MKT2700 Retail Marketing

Question:
Please note for this assessment you can select from one of the following clothing retail companies: www.justjeans.com.au, www.liveclothing.com.au, www.CityBeach.com.au and www.next.com.au. It will be a first in first serve basis to secure your choice of retailer from this selection of retailers, for this assessment item. Students MUST select one of these four retailers to complete this assessment on, failure to do so will result in a zero for this assessment item. Further details will be provided in regards to how students can confirm their chosen retailer in Week 3.
Task: Prepare a comprehensive retail marketing strategy report.
Along with a number of others, you made the shortlist to gain a position as a retail advisor for Retail Solutions (a Retail Marketing Consultancy), at present your position is temporary. Your first customer would like you to create a retail marketing report that includes three parts:
a) refresh a page (e.g., coats page) on the retailer’s current website using Shopify, with supporting justifications provided to substantiate your recommended changes/ design;
b) create an email marketing campaign to re-launch the new website page and;
The quality of this report will dictate whether your position will be made permanent. In order to perform this review you will need to address the areas below.
Part A. Website redesign strategy using Shopify
Students need to select one page/category* from the current retailer’s online store site and redesign this page to enhance its effectiveness using Shopify#. For example, you may decide to select the web page/category of ladies shoes. Your redesign should embrace the style guide/ branding of the retailer and be considerate of the retailer’s retail market strategy. Students should utilise the features offered by Shopify to design the new page.
You will also be required to justify your suggested changes as to why the retailer should implement the proposed changes and what impact the changes may have on the effectiveness of the retailer’s webpage and sales.
When redesigning the webpage/category students should apply the key concepts and learnings of the unit.
Students must include a link to their Shopify page for the marker to access the page and grade as well as utilising screen grabs of the page within the report to support their justifications.
Students must use Shopify for this section, failure to do so will result in a zero for this part.
Students must use their last name for your Shopify store.
Students must add your lecturer as a team member when setting up the store to allow the marker to assess your assignment.
Part B. Email marketing campaign using Mailchimp
Direct Marketing launch of website
Using mailchimp, design and send an email to Shopifyadministration@ecu.edu.au and m.emmerson@ecu.edu.au of your email marketing campaign to re-launch the new webpage/category you have designed in Part B^^. Remember when designing an email campaign, the key is to gain the attention of the recipient so they open the email and take action. Remember to consider the retailer’s retail market strategy when designing and executing your email marketing campaign.
Students must utilise screen grabs of the mailchimp campaign within the report to support their justifications.
Students must use Mailchimp for this section, failure to do so will result in a zero for this part.
Students must use their student ECU email address to send their email from.
Students must email the lecturer their final mailchimp campaign to be assessed.