Assignment task:
"Fashion Fiesta - Embracing Omni-Channel Retailing"
Background: FashionFiesta is a mid-sized fashion retailer specializing in contemporary clothing and accessories for young adults. With 50 physical stores nationwide and an online store, FashionFiesta has a loyal customer base but faces intense competition from both traditional retailers and e-commerce giants. Their current marketing efforts are mostly siloed between online and offline channels.
Challenge: With changing consumer behaviors, especially post-pandemic, FashionFiesta has seen a significant shift in customers preferring a seamless shopping experience across online and offline channels. They currently lack an integrated approach to serve customers who research online and purchase in-store, or vice versa.
Objective: To develop an omni-channel marketing strategy that provides a cohesive brand experience across all channels - online, in-store, mobile app, social media, and customer service.
Data Provided:
60% of in-store customers visit the website first.
30% of online inquiries pertain to product availability in physical stores.
Average online cart abandonment rate is 70%.
Social media accounts for 20% of website traffic but only 5% of sales.
Questions:
1. Propose an omni-channel marketing strategy for FashionFiesta.
2. How can FashionFiesta leverage its physical stores to improve online sales and vice versa?
3. Suggest ways to use data analytics to enhance customer experience and sales.
4. What role can social media play in this omni-channel strategy?