DIGITAL MARKETING

NAME : ANG CHING HEE

STUDENT ID : J14014172

SECTION : M1

SUBJECT NAME : DIGITAL MARKETING

SUBJECT CODE : MKT3209

PROGRAMME : BMAUH

TITLE : INDIVIDUAL ASSIGNMENT

LECTURER : MR. RAKESH

SESSION : JANUARY 2017

WORD COUNT : 2200 WORDS

DUE DATE : 16th FEBRUARY 2017 (WEEK 7)

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Table of Contents
1.0 Introduction ......................................................................................................................... 2
2.0 Products, Target Audience, Positioning .............................................................................. 3
2.1 Products ............................................................................................................................... 3
2.2 Target Audience .................................................................................................................. 3
2.3 Positioning ........................................................................................................................... 4
3.0 Current wed design and issues ............................................................................................ 5
3.1 Social Media ........................................................................................................................ 5
3.2 Email newsletter .................................................................................................................. 6
3.3 Payment method icon .......................................................................................................... 6
3.4 Language option .................................................................................................................. 7
3.5 Lack of multi-currency option ............................................................................................. 7
3.6 Live chat services ................................................................................................................ 8
4.2 Email Newsletter ................................................................................................................. 9
4.3 Payment method icon ........................................................................................................ 10
4.4 Provide different Language option .................................................................................... 10
4.5 Accomplish multi-currency option .................................................................................... 11
4.6 Provide 24 hours live chat services ................................................................................... 11
4.7 Add Customer Review Platform ....................................................................................... 12
5.0 Conclusion ......................................................................................................................... 12
6.0 References ......................................................................................................................... 13
7.0 Appendices ........................................................................................................................ 17
7.1 Old Web Pages .................................................................................................................. 17
7.2 New Web Pages with Pop-Up ........................................................................................... 18
7.3 New Web Pages without Pop-Up ...................................................................................... 18

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1.0 Introduction
FashionValet (http://http://www.fashionvalet.com) was founded in 16 November
2010 by Vivy Sofinas Yusof and her husband Fadzarudin Maherand its is a
pioneermulti-label online fashion sites in Malaysia which has provided distinctive
latest fashion trends, quality and durability product with the reasonable price to the
customer. FashionValet is one of the largest fashion sites in South East Asia stocking
over 400 fashion designers and brands from South East Asia.

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2.0 Products, Target Audience, Positioning

2.1 Products
FashionValet specifically an online boutique with high-end brand focused on stylish
fashion. FashionValet has offer a wide range product lines under one roof such as
women clothing, men clothing, children clothing, cosmetic, accessories and wedding
dress. FashionValet also consists of sub categories product line in each clothing lines
such as handbags and shoe for their customer. Besides that, FashionValet offer the
over 400 brands including top Malaysian home-grown brands and also international
brands that included Singapore, Indonesia and Thailand which in more lifestyle
quality, style and design for the customer. It also provides special products from the
collaboration of FashionValet and selected brands. The products that FashionValet
offering are various type of selection of prices, brand and styles to customer that
caters each individuals unique demands.

2.2 Target Audience

The main target audience of the FashionValet is the public including women, younger
people and especially who are internet savvy that between 23 to 45 years old with
incomes of RM 4000 to RM6 000 in the Kuala Lumpur (Ruban, 2017). According to
Bakewell, Mitchell and Rothwell (2006), women are more awareness and interest of
the fashion and clothing compare to the men. Besides that, as mentioned by Lester,
Loyd and Moore (2006), that has almost 60% of young people will shopping online
and making online purchases daily. Not only that, according to the survey, that have
almost 90% of consumer will shopping online and only have 25% of consumer are
still shopping offline (Shoppu, 2016). On the other hand, according to Sultan and
Uddin (2011), the internet user are more likely shopping online that shopping offline
this is because shopping online can let them save more time and more convenience for
those customer who are workaholic or have children. Through online shopping
consumers can buy faster, more alternatives and can order product and services with
the comparative lowest price (Cuneyt and Gautam, 2004). Thus, the FashionValet
target audience will be younger people and women that between 18 to 45 years old
such as housewife, college students, bride, urban women and others. Those people
who are very busy with their work, assignments as well as housework so they does
not have time for shopping offline and they only can through internet to shopping
online.

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2.3 Positioning
FashionValet is one of the most famous online fashion shopping platforms in
Malaysia which they committed to offering its customers high quality products with
the reasonable price. FashionValet sell clothes for the collection starting from RM 90
to RM1000 above. The price is quite expensive but FashionValet hold the principle
that they provide quality products to customers. According to OCED (2013),
customer in such markets may care about the product features and quality than about
the price.

High Price

Low Quality High Quality

Lower Price

Figure 1: FashionValet Positioning Map

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3.0 Current wed design and issues

3.1 Social Media

FashionValet only have promoted their product on 2 social media site which are
Facebook and Instagram. Due to limited social media so it cannot generate awareness
to customer, cannot attract new customer and unable to increase brand awareness.
Social media channel can useful to promote company brand image and products and
also users of social media now are highly motivated web consumers (Nadaraja and
Yazdanifard, 2013). Moreover, according to o SisiraNeti et al (2011), social media is
among the best opportunity available to a brand for connecting with prospective and
potential consumers in this new era generation. Not only that, FashionValet did not
put a social media site icon and just simply put the link with the small front on the
bottom page. This may cause their customer will not reach to the company social
media profile or fan page from the website. This is because customer will easily
missed up the social media sites due FashionValet only put the link on the bottom
page with small front.

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3.2 Email newsletter

One of the issues that FashionValet facing are the email newsletter does not locate at
the conspicuous place. Customer wants to receive email newsletters on promotions,
exclusive offers, and new products due to sign up the email newsletter to get the latest
information. And also customers are more preferred arrive to the online store from an
email to make a purchase as compared to other traffic channels (Rastogi, 2013).
However, the Fashion Valet locate the email newsletter at the footer page and using
the small front with the dark colour. This may cause the new visitor will missed up to
sign up the email newsletter even the new visitors does not make a purchase but they
will comes again when they receive the email that they interested.

3.3 Payment method icon

FashionValet have provided various type of payment option such as PayPal,

MOLPay, Visa, Master Card and PeB. However, thosepayment methods are located at
the bottom right corner page with black and white icon. When the customer wanted
make a payment however it is hard or may not find what type of payment method that
the FashionValet has offer so it may causes the customer cancels the purchasing order
due to payment method. According to Huang Chiu (2007), colour and icon shape are
significantly affected search performance.

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3.4 Language option

The current issues that the FashionValet facing are the website only provide English
and without provided others language option like Bahasa Malaysia and Mandarin for
their customer. FashionValet does not only selling their products in Malaysia and they
also have selling their product in 20 different countries around the world such as
Thailand, Japan and others so it will make some customer inconvenience which they
are not proficient in English. As mentioned by Elling, Lentz and Jong (2007), the
search and language option on the website can help people to find the right
information quickly. Not only that, a research done by Internet world Stats (2016),
that have 751.9 million of the internet users using Chinese and 109.4 millions of
internet users using Bahasa Melayu for browsing websites.

3.5 Lack of multi-currency option

Not only that, the next current issues that FashionValet only has provided 8 country
currency options such as MYR, USD, SGD and others however FashionValet have
selling their product within 20 different country. Thus, some of customer need
wasting time for convert the currency at others website for getting the exactly price of
goods. As mentioned by, Michael and Frey (2011), foreign customer will be more
toward the website that have offer currency conversion.

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3.6 Live chat services

Next, the FashionValet live chat services only offer at weekdays from 9 a.m. - 6 p.m.
Thus, customer only can through contact us as a channel to leave the message or to
make a call for asking question to the company when the live chat is offline. However
they need waiting for a long while to get the respond from company. It may causes
the customer will leave the webpage with bad impression and negative feeling and
will discontinue shopping due to company very slow just reply the message and the
live chat is offline. Customer might expect that their call or message will be answered
promptly and rapidly and an appropriate greeting will be given by the employee
(Failteireland, 2013)
4.0 Recommendations for new look

4.1 Social Media

I would like to recommend FashionValet should provide more social media tools like
Google+, Youtube, Twitter, Pinterest, and Mobile Appsin order to let the customer
can through those social media tools to get the latest information. I also like
recommend FashionValet should put their social media tools as a buttonand button

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should be display on the bottom the side of the home page this becausesocial media
buttons that can remains as the web users moves from page to page are optimal. As
indicated by Stephen and Galak (2009), social media tools that can effect on company
marketing performance like sales, the viewers of the web page and others so the
company must vital to understand their inter- relatedness and relative importance. Not
only that, as stated byRuane and Wallance (2013), the customer who are willing to
follow the company social media sites which mean they are interest in the brand can
drives brand consumption and share their opinion of the product. Additionally, social
media is one of the important elements of a web site because social media initiating
strong virtual communities thus the customers can share detail or information with
public(Katerattanakul, 2002).

4.2 Email Newsletter

FashionValet can use nicely designed pop-up comes with email newsletter sign up
forms and make user subscribe for various benefits like get the discount coupon code
on first purchase or offer a 20% off discount voucher. As mentioned by Wang (2013),
those have around 60% of online shoppers will receive company news, new discount
offers and others as they subscribe emails newsletter from the website. Moreover,
pop-up can easily to grab customers attention so the rate of customers for sign up
newsletter will be increasing. This is because pop-up will carry a higher conversion
rate than when it is simply published on the website (Sila, 2014).

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4.3 Payment method icon

FashionValet could change payment method icon with white and black colour to
colourful. Thus, the customer will more easily to know and found what type of the
payment that the website has offering. According to Nowell (1997), colour is the most
effective graphical device for reducing visual search time and bright colours are more
easily to garb customer attention in the short period time than dark colour (Attard,
2016).

4.4 Provide different Language option

I would like to recommend FashionValet can provide different language option based
on the countries that they have selling products. According to Robbions and Stylianou
(2002), web user likes to make purchases or read web content with their own
language. As mentioned by, Singh and Boughton (2005), web users feel more at ease
and comfortable when browsing web pages in their local languages. When the website
has offer language option thus the customer from different country can directly
translate to their local language to continue browsing the website and make a

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purchase. Not only have that, through their familiar language thus they will more
understand about the product information and the company privacy policy.

4.5 Accomplish multi-currency option

Moreover, FashionValet also should accomplishexisting multi-currency option this is

because customer will be more conveniencedue they no need wasting time to
calculate the currency exchange rate on another website and customer would hardly
inspire confidence to make a purchase decision due the price was in an unfamiliar
currency. As stated by, Nico Pena (2015), consumers are much more likely to
abandon their online purchase if they feel hesitation and displaying a price in a
foreign currency.

4.6 Provide 24 hours live chat services

Moreover, FashionValet should change their live chat services operating time from 9
a.m. - 6 p.m. to 24 hours everyday in order to answer the customer question
immediately. As mentioned by Clarkson, Johnson, Stark and McGowan (2010), it was
highlighted that around 19% of customer are likely using live chat to enquiry
information and they more prefer they can immediately get the help from the live
person when they have problem or question. A stated by Vivocha (2014), live chat is

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one of the most suitable ways that company communicate with their customers and
customers love live chat. Not only that, live chat also can help company to collect the
customer feedback and help to maintain good long-term relationship because it shows
that company care about their customers problems (Honigman, 2013)

4.7 Add Customer Review Platform

I would like to recommend FashionValet can add customer review platform and rating
platform in the top of the page for customer to giving ranting and comment review
thus the new customers can evaluate the quality of the products based on customers
rating and reviews. As mentioned by Lepkowska-White (2013), customer will search
for customers ratings, comment and others when they are looking for new products
then they only will make a decision whether purchase or not. Not only that, as stated
by Sebastianelli&Tamimi (2015), customers review played a significant role on the
online website, that have around 79% of customer more prefer to believe customer
review.

5.0 Conclusion
The current issues that faced by FashionValet are social media, language option,
multi-currency option, live chat services, payment method icon, email newsletter and
customer review platform. Lastly, FashionValet need to improve their current issues
as soon as possible in order to attract more customers to pay more attention when
browsing their unique websites and can increasing the sales and profit of the company.

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6.0 References
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[Accessed 2 February 2017].

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7.0 APPENDICES

7.1Old Web Pages

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7.2 New Web Pages with Pop-Up

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7.3 New Web Pages without Pop-Up

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