interactive and experiential digital marketing techniques 2007
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how interlinked online, offline and experience work together to achieve marketing goalsTRANSCRIPT
Fashion Facilitation:In centre and online
Case Study: Interactive and experiential digital marketing
techniques
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About Westfield Australia• 37 branded centres in Australia
• Total gross leasable space: 3.5 million m2
• 440 million visits per year
• 2,300 Fashion retailers
• Our Approach:
– work closely with retailers to provide an appropriate platform so that retailers will have the opportunity to enhance their performance
– maximise returns by creating an efficient and dynamic environment for retailers and a quality shopping experience for consumers
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Fashion CategoryTarget Audience:
• Female 18 – 39 yo
• 70% of Westfield Shoppers are female and account for 72% of apparel spend
• Highest per person fashion expenditure is seen across 25 – 49 yo
• A higher % of females in younger age groups agree that “it is important to look fashionable” and “I try to look stylish”
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Target: ‘Fashionable mainstream’• “I love to shop and it’s important for me to look
good. I keep up with the latest trends and feel a sense of satisfaction when I know I’m up with the program.
I love checking out what's in for the season then buying a few pieces. I get a bit of a buzz walking into the office in the latest new seasons suit (and the matching shoes)”
• “Although I wouldn’t say I’m a total slave to fashion. I wear what suits me. It’s about making the most of what I've got. When I look good I feel good.”
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Interdependent Objectives
Delivering on our objectives for one stakeholder helps us achieve the objectives for the other.
Consumers
• Inform, educate, inspire
• Help customers know new trends, see how to put them together and find out where to get the best pieces from the best retail stores
• More Successful shopping
Retailers
• Maximise profit for retailers
• Attract the world’s leading fashion retailers
• Build credibility as a leader fashion retail
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Successful fashion shopping
Empowerment, confidence,
feel fabulous
HELP CONSUMERS
INFORMATION & INSPIRATION
LIVE IN CENTRE
ONLINE
IS NEW AND DIFFERENT
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Fashion Delivery
MediaMedia
OnlineOnline
In centreIn centre
Consumer Experience
Successful fashion
shopping
Empowerment,
confidence,
feel fabulous
In Centre
Services & Retailers
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Services: Fashion Hub• Everything you need to know is right here in this amazing new fashion experience
right in centre. See all the fashion, get all the latest trends, tips, tricks and advice from professional stylists at the fashion hub.
• Plus you can buy an exclusive limited edition charity designer shopping bag by Zimmermann, Leona Edmiston or Fashion Assassin to help support LifeLine
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Services: Style Sessions• Be treated to champagne and canapés while
you sit back and watch our amazing stylist tell you about the latest trends, the key pieces of the season, how to pull them together and where to buy them from
• If it doesn’t change your life, it will change the way you dress!
Tea Tree Plaza
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Services: Personal Stylist• Models and celebrities have fashion stylists, why
shouldn’t you?
• Book in for your one to one session and soak up the style advice from our fashion stylist who will help you get the right look for you and for your budget.
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Services: VIP Events• You’re already a Very Important Person, but after our
VIP night you’ll be a Very Stylish Person.
• Our special fashion events will give you the inside knowledge on the latest and greatest season trends, as well as some fab fashion freebies and specials.
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Services: Shopping Tours• Book yourself in or grab some friends for a fun
shopping tour around the best fashion stores in Westfield with our amazing stylist.
• She has a knack for finding the best pieces of the season and will show you how to pull them together in the best way for you.
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In-centre Ambience: Bondi Junction
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In-centre Ambience: Liverpool
Media
Interaction & Information
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Print Media
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TV Campaign• On air March – May
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Online advertising
Online
Interaction & Information
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WebsiteKey elements:
• Fresh & relevant content
• Fashion ‘experts’
• Helpers & advice
• Interactivity & consumer participation, dialogue
• Connection to physical in-centre experience: “What’s Happening”
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Virtual Fitting Room• ‘Welcome to your very own interactive on-line personal stylist. We’ve had the
industry’s best stylists shop for the season’s hottest trends. Simply choose the look you want, the budget you’ve got and whether you want it for work, play or a night out. Voila! You’ll be presented with the perfect choice. Couldn’t be easier.’
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Feedback“Dear Thuy and team,
Thank you so much for your informative and prompt response, I really appreciate great customer service such as this. I always look forward to new articles and features on What's What - keep up the good work!
Kind regards, Gwen”
“The message was sent from: mira.
Message is as follows: i like this site of urs soooo much.”
“The message was sent to: from: Kim
Message is as follows: Love the site, have tried to register a couple of times and keeps coming up with login failed. Any suggestions? Thanks.”
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Fashion Delivery
MediaMedia
OnlineOnline
In centreIn centre
Consumer Experience
Successful fashion
shopping
Empowerment,
confidence,
feel fabulous
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