NET-A-PORTER.COM DIGITAL STRATEGY

NET-A-PORTER.COM

Net-a-porter.com is an online retailer specializing in luxury fashion. Net-a-porter.com was launched in 1999 by founder, Natalie Massenet. Massenet created net-a-porter.com to offer busy businesswomen, and those women who do not have access to high-end departmental stores. Net-a-porter.com offers these women unrestricted access to luxury shopping, no geographical or time constraints created the ultimate convenience for net-a-porter.com customers.

Net-a-porter.com has combined on one website the thrill of shopping at a chic boutique with the pleasure of reading a fashion magazine. Net-a-porter.com has global reach and is able to offer new fashion trends to consumers with little to no lead-time. Net-a-porter.com is changing the way designers reach customers. Retail shopping is no longer what it used to be; now shopping can be convenient and extremely personal

TARGET AUDIENCE 

Women 18-34 years old

• College or graduate school level education
• Luxury buyers
• Looking for shopping convenience and ease.
• Busy, successful business women
• Social media users
• Key interest in latest fashion trends
• Willing to spend more money for designer
• Interested in “luxury” “designer” “chic”

The majority of visitors to Net-a-porter.com are within the United States, Japan, and the United Kingdom. On net-a-porter.com, women are greatly represented because the majority of their products are those for women, which is why their current audience is mainly women versus men. Also, the age of their visitors is from 18-34 years old, with college or graduate school level education. I plan to influence this target audience by using a social media campaign on Pinterest as well as a Google Adwords campaign. This will be the most effective for reaching this target audience because when they access net-a-porter.com, they generally search for keywords through Google search. Also, women 18-34 are the most avid users of Pinterest. Women use Pinterest to get fashion ideas and to see the latest trends. A Pinterest campaign will be very effective for visually stimulating the intended target audience and influencing them to take action and buy the products from net-a-porter.com.

GOALS

• Increase online sales
• Increase page views of net-a-porter.com
• Connect personally with current and potential customers
• Increase the amount of unique visitors to net-a-porter website
• Maintain positive feelings toward net-a-porter.com
• Engage with customers and receive invaluable feedback
• Build relationships with current customers

CHALLENGES

• Increase in online luxury retailers
• Increasing conversation with customers through social media sites
• Customer retention

DIGITAL STRATEGY THEME

 Utilize digital means in order to increase online sales and unique page views by connecting with customers on a personal level. Net-a-porter.com will create conversation and build strong relationships with their customers, which in turn will increase customer loyalty and liking of the brand.

 NET-A-PORTER.COM: BIG IDEA 

• Net-a-porter.com needs to focus on online and mobile marketing/advertising campaign to reach their intended customers 
• Target audience: women 18-34 years old would be the most beneficial to net-a-porter.com because the majority of the products they sell are geared for women. Women also have higher tendency to buy products online regularly 
• Women are very active users of social media sites such as Facebook and Twitter. This will help to reach more potential customers through communicating with current customers and encouraging sharing of posted content.  

SOCIAL MEDIA

Facebook: Net-a-porter.com will post editorial images of new product lines, share photos of customers using their products, as well as sale promotions and discounts.

Twitter: They will tweet updates about new product lines, sales, fashion advice, trend alerts, etc. Twitter will also be used to connect with customers to share purchases and recommendations.

Pinterest: They will use Pinterest to create trend, seasonal, and trend boards to give customers and followers fashion inspiration. Visual appeal to get customers to repin and purchase their products from the main website.

 GOOGLE ADWORDS

• SEO and SEM through Google Adwords 

• Keywords to drive website visits and purchases: luxury, designer, net-a-porter, luxury clothing, high-end designers, designer clothing.  
• Additonal designer brand keywords: Louboutin, Jimmy Choo, Miu Miu, Isabel Marant, Gucci, Marc Jacobs, Christina Louboutin  
• Net-a-porter.com will be provided with effective and measureable search engine results through Google Adwords  
• This campaign will achieve the objectives to increase website traffic and to gain new visitors and customers to net-a-porter.com  

MOBILE & EMAIL MARKETING 

• Mobile strategy to reach target audience and new visitors  
• Majority of the target audience has smartphone or tablets  
• A mobile app that provides discounts, contests, and product/trend updates will be beneficial to creating interest and awareness among the target audience  
• Mobile apps will help to increase product purchases and visits to net-a-porter.com  
• Email marketing is the number one driver for site purchases and visits for net-a-porter.com  

MEASURE OF SUCCESS 

• Google Analytics: track keyword searches, ad clicks, website traffic, social media interactions, and consumer information  
• Campaign reach will be measured by the number of contest applicants and the amount of discount coupon redemption 
• Change in online sales compared to pre-campaign numbers.  
• Social media campaign awareness and effectiveness will be measured by comparing pre-campaign social media statistics to the number of Twitter followers, FB likes, Pinterest followers, repins, etc., post-campaign.  

BUDGET

The marketing budget was determined from last year, 2011, advertising budget and an analysis of net-a-porters SEO value, keyword and ad value, and social media mentions.

The campaign will run for duration of 12-months. The budget will be allocated to the specific market categories accordingly and will change per month due to seasonal trends, holidays, etc.

The months that will receive the highest budget allocation are as follows:

• January, February, March, May, and June
• Months with medium amount of budget: April and July