When fashion e-commerce business set up these strategy goals – to increase a web site traffic and page visibility in search engines; mostly the right digital marketing tool to implement is SEO. There is a logical thinking that if the SEO is highly effective, more consumers will visit the website and will be familiar with the offered products and services so the number of sales will straightforwardly grow. BUT is it really true that SEO will boost your sales? There si an article (see here) which says it won’t grow your business but let’s discuss…

SEO OVERVIEW

Search engine optimization is a marketing tool which help businesses to rank their web sites higher in search engines list so more consumers will be aware of that brand and the website traffic will increase. Nowadays, the most favourite search engine is Google but it is valuable for companies to take into account also other search engines.

-> WHY? -> see this article.

# Besides that, valuable benefit of the implemented SEO strategy is the cost effectivenes. If the company do not hire any specialist and if a focus is on improving an organic search (rather then PPC marketing), company does not have to invest a lot.

# The important thing here is the consideration of other marketing tools and the awarness of continuously extending area of digital marketing. Forget a narrow thinking about a basics of SEO, there is a need to still look for a new trends related to your industry and implement other strategies such is PR, email marketing, social media marketing etc. Also, when creating a SEO strategy, company must be aware that the results might take time.

In other words, when there is a need to improve SEO, besides the basics – evaluating keywords, web site optimization and modyfying site codes – other strategies might be implemented to support SEO, e.g.: content marketing, social media marketing  or ingound marketing as they are related to each other and beneficial in terms of improving eWom (Erkan & Evans, 2016), referrals and backlinks.

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Click on the title below to read a full article ->

Why SEO will NOT grow your fashion e-commerce business?

The article says that the e-commerce fashion segment is very competitive and mostly big and well-known brands have the advantages to be ranked higher than the small businesses. Further, it explains that either if the small online fashion shop would create very good SEO, build the traceable brand through online PR and offer consumers better experince, the benefit of this effort would be seen in 12 months minimum.

Based on these features, the blog post suggested that if there is a need to increase the fashion business and have more sales, rather than spent time creating more effective SEO, these tools should be considered:

Influencer marketing / Youtube & Facebook video / Distribution (attending events to find a small or a big fashion retail stores) / Content (focus on visual site consists of pictures and videos) / Visual Social media marketing (Facebook, Pinterest, Instagram) / Audience / PR (make your story emotional and captivating to keep the loyalty of customers).

Well, here we go, I would say, most of these features are related to the SEO in some way. However, it is understandable that building a strong brand requires more than SEO. But small online businesses must start somewhere as they need to let people know they are new in the market. Also, if the SEO strategy is created with the social media marketing, the brand awarness might be spread very fast. After that it is a responsibility of managers to keep customers engaged and offer them what they are expecting.

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SUPPORTING POINTS THAT SEO WITH SOCIAL MEDIA MARKETING HAVE POSITIVE IMPACT ON THE GROWTH OF MAJORITY OF BUSINESSES

The process, when consumers think about to buy a products starts with a searching and looking on different websites to find the right good. It might be through organic search, refferals or clicking on paid adds. The process – conversion funnel, nicely explained by Farsaii (2016), introduces the way from searching to purchase and the customers’ loyalty. The research article also show the importance of SEO strengths and the fact that majority of web site visitors come from organic search.

“Use of search engines affect our lives on a regular basis through user interaciton with results produced by them…use of search engines, together with the power of advertising, plays a role in peoples’ daily decisions on various aspects and is not limited to purchasing only” (Kritzinger, & Weideman, 2015).

Their study also stated that it is necessary ‘to be ranked highly with search engines’ and that the success of SEO ‘should result in increased sales‘. Also, when comparing the SEO to PPC marketing, it has been found that it is beneficial to invest more in the SEO improvement than in PPC campaigns. Please see the full report here if interested. Another research also claim that ‘although most of the economics and marketing literature on search engines has focused on paid clicks, the bulk of the traffic retailers receive through search engines is actually through unpaid clicks on organic links‘ (Jerath et al., 2014 cited in Baye, et al., 2016).

‘Higher visibility on search engines positively impact brand equity, higher offering visibility and revenue froms sales‘ (Aswani et al., 2018).

Within the digital marketing, social media marketing is still considered as a big challenge (Leeflang et al., 2014). However, when businesses are aware of the risks of using social media it gives them a big advantage. Thus, ‘Social media websites have created valuable opportunities for electronic word of mouth (eWOM) conversations. People are now able to discuss products and services of brands with their friends and acquaintances’ (Erkan, & Evans, 2016).

“Research findings suggest that more than 90% of all consumers read online reviews before they buy products and that 67% of all purchasers of consumer goods are based on user-generated content. Importantly, these reviews play a key role in purchase decisions. Hence social media content creates empowered customers who are more led by other customers than by advertising” (Leeflang et al. 2014).

“Using the SEO, supported by social networking sites, can contribute to the overall site traffic and improve interaction with customers” (Chen et al., 2011).

We can see the benefit of using social networks to support SEO and business generally; however the impact on SEO is not direct. It means that signals from social media do not help to rank higher in search engines; however look more deeply and think, there might be a positive impact! 🙂

To view the picture in more detail, please click on it.

Also, another indirect effect on SEO -> Baye et al., (2016) found that:

 “…the brand equity of an online retailer is an important driver of organic clicks and that it is easy for search marketers to overlook the benefits of including investments in the quality and brand awareness of its site as part of an SEO strategy … Search engines tend to place retailers with stronger brands in better positions, which results in additional increases in organic clicks …”

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The video below show the effectiveness of the SEO when it comes to growing a business, it is not related to the fashion industry, but it can give us a valuable insight.

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References and further reading:

Aswani, R., Kar, A.K., Ilavarasan, P.V. & Dwivedi, Y.K. 2018, “Search engine marketing is not all gold: Insights from Twitter and SEOClerks”, International Journal of Information Management, vol. 38, no. 1, pp. 107-116.

Baye, M.R., De los Santos, B. & Wildenbeest, M.R. 2016, “Search Engine Optimization: What Drives Organic Traffic to Retail Sites?”, Journal of Economics & Management Strategy, vol. 25, no. 1, pp. 6-31.

Chen, C. Y., Shih, B. Y., Chen, Z. S., & Chen, T. H. (2011). The exploration of internet marketing strategy by search engine optimization: A critical review and comparison. African Journal of Business Management, 5(12), 4644-4649.

Erkan, I. & Evans, C. 2016, “The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption”, Computers in Human Behavior, vol. 61, pp. 47-55.

Farsaii, P. 2016, “Get the most out of web traffic: Tactics and strategies to increase on-site conversion”, Journal of Digital & Social Media Marketing, vol. 3, no. 4, pp. 304-313.

Kritzinger, W.T. & Weideman, M. 2015, “Comparative case study on website traffic generated by search engine optimisation and a pay-per-click campaign, versus marketing expenditure”, South African Journal of Information Management, vol. 17, no. 1, pp. 1-e12.

Leeflang, P.S.H., Verhoef, P.C., Dahlström, P. & Freundt, T. 2014, “Challenges and solutions for marketing in a digital era”, European Management Journal, vol. 32, no. 1, pp. 1.

www.2xecommerce.com/seo-fashion-ecommerce/

www.lyfemarketing.com/blog/social-media-seo/

sociable.co/social-media/8-seo-hacks-social-media/

www.seo-theory.com/how-does-seo-work/

www.bloggingtips.com/2018/03/15/google-seo/

https://www.socialbakers.com/blog/why-the-buyer-s-persona-is-even-more-important-on-social-media

https://www.wordstream.com/blog/ws/2012/10/16/guide-to-evergreen-content-marketing

https://www.searchenginejournal.com/build-links-content-marketing/229601/

https://www.searchenginejournal.com/free-seo-tools/242307/

https://www.forbes.com/sites/robertadams/2017/04/10/23-proven-ways-to-drive-traffic-to-your-website/2/#2aee589c6976

https://www.semrush.com/blog/how-leading-e-commerce-companies-drive-traffic-to-their-websites/

www.smartinsights.com/digital-marketing-platforms/video-marketing/can-use-video-content-help-boost-seo/

www.searchenginewatch.com/2018/02/21/overcoming-4-black-hat-seo-techniques-that-spammers-and-scammers-use-to-harm-your-search-rankings/

www.consumervaluecreation.com/2017/03/08/electronic-word-of-mouth-versus-interpersonal-word-of-mouth-are-all-forms-of-word-of-mouth-equally-influential/

In the last post I have shared some basic material about SEO and I have introduced main steps how to make SEO strategy effective for a fashion website. Further text will focus on Content Marketing as a part of SEO strategy with links to other digital marketing tools to make the strategy effective. Even though that some articles share the idea that Content is a ‘KING’, it might not be true in general. This post also introduces some risks when creating SEO strategy.

What is Content Marketing

Let’s start with definition … Digital Content Marketing is ” the management process responsible for identifying, anticipating, and satisfying customer requirements profitably in the context of digital content, or bit-based objects distributed through electronic channels” (Rowley, 2008).  In other words, it is a strategy of creating valuable and relevant content to attract your audience and gain a profit. You can write or add your content to the website/blog or social media channels – be active! Content is not just about text, it can be video/picture/infographics/app or game!

It is also useful to mention that to provide content might differ from providing information. In these days, where you can read a lot of articles/messages on companies’ websites, which are really not relevant or valuable, the value of Content Marketing is increasing.

Regarding to Rowley (2008), that is mean that content should have characteristics showed below (for more information about each characteristic, please read the article cited at the end of the post).

Value is contextual     Reproducibility and multiplicability     Interactivity

Repackageability    Delivery and technology    Perishability   Homogeneity

Inseparability   Tangibility

Moreover, Harad’s article (2016) introduces five motivating paragraphs how to go through the Content Marketing’ building process. There is mentioned, for example, that the relevance of content is prior BUT how to write a relevant content for everybody? Yes, it is impossible, you have to define your audience (target market) and then you should know what content your potential customers would like to read. Within the article, you can also appreciate information about frequency of posting and sharing; referrals or strategy process.

Content Marketing within the SEO

Majority of blogs and articles focused on Content Marketing show that quality content is required within marketing generally, and also, that great content has an impact on your chosen digital strategy, for example, Social media marketing, PR, Pay-per-click, Inbound marketing … but mainly SEO!

This is a very nice picture to explain the ‘relationship’ between SEO and Content Marketing (Source: blog.kissmetrics.com)Let’s take it together at this stage and answer the question ->

WHY TO FOCUS ON CONTENT MARKETING WHEN IT COMES TO SEO

SEO -> content <- content marketing

SEO -> keywords <- content consists of keywords

SEO -> backlinks <- content marketing introduces backlinks

SEO -> optimization (metadata, tags,…) <- related to content marketing as well!

SEO -> consistency <- content marketing

In other words, if you will build an effective Content Marketing, in the same time you are improving  your SEO strategy and this should make the website and your brand more visible, it increases web traffic, it will engage more consumers, will lead to more sales and much more … Within Google Analytics, you can evaluate the effectiveness of your SEO strategy with some valuable information on how your consumers react on your content.

Not sure how to write the right content? This blog post with audio interview tell you the basics! 🙂

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The video below shows engaging discussion about Content Marketing and its value in Digital Marketing with college educator, keynot speaker and strategy consultant Mark W. Schaefer, author of the book The Content Code: Six essential strategies to ignite your content, your marketing, and your business.

-> Just keep in mind the fact that ‘everything has changing fast‘; so every marketer should firstly review the current situation and based on that build some strategy; what has been effective two years ago, does not have to bring benefits now. <-

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SEO strategy and risks

Companies focus on SEO when they feel that there is a need to increase web site traffic, want to get higher within SEO rankings, or improve brand visibility, etc. Strategy is individual, it depends on the industry and other factors, so in the first place there is a need to evaluate a current situation (and target market) and look for a gaps.

Web site optimization and modifying the site codes (Sen, 2005), which is also related to the links and content marketing, should be included in the strategy as well as social media marketing.

But moreover, keywords and content marketing are usually the most discussed. But there is also a suggestion to rather write relevant content and link it to other sources then waste time by optimizing keywords. Simply, you should be still open-minded and find out which approach give you the advantage!

So, how is it with the KING content marketing? Within the online articles, it seems that content marketing is no longer a KING, because content marketing needs LINKS to be effective!   Content without links will be rank lower BUT it is possible to rank higher with minimal content with adequate links!

In overall, even if the effective SEO strategy gives you more visitors to your website or put you higher in rankings, your strategy to make your business more visible should include more digital tools and each of the initiatives needs a justification relevant to your situation.

RISKS … take it together, we should be aware of some features about SEO before implementing a strategy … Please see these articles to know more about cons of SEO and content marketing and the summary is below:

Too much competition       Poor conversions       Results take time

Potential investment          No ongoing SEO strategy

Potential to be penalized            No full control           No guarantee for results 

Site changes might destroy rankings

Link-building might be dangerous (low-quality sites)

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Social media has a big impact on companies’ marketing strategy and advertising, even bad (for example might be considered as a ‘spam’) or advantageous. However, within social networking, vendors has a space to introduce their goods or share a content to engage their target market. This feature has been discussed in a short research article written by Forouzandeh, Soltanpanah, & Sheikhahmadi (2014).

When talking about creating digital marketing strategy, there is valuable book written by Ryan & Jones (2012), which shows also some examples to gain better understanding; author also included paragraphs to Content Marketing and tried to guid a reader within a process of writing an effective web content.

Overall, if you are new to Content Marketing, you can start here, and from that point, continue to focus on your industry and apply the knowledge in different way to gain some advantage … but primary have a satisfied consumers! 🙂

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References and further reading:

Forouzandeh, S., Soltanpanah, H. & Sheikhahmadi, A. 2014, “Content marketing through data mining on Facebook social network”, Webology, vol. 11, no. 1, pp. 1.

Harad, K.C. 2016, “Don’t Avoid Content Marketing”, Journal of Financial Planning, vol. 29, no. 7, pp. 20.

Rowley, J. 2008, “Understanding digital content marketing”, Journal of Marketing Management, vol. 24, no. 5-6, pp. 517-540.

Ryan, D. & Jones, C. 2012, Understanding digital marketing: marketing strategies for engaging the digital generation, 2nd edn, Kogan Page, London.

Sen, R. 2005, “Optimal Search Engine Marketing Strategy”, International Journal of Electronic Commerce, vol. 10, no. 1, pp. 9-25

https://yoast.com/3-seo-quick-wins/

https://www.searchenginejournal.com/seo-101/seo-myths/

https://www.linkedin.com/pulse/content-king-least-seo-small-business-digital-marketing-peter-kent/

www.contentmarketinginstitute.com/what-is-content-marketing/

http://www.razorsocial.com/content-marketing-ineffective/

https://www.enchantingmarketing.com/valuable-content/

http://www.newsvend.com/blog/7/how-to-build-a-killer-content-marketing-strategy

http://digitalmarketingphilippines.com/the-pros-and-cons-of-using-seo-for-your-business/

https://www.searchenginejournal.com/11-essential-ways-build-links-content-marketing/139266/

Generally, digital marketing strategy involves hardwork and knowledge about tools and channels, simply because the digital world is broad so every marketer needs to critically choose the right digital channel to engage specific target consumers.

Search Engine Optimization (SEO) seems to be a fundamental channel which brings traffic to the particular website and increase its visibility. Based on that fact, this post will show a short overview of the SEO importance and trends that make this channel effective for fashion businesses. The next blog post will continue to discuss this topic in more details.

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Let’s start with some basics.

SEO, as a ‘very technical practice’, is also a marketing tool. So, e-commerce companies pay attention on digital marketing strategy to bring visitors to their websites, and gain a profit from offered services/goods. If the website is properly optimized for search engine, then the ranking of the website will be high. In other words, the website link will be shown on the first page after searching a particular keywords.

-> SEO results can be shown in different ways through specific browser, below is presented an example of GOOGLE search results (adopted from: Enge, Spencer, Stricchiola, Fishkin & Treseler, 2012, p.27).

1. horizontal navigation
2. search query box
3. results information
4. PPC advertising
5. vertical navigation
6. query refinement suggestions
7. narural/organic/algorithmic results

                                                                           SEO should be part of the firm’s digital marketing strategy, some of the reasons are:

• enhance branding (visibility) of the website
• support website traffic
• improving website ROI (see more about ROI linked to SEO here)

SEO includes more then just analyzing the right keywords, it needs a focus also on content and social marketing. But before we will focus on these elements towards fashion websites, there have been published very useful articles about a nature of search engine optimization from which you will certainly benefit. For better understanding, please visit The begginers guide to SEO or What is SEO?

Further, watch the video below, it will give you an overview from different point of view.

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So, now we know what is SEO about, but …

… ‘what do I really have to do if I own a small online fashion shop and the number of visitors is very low’?

When it comes to SEO, firms (or hired SEO specialists) should firstly clearly understand their services/products/target market and goals. This step should be applied by all other domains, but fashion SEO components can differ in some ways. Below, I have chosen some tips summarised from practical websites/blogs; also, if you are looking for more details based on SEO in fashion industry, please visit this guide here.

Keywords trends

Analyzing and applying the righ keywords, which are up-to-date lead to a beneficial position. Use Google Trends to identify which topic and words are currently the most popular and use them! Long-tail keywords are better, as there is a lower possibility that other websites are ranking from them (example: organic tshirt -> organic tshirt for women without printing)

Calls-to-action

This is a MUST for fashion website. Further, call-to-action, as BUY NOW or ADD TO CART have also an URL links. When you add UTM tracker to the links, you can then track the number of clicks by web analytics tools, such as Google Analytics, which you should use to evaluate your website situation and gain some information about the consumer behaviour within your website.

Images

Fashion website is mainly based on pictures to show the style you are presenting . While you are choosing the right images, make sure they are optimized in terms of: dimension, format and quality.

Content, structure

Content is the most important point here. Optimized images with relevant, curious, powerful text (description), which tell customers a story of your products, will bring a value to your site! Learn more about why content marketing is an essential part of SEO here.

Backlinks within fashion industry

This is an additional way how to bring a visitors to look at your content (increase ranking) and start to be a part of the wide fashion world. We are back to the content here; to enhance a backlinks, write a relevant, noticeable content (blog post) which other will want to share or link to AND try to get in touch with somebody who is a master in the industry. Find more techniques about link building here.

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So, it seems to be clear, that developing your SEO strategy should bring some benefits. BUT think also about the fact, that if you will increase the number of visitors to your fashion website, customers should find there what they expected – it means, the structure and content must be relevant and the links should be easy to follow. These elements (but not only) will have a positive impact on consumer behaviour (Close, 2012) and it is more likely they will come back to your online shop 🙂

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Reference and further reading:

Close, A. 2012, Online consumer behavior: theory and research in social media, advertising, and e-tail, Routledge Academic, London.

Enge, E., Spencer, S.M., Stricchiola, J., Fishkin, R. & Treseler, M.E. 2012, The art of SEO, Second edn, O’Reilly, Beijing.

https://www.forbes.com/sites/jaysondemers/2014/05/21/what-roi-can-i-expect-from-seo/#473218ba2d67

www.searchengineland.com/guide/what-is-seo

https://moz.com/beginners-guide-to-seo

www.seomaverick.com.au/fashion-ecommerce-seo

https://www.webceo.com/blog/7-tips-seo-in-the-fashion-industry/

https://www.koozai.com/blog/search-marketing/seo-for-fashion-ecommerce-websites/

https://blog.kissmetrics.com/seo-is-content-marketing/

https://www.webceo.com/blog/7-effective-link-building-techniques-that-will-make-your-traffic-explode/

 

EVALUATE YOUR CURRENT SITUATION

I. Which social media platforms do you use and which ones are the best/worst?

Do your research and write down all of your social accounts, even if you are not currently using it, this will lead you either to delete it or improve the performance. In order to select an appropriate profiles ->

Look at:

• refferal traffic – engagement – opportunity
• compare number of followers and the last activity

AND find which profiles give you the best results and which one would you prefer to use NOW!

These questions could help you to choose the right platforms:

• Why do you use it?
• Why do you want to use it in the future?
• What are the goals?
• Are our target markets using it?

II. Check your profiles’ information/content/post 

Try to investigate how your posts engage consumers; on different social platforms the responding will be various and you should modify your posted information to particular profiles, whether it is LinkedIn – more professional or Facebook – more brand informative etc.

To achieve some results based on your posted content (not only), start to measure the social media metrics, which will give you a preview – how effective each platform is (based on the metrics below) and what content is more relevant for which social media profile.

• number of followers
• likes
• shares
• comments
• clicks
• views
• post reach

For more information about techniques, plese visit 8 of the best social media analytics tools of 2017 or  10 metrics to track for social media success (Facebook and Twitter).

III. ANALYZE and DEFINE your AUDIENCE, their interests and demographics

You need to know who you are targeting, this will help you to post relevant content and also, after the research you will own a feedback which can be useful for the next campaign.

Focus also on timing of sharing your contents – identify your followers will give you information when they are mostly online and more engaged during a day. Analyze different peak times for publishing various posts and increase consumers’ interactivity. Use this research to figure out What’s the best time to share social content?

IV. Check your branding/consistency

At this level, you should know which social platforms you want to effectively use to increase your online performance and raise number of followers AND how to identify your most popular contents based on measuring the metrics AND know what types of consumers are interested in your brand/your posting information and when they interact with you.

Now it’s time to focus on your branding. Look at all your profiles and think if they say everyhing about ‘Who I am’. Check out how to write professional bio and fill out all the information about you, contacts and optimise your pictures. To make your media consistent and to create cover and profile photos, you can use tool ‘Landscape‘.

You should also check if all your URLs are correct and if all social platforms are connected to make it easier for consumers to follow you.

V. Calculate your monthly ROI

AND

Create new GOAL

ROI

This step is very important but lot of brands do not measure their social media investment and further effectiveness. However, it is crucial to review your budget and calculate ROI as then you can see the fact, if you are spending money on something valuable or you just waste it. Let’s find out more about measuring social media ROI in this guide.

GOALS to achieve

After you do the audit, you know a lot about your social media networking so you know WHERE ARE YOU NOW and there is a space for you to make new EFFECTIVE PLAN! Track the metrics we discussed above and create new objectives for next week/month etc. Examples of measurable goals for your social media marketing here!

 

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From different point of view, from Chaffey’s book Digital Marketing (2015, p.532) -> to take social networking advantages, try to use these approaches:

• understand consumers’ motivations for using social network
• express yourself as a brand
• create and mantain good conversation
• empower participants
• identify online brand advocates
• BEHAVE LIKE A SOCIAL NETWORKER (be creative, individual, honest, conscious of the audience, update regularly)

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Moreover, if you are new to the social media marketing, for better understanding please visit this page and try to fill out your checklist to improve your future social media campaigns.

The 15-Minute Social Media Audit Everyone Can Do

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Resources and more information on:

https://sproutsocial.com/insights/social-media-audit/

https://www.bigcommerce.com/ecommerce-answers/what-is-a-social-media-audit-how-to-do-it/

https://www.semrush.com/blog/pro-tips-how-to-audit-your-digital-marketing-strategy-for-2017/

https://sproutsocial.com/insights/social-media-audit/

https://www.socialmediaexaminer.com/how-to-conduct-social-media-audit/

https://www.forbes.com/sites/ciocentral/2012/11/26/whats-the-best-time-to-share-social-content/#7f9e7b0683c7

Chaffey, D. & Ellis-Chadwick, F. 2015, Digital marketing, 6.edn, Pearson, Upper Saddle River.

 

 

Emco is well-known Czech company selling healthy food, founded in 1990. Nowadays, majority of people trying to eat the high quality food to gain the best lifestyle. This is the main feature of Emco company; it focuses on healthy food, such as different types of Müsli, oat meal, bars, biscuits and cornflakes. Main target group are women between the age 20 and 45; that is because they are interested in this lifestyle and want the best for their families.

The below analysis is based on CHN framework (Valacich 2007).

Tab. 1, Valacich, 2007

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Once customers visit the Emco Web site they will focus on ->

Graphic design and how far the main page is enjoyble. This is one of the factor that customers analyse within the hierarchy of needs defined by Valacich (2007), named as ‘representational delight’.  The first attraction customer can see on the main Emco site is a slide banner which shows the picture of founders, top products and the label of Emco brand; web site is very colorful and customer should be now egaged to continue in searching. Emco is family business so the Web site is made in friendly and trustful tone.

The other category which has influence on customer trust is structure and security, in other words the ‘structural firmness’ (Valacich, 2007). It seems to by the basic requirement for consumers. According to Emco, privacy policies are available and also if customers have any inquires, they can fill the customer form, directly call their number or use their Facebook page.

The last part of needs that Web site should carried is ‘functional convenience’ (Valacich, 2007). It means the ease of use and interactive navigation. Regarding to Emco, customers can see all the useful links for various product, recipes, contacts, news atc. Everything is clear and easy to find.

www.emco.cz

Within the article The online consumer’s hierarchy of needs (Valacich, 2007), there are three types of consumer tasks – Hedonic, Utilitarian and Hybrid (which support both). In case of Emco; its website is mostly Hedonic, as there is a lot of information about products, company and customers can easily search for recipes or events so it can be enjoyble, too.

On the other hand if customers decide to join the Emco Club, then there is a possibility to purchase the goods online. Once they started to be a member of the club, customers have a chances to win some presents, they also receive special offers and are regularly informed about news.

Furthermore, Emco Web site has mainly brand and relationship building form but as I mentioned above, when customers join their club, they can also buy products online, so then it will have also transactional meaning (Valacich, 2017).

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In contrast, there are few competitors on the market, such as Nestlé and Bonavita. Based on this fact, in order to keep customers loyalty, Emco could consider:

• Keep Newsletter more visible.
• Regularly post news, so then customers can look forward what is coming next and be still in touch with this brand.
• Set up a blog within the Web site.
• Keep informing about current events via more online tools (Emco sponsors and supports a lot of projects; after sharing this experince with customers, they can have better idea what is the Emco philosophy and which values they state).

www.emco.cz

The taste is good, the package is funny and more importantly it is healthy! 🙂

Reference:

Valacich, J., Parboteeah, D. & Wells, J. 2007, The online consumer’s hierarchy of needs, ACM, NEW YORK.

http://www.emco.cz