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Sarah Giffin and Caitlin Murphy

Learn about Shopbop, the luxury online retailer for women, and its new social media marketing strategy to engage with its target market of stylish, affluent professionals. Discover their strengths, weaknesses, opportunities, and threats, alongside the implementation plan to boost their online presence.

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Sarah Giffin and Caitlin Murphy

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  1. Sarah Giffin and Caitlin Murphy

  2. 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.

  3. Target Market • Rich, young professionals and undergrads • Educated, fashion forward women who have time and money to spend on themselves. • Dealer-Chic

  4. Value Proposition • Shopbop guarantees only quailty, authentic designer merchandise. • Trust within the customers and the designers themselves Shop well. Shop happy. Shopbop.

  5. Current Marketing Strategy Digital: -Facebook -Twitter “Shoptalk” blog Pinterest Instagram

  6. Current Marketing Strategy Non Digital: -Featured in newspaper and magazine ads -Donate products and help raise money for different causes

  7. Current SWOT Analysis

  8. 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.

  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 Plan Step 1 • Hire a Social Advertising Team

  11. Implementation Plan Step 2 - Customize Apps

  12. Implementation Plan Step 3 -Create more Campaigns

  13. Implementation Plan Step 4 -Create Facebook Ads and Sponsored Stories

  14. Implementation Plan Step 5 -Using Social Media Metrics

  15. New SWOT analysis

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