Email Critique

This is an email example that I took from my Inbox, it is from a club in London called Fabric. I received it on Wednesday 2nd of January and I honestly opened it today just to use it as an example for my blog. I honestly won’t open it unless I am cleaning my inbox or when I see some DJ names that I recognize, and I am interested in.

To begin with, in this email we cannot find any personalization, also there is not any third party involved since it is only Fabric the one promoting their events and latest releases.

It is a medium long email offering different events during the week that people might be interested. They follow an approach of sending an email once a week instead of sending lots of emails with fewer events listings.

 

The illustrations from this email are just the event posters that might retain the reader and endure their attention and make it more attractive. However, what makes it more attractive is the style the email is written as it mentions the typical “New year hungover or high activity” in order for the reader to feel they should go to a party after replenishing from the New Year’s Eve. However, in my opinion, they should personalize their emails for a better response, as in order for the reader to feel more personalized and appeal Sahni, Wheeler, and Chintagunta, (2018).  Additionally, the minimalism of the email attracts the reader as they place their logo on the top centre of the email instead of the top left.

 

Their subject matches part of their body but not all as it only reflects and references Cassy and Riva but not their other DJs. Consequently, there is a presence of multiple hyperlinks for more information about tickets, the story of the DJs, listing events and more. But there are only a few interactive features at the bottom encouraging the reader to connect on different social media. At the very end, we can find the opt/out privacy which reflects why do I get those emails and it is because I previously signed up to their newsletter. The opt/out option is a unsubscribe link that will automatically remove the customer from their list.

To conclude this email, meet their purpose and is to inform and attract visitors for their events, thus they should implement more interactive features or animation since it is a club and people might be more attracted to gifs or animations relating to the party as well as implementing personalized emails.

References

Ellis-Chadwick, F., & Doherty, N. F. (2012). Web advertising: The role of e-mail marketing. Journal of Business Research, 65(6), 843-848.

Sahni, N., Wheeler, S. and Chintagunta, P. (2018). Personalization in Email Marketing: The Role of Noninformative Advertising Content. Marketing Science, 37(2), pp.236-258.

 

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A Bathing Ape Initial Audit

A Bathing Ape aka BAPE is a Japanese Streetwear fashion brand created and managed by fashion designer and music producer Nigo in 1993. The brand sells in their 19 stores, streetwear clothes for men, women, and children as well as lifestyle accessories. The brand logo is an ape that represents the focus of the brand, which is young people who lead complacent and privileged lives.

Their website role is transactional because BAPE provides some products for customers to purchase online and it can also be a brand-building site since not all products are available to purchase online. Additionally, the website provides a full experience to the customer through lookbooks, which gives the brand support and awareness.

Compared to BAPEs competitors websites such as Supreme and Palace, two skateboarding clothing brands. BAPE website is very organized and catchy throughout the website, especially with its use of ape logos and patterns in different colours. On the top, you can find either news, lookbooks, store list and the webstore. On the top right corner, there is the option to change currencies meanwhile in their competitor’s websites it can be difficult to find. Also, they make it simple for the buyer to segment their purchases depending on the type, category, and price of the clothes. Neither Supreme or Palace websites have that option which can result in longer purchase process since the customer has to click on every item to check the size availability. It is highly recommended for them to offer the category-specific sorting for all products depending on the size and stock availability.

One thing in common the three brands have is that when the buyer is looking for the item, all the pictures are just portraits of the item itself but there is not a picture of someone actually wearing it. By doing this it could convince and attract more people to purchase online as you can tell and imagine how a specific item will look on you. However, they all still have the lookbook option where you can find all the photoshoots with models and celebrities wearing all their clothing, thus, it makes all the shopping process longer and the majority of the people would not have always the time to go through the lookbook option.

The brand uses a mix of demographic, geographic and psychographic segmentation strategies including people all around the world, but, mostly people living in urban highly populated areas with a high art culture as Tokyo, Shanghai and New York. Mostly the brand targets high income, upper middle class Asian and American from kids to elder men/women who are interested in streetwear fashion or follow the streetwear social group. Constant BAPE buyers are segmented in a member’s only group system called BAPE Mania, optimizing their experience by rewarding them with points for every purchase they make and also there are some products only available for those members. The behaviour and psychographics of their customers are mostly related to exclusive people who do not like wearing what everyone else is as they consider streetwear an art movement. Therefore, BAPE doesn’t produce large quantities, consequently, people resell items at a high price in the secondary market.

It is important to emphasize that these brands target almost the same customers but BAPE is inspired by Japanese lifestyle and culture (Hip-Hop) meanwhile Supreme is inspired by the European one (skateboarding) regardless it is an American brand, similar to Palace which is a more culture-oriented brand. Ultimately, the personal, cultural trend preference of the customer it is very important when customers are picking a product.

In conclusion, this website is very unique and captivating because of all the colours and graphics they use which generate emotion and empathy. It is also clear that BAPE knows how to segment their market in order to keep being exclusive and boosting their social media through lookbooks and exclusive luxurious style for the youth. It is important to keep up to date with the trend and changes not only clothing wise but media and how the website is created in order to attract and maintain clients. Ideally, meet the customer needs.

 

Here are some Personas of Bape:

And their Customer journeys:

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A Bathing Ape

 

A Bathing Ape by aka Bape is a Japanese Streetwear fashion brand. They sell clothes for men, women, and children as well as lifestyle accessories.
Their website role is transactional because Bape provides some products for customers to purchase online and it can also be a brand-building site since not all products are available to purchase online. Additionally, the website provides a full experience to the customer through lookbooks, which gives the brand support and awareness.

Their customer segments include people all around the world, but most Americans and Asians from kids to elder men and women who are interested in streetwear fashion or follow the streetwear social group. If you are a constant buyer of BAPE, they have segmented this group of buyers in a member’s only system called Bape Mania, in order to optimize their experience by rewarding them with points for every purchase they make and also there are some products only available for those members.
The behavior and psychographics of their customers are mostly related to be exclusive and not to wear what everyone else is wearing. Therefore, Bape doesn’t produce large quantities of their products.

BAPE website is very organized and is evident throughout the website, especially with its use of bape logos in different colours. On the top, you can find either news, lookbooks, store list and the webstore and if you click on the webstore on the top right corner there is the option to change currencies which in some other clothing websites can be difficult to find. Also, they make it simple for the buyer to scroll and buy depending on the type, category, and price of the clothes. This helps the buyer to segment their purchases. I would recommend adding the option to sort the products depending on the size and stock availability.

When the buyer is looking on the item all the pictures are just portraits of the item itself but there is not a picture of someone actually wearing it. By doing this it could convince and attract more people to purchase online as you can tell and imagine how a specific item will look on you. However, they still have the lookbook option where you can see all the photoshoots with models wearing all their clothing, thus it makes all the shopping process longer and the majority of the people would not have always the time to go through the lookbook option.

In conclusion, this website is very unique and catchy because of all the colours and graphics they use which generate emotion and empathy. It is also clear that Bape knows how to segment their market in order to keep being exclusive and boosting their social media through lookbooks and exclusive luxurious style.

 

 

 


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Argos Case Study

The urge for Argos to have a closer relationship with the customers made them realize that by combining digital and traditional in-store strategies the consumer experience will be transformed and could bring many benefits for both parties. Therefore,  Argos opened 53 digital stores in which the plastic catalogues where replaced for Ipads, the process to place the order, pay and collect is much easier and faster, in general is a new whole store format in which Argos had to monitor the impact these stores cause and how customers were reacting by implementing a new social listing platform strategy provided by Brandwatch Analytics.

Brandwatch categorizes all the data depending on the store location where they identified Londoners are able to embrace the changes faster compared with north England. Also,  by using the demographic feature it is easier to identify different aspects to focus based on gender. For instance, men tend to be more interest in the high tech features of the store meanwhile women are more interested in how the process of ordering and paying is faster which makes the customer service better.

Image result for argos digital stores
Argos digital store

Other analytics helped Argos to identify how customers were reacting to the changes and that made  easier to understand that some of them were used to the traditional catalogues. As a result, Argos decided to keep some catalogues in case someone wants to use it rather than the Ipad. All of these changes allow  Argos to understand their customers more so that they can be able to offer what the client is looking for and to increase customer satisfaction.

 

 

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