holli rose intern project fall semester 2015

Gifting Strategies in the MarketHolli Rose

Topics of Discussion• Introduction • My focus• Direct Competitor Gifting Strategy• Retail • Ecommerce • Social Media and Emails • Key Items

• My Research • My Recommendations

Introduction • Holli Rose • Junior At Ohio State • Emerging Businesses Intern

My Focus • Focus on Gifting strategies that are being offered in

Sleepwear.• How do we ensure that she does her gifting with us rather

than another company? • What are we missing compared to the competition?

A visual representation

What we are offering Lane Bryant Gifting

Lane Bryant Retail • Offers variety of styles a shopper who wants to mix and

match. • Offers quick Banded PJ options for shoppers in a hurry. • Moderate gifting/ holiday messaging beginning Nov.

Lane Bryant Ecomm • Easy Navigation for shoppers , no gifting tab

• Avg of 2 gifting messages per click

Ecomm cont. • Promos

Lane Bryant Television Campaign

Lane Bryant Commercial

• Commercial has been running for months , with resurgence during the VS fashion show

Lane Bryant Emails and social Media• Recent entrance of gifting messages

Need screenshot of recent emails

Key Items•Banded Pjs for quick picks •Mix and Match separates •Variety of Robes •Cozy socks (select stores)

Our Direct CompetitionVictoria’s Secret, Soma, Torrid

Victoria’s Secret Retail • VS uses an easy grab and go system for their main strategy. • Customers are able to get their size quickly and able to see entire

assortment with a simple glance. • Started gifting messages late October and had a huge push mid

November.

Victoria’s Secret Retail cont.

Victoria’s Secret Ecomm • Easy Navigation for shoppers on the Gift tab and “Angel Gift Picks”

page

• Avg of 5 Gifting Messages per click , starting early November.

Victoria’s Secret Ecomm •Back to Back GWPs and PWPs and

Promos

Victoria’s Secret Television Campaign

VS Commercial

• Debuted during Fashion Show

Victoria’s Secret Emails • Sent nearly once a day • Up to date with promotions and

campaigns • 37% of the last month’s email had gifting

messages

Victoria’s Secret Social Media • Consistent use of gifting messages

Key Items Victoria’s Secret •PJ sets with sleep masks •PJ sets with slipper GWP •Banded Sleep shirts •Variety of fabric choices in Banded sets oCotton , thermal, synthetic, flannel

Soma Retail • Soma uses a simple grab and go system with banded Cool

Nights PJ sets. • Easy to follow store promos through signage.

Soma Retail Cont.

Soma Ecomm •Navigation to gifts easy on home page

•Too long on gifting page to be effective

•Avg of 6-6.5 gifting messages per click

Soma Ecomm•GWPs, PWPs, and Promos

Soma Television Campaign

Soma Commercial

• Has been running since November• “Beautiful Gifts Begin Here”

Soma Emails• Less frequent emailing than VS• More frequent gift messages • 43% of total emails sent in the past month

contained gifting messages

Soma Social Media

Key Items Soma• Free “Gifting” – all that’s needed to wrap a gift

purchase.• Slipper promo o Buy a PJ set , slippers $5

• Sleep shirts o 2 for deals encouraging one for you and one

for a gift• Cool Nights banded Pj sets • Banded plush robes and throws

Torrid Retail • Torrid uses a self shop method for shoppers. • Shoppers are to pair mix and match separates. • Minimal Gifting signage.

Torrid Ecomm•Easy Navigation on gifting tab

•Minimal Gifting Messages , Avg of 2 per click

Torrid Ecomm • No PWP or GWP , minimal Promos

• Focus on Pop Culture rather than Gifting/ Holiday Messaging

Torrid Email • Signed up for email over 3 weeks ago and have received no other

messages

Torrid Social Media

Torrid #IAmPerfect Campaign •Started running around time of VS

Fashion Show •Very Similar Imagery to our #ImNoAngel

campaign

Key Items • Pop culture PJ separates

My Research

Personal research • Conducted Survey • Focus on the power of strong gifting

messages on ecommerce sites • 18 Respondents – college age to 60’s• Respondents were asked to anonymously

pick which store they were most likely to shop for gifts at for female friends and family based upon the following images and asked to elaborate .

Findings - Homepage messaging of primary competitors

• 5 selected Soma , 5 selected Torrid , 6 selected Lane Bryant, and 2 selected Victoria’s Secret.

• Top answers for why a respondent selected an image included : relatable, easy to see selection and pricing, could easily understand, and eye-catching display.

• Lane Bryant responses: loved the styling and how easy it was to see assortment, something for every girl, Easy to understand.

Soma VSTorrid

Lane Bryant

My Recommendations

Retail• Develop a promotional strategy for outfitting of

separateso Collaborate with visual marketing on an Outfitting vision

to show her how to wear PJs, robes , etc. togethero Reinforce with special pricing, ex.) buy a Pj bottom get a

matching top for $19.99o Support in stores with Associate tools and trainings• Continue to deliver Banded Pj sets o Offer the guests a new range of fabrications o Offer an add on piece (eye-masks, slippers, cozy socks,

etc.)

Ecommerce • Gifting Navigationo Separate into gifts by price, category, or lifestyles

• Mix and Match Separates baro Shoppers able to visually see how pieces work together,

calculates price for outfit • Virtual wish lists o Capture sizes and styleso Able to email wish list to family or friends

• Increase Gifting messages in a tiered approach o 2 messages per click in late Oct o 3 messages per click in Novo 5 messages per click post Black Friday

Social Media and Email• Promotional strategy based around 25 days of Christmas o 25 days of gifting ideaso Focus on more than just products but experiences and how to use the

producto Reinforced on both email and social mediao Automatic routing to item by clicking pictures

• Pinterest Presence o Pinning is bigger than evero Pinning top gifting ideas in her size

• Increase email gifting messages using tiered systemo 15% of emails Nov Pre Black Friday o 25% of emails Nov post Black Fridayo 35% of emails Dec