Missguided’s
Instagram account is filled with a rich content of product based imagery and the
promotion of discounts as well as competitions that can only be entered through
that specific channel. Instagrammers are able to compete by sharing a post, for
example with the hashtag #WINBIGGIE offers the chance of winning 1 of 5 t-shirts.
‘By including the appropriate hashtags in your updates, you can effectively
reach new people interested in your products.’ (Social Media Examiner,
2014)
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Also on this channel,
consumers have been offered one-off incentives to buy products by a certain
time for the outcome of winning a year’s supply of clothes. These competitions
in particular divert traffic and transfer them into sales because it gains
customer loyalty and offers something back because ‘companies need to focus on
those idea customers who likely to become loyal rather than promiscuous,
loss-making customers who grab incentives and run.’ (Chaffey, 2012) So far the
hashtag #missguided, has a reported ‘120,045’ (WEBSTA) tags just for the brand
name itself.
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Every day, Missguided provides customers with different discount
codes and offers, however these are only beneficial to those who follow the
Instagram account or other social media platforms. It’s a technique of keeping
everyone who wishes to know, up to date and a persuasive reason to buy. Other
imagery includes inspiration for new designs or current trends such as sequins
for party wear. Bloggers wearing the products are also included within this
stream of photographs with a high advantage for free advertisement. Some
bloggers may have a following up into the millions who are interested and
follow their direction of style, as if they were also celebrities. In result of
this hopeful tactic, it should lead traffic onto the website to examine the
product for themselves and most likely to end in a purchase.
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Once onto the
website, the content is completely different in comparison to the Instagram
however the promotions advertised on Instagram are now available to transport
you directly to the product by a click of a button. These promotions are
displayed on the homepage. As Missguided is recognised to be a go to place of
inexpensive and on trend party wear, the website has a page dedicated to the
items related to the theme which reflects the brands unique selling point. It
provides handy yet direct navigation which customers like. Nicole for
missguided has hyperlinks to direct you straight to collection then to view the
campaign and other activities for consumers to interact with. There you will
find a video playing behind the text which sets the scene (away from the rest
of the website) and the use of an innovative technique to grab the attention of
others.
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| Source: http://uk.missguided.co.uk/ |
The average visitor is engaged within the website for an average ‘7.22’
minutes and has a daily page views per visitor of ‘6.81’ (Alexa, 2014). Once
viewing a product, a customer is able to read up on product price, size, information
and care details as well as being offered other items ‘you may also like.’ Offering
these items to help style the primary product gives opportunity for furthers
purchases to be made. Another option that Missguided could provide on their
website would be to let consumers see the outfit on a catwalk just like ASOS do
as the intangible product would provide some sort of physical presence.
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