Month: December 2018

Digital Marketing Audit

Rochelle Garcia-Rodriguez on

Channel Audit

Missguided’s landing page is a prime example for website digital marketing.

The homepage includes a ‘25% off your first order’ pop – up box in order to build a mailing list.

The homepage also features various promotions and adverts in order to secure sales. This includes a 20% student discount,30% xmas discount and next day delivery for £1.99

Site engages audience by including customer reviews and feedback for reference.

How is the firm using digital marketing?: Website builds rapport with customer through friendly/informal text. Uses a mailing list to interact with customers and create more personalised service. Graphics used create friendly/approachable vibe, feels like you are conducting business with a friend rather than a formal specific company.

Three things done well: Good use of graphics,website design is attractive and simplistic, promotions stand out and are hard to miss.

What could be improved: The site could include a personalised message, for example a name established with an IP address could be presented everytime that IP visits the site, i.e ‘Welcome Back Rochelle.’

 

Social Media Audit

What SM sites do they utilise? : Twitter, Facebook, Youtube & Instagram.

Three things done well: Posts are aesthetically pleasing and informative. Friendly/approachable ‘vibe’ is maintained across all social media platforms. Users are engaged by content via funny and relatable captions/posts. ‘Contact’ messenger automatically opens when FB page loads, this is good for customer interaction and customer satisfaction.

What could be improved: Platform could utilise customer photos to further promote the brand, raise awareness and engage customers.

 

Influencer Search

Keywords Used: Missguided Clothes,

Influencers Identified: High saturation of content from ‘not yet established influencers’. Those building a reach/audience/content but not necessarily the voice and image of brand.

Top 10 content creators: Cosmopolitan, Guardian, Business Of Fashion, Marketing Week.

 

Created by Rochelle Garcia-Rodriguez, Bsc (Hons) International Business Student.

Keyword Analysis

Rochelle Garcia-Rodriguez on

Chosen Sector: Fashion, Chosen Firm: Missguided

 

Importance of Keywords

What do they offer?: Keywords allow for information to be stored and retrieved quickly & efficiently.

How are they found?: Keywords are often displayed via #Hashtags or via words placed in the HTML.

In the case of Missguided, what are their customers looking for?: Female clothing. Tags therefore could be ‘Top’, ‘Clothes’, ‘Shorts’ etc.

 

Keyword Research

Keyword list search: Missguided ranks organically 3rd for the term ‘tops’, 1st for ‘Clothes’ and does not place on the first 2 pages for ‘Outfit’.

Google Trends Related Topics/Queries:

Competitors:

 

Competitor Analysis

Who else shows in your search space?

  • Competitors: Topshop, PLT, River Island, New Look, ASOS
  • Influencers: Both paid & not paid.

Who shows up with paid ads? Topshop

What other keywords are they optimised for? Jumpsuit, Top, Skirt, Rompers, Dress.

 

Created by Rochelle Garcia-Rodriguez, Bsc (Hons) International Business Student.

#1: Audit of Missguided.co.uk

Rochelle Garcia-Rodriguez on

Chosen Company

The company I will be researching is Missguided, an online women’s fashion retailer.

Competitors

Two of Missguided’s main competitors are Topshop and ASOS (Owler, 2018).

Competitor Benchmarking

Figure 1 makes apparent the scale of Missguided‘s revenue against that of its competitors. ASOS would be considered its greatest rival with a sales revenue of $2.5B to date.

Market Segmentation  

Missguided’s market segment reflects that of ‘High Street’ and/or ‘Economy’ (Figure 2).

 

Target Market      

Missguided’s target market would be considered 18-24 year old females, who are looking for up to date, fast fashion at affordable price points (Wood, Z, 2018 and Aldridge, 2018).

 

Missguided’s Customer Touch Points 

Before: TV Adverts, Magazines, Billboards, Online Ads, Social Media, Word Of Mouth

During: E-commerce (Website), FAQ, Help, Customer Service

After: Social Media, Reviews, Billing, Email, Customer Service, Newsletters

(Wots The Big Idea, 2018).

 

 

Buyer Personas #1:  Alyssa

   

 

Customer Journey #1:  Product Purchase

Missguided’s homepage follows an ‘Inverted Pyramid Pattern’. The top of the page displays the greatest quantity of information, “with an expectation for the longest gaze duration” (Hernandez and Resnick, 2013).

Using the navigation bar, Alyssa has hovered over ‘Tops’ and selected ‘Going Out Tops’ from the associated drop down menu (Figure 3.5).

 

 

Figure 3.6 displays Missguided’s ‘Going Out Tops‘. The filters that can be applied to the search are located to the left of the search results.

Alyssa has scrolled down the page and selected ‘Size 10’ in order to refine her search results.

 

Figure 3.7 displays Alyssa’s product choice. She has selected ‘Size 10’ and ‘Add To Bag’.

 

Figure 3.8 shows the ‘pop up’ box that appears when ‘Add To Bag’ is selected. Alyssa has then selected ‘View Bag/Pay Securely’.

 

Figure 3.9 is Missguided’s ‘checkout‘ page.

Alyssa can apply a student discount code at this point.

After ensuring the shopping bag is correct, Alyssa can enter her email, click ‘Continue’ and provide her shipping and payment details to complete the process.

 

Customer Journey Analysis #1

What worked well:

  • The site design is user friendly.
  • Items are displayed in a grid format.
  • The navigation bar is easy to use.
  • The search filters allow for refined results.
  • The checkout process was clear, last minute changes could be made if necessary.
  • Delivery instructions informal and friendly.
  • Useful checkout ‘timeline’ to display the steps involved in purchase process.

Critiques: 

  • To improve the search by ‘size’ filter touch point, a web chat could be initiated to engage with the customer. This web chat could ask if assistance with sizing is needed (Solutions, 2018).
  • To add the top to the ‘Shopping Bag’, the size needed to be stated again, despite already being entered via the search filter. Forbes.com (2018) emphasises the importance of only asking a customer once for their information.
  • The ‘Going Out Top’ was added to the basket for means of demonstration and no checkout was made. Missguided could implement ‘Exit Intent’ pop-ups offering discount codes on abandoned baskets to generate sales (Ding et al, 2015).

 

 

Buyer Personas #2:  Darcy

  

 

 

Customer Journey #2: Order Tracking

Darcy has scrolled down Missguided’s homepage to display the footer. She has then selected ‘Where’s My Order?’ to start the tracking process.

 

To complete the tracking process, Darcy needs to enter her Order Number, Post Code and click ‘Go’ (Figure 4.6).

 

Customer Journey Analysis #2

What worked well: 

  • Layout of site is simple.
  • Footer is clearly labelled.
  • Use of colouring and font is aesthetically pleasing.
  • Footer features links to social media platforms.
  • ‘Track My Order‘ page is user friendly, includes box graphic.
  • Text adopts a friendly/informal approach.
  • Details needed to track order are clearly displayed and labelled.

Critiques: N/A

 

Word Count: 598

Created By: Rochelle Garcia-Rodriguez ~ Bsc (Hons) International Business student.

 

References   

Aldridge, S. (2018). Missguided Analysis. [online] Sophieaaldridge.blogspot.com. Available at: http://sophieaaldridge.blogspot.com/ [Accessed 29 Nov. 2018].

ASOS. (2018). About Us | ASOS. [online] Available at: https://www.asos.com/about/who-we-are/?ctaref=aboutus|whoweare [Accessed 29 Nov. 2018].

Ding, A., Li, S. and Chatterjee, P. (2015). Learning User Real-Time Intent for Optimal Dynamic Web Page Transformation. Information Systems Research, 26(2), pp.339-359.

Erika Hanson. (2017). Fashion Market Levels. [online] Available at: https://itserikalouiseannehanson.wordpress.com/2017/11/26/fashion-market-levels/ [Accessed 29 Nov. 2018].

Forbes.com. (2018). 12 Ways To Improve A Customer’s User Experience. [online] Available at: https://www.forbes.com/sites/forbestechcouncil/2018/07/24/12-ways-to-improve-a-customers-user-experience/#5245ddf71fc7 [Accessed 5 Dec. 2018].

Hernandez, A. and Resnick, M. L. (2013) ‘Placement of Call to Action Buttons for Higher Website Conversion and Acquisition: An Eye Tracking Study’, Proceedings of the Human Factors and Ergonomics Society Annual Meeting, 57(1), pp. 1042–1046. doi: 10.1177/1541931213571232.

Missguided.co.uk. (2018). Women’s Clothes | Fashion Shopping Online – Missguided. [online] Available at: https://www.missguided.co.uk/ [Accessed 2 Dec. 2018].

Owler. (2018). Missguided Competitors, Revenue and Employees – Owler Company Profile. [online] Available at: https://www.owler.com/company/missguidedau#competitors [Accessed 29 Nov. 2018].

Solutions, A. (2018). Customer Touch Points: 4 Simple Steps for Improving Experiences. [online] Astute Solutions. Available at: https://www.astutesolutions.com/blog/articles/customer-touch-points-4-simple-steps-for-improving-experiences [Accessed 5 Dec. 2018].

Topshop.com. (2018). Topshop – Women’s Clothing | Women’s Fashion & Trends. [online] Available at: http://www.topshop.com/?geoip=home [Accessed 29 Nov. 2018].

Wood, Z. (2018). Young, quick and very hip: Missguided and PrettyLittleThing hit the big time. [online] the Guardian. Available at: https://www.theguardian.com/business/2016/dec/17/missguided-pretty-little-thing-hit-big-time-fast-fashion-generation-z [Accessed 29 Nov. 2018].

Wots The Big Idea. (2018). How to identify customer touchpoints | Wots the Big Idea blog. [online] Available at: https://wotsthebigidea.com/identify-customer-touchpoints/ [Accessed 2 Dec. 2018].

 

Bibliography

Digital Marketing Institute. (2018). The Beginner’s Guide to Defining Buyer Personas. [online] Available at: https://digitalmarketinginstitute.com/en-gb/blog/2017-4-27-the-beginners-guide-to-defining-buyer-personas [Accessed 30 Nov. 2018].

Investopedia. (2018). Target Market. [online] Investopedia. Available at: https://www.investopedia.com/terms/t/target-market.asp [Accessed 29 Nov. 2018].

SurveyMonkey. (2017). Identifying Your Customer Touchpoints | SurveyMonkey. [online] Available at: https://www.surveymonkey.com/mp/identify-customer-touchpoints/ [Accessed 2 Dec. 2018].

SurveyMonkey. (2018). The best way to map the customer journey: take a walk in their shoes | SurveyMonkey. [online] Available at: https://www.surveymonkey.com/curiosity/map-customer-journey-keep-customers-happy/ [Accessed 2 Dec. 2018].

tutor2u. (2018). Market Segmentation | tutor2u Business. [online] Available at: https://www.tutor2u.net/business/reference/market-segmentation [Accessed 29 Nov. 2018].