internhip report
TRANSCRIPT
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BELLE&SUE EMMA LEVI YALLA INTERNSHIP REPORT - JULY TO AUGUST 2016
Raise awareness around Belle&Sue
brand
Create traffic in the brand new store
Boost online sales through an
international website
Attract French and foreign residents or tourists in Tel
Aviv and the surroundings
Assisting brand manager for photoshoots
sessions, show room
arrangement and website customer
service
Listing B&S on key platforms such as
TripAdvisor, Google Maps and
identifying relevant websites
to be listed on
Creating initial digital strategy :
messaging campaigns,
online promotions,
advertisements on online
Creating an offline strategy and identifying
offline advertising and marketing tools
to target audiences
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INTERNSHIP’S MAIN MISSIONS
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EMMA LEVI YALLA INTERNSHIP REPORT - JULY TO AUGUST 2016
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A WORD ABOUT BELLE&SUE Belle & Sue is Israel’s first online fashion retailer. Based in Tel -Aviv and launched in S e p t 2 0 1 0 , B e l l e & S u e b r i n g s contemporary designers to a sophisticated fashion conscious customer. The company also distributes Cheap Monday and several other brands in the Israeli market.
In 2015 Belle&Sue opened it's first Flagship store in Tel Aviv. The 250 Sq m fashion complex includes a store front, offices and showroom.
What started off as a super popular showroom and online store has since morphed into one of Tel Aviv’s brightest brick-and-mortar flagship shops. Belle & Sue regularly hosts highly-anticipated sample sales and stocks colorful brands like Mara Hoffman and Jeffrey Cambell.
With so many stores and brands going online these days it was a nice surprise to see that our fashionable friends from Belle & S u e , w h o p i o n e e re d t h e l o c a l eCommerce period, are opening an actual offline store in the ever changing Shenkin
Street. The store offers, next to their familiar urban chic fashion brands, also a large variety of lifestyle design section with fine stationery, cool magazines and other coveted items.
References Belle And Sue Do Shenkin, Eyal de Leeuw | 15.10.15
http://thegarconniere.telavivian.com/2015/10/15/belle-and-sue-do-shenkin/
Tel Aviv’s Top 5 Local Fashion Boutiques, Sigal Stark I 28.04.16 http://theculturetrip.com/middle-east/israel/articles/tel-avivs-top-fashion-boutiques-for-the-tel-avivian-look/
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EMMA LEVI YALLA INTERNSHIP REPORT - JULY TO AUGUST 2016
SUMMARY
STRATEGIC RECOMMENDATIONS p5 Link The Newsletter To The Purchase Process | Enhance The Instagram Influence | Use
Facebook As A Marketing Tool | Renew The Youtube Channel | Offline Challenge : Attract Foreign Tourists And Residents | Need Bloggers’ Influence And Press Visibility
BACK LINKING AND SEO p15 Introducing Belle&Sue On Key Platforms
Trip Advisor | Google Maps | Secret In Tel Aviv | Right Tips
REPORT ACTIVITY p20 Showroom Assistant : Preparation And Setting Of Winter/Fall 2017 Cheap Monday’s
Collection
Sales Advisor : Help In The Store And Personal Advice To Foreign Customers
Community Manager & Communication Assistant : In Charge Of Advertising Projects And Diffusion Of Content
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EMMA LEVI YALLA INTERNSHIP REPORT - JULY TO AUGUST 2016
STRATEGIC RECOMMANDATIONS
Link The Newsletter To The Purchase Process | Enhance The Instagram Influence | Use Facebook As A Marketing Tool | Renew The Youtube Channel | Offline
Challenge : Attract Foreign Tourists And Residents | Need Bloggers’ Influence And Press Visibility
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1. LINK THE NEWSLETTER TO THE PURCHASE PROCESS
Weekly | Displays the « it-product » of the period | Informs of sales and special promotions
Recommendations which have been addressed
A nominative newsletter to create an even more personalized customer experience
Implement a « sign up for discount » process : offer 5 to 10% discount on the first purchase at each suscription to increase the customer base and stimulate the buying process.
A pop up should appear at any opening of the web site asking to sign up to the newsletter.
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2. ENHANCE THE INSTAGRAM INFLUENCE
Recommendations which have been addressed
Create engagement with contests : make followers participate in Belle&Sue experience and reward the winners with gift cards or special gifts.
Follow - Posting picture - Hashtags
Reward followers with promo codes such as « SUMMERBS" or « B&STLV »
Feature some customers, with for exemple reposts of shopping experience or fitting sessions.
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3. USE FACEBOOK AS A MARKETING TOOL
Recommendations which have been addressed
Community management on the B&S Facebook page : be present ! Answer each question and ensure an effective customer service even on the Facebook page.
Add and increase positive comments and rewards on the store via the Facebook page.
Use #hashtags and location tools to gain visibility on the posts Post frequently : define a strategy with target audience and create contents at defined period to reach
the greatest number.
Implement animations, contests and rewards for followers, such as a sponsorship affiliation. Make them participate in B&S adventure !
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4. RENEW THE YOUTUBE CHANNEL
Recommendations which have been addressed
Delete low quality and superfluous existing videos : start from scratch the Youtube strategy with new and fresh content (not more than 4-minute length videos)
Increase the SEO strategy with a gain in visibility provided by a relevant Youtube content (videos, podcasts, backstage infiltrations…).
Complete existing content and new to come with relevant titles, tags, description and preview picture.
Do not forget to include subtitles if the content is in Hebrew
Allow reviews, comments and display on smartphones and smartTV to ensure the maximum visibility Be responsive and reactive to comments : create and build a strong link with Youtubers
Share Youtube content on other media : Facebook, Google +, Instagram…
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Build a real Belle&Sue Youtube channel : name, URL, description, logo, link towards all the other B&S media (Facebook, Instagram, Pinterest…) … All the videos must include in the description a link
toward the website and the possibility to watch it later on.
About advertising : activation of paid advertising on B&S videos (ie allow commercials on our audience), keep analyzing the channel via Google Analytics and Youtube insight (help to the
orientation of marketing)
Ideas of content : backstage videos of the shootings, funny videos of the shop/office/the showroom, interviews of satisfied customers (both online and offline purchases), look books and beauty/fashion
tutorials…
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5. OFFLINE CHALLENGE : ATTRACT FOREIGN TOURISTS AND RESIDENTS
Weaknesses A website fully written in Hebrew
A brand new store not really known yet Lack of Israeli brands/local fashion designs
Strengths A well-located store in the heart of Tel aviv (Shenkin Street)
An influent and well-known e-shop Retailer of international and famous brands
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Recommendations which have been addressed
Implement an English version of the website International payment methods | Implementation of US$ currency pricing | Switch writings from left to right |
Handle shipping locations and policy
Make people talk and know about the store : implement an advertising strategy (street marketing, flyers, billboards, TV ad…)
Belle&Sue is famous for its Cheap Monday sample sales : communicate more on the events through international media (in English, on foreigners’ privileged media). Announce private sales in the
newsletter and by distributing flyers in Tel Aviv !
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Summer strategy : Tourists love parties ! Organize a big event with girls wearing B&S, private sales, promo code, goodies and gift cards contest. Take advantage of summer vibes and affluence of tourists to set Belle&Sue as a fashion party partner ! Just like nightclubs, which send girls to promote parties
and place, why not sending girls wearing Belle&Sue and giving flyers/promo code ?
6. NEED BLOGGERS’ INFLUENCE AND PRESS VISIBILITY
Index all the articles written about B&S and share them.
Identify trendy bloggers and influent Israeli personalities to wear B&S items and communicate around the brand.
http://thecriticalf.com/3168/
https://studioraz.co.il/portfolio/belle-and-sue/
http://timeout.co.il/en/shopping-and-style/belle-sue
http://thegarconniere.telavivian.com/2015/10/15/belle-and-sue-do-shenkin/
https://www.me-dusa.com/blogs/news/57075907-medusa-x-belle-sue-capsule-collection
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Get articles on famous blogs and Israeli life-style websites such as
Exemple : priced advertising propositions for an HAPPY IN TEL AVIV article
Get an article/being listed on the blog allows to benefit from the notoriety of Happy in Tel aviv
90K visitors per month | Largest lifestyle media fully in English and French in Israel | Give Belle&Sue a visibility for people who look for great deals | 24k fans on Facebook
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Advertising arrangements
Dedicated article + newsletter - 1500 to1800 NIS
Creation and design of an article presenting the shop and the e-shop Belle&Sue Publication and sharing of the article on the Facebook page (24K fans) and the Instagram page
(10K followers) Sharing of the article on the relevant Facebook groups
Creation and design of a dedicated newsletter (2K followers)
Dedicated article + game contest - 2200 NIS
Creation and design of an article presenting the shop and the e-shop Belle&Sue Creation of a game contest such as « 400NIS gift in Belle&Sue » (to be discussed) in order to create
buzz around the brand Provision of a database composed of persons who are interested in the brand (giving personal
informations is part of the conditions to participate in the contest Publication and sharing of the article on the Facebook page (24K fans) and the Instagram page
(10K followers) Sharing of the article on the relevant Facebook groups
Creation and design of a dedicated newsletter (2K followers)
BACK LINKING & SEO
Introducing Belle&Sue On Key Platforms Trip Advisor | Google Maps | Secret In Tel Aviv | Right Tips
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1. INTRODUCE BELLE&SUE ON TRIP ADVISOR
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2. INTRODUCE BELLE&SUE ON GOOGLE MAPS
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4. INTRODUCE BELLE&SUE ON RIGHT TIPS An online promotional tool useful to attract and create traffic
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Web version
Mobile version
REPORT OF ACTIVITY
Showroom Assistant : Preparation And Setting Of Winter/Fall 2017 Cheap Monday’s Collection
Sales Advisor : Help In The Store And Personal Advice To Foreign Customers
Community Manager & Communication Assistant : In Charge Of Advertising Projects And Diffusion Of Content
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1. SHOWROOM ASSISTANT : PREPARATION AND SETTING OF WINTER/FALL 2017 CHEAP MONDAY’S COLLECTION
SHOWROOM SETTING AND ARRANGEMENTS
Before…
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After…
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MERCHANDISING FOR ACCESSORIES
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INVENTORY MANAGEMENT
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Here in the storage : reorganizing and sticking labels to make it easier
PRICE MANAGEMENT
Retail Price | Wholesale Price | Sample Price
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Key steps of collection settings for Belle&Sue, retailer and wholesaler
Everything begins with boxes of samples sent by the brand itself, Cheap Monday : each item of the catalog is received as a sample, and will be displayed in the showroom. Here comes the fashion selection : each product of the collection is analyzed regarding the needs of Israeli market. All the non-relevant items (warm sweaters, too exotic patterns…) are collected and will be sold during the famous B&S sample sale. All the other items are priced (Cheap Monday decrees its own prices) with a retail, a wholesale and a sample price.
2. SALES ADVISOR : HELP IN THE STORE AND PERSONAL ADVICE TO FOREIGN CUSTOMERS
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One of the it-product of the shop : the DIVA x Belle&Sue swimsuit. Designed in Israel
and made of an unique garment, it is the summer best-seller.
The Tight Cheap
Monday : a must-have.
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Maria Hoffman dresses
3. COMMUNITY MANAGER & COMMUNICATION ASSISTANT : IN CHARGE OF ADVERTISING PROJECTS AND DIFFUSION OF
CONTENT
Belle&Sue @Shenkin Block Party
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Promotion on Facebook with sharing and
editing on groups such as
Secret TEL AVIV French Speaking
Olims Francophone Secret
TLV Olim Post college
French People in Israel
Promotion on Instagram with sharing
posts and using hashtags
#belleandsue, #belleandsueshenkin
#shenkin, #telaviv, #tlv, #shoppingtlv
Promotion on RightTips by creating the
promotional offer and advertising post.
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The concept of the Block Party
Friday 19th of September took place a « street party » in the trendy Shenkin
Street : several brands and shops were participating together in a new shopping experience : special
promotions, festive atmosphere, gifts… A fashion lottery with a basket
full of special articles from the boutiques involved has also been won.
Belle&Sue @Secret in TLV
IDEAS OF PROMOTIONAL OFFERS FOR SECRET IN TLV VIP MEMBERS
(AND FOR RIGHTTIPS USERS AS WELL)
5 to 10% off
A Cheap Monday tote bag for 300NIS and above purchases
15% off on the second item
…
According what’s in stock, changing gifts (soaps, tooth brushes, candles…)
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SECRET TEL AVIV VIP CARD « The VIP Offers are in fact mainly restaurants and bars but there are some others too,
in this link you can find all the VIP offers. Actually I think that being the first clothing shop for now is a great opportunity since you would be the only clothing shop for now,
let me know what you think about it. »
The community is over 120K members of 20-35 years old, so far we have over 5,000 VIP cardholders. We also have a weekly Newsletter that we send to over 11K people
and we do some advertisement in there as well in case you find it relevant.
The VIP services are completely free! If you would like more advertising like being featured in the Newsletter that would be apart from the VIP Card deal.
Regarding the VIP Cardholders, here is some information:
• Mainly 20-35 years old (Millenials)
• About 60% woman and 40% men
• Most of them are internationals (Olim) or Israelis living like internationals
• Interested in going out to trendy and new places (our "Bests" guides are the top results on Google searches)
Contact detail : Tere, [email protected]
Belle&Sue on the web : a new international landing page
Welcome to our International consumers !
Willing to discover our brand new collection and capitalize on your summer holidays to become the trendiest you ever ? Get overwhelmed by the hectic fashion feeling of Tel Aviv and come to say hi at our 41, Shenkin street store !
Pshhhht ! Do not miss our outrageous summer sales and become the goddess you have always wanted to be !
Any problems or recommendations ? Just want to say hello or call for help to buy your product online ? Do not hesitate and call us at 03-750-8050.
Belle&Sue Shenkin St, 41 TEL AVIV YAFO
Sun-Thu 10:00 to 20:30 Fri 10:00 to 16:00
Sat Closed
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THANK YOU to the great team I had the chance to work with.
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