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LIVE FASHION, DON’T OWN IT RENTEZ VOUS DIGITAL MARKETING STRATEGY
TEAM NUEVE Can Erkay -‐ Nora Rekus -‐ Rebecca Teboul -‐ Veronika Kiejnich -‐ Ximena Velasquez
ACQUISITION STRATEGY
benchmark
Lovely Pepa for Chic by choice
60% of new members had been acquired directly through publicity efforts during their two months aSer launch
40% came through word-‐of-‐ mouth referrals
Persuasion Purchasing process
Emo$onal and ra$onal elements Rich content
Rich product info and broad selecUon Customer reviews Editorial content Social engagement
Prices / deals Convenience
Safety issues (product)
Ra$onal Convenient fast checkout
Convenience Price
Safety issues (transacUon)
CONVERSION STRATEGY
Persuasion
E-COMMERCE STRATEGY
What are they looking for? AcUvely looking for a product Browsing – considering for a future opportunity
Free second size: 100% saUsfacUon. Try on service: choose up to 2 sizes. No regrets policy: replace or full refund.
Reassuring about the sizing problem Sending incenUves for clients to start renUng.
Clients can enjoy a 25$ discount of their order of 75$+.
E-COMMERCE STRATEGY
BENCHMARK
Home
Catalog
Product detail
Cart
Payment
Confirmation
Waiting for the owner to accept request
THE PURCHASE PROCESS
Touch strategy Client fails to rent for X months Reminder email + incenUve coupon/discount for the iniUal rent Client rents an oucit Email newsleder-‐ send over further coupon for extra incenUve
renters WOM-‐ social media blog e-‐newsleder ‘BFF’ promoUons
listers consequent lisUng discounts blog post features
RETENTION STRATEGY