Curtin MKTG2006: Digital Communication Management Presentation

This presentation outlines a digital communication strategy, focusing on the creation of a Wix website and the optimization of a LinkedIn profile. The student, Lin Mo, details their background in BCOM Marketing & Communication and their interest in working with David Jones. The presentation covers key marketing strategies, including communicating with the target audience through online and offline channels, hosting offline events, creating engaging window displays, utilizing effective packaging and point-of-sale marketing, and maintaining an active presence on social media. Furthermore, the presentation addresses improving customer experience in-store by embracing technology, creating the right mood, paying attention to details, combining experiences, offering kid-friendly spaces, and improving the checkout process. The presentation concludes with a reflection on enhancing the digital footprint and future plans for LinkedIn and WordPress.

Wix Website Creation
Link to Wix Website: https://leomok111.wixsite.com/linmo
Password for accessing the Home and Blog Page: DIGITALCOMM
NAME & ID: Lin Mo 18003343
ABOUT ME
B C O M . M A R K E T I N G & C O M M U N I C A T I O N .
The main reason I have been effective in my vocation is that I generally take a look at all that really
matters. It's been my inclination to fabricate innovative answers for the hardest issues. It doesn't
make a difference what the test is, I have my own particular interior execution rules and guidelines
that dependably lead me to success at last. I immovably trust that any organization that does not
welcome change will inevitably vanish. I would appreciate the chance to work with David Jones to
wind up additional tuned in to marketing the items by means of online presence and accomplishing
general objectives of the association.
Marketing Strategies: “Dress” Up Your Business
The fashion business is a standout amongst the most powerful and flourishing ventures on the
planet. It consolidates a huge assortment of exercises, from the best possible generation of items,
the change of prime materials, and the production of pieces of attire, shoes, and add-ons among
others. One of the skeletal supports of this part is the point of sale. The retail market represents
1.1 billion dollars per year (George, Richard and Lord 2015).
Right now, there are various illustrations that can enable you to build deals and to confront the
opposition. I have assembled 5 promoting methodologies for this post you can apply to your

dress store, a "fashionista" rendition of how David can confront Goliath and be successful in a
head on encounter.
#1 Communicating with Target Audience
"It's basic to open powerful lines of correspondence with your objective market. In the event that
you don't guarantee that your messages contact them, in what manner would you be able to
conceivably expect that your activities for extending your deals will be taken note? As a general
rule, it's unthinkable. When discussing these strategies for correspondence, it's critical to
remember a few things:
Offline
Make signs to guarantee that offers achieve clients. This publicizes advancements and increases
the value of your items in your own particular foundations. It's typical for a portion of these to
get ignored however they shouldn't be precluded hence since the speculation is negligible and the
outcomes are more than adequate (Harris et al. 2016).
Online
Having an online presence is fundamental in such an aggressive area as the material business. It's
valid that not all organizations can or ought to be on the web, but rather if it's inside the
capacities of the business to open themselves up to the web, they shouldn't leave behind the
chance to investigate this outlet. Presently, inside nations, for example, the United Kingdom and
the United States, in the vicinity of 14 and 19% of aggregate benefits for national dress
organizations originates from online channels, substantially more extraordinary than different
nations, for example, Spain, where it just achieves 10%.
#2 Offline Events to De-Virtualize the Audience
The most fitting circumstances to 'make noise' inside the fashion business are the accompanying:
 Kick off of another season with a showroom along with a fashion show
 Reach out to customers with an invitation to a unique festival
 Celebrate commemorations or exceptional dates in the life of the business (Chang, Chun-
Wei and Zhang 2016).

 Create exceptional deals to sell garments that is left finished from a season that is
relatively finished or make occasions encompassing particular pieces
#3 Window Displays
Window presentations can be characterized as the craftsmanship that satisfactorily exhibits the
articles that a foundation has available to be purchased through a mix of items and materials. The
energy of how window shows are done ought to never be depreciated and strong verification of
this exists in the way that, when one voyages, a most loved leisure activity is to turn by the
"brilliant walkways" or the principle urban streets where one can see the show windows of the
immense firms.
#4 Packaging and Marketing at the Point of Sale
There are extremely intriguing inclinations that exist that push for the utilization of cardboard
and reused paper to wrap up the items. Another thought is to incorporate a couple of desserts to
the sack and a business card. Obviously, a coupon that can be utilized for a rebate on future deals
or offering them a form magazine can help, as well. On the off chance that exceptional dates, for
example, Valentine's Day and Christmas which we as of now checked on a comparative case in
point 2# - make certain to incorporate merry bundling components identified with the occasion.
This is something that clients will appreciate.
#5 Active Presence within Social Media
As of now, online networking resembles a play area where everybody spends some portion of
their day talking with companions, securing new data, and abiding the hours. This implies any
fashion industry needs to take an interest in these techniques in the event that they need to
achieve a greater amount of their potential gathering of people (Adrian 2017). Facebook is the
most exceptional one and can be a substitute for electronic trade until the point that the
independent company chooses to make its own particular online store.

References
Chang, Chun-Wei, and Jonathan Z. Zhang. "The effects of channel experiences and direct
marketing on customer retention in multichannel settings." Journal of Interactive
Marketing 36 (2016): 77-90.
Clow, Kenneth E., Henry S. Cole, and Stan Williamson. "Buyer Attributes for Targeting the
College Student in Boutique Clothing Retailing." Journal of Marketing Management 3,
no. 1 (2015): 21-30.
George, Richard J., and John B. Lord. "Alternative Retailer Couponing Strategies: Consumer
Reactions and Marketing Implication." In Proceedings of the 1984 Academy of
Marketing Science (AMS) Annual Conference, pp. 306-310. Springer, Cham, 2015.
Harris, Fiona, Helen Roby, and Sally Dibb. "Sustainable clothing: challenges, barriers and
interventions for encouraging more sustainable consumer behaviour." International
Journal of Consumer Studies 40, no. 3 (2016): 309-318.
Kang, Ju-Young M., and Jieun Kim. "Online customer relationship marketing tactics through
social media and perceived customer retention orientation of the green retailer." Journal
of Fashion Marketing and Management: An International Journal 21, no. 3 (2017): 298-
316.
Kennedy, Ann-Marie, Joya A. Kemper, and Andrew Grant Parsons. "Upstream social marketing
strategy." Journal of Social Marketing (2018).
Palmer, Adrian. "The dematerialization of marketing in a global economy." Strategic
International Marketing: An Advanced Perspective (2017): 225.
Thompson, Kim Helen, Debbie Ellis, Sanjay Soni, and Samantha Paterson. "Attributes
influencing clothing store choice for an emerging market’s Generation Y Twixter
customers." The International Review of Retail, Distribution and Consumer Research 28,
no. 2 (2018): 157-173.

Improving Customer experience: In-Store
As customers turn out to be more associated, the fame of web based shopping keeps on
expanding. Deals from retail internet business in Australia, surpassed $450 billion out of 2017,
an expansion of in excess of 16 percent from 2016. Be that as it may, customers aren't deserting
physical store areas. Retailers have the ability to draw clients and increment deals it just takes
enhancing the in-store understanding.
Embrace Technology
Customers don't trench their computerized gadgets since they're shopping in a physical store.
The cell phone has changed the way numerous individuals shop from contrasting promotion
costs with posting a photograph of a thing to online networking. Giving your clients a consistent
ordeal that consolidates both advanced and physical is fundamental. Conspicuously show data
about store applications and have partners prepared to give individual help from downloading the
application to getting to the store's site (Marta 2014). QR codes additionally offer another level
of collaboration, giving data about an item and even not publicly broadcast specials.
Create the Mood
It's simple for customers to a single tick things from the solace of their home. When they come
in-store, it's imperative to make the correct disposition. Mood melodies should fit with the store's
image and never be loud to the point that your partners or clients need to raise their voices to
talk.
Lighting assumes a critical part, also. Changing areas ought to be sufficiently bright (in addition
to checked and safe), however complement lighting used to make a state of mind for
presentations can be emotional and draw in customers toward particular things (Sachdeva, Ishita
and Suhsma Goel 2015). Abstain from "refreshing" the air with intensely perfumed fragrances
that scent excessively like drug.

Attention to Details
The detailing of elements regularly have the effect when attempting to enhance your clients'
general in-store understanding. Consistently change the front window shows, evacuate outdated
signage, and keep the floor clean all through every open hour. Clean free retires and spotless
mirrors additionally establish a decent connection.
Also, tender loving care incorporates the way relates welcome clients as they enter the store. Go
past the standard "How may I enable you?" To depend on casual chitchat as an incredible
method to connect with clients and welcome them into the store. Consider welcome, for
example, "How's your day going?" or "Who are we looking for now?"
Combine Experiences
Give you're in-store clients something they can't get from shopping on the web by facilitating
occasions. Unique occasions may go from live amusement to item showings and philanthropy
capacities held at your store. By consolidating retail with something more, your clients get an
exceptional affair that can't be copied with internet shopping.
Offer Kid-Friendly Space
Grown-up customers feel more welcome in a store when they know there's a child inviting space
for their kids. On the off chance that guardians feel loose in light of the fact that their kids are
protected and having some good times, the general shopping background is enhanced with a
potential increment in deals transformations. Consider setting up a child zone with a place to sit,
books and a couple of toys.
Improve Checkout
A moderate checkout process is a speedy method to lose clients. You can have the best front
window show, stunning deals partners and the things your customer’s need however it may not
be sufficient if the checkout isn't on point, also. The exact opposite thing you need are clients to
venture out of line without finishing their buy. On the busiest days, completely staffed registers

are the arrangement (Stein, Alisha and Balasubramani Ramaseshan 2016). Portable registers
offer another choice, perfect amid the heaviest shopping seasons, or amid your enormous deals.
At times, in spite of best activities, lines shape. Keep clients connected with amid the checkout
procedure by having partners answer addresses or direct movement to keep the lines moving.
Partners can offer examples, coupons for future visits, or furnish tips for associating with the
store's applications.
Once the decision has been made to visit a physical store, make that shopping knowledge as
pleasant and bother free as could be expected under the circumstances. Enhancing the in-store
experience can help build the business changes and your arrival client rates.
References
Alexander, Bethan, and Jessie Kaitlin Bain. "Small store design and marketing effects:
Experiential developments in SME fashion pop-up store strategies." In Multi-Channel
Marketing, Branding and Retail Design: New Challenges and Opportunities, pp. 163-
192. Emerald Group Publishing Limited, 2016.
Blazquez, Marta. "Fashion shopping in multichannel retail: The role of technology in enhancing
the customer experience." International Journal of Electronic Commerce 18, no. 4
(2014): 97-116.
Lemon, Katherine N., and Peter C. Verhoef. "Understanding customer experience throughout the
customer journey." Journal of Marketing 80, no. 6 (2016): 69-96.
Sachdeva, Ishita, and Suhsma Goel. "Retail store environment and customer experience: a
paradigm." Journal of Fashion Marketing and Management 19, no. 3 (2015): 290-298.
Singh, Priyanka, and Harmeen Soch. "Examining Mediating Effects of Customer Shopping
Experience on the Relationship between Antecedents of In-Store Experience and Impulse
Buying-A Theoretical Framework." International Proceedings of Economics
Development and Research 85 (2015): 39.
Srivastava, Mala, and Dimple Kaul. "Social interaction, convenience and customer satisfaction:
The mediating effect of customer experience." Journal of Retailing and Consumer
Services 21, no. 6 (2014): 1028-1037.

Stein, Alisha, and Balasubramani Ramaseshan. "Towards the identification of customer
experience touch point elements." Journal of Retailing and Consumer Services 30
(2016): 8-19.