2 What is Shopbop.com? Founded in 2000 by a group of boutique owners Headquarters located in Madison, WisconsinOne of the largest online retailer in the world.Bought by Amazon in 2006One stop shop for high-end, luxury itemsItems range from dresses to denim, swimwear to shoes.
3 Target Market Rich, young professionals and undergrads Educated, fashion forward women who have time and money to spend on themselves.Dealer-Chic
4 Shop well. Shop happy. Shopbop. Value PropositionShopbop guarantees only quailty, authentic designer merchandise.Trust within the customers and the designers themselvesShop well. Shop happy. Shopbop.
5 Current Marketing Strategy Digital:-Facebook-Twitter“Shoptalk” blogPinterestInstagram
6 Current Marketing Strategy Non Digital:-Featured in newspaper and magazine ads-Donate products and help raise money for different causes
8 Deficiencies in the Marketing Strategy Facebook page is not generating enough user trafficVery little customized applicationsNot enough consistency in sharing links on the page that would take consumer directly to the website.
9 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”
10 Implementation PlanStep 1Hire a Social Advertising Team