#BABESOFMISSGUIDED #ONFLEEK #OUTFITGOALS #GIRLPOWER
Do these hashtags draw you in? They have with Missguided’s 4.5 million customers. In this article we explore how and why…
Dummies guide to an effective and successful online presence…like duh?!
· Put an umbrella on your omnichannels girl, its rainin! Simulation of front and back end management is necessary to establish a successful ecommerce platform. A smooth transition from online to mobile shopping must be available to the consumer facilitated through back end management. Whilst front end management must allow for seamless visual and linguistic elements of the brand to be recognisable across all channels
· Personalise that service and drive that traffic: The use of algorithms assist in driving consumer traffic whilst personalised services such as parcel tracking satisfy consumer demand for transparency. Direct retailer communication via social media allows for accountability, knocking down the key challenge of online retailing; trust.
· Keep your style game strong: the online community is characterised by rapidity and dynamism. “Newness” is key in creating a successful online presence. Regular email updates about new products are vital in creating and maintaining customer acquisition and retention. Consistent communication creates competitive advantage and successful online notoriety.
The recipe to Missguided’s success
With these points in mind let us look at how fast fashion retailer Missguided fares in gaining a passport to effective online citizenship. The success of the pureplayer can be attributed to three key platforms from which it creates an engaging and seamless digital brand.
Online: Missguided has capitalised on omnichannel retailing, creating an umbrella of seamless interaction points for its customers. Strong style game and newness are bolstered by weekly product updates modeled by social media “it girl”, Amina Blue. The website is ladened with the colloquialisms of its target market such as ‘fire’ and ‘fierce’ which, as Morwena Ferrier highlights, “speaks to a very specific Snappchatting age group”. The online store embodies the twenty first century teenage girl through the use of affiliative language social media figureheads. The outcome? An intensely engaging online environment.
Through the app: Missguided’s mobile application for IOS seamlessly mimics the tactics of its website. The apps “swipe to hype” feature imitates popular dating app Tinder allowing consumers to communicate their product preferences. This feature is more than just shopping on the go, it allows Missguided to tighten their product relevance to their target market — ticking another box for effective online presence.
Social media: With 3.5 million touchpoints via Facebook and YouTube, Missguided is unavoidable. But lets talk about Twitter; Missguided has undoubtedly mastered the challenge of trust by starting an open dialogue with its consumer. Active communication characterised by informal language and the use of the synonymous hashtag, #BABESOFMISSGUIDED, has created an army of teenage followers. Through the effective alignment of brand values Missguided exceeds the requirements of the guide above. Put simply, Missguided becomes a friend you follow online.
Seamlessness, yep there’s that theme again. Through the synthesis of online platforms Missguided creates an omnipresence that is playful, enticing and unavoidable. If I wanted to fault the e-tailer, I simply couldn’t. Missguided are doing everything right to connect themselves with the twenty first century teenage girl. The question that now stands after reading this article..are you a #BABEOFMISSGUIDED?
