This digital marketing strategy for an accessories retailer covers the main areas of marketing audit, analysis, objectives, target markets, competitors, promotions, products and more. Use it as a guide for your own digital marketing strategy and it will help you achieve online marketing success. Visit my site www.mikencube.co.uk for more digital marketing resources

1. Babs and Loy Digital Strategy

2.  Babs and Loy digital strategy sets out the strategy we will take to promote our products to our target markets
and achieve our objectives. We are a niche retailer that offers innovative styles including wristlets, totes,
bucket bags, envelopes, doctor, hobo bags, clutches and any other handbag options.
 Babs and Loy offers shopping products – handbags, hats and scarves – available in fantastic shapes, colours
and styles
 All designs are imported from the Far East and this makes us price competitive while offering a unique style
to the fashion conscious woman.
 Babs and Loy is an internet pure-play retailer that offers fast and convenient shopping to women customers
across the UK.
 Our SWOT analysis states where we are now in relation to our competitors and our objectives state where we
want to be based on our strengths and resources – and the strategy sets out how we will get there.
Executive Summary

3. Some key trends in the external environment are:
 Centrality of mobile devices for consumers in 2015, and the ‘always on, always shopping’ lifestyle arising from
mobile usage
 Smartphone owners use multiple devices to research, shop and make purchases, but they are not necessarily
seeing ads on all these devices – so it is important to be well represented on all devices
 Research by Guess.com reveals that customers often respond better to free shipping than a discount offer.
MARKETING AUDIT

4. MARKETING AUDIT (CONTD)
 UK economy is to continue to grow in 2015, leading to
greater consumer optimism
 Rise in Phablet usage in 2015 and will surpass tablets
but not Smartphones
 Over 77% of the population will be online in 2015

5. Competitors
Some major competitors that sell womens accessories and target similar customers include:
Very.co.uk
Guess.eu
Riverisland
House of Fraser
Lightinthebox.com
Gap.co.uk

6. SWOT Analysis
Strengths
 Competitive prices with free delivery
 Deep focused product lines
Weaknesses
 New and unknown brand
 Low Marketing Skills
 No client base
Opportunities
 Growth in mobile usage
 Mobile searches to surpass desktop in 2015
Threats
 Large price-leading competitors such as Amazon

7. Basis for competing
Differential Advantage – Unique designs sourced from the far east and offered at very competitive
prices. They include a mixture of ethnicity and exotic flair.
Our basis for competing combines our differential advantage and strengths to offer unique products
to our target markets at prices that beat our competitors.

8. Objectives
These are the objectives to be achieved over the next 6
months of our strategy:
1. 20,000 visitors from Adwords Traffic per month by
Oct 31 2015 (based on 20p per click)
2. 3000 Organic visitors per month by 31 Oct.
3. 3600 newsletter registered members by 31 Oct
(based on 180,000 visitors over 6 months and 2%
conversion rate)

9. Strategy - Segmentation
25-34 year female (Millennials). Fashion conscious and looking for a bargain
35 – 40 year old career woman with or without children- middle class

10. Strategy - Segmentation
We have segmented the market into two groups – that are:
1. 25-34 Year Old Females
2. 25 – 40 Year Old Females
We will seek to achieve our objectives by targeting these two groups on all channels that we have
identified in our promotions mix.
We know that they are active on many channels and use a variety of devices such as Smartphones,
Tablets, Phablets and Desktop PCs so we will use a multi-channel approach in our targeting

11. Marketing Mix - Products
Product range includes:
1. Handbags
2. Scarves
3. Hats
 Available in an amazing range of shapes, colours and materials.
 Innovative styles include wristlets, totes, bucket bags, envelopes,
doctor, hobo bags, clutches and any other handbag option available.
 High end products a mystical feel of ethnicity and an exotic flair.

12. Marketing Mix - Price
Products are competitively priced and this is possible
because of our partnership with Far East suppliers.
Free shipping for all orders to remain competitive and
encourage purchase.
We will offer coupons or discounts during key
seasonal/holiday periods such as Christmas, Easter and
others.
Discounts include 10% off for students which we will
promote in our Text and Image Ads.

13. Marketing Mix - Place
Babs and Loy is an internet only retailer that offers convenient shopping to customers.
The site is mobile responsive and is easily accessible on Smartphones, Phablets and Tablets.
Visitors can create an account before and during purchase and this will help us to build a
relationship with them. We will segment customers according to such variables as order size,
days since last purchase, frequency of orders and use this data to send coupons, reminders and
latest offers.
Customers can interact with the brand on social media platforms to keep up to date on new
seasonal arrivals and discounts and offers.
We will create an app that visitors will download and regularly search for new arrivals and
receive offers and coupons
The site is central to our strategy of acquiring, converting, retaining and extending customers.

14. Marketing Mix - Promotions
Affiliate Marketing – Launch an affiliate program on one or more of the leading platforms such as Affiliate
Window, Clixgalore and Webgains. Build relationships with super affiliates and offer a generous commission of
10% for new customers and 2.5% for existing customers. Cookie length will initially be 30 days.
Google Adwords – PPC Adwords will be our primary traffic source especially at launch when organic traffic
will take time to build. We will create both Search and Display Network campaigns for direct response and
branding objectives to target our key demographics.

15. Marketing Mix – Promotions (CONTD)
Remarketing – This will be a separate campaign in Adwords to target people who have visited the site before
with new offers and products as they use the internet across a wide range of sites that are part of the Google
Adsense programme. Our remarketing audiences will be setup in Analytics and we will update the tracking
code and privacy policy to ensure we are compliant.
Bing Ads – These are PPC Ads like Adwords and we will transfer our Adwords campaigns to the Bing
platform. Traffic volumes are lower here and the Display network is not as good as the Google Display
Network. So a lot of testing will be required
Email marketing - Create a strong incentive to get prospects and customers to signup. Email will be a major
part of our retention strategy and extension too, to create advocates for our products.

16. Marketing Mix – Promotions (CONTD)
SEO – Organic traffic from Yahoo and Bing and especially Google will be one of our key traffic sources, so
website will be optimised to improve our rankings to Page 1 for keywords. Some work undertaken will be off-
page optimisation and on-page optimisation such as Title tags, content updates, image alt tags, meta tags etc
Social Media – The main platforms we will have a presence on based on our target markets use of social sites
are Facebook, Twitter and Google+. We will work with a freelancer that will promote our brand, products, offers
and discounts and connect with our prospects and customers. Google+ is particularly important because we can
create a ‘Google My Business’ and gain greater exposure for our brand and gain reviews for our service.

17. Marketing Mix – Promotions (CONTD)
PR – We will write and distribute a Press Release at launch to make our target market aware of our unique
accessories styles. We will work with a PR expert that will write and publish the press release to major media.
Reports – Reports are a critical part of our success and we will use these to measure and manage our key
metrics such as conversion rate, bounce rate etc and build KPIs that we will benchmark against our
competitors. We will create Analytics and Webmaster Tools accounts using the same details we use for Google
Adwords and link all these together

18. Budgets
This is our launch budget for the 1st of May 2015 of £6000 for the first month and the next 6
months of our strategy:

19. Control
We will use a number of measurement and management tools such as Google Analytics and
Webmaster Tools to monitor progress and optimise our campaigns and strategy
KPIs will be use to benchmark progress against competitors and to help achieve our objectives