Marketing Communication 2 Report: Digital Strategy for Harris Scarfs

This report provides a comprehensive analysis of Harris Scarfs' digital marketing communication strategies. It begins with an introduction to the company, an Australian department store, and then delves into an overview of the digital marketing communication environment within the retail industry. The report examines the opportunities and threats of digital marketing, including customer demographics and market segmentation, target marketing, and brand positioning. It also explores the use of digital marketing tools such as websites, social media, and mobile apps. The analysis includes a discussion of Harris Scarfs' digital marketing communication strategy, including website optimization, social media engagement, landing page design, and content marketing. The report concludes with a discussion of the company's strategies, including the implementation of a customer-first merchandising strategy and its impact on shopping experience. It also includes a SWOT and PESTEL analysis of Harris Scarfs, along with recommendations for improvement.

Running head: MARKETING COMMUNICATION
Marketing communication
Name of the student
Name of the university
Authors note

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Executive summary:
The study deals with the digital marketing rules and regulations which have been very
much important for the company perspective .on the other hand the study deals with the
different techniques like social media, mobile app and many more which could be considered
in the process for haris scarfs .

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Table of Contents
Introduction:...................................................................................................................2
Discussion:.....................................................................................................................3
Introduction to the company:.....................................................................................3
Overview of the digital market communication strategy in retail stores:..................3
Opportunities and threats of digital marketing in retail industry:..................................4
Opportunities:.............................................................................................................4
Opportunities to add more customers:...................................................................4
Customer demographics:............................................................................................4
Summary of market segmentation, target marketing and brand positioning for retail
business..................................................................................................................................4
Use of digital marketing tools in retail business:.......................................................5
Digital marketing communication strategy:...............................................................6
References:.....................................................................................................................8
Introduction:
The case study deals with a brief overview of “HARIS SCARFS” which is big name
in the field of the clothes business and also engaged in manufacturing and retailing of clothes

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product. Apart from the study also deals with the current digital marketing strategy which
have been taken care of by the company in lieu of the key opportunities and threats related to
the market communication techniques, the whole report is taken care of by PESTEL analysis.
Lastly the study deals with the companies online branding, target positioning and DMC mix
analysis of the company (Rice et al.,2013).
Discussion:
Introduction to the company:
Harris scarfs is an Australian department store which had been established in
Adelaide, South Australia in 1849. The store initially sold primary kitchenwares, Manchester,
kitchenware, electrical goods and appeals. The store was initially owned by an organisation
named Pepkor. However there were initially 54 Harris scarfs stores initially in all over
Australia which had been divided in two parts namely-“Harris scarfs departmental stores”
and “Harris scarf home” however the company had expanded through organic growth, new
store openings, merger and acquisition. The current store reflexes the mix particularly
merging and regional or state based different retail groups including Allen solly of Australia
and Fitzgerald in Tasmania. Both of this groups are down by Pepkor and are owned by
various ownership companies. Currently the company had opened a new store in the year
2015 in western Australia after closing all the other offices in Australia in the year 2001
(Baltes,2015) .
Overview of the digital market communication strategy in retail stores:
It is a process which incorporates the form of connecting new buyers with sellers
electronically through different techniques like emails, websites, social networks and
different sources like newspaper, interactive television, and mobile communication. Hence as
per high level of commitments are concerned and basically this technique is used in

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promoting products and services in a new timely techniques which are high relevant personal
and cost effective (Karjaluoto et al.,2015).
Opportunities and threats of digital marketing in retail industry:
Opportunities:
Opportunities to add more customers:
Unlike traditional marketing process where it is tough to acquire more number of
customers in short period of time can be resolved though digital marketing techniques and it
is far more diversified. Hence it will be easy to attract more customers in the process.
Customer demographics:
In this techniques it is easy to target more customer’s demography wise. Since every
customers have different need and tastes, hence it will be easy to acquire more variants of
customers (Uzunoğlu, & Kip, 2014).
Threats:
 The main threats of digital marketing for retail sectors are as follows s-
 The business cost associated with digital marketing in retail business includes set up
cost , running and mantainence cost .
 Finance changes are imposed by credit card companies and hence it could have an
effect over the products price of customers.
 The same may not be suitable for certain products to encourage customers, market
selling prices etc.
Summary of market segmentation, target marketing and brand positioning for retail
business:

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Market segmentation, target marketing and brand positioning is an important part for
marketing and it has become important specially for digital marketing perspective, hence
one of the most important perspective in this case is the SWOT and PESTEL analysis of
Harris scarf . However today in the market popularity different marketing approach are
based on the products rather than customers. For example market segmentation is
considered as products differentiation, this model is related to different models of digital
marketing. In digital marketing target customers are basically segmentation based and in
modern techniques the companies communicate to the customers to help them in
delivering the products and services to the customers. Thus it becomes to connect to the
customers grievance properly (Royle & Laing 2014).
Use of digital marketing tools in retail business:
There are different digital marketing tools which are important to the retail business
perspectives. Hence these are like- website, content, social media marketing and mobile apps
which could made the business of the haris scarf (Tiago et al.,2014).
Website: the company in order to attract more number of customers could create website
where they can add their products into the site and attract more customers by it.
Social media: social media is also an important aspect for digital marketing also. The
company could take the help of social media platforms like Facebook where they can create
new page over there an update people about any new range of products.
Mobile apps: it can be also used by the company to keep people updated on products.

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Digital marketing communication strategy:
In order to engage over digital marketing the websites, landing pages, customer’s
interaction and involvement plays an important role. Hence there is an analysis is done over
the haris scarf. Thus the digital marketing communication strategy are as follows –
Website:
The company needs to create their own website which could make their digital
marketing communication strategy effective. The company could list their newly stocked
clothes and garments and give the customers an opportunity to directly order from there.
Thus in this way they could implement digital marketing via website.
Social media:
The social media is also a part and parcel of digital marketing strategy. However the
company could create a Facebook and let the customers give feedback over the purchased
products. On the other hand the customers could get the opportunity of free sample testing.
And official chat box option for a conversation with the clients. Thus they could properly
reach out to the customers and the digital marketing strategy could be implemented over this.
Landing page:
The landing pages are also important. It is a webpage which could be created by haris
Scarf Company where all the product of the company could be listed for the customers to let
them have a quick look at the product portfolio. Thus it may help in meeting more
customer’s needs. Hence the digital marketing strategy would be useful for this scenario.
Content:

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Hence It could be observed from this scenario that the digital marketing
communication strategy could be useful only if the company could look to implement proper
techniques.
Strategically analysis of haris scarfee products:
.
electrical appliances, men and women clothes, sports items and others. Since the retail
markets of Australia are finding challenges to survive in the market, haris scarfe had come up
with certain new strategies which are expected to be sorting out this problem on a long run-
The company had decided to launch the business in named as Hobart cat and fiddle arch
complex over the weekend and trying to implement a customer first merchandizing strategy
and downside the business in 3000 sqft area.
The collected feedback has helped the company to make shopping easy, easy navigation and
convenient in size which could help the shop to flourish more. Hence in this respect it is a
good strategy to implement and the companies will find it easy to navigate.
Conclusion:
Hence it can be concluded that the company in order to improve the business could go
for digitalization and try to gain profits by it over long time basis.

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References:
Baltes, L. P. (2015). Content marketing-the fundamental tool of digital marketing. Bulletin of
the Transilvania University of Brasov. Economic Sciences. Series V, 8(2), 111.
Karjaluoto, H., Ulkuniemi, P., & Mustonen, N. (2015). The role of digital channels in
industrial marketing communications. Journal of Business & Industrial Marketing.
Rice, R. E., & Atkin, C. K. (Eds.). (2013). Public communication campaigns. Sage.
Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital
Marketer Model for the communication industries. International Journal of
Information Management, 34(2), 65-73.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media:
Why bother?. Business horizons, 57(6), 703-708.
Uzunoğlu, E., & Kip, S. M. (2014). Brand communication through digital influencers:
Leveraging blogger engagement. International Journal of Information
Management, 34(5), 592-602.