Sarah Giffin and Caitlin Murphy
What is Shopbop.com? Founded in 2000 by a group of boutique owners Headquarters located in Madison, Wisconsin One of the largest online retailer in the world. Bought by Amazon in 2006 One stop shop for high-end, luxury items Items range from dresses to denim, swimwear to shoes.
Target Market Rich, young professionals and undergrads Educated, fashion forward women who have time and money to spend on themselves. Dealer-Chic
Shop well. Shop happy. Shopbop. Value Proposition Shopbop guarantees only quailty, authentic designer merchandise. Trust within the customers and the designers themselves Shop well. Shop happy. Shopbop.
Current Marketing Strategy Digital: -Facebook -Twitter “Shoptalk” blog Pinterest Instagram
Current Marketing Strategy Non Digital: -Featured in newspaper and magazine ads -Donate products and help raise money for different causes
Current SWOT Analysis
Deficiencies in the Marketing Strategy Facebook page is not generating enough user traffic Very little customized applications Not enough consistency in sharing links on the page that would take consumer directly to the website.
New Strategy Facebook Page 96% of people under 30 have joined a social media network. Shopbop only has 500,000 fans “We don’t have a choice on whether we DO social media, the question is how well we do it”
Implementation Plan Step 1 Hire a Social Advertising Team
Implementation Plan Step 2 - Customize Apps
Implementation Plan Step 3 -Create more Campaigns
Implementation Plan Step 4 -Create Facebook Ads and Sponsored Stories
Implementation Plan Step 5 -Using Social Media Metrics
New SWOT analysis