LIVE FASHION, DON’T OWN IT RENTEZ VOUS DIGITAL MARKETING STRATEGY

TEAM  NUEVE  Can  Erkay  -­‐  Nora  Rekus  -­‐    Rebecca  Teboul  -­‐  Veronika  Kiejnich  -­‐  Ximena  Velasquez      

ABOUT

Rentez vous

THE CONSUMER

Job to be done Looking  for  something  to  wear  (to  impress)      

ACQUISITION STRATEGY OBJECTIVE

To attract and acquire possible renters

ACQUISITION STRATEGY ONLINE ACQUISITION ACTIVITIES

PPC  

SEO  

From  offline  to  online    

ACQUISITION STRATEGY

benchmark

Lovely  Pepa  for  Chic  by  choice    

60%  of  new  members  had  been  acquired  directly  through  publicity  efforts  during  their  two  months  aSer  launch  

40%  came  through  word-­‐of-­‐  mouth  referrals  

CONVERSION STRATEGY OBJECTIVEs

Convert into leads: sing ups Convert: rent

Persuasion Purchasing process

Emo$onal  and  ra$onal  elements  Rich  content  

Rich  product  info  and  broad  selecUon  Customer  reviews  Editorial  content  Social  engagement    

Prices  /  deals  Convenience  

Safety  issues  (product)    

Ra$onal    Convenient  fast  checkout  

Convenience  Price  

Safety  issues  (transacUon)  

CONVERSION STRATEGY

Persuasion

E-COMMERCE STRATEGY

What  are  they  looking  for?          AcUvely  looking  for  a  product                    Browsing  –  considering  for  a  future  opportunity    

E-COMMERCE STRATEGY

RATIONAL VALUES

EMOTIONAL VALUES

DELIVERED EXPERIENCE

Persuasion

Free  second  size:  100%  saUsfacUon.  Try  on  service:  choose  up  to  2  sizes.  No  regrets  policy:  replace  or  full  refund.      

Reassuring  about  the  sizing  problem    Sending  incenUves  for  clients  to  start  renUng.  

Clients  can  enjoy  a  25$  discount  of  their  order  of  75$+.      

E-COMMERCE STRATEGY

BENCHMARK

E-COMMERCE STRATEGY

Home

Catalog

Product detail

Cart

Payment

Confirmation

Waiting for the owner to accept request

THE PURCHASE PROCESS

THE PURCHASE PROCESS

BENCHMARK

RETENTION STRATEGY

Touch strategy Client  fails  to  rent  for  X  months    Reminder  email  +  incenUve  coupon/discount  for  the  iniUal  rent  Client  rents  an  oucit  Email  newsleder-­‐  send  over  further  coupon  for  extra  incenUve    

renters WOM-­‐  social  media  blog  e-­‐newsleder  ‘BFF’  promoUons  

listers consequent  lisUng    discounts  blog  post  features  

RETENTION STRATEGY

MOBILE STRATEGY

MOBILE

Responsive  design  Rentez  Vous  has  no  app    

MOBILE

BENCHMARK

QUESTIONS?