fashionvalet

DIGITAL MARKETING

 NAME

:

ANG CHING HEE

STUDENT ID

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J14014172

SECTION

:

M1

SUBJECT NAME

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DIGITAL MARKETING

SUBJECT CODE

:

MKT3209

PROGRAMME

:

BMAUH

TITLE

:

INDIVIDUAL ASSIGNMENT

LECTURER

:

MR. RAKESH

SESSION

:

JANUARY 2017

WORD COUNT

:

2200 WORDS

DUE DATE

:

16th FEBRUARY 2017 (WEEK 7)

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Table of Contents  ......................................................................................................................... .................... 2 1.0 Introduction .....................................................................................................

2.0 Products, Target Audience, Positioning .............................................................................. 3 ............................................................................................................................... 3 2.1 Products ...............................................................................................................................

2.2 Target Audience ............................................................................................................  .................................................................................................................. ...... 3 2.3 Positioning ........................................................................................................................... ........................................................................................................................... 4 3.0 Current wed design and issues ............................................................................................ 5 ........................................................................................................................ 5 3.1 Social Media ........................................................................................................................

3.2 Email newsletter  ..................................................................................................................  .................................................................................................................. 6 3.3 Payment method icon ......................................................................................  .......................................................................................................... .................... 6  .................................................................................................................. ............................... 7 3.4 Language option ...................................................................................

3.5 Lack of multi-currency option ............................................................................................. ............................................................................................. 7 3.6 Live chat services ............................................................................................  ................................................................................................................ .................... 8 4.2 Email Newsletter  .................................................................................................................  ................................................................................................................. 9  ........................................................................................................ .... 10 4.3 Payment method icon ....................................................................................................

4.4 Provide different Language option ..................................................................  .................................................................................... .................. 10 4.5 Accomplish multi-currency option .................................................................................... .................................................................................... 11 4.6 Provide 24 hours live li ve chat services ................................................................................... 11 4.7 Add Customer Review Platform ....................................................................................... 12 5.0 Conclusion ......................................................................................................................... ......................................................................................................................... 12 6.0 References ..................................................................................................................  ......................................................................................................................... ....... 13  ........................................................................................................................ .................. 17 7.0 Appendices ......................................................................................................  .................................................................................................................. ............... 17 7.1 Old Web Pages ...................................................................................................

7.2 New Web Pages with Pop-Up  ....................................................................................  ........................................................................................... ....... 18 7.3 New Web Pages without Pop-Up ....................................................................  ...................................................................................... .................. 18

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1.0 Introduction FashionValet (http://http://www.fashionvalet.com) was founded in 16 November

2010 by Vivy Sofinas Yusof and her husband Fadzarudin Maher and it’s is a  pioneermulti-label online fashion sites in Malaysia which has provided distinctive latest fashion trends, quality and durability product with the reasonable price to the customer. FashionValet is one of the largest fashion sites in South East Asia stocking over 400 fashion designers and brands from South East Asia.

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2.0 Products, Target Audience, Positioning 2.1 Products FashionValet specifically an online boutique with high-end brand focused on stylish

fashion. FashionValet has offer a wide range product lines under one roof such as women clothing, men clothing, children clothing, cosmetic, accessories and wedding dress. FashionValet also consists of sub categories product line in each clothing lines such as handbags and shoe for their customer. Besides that, FashionValet offer the over 400 brands including top Malaysian home-grown brands and also international  brands that included Singapore, Indonesia and Thailand which in more lifestyle quality, style and design for the customer. It also provides special products from the collaboration of FashionValet and selected brands. The products that FashionValet offering are various type of selection of prices, brand and styles to customer that caters each individual’s unique demands. 2.2 Target Audience The main target audience of the FashionValet is the public including women, younger

 people and especially who are internet savvy that between 23 to 45 years old with incomes of RM 4000 to RM6 000 in the Kuala Lumpur (Ruban, 2017). According to Bakewell, Mitchell and Rothwell (2006), women are more awareness and interest of the fashion and clothing compare to the men. Besides that, as mentioned by Lester, Loyd and Moore (2006), that has almost 60% of young people will shopping online and making online purchases daily. Not only that, according to the survey, that have almost 90% of consumer will shopping online and only have 25% of consumer are still shopping offline (Shoppu, 2016). On the other hand, according to Sultan and Uddin (2011), the internet user are more likely shopping online that shopping offline this is because shopping online can let them save more time and more convenience for those customer who are workaholic or have children. Through online shopping consumers can buy faster, more alternatives and can order product and services with the comparative lowest price (Cuneyt and Gautam, 2004). Thus, the FashionValet target audience will be younger people and women that between 18 to 45 years old such as housewife, college students, bride, urban women and others. Those people who are very busy with their work, assignments as well as housework so they does not have time for shopping offline and they only can through internet to shopping online.

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2.3 Positioning FashionValet is one of the most famous online fashion shopping platforms in

Malaysia which they committed to offering its customers high quality products with the reasonable price. FashionValet sell clothes for the collection starting from RM 90 to RM1000 above. The price is quite expensive but FashionValet hold the principle that they provide quality products to customers. According to OCED (2013), customer in such markets may care about the product features and quality than about the price. High Price

Low Quality

High Quality

Lower Price Figure 1: FashionValet Positioning Map

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3.0 Current wed design and issues 3.1 Social Media

FashionValet only have promoted their product on 2 social media site which are Facebook and Instagram. Due to limited social media so it cannot generate awareness to customer, cannot attract new customer and unable to increase brand awareness. Social media channel can useful to promote company brand image and products and also users of social media now are highly motivated web consumers (Nadaraja and Yazdanifard, 2013). Moreover, according to o SisiraNeti et al (2011), social media is among the “best opportunity available” to a brand for connecting with prospective and  potential consumers in this new era generation. Not only that, FashionValet did not  put a social media site icon and just simply put the link with the small front on the  bottom page. This may cause their customer will not reach to the company social media profile or fan page from the website. This is because customer will easily missed up the social media sites due FashionValet only put the link on the bottom  page with small front.

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3.2 Email newsletter

One of the issues that FashionValet facing are the email newsletter does not locate at the conspicuous place. Customer wants to receive email newsletters on promotions, exclusive offers, and new products due to sign up the email newsletter to get the latest information. And also customers are more preferred arrive to the online store from an email to make a purchase as compared to other traffic channels (Rastogi, 2013). However, the Fashion Valet locate the email newsletter at the footer page and using the small front with the dark colour. This may cause the new visitor will missed up to sign up the email newsletter even the new visitors does not make a purchase but they will comes again when they receive the email that they interested. 3.3 Payment method icon

FashionValet have provided various type of payment option such as PayPal, MOLPay, Visa, Master Card and PeB. However, thosepayment methods are located at the bottom right corner page with black and white icon. When the customer wanted make a payment however it is hard or may not find what type of payment method that the FashionValet has offer so it may causes the customer cancels the purchasing order due to payment method. According to Huang Chiu (2007), colour and icon shape are significantly affected search performance. . 6

3.4 Language option

The current issues that the FashionValet facing are the website only provide English and without provided others language option like Bahasa Malaysia and Mandarin for their customer. FashionValet does not only selling their products in Malaysia and they also have selling their product in 20 different countries around the world such as Thailand, Japan and others so it will make some customer inconvenience which they are not proficient in English. As mentioned by Elling, Lentz and Jong (2007), the search and language option on the website can help people to find the right information quickly. Not only that, a research done by Internet world Stats (2016), that have 751.9 million of the internet users using Chinese and 109.4 millions of internet users using Bahasa Melayu for browsing websites. 3.5 Lack of multi-currency option

 Not only that, the next current issues that FashionValet only has provided 8 country currency options such as MYR, USD, SGD and others however FashionValet have selling their product within 20 different country. Thus, some of customer need wasting time for convert the currency at others website for getting the exactly price of goods. As mentioned by, Michael and Frey (2011), foreign customer will be more toward the website that have offer currency conversion.

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3.6 Live chat services

 Next, the FashionValet live chat services only offer at weekdays from 9 a.m. - 6 p.m. Thus, customer only can through ‘contact us’ as a channel to leave the message or to make a call for asking question to the company when the live chat is offline. However they need waiting for a long while to get the respond from company. It may causes the customer will leave the webpage with bad impression and negative feeling and will discontinue shopping due to company very slow just reply the message and the live chat is offline. Customer might expect that their call or message will be answered  promptly and rapidly and an appropriate greeting will be given by the employee (Failteireland, 2013) 4.0 Recommendations for new look  4.1 Social Media

I would like to recommend FashionValet should provide more social media tools like Google+, Youtube, Twitter, Pinterest, and Mobile Appsin order to let the customer can through those social media tools to get the latest information. I also like recommend FashionValet should put their social media tools as a buttonand button

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should be display on the bottom the side of the home page this becausesocial media  buttons that can remains as the web users moves from page to page are optimal. As indicated by Stephen and Galak (2009), social media tools that can effect on company marketing performance like sales, the viewers of the web page and others so the company must vital to understand their inter- relatedness and relative importance. Not only that, as stated byRuane and Wallance (2013), the customer who are willing to follow the company social media sites which mean they are interest in the brand can drives brand consumption and share their opinion of the product. Additionally, social media is one of the important elements of a web site because social media initiating strong virtual communities thus the customers can share detail or information with  public(Katerattanakul, 2002). 4.2 Email Newsletter

FashionValet can use nicely designed pop-up comes with email newsletter sign up forms and make user subscribe for various benefits like get the discount coupon code on first purchase or offer a 20% off discount voucher. As mentioned by Wang (2013), those have around 60% of online shoppers will receive company news, new discount offers and others as they subscribe emails newsletter from the website. Moreover,  pop-up can easily to grab customers’ attention so the rate of customer’s for sign up newsletter will be increasing. This is because pop-up will carry a higher conversion rate than when it is simply published on the website (Sil a, 2014).

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4.3 Payment method icon

FashionValet could change payment method icon with white and black colour to colourful. Thus, the customer will more easily to know and found what type of the  payment that the website has offering. According to Nowell (1997), colour is the most effective graphical device for reducing visual search time and bright colours are more easily to garb customer attention in the short period time than dark colour (Attard, 2016). 4.4 Provide different Language option

I would like to recommend FashionValet can provide different language option based on the countries that they have selling products. According to Robbions and Stylianou (2002), web user likes to make purchases or read web content with their own language. As mentioned by, Singh and Boughton (2005), web users feel more at ease and comfortable when browsing web pages in their local languages. When the website has offer language option thus the customer from different country can directly translate to their local language to continue browsing the website and make a

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 purchase. Not only have that, through their familiar language thus they will more understand about the product information and the company privacy policy. 4.5 Accomplish multi-currency option

Moreover, FashionValet also should accomplishexisting multi-currency option this is  because customer will be more conveniencedue they no need wasting time to calculate the currency exchange rate on another website and customer would hardly inspire confidence to make a purchase decision due the price was in an unfamiliar currency. As stated by, Nico Pena (2015), consumers are much more likely to abandon their online purchase if they feel hesitation and displaying a price in a foreign currency. 4.6 Provide 24 hours live chat services

Moreover, FashionValet should change their live chat services operating time from 9 a.m. - 6 p.m. to 24 hours everyday in order to answer the customer question immediately. As mentioned by Clarkson, Johnson, Stark and McGowan (2010), it was highlighted that around 19% of customer are likely using live chat to enquiry information and they more prefer they can immediately get the help from the live  person when they have problem or question. A stated by Vivocha (2014), live chat is

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one of the most suitable ways that company communicate with their customers and customers love live chat. Not only that, live chat also can help company to collect the customer feedback and help to maintain good long-term relationship because it shows that company care about their customers problems (Honigman, 2013) 4.7 Add Customer Review Platform

I would like to recommend FashionValet can add customer review platform and rating  platform in the top of the page for customer to giving ranting and comment review thus the new customers can evaluate the quality of the products based on customers rating and reviews. As mentioned by Lepkowska-White (2013), customer will search for customer’s ratings, comment and others when they are looking for new products then they only will make a decision whether purchase or not. Not only that, as stated  by Sebastianelli&Tamimi (2015), customers review played a significant role on the online website, that have around 79% of customer more prefer to believe customer review. 5.0 Conclusion The current issues that faced by FashionValet are social media, language option,

multi-currency option, live chat services, payment method icon, email newsletter and customer review platform. Lastly, FashionValet need to improve their current issues as soon as possible in order to attract more customers to pay more attention when  browsing their unique websites and can increasing the sales and profit of the company.

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6.0 References Website

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1. Bakewell, C., Mitchell, V.W. and Rothwell, M., 2006. UK Generation Y male fashion consciousness. Journal of Fashion Marketing and Management: An  International Journal , [ONLINE] 10(2), pp.169-180. Available at:http://www.emeraldinsight.com/doi/abs/10.1108/13612020610667487. [Accessed 2 February 2017].

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2. Cuneyt, K. Gautam, B. (2004). The impacts of quickness, price, payment risk, and delivery issues on on-line shopping , Journal of Socio-Economics, Vol.33, PP.241 –  251. [ONLINE] Available at:http://www.sciencedirect.com/science/article/pii/S1053535703001136. [Accessed 2 February 2017]. 3. Clarkson, D., Johnson, C., Stark, E. and McGowan, B., 2010.  Making Proactive Chat Work: Maximizing Sales And Service Requires Ongoing  Refinement .[ONLINE] Available at:http://www.roosit.nl/files/en/documents/Forrester_making_proactive_chat_wor  k.pdf. [Accessed 2 February 2017]. 4. Elling, S., Lentz, L. and De Jong, M., 2007, September. Website evaluation questionnaire: development of a research-based tool for evaluating informational websites. In International Conference on Electronic Government (pp. 293-304). Springer Berlin Heidelberg. [ONLINE] Available at:http://link.springer.com/chapter/10.1007/978-3-540-74444-3_25. [Accessed 2 February 2017]. 5. Huang, Kuo-Chen, and Tsai-Lan Chiu. " Visual search performance on an LCD monitor: effects of color combination of figure and icon background, shape of icon, and line width of icon border ." Perceptual and motor skills 104.2 (2007): 562-574.[ONLINE] Available at:http://journals.sagepub.com/doi/abs/10.2466/pms.104.2.562-574. [Accessed 2 February 2017]. 6. Katerattanakul, P., 2002. Framework of effective web site design for business-toconsumer internet commerce. Infor, [ONLINE] 40(1), p.57.Available at:http://search.proquest.com/openview/683bde35e9843a1c5c20f71022982999/1?  pq-origsite=gscholar. [Accessed 2 February 2017]. 7. Lester, D.H., Forman, A.M. and Loyd, D., 2006.  Internet shopping and buying behavior of college students. Services Marketing Quarterly, 27(2), pp.123-138. [ONLINE] Available at: http://www.tandfonline.com/doi/abs/10.1300/J396v27n02_08. [Accessed 2 February 2017]. 8. Michael Black and Brian Frey. 2011. Increase Revenue and Improve Customer Satisfaction with Dynamic Currency Conversion. [ONLINE] Available at: https://www.firstdata.com/downloads/thought14

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Consumers’ Attitude

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at:http://www.emeraldinsight.com/doi/pdfplus/10.1108/13522751311326125. [Accessed 16 January 2017]. 16. Singh, N. and Boughton, P.D., 2005.  Measuring website globalization: A cross sectional country and industry level analysis. Journal of Website Promotion, 1(3),  pp.3-20.[ONLINE] Available at: http://www.tandfonline.com/doi/abs/10.1300/J238v01n03_02. [Accessed 2 February 2017]. 17. SisiraNeti. 2011. Social Media and Its Role in Marketing .International Journal of Enterprise Computing and B International Journal of Enterprise Computing and Business Systems ting and Business Systems usiness Systems. [ONLINE] Available at: http://www.ijecbs.com/July2011/13.pdf. [Accessed 2 February 2017]. 18. Sivaji, A., Downe, A.G., Mazlan, M.F., Soo, S.T. and Abdullah, A., 2011, June.  Importance of incorporating fundamental usability with social & trust elements  for e-commerce website. In Business, Engineering and Industrial Applications (Icbeia), 2011 International Conference On (pp. 221-226). IEEE. [ONLINE] Available at: http://ieeexplore.ieee.org/abstract/document/5994248/?reload=true. [Accessed 2 February 2017]. 19. Stephen, A. T., and J. Galak. (2009). “The complementary roles of traditional and  social media in driving marketing performance”. [ONLINE] Available at: http://bear.warrington.ufl.edu/weitz/mar7786/Articles/social%20and%20tradiitona l%20media.pdf.[Accessed 2 February 2017]. 20. Tamimi, N. and Sebastianelli, R., 2015. The relative importance of e-tailer website attributes on the likelihood of online purchase . Internet Research, 25(2),  pp.169-183.Available at:http://www.emeraldinsight.com/doi/abs/10.1108/IntR-072013-013. [Accessed 2 February 2017]. 21. Wu, W.Y., Lee, C.L., Fu, C.S. and Wang, H.C., 2013.  How can online store layout design and atmosphere influence consumer shopping intention on a website? International Journal of Retail & Distribution Management, 42(1), pp.424.Available

at:

http://www.emeraldinsight.com/doi/abs/10.1108/IJRDM-01-

2013-0035. [Accessed 2 February 2017].

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7.0 APPENDICES 7.1Old Web Pages

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7.2 New Web Pages with Pop-Up

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7.3 New Web Pages without Pop-Up

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