Digital Marketing Strategies. Case study - Mango

Sheffield Hallam University
Sheffield Business School
MSc International Marketing
Digital Marketing Strategies
By Marina Decuseara
27034925
Sheffield, 11th December 2017

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Contents
Introduction...............................................................................................................................3
1. Brand.....................................................................................................................................3
1.1 Company profile.................................................................................................................3
1.2 Company strategy...............................................................................................................3
1.3 Key Performance Indicators (KPI) ..........................................................................................4
1.5 Targeting...........................................................................................................................4
1.6 Positioning ........................................................................................................................5
1.7 Web Decision Making Process ..............................................................................................5
2. Website Analysis......................................................................................................................7
2.1 Domain name, URL and SSL Secure........................................................................................7
2.2 Design of the website..........................................................................................................8
2.3 SEO Analysis ....................................................................................................................13
2.3.1 SimilarWeb................................................................................................................15
2.3.2 WooRank ..................................................................................................................16
2.3.3 Alexa. com.................................................................................................................16
2.3.4 SpyFu .......................................................................................................................17
2.3.5 nibbler.silktide.com ....................................................................................................17
2.4 PPC ................................................................................................................................18
2.5 Competitors ....................................................................................................................20
3. Social Media Marketing ..........................................................................................................21
4. Affiliate Marketing .................................................................................................................23
5. E-commerce .........................................................................................................................24
5.1 Mango e-commerce process ..............................................................................................25
5.2 Email Marketing ...............................................................................................................26
6. Mobile app ...........................................................................................................................27
7. Recommendations.................................................................................................................28
8. QR Code...............................................................................................................................29
References...............................................................................................................................29

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Introduction
The growth of different brands has tempted the fashion industry. The gap in the market
was covered by bringing middle class in the luxury world in order to produce outstanding,
authentic on trend items with the identical design credentials as their fashion competitors.
Mango is an example of the company who knew how to identify customers’ needs and offer
them quality and fashion at an affordable price.
In this assignment, it will be described in detail the strategies of online marketing
implemented by the company to increase its notoriety and online visibility.
1. Brand
1.1 Company profile
The famous Spanish company selling clothes for men, women and children was
founded in 1984, in Barcelona by brothers Isak Andic and Nahman Andic. According to the data
presented on the company's official website, it owns 2730 shops (almost 804,515 m2) in 109
countries. (Mango, 2015) It has a variety of products and accessories for women, men, girls
and boys, and plus size lines.
1.2 Company strategy
Mango was conceived with the mission of being available worldwide, by offering
fashionable products at an affordable price, in a familiar environment to the clients. After a
successful strategy in their 100 shops in Spain, in 1992 the company decided to implement a
global strategy.
At national level, the company focused on three pillars: product, people and
distribution. In order to be presented in all cities of the world, Mango changed substantial this
3 pillars directed them to international market, but also it modified the internal process of
stocks, logistics, design of product, fashion and the technology oriented more towards online
sales (figure 1).
Figure 1. Key elements in developing the international strategy of Mango
https://www.retail-week.com/topics/international/analysis-how-spanish-retailer-mango-expanded-
internationally/5044813.article

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As a result of the adopted strategy, Mango extended the international market in Asia
first in Singapore and Taiwan (1995), China and Australia (2002), US (2006). Due to the
development of the online store, Mango has expanded into Africa and South America. The
recent openings were in Egypt and South Africa, which means that the company purchase via
online shop in 83 countries in all 5 continents.
The “to be present in all cities in the world” strategy of Mango has been successfully
achieved. Simultaneously, it has implemented a franchising strategy, in order to extend the
brand without taking on shop ownership costs.
1.3 Key Performance Indicators (KPI)
According to annual report in 2015, Mango has 2 327 045 euros of turnover, with 81%
of sales was in foreign markets. It is also worth noting that 10.7% of turnover was from online
store. Other relevant data are presented in figure below.
Figure 2. Key figures of Mango
Source. Mango, (2015), Mango Sustainability report 2015. Retrieved from
http://st.mngbcn.com/web/oi/servicios/rsc/pdf/IN/mem/mem2015.pdf
During 2015 the brand opened globally 830 job, 35% of them are based in Spain,
currently having 16 623 employees worldwide. Withal, the company opened 236 new stores,
which of 63 are megastores.
Regarding digital strategy, during 2015 the company was awarded for the Best
Globalisation Project in e-Commerce.
1.5 Targeting
The main target of the company is the working women from Generation Y (Millennials),
from 18 to 31 years old. Their salary is from £18 000 to £40 000. Women belong to the Middle
Class, having an attraction to the latest trends and fashions. The typology of women is in
Athenian style, they love to be always beautiful, in the centre of attention and fashionable
every day. They are attracted to power and money - Heidi style. Customers are price-sensitive,

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looking for a fair balance between value and quality, in order to afford to change their
appearance each season. The decision to buy is influenced by trends in celebrity culture.
At the technology level, women in the Generation Y are making extensive use of the
Internet and mobile applications for online sales.
1.6 Positioning
Mango is second Spanish fashion retailer, being a lifestyle brand especially for women.
The perceptual map, shown in figure 3, illustrates the positioning of Mango in comparison with
its retail rivals depending on fissionability and price. As can be seen, at the level of the two
listed criteria, Mango occupies a middle position. The brand image of Primark, H&M, Pull&Bear
is cheaper than Mango and Asos. Instead, Zara, GAP and Massimo Dutti have a higher price
than Mango. In term of fissionability, Massimo Dutti is considered to be a leader, followed by
Asos, Zara, H&M, Mango, Primark, Pull&Bear and GAP, which is perceived by the consumers to
be the least fashionable.
1.7 Web Decision Making Process
Technology changed totally the way that the customers buy - anytime and anywhere.
Depending on their preference, they can buy digitally or physically. 67% of people still buy in-
store, because they perceive in-store experience superior than online shopping. Despite of this
Figure 3. Perceptual Mapping
Source. 1. Mintel, (2016), Youth Fashion - UK - December 2016. Retail Competitor
Analysis. Retrieved from http://academic.mintel.com/display/807919/?highlight#hit1
2 ., (2017), The best fashion companies to work for in Fashion 2017. Retrieved from
https://www.businessoffashion.com/careers/best-fashion-companies-to-work-for

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opinion, 50% of consumers buy online (Mintel, 2017). As a result, the traditional decision
making process is adapted in digital environment, by incorporating the technology in every
step of consumer journey even they are buying online or offline. It was also increased the
expectations regarding the service, convenience and speed.
The representation used in figure 4 to reveal the steps of new marketing decision
making process is also called customer journey map. The diagram illustrates the steps that the
customers traverse to create a long-term engagement with the company for buying a product
or service. (Richardson, 2010) At the first glace, the customer journey map is very simple, the
company offer the product/service, the customers buy them. In digital environment it is a very
complex tool, because the customers contact the company in many channels, for example,
Social Media, website, display advertising, searches on engines etc.
The customer journey map helps to understand better from where consumers interact
with the company, by identifying the gaps of marketing strategies applied. As a result, the tool
offers an overview of customer profile, strategies of company and channels used. At the same
time, the tool highlights the gaps between the desired customer experience and the one
received, by giving the perspective of the sale process.
Figure 4. Customer journey mapping for selling a dress in digital and physical channels
Source. https://www.smartinsights.com/guides/customer-persona-toolkit/
The example illustrated in figure 4 describes the customer journey for buying a dress
for online Mango shop. The consumer is impressed by the advertising of a city banner or online
advertising. She/he searches for the product either on the website or in the mobile application.
She/he goes to the nearest store, scans the QR product code and decides to buy it
immediately. After that, she/he posted a comment on social networks. Going home she/he
decides to return the product for the wrong size. After the consumer checks online loyalty
points offered and look for other offers.

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The figure 5 illustrates the digital and physical touchpoints used in a customer journey
in each stage of consumer behaviour (awareness, consideration, purchase, service and loyalty).
Figure 5. Digital & Physical touchpoints in a customer journey
Source. https://econsultancy.com/blog/68958-the-five-key-steps-towards-understanding-the-customer-
journey-and-where-most-marketers-are-stuck
2. Website Analysis
Mango was one of the first clothing stores that introduce internet technologies into the
company, creating the first website in 1995 and in 2000 it launched its first online shop.
In conformity to annual report in 2015 of the company, the website had 343 million
visits, 50% of which were accessed through mobile phone. This traffic was increased thanks to
the new design of website and the modifications made on mobile design and creation of a
mobile app.
2.1 Domain name, URL and SSL Secure
The domain name of the website is mango.com, registered on 22 April, 1997. The
subdomain is shop.mango.com to which is added the country from which it is accessed /gb, /it,
/fr, /ro etc. The first page, which is
actually a pop-up (figure 6), directs the
user to the subdomain of the country.
For example, the British URL will be
https://shop.mango.com/gb.
Also, this page presents the policy on
cookies.
Figure 6. Pop-up page
Source. https://shop.mango.com/gb

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As can be seen from the above URL, a secure protocol, called "https", was used. The
website provides the security certificate, accessed from the browser from the lock icon, as
demonstrated in figure 7.
2.2 Design of the website
As can be seen in figure 8, the home page is dominated by an evocative and persuasive
full screen photo, with a responsive design, adapted in accordance with the size of the device
(Desktop, tablet, mobile etc.). In conformity to WooRank, the mobile web pages are very good
optimised for mobile devices and the font size and buttons/links are large enough and legible.
The issue is slow mobile speed.
In the analysis of nibbler.silktide.com,
Mango website receives the 3 to 10 grade at the
level of mobile responsiveness, because it not
appears to be fully optimized for viewing on a
mobile or tablet (using CSS media queries).
Figure 7. Security Certificate of the website
Figure 8. Mango website on Desktop, Tablet and Mobile device

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The web pages are dynamic, because the user can apply the filters to search willing
products. The algorithm Java Script is demonstrated in figure 9.
Figure 9. Filters on products menu
It is also noted the dynamicity of webpages when you move the mouse to one of the
main menu categories, it is highlighted (figure 10). In this case it was used the CSS technology.
As demonstrated in figure 10, the main menu is structured according to the product
line, which opens the window of the company's products according to the categories they
belong to. According to WooRank statistics, the buttons/ links are large enough to be seen by
the users. Besides the categories of clothes of accessories, the main menu offer customers the
possibility to see the best seller products, collection look, promotions, ideas of gift products,
the clothes to wear for a party, wedding or in the office, and also the organic clothing products.
The side menu has the function to filter customer searches depending on the desired
product category (coats, jeans, dresses, bags etc.), colour size and price, in order to find the
products easier. Alongside, there are 2 images displayed like in figure 11. At first glance, from
the first interaction the user can see the product in detail, but in my opinion the photos are
very big and to find a product the client has to scroll a long time, which makes website use
difficult and sometimes it can become annoying for users. I consider that the company needs
to introduce the function of giving customers the opportunity to choose how many products
they want to see on the page, functionality that does not exist at the moment.
Exclusive category
Ideas of clothing
Figure 10. CSS technology used in main menu of the website

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Regarding the Search tool, it was identified some issues. Firstly, there are no automatic
suggestions when the user writes in the field; probably the client has to guess keywords.
Secondly, if a word has been grammatically misspelled such as desses instead of dresses, it will
appear the results from the basic word. Thirdly, if I want to write another word in the search
button I have to delete it manually because the X button does not work.
If the customer has introduced a category of products that does not exist in the online
store like perfume, it receives a message, shown in the figure below. The second highlighted
box offers the options of different category of products, but it is irrelevant compared to the
initial search.
One of the pillars of the website is the goal-driven design, because the website
interactions help users to reach the goal of the company - increase online sales. Furthermore,
the structure of website is very simple
and easy to understand for the user. The
design is very interactive, by using
signifiers - visual cues such as search or
shopping cart icon or navigation menu,
intuitively suggest the information
contained, making them advantageous as
applicability shortcuts (figure 12).
Overall, the website interfaces are
predictable, which makes the learnability
by users easier. Thus, they will not reflect
too much to use the website.
Figure 12. Search results for perfumes
Source. https://shop.mango.com/gb/search?kw=perfume
Side menu filters
Filters for price
display
Figure 11. Filters in product category page
Source. https://shop.mango.com/gb/women/dresses_c55363448
Search tool

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As can be seen in figure 13, the product page contains immersive images used to
capture the user's attention and make him buy the product. The user can also see the product
from different points of view, by using Images Scroll. To create an interesting user experience,
Mango introduces the micro UX technology by using the Hover zoom. This is a new common
feature of ecommerce, which allows the user to see exactly the area that they are interested,
provided on a smaller screen.
Product information is clearly explained and the user can see the product's availability
on the store in real time. Equally important is the sizes guide used by mango.com. As a result,
the customer will calculate your own clothing size, which will decrease the number of returns.
Moreover, the user has the possibility to place the product in the shopping cart or add
it to wishlist. At the level of e-commerce strategies, I think the shopping cart icon that shows
me how many items are in the cart is very small.
The user can create a new account or log in into an existing account (figure 14) to order
online or view the previous orders, the wishlist products, products added to cart, information
about returns and refunds, etc.
Figure 13. The design of product page
Signifiers
Account menu
Immersive ImageImages Scroll
Hover zoom
Product information
Figure 14. Login/Register page
Source. https://shop.mango.com/login.faces?ts
=1512630353695&state=she_006_IN
Figure 15. My account page
Source. https://shop.mango.com/micuenta.faces?ts
=1512630353695&state=she_006_IN

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In the footer (figure 16) of the website are general information about the company, the
franchise, how the user can return a product, gift voucher, store location, terms and privacy of
the dates used and job offers. Also in this section are presented the social networks where the
company communicates and interacts with customers.
Figure 16. The footer of the website
p and Mobile device
Subscribe to the newsletter
Subscribe to Social Media
General Information

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2.3 SEO Analysis
SEO (Search Engine Optimization) is the technique of improving the quantity and quality
of traffic of the website on search engines. (Moz, 2017) As can be seen in figure 17, in order to
realize a coherent SEO audit for evaluating the visibility of the website, it is important to
analyse the off/on - page factors, keywords, backlinks, site architecture, content, page titles,
headings, website speed, meta information, tags, etc.
As can be observed in figure 18, the Mango online shop website is the first in online
searches on Google, which means that it is organic optimised though keywords, backlinks,
unique content, meta information and tags.
Title Tag
Meta Description
URL in Search
Figure 18. SEO optimized off-page elements on Google
Source. www.google.com/mango
Geolocation tag
Site Links
Figure 17. Technical SEO Audit for a website
Source. https://www.boughdigital.com/page/seo-audit/

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Equally important is to understand how the meta data are implemented in the website.
At the technical level can be identified within the code the meta description used, shown in
figure 19. It should specified that it must have a unique content.
Figure 19.The source code of Meta Description
The figure 20 presents the on-page elements (page title, directory structure, menu,
heading tags, internal links, content, images) optimised according to SEO techniques.
Figure 20. SEO on-page elements
Source. https://shop.mango.com/gb/women/dresses-short/flowy-printed-
dress_21070619.html?c=12&n=1&s=prendas.familia;32
The source code for the page title, meta description, directory structure of the website
are demonstrated in figure 21.
Figure 21. The source code of on-page elements
Heading Tags
Unique
Content
Page TitleDirectory Structure
Menu/Internal Links
Images
Favicon

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2.3.1 SimilarWeb
As can be seen from dates provided by SimilarWeb in figure 22, the total visits are
15.57 million visits on desktop and mobile phone in the last 6 months. The average visit
duration of website is almost 5 minutes, with a bounce rate of 24.7%, which means the clients
are very interested to spend time on Mango online shopping, because compared to the
average session duration for all sites is only 2 minutes and 17 seconds and the bounce rate of
58.18% (Brafton, 2017). However, the Mango website recorded a decrease in visits of 9.93%.
The online store ranks globally 3851th in internet searches.
The country with most searches registered (12.25%) is Turkey, followed by Spain
(12.08%), France (10.90%) and Poland (6.98%). Basically, the audience is interested in
Shopping/Clothing occupying the 40th
position in this category.
Figure 22. SimilarWeb Analysis
Source. https://www.similarweb.com/website/shop.mango.com#overview
The main sources of desktop traffic are 47.69% the
Searches on browser (of which 76.14% is from Organic
Search and 23.86% is from Paid Searches), direct access of
online shop (31.89%), access of the website through links
from other websites (10.59%) such as rstyle.me,
buzzfeed.com or fashion beens.com, Email (4.58%), Social
Media (2.81%) and Display Advertising (2.44%). The top
Display publishers are buzzfeed.com, hurriyet.com.tr,
youtube.com, outlook.live.com and onedio.com.
The organic keywords identified (figure 23) are
mango, манго, mango uk, mango man, манго интернет
магазин etc. Figure 23. Organic Keywords
Source. https://www.similarweb.com/website/shop.mango.com#overview

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2.3.2 WooRank
According to WooRank, the Mango website is 3 454th most visited website in the World
and in origin country, Spain, the
website occupies the 389th
position, where most of the
searches have been registered.
As can be seen in figure 24, the
website is qualified with 81%
trustworthy and 91% child safety.
The server location is in Cambridge, the cloud service is provided by Akamai
Technologies. The website has created in a
customised structure. The technologies used are
HTML5, Apache and jQuery.
Regarding SEO strategy, inside of the
website are 44 203 pages, detecting 2 062169
backlinks (links/websites from which the online
store was accessed), with 21 278 domains that
the backlinks are coming from (figure 25). The
score of the website is 75.9/100, whist Zara - the
main competitor's score is 87.3/100.
Additionally, it was identified only on the first
page 165 internal links.
Despite the multitude of images, the
page of the website loads quickly, which
means the cacheability strategy is perfect
implemented. Apart from this, the website is indexed in XML and has a custom error page.
These details are important requirements for search engines.
The warning that WooRank exposes in the report is about the duplicate content,
because the Search engines indexed www.shop.mango.com and shop.mago.com as two
different websites, but with the same content. For this reason, it was identified 404 203
discovered pages. Firstly, this means a high level of breaking into data of the website by robots
or hackers. Secondly, this means a bad site structure and internal linking.
Another essential point is to create a blog with a unique content, in order to increase
the online visibility and to attract more audience.
2.3.3 Alexa. com
According with alexa.com, 16.8% of visitors are from Spain, followed by France (9.9%),
United States (8.5%), United Kingdom (6.1%) and Germany (6%). Most of the visitors are
female from Graduate school. They browsed the website from work. (Alexa, 2017) The search
keywords that send traffic to the website are: mango, mango outlet, mango clothing, mango
Figure 25. Trust on Mango website
Source. https://www.woorank.com/en/www/shop.mango.com
Figure 24. Trust on Mango website
Source. https://www.woorank.com/en/www/shop.mango.com

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man and Violeta mango. Apart from keywords, the website was accessed from sites such as
msn.com, pixnet.net, naver.com, dailymail.co.uk, huffingtonpost.com.
At page load level, the website is fast (1 309 seconds).
2.3.4 SpyFu
The tool SpyFu offers an overview of evolution of organic keywords used by
mango.com. In conformity with dates provided, in the last year have registered 11 300
keywords (figure 26), occupying the 12th
position on keywords rank. The monthly number of
clicks from organic keywords is 2 million, generating $198 900.
Figure 26. SEO overview in the last year
Source. https://www.spyfu.com/seo/overview/domain?query=mango.com
4306 of keywords are shared with the competitor - zara.com. Most valuable organic
keywords are woman dress searched about 60 500 times a month, with a Cost Per Click of $2.
The other valuable keywords are presented in figure 27.
Figure 27. Most Valuable Keywords
Source. https://www.spyfu.com/seo/keywords/domain?query=mango.com
2.3.5 nibbler.silktide.com
Besides the elements identified in the previously described analysis tools,
nibbler.silktide.com reveals that 100% of pages in the website is using some form of analytics
software: Google Analytics and Google Tag Manager. This is excellent and allows to Mango for
a complete analysis of visitor behaviour or segmentation, traffic source, pages accessed, etc.

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2.4 PPC
Pay per click (PPC), also called pay per placement was conceived as a method to
generate incomes for search engines (Kritzinger & Weideman, 2013). Google has Google
AdWords; Yahoo! manages Yahoo! Search Marketing, while Bing runs Microsoft AdCenter. It is
a technique of advertising that takes directly the users to the website in order to do an action
(order online, compelling a
formularies, download an
antivirus etc.). As PPC suggests,
the owner of the website pays to
the publisher for every click they
receive via sponsored link
(Jansen and Schuster 2011).
During 6 years and 4
months, the website mango.com
use the PPC technique, called
Google AdWords. By using the
keywords mango, the paid ad
revealed on Google Search Engine
is in the 1st
position, as presented in figure 28.
According to the SpyFu, the Mango website contains 1447 paid keywords, with a 88500
number of clicks generated. The monthly AdWords budget is $5360. The most profitable
keywords in Google AdWords, shown in figure 29, is the women jeans, searched on Google by
22200 times, with a pay per click of $2. Other valuable paid keywords are womens jackets,
womens shirts, online dressses, and women coat.
Google AdWords has the Keyword planner, a tool that helps the advertiser to find the
relevant ideas of keywords in Google Search Engine, regarding the product/service or pen
profile of the customers (Google, 2017).
The figure 30 illustrates the keywords ideas for mango online shop, with an estimation
of 1 - 10 million average monthly searches on keywords exposed. For example, the average
Figure 28. Google AdWords advertisement
Source. google.com
Figure 29. Most profitable ads and keywords in Google AdWords
Source. https://www.spyfu.com/ppc/ad-history/domain?query=mango.com

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monthly searches for the womens high waisted jeans keywords is 1000 -10000, the
competition is high and price suggested to be at the same level with the competition is $1.22.
The ads that occupied horizontal or vertical 1st
or 2nd
positions
in Google Search are presented in figure 31. In Google AdWords the
ad has 3 elements: headline (max 30 characters), a Display URL (max
15 characters) and description text (max 80 characters). To attract
the consumers, it is necessary to have text ads unique, attractive,
relevant including prices, promotions, exclusive, and call the
customer to take action (Google, 2017). For example in Mango ads
the exclusive found are free delivery or free return. The calling action
is get the latest fashion trend or shop online.
Figure 31. Most profitable ads in Google AdWords
Source. https://www.spyfu.com/ppc/ad-history/domain?query=mango.com
Figure 30. Keyword planner on Google AdWords
Source.
https://adwords.google.com/ko/KeywordPlanner/Standalone/Home?__u
=5605680543&__c=5961557103&authuser=0&__o=awsm#search
Headline
Display URL
Description

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Google provides a tool to see the evolution of your keywords in real time, called Google
Trends. There were randomly selected 4 keywords related with mango.com, exploring in real
time user searches (figure 32).
2.5 Competitors
According to SpyFu, figure 33, the main competitors in organic searches are the shop
online Zara, Bershka, H&M, Pull and Bear, while in the paid searches skyitl.net, leathercult.com,
and mangozz.com. Even if mangooutlet.com is an online shop owns by the Mango Inc., in
digital analysis it is considerate one of the main competitors, because they share the main
keywords, content, signifiers, graphic elements, footer etc.
Regarding the organic keywords, there
are 40 828 keywords shared between
mango.com and the competitors.
Mango has 6 682 unique keywords,
but 3374 keywords are shared with
zara.com and 312 with bershka.com
(figure 34). The weakness is the fact
that 1 392 keywords both competitors
rank for, but not mango.com.
Figure 33. Top Organic vs Paid Competitors
Source. https://www.spyfu.com/overview/domain?query=mango.com
Figure 34. Shared Organic Keywords
Source. https://www.spyfu.com/seo/kombat/domain?query=mango.com&domains=mango.com%2Cbershka.com%2Czara.com
Figure 32. Keywords in Google Trends
Source. https://trends.google.co.uk/trends/explore?cat=68&date=today%203-
m&q=mango%20clothing,plus%20size%20clothes,dresses%20mango,men%20clothing

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In term of paid keywords
(figure 35), there are 2792
keywords that any of three
online shops buy from
Google. Mango possesses
50% (1320) of unique
keywords and only 126
keywords are shared with
leathercult.com.
In addition, the main competitors in conformity of the website rank are asos.com,
zara.com, bershka.com, massimodutti.com, mangooutlet.com, camaieu.fr, etam.com,
promod.com, veromoda.com and nafnaf.com (see figure 36).
3. Social Media Marketing
Social Media plays an important role in the communication strategy of Mango. It permit
the company to communicate bidirectional with the worldwide customers, being an essential
channel to share exclusive content, for which the main purpose for the company is to approach
the client emotionally. To achieve this goal, Mango builds and adjusts content to delight the
customers and offer information about new fashion trends in all social platforms on which is
has a presence. Similar Web report reveals that 2.81% of traffic is from social platforms:
44.44% from Facebook, 34.85% from YouTube, 7.28% from Pinterest. 7.96% VKontakte in
Russia and 2.35% Instagram (figure 37). The company is also present in Snapchat, as well as
Weibo and WeChat in China.
Figure 35. Shared Paid Keywords
Source. https://www.spyfu.com/ppc/kombat/domain?query=mango.com&domains=mango.com%2Cskyitl.net%2Cleathercult.com
Figure 36. Main competitors according website rank
Source. https://www.similarweb.com/website/shop.mango.com#similarSites

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Mango's Facebook page counts 10 753 219 likes and 10 536 556 followers. Inside the
page 18307 people talk, comment, share, react, recording 386 check-ins and 10 992 photos
posted by other people. Facebook affirms that the company typically replies within a day.
Another essential point seen on the Facebook page (figure 38) is content optimization,
direct links to other Social Networks, including the online store to make it easy for the user to
buy Mango products, strategy called Social Media Marketing (SMM).
Figure 37. Traffic from Social Networks
Source. https://www.similarweb.com/website/shop.mango.com#social
Figure 38. Mango's Facebook Page
Source. https://www.facebook.com/mango.com/app/267091300008193/

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Regarding the Facebook posts, it can be
observed the personalization of the
advertisements in order to attract the
attention of the consumers and to
emotionally involve them in discussions or
comments, demonstrated in figure 39. It
also shows the existence of products links
to the online shop, entering directly into
buying online action.
The second Social network used is Instagram (7 500 000 followers) with 2 917 posts,
followed by Twitter (798 000) with 26 700 000 tweets, LinkedIn (220 018), Pinterest (80 736),
Google+ (533 891) and YouTube (33 925 subscribes).
4. Affiliate Marketing
Affiliate marketing is a technique for
advertising, when the main company or "merchant"
will pay an “affiliate” or “publisher” to put the ads
in its website. The entire process is presented in
figure 40. An affiliate earns a commission only if a
user browses to an affiliate’s site, the user clicks the
affiliates specially coded link to the merchant, and
the user makes a purchase from the merchant
(Edelman 2015).
The fashion and beauty affiliate programs
adopted by Mango are Linkshare (Rakuten) and
Commision Junction. On these platforms, Mango
proposes affiliate programs for those who are interested in publishing ads on the site as
demonstrated in figure 41.
Figure 39. Mango's Facebook Post
Source. https://www.facebook.com/mango.com/
Figure 40. Affiliate Marketing
Source. https://neilpatel.com/blog/when-to-use-affiliate-
marketing/
Figure 41. Mango Affiliate Program
Source. https://popshops.com/affiliate-
programs/commission-junction/united-
states/merchants/16408/mango-affiliate-program

24
According to Similar Web (figure
42), the affiliate networks used by Mango
are Criteo, Tradedoubler, Skimlinks,
Taboola, Google Display Networks, etc.
In the picture bellow, the example of the Display
advertising (banner ads) demonstrates the use of the
Yahoo affiliate program implemented through Internet
advertising company - Criteo.
5. E-commerce
In term of online sales, Mango
uses an Omni-channel strategy, based on
shopping in the physical store, e-
commerce site, mobile application,
phone order and social networks (figure
44). An example of this is that during
2015 almost 600 000 customers
collected their Internet orders from
stores, and over 540 000 orders were
placed from physical stores via iPads and
smartphones available in stores (Mango,
2015).
The triumph of the strategy is due
to the possibility to order online where
the company is already settled though
physical stores, in country like Egypt,
South Africa and India. Mango has an
online store in all continents (83 countries).
Figure 44. Omnichannel strategy
Adapted from. Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From
multi-channel retailing to omni-channel retailing: introduction to the special
issue on multi-channel retailing. Journal of retailing, 91(2), 174-181.
Figure 42. Mango Affiliate Networks
Source. https://www.similarweb.com/website/shop.mango.com#display
Figure 43. Yahoo Affiliate Advertisement
Source. https://www.yahoo.com/

25
Mango had received the distinction of the Best Project in E-Commerce at the 1st
edition
of National e-Commerce Awards, coordinate by e-Commerce Observatory.
5.1 Mango e-commerce process
Due to SEO, PPC campaign, Social Media and Affiliate Marketing, the user will find the
Mango website. He will enjoy the performance (fast loading, simple navigation, quick search,
etc.) and design of the website, products images, detailed description, ideas of best seller,
weeding or office clothing, new collection, organic products, stock availability and promotions.
The option "Complete your outfit" is a relatively new trend, but an excellent trick for users in
order to sell an entire outfit without the difficulty of looking for the perfect combinations on
their own. To encourage online sales, Mango offer free delivery to the shops and free home
delivery for orders over £30.
Therefore, the user will order products by adding them to the shopping cart. After, he
will process to checkout and payment. Obviously, payment methods (Visa, MasterCard, PayPal
etc.) are secured. After completing the order, the user will receive an email confirmation.
Within my account menu, the user can follow the order in real time. Receiving the order, if
unsatisfied for various reasons he may return it for free, information provided throughout
every page of the website at the top of the screen. These are the steps for Mango e-commerce
(figure 45).
Figure 45. Mango e-commerce process
Source. https://www.demoup.com/blog/online-shopping-experience-cheat-sheet-for-your-e-commerce-
store/consumer-online-shopping-experience-journey/
Exclusive
section on
website

26
5.2 Email Marketing
The Email marketing technique used within Mango website is newsletter. This occurs
on the first user interaction with the website by displaying a pop-up page and offering 10% off
for subscribing to it (see figure 46). It was sent 25 emails in the last 30 days (Mailcharts, 2017).
Most of them were send on Wednesday, Thursday and Saturday.
If the customer added products to the cart but did not finish the order, it receives a
message reminding them to place the order. This email marketing technique can become
annoying to the client.
The newsletter received in email platforms is demonstrated in figure 47.
Figure 43. Mango newsletter
Source. https://mail.google.com/
Figure 46. Pop-up page to subscribe to newsletter
Figure 47. Pop-up page to subscribe to newsletter
Source. https://gmail.com/

27
6. Mobile app
Mango has 2 free mobile app in Google Play
Store (Mango with total install raking between 50K -
100K and Mango Watch Face between 1-5 million
installs) and 1 in App Store. In Mango Watch Face app is
a watch's collection, non-existent products in the current
online store.
The mobile app is easy to find, the mobile app is
easy to find in the mobile Store, appearing first in the
search by entering the keyword mango.
The countries where users download the mobile
application most frequently are Germany, France, UK, US
and Canada (SimilarWeb, 2017).
The interface of the application is very friendly
and intuitive, in the same style as the website. At
functionality level, the user can scan the QR code of the
product by providing more information about the
product.
Testing the e-commerce process, I think it's much
simpler in the mobile application than on the website.
The search button has the same issue like in the website. Figure 44. Mobile interface
Source. Apple Store app

28
7. Recommendations
As seen in the project, Mango uses a wide variety of well-implemented online
marketing strategies. However, I recommend some improvements outlined in Table 1.
Table 1. Website Recommendations

29
8. QR Code
References
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https://www.alexa.com/siteinfo/mango.com
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https://www.boughdigital.com/page/seo-audit/
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report/
4. Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the
digital generation. Kogan Page Publishers.
5. Edelman, B., & Brandi, W. (2015). Risk, information, and incentives in online affiliate
marketing. Journal of Marketing Research, 52(1), 1-12.
6. Facebook, https://www.facebook.com/
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m&q=mango%20clothing,plus%20size%20clothes,dresses%20mango,men%20clothing
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12. LinkedIn, https://www.linkedin.com/
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https://www.mailcharts.com/companies/3919/mango
14. Mango, (2015). Mango Sustainability report 2015. Retrieved from
http://st.mngbcn.com/web/oi/servicios/rsc/pdf/IN/mem/mem2015.pdf

30
15. Mango, (2017). Company profile. Retrieved from
https://press.mango.com/en/company-profile_4553
16. Mango, https://shop.mango.com/gb
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Retrieved from http://academic.mintel.com/display/807919/?highlight#hit1
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http://academic.mintel.com/homepages/sector_overview/7/#
19. Moz, (2017). What is SEO?. Retrieved from https://moz.com/learn/seo/what-is-seo
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https://www.smartinsights.com/guides/customer-persona-toolkit/

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