1. MSc International Communication & Digital Marketing
MARION BAUD

2. 1
6
2
5
3
4

3. 1 – Situation analysis
Whatwe are now ?
1- Sell – Grow sales
2- Speak – Get closer to customers
though dialogue and participation
3- Serve – Add value
4- Save – Save costs
5 - Sizzle – Extending your brand online

4. No online shop despitedemand
“For those of us who do not live
anywhere near a Primark, an online
shop is a desperate need. The trek to
get to one, the untidyness, the size of the
shop, the crowds and the huge long
queues to pay are also very good
reasons to put it online. Primark, please
do it!”

5. Primarkcompetitors
• High street brands
- Tough low price market
- All of these have online shops

6. Customer insight
• Brand perception: Value for
money
• Fashion conscious women
under 35
• Eager Internet users

7. 2 – Objectives
What do want to be ?
• Worldwide reach
• Adding a communication channel - engage
• Cheap customer service - FAQ
• Increasing big scale advantages
• “Neat” shopping  improve brand
• Increase sales
THREATS
• Not a global brand
• No advertising

8. 2 – Objectives
What do want to be ?
Focus on creating a quality user experience in
opposition with the one in store: replace the hassle
and the mess by a user friendlyplateform, with the
required information easilyavailable and effective
customer service.

9. 3 – Strategy
How do wegetthere ?
Strategy
Segmentation
Urban people
Bigcities
Young people
Men/Women/Children
Target
15/30 men and women
Students / LowIncome
Living inCities
Interest in fashion
Like shopping, buyingthings
Positionning
Young and urbanbrand
Trendyclothing
Cheap prices

10. 3 – Strategy
How do wegetthere ?
Strategy
Persona
• Katy
• 21 yearsold
• Lives in London
• Active lifecycle
• Is intersted in fashion
• Has a blog about fashion
• Hyperconnected
(Smartphone, Computer)

11. 3 – Strategy
How do wegetthere ?
Strategy
• Online Value Proposition
Improvewebsite design
Make people discover
Best description of products and put prices
Get people linkedwith the brand
• Sequence
More informations about
products (size, price, etc.)
Whereclothes are made
Younger web design
• Tools
e-mailing, newsletter,
localization,
application, practical
informations
• Integration
Buying an
existingdatabase
Making a game to collect
informations about
customers

12. 4 – Tactics - E-marketing mix
Tactics
 Product: Women/Men/Children clothing and Home
 Price: Between £3 and 14£ for tops and jeans
 Promotion: Website, social networks, newsletters, word-of-mouth
 Place: online store on the website
 Process: Order, Check clothing stock, Confirmation, Paying, Sending,
Receiving
 People: 5 people (Webmaster, CM, Warehouse)
 Physical environment: Cool website, easy to use, easy to contact the
company, 2 day delivery

13. 4 – Tactics
Tactics
• Schedule
– Redesign website, including an e-shop
– Develop and SEM (Search Engine Marketing) Strategy
– Launch Affiliate Marketing Actions : products featured on
fashion websites in a “click and buy” model,
– Buying database
– Create game on social networks
– Posting news on social networks
– Weekly newsletter
• Contact strategy
– “Cooler”, more easy to use website pages
– Weekly newsletter about new clothes, prices, etc.
– Game on the Facebook / Twitter pages

14. 4 – Tactics
• Acquisition
– In store promotion: sales receipt, signs
– PR in the fashionindustry, as Primarkisalreadyfamous
– Digital Campaign on social networks where the targetis
active: Facebook, Twitter, Pinterest&Instagram
• Conversion
– Excellent websiteexperience
– Stock control for availabilities
– Fastdeliverywith the correct items
• Retention
– Customer accountwithdetailsprovided on registration
– Monthly newsletter and specialadvantages
– Active presence on social networks

15. 5 – Actions
Actions
• Website redesigning and hosting: agency
• Database: specialized company
• Keeping website up to date: webmaster
• Game creation and posting on social networks:
community manager
• Time: 5 weeks

16. Potentialrisk
Cross Channel Conflict
•Risk of tenserelationshipswith store managers
•Decrease of traffic& sales in stores
Solutions
•Focus on sizes/Product lesssold in shops
•Help stores by using discounts based on amount
of purchase and not aggressive discounts
•Reminders of stores locations on the website
•Dedicted intranet withtools and ressources for
retailers

17. 6 – Control
Control
• KPI’s
– # of visits on the website
– Time spent on the website
– # Facebook fans / Twitter followers
– # shares
– # of game participants
– Products bought online
• Web analytics: Google analytics

18. DIRECT MARKETING
•
•
•
•
Online shop enhance database
Direct e-mail, personalized
Low inventory alert
On sale alert

19. EXISTING WEBSITE

20. OUR PROJECT

26. LO N
-70 %
p t o hi ng
U
l ot
ible
of f ’tcisstheincred
m
DO N
UK
n
Do
½
Even mor e sa
les
w hen yo u shop
online!
Shop online at
ww w. esho p. pr
imar k.co.uk an
d benefit
fro m a tw o for
one deal !
SALE
From 26/ 07/ 2013 to 30/ 08/ 2013

27. BUYERS ’ MOTIVATIONS
Source : Invesp

28. ONLINE SHOPPING OUTSIDE EUROPE
• Problem: No-low brand awareness
• Solution: Launchthroughwell-known online
shops

30. THANK YOU !!

31. SOURCES
WEBSITES
• Invesp
• http://www.scribd.com
• http://www.primarkonlineshoppers.co.uk/
BOOKS
• CHAFFEY D., Internet Marketing: Strategy,
Implementation and Practice, 4th edition,
PrenticeHall