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Online Wedding & Gift
Registry
Yadezi AbreuAshley Pouya
Natalia BecerraPhi-Uyen PhamDanavir Sarria
Sam Sotomayor
Online Team A
Online Team B
Personalized Marketing Strategy
Personalized Marketing Strategy
DanavirNataliaYadezi
PhiSamAshley
Pre-SWOT
Analysis
Weaknesses• Customers often complained
about the inefficiency or hardened use of mobile app
• Overwhelming size of store leads to frustrated customers
• Antiquated mobile scan capabilities
• Somewhat not consistent in regards to following-up
Threats• Competitors’ lower prices and
variety of selection could pull potential customers
• Constant updating of the mobile app due to bugs and gaps may increase expenditures
• E-brouchure
Opportunities• Partnership with wedding
coordinators and/or designers for further Wedding & Registry program promotion should be considered
• Growing online shopping popularity should not be undermined
• Great Reviews
Strengths • Well-trained and friendly
staff • Website is easy to operate
and completely functional• Strong Brand Recognition• Uses both old and new
channels to promote sales/advertise
• Dream Fund
Strengths • Well-trained and friendly staff • Website is easy to operate and
completely functional• Strong Brand Recognition• Uses both old and new channels
to promote sales/advertise • Dream Fund
Weaknesses• Customers often complained
about the inefficiency or hardened use of mobile app
• Overwhelming size of store leads to frustrated customers
• Antiquated mobile scan capabilities
• Somewhat not consistent in regards to following-up
Opportunities• Partnership with wedding
coordinators and/or designers for further Wedding & Registry program promotion should be considered
• Growing online shopping popularity should not be undermined
• Great Reviews
Threats• Competitors’ lower prices and
variety of selection could pull potential customers
• Constant updating of the mobile app due to bugs and gaps may increase expenditures
• E-brouchure
Research
Online Team A
Online Team B
Personalized Marketing Strategy
Personalized Marketing Strategy
DanavirNataliaYadezi
PhiSam
Survey ResultsTeam A
Demographics
Age GroupDo you prefer having the gift registry process completely online, or do you prefer to make in store visits?
Demographics
Survey Results
Which positive experience would make you most want to tell others about Macy's wedding registry program
Survey ResultsTeam B
Demographics (Team B)Age Group
Did you know that Macy’s offers a free mobile app?
Did you access your registry in-store or online?
Did you know that Macy’s offers a Dream Fund
service? Would you rather receive cash or items from your
registry as gifts?
Secret Shoppin
g
Mobile App Yes Yes Yes
Registry Welcome Package Yes Yes No
Discount Incentives with store credit line
10% back on eligible purchases
5% back on eligible giftsDream Fund
5 Reward points for every dollar spent in BB&B
1 point for every dollar spent elsewhere1000 points= 10$ reward card
5% back on all purchases30 Extra return days
Discount Incentive(independent from store
credit line)
Weekly SpecialsExclusive discount for
registrants
20% coupons Price match
Weekly specials
Weekly specials
Return Policy 1 year from date of purchase for purchases made through registry(or any product that has the Macys return label)
So as long as item was purchased in BB&B and on registry(or accompanied
with gift receipt) will be eligible for return/exchange
Up to 1 year after your event date to return or exchange items from your Registry
Bridal Consultants Yes Yes No
Personal Shoppers Yes No No
Partial Instore /Online Registry capabilities
Yes Yes No
Compatible Mobile App Brochure
No Yes No
One-on-One
Interviews
“We wanted to choose a place where we could find trendy, homey items at an affordable price. It was also important to choose a brand that most people were familiar with, since a lot of our invitees where from Latin America”
Interview OneTeam A
Interview TwoTeam B
• Couple received a gift card that consisted of 5% off of purchased items from the guests (5 months after the wedding)
• Took longer to load online and limited display of items per page
• More lavish, up-scale, higher end style
• Online chat was helpful • Tons of promotional sales and
honored price adjustments • Very selective and limited to
quantity, selection, and brands to choose from
• Couple received 20% off entire purchase since majority guests purchased items
• Up to 90 items displayed per page
• Reaches out to a younger crowd/fun
• Received $20 gift card on Shutterfly and goodie basket filled with stuff
• Convenience with selection and brands to choose from
Interview ThreeTeam B
• Online portion was simple but took some time to practice navigating it (reluctant to login)
• Keeps the couple in the loop with the latest merchandise and promotions even after the wedding
• Needs to be based off of more than just their reputation
• Needs improvement on reviews that were purchased in the past – Ability to post pictures– Ability to express more of an
opinion – Needs an option of: Would
you recommend this?
• Online portion was easy to navigate
• After the wedding, the company only sends monthly advertisements (not relating to wedding registry)
• Made the couple feel as if they were a million bucks
Interview ThreeTeam B
Recommendations
Create an advertising campaign during June and September, the wedding ‘high seasons’
Utilize the hashtag “#SAYIDOTOMACYS” across social media platforms to increase publicity of Macy’s gift registry program in an environment that is becoming increasingly dependent upon social media
#sayidotomacys
#sayidotomacysYou can see two sample Instagram posts below from a Macys personal
gift registry , as well as a contestant.
Social Media• Snapchat, Instagram, Facebook, Pinterest• Native Content
Educate, Entertain, And Sell
When searching for “wedding registry” on Google, Macy’s gift registry comes in 7th, near the bottom of the page
Macy’s can utilize a program such as Google Adwords to increase its Google searchability so that its website is higher up on the Google search page results
Google Analytics
Wedding Registry
Customization
Custom URL• Macy’s should include
the name of the couple in the URL for their registry.
• Allow the input of the wedding information directly on the couple’s registry site.
• Customization of colors and designs of site to match wedding theme.
Custom Registry• Many make use of third-party registry sites
that link sales to Macys & other retailers• Couples and their guests are loosing the
interaction and attention they would receive from the Macy’s wedding registry department
• Partnering with these third party sites will help Macy’s connect with their target market.
Gamification
Smart Scanning• Competitors have
developed applications that can pull product information directly from the image of a product in a catalog.
• Ease of registry can be enhanced by similar methods and technology.
• Bridges the gap between the online and in-store experience.
Group Funding and Rewards• Big ticket items can be
intimidating.– Allow guests to “split the bill”
• Allow guests to contribute to a fund with the incentive of getting rewarded for reaching various levels of total contributions.– Contributions can be applied toward a single item or the Dream Fund.
Recap
• Custom URL
• Custom Registry
• Free Gift For RegisteringSmart Scanning
• Group Funding And Rewards
• Review Upgrade
• Dream Fun Honeymoon
• Google Adwords
• Social Media
• #SayIDoToMacys Campaign
Post-SWOT
Analysis
Strengths • Exclusive and top quality
merchandise• Strong brand recognition • My Macy’s Program rewards• Build awareness from 3rd
parties• Advertising on social media
Better incentives encourage customers to register with Macy’s
Weakness • Expensive products• Limited budget to
implement new strategies and recommendations
Opportunities• Continually improving online
process for customers to manage their registries
• Addition of new or trending products
• Expanding to more social media platforms
• Growing fan base or followers on social media outlets
Threats• Competition from other
store’s registries• Competitors with more
affordable prices• Changes in technology may
influence customer’s experience with website and app
• Customers who are not tech-savy may not be interested in managing their registries online
Strengths • Strong online presence • My Macy’s Program rewards• Build awareness from 3rd parties• Advertising on social media Better
incentives encourage customers to register with Macy’s
Weaknesses • Expensive products• Limited budget to implement new
strategies and recommendations
Opportunities• Continually improving online
process for customers to manage their registries
• Addition of new or trending products
• Expanding to more social media platforms
• Growing fan base or followers on social media outlets
Threats• Competition from other store’s
registries• Competitors with more affordable
prices• Changes in technology may
influence customer’s experience with website and app
• Customers who are not tech-savvy may not be interested in managing their registries online
Step #1: Improve The Product
Conclusion
Step #2: Provide Value Upfront
Step #3: Aggressively Promote
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