sarah giffin and caitlin murphy. what is shopbop.com? founded in 2000 by a group of boutique owners...

Sarah Giffin and Caitlin Murphy

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.

Target Market

• Rich, young professionals and undergrads

• Educated, fashion forward women who have time and money to spend on themselves.

• Dealer-Chic

Value Proposition• Shopbop guarantees only quailty, authentic designer

merchandise. • Trust within the customers and the designers themselves

Shop well. Shop happy. Shopbop.

Current Marketing Strategy

Digital:

-Facebook

-Twitter

-“Shoptalk” blog

-Pinterest

-Instagram

Current Marketing Strategy

Non Digital:

-Featured in newspaper and magazine ads

-Donate products and help raise money for different causes

Current SWOT Analysis

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.

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”

Implementation Plan

Step 1– Hire a Social Advertising Team

Implementation Plan

Step 2- Customize Apps

Implementation Plan

Step 3-Create more Campaigns

Implementation Plan

Step 4-Create Facebook Ads and Sponsored Stories

Implementation PlanStep 5-Using Social Media Metrics

New SWOT analysis