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Marke&ng	
  Proposal	
  
Group	
  28	
  -­‐	
  Think	
  Like	
  A	
  Brand	
  
KLEUR	
  
TONACITY	
  
PRODUCT	
  
BRIEF	
  
MARKET	
  
OPPORTUNITY	
  
CUSTOMER	
  
PERSONA	
  
CUSTOMER	
  
JOURNEY	
  
CAMPAIGN	
   METRICS	
  
The	
  Product	
  
	
  
Kleur Tonacity – “You’re The Professional”
High-end Home Hair Colouring Product
Good Quality, Lasting Colour
Ammonia Free
Bespoke Application Tool
First Truly Multi Tonal Salon Effect at Home
No Direct Competitors
Our	
  PresentaAon	
  
Market Opportunity & SWOT Analysis
Customer Personas
Customer Journey - Traditional & Digital Together
Content Plan
Paid Search
Online Display
Social Media
Driving Sales Through Digital Innovation
Metrics
Our Aims
To establish Kleur Tonacity as
a recognisable brand in the UK
To create acceptance of a high
end hair colouring price point &
product
To educate the UK consumer
that it is possible to achieve a
salon result at home
To generate sales and return
on Kleur’s investment
KLEUR	
  
TONACITY	
  
PRODUCT	
  
BRIEF	
  
MARKET	
  
OPPORTUNITY	
  
CUSTOMER	
  
PERSONA	
  
CUSTOMER	
  
JOURNEY	
  
CAMPAIGN	
   METRICS	
  
Market	
  Opportunity	
  
	
  
Customers	
  do	
  not	
  want	
  to	
  spend	
  reduced	
  disposable	
  income	
  on	
  luxury	
  
salon	
  appointments	
  
	
  
But	
  they	
  are	
  s&ll	
  willing	
  to	
  buy	
  a	
  premium	
  product	
  that	
  will	
  give	
  a	
  
professional	
  look	
  and	
  finish,	
  whilst	
  also	
  saving	
  them	
  &me	
  
0
50
100
2013 2015 2017 2019 2021
	
  
Strengths	
  
Niche	
  product	
  
Clear	
  poten&al	
  market	
  
Good	
  brand	
  name	
  
Links	
  to	
  well-­‐known	
  high	
  street	
  stores	
  	
  
	
  
	
  
OpportuniAes	
  
Large	
  market,	
  predicted	
  to	
  grow	
  from	
  2015-­‐2020	
  
Opportunity	
  to	
  build	
  market	
  share	
  
First	
  to	
  market	
  advantage	
  
	
  
Weaknesses	
  
Customers	
  need	
  to	
  be	
  educated	
  about	
  products	
  at	
  this	
  price	
  point	
  
Will	
  take	
  &me	
  to	
  build	
  strong	
  &	
  recognisable	
  brand	
  
Lots	
  of	
  well-­‐known	
  brand	
  names	
  at	
  lower	
  price	
  point	
  
	
  	
  
Threats	
  
Other	
  entrants	
  if	
  KT	
  is	
  successful	
  
Aggressive	
  strategies	
  from	
  well-­‐known	
  brands	
  as	
  a	
  market	
  
response	
  
	
  
	
  
SWOT	
  
Global	
  hair	
  care	
  market	
  set	
  to	
  increase	
  year-­‐on-­‐year	
  
to	
  $94.5	
  billion	
  in	
  2021	
  	
  
Disposable	
  
income	
  for	
  UK	
  
households	
  
2010	
  -­‐	
  2015	
  
UK	
  
hairdressing	
  	
  
&	
  beauty	
  
treatment	
  
revenue	
  	
  
2010	
  -­‐	
  2015	
  
UK	
  
Hairdressing	
  &	
  
Beauty	
  
Treatment	
  
Market:	
  
£4bn	
  
KLEUR	
  
TONACITY	
  
	
  
PRODUCT	
  
BRIEF	
  
MARKET	
  
OPPORTUNITY	
  
CUSTOMER	
  
PERSONA	
  
CUSTOMER	
  
JOURNEY	
  
CAMPAIGN	
   METRICS	
  
Laura	
  
35	
  years	
  old	
  
Single	
  
Architect	
  
Rental	
  
Accommoda&on	
  
London	
  
Lifestyle	
  
²  Social	
  network	
  presence:	
  Facebook,	
  Pinterest;	
  
YouTube	
  subscriber	
  
²  Ac&ve	
  social	
  life	
  
²  Mobile	
  and	
  tablet	
  user	
  
²  Love	
  shopping	
  online	
  but	
  buy	
  beauty	
  products	
  in	
  
store	
  
²  Online	
  magazine:	
  Glamour,	
  Elle,	
  Vogue	
  
AZtude	
  to	
  hair	
  care	
  
²  Likes	
  fashionable	
  style	
  but	
  
budget	
  conscious	
  
	
  
²  Willing	
  to	
  consider	
  a	
  
convenient	
  salon	
  alterna&ve	
  
Helen	
  
45	
  years	
  old	
  
Married	
  –	
  2	
  
children	
  
Finance	
  Director	
  
Home	
  owner	
  
Manchester	
  
Lifestyle	
  
²  Modern	
  working	
  mother	
  with	
  hec&c	
  life	
  
²  Enjoys	
  spending	
  &me	
  with	
  family	
  and	
  friends	
  
²  Likes	
  checking	
  beauty	
  products	
  online	
  but	
  
prefers	
  to	
  buy	
  in	
  store	
  
²  Print	
  magazines:	
  Good	
  Housekeeping,	
  Marie	
  
Claire	
  
AZtude	
  to	
  hair	
  care	
  
²  Concerned	
  with	
  her	
  grey	
  
hair,	
  wants	
  natural	
  hair	
  dye	
  
product	
  that	
  gives	
  salon	
  
quality	
  results	
  and	
  saves	
  	
  her	
  
&me	
  
Key	
  Influencers:	
  
Family	
  33%	
  
Friends	
  46%	
  
Magazine	
  Advice	
  75%	
  
90%	
  
Buy	
  Beauty	
  
products	
  Offline	
  
Top	
  reason	
  to	
  shop	
  with	
  retailer	
  
Daily	
  Usage	
   16.4	
  mins	
   15.8	
  mins	
   12.1	
  mins	
  
Target	
  Audience:	
  Affluent	
  Professional	
  Women	
  
	
  
We	
  have	
  iden&fied	
  two	
  “Beauty	
  Enthusiast”	
  personas	
  who	
  
care	
  about	
  appearance	
  and	
  want	
  to	
  look	
  and	
  feel	
  good	
  about	
  
themselves.	
  
Age Group
25-39
Age Group
40-59
KLEUR	
  
TONACITY	
  
PRODUCT	
  
BRIEF	
  
MARKET	
  
OPPORTUNITY	
  
CUSTOMER	
  
PERSONA	
  
CUSTOMER	
  
JOURNEY	
  
CAMPAIGN	
   METRICS	
  
Traditional & Digital Working Together
Total weekly hours spent online has doubled in last 10 years
Adults now split their media usage: TV 36.5 hrs; Mobile 23.3 hrs; Online 18.0
hrs; Radio 10.9 hrs; Print 3.5 hrs
73% of shoppers go online to research first before purchasing in store.
Our Strategy is therefore:
Generate awareness of brand across multiple traditional and digital channels
Drive customers to website/social pages, then in store to experience Tonacity
Build advocacy through innovative use of social media and website
AWARENESS	
  
CONSIDERATION	
  
EVALUATION	
  
EXPERIENCE	
  
LOYALTY	
  
TV	
  Ads	
  
Outdoor	
  Display	
  
Fashion	
  &	
  Beauty	
  Magazines,	
  Weekend	
  Supplements	
  
Online	
  Display	
  –	
  Sponsored	
  Social,	
  Tenancies,	
  Email	
  	
  
Paid	
  Search	
  
Blogger	
  Outreach	
  (Pixiwoo,	
  Lise	
  Eldridge	
  etc)	
  
First	
  Hero	
  Video	
  Content	
  
Social	
  Media	
  Sponsored	
  New	
  Feed	
  Ads	
  
PR	
  AcAvity	
  
Dept.	
  Store	
  &	
  Shopping	
  Mall	
  Roadshow	
  
Interac&ve	
  Digital	
  &	
  Window	
  Display	
  
Tonacity	
  Website	
  &	
  App	
  
Fashion	
  &	
  Beauty	
  Magazines	
  
Paid	
  Search	
  
Tonacity	
  Social	
  Media	
  Pages	
  
Online	
  Display	
  –	
  Contextual	
  &	
  Behavioural	
  Banners	
  
Online	
  Display	
  –	
  Retarge&ng	
  
	
  
Partner	
  Dept.	
  Stores	
  /	
  Shopping	
  Mall	
  Roadshow	
  
Pop	
  Up	
  Stores	
  
Tonacity	
  Website	
  
Retail	
  Partner	
  Websites	
  
Product	
  Quality	
  &	
  EffecAveness	
  
Customer	
  Service	
  Line	
  
Website	
  Chat	
  
Tonacity	
  Social	
  Media	
  Pages	
  
Tonacity	
  Social	
  Media	
  Pages	
  
Tonacity	
  Website	
  Forum	
  
Retailer	
  website	
  review	
  pages	
  
Consumer	
  magazines/sites	
  (e.g.	
  
Which?)	
  
Traditional
Digital
“How	
  Professional	
  Are	
  You?”	
  Content	
  MarkeAng	
  Plan	
  
	
  
For	
  the	
  brand’s	
  launch	
  our	
  ini&al	
  focus	
  will	
  be	
  on	
  Hero	
  and	
  Hygiene	
  content;	
  
Hero	
  content	
  to	
  generate	
  awareness	
  of	
  this	
  new	
  to	
  market	
  product	
  and	
  help	
  
establish	
  the	
  brand	
  posi&oning	
  and	
  voice;	
  Hygiene	
  content	
  to	
  break	
  down	
  the	
  
misconcep&ons	
  of	
  home	
  hair	
  colouring	
  products,	
  reassure	
  poten&al	
  customers	
  
as	
  to	
  our	
  brands	
  quality	
  and	
  answer	
  the	
  ques&ons	
  our	
  target	
  market	
  are	
  going	
  
to	
  ask.	
  	
  
	
  
Regular	
  Hub	
  content	
  will	
  begin	
  to	
  engage	
  those	
  becoming	
  familiar	
  with	
  the	
  
product	
  and	
  brand	
  and	
  help	
  to	
  build	
  advocacy.	
  
	
  
Central	
  to	
  all	
  content	
  will	
  be	
  the	
  theme	
  of	
  professionalism	
  and	
  the	
  product’s	
  
main	
  packaging	
  tagline	
  “You’re	
  The	
  Professional”.	
  
	
  
Hero – Viral Film:
“It’s Not What You Do, It’s How You Do It”
Positive, Emotional, Empowering,
Inspirational, Entertaining.
Real life stories of women talking about their
“professional” approach to work, revealing themselves
to be nurses, teachers, mothers etc.
#imaprofessional and #howyoudoit
To help create a sense of an online community that
women want to be associated with.
The empowerment theme sits perfectly with the
product's ambition which is to finally give time stretched
"professional" women a home hair colouring product
which gives a salon equivalent look.
Hub - Tonacity Website Blog:
This will host articles, interviews and
other content around hair colouring,
as well as other related topics such as
make up and fashion advice.
The blog content will serve a
secondary purpose of being sharable
content, helping to enhance our social
media campaign.
Hygiene – How To Videos/Webcasts
Online tutorials showing, step by step, how to
use Kleur Tonacity’s home kit with ease. This
will help to maximise user experience and drive
engagement.
KLEUR	
  
TONACITY	
  
PRODUCT	
  
BRIEF	
  
MARKET	
  
OPPORTUNITY	
  
CUSTOMER	
  
PERSONA	
  
CUSTOMER	
  
JOURNEY	
  
CAMPAIGN	
   METRICS	
  
Paid	
  Search	
  Campaign	
  
	
  
1.6m	
  -­‐	
  searches	
  every	
  week	
  in	
  UK	
  on	
  hair	
  dye,	
  colour	
  and	
  salon	
  queries	
  
250k	
  –	
  visitors	
  to	
  Garnier,	
  L’oreal	
  &	
  Clairol	
  sites	
  via	
  Paid	
  Search	
  in	
  2015	
  
	
  
Ave.	
  Suggested	
  Bid	
  under	
  £0.80.	
  Branded	
  bids	
  lower.	
  
	
  
For	
  Kleur	
  Tonacity,	
  a	
  clear	
  cost	
  effec&ve	
  way	
  to	
  raise	
  awareness	
  of	
  the	
  brand	
  
and	
  create	
  sAmulus;	
  and	
  bring	
  prospects	
  at	
  the	
  evaluaAon	
  stage	
  of	
  the	
  
purchase	
  cycle	
  through	
  to	
  our	
  website	
  and	
  social	
  pages.	
  
	
  
Our	
  strategy	
  is	
  focus	
  on	
  these	
  three	
  search	
  query	
  categories	
  with	
  ad	
  groups	
  
specifically	
  targe&ng	
  the	
  consumer’s	
  intent	
  and	
  posi&on	
  within	
  the	
  purchase	
  
cycle	
  taking	
  them	
  to	
  relevant	
  landing	
  pages.	
  
	
  
General & Tonacity
Branded Searches
Colour Related
Searches
Salon Location
Related
Searches
Introduce the customer to the brand
Inform them about the Tonacity range
Explain where to access further information
Help the customer:
Explore the range
Experiment with colours
Evaluate the product
Compare the range with other brands
Help the customer:
Compare cost and result with their salon options
Find nearest stockist and next demonstration
Ad Groups:
What is Tonacity?
Ammonia Free
Best Hair Dye
Best Hair Colour
Etc.
Ad Groups:
Red Based Colour Queries
Blonde Based Colour Queries
Brunette Based Colour Queries
What Colour Suits Me
Etc.
Ad Groups:
London Salons
Manchester Salons
Birmingham Salons etc.
Etc.
KLEUR	
  
TONACITY	
  
PRODUCT	
  
BRIEF	
  
MARKET	
  
OPPORTUNITY	
  
CUSTOMER	
  
PERSONA	
  
CUSTOMER	
  
JOURNEY	
  
CAMPAIGN	
   METRICS	
  
Online	
  Display	
  Campaign	
  
	
  
1-­‐5b	
  impressions	
  served	
  weekly	
  on	
  GDN	
  for	
  hair	
  colour	
  &	
  salon	
  content	
  
Millions	
  of	
  highly	
  targeted	
  impressions	
  –	
  glamourmagazine	
  3m,	
  harpersbazaar	
  
2m,	
  instyle	
  2m,	
  latest-­‐hairstyles	
  1.5m	
  
	
  
Display	
  will:	
  
	
  
Build	
  Awareness	
  &	
  Reach	
  And	
  Assist	
  InteracAon	
  
At	
  the	
  Beginning	
  of	
  the	
  Customer	
  Buying	
  Cycle	
  
	
  
Create	
  Desire	
  &,	
  Assist	
  EvaluaAon	
  as	
  consumers	
  Consider	
  	
  
Kleur	
  Tonacity	
  along	
  with	
  other	
  op&ons.	
  
	
  
Banner Ads Sponsored Email Display Tenancies
Pre-Roll Ads
Contextual	
  ads	
  on	
  key	
  
websites	
  with	
  relevant	
  and	
  
related	
  topics.	
  	
  
Behavioural	
  ads	
  in	
  browsers	
  
of	
  known	
  users	
  
	
  
Banners	
  on	
  relevant	
  
Category	
  pages	
  on	
  retail	
  
partner	
  websites	
  
	
  
Site	
  retargeAng	
  and	
  search	
  
retargeAng	
  to	
  re-­‐expose	
  
Tonacity	
  to	
  website	
  visitors,	
  
or	
  those	
  searching	
  for	
  our	
  
focus	
  keywords	
  
Suggested	
  Facebook	
  Posts,	
  
Promoted	
  Tweets	
  and	
  
Sponsored	
  Pinterest	
  Pins	
  
	
  
Strong	
  Call	
  To	
  AcAon	
  “How	
  
Professional	
  Are	
  You?”	
  	
  
	
  
Engagement	
  RetargeAng	
  
and	
  Social	
  RetargeAng	
  used	
  
to	
  re-­‐connect	
  with	
  those	
  
consuming	
  similar	
  content	
  
Above	
  the	
  fold	
  ads	
  on	
  
department	
  store	
  retail	
  
partner	
  email	
  promo&ng	
  
demonstraAon	
  events.	
  
Targeted	
  rented	
  lists	
  
	
  
Email	
  retargeAng	
  to	
  re-­‐
connect	
  with	
  those	
  who	
  
engaged	
  with	
  previous	
  
emails	
  
Major	
  beauty	
  website	
  home	
  page	
  
take	
  overs	
  including	
  
marieclaire.com,	
  elleuk.com,	
  
redonline.co.uk	
  
Hero	
  content	
  highlights	
  and	
  teaser	
  
clips	
  from	
  live	
  online	
  
demonstra&ons	
  before	
  retail	
  
partner	
  content	
  and	
  beauty	
  video	
  
bloggers	
  channels	
  etc.	
  
	
  
KLEUR	
  
TONACITY	
  
PRODUCT	
  
BRIEF	
  
MARKET	
  
OPPORTUNITY	
  
CUSTOMER	
  
PERSONA	
  
CUSTOMER	
  
JOURNEY	
  
CAMPAIGN	
   METRICS	
  
•  How-to videos
•  Blogs
•  Targeted paid activity at all stages
Social	
  Media	
  Campaign	
  
	
  
Each	
  social	
  media	
  channel	
  we	
  have	
  chosen	
  to	
  use	
  has	
  a	
  reason	
  behind	
  it.	
  
By	
  crea&ng	
  a	
  good	
  number	
  of	
  these	
  accounts,	
  but	
  not	
  making	
  our	
  
amempts	
  too	
  large	
  at	
  first,	
  we	
  can	
  ensure	
  quality	
  results	
  from	
  each	
  and	
  
every	
  channel.	
  
	
  
The	
  “How	
  Professional	
  Are	
  You?”	
  campaign	
  will	
  be	
  tweaked	
  for	
  each	
  
social	
  media	
  channel	
  we	
  use,	
  making	
  it	
  most	
  effec&ve	
  for	
  the	
  audience	
  on	
  
that	
  channel.	
  	
  
	
  
Where	
  possible,	
  targeted	
  adver&sements	
  will	
  also	
  be	
  placed	
  on	
  social	
  
media	
  networks,	
  further	
  pushing	
  the	
  campaign	
  assets.	
  
	
  
•  Blogs
•  Customer service
•  Promoted tweets
•  “How Professional Are You?” video stills
•  Images of celebrity endorsements
•  Promoted pins
•  Videos derived from campaign video
•  Stills from campaign video
•  How-to videos
•  Blogs
•  .gif assets from campaign videos
•  Main campaign video
•  Additional videos from campaign
•  How-to videos
Pinterest is a key channel for us because of the potential for sales and close resemblance to our target audience.
The large female audience (around 80% of its users), coupled with the fact that Pinterest generates 4x more
revenue per click than Twitter and 27% more per click than Facebook, makes it perfect for this campaign.
KLEUR	
  
TONACITY	
  
PRODUCT	
  
BRIEF	
  
MARKET	
  
OPPORTUNITY	
  
CUSTOMER	
  
PERSONA	
  
CUSTOMER	
  
JOURNEY	
  
CAMPAIGN	
   METRICS	
  
Driving	
  Sales	
  through	
  Digital	
  InnovaAon	
  
	
  
By	
  2016,	
  smartphones	
  used	
  as	
  part	
  of	
  a	
  shopping	
  experience,	
  could	
  impact	
  15-­‐18%	
  of	
  
in-­‐store	
  retail	
  sales	
  –	
  an	
  es&mated	
  £35–£43	
  billion.	
  	
  
Smartphone	
  shoppers	
  are	
  14	
  percent	
  more	
  likely	
  than	
  non-­‐smartphone	
  shoppers	
  to	
  
convert	
  in	
  store.	
  	
  
Therefore,	
  it	
  is	
  essen&al	
  that	
  Kleur	
  Tonacity	
  engages	
  smartphone	
  shoppers,	
  through	
  
digital	
  innova&on	
  in	
  order	
  to	
  drive	
  in-­‐store	
  foooall	
  and	
  then	
  to	
  convert	
  shoppers	
  once	
  
they	
  are	
  in	
  store.	
  
	
  
Tonacity	
  staff	
  to	
  engage	
  with	
  consumer	
  via	
  a	
  
demo	
  booth	
  to	
  allow	
  onsite	
  trials.	
  These	
  demos	
  
will	
  be	
  adver&sed	
  by	
  email,	
  app,	
  website	
  &	
  other	
  
digital	
  campaigns.	
  
Tonacity	
  RFID	
  tags	
  in	
  pamphlets	
  distributed	
  at	
  
shopping	
  malls	
  to	
  draw	
  customers	
  in-­‐store.	
  These	
  
tags	
  will	
  interact	
  with	
  shopping	
  mall	
  screens,	
  
en&cing	
  shoppers	
  in	
  to	
  the	
  demo	
  booths	
  with	
  the	
  
“how	
  professional	
  are	
  you?”	
  tag	
  line.	
  
Up	
  Front	
  Signage	
  and	
  in-­‐center	
  TV	
  Displays	
  
39%	
  of	
  retailers	
  used	
  in-­‐store	
  signage	
  to	
  convert	
  customers	
  to	
  
digital	
  
Tablets	
  as	
  mobile	
  points	
  of	
  sale	
  at	
  Tonacity	
  	
  
67%	
  are	
  using	
  tablets	
  as	
  points	
  of	
  sale	
  in	
  their	
  stores	
  
QR	
  codes	
  displayed	
  in-­‐store.	
  These	
  will	
  drive	
  consumers	
  to	
  KT	
  
website,	
  games	
  and	
  content	
  sites.	
  
Thank	
  you	
  Tonacity	
  shopping	
  SMS	
  
Shopping	
  by	
  mobile	
  is	
  generally	
  thought	
  to	
  boost	
  customer	
  
loyalty.	
  
Kleur	
  Tonacity	
  App	
  
Use	
  loca&on	
  services	
  to	
  show	
  customer	
  offers,	
  
roadshows,	
  promo&ons	
  and	
  deals	
  that	
  are	
  
relevant	
  to	
  customer’s	
  loca&on.	
  Will	
  also	
  use	
  a	
  
map	
  with	
  all	
  current	
  KT	
  retailers	
  with	
  opening	
  
&mes,	
  so	
  that	
  our	
  busy	
  customer	
  loses	
  no	
  &me	
  in	
  
gerng	
  to	
  the	
  store,	
  at	
  the	
  right	
  &me.	
  	
  
Augmented	
  reality	
  interac&ve	
  displays	
  This	
  will	
  allow	
  users	
  
to	
  take	
  photos	
  of	
  themselves	
  and	
  then	
  change	
  their	
  hair	
  
colour	
  using	
  their	
  phone,	
  helping	
  them	
  to	
  visualise	
  and	
  
decide	
  on	
  their	
  new	
  look.	
  They	
  can	
  then	
  send	
  through	
  
photos	
  and	
  videos	
  to	
  friends	
  and	
  family	
  for	
  advice.	
  
40%	
  
contact	
  
friends	
  or	
  
family	
  for	
  
advice	
  
What	
  shoppers	
  do	
  via	
  mobile	
  phone	
  when	
  in-­‐store	
  
36%	
  take	
  
pictures	
  
of	
  
products	
  
28%	
  scan	
  
barcodes	
  
or	
  QR	
  
codes	
  
23%	
  buy	
  
products	
  
through	
  
an	
  App	
  
KLEUR	
  
TONACITY	
  
PRODUCT	
  
BRIEF	
  
MARKET	
  
OPPORTUNITY	
  
CUSTOMER	
  
PERSONA	
  
CUSTOMER	
  
JOURNEY	
  
CAMPAIGN	
   METRICS	
  
Media	
  Approach	
  
•	
  	
  Return	
  On	
  Investment	
  (ROI)	
  is	
  one	
  of	
  the	
  main	
  focus	
  points	
  for	
  the	
  Kleur	
  Tonacity	
  
campaign.	
  Therefore	
  we	
  recommend	
  making	
  use	
  of	
  media	
  plaoorms	
  which	
  offer	
  
the	
  CPC	
  (cost	
  per	
  click)	
  buying	
  model.	
  
	
  
•	
  By	
  purchasing	
  media	
  based	
  on	
  CPC,	
  the	
  campaign	
  will	
  receive	
  a	
  guaranteed	
  
amount	
  of	
  traffic	
  to	
  Kleur	
  Tonacity	
  website	
  and	
  retail	
  stores.	
  
	
  
•	
  By	
  using	
  precision	
  targe&ng	
  technologies,	
  such	
  as	
  category/contextual	
  and	
  
behavioral	
  targe&ng,	
  the	
  relevant	
  audience	
  will	
  be	
  reached	
  +	
  quality	
  traffic/visitors	
  
will	
  be	
  driven	
  to	
  the	
  Kleur	
  Tonacity	
  online	
  store	
  and	
  in	
  retail.	
  	
  
	
  
•	
  By	
  using	
  retarge&ng,	
  we	
  will	
  re-­‐engage	
  with	
  the	
  consumers	
  who	
  have	
  already	
  
visited	
  the	
  Kleur	
  Tonacity	
  online	
  store,	
  but	
  have	
  not	
  yet	
  taken	
  ac&on/converted.	
  
	
  	
  
	
  
Social networks,
publishers and blogs
Display, Search,
Retargeting
In Retail Demo
Stands
Publish and promote Kleur Tonacity content,
allow sharing to other outposts, networks and
influencers. Draw people to Kleur Tonacity
content hub
Promote digital banners on various sites targeting
upscale busy women to drive them to Kleur Tonacity
online store.
Prospecting- on Key Display Environments
Combining with precision targeting
Lead generation by retargeting
Create the customer experience in top retailers and allow
potential customers to test the product in store at Kleur
Tonacity booth. This will allow the customer to take it to the
next step and create word of mouth marketing and drive
sales in store.
Key Measures (Social Listening
Analytics):
•  Unique visitors
•  Value per visit
•  Fans/Followers
Key Measures (Web Analytics):
•  Delivered Impressions
•  Delivered Clicks
•  Delivered Click Thru Rates %
•  Delivered eCPC
•  ROI online sales
Key Measures (Total Sales):
•  # of footfall to demo booth in stores
•  % of conversion rate
•  ROI.
KLEUR	
  
TONACITY	
  
PRODUCT	
  
BRIEF	
  
MARKET	
  
OPPORTUNITY	
  
CUSTOMER	
  
PERSONA	
  
CUSTOMER	
  
JOURNEY	
  
CAMPAIGN	
   METRICS	
  
Kleur Tonacity Marketing Proposal
Appendix	
  notes	
  for	
  Group	
  28	
  –	
  Kleur	
  Tonacity	
  Marketing	
  Campaign	
  
	
  
Slide	
  3	
  –	
  Market	
  Opportunity	
  
	
  
Market	
  Opportunity	
  explanation:	
  
• KT	
  in	
  strong	
  position	
  to	
  fill	
  the	
  gap	
  for	
  customers	
  who	
  don’t	
  want	
  to	
  spend	
  disposable	
  income	
  on	
  luxury	
  salon	
  appointments,	
  but	
  
are	
  willing	
  to	
  pay	
  for	
  more	
  premium	
  home	
  hair	
  dye	
  product.	
  
	
  
Graph	
  data	
  source:	
  http://www.statista.com/statistics/254608/global-­‐hair-­‐care-­‐market-­‐size/	
  
Hairdressing	
  data	
  source:	
  http://www.ibisworld.co.uk/market-­‐research/hairdressing-­‐beauty-­‐treatment.html	
  	
  	
  
	
  	
  
Porters	
  5	
  Forces	
  analysis:	
  
	
  	
  
Threat	
  of	
  new	
  entrant	
  -­‐	
  Moderate	
  
• No	
  direct	
  competitors	
  but	
  could	
  change	
  if	
  successful	
  at	
  £24.99	
  price.	
  
• Well-­‐known	
  lower	
  priced	
  brands	
  could	
  rebrand/launch	
  new	
  products.	
  
	
  	
  
Buyer	
  Power	
  -­‐	
  High	
  
• Customers	
  are	
  much	
  savvier	
  and	
  research	
  before	
  buying.	
  
• Many	
  substitute	
  products	
  at	
  lower-­‐end	
  (between	
  £5	
  and	
  £10).	
  
• Large	
  department	
  stores	
  buy	
  in	
  bulk	
  and	
  selective	
  with	
  products;	
  could	
  reduce	
  margins.	
  
	
  	
  
Supplier	
  Power	
  -­‐	
  Moderate	
  
• With	
  a	
  higher	
  price	
  point,	
  KT	
  is	
  better	
  positioned	
  to	
  handle	
  price	
  increases	
  than	
  competitors.	
  
• Variety	
  of	
  suppliers	
  that	
  can	
  be	
  used.	
  
	
  	
  
Threat	
  of	
  Substitutes-­‐	
  High	
  
• Customers	
  have	
  options	
  at	
  all	
  price	
  points	
  -­‐	
  high	
  end:	
  salon	
  professionals	
  (Toni	
  and	
  Guy),	
  while	
  at	
  lower	
  end:	
  cheaper	
  product	
  
alternatives.	
  	
  
• Lesser	
  known	
  brands	
  Soft	
  Sheen	
  Carson	
  offering	
  hair	
  dyes	
  as	
  cheap	
  as	
  £3.30	
  
• Well-­‐known	
  brands	
  such	
  as	
  Schwarzkopf,	
  Nice	
  and	
  Easy,	
  Garnier	
  and	
  L’Oréal	
  Paris	
  operating	
  in	
  the	
  £5-­‐£10	
  bracket	
  
• Customer	
  may	
  not	
  trust	
  a	
  self-­‐application	
  product	
  at	
  this	
  price	
  point	
  and	
  opt	
  for	
  professional	
  hair	
  care	
  service.	
  
	
  	
  
Overall	
  Competitive	
  Rivalry	
  
• Lots	
  of	
  competitors	
  but	
  currently	
  none	
  at	
  this	
  price	
  point.	
  
• Environment	
  is	
  competitive	
  but	
  if	
  features	
  and	
  benefits	
  can	
  be	
  communicated	
  to	
  our	
  target	
  market	
  to	
  justify	
  its	
  price	
  point,	
  then	
  
KT	
  should	
  be	
  able	
  to	
  carve	
  out	
  a	
  niche.	
  
	
  
Slide	
  4	
  –	
  Customer	
  Personas	
  
	
  
Target	
  Market	
  
Our	
  potential	
  customer	
  personas	
  are	
  women	
  to	
  whom	
  appearance	
  matters	
  -­‐	
  they	
  want	
  to	
  look	
  and	
  feel	
  good	
  about	
  themselves.	
  
	
  
Key	
  shopping	
  habits	
  
Most	
  women,	
  in	
  the	
  beauty	
  enthusiast	
  category,	
  prefer	
  to	
  shop	
  for	
  just	
  beauty	
  products,	
  shop	
  alone	
  and	
  don’t	
  make	
  purchases	
  on	
  
impulse.	
  Peer	
  recommendations	
  and	
  advice	
  from	
  magazines	
  are	
  very	
  powerful	
  tools	
  for	
  women	
  when	
  deciding	
  to	
  buy	
  beauty	
  products.	
  
Moreover,	
  women	
  want	
  to	
  explore,	
  access	
  and	
  test	
  beauty	
  products	
  before	
  they	
  buy.	
  	
  	
  
	
  
Channel	
  used	
  to	
  purchase	
  	
  
90%	
  of	
  them	
  buy	
  beauty	
  products	
  in	
  store	
  and	
  the	
  biggest	
  reason	
  they	
  use	
  a	
  particular	
  retailer	
  is	
  to	
  be	
  a	
  member	
  of	
  the	
  loyalty	
  scheme.	
  	
  
http://www.yougovsixthsense.com	
  
	
  
Social	
  media	
  usage	
  
Most	
  popular	
  social	
  media	
  sites	
  used	
  by	
  professional	
  women:	
  YouTube,	
  Pinterest	
  and	
  Facebook.	
  
http://www.infographicsinspiration.com/pinterest-­‐demographics-­‐statistics-­‐infographic/pinterest-­‐statistics-­‐demographics-­‐infographic:	
  
	
  
Customer	
  personas	
  
Two	
  types	
  of	
  customer	
  personas	
  -­‐	
  different	
  ages,	
  lifestyle	
  with	
  different	
  attitudes	
  to	
  hair	
  care.	
  
	
  
1.	
  Laura	
  is	
  an	
  architect,	
  lives	
  in	
  London;	
  she	
  loves	
  being	
  on	
  social	
  network	
  without	
  compromising	
  her	
  active	
  social	
  life	
  and	
  reading	
  her	
  
favourite	
  magazines	
  online.	
  She	
  likes	
  fashionable	
  hairstyles	
  but	
  she	
  is	
  also	
  budget	
  conscious	
  and	
  therefore	
  she	
  values	
  products	
  that	
  are	
  
convenient	
  alternatives	
  to	
  going	
  to	
  a	
  salon.	
  
	
  
	
  2.	
  Helen	
  is	
  a	
  modern	
  working	
  mother	
  who	
  lives	
  in	
  Manchester	
  and	
  enjoys	
  spending	
  time	
  with	
  her	
  family.	
  She	
  uses	
  the	
  Internet	
  for	
  
searching	
  for	
  products	
  but	
  prefers	
  to	
  buy	
  in-­‐,especially	
  beauty	
  	
  products.	
  She	
  has	
  little	
  spare	
  time;	
  she	
  needs	
  to	
  cover	
  her	
  grey	
  hair	
  
regularly	
  and	
  seeks	
  natural	
  hair	
  dye	
  products	
  that	
  give	
  professional	
  results.	
  
http://www.mediaweek.co.uk/article/1307900/magazine-­‐abcs-­‐marie-­‐claire-­‐suffers-­‐steepest-­‐decline-­‐lifestyle-­‐sector	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
   	
  
Slide	
  5	
  –	
  Customer	
  Journey	
  
	
  
TOP	
  10	
  MOST	
  UK	
  INFLUENTIAL	
  BEAUTY	
  BLOGGERS	
  	
  as	
  per	
  http://www.cision.com/uk/social-­‐media-­‐index/top-­‐10-­‐uk-­‐beauty-­‐blogs/	
  
	
  
Pixiwoo.com	
  	
  
Lisa	
  Eldridge	
  
A	
  Model	
  Recommends	
  	
  
British	
  Beauty	
  Blogger	
  
Zoella	
  
London	
  Beauty	
  Queen	
  
ReallyRee	
  
essie-­‐button	
  
Vivianna	
  Does	
  Makeup	
  
Hello	
  October	
  
	
  
Ten	
  Largest	
  Shopping	
  Centres	
  in	
  UK	
  by	
  Sq	
  ft.:	
  
	
  
Westfield	
  Stratford	
   1.9m	
   John	
  Lewis	
  
Metrocentre	
   1.8m	
   Debenhams	
  /	
  HOF	
  
Trafford	
  Centre	
   1.8m	
  
Debenhams	
  /	
  J	
  Lewis	
  /	
  
Selfridges	
  
Milton	
  Keynes	
  
Centre	
  
1.8m	
   HOF	
  /	
  J	
  Lewis	
  
Bluwater	
   1.65m	
   HOF	
  /	
  J	
  Lewis	
  
Westfield	
  London	
   1.6m	
   Debenhams	
  /	
  HOF	
  
Princess	
  Charles	
  Sq	
   	
   	
  
Meadowhall	
   1.5m	
   Debenhams	
  /	
  HOF	
  
Cabot	
  Circus	
   1.5m	
   HOF	
  
Victoria	
  Gate	
   1.4m	
   J	
  Lewis	
  
	
  
9	
  out	
  of	
  10	
  are	
  anchored	
  by	
  our	
  retail	
  partners	
  offering	
  a	
  major	
  tactical	
  advantage	
  through	
  use	
  of	
  each	
  centres	
  prime	
  shopping	
  
throughways	
  where	
  we	
  can	
  set	
  up	
  demonstration	
  stands.	
  
	
  
Media	
  usage	
  among	
  UK	
  adults:	
  http://stakeholders.ofcom.org.uk/binaries/research/media-­‐literacy/media-­‐lit-­‐
10years/2015_Adults_media_use_and_attitudes_report.pdf	
  
	
  
Research	
  online,	
  buy	
  in	
  store:	
  http://www.fierceretail.com/story/73-­‐consumers-­‐browse-­‐online-­‐purchase-­‐store/2015-­‐02-­‐10
Slide	
  7	
  –	
  Paid	
  Search	
  Campaign	
  
	
  
Search	
  Volume	
  Notes:	
  
Google	
  Adwords	
  Keyword	
  Planner	
  totals	
  1,597,150	
  average	
  monthly	
  searches	
  across	
  “hair	
  dye,	
  hair	
  colour,	
  hair	
  salon,	
  charles	
  
worthington,	
  aveda,	
  rush	
  hair,	
  electric	
  hair,	
  toni	
  and	
  guy	
  and	
  clairol”	
  queries.	
  
Adwords	
  calculates	
  the	
  average	
  suggested	
  bid	
  for	
  these	
  1.6m	
  queries	
  at	
  £0.795.	
  
SEMrush	
  tool	
  currently	
  lists	
  the	
  following	
  traffic	
  from	
  paid	
  and	
  organic	
  search	
  results	
  across	
  key	
  competitors	
  in	
  2015	
  so	
  far:	
  
	
  
Garnier	
  
Jan	
  –	
  13,937	
  
Feb	
  –	
  21,268	
  
Mar	
  –	
  3,156	
  
April	
  –	
  6,403	
  
May	
  –	
  6,206	
  
L’Oreal	
  
Jan	
  –	
  33,063	
  
Feb	
  –	
  41,517	
  
Mar	
  –	
  30,461	
  
April	
  –	
  22,957	
  
May	
  –	
  21,500	
  
Clairol	
  
Jan	
  –	
  9,878	
  
Feb	
  –	
  7,672	
  
Mar	
  –	
  5,075	
  
April	
  –	
  8,369	
  
May	
  –	
  9,736	
  
	
  
SEMrush	
  also	
  shows	
  that	
  in	
  2014	
  Clairol	
  drove	
  the	
  following	
  numbers	
  to	
  their	
  website	
  via	
  a	
  paid	
  search	
  campaign:	
  
	
  	
  
June	
  2014	
  –	
  49,	
  713	
  
July	
  2014	
  –	
  17,577	
  
August	
  2014	
  –	
  30,275	
  
September	
  2014	
  –	
  35,062	
  
	
  	
  
A	
  total	
  of	
  over	
  135,000	
  consumers	
  over	
  the	
  course	
  of	
  the	
  campaign	
  from	
  paid	
  search	
  alone.	
  
Google	
  Adwords	
  also	
  shows	
  that	
  search	
  volume	
  over	
  the	
  calendar	
  year	
  shows	
  no	
  particular	
  seasonal	
  pattern	
  that	
  would	
  affect	
  the	
  
launch	
  date	
  of	
  Kleur	
  Tonacity.	
  
	
  
Google	
  Trends	
  however	
  does	
  show	
  that	
  search	
  volume	
  on	
  “hair	
  dye,	
  hair	
  colour”	
  is	
  increasing	
  significantly	
  over	
  recent	
  years:	
  
http://www.google.com/trends/explore	
  -­‐	
  q=hair	
  dye,	
  hair	
  colour	
  
While	
  salon	
  queries	
  are	
  trending	
  down:	
  
http://www.google.com/trends/explore	
  -­‐	
  q=Toni	
  %26	
  Guy&cmpt=q&tz=	
  
This	
  supports	
  our	
  insight	
  that	
  consumers	
  are	
  looking	
  for	
  cost	
  saving	
  options	
  to	
  expensive	
  salon	
  treatments.	
  
	
   	
  
 
Slide	
  8	
  –	
  Online	
  Display	
  Campaign	
  
	
  
In	
  assessing	
  retargeting	
  tactics	
  we	
  used	
  Chango’s	
  7	
  Types	
  of	
  Effective	
  Retargeting	
  model:	
  
http://www.slideshare.net/kirazhestkova/7-­‐types-­‐of-­‐effective-­‐retargeting-­‐by-­‐chango	
  
	
  
This	
  breaks	
  down	
  the	
  options	
  into	
  the	
  following	
  approaches:	
  
Site	
  Retargeting	
  
Search	
  Retargeting	
  
SEO/SEM	
  Retargeting	
  
Email	
  Retargeting	
  
Contextual	
  Retargeting	
  
Engagement	
  Retargeting	
  
Social	
  Retargeting	
  
Google	
  Display	
  Planner	
  shows	
  available	
  weekly	
  inventory	
  of	
  between	
  1	
  and	
  5	
  billion	
  impressions	
  for	
  “hair	
  dye,	
  hair	
  colour”	
  related	
  
content.	
  
The	
  gender	
  breakdown	
  of	
  this	
  audience	
  is	
  evenly	
  split	
  between	
  male	
  (42%)	
  and	
  female	
  (42%)	
  –	
  16%	
  unknown.	
  This	
  supports	
  our	
  
decision	
  to	
  focus	
  less	
  on	
  prospecting	
  and	
  more	
  on	
  very	
  targeted	
  display	
  tactics	
  of	
  placements	
  within	
  highly	
  relevant	
  and	
  related	
  
websites.	
  
Weekly	
  impression	
  figures	
  for	
  glamourmagazine.com,	
  harpersbazaar.com,	
  instyle.co.uk	
  and	
  instyle.com	
  and	
  latest-­‐hairstyles.com	
  are	
  all	
  
as	
  currently	
  stated	
  on	
  Google	
  Display	
  Planner.	
  
	
   	
  
Slide	
  9	
  –	
  Social	
  Media	
  Campaign	
  
	
  
Reasons	
  for	
  using	
  each	
  network	
  
Facebook	
  –	
  the	
  largest	
  social	
  network	
  -­‐	
  http://www.adweek.com/news/advertising-­‐branding/new-­‐social-­‐stratosphere-­‐who-­‐using-­‐
facebook-­‐twitter-­‐pinterest-­‐tumblr-­‐and-­‐instagram-­‐2015-­‐and-­‐beyond-­‐1622	
  
Twitter	
  -­‐Large	
  audience	
  25-­‐49	
  -­‐	
  http://www.pewinternet.org/2015/01/09/demographics-­‐of-­‐key-­‐social-­‐networking-­‐platforms-­‐2/	
  
Instagram	
  -­‐	
  29%	
  of	
  online	
  women	
  use	
  it	
  -­‐	
  http://www.adweek.com/news/advertising-­‐branding/new-­‐social-­‐stratosphere-­‐who-­‐using-­‐
facebook-­‐twitter-­‐pinterest-­‐tumblr-­‐and-­‐instagram-­‐2015-­‐and-­‐beyond-­‐1622	
  
Pinterest	
  -­‐	
  42%	
  of	
  online	
  women	
  use	
  it	
  -­‐	
  http://sproutsocial.com/insights/new-­‐social-­‐media-­‐demographics/#pinterest	
  
Google+	
  -­‐	
  Search	
  benefits	
  -­‐	
  http://sproutsocial.com/insights/why-­‐your-­‐brand-­‐active-­‐google/	
  
	
  
	
   	
  
Slide	
  10	
  –	
  Driving	
  Sales	
  Through	
  Digital	
  Innovation	
  
	
  
By	
  2016	
  we	
  expect	
  the	
  influence	
  of	
  mobile	
  will	
  have	
  significantly	
  changed	
  the	
  UK	
  retail	
  channel	
  landscape.	
  In	
  fact,	
  we	
  project	
  the	
  mobile	
  
influence	
  factor	
  will	
  reach	
  15-­‐18%	
  of	
  total	
  retail	
  sales,	
  amounting	
  to	
  £35–£43billion	
  in	
  mobile-­‐influenced	
  store	
  sales	
  by	
  2016.	
  
	
  	
  
We	
  must	
  allow	
  customers	
  to	
  maintain	
  control	
  of	
  their	
  information.	
  Whilst	
  76%	
  of	
  smartphone	
  users	
  will	
  use	
  their	
  phones	
  GPS	
  or	
  
location	
  based	
  services,	
  customers	
  are	
  uncomfortable	
  with	
  retailers	
  knowing	
  when	
  they	
  are	
  near/	
  in	
  their	
  store:	
  only	
  21%	
  would	
  be	
  
happy	
  for	
  a	
  retailer	
  to	
  know	
  they	
  are	
  nearby	
  &	
  27%	
  happy	
  for	
  retailer	
  to	
  know	
  they	
  are	
  inside	
  a	
  store.	
  Even	
  though	
  the	
  integrated	
  phone	
  
technology	
  would	
  have	
  to	
  be	
  switched	
  on,	
  people	
  are	
  uncomfortable	
  with	
  their	
  movements	
  being	
  monitored.	
  
	
   	
  	
  	
  
Omni-­‐Channel	
  Insights:	
  
Customer	
  experience	
  accounts	
  for	
  47%	
  of	
  customer	
  loyalty	
  	
  
Smartphones	
  influenced	
  $159	
  billion	
  in	
  U.S.	
  store	
  sales	
  in	
  2012	
  
8	
  in	
  10	
  smartphone	
  shoppers	
  use	
  mobile	
  in-­‐store	
  to	
  help	
  with	
  shopping	
  
	
  	
  
The	
  Future	
  of	
  Retail	
  Marketing	
  
77%	
  of	
  consumers	
  prefer	
  email	
  for	
  permission-­‐based	
  promotional	
  messaging	
  
39%	
  of	
  retailers	
  used	
  in-­‐store	
  signage	
  to	
  convert	
  customers	
  to	
  digital	
  
44%	
  of	
  retailers	
  do	
  email	
  acquisition	
  at	
  point-­‐of-­‐purchase	
  
	
  
Reference	
  Links	
  
http://blog.gfk.com/2015/04/shoppers-­‐bringing-­‐online-­‐competition-­‐inside-­‐bricks-­‐and-­‐mortar-­‐stores/	
  
http://www.shopify.com/blog/14210261-­‐10-­‐slideshare-­‐presentations-­‐on-­‐the-­‐future-­‐of-­‐omni-­‐channel-­‐retail	
  
http://www2.deloitte.com/content/dam/Deloitte/uk/Documents/consumer-­‐business/deloitte-­‐uk-­‐the-­‐dawn-­‐of-­‐mobile-­‐influence-­‐
final.pdf	
  
https://www.downtowndevelopment.com/pdf/2_us_retail_Mobile_Influence.pdf	
  
http://mediazone.brighttalk.com/comm/sitedata/c52f1bd66cc19d05628bd8bf27af3ad6/download/13983_MobileReport_lowres%20
%281%29.pdf	
  
http://www.accenture.com/sitecollectiondocuments/accenture-­‐customer-­‐desires-­‐vs-­‐retailer-­‐capabilities.pdf	
  

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Kleur Tonacity Marketing Proposal

  • 1. Marke&ng  Proposal   Group  28  -­‐  Think  Like  A  Brand  
  • 2. KLEUR   TONACITY   PRODUCT   BRIEF   MARKET   OPPORTUNITY   CUSTOMER   PERSONA   CUSTOMER   JOURNEY   CAMPAIGN   METRICS   The  Product     Kleur Tonacity – “You’re The Professional” High-end Home Hair Colouring Product Good Quality, Lasting Colour Ammonia Free Bespoke Application Tool First Truly Multi Tonal Salon Effect at Home No Direct Competitors Our  PresentaAon   Market Opportunity & SWOT Analysis Customer Personas Customer Journey - Traditional & Digital Together Content Plan Paid Search Online Display Social Media Driving Sales Through Digital Innovation Metrics Our Aims To establish Kleur Tonacity as a recognisable brand in the UK To create acceptance of a high end hair colouring price point & product To educate the UK consumer that it is possible to achieve a salon result at home To generate sales and return on Kleur’s investment
  • 3. KLEUR   TONACITY   PRODUCT   BRIEF   MARKET   OPPORTUNITY   CUSTOMER   PERSONA   CUSTOMER   JOURNEY   CAMPAIGN   METRICS   Market  Opportunity     Customers  do  not  want  to  spend  reduced  disposable  income  on  luxury   salon  appointments     But  they  are  s&ll  willing  to  buy  a  premium  product  that  will  give  a   professional  look  and  finish,  whilst  also  saving  them  &me   0 50 100 2013 2015 2017 2019 2021   Strengths   Niche  product   Clear  poten&al  market   Good  brand  name   Links  to  well-­‐known  high  street  stores         OpportuniAes   Large  market,  predicted  to  grow  from  2015-­‐2020   Opportunity  to  build  market  share   First  to  market  advantage     Weaknesses   Customers  need  to  be  educated  about  products  at  this  price  point   Will  take  &me  to  build  strong  &  recognisable  brand   Lots  of  well-­‐known  brand  names  at  lower  price  point       Threats   Other  entrants  if  KT  is  successful   Aggressive  strategies  from  well-­‐known  brands  as  a  market   response       SWOT   Global  hair  care  market  set  to  increase  year-­‐on-­‐year   to  $94.5  billion  in  2021     Disposable   income  for  UK   households   2010  -­‐  2015   UK   hairdressing     &  beauty   treatment   revenue     2010  -­‐  2015   UK   Hairdressing  &   Beauty   Treatment   Market:   £4bn  
  • 4. KLEUR   TONACITY     PRODUCT   BRIEF   MARKET   OPPORTUNITY   CUSTOMER   PERSONA   CUSTOMER   JOURNEY   CAMPAIGN   METRICS   Laura   35  years  old   Single   Architect   Rental   Accommoda&on   London   Lifestyle   ²  Social  network  presence:  Facebook,  Pinterest;   YouTube  subscriber   ²  Ac&ve  social  life   ²  Mobile  and  tablet  user   ²  Love  shopping  online  but  buy  beauty  products  in   store   ²  Online  magazine:  Glamour,  Elle,  Vogue   AZtude  to  hair  care   ²  Likes  fashionable  style  but   budget  conscious     ²  Willing  to  consider  a   convenient  salon  alterna&ve   Helen   45  years  old   Married  –  2   children   Finance  Director   Home  owner   Manchester   Lifestyle   ²  Modern  working  mother  with  hec&c  life   ²  Enjoys  spending  &me  with  family  and  friends   ²  Likes  checking  beauty  products  online  but   prefers  to  buy  in  store   ²  Print  magazines:  Good  Housekeeping,  Marie   Claire   AZtude  to  hair  care   ²  Concerned  with  her  grey   hair,  wants  natural  hair  dye   product  that  gives  salon   quality  results  and  saves    her   &me   Key  Influencers:   Family  33%   Friends  46%   Magazine  Advice  75%   90%   Buy  Beauty   products  Offline   Top  reason  to  shop  with  retailer   Daily  Usage   16.4  mins   15.8  mins   12.1  mins   Target  Audience:  Affluent  Professional  Women     We  have  iden&fied  two  “Beauty  Enthusiast”  personas  who   care  about  appearance  and  want  to  look  and  feel  good  about   themselves.   Age Group 25-39 Age Group 40-59
  • 5. KLEUR   TONACITY   PRODUCT   BRIEF   MARKET   OPPORTUNITY   CUSTOMER   PERSONA   CUSTOMER   JOURNEY   CAMPAIGN   METRICS   Traditional & Digital Working Together Total weekly hours spent online has doubled in last 10 years Adults now split their media usage: TV 36.5 hrs; Mobile 23.3 hrs; Online 18.0 hrs; Radio 10.9 hrs; Print 3.5 hrs 73% of shoppers go online to research first before purchasing in store. Our Strategy is therefore: Generate awareness of brand across multiple traditional and digital channels Drive customers to website/social pages, then in store to experience Tonacity Build advocacy through innovative use of social media and website AWARENESS   CONSIDERATION   EVALUATION   EXPERIENCE   LOYALTY   TV  Ads   Outdoor  Display   Fashion  &  Beauty  Magazines,  Weekend  Supplements   Online  Display  –  Sponsored  Social,  Tenancies,  Email     Paid  Search   Blogger  Outreach  (Pixiwoo,  Lise  Eldridge  etc)   First  Hero  Video  Content   Social  Media  Sponsored  New  Feed  Ads   PR  AcAvity   Dept.  Store  &  Shopping  Mall  Roadshow   Interac&ve  Digital  &  Window  Display   Tonacity  Website  &  App   Fashion  &  Beauty  Magazines   Paid  Search   Tonacity  Social  Media  Pages   Online  Display  –  Contextual  &  Behavioural  Banners   Online  Display  –  Retarge&ng     Partner  Dept.  Stores  /  Shopping  Mall  Roadshow   Pop  Up  Stores   Tonacity  Website   Retail  Partner  Websites   Product  Quality  &  EffecAveness   Customer  Service  Line   Website  Chat   Tonacity  Social  Media  Pages   Tonacity  Social  Media  Pages   Tonacity  Website  Forum   Retailer  website  review  pages   Consumer  magazines/sites  (e.g.   Which?)   Traditional Digital
  • 6. “How  Professional  Are  You?”  Content  MarkeAng  Plan     For  the  brand’s  launch  our  ini&al  focus  will  be  on  Hero  and  Hygiene  content;   Hero  content  to  generate  awareness  of  this  new  to  market  product  and  help   establish  the  brand  posi&oning  and  voice;  Hygiene  content  to  break  down  the   misconcep&ons  of  home  hair  colouring  products,  reassure  poten&al  customers   as  to  our  brands  quality  and  answer  the  ques&ons  our  target  market  are  going   to  ask.       Regular  Hub  content  will  begin  to  engage  those  becoming  familiar  with  the   product  and  brand  and  help  to  build  advocacy.     Central  to  all  content  will  be  the  theme  of  professionalism  and  the  product’s   main  packaging  tagline  “You’re  The  Professional”.     Hero – Viral Film: “It’s Not What You Do, It’s How You Do It” Positive, Emotional, Empowering, Inspirational, Entertaining. Real life stories of women talking about their “professional” approach to work, revealing themselves to be nurses, teachers, mothers etc. #imaprofessional and #howyoudoit To help create a sense of an online community that women want to be associated with. The empowerment theme sits perfectly with the product's ambition which is to finally give time stretched "professional" women a home hair colouring product which gives a salon equivalent look. Hub - Tonacity Website Blog: This will host articles, interviews and other content around hair colouring, as well as other related topics such as make up and fashion advice. The blog content will serve a secondary purpose of being sharable content, helping to enhance our social media campaign. Hygiene – How To Videos/Webcasts Online tutorials showing, step by step, how to use Kleur Tonacity’s home kit with ease. This will help to maximise user experience and drive engagement. KLEUR   TONACITY   PRODUCT   BRIEF   MARKET   OPPORTUNITY   CUSTOMER   PERSONA   CUSTOMER   JOURNEY   CAMPAIGN   METRICS  
  • 7. Paid  Search  Campaign     1.6m  -­‐  searches  every  week  in  UK  on  hair  dye,  colour  and  salon  queries   250k  –  visitors  to  Garnier,  L’oreal  &  Clairol  sites  via  Paid  Search  in  2015     Ave.  Suggested  Bid  under  £0.80.  Branded  bids  lower.     For  Kleur  Tonacity,  a  clear  cost  effec&ve  way  to  raise  awareness  of  the  brand   and  create  sAmulus;  and  bring  prospects  at  the  evaluaAon  stage  of  the   purchase  cycle  through  to  our  website  and  social  pages.     Our  strategy  is  focus  on  these  three  search  query  categories  with  ad  groups   specifically  targe&ng  the  consumer’s  intent  and  posi&on  within  the  purchase   cycle  taking  them  to  relevant  landing  pages.     General & Tonacity Branded Searches Colour Related Searches Salon Location Related Searches Introduce the customer to the brand Inform them about the Tonacity range Explain where to access further information Help the customer: Explore the range Experiment with colours Evaluate the product Compare the range with other brands Help the customer: Compare cost and result with their salon options Find nearest stockist and next demonstration Ad Groups: What is Tonacity? Ammonia Free Best Hair Dye Best Hair Colour Etc. Ad Groups: Red Based Colour Queries Blonde Based Colour Queries Brunette Based Colour Queries What Colour Suits Me Etc. Ad Groups: London Salons Manchester Salons Birmingham Salons etc. Etc. KLEUR   TONACITY   PRODUCT   BRIEF   MARKET   OPPORTUNITY   CUSTOMER   PERSONA   CUSTOMER   JOURNEY   CAMPAIGN   METRICS  
  • 8. Online  Display  Campaign     1-­‐5b  impressions  served  weekly  on  GDN  for  hair  colour  &  salon  content   Millions  of  highly  targeted  impressions  –  glamourmagazine  3m,  harpersbazaar   2m,  instyle  2m,  latest-­‐hairstyles  1.5m     Display  will:     Build  Awareness  &  Reach  And  Assist  InteracAon   At  the  Beginning  of  the  Customer  Buying  Cycle     Create  Desire  &,  Assist  EvaluaAon  as  consumers  Consider     Kleur  Tonacity  along  with  other  op&ons.     Banner Ads Sponsored Email Display Tenancies Pre-Roll Ads Contextual  ads  on  key   websites  with  relevant  and   related  topics.     Behavioural  ads  in  browsers   of  known  users     Banners  on  relevant   Category  pages  on  retail   partner  websites     Site  retargeAng  and  search   retargeAng  to  re-­‐expose   Tonacity  to  website  visitors,   or  those  searching  for  our   focus  keywords   Suggested  Facebook  Posts,   Promoted  Tweets  and   Sponsored  Pinterest  Pins     Strong  Call  To  AcAon  “How   Professional  Are  You?”       Engagement  RetargeAng   and  Social  RetargeAng  used   to  re-­‐connect  with  those   consuming  similar  content   Above  the  fold  ads  on   department  store  retail   partner  email  promo&ng   demonstraAon  events.   Targeted  rented  lists     Email  retargeAng  to  re-­‐ connect  with  those  who   engaged  with  previous   emails   Major  beauty  website  home  page   take  overs  including   marieclaire.com,  elleuk.com,   redonline.co.uk   Hero  content  highlights  and  teaser   clips  from  live  online   demonstra&ons  before  retail   partner  content  and  beauty  video   bloggers  channels  etc.     KLEUR   TONACITY   PRODUCT   BRIEF   MARKET   OPPORTUNITY   CUSTOMER   PERSONA   CUSTOMER   JOURNEY   CAMPAIGN   METRICS  
  • 9. •  How-to videos •  Blogs •  Targeted paid activity at all stages Social  Media  Campaign     Each  social  media  channel  we  have  chosen  to  use  has  a  reason  behind  it.   By  crea&ng  a  good  number  of  these  accounts,  but  not  making  our   amempts  too  large  at  first,  we  can  ensure  quality  results  from  each  and   every  channel.     The  “How  Professional  Are  You?”  campaign  will  be  tweaked  for  each   social  media  channel  we  use,  making  it  most  effec&ve  for  the  audience  on   that  channel.       Where  possible,  targeted  adver&sements  will  also  be  placed  on  social   media  networks,  further  pushing  the  campaign  assets.     •  Blogs •  Customer service •  Promoted tweets •  “How Professional Are You?” video stills •  Images of celebrity endorsements •  Promoted pins •  Videos derived from campaign video •  Stills from campaign video •  How-to videos •  Blogs •  .gif assets from campaign videos •  Main campaign video •  Additional videos from campaign •  How-to videos Pinterest is a key channel for us because of the potential for sales and close resemblance to our target audience. The large female audience (around 80% of its users), coupled with the fact that Pinterest generates 4x more revenue per click than Twitter and 27% more per click than Facebook, makes it perfect for this campaign. KLEUR   TONACITY   PRODUCT   BRIEF   MARKET   OPPORTUNITY   CUSTOMER   PERSONA   CUSTOMER   JOURNEY   CAMPAIGN   METRICS  
  • 10. Driving  Sales  through  Digital  InnovaAon     By  2016,  smartphones  used  as  part  of  a  shopping  experience,  could  impact  15-­‐18%  of   in-­‐store  retail  sales  –  an  es&mated  £35–£43  billion.     Smartphone  shoppers  are  14  percent  more  likely  than  non-­‐smartphone  shoppers  to   convert  in  store.     Therefore,  it  is  essen&al  that  Kleur  Tonacity  engages  smartphone  shoppers,  through   digital  innova&on  in  order  to  drive  in-­‐store  foooall  and  then  to  convert  shoppers  once   they  are  in  store.     Tonacity  staff  to  engage  with  consumer  via  a   demo  booth  to  allow  onsite  trials.  These  demos   will  be  adver&sed  by  email,  app,  website  &  other   digital  campaigns.   Tonacity  RFID  tags  in  pamphlets  distributed  at   shopping  malls  to  draw  customers  in-­‐store.  These   tags  will  interact  with  shopping  mall  screens,   en&cing  shoppers  in  to  the  demo  booths  with  the   “how  professional  are  you?”  tag  line.   Up  Front  Signage  and  in-­‐center  TV  Displays   39%  of  retailers  used  in-­‐store  signage  to  convert  customers  to   digital   Tablets  as  mobile  points  of  sale  at  Tonacity     67%  are  using  tablets  as  points  of  sale  in  their  stores   QR  codes  displayed  in-­‐store.  These  will  drive  consumers  to  KT   website,  games  and  content  sites.   Thank  you  Tonacity  shopping  SMS   Shopping  by  mobile  is  generally  thought  to  boost  customer   loyalty.   Kleur  Tonacity  App   Use  loca&on  services  to  show  customer  offers,   roadshows,  promo&ons  and  deals  that  are   relevant  to  customer’s  loca&on.  Will  also  use  a   map  with  all  current  KT  retailers  with  opening   &mes,  so  that  our  busy  customer  loses  no  &me  in   gerng  to  the  store,  at  the  right  &me.     Augmented  reality  interac&ve  displays  This  will  allow  users   to  take  photos  of  themselves  and  then  change  their  hair   colour  using  their  phone,  helping  them  to  visualise  and   decide  on  their  new  look.  They  can  then  send  through   photos  and  videos  to  friends  and  family  for  advice.   40%   contact   friends  or   family  for   advice   What  shoppers  do  via  mobile  phone  when  in-­‐store   36%  take   pictures   of   products   28%  scan   barcodes   or  QR   codes   23%  buy   products   through   an  App   KLEUR   TONACITY   PRODUCT   BRIEF   MARKET   OPPORTUNITY   CUSTOMER   PERSONA   CUSTOMER   JOURNEY   CAMPAIGN   METRICS  
  • 11. Media  Approach   •    Return  On  Investment  (ROI)  is  one  of  the  main  focus  points  for  the  Kleur  Tonacity   campaign.  Therefore  we  recommend  making  use  of  media  plaoorms  which  offer   the  CPC  (cost  per  click)  buying  model.     •  By  purchasing  media  based  on  CPC,  the  campaign  will  receive  a  guaranteed   amount  of  traffic  to  Kleur  Tonacity  website  and  retail  stores.     •  By  using  precision  targe&ng  technologies,  such  as  category/contextual  and   behavioral  targe&ng,  the  relevant  audience  will  be  reached  +  quality  traffic/visitors   will  be  driven  to  the  Kleur  Tonacity  online  store  and  in  retail.       •  By  using  retarge&ng,  we  will  re-­‐engage  with  the  consumers  who  have  already   visited  the  Kleur  Tonacity  online  store,  but  have  not  yet  taken  ac&on/converted.         Social networks, publishers and blogs Display, Search, Retargeting In Retail Demo Stands Publish and promote Kleur Tonacity content, allow sharing to other outposts, networks and influencers. Draw people to Kleur Tonacity content hub Promote digital banners on various sites targeting upscale busy women to drive them to Kleur Tonacity online store. Prospecting- on Key Display Environments Combining with precision targeting Lead generation by retargeting Create the customer experience in top retailers and allow potential customers to test the product in store at Kleur Tonacity booth. This will allow the customer to take it to the next step and create word of mouth marketing and drive sales in store. Key Measures (Social Listening Analytics): •  Unique visitors •  Value per visit •  Fans/Followers Key Measures (Web Analytics): •  Delivered Impressions •  Delivered Clicks •  Delivered Click Thru Rates % •  Delivered eCPC •  ROI online sales Key Measures (Total Sales): •  # of footfall to demo booth in stores •  % of conversion rate •  ROI. KLEUR   TONACITY   PRODUCT   BRIEF   MARKET   OPPORTUNITY   CUSTOMER   PERSONA   CUSTOMER   JOURNEY   CAMPAIGN   METRICS  
  • 13. Appendix  notes  for  Group  28  –  Kleur  Tonacity  Marketing  Campaign     Slide  3  –  Market  Opportunity     Market  Opportunity  explanation:   • KT  in  strong  position  to  fill  the  gap  for  customers  who  don’t  want  to  spend  disposable  income  on  luxury  salon  appointments,  but   are  willing  to  pay  for  more  premium  home  hair  dye  product.     Graph  data  source:  http://www.statista.com/statistics/254608/global-­‐hair-­‐care-­‐market-­‐size/   Hairdressing  data  source:  http://www.ibisworld.co.uk/market-­‐research/hairdressing-­‐beauty-­‐treatment.html           Porters  5  Forces  analysis:       Threat  of  new  entrant  -­‐  Moderate   • No  direct  competitors  but  could  change  if  successful  at  £24.99  price.   • Well-­‐known  lower  priced  brands  could  rebrand/launch  new  products.       Buyer  Power  -­‐  High   • Customers  are  much  savvier  and  research  before  buying.   • Many  substitute  products  at  lower-­‐end  (between  £5  and  £10).   • Large  department  stores  buy  in  bulk  and  selective  with  products;  could  reduce  margins.       Supplier  Power  -­‐  Moderate   • With  a  higher  price  point,  KT  is  better  positioned  to  handle  price  increases  than  competitors.   • Variety  of  suppliers  that  can  be  used.       Threat  of  Substitutes-­‐  High   • Customers  have  options  at  all  price  points  -­‐  high  end:  salon  professionals  (Toni  and  Guy),  while  at  lower  end:  cheaper  product   alternatives.     • Lesser  known  brands  Soft  Sheen  Carson  offering  hair  dyes  as  cheap  as  £3.30   • Well-­‐known  brands  such  as  Schwarzkopf,  Nice  and  Easy,  Garnier  and  L’Oréal  Paris  operating  in  the  £5-­‐£10  bracket   • Customer  may  not  trust  a  self-­‐application  product  at  this  price  point  and  opt  for  professional  hair  care  service.       Overall  Competitive  Rivalry   • Lots  of  competitors  but  currently  none  at  this  price  point.   • Environment  is  competitive  but  if  features  and  benefits  can  be  communicated  to  our  target  market  to  justify  its  price  point,  then   KT  should  be  able  to  carve  out  a  niche.    
  • 14. Slide  4  –  Customer  Personas     Target  Market   Our  potential  customer  personas  are  women  to  whom  appearance  matters  -­‐  they  want  to  look  and  feel  good  about  themselves.     Key  shopping  habits   Most  women,  in  the  beauty  enthusiast  category,  prefer  to  shop  for  just  beauty  products,  shop  alone  and  don’t  make  purchases  on   impulse.  Peer  recommendations  and  advice  from  magazines  are  very  powerful  tools  for  women  when  deciding  to  buy  beauty  products.   Moreover,  women  want  to  explore,  access  and  test  beauty  products  before  they  buy.         Channel  used  to  purchase     90%  of  them  buy  beauty  products  in  store  and  the  biggest  reason  they  use  a  particular  retailer  is  to  be  a  member  of  the  loyalty  scheme.     http://www.yougovsixthsense.com     Social  media  usage   Most  popular  social  media  sites  used  by  professional  women:  YouTube,  Pinterest  and  Facebook.   http://www.infographicsinspiration.com/pinterest-­‐demographics-­‐statistics-­‐infographic/pinterest-­‐statistics-­‐demographics-­‐infographic:     Customer  personas   Two  types  of  customer  personas  -­‐  different  ages,  lifestyle  with  different  attitudes  to  hair  care.     1.  Laura  is  an  architect,  lives  in  London;  she  loves  being  on  social  network  without  compromising  her  active  social  life  and  reading  her   favourite  magazines  online.  She  likes  fashionable  hairstyles  but  she  is  also  budget  conscious  and  therefore  she  values  products  that  are   convenient  alternatives  to  going  to  a  salon.      2.  Helen  is  a  modern  working  mother  who  lives  in  Manchester  and  enjoys  spending  time  with  her  family.  She  uses  the  Internet  for   searching  for  products  but  prefers  to  buy  in-­‐,especially  beauty    products.  She  has  little  spare  time;  she  needs  to  cover  her  grey  hair   regularly  and  seeks  natural  hair  dye  products  that  give  professional  results.   http://www.mediaweek.co.uk/article/1307900/magazine-­‐abcs-­‐marie-­‐claire-­‐suffers-­‐steepest-­‐decline-­‐lifestyle-­‐sector                        
  • 15. Slide  5  –  Customer  Journey     TOP  10  MOST  UK  INFLUENTIAL  BEAUTY  BLOGGERS    as  per  http://www.cision.com/uk/social-­‐media-­‐index/top-­‐10-­‐uk-­‐beauty-­‐blogs/     Pixiwoo.com     Lisa  Eldridge   A  Model  Recommends     British  Beauty  Blogger   Zoella   London  Beauty  Queen   ReallyRee   essie-­‐button   Vivianna  Does  Makeup   Hello  October     Ten  Largest  Shopping  Centres  in  UK  by  Sq  ft.:     Westfield  Stratford   1.9m   John  Lewis   Metrocentre   1.8m   Debenhams  /  HOF   Trafford  Centre   1.8m   Debenhams  /  J  Lewis  /   Selfridges   Milton  Keynes   Centre   1.8m   HOF  /  J  Lewis   Bluwater   1.65m   HOF  /  J  Lewis   Westfield  London   1.6m   Debenhams  /  HOF   Princess  Charles  Sq       Meadowhall   1.5m   Debenhams  /  HOF   Cabot  Circus   1.5m   HOF   Victoria  Gate   1.4m   J  Lewis     9  out  of  10  are  anchored  by  our  retail  partners  offering  a  major  tactical  advantage  through  use  of  each  centres  prime  shopping   throughways  where  we  can  set  up  demonstration  stands.     Media  usage  among  UK  adults:  http://stakeholders.ofcom.org.uk/binaries/research/media-­‐literacy/media-­‐lit-­‐ 10years/2015_Adults_media_use_and_attitudes_report.pdf     Research  online,  buy  in  store:  http://www.fierceretail.com/story/73-­‐consumers-­‐browse-­‐online-­‐purchase-­‐store/2015-­‐02-­‐10
  • 16. Slide  7  –  Paid  Search  Campaign     Search  Volume  Notes:   Google  Adwords  Keyword  Planner  totals  1,597,150  average  monthly  searches  across  “hair  dye,  hair  colour,  hair  salon,  charles   worthington,  aveda,  rush  hair,  electric  hair,  toni  and  guy  and  clairol”  queries.   Adwords  calculates  the  average  suggested  bid  for  these  1.6m  queries  at  £0.795.   SEMrush  tool  currently  lists  the  following  traffic  from  paid  and  organic  search  results  across  key  competitors  in  2015  so  far:     Garnier   Jan  –  13,937   Feb  –  21,268   Mar  –  3,156   April  –  6,403   May  –  6,206   L’Oreal   Jan  –  33,063   Feb  –  41,517   Mar  –  30,461   April  –  22,957   May  –  21,500   Clairol   Jan  –  9,878   Feb  –  7,672   Mar  –  5,075   April  –  8,369   May  –  9,736     SEMrush  also  shows  that  in  2014  Clairol  drove  the  following  numbers  to  their  website  via  a  paid  search  campaign:       June  2014  –  49,  713   July  2014  –  17,577   August  2014  –  30,275   September  2014  –  35,062       A  total  of  over  135,000  consumers  over  the  course  of  the  campaign  from  paid  search  alone.   Google  Adwords  also  shows  that  search  volume  over  the  calendar  year  shows  no  particular  seasonal  pattern  that  would  affect  the   launch  date  of  Kleur  Tonacity.     Google  Trends  however  does  show  that  search  volume  on  “hair  dye,  hair  colour”  is  increasing  significantly  over  recent  years:   http://www.google.com/trends/explore  -­‐  q=hair  dye,  hair  colour   While  salon  queries  are  trending  down:   http://www.google.com/trends/explore  -­‐  q=Toni  %26  Guy&cmpt=q&tz=   This  supports  our  insight  that  consumers  are  looking  for  cost  saving  options  to  expensive  salon  treatments.      
  • 17.   Slide  8  –  Online  Display  Campaign     In  assessing  retargeting  tactics  we  used  Chango’s  7  Types  of  Effective  Retargeting  model:   http://www.slideshare.net/kirazhestkova/7-­‐types-­‐of-­‐effective-­‐retargeting-­‐by-­‐chango     This  breaks  down  the  options  into  the  following  approaches:   Site  Retargeting   Search  Retargeting   SEO/SEM  Retargeting   Email  Retargeting   Contextual  Retargeting   Engagement  Retargeting   Social  Retargeting   Google  Display  Planner  shows  available  weekly  inventory  of  between  1  and  5  billion  impressions  for  “hair  dye,  hair  colour”  related   content.   The  gender  breakdown  of  this  audience  is  evenly  split  between  male  (42%)  and  female  (42%)  –  16%  unknown.  This  supports  our   decision  to  focus  less  on  prospecting  and  more  on  very  targeted  display  tactics  of  placements  within  highly  relevant  and  related   websites.   Weekly  impression  figures  for  glamourmagazine.com,  harpersbazaar.com,  instyle.co.uk  and  instyle.com  and  latest-­‐hairstyles.com  are  all   as  currently  stated  on  Google  Display  Planner.      
  • 18. Slide  9  –  Social  Media  Campaign     Reasons  for  using  each  network   Facebook  –  the  largest  social  network  -­‐  http://www.adweek.com/news/advertising-­‐branding/new-­‐social-­‐stratosphere-­‐who-­‐using-­‐ facebook-­‐twitter-­‐pinterest-­‐tumblr-­‐and-­‐instagram-­‐2015-­‐and-­‐beyond-­‐1622   Twitter  -­‐Large  audience  25-­‐49  -­‐  http://www.pewinternet.org/2015/01/09/demographics-­‐of-­‐key-­‐social-­‐networking-­‐platforms-­‐2/   Instagram  -­‐  29%  of  online  women  use  it  -­‐  http://www.adweek.com/news/advertising-­‐branding/new-­‐social-­‐stratosphere-­‐who-­‐using-­‐ facebook-­‐twitter-­‐pinterest-­‐tumblr-­‐and-­‐instagram-­‐2015-­‐and-­‐beyond-­‐1622   Pinterest  -­‐  42%  of  online  women  use  it  -­‐  http://sproutsocial.com/insights/new-­‐social-­‐media-­‐demographics/#pinterest   Google+  -­‐  Search  benefits  -­‐  http://sproutsocial.com/insights/why-­‐your-­‐brand-­‐active-­‐google/        
  • 19. Slide  10  –  Driving  Sales  Through  Digital  Innovation     By  2016  we  expect  the  influence  of  mobile  will  have  significantly  changed  the  UK  retail  channel  landscape.  In  fact,  we  project  the  mobile   influence  factor  will  reach  15-­‐18%  of  total  retail  sales,  amounting  to  £35–£43billion  in  mobile-­‐influenced  store  sales  by  2016.       We  must  allow  customers  to  maintain  control  of  their  information.  Whilst  76%  of  smartphone  users  will  use  their  phones  GPS  or   location  based  services,  customers  are  uncomfortable  with  retailers  knowing  when  they  are  near/  in  their  store:  only  21%  would  be   happy  for  a  retailer  to  know  they  are  nearby  &  27%  happy  for  retailer  to  know  they  are  inside  a  store.  Even  though  the  integrated  phone   technology  would  have  to  be  switched  on,  people  are  uncomfortable  with  their  movements  being  monitored.           Omni-­‐Channel  Insights:   Customer  experience  accounts  for  47%  of  customer  loyalty     Smartphones  influenced  $159  billion  in  U.S.  store  sales  in  2012   8  in  10  smartphone  shoppers  use  mobile  in-­‐store  to  help  with  shopping       The  Future  of  Retail  Marketing   77%  of  consumers  prefer  email  for  permission-­‐based  promotional  messaging   39%  of  retailers  used  in-­‐store  signage  to  convert  customers  to  digital   44%  of  retailers  do  email  acquisition  at  point-­‐of-­‐purchase     Reference  Links   http://blog.gfk.com/2015/04/shoppers-­‐bringing-­‐online-­‐competition-­‐inside-­‐bricks-­‐and-­‐mortar-­‐stores/   http://www.shopify.com/blog/14210261-­‐10-­‐slideshare-­‐presentations-­‐on-­‐the-­‐future-­‐of-­‐omni-­‐channel-­‐retail   http://www2.deloitte.com/content/dam/Deloitte/uk/Documents/consumer-­‐business/deloitte-­‐uk-­‐the-­‐dawn-­‐of-­‐mobile-­‐influence-­‐ final.pdf   https://www.downtowndevelopment.com/pdf/2_us_retail_Mobile_Influence.pdf   http://mediazone.brighttalk.com/comm/sitedata/c52f1bd66cc19d05628bd8bf27af3ad6/download/13983_MobileReport_lowres%20 %281%29.pdf   http://www.accenture.com/sitecollectiondocuments/accenture-­‐customer-­‐desires-­‐vs-­‐retailer-­‐capabilities.pdf