Various approaches to analytical aspects of retailing are essential to consider in the modern age. Thoughtful analysis of the possible channels of communication between the seller and the customer is critical to the future outcomes of any company. In this work, the main features of the omni-channel approach implemented for our potential brand will be discussed, and the choice behind the platforms used will be explained.
An omni-channel analysis is one of the most lucrative ways of establishing a communication line between the buyer and the organization. This method of retailing envelops management of multiple channels of interaction at once, which presents the customer with exceptional experience (Galipoglu et al., 2018). The affluence of the omni-channel strategy dramatically depends on the target customer chosen. For our brand, “We Are One,” we have chosen a genderless base between 18 and 40 years old. It is essential to note that our organization develops eco-friendly merchandise which can be suitable for various age groups.
Additionally, we have decided to implement neutral color schemes to cater two different social groups members with various economic status. Finally, it should be considered that our company is based in Los Angeles, which possesses distinct economical characteristics.
Given the variety of this population and the diversity of uses of loungewear, the channels chosen for this project vary significantly. According to Ortiz-Ospina (2019), there are several distinctions in the media services used by different generations. Thus, for the age group between 18 and 24 years, our primary focus should be on YouTube, Facebook, Instagram, and Snapchat platforms, as they are most commonly used by individuals of this age (Ortiz-Ospina, 2019).
Considering the people between 25 and 29 years, it is possible to use YouTube and Facebook, with a smaller accent of Instagram and Snapchat (Ortiz-Ospina, 2019). Finally, for ages from 30 to 40, we should target YouTube and Facebook, with less focus on Instagram (Ortiz-Ospina, 2019). Altogether, it appears that the most efficient channels for our project are YouTube and Facebook for all of the groups, with the addition of Instagram and Snapchat for the younger generation.
Implementing such diverse platform requires thoughtful examination of their characteristics. First of all it is essential to consider that the most affluent channels appear to be YouTube and Facebook. According to previous research YouTube marketing is a highly prominent niche allowing multiple brands to grow and evolve while staying connected to their customers (Schwemmer & Ziewiecki, 2018). the website discussed can allow our company to create an overview of our products, thus keeping our clientele informed of the newest developments and products.
As for Facebook and Instagram, several characteristics are exceptionally different. It seems that the most successful strategy for Facebook is to uphold high credibility, while for Instagram it is essential to use additional imagery (Coelho et al., 2016). Thus, our company can achieve its goals by presenting the quality of our clothing through Facebook, and providing the necessary information about our color choices through Instagram. Finally, considerable success on Snapchat can be gained by recruiting specific members of this social network that possess a large fanbase and can promote our brand to their followers (Scolere et al., 2018). Altogether, utilizing the platforms described can allow our organization to stay connected to our customers, receive necessary feedback and keep our audience knowledgeable of upcoming developments.
To conclude, the most effective way of approaching the omni-channel analysis is to consider the customers’ needs and primary characteristics. It is essential to find the focal touch-points through which the company can communicate with their potential clientele. Due to the diversity of our possible customer groups, the strategy implemented will require the use of various social platforms, the most prominent of which are YouTube and Facebook.
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