Service Personal stylist Shopping quality Payment Through PayPal and any card payment Check-Out Must register with the site first but quick Deliverability Free worldwide delivery Delivery Time 4 days standard delivery in UK Information on Delivery Clearly show on the website Quality of Delivery Not much damage Quality of pictures Quite close Paperwork Invoice and return label Returns Within 28 days return by post/ collect+ Packaging Quite simple packaging

Figuer 1. Shopping experience Figuer 2. Shopping quality

Figuer 3. Burberry online shooping survey



Burberry (burberry.com) is a multi-channel retailer and it globally expands to many overseas market so it got 5 language sites could be chosen also their products could be shipped to 42 countries that customers could also change their preference currency setting in the site which is convenient to the foreign customers that they do not need to covert sterling into other currency by themselves; there-fore, Burberry got the best score on ‘service’. In addition, Burberry offers full customer service such as online consulting and FAQ. The merchandising concept of the Burberry website is intelligent; for example, the photographs look modern and luxury also Burberry performs an art and acoustic gallery let customers to catch the essence of this British heritage brand. However, there is a lower score on the ‘search’ criteria because Burberry does not offer more detailing classification in each categorise by searching a product. Overall, the navigation of the website is easy especially the site map which help customers a lot to explore it.

ASOS (asos.com) is a pure online player, targeting the younger consumers who at the age of 18 to 30 years old, hence, ASOS does not have kids wear. ASOS focus on the worldwide free delivery service so it got 5 language sites and 15 currencies to choose as well which is beneficial for the international market. Besides, the ‘search’ function is easy to manage that the products categorise could be filtered by price, colour, brand and style. Also ASOS gives customers a number of recommendation items while they are looking for the specific product that showing the suggested complete look and similar product, which provides more options for their customers. Nevertheless, ASOS got a lower rate on the ‘description’ because of the products transparency. It has been given product’s material, cleaning care and other details but it lacks the manufacturing country and the customers’ review. In general, the website of ASOS is straightforward for the youth consumers because it is neat and bold also they offer a personal stylist for them.

Burberry Shopping experience Width product range Fashion product Depth product range Women, men, kids wear; accessories and makeup Search Couldn’t define into more detail

Descriptions Price, colour, size, feature care, material and manufacturing country

Photography Modern, high quality Emotions Luxury, British heritage

Media YouTube, social media, catwalk streaming, ad campaign, viral marketing

Recommendations A few, mainly on accessories Usability Easy to navigate, e.g. Site map Service Phone service, online consulting, information in detail Shopping quality Payment Easy, clearly, quick (could login with Facebook ID) Check-Out Secure checkout

Deliverability £7 next day in UK, delivery overseas but with some restriction items

Delivery Time 1-2 day Information on Delivery Corporate with a delivery company "UPS" Quality of Delivery Clearly list on the website Quality of pictures Similar to the product Paperwork Invoice and authenticity card Returns Within 30 days of the shipping date

Packaging Hard box with dustproof bag and could also choose gift packaging

ASOS Shopping experience Width product range Fashion product Depth product range No kids wear Search Could be refined by price, colour, size, brand and style Descriptions Price, colour, size, material, cleaning care, brand Photography Simple, clean, too much gesturing Emotions Youth, stylist, trendy, street style

Media Product catwalk, social media, online magazine, blog, mobile site, App

Recommendations Complete looks, mostly same price and similar product Usability Easy to navigate Service Personal stylist Shopping quality Payment Through PayPal and any card payment Check-Out Must register with the site first but quick Deliverability Free worldwide delivery Delivery Time 4 days standard delivery in UK Information on Delivery Clearly show on the website Quality of Delivery Not much damage Quality of pictures Quite close Paperwork Invoice and return label Returns Within 28 days return by post/ collect+ Packaging Quite simple packaging

Figure 4. ASOS online shooping survey



Debenhams (debenhams.com) is a UK department store, selling variety products not only the fash-ion clothing also Electronics and Home products. Debenhams got mostly middle score in the survey because it does not give a strong impression for consumers on its site. For instant, Debenhams pro-vides the similar customer services and promotion medias to other retailers. However, in my view of point Debenhams website does not look as attractive as others. As it targeting market is mainly the middle age and older consumers that they might prefer the site to look simple and clean also offering a good deal of products but the photography look a bit untidy because they do not use model for every garment. Even though they provide the international delivery, they primarily sell in the UK because there is a few limited items could be sold overseas and it only got two languages site, which are English and German.

Debenhams Shopping experience

Width product range Mainly on fashion and beauty but also have home and electronics and food service

Depth product range The style is not too fashionable Search Easy to search, refined in detail, could sort the items Descriptions Price, size, brand, product care, customer reviews Photography Simple, product focus, untidy Emotions Targeting middle age market, sales oriental

Media Online magazine, email subscription, social media, blog, mobile site, App, Debenhams TV

Recommendations Recently view, customer also viewed Usability Easy to navigate Service In store help and phone enquiring Shopping quality Payment Secure checkout with card payment Check-Out Must register with the website but it is easy

Deliverability

UK free delivery on order over £50 or normally charge £3.99, free in-store collection and order, international deliver with limited items

Delivery Time 2-4 working days in UK Information on Delivery Clearly show on the website Quality of Delivery Not much damage Quality of pictures Similar to the product Paperwork Invoice Returns Within 28 days in store return or by post Packaging Cardboard box

Very Shopping experience Width product range Wide product range not only fashion goods Depth product range Got many brands and styles

Search Filter by category such as price, brand, best seller, rated and new product

Descriptions Price, size, colour, material and customer reviews Photography Simple, young and looks organise Emotions Cheap, fast fashion, celebrity and low quality

Media Social media, App, mobile site, Very TV, blog, online magazine

Recommendations Alternatives, buy these items together Usability A little bit hard to navigate Service Buy now pay later, FAQ, purchasing guarantee, insurance Shopping quality Payment A little bit complicated to register e.g. Very card Check-Out Secure checkout

Deliverability Standard next day delivery in UK £3.95, free delivery with collect+

Delivery Time One working day, could choose certain date (cost higher) Information on Delivery Clearly show on the website Quality of Delivery Not much damage Quality of pictures The product is ok, quite close to the product Paperwork Invoice and return policy Returns Within 28 days by post or collect+

Figuer 5. Debenhams online shooping survey



Very (very.co.uk) is a brand under the Shop Direct Group, which is similar to ASOS that designing for the online savvy consumers but it has wider range of products than ASOS. The looks of website is trendy and young, providing a number of offers for its customers. On the whole, it is reasonable to shop with Very because the price is good and they got a simple and organised product images but the entire navigation is a little illogical because they give the important information underneath the whole webpage and total information is too overwhelming as well. That is why Very got a lower score on the usability and service.

Furthermore, the shopping quality is also important; first, the Burberry takes the advantage on its check out process that is easy, secure and fast to do the transaction. Second, they also provide over-seas delivery and currency exchange that Debenhams and Very do not offer it well; in particular, Very do not deliver their products to other countries whereas ASOS have good performance on the worldwide free delivery. Third, they also offer good delivery service and quality goods for their customers which with the well packaging and reliable delivery company that than ASOS might not do it well on its packaging. Lastly, the returning process is simple to understand, comparing to other retailers that they do have a good returning policy. Although the shipping cost of Burberry is higher

Debenhams Shopping experience

Width product range Mainly on fashion and beauty but also have home and electronics and food service

Depth product range The style is not too fashionable Search Easy to search, refined in detail, could sort the items Descriptions Price, size, brand, product care, customer reviews Photography Simple, product focus, untidy Emotions Targeting middle age market, sales oriental

Media Online magazine, email subscription, social media, blog, mobile site, App, Debenhams TV

Recommendations Recently view, customer also viewed Usability Easy to navigate Service In store help and phone enquiring Shopping quality Payment Secure checkout with card payment Check-Out Must register with the website but it is easy

Deliverability

UK free delivery on order over £50 or normally charge £3.99, free in-store collection and order, international deliver with limited items

Delivery Time 2-4 working days in UK Information on Delivery Clearly show on the website Quality of Delivery Not much damage Quality of pictures Similar to the product Paperwork Invoice Returns Within 28 days in store return or by post Packaging Cardboard box

Very Shopping experience Width product range Wide product range not only fashion goods Depth product range Got many brands and styles

Search Filter by category such as price, brand, best seller, rated and new product

Descriptions Price, size, colour, material and customer reviews Photography Simple, young and looks organise Emotions Cheap, fast fashion, celebrity and low quality

Media Social media, App, mobile site, Very TV, blog, online magazine

Recommendations Alternatives, buy these items together Usability A little bit hard to navigate Service Buy now pay later, FAQ, purchasing guarantee, insurance Shopping quality Payment A little bit complicated to register e.g. Very card Check-Out Secure checkout

Deliverability Standard next day delivery in UK £3.95, free delivery with collect+

Delivery Time One working day, could choose certain date (cost higher) Information on Delivery Clearly show on the website Quality of Delivery Not much damage Quality of pictures The product is ok, quite close to the product Paperwork Invoice and return policy Returns Within 28 days by post or collect+

Diagram 6. Very online shooping survey



than others that they have good quality delivery, building a good trust relationship with customers. In conclusion, Burberry and ASOS are playing good role as an online retailer, which can be seen on the chart but Burberry might be better than ASOS on the customers’ shopping quality. In the other hand, Very is a Marketing winner, which is good on their advertising and customer interaction. Besides, the overall rate on the chart of Debenhams is seating in the middle because they got the av-erage performance on online selling plan, in term of online retailer that Debenhams is doing better on its in-store promotion.

Burberry

ASOS

Debenhams

Very

1

2

3

4

5

1 2 3 4 5

Shop

ping

qua

lity

(bes

t 1-5

low

)

Shopping Experience (best 1-5 low)

Online Shopping Survey

Under performers Marketing winners

Heros Process Winners

Figuer 7. Positioning map



Part.2 Critically evaluate and analyse the brand overall digital strategy

The Online Value Proposition (OVP) is to develop the differential advantage over competitor’s prod-uct, which gives the company an idea of what they aim for and how to expand their strategic plan on it. (Dave Chaffey, 2009)

WebsiteEvidence for in support of this position, can be found in Debenhams’ webpage that they put the promotion banners almost everywhere of the landing page. Then it is obvious that they are focus on their designers’ brand. As it has been mentioned in the pervious section that Debenhams do not develop many language site so could be identified that they are still focus on UK retailer. Indeed, their e-tailing strategy is to eat into sales from their high-street store, offering their customers more different ways to shop; as a consequence, it is essential to target the consumers who can also access to their actual store. In addition, they also provide the online magazine and product catalogue for customer to click through in their website.

Debenhams’ OVP • Multichannel retailer • Exclusive designers brand through the campaign ‘life made fabulous’ • Beauty Club loyalty card scheme • Sales offer

Figuer 8. Debenhams distribution channel and products

Figuer 9. Debenhams Homepage



Mobile site and App

“Debenhams app integrating mobile and store experience to increase multichannel sales.”

– Dr Dave Chaffey, CED of Smart Insights

In terms of multichannel retailer that Debenhams is acting well on this platform by using the mobile site and the mobile app. It is convenient for customers shopping with the mobile at anywhere and anytime so they provide a compatible app for all smartphone system includes the tablet. Customers can download the app to shop, find the physical location, watch the video and write personal review. Additionally, Debenhams uses the mobile app to target app users with the timely offers driving addi-tional sales. (Appendices. I) Recently Debenhams provided the free Wi-Fi in all of its store that allow customer to access the products’ details, order out of stock items and receive discount vouchers by using the barcode scanner. It is benefit to the retailer because customers can send picture of product to their friends. Thus, there is a growth of the mobile shopping which is 30% of Debenhams’ online visitors came through mobile today. (Taylor, 2012) Despite of this, Debenhams has been devote to the beauty sector that they also develop the Beauty Club app for their loyalty customers to be easy obtaining the new information and the collective points.

Figuer 10. Debenhams’ mobile app



Figuer 11. Debenhams’ socail networking

Google++45,166

Twitter13,799 TWEETS39,584 FOLLOWERS

Pinterest62 likes

Facebook 191,767 likes 2,460 talking about this 24,987 were here

Youtube1,496 subscribers2,045,022 video views190 vedios

DEBENHAMS BLOGDEBENHAMS BEAUTY BLOG



Social mediaSocial networking is a vital part for customers to share their experience and interest with friend also could let customers create and exchange the message with the brand. It can be seen from the above images that, Debenhams has been building a blog, Pinterest page, YouTube for the viral marketing and fan page for Facebook, Twitter and Google+. Theses social media platform provide customers to get directly respond and information from the brand. For example, Debenhams had a competition in Pinterest for the mother’s day that might catch more customers’ awareness of their new products. They also did release the promotional code through its fans page to their customers who has liked the page.

Figuer 12. Debenhams’ online activities



Debenhams’ customer segmentationIt could be said that the Debenhams is a family department store with clothing and lifestyle products but the customers are generally over 35 years old. In addition, their market share is mainly distribut-ed on womenswear, menswear and health & beauty product.

Customer Relationship Management (CRM)By knowing the customer group to engage and develop trust with them to increase customer con-fidence. The best example of the Debenhams CRM is the Beauty Club Card loyalty scheme, which could be easier to capture personal knowledge of their regular customers’ preferences. (Appendices. II) Debenhams also makes use of social CRM, which is creating a community within social network-ing to keep the customers’ retention. Besides, Debenhams had launched GoRecommend in 2011, a tool to gives customers a chance to share their experience with their friend via social media, and then Debenhams uses it to encourage friends of customers to become fans of the Debenhams Facebook page. (Stocker, 2011) Hence, Debenhams could get the feedback and date from their customer and also promote its business.

New opportunities/ challenges • Developing new market such as overseas market and young shopper • Efficient online shopping production service • Improving services to meet customers’ expectation to increase sales • Introducing specific device content e.g. for iPad • More choice and better availability way to shopFirstly, It is a good opportunity for Debenhams to expand its brand internationally through online shopping website, the advantage of doing it is because it can catch overseas customers attentions of the brand with lower cost investment. Besides, according to the Verdict (VERDICT, 2010) indi-cates that younger consumers should be targeted effectively because only 8.8% of department store shoppers are 16-24 years old. Therefore, it is easier to connect with new generation through digital platform because they are more online savvy than others. Secondly, Debenhams should make sure of their online order management system since there is a case of some customers were disappoint-ed when ordering online because of products being sold out form the online distribution centres. (Richardson-Taylor, 2013) An efficient distribution system could maximise the sales through the

Figuer 13. Debenhams’ market share



direct channel and multichannel business to fulfil the customers’ expectation. Moreover, Internet is an opportunity to offer an additional channel for to increase consumer to access to the brand that Debenhams should keep developing its multichannel strategy by improving the specific device con-tent and creating more appealing visual merchandising through viral marketing such as the virtual changing rooms. At the consumer perception that they are looking for an engaging and memorable experience so a positive interaction with brand would become a big chain effect via social media be-cause consumers tend to listen to their friends for advice. For these reasons, the social media is good platform for Debenhams to collect customers’ database and make more emotional connection with their customers that they could strengthen its CRM to increase customer intimacy. Also the delivery service could be improved by partnership with a credible delivery company to shorten the devilry time and make more items deliverable to other cities to build up a good shopping quality.

Site improvements • Think… like a publisher, not an advertiser. • Think… of your customers as marketers. • Act… to help the customer. • Act… as if information is priceless.

– D. Edelman (2010) Gaining an edge through digital marketing

It can be shown form the above analysis that Debenhams did not get the higher profile in the online shopping survey. As a new customer proposition that it is essential for the brand to offer pleasant service and good quality products. From the product aspect, Debenhams could improve on visual merchandising that it might do the 3D fitting room or added a 360° viral product video. Despite of the photography, it also could enhance its PR campaign on its landing page to reduce some promo-tional banners that will not give customers too much pressure on purchasing. In addition, it should also provide their customers all the detail for the returning policy and delivery track that would be better to offer an online counsellor. Although customers would like to have a good price of product that it is still essential to give them the product feature in detail because customers nowadays is not only care about the price but the quality. Therefore, in order to target younger consumers that it should add more interactive activities such as a game or a test to be more attractive for them. This improvement not only for the younger consumer but for its customers as well because they would share their experience with other if the activities can keep their attention.



Part.3 Rationale for the digital creative output

The digital output I create is for the Debenhams website that giving customer additional interaction with the brand. By using a little test game (Appendice. III) to attract customers’ attention and make them to share the page with their friends. Besides, the homepage is edited into a simply layout that putting on a viral video to engage customer because it is easier way for customers to get a emotion-al connection with the brand by feeling the music and atmosphere of the TV advertising. Moreo-ver, the pop up page called LOVE D. which provide minimal look for the customer to navigate so it is straightforward for the customer that they will not get too much distraction from other func-tions. However, it is quite limited to do it with Indesign sp that by linking with the website product page for customer to get more details and choice.

Figuer 14. Creative output



Bibliography

Dave Chaffey, F. E.-C. (2009). Internet Marketing: Strategy, Implementation and Practice (4th ed.). Pear-son Education Limited.

Richardson-Taylor, A. (2013 8th March). Analysis: System integration - multichannel’s new reality | Anal-ysis | Retail Week. Retrieved 2013 12th March from Retail Week: http://www.retail-week.com/technology/analysis-system-integration-multichannels-new-reality/5046941.article

Stocker, K. (2011 8th July). Go with a recommendation | Webwatch | Drapers. Retrieved 2013 12th March from Drapers: http://www.drapersonline.com/news/ecommerce/webwatch/go-with-a-recommenda-tion/5026932.article

Taylor, A. R. (2012 12th October). Analysis: How Debenhams put multichannel centre stage | Analysis | Retail Week. Retrieved 2013 12th March from Retail Week: http://www.retail-week.com/multichannel/analysis-how-debenhams-put-multichannel-centre-stage/5041626.article

VERDICT. (2010). UK department stores 2010 - Resilient channel set for futher growth Summary.

Resource

Figure 1. From: own made daigramFigure 2. From: own made daigramFigure 3. From: own made daigramFigure 4. From: own made daigramFigure 5. From: own made daigramFigure 7. From: own made daigramFigure 8. From: Debenhams’ annual reportFigure 9. From: Debenhams’ home page screenshotFigure 10. From: Debenhams’ mobile app screenshotFigure 11. From: Screenshot of the socail mediaFigure 12. From: Poster from Debenhams’ goole+Figure 13. From: Debenhams’ annual reportFigure 14. From: Screenshot of creative output



Appendices. I

Debenhams makes great use of its mobile app with timely sales alerts

According to the survey from Adobe that there are 67% of the consumers think that money saving offers is the most important feature, and then 60% of them would like to know the physical store location from the app.

Debenhams is clever to put the sale and discount alert in the Debenhams app. According to the Author’s experience that he has been receive three different discount offers from the app in three months, which are Payday offer, Valentine’s Day offer and Seasonal sale. These three examples indi-cate how easy it is to target app user with timely offer would increase additional sales.

Source: David Moth from Econsultancyhttp://econsultancy.com/uk/blog/62151-debenhams-makes-great-use-of-its-mobile-app-with-timely-sales-alerts



Appendices. II

Debenhams Beauty Club – a clear winner

This case study indicated that how Debenhams Beauty Club loyalty card to control their CRM with their customers. For example, customers will be interest in earning points to turn into reward, and then they also encourage the point to be redemption before the point to be expired, which could en-courage customer return to the shop. In addition, the loyalty card scheme also sends out the regular email for their customers about the newest offers and messages that could engage with the customers.

Members earn points for purchases and other loyalty behaviours when they use their card. Once registered, they can redeem points for rewards, which can then be used as full or part payment against new health and beauty purchases.“Customers are keen to follow their loyalty points balance and see them turn into rewards,” said Unsworth. “Within regular statement emails, we use Neolane to generate and present tempting offers and messages appropriate for the customer. These messages get through. We use them to drive preferred customer journeys and encourage deeper engagement in the scheme, further purchases and other loyalty interactions.”One Debenhams Beauty Club campaign running on Neolane offers co-branded pro-motions. It seeks to encourage a regular user of one brand’s products, say cosmetics, to perhaps try a complementary product, say clothing, from a partnering brand. An-other automated campaign reminds customers to buy again when a cosmetic pur-chased previously nears the date by which it might typically have been consumed. Also, event triggered emails might tempt a member to make another small purchase to reach a higher level of reward, whilst reminders might be sent to encourage points redemption before expiry; encouraging infrequent customers to return.“We know that a Debenhams Beauty Club member redeeming rewards, spends five times as much as our average non-member customer,” said Unsworth. “We also know that on average, once customers become members, they significantly increase their spend with us over the next 12 months.”For all campaigns, clear analyses and reporting allows marketers to prove which cam-paign ideas and customer journeys are delivering the best results; enabling optimisa-tion of the Debenhams marketing investment.“It’s easy to show that marketing automation and personalisation is improving the returns we gain from customer marketing investments,” said Unsworth. ”Our email conversion rates are up 75 percent and email driven sales volumes are up 200 percent.”In its first year of operation, Debenhams Beauty Club won two million cardholders. This is still growing. Sales revenues in its health and beauty department are ‘signif-icantly up’ as a direct result of the loyalty initiative. It’s now one of the store’s best performing departments.Looking to the future, Debenhams may add additional channels to its marketing strategy. There’s the integration of its iPhone app and its Facebook and Twitter com-munications with Neolane for example.

Source: FIGARO Digitalhttp://www.figarodigital.co.uk/case-study/debenhams.aspx



Appendices. III

About LOVE D 1. With our selective designer label to let your style become more fabulous. 2. New trend, new season to be your new styling guideline. 3. Little test for you to get the flavour with our designer brand. 4. Through this interactive activity, we’d like to hear your voice! 5. All is Life Made Fabulous! 6. More about our products in Debehams.com.

The Questionnaire Test your style to be fabulous!!!Please answer the following question and add up all the total score. 1. If you were to open a business, it would be • A combination flower shop and cookie bakery 3 • A marketing agency 2 • A bookstore 1 2. After tough day at work, you like to • Cooking a healthy dinner 2 • Watching a film 1 • Going out for a dink 3 3. What’s your favourite season • Summer 2 • Spring or Autumn 3 • Winter 1 4. You keep your appointments and reminders in • A beautiful dairy book 3 • A latest tablet or smart-phone 1 • A family calendar at home 2 5. Your significant other is taking you out to dinner. Where do you choose to go? • An elegant French bistro with impeccable service 1 • A relaxed café that serves American favourite and desserts 2 • A quirky little vegetarian place where everything is homemade 3

ResultScore 1-5 MonochromeScore 6-10 GeometricsScore 11-15 Hippy Chic

Question source http://www.lhj.com/lhj/quiz.jsp?quizId=/templatedata/lhj/quiz/data/WhatsYourStyle-Quiz_09202002.xml&catref=lhj108&_requestid=9741374

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