vastrm insights mining
Post on 21-Oct-2014
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Skillshare social media course- homeworkTRANSCRIPT
VASTRMINSIGHTS MINING
Skillshare Assignment- Carla Hizon
THE PRODUCT
THE OPPORTUNITY
THE QUESTIONS
THE ANSWERS
THE PRODUCT
Vastrm
Custom polo shirts fit for your shapeDetermine and save your ‘Vastrm Fit ID’
Try on samples at home
True customisation (not just colour and design)
THE OPPORTUNITY
Business Problem
Consumers are unaware that Vastrm exists
Goal
Drive 100, 000 people to the Vastrm site to find out more about the product by June 2013
THE QUESTIONS
Areas to Explore
The Audience1. What is the online behaviour of our audience?
2. How does the audience purchase clothing?
Our Competitive Set3. Who are our competitors?
4. Who are they targeting?
THE ANSWERS
The Audience
1. What is the online behaviour of our audience
It isn’t just about the PC
Multi-screening dominates behaviour, where 90% of interactions are screen based
Source: Google Compete 2012
Social networks are used heavily by active internet users
Where the majority also shop online
Source: Moontoast, Nielsen, Social Commerce 2011, 2012
Those active on social networks are heavy online shopppers
Sequential screening (moving from one screen to another) is common when shopping online
Source: Google Compete 2012
Online shopping search begins on a smartphone
Source: Google Compete 2012
The Audience2. How does the audience purchase clothing?
Clothing is still predominantly purchased offline
Source: Consumer Barometer 2012
Online research plays a major role before purchase
Source: Consumer Barometer 2012
When shopping for clothing and apparel, most are undecided on a brand and where to buy
Over 5 sites are often visited before conversion
Source: Google Compete 2012
Search is vital and drives conversions
Conversion takes time and is most likely within the first month of search
Source: Google Compete 2009, 2012
‘T-shirt’ outstrips ‘polo shirt’ in terms of searches
Established/popular polo shirt brands perform equal if not better compared to the generic ‘polo shirt’ term
Searches peak mid or end of year, implying popularity around mid-year sales or gift time
Source: Google Trends 2012
Our Competitive Set
3. Who are our competitors?There is a wide spectrum of competitors who claim to provide ‘customised shirts’
For the majority ‘custom’ really means just choosing a colour or design
Vastrm is the only product that provide choices in terms of fit, size, style of shirt, shirt detailing
Complete CustomisationRestricted Customisation
The majority of competitors have standard shirt styles, where customisation is limited to colour and embroidery .
4. Who are they targetingWhile average audience age is between 18-24, majority of customer lie within the older 25-44 age segments
Younger, design-led brands such as Threadless are targeting the young adult segment
Threadless
Focus on the young adult segment of 18-24
Source: Quantcast 2012
Custom Ink
Source: Quantcast 2012
While average age of audience is under 18, the average household income of $100-150k suggest
majority of their audience lie between 25-44 years of age
Zazzle
Source: Quantcast 2012
Similar to Custom Ink, based on the average household income of
$100-150k majority of their audience actually lie between 25-44 years of age
Cafe Press
Source: Quantcast 2012
Spreadshirt
Source: Quantcast 2012
Focus is on a slightly older age demographic compared to the others within the competitive set
Lacoste
Source: Quantcast 2012
Clearly targeting older audience with high disposable income.
In Summary
Vastrm is the only brand that offers true customisation when it comes to polo shirts, this should be exploited to its full potential
While 18-24 year olds is a popular segment, spending power lie with the over 25 year olds
Mobile and search need to complement our strategy as these are the tools our audience use when shopping online
The creative idea needs to work seamlessly between different screens throughout the customer journey