Analysis of Magpie Lane Vintage Marketing Strategies

This report delves into the marketing strategies of Magpie Lane Vintage, identifying factors contributing to low brand awareness and proposing methods to overcome these challenges. Through SWOT analysis, competitor analysis, content marketing, SEO, Porter's five forces, customer journey mapping, consumer behavior analysis, segmentation, targeting, positioning, customer feedback loop, and omni-channel approach, the report provides insights to enhance brand awareness and growth.

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MAGPIE LANE VINTAGE
An analysis of Magpie Lane's marketing strategies
By Tracey Lynn Wanjiku
Guidance Teacher: Keld Kristoffersen
Date: October 13th, 2023.
Word count: 31,317 characters (excluding first 3 pages)

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RESEARCH QUESTION
What factors contribute to Magpie Lane Vintage generating less brand awareness than
their competitors and what methods can be implemented to overcome these issues?

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Table Of Content
Cover page……………………………………………………………………………………….….. 1
Research Question………………………………………………………………….………….….. 2
Table of content………………………………………………………….……………………….… 3
Introduction……………………….………………………………………………………………… 4
Theories and methodologies……………………………………………………………..… 5-9
Company overview………………………………………………………………………….…. 10
SWOT analysis ……………………………………………………………………………………11- 14
Competitor analysis………………………………………………………………………..……15-17
Content marketing and SEO………………………………………………………………….18-20
Porters five forces………………………………………………………………………………….21
Customer journey map………………………………………………………………….......…22
Consumer behavior analysis……………………………………………………………….23-25
Segmentation, targeting, and positioning……………………………………………26-31
Customer feedback loop…………………………………………………………………….32-33
Omni channel approach…………………………………………………………………….34-35
Conclusion……………………………………………………………………………………..…36-37
Reflection………………………………………………………………………………………..……37
Bibliography…………………………………………………………………………………….…. 38

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INTRODUCTION
Magpie Lane is a vintage clothing store located in the heart of Århus. The company was
founded by Sita Linddahl Busk. The store provides a variety of vintage designer clothing specifically
handpicked by the owner herself. The clothing sold ranges from sunglasses, jewelry, and scarves, to
designer shoes and jackets. So far they only sell their products through a physical store and
advertise using three online channels namely, tiktok, Instagram, and Facebook. The business has a
small but loyal customer base with many repeat customers.
Establishing a distinctive brand identity and generating revenue are two goals every
company aspires to achieve. Magpie Lane has managed to accumulate a loyal fanbase, however, due
to market trends, they face challenges in terms of brand awareness and social media presence
compared to their competitors.
The purpose of this report is to address the research question and find out what factors
contribute to the store generating less brand awareness than their competitors and identifying
what marketing strategies can be used to overcome this issue. In this report I will go over every
aspect of Magpie Lane's marketing strategy and find out what benefits and what hinders the growth
of the company.
The following pages will contain information about the methodologies that will be used
throughout the report and the reasoning, followed by an in-depth analysis of the findings, and
finally, a conclusion and reflection of the problem statement.
My goal is to provide Magpie Lane with insights that might help benefit and grow their
brand awareness in the near future.

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THEORY AND METHODOLOGY
To answer the research question, I will dive into an analysis of Magpie Lane's current
market position using a combination of;
1. SWOT analysis.
2. Competitor analysis
3. Content marketing and SEO
4. Porter's Five Forces.
5. Customer journey mapping.
6. Consumer behavior analysis.
7. Segmentation targeting and positioning.
8. Customer feedback loop
9. Omni channel approach
SWOT analysis: will help identify various aspects of the business by assessing its
strengths, weaknesses, opportunities, and threats. By identifying and analyzing these aspects we
can understand the businesses standpoint in the market and formulate strategies to maintain its
strengths, recognize the areas in which the business may be vulnerable and mitigate its
weaknesses, find out which trends and factors the business can capitalize on and seize them and
find which ones impact them negatively and address them effectively. Overall, this will serve as a
valuable tool.

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Competitor analysis: will be beneficial as it will provide insight into successful strategies
used by competitors, helping us learn from that and adapt similar tactics to improve Magpie Lane's
brand awareness. It also provides insights into trends and consumer preferences which will come
in handy when adjusting our strategies to align with the market that is constantly evolving.
Content marketing and SEO: The purpose of content marketing and SEO is to engage with and
create a deeper connection with our audience by capturing their attention. Creating relevant,
educational, and valuable content helps increase brand awareness. Constantly providing customers
with content also builds credibility with their customer base.
SEO: there are several marketing efforts that can be used to improve search engine
optimization. incorporating keywords, short URLs, mobile-friendly designs, and promoting content
would improve our website's visibility in search engine results and enhance our online presence.
Porter's five forces: complement competitor analysis in terms of assessing the overall
market. While competitor analysis evaluates specific competitors, 1Porter’s five forces assess the
overall market dynamic providing insights into factors such as external forces and factors affecting
the industry. This will help us gain a more comprehensive understanding of why Magpie Lane is
generating less brand awareness than its competitors.
1. Threat of new entrants: We can asses the barrier to entering the industry, a lower
barrier makes it easier for other competitors to join the industry, therefore
decreasing our brand awareness even more.
1 https://www.investopedia.com/terms/p/porter.asp Accessed October 1st 2023

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2. Power of suppliers: we can asses whether our store faces challenges in terms of
the availability of quality products, this influences the price and quality of the
products sold.
3. Bargaining power of buyers: A smaller customer base is more influential and
therefore has more leverage on bargaining price reductions, and offers. A company
with a larger customer base has a better chance of implementing higher prices.
Understanding this can help us identify external factors that influence price, quality,
and customer loyalty. This will come in handy when carrying out a competitor
analysis
4. Threat of substitutes: products that can be used as a substitute for Magpie Lanes
products put the store at risk. It could result in lower customer loyalty and impact
brand awareness. this will come in handy for the competitor analysis when figuring
out how to make our products more appealing to customers.
5. Rivalry among existing competitors: This helps us assess the intensity of the
competition in the market and if there is a larger amount of competitors with more
products than our store offers.
Customer journey mapping: A customer journey map will help us visualize the process of our
customer's interaction with their store. We can pinpoint areas where our customers might be
experiencing issues by mapping out the touchpoints. The map provides insights into how
customers behave at each touchpoint. We can see where they drop off or disengage and the
challenges they face while interacting with the store. These issues might serve as barriers to our
store generating brand awareness. The customer journey helps identify where adjustments are
needed.

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Consumer behavior analysis: Consumer behavior analysis and customer journey map are closely
related as they both provide insight into the customer's interaction with the store. To analyze
consumer behavior, we need to identify which areas trigger cognitive dissonance in our consumers
in order to take measures to minimize them. This will be done by using the customer journey
mapping.
Segmentation, targeting, and positioning: This is used to develop strategic approaches that allow
businesses to divide the market into smaller more distinct groups in order to ensure that they reach
the right demographic. By doing so, the store can improve its marketing strategies and ultimately
generate brand awareness.
1. Segmentation
This will help us gain a comprehensive understanding of how to better serve our customers
and cater to their individual needs.
This is done by dividing them into groups based on characteristics behaviors and
preferences using methods like demographic segmentation, psychographic segmentation,
behavioral segmentation, and lastly, socioeconomic segmentation. This will result in a more
methodical marketing plan and increased customer satisfaction which ultimately contributes to
business growth. To understand the different segments within the market, I will be creating
personas that embody the needs, characteristics, and behaviors of each specific segment of Magpie
Lane's customer base, and surveys, focus groups, and interviews.

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2. Targeting
Once the segmentation process is done we have to decide which segment best fits the products sold
by Magpie Lane.
3. Positioning
Once we have chosen which segment to focus on, we need to figure out how we want them to
perceive our store by creating a unique image.
Customer feedback loop: Is used to collect, analyze, and respond to feedback and insights
provided by its customers by gathering opinions through, collecting customer feedback,
acknowledging them, and acting on the findings. The collection process can be done by using
surveys, social media, or physical interviews. The aim of the customer feedback loop is to improve
both the products and services using customer feedback to make decisions which lead to generating
more brand awareness.
Omni-channel approach: An omni-channel approach is necessary in today's market in order to
meet customers' expectations and build brand awareness. It ensures a seamless customer
experience across various touchpoints such as in-store online and mobile apps. It allows customers
to engage effectively with the business and helps the business collect valuable data and provide a
consistent experience, all of which contribute to a business's success. This approach accommodates
changing consumer behaviors and preferences which leads to higher customer engagement and
loyalty.

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CURRENT MARKETING STRATEGIES OVERVIEW
SOCIAL MEDIA:
Magpie Lane uses social media as its main source of advertising. Their Instagram and Facebook
accounts are updated on a daily basis with an average of 4-7 story posts a day.
POP-UP SHOPS:
Magpie Lane Vintage uses pop-up shops in places with heavy foot traffic to advertise their products
and also attract new customers. This is used as a way to generate more brand awareness.
COLLABORATIONS
Magpie Lane has collaborations with another store (Line Becomes River) which is an online store.
They sell their products in the store in exchange for online advertising on Line Becomes Rivers's
Instagram page.
EVENTS
Magpie Lane hosts in-store events where customers can come in and try on their products while
sipping wine and snacks and taking pictures.

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SWOT ANALYSIS
STRENGTHS
1. Competitive advantage
Magpie Lane has a competitive advantage when it comes to their products as they have
rare-to-find items. This gives them a competitive advantage.
2. Personalized shopping experience
The small intimate setting of the store creates a cozy atmosphere which provides customers
with a personalised experience helping them connect with the brand.
3. Premium Selection

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Magpie Lane offers vintage designer clothes that cater to a niche segment creating a sense of
exclusivity and quality in comparison to their competitors who mostly sell mass-produced low-
quality clothing. Offering authentic handpicked designer pieces could build trust between the brand
and its customers as they know the authenticity and quality of its products.
WEAKNESSES
1. High prices
Magpie Lane caters to a niche market segment which can limit their customer base as people from
lower or middle-class households may not be able to afford their products.
2. Limited space
Since Magpie Lane is a generally smaller store in comparison to its competitors the amount of items
they can display is limited. This could potentially impact the comfort of shoppers during peak rush
hour times.
3. Competition
The existence of other second-hand stores in the area could lead to high competition, especially if
they offer high-quality products as well.
OPPORTUNITIES
1. Online presence
Expanding their online presence through social media channels and an online store could help them
connect with their customer base as well as potential customers. This is an opportunity to generate
brand awareness.
2. Events
Hosting designer or vintage fashion-related events is a good way to attract potential customers and
build engagement in the surrounding area. This can also be advertised through their social media
pages.
3. Limited edition releases

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Magpie Lane could incorporate limited edition releases or themed collections to generate a sense of
urgency and excitement among their customers.
4. Collaborations
Networking with surrounding stores would be an opportunity to reach new audiences and attract a
broader customer base. They would also have the opportunity for joint marketing, cross
promotions, and events.
This is something I had the opportunity to work with during my internship by organizing events
and designing the correlating posters.
The first project was a giveaway collaboration between Magpie Lane
and Line Becomes River. This giveaway ended up earning Magpie
Lane a total of 955 followers.
The second collaboration was a pop-
up shop between Magpie Lane and a nearby cafe. The pop-up shop
was posted online on social media platforms such as Instagram and
Facebook as well as offline in the store
THREATS
1. Changing fashion trends
Fashion trends are constantly evolving and this might affect the demand for specific brands making
it important to constantly update their inventory. Due to the fact that Magpie Lane sells vintage
clothing, there's a possibility that their products might go out of style.
2. Rising costs
Rising costs such as fluctuations in rent, operating costs, and utilities can impact the store due to
the fact that when costs rise, they strain the store's recourses and limit its capacity to compete with
other stores that might have disposable resources. This could lead to higher prices or reduced

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marketing efforts which could lead to less brand awareness as customers might find cheaper
alternatives.
3. Economic plunge
During an economic downturn people tend to spend less money on luxury and non-essential
products which would significantly impact the demand for expensive designer clothing.
4. Online competition
The rise of online marketplaces might draw customers away from shopping at physical stores. This
is something that can be solved by establishing a strong online presence.
SOLUTION
Based on the findings, some solutions for their threats and weaknesses are;
Investing in market research and customer feedback will give Magpie Lane the ability to
stay ahead of emerging fashion trends. Collaborations with influencers, offering limited edition
collections, and keeping an eye on competitors would also help the store stay ahead of the latest
trends.
To tackle rising costs they could take several approaches such as:
a. Negotiate with suppliers for better terms.
b. Offer rewards to repeat customers such as discounts or gift cards.
c. Reduce their marketing budget and aim for online marketing instead.
Invest in a digital webpage and use an online store as another method to sell their products.
Online stores reach people worldwide offering them a wider customer base and customers can also
shop while the store is closed. This would give them the ability to ship their products worldwide
and would also be beneficial in terms of having limited space
.

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COMPETITOR ANALYSIS
Magpie Lane's biggest competitors are two nearby stores.
1. Prag
2. All-time Vintage
3. Salvation Army
MAGPIE LANE 2PRAG ALL-TIME VINTAGE
Product High quality/ Designer Second-hand Second hand/ Vintage
Price Expensive Medium-High prices Expensive
Place Physical store Stores in Aarhus and Copenhagen
Online store
Physical store only
Promotion Instagram
Facebook
TikTok
Instagram
Facebook
TikTok
Instagram
Facebook
TikTok
Customer
satisfaction
Generous return & exchange policy Free delivery -
Strengths High-quality products Large social media following High-quality products
Weaknesses Low brand awareness
No online store or website
Low - medium quality products No online store or website
Key
advantages
Rare to find items Strong brand awareness Diverse high-quality items
FINDINGS
After visiting magpie lanes competitors and creating a competitor analysis chart, I created a list of
marketing strategies Magpie Lane's competitors have used and how they can implement them to
overcome their competitors.
2 PRAG COPENHAGEN Accessed October 08, 2023

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PRAG
Prag seems to be Magpie Lane's biggest competition as they have the largest social media
following as well as more locations than both stores. While All Time Vintage is also a competitor of
Magpie Lane, the stores seem to be on the same level.
On the other hand, Prag has a strong brand awareness with 12,300 followers on Instagram
in comparison to Magpie Lanes 3005. Here is a list of factors that have contributed to Prag's
success that could benefit Magpie Lane as a new marketing strategy.
1. Broader target group.
Prag sells products that appeal to customers of every age group and class. They have products
ranging from 85kr to 2000kr. Magpie Lane on the other hand sells expensive products that are only
accessible to a select few. Magpie Lane could benefit by adding cheaper more diverse items to their
inventory in order to attract a broader target group.
2. Appealing to their audience
Prag's social media account is filled with content that appeals to their target groups. Magpie
Lane however is only active on Instagram and Facebook. While Instagram is useful in terms of
reaching broader groups, TikTok is the best advertising means as it reaches even broader groups of
people from every corner of the world. This is a project that I tackled during my internship. By
implementing this strategy, I earned them a total of 4457 views, in comparison to their page at the
beginning of my internship which featured their most viewed TikTok with 200 views. This was

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achieved by figuring out what target group Magpie Lane wanted to reach and curating content that
appealed to them.

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CONTENT MARKETING AND SEO
I believe that by implementing the following content marketing and SEO strategies, Magpie
Lane can improve their online brand awareness and attract a broader audience.
CONTENT MARKETING
1. Email Newsletters
Sending out email newsletters featuring new arrivals, discounts, and promotions to their
subscribers.
2. Blogs
Creating blogs on their website or social media platforms that discuss topics related to
vintage fashion.
3. Video tutorials
Creating videos on their social media sites showcasing how to style their pieces and
incorporating keywords in hashtags to attract desired target groups.
4. Visual content
Developing visually pleasing content on social media such as lookbooks, before and after photos, or
information about their vintage pieces to capture their audience's attention.
5. Collaboration posts
Posting content of collaborations with fashion influencers, bloggers sharing their expertise.

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SEO
3In order to fully benefit from SEO Magpie Lane would need to create a website. This, although
highly beneficial, is not a requirement as it can be applied to various online platforms. Some ways it
could benefit them are.
1. Brand credibility
Having a professional website enhances their credibility. It provides an online presence where
customers would be able to learn about the business, its products, and the services offered.
2. Customization
A website provides more options for customization such as enhancing user experience (UX), and
optimizing metadata.
3. Analytics and insights
A website provides access to analytic tools such as Google Analytics which track visitor behaviours,
measure performance, and can help make data-driven decisions.
With that being said, Magpie Lane can still optimize SEO on their social media websites
although the level of customization may be limited.
This can be done by.
1. Monitoring online reputation
This can be done by regularly monitoring customer feedback, comments, inquiries, and mentions of
their business.
3 Is SEO Without A Website Possible? | Pepper Content Accessed October 9 2023

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2. Utilizing influencer marketing
This can be done by collaborating with influencers in the industry to promote their products and
services on their social media platforms or blogs.
3. Press releases
This can be done by publishing press releases about the business developments and sharing them
through press release distribution services.
4. Guest posts
This can be done by having guest posts on related websites and blogs and including backlinks to
their social media profile.
5. Engage in online communities.
This can be done by participating in online forums, discussions, and communities.

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PORTERS FIVE FORCES
Porter's five forces serve as an instrument for evaluating the competitive landscape in five stages:
1. Threat of New Entrants
Magpie Lane operates in a competitive industry as it is surrounded by a lot of competitors some of
which have more brand awareness than they do. Their presence in the industry is moderate and
being located in the heart of Aarhus, the threat of new entrants is high.
2. Bargaining power of suppliers
Magpie Lane receives its products from three different suppliers therefore reducing the power of a
single supplier. They have long-term relationships with their buyers which enables them to
negotiate more favourable terms. The bargaining power of suppliers is low.
3. Threat of substitutes
Magpie Lane is located in an area with few vintage stores; however, they also have the threat of
online competitors who pose a threat as customers may find it more convenient since they can find
a variety of products at cheaper prices. Due to the fact that the store does not have a strong brand
presence, the threat of substitutes is high.
4. Rivalry among existing competitors
The clothing industry is highly competitive, and Magpie Lane is located in an area with several
clothing stores. They face competition from both vintage stores and regular clothing brands. The
company's low brand awareness, limited inventory, and limited marketing strategies play a vital
role in this. Rivalry among competitors is high.
In conclusion, Magpie Lane should emphasize differentiation strategies, customer retention,
and cost-efficiency measures in order to effectively navigate their challenges and maintain their
market position.
CUSTOMER JOURNEY MAP

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I collected information for the customer journey map through interviews with customers who came
in and out of Magpie Lane.
Based on the customer journey map, I found that:
1. Most customers find the atmosphere of the store to be warm and cozy.
2. Most customers buy their products because it gives them a sense of exclusivity and class.
3. Most customers would shop there again or are repeat customers.
4. Most customers would recommend the store to their friends.
CONSUMER BEHAVIOUR ANALYSIS

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Objective: Understanding the shopping behaviours of magpie-lane customers.
Method: survey
The survey contained information about various aspects of consumer behaviour such as
shopping frequency, factors influencing shopping decisions, feedback, and preferred channels.
The survey consisted of three different focus groups.
1. Trendsetters (Ages 17-25)
2. Midlife vintage enthusiasts (Ages 35-50)
3. Mature vintage enthusiasts (Ages 60+)
The following survey was distributed in-store.
Thank you for participating in our survey, your feedback will help us enhance your shopping
experience.
● Age ___________
● Gender: Male/ Female/ Other/ Prefer not to say
● Location: _____________
1. How often do you shop for vintage clothes?
● Daily
● Weekly
● Monthly
● Rarely
● First-time shopper
2. Where do you prefer to shop vintage clothing?
● At magpie lane
● Online
● Through social media
● Other (specify)__________
3. What influences you to shop at Magpie Lane? (select multiple)
Quality
Unique items

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Prices
Customer service
Recommendations
Social media presence
Other (specify)_______________________
4. How would you rate your overall shopping experience at Magpie Lane?
Excellent
Very good
Good
Fair
Poor
5. Is there anything specific you would like to see more of at Magpie Lane?
_____________________________________________________________________________________________________________
6. Are there any improvements you would suggest?
_______________________________________________________________________________________________________________
Thank you for taking the time to complete our survey, your feedback is very valuable to us!
RESULTS
85% of them said they shop monthly.
14% shopped rarely.
1% were first-time shoppers.
67% preferred to shop online.
33% preferred to shop at Magpie Lane
90% were influenced by the quality of the products.
94% were influenced by the customer service.
83% were influenced by unique items.

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2% were influenced by recommendations.
0% were influenced by social media presence.
0% were influenced by prices.
90% were influenced by quality.
100% rated the experience as excellent.
Based on the findings, Magpie Lane would benefit from creating an active website as some of the
customers preferred to shop online, they would also benefit from including less expensive items in
order to get more frequent shoppers.
SEGMENTATION, TARGETING, AND POSITIONING
1. SEGMENTATION AND TARGETING

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To carry out STP for Magpie Lane, we first need to begin by identifying the variables such as
a. Demographics - Age, Gender, Income
b. Behaviour - Purchasing habits.
c. Psychographics - Lifestyle, values, interests
Magpie Lanes desired target groups are.
1. Segment A - Trendsetters (Ages 17-25)
2. Segment B - Midlife vintage enthusiasts (Ages 35-50)
3. Segment C - Mature vintage enthusiasts (Ages 60+)
Segment A
Psychographics
Fashion forward
Active on social media platforms such as Instagram, and TikTok
Value self-expression
Behaviour
Frequent shoppers
Explore vintage fashion.
Segment B
Psychographics
Enjoys experimenting with different styles.
Seeks unique and timeless pieces.
Values sustainability and ethical practices

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Behaviours
Willing to invest in high-quality products.
Keeps an eye on trends.
Segment C
Psychographics
Seeks items that evoke nostalgia.
Uses fashion as a form of self-expression.
Prefers classic timeless styles.
Behaviours
Has interests in vintage fashion events and or communities.
TARGETING
I gathered information from interviews with customers that came into Magpie Lane and came up
with three personas based on their desired target group.

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POSITIONING
How do we want the selected target groups to perceive Magpie Lane?
Brand Message: Where style meets history.
Brand Story: At Magpie Lane Vintage, luxury and comfort unite with sustainability. We have a
passion for redefining vintage pieces and offer a collection of exquisite pieces that embrace eco-
conscious practices. Every item at our store has a unique story waiting to be retold. We welcome
you to explore a place where luxury, comfort, and sustainability are a way of life.
Brand Identity: Magpie Lane values elegance, sustainability, and community. Our inclusive
community engagement and emphasis on sustainability and storytelling make it the perfect haven
for vintage enthusiasts.

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CUSTOMER FEEDBACK LOOP
Customer feedback loop is important as it empowers businesses to continuously improve
their customer satisfaction, build a loyal customer base, and tailor their products according to
customer preferences. by seeking customer feedback and acting on it, the store can create a sense of
community, identify competitive advantages, and increase brand awareness. this is a data-driven
approach that helps them make informed decisions while mitigating risks.
Ways Magpie Lane could gather information for the customer feedback loop are;
1. Online surveys
Sending online surveys to customers asking them to share their shopping experiences, satisfaction
levels, and suggestions.
2. Customer reviews
Encourage customers to leave reviews on platforms such as Google and Yelp and regularly check
and respond to them, addressing the concerns, and thanksgiving those that leave positive feedback.
3. Instore feedback
Placing stations in the store where customers can provide their opinions, thoughts, and
suggestions.
4. Social media engagement
Monitor social media pages for messages, comments, and mentions. Encourage customers to tag the
store on social media. Respond to comments and messages to show appreciation.
5. Loyalty program

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Create a customer loyalty program and include feedback as a means of reward.
By implementing these strategies, Magpie Lane can
1. Enhance customer satisfaction
2. Improve product quality and service
3. Build community relationships
4. Make data-informed decisions
5. Mitigate risks
6. Increase brand awareness
7. Gain a competitive advantage

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OMNI CHANNEL APPROACH
In order to fully benefit from an omni channel approach, Magpie Lane would need to create a
website, here is how they can proceed;
1. Choose a domain
This can be done by selecting a domain name that reflects the brand and is easy to remember.
2. Choose a web host
This can be done by choosing a web host that is reliable and ensures web uptime and security.
3. Website design
This can be done by designing a website that matches the aesthetic of the store which in this case is
vintage. The website should also align with the brand's identity.
4. Mobile-friendly design
This can be done by designing a website that is also mobile-friendly and creates a seamless user
experience across various devices.
5. Product listings
This can be done by showcasing their vintage items with high-quality items, detailed descriptions,
and price information
6. Customer accounts
Allow customers to be able to create accounts, track their orders, and save their favourite items.
INTEGRATION

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1. Social media integration
Include social media buttons on the website to allow website visitors to follow magpie-lane content
across their platforms.
2. Email marketing
Use visitor's emails to send newsletter subscriptions and offers and send out updates.
3. Event promotion
Promote events and sales on the website and include the option to register online.
LOCAL SEO
1. Partnerships
Collaborate with local businesses and feature the partnerships on their websites. Cross-promotion
can drive both online and offline traffic.
2. Local SEO
Use local search engine optimization in order to target customers in the surrounding area. This can
be done by listing the store in online directories.
By creating and integrating a website, Magpie Lane Vintage can provide an enhanced shopping
experience for its customers both online and offline. This ensures consistency, convenience, and the
possibility to generate more brand awareness.
CONCLUSION

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This report has analyzed the various marketing strategies and methodologies that can be
implemented by Magpie Lane to amplify their brand awareness. In today's competitive market, the
combination of these strategies is pivotal for creating brand awareness as well as a strong brand
identity that resonates with customers.
The swot analysis will equip them with an understanding of their strengths and weaknesses
as well as the opportunities they have and threats they face guiding strategic decision-making.
Competitor analysis will allow them to gauge their standing in the market and draw
inspiration from their competitor's success.
Content marketing and SEO work hand in hand in helping Magpie Lane climb higher in
search engine results in order to reach more people and make their brand more recognized.
Porter's five forces will help them carefully study their competition and help them find
chances and challenges.
Customer journey map will help them understand how customers experience their brand
and give them the ability to make this better in turn, increasing brand awareness.
Consumer behaviour analysis will help them make market decisions helping them create
strategies that are focused on customers.
Segmentation targeting and positioning help make the brand more meaningful to
customers.
Customer feedback loop places the customer's voice at the heart of the brand's evolution
ensuring continuous improvement.

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The omnichannel approach is the key to modern marketing. By connecting online and
offline channels, the business can create a smooth shopping experience for its customers through
different channels and eventually build strong relationships with their customers.
REFLECTION
In this report, we recognized the fact that the market is everchanging, in order to be
successful a business needs to focus on every aspect such as changing customer preferences,
emerging trends, and competitors. Magpie Lane's competitor Prag has excelled in adapting to these
changes and the same must be done for Magpie Lane in order to reach their level. I believe that by
implementing new strategies based on the findings of this report based on the used methodologies,
Magpie Lane will have the ability to generate more brand awareness and potentially overcome their
competition. I believe that the business's success depends on its ability to adapt to the ever-
changing market trends, customer trends, and competitors.

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BIBLIOGRAPHY
Works Cited
PRAG ONLINESHOP – PRAG COPENHAGEN,
https://pragcopenhagen.com/. Accessed 12 October 2023.
Scott, Gordon. “Porter's 5 Forces Explained and How to Use the Model.” Investopedia,
https://www.investopedia.com/terms/p/porter.asp. Accessed 1 October 2023.
“Is SEO Without A Website Possible?” Pepper Content, 26 April 2022,
https://www.peppercontent.io/blog/seo-without-a-website/. Accessed 12 October 2023.