WIXLIB

E-MARKETING PLANPRESENTERS:SARAH KANGANDREA RAGHUNANDAN

BRANDBRAND IDENTITYBoutique style thrift shop offering designer used goods for brand, price, and socially conscious consumersLOCATION & OFFERINGS118 West 17th Street, New York Citywww.angelthriftshop.org (e-Commerce unavailable) Apparel – Women & Men House-wares Home FurnishingsCONSUMER PROFILEDemographics Women and men, ages between 18 – 35 High school educated and beyond Students; young and seasoned professionals Single; married; with or without children Ethnicity varies widely 27 -55KPsychographics Environmentally and socially conscience, activelyrecycles Conservative spender Gratified by purchasing quality merchandise at a lowprice Values quality Brand conscience Savvy shopper - doesn’t mind spending time to find theultimate fashion piece or home itemLifestyle Shops at brand stores, in-store and online Attends social events, museums, street fairs Seeks good/unique finds Appreciates the arts and vintage Enjoys traveling Reads fashion, news, travel, and art publications Volunteering or is interested in supporting a good causeGeographic Resides in or works in the five boroughs of New York

SITUATION ANAYLSISPRODUCT Apparel – Women & Men House-wares Home FurnishingsCOMPETITIONHousingWorks 7 stores in NYC E-Commerce Designer women’s and men’s apparel andaccessories, furniture, house wares, artCity Opera Thrift Shop 1 store in NYC Designer women’s and men’s apparel andaccessories, furniture, house wares, art Recognized by Vogue as the “highest quality thriftshop in New York”DISTRIBUTIONLimited to in-store purchasesENVIRONMENTAL FACTORS Rise in neighborhood thrift shops Local thrift shops expanding into e-Commerce Increase in national vintage/thrift e-shopsOPPORTUNITIES Dynamic website featuring latest merchandise E-Commerce functionality Online and off-line marketing strategies

MARKETING STRATEGYOBJECTIVESIncrease consumer traffic and loyalty to Angel Street Thrift Shop and to the store’s websiteGOALS Brand awareness Increase Sales Customer loyalty and preferenceKEY MESSAGE POINTS One of a kind designer merchandise Designer merchandise at an affordable price Proceeds benefiting men and women of New York affected by HIV/Aids,substance abuse, and mental illnessKEY TACTICSWebsite RedesignIntended Purpose E-Commerce capabilities Platform for communicating a clear brand identity Platform for ongoing and interactive communication with consumers Channel for building customer database (i.e.: email addresses) Source of community and lifestyle information Increase awareness of cause and volunteerismCALL TO ACTION Visit www.AngelThriftShop.org for details Sign-up to be the first to hear about upcoming sales, events, and promotions4

WEBSITEE-COMMERCE5

E-COMMERCEBEST IN CLASSHousing Works 7 New York based thriftstores Website with E-commercecapabilities Wide merchandiseassortment - women’s andmen’s apparel andaccessories, furniture, housewares, art Proceeds benefit program forhomeless men, women, andchildren and those living withHIV/AIDS6

E-COMMERCEMETRICS – MERCHANDISINGSEARCH/SHOPe-tailing100 4Q2009e-tailing100 4Q2008HousingWorksKeyword Search100%100%YesRefine Results90%85%NoLanding Page Sorts87%77%YesGuided Navigation74%63%NoView All53%46%NoAdvanced Search18%15%NoMerchandised SearchResults Page15%24%NoLanding Page SortsSource: the e-tailing group 12th Annual Mystery Shopping Study,4Q’097

E-COMMERCEMETRICS – MERCHANDISING (continued)COMMUNITY/SOCIALMETRICSRatings/ ReviewsTop Rated ProductsPost-Order Email RequestingReview/RatingBlogMobile CommerceShareFacebookDel.icio.usDigg itOtherMy SpaceTwitterGoogle BookmarkFavoritese-tailing 1004Q 200974%49%*e-tailing 1004Q 200858%24%Housing oNoYesYesYesYesYesYesYesNoNoLink to Social Networking SiteFacebookTwitterYou TubeMy SpaceWish NoNoNothSource: the e-tailing group 12 Annual Mystery Shopping Study, 4Q’09 *Subsetof surveyAUDIO/STREAMING VIDEOGuides/How-To Content withAudio and/or VideoVideo Product Demos onProduct PagesVideo Content – Non ProductPage or Guides (Branded orOther)Source: the e-tailing group*Subset of survey12the-tailing100 4Q2009e-tailing 1004Q 2008HousingWorks61%*49%*No55%N/ANo49%N/ANoAnnual Mystery Shopping Study, 4Q’098

E-COMMERCEMETRICS – CUSTOMER SERVICECSR# of clicksKnowledgefrom(1-3, 3 selection of BusinessVery# of hours toproductdays torespond to Knowledgea throughreceiveble)MerchantemailcheckoutItemN/A – CallHousing Works16.34Unreturned83Blue ’ End6.522.543REIAverage ofEG100 SitesShopped withtheseFeatures0.3725320.692.245.424.05Question Submitted via Product PageEmail Response9

E-COMMERCEMYSTERY SHOPPING1. Searchedmerchandise,selected size, andadded item to cart2. Google Checkout3. Entered CreditCard Information10

E-COMMERCEMYSTERY SHOPPING4. Selected Shipping Method5. Order Confirmation Page6. Email Confirmation of Order11

E-COMMERCEMYSTERY SHOPPING7. “Order Shipped” E-mail Notification8. Email Inquiry RegardingMerchandise Return Options9. Item Returned to Store; EmailConfirming Refund for Return12

E-COMMERCEGOALS & STRENGTHSGoalsStrengthsEffective key word search capabilities. Search can be conducted forthe entire site and/or subcategories of product based on multiplesearch criteria (price, brand name, featured items).Easy to Find and Browse ProductsVisibility of merchandise enhanced through dedicated themed areasi.e.: Alexander McQueen.Appropriate call outs geared toward target audience.SearchCriteriaSearch results include images of all product. Multiple product viewsavailable once item is selected. Merchandise is displayed on a figureand professionally photographed.Easy Check Out and Shipment ProcessRaise Awareness of Cause & DonationsPromote VolunteerismGoogle Checkout used to manage online purchases. Seamless andreliable. Shipping options offered including free in-store pick of selectitems.Top of home page includes note about the impact consumers canhave by shopping with Housing Works."Donate" link on top of each page directs visitors to multiple ways ofgiving.ThemedAreas"Volunteer" link on top of each page with opportunity to submitvolunteer request form online. Each opportunity and shop locations areclearly outlined13

E-COMMERCEGOALS & OPPORTUNITIESGoalsCollect E-mailsOpportunitiesOffer additional incentive for submitting email addressesi.e.: "To receive the latest information on new productsand sales sign-up today" on home page and within eachproduct page.Promote shophousingworks.com vs. parent sitehousingworks.com to allow consumers to have directaccess to e-thrift store.Easy to Find and Browse ProductLimited to 30 items per page. Create "View all" functionto site.Extend search capabilities to include color; style;fabrication.Expand recommended products to increase up-selling.Increase SalesE-mailRequestLimitedItemsPerPageCreate full looks with current inventory with option forcustomer to purchase entire outfit.Incorporate video into site to highlight new and musthave items via mini fashion show.14

E-COMMERCEGOALS & WEAKNESSESGoalsWeaknessesEase of Navigation(throughout entire site)Difficult to maneuver back to estore homepage once other areasof the site are accessed. Createlink on each page directingvisitors back to shoppinghomepage.Excellent CustomerServiceUnresponsive to emailssubmitted to email for generalinquiries. Assign specific staffmember to this task.Easy Return ProcessInformation on return process isabsent from shipment package.Add instructions for return onreceipt form.Difficult toReturn toe-StoreHomepagefrom OtherPagesUnresponsive toInquiries Submittedto General InquiryEmail15

E-COMMERCEAPPLICATIONS FOR ANGEL STREET THRIFT SHOPCurrent Website Lacks E-commerce capabilities Outdated design No product images Limited store, product, and cause informationOpportunities for ImprovementE-store Development:Search and Browsing Capabilities Multiple search functions and criteria Offer “View All” option Present professional images of merchandise frommultiple viewpoints with a zoom feature Accompany each Image with detailed description ofproduct (size, fabrication, care instructions, price) Cross and up sell merchandise by offering up to 10relevant product recommendations Offer styling and full look options with each productShipping & Returns Implement seamless shopping cart application(i.e. Google Checkout) Include free return label with shipmentCustomer Relations Display a question/comment field on eachproduct page Clearly display link to FAQ page Dedicate area for capturing e-mail addresses withincentives highlighted16

E-COMMERCEATTACHMENTSAPPENDIX IComplete Merchandising Metrics – Housing WorksAPPENDIX IIComplete Customer Service Metrics – Housing Works17

MARKETING STRATEGIESMARKETING VEHICLES & ROI TRACKING18

MARKETING STRATEGYMARKETING VEHICLES Online– Website– Social Media: Facebook, Twitter, Blogs– E-Publications: www.nymag.com; www.dailycandy.com– Partnerships: www.NewSchool.edu; www.FITNYC.edu;– E-mail Campaign Print– The Village Voice– Washington Square News TV– NYC TV – Channel 25 GrassrootsFlyer Posters– Local Farmer’s/Flea Markets– Local Coffee Shops Events– In-store– OnlineROI TRACKING MECHANISMS Discount code usage Raffle/contest entry Email opt-in Monthly site traffic Engagement across social media sites Survey participation19

MARKETING VEHICLES20

MARKETING VEHICLESONLINEWEBSITE Design UpdatesHome Page Event announcement and support images Count down to event List of brands Link to lookbooks E-mail submission field for promotional information Content Updates for Web Search Optimization Keywords on website’s title page 5-20% keyword density in body of text Keywords: Vintage Thrift Designer Sample Sale New York Thrift shop in New York City Launch: Month prior to event Total Cost Estimate: 0 (in-house designer) Income 27K – 55K Hobbies and Interests: Apparel/Fashion/Beauty Planned Frequency: 3 times (Pre, 1 day prior, post event) Specifications Direct link to website “Forward to a Friend” link E-mail sign-up field Costs Estimate Mailing List Estimate: 350.00 Design Estimate: 200.00 Total Cost Estimate: 550.0021

MARKETING VEHICLESONLINESOCIAL MEDIAwww.Facebook.com – Event Post & Ad Circulation: 2,819,200 Target Audience Criteria Women and men, ages 18 – 35 Resides in NYC and cities within 50 miles Planned Frequency: 4 times (Pre, 1 day prior, during,post event) Specifications – 110 x 80 px Costs Estimate 51.70/day (based on estimated 110 click per dayat .47/click) 206.80 for 4 days Design Estimate: 50.00 (update email design) Total Cost Estimate: 256.80 Target Audience Criteria Women and men, ages 25 – 35 Resides in NYC and cities within 50 miles Planned frequency: 4 times (Pre, 1 day prior, during, postevent) Specifications – 140 Characters Total Cost Estimate – ;www.poshgirlvintage.com/blog - Blog Post Submissions Target Audience Criteria Appreciates vintage items Seeks vintage/thrift store merchandise Planned frequency: 3 times (Pre, 1 day prior, post event) Specifications – Post comments and link to website Total Cost Estimate – Free22