Customer Experience Report: Digital Marketing at Hollister Co. (2024)

This report provides an in-depth analysis of Hollister Co.'s customer experience strategy. It begins with an introduction to customer experience and its importance, followed by an overview of Hollister Co. and its product offerings. The report then delves into creating a clear customer persona, emphasizing the importance of research and understanding customer needs. It identifies digital touchpoints used by Hollister Co., such as social media and mobile advertising, and evaluates CX models like feedback and action measures to enhance digital customer experiences. The report concludes with a critical evaluation of digital customer experience and highlights the role of digital platforms in gaining customer loyalty. The report also references books and journals to support the findings, offering valuable insights into how Hollister Co. strives to meet customer needs and enhance their overall experience.

Customer Experience Strategy
INTRODUCTION
It is the perception of customer after using the product or service. The customer
experience can be negative as well as positive. It is the duty of an organisation to
enhance the customer experience. It is not easy to satisfy the customers but the
business that is able to satisfy the customers is successful (Schanz and De Lille,
2017). There should be healthy relations between the company and the customers.
The experience of customers changes the image of business in mind of customers.
This report is based on Hollister Co. and the customer experience of the
organisation. The company is ranked in top five clothing brands among teenagers
by Piper Jaffray in 2019. The products offered by the organisation are Jeans,
jackets, shirts, body care, perfume, dresses, pyjamas, rompers, swimwear, hats,
shoes, air fresheners, candles, pins, belts, sunglasses, and scarves. The
organisation has offline stores and also deals in online clothing. The company was
founded in 20 years ago in 2000 and has its headquarters in United States. There is
discussion related how to digital marketing enhances customer experience. The
choice of customers and various digital touchpoints. A customer journey map and
two objectives of customer experience.
1. Identify and create a clear customer persona justifying on the basis of choices
on the basis of global consumer.
Customer Persona is a fictional character that is built to represent a brand,
site, product etc. They are used while market segmentation and are generally
representative of segments. In respect to Hollister Co. they focus on the premium
customers and provide them effective products (Motta-Filho, 2020). They help to
understand the customers better. It is also important to know about the requirement
of different personas. Customer persona is relation to Hollister Co. is mentioned
below:
To create persona, it is important to conduct research and surveys to understand he
customers. In relation to Hollister Co. they conduct proper research related to
needs and wants of customers and current trends.
Next step is to get motivation from the needs and wants of customers and find
ways in which a product can be developed successfully. Herein, Hollister Co. uses
the data collected from the research and then develop the products that is
according to the needs of customers. As the trends are changing continuously it is
important to build the product that satisfies them.
Lastly communicate the same to the sales team so that they can market the product
and gain profit. This helps to enhance the customer experience.
As Hollister Co. is part of fashion industry so it is important to understand
the needs and wants of customers and develop the product in such a way that it
satisfies the needs and wants of customers.

4. Evaluate CX models that will be appropriate to enhance digital customer
experiences
The two models that help Hollister Co. to enhance digital customer experience
are as follows:
Feedback: It is a way to know about what customers are feeling about the
organisation. The customers share the experience by feedback. It helps the
company to enhance the experience of customers by taking actions based on the
feedback. It can be seen hat the customers feel satisfied if actions are taken
regarding their problems. In relation to Hollister Co. they take regular feedback
of customers to enhance the experience.
Action measures: This is another method that helps to understand the
customers and enhance the satisfaction (Becker and Jaakkola, 2020). It is
important to take actions that help to attract the customers and increase
satisfaction. Hollister Co. take suitable action measures that assist then in
enhancing the customer experience.
CONCLUSION
Every business operates to serve the needs and wants of customers. It is a
vital task to know what customers desire and then providing them the same. In
this report customer experience of Hollister Co. is studies. Various models that
help the company to measure and enhance the experience of customer are studied.
The ways through which company promotes the product and services to reach the
customers are also part of this report.
REFERNCES:
Books and Journals:
Becker, L. and Jaakkola, E., 2020. Customer experience: fundamental premises
and implications for research. Journal of the Academy of Marketing
Science, 48(4), pp.630-648.
Motta-Filho, M.A., 2020. Brand experience manual: bridging the gap between
brand strategy and customer experience. Review of Managerial Science,
pp.1-32.
2. Identify the digital touch points
Digital touchpoints are the digital interaction that takes place between the
brand and its customers. It enhances the enhancement of the brand. It is highlighted
with gadgets like mobile phones, tablets. The digital touch points used by Hollister
Co. are as follows:
Social Media: It is one of the most efficient way to interact with customers.
Social media channels help a company top engage its customers (Vidili, 2021). In
relation to Hollister Co. they use social media platforms to market its products and
services. This helps them to attract more customers and influence them.
Mobile advertisement: The emphasis is on the customers and to engage
them. It helps to promote the product through online websites. In context of
Hollister Co. that company regulates the practice by using computers, mobile and
tablet.
3.Critically evaluate digital customer experience.
Customer experience plays a vital role in success of an organisation. Every
company makes efforts to enhance customer experience. It is not an easy task but
is important one. The more the customers are satisfied and has good experience the
better it is for company. Nowadays the use of digital platforms has helped a lot to
enhance the experience of customers. In respect to Hollister Co. they use digital
platforms to enhance the experience of customers. It also helps to gain loyal
customers that are profitable for the organisation. The digital market places that are
used by Hollister Co. are social media platforms like Instagram, Face Book and
LinkedIn. The another two are website of company the mobile application. The
social Media platforms have large reach and they help to attract more customers.
The social media platforms have power to influence the customers (Scherpen,
Draghici and Niemann, 2018). As today everyone has presence on social media,
these tools help to convert the customers better. The website and mobile
application of the company increases the ease of customers and that is way to
Customer Experience Strategy