Digital Strategy Report for Lighting Illusions: AMN425 Assignment

This report presents a comprehensive digital strategy for Lighting Illusions (LI), an Australian retail company specializing in lighting and fans. The report begins with an introduction, followed by a background analysis of LI, including competitor analysis (Beacon, IKEA) and an assessment of its bran...Read More

AMN425 DIGITAL STRATEGY
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AMN425 DIGITAL
STRATEGY
Assignment 3: Digital Strategy
Words:2500
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1Introduction
In this new world of technology, digitalisations are playing its crucial role in
improvising the customer experience and provide efficient and effective services or
products to the consumers (Bhardwaj et al., 2013).This final digital strategy presents a
thorough research on the Lighting Illusions, an Australian retail company and based
on the findings made in Audit Digital demonstration has been drawn on the meaning
of product, competition, and consumers. This report presents an Audit on the digital
channels presented by the LI that is helpful in revealing the digital strategies, which
will be ensuring low consumer engagement with the content and the advertisements
those are being published by the detractors in the negative manner with respect to the
services those are being offered by the LI (referred to appendix A). The purpose of
this final digital strategy is to present measures those could be helpful in mitigating
the issues related to the services and customer experience through improving the
perception of the ‘value for money’ of LI through new digital strategies.
The following digital strategy aims to address this issue by positioning and
consumer engagement (Killian & McManus, 2015).
2 Background
Digital strategies are required to improve the current brand and positioning of the LI
in the competitive market because they want to be experts Knowledgeable the name in
lights Increase Awareness
2.1 Background company
LI (Lighting Illusion) is a Brisbane-based company, which is specialized in
fans and lighting that has four retail stores in different areas. These stores are located
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in Sunshine Coast that has Kawana, Western suburbs of Brisbane that has MacGregor
and Summer Park, and in inner city that has Fortitude Valley. All the four stores have
different appearance from each other; however Fortitude Valley can be presented as
the prototype of rest of the stores and is capable of demonstrating the picture of other
stores. It is being expected that three more stores will be opening within next twelve
months.
Other than retail stores, LI is shaking hands with the digital world and offering
online business through online stores for the customers and self-expansion. The
market of LI is expanded all over the Australia and delivering services and products in
all over the country however, it is being reported that the sales have been falling
within past twelve months in Melbourne and Sydney. The major products that are
being sold under this brand are lightings and fans for the home appliances. 5% to 10%
of the sales are reported to be for the crystal chandeliers and 60% of the sales are to be
reported to be for the fans. The organization does not make any wholesale market and
is completely pendent on retailing the services.
POINT OF DIFFERENCE
Knowledgeable staffs are being offered by the LI in the in-store who contribute
themselves in presenting the right products for the customers as per their
needs("Lighting and Ceiling Fans", 2017). LI is also presenting facilities of in-store
where a customer can try the products offered by the organization and make their
decisions, which product will be suitable for them. There is no-doubt that it is helpful
in providing better customer-experience.
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2.2 Competitor analysis
Beacon and IKEA are the two biggest competitors for LI and the competitive
market has been being focused due to voltage differences of the supplies (Illusions,
2017).
Beacon Lighting is one of the greatest competitors of LI and one of the leading
lighting suppliers in Australia. Beacon has partnership with the Block, which is a TV
show and it also features two blockheads Jenna and Josh as spokespeople ("Beacon
Lighting – Lights, Fans and More", 2017). Some of the departmental stores are also in
the top list of the competitors of LI that includes IKEA and others who are
responsible for supplying lamps and other lighting items at lower price.
2.3 Refer to our finding Brand image /positioning (1-2 references)
The major platforms that could be suitable for targeting the customers include
Instagram, Pinterest, and Facebook. The webpage of the Lighting Illusions is not
capable of representing the clear image of the brand that could be used as an
important factor to promote its brand value. The way of presenting the brand picture
insures that the organization is providing products at lower price
(Lightingillusions.com.au, 2017). Dark colours have been used in the logo in which
background is presented with dark blue colour that might look confusing. The
organization is all about lighting items so, background should be brighter and dark
effects should be eliminated. In addition, there is not any chat option for the
consumers in manner to interact any representative of the organization (Zhou, Zhang
& Zimmermann, 2013). Nor there are any catalogue search options for the products
that might be unattractive for the customers.
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The digital strategy performance of the Lighting Illusion is not much
impressive that could be the biggest cause for the fewer score on the score board with
respect to the competitors. Some recommendations can be made for the improvement
of customer experience and enhancing the performance of the organization those have
been listed in the following report (Nielen and Holmstorm, 2015).
2.4 Main digital problem (positioning/Brand image)
The digital strategy is required to address the references WARC database articles
Bacon –Lighting including the issues that the organization is facing on the brand
image. Lighting and renovation are some of the other objectives those need to be
concerned including the Beacon lighting marketing in manner to cope up with
competitive market. Expertise share knowledge and partnership are some of the
concerning points that will be mitigated through the implementation of final digital
strategy within the existing system of the LI.
3 Target audience
The target market of the Ligthing Illusions can be referred to the clients those
belong to the ages of 35-54. The customer for the retail store lives within 9km of a LI
store and wants someone to help them with their purchase decision ("About Lighting
Illusions", 2017). Typically, they are homeowners who are renovating, redecorating –
trend
4 Consumer Insight statement
Consumer Insight: Life is about using better home appliances, brighter lights, best
quality and advice the customers on the energy efficient lighting Ondeline motivation
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why they buy in expecialice store. The consumer insight of lighting illusions and help
in improving the inexpensive, funky, quirky, minimalist, fun place to visit, Quality of
life.
5 Big ideas
Lighting Illusions “Making your life designed “
5.1 Advertasing problem
Australians perceive Lighting Illusion’s offerings as a brand with multiplex
personalities and inconsistens bran
d image.
MARKETING COMMUNICATION PROBLEM YOUR DIGITAL
STRATEGY SHOULD ADDRESS
Lighting Illusions have carried out limited and largely tactical marketing since
their retail operation began. There is need for an integrated and coordinated approach
to grow brand awareness. Central to this is the need to create a brand image for the
retailer that highlights their knowledge and affordability and differentiates them from
their competition. It also produces strategically, consistent messages across all
platforms and in-store.
LEAP:GetmoreconstumerstoknowandtorenovatewithLightingillution8

The LI budget is $50,000 per month or $600,000 annually.This is divided
monthly across search (Newscorp version of AdWords) $19,000; digital/Facebook
$5,000 and catalogues (3 monthly) $35,000 with the remainder used on press or local
television/magazines.
6 Objetives
To raise awareness of lighting illusions by 40% during a 6 months campaing. and target
audience seeing the digital marketing. Another objective is to create a seaching brand image
and present the Positioning/Perception of the LI. Tactics is to development more content to
reflect knolege and advartice in the block.
7 Digital Strategy Statement (Positioning Strategy and Engagement )
The key strategy is positioning lighting Illusions as an expert knowledgeable to be the
name in lights (Harvey and Oliver, 2016). The brand imagine is confused have
multiple personalities is not telling consumer they areknowledgeable in lights.
Tactics Packeching all the Digital/In store
 Brand image be consisten between logo,colors,fonts, clear layout and change
the red colour.
 Development more social contents that canreflectquality, renovation and
advice on energy efficient lighting as an experts knowledgeable.
 Advertise on the magazines renovation.
 Create a live chat opinion on the website that the knowledgeable staff can
support.
 Get a bloggers who specialized in lighting illusions.
 Endorses/opinion leaders: a life style of television show relative with
renovation and decoration.
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 Logo: can more modern
The audit was able to identify three key problems:
The positioning strategy may be the experts in lighting and fans connecting
with expert advice Online, costumer services, product offering and price. The
following strategy for lighting Illusions will reach consumers on their preferred
platforms such as mobile, search and social media and will focus on positioning and
Brand image.
8Analitics /KPIS
what can be measured digital?
More specific relating to my digital plataform Converting sales, likes sharing contect,
facebook, Instagram
DrivingIncrease website Online traficc via Google search by 40%
Online SalesInformation
Improving the expertix or the perception of the store. New setion on the webside mesure
the interation in the website. Problem objetives strategy all relative and throught this strategy
different KPI’s could bediscussed in manner to monitor the output of the efforts made within
the LI for the enhancement of the performance of the oganization. Website KPIs will be
helpful in identifying whether the organization is meeting the set goal or not and on the other
hand social media KPI will be helpul in monitoring the effectiveness of the contents posted
about the LI on certain blogs. It will also help the organization and it’s executives to support
the awareness and objectives set for the enhancement of the organization. Following KPIs are
helpful for the LI and will be relevant to the strategy set for the customer experience and their
awareness:
 Awareness
 Digital Strategy
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 Search
 Content
 Paid Advertising
 Engagement
 Community Management
Goal: Create Awareness
Website KPIs:
2. Increase website traffic via Facebook 20% during the 12 month
campaign.
1. Increase website traffic via Google search by 40% during the 12 month
campaign.
4. Decrease bounce rate by 20%
3. Increase time spent on website by 20%
Social Media:
1. Contest entries will reach a minimum of 3,000
2. Increase the reach of the Facebook Page by 20%
3. CTR for Facebook ad campaign of at least 3%
Goal: Increase sales
KPIs:
1. Decrease the cost per acquisition by 20%
2. Increase conversion rate by 30% during the 12 month campaign
9 Measurement and Analitics
Customers preferring to shop products online should be introduced with
testing of the products, that will be helpful in ensuring that the customers will take
new products and enhance the output of the organization. Use of applications can be
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recommended for the company in manner to determine the popularity and appeal of
the organization. The testing option will not only enhance the better experience for the
customers but also help in enhancing the performance of the organization. This will
also help in sorting out which product is popular among the customers or which offers
are attracting the customers more.
9.1 Goals
The goal is tchange consumer perceptions of LI in manner to be a superior product
delivery service that provides value for money (through advice on energy efficient
lighting is well.
10Search strategy
Search engine should be optimized efficiently and effectively in manner to
introduce services to the customers (Dawson, 2006). For example there should be an
easy search engine with categories of lighting, fans lamps, etc. Thereafter, there
should be a filtering system that will help the customers to find products according to
their budget and need. This will include the familiarization of the companies with
SEO and capability of ensuring better and related points of keywords.
Key words: Living, Illusions Lighting, Home Dining, and quality
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10.1 SEO
Suggested Keywords for the Australian Market:
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Based on primary research, LI is at medium rate in lighting and fans searches for
the keywords stated below in comparison to beacon that is at higher rank. The main
goal is to increase LI’s ranking in the competitive market and recommend objectives.
1. 3.4 Watt bulb= 10daily searches/High competition
2. LED light strip box = 4400monthly searches/High competition (Current rank
for LI is low)
3. Led headlight bulbs 9004= 3600weekly searches/High competition (Current
rank for LI is low)
4. Tiffany lamp ceiling fan= 70 monthly searches/High competition (Current
rank for LI is medium)
5. Flush ceiling fan light= 1000 monthly searches/High competition
11 Content Creation strategy
Base on Brand image ---------- Positioning ------------------- information --------
Owned Social Media
Content
Partner with the Block /
Pinterest selling show room
Creative ideas of
renovation Blogger
Outreach
Create a Video/ Videos-
advertisement lighting
snapshat
Aliance with famous
companies reklating with
lihgts.
Image
The company blog is not
updated as the last blog was
from 2015
(Lightingillusions.com.au,
2017).
Facebook video photos Will competition to give Categories of products last
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Intagram photos and Video incentive increase followers 29 July “Pendant Lights
Can Add Elegance To Any
Room”
How we going to do it that
can help brand.
Tweets key message
Yellow pagesNo
information is available
there only few images of
the company.
Expert advise
Inspired consumers and
renovators.
Instagram They are not using other
valuable platforms like
Pinterest.
How this content will apply to the strategy
Content will be created in different modes:
1. Owned Social Media Content
2. User Generated Content
3. Blogger Outreach
Owned social content on Facebook page
LI will be pushing a series of attractive and real images that will be helpful in
illustrating all the necessary aspects related to the offers that will alternatively
increase the efficiency of using social websites. This will include values those have
been sought by the target audience and offerings offered by the LI including the
comfort, premium and other related values. These posts will be posted on the regular
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basis s per the monthly calendar of the brand. This has been expressed clearly in the
appendix C and D.
It can be reported after evaluating the audit that the posts those have been
made earlier were very inconsistent as on particular day, either there were five posts
or on the other day, there was only one post related to the brand. The blogs will be
posted in manner to improve the awareness through informative and engaging
information in a consistent manner. There will be certain objectives around which, the
posts will be expected to be posted. First will be the offers on the products, second
will be the price comparison and third will be the new arrivals of the product. Target
posts, tailored messages, and consistency will be the social practice in manner to
improve the customer experience (Facebook for Business, 2015.
Following are the objectives related to the paid advertisement:
1. “To implement a Facebook Ad campaign that increases the page engagement”.
2. “To promote campaign specific ads to increase reach and visibility ofLI’s all
inclusive fare”.
3. “To implement a Facebook Ad campaign to drive traffic back to the
campaign’s landing page.”
On the LI’s website
The Facebook platform will be more suitable than the Instagram or Twitter
pages because of the effectiveness of the platform in manner to drive the engagement
and big crowd of the customers those could be attracted towards the products and
services (Marketo, 2015). It was recently reported that maximum population of the
Australia are already connected via Facebook including 14 million active users
(socialmediastats.com, 2015). This is the second most famous social website followed
by the YouTube in Australia (Marketo, 2015).
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Optimisation: Report will be presented on the monthly basis in manner to
identify the image combinations and contents those could be helpful in resonatingthe
best practices with the audience in manner to improve the system if there is any
improvisation needed relation to the time, target, images and contents.
User Generated Content
LI’S strategy to push notifications on the web pages related to the products in
manner to manage the unsatisfied customers through social media (Primary
research).so far has consisted on “Pushing” information to their fans and on reputation
control by managing unsatisfied customers. The campaign “Rediscover your sense of
wonder with LI’S all inclusive fare” is being expected to focus on engagement with
fans through a platform where they are also eligible to get information whatever they
want through posts, comments or messages. It will include pictures shared by
different users within their dwelling, flats or houses. There will be a competition
strategy, which will be helpful in engaging more customers to share their experiences.
The winners of the competition will be chosen through voting system.
The main goal behind these approaches is to increase WOM through the help
of viral effect that will be gained through a content experience based differentiation
strategy that matches the consumer’s values of self-expression, adventure, and love
for travel. The approach will be to ensure that customers will be the one, who will be
sharing and driving the contents those have been posted on the regular basis. This
strategy will leverage the audience’s desire to enhance their social capital and self-
worth; and will tap into the consumers’ extrinsic motivations of sharing as they seek
the perceived value of winning a trip.
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Blogger Outreach
Matthews (2014) stated that 81% of the population have trust on the advice
and information those are being provide on the blogs or posts on the social websites
and among them 61% of the users move for the products recommended by the blogs.
This could be a boon for the LI to reach more customers and enhance the output of the
organization. LI could make bond with the bloggers or use paid services for the
advertisement on different pages in manner to increase awareness among the
customers. LI could also identify greatest bloggers and pay them to promote its brand
and attract the customers (Bloggerconnect.com.au, 2015). Moogan 2015 describes
how an organization can be beneficial with such type of approaches and could also be
implemented within the system of the LI.
Current content
 Promotional photo-sub category price product
 Product photos lightings- Lamp subcategory
 Videos- advertisement lighting
 TV commercial (advertising Lighting)
 Blog articles (categories of products last 29 July “Pendant Lights Can Add
Elegance to Any Room”
 What they can do more vs competitors
 Yellow pages they are just images of the products but no information.
12 Community management strategy
Community management does not include the engagement of social media
only rather it also focuses on enhancement of the performance of the organization
through better profits, enhancing the brand value of the LI, retaining more customers
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(DeMers, 2017). In this case the manager is incapable of delivering effective service
to the organization or the customers.
Facebook 1 a week
Resopinds to the comment
Instagram 2 a week make table
This approach will be helpful for the LI to become proactive rather than
reactive in manner to increase the awareness among the targeted customers. LI is
about to move its current “push strategy” for the engagement purpose that will be
helpful in nurturing the loyal customers and improve the relationship between them.
The main purpose behind this approach will be to ensure that customers will get the
correct information at the right time. According to Walter (2013) following are the
three main foundations for the community management:
1. To be transparent.
2. To listen and be present.
3. And to respond thoughtfully.
However these are suitable for the Facebook platforms, it can be
recommended to implement it within the platforms twitter and Instagram.
Implementation of certain community moderation parameters is very crucial for the
current focus of the organization.
1. A social media policy will be established as a response tactic to any crisis or
risks. This policy will enable Qantas to prevent future costly mistakes in social media
(McMalcom, 2013).
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2. The first step in the content moderation strategy will be to assign ownership
of the platform to a selected team in the organization during the campaign in order to
create accountability.
3. A “Terms of Use” or “Post moderation guidelines” tab will also be set in
place, detailing the rules participants should abide by during the contest and to clearly
specify how Qantas will monitor and respond to posts and conversations that fail to
abide by these regulations. Examples include: Inappropriate or offensive images
and/or content.
4. A crisis response plan will also be implemented, detailing the different
actions that should be followed in order to successfully deal with a crisis in the social
channel. Following industry’s best practices we will create a list of possible situations
and categorize them:
4. Daily moderation will have to take place during the “Rediscover your sense
of wonder” campaign as fans upload, comment and share their pictures to ensure
content is appropriate and relevant.
There are certain objectives those need to be considered while driving this
implementation into the digital strategy of the LI that includes:
Whether the comments those have been made on the blog are racist,negative,
offensive, or malicious. Possibility of legal or ramification issues related to the
comment. If the comment made is in the categories stated above then what are the
actions that should be taken (BlueWire, 2015)?
Based on the findings it can be concluded that digital strategy can be a way for
the LI to cope up with the competitive market and also could take advantage of the
competitive market. Further success elements have been incorporated by using the
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consumer knowledge sharing, self-concept and self-enhancement theories in a manner
that is relevant to the Qantas’ campaign.
12.1 Optimised advertaising
The campaign will benchmark traffic, attribution and behaviours to determine
consumer reach and content relevance. Post-campaign optimisation after one month
will aim to reach new strategic targets
12.2 Paid
The paid advertising will target users by location with a focus on Brisbane,
Sydney and Melbourne as well as online behaviours such as other site visits, searches,
time of the day, content viewed, etc. Cookies will also be set in place in order to target
the consumer via ads throughout its purchase decision. The ad copy will be optimised
to be relevant and to include a strong call to action; once the ad is clicked the viewer
will be sent to the campaign’s landing page.
12.3 Owned
Cross promotion and/or embedded sharing across LI touch points (Appendix A),
including:
 Emails to LI’s subscribers, e.g. LI Club
 Website
 Social channels, including Google+ customers to increase Google
search success
 In-retail magazines, entertainment
 YouTube e.g. App promotional video; Companion channel
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12.4 Earned
 Post-campaign optimisation (Measurement)
 Public relations – pitch App and consumer experiences to news media.
 Post-campaign optimisation after one month will aim to reach new strategic
targets
 The campaign will benchmark traffic, attribution and behaviours to determine
consumer reach and content relevance.
13 References
Appendix A
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Part B: Score, Interpretation of Score and Recommendations for Digital Strategy
Total score 40/110 36.4%
Recommendation
Lighting illusions’ digital strategy performance is not impressive. As based upon the research
it can be seen that the score is mostly low. Following are some recommendations, which the
company can adapt in order to improve their business and enhance the brand value. The
research and evaluation process will help to identify the urgent concerns.
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Base on the low score thereare key areas for improvement in Digital strategy in
particularly
1. Measurable Strategy: The online customers should be offered the testing options;they
will offer the customers new products of different prices. The company should use
few apps to determine their website appeal to its customers. The testing will help
positioning and created value to the company in order to understand which products
are attracting more people. So they can offer those products in their stores as well.
They can try A/B testing to improve the logo design.
2. Brand Image/Positioning Strategy: The design and functions ofthewebsite of Lighting
Illusions does not represent any clear brand image and key message, which can
successfully showcase their brand value and positioninge.g. Refer appendix
A.Thepositioning strategy may be connecting images, key message, and
webpagelayouts(Belch et al., 2014).. They need to have messages around expert
advice as their competitive advantage by online live chat support. They can start with
a review of the marketing plan and development of advertising campaigns and
IMC.Using qualitative research to develop consumer insight and guide strategy.
3. Online Customer Services/Engagement: They must engage in data mining in order to
determine the customer needs. The supply chain management will be enhanced
through building supply alliances. To ensure maximum profit on the online business,
the company must increase the efficiency of the site. It can bring balance by
providing similar offers to both online and offline customers.
4. Developing SEO strategy: The Company must effectively use Search engine
optimization to make the services more accessible to its customers (Dawson, 2006).
This will include the companies’ familiarization with SEO and the ability to identify
key words; help them to fix minor issues and using CMS plug-ins and software. This
will ensure the company’s visibility to its consumers and to its market competitors.
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References
About Lighting Illusions. (2017). Lightingillusions.com.au. Retrieved 26 October
2017, from http://www.lightingillusions.com.au/about-us
Beacon Lighting – Lights, Fans and More. (2017). Beaconlighting.com.au. Retrieved
12 August 2017, from https://www.beaconlighting.com.au/
Beacon Lighting – Lights, Fans and More. (2017). Beaconlighting.com.au. Retrieved
26 October 2017, from http://www.beaconlighting.com.au/
Belch, M., Kerr, G., & Powell, I. (2014). Advertising: An integrated marketing
communication perspective. (3rd ed., p. 246-249). McGraw Hill
Bharadwaj, A., El Sawy, O. A., Pavlou, P. A., & Venkatraman, N. V. (2013). Digital
business strategy: toward a next generation of insights.
Dawson, A., & Hamilton, V. (2006).Optimising metadata to make high-value content
more accessible to Google users. Journal of Documentation, 62(3), 307-327.
DeMers, J. (2017). Why Community Management Is Different From Social Media
Marketing. Forbes.Com. Retrieved from
https://www.forbes.com/sites/jaysondemers/2015/02/12/why-community-
management-is-different-from-social-media-marketing/#255566a467d9
Harvey, R., & Oliver, G. (2016). Digital curation. ALA Neal-Schuman.
Illusions, L. (2017). Lighting Illusions. ProductReview.com.au. Retrieved 27 October
2017, from https://www.productreview.com.au/p/lighting-illusions.html
Killian, G., & McManus, K. (2015). A marketing communications approach for the
digital era: Managerial guidelines for social media integration. Business
Horizons, 58(5), 539-549.
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Lighting and Ceiling Fans. (2017). Lightingillusions.com.au. Retrieved 26 October
2017, from http://www.lightingillusions.com.au/
Lighting and Ceiling Fans. (2017). Lightingillusions.com.au. Retrieved 12 August
2017, from https://www.lightingillusions.com.au/
Lighting Illusions (@LIGHTINGOZ) | Twitter. (2017). Twitter.com. Retrieved 12
August 2017, from https://twitter.com/lightingoz
Lighting Illusions Online Blog. (2017). Lightingillusions.com.au. Retrieved 26
October 2017, from https://www.lightingillusions.com.au/blog
Lighting Illusions. (2017). Facebook.com. Retrieved 12 August 2017, from
https://www.facebook.com/pg/lightingillusions/photos/?ref=page_internal
Lighting Illusions. (2017). YouTube. Retrieved 12 August 2017, from
https://www.youtube.com/user/lightingillusions
Linkedin.com.(2017). Retrieved 12 August 2017, from
https://in.linkedin.com/company/lighting-illusions
Nylén, D., & Holmström, J. (2015). Digital innovation strategy: A framework for
diagnosing and improving digital product and service innovation. Business
Horizons, 58(1), 57-67.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging
the digital generation. Kogan Page Publishers.
SEMRush (23 Aug 2017), Domain Overview (Desktop) lighting illusions.com,
retrieved from www.semrush.com
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Travis Bishop (@lighting. Illusions) • Instagram photos and videos.
(2017). Instagram.com. Retrieved 12 August 2017, from
https://www.instagram.com/lighting.illusions/
Tuten, T. L., & Solomon, M. R. (2014). Social media marketing. Sage.
Appendix A
The loud and vibrant colors on the advertisements give the feeling that the company is
offering cheap products (Lightingillusions.com.au, 2017). On the contrary they have used
dark colors in their logo. The dark blue in the background appears confusing. Lighting
Illusions is offering lights and fan, so the maximum area covering by a dark color gives a
wrong idea. The website does not offer any live chat option to help the customer. In the fact
they have a lot helping in the store but is not consistence been duplicating onlinethe vision of
the company appears at the bottom of the page.
Brand Image
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Lighting illusions is not any
Key message
Logos Digital Plataforms
AppendixB
Digital Retail Strategy
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Lighting illusions Sale message
is not very meaningful
Clear lack of strategy e.g.
Beacon has more consistent
retail strategy and partnerships
in the block.
Appendix CThe Company has to invest more on the employees who will visit the employees
and provide them with several options for the trial. There must a devoted team of talented
designers who will identify the flaws in the designs and redesign it to enhance the brand
value. Above all Lighting Illusions must focus on enhancing customer satisfaction to achieve
customer loyalty and desired goals. Employer can be involve in posting or even run a
competition between stores to see how is got the most posts month.
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Online Customer Service
Lighting illusions
Beacon has replay after 3
minutes
AppendixD
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In Twitter the regular updates was about the posting of product related photos. However much
information has not been collected, as there is no implementation of that information on the
less active social media platforms.
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Appendix E
Beacon Store Valley
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