How to use Values to communicate online? A case study on Jack Wills. By Dr. Hasan.

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How to use Values to communicate online? A case study on Jack Wills. 

Written by Dr. Hasan.

  1. An outline of at least four present state needs or values:

The four present state needs or values are the following:

a.      Providing personalised experiences to the customers.

b.      Retaining the returning customers

c.      Increasing conversion rates

d.      Reduce basket abandonment.

Jack Will, UK. 


  1. A hypothetical scenario that uses each present state's need or value for a better connection with customers online.

Hypothetical Scenario

present state's need or value for a better connection with customers online.

 

Providing personalised experiences to the customers.

Providing personalised experiences can increase the conversation rate among new and returning customers. It can also help customers identify their real needs and avoid gender distinctions (Chaffey and Ellis-Chadwick, 2022).

Retaining the returning customers

 

Retaining existing customers is always profitable for the business (Tinklw

Increasing conversion rate

The conversion rate needs to be increased by 12% (Nobile and Cantoni, 2023).

Reduction of basket abandonment

Increase 8% of add-in-basket items of Jack Wills to reduce basket abandonment (Chaffey and Ellis-Chadwick, 2022).

Jack Wills, London

 

  1. A description of the present state need or value used in each scenario.

Hypothetical Scenario

Description of the present state's need or value in each scenario

 

Providing personalised experiences to the customers.

Providing personalised experiences can increase the conversation rate among new and returning customers. It can also help customers identify their needs and avoid gender distinctions (Chaffey and Ellis-Chadwick, 2022).

Retaining the returning customers

 

Returning customers are the customers who bought from the brand before and are not to be considered frequent buyers. Retaining existing customers is always profitable for the business. (Nobile and Cantoni, 2023).

Increasing conversion rates

 

Increasing the conversion rate can generate a higher Return on Investment (ROI) for Jack Wills (Chaffey and Ellis-Chadwick, 2022).

Reducing basket abandonment

Basket abandonment is causing the business to lose money. To generate more sales revenues, it is imperative to increase the add-to-basket operations (Chaffey and Ellis-Chadwick, 2022).

 

 


 

  1. An explanation of why each present state's need or value is important to customers.

Hypothetical Scenario

Why is each present state's need or value important to customers?

Providing personalised experiences to the customers.

·       Increase the conversation rate among new and returning customers (Nobile and Cantoni, 2023).

·       Help customers identify their needs and avoid gender distinctions (Chaffey and Ellis-Chadwick, 2022).

·       Develop tailor-made targeted services for a specific group of customers (Nobile and Cantoni, 2023).

Retaining the returning customers

 

·       Retaining existing customers is always profitable for the business (Chaffey and |Ellis-Chadwick, 2022).

·       Increase add-to-basket customers (Nobile and Cantoni, 2023).

Increasing conversion rates

 

·       Generate a higher Return on Investment (ROI) for Jack Wills (Chaffey and Ellis-Chadwick, 2022).

·       Increase click-through-rate (CTR)

Reducing basket abandonment

·       Basket abandonment is causing the business to lose money.

·       To generate more sales revenues, it is imperative to increase the add-to-basket operations (Chaffey and Ellis-Chadwick, 2022).

 


  1. A proposal for online marketing communications, content, and strategies that could be used to connect with customers.

Hypothetical Scenario

A proposal for online marketing communications, content, and strategies that could be used to connect with customers

Providing personalised experiences to the customers.

·       Using the latest personalisation software, such as Ash Monetate, for a consumer-facing brand like Jack Will can increase the conversation rate.

·       Monetate is used for personalisation on Jack Will’s website in various countries worldwide, including the United Kingdom, Europe, the United States, and Hong Kong (Chaffey and Ellis-Chadwick, 2022).

·       Personalised experience also reduces basket abandonment (Nobile, and Cantoni, 2023).

·       Using personalisation, new customers to the online store can see the “best seller” products, while returning customers can see the “new arrivals” on the same pages (Chaffey and Ellis-Chadwick, 2022).

Retaining the returning customers

 

·       Jack Wills has added Cookie to their website for the new customer (Tinkler, 2023).

·       Returning shoppers are defined as male or female and given a specific gendered landing page (Chaffey and Smith, 2022).

·       Every few months after and after cookies are refreshed to ensure that the retailer is not making too many assumptions in their strategies when many customers are visiting the website to buy gifts (Chaffey and Ellis-Chadwick, 2022).

·       Increase add-to-basket customers (Tinkler, 2023).

Increasing conversion rates

 

·       Generate a higher Return on Investment (ROI) for Jack Wills (Chaffey and Ellis-Chadwick, 2022).

·       A personalised experience for segmented customer groups can increase new customer conversion rates and add-to-basket rates (Chaffey and Smith, 2022).

·       Increase click-through rate (CTR) (Tinkler, 2023).

Reducing basket abandonment

·       Basket abandonment is causing the business to lose money (Tinkler, 2023).

·       To generate more sales revenues, it is imperative to increase the add-to-basket operations (Chaffey and Ellis-Chadwick, 2022).

 


  1. A hypothesis about how customers would react to your message that includes a present state need or value.

Hypothetical Scenario

A hypothesis about how customers would react to the message that includes a present state need or value

Providing personalised experiences to the customers.

·       It can increase the conversation rate (Chaffey and Smith, 2022).

·       It also reduces basket abandonment (Tinkler, 2023).

·       Using personalisation, new customers to the online store can see the “best seller” products, while returning customers can see the “new arrivals” on the same pages (Chaffey and Ellis-Chadwick, 2022).

·       Existing customers are more interested in discovering new products (Chaffey and Smith, 2022).

Retaining the returning customers

 

·       Retaining existing customers is always profitable for the business (Tinker, 2023).

·       Returning customers tend to become retaining customers because of having personalised marketing experiences for a specific market segment (Chaffey and Ellis-Chadwick, 2023).

·       Increase add-to-basket customers.

Increasing conversion rates

 

·       Generate a higher Return on Investment (ROI) for Jack Wills (Chaffey and Ellis-Chadwick, 2022).

·       Customers can get a personalised experience, which can create sticky left-hand navigation filters that remain visible while users scroll down to the site page (Chaffey and Smith, 2022).

·       It encourages customers to engage and interact with searchers, increasing the conversion rate and reducing basket abundance (Chaffey and Ellis-Chadwick, 2022).

·       Increase click-through-rate (CTR)

Reducing basket abandonment

·       Delivering personalisation also influences customers to focus on search filters that can increase engagement on mobile or other devices, which is increasingly popular when searching the web (Chaffey and Ellis-Chadwick, 2022).

·       Customers like to spend 12% more time on mobile devices than laptops, so using search filtering can reduce basket abandonment (Chaffey and Ellis-Chadwick, 2022).

·       Basket abandonment is causing the business to lose money (Gani and Faroque, 2021).

·       To generate more sales revenues, it is imperative to increase the add-to-basket operations (Chaffey and Ellis-Chadwick, 2022).

 

Reference lists:

Chaffey, D. and Smith, P.R., 2022. Digital marketing excellence: planning, optimizing and integrating online marketing. Routledge.

Chaffey, D. and Ellis-Chadwick, F., 2022. Digital marketing. Pearson uk.

Gani, M.O. and Faroque, A.R., 2021. Digital marketing. In Cross-Border E-Commerce Marketing and Management (pp. 172-202). IGI Global.

Nobile, T.H. and Cantoni, L., 2023. Personalisation (In) effectiveness in email marketing. Digital Business, 3(2), p.100058.

Tinkler, A., 2023. AI, marketing technology and personalisation at scale. Journal of AI, Robotics & Workplace Automation, 2(2), pp.138-144.





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