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SWOT

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by

Kirsty George

on 16 September 2013

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Transcript of SWOT

HOF Multichannel Strategy
and Transactional Website

OPPORTUNITIES
MOBILE OFFERING/APP
>
Only available for iOS operating system
WEAKNESSES
LOYALTY POINTS/ RR VOUCHERS
> Can't use online. Can collect - why not use?

> RRC - Confusion about how points are collected - Clarity needed

> Further incentive to shop online
SOCIAL MEDIA
INTERNATIONAL OPPORTUNITIES
> Become more internationally friendly; localise, personalise.

> Small, incremental changes; Include NYFW?


ONLINE FEATURES

> ONLINE EXCLUSIVES - More of
a feature? Incentive to use website

> Opportunity to reduce
returns and increase conversions
from cautious shoppers using
features such as;
- Fits.me
- Catwalk videos
- Realistically sized models
- Ensure all products can be seen
on models
>
INNOVATIVE
- a presence on the High Street minus overheads.

>
COMPETITORS
not currently offering anything similar.

>
SEAMLESS BRAND EXPERIENCE
- Blurring the lines between online and in-store encounters.

>
INTERACTIVE
- A new and useful experience for customers.
>
COMPETITIVE
- Latest shopping time amongst competitors on the High Street.
- HOF - 10pm
- John Lewis - 7pm
- Debenhams - 6pm

>
ATTRACTIVE OPTION
-
- Available
- Impulse shoppers
- After work shoppers
- Instant gratification -
closing the gap.

>
PREMIUM VIP EXPERIENCE
- Putting the customer first and owning the extra mile.

>
WELL DESIGNED
- simple, easy to use; Brand Search

>
CUSTOMER ORIENTATED
-

Attractive and Premium

>
EXTENSIVE
range of products - available where local store does not cater
Based on Jim Harvey's speech structures
SWOT
STRENGTHS
MULTICHANNEL
STORES
EXTENDED
DELIVERY TIMES
TRANSACTIONAL WEBSITE
>
Android most popular operating system worldwide; significant growth from Windows Mobile.
>
Samsung 'Galaxy S4' and HTC's 'One' phones make up UK's 2nd and 3rd most popular smartphones. Both operate on Android.
INTERNATIONAL CUSTOMERS
> What country are you in?

> Converted price? Translation useful in store?

> Establish more information useful for potential expansion
> Incorporate blog more into the website

- Link to relevant products

- Encourage customer
interaction

- Guest Bloggers?

- Lookbooks/Edits

RESPONSIBLE RETAILERS
Customers increasing looking for information with regards to where and how their products are sourced.

In the wake of the Bangladesh factory collapse and other similar incidents abroad human rights and ethical trading are increasingly creeping into consumer conscience

By embracing this trend and providing more information about the background of products we can put the customer and really provide a premium experience.
THREATS
COMPETITOR DELIVERY TIMES
> Whilst we are currently one of the most competitive on the
high street, it is simply a matter of time before competitors
catch up.

> Smaller retailers and purely online retailers are becoming
faster and more capable of quicker turn around times.
ASOS have crept up to 9pm.
INCREASED COMPETITION
Whilst also competing on the high street, there is increased competition from pure play e-tailers.

- ASOS - International power house
- Net-a-Porter - Premium brands
- Very.com
- Designer brands - potentially more
bespoke service?
- Achica
TECHNOLOGY
Keeping up!

Reacting to changes in usage behaviour
Full transcript